Google Business Profile
Formally known as Google My Business
What is GBP?
Google Business Profile is a tool that enables you to manage and optimize your Business Profile on Google. Your Business Profile is Google’s term for your Google business listing. Business Profiles appear in Google Maps and in the local results of Google Search.
Important things to consider
Input ALL business information
Include business hours
Verify your location
Ask for reviews!!!
Why is GBP so important?
Businesses in the USA receive 26% of their views from Maps results
A typical business gets 59 actions from their GMB listing every month
Around 90% of the whole world population only look at the first-page result
84% of searches are discovery, while 16% are direct
Websites
Why are websites so important for businesses?
Credibility
One of the main reasons to have a website for your business is to show your organization's credibility.
Leads
Let your website produce leads for you. When a potential customer finds your website and wants more information they can contact you through your website.
Digital Marketing
If you plan on leveraging digital marketing to increase your leads and grow your business, you'll likely want to drive traffic to a website.
Not all websites are created equal
Stay away from Website Builders like Wix, GoDaddy, Square Space, Shopify and more! These builders produce poor mobile responsiveness and performance.
Site Speed Matters to Google
Since July 2018, Google has prioritized mobile page load speed as a key metric when determining a website's search result ranking. If your mobile website is slow or unresponsive, it comes with a hefty penalty to your overall ranking across all devices.
Why we use WordPress
35% of the Web Uses WordPress
WordPress Is, by Far, the Most Used CMS with 61.8% of the market share
There Are Currently 54,000+ Free Plugins
WordPress is Behind 30.3% of the Top 1000 Websites
Every functionality you need on one platform
There are currently over 4 million live websites using WooCommerce
Advanced Custom Fields allows your marketing team the power of updating content on your site
Use advanced lead gen forms or complicated calculators with WPFluent Forms
Replace Eventbrite and Vagaro with native apps like Tickera and Bookly
Don't slack when it comes to hosting
Most companies starting out opt to host their website on a shared hosting environment. This is not a good idea and will cost more in the long run. Shared hosting is a single server that hosts multiple websites. A shared hosting solution is 'low cost' but very unreliable because of low availability (uptime). Moreover, if one website gets a lot of traffic, other websites on the server suffer due to the excessive and highly unfair allocation of server resources.
Why is web accessibility so important?
Making the web accessible is about leveling the playground for 20% of the world's population. Imagine what society gain if 1.5 Billion (!) people who are as smart, as talented, and as driven as anybody, get access to the world's largest resource pool - the internet.
SEO
Search Engine Optimization
What is SEO
According to Search Engine Land, SEO stands for “search engine optimization.” In simple terms, it means the process of improving your site to increase its visibility when people search for products or services related to your business in Google, Bing, and other search engines. The better visibility your pages have in search results, the more likely you are to garner attention and attract prospective and existing customers to your business.
LINKS are STILL a big driving factor behind rankings
What are Backlinks?
Links on websites other than your own that go back to a page on your website. Backlinks are also called inbound links because they represent another website's traffic coming to your own site. The quality and quantity of your backlinks can help you rank higher in search engines such as Google and Bing.
Not all links are created equal
What makes a good backlink?
- They Come From Trusted, Authoritative Websites
- They Include Your Target Keyword In The Link’s Anchor Text
- The Site (and Page) Linking to You Is Topically Related To Your Site
Search Intent > Keywords
Search engines are getting smarter. They are not looking at searches on a literal keyword by keyword basis. Now we have to focus on the searcher's intent. And the best way to catch a searcher's intent is to become an authority in your niche. When you do this, Google will “unlock the floodgates” of traffic.
What makes you an authority in your niche
1
Topical Depth
Build long articles that fully answers any of the questions a user would have about that subject.
2
Topical Breadth
Build out lots of articles on your website answers to all the types of questions your customers have.
3
Authority Links
Links are still the biggest ranking factor, but quality is much more important than it used to be. SEO is a long-term play, so we recommend focusing on getting quality links to your site.
Pages with longer content tend to rank better because there’s a greater chance that the page will fully explain the answer to the user's query.
Display Advertising
What is retargeting and how does it work?
Retargeting converts those researching a product or service into buyers. Generally, 2% of visitors convert on the first visit to an online website. Retargeting brings back the other 98%. Retargeting works by keeping track of people who visit your site and displaying your retargeting ads to them as they visit other sites online. We place a special retargeting code on each of the visitor's browsers which allows us to show them marketing messages when they return to the website later on.
Why is retargeting so effective?
Right People
Right Ads
Right Places
What is Geo-Conquesting and how does it work?
Geo-conquesting is targeting your competitor’s customers or other important locations, showing them your ads, and then tracking them to your place of business!
Geo-Conquesting Examples
Example #1
Example #2
Example #3
A steak restaurant named “The Cattle Prod” wants more
customers. We target their 4 nearest competitors
(other steak houses) and show ads to all the people who go into that restaurant
tracked by their mobile phones. They see
the display ads all over the Internet on their mobile phones, home, and work computers. A certain number of them end up visiting The
Cattle Prod to give them a try. They
are then detected by their cell phones at The Cattle Prod restaurant and
counted as a “conversion” in analytics.
The customers are retargeted on their mobile phones and computers over
the next few months to remind them to come back again at a future date.
A Kia Auto Dealership wants to target customers who are in the market for a new or used car. They geo conquest 4 competitors, a Toyota Dealership, a Honda Dealership, a Scion Dealership and another Kia dealership that is their competition. We track them using their cell phones and begin showing those people who walked onto any of those dealerships’ ads the next day on their mobile phones, home, and work computers. An ad might advertise to come and check out their Kia Dealership. Each person who walks onto the original Kia Dealership’s lot is considered a “conversion” and counted in the analytics. The customers are then retargeted for another 3 weeks.
Cobb & Cobb is a personal injury law firm. They are looking to find those who have recently been injured either in the workplace, an auto accident, or other injuries that may need to be handled by their firm. They target five nearby emergency rooms to show ads to everyone who has entered the hospital to offer their legal services. This is a well targeted market for those who have been injured (and their families who may be in the waiting rooms for an extended period of time) and might need assistance. We show them ads starting the following day on their mobile phones, home, and work computers. A certain number of those injured will reach out to Cobb & Cobb for their assistance.