Small & Enterprise businesses alike should be taking advantage of Google's free listings in its organic search results. Learn why it's important and how to get started in this presentation I'm facilitating to small business owners at the NVSBC, 8/6-8/8

1. Adam Dince
Small Businesses: How To Succeed on Google for Free
Deluxe Corporation

2. Today we’ll cover:
• Introduction
• Why Google Is Important
• How Google’s Search Results Work
• How To Get To The Top
• Q&A

3. A QUICK INTRODUCTION
3

4. • Current: Head of Organic Search (SEO),
eBusiness, Deluxe Corporation
• Prior: VP, Director of Search and Content
Strategy @ MRM – NYC
• 13+ years of experience in digital marketing /
advertising
• Co-authored the SEO section of Digital Impact, the
Two Secrets to Online Marketing Success
@adamdince
www.adamdince.com

5. Image Source: Ed.gov

7. • Publicly traded company
• 3-4 million small business
customers
• 5,000 banks and financial
institution partners
• 14 million lifetime
customers and 7-8 million
active customers in our
direct-to-consumer
segment
On behalf of Deluxe, thank you for the honor

8. WHY IS IMPORTANT?
8Image Source: http://www.xatakaon.com/

9. Because it’s big
• The world’s largest
search engine
• Owns between 70 to 85%
of all searches in the US
• In 2012, Google recorded
nearly 2,000,000,000,000
searches
Source: themediaguru.blogspot.com
http://www.statisticbrain.com/google-searches/
http://searchenginewatch.com/article/2269591/Googles-Search-Market-
Share-Drops-as-Bing-Passes-17
MozCon 2013

10. Search happens!
http://pewinternet.org/~/media/Files/Reports/2012/PIP_Search_Engine_Use_2012.pdf

11. Which means that you, the small business
owner have an opportunity to:
• Be found when people are looking for your brand,
products and/or services on Google
• Generate visits, leads and sales on your Website from
Google referrals
• Drive customers in store from Google search pages

12. ENOUGH OF THE SMALL TALK…
LET’S GET DOWN TO BUSINESS12
Source: http://doblelol.com/uploads/3/funny-superhero-pics-rotten-peace.jpg

13. PPC
(Ads)
PPC
(Ads)
Traditional Organic
Listings
Organic Local
Listings
• Advertisements
• Auction based
• Avg. CPC for “business
attorneys” is $6.06
• Immediate results
• Gap fillers for organic
• Great for promotions
• Not Ads
• Free (aside from consultant
fees)
• Awarded on quality and
trust
• Takes time to appear
• Long-term effects
• Not Ads
• Free (aside from consultant
fees)
• Awarded on consistency
• Must have physical
address
• Vital for small businesses

14. Today, we’ll focus on the organic (free) results

15. It all starts with a robot
www.webpronews.com

16. Like Pacman eats pellets, search
engine robots consume content on
the Web
Source: http://technetcrew.com

17. Then content becomes returnable in
search results

18. TIPS TO GET TO THE TOP
OF TRADITIONAL ORGANIC RESULTS
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Image Source: http://doblelol.com/

19. A simple formula
Image Source: blog.emergingscholars.org
Content
User
Experience
Authority
Rankings
&
Performance

20. Content
• Informative
• Solves a problem
• Answers a question
• Grammatically sound
• Unique value prop
• Diverse assets
• Uses targeted key terms
• Location prominence
Image Source: http://images5.fanpop.com/image/photos/29900000/Writing-writing-29931875-1366-768.jpg

21. User Experience
• Engaging
• Easy to use
• Intuitive
• Shareable
• Bookmarkable
• Mobilized
• Tested
• Optimized
Image Source: www.peugeot.com

22. Authority
• Links from 3rd party sites
• Social mentions
• Google Publisher
• Google Authorship
• Build relationships
(online & offline)
• Manage communities
Image Source: www.marketingtechblog.com

23. • Develop measurement criteria (KPIs)
Examples:
• Track rankings
• Track Website visits
• Track in-store visits
• Track online sales
• Track offline sales
Performance
Image Source: www.marketingtechblog.com

24. MOVIN’ ON UP TO THE TOP
ORGANIC LOCAL RESULTS
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Image Source: http://www.nydailynews.com

25. A simple formula
Image Source: blog.emergingscholars.org
Citations
Google Plus
Places for
Business
Rankings
&
Performance

26. Citations
• Local & industry directories
• Consistent NAP (name, address, phone)
• No PO Boxes
• Link to Website
• Industry Blogs
• Customer Reviews
Image Source: http://alvinisms.blogspot.com

27. Use the entirety of the Web
Image Source: http://alvinisms.blogspot.com

28. • Register your business
• Encourage reviews
• Grow circles
• Share content
• Link to your Website
Google Plus Places for Business

29. • Google offers great opportunity to SBs
• People are searching
• Get found in traditional organic results
• Get found in organic local results
• Get professional help
In Closing

30. • Talk to a Digital Media Account Executive 866-
203-2740
• http://ww.Deluxe.com
• Personal Twitter: @adamdince
• Deluxe Twitter: @deluxecorp
Call Us @ Deluxe

31. Image Source: www.struckout.co.uk
Q&A