Promoting Your Business Through Google - Media Matters at Rawlinsons Business Conference 2018

@MEDIAMATTERSPR
Promoting your
business through
Google
LAURA MCGILL & LOUISE BARRETT

@MEDIAMATTERSPR
https://goo.gl/2q7dH3
Password:
2018BusinessConf

@MEDIAMATTERSPR
Objections
It’s too difficult
I don’t know
where to start
It costs too much
It takes too long
Our
company/website
is too small
My business is
too niche
All our business
comes from word
of mouth
We don’t sell
online
My industry is too
competitive

@MEDIAMATTERSPR
Your customers are
researching online…

@MEDIAMATTERSPR
How did people first learn of the product they
purchased during product research?
70%
25%
2% 2%
Online via website
or app
In a store, shop,
showroom
Over the phone
(text, phone call)
Other

@MEDIAMATTERSPR
81%
of shoppers conduct online research before
making big purchases
(Retailing Today, 2014)

@MEDIAMATTERSPR
Awareness
Consideration
Purchase
Retention
Advocacy

@MEDIAMATTERSPR
“If you’re available at the Zero Moment of Truth,
your customers will find you at the very moment
they’re thinking about buying, and also when
they’re thinking about thinking about buying.”
(ZMOT, 2011)

@MEDIAMATTERSPR
Your customers are
researching online using
search engines…

@MEDIAMATTERSPR
64%
of people trust search engines for research
(Edelman Trust Barometer, 2017)

@MEDIAMATTERSPR
71%
of B2B researchers start their research with a
generic search.
(Google, 2015)

@MEDIAMATTERSPR
12 searches
The number of searches B2B researchers do on
average prior to engaging on a specific brand's
site.
(Google, 2014)

@MEDIAMATTERSPR
Your customers are
researching online
using search engines
Google…

@MEDIAMATTERSPR
79%
The amount of global desktop traffic accounted for
by Google in 2017.
Followed by Bing at 7.27%, Baidu at 6.55% and Yahoo at 5.06%.
(Source: NetMarketShare)

@MEDIAMATTERSPR
3.5 billion
The number of searches Google receives per day
(Source: Internet Live Stats)

@MEDIAMATTERSPR
Brand building,
awareness & equity

@MEDIAMATTERSPR
Brand building, awareness & equity
• Support other marketing activity
• Reinforce recommendation
• Brand reinforcement

@MEDIAMATTERSPR
Potential pitfalls:
• Not ranking first or at all
• No sitelinks or only small sitelinks
• You don’t have a knowledge panel
• Incorrect business information

@MEDIAMATTERSPR
Potential pitfalls:
• Bad reviews on knowledge panel
• Competitor bidding on your brand name
• Negative reviews appearing as other
organic results
• Negative news stories appearing as other
organic results

@MEDIAMATTERSPR
Trust and credibility

@MEDIAMATTERSPR
Trust and credibility
• How your brand name appears in search
• “#1 is best”
• Reputation

@MEDIAMATTERSPR
High quality traffic

@MEDIAMATTERSPR
Your competitors are
already thinking about
it…

@MEDIAMATTERSPR
61%
of marketers say improving SEO and growing their
organic presence is their top inbound marketing
priority.
(HubSpot, 2017)

@MEDIAMATTERSPR
What are the options?

@MEDIAMATTERSPR
Promoting your business using
Google
Organic Paid

@MEDIAMATTERSPR
Google
Organic
Traditional SEO
Paid

@MEDIAMATTERSPR
SEO
Technical
Off
page
On
page

@MEDIAMATTERSPR
On page SEO
Content
• Value added content
• Thought-leadership articles
• Advice blogs

@MEDIAMATTERSPR
On page SEO
Keywords
• Use them in your content
• Create for the user first
• Natural language

@MEDIAMATTERSPR
50%
of all searches will be voice searches by 2020 as
predicted by comScore
(comScore, 2016)

@MEDIAMATTERSPR
On page SEO
Meta information
• Before the user visits your website

@MEDIAMATTERSPR
On page SEO
Meta information
• Include keywords
• Include a call to action and USP
• Keep it on brand

@MEDIAMATTERSPR
Technical SEO
Is your website…
• Findable
• Accessible
• Useable

@MEDIAMATTERSPR
Off page SEO
• Link = a vote for your website
• Relevance and quality is key
• Mentions

@MEDIAMATTERSPR
Off page SEO
“If you publish high-quality content that is highly
cited on the internet — and I’m not talking about
just links, but also mentions on social networks
and people talking about your branding. Then you
are doing great.”
(Google’s Gary Illyes, in a keynote at Brighton SEO in September 2017)

@MEDIAMATTERSPR
Google
Organic
Traditional
SEO
Google My
Business
Paid

@MEDIAMATTERSPR
Google My Business
Reviews
• Prominent position
• Encourage happy stakeholders to leave
reviews
• Keep them genuine

@MEDIAMATTERSPR
Google
Organic
Traditional
SEO
Google My
Business
Paid
Search Shopping Retargeting

@MEDIAMATTERSPR
Organic vs. Paid

@MEDIAMATTERSPR
Organic benefits
• Trust and credibility
• High engagement
• Long lasting
• Good ROI
• Influence customers
• Strategic advantage

@MEDIAMATTERSPR
Paid benefits
• Cost
• Stability
• Brand visibility
• Targeting
• Speed
• Agility

@MEDIAMATTERSPR
An integrated approach
Organic
Paid

@MEDIAMATTERSPR
An integrated approach
• Support SEO decision making
• Higher overall volumes of traffic
• Retargeting
• Increase confidence and awareness

@MEDIAMATTERSPR
Google Analytics
• Proper set up
• Conversion and event tracking
• Engagement metrics
• Traffic levels

@MEDIAMATTERSPR
Thank you
laura@mediamatters-pr.co.uk
louise@mediamatters-pr.co.uk

Promoting Your Business Through Google - Media Matters at Rawlinsons Business Conference 2018

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Promoting Your Business Through Google - Media Matters at Rawlinsons Business Conference 2018