1.
Kevin Getch
Founder + Director of Digital Strategy

2.
A Little
About Me

3.
I’m the Founder + Director of Digital
Strategy at Webfor, an award winning creative &
digital marketing agency in Downtown Vancouver.

4.
SEO
Campaign of the Year

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I’m also the Chair Elect at the Greater
Vancouver Chamber of Commerce.

6.
In my spare time… I serve on the SEMpdx
board, a nationally recognized non-profit focused on
supporting and educating the digital marketing community.

7.
Integrating Channels & Tactics
A comprehensive customer centric strategy
integrated across channels, tactics and teams
can make your efforts 10x more effective.

8.
Your Customer is at the Center of
Your Marketing Strategy
Endorsers - (Media, Influencers,
Customers, Peers, Vendors, etc.)
Community

9.
Direct
SocialSearch
@KevinGetch

10.
S
You’ve been drinking… A LOT!
You have to go to the bathroom, but there’s a minute
left in the game and your team is about to score.
What do you do?
@KevinGetch

11.
Direct
SocialSearch
● Organic SEO
● Paid Ads
@KevinGetch
Tactics
● Website/App
● Content/Value
● UX/CRO
● Brand
● PR/RM
● Measurement
● Email
● Text
● Chat Bots
● Push
● Organic Social
● Paid Ads

12.
● Organic SEO
● Paid Ads
@KevinGetch
Tactics
● Website/App
● Content/Value
● UX/CRO
● Brand
● PR/RM
● Measurement
● Email
● Text
● Push
● Organic Social
● Paid Ads
Direct
SocialSearch

13.
Direct
Social
Search
@KevinGetch
● Organic SEO
● Paid Ads
Tactics
● Website/App
● Content/Value
● UX/CRO
● Brand
● PR/RM
● Measurement
● Email
● Text
● Chat Bots
● Push
● Organic Social
● Paid Ads

14.
PERSONA CUSTOMER
JOURNEY
&

15.
U
D
F
D
ecision Making
esires
ncertainties
ears

16.
Talk to Sales &
Customer Service

17.
Mine information,
keywords, topics &
opportunities with
CallRail Scribe &
Keyword Spotting
@KevinGetch

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@KevinGetch

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@KevinGetch

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@KevinGetch
http://bit.ly/1RlOGtD

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@KevinGetch

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@KevinGetch

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@KevinGetch

24.
Yes, Blunt is GOOD!

25.
@KevinGetch

26.
CUSTOMER
JOURNEY

27.
CUSTOMER JOURNEY
A visual representation of what a person is
feeling, thinking & doing as they interact
across multiple channels and move through
different stages of the customer experience.

28.
@KevinGetch

29.
@KevinGetch
UXPressia.com

30.
MAPPING CHANNELS
DEVICES & KEYWORDS

31.
@KevinGetch

32.
@KevinGetch

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@KevinGetch

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@KevinGetch

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@KevinGetch

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@KevinGetch

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@KevinGetch

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@KevinGetch

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@KevinGetch

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@KevinGetch

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@KevinGetch

42.
How would you rate the
effectiveness of the different
tactics you've utilized?
@KevinGetch

43.
@KevinGetch

44.
@KevinGetch

45.
Website Best Practices
1. Website should load quickly
2. Visually appealing design
3. Clear messaging/value proposition
4. Mobile friendly/responsive design
5. Call to action placed appropriately

46.
testmysite.thinkwithgoogle.com

47.
Estimated Lost Revenue
WTF!!

48.
search.google.com/test/mobile-friendly

49.
@KevinGetch

50.
Local Search

51.
Search
SEO PPC
SEO & PPC

52.
Local & Organic
Local & Organic
Paid (Adwords)
Paid (Adwords) Paid (Adwords)
Local & Organic
@KevinGetch

53.
Search Engine Optimization

54.
@KevinGetch

55.
Our Story

56.
Our Story

57.
Huge opportunities I
found in less than an
hour of research. These
are high volume
keywords currently on
the 2nd or 3rd page of
Google.

58.
Content [AKA] VALUE

59.
@KevinGetch
The content you create
as part of the digital
experience should
provide a tremendous
amount of value and be...
Engaging
Useable
Useful

60.
ON-PAGE SEO
@KevinGetch

61.
On-Page Optimization
● Title Tag
● Meta Description
● Quality + Engaging Content
● Optimized Image Name + Alt Text
● Internal Linking
● Site Architecture
● User Experience
● Schema
● & Much more...
@KevinGetch

62.
On-Page SEO Factors
On-Page SEO Factors
Title Tag
URL Structure
Headings (H1/H2)
Alt Tag
Body Text

63.
Offsite Elements
Links, Mentions, Location Factors &
Citations
@KevinGetch

64.
LOCATION & CITATIONS
@KevinGetch

65.
NAME . ADDRESS . PHONE
@KevinGetch

66.
AUTHORITY, QUANTITY AND
CONSISTENCY OF CITATIONS
@KevinGetch

67.
CITATIONS
@KevinGetch
Source: https://whitespark.ca/local-search-ecosystem/

68.
RELEVANCE
PROXIMITY
AUTHORITY
@KevinGetch

69.
GOOGLE MY BUSINESS
@KevinGetch

70.
GOOGLE POSTS
@KevinGetch

71.
@KevinGetch

72.
GOOGLE Q&A
@KevinGetch

73.
@KevinGetch

74.
GMB Services
@KevinGetch

75.
REPUTATION & REVIEWS
@KevinGetch

76.
If Potential Revenue =
$1,000,000
Now = $570,000
Loss of $430,000
@KevinGetch

77.
@KevinGetch

78.
@KevinGetch
Historical
Performance
Ad Text
Landing
Page
Expected
CTR
Keywords Quality Score
Bid
Ad Rank

79.
@KevinGetch

80.
INSTALL GOOGLE PIXEL

81.
@KevinGetch

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@KevinGetch

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@KevinGetch

84.
5 M’s
Measure
Meaningful
Metrics
Make
Money

85.
Measurement &
Attribution
@KevinGetch

86.
Setup Google Analytics Goals
@KevinGetch
Create goals that reflect
the user journey and align
with the desired actions
you want the user to take
on your website.

87.
Enhanced eCommerce Integration
@KevinGetch

88.
Call Tracking &
Reporting
@KevinGetch

89.
@KevinGetch

90.
Close the
Attribution Gap
@KevinGetch

91.
@KevinGetch
Manually match up all
leads (phone calls, form
completions, etc.) with
your CRM data or
sales/bookkeeping
records to get your actual
return on investment.

92.
The Future of SEO &
The Digital Experience
@KevinGetch

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M
O
B
I
L
E
AIPC WEB
@KevinGetch

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@KevinGetch
P(3)
PERSONALIZED
PREDICTIVE
PROACTIVE

95.
@KevinGetch
“Consumers habits will evolve along with technology. But the one
thing all searchers have in common is that they want assistance
every step of the way. Marketers who remember that will be
rewarded with growth.” Ken Wheaton, Editor Google

96.
PROACTIVE ASSISTANCE
IS THE HOLY GRAIL
@KevinGetch

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@KevinGetch

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@KevinGetch

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@KevinGetch

100.
"When you obsess over
your customer
"When you obsess over
your customer, develop a
successful marketing
strategy
"When you obsess over
your customer, develop a
successful marketing
strategy, execute it
effectively
"When you obsess over
your customer, develop a
successful marketing
strategy, execute it
effectively, commit to
providing the best
product/service in your
industry and you measure
meaningful metrics
"When you obsess over
your customer, develop a
successful marketing
strategy, execute it
effectively, commit to
providing the best
product/service in your
industry
"When you obsess over
your customer, develop a
successful marketing
strategy, execute it
effectively, commit to
providing the best
product/service in your
industry and you measure
meaningful metrics your
business will experience
incredible success and so
will your clients."
- Kevin Getch

101.
ADVANCED: Download the
SEO 101 White Paper
@Webfor
webfor.com/resources

102.
Thank you for your time!
@KevinGetch | kevin@webfor.com
Webfor.com/sos