Search Engine Optimization is a critical component of a practice's online presence. But with SEO constantly changing, it's challenging to stay ahead of the curve and outrank competitors. Learn the key factors to ranking on page 1 of Google and other major online directories. We're going to show you... - What role search plays in the patient journey - Ways mobile & local search have evolved dramatically over the past year - Key elements your website must have to rank high locally - How a coordinated approach to digital marketing increases your chances of being found online by the right people

1. Hardworking marketing for hardworking people
marketing@surefirelocal.com
SEO Made Simple
How to Rank on Page 1 of Google

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THE SUREFIRE LOCAL MARKETING CLOUD
THE ONLY HARD THING ABOUT IT IS HOW HARD IT WORKS

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Today’s Giveaway
Just in time
for the
holidays!

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Meet Your Speaker
Bob Sheehan
SVP Brands & Customer Advocacy

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Today’s Discussion
● How to do local SEO right
● Leverage multiple channels to win the
online visibility game from local listings,
web, mobile, reputation, and SEM
● Connect critical signals to increase search
rankings and drive conversions
● Understand the link between your website,
location, and reputation and how it drives
brand awareness

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Understanding SEO

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Today’s Search Engines

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Search Engine Statistics
Google holds the first place in search. Both desktop & mobile search
engine market is also dominated by Google.
• Google - 79.45%
• Bing - 7.31%
• Baidu - 7.06%
• Yahoo - 4.91%
• Ask - 0.14%
• AOL - 0.05%
• Excite - 0.01
• Others - 1.06%

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Search Has Evolved Over the Years
Static Search Proliferation of Web
Services
Local Marketing to
Location Marketing
1996-2006 2007-2015 2016-present
Keywords Content Recency
Relevancy
Proximity
Prominence
+ +

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Search
“how to buy
a new car”
Read
News article for advice on
different brands, models &
specs
Email
friend for car and
dealer advice
Visit
Automotive site to
read reviews and
compare
Search
“Honda dealers
in Sacramento”
Visit
Honda
dealer
Re-marketing
Display Ads
We Live in a Multi-Touch Customer Journey

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What is SEO?
Search Engine Optimization
It is the process of getting traffic
from the “free,” “organic,”
“editorial” or “natural” search
results on search engines

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Local Search Results Page
Paid Search
Local SEO
Organic SEO

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What is Google Looking For?
● To provide quality search results for its customers, so they will return
again and again, and view the PAID listings. This is how they make
money.
● You help Google return quality results when…
○ Geo-tagged content
○ Relevant and frequent content
○ Mobile-friendly
○ Cultivate a digital footprint

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Recency
Relevancy
Proximity
Prominence
Search Signals That Impact Local Rankings

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Types of SEO
Maps Organic

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What is On-Page SEO?
The act of optimizing different parts of your website that affect your search
engine rankings. It's what you have control over and can change on your own
website.

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Off-Page Optimization
Focuses on increasing the authority of your domain through
the act of getting links from other websites.

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Off-Page SEO
Process of getting external pages to
link to a page on your website. It is
one of the many tactics used in
search engine optimization (SEO).
Basically by building external links to
your website, you are trying to gather
as many ‘votes’ as you can, so that
you can bypass your competitors and
rank higher.
Link Building

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Off-Page SEO
Social media marketing is the use of social
media platforms and websites to promote a
product or service. Most of these social
media platforms have their own built-in
data analytics tools, which enable
companies to track the progress, success,
and engagement of ad campaigns.
Social Media Marketing

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Technical SEO
Technical SEO refers to any
SEO work that is done aside
from the content
This aspect of SEO is focused on
how well search engine spiders
can crawl your site and index
your content

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Technical SEO
• Domain Age
• Platform Check
• Crawlability & Indexing Issues
• Key SEO Elements
• Website Performance & Issues
Technical SEO Checklist

22. Confidential + Proprietary
PUT YOUR DIGITAL MARKETING
BACK TO WORK
Would you like to schedule a
15-minute intro call to the Surefire
Local Marketing Cloud
● Tuesday
● Thursday
● Please email me
After the call, you’ll receive...

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Maps = Local SEO

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Local SEO Markup: What the Visitor Sees

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Local SEO Markup: What the Search Engine Sees

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Local SEO Markup

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Map Presence: Note the Importance of Reviews

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Map Presence: Note the Option to See Opening Hours

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Organic = Content SEO
Website Blog Directories
Social
Media
Images

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Local Search Results Page
Paid Search
Local SEO
Organic SEO

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Optimizing Various Elements of a Webpage
Image
Content
H2 Header
H1 Header
Title Tag
Links

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Analyzing Data

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Tools Google Offers

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Google Analytics

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Google Search Console: Location Signals

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Digging Deeper

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title
Taking Action

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Use Data to Drive Content

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Build a Comprehensive Digital Footprint

40. Confidential + Proprietary
PUT YOUR DIGITAL MARKETING
BACK TO WORK
Would you like to schedule a
15-minute intro call to the Surefire
Local Marketing Cloud
● Tuesday
● Thursday
● Please email me
After the call, you’ll receive...

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Drumroll please...
The winner is…!

42. Hardworking marketing
for hardworking people
SurefireLocal.com marketing@surefirelocal.com @SurefireLocal
Thank you!