CASE STUDY SEARCH ENGINE OPTIMIZATION DOUBLING DOWN WITH DOUBLE DIGIT GROWTH - BBCS PAYROLL September XX, 2017 Presented by Karla Shelton

Transcription

1 CASE STUDY SEARCH ENGINE OPTIMIZATION DOUBLING DOWN WITH DOUBLE DIGIT GROWTH - BBCS PAYROLL September XX, 2017 Presented by Karla Shelton

2 LOCAL SEO FACTORS

3 WHAT IS SEARCH ENGINE OPTIMIZATION? 3 TRUST ENGAGE- MENT REPUTATION RESULTS TRUST Consistent NAP Solidly built website Mobile friendly Fresh content ENGAGEMENT Click thru rate Time spent on website Conversion rates REPUTATION Customer reviews Backlinks Social media accounts

4 WHERE DO YOU WANT TO BE? INTERESTING LOCAL/MOBILE STATS 46% 46% of all Google searches are local 50% 50% of smart phone users are looking for a business phone or address 78% 78 % of local mobile searches result in an offline purchase 68% 68 % of local searchers will use click-to-call or driving direc%ons

5 Search Engine Results Pages (SERP) Google 3-Stack FROM 7 LISTINGS TO 3 Local purchase intent Results appear adjacent to Maps Three top trusted businesses Design aesthe%c mirrors mobile results More space for customer reviews Search results are hyper-local

6 Search Engine Results Pages (SERP) Knowledge Graph Database used by Google to enhance its search engine's search results with informa%on gathered from a wide variety of sources LOREM IPSUM DOLOR

7 Search Engine Results Pages (SERP) Google Maps Mapping service offering: Satellite imagery Street maps 360 panoramic views of streets Real-%me traffic condi%ons Driving direc%ons THE GROWTH OF GOOGLE MAPS 33% Google Maps searches related to a local business. LOREM IPSUM DOLOR

8 Search Engine Results Pages (SERP) Google Mobile DIFFERENT FROM DESKTOP! The ac%vity of doing search engine op%miza%on to increase your website s visibility in mobile searches. LOREM IPSUM DOLOR Mobile friendliness Site speed

9 Search Engine Results Pages (SERP) Google Organic Methods used to obtain a high placement on a search engine results page in unpaid, algorithm-driven results on a given search engine. Technical SEO On-page SEO Content marke%ng Backlinks Engagement

10 LOCAL SEO FACTORS

11 FACTOR #1: GOOGLE MY BUSINESS 11 Google My Business is a free and easy-to-use tool for businesses, brands, artists, and organizations to manage their online presence across Google, including Search and Maps. By verifying and editing your business information, we can both help customers find you and tell them the story of your business. Google My Business (GMB) content includes: Customer reviews Photos and videos Owner Verified (OV) profiles Business category Name, Address, Phone (NAP) Business hours Driving directions Find8 Digital

12 FACTOR #2: BUSINESS DIRECTORY CITATIONS Citations are defined as mentions of your business name, address, and phone (NAP) on other webpages. 12 Examples: Online yellow page directories Data aggregators (i.e. Localeze, Factual, Acxiom, Infogroup) Local business directories Chamber of Commerce Business review sites (i.e. Yelp, Angie s List) Citations are a key component of the ranking algorithms in Google and Bing. Other factors being equal, businesses with a greater number of citations will probably rank higher than businesses with fewer citations. Citations from well-established and well-indexed portals (i.e., Superpages.com) help increase the degree of certainty the search engines have about your business's contact information and categorization.

13 FACTOR #3: CUSTOMER REVIEWS 13 90% of customers say that their buying decisions are influenced by online reviews. Google wants to refer the best companies in local search. Online reviews are as cri%cal to your local SEO strategy as building cita%ons and on-page op%miza%on.

14 FACTOR #4: WEBSITE TRUST FACTORS ONPAGE CONTENT & HTML On-page web site SEO is the prac%ce of op%mizing individual web pages in order to rank higher and earn more relevant traffic in search engines. Onpage refers to: Content HTML source code 14 TECHNICAL FACTORS On page SEO also factors in technical issues: Mobile friendliness Site speed Naviga%on structure Site maps Redirects BACKLINKS Simply put, backlinks are incoming hyperlinks from one web page to another website. The number of backlinks is an indica%on of relevance. They are important for SEO because search engines give more credit to websites that have a good number of quality backlinks. Find8 Digital

15 BACKGROUND

16 BACKGROUND 16 BBCS Payroll is a family-owned business, located in north central Indiana, providing payroll processing, check princng, signing, and stuffing in addicon to tax deposits, quarterly reports, and direct deposits.

17 THE PROBLEM 17 BBCS Payroll engaged Find8 Digital to help them grow their business within the greater Lafaye=e, Indiana area as well as the north central Indiana region. Scff Compeccon Local, Regional Naconal However, BBCS Payroll has s%ff compe%%on at the na%onal, regional, and local level. High Cost of Customer Acquisicon Gaining a foothold in the region and acquiring new customers through tradi%onal marke%ng channels had proven to be costly to BBCS in the past. They primarily grew their business through networking groups, like BNI and the Chamber of Commerce.

18 NATIONAL COMPETITORS ADP, Paychex and SurePayroll (a subsidiary of Paychex) offer payroll services in the central Indiana region. 18 Expensive to Break Through ALL companies adver%se in print, TV, and online in the Lafayeie, IN market. Discerning Business Owners Due to the implica%ons of properly processing payroll and maintaining accurate records, most business owners are very discerning when making a purchase decision to hire a payroll company. Brand Trust ADP and Paychex carry significant "brand trust" due to their size, customer tes%monials, and breadth of services. BBCS Payroll had liile clout against these big guys.

19 NATIONAL COMPETITORS 19 The big guys were buying their way in to the local Lafaye=e, IN market through paid in Google and Bing.

20 REGIONAL COMPETITORS 20 Several regional such as Automated Payroll Service and Huth Thompson dominated the local and organic search results.

21 LOCAL COMPETITORS 21 BBCS competes with many local companies, including public accountants (CPA's) who are seeking to grow their client and revenue base by offering payroll services.

22 SOLUTIONS & RESULTS

23 STOP CONFUSING GOOGLE 23 Gaining visibility in search engines especially local search requires a thorough understanding of how local and mobile algorithms work. We know that Google rewards consistency across NAP (name, address, phone). CLEAN UP NAP ISSUES In its history, BBCS went through: Company name change Change of address PO Box used as mailing address Old informa%on was never rec%fied with the search engines or business directories, resul%ng in a low 30% accuracy rate of its company informa%on across business directories. What We Did Find8 Digital spent the first 30 days claiming, dele%ng, and/or modifying business cita%ons to achieve an 80% accuracy rate.

24 SHORE UP THE TECHNICAL AND FRONT END 24 As the to any online program, the web site has to be in top" shape, meaning that all back-end coding and front-end content had to be to its fullest REBUILD THE WEB SITE Although the website had been redesigned in 2012, we rebuilt the site to: Fix technical issues, including mobile Re-work the site architecture Op%mize the copy and meta informa%on What We Did Find8 Digital redesigned the website in 2014 and again in 2017 to maintain the highest levels of on site op%miza%on. While we were at it, we integrated callsto-ac%on to increase web-to-lead conversion rates! J

25 SHORE UP THE TECHNICAL AND FRONT END 25 With the website being mobile friendly across smartphones, tablets, and phablets, website visitors are now able to have a pleasant experience. Over 25% of people accessing the site are on a mobile device:

26 REACH BEYOND THE BORDERS Most businesses that seek to grow o]en look outside of their geographic perimeter to expand. Lafaye=e, Indiana is within 60 miles of over a dozen wellpopulated towns and ci@es. 26 CREATE A CONTENT STRATEGY We created a methodical and wellplanned content strategy to associate services provided by BBCS Payroll within specific geographic loca%ons outside of its physical address, such as: Kokomo (60 miles) Crawfordsville (40 miles) Frankfort (30 miles) What We Did We built areas served pages to associate primary keywords with locality.

27 CREATE BRAND TRUST Through on dozens of business directories, on-page customer and off-page customer reviews, Find8 Digital strengthened the online brand of BBCS Payroll. 27 GET CUSTOMER REVIEWS We created a methodical and wellplanned content strategy to associate services provided by BBCS Payroll within specific geographic loca%ons outside of its physical address, such as: Kokomo (60 miles) Crawfordsville (40 miles) Frankfort (30 miles) What We Did We started with collec%ng and publishing customer tes%monials on their web site first. We then launched an automated customer review sosware to aiain reviews on Yelp, Google, and other important review sites.

28 MANY POSITIVE REVIEWS 28

29 TANGIBLE RESULTS PRESENCE TRAFFIC LEADS SALES

30 SEARCH ENGINE PRESENCE 30 Local and organic search results within north central Indiana have exceeded all BBCS Payroll's presence now dominates all predetermined keywords. In 2015 BBCS Payroll had 20 keywords in the #1 posi%on in the search engines -- now, they have 173!

31 SEARCH ENGINE PRESENCE - LOCAL BBCS Payroll is well posi@oned in Lafaye=e, Indiana with their local keywords. 31 BBCS is outranking ALL na%onal, regional, and local compe%tors. Take note of the mul%ple SERP instances in the local 3-stack and organic posi%ons. Not only is the BBCS Payroll ranked, but several cita%on sources such as Yelp and the Beier Business Bureau (BBB) are also listed.

32 SEARCH ENGINE PRESENCE REGIONAL Kokomo is 60 miles away! 32

33 SEARCH ENGINE PRESENCE REGIONAL Crawfordsville is 40 miles away! Logansport is 60 miles away! 33

34 SEARCH ENGINE TRAFFIC - INDIANA We have also achieved extraordinary results in ranking in the SERPS outside of Lafaye=e, throughout the north central region. Below is a chart showing how we've increased the presence of BBCS Payroll across the state of Indiana; please note how how the footprint has expanded since 2013! 34

35 SEARCH ENGINE TRAFFIC In the last year alone, we have increased traffic by 170%! We've seen a 53% increase in new website visitors. 35

36 QUOTE REQUESTS (LEADS) 36 Quote request prior to SEO campaign: 1 to 2 per month Quote request aser SEO campaign: 3-4 per week "The website and SEO program has been a huge help for the growth of our business. Quote requests are also not just coming in from local, we get them state wide and even a few out of state. All the while this is not cos@ng us any more marke@ng dollars than simply having a website money well spent in our opinion. Kyle Berryman, BBCS Payroll

37 REVENUE GROWTH 37 BBCS Payroll has seen on a two-year, double digit growth spurt. With just one sales person and ZERO cold calls, ZERO knocking doors, ZERO stop and drops, we've been able to grow our business by double digits year over year for the last two years. Thanks to the help with our online presence, our marke@ng efforts are absolutely paying off. I won't say that online is the ONLY way one should market their business, but it is definitely one that pays off again and again. We are very happy with the results of our website, SEO and online presence." Kyle Berryman, BBCS Payroll

38 ABOUT US

39 OUR SEARCH ENGINE OPTIMIZATION TEAM 39 At Find8 Digital, we re all about the experience. Our founder has over 21 years experience with online marke%ng. Karla Shelton, owner, has worked with Fortune 500 clients, including 3Com, Hyai Hotel, and Mercedes-Benz USA to develop search engine marke%ng and op%miza%on strategies. She has also consulted with global brands to troubleshoot Google search engine manual and algorithmic penal%es. Helping over 200 companies connect with new customers. In 2011 Karla launched best prac%ces for local SEO campaigns and rolled out Find8 Digital's new SEO service pillar. To date, we have helped over 200 small business clients achieve search engine visibility success. Every member of our 12-member staff is trained in how to achieve search engine success.

40 OUR SEARCH ENGINE OPTIMIZATION TEAM KARLA SHELTON CHIEF DIGITAL STRATEGIST JULIE BROWN DIRECTOR, PRODUCTION SERVICES! Find8 Digital KAILEE BLAETTNER SENIOR SEO STRATEGIST JOY TISCHER SEO SUPPORT SPECIALIST JOSH GURLEY PERRY WILSON DIRECTOR, CLIENT SERVICES SEO SPECIALIST 40 ABBEY TARKO CONTENT SERVICES SHAUN O MALLEY WEB PRODUCTION

41 41 THANKS FOR THE OPPORTUNITY TO HELP YOU GROW YOUR BUSINESS! Address : Website : Phone : 133 N 4 TH St, Ste 709, Lafayeie, IN seo@findeight.com (765)