your web presence is more than just your website: 5 components of a strong web presence

Your Web Presence is More Than Just Your

Website

5 Components of a Strong Web Presence

investor presentationSUREFIRE SOCIAL

Surefire Social® began as an idea. Around 2007, the Internet changed in several significant ways (think Web 2.0) and for the first time, local businesses could compete with large companies for visibility. Content and proximity signals became the two important “currencies” for visibility. Everything you do in digital today needs to be “social”, and hence the name, Surefire Social.

www.surefiresocial.comProprietary + Confidential 2016

Bob Sheehan

Senior VP, Client ServicesSurefire Social

Bob is very competitive, from competing in spartan races to helping businesses succeed in their digital marketing, he knows what it takes to build a strong web presence.

5 COMPONENTS

Proprietary + Confidential 2016

➔ Directory ListingsOnline listing with your business contact information. There are hundreds of these. Google has 50 favorites.

➔ Online Review SitesWebsites where consumers write their opinions about your brand/product.

➔ Social MediaWebsites and apps that allow people to create and share content and socialize/network online. Some are personal, some allow business personas. All send signals to the search engines about your company.

➔ SEO/SEMSearch Engine Optimization- getting traffic from the “free,” “organic,” “editorial” or “natural” search results on search engines. SEM- Spending money on search engine placement to target an audience and bring traffic to your web site. (Adwords and others)

➔ Content MarketingStrategic activity generating and distributing content to acquire and retain a clearly defined audience to drive profitable action. Write about your business and become an expert in it. The authority of your writing helps your online presence.

Sources: contentmarketinginstitute.com, searchengineland.com

DIRECTORY LISTINGS -1


Extend Your Website and Brand

DIRECTORY LISTINGS -2


KEY RANKING FACTORS

50% of local searches take place on online directories and apps

Key Ranking Factors:➔ Accuracy

◆ Do your listings display correct information?

◆ Phone number, address, hours of operation, etc. is the same across the board.

➔ Consistency◆ Does your name appear the same

way in all➔ Offers

◆ Give seasonal offers across directories


ONLINE REVIEW SITES


Google uses review sites as a way to measure customer satisfaction. The more positive reviews you have, the higher you’ll appear in search results.

➔ Yelp➔ Google+➔ Google My Business➔ GuildQuality➔ Facebook

REVIEW SITES COMPETE IN SEARCH


PEOPLE ARE TALKING ABOUT YOU

92% have more confidence in info found online than they do in anything from a sales clerk or other source

70% consult reviews or ratings before purchasing

90% of online consumers trust recommendations from people they know; 70% trust unknown users, 27% trust experts, 14% trust advertising


MONITOR YOUR REVIEWS


2015

SOCIAL MEDIA

Proprietary + Confidential

www.yourdomain.com


WHAT IS IT GOOD FOR?


GET MORE CUSTOMERS!

➔ Use Facebook to build brand loyalty, solicit customer reviews, create a supportive online community

➔ Twitter is an excellent hub for sharing real-time news and events, and time-sensitive offers/deals

➔ Reach business-to-business clients on LinkedIn, qualify prospects, seek new vendors or employees

➔ Content sharing sites can encourage customer engagement - use YouTube for videos, Instagram for quality images and short video clips, Houzz to show work projects, blogs and podcasts to exhibit thought leadership

2015

SOCIAL MEDIA SIGNALS FOR SEO

Proprietary + ConfidentialProprietary + Confidential 2016

Does sharing a web page in your social media sites help that page to rank higher in search engine results?

Direct impact comes from:

➔ Number of Facebook fans➔ Number of Facebook shares➔ Number of Twitter followers➔ Number of tweets mentioning your

brand name or including a link to your website

➔ Number of people that “have you in their circles” (Google+)

Indirect impact comes from:

➔ Increased inbound links and citations due to improved online visibility/brand awareness

➔ Increased positive reviews (in Google Local, Yelp, etc.) due to happier customers

➔ Decreased bounce rate, higher time on site, and more repeat visitors to your website

Sources: moz.com

MONITOR YOUR SOCIAL MEDIA


SEARCH ENGINE OPTIMIZATION

On-Page SEO➔ Refers to aspects of a given web

page that influence search engine ranking.

➔ The most important factors include: ◆ Optimized titles and descriptions◆ Proper URL Structures◆ User friendly navigation◆ Optimized internal links◆ Text Formatting◆ Image optimization◆ User friendly 404 pages◆ Fast loading pages◆ Google Authorship verification

for all pages◆ Top quality fresh content◆ External links

Off-Page SEO➔ Refers to activities outside the

boundaries of the webpage;

➔ Techniques that can be used to improve the position of a website in the search engine results page

➔ Can include:◆ Guest blogging◆ Forum postings◆ Submitting your website to

search engines◆ Local directories◆ Social media◆ Press releases

Source: Moz Proprietary + Confidential 2016

TAKE A SYSTEMATIC APPROACH - 1


TAKE A SYSTEMATIC APPROACH - 2



Search engine marketing (SEM) is the process of gaining website traffic by purchasing ads on search engines.

Source: Search Engine Land

SEARCH ENGINE MARKETING

Proprietary + Confidential 2016Source: Search Engine Land

WHAT?

➔ Paid Search Ads➔ PPC (pay-per-click)➔ Display Ads➔ CPC (cost-per-click)➔ CPM (cost per

thousand impressions)

WHERE?

➔ Google AdWords➔ Bing Ads➔ Yahoo Search Ads➔ YouTube➔ Facebook

CONTENT MARKETING


➔ Blog Posts ➔ Infographics➔ eBooks➔ Events➔ Company News➔ Video➔ Podcast

Ask Yourself:What am I trying to accomplish with my content? Does it matter to the reader? Can I distribute it to more places and get more traffic to it?

CONTENT MARKETING


➔ GAF - Industry Expertise & the Power of Story

Source: GAF

➔ IBM Watson - Technical & Authoritative Expertise

CONTENT MARKETING

Source: IBM Watson Proprietary + Confidential 2016

https://www.youtube.com/watch?v=L5QJs6byoaI



➔ Use the Google Search Console to see how Google views the content on your website

➔ There are tools like Socialmention.com that tell you about sentiment, strength, reach and passion

➔ Check your directory listing accuracy: www.surefiresocial.com/surescan

➔ Track your online reviews- respond to them promptly

➔ Install Yoast as a plugin for SEO if you have WordPress


SELF-EVALUATE

Or call us 703-788-6730

http://www.surefiresocial.com/surescan



Would you like help looking at your web presence?

Call703-788-6730

or

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If you would like a copy of this presentation or the webinar recording please email us!

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/SurefireSocial @surefiresocial Surefiresocial.com

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your web presence is more than just your website: 5 components of a strong web presence

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