Google is a gold mine for finding local consumers that are ready to buy. The problem is that most businesses don’t know how to use Google to their advantage. In this post I’ll show you the many benefits of Google marketing and how it can be done to get the most bang for your buck.
Benefits of Ranking in Google
Google is the top search engine in the world and has over 35 billion daily searches. When consumers do research before purchasing they turn to Google. An estimated 73% of consumers use Google before making a purchase decision. So if your business doesn’t show up in Google than you are missing out on 70% of consumers! So here’s the benefits:
- You can target consumers who are looking for what your business offers
- You don’t have to do any outreach, theses leads or customers will be inbound
- Each lead is highly targeted because they are searching for your exact services or goods
- Google acts as a 24/7 marketing machine that will get you leads, customers, and sales even in your sleep
- You can track results with a Google campaign, versus traditional methods that you cannot (billboard)
The benefits to marketing on Google are very high. Certain markets have tons of potential and people searching, but most business owners don’t know how to benefit. You can get in front of consumers and benefit from Google, just keep reading.
How to Reap the Benefits of Google
In Google there are 3 ways to benefit from Google.
- A Pay Per Click campaign
- Google my Business ranking
- and an Organic Ranking
So Google works one of 2 ways. You either rank organically or you pay to have ads in the top of the search engine. There are pros and cons to each one, which I’ll be sure to include.I ‘ll expound on each below, but first lets go over the Laws of Google.
The Laws of Google
The laws of Google are quite simple. If a website is not ranked within the top 3 organic listings it is missing out on over 70% of clicks. If a Google is not in the Google my Business 3 pack, it is missing out on a majority of the clicks. If a site is not on page 1 in Google, it more or less doesn’t exist.
Quite simply, if you’re not on page 1 of Google your website isn’t generating leads or sales. Now on to the methods I mentioned earlier.
Pay Per Click or PPC Campaign
Pay Per Click is the paid avenue of Google that allows you to put ads in front of consumers searching for keywords related to your business. By doing so you can target these customers instantly and show higher than the organic listings. Although this might sound great, there are some drawbacks to this:
- You have to play to play, and not all keywords are cheap (competitive niches can be as high as $50 a click)
- Each CLICK is going to cost you. Not sale, not call, not reservation. Each CLICK
- Not all people who click are going to convert into customers, and your site has to be conversion optimized
- PPC opens the door to conversion optimization, split testing, and copy writing (not really beginner friendly)
- Most people overlook the ads and go to organic listings and the Google Business listings
With that being said, Google ads are still useful. You can get results much faster than an Organic campaign (which can take 1-6 months) and you can attract people who want a quick result. Google ads are better suited in my opinion for emergency services and call-out type businesses, but there are ways to make a campaign work with proper testing.
Google my Business Ranking
This ranking is probably the most important of the 3. This is the little section in Google that shows the business name, directions, phone number, and website. Typically there are 3 spots for Google my Business in the organic listings, so its imperative that you rank. So how do we do this?
First you’re gonna need to have your business registered. Most business owners already know how to do this, so you can skip to the next paragraph, but if not just keep reading. To get set up type in Google my Business and login with your personal Google email. From here you should be able to create a listing for your business. You will need to make sure you use accurate Name, Address, and Phone Number (NAP) on your listing. After set up you will be send a confirmation code via mail that you will need to use to confirm your business location. Once this is done your listing will be live. So how do we rank it?
To rank your Google my Business you will want to make sure you have it fully optimized for Google. This is done by having a consistent Name, Address, and Phone Number for your business all over the internet (Facebook, Yelp, Yellow Pages, etc.) and a thorough description that includes your target keywords. For an added boost try to add your keywords into your business name (easier to do when initially setting up, you will have to reconfirm via mail if you change your business name). Google my Business rankings rely heavily on local citations or mentions of your NAP all over the internet. Try to get as many local citations as possible (Yelp, Yellow Pages, Angie’s List, any local directories) to give Google more indication that you are a local business that should rank in the 3 pack. It is essential that you keep NAP consistency.
Organic rankings have to be one of my favorite methods, but it does take a little more persistence to get this ranking. This ranking is achieved by 2 main factors: On-Page Optimization and Off-Page Optimization. These are just fancy ways of saying that your site has content that fits what a searcher will be looking for and that you have links from other websites that are related to this content. So how do we achieve this?
For on page optimization you want to have your keywords sprinkled throughout your content in a readable format that will be beneficial to the reader. The main focus is for readability and relevance, so don’t go overboard. I suggest using the YoastSEO Plugin if you have a site built with WordPress, it makes this step super easy. The alternative is to just follow a guideline for on page as follow:
- Set a meta description
- Add a relevant image if possible
- Include keyword in URL: http://variantseo.com/blog/my-target-keyword
- Link OUT to a relative authority site if possible
- Shoot for at least 300 words
- Keep your page title relevant but short
- Use your keyword in Heading (H1, H2, H3), but try to use variations of it
By following this handful of guidelines you can insure that your on page SEO is of high quality and will better your organic ranking. Now on to the Off-Page Optimization.
Off-Page is the method of building links from other websites back to yours. These link count as votes from other websites that show Google you’re an authority, so its important that your links come from good sources. You can get links in the form of: directory link, news or publication, press release, comment link, guest post, resource page, social media, or citation. This each have there use, but for the sake of simplicity I recommend resource page links, publications, and citations/local directories. To acquire these links you can simply build them yourself by setting up a profile and adding your URL or contacting the webmaster to have your link added. This can be a tedious process, but the ranking is well worth it.
That’s All Folks
I hope I didn’t overwhelm you with Google jargon, I know it can get confusing really fast. Optimizing a website is a full time job and takes a certain level of skill to be done correctly. If you would like your site to be handled by myself you can fill out the form below. I handle all aspects of Google campaigns and will be able to get results faster and easier than if you were to bootstrap as a beginner. Make the move to have your business grow online and fill out the form below.