Google uses the term organic meaning people search Google with a keyword. Different from Direct visibility where people search with your name. Direct visibility is great for the referral only type of business, no SEO required. But if you want to reach the vast audience that lies beyond the scope of any referral program, you are looking at the Search Engine Optimization of your entire Internet presence. You need a J2 Organic Visibility Strategy.
Picture this. Mary Jo needs the type of product or service you offer. But she doesn’t know the name of your business specifically. So, she “googles.” She types or says a “keyword” to tell Google what she’s looking for. If she’s looking for a CPA, she might type or say “tax returns.” If she needs an endodontist, “root canal.”
Google thinks about it a nano second and and gives Mary Jo a page of “Search Results.”
You want your business to show up in one of three places on that page, all three places, even better.
1) The Google Map — There are many locations on the list, you need to make the top three. We call the top three locations that you see directly under the map the “map pack.”
2) Google Knowledge Panel. That box of information on the right side of the page: pictures, map, stars, contact info, buttons to website, directions, etc.
3) The not-an-ad list of company websites. Starting after the ads you usually see at the top of the page.
You don’t pay for it, you rank for it. How do you rank? You Search-Engine-Optimize your internet presence … wait for it … better than your competition. Does the thought of competition give you a shiver? Here’s what we would say to you. “Don’t worry about the competition. Be the competition.” J3 can help.
To understand Search Engine Optimization, look at it from Google’s point of view. To be successful, Google must make money. To make money, Google must sell lots of ads. To sell lots of ads Google must muster lots of traffic.
Advertisers pay for traffic. One magazine can charge more for ads because it has more traffic. When it comes to traffic, Google has lots of it. In 2018 Google processes 40,000 searches per second. That’s a huge audience to whom they can show their advertising. But that amount of traffic is not easy to get.
How do they get all that traffic? Google gets massive amounts of traffic to its website because it lets people use its colossal Internet search engine for free. People use Google’s search engine because it works. It works because of Google’s exhaustive effort to assure its search results present the truly recommendable, best information, the websites of the best companies out there.
Google wants to sell ads, but it knows we don’t trust paid-for advertisements as much as we trust not-paid-for recommendations. Google knows we trust and gravitate to these not-paid-for (organic) results. These organic results provide the bait, if you please, that musters the traffic it needs to sell ads. For the business owner that adds up to two big wins. One, we buy ads we win. Two, we rank high in the organic results, we win.
What does that require of Google? That requires a totally objective, highly effective ranking system. Obviously, Google can’t actually visit every business and rank us by personal experience. Although Google does seem to have the ability to drive by and take pictures of our places. Google has to depend on digital clues. It has to figure out what clues businesses leave in their Internet presence that actually indicate, hey, this company has really got it together. Google’s knowledge grows every day. Google improves the algorithm almost daily, by which it sorts digital clues.
We can reduce the countless indicators Google considers to eight broad ranking factors. These eight factors determine the personalized results Google gives to the individual who made the search.
Two of those factors involve what Google knows about the person who searched. (As business owners, we can’t do anything about that.)
Six of those factors involve the digital clues we leave for Google in our Internet Presence. As a business trying to occupy its space in the marketplace, we can do something about these six factors. They involve the search engine optimization of our Internet presence. They involve SEO!
If we as a business owners want great success with people, we must BE truly recommendable.
If we want to rank with Google, our internet presence must tell Google we ARE truly recommendable.
Job ONE, be recommendable. Job TWO, address the six things Google looks at to RANK your online presence. Is it worth it? You bet it is. SEO success doesn’t happen overnight, but studies show, these organic results bring 80% of the new customers a business gets from Google search. Over time your online presence builds and builds until your marketing message becomes organically visible to thousands of your ideal customers, massive growth over time.
Hear the loving heart of the J3 effect. We do care about the massive success of your business. We are here to help you rank the way your amazing business deserves to rank. Read this page. Call The J3 Effect. (520) 404-1087. Let’s talk about your ranking relationship with Google.
Here are those six things Google looks at, and the percent of total impact they have on your organic visibility….actually there are eight, but only six that you and I can do something about.
Please NOTE: Google no longer just looks at your website. Google looks at your entire Internet presence and measures you against your competition.
Google My Business has become almost as important as your website. Google My Business is a free platform Google provides. It holds an extensive profile of your business: Your contact information, hours, business description, description of services, photos, videos, and article like content. There is a link to your website, and directions to your place of business. The work: Set up and verify Google My Business. Google My Business drives both the knowledge panel and the maps.
Why is this important? Your Google My Business controls the first thing people see when they search. When you take time to verify ownership and provide all the info it asks for Google likes what it sees.
When your NAP (Business name, Address and Phone) shows up on a listing of local business such as what you find with: Google My Business, Yelp, Yellow Pages, that occurrence is called a “citation.”
Google views uniformity as a sign of authenticity. In other words, when Google sees that your Business Name, Address, and Phone appears identically on all of these different listings, you get a check mark for being a real business. However, these listings are like digital weeds. They just crop up. Often, the information is incomplete or not correct.
So part of local SEO is to make sure all of these listings, or citations of your business are uniform. The SEO work you do then is to go into each listing and fix anything that is not correct. If allowed, you add pictures, descriptions, keywords, and categories to make your listing complete. Many of the sites will let you claim the site. This adds another layer of authenticity and makes it official.
Why are Citations important: When your citations are consistent, complete and free of duplicate clutter, your Internet Presence is in order. Google believes that indicates your business off line is also in order and gives you props for that!
There are dozens of specifics. but here are few of the most important.
Why is this important? Your website is your business online. If it clearly speaks of who you are and what you do in an engaging and easy to use way it tells Google you may be recommendable.
When other websites in your industry or that are relevant to your industry link to your website it gives another strong signal to Google. So building these “backlinks” is one more important SEO activity.
Why is this important? Backlinks say other businesses recommend you.
88 percent of consumers trust online reviews as much as personal recommendations. So, Google looks at the reviews a business has received as a measure of authenticity and quality.
In all of this Google wants to give searchers results that will please that searcher. Since Google can’t investigate every business, it identifies signals that are out there which indicate good things are going on at a business.
Each of these eight factors forms part of that pictuer and reviews is one important factor. You then need to put in place functionality that helps you add to your reveiws.
Why is this important? It says people recommend you.
The more connections the better and with that, you need to maintain at least a minimum of activity.
Why is this important? It goes to what Google calls “social proof” When you have people connecting with you on Social Media, when Google sees high levels of interested engagement between you and them, it indicates good things about the quality of your business. Beyond that there is the importance of how your social interaction affects the impression you make on both your present and future customers. Social is on Google’s list of thing it considers of ranking importance, but social is even more important when it comes to your own customer relationships.
Two more Things:
We said there were eight things Google looks at to decide who’s websites make it to the top of it’s search results. These first six things we can do something about. The last two things we can’t
These first six things concern what Google knows about your business.
These last two items have to do with what Google knows about the person who is searching. Because of what Google knows about an individual, in general, and given what type of key words they use, Google thinks it knows the motivation behind their search. The “personalized” results it gives that individual, then, are based on that information. For example, If Google thinks they are doing some sort of research it will give one type of website in its results. If it believes they are looking to buy something, it will show a totally different type of website. That’s what these last two things involve.
Obviously there is very little if anything you and I can do about these two things. But it is fun to think about.
Intent –Google looks at the specific key words and other things they know about the searcher to determine whether they are they doing research, gathering information for future reference, or looking to buy right now. Based on that sense of the users intent, Google shows selected websites and locations.
Some people are genius when it comes to buying the perfect gift. That’s because they pay attention to what someone likes. They buy the gift based on what they have come to know about the person. Google has been paying attention to what people like and shows each SEARCHER personalized search results. It is extremely important to Google’s business model that people have a, “That’s what I’m talkin about” feeling when they see the results of their search.