Hi Folks Dave Waring here again with fitsmallbusiness.com
and today's lesson of the day.
In our last video we wrapped up our series on how to start a successful business
with a look at how to find the perfect storefront for your business
In today's video we're gonna begin a new series on online marketing
with a look at how Google search engine results work
so let's get started. Google search results are primarily made up of three
separate areas
the first is the paid search results which are also known as
AdWords or pay-per-click ads this is where Google makes their money
by allowing companies to bid on specific search terms
in order to have their site show up in the paid search areas Google search
results
when users search for those terms. Next is the organic search results
The organic search results are generally what shows up directly
under the paid search results. The sites that appear in the organic search
results
and their order are determined by Google search engine algorithm
When searching for terms that are related to companies and other types of
organizations
you'll often but not always see a third type of search result
The local search results. Like the organic search results
sites that show up in the local search results and their order
are determined by Google search engine algorithm. Here's what each looks like
The great thing about the organic and local results in Google
is that the traffic that comes when your site shows up in these two spots can be
significant
and is completely free to your small business. There are two primary ways the
Google determines what site show up in the organic and local search results
The first is what is known as on-page factors
This would be things like what the overall subjective the website is
its domain name what the title of of the pages
and what words are included in the link of that specific page
for example
www.xyz.com/ny-plumber
might have a better chance ranking for the term
"NY plumber" then if the same page did not have "NY plumber" and its link.
The great thing about on page ranking factors
is that they're completely within your control if you have a wordpress site
and have installed the free Yost SEO fly again
they will give you a check list for every page on your site
to make sure the page is set up correctly from an on page ranking factor
standpoint I've included a link to the joost SEO plugin
as well as our free guide on how to build a website for your small business
in the resources like blow this video. The second factor that determines
what site show up in the local search results are Off Page Ranking Factors
Off Page Ranking Factors are everything that Google uses to rank sites and their
search results
which are not in your direct control. There are many different types have of
page ranking factors
but by far the most important is what other sites are linking to your site
and how high the quality and relevance have those sites are in Google's eyes
So for example, a link from the NYTimes.com
is almost always going to get you high ranking in Google's
organic results for a specific keyword then your listing in the online review
site Yelp
For the local results however this is not always the case.
The link from Yelp or other similar sites like Angie's List for Citysearch
will generally have your address and phone number and that
as well some reviews if your business This gives Google some very detailed
information and they can use in its local search ranking algorithm
which can boost your results Assuming your business has a local presence
there are three powerful reasons to focus your small business website
efforts
on ranking highly and Google's local search results first
The first is that if you are not coming up in the local search results and your
competitors are
then you are likely losing customers as a result. Secondly
many have the on page tweaks that you make and the links that you get to help
the rank higher in Google's local search results
will help you rank better and the organic search results as well.
Lastly many of the sites like Yelp that you had your business to do in order to
rank better and the local search results
will themselves rank in the organic search results from people search for
your business or businesses like yours.
For example, if you search the name of a popular restaurant in your town
it is likely that both their own site as well as the review pages on several
other sites like Yelp
will show up in the organic search results.
That's our video for today if you have any questions or comments please feel
free to leave me in the comments section below
also be sure to watch the next video in this series we will discuss how to rank
your small business website
in Google search results. For more great information on how to make your small
business more successful
be sure to visit us at ffitsmallbusiness.com today
Thanks for watching!!