Presentation given July 2019 at the Arizona Governor's Conference on Tourism. Learn more about five ways travel and tourism can make friends with Google including mitigating page speed issues, relying on Google Search Console, improving mobile experience, designing for user intent and maximizing your Google My Business account.

1. LET’S MAKE FRIENDS
WITH THE GOOGLE

3. To make friends
you must be a friend.

5. 1. GET COMFYWITH GOOGLE MYBUSINESS (GMB)
2. MITIGATE PAGE SPEED ISSUES
3. RELYON GOOGLE SEARCH CONSOLE
4. PROVIDEABETTER MOBILE EXPERIENCE
5. UNDERSTAND SEARCH INTENT

6. GOOGLE MYBUSINESS

7. GOOGLE MYBUSINESS

8. THE LOCAL PACK

9. THE LOCAL PACK

10. NO-CLICK SEARCHES
40%
45%
50%
Q1 2016 Q2 2016 Q3 2016 Q4 2016 Q1 2017 Q2 2017 Q3 2017 Q4 2017 Q1 2018 Q2 2018 Q3 2018 Q4 2018 Q1 2019
GOOGLE SEARCHES
SOURCE: JumpShot search engine behavior study (2019)

12. NO-CLICK SEARCHES
40%
45%
50%
55%
60%
65%
Q1 2016 Q2 2016 Q3 2016 Q4 2016 Q1 2017 Q2 2017 Q3 2017 Q4 2017 Q1 2018 Q2 2018 Q3 2018 Q4 2018 Q1 2019
ALL SEARCHES MOBILE SEARCHES
SOURCE: JumpShot search engine behavior study (2019)

13. CLAIMINGABUSINESS

14. INSTRUCTIONS
STEP DETAIL
STEP 1 Login and claim the business -OR -
Create an account at https://www.google.com/business/
STEP 2 Add a location name, address, business category, phone and website address
STEP 3 Begin the verification process by requesting a postcard
(5-business day wait time)
STEP 4 Complete the profile with logo, service areas, hours, description, photos, videos,
EVERYTHING
STEP 5 Verify business with the code provided on your postcard

15. VERIFICATION POSTCARD

16. CHECKYOUR STATUSMOZ.COM/CHECKOUT/LOCAL/CHECK

17. LOCAL SEARCH ECOSYSTEM

18. LOCAL SEARCH ECOSYSTEM

19. LOCAL CITATIONS MANAGEMENT
MOZ LOCAL BRIGHT LOCAL
CLAIMAND MANAGEALL LISTINGS WITHINTHE ECOSYSTEM
FROMASINGLE PLATFORM

20. CITATION CONSISTENCY

21. LOCAL SEARCH RANKING FACTORS

22. OTHERS: CLICK RATE, PERSONAL SEARCH HISTORY, SOCIAL SIGNALS
GMB SIGNALS LINK SIGNALS REVIEWSIGNALS
PROXIMITY
KEYWORD USAGE
GMB FEATURES USAGE
LINKS POINTING
TO SITE
(SEO FACTOR)
QUANTITYAND
QUALITYOF BRAND
REVIEWS

23. GMB POSTS
• IMAGES,TEXT, CALLTO
ACTION BUTTON
• APPEAR WITH LISTING IN
SEARCH RESULTS
• POSTS "GO DARK"AFTER
SEVEN BUSINESS DAYS

24. SOURCE: BrightLocal Local Consumer Review Survey (2017) &PowerReviews Online Reviews Whitepaper (2018)
of consumers have left a
review for a local business
after being asked to do so.68%
WHEN TO REQUESTAREVIEW

25. SOURCE: BrightLocal Local Consumer Review Survey (2017) &PowerReviews Online Reviews Whitepaper (2018)
of reviews originate from
follow-up communication
asking customers to review
their purchases.80%
WHEN TO REQUESTAREVIEW

26. REVIEWS MANAGEMENT
MANUAL AUTOMATEDTOOLS

28. HOW LIKELY IS IT THAT YOU WOULD RECOMMEND
US TO A FRIEND OR COLLEAGUE?
0 1 2 3 4 5 6 7 8 9 10

29. HOW LIKELY IS IT THAT YOU WOULD RECOMMEND
US TO A FRIEND OR COLLEAGUE?
CUSTOMERSERVICE@

30. FLIGHTTICKET PURCHASE
ONLINE
TICKET
PURCHASE
0 3
“WHAT TO EXPECT”
DIRECTIONS
PHOTOS
“READYFORTAKEOFF?”
VIDEO(S)
SHARE LINKS
X
“TRUE OR FALSE:
THAT WASAMAZING”
NPS / REVIEWLINK
X = ONE DAYAFTER FLIGHT DATE

31. REVIEWTOOLS FEATURES
• REPORTING
• REVIEWSEGMENTATION
• REVIEWALERTS
• RESPONSE MANAGEMENT
• REVIEWCOLLECTION
• EASE OF USE
• MOBILE EXPERIENCE
• REVIEWSVIAEMAIL
• REVIEWON MULTIPLE CHANNELS
• SHARE/DISPLAYPOSITIVE REVIEWS

32. SITE SPEED

33. AVERAGE SPEED INDEX
AUTOMOTIVE
BUSINESS/INDUSTRIAL
FINANCE
MEDIA/ENTERTAINMENT
RETAIL
TRAVEL
0 5 10 15
10.1
9.8
9
8.3
8.7
9.5
SOURCE: Google -Travel planning and purchasing has evolved on mobile (2017)

35. IMAGE COMPRESSION
1.4MB 89.5KB

36. LOCATINGTROUBLE MAKERS
SCREAMING FROG

37. MEASURING SITE SPEED

38. MEASURING SITE SPEED
GTMETRIX.com

39. MINIFYCSS
LEVERAGE BROWSER CACHING
SERVE RESOURCES FROMA
CONSISTENT URL
AVOID BAD REQUESTS
DEFER PARSING OF JAVASCRIPT

42. PLUGINS FOR SPEED
Wordpress Shortlink

43. SEARCH CONSOLE

44. SEARCH CONSOLE

45. YOURSITE.COM/SITEMAP.XML
"Hey Google, here’s all my stuff."

46. YOURSITE.COM/ROBOTS.TXT
"Hey Google, you’re allowed here
but not over there."

47. SEARCH CONSOLE REPORTING

48. SEARCH CONSOLETIP #1
IMPRESSIONS POSITION/RANK FIND KEYWORDSTHAT RANKAT THE
BOTTOM OF PAGE 1 ORTHETOP OF
PAGE 2 (POS. 8-13).
SEEK OUT WAYSTO OPTIMIZETHE
PAGES RANKING FORTHESE
PHRASESTO INCREASE RANK.

49. SEARCH CONSOLETIP #2
POSITION/RANK CLICK RATE FIND KEYWORDSTHAT RANKVERY
WELL BUT SUFFER FROMA
RELATIVELYLOWCLICK RATE.
UPDATE PAGETITLE OR META
DESCRIPTION TOALIGN WITHTHE
KEYWORD PHRASE.

50. SEARCH CONSOLETIP #3
BRAND IMPRESSIONS BRAND CLICKS APPLYAFILTERTOVIEWMETRICS
FOR ONLYBRANDTERMSAND
DERIVATIVES. MEASURE
PERFORMANCE OVERTIME.
CONDUCTAWARENESS BUILDING
IF BRAND-RELATED METRICS
HAVE DECREASED.

51. SEARCH CONSOLETIP #4
INTERNAL PAGE
IMPRESSIONS
INTERNAL PAGE
POSITION/RANK VIEWIMPRESSIONSAND POSITION
FOR INTERNAL PAGES (NON-HOME
PAGE). MEASURE OVERTIME.
IF METRICSARE UP FOR CERTAIN
PAGES, DETERMINE IF EFFORTS
AND RESULTS CAN BE REPLICATED
FOR OTHER CONTENT.

52. SEARCH CONSOLETIP #5
IMPRESSIONS
BYCOUNTRY
CLICKS
BYCOUNTRY VIEWIMPRESSIONSAND CLICK
VOLUME BYCOUNTRYOVERTIME.
CONSIDER INTERNATIONALLY
TARGETED CAMPAIGNS FOR
SPECIFIC COUNTRIES WITH
RELATIVELYHIGH IMPRESSION
AND CLICK METRICS.

53. MOBILE EXPERIENCE

54. SOURCE: Emarketer. Mobile time spent in 2018 (2019)
the average amount of time U.S adults
spent on their phones daily in 2018.
3hours 35minutes
GUESS WHAT? MOBILE IS POPULAR

55. SOURCE: Search Engine Journal (2018)
of smartphone users
use search at least
once per day.87%
GUESS WHAT? MOBILE IS POPULAR

58. ANTICIPATE MOBILEVISITOR NEEDS.
DON’T NECESSARILYEXPECT LESS,
JUST PROVIDE MOSTAPPROPRIATE.

59. NEEDS CONSTRAINTS
TIME
SCREEN SPACE
ATTENTION
DIRECTIONS
CONTACT DETAILS
EASYINTERACTION
CREDIBILITY

60. RESPONSIVEVS.ADAPTIVE
CHANGES BASED ON
DIFFERENT SHAPE OF DEVICE
CHANGES BASED ON
DIFFERENT NEEDS OFAUDIENCE

61. YOU KNOWWHO
IS REALLYGOOD
ATTHIS?
GOOGLE IS.

62. HOWTO MEASURE
MOBILE FILTER/SEGMENTAPPLIED
QUALITATIVE METRICS
TIME ON SITE
BOUNCE RATE
PAGES/VISIT
CONVERSION RATE

63. MOBILE SITE SPEEDTHINKWITHGOOGLE.COM/FEATURE/TESTMYSITE

64. MOBILE SITE SPEEDTHINKWITHGOOGLE.COM/FEATURE/TESTMYSITE

65. USER INTENT

66. INSPIRATIONAL
TRANSACTIONAL
USER INTENT SPECTRUM

67. BESTTIMETO GO
HOWTO RESERVE
“HAVASUPAI”

68. CONTENT SEO: ONE DECADEAGO
HOME
TOURS GUIDES FAQ RESERVE
TOURA
TOUR B
TOUR C
GUIDE X
GUIDEY
GUIDE Z
CONTACT

69. CONTENT SEO:TODAY
LANDSCAPE PHOTOGRAPHYTIPS
SUNRISE / SUNSET LOCATIONS
FINEART GALLERY/ COLLECTION
NORTH RIM PHOTO WORKSHOPS
‘grand canyon
photography’
ONLINE PHOTO GALLERY

70. CONTENT GAPANALYSIS
STEP DETAIL
STEP 1 Identify keywords that fit your niche.
STEP 2 Prioritize the keyword list based on phrases that have great relevance.
(keyword popularity is secondary)
STEP 3 Write down four to six (4-6) types of intent for each phrase.
(intent = reasoning and motivation behind the search query)
STEP 4 Conduct a search for each phrase in Google in incognito mode.
Review the top 10 results, and mark down which intents are unfulfilled.
STEP 5 Prioritize your content development process to fill gaps
found in the search results for each phrase.

71. DEPTH OF CONTENT
It is very difficult to rank for any topic
by creating a single resource to cover it.
"One and done" does not work for SEO.

72. SUGGESTED SEARCH & PAABOXES

74. ANSWER
THE PUBLIC
‘monument valley’

75. UBERSUGGEST

76. chris sietsema
480.570.1636
hello@teachtofishdigital.com
@sietsema
in/sietsema