Changes That Will Make or Break Your Business

Changes That Will
           Make or Break Your Business
                                     by Chris Bernard

  Featured on Search Engine Watch, Fast Company and CIO; Professional
Speaker, Trainer and Marketing Consultant Chris Bernard will share with you
 the Google changes that will either make or break your business in 2021.
 Grow your business with inbound leads from Google or have them destroy
your patient prospect opportunities with one swoop of a rankings algorithm
                                 update.

Agenda
• Google Big Stat
• The Holy Grail of Search
• Latest Algorithm Update – Google
• The Nitty Gritty Tactics
• Back to Basics
• Action Steps

Search Share

Search Share

Holy Grail
Paid Search (bid on keywords or categories / geographic)

Google My Business (not paid / but optimized for search)

Organic Search Results (not paid / but optimized for search )
Videos (not paid / powered by YouTube)
Images (not paid / infographics / diagrams)

Other Spots
Maps / Reviews
(non-paid powered by Google My Business)
(paid powered by Google Adwords)

Google Shopping
(paid cpc Google Merchant + Google Ads)

                                           Can it be done….Yes

Google Page Experience Update (May 2021) – Join or Die
Definition: Page experience is a set of signals that measure how users perceive the
experience of interacting with a web page beyond its pure information value.

•   HAPPENING NOW: big +/- will be over the next few months
•   Current search signals
     o Mobile friendliness                  REQUIRED TOOLS
     o Safe Browsing                        Google search console
     o HTTPS                                         https://search.google.com/search-console
     o Intrusive Interstitial Guidelines    Google speed test
                                                     https://developers.google.com/speed/pagespeed/insights/
•   New web vitals
                                            GT Metrix
     o Site load time
                                                     https://gtmetrix.com/
     o Interactivity
     o Visual stability
•   Not just your “IT Guy” but you have to know what is going on in terms of reporting,
    signals and necessary changes

                                                          Learn More: Web Vitals https://web.dev/learn-web-vitals/

Google Page Experience Update (May 2021) – Join or Die

Steps to take - Kaizen “Continual Improvement”
•   Know your keywords
•   Know your prospect / customer
•   Know what makes you special
•   Optimizations for mobile
•   Improving page speeds
•   Call to Actions (CTAs)

• Loading: Main content has been loaded
              • Interactivity: time from user interaction (click or tap) to time
                browser responds
              • Visual stability: preventing annoying or unexpected
                movement of page content

The Essence
of Page
Experience

Load Time Matters…A Lot

• Clean code AND page length matter.
                     • Elements go from 400 to 6,000 probability of conversions
                       drop as much as 95%
                     • Visual indicators will be coming (past – AMP icons,
                       slow/mobile friendly, secure)
                 • Content is still king

Considerations

Why This Matters
• Best user experience keeps you in top spot (Content + Vitals)
   • Google decides who is where AND rewards sites that have done their job to
     provide the best experience
• Google says it’s important
• User gets more done and with higher engagement (more $ 4U)
• Benchmarks are going to be used in rankings, heed the warning or
  crash and burn
• Google says it’s important
• Site owners need to make this a priority

Bad page experience
• Slow page speeds: Nuff said.
• Bad structure and design: Confusing site, navigation, content
  structure
• Lack of engagement: Sell yes, but consider engaged, entertained,
  understood, empathy and likeability

Owner needs to know where this is and use this as Metric.
Page Experience   This is the scorecard.
                  IT / Tech / etc Use Google Page Speed & GT Metrix to flush
                  out the technicals

Core Web Vitals

          Owner needs to know where this is and use this as Metric.
          This is the scorecard.
          IT / Tech / etc Use Google Page Speed & GT Metrix to flush
          out the technicals

Owner needs to know where this is and use this as Metric. This is
Mobile Usability   the scorecard.
                   IT / Tech / etc Use Google Page Speed & GT Metrix to flush out
                   the technicals

Steps to Take
1. Know the metrics. LCP (Largest Contentful Paint),
   CLS (Cumulative Layout Shift), and FID (First Input
   Delay)
2. Website audit to optimize for new ranking signals.
   Use Googles online mobile friendly test, or Page
   speed insights
3. Bring SEO, UX and IT teams together to build the
   best high-quality website based on target
   prospect(s) and their problems

Back to
Basics
• Optimize for mobile search. Since
  about 2017, 51% of global traffic
  is mobile – algorithm are based
  on this now.
• Improve page speeds (3 sec.).
  Tools can help identify, plugins big
  helper
• Separate CTAs. Short, clear,
  specific, generally bright,
  correctly-shaped and positioned
  properly
• Use Alt Text for Images

Good Content Is Still The Most Important
Factor
                                                 Key Action Step:
• Written website copy                           Take Sometime to Evaluate
                                                 UX Experience based on:
• Videos (Onsite full version) (YouTube teasers) 1) your keywords
                                                 2) your prospect
• Images (diagrams / comparisons etc.)           3) what makes you special
• PDFs / Whitepapers                                (UVP)

• Engaging promotions that drive traffic to website (for conversion)
• Consider your keywords, your prospect (their pain), and what make
  you special

Four Responses to Googles Page Experience Update
• Schedule a 15-minute                               • Do It Yourself and/or IT who may
  complimentary assessment                             not know everything about the
  (avoid destruction / grow business / live happy)     technicals of search or marketing
                                                       (get frustrated / not execute / succumb to
   https://calendly.com/chris-                         destruction) (talk in 90 days or so)
   bernard/15min
                                                         https://calendly.com/chris-
                                                         bernard/15min

• Sign up for Monday Morning
  Marketing Webcast                                  • Do nothing and well….
 (learn more / live happy)

    http://eepurl.com/hrFcbX