77% Of Customers
Look You Up Online:
Ensure Your Website
Is Helping, Not
Hurting You
By: Grant Kneble
GrantAustin.com
grant@freddyjs.com
98
@TheGrantAustin
GrantKneble

What I Want You to Walk Away With
1. Learn about how to build your
website and digital marketing plan
2. Actionable items you can do TODAY
3. Know how to see through bogus
marketing companies
@TheGrantAustin
GrantKneble

Who Am I?
Built Websites since 2000
Graphic Designer since 2004
Developed Forums / Communities since 2006
Freelance Digital Marketing in 2010
Full-Time Search Engine Optimization since 2015
Restaurant Owner since 2021
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GrantKneble

Your website is the
most critical asset
after your
restaurant.
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Social Media is like the beach
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GrantKneble

Customers judge
your restaurant by
your website
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GrantKneble

Potential customers
form an opinion on
your website in less
than one hundredth
of a second
https://research.google/pubs/pub38315/ & https://doi.org/10.1080/01449290500330448
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GrantKneble

1. Content
2. User Experience
3. Design
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GrantKneble

Brand Identity
An SEO strategy improves your
website's search ranking to get
more organic traffic.
It organizes your content by topic
to allow search engines to provide
the best results to the people
searching.
SEO Strategy
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GrantKneble
https://www.smartinsights.com/search-engine-optimisation-seo/seo-analytics/comparison-of-google-clickthrough-rates-by-position/

SEO Math
● Average ~10,000 monthly searches for pizza
● Rank #1 for pizza on Google for ~3,980 visits per month for
pizza related keywords
● ~3,980 x 3% conversion rate into a sale = ~120 sales
● 83 sales x $30 average net value of a sale = ~$3,600 per month /
~$43,200 per year
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GrantKneble

Four Pillars to Make a Great Website
Brand Identity
Proper
Technical
Setup
On-Page
Content
Off-Page
Content
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GrantKneble

Brand Identity
Blueprint to your Website & Brand
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GrantKneble

Proper Brand Guidelines
● Logos
● Alternative Logos
● Colors
● Font
● Mockups
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GrantKneble

Rules for Logos
1.Simple
2.Scalable
3.Versatil
e
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GrantKneble

Colors
CMYK - Real Life
Products
RGB - Digital
Products
HEX - Coding
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GrantKneble

Technical SEO
Foundation of Your Website
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GrantKneble

Optimizing your website's
technical aspects for better
visibility & ranking in search
results.
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GrantKneble

~64%
of all the websites whose content management system we
know. This is 43.2% of all websites.
https://w3techs.com/technologies/details/cm-wordpress
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GrantKneble

Services to Install
1. Google Analytics
○ Analytics of your website
2. Google Search Console
○ Analytics of your website in relation to Google Search
3. Bing Webmaster Tools
○ Analytics of your website in relation to Bing Search
4. Meta (Facebook) Pixel
○ Optimize the delivery of your Facebook / Instagram Ads
5. Bonus: Google Tag Manager
○ The ability to create endless ways to track activity on your website
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GrantKneble

Proper Technical Requirements
● Is your website crawlable?
● Does your website load quickly?
● Is your website structure easy to navigate?
● Is your website secure?
● Is all your data structured?
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GrantKneble

Is your website crawlable?
<meta name="robots" content="noindex">
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GrantKneble

Is your website crawlable?
NO
BROKEN
LINKS
ALLOWED
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GrantKneble

Test Your Speed
● Pingdom
● GTMetrix
● WebPageTest
● Google Pagespeed
Insights
Do NOT use just one test!
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GrantKneble

Steps to Make Your Website Faster
1. Don’t use cheap hosting
2. Do not use all-in-one themes
3. Keep your image file sizes as small as possible
4. Use a Cache Plugin
5. Use a CDN
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GrantKneble

Proper Navigation for a Website
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Lockdown Your Website
● Implement HTTPS
● Backup Regularly
● Stay up to date
● Use good hosting
● Two-Factor Authentication
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GrantKneble

Setting Up Structured Data
Schema
● Make It Yourself
○ Schema.org
● Use a generator
● Install a plugin
○ Schema Pro
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GrantKneble

Wordpress Plugins to Install
1. Form Plugin -Gravity Forms, WPForms, Ninja Forms…
2. SEO Plugin - Yoast, RankMath, All in One SEO…
3. Newsletter Plugin - Mailchimp, Constant Contact, AWeber…
4. Cache Plugin - WP Rocket, W3 Total Cache, WP Super Cache…
5. Email Plugin - WP Mail SMTP, Post Mail SMTP, Easy WP SMTP…
6. Backup Plugin - Your Server Company, VaultPress, UpdraftPlus…
7. Security Plugin - Sucuri, Wordfence, Jetpack…
8. Engagement Plugin - OptinMonster, Sumo, Bloom…
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On-Page Content
Furnishing Your Website
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https://medium.com/@HeathEvans/content-is-king-essay-by-bill-gates-1996-df74552f80d9
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What You Need On Every Page
N.A.H.P.S
Name Address Hours Phone Number Social Media
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Homepage
● N.A.H.P.S
● Who, What, When, Where, Why, How
● Primary / Secondary
Click-to-Actions
● Social Proof
● Media Recognition
● Team Features
● Awards
● Photos / Videos
● Testimonials
● Certifications
● Brands Used
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GrantKneble

Potential Pages On Your Website
● About You
● Contact Page
● Reviews
● 404 Page
● Food Menu
● Dessert Menu
● Cocktail Menu
● Brunch Menu
● Liquor Menu
● Event Calendar
● Delivery Page
● Reservations
● Private Event
● Service Area
● Employee Bios
● Certifications
● Industries
Serviced
● Services for
Groups
● Photo Gallery
● Languages
Spoken
● Individual Event
Page
● Services
● Coupons
● Commercial
Versions
● In the Community
● In the Media
● Careers
● Location(s)
● Why Choose Us?
● Holiday(s)
● Seasonal Pages
● Linktree
● Brand Pages
● Ingredients
● Recipes
● Podcast
● Video Gallery
● FAQ
● Sitemap
● Merchandise
● Gift Cards
● Catering
● Cooking Classes
● Loyalty Page
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Double-E-A-T
Experience
Expertise
Authoritativeness
Trust
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What Highest Quality Pages (HQP) Need for Google
● HQP have a beneficial purpose
● HQP have titles that summarize the page.
● HQP have main content created with a very high level of
effort, originality, talent, or skill such that the page
achieves its purpose very well.
● HQP have adequate information about the business for
the purpose of the page.
https://static.googleusercontent.com/media/guidelines.raterhub.com/en//searchqualityevaluatorguidelines.pdf
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Page Structure
● N.A.H.P.S.*
● Main Keyword / Secondary Keyword(s) / Related Keyword(s)*
● Location(s)*
● Page Title with Title Tag*
● Meta Description*
● Headers - H1, H2, H3… Tags*
● Images with Alt Tags*
● Internal Links*
● Click-to-Actions*
● Schema
● Featured Image
● Video
● Testimonials
* Required
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GrantKneble

Keywords
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GrantKneble

How to Find Keywords
Free
● Google Search Console
● Google Ads Keyword Planner
● Google Trends
● Keyword Surfer Browser Plugin
● Answer the Public
Premium
● Ahrefs
● Semrush
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GrantKneble

Near me keywords
https://support.google.com/business/answer/7091?
“Local results are based primarily on relevance, distance, and
prominence...”
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GrantKneble

Images / Videos
● Mimic stock photos and
stock footage
● Find most popular
● Include logos as much
● Don’t need more than
Cell phone & Light
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GrantKneble

Off-Page Content
Digital PR
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Google My Business
● Sign up for Google My
Business
● Fill it out entirely
● Add photos/Videos
● Add updates / offers / events
● Stay on top of hours
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GrantKneble

Google My Business Factors
https://whitespark.ca/local-pack-finder-individual-ranking-factors/
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Getting Reviews
● Focus on Google Reviews and then spread the wealth
○ If you’re in a major metropolitan city - TripAdvisor
○ If you use booking software - OpenTable, Resy, etc.
● Offer an easy way for guests to review
○ QR Codes
○ Emails
○ Text Message
● Train your team to ask for reviews
● Incentivize your team to ask for reviews
● NEVER INCENTIVIZE YOUR GUEST
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GrantKneble

How to Handle Reviews
Reviews aren’t for you.
They aren’t for the reviewer.
They are for the potential customer
Good reviews?
● Respond.
Bad Reviews?
● Respond.
Don’t know what to say?
● Use Artificial Intelligence
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GrantKneble

@TheGrantAustin
GrantKneble

Types of Local Citations
● Search Engines - Google Business Profile, Bing, Apple…
● Primary Data Aggregators - Foursquare, Data Axle, Neustar Localeze…
● Major Directories - Yelp, Yellowpages, Uber, Facebook, Superpages…
● Industry Specific Platforms - TripAdvisor, AllMenus, OpenTable
● Unstructured Citations - Chambers of Commerce, Newspapers, Local
Government
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GrantKneble

Manual vs. Automated Citations
Manual
Pros
● Full Control of each profile
● Able to enter all information completely
● Free unless hire a company
Cons
● Setup & Update individually
Services
● Whitespark
● Bright Local
Automatic
Pros
● One stop shop
● Access to certain directories
● Handles Duplicates
Cons
● Monthly / Yearly Fees
● Overwrites any manual changes
● Gets most, but not all information
● Lose access to most accounts when stop
paying
Services
● Marquii / Yext
● Moz Local
● Synup
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GrantKneble

Backlinks
● Backlinks are links from other websites
that go to your website
● Search engines like Google see these links
as a sign that your website has authority
● The more links your website has, the more
likely it is to show up higher in Google
search results
● Having more links can also bring more
people to your website.
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GrantKneble

Ways to Backlink
● Citations
● Local Government
● Local Business / Restaurant Specific / Trade Organizations Directories
● Chambers of Commerce / Merchant Associations
● Travel / Food Review Websites
● Local Newspapers
● Schools, Colleges, or Universities (e.g., job postings, scholarships, club sponsorships, discounts,
alumni links)
● Sponsorships in general (e.g., sports leagues, races, meetups, charities, etc.)
● Local Awards
● Podcasts
● Magazines
● Distributors / Suppliers / Wholesalers / Contractors
● Other local businesses that also have websites and are open to having a “Local Partners” page
or a “Businesses We Love” page.
● Help a Reporter Out
● Local Events
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GrantKneble

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GrantKneble

Key Performance Indicators
1. Conversion Rate
○ Reservations, Online Order, What is YOUR focus
2. Organic Traffic & Sessions
3. Click-Through-Rate
4. Bounce Rate
5. Load Time
6. Keyword Ranking
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GrantKneble

One-Timeish SEO &
Ongoing SEO
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GrantKneble

One Timeish SEO
● Create an optimized website with NAHPS and more
● Create and optimize all the pages you need
● Setup all the services especially Google My Business
● Create and fill out all the other citation listings

Ongoing SEO
● Get links
● Get Reviews
● Continue doing what actually get you links & reviews
● Research new ways to get you links & reviews
● Add more content if applicable
● Update your content if you can add more helpful content
● Continue creating content that brings eyes to your
restaurant
● Continue any non-SEO marketing including offline
marketing
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Agency / Freelancer Rules
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How to Look for a Reputable SEO Agency
1. Have they worked with restaurants before?
2. What is their process?
3. What services do they provide for you?
4. What tools do they use?
5. How do they report and what do they call success?
6. What is their experience?
7. Who are their clients?
8. How much & how do they charge?
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NO GUARANTEES
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NO AWARD WINNING
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Google Partners Do Not Matter
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Questions?
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Come talk to Me
Grant@FreddyJs.com
GrantAustin.com