And i'm pumped to be back on the show talking today about how to be google ready in 2021 in your business. What's going on tom ferry show viewers, my name is jason pantana, i'm a business coach and national speaker with tom ferry and i'm pumped to be back on the show talking today about how to be google ready in 2021 in your business. Specifically, i've got one two. Three four: five: six six different points i want to roll through with you, so i'm gon na kind of cut to the chase and let's dig in point number one control.

The first impression so, in other words like we know that in this business, what are people gon na? Do they meet you, whether online or offline, and because of the state of what's been going on in 2020? I expect fully that we're going to continue with more of an emphasis on digital marketing being digitally findable right, but even before everything that's been happening this year, people still google, you it's just what they do. They want to figure out. What are other people saying about you? What other websites and links? How can i learn about this person? Because i've got the choices right in front of me to make sure i find the best agent, the best provider, the best whatever i'm looking for they're going to google, you that's not a shock, you know it. I know it they're gon na google, you but here's the deal.

Are you controlling the very first impression? What's the first impression, the first impression is the ad that appears at the tippy top of google. You should be buying keywords using your name, so my name's jasonpantana do the search, buy the keywords tom ferry. Do the search by the keywords, i think about awesome, rockstar, coaching clients in our ecosystem, who are controlling the first impression because they go into google ads.google.comads.gov. They create ad campaigns using keywords, so, in other words, that's how google search works generally, somebody does a keyword, search that you can actually do other.

This is a total tangent. You can do like geo-targeted ads and different types of audiences, but i'm talking about keyword driven ads. In other words, somebody types, your name and then bam. The first result is a link to either your website a home page, an about page or maybe maybe you've got a landing page where it really goes into detail about what they, a buyer, a seller, somebody who's looking to make a referral, what they need to know To have confidence that you're the agent of choice, number one is control.

The first impression number two is how to start over indexing using google, my business, so if you've ever done a search uh like your name, comma, a location and i'm talking like desktop for google right now on the right hand, side bar there's. Usually this thing called google, my business, which is basically a business listing. That's provided by google bing has one too it's called bing places, but come on we're talking about google right now and it's got like some photos. You can have photos or other people like customers, or anybody can add, photos that they say are claimed by that business.

It's got hours of operation, phone number, links, reviews and all sorts of details. It's time for you to over index on google. My business specifically got a few things. Number one really step up the photos, game uh.

You need to be adding your headshots, your team, headshots things that really represent and ring true for your brand. What's what's your profile image on instagram? What's your channel icon on youtube? Is it the same headshot i'd like the consumer is busy right, they're doing research make it so obvious that it's the same headshot. If i see you on facebook, if i see you on instagram on linkedin, wherever i see you on google, my business, i know without a shadow of a doubt. I know right away, it's you and i don't have to think about it.

I mean have you ever like found somebody's youtube, channel and you're like i can't tell if this is the same as that instagram account, because there's different photos - and you just can't tell we don't want that. We want the consumer to have an instantly recognizable moment. We're like, oh it's that oh wow, i see them on instagram, whatever i want to try. I want to tap in to that multi-channel marketing effect, so photos also like just solds what a lot of savvy coaching members in our ecosystem are doing.

Right now is the same post, they're, putting on instagram or whatever or on facebook, that it's got the photo of the house, the address and it says just sold that post should be one of your photos, one of your, not a google post i'll get there. One of your photos so that when somebody who's looking you up to see what you're all about they see your headshots, your team shots, your brand shots and then they keep saying just sold just sold just sold just sold just sold, maybe not like every just sold. You've ever done, i mean that could be a little bit like diluting your headshots, but just enough that when they scroll through the photos, they're like wow, this person's really killing it uh. Also, google post - i don't know if you know this, but google, my business.

If you log into it and go to the back end, they have what are called google post. A google post simply means uh. I can basically take a post that i would have done on facebook or instagram or linkedin or wherever, and i can literally post it on my google. My business people can scroll through it's typically like a horizontal scroll where it goes from left to right.

They can scroll through and open them up, expand them interact with them. Read my posts like blogs things like that google, google posts is what they're called questions and answers. There's i don't know if you've ever looked this closely, but inside of google, my business there's a q, a section but here's the fun part. Unless i literally open up an exact question, i, as the viewer don't know who asked the question, which means you can literally go, ask yourself questions and you can literally go answer your own questions now yeah.

If somebody wants to expand that question they may they may be uh attention detailed enough to recognize that you're, the one who asked the question, but chances are they're going to look at the q a on the main screen, never open it up and take it at Face value and it's going to look like you're answering all these questions, it's going to give the sense that wow. This is really a completed profile. There's a lot of detail here, also uh reviews. Obviously this one goes on with saying get as many reviews.

As often as you can, i like recommending that you ask your clients for a technical review that word technical kind of programs them to be a little bit more granular. It changes the story arc from just well, they were great. We bought a house with them or we sold a house with them and it was super duper. You know the generic type of review that everybody gets.

If you ask for a technical review, you stand a better chance of getting someone to really dig deep better. Yet some of our best coaching clients are actually saying: hey. Remember that time when we did this during the transaction and they're literally like softball, pitching the idea to the client for the testimonial for the review. That just adds a layer of authenticity, because it's a specific story, it's a specific circumstance, and it also - i don't know if you thought about this.

There is an seo implication search engine optimization if they start typing keywords specific to you know we kept losing in multiple offers, or things like that, you're literally starting to index you're, starting to not rank necessarily but you're, starting to potentially show up and come on the Radar of those types of keywords that may be in some of the queries folks are searching on google a couple more things: realistic hours of operation uh. It's no longer recommended that you work all day every day. That actually seems unrealistic and another thing it's called uh. They call it nap stands for name address phone.

I would also add domains which you lose the acronym, but your name address phone nap. You want to make sure it's consistent on every profile, so in other words, if your, if your office address, is like sweet 200 and you spell it ste.200 on one profile but over on zillow, it's something different. If it's title case here all caps here, if the zip's included here, but not over here, you're, actually making it more difficult for google to figure out that that's all the same person as google's crawling through the web right, they see you on zillow on realtor.com. They see you on this website your website, google, my business, facebook pages everything make it so super easy for google to say: oh same person, same person, same person right same kind of an effect that we want people to have when they see your headshots and photos.

Oh same person uh, so i would say, like name, address your phone number and then i would also add your domains. Websites links things like that. Uh number three: i got ta hustle max out your off page seo. Seo stands for search engine optimization off page seo.

Is basically like there's on page and then there's off page seo, i know we're talking pretty technical right now. On-Page seo is generally like on your domain on your website. It's seo, that's because of the blogs and the content on your website right off page seo is pretty much everything else that can affect your seo. So, in other words, my facebook profiles uh my profiles on fast expert or referral exchange or home light or zillow or anything right.

So this is just a call to what do you look like on google when i search your name and i'm looking at all those links, all those available resources? Does it? What does it look like right? Because i want to max out my off-page seo and make sure that i'm ranking and the right websites are ranking, so just google, your name in fact open up an incognito browser that way your cookies and cache and your logins? Don't matter on chrome and incognito browser search, your name and see what comes up on that first results. Page number, four, i wrote down get all matchy matchy uh get all matchy matchy. This is just kind of uh doubling down on what i said earlier, which is that consumers don't want to have to think. Is this the same person as that person? In other words, if i see you on instagram or facebook or linkedin or any other website that could be in the results page of google, it's got to be so plain and obvious that it's your brand.

So what i mean is fonts colors headshots logos matchy-matchy across the board, because look people are busy every single day of the week. People have more information vying for their attention than their brains can possibly absorb or process. So what that means is what that means is you've got to be able to make it dumb and easy for folks. Oh, that's your colors.

That's your font! That's your face and they may not be like on a conscious level aware that you're doing it but subconsciously. I want to reinforce that, no matter where you see me on any website on any type of an ad product social media online offline. I just wanted to be dumb and easy that, oh it's that brand, it's that team, it's that guy, it's her! It's the same! Every time because then i am tapping into the power of multi-channel marketing and my brand is literally being positioned everywhere. That's what we call top of mind awareness and i think anybody who's been selling houses and in the business for a while knows top of mind.

Awareness is paramount. Let's keep rolling number five on my list. I wrote down tools, apps and gizmos. I got a few i'll, just rattle off no endorsements here.

Just things we've seen our clients using with some success. Try it your own. I guess risk no endorsements, no sponsorships or anything like that. First, one up is whitespark.ca, pretty cool company.

What white spark can do is help you kind of comb through the recesses and just do an audit on what shows up in the search engine results. Pages kind of, like yext name, check, n-a-m-e-c-h-k, name, check's, a cool site where you can type in your name and you can see what are all the domains, all the social profiles that show up using my name. It's a good way to search out and see. If there's an available and available handle, if you've got like a handle, you want between instagram or facebook which, by the way sidebar going back to that matchy matchy point: does your name match up? Is it the same or close to the same on facebook? Instagram linkedin youtube.

I know that's hard, especially if you have a generic name, but we're looking for a convention that is standard and predictable, so that it's easy for people who are inundated with thinking all day. Long every day, i want them to not have to think when it comes to your brand. Okay. Next one up is: oh, i'm sorry, not next one up one more tool check out the google search console.

It's a free tool. Go to search.google.com google search console used to be called webmaster tools, kind of an advanced tool, but there's a special little feature that i want to point out to you, which is you hook up your domain, meaning your website and what it can tell you is what Were the queries people searched on google when they found your website? What do they search like, for example, if you do mine, people search jason, pantana, an awful lot and they also search jason pantana tom ferry, an awful lot so like i know if i want to drive traffic to a website. Those are some of the keywords. I'm obviously i work for tom i'm commonly associated there, but you can understand hey when people went to my website and again it's only when they actually went to your domain, but you can understand what were they searching and when do they actually click through to my Domain, that's called the google search console all right now.

Now, i'm on to the next one uh. In fact, the last one which is to be google ready. You must be youtube ready. Uh youtube is the second most powerful, uh, sorry most utilized website and search engine on the planet, on the planet and by the way.

Guess who owns it? Of course, google or alphabet the parent company right same ownership, but youtube is it's more: it's more utilized than facebook, it's more utilized than amazon, it's a massively utilized website and what's more as a search engine, yeah youtube is kind of like a social network, but it's Also, really, really, fundamentally, it's a search engine. How do i do this? What am i searching for here like that's, what people are looking for? So if you want to be truly truly truly google ready in 2021, you got to step up your game on youtube. I'm going to give you three or four quick ideas on youtube and then we're going to wrap for the day number one is your thumbnails. The thumbnail is like the little graphic, it's the click bait.

That makes me want to click on your video on youtube. I want you to think about something: imagine you go to youtube and you search nashville, real estate or nashville real estate, investing or something like that, and let's just pretend my video pops up with a super crummy thumbnail like i took literally no time at all. No time to try to put that thumbnail together and then you skip past it because you're like yeah. I don't really feel like clicking that there's this better looking video right beneath it or three videos down that looks way more enticing.

I'd rather, click that video and watch that video think about that. I ranked number one with my crummy thumbnail somebody else ranked beneath me, but had a better thumbnail, and so you, the user elected to click, their video open to watch their video instead of mine, mine. That searched that ranked first. How do you think youtube feels about that see? I think what youtube's going to eventually figure out is people keep skipping this video so stop ranking it.

So here's the deal you can optimize until you're blue in the face on youtube. But if people don't want to click your video open to watch it which is hugely attributed to the thumbnail, if they don't want to watch your video they're going to scroll past it they're giving a smack in the face to youtube and saying no thanks on this Video right, so your thumbnail needs to be amazing. You can use tools like canva. You can go to fiverr and get someone to design it for you for cheap i've done it before it's easy peasy, but that thumbnail it needs to be the hook.

It's the bait that gets someone to click it; it doesn't have to be corny or cheesy or those types of things, but it needs to be what gets somebody to click it. Uh number two is titles and keywords. This is where the real seo actually does apply. So in your video title, you need to optimize that keyword.

What's the key word that you want to rank against when people search for nashville real estate investing or whatever it is i'll, give you an example on this. A lot of people try to be artistic or clever or cute in their titles, which you know i'm. I love the creativity really. I do i'd rather you that reserve that cute artsy kind of stuff for the thumbnail, the thumbnail, is the hook, but the keyword needs to be.

How do people actually search what like and you can test it out, because because youtube has an auto complete feature? What are people searching if you get a tool like tube buddy tubebuddy, can give you analytics on what terms are people searching how many searches are there? How competitive is there? Are there videos that support that search? You can do that through tubebuddy right, but here's the deal. The keywords are in the title and you don't want to kind of muddy it down by being cute. If the keywords at the end of the title versus the beginning of the title, youtube notices because youtube reads from left to right. So the same is true in your description.

Right. Make sure. In the description of the video and the keyword and the title that the keywords are really just obvious, make it obvious what your video is about, even in the transcription, because youtube's listening to you help make it easy like soft serve whatever the word is: make it Easy like tee them up. That's the word t, that's the that's the sports analogy tee it up for youtube that they're very easily able to associate oh, this video is about this and we can show it to this kind of a search make it easy.

Uh watch time understand that what youtube really cares about is watch time the longer they watch your videos, the more they love you because they can show ads. Eventually, now you can't monetize a channel until you have like over a thousand subscribers, but that's not the point from an seo. Standpoint understand that algorithmically youtube is really built on. Are people watching your videos so use the analytics? When did they start watching? When did they stop watching? What videos are they watching which videos aren't they watching and get super deep on the watch time and then last is? Is your channel quote unquote? Subscribable? If i actually go to your channel page and i look at the channel art the icon, the links, the videos are there, other videos there is it subscribeable because end of day youtube wants to recommend videos and recommend channels where there's an abundance of videos that are Likely to garner more views and greater watch time, because that serves their agenda that serves their business objective right.

So last point here was: if you want to be google ready, you must also be youtube ready all right. I hope that helps uh leave a comment subscribe. If you haven't subscribed to this channel thanks very much for watching again, my name is jason. Pantana have an amazing day.

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