Green Lotus Presentation - Donate & Learn Expo! Dec 4 - 2013 By Bassem Ghali Founder of the Donate & Learn and Head of Client Strategy at Green Lotus Bassem is a search engine marketing strategist and speaker with more than 8 years of experience managing online marketing strategies for some of Canadian’s largest corporations including Canadian Tire, Direct Energy, and Toronto Star - New in Homes. Demonstrated success in online marketing has led to speaking engagements at various events including Search Engine Strategies (SES) Toronto, Newmarket Chamber of Commerce, American Marketing Association, Toronto Women’s Expo, Middle East Finance Conference Toronto, and more. Bassem is the driving force behind Green Lotus and has an knack for creating innovative online marketing strategies for small, medium and large businesses. With a desire to support the community and increase awareness of local community non-profit organizations and charities, Bassem has created the Donate & Learn Initiative organizing educational online marketing workshops for entrepreneurs, business owners and professionals, with all proceeds donated to partnering charities.

1. Donate & Learn
Learn the latest local SEO strategies &
effectively allocate your marketing
budget!
Bassem Ghali
Founder of the Donate & Learn and Head of
Client Strategy at Green Lotus
@GreenLotus_CA | #DonateLearn

2. Donate & Learn
How Does Your Potential Customer Search
for Information?
Google Local
Results
Bing Local
Results
Data Based in US market – by Bing

3. Donate & Learn
Outrank Your Competitors, Get More Local Leads &
Sales Without Paying Search Engines!
Bing Local
Results
Google Local
Results
The potential to attract new customers via Local Search is enormous!

4. Donate & Learn
Improve Your Website Citation!
Citation – an online reference to business
name, address and phone number (NAP).
Off-Page Best Practices:
1. Submit / claim your business on
search engine map services
2. Submit / claim your business on
local / industry directories
3. Make sure to choose the proper
categories(s) for your business
4. Make sure to complete all profile
fields (Website URL, Bio, Picture, ..)

5. Donate & Learn
View SEOmoz Post!

6. Donate & Learn
Google+ is now the spine of Google properties & one
of your best branding tools across Google Channels.
Google Local
Results
As of Oct 7th, Bing Places
for Businesses is Now
Available in Canada.
Submit Your Business
Listing Now!

7. Donate & Learn
Advanced: Improve Your Website Citation!
1. Link your Google+ profile to the content you create view how
2. Encourage your happy customers to post reviews of your business
Reviews are a major factor in the local ranking algorithm on search engines!

8. Donate & Learn
Improve Your Website Local Relevancy!
On-Page Best Practices:
1. Include the full street
address and phone
number in the footer
2. Create individual landing
pages for each business
location.
3. Create individual landing
pages for the cities your
business serves.
4. Use location-based
keywords in titles & body
text.
5. Create unique & fresh
geo-focused content.

9. Donate & Learn
Advanced: Improve Your Website Local Relevancy!
1. Link Both your website & Google+ Page View how To like your Google+ Page!
2. Offer social sharing buttons
Sharing tools AddThis & ShareThis
3. Use hCard Microformats for business info. hCard Code Creator!

10. Donate & Learn
How to Effectively Allocate Your Marketing
Budget & Target Your Ideal Customer?

11. Donate & Learn
Which Platform Works Best for My Business?
Best ad delivery based on
actual search queries!
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Search Quarries
Network (Search & Display)
Location & Language
Age & Gender
Interest Categories
Contextual Targeting
•
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Text & Image & Video Ads
Product Ads
Google+ Extension
Location & Call Ext.
App Downloads
Available
Generating instant website
visits, leads, sales for almost
any type of products or
services or organization!

12. Donate & Learn
Which Platform Works Best for My Business?
Ad delivery based on user’s info,
interests, behavior on site
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Location & Language
Relationship Status
Interests
Likes
Connections (people & Pages)
Age & Gender
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Page Likes
Sponsored Stories (image & video)
Promotion Ads
App Downloads
Event Ads
Available
Creating brand awareness, increase
brand engagement and untimely
sales using unique targeting tools!

13. Donate & Learn
Which Platform Works Best for My Business?
Ad delivery based on user’s info,
interests, behavior on site
•
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Company Name or Category
Job Title or function or seniority
LinkedIn Groups
Skills & School
Location & Language
Age & Gender
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Sponsored Updates (image & video)
Site Link Ad (image & video)
LinkedIn Page Ad
Job Ads
Available
Most effective when it comes to B2B
advertising and can help generate
valuable higher margin business and
sales.

14. Donate & Learn
Case Study
Epic Cruises - River Gambler
Campaign Start
Campaign Goals:
Green Lotus - Hybrid Strategy Analysis

 Generate immediate leads
for corporate & wedding
cruise rentals.
 Increase the website
overall organic ranking and
traffic.

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Overall Visits:
114% increase
Organic Search Engine Visits:
415% increase
Avg. Organic Keyword Ranking:
281% increase
Overall Leads Generation:
674% increase

15. Donate & Learn
Case Study
Epic Cruises - River Gambler
Competitive Keywords - Organic Ranking

17. Donate & Learn
Your Strategy Overall

18. Donate & Learn

19. Donate & Learn
Key Takeaways:
1.
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4.
Improve Your Website Citation (Off Page Factors)
Improve Your Website Local Relevancy (On-Page Factors)
Link your Google+ profile to the content you create
Use Meta Structured Data (hCard)
1,2,3 Paid Marketing Strategy:
Step 1  Define your ideal customer
 Set goals & all necessary tracking for evaluation
 Set a reasonable budget
Step 2  Choose 2-3 platforms based the best targeting tools
 Create ads following best practices for each platform
Step 3  Track, Evaluate, Test & Modify!

20. Donate & Learn
We Love Our Clients!
Green Lotus Online Marketing Services:
 Lead Generation & ROI Optimization Services
 Search Engine Marketing Strategy
 Local Search Engine Optimization
 Social Media Marketing & Management
 Responsive Website Design

21. Donate & Learn
Ask The Panel
#DonateLearn