Local Search & B2B

Starting with KEYWORD ANALYSIS
  Testing a variety of keywords is an illustration of
demand
  In other words, when we seek services (as well as
information), we go online to search
  Our results in Google or Bing include websites, blogs
and social media pages and mentions and local reviews
channels
  When companies know the terms their audience
searches for, they can fill the web with the copy to
achieve top search engine listings.

Initial keyword testing
  In this case, I tested these channels for a B-to-B coach service
(providing mostly company coach transportation)
  I used my various search engine analysis tools for the following
keyword phrases (note that these could be B-to-C keywords as
well, but here are for a B-to-B service; keyword results report
shorter and other variations):
  global transportation limousine coach bus door to door
  global door to door limo coach
  nationwide coach service
  driver door to door
  Door-to-door travel
  Pickup dropoff

SEO for B-to-B as well as B-to-C
  In this case, the B-to-B coach service competes in SEO
against B-to-C providers as well.
  Following pages show what people search for
surrounding those keywords.
  Note that for the following pages’ largely searched
keyword phrases:
  Either one or no limo/coach/driver transportation services
came up on the first page of Google search results.
  Leaving a large opportunity for such companies to fill web
pages and social media copy with such keywords
  And optimize to achieve first page search results

Analyzing Search Results
  Following pages show what people search for
surrounding those keywords.
  Note that for the following pages’ largely searched
keyword phrases:
  Either one or no limo/coach/driver transportation
services came up on the first page of Google search
results.
  Leaving a large opportunity for such companies to fill
web pages and social media copy with such keywords
  And optimize to achieve first page search results

Data & Analysis
Jake Aull | Zen Fires Web Marketing | Websites & SEO | Social Media & Branding

Finding High Searches
(even without Fierce Competition)

Finding trending searches over time

Analyzing SERP (search engine results page) listings placement
and descriptions (in this case for ‘door-to-door service’ searches)

Identifying Locations of Most Demand:

Identifying trending demand for services

Formulating Research
Assessments
  In this research case data shows that web users search for
similar ‘coach transportation’ keywords in specific locations
  We know that top search results tied to specific locations
show local/maps/pins (and Yelp) results at the top of the
SERP (search engine results page)
  Even with the competitive issue aside (against B-to-C
providers), the location-based results are not only relevant for
this B-to-B provider, they are tops
  And yes, competitors listings show reviews
  Reviews do appear for B-to-B companies
  From this SEO strategies can be formed

Harness this Keyword Search Demand
Jake Aull | Zen Fires Digital Marketing | Websites & SEO | Social Media & Branding

To Harness this keyword demand
  Keyword-driven content (in social media, online PDFs, etc.) makes
companies “found” online
  Location-based keywords are easier for achieving higher, and more, SERP
results (less competition)
  SEO succeeds from digital content, including blogs, social media posts,
etc.
  Blogging with keywords automatically gives easy content to promote in
social media and retain buzz marketing
  Even if most visitors don’t read the content, it achieves an SEO goal;
content raises results in search listings

Paid vs. Organic Search
  Companies who don’t practice good SEO often pay the price
in pay-per-click advertising
  Many PPC/SEM ads are placed in location-based sites
(Kudzu, Manta, YP) because they achieve heavy traffic
  Yet consumer web searchers trust – and click on – organic
listings far more than they do pay-per-click listings
  (ask yourself, what do you click on?)
  Why pay for online clicks when you can achieve them through
organic web and social content?

Social Media Helps SEO
  For example here are some limousine services that
use blogging to specifically aid their SEO:
  Phoenix Limousine Service 1 save
http://www.transaccent.com/blog/
  Empire State Limos Blog
http://www.empirestatelimos.com/blog/
  LIMO BLOG | Exotic Coach Limousines and SUV
Limos
http://www.exoticcoach.com/category/limo-blog/
  Houston Limo Service | Limousine Rentals Company -
Colony Limousine | Houston, T...
http://www.colonylimousine.com/

Sample local channel search engines for optimization

YP.com Paid vs. Organic Listings

SuperPages Location (better) vs. Organic (lower) Listings

CitySearch paid vs. location listings

More on Local Search Channels for SEO
  MerchantCircle, YP, CitySearch, SuperPages, Kudzu,
Manta
  These and many others are desired channels for listings
– they support each other.
  The more channels listed, the higher likewise in Google
the company appears, via spread of digital content and
footprint.
  Same goes for quantity of customer reviews.

Review
Jake Aull | Zen Fires Web Marketing | Websites & SEO | Social Media &
Branding

Review
  With a goal of heightened consumer-search results, research industry
keywords searched most
  Form an ideal list of prominent keywords
  Investigate the competition
  Optimize for these keywords
  Optimize and set profiles in numerous local search channels
  Blog, and post about blog content in social media, to feed search results

The Case for Local Directories
& Reviews Social Sites
There is relevance & applicability for B-to-B
& online local directories
Branding

Research
  For a printer/packaging company with national
locations

Major SEO Keywords & Projected Similar Keyword-Based Websites
Note emphasis on locations/reviews sites below perceived by search engines as similar

Local Directory Listings for New York
Locations/reviews site InsiderPages.com

Local Directory Listings for Minneapolis
Locations/reviews site CitySearch.com

Local Directory Listings for Keywords ‘Packaging Minnesota’
Locations/reviews site Google+ /Local (note the map; formerly Google Places)

Local Directory Listings for Keywords ‘Packaging Macon, Georgia’
Locations/reviews site Google+ /Local (note the map; formerly Google Places)

Additional Social Site
Observations
Branding

  NOTE: No major packaging/printing competitors have
much of a Google+ presence (Note Google+ is different
than Google+/Local)
  (MWV Fresno has some older videos appearing in
Google+)
  Google+ is great for SEO, and can be linked to YouTube.
A presence in Google+ could give a B-to-B an edge.
  Although there are many photos among competitors in
sites such as Flickr & Picasa, these have less relevance
for the industry (but are still good for overall SEO).
Notes on Additional Social Computing Issues

  MWV has 300 Likes, 40 “Talking about this.”
  RockTenn devotes its Facebook page to “RockTenn Recycling,” a
more consumer/passion-driven topic than pure business
promotion (like MWV’s page).
  Yet RockTenn only achieves 200 Likes and 20 “Talking about this”
in Facebook.
  While these numbers aren’t as large as B2C companies for their
sizes, they do provide an opportunity to read additional viewers
with content
  Just as Google has “Places” (location channels now Google+
Local), Facebook has Facebook Places
  Similar location-based search engine issues apply here in
Facebook.
  And other directories listings are integrated here into Facebook
Places.
Notes on Facebook

Facebook business search results

Additional Social Channels
Branding

RockTenn Twitter Mentions – Largely Around Careers

MWV Twitter Mentions – Variety of Topics

MWV Twitter Mentions – Financials

RockTenn Search Results in Flickr (Social Site for Photography)
This site shows combination of pro & employee photos (Picasa shows only employee photos)

MWV Search Results in Flickr (Social Site for Photography)
This site shows combination of pro & employee photos (Picasa shows only employee photos)

Thank You!

Local Search & B2B

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