Google has changed its algorithms dramatically over the past year and this has created new challenges for Small to Mid-Sized Businesses. Learn how to get See the difference between Search Engine Results Page (SERP) from 2010 to 2011

1. Google™ 2011: It’s All About Local!

3. Google.com ComScore: 61.6% GlobalStats: 90.6%

4. Google last year Paid Listings Map Listings Organic Listings 4

5. Google now in battle for local U.S. Local Online Ad Spend$15 Billion in 2010 Surpasses Google in ‘time spent’ on site domestically US market share grew to 28%Grown to 41 million users per month Rejects Google's $6 Billion offer 1 2 3 4 New search features New local properties New local search results – Places New mobile search & apps Growing to $37 billion in 2014 SMB Sources: BIA/Kelsey, comScore, Nielsen, Silicon Alley Insider Multiple strategies to grow its share of local consumers 5

6. Strategy 1: new search features So consumers start on Google for local searches Google Preview Google Instant Google + Google Shopping 6

7. Strategy 2: new local properties So consumers stay on Google for local information for DIRECTORIES / REVIEWS Instead of & more… 7 for Social Instead of forDEALS Instead of & more… & more… Google wants to be a destination instead of sending consumers to other sites

8. Strategy 3: new local results So consumers rely on Google for local search info Paid ads Map now top right and stays there – map pin now same as organic rank Now predicts a local query and displays all local business listings Reviews provide indicator of quality Much more info on each listing Place page link to Google’s detailed profile of the business PageRank™ algorithm updated to better help consumers find a local business 8

9. Strategy 3: new local results So consumers rely on Google for local search info Paid ads Map now top right and stays there – map pin now same as organic rank Much more info on each listing Place page link to Google’s detailed profile of the business Now predicts a local query and displays all local business listings Reviews provide indicator of quality PageRank™ algorithm updated to better help consumers find a local business 9

10. Strategy 3: new local results So consumers rely on Google for local search info 10 Easy 1-click preview of website Address & phone number Total reviews on Google and link to Place page Location on the map Reviews from across the web More detailed listings helps consumers choose a local business

11. Strategy 3: new local results So consumers rely on Google for local search info Anybody notice this? More detailed listings helps consumers choose a local business 11

13. Uses the content, including several new factors, to determine rank in local searchesWhy? How? Place page helps consumer learn more about a local business 12

14. Big Change Last Week!

15. Strategy 3: new local results Changes to PageRank algorithm to improve quality of local listings Inbound Links Social Pages Fans & Followers Google Place Page Site & Blog Reviews + + + + Social Bookmarks REPUTATION SOCIAL AUTHORITY CONTENT & LINKS Prominent Organic Rank = How soon until it impacts Quality Score for AdWords? 14

17. easier to check reviews

18. easier to write reviewsMobile search Places search Sources: comScore, AllThingsDigital, Internet2Go Place page Mobile algorithm and apps to help consumers find a local business 15

21. Conversion to lead/call is impacted by reviews on Place page

22. Updated PageRank algorithm means search results now feature more local listingsthan directories

23. Clicks/traffic impacted by richness and quality of new content on the listing

25. Mobile outperforming online in many aspects of effectiveness

26. More consumers reading and writing reviews while near/at the business 4 New mobile apps 16 Sources: InsightExpress, Performics

29. Optimize it for mobile search (GPS data, local phone #, etc.)

30. Ask happy customers to give you reviews while they’re at your business

31. Claim and update your Place page

32. Invest in content marketing – posting quality content on many places across the Web powers search discovery

33. Implement social media marketing to build a strong group of fans and followers which can influence your search rank

34. Build a positive reputation by getting reviews on your Place pageOrganic Search 17

35. In summary… Google is focused on winning local - their changes make it more complex than ever for SMBs KEY Strategy for maximum discovery combines paid search, mobile search and organic search Takeaways Paid search ads are still the fastest way to drive quality traffic/leads, but you also need… A fresh stream of quality content including reviews and social media marketing to improve organic rank This is an evolution beyond traditional SEO that we call Web Presence Optimization (WPO) 18

37. Looking Ahead: What’s Next in the Evolution of Local Search by Eric Enge (1.03.11)http://searchengineland.com/looking-ahead-whats-next-in-the-evolution-of-local-search-59766Anatomy & Optimization of a Local Business Profile by Chris Silver Smith (12.17.07)http://searchengineland.com/anatomy-optimization-of-a-local-business-profile-12943Local Search Ranking Factors by David Mihm (6.07.10)http://www.davidmihm.com/local-search-ranking-factors.shtml Search Gets Social: Google Using Social Data in Ranking (1.05.11)) http://blog.getreachcast.com/42572/2011/01/04/search-gets-social:-google-using-social-data-in-ranking-.html 4 Compelling Reasons Every SMB Should Claim their Local Listings (12.19.11) http://blog.getreachcast.com/28712/2010/11/30/4-compelling-reasons-every-smb-should-claim-their-local-listings.html Keeping Up with Google Part 1: The Rapidly Changing World of Search Discovery for Small Business (12.10.10) http://blog.getreachcast.com/32274/2010/12/08/keeping-up-with-google-part-1:-the-rapidly-changing-world-of-search-discovery-for-small-businesses.html Keeping Up with Google Part 2: 4 Critical Things Small Business Should Do to Keep Up (12.15.10) http://blog.getreachcast.com/33264/2010/12/10/keeping-up-with-google-part-two:-4-critical-things-small-businesses-should-do-to-keep-up-with-the-changes.html Some good resources 20

38. Get in touch with us http://blog.reachlocal.com http://blog.getreachcast.com http://twitter.com/ReachLocal http://www.facebook.com/ReachLocal http://youtube.com/ReachLocal Phone: 866-500-1692Email: sales@reachlocal.com Contributors: Nathan Hanks, Co-Founder & Chief Distribution Officer Alex Hawkinson,GM & Senior Vice President, ReachCast Todd Ebert, Vice President Marketing Rob Baker, Creative Director 21

39. What Is Web Presence?

40. You Have: a static website & one way to be found You Need: a fresh Web Presence & many ways to be found Your Sites Local Directories Social Media Content Sites More Quality Content Published in More Places = More Customers

41. How consumers find & engage Content Sites Site & Blogs Reviews & Reco’s Directories Social Location-based Services Search Engines BUSINESS Deals Across your entire Web Presence, not just your website 24

42. How consumers buy now Learns more about you SMB SMB SMB SMB SMB SMB SMB SMB Checks your reputation 25 Searches for you Hears from friends Checks for deals & offers At each point you can engage and convert them into customers

43. Need a Web Presence strategy Buy Presence + Build Presence + Convert Customers 26 BUSINESS

44. 27 Web Presence strategy Buy Build + (Advertising) (Content Marketing) Search Google, Yahoo, Bing, AOL, Ask, Citysearch, Superpages, Local.com and many more… Surf Thousands of top news, entertainment and review sites Social Facebook and Twitter, the top social media networks

45. Products Buy Build + (Advertising) (Content Marketing) Search Google, Yahoo, Bing, AOL, Ask, Citysearch, Superpages, Local.com and many more… ReachCast™ ReachSearch™ Surf Thousands of top news, entertainment and review sites ReachDisplay™ ReachCast™ Social Facebook and Twitter, the top social media networks Facebook Ads ReachCast™ 28

46. A technology & team + Buy Build (Advertising) (Content Marketing) IC + ReachLocal’s proprietary advertising technology helps drive awareness & leads Web Presence Pro / IC + our proprietary technology builds a long-term asset for reputation, search & social discovery 29 What we do

47. Need a mobile presence too Mobile search up 4X last year, 16% of all Google searches 2011 200 million access Facebook from mobile – up 63% in 2010 Google Places, Yelp, Foursquare and others make easy to check and give reviews We have you covered with 30 & ™ Sources: comScore, AllThingsDigital, Internet2Go

48. Search Discoverability

49. Web Presence = More Shelf Space Many Ways to be Found Bus. B Official Site One Way to be Found Bus. A Official Site Company Site

50. Reputation Management

51. The Impact of your Reputation Training – For internal use only

52. Your Online Reputation Training – For internal use only

53. Influencing Consumer Behavior Tagline Training – For internal use only

54. What does a business need to consider? Techniques and Best Practices Training – For internal use only

56. Google Places

57. Yelp

58. Citysearch

59. Insider pages

60. Merchant Circle

61. Social Destinations

62. Engaging withwhat is being said

63. Responding to and promoting positive reviews (MAKE THEM LOUDER!)

65. Training – For internal use only

67. 50% of active users log on to Facebook in any given day

68. Average user has 130 friends

69. People spend over 700 billion minutes per month on Facebook Source: Facebook, 2010

73. #1 Largest video site on the web

74. 300 Million Worldwide Visitors a Month

75. YouTube exceeds 2 Billion views per day

76. 24 Hours of video uploaded every minute

77. #2 Search Engine on the WebSource: www.website-monitoring.com

79. By invitation only

80. 18-25 60%; Male: 63%

84. Don’t spam people with advertising type messaging/commercials

85. Be a local expert – inform people about useful industry or local information

86. Offer valuable promotions

87. Be interesting/be funny/be engaging

88. Vary content, people love pictures, videos, links to interesting articles

89. Retweet things that are interesting or valuable

90. Promote special offer codes

92. Putting It All Together

93. There is so much out there…

94. Do your customer have the time & tools to do it all? repeat social marketing SIGN-UP/CLAIM YOUR PAGES passwords passwords tools repeat POST NEW UPDATES time Create Content fans repeat SEO repeat research repeat time repeat directories MONITOR & RESPOND reviews SEO LOAD YOUR CONTENT repeat analytics repeat KEEP TRACK OF IT ALL tools repeat leads followers reputation management I need to run my business

95. You Have: a static website & one way to be found You Need: a fresh Web Presence & many ways to be found Content Sites Site & Blogs Reviews & Reco’s Directories Social Location-based Services Search Engines BUSINESS Deals More content in more places brings more customers

96. Your Web Presence powered byfresh content 1 5 Business creates quality content Business listens and engages Housebreaking Your Dog Thanks for your comments. What’s worked for you? PUBLISH Great advice! 4 2 Consumers comment, like, review & share Content published & indexed across the Web I’m going to try this! Me too! Housebreaking Your Dog 3 Consumers discover while searching, surfing & socializing Business action Consumer action

97. Benefits of fresh content Social discovery Search discovery Discovery & more! Increases your word-of-mouth through sharing across social networks Increases your discoverability on search engines & local directories Reputation management Brand engagement Perception Improves your reputation with positive content on search engines and review sites Builds positive impressions & engagement with your brand by bringing it to life online

98. Have thetime, tools &talentto do it all? Develop a strategy Claim/setup local & social pages Create a stream of quality content Manage social media pages Monitor & improve reputation Engage & respond to customers/fans Optimize it all for search engines Track & analyze results …and still run your business?

99. For more information, please contact James F. Ruppel Integrated Web Marketing 631-615-2983 jruppel@wsidigitalmarketer.com http://jruppel.wsidigitalmarketer.com