Discover A Real-World, Actionable Strategy to Market Your Firm Online - Succeed with Local Marketing - Google Places, SEO, Facebook, and much more! Introduction: Search and Social Media State of the Union Search 101 with focus on Local Search Social Media 101 Action Plan - Online Marketing Success Blueprint for Your Franchise

1. Discover A Real-World, Actionable Strategy to
Market Your Firm Online - Succeed with
Local Marketing - Google Places, SEO,
Facebook, and much more!
SEARCH AND SOCIAL MEDIA STRATEGIES
FOR BUSINESS
Bill Fennell
Founder
The Little Guy Marketing

2. Agenda
Introduction: Search and Social Media State of
the Union
Search 101 with focus on Local Search
Social Media 101
Action Plan - Online Marketing Success
Blueprint for Your Franchise
Conclusion

3. Who Is Peachtree SEO / Brian Anderson?
 The Little Guy Marketing is an Indiana based Search engine
optimization and Online Media Marketing Firm
 We have a large mix of clients across many verticals:
 Dog Groomers
 Attorneys
 Tax Services
 Dentists
 Many other small business types
 Core Focus on small to mid sized businesses with expertise in
Organic SEO, Google Places, Reputation Management.
 Affordable!
 Bill is a 10-year veteran of Internet marketing

4. Why Bother with Search and Social Media
Yellow Pages are in steady decline
Directory Ads (Print) are not working – poor
response and not measurable
Newspapers are in trouble across the country
Television / Radio is not cost effective for
many businesses
Email marketing has seen a drop in response
rates due to the pure volume of “noise”

6. Global
Internet Users
Photo Credit: Jess3

7. 90 Trillion
The number
of emails sent on
the Internet in 2009.
Source: Jess3

8. 600+ Million Active Facebook Users
Source: Tech HeraldPhoto Credit: Oversocialized

9. 131 MillionThe number of blogs on the Internet.
Source: Jess3

10. 10 Billion+ Tweets Sent on Twitter
Since 2006
Photo Credit: Rosaura Ochoa Source: Mashable

11. 2 Billion Videos Are Streamed
Each Day On YouTubePhoto Credit: jonsson Source: Techcrunch

12. GETTING FOUND – ONLINE VISIBILITY

13. What is Local Search/Local SEO
Why Local SEO is important
Challenges for Local Businesses
Later… Tactics For Local Search Optimization
On-Page Optimization
Off-Page Optimization
Reviews
Citations
Links
Search Engine Optimization and Local Search

14. Local Search is any search made
with the goal of finding
something in a specific
geographic area.
This is known as searching with
local intent.
Local Search Is…

15. The searcher uses geographic
modifiers.
The searcher has personalization
settings on.
IP Addresses
The Search Engine (Google)
interprets local intent from the search
phrase.
How Is Local Intent Determined?

16.  73% of activity online is in one way or another “related to
local content”
 For every one dollar U.S. consumers spend online,
another five or six are going to offline purchases that are
influenced by online research
 97% of Internet users in the U.S. gather shopping
information online, and of those consumers 51% explicitly
characterize their behavior as “Shop Online, Purchase
Offline”
 70% of online searchers will use local search to find offline
businesses.
Why Local SEO Is Important

17. Alarm company <city name>
Security company <city name>
<city name> Alarm company
<city name> Security company
Commercial Alarm company <city name>
Commercial Security company <city name>
<city name> Commercial Alarm company
<city name> Commercial Security company
Residential/Home Alarm company <city name>
Residential/Home Security company <city name>
<city name> Residential/Home Alarm company
<city name> Residential/Home Security company
Valuable Local Keywords for Security Companies

18. But Are My Clients Really
Looking For Me Online?
Who’s Looking for Me?

19.  Online and on their
phone.
 Just having a web page
isn’t enough anymore.
 You want to be a
respected
and trusted authority and
a yellow page ad isn’t
going to
get it done for you.
You need to be where your customers are every
day:
This Is A Paradigm Shift

20. How High Do I need to Rank?

21. Why Local Search Is Important

22. Neighborhood?
City?
Nearby cities?
Region?
State?
Where Are Your Customers?

23. The broader your geographical reach,
the more time and money you need to
be successful.
Generally, the narrower your reach, the
easier it will be to compete online.
Why? There is usually less competition
and it is usually less savvy about internet
marketing.
Where Are Your Customers?

24. What is the “Long Tail”

25. On Page Optimization
Build relevance and trust in your
location+keywords.
Focus on the basics to make your site
friendly to Google:
Title Tags
Description
Great Content
Internal Linking
Always keep a local geographic slant in mind

26. Place your full street address and local
phone number on all pages of your
website.
Optimize your Contact or About page for
your business name and location.
Add a KML file (special location file) to
your website
Location, Location, Location! Where Are You?

27. If your business name doesn’t make it very
clear where you are and what you do, then
use a tagline to communicate that
information to both humans and Search
Engine spiders.
TIP: Give Your Biz a Tagline

28. Create a separate page for each location
Use local info on each of these pages
Link internally to location pages, using the
location names in link text
Use other terms on the page that will help
the Search Engines understand where you
are: street intersections, highway exits,
what’s nearby, nicknames for
neighborhoods, etc.
TIP: For Multiple Locations:

29. Create your business listings (Maps):
Google Places www.google.com/local/add
Bing Local
https://ssl.bing.com/listings/ListingCenter.aspx
Yahoo Local http://listings.local.yahoo.com/
If you never do anything else, just
build your Google Places page
Create Search Engine Business Listings

30. 1.The Google Local Business Center (LBC)
2.Third-Party Data Providers
3. Visiting websites (web crawling)
Where does Google’s Local data come from?

31. Local/Social Sites

32. A Google Maps Listing

33. Google Maps Dashboard – Measuring Results

34. Use the same name, address and phone
number everywhere online.
Go to the sources of business data and
standardize there.
Make it easy on Google
Branding
Standardization Builds Trust

35. Use your main keyword phrase and
complementary terms in your profile
descriptions
Grab the “long tail” by including:
Your products and services
The brands you carry
The Locations you serve
Anything else relevant to your niche
Optimize Your Biz Listings

36. Choose – or create – the right categories
Give your listing attributes
Optimize Your Biz Listings

37. Citations, aka web
references, are web
pages that cite or
mention your
business or web site.
They do not have to
contain a link!
Create Citations

38. Citations are important in building
Google’s trust in the information it has
about you.
Citations can drive targeted traffic to your
business.
Citations are easier to get than links –
many are free.
Keep Creating Citations!

39. Ratings and reviews enter into the algorithm
on some sites-like Yahoo!Local
The more reviews, the better.
Highly rated items can rise to the top on some
sites and poorly rated ones are rarely seen.
Users can sort their results by ratings on some
sites, creating their own personalized
rankings.
Reviews Influence Rankings

40. The right incoming links can help with
location trust.
Look for links from local authority sites.
Look for links from sites that rank for what
you want to rank for.
Use existing relationships to get local links.
Tip: Get Local Links whenever you can
Offsite SEO – It’s all about Linking!

41. Social Media
101 – Getting
Known!

42. “Social Media Marketing: Enables Others to Advocate
for Your Business Through Compelling Content”
Image credit: Ian Sane

43. “Social Media is Like a Cocktail Party:
Listen Then Respond”
Photo Credit:
The Dana Files

44. “Facebook is a social
network that connects
people personally and
professionally through
connections, messages,
photos, & videos.”
Photo Credit: Marvin Kuo

45. Facebook Fan Pages Let Businesses
Interact with Customers and Prospects

46. “Twitter is like a Text Message with a
BCC: To The World”Photo Credit: ydhsu

47. Businesses Use Twitter to Converse with Prospects,
Provide Customer Service and Drive Website Traffic.

48. Social Media Can Drive
Leads and Customers
Photo Credit: PhotoDu.de

49. Social Media is for Leads and Sales
Source: State of Inbound Marketing Report - http://bit.ly/aewfHr

50. Social Media is for B2B and B2C
Source: State of Inbound Marketing Report - http://bit.ly/aewfHr

51. Mobile Phone Market
4 TIMES as many mobile phone users as
internet users
33% of phones use high speed data
services
iPhone, Blackberry and Android
You Must be mobile friendly!
The Mobile
Media Revolution

52. What Can You Do? How To Start?

53. Building a Long-term Strategy
Website
SEO
Social Media
LinkedIn
Twitter
YouTube
FaceBook
Mobile
Consider a custom mobile website
Optimize your existing site for mobile

54. Optimize website with geographic slant (city name(s), keyword phrases)
Claim Google Places listing for your business
Claim Yahoo Local listing for your business
Claim Bing Local listing for your business
Do a baseline analysis to determine where you are today
List your business in dozens of directory and review sites
Setup online lead capture mechanisms (forms) on your website
Get you listed in all local search directories
Begin building targeted links to your business website. Do this monthly!
Work with your customers to solicit real reviews – more is good!
Track results of your progress
Roadmap for Your Business

55. Website
 Make sure it is heavy on keyword rich text
 Make sure it has a form to capture visitors information. Consider
offering a report of some kind as a give-away
SEO
 Decide whether you are going to outsource or do the work
yourself. Expect to pay $400 - $2000 a mos. depending on your
market.
 Check that your website is visible in Google today
 Build targeted pages of content about each product/service you
offer
 Linking – expect to build a few hundred links a month initially to
get successful.
 Create a baseline – monitor where you are today
 Use Excel to track where you are on a bi-weekly basis
Areas To Address

56. Social Media
Create a LinkedIn/YouTube account for your business
Create a Facebook Fan page and Twitter Account
Create/Add a Blog to your website
If possible, add 1-2 articles per week
Consider having a “custom” Facebook/Twitter site
created ($400-750 in total). This will enhance your
results in both of those platforms
You can outsource the creation of the custom sites,
and even the content depending on your goals
Areas To Address

57.  Don’t create more than 1 Google Places listing at your business location (for same
business).
 Don’t create more than 1 Google Places listing with your business phone number
 Don’t spend time on A-B B-A linking. Eg. you link to me, and I’ll link to
you.
 Don’t “borrow” content from other highly ranked sites without making
changes first
 Don’t hire someone to do “SEO”, internet marketing, or social media
who doesn’t have references or can show you results on their own
site!
 Avoid hiring someone to help you who doesn’t have their website, or
who solicits you blindly via a random email
 Don’t let anyone set-up your Google Places listing using their account –
ensure that your own user/password are used to create the business
listing.
Avoid at All Costs!

58. Email: info@thelittleguymarketing.com and receive
a free analysis of where your business stands in your
marketplace.
No obligation / pressure to work with our team
Packages as low as $300 to start and $100 per
month to maintain for very small businesses.
No Contract – Completely Results Based
Free Analysis