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Local Search: Get Your Business on the Map!

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Find out why local search is one of the hottest opportunities for small business and how you can increase your ranking on Google, Bing and Yelp! This presentation looks at why search is one of the key ways to attract new customers, what the difference between organic (SEO) and paid search (PPC), how to claim your Google Place page and list your business in local directories, how to leverage social sites to grow local brand awareness and sales - and how to analyze your local search results. Contact www.deluxe.merchengines.com for more information

Publié dans : Business, Technologie, Design
  • I greatly enjoyed attending the webinar by Stephand Andrew this morning. It is updated informative and educational. I need a copy of the presentation for guidance to start my Google Place Listing
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Local Search: Get Your Business on the Map!

  1. 1. <ul><li>Local Search </li></ul><ul><li>Get Your Business on the Map </li></ul><ul><li>Twitter.com/deluxecorp </li></ul><ul><li>Facebook.com/deluxecorp </li></ul><ul><li>Youtube.com/deluxecorporation </li></ul><ul><li>Slideshare.net/deluxecorp </li></ul>Andy Steuer CEO and Founder of Merch Engines, a Deluxe Company
  2. 2. <ul><li>Local search overview </li></ul><ul><li>Websites for local businesses </li></ul><ul><li>Search engines: </li></ul><ul><ul><li>Optimization for local businesses </li></ul></ul><ul><ul><li>How to increase your ranking in local results </li></ul></ul><ul><li>Google places overview </li></ul><ul><li>Social tactics for local traffic </li></ul><ul><li>Mobile and local search </li></ul><ul><li>Tracking & Reporting </li></ul><ul><li>Where to start </li></ul><ul><li>Agenda </li></ul>
  3. 3. <ul><li>20% of search is related to a location Source: Google </li></ul><ul><li>Significant shift in focus to local by key players </li></ul><ul><li>Google owns 66% of U.S. search market Source: ComScore </li></ul><ul><li>Why is local search important? </li></ul>Local Search Overview Search Then Search Now Yellow Pages Google National Retailers Local Businesses Visibility/ Credibility Accessibility of Information
  4. 4. <ul><li>Key Players in Local Search </li></ul>Local Search Overview <ul><li>Engines & social networks new focus on local search </li></ul><ul><li>Local businesses with few locations have the advantage </li></ul><ul><li>Drive foot traffic </li></ul><ul><li>Viral sharing </li></ul><ul><li>Listings & review sites </li></ul><ul><li>Fuel for search results </li></ul>Search Engines Social Media Directory Listings Geo-Local Services Deal-a-Day Services <ul><li>Google </li></ul><ul><li>Bing </li></ul><ul><li>Facebook </li></ul><ul><li>Twitter </li></ul><ul><li>Yelp </li></ul><ul><li>CitySearch </li></ul><ul><li>Foursquare </li></ul><ul><li>Gowalla </li></ul><ul><li>Groupon </li></ul><ul><li>Social Living </li></ul>
  5. 5. <ul><li>It ’s all about accessibility </li></ul><ul><li>Websites aren ’t just for human visitors </li></ul><ul><li>Domains impact search </li></ul><ul><li>Ecommerce is more mainstream </li></ul><ul><ul><li>$1 billion on Cyber Monday! </li></ul></ul><ul><li>They ’re more affordable than ever </li></ul><ul><ul><li>Self manage or go pro </li></ul></ul><ul><ul><li>Assess time, ability and quality </li></ul></ul><ul><li>A Website is Expected </li></ul>Websites for Local Businesses 8 years ago: $5,000 + main. Today: $5/m - $70/m
  6. 6. <ul><li>This month </li></ul><ul><li>This year </li></ul><ul><li>More than two years ago </li></ul><ul><li>Not since it was built </li></ul><ul><li>I don ’t have a website </li></ul><ul><li>When did you last update/improve your website? </li></ul><ul><li>Text, Images, blog, etc. </li></ul>Poll Question
  7. 7. <ul><li>Should reflect the quality of your product/service </li></ul><ul><li>Two audiences: Looking for much of the same thing in slightly different ways </li></ul><ul><li>Web Design & Content </li></ul>Websites for Local Businesses Humans Search Engines <ul><li>Easy navigation </li></ul><ul><li>Logical navigation </li></ul><ul><li>Relevant information </li></ul><ul><li>Relevant content </li></ul><ul><li>New and engaging information </li></ul><ul><li>Updated and unique content </li></ul><ul><li>Quick to load design </li></ul><ul><li>HTML over Flash </li></ul>
  8. 8. <ul><li>Paid Search (PPC) </li></ul><ul><ul><li>search engines – paid listings </li></ul></ul><ul><li>Organic Search (SEO) </li></ul><ul><ul><li>search engines ’ core results </li></ul></ul><ul><li>Local Search (Mix) </li></ul><ul><ul><li>directory listings, Places, GPS </li></ul></ul><ul><li>Search: Breakdown </li></ul>Search Engines: Result Listings
  9. 9. Non-Local Search Results PAID ORGANIC PAID
  10. 10. Local Query Search Results LOCAL ORGANIC PAID LOCAL
  12. 12. <ul><li>Definition: The process of improving the visibility of a website or a web page in search engines via the “ organic &quot; or un-paid search results. </li></ul><ul><li>Search Engine Optimization </li></ul>Search Engine Optimization Defined Local ORGANIC
  13. 13. <ul><li>Title Tag: </li></ul><ul><ul><li>Descriptive, keyword-rich, not generic, </li></ul></ul><ul><ul><li>Should be unique page to page </li></ul></ul><ul><ul><li>Key contributor to rank </li></ul></ul><ul><li>Meta Description: </li></ul><ul><ul><li>Often produces the snippet </li></ul></ul><ul><ul><li>keyword rich, should differ page to page </li></ul></ul><ul><li>Keywords: </li></ul><ul><ul><li>Match to search queries </li></ul></ul><ul><li>Meta Data & Tags </li></ul>Search Engine Optimization Title Tag Title Tag Title Tag Meta Description Meta Description Meta Keywords
  14. 14. <ul><li>Relevance of content to search query </li></ul><ul><ul><li>Keywords within site and meta data match the terms queried </li></ul></ul><ul><ul><li>Unique / updated content </li></ul></ul><ul><ul><li>Local telephone # and address </li></ul></ul><ul><ul><li>Reviews – mix of quantity, quality, authority </li></ul></ul><ul><li>Credibility of links to your site: </li></ul><ul><ul><li>Local chamber, local press, directory listings, credible blogs, professional associations </li></ul></ul><ul><ul><li>Mix of Quality/quantity, diversity, relevancy </li></ul></ul><ul><li>Local Search Ranking Factors </li></ul>Search Engine Optimization <ul><li>Google: </li></ul><ul><li>Relevance </li></ul><ul><li>Prominence </li></ul><ul><li>Distance </li></ul>
  15. 15. Google.com/places Google: Hotpot: Personalized recommendations engine integrated into Google Maps for Mobile, Google Places and web-based local search.
  16. 16. <ul><li>Yes! </li></ul><ul><li>No, not yet </li></ul><ul><li>No, I don ’t need one </li></ul><ul><li>I don ’t know </li></ul><ul><li>Do you have a Google Place Page? </li></ul>Poll Question
  17. 17. Google.com/places
  18. 18. Do you own your Place Page?
  19. 19. Creating Your Google Place: Google.com/places Address Web Info Descript. Category Service/ destination Show Address? Hours
  20. 20. Creating Your Google Place Photos X / 10 Payment Info Videos X / 5 <ul><li>Get a Google account </li></ul><ul><li>Create & validate your listing </li></ul><ul><li>Manage & change your listing at anytime. </li></ul>
  21. 21. <ul><li>Deal-a-day offers </li></ul><ul><ul><li>Build awareness </li></ul></ul><ul><ul><li>Customer acquisition </li></ul></ul><ul><ul><li>$ = sometimes loss </li></ul></ul><ul><ul><li>Viral – deals likely shared </li></ul></ul><ul><li>Social check-in </li></ul><ul><ul><li>Build awareness </li></ul></ul><ul><ul><li>Customer engagement </li></ul></ul><ul><ul><li>Low cost of entry </li></ul></ul><ul><ul><li>Easy participation </li></ul></ul><ul><li>Grow Brand Awareness </li></ul>Social Tactics for Local Traffic
  22. 22. Groupon
  23. 23. foursquare
  24. 24. <ul><li>Popularity of local search applications is increasing </li></ul><ul><ul><li>Bing, Google, Yahoo, Facebook, Twitter all involved </li></ul></ul><ul><li>Mobile browsing increasing w/ smart phone adoption </li></ul><ul><li>8 - 10% of all search queries are via mobile (RBC) </li></ul><ul><li>53% of mobile searches have a local intent (Microsoft) </li></ul><ul><li>Mobile visitors buy sooner than desktop </li></ul><ul><ul><li>1 hour vs. 1 week to purchase (Microsoft) </li></ul></ul><ul><li>Mobile & Local Search </li></ul>Mobile Search
  25. 25. <ul><li>Quick load & display </li></ul><ul><ul><li>mobile optimized images </li></ul></ul><ul><li>Easy navigation </li></ul><ul><ul><li>abridged version of full site </li></ul></ul><ul><li>Relevant content </li></ul><ul><ul><li>Key info: address, tel. # and product information </li></ul></ul><ul><li>Mobile websites: What matters? </li></ul>Mobile Search
  26. 26. Mobile Website Example
  27. 27. Measure Your Performance! Performance Funnel for Leads, visitors and Costs. Phone Calls and Leads from Web Forms in one location 30-day rolling view of website visits from Search Ads.
  28. 28. Organic Traffic Reporting Top Keywords and URL’s. Organic traffic stats at a glance! Traffic source Chart – easy to read and use.
  29. 29. Paid Search Reporting Select your Paid Traffic Source. 30-day view of Paid Traffic Clicks/Visits Paid Traffic Stats.
  30. 30. Track Your Leads Measurable Post Click ROI via Phone Call Tracking View Phone Call Leads and Email Leads from Web Forms Leads come from All Online and Offline Sources.
  31. 31. Connect With Your Leads In Social Networks Listen to each call with ease. Reverse White Pages look up on all phone call leads. See the source of each call (including Social Networks)
  32. 32. <ul><li>Google your website like customer would </li></ul><ul><ul><li>Business location, common keywords </li></ul></ul><ul><li>Review your SEO, page title and snippet display </li></ul><ul><li>Review your domain name strategy </li></ul><ul><li>Claim your Google Place </li></ul><ul><li>Update your listings on </li></ul><ul><ul><li>Yelp, Citysearch, Merchant Circle </li></ul></ul><ul><li>Assess mobile accessibility </li></ul><ul><li>Create a plan to maintain your online presence </li></ul><ul><li>Actions: </li></ul>Where to Start
  33. 33. <ul><li>Questions? </li></ul><ul><li>Presentation will be available on slideshare.net/deluxecorp </li></ul><ul><li>Learn more at www.aplus.net and www.deluxe.merchengines.com </li></ul><ul><li>Thank you for your participation! </li></ul>Questions