Local and regional digital marketing master class 25th september 2013


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Local search for a small business can be the difference between success or failure of the company. Understanding how to adopt best practice and make the best use of Google, Bing and social media this presentation was provided to over 100 delegates in Yorkshire. Presented in September 2013 the presentation talks through processes, and tools that can be practically used by businesses

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Local and regional digital marketing master class 25th september 2013

  1. 1. Local and Regional Digital Marketing Opportunities on your doorstep By Gyles Seward e: gyles@elementarydigital.co.uk t: 01274 532278
  2. 2. Please follow us! http://www.linkedin.com/co https://twitter.com/Ele mpany/elementary-digital- mentaryDigi ltd https://www.faceboo https://plus.google.com/u/0/ k.com/elementarydi 111553684180643963468/ gital about
  3. 3. The Master Class Local Searc h Workshop Improve your local presence
  4. 4. Local Search ?
  5. 5. What is Local Search? • A search that is carried out based on location – – • Location can feature in the search e.g. vets in Harrogate IP based, thus someone searches for vets and they live in Harrogate Results that are served based on your location and requirements
  6. 6. Search in the UK The winner is…..
  7. 7. Potted History of Google
  8. 8. Google Venice update: – Results based on location – Google uses your IP, personal search habits and history to serve results – If your logged in it uses social factors as well e.g. Google +1‟s
  9. 9. Why is it important? 73% 82% of search activity is related to local content of local internet searches follow-up off line 99% 95% of smartphone owners of mobile users use their use their mobile devices for local browser at least once a search, queries have day grown 5 times in past two years
  10. 10. Where do you start?
  11. 11. The Audience
  12. 12. How does your audience search online?
  13. 13. How does your audience browse?
  14. 14. Evaluate your competition… Website Social Media Citations (directories)
  15. 15. The „Map‟ Approach Where you want to be… where you are (Google Analytics)
  16. 16. Insight Conclusions • Understand your audience (demographics) and how to reach them (search? Mobile/tablet) • How your audience search online (locally?) • The competition‟s local approach • The targeting needed to reach your audience
  17. 17. Developing your local presence
  18. 18. Your Website
  19. 19. Your Website • Structure – Navigation architecture – can content be found easily (high up the tree) – Absolute URL – ensures location keyword early in the string – Multiple layers of content – Share-able via social channels
  20. 20. Content/Context • Physical address in the city of search • Dedicated landing pages for locations • City, county in places landing page title • Company address and registrations details featured in the footer • Content layers – talk about your local business community, think location and then region
  21. 21. Content/Context • Images – clearly mark your location in images and alt text • Social – bookmarking, „share-ability‟ • Local area code – NOT 08XX • Feature the location in H1/H2 tags • Matching domain details – Who Is
  22. 22. Your Website Conclusions • The easiest way to tell Google about your business and attract local customers • Technical and structure essential for any SEO • Content and context – tells Google more and opens up your reach • Quickest way to improve your local search scope
  23. 23. Off Site
  24. 24. Google Places
  25. 25. Google Places • NAP (name, address, phone number) – ensure they match to your site • Fill in all aspects of content – images, video, etc • Proximity of address to centroid – Yorkshire • Categories – select the correct services for your business
  26. 26. Google+ Local Business Page
  27. 27. Google+ Local Business Page • Individually owner verified local plus page • Connect with customers • Post updates – keep in touch • Push content to prospects, impress them • +1‟s increase your presence via: – Personalised search results
  28. 28. Citations • 1000‟s of online directories throughout the world • Establish location markers for search engines • FREE – although you will be bombarded with phone calls • Double benefit – your details can be found in searches! • Citations need to be consistent (same details on each one, except the description) • Quantity – use as many as possible
  29. 29. Reviews • Quantity is important – however do not spam! • Google reviews – just need your customers to have a gmail account • Trustpilot – trusted by Google and manages the whole process for you • Benefits for local, organic and paid search • Conversion factor – people click on sites with reviews (good, bad and ugly)
  30. 30. Local Link Building
  31. 31. #1 on-site local ranking factor: Domain authority Local Links #5 off-site local ranking factor: Quality/Authority of Inbound Links to Domain #6 off-site local rankings factor: Quantity of Inbound Links to Domain from Locally-Relevant Domains #8 off-site local ranking factor: Quality/Authority of Inbound Links to Places Landing Page URL „If you can build a solid local link profile, you can rank organically for universal search terms with local intent in your vertical.’
  32. 32. Comment on Local Blogs First make a list of “location + keywords” Then use Google Blog Search to search for local blogs that discuss topics related to your keywords Filter the blogs that you think have relevant Example searches: inurl:location content (based on your industry, market place “keyword” comment to target and audience) Read the posts on the blogs and get a feel for Finally, link to different places on posts including: the topics…if you have something to say leave a • Your root domain comment • Google+ Local Landing page URL • Google+ Local Business page
  33. 33. Guest Blog Inurl:location “guest post” Make a list of prospects and If accepted write an excellent then send an appealing guest post and implement the outreach email If allowed - put your name, your business name, address and phone number (unstructured citation) links noted
  34. 34. Testimonials for local businesses Don‟t sacrifice your true feelings about a company just to get links…it needs to look natural to Google
  35. 35. A Local Group Set up a local group that has perceived authority e.g. Yorkshire Mafia • Set up a website that can be the hub of information • Use social media to build a following • Develop a database of local businesses, outreach to them about placing links on their site (a badge) • Leverage the traffic and equity to provide link opportunities for yourself or other business • Creating a „local business hub‟
  36. 36. Social Media Social Media
  37. 37. How does social media influence local search? Geo-tagged media associated with • Number of +1s on website business (e.g. • Authority of follows/mentions on Twitter Flickr, YouTube, Pictogram, Instagram) • Volume of check-ins on Twitter/Facebook • Authority of +1‟s on the website • Number of circles in which plus page is • Velocity of shares on Google+ • Authority of share on Google+ • Number of shares/likes on Facebook • Authority of shares/likes on Facebook • Social correlates directly with reviews and • Number of shares on Google+ • contained vice versa
  38. 38. Social for you… Start thinking locally • Build presence – put your brand • Listen to conversations – e.g. Yorkshire Hour in-front of people • Read the business pages • Find local businesses/groups and associations – Sign up – Take part • Engage and contribute – build your brand presence • Develop interesting things to talk about and then share • Don‟t spam…
  39. 39. “Twitter allows you to locate people who own a business and tweet in your city or region” Social Media Examiner https://twitter.com/search-advanced
  40. 40. Direct access into local business at decision maker level…
  41. 41. Local Paid Search
  42. 42. What NOT to do… • List your business at false locations • Keyword stuff in the businesses name • Mis-match NAP/tracking phone numbers across the data ecosystem • List incorrect business categories • Presence of multiple places pages with the same/similar business title address • Mis-match address on places landing pages • Stop search engines crawling NAP on your website
  43. 43. What NOT to do • Presence of multiple places with the same phone number • Feature the location keyword in categories • Incorrectly place your map marker • Keyword/city stuffed in places page description • List 0800 number on only phone number in places page • Hide place page address • Mis-match or hide Who Is Information • Negative sentiment in places reviews
  44. 44. Questions If you need any further help please contact: Gyles Seward t: 01274 532278 e: gyles@elementarydigital.co.uk I will email this presentation to you, if requested.
  45. 45. Please follow us! http://www.linkedin.com/co https://twitter.com/Ele mpany/elementary-digital- mentaryDigi ltd https://www.faceboo https://plus.google.com/u/0/ k.com/elementarydi 111553684180643963468/ gital about