Donate & Learn

Learn the latest local SEO strategies &
effectively allocate your marketing
budget!
Bassem Ghali
Founder o...
Donate & Learn

How Does Your Potential Customer Search
for Information?

Google Local
Results

Bing Local
Results

Data B...
Donate & Learn

Outrank Your Competitors, Get More Local Leads &
Sales Without Paying Search Engines!

Bing Local
Results
...
Donate & Learn

Improve Your Website Citation!
Citation – an online reference to business
name, address and phone number (...
Donate & Learn

View SEOmoz Post!
Donate & Learn

Google+ is now the spine of Google properties & one
of your best branding tools across Google Channels.

G...
Donate & Learn

Advanced: Improve Your Website Citation!
1. Link your Google+ profile to the content you create view how

...
Donate & Learn

Improve Your Website Local Relevancy!
On-Page Best Practices:
1. Include the full street
address and phone...
Donate & Learn

Advanced: Improve Your Website Local Relevancy!
1. Link Both your website & Google+ Page View how To like ...
Donate & Learn

How to Effectively Allocate Your Marketing
Budget & Target Your Ideal Customer?
Donate & Learn

Which Platform Works Best for My Business?

Best ad delivery based on
actual search queries!
•
•
•
•
•
•

...
Donate & Learn

Which Platform Works Best for My Business?

Ad delivery based on user’s info,
interests, behavior on site
...
Donate & Learn

Which Platform Works Best for My Business?

Ad delivery based on user’s info,
interests, behavior on site
...
Donate & Learn

Case Study

Epic Cruises - River Gambler

Campaign Start

Campaign Goals:

Green Lotus - Hybrid Strategy A...
Donate & Learn

Case Study

Epic Cruises - River Gambler
Competitive Keywords - Organic Ranking
Donate & Learn

Your Strategy Overall
Donate & Learn
Donate & Learn

Key Takeaways:
1.
2.
3.
4.

Improve Your Website Citation (Off Page Factors)
Improve Your Website Local Re...
Donate & Learn

We Love Our Clients!

Green Lotus Online Marketing Services:
 Lead Generation & ROI Optimization Services...
Donate & Learn

Ask The Panel
#DonateLearn
The Latest Local SEO Strategies & How To Effectively Allocate Your Marketing Budget!
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The Latest Local SEO Strategies & How To Effectively Allocate Your Marketing Budget!

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Green Lotus Presentation - Donate & Learn Expo! Dec 4 - 2013
By Bassem Ghali
Founder of the Donate & Learn and Head of Client Strategy at Green Lotus

Bassem is a search engine marketing strategist and speaker with more than 8 years of experience managing online marketing strategies for some of Canadian’s largest corporations including Canadian Tire, Direct Energy, and Toronto Star - New in Homes.

Demonstrated success in online marketing has led to speaking engagements at various events including Search Engine Strategies (SES) Toronto, Newmarket Chamber of Commerce, American Marketing Association, Toronto Women’s Expo, Middle East Finance Conference Toronto, and more.

Bassem is the driving force behind Green Lotus and has an knack for creating innovative online marketing strategies for small, medium and large businesses.

With a desire to support the community and increase awareness of local community non-profit organizations and charities, Bassem has created the Donate & Learn Initiative organizing educational online marketing workshops for entrepreneurs, business owners and professionals, with all proceeds donated to partnering charities.

Published in: Marketing, Technology, Business
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  • Reviews actually make up ~40% of Google’s local ranking algorithm.
  • - There are easy to implement for most CMS platforms- Reviews actually make up ~40% of Google’s local ranking algorithm.
  • Use Bing $50 gift card
  • The Latest Local SEO Strategies & How To Effectively Allocate Your Marketing Budget!

    1. 1. Donate & Learn Learn the latest local SEO strategies & effectively allocate your marketing budget! Bassem Ghali Founder of the Donate & Learn and Head of Client Strategy at Green Lotus @GreenLotus_CA | #DonateLearn
    2. 2. Donate & Learn How Does Your Potential Customer Search for Information? Google Local Results Bing Local Results Data Based in US market – by Bing
    3. 3. Donate & Learn Outrank Your Competitors, Get More Local Leads & Sales Without Paying Search Engines! Bing Local Results Google Local Results The potential to attract new customers via Local Search is enormous!
    4. 4. Donate & Learn Improve Your Website Citation! Citation – an online reference to business name, address and phone number (NAP). Off-Page Best Practices: 1. Submit / claim your business on search engine map services 2. Submit / claim your business on local / industry directories 3. Make sure to choose the proper categories(s) for your business 4. Make sure to complete all profile fields (Website URL, Bio, Picture, ..)
    5. 5. Donate & Learn View SEOmoz Post!
    6. 6. Donate & Learn Google+ is now the spine of Google properties & one of your best branding tools across Google Channels. Google Local Results As of Oct 7th, Bing Places for Businesses is Now Available in Canada. Submit Your Business Listing Now!
    7. 7. Donate & Learn Advanced: Improve Your Website Citation! 1. Link your Google+ profile to the content you create view how 2. Encourage your happy customers to post reviews of your business Reviews are a major factor in the local ranking algorithm on search engines!
    8. 8. Donate & Learn Improve Your Website Local Relevancy! On-Page Best Practices: 1. Include the full street address and phone number in the footer 2. Create individual landing pages for each business location. 3. Create individual landing pages for the cities your business serves. 4. Use location-based keywords in titles & body text. 5. Create unique & fresh geo-focused content.
    9. 9. Donate & Learn Advanced: Improve Your Website Local Relevancy! 1. Link Both your website & Google+ Page View how To like your Google+ Page! 2. Offer social sharing buttons Sharing tools AddThis & ShareThis 3. Use hCard Microformats for business info. hCard Code Creator!
    10. 10. Donate & Learn How to Effectively Allocate Your Marketing Budget & Target Your Ideal Customer?
    11. 11. Donate & Learn Which Platform Works Best for My Business? Best ad delivery based on actual search queries! • • • • • • Search Quarries Network (Search & Display) Location & Language Age & Gender Interest Categories Contextual Targeting • • • • • Text & Image & Video Ads Product Ads Google+ Extension Location & Call Ext. App Downloads Available Generating instant website visits, leads, sales for almost any type of products or services or organization!
    12. 12. Donate & Learn Which Platform Works Best for My Business? Ad delivery based on user’s info, interests, behavior on site • • • • • • Location & Language Relationship Status Interests Likes Connections (people & Pages) Age & Gender • • • • • Page Likes Sponsored Stories (image & video) Promotion Ads App Downloads Event Ads Available Creating brand awareness, increase brand engagement and untimely sales using unique targeting tools!
    13. 13. Donate & Learn Which Platform Works Best for My Business? Ad delivery based on user’s info, interests, behavior on site • • • • • • Company Name or Category Job Title or function or seniority LinkedIn Groups Skills & School Location & Language Age & Gender • • • • Sponsored Updates (image & video) Site Link Ad (image & video) LinkedIn Page Ad Job Ads Available Most effective when it comes to B2B advertising and can help generate valuable higher margin business and sales.
    14. 14. Donate & Learn Case Study Epic Cruises - River Gambler Campaign Start Campaign Goals: Green Lotus - Hybrid Strategy Analysis   Generate immediate leads for corporate & wedding cruise rentals.  Increase the website overall organic ranking and traffic.    Overall Visits: 114% increase Organic Search Engine Visits: 415% increase Avg. Organic Keyword Ranking: 281% increase Overall Leads Generation: 674% increase
    15. 15. Donate & Learn Case Study Epic Cruises - River Gambler Competitive Keywords - Organic Ranking
    16. 16. Donate & Learn Your Strategy Overall
    17. 17. Donate & Learn
    18. 18. Donate & Learn Key Takeaways: 1. 2. 3. 4. Improve Your Website Citation (Off Page Factors) Improve Your Website Local Relevancy (On-Page Factors) Link your Google+ profile to the content you create Use Meta Structured Data (hCard) 1,2,3 Paid Marketing Strategy: Step 1  Define your ideal customer  Set goals & all necessary tracking for evaluation  Set a reasonable budget Step 2  Choose 2-3 platforms based the best targeting tools  Create ads following best practices for each platform Step 3  Track, Evaluate, Test & Modify!
    19. 19. Donate & Learn We Love Our Clients! Green Lotus Online Marketing Services:  Lead Generation & ROI Optimization Services  Search Engine Marketing Strategy  Local Search Engine Optimization  Social Media Marketing & Management  Responsive Website Design
    20. 20. Donate & Learn Ask The Panel #DonateLearn
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