Local Search & B2B

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  • As more and more granular data is made available to marketers, the more personalized ad experiences we we'll start to see. The emergence of wearables, for example, holds immense opportunity for marketers as they monitor and record almost all aspects of a person's day from what they eat, to where they go, to what time they get to and from work. With this data, we can create a very tailored, time and geo-sensitive ad experience.

    The old funnel model is obsolete. People don't always follow a linear path to a decision. Many times they enter and exit at varying stages of the buyer journey, and not always sequentially. We're going to have to step up our game if we're going to make an impact because people simply expect more. Attention spans are short, and instant gratification is expected. Exciting times!
  • I think we'll continue to see the rise of programmatic buying platforms as a solution to harnessing the power of "big data".
  • Local Search & B2B

    1. 1. The Case for Social/Local Reviews Channels & B-to-B Jake Aull | Zen Fires Digital Marketing | SEO & Websites | Design & Social Media 404.259.5550 | ZenFires.com | jake@zenfires.com | @jakeaull
    2. 2. Starting with KEYWORD ANALYSIS   Testing a variety of keywords is an illustration of demand   In other words, when we seek services (as well as information), we go online to search   Our results in Google or Bing include websites, blogs and social media pages and mentions and local reviews channels   When companies know the terms their audience searches for, they can fill the web with the copy to achieve top search engine listings.
    3. 3. Initial keyword testing   In this case, I tested these channels for a B-to-B coach service (providing mostly company coach transportation)   I used my various search engine analysis tools for the following keyword phrases (note that these could be B-to-C keywords as well, but here are for a B-to-B service; keyword results report shorter and other variations):   global transportation limousine coach bus door to door   global door to door limo coach   nationwide coach service   driver door to door   Door-to-door travel   Pickup dropoff
    4. 4. SEO for B-to-B as well as B-to-C   In this case, the B-to-B coach service competes in SEO against B-to-C providers as well.   Following pages show what people search for surrounding those keywords.   Note that for the following pages’ largely searched keyword phrases:   Either one or no limo/coach/driver transportation services came up on the first page of Google search results.   Leaving a large opportunity for such companies to fill web pages and social media copy with such keywords   And optimize to achieve first page search results
    5. 5. Analyzing Search Results   Following pages show what people search for surrounding those keywords.   Note that for the following pages’ largely searched keyword phrases:   Either one or no limo/coach/driver transportation services came up on the first page of Google search results.   Leaving a large opportunity for such companies to fill web pages and social media copy with such keywords   And optimize to achieve first page search results
    6. 6. Data & Analysis Jake Aull | Zen Fires Web Marketing | Websites & SEO | Social Media & Branding 404.259.5550 | ZenFires.com | jake@zenfires.com | @jakeaull
    7. 7. Finding High Searches (even without Fierce Competition)
    8. 8. Finding trending searches over time
    9. 9. Analyzing SERP (search engine results page) listings placement and descriptions (in this case for ‘door-to-door service’ searches)
    10. 10. Identifying Locations of Most Demand:
    11. 11. Identifying trending demand for services
    12. 12. Formulating Research Assessments   In this research case data shows that web users search for similar ‘coach transportation’ keywords in specific locations   We know that top search results tied to specific locations show local/maps/pins (and Yelp) results at the top of the SERP (search engine results page)   Even with the competitive issue aside (against B-to-C providers), the location-based results are not only relevant for this B-to-B provider, they are tops   And yes, competitors listings show reviews   Reviews do appear for B-to-B companies   From this SEO strategies can be formed
    13. 13. Harness this Keyword Search Demand Jake Aull | Zen Fires Digital Marketing | Websites & SEO | Social Media & Branding 404.259.5550 | ZenFires.com | jake@zenfires.com | @jakeaull
    14. 14. To Harness this keyword demand   Keyword-driven content (in social media, online PDFs, etc.) makes companies “found” online   Location-based keywords are easier for achieving higher, and more, SERP results (less competition)   SEO succeeds from digital content, including blogs, social media posts, etc.   Blogging with keywords automatically gives easy content to promote in social media and retain buzz marketing   Even if most visitors don’t read the content, it achieves an SEO goal; content raises results in search listings
    15. 15. Paid vs. Organic Search   Companies who don’t practice good SEO often pay the price in pay-per-click advertising   Many PPC/SEM ads are placed in location-based sites (Kudzu, Manta, YP) because they achieve heavy traffic   Yet consumer web searchers trust – and click on – organic listings far more than they do pay-per-click listings   (ask yourself, what do you click on?)   Why pay for online clicks when you can achieve them through organic web and social content?
    16. 16. Social Media Helps SEO   For example here are some limousine services that use blogging to specifically aid their SEO:   Phoenix Limousine Service 1 save http://www.transaccent.com/blog/   Empire State Limos Blog http://www.empirestatelimos.com/blog/   LIMO BLOG | Exotic Coach Limousines and SUV Limos http://www.exoticcoach.com/category/limo-blog/   Houston Limo Service | Limousine Rentals Company - Colony Limousine | Houston, T... http://www.colonylimousine.com/
    17. 17. Sample local channel search engines for optimization Jake Aull | Zen Fires Web Marketing | Websites & SEO | Social Media & Branding 404.259.5550 | ZenFires.com | jake@zenfires.com | @jakeaull
    18. 18. YP.com Paid vs. Organic Listings
    19. 19. Yelp location listings
    20. 20. SuperPages Location (better) vs. Organic (lower) Listings
    21. 21. CitySearch paid vs. location listings
    22. 22. More on Local Search Channels for SEO   MerchantCircle, YP, CitySearch, SuperPages, Kudzu, Manta   These and many others are desired channels for listings – they support each other.   The more channels listed, the higher likewise in Google the company appears, via spread of digital content and footprint.   Same goes for quantity of customer reviews.
    23. 23. Review Jake Aull | Zen Fires Web Marketing | Websites & SEO | Social Media & Branding 404.259.5550 | ZenFires.com | jake@zenfires.com | @jakeaull
    24. 24. Review   With a goal of heightened consumer-search results, research industry keywords searched most   Form an ideal list of prominent keywords   Investigate the competition   Optimize for these keywords   Optimize and set profiles in numerous local search channels   Blog, and post about blog content in social media, to feed search results
    25. 25. The Case for Local Directories & Reviews Social Sites There is relevance & applicability for B-to-B & online local directories Jake Aull | Zen Fires Web Marketing | Websites & SEO | Social Media & Branding 404.259.5550 | ZenFires.com | jake@zenfires.com | @jakeaull
    26. 26. Research   For a printer/packaging company with national locations
    27. 27. Major SEO Keywords & Projected Similar Keyword-Based Websites Note emphasis on locations/reviews sites below perceived by search engines as similar
    28. 28. Local Directory Listings for New York Locations/reviews site InsiderPages.com
    29. 29. Local Directory Listings for Minneapolis Locations/reviews site CitySearch.com
    30. 30. Local Directory Listings for Keywords ‘Packaging Minnesota’ Locations/reviews site Google+ /Local (note the map; formerly Google Places)
    31. 31. Local Directory Listings for Keywords ‘Packaging Macon, Georgia’ Locations/reviews site Google+ /Local (note the map; formerly Google Places)
    32. 32. Additional Social Site Observations Jake Aull | Zen Fires Web Marketing | Websites & SEO | Social Media & Branding 404.259.5550 | ZenFires.com | jake@zenfires.com | @jakeaull
    33. 33.   NOTE: No major packaging/printing competitors have much of a Google+ presence (Note Google+ is different than Google+/Local)   (MWV Fresno has some older videos appearing in Google+)   Google+ is great for SEO, and can be linked to YouTube. A presence in Google+ could give a B-to-B an edge.   Although there are many photos among competitors in sites such as Flickr & Picasa, these have less relevance for the industry (but are still good for overall SEO). Notes on Additional Social Computing Issues
    34. 34. MWV & RockTenn Facebook Pages
    35. 35.   MWV has 300 Likes, 40 “Talking about this.”   RockTenn devotes its Facebook page to “RockTenn Recycling,” a more consumer/passion-driven topic than pure business promotion (like MWV’s page).   Yet RockTenn only achieves 200 Likes and 20 “Talking about this” in Facebook.   While these numbers aren’t as large as B2C companies for their sizes, they do provide an opportunity to read additional viewers with content   Just as Google has “Places” (location channels now Google+ Local), Facebook has Facebook Places   Similar location-based search engine issues apply here in Facebook.   And other directories listings are integrated here into Facebook Places. Notes on Facebook
    36. 36. Facebook business search results
    37. 37. Additional Social Channels Jake Aull | Zen Fires Web Marketing | Websites & SEO | Social Media & Branding 404.259.5550 | ZenFires.com | jake@zenfires.com | @jakeaull
    38. 38. RockTenn Twitter Mentions – Largely Around Careers
    39. 39. MWV Twitter Mentions – Variety of Topics
    40. 40. MWV Twitter Mentions – Financials
    41. 41. RockTenn Search Results in Flickr (Social Site for Photography) This site shows combination of pro & employee photos (Picasa shows only employee photos)
    42. 42. MWV Search Results in Flickr (Social Site for Photography) This site shows combination of pro & employee photos (Picasa shows only employee photos)
    43. 43. Thank You! Jake Aull | Zen Fires Web Marketing | Websites & SEO | Social Media & Branding 404.259.5550 | ZenFires.com | jake@zenfires.com | @jakeaull

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