Search Engine Optimisation is setting up and maintaining your online presence in a way that ensures it will be found by search engines and will be listed on the first page of search results.Using keywords, tags, incoming links and other methods; when someone does a search for your business, industry or products, your website is likely to appear on the first page of results.Having your website on the first page of the major search engines is the ultimate tool for business exposure. And it’s FREE
An SEO expert works with you to conduct keyword research for your industry and businessThey will optimise your website by setting up the right titles, keywords and meta-tags in the back-end of your website – this ensures that the search engine algorithms are more likely to find your site.Your website content plays a very important role – must be keyword rich – this is why a blog can be extremely beneficial.Search engines will rate your incoming links and determine YOUR sites relevance based on the popularity of the sites linking back to yours – the more QUALITY links you have, the better it is.Social Media can contribute to SEO, but social media is all about connecting with PEOPLE. So there’s more value there in actually engaging with your customers then relying on it for SEO rankings.
Consumer behaviour is changing. Research tells us that people are spending more time online to research products.We know that consumers will buy from people they know, like and trust, so it’s important to establish that online and also offlineConsumers are looking online for product and supplier reviews and recommendations BEFORE they decided where to spend their money.
According to True Local, whenconsumers are conducting research online, they are looking for the following things:69% - Pricing Information56% - Proximity to home - local businesses33% - Product Reviews - users, existing clients24% - Opening Hours18% - Reviews by independent experts (e.g Choice Magazine)
When consumers actually determine what they want to buy and where they want to buy it from, 41% of them will make that purchase OFFLINE. This means they need to know where you are located, when you are open, whether you have any special offers, parking, public transport etc. Most consumers trust peer recommendations or word of mouth. Generally word of mouth is positive.
When consumers do their product research, there are many online directories now that will give them information. Yellow PagesWhite PagesTrue LocalGoogle PlacesCity SearchYahoo LocalBing LocalStart LocalIn order to be found online and considered as the strongest choice in your local area, optimised listings in each of these search engine local directories is essential. You have to compete online with other businesses and stand above your competition.
These local directories, contribute significantly to your local SEO through links and click-throughsIn some cases, there may be enough information in these online listings that you don’t need to create a full website.According to Google, 20% of all searches contain some reference to locality *45% of consumers consider product reviews before contacting you.**Listings in these directories also increase your sites SEO rankings
You may already have Yellow Pages and White Pages listings, and they are already online. But check them, and if necessary optimise or upgrade them.Claim your business listings in the online local directoriesThe two most significant directories are True Local and Google PlacesGoogle Places is likely to already have a listing and photo of your shop-front that has not been claimed (Images and information sourced by Google Earth). An example of how this can work against you is demonstrated later in this presentation.
True Local is owned by News Limited. That means it has significant power with search engines because the True Local’s distribution partners include:News.com.auNews Digital MediaGoogleYahooCareer oneCars GuideRealestate.comThe AustralianThe Daily TelegraphSunday TelegraphSunday TelegraphHerald SunCourier MailNews Community MediaMoshtixRatings and reviews let users learn more about listed businesses and share their thoughts with others. They let advertisers keep up-to-date with what people are saying about their business and get word of mouth referrals.TrueLocal is available on Optus, Vodafone, 3 and Virgin Mobile. There’s a TrueLocaliPhone app.Businesses on TrueLocal are automatically listed on Yahoo!7 Local, Optus, Vodafone, 3, Virgin Mobile, Virgin Broadband, Navman, Mio and over 125 websites across the News Digital Media Network.Business information on TrueLocal not only comes from business owners, but also from other sources including third party content suppliers.
20% of searches on Google are related to locationThere are 50 million Place Pages:These cover all types of places, ranging from businesses like tailors, restaurants, and optometrists to locations like dog parks, transit stations, and baseball fields.Place Pages are viewed millions of times each dayWhen people search Google or Google Maps for local information your business will be listed.Claim and optimise your business listing using photos, videos, your address, opening hours and other essential information.
Optimise your online business listings. Manage them, control them, look at your web statistics. Test, analyse and measure your resultsEngage with your reviewers online. Respond to reviews online and deal with the positive and negative feedback.Address issues diplomatically and focus on the positives, fix the problems and TELL your customer community how the problem has been fixed.Continue the interactions with your existing and potential customers through social media.Most consumers are smart. They know that sometimes things go wrong. By taking the time to respond to comments online, it shows potential clients that you care and you can be trusted to resolve issues IF they happen.The following example demonstrates that point.
The Zimzala Management team respond to every piece of feedback via eatability.They are light hearted, but serious and take every comment on board.They focus on the positives “Thanks for your feedback. We know our customers are generally happy because we are winning awards but we know we know we can do better”.The reviews may not always be positive but if you were making a decision about where to go for dinner, you might be likely to choose Zimzala because:Google Places tells you is has a GREAT locationThe food is reasonable pricesYou know there food that you like on the menu because you looked at it onlineAnd you would feel confident that if DID have a problem with service on the night, the management team care and take it seriously enough to resolve it.
Search terms used in South Australia
Local seo and google places pj
Local SEO and Google places<br />A Basic Introduction<br />
What is SEO?<br />Website listings in major search engine results<br />Keywords, tags, incoming links and website content<br />Ranking on the first page of the major search engines is the ultimate tool for business exposure<br />No cost for organic search listings!<br />Search Engine Optimisation (SEO)<br />
Targeted keywords<br />Optimised website with tags and SEO content<br />Quality of incoming links determine your sites popularity<br />Content is the most important aspect of SEO<br />Social Media does contribute to SEO<br />All of the above contribute to higher SEO rankings<br />How does SEO work?<br />
Consumer behaviour is changing<br />People are spending more time online to research products<br />Consumers will buy from people they know, like and trust<br />Consumers are looking online for product and supplier reviews and recommendations<br />Why does SEO matter? <br />
69% - Pricing Information<br />56% - Proximity to home - local businesses<br />33% - Product Reviews - users, existing clients<br />24% - Opening Hours<br />18% - Reviews by independent experts (e.g Choice Magazine)<br />What are consumers looking for online?<br />*datasource: True Local Presentation, Australian Business Women’s Network, May 2010<br />
41% in person<br />33% over the phone<br />18% web<br />8% book via website (hospitality)<br />78% of consumers trust peer reviews or WORD OF MOUTH. <br />Most customers transact OFFLINE<br />*datasource: True Local Presentation, Australian Business Women’s Network, May 2010<br />
Many business directories are now online<br />What does this mean for me?<br /><ul><li>Yellow Pages
Start Local</li></ul>To be found online and be considered as the FIRST CHOICE by your customers, an online presence is ESSENTIAL<br />* datasource: True Local presentation, Australian Business Women’s Network, May 2010<br />
Local directory listings contribute to your SEO links and click-throughs<br />They can replace traditional websites<br />20% of all Google searches contain some reference to locality *<br />45% of consumers consider product reviews before contacting you**<br />Listings in online directories increase your search engine rankings<br />What are the benefits?<br />*datasource: True Local presentation, Australian Business Women’s Network, May 2010<br />** datasource: SEOMozhttp://www.seomoz.org/blog/the-basics-of-local-seo-whiteboard-friday<br />
Yellow Pages and White Pages listings are already online<br />Claim your business listings in the online local directories<br />True Local and Google Places<br />Google Places may already have a listing for your business that has not been claimed<br />Where do I get started<br />
2 million unique browsers<br />Over 8.77 million searches per month<br />Owned by News Limited<br />Powerful distribution channels: Yahoo, Google and 125 other websites across the News Digital Media Network <br />True Local searches can be done through mobile phones and GPS navigation devices<br />True Local<br />
20% of searches on Google are related to location<br />There are 50 million Google Place Pages<br />Place Pages are viewed millions of times each day<br />When people search Google or Google Maps for local information your business will be listed<br />Optimise your business listing using photos, videos, your address, opening hours and other essential information<br />Google Places <br />
Address: so local customers can find you on Google Maps<br />Categories: to help your business be found in search results<br />Keywords: for specific and targeted results<br />Social interaction: reviews & recommendations<br />Metrics: test, measure and review your stats and click throughs<br />Google Places Listing<br />
What can go wrong?<br />This listing has 2 customer reviews on True Local that show up in the Google Places listing<br />
Optimise your online business listings. Manage them, control them, look at your web statistics<br />Engage with your reviewers online. RESPOND<br />Address issues. TELL your online community how the problem has been fixed<br />Continue interactions through social media<br />Caring about what people say builds TRUST<br />How to get it right<br />
This listing has 83 customer reviews. These reviews are from eatability.com, but the power if True Local links them to Google<br />There are images, prices, location and even a link to their menu<br />