Santa Monica Internet Services: Dude! Where's My Customer?


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Santa Monica Internet Services presentation on Local Search Optimization. (310) 312 0665

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Santa Monica Internet Services: Dude! Where's My Customer?

  1. 1. Dude! Where’s My Customer
  2. 2. <ul><li>Would You Rather Hunt For Customers, Or Make Yourself Available To Customers Hunting For You? </li></ul>
  3. 3. <ul><li>Why bother with SEO? </li></ul><ul><li>Importance of keywords </li></ul><ul><li>Building your local online visibility </li></ul><ul><li>Being mobile friendly </li></ul><ul><li>Bringing it all together </li></ul>
  4. 4. <ul><li>What Exactly Is SEO? </li></ul><ul><li>Search Engine Optimization </li></ul>SEO Warrior – John I. Jerkovic
  5. 5. <ul><li>Why Is SEO Important? </li></ul><ul><li>All Roads Lead To Rome! </li></ul>
  6. 6. <ul><li>Why Is SEO Important? </li></ul><ul><li>All Roads Lead To Rome! </li></ul>Local Directories Social media Blogs Articles Press releases Authority sites Industry related sites Forums / comments
  7. 7. <ul><li>The Importance of Keywords In Effective SEO </li></ul><ul><li>Choosing the right keywords is often the difference between getting found in search and not getting found in search. </li></ul><ul><li>Keywords provide the framework for ALL your online marketing efforts. </li></ul>
  8. 8. <ul><li>Keyword Research 101 </li></ul><ul><li>When selecting keywords: </li></ul><ul><li>Make sure keyword terms/phrases have enough search volume </li></ul><ul><li>Make sure your choice of keyword terms are relevant and make sense </li></ul><ul><li>Make sure you assess the level of competitive pages your chosen keyword term has </li></ul>
  9. 9. <ul><li>Building Your Online local Visibility </li></ul><ul><li>Why? </li></ul><ul><li>80% of local business comes from within 5 miles of your businesses location </li></ul><ul><li>Traditional advertising has lost it’s effectiveness </li></ul><ul><ul><ul><li>Newspaper readership declining </li></ul></ul></ul><ul><ul><ul><li>Do not call list for telemarketing </li></ul></ul></ul><ul><ul><ul><li>Print ads prohibitive costs </li></ul></ul></ul><ul><ul><ul><li>Email marketing filtered by Spam </li></ul></ul></ul><ul><ul><ul><li>Over 25% of searches online are for local results </li></ul></ul></ul><ul><ul><ul><li>34% of people today use Google maps to find a business </li></ul></ul></ul><ul><ul><ul><li>Only 3% of businesses have claimed their Google listing </li></ul></ul></ul><ul><li>Most local listings aren’t optimized - advantage to you </li></ul>
  10. 10. <ul><li>Building Your Online local Visibility </li></ul><ul><li>Why? </li></ul><ul><li>Local listings are an excellent place for back links to your website, keyword rich content and keyword rich tags </li></ul><ul><li>They provide a vehicle for customer reviews </li></ul><ul><ul><ul><li>People look for subjective and objective information </li></ul></ul></ul><ul><ul><ul><li>Drives website traffic </li></ul></ul></ul><ul><ul><ul><li>Broadens the reach of your brand </li></ul></ul></ul><ul><li>Great referral program </li></ul>
  11. 11. <ul><li>What’s Google Doing Now! </li></ul>Local sponsored, PPC Local map listing Local organic results
  12. 12. <ul><li>Do you have a Google Places listing </li></ul><ul><li>and is it claimed? </li></ul>
  13. 13. <ul><li>If your Google Places listing is unclaimed – Claim It. Click on ‘Business Owner?’ and follow the instructions. </li></ul><ul><li>If you have already claimed your listing great </li></ul><ul><li>If you’re not sure go to Google Maps </li></ul>
  14. 14. <ul><li>Before You Go Any Further STOP! </li></ul><ul><li>Do Not Pass Go! Research your keyword phrases! </li></ul><ul><li>At the risk of repeating myself: Choosing the right keywords is often the difference between getting found in search and not getting found in search. </li></ul><ul><li>Your success in achieving a good rank for your website and your local listing revolves around keyword optimization including keyword rich content. </li></ul>
  15. 15. <ul><li>Optimizing Your Listing With Keywords? </li></ul>STOP and PLAN! Videos Coupons NOTE: Remember that your keywords must also be used in your website and all other online marketing activity – ‘Text Rich Links’ Reviews
  16. 16. <ul><li>Now That You Have Your Google Places Listing </li></ul><ul><li>Request Your Customer Reviews </li></ul><ul><li>Email your customers and request they write a review </li></ul><ul><li>Select only a small number, about 10, at a time – DO NOT email your entire customer database or you risk your reviews being hidden </li></ul><ul><li>As soon as you have about 10 stop and wait a while </li></ul><ul><li>Ask your customers to include keyword rich text </li></ul><ul><li>If all else fails write the review yourself – get permission from your customer to use it in ALL your online marketing </li></ul>
  17. 17. <ul><li>Congratulations you’ve sorted out Google Places </li></ul><ul><li>NOW DO IT ALL AGAIN! </li></ul>
  18. 18. <ul><li>Local Listing Tips </li></ul><ul><li>Setting up all your local directories is time consuming and labor intensive and there is no software program to help you </li></ul><ul><li>It is not a case of build it and they will come - seeing results takes time and requires consistent monthly updates i.e. coupons and reviews </li></ul><ul><li>Be prepared – have all your data and keyword rich content written before you start </li></ul><ul><li>You still need a quality website that will convert your customer once they get there – good local search optimization will drive good quality leads but the sales conversion is up to you </li></ul><ul><li>Don’t forget niche directories for your industry, such as – lawyers, real estate agents, dentists etc </li></ul><ul><li>Provide links from your website to Google maps, Google coupon and your directory listing – if you have a blog, repeat the links there </li></ul>
  19. 19. <ul><li>Moving From Desk Top To Hand Held </li></ul><ul><li>59% of American adults own a desktop PC while 52% own a laptop </li></ul><ul><li>85% of U.S. adults own a cell phone making the device the most popular electronic gadget owned by adults in the States </li></ul><ul><li>28% of U.S. mobile subscribers have smart phones – cell phones with operating systems resembling computers </li></ul>
  20. 20. <ul><li>If You Left Home Without… </li></ul><ul><ul><li>1. 2. 3. </li></ul></ul>
  21. 21. <ul><li>You’d Feel Naked </li></ul>
  22. 22. <ul><li>When It Comes To Being Mobile Ready, </li></ul><ul><li>Here’s the catch.. </li></ul><ul><li>It took about 15 years for businesses to embrace the internet </li></ul><ul><li>It took about 10 years for businesses to understand importance of blogs </li></ul><ul><li>It took about 3 years to get on board with social media </li></ul><ul><li>What does this mean….. </li></ul><ul><li>Mobile is here right now and you don’t have the luxury of time to wait and see what happens </li></ul>
  23. 23. <ul><li>What Does Being </li></ul><ul><li>Mobile Friendly Mean? </li></ul><ul><li>Mobile friendly websites </li></ul><ul><li>Maps – one click </li></ul><ul><li>Click to call options </li></ul><ul><li>SMS – text message marketing </li></ul><ul><li>Mobile coupons – ability to track redemption </li></ul><ul><li>Building specific mobile landing pages – call to actions </li></ul><ul><li>Mobile traffic generation – paid advertising </li></ul>
  24. 24. <ul><li>The Good News </li></ul><ul><li>Google Places listing is already mobile friendly… </li></ul><ul><li>Maps </li></ul><ul><li>Directions </li></ul><ul><li>Mobile landing page </li></ul><ul><li>Coupons </li></ul><ul><li>Set up for click to call </li></ul>
  25. 25. <ul><li>The Not So Good News….. </li></ul><ul><li>Most Websites Are Not Mobile Friendly </li></ul>People do not surf the internet on cell phones like they do on a PC therefore, your information has to be easily seen and much more interactive. <ul><li>Usability issues between websites and mobile screens </li></ul><ul><li>Drop down box issues </li></ul><ul><li>Excess content </li></ul><ul><li>Large images and flash </li></ul><ul><li>Important information not readily available </li></ul><ul><li>Not one click </li></ul>
  26. 26. <ul><li>Website Mobile Ready Options </li></ul><ul><li>Wordpress Plug-ins </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul>Some are free - most are not, some require new domain names - some don’t, most take time and resources to set up so be patient and be prepared – plan your content first
  27. 27. <ul><li>Mobile Landing Page Campaigns </li></ul><ul><li>Can often allow for less characters than twitter therefore, you must always include the following before anything else. </li></ul><ul><li>Who / What </li></ul><ul><li>When / Where </li></ul><ul><li>Why </li></ul><ul><li>How to reply i.e. click to call, email click or SMS reply </li></ul>
  28. 28. <ul><li>Buying Mobile Traffic </li></ul>Purchasing adwords through Google's <ul><li>Banner ads – with click to call </li></ul><ul><li>Text ads – with click to call or email reply </li></ul><ul><li>Click to call voicemail – press one to buy, press 2 for appointment </li></ul><ul><li>Send to mobile landing pages </li></ul><ul><li>SMS opt-in i.e. Text ‘CoolHats’ to 99997 for secret deals on crazy hats </li></ul>
  29. 29. <ul><li>What Is A QR Code? </li></ul><ul><li>A QR (Quick Response) code is a two dimensional barcode, which can be read by a bar scanner or a smart phone. </li></ul>List of download apps to read QR codes on your phone: Alternatively you can down load apps from Apple Store QR codes link offline information to online content For example: to direct people to your website, an email address, a map, a landing page, an audio message or a social media site.
  30. 30. <ul><li>Where Can You Use A QR Code? </li></ul><ul><li>Any printed, offline or online mediums where you typically place your website address. </li></ul>
  31. 31. <ul><li>That Is How You Integrate Local Search Marketing </li></ul><ul><li>Online: </li></ul><ul><li>Websites and local listings </li></ul><ul><li>Mobile friendly websites, </li></ul><ul><li>landing pages and ads </li></ul><ul><li>Social Media </li></ul><ul><li>Offline: </li></ul><ul><li>QR Codes </li></ul>Increased Visibility
  32. 32. <ul><li>What’s The Whole Point? </li></ul><ul><li>To get your phone ringing </li></ul><ul><li>To bring more customers through your door </li></ul><ul><li>Build a SMS list </li></ul><ul><li>Build and email list </li></ul><ul><li>Drive traffic to your website </li></ul><ul><li>More Traffic, More Leads, More Sales, MORE MONEY! </li></ul>
  33. 33. <ul><li>Angela Best </li></ul><ul><li>Santa Monica Internet Services </li></ul><ul><li>P. 310 312 0665 </li></ul><ul><li>C. 310 592 4007 </li></ul><ul><li>[email_address] </li></ul><ul><li>Keyword Research </li></ul><ul><li>Local Search Optimization </li></ul><ul><li>Dynamic Website Development </li></ul><ul><li>Mobile Friendly Websites </li></ul><ul><li>Mobile Marketing </li></ul><ul><li>And much more….. </li></ul>