Local Online Marketing: Be Found Online
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Local Online Marketing: Be Found Online

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Small business owners - learn local online marketing basics. We'll cover understanding your customers, understanding Google's goals, what you should write (keywords and content), optimizing your site ...

Small business owners - learn local online marketing basics. We'll cover understanding your customers, understanding Google's goals, what you should write (keywords and content), optimizing your site for search, optimizing for local search and optimizing your social media channels for search engine optimization.

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  • The keywords that you decided on in part one should also be optimized throughout your social media channels.

Local Online Marketing: Be Found Online Local Online Marketing: Be Found Online Presentation Transcript

  • Be Found OnlineImprove Your Website Traffic Through Search Engine Optimization and Social Media
  • Jerilyn Soncrant: Sr. Manager, Social MediaJill Hoffman: Sr. Director, Marketing & MediaWHO ARE WE?
  • SCOTT’S MARKETPLACE (Coming soon!)Shop local businesses for American made productsand local services!• Connect with a community of shoppers.• Built in social sharing.• No risk. No subscription fees.• No technical skills needed!WHO ARE WE?
  • PART I: SEARCH ENGINE OPTIMIZATIONPART 2: SOCIAL MEDIATODAY’S PRESENTATION
  • • Understanding Your Customers• Understanding Google’s Goals• Decide What to Write: Keywords and Content• Optimize Your Site for Search• Optimize for Local SearchSEO: PART 1
  • YOUR CUSTOMERS
  • SEARCH INTENT: It All Starts Here!What will your customers search for?
  • • Navigational Queries • I already know where I want to go!• Transactional Queries • I’m ready to sign-up, find, buy, download• Informational Queries • I’m just searching for weather, maps, product informationHOW DO PEOPLE SEARCH?
  • • What might they search for?• Industry speak may not be valid• What are their problems?• What solutions are they looking for?• Where are they? Mobile vs desktopTHINK ABOUT YOUR CUSTOMERS
  • GOOGLES GOALS
  • • The person searching is Google’s “customer”• Google wants to return the best information possible so the searcher has a great experience• Increasing importance placed on high quality information that answers the searcher’s queryGOOGLE’S JOB =RETURN RELEVANT RESULTS
  • SEO is the process of helping the search enginesfind and index your site’s informationGoogle is not human. It uses a complex set ofrules to “crawl” and analyze the content on yoursite.YOUR JOB: HELP GOOGLE OUT
  • TIME TO BRAINSTORM!
  • What 2-3 words phrases will customers useto find you? (don’t use single words) • Arizona inns Arizona adventures • White water rafting Arizona sightseeing • Historic hotel Mine tours Arizona • Hotel rates Arizona landmarks • Things to do Phoenix day trips • Hiking in Arizona Historical ArizonaBRAINSTORM
  • What content do youalready have on yoursite?Can this be turned into a pageabout Arizona adventures,Phoenix day trips, mining tours orhiking treks?BRAINSTORM
  • How will your site benefit from targetingspecific phrases? Are they relevant? • Who is your target audience? • Do hikers generally stay overnight in Globe? • Are there events that attract crowds to town? • Is your hotel dog-friendly? Romantic? Luxury? • Are historical attractions a big draw?BRAINSTORM
  • Which words are most likely to convertto sales? • EX: hotels in Globe AZ vs. things to do in Arizona • Search volume may be high, but only use words if they are relevant to your siteBRAINSTORM
  • KEYWORDS AND CONTENT
  • • Google wants great content• Your customers want great content• Define your keywords and get started!FEED THE GOOGLE MONSTER
  • • Use the Google Keyword Tool to discover the right words to go after.• Google Keyword Tool will tell us what words searchers actually use!USE GOOGLE KEYWORD TOOL
  • GOOGLEKEYWORD TOOLGO TO:www.google.com/adwordsSELECT:Tools and AnalysisFROM DROP-DOWN:Select Keyword ToolFIND KEYWORDSEnter a “word or phrase”Select “exact match”Unselect “broad match”Location: United States
  • HOW POSITION MATTERS POSITION IN ORGANIC CLICK-THROUGH RATE SEARCH Position #1 42.10% Position #2 11.90% Position #3 8.50% Position #4 6.10% Position #5 4.90%
  • Let’s try a new search =
  • • Bed and breakfast = 49,500 searches• Bed and breakfasts = 1,900 searches• Arizona bed and breakfast = 210 searches• Arizona bed and breakfasts = 28 searches• Historic bed and breakfast = 110 searches• Luxury bed and breakfast = 260 searches• Romantic bed and breakfast = 360 searches KEYWORDS AND CONTENT
  • Let’s assume we select “Arizona bed andbreakfast” as the keyword for our home pageNOW – IT’S TIME TO START CREATING CONTENT AND OPTIMIZING FOR SEARCH!KEYWORDS AND CONTENT
  • • Write first for your audience• No grammatical or spelling errors• Create fresh, unique content• Gain readers’ confidence in your business/website• Google will “punish” your site for duplicate content• Write naturally – don’t stuff keywords KEYWORDS AND CONTENT
  • OPTIMIZE YOUR SITE FOR SEARCH
  • CURRENT =LET’S BUILD A SEARCH RESULT
  • • Should be unique for each page• 65 characters (includes spaces)• Most important element of SEO• Tells search engines what the page is about• Put brand name at the end if not a lot of name recognition• Use | (pipe) or – (dash)• Could include physical location and/or main focus• Include keywords at the beginning of the title tag• Title tag not displayed on the web pages, but is visible in browser windows STEP 1: TITLE TAGS
  • Source Code = (right click, view source)Browser = STEP 1: TITLE TAGS
  • CURRENT TITLE TAG =RECOMMENDED =Arizona Bed and Breakfast in Globe AZ | The Noftsger Hill Inn STEP 1: TITLE TAGS
  • Arizona Bed and Breakfast in Globe AZ | The Noftsger Hill InnLET’S BUILD A SEARCH RESULT
  • • Descriptive and friendly so users and search engines can understand them• Don’t intimidate visitors with long, confusing strings of characters• Use less then 115 characters• Use hyphens vs. underscores• Don’t use caps• http://www.example.com/green-dress is better than http://www.example.com/greendress STEP 2: SIMPLE URLs
  • Arizona Bed and Breakfast in Globe AZ | The Noftsger Hill Innwww.noftsgerhillinn.com/LET’S BUILD A SEARCH RESULT
  • • 160 characters (includes spaces)• Gives a longer description that accurately summarizes the page’s content• Be sure to use your keywords here again – they will appear bold on the SERP if they closely match the search query.• The meta description does not appear on the website• Google usually uses the meta description• Not actually used by Google for SEO – but still very important to the searcher! STEP 3: META DESCRIPTIONS
  • STEP 3: META DESCRIPTIONS
  • Arizona Bed and Breakfast in Globe AZ | The Noftsger Hill Innwww.noftsgerhillinn.com/Arizona bed and breakfast offering easy access to hiking, mine tours, white waterrafting, scenic drives, more. 425 North Street, Globe, AZ, 85501, (928) 402-8235LET’S BUILD A SEARCH RESULT
  • A FEW OTHER SEO ITEMS
  • • Include alt tags = tell Google what the picture is• Use descriptive image filenames• Most browsers support jpg, gif, png and bmp• Use an image sitemap• Don’t keyword stuff here either – be natural IMAGES
  • OPTIMIZE FOR LOCAL SEARCH RESULTS
  • H1 & H2 Tags =• H1 tag = on-page title• Include only one H1 tag – use keywords• Can have multiple H2 tags• H tags are visible to site visitors (vs. title tag is only visible to search engines)• Use H tags to create content hierarchy on your site• Include your full business name and service typeLOCAL SEARCH RESULTS
  • H1 & H2 Tags =• The Noftsger Hill Inn has no H1 tag.• OK to use images but make sure it’s not the only place you include your business name• Be sure it’s in HTML format that the search engines can read• EXAMPLE: <h1>The Noftsger Hill Inn, an Arizona bed and breakfast<h1>LOCAL SEARCH RESULTS
  • Full Business Address =Help the search engines separate this importantinformation by using micro formats. Information canbe found at:http://www.schema.org/LOCAL SEARCH RESULTS
  • Full Business Address =LOCAL SEARCH RESULTS
  • Regional/Local Phone Number =ALWAYS use a local phone number. It instills trustfrom both customers and search engines.Use the format: (111) 222-3333LOCAL SEARCH RESULTS
  • Services Offered & Business Hours =Detail what you do and when you do itLOCAL SEARCH RESULTS
  • Embed Google Maps =Adding a map to your site helps both yourcustomers and Google. Want to see your business ina Google ten-pack? Add a map.LOCAL SEARCH RESULTS
  • Include Driving Directions =• Yep, the map is already there, but put directions in words as well.• Mention your neighborhood or other important geographic information.• Consider giving directions from different freeways or sides of your city• Think about city centroidLOCAL SEARCH RESULTS
  • Include Address in the Footer =• Include your address again in a single line.LOCAL SEARCH RESULTS
  • Meta Tag Descriptions =• Include your local address and phone number• Could include a tracking number to see if searchers call from the SERP, or if they click through and call the number from your websiteLOCAL SEARCH RESULTS
  • • Home Page = mention your location• About Page = mention your location• Press Page = mention your location• Contact Page – location, a map, your cities served, hours, neighborhood, phone number, directions – establish your location over and over!INCLUDE YOUR ADDRESS
  • Create one landing page for each location!LOCAL SEARCH RESULTS
  • UTILIZE LOCAL DIRECTORIES
  • • Make sure your business data is accurate and complete and that it matches exactly across: • Google+ Local: (formerly Google Places)https://accounts.google.com/servicelogin?service=lbc • Yahoo Local: http://listings.local.yahoo.com/account • Bing Local: http://www.bing.com/businessportal/UTILIZE LOCAL DIRECTORIES
  • Google+ Local (Sign-up at Google Places)UTILIZE LOCAL DIRECTORIES
  • • GOOGLE+ LOCAL SUGGESTIONS • Request reviews – very important! • Add photos • Completely fill out your profile • Create your address here and make sure all others match it exactly • If a listing already exists, claim it. Don’t start a new one. • If multiple listings exist for your business, claim them all so Google can consolidate the information.UTILIZE LOCAL DIRECTORIES
  • GOOGLE+ LOCAL SUGGESTIONS • Use an accurate business name; no keywords • Use a physical address + make sure it’s accurate on Google maps • Use a local number; no tracking numbers here • If a single location, link to your website home page • If multiple locations, create a Google+ Local page for each location and link to the appropriate web page • Business description – use keywords here! • Category – this give Google a strong clue, choose wisely! (Hint: check out your competitors if you aren’t sure what to pick.)UTILIZE LOCAL DIRECTORIES
  • • Make sure your business data is accurate and complete at secondary sources such as these top three data aggregators. Again, claim and update current listings vs. creating new ones. • InfoUSA: http://www.infousa.com • Acxiom: http://www.acxiom.com • Localeze: http://www.localeze.comUTILIZE LOCAL DIRECTORIES
  • • Next, look for listing opportunities in the top Yellow pages directories, directories that are specific to your industry and the top local search engines. Start here: • SuperPages: http://www.supermedia.com/business-listings • YellowPages: http://adsolutions.yp.com/advertise-with-us • Local Search Guide: http://www.localsearchguide.orgUTILIZE LOCAL DIRECTORIES
  • • Keep going! What other local directory resources can you dig up? • Local online Yellow Pages • Additional industry directories not in the local search guide • Local newspapers • Chambers of Commerce • Online classifieds • Local directories (search Google with your city name or zip code and see what you can uncover)UTILIZE LOCAL DIRECTORIES
  • • Don’t forget these specialty Yellow Pages: • Christian Yellow Pages: http://www.christianyellowpages.com • Jewish Yellow Pages: http://www.jewishyellow.com/index.html • Black Business Planet: http://www.blackbusinessplanet.com • National Green Pages: http://www.greenpages.org • Indian Yellow Pages: http://www.indianyellowpages.com • Hispanic Yellow Pages: http://hispanicyellow.com/default/home/index • Dog-friendly businesses: http://www.dogfriendly.com UTILIZE LOCAL DIRECTORIES
  • Local First AZ: http://localfirstaz.com/Open List: http://www.openlist.com/Yelp: https://biz.yelp.com/BOTW Local: http://local.botw.org/helpcenter/premiumproduct.aspxGetListed: http://getlisted.org/Go-Arizona: http://www.go-arizona.com/Globe/Hotels/UTILIZE LOCAL DIRECTORIES
  • • Things to keep in mind: • Include your URL in each listing • Directory links are NoFollow, so they don’t have SEO value, but still drive traffic to your site • Make sure your information is exactly the same everywhere! • Generate good user reviewsUTILIZE LOCAL DIRECTORIES
  • FROM GETLISTED.ORG“Citations are defined as ‘mentions’ of your business name and addresson other webpages, even if there is no link to your website. An example ofa citation might be an online yellow pages directory where your businessis listed, but not linked to. It can also be a local chamber of commerce or alocal association where your business information can be found, even ifthey are not linking at all to your website.“GAIN CITATIONS
  • • Have a Strategy• Identify Your Audience• Social Keywords• Increase Your Linkability• Make Sharing EasySOCIAL MEDIA: PART 2
  • 1. How much TIME do you have to commit to social media; weekly, daily or monthly?2. How FAMILIAR are you with social media networks?3. What are you LOOKING TO ACHIEVE from social media?4. Do the things you’re looking to achieve through social media line up with your overall BUSINESS GOALS?5. What is my COMPETITOR DOING on social networking sites?HAVE A STRATEGY
  • Who is your ideal customer? What is their age and gender? What do they like to do?By understanding who your customers are, you’ll be able toclearly see what social networking cultures fit best with theirlifestyles.IDENTIFY YOUR AUDIENCE
  • Are they on Facebook? • 64 % of USERS are between the AGES of 18-34 • 425 million MOBILE users • Users by gender 57% FEMALE / 43% MALE • 20 minutes TIME SPENT per visitWHERE IS YOUR AUDIENCE
  • Are they on Twitter? • Over 465 million ACCOUNTS • 175 million TWEETS a day • 45% of USERS are between the AGES of 18 and 34 • 25% follow a BRAND • 37% login via MOBILE deviceWHERE IS YOUR AUDIENCE
  • Are they on Pinterest? • More then 10.4 million USERS • The biggest demographic for Pinterest: WOMEN ages 25 to 34 • TOP INTERESTS: crafts, gifts, hobbies/leisure, interior design, fashion designers/collections • 50% of users have KIDS • TUTORIAL, DIY, and RECIPE pins see a 42% higher CTR then other pin typesWHERE IS YOUR AUDIENCE
  • Execute a Plan of Attack • Connect with your high-findability keywords • Optimize your social media profiles with these keywordsSOCIAL KEYWORDS
  • • Profile picture • Cover photo • About section • Tabs • URL • Posts • ParticipateSOCIAL KEYWORDS - FACEBOOK
  • Optimize your bio • Hashtags • Tweets • ParticipateSOCIAL KEYWORDS - TWITTER
  • • Pin description • Image file name • URL • Bio • Boards • ParticipateSOCIAL KEYWORDS - PINTEREST
  • • Social Media Links • Newsletter sign-up • Create a blogINCREASE YOUR LINKABILITY
  • By including social plugins MAKE SHARING EASY
  • Add This: http://www.addthis.com/Share This: http://sharethis.com/Facebook: https://developers.facebook.com/docs/plugins/Twitter: https://twitter.com/about/resources/widgets/Pinterest: http://pinterest.com/about/goodies/SOCIAL PLUGINS
  • Blog: http://scottsmarketplace.com/blog/businessFacebook: https://www.facebook.com/ScottsMarketplacePinterest: http://pinterest.com/scottsmktplace/SlideShare: http://www.slideshare.net/ScottsMarketplaceTwitter: @ScottsMktplace, @Scotts_CornerSCOTT’S MARKETPLACE RESOURCES
  • Jill Hoffman – Sr. Director, Marketing http://www.linkedin.com/in/jillhoffman1 Twitter: @Jill_Hoffman Email: jill@scottsmarketplace.com Jerilyn Soncrant – Sr. Manager, Social Media http://www.linkedin.com/in/jerilynsoncrant Twitter: @JeriCrates Email: jerilyn@scottsmarketplace.comSPEAKERS
  • THANK YOU!