[VAR] Local SEO & You: Kickstart Your Online Marketing


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Presented at Winner's Circle 2014. Simon Poulton, Manager of Inbound Marketing Programs at Laserfiche shares some quick and easy advice for getting started with online marketing. This presentation was written exclusively with VARs in mind - if you are looking for general local SEO advice, check out this awesome blog post from Moz: http://moz.com/blog/free-local-seo-tools

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  • 3 way connection between website, location & brand. Words in blue explain how to get there.
  • Google, the world's number one search engine, accounted for 73.8 per cent of the $17.3 billion (£11.23 billion) spent on search advertising in the United States last year, according to research firm eMarketerIn 2012, the NY Times ran an article discussing the massive inflation Google AdWords has seen over the past years. Google also announced at the end of last year that AdWords profits were up 42%. Why?The AdWords market has become saturated with competitors. We have seen a massive increase in cost-per-click for traditional Laserfiche keywords such as: Document Management and Enterprise Content Management.New competitors include: Royal Imaging, Dokmee, Real Business, SearchExpress.We are seeing less and less of our traditional competitors (Hyland, Perceptive etc.) Where are they? The Organic Search Results!
  • Infact, in addition to seeing a higher average CPC, we are also seeing less clickthroughs and fewer conversions (aggregated data)Since data is aggregated, actual CPC is not as important as the general trends we are seeing. In some industries clicks can cost upwards of $200! (Crazy right??)
  • AdWords are everywhere right? It’s worse than driving the down the Las Vegas strip! But what kind of click share are they seeing?
  • A 2012 study of 1.4 billion searches in the UK by GroupM UK and Nielsen showed the organic listing won 85 percent of the clicks.The new competitors have very poor domain authority, and as such pile a lot of their money into buying search terms. We should continue to try and own core search terms, but at this time, an expansion of AdWords is not in our best interest.What is? Future proofing our site by using Google sanctioned best practices!Display Ads are even worse!!
  • Pluto Nash tanked at the box office. It is estimated that 0.15% of Americans have seen it. THAT’S MORE THAN CLICK ON DISPLAY ADS (0.1%) - 0.15% of people have seen Pluto Nash.
  • So how does organic search really work? Robots crawl pages and evaluate them based on literally hundreds of factors! Including: keyword use, backlink profiles, social sharing etc. – Honestly, there are too many factors to manipulate and there is also an inherant bias based on REAL people reviewing results. That’s right, theres a room of people at google who just review websites and rate their overall quality. (fun right??)
  • So where do we see the strongest areas of correlation? Domain authority is a HUGE factor. This lets Google evaluate new pages on your website before they have many visits at all. When the NY times publishes a new story, it hits the top result on google. Why? No one is linking to it, no one is sharing it…. Yet. So Google has this assumed knowledge about what we like, what we are interested in and what will be popular, this comes directly from domain authority. Page level factors are huge too! But the focus should be on the visitors experience. Use keywords as appropriate, research common terms used within particular industries but don’t stuff a page and don’t try and try and hit everyone with everything! Bounce rate and CTR are both big factors here, focus on decreasing these and that has a huge impact on SERP ranking.
  • Key factors we are watching: Structured Markup (basically little snippets of code we place on a website that are invisible to the user, but provide very actionable data to google.) I like to think of this as a Google dog whistle. It’s very early days but we are already seeing the impact of authorship verification. Social signals are going to become more relevant. Content readability / design – this is huge, the impact of non-mobile pages, while mainly impacting the B2C space, is making an impact in the B2B space and will continue to be important as we see greater adoption of BYOD policies and the need for webpages with responsive design.
  • [VAR] Local SEO & You: Kickstart Your Online Marketing

    1. 1. Local SEO & You: Kickstart Your Online Marketing Simon Poulton Manager of Inbound Marketing Programs
    2. 2. SEO Overview ‣ What is SEO? – Search Engine Optimization (SEO) is the process of affecting the visibility of a website in a search engine’s organic search results. ‣ Why should I care? – SEO ultimately drives conversion. According to the MarketingSherpa 2012 benchmark report, traffic from organic search accounted for 29% of conversions versus: • 12% paid search • 6% social media • 25% e-mail marketing
    3. 3. What is “Inbound Marketing” anyway? ‣ Originally coined in 2005 by Brian Halligan, CEO of HubSpot. ‣ Inbound Marketing encompasses a wide range of advertising tactics used by marketers to “earn” their way into a prospective buyers view by providing high quality content at the right times, in the right places. This includes: – Blogs, Podcasts, Video, eBooks, Whitepapers, Search engine optimization (SEO), Websites, Landing pages, Social media marketing and more recently, Pay-per-click (PPC) advertising. ‣ Created as a reaction to “Interruption Marketing” not connecting with the right prospects at the right times. This includes: – Search spam, Paid email lists, Print ads, Sales cold calls, Trade show booths, Paid app reviews, Banner/display ads
    4. 4. Online Marketing Model: See, Think, Do
    5. 5. See-Think-Do Content Marketing Model ‣ Recently adopted “See, Think, Do” model for content creation. ‣ Goal: Match different “levels” of content with prospect interests. ‣ Why? Most content we have is focused on customers, or prospects who are in the final buying stages.
    6. 6. Local Search Trinity KML, Site Architecture WEBSITE LOCATION Google Plus Authorship, Publisher Google Places For Business BRAND
    7. 7. SEO vs. PPC ‣ AdWords profits up 42% in 2013. ‣ NY Times Article: Massive inflation of AdWords CPC over time. Why?
    8. 8. SEO vs. PPC
    9. 9. SEO vs. PPC – AdWords Everywhere!
    10. 10. SEO vs. PPC ‣ A 2012 study of 1.4 billion searches by GroupM UK and Nielsen showed the organic listing won 85 percent of the clicks.
    11. 11. Have you seen this movie?
    12. 12. Search Engine Ranking Factors - 2013 ‣ How does a search engine work?
    13. 13. Search Engine Ranking Factors - 2013 ‣ What do we think the Google algorithm looks like? – Domain level authority factors: • Backlink profiles (positively correlated with urls including .gov, .edu, highly linked & visited) • MozRank, MozTrust, Social Signals • SERP CTR • More info: http://moz.com/learn/seo/domainauthority – Page level factors: • Avoid keyword cannibalization • Ensure appropriate use of keywords (no rule, but focus on the person reading it, not the search engine) • More info: http://moz.com/learn/seo/page-authority Credit: Matt Peters - http://moz.com/blog/ranking-factors-2013
    14. 14. Search Engine Ranking Factors - 2013 ‣ Factors we are watching in 2013
    15. 15. This is old news, right?
    16. 16. Content Development
    17. 17. Content Creation & Syndication ‣ New eBooks – “Think” – Ultimate Guide to Document Scanning – Ultimate Guide to Business Continuity Planning – Related SlideShares ‣ What’s next? – Ultimate Guide to Records Management – A Short History of Records Management [Infographic] – Ultimate Guide to AP Automation
    18. 18. Blogging ‣ Simplicity 2.0 ‣ ECM Blog – Guest blogging experiment ‣ Embedded value propositions
    19. 19. Landing Pages ‣ After multiple (30+) variations and tests of our value proposition landing pages, we were able to increase conversion by an average of 31.6% ‣ Example: Quicker, Better, Safer ‣ How? – Changing CTA language (Download vs. Get) – Changing volume of text – Changing variety of graphics Pictured: Volume of Copy Test
    20. 20. Anatomy of an optimized landing page
    21. 21. Example: Solbrekk ‣ Outsourcing is cheap & easy – Fiver – oDesk
    22. 22. Inbound Lead Generation - Demos ‣ At the end of 2012, we created the first “Request a Demo” landing page, since then, the volume of demo requests has grown significantly. ‣ During Q 2+3, there were a total of 631 demos requested. ‣ New initiatives: – ES Demo – Demo remarketing – Demo CTA on more pages across website
    23. 23. Content Syndication Strategies
    24. 24. LinkedIn ‣ LinkedIn has become our most strategically important social networks. Since January 2013, our number of followers has grown by 105% from 1060 to 2170. ‣ Why has growth accelerated? – Content experiments (Blog posts vs. Company Announcements) – More users on LinkedIn – Targeted sponsored updates ‣ Moving forward, we are looking to include LinkedIn sponsored updates as part of the annual vertical marketing plans.
    25. 25. Social ‣ LinkedIn – Company • Content sharing within network • Products – Personal – Groups
    26. 26. LinkedIn ‣ ‣ ‣ ‣ ‣ No longer just HR pros and job hunters Number 1 B2B network! Growing all the time “Accepted Social Media” Over 100 million US users
    27. 27. LinkedIn: Profile ‣ ‣ ‣ Your personal brand Not an online version of your resume Best practices: – – – – – – Make your profile SEO friendly Catchy headline Professional profile picture Endorsements Recommendations Make your profile robust with information – Showcase achievements – Update regularly ‣ Make yourself easy to find!
    28. 28. LinkedIn: Networking ‣ Who should you connect with? – Acquaintances, Friends & Family – Colleagues & Business Partners – Prospects – Customers ‣ LiONs – Who are they?
    29. 29. LinkedIn: Newsfeed ‣ LinkedIn version of Twitter ‣ Content best practices: – Target content – Make readers want to engage – Include images – Like posts from people you want likes from!
    30. 30. LinkedIn: Groups ‣ ‣ ‣ ‣ ‣ Research is key! Find your niche Find event-specific groups Monitor conversations Engage when appropriate (not necessarily around the brand)
    31. 31. Next Steps ‣ Optimize your profiles – Profile – Connections ‣ Research engagement opportunities – Events – Groups ‣ Set goals & execute!
    32. 32. Local SEO Quick Wins - Website
    33. 33. Proper category associations ‣ Google Places for Business category tool
    34. 34. Consistency of structured citations ‣ A citation is any web-based mention of your company's partial or complete name, address, and phone number (NAP). A "structured citation" refers to a listing of your business in an online local business directory such as YP.com, HotFrog, or Best of the Web.
    35. 35. Quality/authority of structured citations ‣ concentrate on getting listed on a handful of really authoritative local business indexes and directories. Use the tool at GetListed.org
    36. 36. Domain authority of website ‣ "Domain Authority" is a metric used to predict how well a website may perform in search results compared to other websites. Moz offers a Domain Authority toolbar called the MozBar that makes it easy to see the DA of any website in the search engine results.
    37. 37. Individually owner-verified local Plus page ‣ Creating your Google+ Local page for your local business is your first step to being included in Google's index. Your second step is to verify your ownership of the listing.
    38. 38. City, state in Places landing page title ‣ Your Google+ Local page should link to a page on your website. This page on your site will have an element in its code called a "Title Tag."
    39. 39. Quality/authority of inbound links to domain ‣ Because organic signals play a big part in local rankings, earning high quality links from authoritative sources will help your business to improve its visibility in the search engine results. A tool like the Open Site Explorer can help you to begin understanding both the number and quality of links currently pointing to your website:
    40. 40. Quantity of native Google Places reviews (w/text) ‣ Note: No local business needs to earn a ton of Googlebased reviews at once. In fact, if you earn reviews at too great a velocity, you may find that some of them get filtered out.
    41. 41. Product/service keyword in business title
    42. 42. Quantity of citations from locally relevant domains ‣ Having your business NAP (name, address, phone number) mentioned on a website that relates specifically to your geographic community acts as a locally-relevant citation.
    43. 43. Questions?