Reach your online potential & help customers find you locally
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Reach your online potential & help customers find you locally

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This presentation was designed to support the Deluxe webinar, Reach Your Online Potential - and features online expert Steph Rowan's take on how small businesses can improve their chances of being ...

This presentation was designed to support the Deluxe webinar, Reach Your Online Potential - and features online expert Steph Rowan's take on how small businesses can improve their chances of being found locally. Topics include:

- Local search overview

- Websites for local businesses

- Search engines: Optimization for local businesses

- How to increase your ranking in local results

- Google places overview

- Social tactics for local traffic

- Mobile and local search

- Where to start

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Reach your online potential & help customers find you locally Reach your online potential & help customers find you locally Presentation Transcript

  • Reach Your Online Potential
    Help customers find you locally
    • Twitter.com/deluxecorp
    • Facebook.com/deluxecorp
    • Youtube.com/deluxecorporation
    • Slideshare.net/deluxecorp
    Stephanie Rowan
    Webinar Conf. Bridge: 877-312-2318
    Participant Code: 26069573
  • Agenda
    Local search overview
    Websites for local businesses
    Search engines:
    Optimization for local businesses
    How to increase your ranking in local results
    Google places overview
    Social tactics for local traffic
    Mobile and local search
    Where to start
  • 20% of search is related to a locationSource: Google
    Significant shift in focus to local by key players
    Google owns 66% of U.S. search marketSource: ComScore
    Why is local search important?
    Local Search Overview
  • Key Players in Local Search
    Local Search Overview
    • Engines & social networks new focus on local search
    • Local businesses with few locations have the advantage
    • Listings & review sites
    • Fuel for search results
    • Drive foot traffic
    • Viral sharing
  • It’s all about accessibility
    Websites aren’t just for human visitors
    Domains impact search
    • Ecommerce is more mainstream
    $1 billion on Cyber Monday!
    • They’re more affordable than ever
    Self manage or go pro
    Assess time, ability and quality
    A Website is Expected
    Websites for Local Businesses
    8 years ago: $5,000 + main.
    Today:$5/m - $70/m
  • This month
    This year
    More than two years ago
    Not since it was built
    I don’t have a website
    When did you last update/improve your website?
    Text, Images, blog, etc.
    Poll Question
  • Should reflect the quality of your product/service
    Two audiences: Looking for much of the same thing in slightly different ways
    Web Design & Content
    Websites for Local Businesses
    • Paid Search (PPC)
    search engines – paid listings
    • Organic Search (SEO)
    search engines’ core results
    • Local Search (Mix)
    directory listings, Places, GPS
    Search: Breakdown
    Search Engines: Result Listings
  • Non-Local Search Results
    PAID
    PAID
    ORGANIC
  • Local Query Search Results
    LOCAL
    ORGANIC
    LOCAL
    PAID
  • PAID
    LOCAL
    ORGANIC
    PAID
  • Definition: The process of improving the visibility of a website or a web page in search engines via the “organic" or un-paid search results.
    Search Engine Optimization
    Search Engine Optimization Defined
    Local
    ORGANIC
  • Meta Data & Tags
    Search Engine Optimization
    Title Tag
    Meta Description
    Title Tag
    Title Tag:
    Descriptive, keyword-rich, not generic,
    Should be unique page to page
    Meta Description:
    Often produces the snippet
    keyword rich, should differ page to page
    Keywords:
    Match to search queries
    Title Tag
    Meta Description
    Meta Keywords
    • Relevance of content to search query
    • Keywords within site and meta data match the terms queried
    • Unique / updated content
    • Local telephone # and address
    • Reviews – quantity, quality, authority
    • Credibility of links to your site:
    • Local chamber, local press, directory listings, credible blogs, professional associations
    • Quality/quantity, diversity, relevancy
    Local Search Ranking Factors
    Search Engine Optimization
    Google:
    • Relevance
    • Prominence
    • Distance
  • Google.com/places
    Google: Hotpot: Personalized recommendations engine integrated into Google Maps for Mobile, Google Places and web-based local search.
  • Yes!
    No, not yet
    No, I don’t need one
    I don’t know
    Do you have a Google Place Page?
    Poll Question
  • Google.com/places
  • Do you own your Place Page?
  • Creating Your Google Place: Google.com/places
    ShowAddress?
    Address
    Web Info
    Hours
    Descript.
    Category
    Service/ destination
  • Creating Your Google Place
    Payment Info
    Photos X / 10
    Get a Google account
    Create & validate your listing
    Manage & change your listing at anytime!
    Videos X / 5
  • Grow Brand Awareness
    Deal-a-day offers
    Build awareness & get customers
    $ = loss
    Social check-in
    Build awareness
    engage customers
    Social Tactics for Local Traffic
  • Groupon
  • foursquare
  • Popularity of local search applications is increasing
    Bing, Google, Yahoo, Facebook, Twitter
    Mobile browsing increasing w/ smart phone adoption
    8 - 10% of all search queries are via mobile (RBC)
    53% of mobile searches have a local intent (Microsoft)
    Mobile visitors likely to buy sooner
    1 hour vs. 1 week (Microsoft)
    Mobile & Local Search
    Mobile Search
  • Quick load & display
    mobile optimized images
    Easy navigation
    abridged version of full site
    Relevant content
    Key info: address, tel. # and product information
    Mobile websites: What matters?
    Mobile Search
  • Mobile Website Example
    • Google your website like customer would
    • Location, keywords
    • Review your SEO, page title and snippet display
    • Review your domain name strategy
    • Claim your Google Place
    • Update your listings on
    • Yelp, Citysearch, Merchant Circle
    • Assess mobile accessibility
    Create a plan to maintain your online presence
    Actions:
    Where to Start
  • Questions?
    Presentation will be available on slideshare.net/deluxecorp
    Learn more at www.deluxe.com and www.aplus.net
    Thank you for your participation!
    Questions