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

More in: Business
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  • 1. Reach Your Online Potential
    Help customers find you locally
    • Twitter.com/deluxecorp
    • 2. Facebook.com/deluxecorp
    • 3. Youtube.com/deluxecorporation
    • 4. Slideshare.net/deluxecorp
    Stephanie Rowan
    Webinar Conf. Bridge: 877-312-2318
    Participant Code: 26069573
  • 5. 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
  • 6. 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
  • 7. Key Players in Local Search
    Local Search Overview
    • Engines & social networks new focus on local search
    • 8. Local businesses with few locations have the advantage
    • 9. Listings & review sites
    • 10. Fuel for search results
    • 11. Drive foot traffic
    • 12. 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
  • 13. 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
  • 14. 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
  • 15.
    • 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
  • 16. Non-Local Search Results
    PAID
    PAID
    ORGANIC
  • 17. Local Query Search Results
    LOCAL
    ORGANIC
    LOCAL
    PAID
  • 18. PAID
    LOCAL
    ORGANIC
    PAID
  • 19. 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
  • 20. 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
  • 21.
    • Relevance of content to search query
    • 22. Keywords within site and meta data match the terms queried
    • 23. Unique / updated content
    • 24. Local telephone # and address
    • 25. Reviews – quantity, quality, authority
    • 26. Credibility of links to your site:
    • 27. Local chamber, local press, directory listings, credible blogs, professional associations
    • 28. Quality/quantity, diversity, relevancy
    Local Search Ranking Factors
    Search Engine Optimization
    Google:
  • Google.com/places
    Google: Hotpot: Personalized recommendations engine integrated into Google Maps for Mobile, Google Places and web-based local search.
  • 31. Yes!
    No, not yet
    No, I don’t need one
    I don’t know
    Do you have a Google Place Page?
    Poll Question
  • 32. Google.com/places
  • 33. Do you own your Place Page?
  • 34. Creating Your Google Place: Google.com/places
    ShowAddress?
    Address
    Web Info
    Hours
    Descript.
    Category
    Service/ destination
  • 35. 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
  • 36. Grow Brand Awareness
    Deal-a-day offers
    Build awareness & get customers
    $ = loss
    Social check-in
    Build awareness
    engage customers
    Social Tactics for Local Traffic
  • 37. Groupon
  • 38. foursquare
  • 39. 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
  • 40. 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
  • 41. Mobile Website Example
  • 42.
    • Google your website like customer would
    • 43. Location, keywords
    • 44. Review your SEO, page title and snippet display
    • 45. Review your domain name strategy
    • 46. Claim your Google Place
    • 47. Update your listings on
    • 48. Yelp, Citysearch, Merchant Circle
    • 49. Assess mobile accessibility
    Create a plan to maintain your online presence
    Actions:
    Where to Start
  • 50. 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