What we are going to cover today<br />Case<br />The Client<br />Where to Start<br />Data Gathering<br />Strategy<br />The ...
The Client<br />Scenario:<br />“we’re are looking for someone to help us increase sales can you help us?”<br />
Where to Start<br />Start by defining the target market and then do some research.<br />Who do you want to reach?<br />Wha...
Where to Start<br />Start by defining the target market and then do some research.<br />Who do you want to reach?<br />Wha...
Where can you get data<br />Some good sources for data<br />http://siteanalytics.compete.com/bmwusa.com/<br />https://www....
On Strategy<br />“Strategy without tactics is the slowest route to victory. Tactics without strategy is the noise before d...
The 3 C’s Model<br />Company<br />Customers<br />Competitors<br />Company – Service and repair center in Escondido, CA foc...
Initial Hypothesis<br />All German Auto’s most critical business problem is:<br />Customer awareness.<br />Our initial hyp...
All German Auto’s most critical business problem is:<br />Customer awareness.<br />Our initial hypothesis to solve All Ger...
Goals & Objectives<br />Goals:<br />Show up on the first page of search results<br />Increase visits to our website and se...
Target Audience<br />#1 Target Customer<br />Demographics – Single, female, Caucasian, age 25-34, college grad, earns $42-...
Personas<br />
Tactics<br />Recommended Initiatives<br />Local Search Engine Optimization (SEO)<br />Pay-per-click marketing<br />Social ...
Tactics<br />Local Search Engine Optimization (SEO)<br />
Distribution of Clicks in SERPs<br />
A "Blended" Local Result<br />
A "Pure" Local Result<br />
Primary SEO Components<br />source: SEOmoz<br />
Keyword Analysis<br />https://adwords.google.com/select/KeywordToolExterna<br />http://pro.seomoz.org/tools/keyword-diffic...
Coding & Content<br />
Linkbuilding<br /># of unique backlinks<br />Link quality (location)<br /># of C-classes<br />Backlink trust (source)<br /...
Local Ranking Factors<br />Physical Address in City of Search<br />Manually Owner-verified Place Page<br />Proper Category...
Metrics<br />Leading Indicators<br />The critical metrics which have a direct impact on performance. Leading indicators ca...
Trends<br />Mobile will dominate<br />QR and NFC will go mainstream<br />AR will become more prominent<br />Social will ta...
Trends<br />
Trends<br />
Trends<br />
Trends<br />
Q + A<br />We only have 1-2 opening for our internship program.<br />Let me know by Oct 31 if you are interested.<br />htt...
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College Lecture on Local SEO

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Lecture for Palomar College Freshman on local SEO. Tried to cover strategy through implementation of a small local SEO campaign using a client as a case study.

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  • Solicit ideas from students on what to do next “oh and by the way we only have $2,000 a month to spend.
  • Not at the end with the sparkly stuff, although you’ll be tempted to and your client will probably want you to.
  • Not at the end with the sparkly stuff, although you’ll be tempted to and your client will probably want you to.
  • Kenichi Ohmae was a senior partner in McKinsey &amp; Company, co-founder of its strategic management practice and developed the 3C&apos;s Model. Only by integrating the three C’s can a sustained competitive advantage exist. Maximize the corporation’s strengths relative to the competition.
  • If you have 30,000 visitors a month you can’t talk to them individually that’s the size of Petco park. Rather than defining visitors as a general composite of all 30,000 it is more helpful to develop a handful of specific characters, or personas
  • Why it matters: in general the higher on the page your result appears the more visitors it will receive from search engines
  • SEO is the process of improving the visibility of a website or a web page in search engines via the “natural” or un-paid search results.
  • SEO is the process of improving the visibility of a website or a web page in search engines via the “natural” or un-paid search results.
  • SEO is the process of improving the visibility of a website or a web page in search engines via the “natural” or un-paid search results. In a nutshell it is getting people to your website and getting them to take the action you want them to take.
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  • College Lecture on Local SEO

    1. 1.
    2. 2. What we are going to cover today<br />Case<br />The Client<br />Where to Start<br />Data Gathering<br />Strategy<br />The 3 C’s Model<br />Initial Hypothesis<br />Goals & Objectives<br />Target Audience<br />Personas<br />Tactics<br />SERPs<br />SEO Components<br />Keyword Analysis<br />Coding & Content<br />Linkbuilding<br />Local Factors<br />Metrics<br />Leading & Lagging<br />The Future<br />Trends<br />
    3. 3. The Client<br />Scenario:<br />“we’re are looking for someone to help us increase sales can you help us?”<br />
    4. 4. Where to Start<br />Start by defining the target market and then do some research.<br />Who do you want to reach?<br />What are their demographics?<br />What are their psycographics?<br />What are their technographics?<br />
    5. 5. Where to Start<br />Start by defining the target market and then do some research.<br />Who do you want to reach?<br />What are their demographics? <br />gender, race, age, home ownership, employment status, location, etc.<br />What are their psycographics?<br />values, attitudes, interests, lifestyle, opinions<br />What are their technographics?<br />ownership, use patterns, and attitudes toward information, communication and entertainment<br />
    6. 6. Where can you get data<br />Some good sources for data<br />http://siteanalytics.compete.com/bmwusa.com/<br />https://www.google.com/adplanner/?pli=1#siteSearch?uid=domain%253A%2520bmwusa.com&geo=US&lp=false<br />http://www.forrester.com/empowered/tool_consumer.html<br />http://boardreader.com/s/bmw%20service%20san%20diego.html<br />https://adwords.google.com/select/KeywordToolExternal<br />http://www.google.com/insights/search/<br />http://www.google.com/analytics/<br />http://factfinder2.census.gov/faces/nav/jsf/pages/index.xhtml<br />
    7. 7. On Strategy<br />“Strategy without tactics is the slowest route to victory. Tactics without strategy is the noise before defeat.” – Sun Tzu<br />“Rowing harder doesn’t help if the boat is headed in the wrong direction.”<br />– Kenichi Ohmae<br />
    8. 8. The 3 C’s Model<br />Company<br />Customers<br />Competitors<br />Company – Service and repair center in Escondido, CA focusing on BMW, Audi… <br /> <br />Customers – All German Auto’s customers break into three segments… <br /> <br />Competitors – Competition from dealers and other local service centers is…<br />
    9. 9. Initial Hypothesis<br />All German Auto’s most critical business problem is:<br />Customer awareness.<br />Our initial hypothesis to solve All German Auto’s most critical business problem is:<br />Improve their local search engine rankings.<br />
    10. 10. All German Auto’s most critical business problem is:<br />Customer awareness.<br />Our initial hypothesis to solve All German Auto’s most critical business problem is:<br />Improve their local search engine rankings.<br />Initial Hypothesis<br />
    11. 11. Goals & Objectives<br />Goals:<br />Show up on the first page of search results<br />Increase visits to our website and service appointments<br />Objectives:<br />Primary – First page organic ranking for all primary keywords.<br />Secondary – Increase service appointments online by 30%.<br />
    12. 12. Target Audience<br />#1 Target Customer<br />Demographics – Single, female, Caucasian, age 25-34, college grad, earns $42-$65k<br />Psychographics – values family, equality, social causes, image<br />Technographics – uses iPhone, texts, only checks FB on her phone, watches TV vs internet<br />#2 Target Customer<br />Demographics – Married, male, Caucasian, age 35-42, masters, earns $50-$82k<br />Psychographics – values family, friends, image, performance cars, politics<br />Technographics – uses blackberry, texts, checks email on phone, watches prime time TV and surfs the internet on his desktop or iPad.<br />
    13. 13. Personas<br />
    14. 14. Tactics<br />Recommended Initiatives<br />Local Search Engine Optimization (SEO)<br />Pay-per-click marketing<br />Social Media Optimization<br />
    15. 15. Tactics<br />Local Search Engine Optimization (SEO)<br />
    16. 16. Distribution of Clicks in SERPs<br />
    17. 17. A "Blended" Local Result<br />
    18. 18. A "Pure" Local Result<br />
    19. 19. Primary SEO Components<br />source: SEOmoz<br />
    20. 20. Keyword Analysis<br />https://adwords.google.com/select/KeywordToolExterna<br />http://pro.seomoz.org/tools/keyword-difficulty<br />http://www.google.com/analytics/<br />http://www.google.com/insights/search/#q=bmw%2Caudi%2Cmercedes&geo=US-CA-825&cmpt=q<br />http://www.carloan.com/keyvalue.html<br />
    21. 21. Coding & Content<br />
    22. 22. Linkbuilding<br /># of unique backlinks<br />Link quality (location)<br /># of C-classes<br />Backlink trust (source)<br />Content quality<br />Anchor text & type<br />Pagerank<br />http://pro.seomoz.org/tools/keyword-difficulty<br />http://www.opensiteexplorer.org/<br />
    23. 23. Local Ranking Factors<br />Physical Address in City of Search<br />Manually Owner-verified Place Page<br />Proper Category Associations<br />Number of Traditional Citations<br />Crawlable Address Matching Place Page Address<br />Authority of Website Homepage<br />Quality of Inbound Links to Website<br />Crawlable Phone Number Matching Place Page Number<br />Local Area Code on Place Page<br />City, State in Places Landing Page Title<br />http://maps.google.com/<br />http://www.yelp.com/escondido-ca<br />
    24. 24. Metrics<br />Leading Indicators<br />The critical metrics which have a direct impact on performance. Leading indicators can typically be adjusted to proactively change performance. <br />Social Media<br />Engagement metrics on social media<br />Search Engine Optimization<br />Organic search engine rankings<br /> <br />Paid Advertising – PPC <br />Click through rate<br />Lagging Indicators <br />The metrics which are the result of a change in one or more leading indicators. Many times the lagging indicators are not unique to an industry or company. Lagging indicators can usually not be adjusted until after it is too late. <br /> <br />Social Media<br />Brand awareness<br /> <br />Search Engine Optimization<br />Traffic derived from organic search engine traffic<br /> <br />Paid Advertising – PPC <br />Conversion rate (sales)<br />
    25. 25. Trends<br />Mobile will dominate<br />QR and NFC will go mainstream<br />AR will become more prominent<br />Social will take over more of the SERPs<br />
    26. 26. Trends<br />
    27. 27. Trends<br />
    28. 28. Trends<br />
    29. 29. Trends<br />
    30. 30. Q + A<br />We only have 1-2 opening for our internship program.<br />Let me know by Oct 31 if you are interested.<br />http://twitter.com/geakerson<br />http://www.facebook.com/geakerson<br />http://www.linkedin.com/in/garretakerson<br />garret@motionstrand.com<br />
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