Google Maps Martin Brossman Presents Center for Excellence Raleigh, NC
Agenda Overview of Seminar Introductions Search Ranking Basics Google Maps Overview Google Places Overview Individual Examples Conclusion
Introductions Audience 1 Minutes BillboardOnline Samra Busic-Janisch Industry Experience Real Estate Financial Services Jennifer Surovy Industry Experience Politics/Campaigns Financial Services Media
Search Rankings Basics % of US Searches As of Feb. 2011, (Source: Experian Hitwise) Google – 66.69% Bing – 13.49% Yahoo – 14.99% Focus on Google due to its Overall Presence, can fine tune with others in the future.
Search Ranking Basics Google’s Mission - “…to organize the world‘s information and make it universally accessible and useful.” What does that tell us?
Search Rankings Basics Consumer View I want to find information/product/service Near Me Quality/Reputation Low Cost And Answers My Question!
Search Rankings Basics Business View Generate Business Leads Easy to Find Message Clear and Actionable Is your Business Effectively Utilizing this Marketing Tool?
Search Engine Basics Where’s the Money? Heat Map Notice where people actually look Paid Traffic Top Ads Side Ads Organic Traffic - Ranking and Monetary Conversion
Search Engine Basics Heat Map Notice Eye Patterns Upper Left Corner Top Ad Top Side ad Source: Serp and Nielsen
Search Engine Basics-Paid Traffic Paid Traffic Top Ads - When ads appear above the organic search results and are exceptionally relevant they can get a 10% to 30% clickthrough rate Side Ads – When ads appear on the side of the search results they are likely to be clicked on ~ 1% of the time
Search Engine Basics-Organic Traffic Ranking and Monetary Conversion
Search Engine Basics-Organic Traffic Ranking and Monetary Conversion 1st 42.13% 2nd 11.90% 3.5x less 3rd 8.50% 4.9x less 4th 6.06% 6.9x less 5th 4.92% 8.5x less 6th 4.05% 10.4x less 7th 3.41% 12.3x less 8th 3.01% 14.0x less 9th 2.85% 14.08x less 10th 2.99% 14.1x less
Search Engine Basics-Organic Traffic Based on this data, if you are ranked 8, 9, or 10 you may be able to increase your traffic for that keyword 14 times by ranking #1. Even jumping from #8 to #3 can triple your traffic. Example: Bingo Cards Creator which recently ranked #5 in Google for bingo cards. A #5 ranking gets 6,000 unique visitors per month. A #1 spot is worth 8.5 times what #5 is. 6,000 * 8.5 = ~50,000 uniques per month Site currently makes $40 for every 1,000 page views. Estimated income from ranking #1 for [bingo cards]: $2,000 a month.
Search Engine Basics–Google Algorithm Off and On Page factors that Google uses for rankings Domain Age Page Rank Google Index Count Page Backlinks / Backlinks from .gov/.edu sites Yahoo Directory Listing Keyword in Title Tag Keyword in URL Keyword in Description Unique Content
Google - Local Search In November of 2010 Google combined local and organic rankings. According to Google, 73% of all searches are related to local content in one way or another 43% of Internet users are searching for local merchants when considering a purchase. 52% of Internet users report that they have substituted search engines for the Yellow Pages.
Google Maps Google Maps is a Google service offering powerful, user-friendly mapping technology and local business information -- including business locations, contact information, and driving directions. Features: Integrated business search results Draggable maps Earth view and Street view Detailed directions
Google Maps Traditional Search, always testing out new techniques and page displays
Google Places GooglePlacesis a business listing page within Google Maps. Here you can add and/or update details about your business. Claiming a local business listing is a FREE service. Optimizing for Google Places is not the same as optimizing for organic rankings.
Optimizing Listing For Google Places Important local search ranking factors Your address Your business categories Keyword in business name Citation quantity Completing your business profile/Place page Business data consistency Reviews and ratings
Google Places To Do List http://www.google.com/local/add Claim your free business listing Use the categories that Google provides (suggests) that are relevant Fill out everything, this is very important Add at least 5 images and 1 video Add a coupon if possible (Google Offers) Make sure your description contains your keywords Get two references on sites like Yelp, Yahoo Local, ect.
Conclusion Google Places and Google Maps are just starting to demonstrate their presence Get in early and get ahead of the competition! Take the Time to Utilize these Free Advertising Tools Keep Informed – These are Dynamic Tools and WILL Need Attention in the future Thank You for Spending Your Evening With Us!
Bonus: Google Offers! What Are Google Offers? Merchants have the ability to give offers that are displayed in Maps Results. Both Coupon and Daily Deal Vouchers Google’s response to Groupon, Living Social ect. Quick Daily Deal Rundown Marketing Tool for Local Businesses Offer 50% off Service/Product to Consumer, Another 25% to Email Distributor