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BillboardOnline Google Maps and Places Presentation

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BillboardOnline   Google Maps and Places Presentation BillboardOnline Google Maps and Places Presentation Presentation Transcript

  • 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
    View slide
  • 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.
    View slide
  • 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 Results Methodology
    • Formulaic, but the formula keeps changing!
  • 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 - Steps
    • Step 1
  • Google Places - Steps
    • Step 2
  • Google Places - Steps
    • Step 3
  • 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.
  • Individual Examples
    Now its YOUR turn!
  • 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!
  • Appendix
  • 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