BillboardOnline Google Maps and Places Presentation

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BillboardOnline Google Maps and Places Presentation

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

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