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Presentation delivered to the NFIB on local search engine optimization (SEO) tactics for independent businesses.

Presentation delivered to the NFIB on local search engine optimization (SEO) tactics for independent businesses.

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  • Because at the end of the day, PR is about connection.And when it comes to connection, nothing beats search online. Search seeps into everything – You might think, well news is my domain
  • And that is what we are here to discuss today. .
  • And that is what we are here to discuss today. . . And a good place to start is with a crisis
  • And that is what we are here to discuss today. . . And a good place to start is with a crisis
  • And that is what we are here to discuss today. . . And a good place to start is with a crisis

Transcript

  • 1. Goodbye Yellow Pages.  Hello Local Search
    What Businesses Need to Know About Using Local Search to Drum Up Sales
  • 2. About Me. Jiyan Wei
    Director, Product Management @ Vocus.
    Speaker@ SES, SMX, PubCon, Newcomm Forum, etc.
    Published in SES Magazine, PRSA Tactics, Visibility Magazine, DMNews, etc.
    Blogs @ newinfluencer.com and bloggingprweb.com.
    MSc in Media/Comm. @ the LSE.
  • 3. The Case for Search
    Pew Internet and American Life Project (2009)
  • 4. Online has become local
    Local search currently stands at 12% of core searches in the top 5 portals.
    Local search grew 58% in 2008, reaching an annual total of 15.7 billion searches.
    - comScore, Inc.
  • 5. The Case for Search
  • 6. Agenda
    Anatomy of search.
    Search engine optimization (SEO).
    Internal SEO.
    External SEO.
  • 7. Anatomy of Search
  • 8. Anatomy of Search
  • 9. Anatomy of Search
  • 10. Anatomy of Search
  • 11. Paid Search
  • 12. Organic Results
  • 13. POLL 1
  • 14. Search Engine Optimization
    A set of methodologies that make it easier for search engines to find, index, categorize, and rank Web content.
    Lee Odden / TopRank Online Marketing
  • 15. Search Engine Optimization
  • 16. Search Engine Optimization
  • 17. Internal SEO
  • 18. Internal SEO
  • 19. Internal SEO > Title Tag
  • 20. Internal SEO > Phone Number
  • 21. Internal SEO > Visible Content
  • 22. Internal SEO > Secondary Pages
  • 23. Internal SEO > Secondary Pages
  • 24. Internal SEO > Secondary Pages
  • 25. Search Engine Optimization
  • 26. Search Engine Optimization
  • 27. POLL 2
  • 28. Internal SEO
  • 29. External > Google Places
  • 30. External > Google Places
  • 31. External > Registries
    Must haves:
    Google Places - http://www.google.com/local/add/analyticsSplashPage
    Yahoo! Local - http://listings.local.yahoo.com/
    Bing Local - https://ssl.bing.com/listings/ListingCenter.aspx
    DMOZ – http://www.dmoz.org
    Nice-to-haves:
    Yelp .com (Restaurants, bars, general)
    Local.com (General )
    YellowPages.com (General)
    CitySquares.com (General)
    Sharperoo.com (Construction)
  • 32. POLL 3
  • 33. Link Building with PRWeb
  • 34. Link Building with PRWeb
  • 35. Tips for Localizing your Release
    Localize the headline in the title
    Use local identifiers in the body of the release
    Use local identifiers in the links
  • 36. Link Building with Local Influencers
    L2 Lounge
    • High-end lounge in Washington, DC.
    • 37. Membership-based.
    • 38. Business goal of driving both memberships and transactional customers.
  • Tactics
    L2 Lounge – Outreach Tactics
    • Identified top local influencer (i.e bloggers, journalists, etc.)
    • 39. Reached out with personalized, direct outreach.
    • 40. Made exclusive invitations.
  • Link Building with Local Influncers
    L2 Lounge – Outcomes
    • Top, localized link to L2 Web site.
    • 41. Article is #2 result in Google for “L2 Lounge”
    • 42. Article ranks #3 in Google for “Best Lounge in DC”
    • 43. 1000 article visitors monthly.
  • For More Information
    Thank You!More information: http://service.prweb.com/Product blog: www.bloggingprweb.comProfessional blog: www.newinfluencer.comTwitter: @prweb
  • 44. For more information about the Small Business Webinar Series visit: http://www.NFIB.com/webinars
    We want your feedback. If you enjoyed today’s webinar or have suggestions for the future, please fill out the short survey that you will receive via email after this webinar.
    Did you know… NFIB is on Facebook?
    Stop By and Leave a Comment.
    http://www.nfib.com/facebook