2011 Year of the SMB
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2011 Year of the SMB

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This presentation is about opportunities in 2011 for small to medium sized businesses to capture new audiences and customers through both organic SEO and local search optimization. Among others, the ...

This presentation is about opportunities in 2011 for small to medium sized businesses to capture new audiences and customers through both organic SEO and local search optimization. Among others, the presentation discusses how Google Tags, Boost, HotPot and Rich Snippets can help you increase share of voice the first page of search results.

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2011 Year of the SMB 2011 Year of the SMB Presentation Transcript

  • 2011YEAR OF THE RABBIT
    by LELA PHOMMASOUVANH
    Shout out to Amelie Collins-Vance, Brian Ledis, Justin Blase and Michael O. Hill for sharing ideas
  • Predictions For 2011
    Websites must identify business location.
    Reviews and ratings even more important.
    SMBs get service from Google.
    Expanded support of rich snippets.
  • WTF is an SMB?
  • Small and medium-size business (SMB) marketers, much like their enterprise counterparts, find that challenges — like limited budgets, resources, and customer insight — interfere with their ability to successfully execute interactive marketing programs.
    • SharVanBoskirk. “Interactive Marketing Priorities For SMBs”, Forrester
  • Marketing Opportunities for SMBs
    Organic SEO for Local Search
    Google Place Opportunities
    Rich Snippets
  • 1. Organic SEO for local Search
    Websites for local businesses need to send stronger signals to search engines about their location.
  • Geo Modifiers
    Google Place Search
  • Organic SEO Still Important for Local Search
  • Google Place Search
    Pre-Google Place Search
    Google Place Search
  • 2. Google Place Opportunities
    Ratings will be an even more important factor in gaining visibility for SMBs.
    SMBs will get more attention and possibly more service from Google in an effort to push Google Place products.
  • Google Places for SMBs
    Google Hotpot
    Google Tags
    Google Boost
  • Google Hotpot
    Google Tags
    Google Boost
  • Google Hotpot
    Gaining visibility is less about keyword stuffing, it’ll be more about categories and reviews.
  • Google Hotpot Added to Search Results
  • Google Capitalizes on SMBs
    SMBs spend an average of $230,000 on interactive marketing.
    In 2007 there were over 17 million SMBs in the US.
  • Google Hotpot
    Google Tags
    Google Boost
  • Google Tags
    Google Tags help make local businesses stand out and can increase “actions.”
  • If 25% of SMBs buy a $25 Google Tag
    Google would make over a hundred million dollars.
  • Google Sales Reps
    =
    Service
  • Google Tags Reps
    They’ll help you setup your Tag.
    Not the most helpful for technical support.
  • Google Hotpot
    Google Tags
    Google Boost
  • Google Boost
    Google Boost is a set it and forget it Google Adwords program for SMBs with limited budgets, resources, and customer insight.
  • Google Boost Reps
    Go big with your budget if you need technical support.
  • 3. Rich Snippets
    Search engines will expand their support of rich snippets. Local business reviews and local info will appear in rich snippets for broader websites—these sites will gain higher click-through rates.
  • Rich Snippets
    • Google currently supports the following information types for rich snippets:
    • Reviews
    • People profiles
    • Products
    • Business listings
    • Recipes
    • Events
    Sources: http://www.google.com/support/webmasters/bin/answer.py?hl=en&answer=99170
    http://knol.google.com/k/google-rich-snippets-tips-and-tricks#Tips_and_tricks
  • Rich Snippets Stand Out
  • Capture a Wider Audience
    Currently rich snippets only appear for results from big social media, profile and shopping websites.
    Later in 2011 rich snippets might appear for smaller sites.
  • What All of This Means For Your Clients
    20% of searches on Google are related to location.
    If local search is not part of your search strategy then you are missing out on that audience.
    Those that standout will capture a wider audience.
  • Tips
    Optimize your website for local search to capture a piece of searches related to location.
    Make it easy for people to provide a review.
    Optimize your local listings and use local products to get service.
    Code appropriate pages on your site for rich snippets to improve CTR.
  • Tricks
    Include Google Place QR code and link in email signatures.
    Operator Add-on for Firefox: Allows you to debug and reveal microformatting.
    Rich Snippets Testing Tool: Preview how page might appear in search results.
    Request Inclusion of Rich Snippet: Rich snippets from new sites will be enabled automatically from this request list over time. Currently many sites properly marked up are still not displaying rich snippets within Google’s results months after submission.
  • Resources
    Organic SEO for Local Search
    http://microformats.org/wiki/geo
    Google Reps
    Google Tags Reps 1-800-838-7971
    (9am to 8pm ET, Mon – Fri)
    Google Boost Reps 1-877-613-4505
    (9am to 8pm ET, Mon – Fri)
    Rich Snippets
    http://microformats.org/wiki/google-rich-snippets-examples
  • Discussion