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Generate leads for your                                business by driving                               customers to your...
Introduction                                                               “General” Thomas Peroutka                      ...
Boot Camp Agenda            Website                                                              Local Online Directories ...
Source: marketshare.hitslink.com, October 2010© 2012 The Berry Company LLC. To be used by Berry personnel only.
Source: SRI, October 2010© 2012 The Berry Company LLC. To be used by Berry personnel only.
Source: Google, April 2010© 2012 The Berry Company LLC. To be used by Berry personnel only.
How Are YouDIFFERENTIATINGYourself Online?
Conversion-Friendly WebsiteGoogle and AdWords are trademarks of Google Inc. and are registered in the US.© 2012 The Berry ...
Conversion-Friendly Website                                                          Strong call-to-action                ...
All logos are the intellectual property of the companies described.© 2012 The Berry Company LLC. To be used by Berry perso...
Search Engine Results PageGoogle and AdWords are trademarks of Google Inc. and are registered in the US.© 2012 The Berry C...
Search Engine Marketing                  • Search engine marketing allows you to target the audience that matters to      ...
Search Engine MarketingGoogle and AdWords are trademarks of Google Inc. and are registered in the US.© 2012 The Berry Comp...
Search Engine MarketingGoogle and AdWords are trademarks of Google Inc. and are registered in the US.© 2012 The Berry Comp...
Search Engine Marketing                                                   Attorney                      Chapter 13 Bankrup...
Search Engine Marketing              Campaign Keywords                                                  Campaign Ad CopyGo...
Search Engine Marketing                                                                                                   ...
Search Engine Marketing               Consumer clicks on SEM text ad                                    Goes through proxy...
Search Engine Marketing                                                          Qualified Phone and E-mail Inquiries     ...
Search Engine MarketingGoogle and AdWords are trademarks of Google Inc. and are registered in the US.© 2012 The Berry Comp...
Search Engine MarketingGoogle and AdWords are trademarks of Google Inc. and are registered in the US.© 2012 The Berry Comp...
Search Engine MarketingGoogle and AdWords are trademarks of Google Inc. and are registered in the US.© 2012 The Berry Comp...
Search Engine MarketingGoogle and AdWords are trademarks of Google Inc. and are registered in the US.© 2012 The Berry Comp...
Local Business Listings                                                                                 Local Business Lis...
Claim Your ListingGoogle and AdWords are trademarks of Google Inc. and are registered in the US.© 2012 The Berry Company L...
Claim Your Listing    Claim and edit your business’s local listings    for each of the three major search engines:    Goog...
Organic Ranking Factors         Citations                  o Citations are defined as “mentions” of your business name and...
Organic Ranking Factors                        Citations                                                                  ...
Organic Ranking Factors                                                                                 Citations help you...
YP.com Distribution Network  The YP.com Network  • Most preferred    Internet Yellow Pages    in the U.S.  • YP.com – A “T...
YP.com Distribution NetworkGoogle and AdWords are trademarks of Google Inc. and are registered in the US.© 2012 The Berry ...
YP.com Distribution NetworkGoogle and AdWords are trademarks of Google Inc. and are registered in the US.© 2012 The Berry ...
YP.com Distribution NetworkGoogle and AdWords are trademarks of Google Inc. and are registered in the US.© 2012 The Berry ...
YP.com Distribution NetworkGoogle and AdWords are trademarks of Google Inc. and are registered in the US.© 2012 The Berry ...
YP.com Distribution NetworkGoogle and AdWords are trademarks of Google Inc. and are registered in the US.© 2012 The Berry ...
YP.com Distribution NetworkGoogle and AdWords are trademarks of Google Inc. and are registered in the US.© 2012 The Berry ...
YP.com Distribution NetworkGoogle and AdWords are trademarks of Google Inc. and are registered in the US.© 2012 The Berry ...
YP.com Top Headings                                                  YP.com National Top Industry Ranking Report          ...
YP.com Mobile                                   YP.com is ranked in the Top 50                                   mobile we...
Benefits of Online Video              Online Video                                                       • Videos generate...
Online Video    Video Distribution    The basic idea behind video    syndication is to take a    single video and distribu...
Online VideoGoogle and AdWords are trademarks of Google Inc. and are registered in the US.© 2012 The Berry Company LLC. To...
Online VideoGoogle and AdWords are trademarks of Google Inc. and are registered in the US.© 2012 The Berry Company LLC. To...
Case Study: Bryant Cosmetic Surgery                                                                                 Pay Pe...
Analytics & Tracking                                                                                 SEO                  ...
Questions & AnswersGoogle and AdWords are trademarks of Google Inc. and are registered in the US.© 2012 The Berry Company ...
Local Search Marketing Boot Camp
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Local Search Marketing Boot Camp

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Attention! Calling all hands! All hands online! Here is your basic training webinar to learn how to drive leads to your business.

You have a website, now what? You have spent time, energy and money on your business's website but you can't stop there! You need traffic. You need visitors. And most of all, you need new customers!

During the Local Search Marketing Boot Camp webinar, you will learn the best ways to drive traffic to your website. By utilizing search engine marketing (SEM) and local, online directories, you will maximize your online presence. You will also learn how consumers are looking for your products and services and ways you can put your business in front of them.

So come with your "dress blues" and be ready to hit the deck as this webinar will take you from an online cadet to a local search general. Ten-hut!

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Transcript of "Local Search Marketing Boot Camp"

  1. 1. Generate leads for your business by driving customers to your siteDate: Tuesday, May 15, 2012Time: 10:00am-11:00am CST
  2. 2. Introduction “General” Thomas Peroutka  Digital Product Manager at The Berry Company  Certified Google AdWords Professional & Microsoft Accredited Advertising Professional How You Can Reach Me thomas.peroutka@theberrycompany.com @thomasperoutka linkedin.com/in/thomasperoutkaGoogle and AdWords are trademarks of Google Inc. and are registered in the US.© 2012 The Berry Company LLC. To be used by Berry personnel only.
  3. 3. Boot Camp Agenda Website Local Online Directories • Conversion Friendly • Local Search Ecosystem • Search Engine Friendly • YP.com Search Engine Marketing Online Video • Getting Found Online • YouTube • Geo-Targeting • Distribution Network • Keyword Research • Campaign Management Case Study • Proprietary Bidding Technology • Bryant Cosmetic Surgery Local Business Listings Analytics & Tracking • Google Places • Yahoo Local Questions & Answers • Bing LocalGoogle and AdWords are trademarks of Google Inc. and are registered in the US.© 2012 The Berry Company LLC. To be used by Berry personnel only.
  4. 4. Source: marketshare.hitslink.com, October 2010© 2012 The Berry Company LLC. To be used by Berry personnel only.
  5. 5. Source: SRI, October 2010© 2012 The Berry Company LLC. To be used by Berry personnel only.
  6. 6. Source: Google, April 2010© 2012 The Berry Company LLC. To be used by Berry personnel only.
  7. 7. How Are YouDIFFERENTIATINGYourself Online?
  8. 8. Conversion-Friendly WebsiteGoogle and AdWords are trademarks of Google Inc. and are registered in the US.© 2012 The Berry Company LLC. To be used by Berry personnel only.
  9. 9. Conversion-Friendly Website Strong call-to-action Contact form to Specific landing capture online pages for each inquiries area of focusGoogle and AdWords are trademarks of Google Inc. and are registered in the US.© 2012 The Berry Company LLC. To be used by Berry personnel only.
  10. 10. All logos are the intellectual property of the companies described.© 2012 The Berry Company LLC. To be used by Berry personnel only.
  11. 11. Search Engine Results PageGoogle and AdWords are trademarks of Google Inc. and are registered in the US.© 2012 The Berry Company LLC. To be used by Berry personnel only.
  12. 12. Search Engine Marketing • Search engine marketing allows you to target the audience that matters to you, whether thats prospects and customers across the country or right in your neighborhood. • Search engine marketing shows your ads at the precise moment customers are searching on the search engines for your products or services.Google and AdWords are trademarks of Google Inc. and are registered in the US.© 2012 The Berry Company LLC. To be used by Berry personnel only.
  13. 13. Search Engine MarketingGoogle and AdWords are trademarks of Google Inc. and are registered in the US.© 2012 The Berry Company LLC. To be used by Berry personnel only.
  14. 14. Search Engine MarketingGoogle and AdWords are trademarks of Google Inc. and are registered in the US.© 2012 The Berry Company LLC. To be used by Berry personnel only.
  15. 15. Search Engine Marketing Attorney Chapter 13 Bankruptcy Attorney Lawyer Chapter 11 Bankruptcy Lawyer Law Firm Chapter 7 Bankruptcy Law FirmGoogle and AdWords are trademarks of Google Inc. and are registered in the US.© 2012 The Berry Company LLC. To be used by Berry personnel only.
  16. 16. Search Engine Marketing Campaign Keywords Campaign Ad CopyGoogle and AdWords are trademarks of Google Inc. and are registered in the US.© 2012 The Berry Company LLC. To be used by Berry personnel only.
  17. 17. Search Engine Marketing Perform Keyword Research Refine Campaign & Keep What Works Create Relevant Keywords Search Engine and Ad Groups Marketing Management Process Test Ads and Keywords Use Reporting Tools to Measure Results Create & Optimize Relevant Landing PagesGoogle and AdWords are trademarks of Google Inc. and are registered in the US.© 2012 The Berry Company LLC. To be used by Berry personnel only.
  18. 18. Search Engine Marketing Consumer clicks on SEM text ad Goes through proxy server Website displays with tracking phone number • We don’t need to touch your web site code or phone system • Your site looks and feels exactly the same while we track and report all activity • Enables conversion-based optimization for increased performanceGoogle and AdWords are trademarks of Google Inc. and are registered in the US.© 2012 The Berry Company LLC. To be used by Berry personnel only.
  19. 19. Search Engine Marketing Qualified Phone and E-mail Inquiries Campaign Summary Total # of Contacts Location of Contacts Dedicated Account Manager Total # of Website VisitsGoogle and AdWords are trademarks of Google Inc. and are registered in the US.© 2012 The Berry Company LLC. To be used by Berry personnel only.
  20. 20. Search Engine MarketingGoogle and AdWords are trademarks of Google Inc. and are registered in the US.© 2012 The Berry Company LLC. To be used by Berry personnel only.
  21. 21. Search Engine MarketingGoogle and AdWords are trademarks of Google Inc. and are registered in the US.© 2012 The Berry Company LLC. To be used by Berry personnel only.
  22. 22. Search Engine MarketingGoogle and AdWords are trademarks of Google Inc. and are registered in the US.© 2012 The Berry Company LLC. To be used by Berry personnel only.
  23. 23. Search Engine MarketingGoogle and AdWords are trademarks of Google Inc. and are registered in the US.© 2012 The Berry Company LLC. To be used by Berry personnel only.
  24. 24. Local Business Listings Local Business ListingsGoogle and AdWords are trademarks of Google Inc. and are registered in the US.© 2012 The Berry Company LLC. To be used by Berry personnel only.
  25. 25. Claim Your ListingGoogle and AdWords are trademarks of Google Inc. and are registered in the US.© 2012 The Berry Company LLC. To be used by Berry personnel only.
  26. 26. Claim Your Listing Claim and edit your business’s local listings for each of the three major search engines: Google Places - www.google.com/places Yahoo Local - listings.local.yahoo.com Bing Local - www.bing.com/businessportalGoogle and AdWords are trademarks of Google Inc. and are registered in the US.© 2012 The Berry Company LLC. To be used by Berry personnel only.
  27. 27. Organic Ranking Factors Citations o Citations are defined as “mentions” of your business name and address on other web pages, even if there is no link to your website. An example of a citation might be an online Yellow Pages directory where your business is listed, but not linked to. It can also be a local chamber of commerce, or a local business association where your business information can be found, even if they are not linking at all to your website .Google and AdWords are trademarks of Google Inc. and are registered in the US.© 2012 The Berry Company LLC. To be used by Berry personnel only.
  28. 28. Organic Ranking Factors Citations Links Example of a citation – Example of a link – major factor in maps contributes to organic optimization lift o Citation: A mention of a business name, address, and o Link: A connection between one web page and another. phone # (NAP). o Benefit: The more links you have back to your site, the o Benefit: Used by the search engines to weigh both the more authoritative you appear, which contributes to a accuracy and popularity of businesses in their local search rise in organic web site rankings. results.Google and AdWords are trademarks of Google Inc. and are registered in the US.© 2012 The Berry Company LLC. To be used by Berry personnel only.
  29. 29. Organic Ranking Factors Citations help your maps optimization Links help your organic rankingsGoogle and AdWords are trademarks of Google Inc. and are registered in the US.© 2012 The Berry Company LLC. To be used by Berry personnel only.
  30. 30. YP.com Distribution Network The YP.com Network • Most preferred Internet Yellow Pages in the U.S. • YP.com – A “Top 30” U.S. local search site. • Over 76 million monthly unique visitors. • Distribution network of 300+ sites that includes Yahoo! Local, Superpages, Cit ysearch and other online/mobile publisher sites and applications.All logos are the intellectual property of the companies described.© 2012 The Berry Company LLC. To be used by Berry personnel only.
  31. 31. YP.com Distribution NetworkGoogle and AdWords are trademarks of Google Inc. and are registered in the US.© 2012 The Berry Company LLC. To be used by Berry personnel only.
  32. 32. YP.com Distribution NetworkGoogle and AdWords are trademarks of Google Inc. and are registered in the US.© 2012 The Berry Company LLC. To be used by Berry personnel only.
  33. 33. YP.com Distribution NetworkGoogle and AdWords are trademarks of Google Inc. and are registered in the US.© 2012 The Berry Company LLC. To be used by Berry personnel only.
  34. 34. YP.com Distribution NetworkGoogle and AdWords are trademarks of Google Inc. and are registered in the US.© 2012 The Berry Company LLC. To be used by Berry personnel only.
  35. 35. YP.com Distribution NetworkGoogle and AdWords are trademarks of Google Inc. and are registered in the US.© 2012 The Berry Company LLC. To be used by Berry personnel only.
  36. 36. YP.com Distribution NetworkGoogle and AdWords are trademarks of Google Inc. and are registered in the US.© 2012 The Berry Company LLC. To be used by Berry personnel only.
  37. 37. YP.com Distribution NetworkGoogle and AdWords are trademarks of Google Inc. and are registered in the US.© 2012 The Berry Company LLC. To be used by Berry personnel only.
  38. 38. YP.com Top Headings YP.com National Top Industry Ranking Report YP.com Category Search Traffic Report for St. Louis, MOGoogle and AdWords are trademarks of Google Inc. and are registered in the US.© 2012 The Berry Company LLC. To be used by Berry personnel only.
  39. 39. YP.com Mobile YP.com is ranked in the Top 50 mobile web domains in the U.S. The YPmobile app has been downloaded over 40 million times Searches Happen While People Are MobileGoogle and AdWords are trademarks of Google Inc. and are registered in the US.© 2012 The Berry Company LLC. To be used by Berry personnel only.
  40. 40. Benefits of Online Video Online Video • Videos generate interest, buzz, inbound links, and web site traffic • Videos can help a website achieve better rankings overall • Google’s Universal search provides extra opportunity to drive trafficGoogle and AdWords are trademarks of Google Inc. and are registered in the US.© 2012 The Berry Company LLC. To be used by Berry personnel only.
  41. 41. Online Video Video Distribution The basic idea behind video syndication is to take a single video and distribute it across as many video channels as possible. The advantages from a branding perspective are clear. The more places your branded message appears, the more likely the chance that people will watch your video and be exposed to a brand impression. In short, bring your video to the people rather than expecting them to come to you.All logos are the intellectual property of the companies described.© 2012 The Berry Company LLC. To be used by Berry personnel only.
  42. 42. Online VideoGoogle and AdWords are trademarks of Google Inc. and are registered in the US.© 2012 The Berry Company LLC. To be used by Berry personnel only.
  43. 43. Online VideoGoogle and AdWords are trademarks of Google Inc. and are registered in the US.© 2012 The Berry Company LLC. To be used by Berry personnel only.
  44. 44. Case Study: Bryant Cosmetic Surgery Pay Per Click Advertising Organic Website Ranking Online Video Local Online Directories (YP.com Distribution Network)Google and AdWords are trademarks of Google Inc. and are registered in the US.© 2012 The Berry Company LLC. To be used by Berry personnel only.
  45. 45. Analytics & Tracking SEO PPC Mobile Social Media Local DirectoriesGoogle and AdWords are trademarks of Google Inc. and are registered in the US.© 2012 The Berry Company LLC. To be used by Berry personnel only.
  46. 46. Questions & AnswersGoogle and AdWords are trademarks of Google Inc. and are registered in the US.© 2012 The Berry Company LLC. To be used by Berry personnel only.

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