10 Search Marketing Tips for Local Business

GETTING YOUR COMMUNITY TO SHOP
LOCAL WITH TEN EASY TIPS
SURF EXPO 2014

Friday, January 10, 14

OVERVIEW OF LOCAL SEARCH


T H E I M P O R TA N C E O F LO C A L S E O

FOR SMALL BUSINESS

- 1 in 3 searches on Google is a local search
- 4 in 10 people do a local search everyday
- 70% of online searchers will use local
search to ﬁnd offline businesses

- Revenues for companies using integrated
local marketing processes are expected to
increase 10-15% by 2015.


DEVELOP A REALISTIC MARKETING
BUDGET
TIP ONE


D E V E LO P I N G A R E A L I ST I C M A R K E T I N G B U D G E T:

PROFESSIONAL WORRIES

- 75% of business owners are worried about
ﬁnding new customers and retaining
current customers.

- 21% of owners are also worried about the
competition.



M O N T H LY B U D G E T A L L O C AT I O N

- 1 in 4 small business owners report not
spending any money on marketing.

- More than half of small businesses spend
less than $500.



I M PAC T O F LOW B U D G E T S

“While the consequences of inaction may seem small now, they will only become
greater in the future, threatening the stability and growth of small business owners’
operations.”
- Search Engine Land



K E Y FACTO R S
PRIMARY GOALS

GENERATING
SALES

ROI

BOOSTING
VISIBILITY

strategic
allocation

key factors

marketing
flexibility

A D D I N G O N - S I T E M E TA D ATA
TIP TWO


A D D I N G O N - S I T E M E TA D A T A

W H AT I S M E TA D ATA ?

- Metadata is what you put in your site to tell
search engines what they are looking at

- Consists of keywords, title tags, and meta
descriptions



W H AT I S M E TA D ATA ?



RESEARCH TOOLS

- Research keywords by creating a
Google Adwords Account and
using the Keyword Planner Tool

- The most obvious keywords are
not always the best keywords

- Many tools are free and offer
deep insight into search trends.


UTILIZING LOCAL SEARCH TERMS
TIP THREE


C R E AT E L O C A L I Z E D C O N T E N T

B R I N G C U STO M E R S TO YO U

- When creating metadata, include localized
search terms and content (Example:
Daytona surf shop, surf shop near Daytona
beach, etc.)

- You can also set your search for keywords
to be targeted by location

- Make sure you have your location set on
your social proﬁles



RESEARCH TOOLS



TA L K A B O U T I T

- Geo-tagged content: Once you upload your
picture/txt/video, be sure to check in at
your shop or the nearby area

- Talk about the area on your site and social
- Don’t forget to add an image from the
competition and check in as well


BLOGGING FOR CONTENT
TIP FOUR


B L O G F O R C O N S TA N T C O N T E N T

B LO G S A N D RA N K I N G

- Every blog post you write becomes another
web page, and every web page is another
opportunity to rank

- Topics should be strategically chosen with
the user (and search engines) in mind



TECHNIQUES

H O W T O F O R M AT

W H AT T O A V O I D

Lead with keywords

Duplicate content

Number your lists

Chasing page rank

The colon is your friend

Automated title tags

Share on social

Using free hosting blogs

Key word-rich content

Key word stuffing

Key word-rich titles

To o l i t t l e c o n t e n t
F o r g e t t i n g t h e A LT t a g



SUGGESTIONS

- Turn customer questions into “Dear Abby”style posts

- Scour sites like Yahoo Answers, Quora, or
other forums where prospective customers
may be asking questions about your brand.

- Stay in touch with other industry-level blogs
to learn more about changing trends.


H AV I N G A M O B I L E - F R I E N D LY W E B S I T E
TIP FIVE


H A V E A M O B I L E - F R I E N D LY W E B S I T E :

SEARCH ON MOBILE

- 59% of consumers visit a business’ website
when conducting a mobile search

- 93% of people who use mobile to research
go on to complete a purchase of a product
or service. Most purchases happen in
physical stores



MOBILE DEVICES



M O B I L E A N A LY T I C S



C A L LS -TO - ACT I O N

- Strong calls-to-action remove
any sort of guessing for what
you want them to do

- If you don’t have mobile
eCommerce, push users straight
to your store (CTA: Find Us
Now, Visit Us Today, etc.)


BU I L D I N G R E L AT I O N S H I P S A N D L I N K S
TIP SIX


B U I L D R E L AT I O N S H I P S A N D L I N K S

BUILDING TRUST

- One of the most impactful tactics for SEO is
link building.

- Having more websites linking to your
website shows that you’re a trusted source

- Don’t take shortcuts
- Similar to public relations, you want to build
trust with other writers & brands



INBOUND LINKS



TRACKING KEYWORDS

- Set up Google Alerts for important
keywords and topics

- See a reputable company talking
about an interesting topic? Create
content that complements it and
include a link to their article

- Reach out to the author and share
the love!


SOCIAL MEDIA FOR SEARCH
TIP SEVEN



SET UP FOR SUCCESS

- Use keywords in your about section
and your posts (and don’t forget
hashtags!)

- Title your social pages appropriately
for search rankings

- Optimize YouTube videos with
keywords and tags



SET UP FOR SUCCESS



S H A R E YO U R ST U F F !

- Social media links to your site to
bring in referral traffic

- Referral traffic should make up
15-20% of all visitors

- Referred visitors from social are
already aware and interested in
the brand


U T I L I Z I N G G O O G L E + PAG E S
TIP EIGHT


UTILIZE GOOGLE+ PAGES

+ 1 TO U P YO U R RA N K

- A site’s number of Google +1s (the Google
equivalent of a Facebook like) is
more highly correlated with search
rankings than any other factor

- Having a Google+ account and posting
updates regularly can greatly increase
your chances for ranking



+ 1 TO U P YO U R RA N K



B U I L D YO U R C R E D I B I L I T Y

- If you have a blog, set up a Google+
authorship

- Authorships tell users and Google
who’s doing your blogging, and
increases your credibility with your
customers and search engines
Sample Blog Post


GETTING LISTED ON REVIEW SITES
TIP NINE


GET LISTED ON REVIEW WEBSITES

SET UP

- Claim and certify proﬁles
- Make sure your listing is
complete and accurate. This is
important to potential
customers

- Don’t forget pictures



LISTEN TO FEEDBACK



I M PAC T O N S E A RC H
Google.com
Bing.com
Yelp.com
YP.com
Localeze.com
SinglePlatform.com
Yext.com


OPTIMIZE YOUR GOOGLE PLACES LISTING
TIP TEN


OPTIMIZING GOOGLE PLACES LISTING

OVERVIEW

- 97% of consumers search for local
businesses online

- Show up across the web (Google Search,
Maps, Google+, and mobile)

- Easily improve your business information
(Get customers the right information)


“50% of users do
business with one of the
top three results”


SAMPLE LISTING



O P T I M I Z I N G YO U R PAG E

- Connect with customers by
responding to feedback and reading
customer reviews

- Manage any changes on the go with
the companion app. Use the Google
Places for Business mobile app and
manage your business page from
your smart device.


D O W N L O A D P R E S E N TAT I O N

w w w.PRPL.rs / sur f-expo
@prplrckscssrs


LETS KEEP IN TOUCH!

Kristina Doyle
Director of Marketing
@KristinaDoyle


Vinnie Gulisano
Lead Search Strategist
@Vinnie_3000

Alex King
Assoc. Marketing Strategist
@AKing90

RESOURCES
-

www.Adwords.google.com/ko/KeywordPlanner/Home

-

www.Blog.sumall.com/journal/8-ways-social-media-affects-seo.html

-

www.Quicksprout.com/2011/08/24/how-social-media-affects-seo/

-

www.Sproutsocial.com/insights/social-media-seo-infographic/

-

www.Moz.com/beginners-guide-to-seo/basics-of-search-engine-friendly-design-and-development

-

www.Google.com/analytics

-

www.Google.com/alerts

-

www.Foursquare.com/venue/claim

-

www.Searchengineland.com/8-tips-for-planning-your-small-business-2014-marketing-strategy-179004

-

http://info.cleriti.com/blog/bid/261943/5-Steps-of-Localizing-SEO

-

http://uplifted.net/seo/6-seo-strategies-for-your-local-business-marketing-campaign/

-

http://www.writeraccess.com/blog/going-local-with-content-key-ways-to-boost-seo/

-

http://socialmediatoday.com/stephaniefrasco/1901891/6-reasons-social-media-critical-your-seo

-

http://blog.hubspot.com/insiders/hack-google-plus-for-seo-value


THANK YOU!


10 Search Marketing Tips for Local Business

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