Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press AssociationSearch & Social Tactic...
Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press AssociationAbout Search Influence...
Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press AssociationAbout Me: Will Scott• ...
Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press AssociationAs Seen In:
Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press AssociationCUSTOMERSThe reason we...
Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press AssociationSource: name.com/blog/...
Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press AssociationSometimes TheyLook Lik...
Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press AssociationYour Advertisers Want ...
Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press AssociationEveryone Is Doing it!P...
Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press AssociationSource: www.ima2seven....
Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press AssociationWhy You Want to Do It?...
Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press AssociationHow Can I do it?Step 1...
Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press AssociationYOU MUST MATTERWhy wor...
Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press Association
Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press Association
16Proprietary and Confidential. Copyright © 2013 BIA/Kelsey. All Rights Reserved.Media Fragmentation Continues to Increase...
Confidential, Property of Search Influence, LLC © 2013@w2scott #RevSummit - Local Media Association16Proprietary and Confi...
18Proprietary and Confidential. Copyright © 2013 BIA/Kelsey. All Rights Reserved.SMB Spend Split: Acquisition vs. Retentio...
19Proprietary and Confidential. Copyright © 2013 BIA/Kelsey. All Rights Reserved.Primary Purpose of Facebook Page41.7%30.9...
Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press Association
Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press AssociationTHE LOCAL SEARCH ECOSY...
Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press Association
Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press AssociationLocal Search:More Impo...
Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press AssociationLocal Search:More Impo...
Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press AssociationPC Users Accessing the...
Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press AssociationWeb Traffic from Non-P...
Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press AssociationTHE SEARCH ENGINESOpti...
Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press AssociationSearch Engine Market S...
Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press AssociationTop 5 Searches on Goog...
Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press AssociationTop 10 Social Media Si...
Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press AssociationHOW SEARCH ENGINES WOR...
Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press AssociationUnderstanding the Sear...
Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press AssociationHow Search Engines Wor...
Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press Association37% of clicks go to th...
Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press Association(WebVisible/Nielsen St...
Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press AssociationWhy Your Directory Mat...
Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press AssociationON-SITE SEOLet’s Start...
Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press AssociationOnsite SEO Tactics• Us...
Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press AssociationKeyword Research for C...
Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press Association
Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press AssociationDeciding on KeywordsGr...
Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press AssociationProper Keyword Placeme...
Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press AssociationAbout That…• “The firs...
Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press AssociationCore Concepts• Search ...
Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press AssociationContent – “Invisible” ...
Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press AssociationInvisible Content Exam...
Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press AssociationContent – Visible Cont...
Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press AssociationVisible Content Exampl...
Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press AssociationTechniques for Visible...
Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press Association
Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press Association
Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press AssociationA Relatively Simple Mo...
Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press AssociationWins!
Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press AssociationHow do you Know What t...
Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press AssociationUse Google Analytics• ...
Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press AssociationLocal/Niche Relevant C...
Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press Association
Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press AssociationLocal/Niche Relevant C...
Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press Association
Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press AssociationAdvertiser Communities...
Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press Association
Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press AssociationBlogging• Your blog sh...
Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press AssociationBlog Examples
Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press AssociationOptimization Technique...
Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press AssociationThe Anatomy of NAPWhat...
Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press AssociationPAGINATIONPa-g-un-a-shon
Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press Association
Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press Associationrel=“next” & rel=“prev...
Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press AssociationSource: http://googlew...
Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press AssociationOFF-SITE SEO
Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press AssociationOffsite SEO Tactics• Q...
Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press Association
Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press AssociationLinks Build Credibilit...
Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press AssociationHow to get Good Links–...
Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press AssociationInfographics
Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press Association
Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press AssociationSOCIAL MEDIA
Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press Association
Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press AssociationSocial Media for Your ...
Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press AssociationCreate Facebook pages ...
Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press AssociationPromote Advertisers So...
Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press AssociationJust because you paid ...
Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press AssociationSponsored Stories
Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press Association• Pinterest: Top 10 so...
Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press AssociationNewspapers on Pinteres...
Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press Association
Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press AssociationTakeaways• Optimizing ...
Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press AssociationThank you!Will Scott– ...
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Search & Social Tactics to Grow Your Advertiser Base

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Search Influence CEO Will Scott presented "Search & Social Tactics to Grow Your Advertiser Base" to the Inland Press Association on June 18, 2013. Scott discussed ways to leverage local digital platforms with community events, online content and social media outlets, building traffic and brand awareness--and attracting more advertisers. He explanied best practices for search engine optimization (SEO) on and off of the newspaper portal or directory. Attendees learned how to leverage social media outlets to make advertisers more visible in their desired markets, which will allow for better engagement and relationships with their advertisers while promoting brand awareness among consumers.

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  • But really what they mean is this.
  • Everybody’s doing it.
  • But who do those advertisers trust?
  • Like velcro, it sticks
  • If your time is limited stop here
  • For
  • What is SEO? Organic Vs. Paid Vs. Local Organic Results are found on the Left hand side of the Page Local also known as Maps results Integrated -  hybrid of Local and Organic Paid Search, Results on the right side of the page and in the yellow box above Organic Through on site and off site techniques, we improve the rankings of your site.
  • The organic results are more trusted by search engine users. The numbers prove this to be true:- 60 - 80% of searchers click on organic results- 90% do not leave page one  - Some studies show it as high as 97%To Stay Competitive: Local competitors are using SEO marketing to outrank you. You ultimately receive more advertisers when your directory properties are well-optimized and visible in your marketThese advertisers also seek prominent search results
  • Consumer usage to find local business info-respondents checked all that applied. (WebVisible/Nielsen Study 2008)75% of Americans use search engines on a regular basis56% of Americans use search engines every day40% of all searches are for local businesses & services
  • Keyword research is a topic unto itself. The main thing is brainstorm, research (with tools), discover, brainstorm, etc…Eventually you will arrive at a list of 15 – 20 “money” terms. From these start looking at localization (if your business is location bound) and then find way to apply them to your pages.Google, while free is weighted toward paid search terms. Meaning if you are in a research field or an esoteric profession you may not find enough search to gain value.
  • Keyword research is a process by which we look at the historical online search behavior for a given product or service.Google keyword tool is helpful
  • Active searchers are looking for more general terms with and without geomodification. This user is typically looking for info – BROAD KEYWORDSFiscally Responsible: Modifies terms with how much price and costs, shows a level of commitment to the product or service. More likely to convertGood Tip for SMBs:Negative Keywords are a must for small businessesIn this example, avoid:Causes ofAvoidEffects ofStatisticsRecordsStop your
  • They’re starting to understand flash, but the techniques are still very weak.
  • The title tag ALONE has moved sites from nowhere to page 1.
  • Make sure they are niche & locally relevant to the business profile.Include important, relevant keywords in the URL structure. Stay away from overly dynamic URLs which can cause issues with search results. URLs should be set up in such a way that makes it clear as to what the user should expect from the page's content.
  • If you are a newspaper site, you should add a business directory to your site like local.nydailynews.com
  • U Local is a New Orleans News Station’s portal for community members to share videos, audio, photos and stories. You can create your own profile page and unlimited media uploads.
  • Blog Example
  • Create Local Landing Pages Localize Content & URLs NAP
  • Pagination: the process of dividing (content) into discrete pages, either electronic pages or printed pages.
  • Pagination Continued:You can now use the HTML link elements rel=”next” and rel=”prev” to indicate the relationship between component URLs in a paginated series. Throughout the web, a paginated series of content may take many shapes—it can be an article divided into several component pages, or a product category with items spread across several pages, or a forum thread divided into a sequence of URLs. Now, if you choose to include rel=”next” and rel=”prev” markup on the component pages within a series, you’re giving Google a strong hint that you’d like it to:Consolidate indexing properties, such as links, from the component pages/URLs to the series as a whole (i.e., links should not remain dispersed between page-1.html, page-2.html, etc., but be grouped with the sequence).Send users to the most relevant page/URL—typically the first page of the series.
  • It’s the World-Wide Web - That web is made up of linksIn the beginning there was no Google – Just Yahoo! and 1000 other directories - Separated into categories filled with linksLinks are like votes for your siteI can tell you I’m a great guy, but if you hear it from 100 people you trust you’ll, likely, believe it.
  • businesses and just regular people will share the contest on social networks. When they win, you provide badges to place on their site (with a link back) - extremely natural link baiting!!!This will help with off site SEO because it gains you links
  • More likely to have a viral sharing effect= Infographics
  • Guest Blogging
  • We take sports seriously in Louisiana
  • Why Pay For It?EdgeRank – Facebook’s Visibility AlgorithmAffinity, Time Decay and WeightThe more connections and the more interaction, the more likely your content is seenOrganic EdgeRank has been diminishedOnly ~10% of your fans will see an updateNew ad units can reinvigorate EdgeRankIf a tree falls in the forest and there’s no one there to hear…http://www.socialbakers.com/blog/1304-understanding-increasing-facebook-edgerank
  • Search Influence recommends using Facebook’s Promoted Posts and Sponsored Stories features to target additional fans and garner interaction and reach of our posts using these two features.Only about 15% of your fans see your posts in their mini-feed. These two features will allow us to target all of your fans and their friends. Search Influence will work in a consultative fashion for these situations.
  • Newspapers pinning is becoming more common
  • Use Pinterest to cover a specific local event (week long festival, christmas events, etc.) by way of pictures to engage with your audience Cover restaurants and new openings Have a Board dedicated solely to newspaper management, editor quotes, clips from great advertising modules, etc.
  • Transcript of "Search & Social Tactics to Grow Your Advertiser Base "

    1. 1. Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press AssociationSearch & Social Tacticsto Grow Your Advertiser BaseHow Do You Make Money from Listings?Will Scott, CEO, Search Influence
    2. 2. Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press AssociationAbout Search Influence• Helping customers successfully market online since 2006• We work with thousands of clients, directly and as a white-label provider• Scalable Solutions Powered by Experts• Search Influence:• 50+ full-time employees• 70+ contract writers• 12 Google AdWords Pros• 3 Google Analytics Pros• Reputation:• 2011 Inc. 500 honoree• Recognized leader in search and social for local business• Over a decade in online media
    3. 3. Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press AssociationAbout Me: Will Scott• First website online in 1994• Deployed over 2,500 customized web sitesin 18 months (with a production staff of12).• Former Vice President ofYPsolutions (now Local Matters)• Online Directory vendor to 20 independentYellow Pages• Deployed over 300 online yellow pages ayear with print “look and feel”• Part of team which took Sprint BestRedYPfrom zero to 1,000,000 monthly visitors in18 months• Uniquely qualified to help publishers’online marketing
    4. 4. Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press AssociationAs Seen In:
    5. 5. Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press AssociationCUSTOMERSThe reason we’re all here
    6. 6. Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press AssociationSource: name.com/blog/wp-content/uploads/2012/05/women-business-owner.jpg
    7. 7. Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press AssociationSometimes TheyLook Like This…
    8. 8. Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press AssociationYour Advertisers Want Digital• More dollars are being dedicated to digital in2013 and beyond• That budget is estimated to keep growing• This will affect your share of wallet• Will you supply the digital solutions youradvertisers want / need?
    9. 9. Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press AssociationEveryone Is Doing it!Photo Credit: Missourian Kiwanis ClubEverybody’s Doing it!
    10. 10. Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press AssociationSource: www.ima2seven.comBut Who Do Those Advertisers Trust?
    11. 11. Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press AssociationWhy You Want to Do It?• Easy way to stay relevant in a digital world• Wider Reach– Sell to more advertisers• Recurring Revenue• Give the people what they want– Our model agency sold 1.5 mil last year• Great margins• You are the trusted source
    12. 12. Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press AssociationHow Can I do it?Step 1: Build relevance as the authority oneverything local, including “local media”– Do this by optimizing your own digital properties– Local directories will benefit from on-site & off-site SEO– Social Media properties will benefit from fangrowth within your market– Viral techniques will help build local market share
    13. 13. Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press AssociationYOU MUST MATTERWhy worry about all this?
    14. 14. Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press Association
    15. 15. Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press Association
    16. 16. 16Proprietary and Confidential. Copyright © 2013 BIA/Kelsey. All Rights Reserved.Media Fragmentation Continues to Increase4.45.67.80123456789Wave 14 2010 Wave 15 2011 Wave 16 2012Number of Media usedhas increased by 77%since 2010.Average Number of Media Used by SMBsfor Advertising and Promotion
    17. 17. Confidential, Property of Search Influence, LLC © 2013@w2scott #RevSummit - Local Media Association16Proprietary and Confidential. Copyright © 2012 BIA/Kelsey. All Rights Reserved.Top 2 Box (Extremely or Very Important)Sample Size = 139Source: LCM Wave 16, Q3/2012 (and prior waves, if relevant). Methodology: Online panels. Findings may not bestatistically significant.Q32031.4%32.4%38.0%42.0%49.0%0% 10% 20% 30% 40% 50% 60%YelpTwitterBlogGoogleFacebook
    18. 18. 18Proprietary and Confidential. Copyright © 2013 BIA/Kelsey. All Rights Reserved.SMB Spend Split: Acquisition vs. Retention29.5%41.2%6.5%19.2%3.7%0% 5% 10% 15% 20% 25% 30% 35% 40% 45%Roughly 50/50>50% for Acquiring>50% for RetainingHard to SayNot sure6:1 RatioLoyalty Opportunities:• 4-10x more expensive for SMBs to acquire new customers than retain existing ones(Patrick Barry, DemandForce)• Businesses that retain 5% more customers increase profit by at least 25%(“The Loyalty Effect”)
    19. 19. 19Proprietary and Confidential. Copyright © 2013 BIA/Kelsey. All Rights Reserved.Primary Purpose of Facebook Page41.7%30.9%19.4%5.0%2.2%0% 5% 10% 15% 20% 25% 30% 35% 40% 45%AcquireBuild AwarenessBuild CommunityRetainNot sure Customer acquisition is now the #1objective of SMBs using Facebook(up 15% wave-over-wave).
    20. 20. Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press Association
    21. 21. Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press AssociationTHE LOCAL SEARCH ECOSYSTEMDon’t forget, in the 80s and 90s, we shipped our phone books offshore tohave them turned into “data”.
    22. 22. Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press Association
    23. 23. Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press AssociationLocal Search:More Important Than Ever
    24. 24. Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press AssociationLocal Search:More Important Than Ever
    25. 25. Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press AssociationPC Users Accessing the Internet Flat-linedIn 2012, growth in the number of PC users accessing the Internet flat-lined for the firsttime.
    26. 26. Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press AssociationWeb Traffic from Non-PC Devices SpikesBy contrast, the share of web traffic from non-PC devices including smartphonesand tablets more than doubled to 15% in December 2012 versus 7% inDecember 2011.
    27. 27. Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press AssociationTHE SEARCH ENGINESOptimize your directory to expand revenue opportunity
    28. 28. Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press AssociationSearch Engine Market Share74%10%10%4%2%Search ShareGoogleBingYahoo! SearchAskAOL Search
    29. 29. Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press AssociationTop 5 Searches on Googlefacebookyoutubeyahooyahoo mailfacebook login
    30. 30. Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press AssociationTop 10 Social Media Sites64%28%2% 1%1%1%1% 1%1% 0%Visits ShareFacebookYouTubeTwitterPinterestLinkedinYahoo! AnswersGoogle+TumblrTaggedReddit
    31. 31. Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press AssociationHOW SEARCH ENGINES WORKYes, I know, they don’t always work
    32. 32. Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press AssociationUnderstanding the Search ResultsPAIDSearch ResultsLOCALSearch ResultsORGANICSearch Results
    33. 33. Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press AssociationHow Search Engines WorkCrawling• Scouring the web for new content and links betweenweb sitesIndexing• Parsing, normalization, categorization and recordingof these data for later useSearching• Presenting data to searchers in response to theirqueries in relevant and useful way
    34. 34. Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press Association37% of clicks go to the #1position60% of clicks go to the top 397% of clicks go to sites onpage 1Why is SEO Important?Source: Optify Study, December 2010
    35. 35. Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press Association(WebVisible/Nielsen Study 2008)
    36. 36. Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press AssociationWhy Your Directory Matters• Prospective advertisers may find you– Name Searches (vanity searches)– Category Searches• Your directory may act as an entrée– Digital Services– Print and Online Display• It’s an advertising platform
    37. 37. Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press AssociationON-SITE SEOLet’s Start at the Base
    38. 38. Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press AssociationOnsite SEO Tactics• Use relevant keywords – keyword research• Top Level Categories• Locally/Niche Relevant Content• Advertiser Communities• Social Networks for Advertisers• Blogging
    39. 39. Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press AssociationKeyword Research for Content• Don’t Guess - Use Tools• Google = Free• https://adwords.google.com/select/KeywordToolExternal• Google Trends• http://www.google.com/trends/
    40. 40. Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press Association
    41. 41. Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press AssociationDeciding on KeywordsGroup like themes based on account structure andpersonas
    42. 42. Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press AssociationProper Keyword Placement• With on-site keywords in content, you should usethem wisely and integrate them as naturally aspossible.• Keywords should generally be placed near the top ofthe page and at the beginning of paragraphs but theyshould not be forced.
    43. 43. Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press AssociationAbout That…• “The first time you mention a word, youknow, ‘Hey, that’s pretty interesting. It’s aboutthat word.’ The next time you mention thatword, ‘Oh, okay. It’s still about that word.’ Andonce you start to mention it a whole lot, itreally doesn’t help that much more. There’sdiminishing returns,”– Matt Cutts, Google Guru
    44. 44. Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press AssociationCore Concepts• Search Engines Only Read Text• Flash and Images don’t contain text• Don’t Slow Down The Spiders• Fast loading sites get indexed faster• Text links are unambiguous• Every Page is An Island• Just because you’ve built it…
    45. 45. Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press AssociationContent – “Invisible” Content• Title Tag• MOST IMPORTANT TEXT ON PAGE• Meta Description• Low ranking value; high marketing value• Meta Keywords• Widely ignored; still useful in lesser searchengines• Image Alt Tags• Most valuable in image search; critical for searchin image based navigation
    46. 46. Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press AssociationInvisible Content ExamplesTitle TagMeta Description<title>New Orleans Chiropractic | New OrleansChiropractor - Dr. Gordon DuBois D.C.</title><meta name="description" content="NewOrleans Chiropractic - Gordon Dubois specializedin Chiropractic Adjustment and TBM. Let NewOrleans Chiropractor Dr. Dubois ease your Backand Neck Pain and help you on the path towellness." />Alt Text
    47. 47. Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press AssociationContent – Visible Content• Heading Tags• HTML (the language of the web) was developedby engineers – they think in outline form – thehigher the heading level, the more important<h1> being foremost• Text on Page• It is possible for a page to rank without saying thephrase for which it ranks but it is definitely harder
    48. 48. Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press AssociationVisible Content ExamplesH1On Page Text
    49. 49. Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press AssociationTechniques for Visible Content• Internal linking structure– Get rid of image, JavaScript or Flash Links– Use keyword relevant anchor text– Link consistently throughout your site– Give Google an XML Sitemap– In Content Linking• Whenever you are creating new text content look forother internal pages to link to
    50. 50. Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press Association
    51. 51. Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press Association
    52. 52. Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press AssociationA Relatively Simple Model• He/She who has the most relevant contentand the greatest number of relevant inboundlinks…
    53. 53. Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press AssociationWins!
    54. 54. Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press AssociationHow do you Know What toOptimize?• Much of it lies in how the site is setup• You can natively have optimized titletags, meta & H1 on every page• You then need to decide where to place someextra effort.
    55. 55. Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press AssociationUse Google Analytics• Use your Google Analytics data to see• What keywords driving people to your sitenow?• What pages are being visited the most?
    56. 56. Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press AssociationLocal/Niche Relevant Content• Know your community—what is the local/nichebuzz?• Take advantage of topics that are trending in theyour local/regional/niche community.• Look for trending topics and conversations ideal totarget the community• Research your market to assure relevancy– Ex: (You will find “snow removal techniques” irrelevant inSouth Florida but highly relevant in Maine)
    57. 57. Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press Association
    58. 58. Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press AssociationLocal/Niche Relevant Content• Are there upcoming events that you could mentionin your social media alongside posts on yourdirectory?• The more engaged you can be with youraudience, the easier it will be to source info forlocal/niche relevant content.• Don’t overlook opportunities to be part of theconversation in your community.
    59. 59. Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press Association
    60. 60. Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press AssociationAdvertiser Communities• Build your community by creating your ownsocial network.• “Employ” the general public to report onrelevant local content.– This keeps content fresh and abundant.– Use what www.Patch.com does as a model.– Hold contests and reward the community pointsfor contributions.
    61. 61. Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press Association
    62. 62. Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press AssociationBlogging• Your blog should live on the site• Posts should be a minimum of 500 words• Much like other on-site content, blog contentshould be unique.• Optimize posts with targeted keywords torank organically for terms.• The content written would be completelyrelevant to the blog goals.
    63. 63. Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press AssociationBlog Examples
    64. 64. Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press AssociationOptimization Techniques• Directory Listings–Collect local data from advertisers such astheir NAP information.–Keep business profiles on their own landingpage.–Add photos & video.
    65. 65. Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press AssociationThe Anatomy of NAPWhat is a local citation?N A P + WNameAddressPhone #Website
    66. 66. Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press AssociationPAGINATIONPa-g-un-a-shon
    67. 67. Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press Association
    68. 68. Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press Associationrel=“next” & rel=“prev”• These codes will tell Google that it shouldrecognize your series of content (multiplepages) as a whole entity• It will send users the most relevant page/URL– Typically the first page of the series
    69. 69. Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press AssociationSource: http://googlewebmastercentral.blogspot.com/2011/09/pagination-with-relnext-and-relprev.html
    70. 70. Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press AssociationOFF-SITE SEO
    71. 71. Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press AssociationOffsite SEO Tactics• Quality Links• Quality Content• Viral Content• Infographics• Video• Guest Blogging• Social Bookmarking
    72. 72. Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press Association
    73. 73. Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press AssociationLinks Build Credibility & Trust• Sincerity is the most important thing…• In non-competitive categories even low value will dothe trick• Not hip, not sexy, but effective nonetheless• Lots ‘o links if you know where to look• Many categories (particularly for state Searches)don’t show maps• Making top of Organic Search all the more important
    74. 74. Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press AssociationHow to get Good Links– Create the “Best of” awards in your local markets.• Take nominations• Get people to vote– Make “Review me on” or “Find us on” badgesavailable to business to put on their websites.• Publicize this.
    75. 75. Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press AssociationInfographics
    76. 76. Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press Association
    77. 77. Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press AssociationSOCIAL MEDIA
    78. 78. Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press Association
    79. 79. Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press AssociationSocial Media for Your Advertisers• Using promoted posts– Add value by promoting advertiser posts through your ownsocial channels– Using promoted posts to increase visibility of your owncontent• Create groups and events– Providing them with advertiser knowledge through thisgroup– Better engagement & relationships with your advertisers• Brand awareness in the community & for advertisers
    80. 80. Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press AssociationCreate Facebook pages for highly followed local interests
    81. 81. Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press AssociationPromote Advertisers Socially
    82. 82. Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press AssociationJust because you paid for it doesn’t makeit less satisfying…
    83. 83. Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press AssociationSponsored Stories
    84. 84. Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press Association• Pinterest: Top 10 social site(CNET, December 2011)• Pinterest hits 10 million U.S.monthly unique faster than anystandalone site ever(TechCrunch, February 2012)• Pinterest drove more referraltraffic than Twitter in February ‘12(PC Magazine, March 2012)PinterestSource: www.pinterest.com
    85. 85. Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press AssociationNewspapers on Pinteresthttp://pinterest.com/joannephillips/newspapers-on-pinterest/
    86. 86. Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press Association
    87. 87. Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press AssociationTakeaways• Optimizing your directory will help to buildgross revenue• Implement on-site and off-site SEO to buildthe visibility of your directory• Make sure you have local/niche relevantcontent• Use social media in your SEO Strategy• Don’t be afraid to offer SEO & Social to youradvertisers, they want it
    88. 88. Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press AssociationThank you!Will Scott– searchinfluence.com/blog– wscott@searchinfluence.com– twitter.com/w2scott
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