Local Search and Social Media for Business
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Local Search and Social Media for Business

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What local businesses can do to improve their online presence in mobile and localized search.

What local businesses can do to improve their online presence in mobile and localized search.

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Local Search and Social Media for Business Presentation Transcript

  • 1. SEARCH AND SOCIAL MEDIA STRATEGIES FOR THE LOCAL BUSINESS
    Discover an Actionable Strategy to Market Your Business Online - Succeed with Local Marketing - Google Places, Search Engine Optimization, Facebook, & much more!
    Tom Litchfield
    Techie DIY
    Techiediy.com
  • 2. Agenda
    An overview of search and social media for business.
    • Introduction: Search and Social Media
    • 3. Search basics with focus on Local Search
    • 4. Social Media basics
    • 5. Action Plan Overview - Online Marketing Success Blueprint for Your Franchise
    • 6. Resources
  • Why Bother with Search and Social Media
    • Yellow Pages are in steady decline
    • 7. Directory Ads (Print) are not working – poor response and not measurable
    • 8. Newspapers are in trouble across the country
    • 9. Television / Radio is not cost effective for many businesses
    • 10. Email marketing has seen a drop in response rates due to the pure volume of “noise”
  • 11. Global Internet Users
    Photo Credit: Jess3
  • 12. 90 Trillion
    The number
    of emails sent on
    the Internet in 2009.
    Source: Jess3
  • 13. 600+ Million Active Facebook Users
    Source: Tech Herald
    Photo Credit: Oversocialized
  • 14. 131 Million
    The number of blogs on the Internet.
    Source: Jess3
  • 15. 10 Billion+ Tweets Sent on Twitter Since 2006
    Source: Mashable
    Photo Credit: Rosaura Ochoa
  • 16. 2 Billion Videos Are Streamed Each Day On YouTube
    Photo Credit: jonsson
    Source: Techcrunch
  • 17. GETTING FOUND – ONLINE VISIBILITY
  • 18. Search Engine Optimization and Local Search
    • What is Local Search/Local SEO
    • 19. Why Local SEO is important
    • 20. Challenges for Local Businesses
    • 21. Later… Tactics For Local Search Optimization
    • 22. On-Page Optimization
    • 23. Off-Page Optimization
    • 24. Reviews
    • 25. Citations
    • 26. Links
  • Local Search Is…
    • Local Search is any search made with the goal of finding something in a specific geographic area.
    • 27. This is known as searching withlocal intent.
  • How Is Local Intent Determined?
    • The searcher uses geographic modifiers (advanced settings).
    • 28. The searcher has personalization settings on.
    • 29. IP Addresses
    • 30. The Search Engine (Google) interprets local intent from the search phrase.
  • Why Local SEO Is Important
    • 73% of activity online is in one way or another “related to local content”
    • 31. For every one dollar U.S. consumers spend online, another five or six are going to offline purchases that are influenced by online research
    • 32. 97% of Internet users in the U.S. gather shopping information online, and of those consumers 51% explicitly characterize their behavior as “Shop Online, Purchase Offline”
    • 33. 70% of online searchers will use local search to find offline businesses.
  • Valuable Local Keywords Examples
    • Electrician <city name>
    • 34. Alarm company <city name>
    • 35. Plummer <city name>
    • 36. Auto parts <city name>
    • 37. <city name> Electrical
    • 38. <city name> Alarm company
    • 39. <city name> Pluming
    • 40. <city name> auto parts
    • 41. Real restate agent <city name>
    • 42. <city name> real estate agent
    • 43. Dentist <city name>
    • 44. <city name> Dentist
  • Local Search is aParadigm Shift
    You need to be where your customers are every day:
    • Online and on their phone.
    • 45. Just having a web pageisn’t enough anymore.
    • 46. You want to be a respectedand trusted authority and a yellow page ad isn’t going toget it done for you.
  • How High Do I need to Rank?
    Search Pages
  • 47. Why Local Search Is Important
  • 48. Where Are Your Customers?
    • Neighborhood?
    • 49. City?
    • 50. Nearby cities?
    • 51. Region?
    • 52. State?
  • Where Are Your Customers?
    • The broader your geographical reach, the more time and money you need to be successful.
    • 53. Generally, the narrower your reach, the easier it will be to compete online.
    • 54. Why? There is usually less competition and it is usually less savvy about internet marketing.
  • What is the “Long Tail”
  • 55. On Page Optimization
    • Build relevance and trust in your location+keywords.
    • 56. Focus on the basics to make your site friendly to Google:
    • 57. Title Tags
    • 58. Description
    • 59. Great Content
    • 60. Internal Linking
    • 61. Always keep a local geographic slant in mind
  • Location, Location, Location! Where Are You?
    • Place your full street address and local phone number on all pages of your website.
    • 62. Optimize your Contact or About page for your business name and location.
    • 63. Use the hcard microformat to make your location unmistakable to the Search Engines.
    • 64. Add a KML file (special location file) to your website
  • TIP: Give Your Biz a Tagline
    • If your business name doesn’t make it very clear where you are and what you do, then use a tagline to communicate that information to both humans and Search Engine spiders.
  • TIP: For Multiple Locations:
    • Create a separate page for each location
    • 65. Use local info on each of these pages
    • 66. Link internally to location pages, using the location names in link text
    • 67. Use other terms on the page that will help the Search Engines understand where you are: street intersections, highway exits, what’s nearby, nicknames for neighborhoods, etc.
  • Create your business listings (Maps):
    • Google Places www.google.com/local/add
    • 68. Bing Local https://ssl.bing.com/listings/ListingCenter.aspx
    • 69. Yahoo Local http://listings.local.yahoo.com/
    If you never do anything else, just build your Google Places page
    Create Search Engine Business Listings
  • 70. Google gets Local data from other websites and YOU
    1. Google Places for Business (Google Places/Maps)
    2. Third-Party Data Providers
    3. Visiting websites (web crawling)
  • 71. Local/Social Sites
  • 72. A Google Maps Listing
  • 73. Google Maps Dashboard – Measuring Results
  • 74. Standardization Builds Trust
    • Use the same name, address and phone number everywhere online.
    • 75. Go to the sources of business data and standardize there.
    • 76. Make it easy on Google
    • 77. Branding
  • Optimize Your Biz Listings
    • Use your main keyword phrase and complementary terms in your profile descriptions
    • 78. Grab the “long tail” by including:
    • 79. Your products and services
    • 80. The brands you carry
    • 81. The Locations you serve
    • 82. Anything else relevant to your niche
  • Optimize Your Biz Listings
    • Choose – or create – the right categories
    • 83. Give your listing attributes
  • Create Citations
    Citations, aka web references, are web pages that cite or mention your business or web site.
    They do not have to contain a link!
  • 84. Keep Creating Citations!
    • Citations are important in building Google’s trust in the information it has about you.
    • 85. Citations can drive targeted traffic to your business.
    • 86. Citations are easier to get than links – many are free.
  • Reviews Influence Rankings
    • Ratings and reviews enter into the algorithm on some sites-like Yahoo!Local
    • 87. The more reviews, the better.
    • 88. Highly rated items can rise to the top on some sites and poorly rated ones are rarely seen.
    • 89. Users can sort their results by ratings on some sites, creating their own personalized rankings.
  • Offsite SEO – It’s all about Linking!
    • The right incoming links can help with location trust.
    • 90. Look for links from local authority sites.
    • 91. Look for links from sites that rank for what you want to rank for.
    • 92. Use existing relationships to get local links.
    Tip: Get Local Links whenever you can
  • 93. Social Media
    101 – Getting Known!
  • 94. “Social Media Marketing: Enables Others to Advocate for Your Business Through Compelling Content”
    Image credit: Ian Sane
  • 95. “Social Media is Like a Cocktail Party: Listen Then Respond”
    Photo Credit: The Dana Files
  • 96. “Facebook is a social network that connects people personally and professionally through connections, messages, photos, & videos.”
    Photo Credit: Marvin Kuo
  • 97. Facebook Fan Pages Let Businesses Interact with Customers and Prospects
  • 98. “Twitter is like a Text Message with a BCC: To The World”
    Photo Credit: ydhsu
  • 99. Businesses Use Twitter to Converse with Prospects, Provide Customer Service and Drive Website Traffic.
  • 100. Social Media Can Drive
    Leads and Customers
    Photo Credit: PhotoDu.de
  • 101. Social Media is for Leads and Sales
    Source: State of Inbound Marketing Report - http://bit.ly/aewfHr
  • 102. Social Media is for B2B and B2C
    Source: State of Inbound Marketing Report - http://bit.ly/aewfHr
  • 103. The Mobile
    Media Revolution
    Mobile Phone Market
    4 TIMES as many mobile phone users as internet users
    33% of phones use high speed data services
    iPhone, Blackberry and Android
  • 104. What Can You Do? How To Start?
  • 105. Building a Long-term Strategy
    • Website
    • 106. SEO – Google Places
    • 107. Social Media
    • 108. LinkedIn
    • 109. Twitter
    • 110. YouTube
    • 111. Facebook
    • 112. Mobile
    • 113. Consider a custom mobile website
    • 114. Optimize your existing site for mobile
  • Roadmap for Your Business
    Optimize website with geographic slant (city name(s), keyword phrases)
    Claim Google Places listing for your business
    Claim Bing Local listing for your business
    Claim Yahoo Local listing for your business
    Do a baseline analysis to determine where you are today
    List your business in dozens of directory and review sites
    Setup online lead capture mechanisms (forms) on your website
    Get you listed in all local search directories
    Begin building targeted links to your business website. Do this monthly!
    Work with your customers to solicit real reviews – more is good!
    Track results of your progress
  • 115. Areas To Address
    • Website
    • 116. Make sure it is heavy on keyword rich text
    • 117. Make sure it has a form to capture visitors information. Consider offering a report of some kind as a give-away
    • 118. SEO
    • 119. Decide whether you are going to outsource or do the work yourself. Expect to pay $400 - $2000 a mos. depending on your market.
    • 120. Check that your website is visible in Google today
    • 121. Build targeted pages of content about each product/service you offer
    • 122. Linking – expect to build a few hundred links a month initially to get successful.
    • 123. Create a baseline – monitor where you are today
    • 124. Use Excel to track where you are on a bi-weekly basis
  • Areas To Address
    • Social Media
    • 125. Create a LinkedIn/YouTube account for your business
    • 126. Create a Facebook Fan page and Twitter Account
    • 127. Create/Add a Blog to your website
    • 128. If possible, add 1-2 articles per week
    • 129. Consider having a “custom” Facebook/Twitter site created ($400-750 in total). This will enhance your results in both of those platforms
    • 130. You can outsource the creation of the custom sites, and even the content depending on your goals
  • Avoid at All Costs!
    • Don’t create more than 1 Google Places listing at your business location (for same business).
    • 131. Don’t create more than 1 Google Places listing with your business phone number
    • 132. Don’t purchase links from services online
    • 133. Don’t spend time on linking exchanges, e.g., you link to me, and I’ll link to you.
    • 134. Don’t “borrow” content from other highly ranked sites without making changes first
    • 135. Don’t hire someone to do “SEO”, internet marketing, or social media who doesn’t have references or can show you results on their own site!
    • 136. Avoid hiring someone to help you who doesn’t have their website, or who solicits you blindly via a random email
    • 137. Don’t let anyone set-up your Google Places listing using their account – ensure that your own user/pwd are used to create the business listing.
  • Optimize Your Online Presence
    New Techie DIY products (some in development):
    • Up to Speed with Google Places
    • 138. Keyword Research Basics
    • 139. Social Media Automation
    • 140. Search Engine Optimization
    • 141. Mobile Website Creation with Wordpress
    • 142. Content Creation
    • 143. Facebook Business Pages
    Or, for immediate questions and consultation, email:
    tom@techiediy.com