Local searchprogrampresentation

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WIN Marketing Local Search Program is a professional implementation of local search for small business. that means effective, not expensive. See the attached presentation for both the problem we are facing, and the solution!

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  • Purpose:So far, we have taken a look to see if there are any potential opportunities in your industry on the Internet. (advance slide)First we look at what prospect are searching for. (advance slide)Next we look at what your competitors are doing from an Internet perspective to see if there really is a Marketing opportunity here that makes sense. (advance slide)Finally we have done some preliminary research on your company and specifically its internet presence. Agenda:To start with I have a few questions that will help me get a better understanding of your business and what you are looking for.   That way, at our next meeting, I will have something quite specific to show you.  At the end I will share with you a little about WSI.How does that sound?
  • Need stat for first bullet….huge # of people searching for local biz via mobile. Add bullet about search ads with click to call and high conversion.
  • Local searchprogrampresentation

    1. 1. WSI Preliminary ResearchLocal Business SearchPresented to:<br />
    2. 2. Google last year <br />Paid Listings<br />Map Listings <br />Organic Listings<br />2<br />
    3. 3. Google now in battle for local<br />U.S. Local Online Ad Spend$15 Billion<br />in 2010 <br />Surpasses Google in ‘time spent’ on site domestically <br />US market share grew to 28%Grown to 41 million users per month<br />Rejects Google's $6 Billion offer<br />1<br />2<br />3<br />4<br />New search features<br />New local properties<br />New local search results – Places<br />New mobile search & apps<br />Growing to <br />$37 billion <br />in 2014<br />SMB<br />Sources: BIA/Kelsey, comScore, Nielsen, Silicon Alley Insider<br />Multiple strategies to grow its share of local consumers<br />3<br />
    4. 4. Strategy 1: new search features<br />So consumers start on Google for local searches<br />Google Preview<br />Google Instant<br />Google Realtime<br />Google Shopping<br />4<br />
    5. 5. Strategy2: new local properties<br />So consumers stay on Google for local information<br />for DIRECTORIES / REVIEWS<br /> Instead of<br />& more…<br />5<br />for Social<br /> Instead of<br />forDEALS<br />Instead of<br />& more…<br />& more…<br />Google wants to be a destination instead of sending consumers to other sites<br />
    6. 6. Strategy 3: new local search results<br />So consumers rely on Google for local search info<br />Paid ads<br />Map now top right and stays there – map pin now same as organic rank<br />Now predicts a local query and displays all local business listings<br />Reviews provide indicator of quality<br />Much more info on each listing<br />Place page link to Google’s detailed profile of the business<br />PageRank™ algorithm updated to better help consumers find a local business<br />6<br />
    7. 7. Strategy 3: new local search results (cont’d)<br />So consumers rely on Google for local search info<br />Easy 1-click preview of website<br />Address & phone number<br />Reviews from across the web<br />Location on the map<br />Picture from Place page<br />Total reviews and link to Place page<br />More detailed listings helps consumers choose a local business<br />7<br />
    8. 8. Strategy 3: new local search results (cont’d)<br />While a business can claim their Place page, they don’t own it. Google aggregates their bus. info, content & reviews from across the Web and…<br /><ul><li>Displays much of the content on the Place page
    9. 9. Uses the content, including several new factors, to determine rank in local searches</li></ul>Why? How? <br />Place page helps consumer learn more about a local business<br />8<br />
    10. 10. Strategy 3: new local search results (cont’d)<br />Changes to PageRank algorithm to improve quality of local listings <br />Inbound Links<br />Social Pages<br />Fans & Followers<br />Google Place Page<br />Site & Blog<br />Reviews<br />+<br />+<br />+<br />+<br />Social Bookmarks<br />REPUTATION<br />SOCIAL AUTHORITY<br />CONTENT & LINKS<br />Prominent Organic Rank<br />=<br />How soon until it impacts Quality Score for AdWords?<br />9<br />
    11. 11. Strategy 4: new mobile search & apps<br />So consumers rely on Google when they are out & about<br />61 million smart phone subscribers & growing quickly<br />Mobile now over 10% of all Google searches – up 4X in 2010<br />33% of mobile users searching for stores, reviews and coupons<br />Google Places & HotPot make it<br /><ul><li> easier to search
    12. 12. easier to check reviews
    13. 13. easier to write reviews</li></ul>Mobile search<br />Places search<br />Sources: comScore, AllThingsDigital, Internet2Go<br />Place page with HotPot<br />Mobile algorithm and apps to help consumers find a local business<br />10<br />
    14. 14. What’s the impact to local business?<br />Easier for Consumers – Harder for Businesses<br />Google<br />Impact<br />1<br />New<br />search <br />features<br /><ul><li>Google still the top search engine for local consumers
    15. 15. How a site looks in Google Preview can impact click-throughs </li></ul>2<br />New<br />local<br />properties<br /><ul><li>Place page will get more traffic and drive calls/visits
    16. 16. Conversion to lead/call is impacted by reviews on Place page/HotPot
    17. 17. Updated PageRank algorithm means search results now feature more local listingsthan directories
    18. 18. Clicks/traffic impacted by richness and quality of new content on the listing
    19. 19. Getting top organic rank is more complex than ever - now impacted by reputation, social authority and freshness of content</li></ul>3<br />New<br />local<br />search<br /><ul><li>Opportunity for more leads from mobile searchers
    20. 20. Mobile outperforming online in many aspects of effectiveness
    21. 21. More consumers reading and writing reviews while near/at the business </li></ul>4<br />New<br />mobile<br />apps<br />11<br />Sources: InsightExpress, Performics<br />
    22. 22. What to do about it?<br />Strategy<br />Tactics<br />Paid<br />Search<br /><ul><li>Buy search ads on a wide range of keywords – it’s the fastest way to get in front of local consumers (also mobile ads with click-to-call)
    23. 23. You control the cost/volume of traffic and only pay for performance</li></ul>Mobile<br />Search<br /><ul><li>Have a mobile-enabled site
    24. 24. Optimize it for mobile search (GPS data, local phone #, etc.)
    25. 25. Ask happy customers to give you reviews while they’re at your business
    26. 26. Claim and update your Place page
    27. 27. Invest in content marketing – posting quality content on many places across the Web powers search discovery
    28. 28. Implement social media marketing to build a strong group of fans and followers which can influence your search rank
    29. 29. Build a positive reputation by getting reviews on your Place page, HotPot & other popular review sites (Yelp, CitySearch, etc.)</li></ul>Organic<br />Search<br />12<br />
    30. 30. In summary…<br />Google is focused on winning local - their changes make it more complex than ever for SMBs<br />KEY<br />Strategy for maximum discovery combines paid search, mobile search and organic search<br />Takeaways<br />Paid search ads are still the fastest way to drive quality traffic/leads, but you also need… <br />A fresh stream of quality content including reviews and social media marketing to improve organic rank<br />This is an evolution beyond traditional SEO that we call Web Presence Optimization (WPO)<br />13<br />
    31. 31. Our Introductory Program<br />Tailored to the xxxx industry and further tailored to target your geographic service areas.<br />DRIVE TRAFFIC - Increases traffic to your site and/or your business from dozens of new sources, also building your SEO scores with quality backlinks.<br />BUILD BUSINESS/BRAND VISIBILITY ONLINE - Gets you listed in over 100 of the most highly trafficked local and national directories in a way that maximizes your search visibility and click through rates. All the directories we use are “free”.<br />REPUTATION/REVIEW MONITORING - Monitors and manages your online reviews and reputation score through our “Radar” product.<br />MOBILE PRESENCE - Gives you an instant mobile friendly directory presence on major search engines.<br />CLAIM YOUR NAME - Claims your business name and brand on all major online promotion portals so no one else can steal it.<br />NO WEBSITE REQUIRED - Effective local promotion even if you have no website, and bonus benefit of SEO if you do.<br />
    32. 32. Features.<br />The Setup Process - Business Data Definition and Promotional Media optimization and placement.<br />Define all your business information accurately and consistently. Perform keyword analysis and develop multiple optimized business descriptions. Define and optimize promotional media to be used in syndication activities. <br />Work with business to complete phone and mail validation procedures required by the major search engines and review sites.<br />Claim and optimize profiles on primary local business directories (Google Places, Yahoo Local, Bing Local, Ask/Citysearch)<br />Creation of Mobile business directory listing.<br />Creation of a QR code for Mobile visibility of your business listing that you can use on your marketing. <br />Claim and optimize profiles on secondary local business directories (Yelp, foodservice, wholesale distributors, Info USA, Super Pages, Yellow Pages, etc.) adding ~10 - 15 new per month.<br />Ongoing management of dataas new directory features are introduced, creation of profiles on new local business directories as they appear, and propagation of changes in business data (if you move, change phone numbers, etc…)<br />
    33. 33. Local Search Program Features (continued)<br />Online Reputation Management and brand/business name claiming.<br />Review online reputation with you and define problem area’s <br />Development of Online Reputation Management strategy and initial campaign set up<br />Set up profiles on new and upcoming “social” networks (Facebook, Twitter, YouTube, google plus, etc.)<br />Claim and optimize profiles on local business directories (Insider Pages, Kudzu, Merchant Circle, Yelp, etc.)<br />Set up Online Reputation Management platform (“Reputation Radar”) for you and monitor the 5 major review sites.<br />Monthly report on review activity and trouble spots. Work with you to develop a strategy for dealing with a bad review.<br />
    34. 34. Monthly activities include<br />Addition of the business into 10 – 15 new online directories each month including industry and local.<br />Reporting on New Directories added/optimized each month and traffic estimates where possible. <br />Reporting on Facebook and Twitter follower growth and recommendations<br />Syndication of 1 press release per month, user provided.<br />Monitoring and reporting on reviews and assistance with building positive momentum on sites that need it.<br />Optimization and submittal of one you tube video each month (user provided)<br />
    35. 35. Pricing<br />All Setup activities. $Call 973-257-1746<br />Monthly directory submittals, data maintenance, article syndication and reputation monitoring/consulting. Monthly reports on progress and new reviews.<br />$Call 973-257-1746<br />

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