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Google My Business. La tua vetrina sul web

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Workshop dedicato al Marketing digitale per le PMI. Approfondimento su Google My Business e le opportunità per i Brand.

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Google My Business. La tua vetrina sul web

  1. 1. GOOGLE MY BUSINESS. LATUA VETRINA SUL WEB Sante Alagia
  2. 2. SOMMARIO • GOOGLE MY BUSINESS. LA PIATTAFORMA • LA CRESCITA DEL MOBILE E LE RICERCHE LOCALI • I TIPI DI RICERCA SU GOOGLE • LOYALTY E WOM. GESTIRE LA VISIBILITÀ ONLINE • DA PAGINE GIALLE AI DISPOSITIVI MOBILI • I GEO SOCIAL NETWORK • THE IMPORTANCE OF BEING LOCAL • IL RE – CENSORE • PIU DI CIÒ CHE IMMAGINI • BEST PRACTICE • CASE HISTORY – RISTORANTE PIAZZA ROMA
  3. 3. GOOGLE MY BUSINESS. LA PIATTAFORMA “Getting ranked locally is also a lot easier and less time consuming than attempting to compete with the entire world” Agire locale in un mondo globale
  4. 4. GOOGLE MY BUSINESS. LA PIATTAFORMA CHE COS’È? Sistema collegato e gestito da G+, evoluzione di Google Maps (2007) COME ACCEDERE ■ Accedere a google con il proprio account personale ■ Selezionare l’attività o inserirla ■ Richiedere Verifica
  5. 5. LA CRESCITA DEL MOBILE E LE RICERCHE LOCALI Sempre più utenti ricorrono alle ricerche di tipo locale per cercare un business o prodotto specifico, soprattutto da smartphone, e l’obiettivo di Google è fornire risultati sempre più personalizzati. Nel 2012 pubblicazione diVENICE UPDATE, che offre: ■ Miglioramenti al ranking dei risultati di ricerca locali ■ Ricerche basate su indirizzo IP e posizione degli utenti
  6. 6. I TIPI DI RICERCA SU GOOGLE ■ Cercare informazioni su un business preciso ■ Cercare un business qualunque di un determinato settore ■ Ricerche contestuali
  7. 7. LOYALTY E WOM. GESTIRE LA VISIBILITÀ ONLINE Google my business è importante perché può far comparire la tua attività all’interno della serp su query di tipo locale UNA SCHEDA G+ LOCALTI PERMETTE DI: ■ INFLUENZARE IL SENTIMENT (RECENSIONI) ■ INNESCARE IL PASSAPAROLA
  8. 8. DA PAGINE GIALLE AI DISPOSITIVI MOBILI Gli utenti hanno sempre cercato informazioni locali, prima in forma cartacea, successivamente sul web. OGGI: ■ DIFFUSIONE DEGLI SMARTPHONE ■ AFFERMAZIONE GEO SOCIAL ■ DIFFUSIONE DELLE MAPPE ONLINE In confronto ad altri dispositivi gli smartphone hanno il più alto tasso di conversione
  9. 9. I GEO SOCIAL NETWORK Le abitudini degli utenti sono radicalmente cambiate. Da qualche anno si parla di convergenza tra dispositivi mobili e social media, i quali integrano gli aspetti ”local” Le principali piattaforme sono: ■ FOURSQUARE (pagine brand) ■ FACEBOOK LOCAL BUSINESS ■ GOOGLE NOW Il nuovo trend è SO.LO.MO Utilizzare i social in maniera coordinata
  10. 10. THE IMPORTANCE OF BEING LOCAL La presenza sulle mappe di Google diventa fondamentale: ■ UTILIZZO DELLA RETE COME MEZZO DI RICERCA ■ CRESCITA DELL’UTILIZZO DEGLI SMARTPHONE ■ DIFFUSIONE DELLEAPP DI NAVIGAZIONE Ogni scheda local contiene informazioni appetibili: ■ DATI NAP ■ SITOWEB, DESCRIZIONE, RECENSIONI ■ INDICAZIONI STRADALI
  11. 11. IL RE – CENSORE Le recensioni sono un importante segnale di ranking in ottica locale, influenzano il posizionamento della tua attività PER GESTIRE LA BRAND REPUTATION: ■ UTILIZZARE LE GIUSTE FOTO ■ INCENTIVAREGLI UTENTIA LASCIARE UN FEEDBACK (keywords)
  12. 12. PIU DI CIÒ CHE IMMAGINI Le immagini sono la vetrina della tua attività, è importante sceglierle con cura. Per fare ciò: ■ SELEZIONARE FOTOACCATTIVANTI ■ UTILIZZARE PHOTO SPHERE ■ BUSINESSVIEW ( a pagamento)
  13. 13. BEST PRACTICE Per favorire il ranking di una scheda Google My Business è opportuno collegarla ad un sito web, ben ottimizzato in ottica local IL SITO DEVE AVERE: ■ DATI NAP ■ MAPPA INTEGRATA ■ ORARI DI APERTURA ■ href=“tel” PER CHIAMARE DIRETTAMENTE ■ METATITLE CON RIFERIMENTI GEOLOCALIZZATI ■ SCHEMA.ORG ■ INTEGRAZIONE DELLE RECENSIONI Queste ottimizzazioni migliorano il ranking della scheda local e l’esperienza degli utenti
  14. 14. CASE HISTORY RISTORANTE PIAZZA ROMA
  15. 15. GRAZIE

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