SlideShare a Scribd company logo
Delivering deep insights to improve your online presence
@kwatier
Delivering deep insights to improve your online presence
@kwatier
About Me
• Founder of Taproot Digital LLC
• 17 years of communications experience
• 10 years of online marketing experience (SEO,
SEM, social media, web analytics)
• Built my first website in 1994
• Once crashed a website for 4 days and still received
almost 1.3 million visitors/mo. (up from 300K)
• Wrote master’s thesis on consumer adoption of
wearable computers
2
2
Delivering deep insights to improve your online presence
@kwatier
Brands I’ve worked with:
3
3
Delivering deep insights to improve your online presence
@kwatier
Today’s Mental Journey:
1. Quick update/overview of search & social personalization
2. How to be effective and efficient with social media
3. Local SEO 101
4. Tips for how to build traffic to your website through links, citations, and
reviews
First pro tip:
Today’s slides are here: http://bit.ly/1HUZpcr
4
4
Delivering deep insights to improve your online presence
@kwatier
ONLINE
PERSONALIZATION
5
Delivering deep insights to improve your online presence
@kwatier
6
Delivering deep insights to improve your online presence
@kwatier
Google Search Today:
“With your permission, you give us more information about
you, about your friends, and we can improve the quality of our
searches….we don’t need you to type at all.
We know who you are
We know where you’ve been
We can more or less know what you’re
thinking.”
- Eric Schmidt, Google
7
7
Delivering deep insights to improve your online presence
@kwatier
Organic Social Reach - Facebook
8
Average organic reach was 11% of number of fans
for pages with fewer than 10,000 likes.
8
Delivering deep insights to improve your online presence
@kwatier
Organic Social Reach - Twitter
Even Twitter acknowledges that you may have to tweet 14-21 times in a
week in hopes of reaching only 30% of your total audience.
9
9
Delivering deep insights to improve your online presence
@kwatier
Organic Social Reach - LinkedIn
LinkedIn has found that 20 posts per month can help you reach
60% of your unique audience.
10
10
Delivering deep insights to improve your online presence
@kwatier
Personalization on LinkedIn
• Results and rankings are unique to each user/query
• Profile keywords of both parties (searcher, results) play a significant role
• Rankings are adjusted based on how prior searchers have reacted to your
profile
• LinkedIn usage and interaction with profiles/content/groups, etc.
• Skills feature - crowd-sourced classification of skills
• If user is logged in with Gmail, they will use Google search history and
Google+ interactions
11
11
Delivering deep insights to improve your online presence
@kwatier
Key Takeaway
At current rates:
➔ If a brand that has fewer than 1 million followers on Facebook or
Twitter
➔ That brand is better off paying to promote its best content via
sponsored updates
➔ Than it is paying someone to post social content all day long.
12
12
Delivering deep insights to improve your online presence
@kwatier
Effective Organic Social
Free ways to still play the social game:
● Make it easy for people to share your social content
○ Social media “like” and “follow” buttons on your site
● Prioritize building your team’s social media footprints over your corporate
accounts
13
13
Delivering deep insights to improve your online presence
@kwatier
LOCAL SEO 101
14
Delivering deep insights to improve your online presence
@kwatier
15
https://moz.com/local-search-ranking-factors
Delivering deep insights to improve your online presence
@kwatier
Local SEO Ranking Factors
16
❖ Relevance
❖ Distance
❖ Prominence
➢ Based on information we have about a business from across the web
and offline
❖ Local CTR? ***
➢ In the past how many times has the listing been clicked on by users
searching with the keyword
16
Delivering deep insights to improve your online presence
@kwatier
Mobile Friendly Website
17
Local Search Association (LSA) research shows that:
● 50% of consumers state they are extremely likely to look at business
websites when searching for a local business, the second highest source
behind search engines
● 67% of consumers want improvements or mobile-optimized sites
from those businesses, according to Yodle.
17
Delivering deep insights to improve your online presence
@kwatier
CITATIONS, LINKS, AND
REVIEWS...Oh My!
18
Delivering deep insights to improve your online presence
@kwatier
CITATIONS
19
Delivering deep insights to improve your online presence
@kwatier
Citations
What is a Citation? – A citation is a mention that references your site or
domain. It doesn’t have to link to it.
Tips:
● Create a unique description for each citation, but always remember to
keep your NAP (Name, Address, Phone Number) the same across the
web.
● Just pay for this: https://moz.com/local $84/year.
20
20
Delivering deep insights to improve your online presence
@kwatier
Citations - Google My Business
21
21
Answer:
● For maps, pick a service area
● For Google+, set up a brand page.
Delivering deep insights to improve your online presence
@kwatier
LOCAL LINK BUILDING
22
Delivering deep insights to improve your online presence
@kwatier
Building Local Links
Focus on links that:
1. Will drive direct referral traffic
2. Build visibility with your target audience for your brand
3. Build your reputation
- Eric Enge from Stonetemple
Don’t:
1. Pay for them
2. Get links from sites not related to your offering. They all need to look local
3. Spam people when asking for links
23
23
Delivering deep insights to improve your online presence
@kwatier
Local Link Building Ideas
● Generate news (Chamber of Commerce, news publications, and major
publications)
● Local business awards
● Sponsor a Meetup
● Host a community event
● Local community development center business directory
● Speak at a college
● Sponsor or donate to a local club or organization
● Create and promote a local resource
● Get links from manufacturer websites that provide you products
● Build relationships with local bloggers
● See where your competitors get links
Other ideas: http://www.seerinteractive.com/blog/35-local-link-opportunities-you-missed/
24
24
Delivering deep insights to improve your online presence
@kwatier
How Do you Ask for Links?
25
How do you ask for links?
Delivering deep insights to improve your online presence
@kwatier
Tips:
➔ Collection of link building email templates here
➔ Track your responses (all free).
◆ Gmail - Sidekick
● Tracks email opens
◆ Google Sheets
◆ Gmail - Boomerang
● Re-send your email if person doesn’t reply to, open, or click
◆ Gmail - Streak
● Has a “Journalism” pipeline to track the link building process
26
26
Delivering deep insights to improve your online presence
@kwatier
REVIEWS
27
Delivering deep insights to improve your online presence
@kwatier
Power of Local Reviews
● 88% read/used reviews to determine the quality of a local business
● 93% said they checked reviews before dining or shopping.
● 88% said they trusted online reviews as much as they’d trust a
personal recommendation
● 85% read up to 10 different reviews while researching their purchase
- BrightLocal’s 2014 Local Customer Review Survey 2,000+ consumers
28
28
Delivering deep insights to improve your online presence
@kwatier
How to get reviews
1. Let your customers know that feedback is welcome and accepted.
2. Remind the customer to review you at the end of the transaction
3. Put up signs at your business location
4. Showcase the reviews you have
5. Use remarketing campaigns to target those who purchase from your
website
6. How to get Google+ Reviews today
29
- 2015 Yodle study
29
Delivering deep insights to improve your online presence
@kwatier
How to Manage Reviews
● If you remain silent, only the reviewer’s perspective will be visible.
● Customers want to see that your brand cares about their concerns.
● How to monitor your reviews?
● https://www.freereviewmonitoring.com/
● https://www.brightlocal.com/seo-tools/reviewflow/
● http://www.trackur.com/using-trackur-to-monitor-local-reviews
30
30
Delivering deep insights to improve your online presence
@kwatier
Katherine Watier Ong
@kwatier
www.linkedin.com/in/katherinewatier
gplus.to/katherinewatier
katherine@taprootdigitalllc.com
www.taprootdigitalllc.com
Contact
31

More Related Content

More from WO Strategies

NTEN 2006 1-800-Volunteer.org slides
NTEN 2006 1-800-Volunteer.org slidesNTEN 2006 1-800-Volunteer.org slides
NTEN 2006 1-800-Volunteer.org slides
WO Strategies
 
Consumer Adoption of Wearable Computers - Master Thesis Defense
Consumer Adoption of Wearable Computers - Master Thesis DefenseConsumer Adoption of Wearable Computers - Master Thesis Defense
Consumer Adoption of Wearable Computers - Master Thesis Defense
WO Strategies
 
Why understanding your customer is key to getting through the personalization...
Why understanding your customer is key to getting through the personalization...Why understanding your customer is key to getting through the personalization...
Why understanding your customer is key to getting through the personalization...
WO Strategies
 
Driving Volunteers to your Website: Online Marketing 101
Driving Volunteers to your Website: Online Marketing 101Driving Volunteers to your Website: Online Marketing 101
Driving Volunteers to your Website: Online Marketing 101
WO Strategies
 
How to Use Online Marketing for Fundraising
How to Use Online Marketing for FundraisingHow to Use Online Marketing for Fundraising
How to Use Online Marketing for Fundraising
WO Strategies
 
SES Chicago Presentation - Relationship Building
SES Chicago Presentation - Relationship BuildingSES Chicago Presentation - Relationship Building
SES Chicago Presentation - Relationship Building
WO Strategies
 
Presentation for Exl Pharma Conference about Future of Search
Presentation for Exl Pharma Conference about Future of SearchPresentation for Exl Pharma Conference about Future of Search
Presentation for Exl Pharma Conference about Future of Search
WO Strategies
 
Search+Social Integrated: Best Practices for Applying These Two Powerful Stra...
Search+Social Integrated: Best Practices for Applying These Two Powerful Stra...Search+Social Integrated: Best Practices for Applying These Two Powerful Stra...
Search+Social Integrated: Best Practices for Applying These Two Powerful Stra...
WO Strategies
 

More from WO Strategies (8)

NTEN 2006 1-800-Volunteer.org slides
NTEN 2006 1-800-Volunteer.org slidesNTEN 2006 1-800-Volunteer.org slides
NTEN 2006 1-800-Volunteer.org slides
 
Consumer Adoption of Wearable Computers - Master Thesis Defense
Consumer Adoption of Wearable Computers - Master Thesis DefenseConsumer Adoption of Wearable Computers - Master Thesis Defense
Consumer Adoption of Wearable Computers - Master Thesis Defense
 
Why understanding your customer is key to getting through the personalization...
Why understanding your customer is key to getting through the personalization...Why understanding your customer is key to getting through the personalization...
Why understanding your customer is key to getting through the personalization...
 
Driving Volunteers to your Website: Online Marketing 101
Driving Volunteers to your Website: Online Marketing 101Driving Volunteers to your Website: Online Marketing 101
Driving Volunteers to your Website: Online Marketing 101
 
How to Use Online Marketing for Fundraising
How to Use Online Marketing for FundraisingHow to Use Online Marketing for Fundraising
How to Use Online Marketing for Fundraising
 
SES Chicago Presentation - Relationship Building
SES Chicago Presentation - Relationship BuildingSES Chicago Presentation - Relationship Building
SES Chicago Presentation - Relationship Building
 
Presentation for Exl Pharma Conference about Future of Search
Presentation for Exl Pharma Conference about Future of SearchPresentation for Exl Pharma Conference about Future of Search
Presentation for Exl Pharma Conference about Future of Search
 
Search+Social Integrated: Best Practices for Applying These Two Powerful Stra...
Search+Social Integrated: Best Practices for Applying These Two Powerful Stra...Search+Social Integrated: Best Practices for Applying These Two Powerful Stra...
Search+Social Integrated: Best Practices for Applying These Two Powerful Stra...
 

Recently uploaded

How to Maximize Sales Using Social Commerce
How to Maximize Sales Using Social CommerceHow to Maximize Sales Using Social Commerce
How to Maximize Sales Using Social Commerce
Vbout.com
 
Pillar-Based Marketing Master Class - Ryan Brock
Pillar-Based Marketing Master Class - Ryan BrockPillar-Based Marketing Master Class - Ryan Brock
Advanced Storytelling Concepts for Marketers
Advanced Storytelling Concepts for MarketersAdvanced Storytelling Concepts for Marketers
Advanced Storytelling Concepts for Marketers
Ed Shimp
 
Marketing in the Age of AI - Shifting CX from Monologue to Dialogue - Susan W...
Marketing in the Age of AI - Shifting CX from Monologue to Dialogue - Susan W...Marketing in the Age of AI - Shifting CX from Monologue to Dialogue - Susan W...
Marketing in the Age of AI - Shifting CX from Monologue to Dialogue - Susan W...
DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
 
Digital Marketing Trends - Experts Insights on How to Gain a Competitive Edge...
Digital Marketing Trends - Experts Insights on How to Gain a Competitive Edge...Digital Marketing Trends - Experts Insights on How to Gain a Competitive Edge...
Digital Marketing Trends - Experts Insights on How to Gain a Competitive Edge...
DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
 
How to Start Affiliate Marketing with ChatGPT- A Step-by-Step Guide (1).pdf
How to Start Affiliate Marketing with ChatGPT- A Step-by-Step Guide (1).pdfHow to Start Affiliate Marketing with ChatGPT- A Step-by-Step Guide (1).pdf
How to Start Affiliate Marketing with ChatGPT- A Step-by-Step Guide (1).pdf
SimpleMoneyMaker
 
2025 Adventur ehomes Product Guide released Jun 1 2024
2025 Adventur ehomes Product Guide released Jun 1 20242025 Adventur ehomes Product Guide released Jun 1 2024
2025 Adventur ehomes Product Guide released Jun 1 2024
JimWilliams206540
 
Growth Marketing in 2024 - Randy Rayess, Outgrow
Growth Marketing in 2024 - Randy Rayess,  OutgrowGrowth Marketing in 2024 - Randy Rayess,  Outgrow
PickUp_conversational AI_Capex, Inc._20240610
PickUp_conversational AI_Capex, Inc._20240610PickUp_conversational AI_Capex, Inc._20240610
PickUp_conversational AI_Capex, Inc._20240610
Shuntaro Kogame
 
INTRODUCTION TO SEARCH ENGINE OPTIMIZATION (SEO).pptx
INTRODUCTION TO SEARCH ENGINE OPTIMIZATION (SEO).pptxINTRODUCTION TO SEARCH ENGINE OPTIMIZATION (SEO).pptx
INTRODUCTION TO SEARCH ENGINE OPTIMIZATION (SEO).pptx
Giorgio Chiesa
 
Influencer Marketing Master Class - Alexis Andreasik
Influencer Marketing Master Class - Alexis AndreasikInfluencer Marketing Master Class - Alexis Andreasik
Influencer Marketing Master Class - Alexis Andreasik
DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
 
What Software is Used in Marketing in 2024.
What Software is Used in Marketing in 2024.What Software is Used in Marketing in 2024.
What Software is Used in Marketing in 2024.
Ishaaq6
 
Lily Ray - Optimize the Forest, Not the Trees: Move Beyond SEO Checklist - Mo...
Lily Ray - Optimize the Forest, Not the Trees: Move Beyond SEO Checklist - Mo...Lily Ray - Optimize the Forest, Not the Trees: Move Beyond SEO Checklist - Mo...
Lily Ray - Optimize the Forest, Not the Trees: Move Beyond SEO Checklist - Mo...
Amsive
 
How to Make Your Trade Show Booth Stand Out
How to Make Your Trade Show Booth Stand OutHow to Make Your Trade Show Booth Stand Out
How to Make Your Trade Show Booth Stand Out
Blue Atlas Marketing
 
From Subreddits To Search: Maximizing Your Brand's Impact On Reddit
From Subreddits To Search: Maximizing Your Brand's Impact On RedditFrom Subreddits To Search: Maximizing Your Brand's Impact On Reddit
From Subreddits To Search: Maximizing Your Brand's Impact On Reddit
Search Engine Journal
 
Mastering SEO for Google in the AI Era - Dennis Yu
Mastering SEO for Google in the AI Era - Dennis YuMastering SEO for Google in the AI Era - Dennis Yu
Mastering The Best Restaurant Advertising Campaigns Detailed Guide
Mastering The Best Restaurant Advertising Campaigns Detailed GuideMastering The Best Restaurant Advertising Campaigns Detailed Guide
Mastering The Best Restaurant Advertising Campaigns Detailed Guide
Kopa Global Technologies
 
Boost Your Instagram Views Instantly Proven Free Strategies.
Boost Your Instagram Views Instantly Proven Free Strategies.Boost Your Instagram Views Instantly Proven Free Strategies.
Boost Your Instagram Views Instantly Proven Free Strategies.
InstBlast Marketing
 
Basic Management Concepts., “Management is the art of getting things done thr...
Basic Management Concepts., “Management is the art of getting things done thr...Basic Management Concepts., “Management is the art of getting things done thr...
Basic Management Concepts., “Management is the art of getting things done thr...
DilanThennakoon
 

Recently uploaded (20)

How to Maximize Sales Using Social Commerce
How to Maximize Sales Using Social CommerceHow to Maximize Sales Using Social Commerce
How to Maximize Sales Using Social Commerce
 
Pillar-Based Marketing Master Class - Ryan Brock
Pillar-Based Marketing Master Class - Ryan BrockPillar-Based Marketing Master Class - Ryan Brock
Pillar-Based Marketing Master Class - Ryan Brock
 
Advanced Storytelling Concepts for Marketers
Advanced Storytelling Concepts for MarketersAdvanced Storytelling Concepts for Marketers
Advanced Storytelling Concepts for Marketers
 
Marketing in the Age of AI - Shifting CX from Monologue to Dialogue - Susan W...
Marketing in the Age of AI - Shifting CX from Monologue to Dialogue - Susan W...Marketing in the Age of AI - Shifting CX from Monologue to Dialogue - Susan W...
Marketing in the Age of AI - Shifting CX from Monologue to Dialogue - Susan W...
 
Digital Marketing Trends - Experts Insights on How to Gain a Competitive Edge...
Digital Marketing Trends - Experts Insights on How to Gain a Competitive Edge...Digital Marketing Trends - Experts Insights on How to Gain a Competitive Edge...
Digital Marketing Trends - Experts Insights on How to Gain a Competitive Edge...
 
How to Start Affiliate Marketing with ChatGPT- A Step-by-Step Guide (1).pdf
How to Start Affiliate Marketing with ChatGPT- A Step-by-Step Guide (1).pdfHow to Start Affiliate Marketing with ChatGPT- A Step-by-Step Guide (1).pdf
How to Start Affiliate Marketing with ChatGPT- A Step-by-Step Guide (1).pdf
 
2025 Adventur ehomes Product Guide released Jun 1 2024
2025 Adventur ehomes Product Guide released Jun 1 20242025 Adventur ehomes Product Guide released Jun 1 2024
2025 Adventur ehomes Product Guide released Jun 1 2024
 
Growth Marketing in 2024 - Randy Rayess, Outgrow
Growth Marketing in 2024 - Randy Rayess,  OutgrowGrowth Marketing in 2024 - Randy Rayess,  Outgrow
Growth Marketing in 2024 - Randy Rayess, Outgrow
 
PickUp_conversational AI_Capex, Inc._20240610
PickUp_conversational AI_Capex, Inc._20240610PickUp_conversational AI_Capex, Inc._20240610
PickUp_conversational AI_Capex, Inc._20240610
 
INTRODUCTION TO SEARCH ENGINE OPTIMIZATION (SEO).pptx
INTRODUCTION TO SEARCH ENGINE OPTIMIZATION (SEO).pptxINTRODUCTION TO SEARCH ENGINE OPTIMIZATION (SEO).pptx
INTRODUCTION TO SEARCH ENGINE OPTIMIZATION (SEO).pptx
 
Influencer Marketing Master Class - Alexis Andreasik
Influencer Marketing Master Class - Alexis AndreasikInfluencer Marketing Master Class - Alexis Andreasik
Influencer Marketing Master Class - Alexis Andreasik
 
What Software is Used in Marketing in 2024.
What Software is Used in Marketing in 2024.What Software is Used in Marketing in 2024.
What Software is Used in Marketing in 2024.
 
Unleash the Power of Storytelling - Win Hearts, Change Minds, Get Results - R...
Unleash the Power of Storytelling - Win Hearts, Change Minds, Get Results - R...Unleash the Power of Storytelling - Win Hearts, Change Minds, Get Results - R...
Unleash the Power of Storytelling - Win Hearts, Change Minds, Get Results - R...
 
Lily Ray - Optimize the Forest, Not the Trees: Move Beyond SEO Checklist - Mo...
Lily Ray - Optimize the Forest, Not the Trees: Move Beyond SEO Checklist - Mo...Lily Ray - Optimize the Forest, Not the Trees: Move Beyond SEO Checklist - Mo...
Lily Ray - Optimize the Forest, Not the Trees: Move Beyond SEO Checklist - Mo...
 
How to Make Your Trade Show Booth Stand Out
How to Make Your Trade Show Booth Stand OutHow to Make Your Trade Show Booth Stand Out
How to Make Your Trade Show Booth Stand Out
 
From Subreddits To Search: Maximizing Your Brand's Impact On Reddit
From Subreddits To Search: Maximizing Your Brand's Impact On RedditFrom Subreddits To Search: Maximizing Your Brand's Impact On Reddit
From Subreddits To Search: Maximizing Your Brand's Impact On Reddit
 
Mastering SEO for Google in the AI Era - Dennis Yu
Mastering SEO for Google in the AI Era - Dennis YuMastering SEO for Google in the AI Era - Dennis Yu
Mastering SEO for Google in the AI Era - Dennis Yu
 
Mastering The Best Restaurant Advertising Campaigns Detailed Guide
Mastering The Best Restaurant Advertising Campaigns Detailed GuideMastering The Best Restaurant Advertising Campaigns Detailed Guide
Mastering The Best Restaurant Advertising Campaigns Detailed Guide
 
Boost Your Instagram Views Instantly Proven Free Strategies.
Boost Your Instagram Views Instantly Proven Free Strategies.Boost Your Instagram Views Instantly Proven Free Strategies.
Boost Your Instagram Views Instantly Proven Free Strategies.
 
Basic Management Concepts., “Management is the art of getting things done thr...
Basic Management Concepts., “Management is the art of getting things done thr...Basic Management Concepts., “Management is the art of getting things done thr...
Basic Management Concepts., “Management is the art of getting things done thr...
 

Local SEO presentation for Level Up Silver Spring

  • 1. Delivering deep insights to improve your online presence @kwatier
  • 2. Delivering deep insights to improve your online presence @kwatier About Me • Founder of Taproot Digital LLC • 17 years of communications experience • 10 years of online marketing experience (SEO, SEM, social media, web analytics) • Built my first website in 1994 • Once crashed a website for 4 days and still received almost 1.3 million visitors/mo. (up from 300K) • Wrote master’s thesis on consumer adoption of wearable computers 2 2
  • 3. Delivering deep insights to improve your online presence @kwatier Brands I’ve worked with: 3 3
  • 4. Delivering deep insights to improve your online presence @kwatier Today’s Mental Journey: 1. Quick update/overview of search & social personalization 2. How to be effective and efficient with social media 3. Local SEO 101 4. Tips for how to build traffic to your website through links, citations, and reviews First pro tip: Today’s slides are here: http://bit.ly/1HUZpcr 4 4
  • 5. Delivering deep insights to improve your online presence @kwatier ONLINE PERSONALIZATION 5
  • 6. Delivering deep insights to improve your online presence @kwatier 6
  • 7. Delivering deep insights to improve your online presence @kwatier Google Search Today: “With your permission, you give us more information about you, about your friends, and we can improve the quality of our searches….we don’t need you to type at all. We know who you are We know where you’ve been We can more or less know what you’re thinking.” - Eric Schmidt, Google 7 7
  • 8. Delivering deep insights to improve your online presence @kwatier Organic Social Reach - Facebook 8 Average organic reach was 11% of number of fans for pages with fewer than 10,000 likes. 8
  • 9. Delivering deep insights to improve your online presence @kwatier Organic Social Reach - Twitter Even Twitter acknowledges that you may have to tweet 14-21 times in a week in hopes of reaching only 30% of your total audience. 9 9
  • 10. Delivering deep insights to improve your online presence @kwatier Organic Social Reach - LinkedIn LinkedIn has found that 20 posts per month can help you reach 60% of your unique audience. 10 10
  • 11. Delivering deep insights to improve your online presence @kwatier Personalization on LinkedIn • Results and rankings are unique to each user/query • Profile keywords of both parties (searcher, results) play a significant role • Rankings are adjusted based on how prior searchers have reacted to your profile • LinkedIn usage and interaction with profiles/content/groups, etc. • Skills feature - crowd-sourced classification of skills • If user is logged in with Gmail, they will use Google search history and Google+ interactions 11 11
  • 12. Delivering deep insights to improve your online presence @kwatier Key Takeaway At current rates: ➔ If a brand that has fewer than 1 million followers on Facebook or Twitter ➔ That brand is better off paying to promote its best content via sponsored updates ➔ Than it is paying someone to post social content all day long. 12 12
  • 13. Delivering deep insights to improve your online presence @kwatier Effective Organic Social Free ways to still play the social game: ● Make it easy for people to share your social content ○ Social media “like” and “follow” buttons on your site ● Prioritize building your team’s social media footprints over your corporate accounts 13 13
  • 14. Delivering deep insights to improve your online presence @kwatier LOCAL SEO 101 14
  • 15. Delivering deep insights to improve your online presence @kwatier 15 https://moz.com/local-search-ranking-factors
  • 16. Delivering deep insights to improve your online presence @kwatier Local SEO Ranking Factors 16 ❖ Relevance ❖ Distance ❖ Prominence ➢ Based on information we have about a business from across the web and offline ❖ Local CTR? *** ➢ In the past how many times has the listing been clicked on by users searching with the keyword 16
  • 17. Delivering deep insights to improve your online presence @kwatier Mobile Friendly Website 17 Local Search Association (LSA) research shows that: ● 50% of consumers state they are extremely likely to look at business websites when searching for a local business, the second highest source behind search engines ● 67% of consumers want improvements or mobile-optimized sites from those businesses, according to Yodle. 17
  • 18. Delivering deep insights to improve your online presence @kwatier CITATIONS, LINKS, AND REVIEWS...Oh My! 18
  • 19. Delivering deep insights to improve your online presence @kwatier CITATIONS 19
  • 20. Delivering deep insights to improve your online presence @kwatier Citations What is a Citation? – A citation is a mention that references your site or domain. It doesn’t have to link to it. Tips: ● Create a unique description for each citation, but always remember to keep your NAP (Name, Address, Phone Number) the same across the web. ● Just pay for this: https://moz.com/local $84/year. 20 20
  • 21. Delivering deep insights to improve your online presence @kwatier Citations - Google My Business 21 21 Answer: ● For maps, pick a service area ● For Google+, set up a brand page.
  • 22. Delivering deep insights to improve your online presence @kwatier LOCAL LINK BUILDING 22
  • 23. Delivering deep insights to improve your online presence @kwatier Building Local Links Focus on links that: 1. Will drive direct referral traffic 2. Build visibility with your target audience for your brand 3. Build your reputation - Eric Enge from Stonetemple Don’t: 1. Pay for them 2. Get links from sites not related to your offering. They all need to look local 3. Spam people when asking for links 23 23
  • 24. Delivering deep insights to improve your online presence @kwatier Local Link Building Ideas ● Generate news (Chamber of Commerce, news publications, and major publications) ● Local business awards ● Sponsor a Meetup ● Host a community event ● Local community development center business directory ● Speak at a college ● Sponsor or donate to a local club or organization ● Create and promote a local resource ● Get links from manufacturer websites that provide you products ● Build relationships with local bloggers ● See where your competitors get links Other ideas: http://www.seerinteractive.com/blog/35-local-link-opportunities-you-missed/ 24 24
  • 25. Delivering deep insights to improve your online presence @kwatier How Do you Ask for Links? 25 How do you ask for links?
  • 26. Delivering deep insights to improve your online presence @kwatier Tips: ➔ Collection of link building email templates here ➔ Track your responses (all free). ◆ Gmail - Sidekick ● Tracks email opens ◆ Google Sheets ◆ Gmail - Boomerang ● Re-send your email if person doesn’t reply to, open, or click ◆ Gmail - Streak ● Has a “Journalism” pipeline to track the link building process 26 26
  • 27. Delivering deep insights to improve your online presence @kwatier REVIEWS 27
  • 28. Delivering deep insights to improve your online presence @kwatier Power of Local Reviews ● 88% read/used reviews to determine the quality of a local business ● 93% said they checked reviews before dining or shopping. ● 88% said they trusted online reviews as much as they’d trust a personal recommendation ● 85% read up to 10 different reviews while researching their purchase - BrightLocal’s 2014 Local Customer Review Survey 2,000+ consumers 28 28
  • 29. Delivering deep insights to improve your online presence @kwatier How to get reviews 1. Let your customers know that feedback is welcome and accepted. 2. Remind the customer to review you at the end of the transaction 3. Put up signs at your business location 4. Showcase the reviews you have 5. Use remarketing campaigns to target those who purchase from your website 6. How to get Google+ Reviews today 29 - 2015 Yodle study 29
  • 30. Delivering deep insights to improve your online presence @kwatier How to Manage Reviews ● If you remain silent, only the reviewer’s perspective will be visible. ● Customers want to see that your brand cares about their concerns. ● How to monitor your reviews? ● https://www.freereviewmonitoring.com/ ● https://www.brightlocal.com/seo-tools/reviewflow/ ● http://www.trackur.com/using-trackur-to-monitor-local-reviews 30 30
  • 31. Delivering deep insights to improve your online presence @kwatier Katherine Watier Ong @kwatier www.linkedin.com/in/katherinewatier gplus.to/katherinewatier katherine@taprootdigitalllc.com www.taprootdigitalllc.com Contact 31