2011 Year of the SMB


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This presentation is about opportunities in 2011 for small to medium sized businesses to capture new audiences and customers through both organic SEO and local search optimization. Among others, the presentation discusses how Google Tags, Boost, HotPot and Rich Snippets can help you increase share of voice the first page of search results.

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2011 Year of the SMB

  1. 1. 2011YEAR OF THE RABBIT<br />by LELA PHOMMASOUVANH<br />Shout out to Amelie Collins-Vance, Brian Ledis, Justin Blase and Michael O. Hill for sharing ideas <br />
  2. 2. Predictions For 2011<br />Websites must identify business location.<br />Reviews and ratings even more important.<br />SMBs get service from Google.<br />Expanded support of rich snippets.<br />
  3. 3. WTF is an SMB?<br />
  4. 4. Small and medium-size business (SMB) marketers, much like their enterprise counterparts, find that challenges — like limited budgets, resources, and customer insight — interfere with their ability to successfully execute interactive marketing programs.<br /><ul><li>SharVanBoskirk. “Interactive Marketing Priorities For SMBs”, Forrester</li></li></ul><li>Marketing Opportunities for SMBs<br />Organic SEO for Local Search<br />Google Place Opportunities<br />Rich Snippets<br />
  5. 5. 1. Organic SEO for local Search<br />Websites for local businesses need to send stronger signals to search engines about their location.<br />
  6. 6. Geo Modifiers<br />Google Place Search<br />
  7. 7. Organic SEO Still Important for Local Search<br />
  8. 8. Google Place Search<br />Pre-Google Place Search<br />Google Place Search<br />
  9. 9. 2. Google Place Opportunities<br />Ratings will be an even more important factor in gaining visibility for SMBs.<br />SMBs will get more attention and possibly more service from Google in an effort to push Google Place products. <br />
  10. 10. Google Places for SMBs<br />Google Hotpot<br />Google Tags<br />Google Boost<br />
  11. 11. Google Hotpot<br />Google Tags<br />Google Boost<br />
  12. 12. Google Hotpot<br />Gaining visibility is less about keyword stuffing, it’ll be more about categories and reviews.<br />
  13. 13. Google Hotpot Added to Search Results<br />
  14. 14.
  15. 15.
  16. 16. Google Capitalizes on SMBs<br />SMBs spend an average of $230,000 on interactive marketing.<br />In 2007 there were over 17 million SMBs in the US.<br />
  17. 17. Google Hotpot<br />Google Tags<br />Google Boost<br />
  18. 18. Google Tags<br /> Google Tags help make local businesses stand out and can increase “actions.”<br />
  19. 19. If 25% of SMBs buy a $25 Google Tag <br />Google would make over a hundred million dollars.<br />
  20. 20. Google Sales Reps <br />= <br />Service<br />
  21. 21. Google Tags Reps<br />They’ll help you setup your Tag.<br />Not the most helpful for technical support.<br />
  22. 22. Google Hotpot<br />Google Tags<br />Google Boost<br />
  23. 23. Google Boost<br /> Google Boost is a set it and forget it Google Adwords program for SMBs with limited budgets, resources, and customer insight.<br />
  24. 24. Google Boost Reps<br /> Go big with your budget if you need technical support.<br />
  25. 25. 3. Rich Snippets<br />Search engines will expand their support of rich snippets. Local business reviews and local info will appear in rich snippets for broader websites—these sites will gain higher click-through rates.<br />
  26. 26. Rich Snippets<br /><ul><li>Google currently supports the following information types for rich snippets:
  27. 27. Reviews
  28. 28. People profiles
  29. 29. Products
  30. 30. Business listings
  31. 31. Recipes
  32. 32. Events</li></ul>Sources: http://www.google.com/support/webmasters/bin/answer.py?hl=en&answer=99170<br />http://knol.google.com/k/google-rich-snippets-tips-and-tricks#Tips_and_tricks<br />
  33. 33. Rich Snippets Stand Out<br />
  34. 34. Capture a Wider Audience<br />Currently rich snippets only appear for results from big social media, profile and shopping websites.<br />Later in 2011 rich snippets might appear for smaller sites.<br />
  35. 35. What All of This Means For Your Clients<br />20% of searches on Google are related to location.<br />If local search is not part of your search strategy then you are missing out on that audience.<br />Those that standout will capture a wider audience.<br />
  36. 36. Tips<br />Optimize your website for local search to capture a piece of searches related to location.<br />Make it easy for people to provide a review.<br />Optimize your local listings and use local products to get service.<br />Code appropriate pages on your site for rich snippets to improve CTR.<br />
  37. 37. Tricks<br />Include Google Place QR code and link in email signatures.<br />Operator Add-on for Firefox: Allows you to debug and reveal microformatting.<br />Rich Snippets Testing Tool: Preview how page might appear in search results.<br />Request Inclusion of Rich Snippet: Rich snippets from new sites will be enabled automatically from this request list over time. Currently many sites properly marked up are still not displaying rich snippets within Google’s results months after submission.<br />
  38. 38. Resources<br />Organic SEO for Local Search<br />http://microformats.org/wiki/geo<br />Google Reps<br />Google Tags Reps 1-800-838-7971 <br /> (9am to 8pm ET, Mon – Fri)<br />Google Boost Reps 1-877-613-4505 <br /> (9am to 8pm ET, Mon – Fri)<br />Rich Snippets<br />http://microformats.org/wiki/google-rich-snippets-examples<br />
  39. 39. Discussion<br />