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Geo-Targeting with Local Search


Published on Want to get found in your area? Find out expert insights and strategies for maximizing the effectiveness of your local search engine optimization. Natalie Vasilyev, Director of Internet Marketing at The Net Impact, presents as part of TNI's TXCHANGE event series.

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Geo-Targeting with Local Search

  1. 1. Welcome to The Net Impact’sOctober TXCHANGE Happy Hour Natalie’s presentation will begin at 6:00pm Join the conversation on Twitter with @TheNetImpact #tniLocal 1
  2. 2. About The Net ImpactWeb Development Social MediaWeb Design EcommerceWeb Marketing Mobile 2
  3. 3. TXCHANGE Event Series• Short for “Technology Exchange”• Expert insights on new technology and web marketing strategies – Enterprise Social Media – Website Branding – Video SEO• Now Broadcasting LIVE! 3
  4. 4. About Natalie Vasilyev• Director of Internet Marketing at The Net Impact• 6+ years of experience in traditional and web marketing• Developed and executed strategies for national and international clients – Dell Inc. SMB division – Century 21 – Edible Arrangement – Sears Portrait Studios – BJC Hospitals – US Van Lines 4
  5. 5. Geo Targeting with Local Search Natalie Vasilyev Director of Internet Marketing The Net Impact October 25th, 2011 5
  6. 6. 70 percent of online searchers will use local search to find offline businesses. Research by Kelsey Group 6
  7. 7. What is Geo Targeting?The ability to target specific customers by theirlocation using search engine marketingtechniques. 7
  8. 8. Who Needs it?• Businesses targeting customers within a local or specific geographical area.• Business wanting to target local & national customers. 8
  9. 9. Who Needs it?• National companies wanting to have local presence for their local branches• Companies wanting to export or target international customers (either in English or foreign languages) 9
  10. 10. Geo Targeting Factors– The domain name of the search engine used– The language preference set for your search engine– IP address of the user– Search term entered by user 10
  11. 11. Local Players 11
  12. 12. Google Places 12
  13. 13. Paid Search ListingOrganicGooglePlacesListingsOrganicSearchListings Paid Search Listing 13
  14. 14. Getting Started with Google Places• Claim Your Listings This will either read Edit this Place or Owner verified listing• Create a new listing if one doesn’t exist. 14
  15. 15. Creating a New Listing with Google Places• Create your listing at 15
  16. 16. Creating New Listing with Google Places Enter complete company information: • Company name, address, email, website, phone number, description and categories • Enter hours of operation and payment options 16
  17. 17. Creating New Listing with Google • Enter photos and videos • Corporate YouTube channel, Facebook, and Twitter profiles 17
  18. 18. The more complete your Google Local profile is, the better it ranks. Include details such as:• Photos• Videos• Coupons• Specialties• Certifications• Business Hours• Forms of Payment• Year Founded• Link to Twitter Page• Link to Facebook Page• News Updates 18
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  20. 20. Review on Google Places• Collect testimonials Use this as another customer service platform and address all concerns or problems that your customers have. 20
  21. 21. Review on other sites 21
  22. 22. Local DirectoriesGet listed in the top local directories:• Bing Local• Yahoo Local Free Business Listing• Facebook places• Free Business Listing• Free Listing• Create A Listing 22
  23. 23. Business Directories• The Following three directories are important to monitor for accuracy.• Although people might not use them to search for your business listings, search engines (big and small) verify the accuracy of their listings based on the information listed with these directories.• Make sure they all match and are accurate. Google will rank you higher if all of the information matches between the three main directories. 23
  24. 24. Best PracticesClaim your business listing. Its free! Edit your listings and verify your information to make sure people can find youStand out Engage customers with photos, offers, public responses and moreGet insights Use info about your listing to make smarter business decisions 24
  25. 25. Paid Search Listings 25
  26. 26. Paid Search Results Paid Search Ads 26
  27. 27. Paid Search Campaigns• Geo Targeted Search Campaign A geo targeted search campaign is set to target a specific geographical area (city, state, zip code, or a country). This campaign will use broad keywords like: “Dry Cleaners” or “Auto Repair Shop.”• Geo Modified Search Campaign A geo modified search campaign uses geographically targeted keywords to target the desired location. This campaign should have broad geographical settings to country or a state. Geo modified keywords are: “Moving to St. Louis” or “Buying a home in Chesterfield” 27
  28. 28. Benefits of Paid Search• Highly targeted – Targeted to specific audience – Targeted to geographical location• Fast launch – Paid search campaign can be launched within hours – Paid search listings enter the auction immediately and ads will be displayed within several hours of campaign launch• Controlled Messages – Advertisers have the ability to run promotions and strong calls to action for their business 28
  29. 29. Benefits of Paid Search• Analytics and testing – With site analytics tools like Google Analytics, advertisers are able to determine the performance of each campaign down to each keyword. – Measuring ROI, and CPA (cost per action) – Testing different promotions and messages help achieve best results• You only pay if, your ad was clicked. Impressions are free! 29
  30. 30. Social Local Marketing 30
  31. 31. Basics of Local Social Strategy• Planning and promoting local events within Social Media• Promote your social assets locally 31
  32. 32. Basics of Local Social Strategy• Localizing contests with Facebook• Use custom pages to spotlight locations 32
  33. 33. Summary• Update and complete your profile with Google Places, Yahoo and Bing Maps• Update your company information on the top three directories• Don’t ignore customer reviews• Consider local strategy with Paid Search• Use social media to drive traffic to your store 33
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