Beating Out the Competition: Local SEO
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SJC Marketing presents to LEAD, a Young Professionals Group of the St. Joseph Chamber of Commerce. "Beating Out the Competition." Is your competition beating you out for the top spot in Google? Can people find your organization online? Join the team at SJC Marketing to learn some tips to keep your brand in search engine results pages
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Beating Out the Competition: Local SEO
- 2. we write. you shine. SJC Marketing Who We Are: SJC is a full-service marketing, communication and content creation company offering professional communication solutions for small businesses and non-profits. With our team of writers, marketing professionals and social media experts, we offer targeted and highly- focused content and marketing plans. What We Do: • Strategy – we help you determine where you are and where you should be going. • Content – if you want to drive traffic, it’s all about the messaging. • Social – the immediate connection matters and we’ll help you develop one. • Marketing – lead development is reliant on pushing your messages to the right individuals through the right channels at the right time. What We Know Works: • Consistent Strategies • Purposeful Messaging • Active Participation in the Market • Giving the Audience What they Want
- 3. we write. you shine. Weird. Useful. Significant. Weird • Weird doesn’t mean weird • Speak to people’s weird Useful • Connect the dots for people • Have a personality Significant • Be true to your promise • Conversation-building • Easy to take action
- 4. we write. you shine. SEO – Why should you care? What does SEO stand for? What does SEO mean? https://www.youtube.com/watch?v=apvPUKhXpHw&t=59s • It is the process of gaining traffic from free (and some paid) search results on search engines. Why should you care? • You represent the brand • You want your company to be relevant and succeed • You want to beat out your competitor
- 5. we write. you shine. Weird, Useful, Significant SEO Weird • What are people looking for? • The right keywords • The right information Useful • Provide your information in the right way • Website • Social media posts • Blogs • Remember – have a personality Significant • Be consistent • Follow through with your promise • Easy to find
- 6. we write. you shine. Traditional vs Local SEO Traditional SEO Trying to rank high in Google Local SEO Trying to rank high in Google in a specific geographic region Pigeon Google is focusing more on local SEO The rules keep changing
- 7. we write. you shine. Local SEO Should you be doing local SEO? • Are you competing for business in a certain geographic region? • Do you have a brick and mortar location for your business? Yes. Now what? • Is the name of your business, phone number and address consistent everywhere on the web? • Does Google know who you are, what you do and what solutions you provide? • Google wants to give you customers. Be where they expect you to be.
- 8. we write. you shine. Local SEO What is a snack pack? How do you get there?
- 9. we write. you shine. Google My Business
- 10. we write. you shine. Google My Business
- 11. we write. you shine. Google My Business What matters in GMB? • Categories • Keywords • Proximity
- 12. we write. you shine. Barnacle Verb: attach and gain traffic from directory sites
- 13. we write. you shine. Barnacle • Optimize the heck out of those pages • Pick the right categories • Write an awesome description • Fill out everything you can • Upload photos • Get reviews • Get followers
Editor's Notes
- Weird Weird doesn’t mean weird. We all have different industries. We all have different target markets and products and services. We all have different pain points. So we have to speak to that weird – target the entry points for all clients and consumers Useful Connect the dots – if they need a donut, show them where they can find it. Be funny, real, personal – relationship building Significant Be true to your promise – brand isn’t who you say you are, it’s what people experience Two-pronged: You want to build conversation with your consumers to find out if you’re meeting their needs, adding value, answering questions. You want people talking about you – that’s how things go viral. That’s how you get reviews. That’s how people share, follow, like, retweet, favorite, etc. Easy to take action – all thing things we just mentioned PLUS easy to purchase, easy to find information, easy to find period
- Ask the audience what SEO stands for and what does it mean? Why should you care if you’re not a marketer? As a business owner or company employee, you represent the brand for your organization. You have stake in the business’ success. So even if you’re not a decision maker, you can take this valuable information back to your employer, search out your competitors and make sure your site is being optimized for successful search engine results.
- Weird Remember, people are unique and but what you have may not be, so how do you show people that you have what they’re looking for? Useful Don’t sound like a computer when you’re pushing out information Use real time engagement Significant Be consistent with your information. This will only increase your SEO efforts. Then always reevaluate after an acceptable amount of time has gone by to measure. Again, make sure the information you’re pushing out will truly reflect the quality, functionality, you name it - of the product or service they’ll receive Again, the easier you are to find on Google (or other search engines), the easier it is going to be for your consumer to take action
- Success Stories Empire CAT Construction - posted YouTube video for ALS ice bucket challenge (over 40,000 views) and large Instagram following by posting nostalgic and vivid imagery of construction machinery. Martell Home Builders used social to create a direct-to-consumer model so they were no longer reliant on a middle man. They did this largely through content creation and a blogging strategy. Today, 86 percent of their leads come directly from consumers. They also use photo galleries on their website and social media extensively so that their customers can see the progress of their projects.
- If you have moved recently or a rebranding campaign has changed your name, be sure to check for consistency on all sources that you can. This includes, but is not limited to directory websites, social media, your website, the Chamber website and every other website that links to you. There are several tools out there that check this kind of data on the web.
- The Pigeon update we talked about earlier heavily favors directory sites.