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Tourism University (NOCVB) - Online Marketing in NOLA: Turning Visitors into Customers

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Paula Keller, long-time Influencer, shares with New Orleans CVB members some ways they can start planning and thinking about their website content and online presence.

New Orleans CVB hosts Tourism University bi-monthly in order to provide services to their members to help leverage the visitors that the CVB and NOTMC drive into New Orleans each day.

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Tourism University (NOCVB) - Online Marketing in NOLA: Turning Visitors into Customers

  1. 1. ONLINE MARKETING IN NOLA: TURNING VISITORS INTO CUSTOMERS
  2. 2. • Director of Account Management, Search Influence • 5+ Years at SI • LSU Marketing graduate • From New Orleans, LA PAULA KELLERABOUT ME
  3. 3. ABOUT SEARCH INFLUENCE! Helping customers successfully market online since 2006. We work with 700+ clients, directly and through our partners, major national media companies. Search Influence • 85 full-time employees • 100 contract writers • 25 “white-label” partners • 700+ businesses Reputation • 2014 Best Places to Work • 2012 & 2013 Inc. 5000 honoree • 2011 Inc. 500 honoree • Recognized leader in search and social for local business @searchinfluence
  4. 4. 1. Importance of search engine visibility 2. Consumer search behavior 3. Keys to search success a. Website content b. Listings & profiles 4. A little lagniappe @searchinfluence WHAT WE’LL DISCUSS TODAY:
  5. 5. image source: proffittmarketing.com SEO & THE LONG TAILMETA DESCRIPTIONSO MANY OPTIONS!
  6. 6. HOWPEOPLE FINDLOCAL BUSINESSES • 75% of Americans use search engines on a regular basis • 56% of Americans use search engines every day • 40% of all searches are for local businesses and services @searchinfluence
  7. 7. SEARCH ENGINE OPTIMIZATION: ALSO KNOWN AS SEO @searchinfluence
  8. 8. Search Engine Optimization (SEO) is the process of influencing the visibility of a website in a search engine’s search results. @searchinfluence WHAT IS “SEO?”
  9. 9. GOOGLE SEARCH RESULTS: NEW ORLEANS HOTELS ORGANIC Search Results @searchinfluence PAID Search Results LOCAL Search Results
  10. 10. GOOGLE SEARCH RESULTS: RESTAURANTS NEW ORLEANS ORGANIC Search Results @searchinfluence PAID Search Results LOCAL Search Results
  11. 11. ORGANIC Search Results @searchinfluence CAROUSEL Search Results GOOGLE SEARCH RESULTS: THINGS TO DO NEW ORLEANS
  12. 12. IS SEO WORTH THE EFFORT? 37% of clicks go to the #1 position 60% of clicks go to the top 3 90% of clicks go to sites on page 1
  13. 13. 1. Keywords 2. Content 3. Connections (links / brand mentions / “citations”) Lather, Rinse, Repeat! @searchinfluence SEO 101
  14. 14. 1. KEYWORD & TOPIC RESEARCH Don’t Guess! Use FREE Tools. • Google https://adwords.google.com/KeywordPlanner • Google Trends http://www.google.com/trends/ • Bing http://www.bing.com/toolbox/keywords @searchinfluence
  15. 15. Keyword Avg. Monthly Searches Competition Suggested bid things to do in new orleans 40500 0.23 2.41 new orleans events 5400 0.04 1.61 new orleans things to do 4400 0.22 2.35 concerts in new orleans 2900 0.21 1.46 new orleans concerts 2400 0.12 2.19 events in new orleans 2400 0.05 1.8 things to do new orleans 1900 0.1 2.08 new orleans opera 1000 0 live music new orleans 880 0.08 0.63 new orleans theater 720 0.11 1.52 concerts new orleans 480 0.12 2.17 new orleans entertainment 480 0.24 1.19 new orleans live music 480 0.08 0.5 new orleans music venues 390 0.1 0.39 events new orleans 390 0.05 2.33 things to do in new orleans la 390 0.26 2.5 shows in new orleans 320 0.32 1.39 new orleans shows 320 0.24 1.65 theaters in new orleans 320 0.12 2.12 new orleans ballet 320 0.02 2.76
  16. 16. 2. CONTENT @searchinfluence
  17. 17. PLAN YOUR CONTENT: TOPICS @searchinfluence Opera Concerts Ballet Live Music Music Venues Event Venue Theatre HOMEPAGE Event Rental Things to Do
  18. 18. PLAN YOUR CONTENT: SPECIFICS @searchinfluence • What makes your business unique? • Everyone can say they have “Great customer service” – why is it great? • Purchase / reservation process • Cost • Expectations • Examples • Dress code
  19. 19. CRAFT YOUR CONTENT @searchinfluence Google looks to certain elements on the page for clues on what the page is about. Google will reward you if all on-site content is unique and high quality. Include the specific topic in all available elements of the page including: • TITLE TAGS • META DESCRIPTIONS • ON-PAGE HEADINGS • ON-SITE CONTENT • ~500 words • IMAGE ALT TAGS
  20. 20. Shows at the top of a browser window, and is the blue / bold title in Search Results TITLE TAG
  21. 21. META DESCRIPTION Built into the HTML of a webpage and acts as a summary or description of that page’s content. The Meta Description is also displayed in the 2 lines of black text on a SERP.
  22. 22. PAGE HEADINGS (H1) Heading tags used on a page to create structure and provide visual cues to the reader.
  23. 23. ON-PAGE CONTENT The on-page content that a visitor reads on a webpage can also be optimized so Search Engines can easily scan and know what your page is all about.
  24. 24. PROPER KEYWORD & TOPIC PLACEMENT • If you are writing specific, informative content, this will happen naturally • Place near top of page, beginning of paragraphs • Don’t force it • Use variations • Review for opportunities to make more rich: • Change “our rooms” to “our hotel rooms” • Change “our store” to “our women’s boutique”@searchinfluence
  25. 25. ONGOING CONTENT CREATION / BLOGGING • Further reinforces the focus of your site • More content about the topics & keywords that are impt for your business • Earn trust from your potential customers • Engage existing customers • Publish fresh content to keep search engine spiders coming back to your site • Create online visibility for long tail (more specific) keyword phrases @searchinfluence
  26. 26. BEST PRACTICES • Batch your topic creation & plan in advance • Post 1+ / week • Link out to credible sources • Use image(s) in each post • Distribute via all your social channels • Write timely posts @searchinfluence
  27. 27. WHAT TO WRITE ABOUT? • What questions do you customers ask you? • Dig deeper on topics • New products & services • Local events • Promotions & sales • Commentary on hot news topics • DIY • Recipes • Testimonials • Customer Stories • Employee Spotlights@searchinfluence
  28. 28. KEYWORD COMPETITION Keyword Avg. Monthly Searches Competition Suggested bid things to do in new orleans 40500 0.23 2.41 what to do in new orleans 9900 0.18 1.34 new orleans tours 5400 0.86 2.59 new orleans attractions 6600 0.18 2.63 fun things to do in new orleans 1900 0.2 2.91 things to see in new orleans 1300 0.12 1.36 things for kids to do in new orleans 390 0.25 2.31 things for children to do in new orleans 20 0.19 1.4
  29. 29. 3. CONNECTIONS @searchinfluence • Show Google that others think you are great too! • Build an online network to reinforce • Get “votes” from other websites
  30. 30. “VOTES” = @searchinfluence LINKS + BRAND MENTIONS
  31. 31. HOW DO YOU GET LINKS? @searchinfluence • Vendors, suppliers • Fellow business owners, if relevant • Outreach to sites that already mention your business • Better Business Bureau • Industry directories and websites • Local websites • Traditional PR • Social shares of your website
  32. 32. TO GET YOU STARTED… @searchinfluence BusinessFinder.NOLA.com NewOrleansCVB.com NewOrleansOnline.com NewOrleansChamber.org /page/directory Thrillist.com Zomato.com Hotels.com TripAdvisor.com NewOrleans.com OpenTable.com
  33. 33. If you are a local business… @searchinfluence … with a physical location
  34. 34. GOOGLE SEARCH RESULTS: RESTAURANTS NEW ORLEANS ORGANIC Search Results @searchinfluence PAID Search Results LOCAL Search Results
  35. 35. ORGANIC Search Results @searchinfluence CAROUSEL Search Results GOOGLE SEARCH RESULTS: THINGS TO DO NEW ORLEANS
  36. 36. ESSENTIAL: CONSISTENT NAP @searchinfluence
  37. 37. THE ANATOMY OF NAP What is a local citation? N A P + W Name Address Phone# Website @searchinfluence
  38. 38. @searchinfluence • Your NAP should be in each of these places: • Website • Social media pages • Business directories – “citations” • Number of citations is important, but consistency is MORE important • Your NAP is your local search fingerprint WHY IS CONSISTENT NAP ESSENTIAL? Don’t confuse Google!
  39. 39. The Local Search Ecosystem
  40. 40. INCONSISTENCY & DUPLICATION OF CITATIONS @searchinfluence
  41. 41. • Confirm Name • Multiple variations? • Confirm Address • usps.com/zip4 • Confirm Phone • One per location • Shoule be local • Avoid call tracking numbers Solidify your NAP first! AUDIT BUSINESS INFORMATION @searchinfluence Step 1
  42. 42. Start at Google.com/business CLAIM YOUR GOOGLE LISTING @paulalmkeller Step 2
  43. 43. Inconsistent and duplicate listing profiles cause confusion for Google. FIXINCONSISTENCIES: MOZLOCAL Step 3@searchinfluence
  44. 44. Inconsistent and duplicate listing profiles cause confusion for Google. FIXINCONSISTENCIES: MOZLOCAL Step 3@searchinfluence
  45. 45. Inconsistent and duplicate listing profiles cause confusion for Google. FIXINCONSISTENCIES: MOZLOCAL Step 3@searchinfluence
  46. 46. LISTING MANAGEMENT TIPS • Keep track of login information • Use one email account for verification & communication with directories • Be absolutely sure your business isn’t already listed before creating a new listing • Periodically review & update @searchinfluence
  47. 47. A LITTLE LAGNIAPPE @searchinfluence
  48. 48. MOBILE IMPORTANCE @searchinfluence • 93% of small business sites are not mobile compatible, yet… • 4 out of 5 consumers use their smartphone to shop • Average time spent on phone: 3.6 hours / day • Just this year, mobile searches on Google surpassed desktop searches for the first time.
  49. 49. WHAT IF I CAN’T TOUCH MY SITE? @searchinfluence • Treat your social profiles like your site – build them out as much as possible. • Prioritize based on what’s already on page 1 of Google for your business name • Create a separate website or blog if possible (wordpress.com)
  50. 50. PAID ADVERTISING @searchinfluence
  51. 51. PAID ADVERTISING @searchinfluence
  52. 52. PAID ADVERTISING @searchinfluence
  53. 53. PAID ADVERTISING @searchinfluence
  54. 54. PAID ADVERTISING @searchinfluence
  55. 55. QUESTIONS?
  56. 56. THANK YOU! - PAULA KELLER pkeller@searchinfluence.com searchinfluence.com/blog twitter.com/searchinfluence

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