My presentation from SMX West 2013 - on the "Must Have Local Search Tactics" panel on March 12, 2013.
I describe a technique for asking customers for reviews, in a way that maximizes the number of reviews you have on the most-important sites, while minimizing the number of reviews that get filtered.
Phil Rozek
www.localvisibilitysystem.com
Rank Like a Big Company, Impress Like a Local CompanyPhil Rozek
My presentation from Brandify Summit 2016 - on how current trends in local search (and beyond) favor the top-reviewed businesses, rather than the top-ranked ones. I also cover practical ways that big companies can get more happy customers to write online reviews.
Ratings and Reviews are here to stay. How do you leverage the power of being found online while still keeping in mind the personal relationship and experience with the consumer?
Today, everything posted about your business online has the potential to make a big impact on the consumer’s decision whether or not to do business with you. That’s because the Web is a vital resource consumers turn to when researching a purchase. So, what do people see when they research your business online? The answer might surprise you. Even some of the best businesses find that consumers aren’t afraid to express frustrations online. In fact, a recent study showed that almost half of Internet users feel they can be “brutally honest” online, and over a quarter of social media users are likely to “share dissatisfaction with a company, brand or product via social media” (Source: Harris Interactive).
SearchLove San Diego 2017 | Joel Klettke | Don't Buy Your Customer a Beer: Ho...Distilled
Want to convert better? Then you need to learn how to steal your best copy right out of your client's mouths. In this session, Joel will share a proven process for collecting and then translating customer feedback into copy that obliterates objections and moves prospects to act.
Why Online Reputation Management is Important for every Business. Whether your company is a corporate brand, a personal brand or an established enterprise level brand, online reputation management, or ORM, is now more important than ever for your business.
Rank Like a Big Company, Impress Like a Local CompanyPhil Rozek
My presentation from Brandify Summit 2016 - on how current trends in local search (and beyond) favor the top-reviewed businesses, rather than the top-ranked ones. I also cover practical ways that big companies can get more happy customers to write online reviews.
Ratings and Reviews are here to stay. How do you leverage the power of being found online while still keeping in mind the personal relationship and experience with the consumer?
Today, everything posted about your business online has the potential to make a big impact on the consumer’s decision whether or not to do business with you. That’s because the Web is a vital resource consumers turn to when researching a purchase. So, what do people see when they research your business online? The answer might surprise you. Even some of the best businesses find that consumers aren’t afraid to express frustrations online. In fact, a recent study showed that almost half of Internet users feel they can be “brutally honest” online, and over a quarter of social media users are likely to “share dissatisfaction with a company, brand or product via social media” (Source: Harris Interactive).
SearchLove San Diego 2017 | Joel Klettke | Don't Buy Your Customer a Beer: Ho...Distilled
Want to convert better? Then you need to learn how to steal your best copy right out of your client's mouths. In this session, Joel will share a proven process for collecting and then translating customer feedback into copy that obliterates objections and moves prospects to act.
Why Online Reputation Management is Important for every Business. Whether your company is a corporate brand, a personal brand or an established enterprise level brand, online reputation management, or ORM, is now more important than ever for your business.
Produced by Multifamily Insiders: http://www.multifamilyinsiders.com
Every single apartment community has experienced a negative review on ApartmentRatings.com, on Yelp, or even on their own Fan Page. This webinar explains how to properly react to negative posts to diffuse the situation, show prospects you care about your residents, and to use that feedback to improve your business.
Social Media & Reputation Management: The Why and The HowDaniel Riveong
Presented at Social Media Marketing Summit in San Francisco, this presentation present approach to actual reporting on understand a Social Media Reputation Management campaign.
Read our top 10 email marketing tips for financial advisors! Learn how to improve your communication and efficiency with both current clients and potential prospects.
For more financial advisor tips, visit: http://access.backporchvista.com/socialmedia
Ask yourself this question: is your approach to digital marketing strategy hitting all of your KPIs and objectives? For many marketers, the answer to that question is a resounding “maybe.” This Digital Marketing Strategy Master Class will give you the tools you need to answer that question. Learn how to research and craft personas, mine data and analytics for planning insights, create amazing planning shortcuts that save you time and optimize marketing campaigns to enhance your brand’s customer experience.
Dominating Local In a Mobile World | Bernadette Coleman #QueenofLocalSEOAdvice Interactive Group
For an SMB to get found in desktop and mobile search results they must have an optimized digital presence across the web. The includes all citations (mentions) of the business online being 100% consistent. In addition, they must provide locally focused content that consumers are searching for on a regular basis. Learn why you need to be consistent and how to create content that will generate clicks and reads.
Bernadette Coleman, #QueenofLocalSEO, presented this talk at the Local, Search and Social Summit powered by Rocks Digital on October 1, 2015.
Personalization should not be an afterthought anymore but many merchants haven’t been able to or willing to capitalize on it yet. 2017 is the year when personalization becomes an important factor for sustaining competitiveness. How mature is your personalization and where should it head to?
How to Kick Butt with Your Email OutreachRand Fishkin
Rand's presentation from Searchlove on how to get (almost) everything you've ever wanted with just an email. If you're trying to do email outreach to improve your content marketing, social media efforts, link building, public relations opportunities, networking, product feedback, and more, these slides are for you!
10 Ways Search Marketing for B2B is Different...and How to Maximize ResultsStacy Sutton Williams
B2B marketers have unique challenges, ranging from a long sales cycle with multiple "touches" to being in a complex space with rapidly evolving language and keywords. Stacy Williams' presentation to B2BCamp Atlanta shows how B2B marketers can best leverage search engine marketing (both SEO and paid search).
Produced by Multifamily Insiders: http://www.multifamilyinsiders.com
Every single apartment community has experienced a negative review on ApartmentRatings.com, on Yelp, or even on their own Fan Page. This webinar explains how to properly react to negative posts to diffuse the situation, show prospects you care about your residents, and to use that feedback to improve your business.
Social Media & Reputation Management: The Why and The HowDaniel Riveong
Presented at Social Media Marketing Summit in San Francisco, this presentation present approach to actual reporting on understand a Social Media Reputation Management campaign.
Read our top 10 email marketing tips for financial advisors! Learn how to improve your communication and efficiency with both current clients and potential prospects.
For more financial advisor tips, visit: http://access.backporchvista.com/socialmedia
Ask yourself this question: is your approach to digital marketing strategy hitting all of your KPIs and objectives? For many marketers, the answer to that question is a resounding “maybe.” This Digital Marketing Strategy Master Class will give you the tools you need to answer that question. Learn how to research and craft personas, mine data and analytics for planning insights, create amazing planning shortcuts that save you time and optimize marketing campaigns to enhance your brand’s customer experience.
Dominating Local In a Mobile World | Bernadette Coleman #QueenofLocalSEOAdvice Interactive Group
For an SMB to get found in desktop and mobile search results they must have an optimized digital presence across the web. The includes all citations (mentions) of the business online being 100% consistent. In addition, they must provide locally focused content that consumers are searching for on a regular basis. Learn why you need to be consistent and how to create content that will generate clicks and reads.
Bernadette Coleman, #QueenofLocalSEO, presented this talk at the Local, Search and Social Summit powered by Rocks Digital on October 1, 2015.
Personalization should not be an afterthought anymore but many merchants haven’t been able to or willing to capitalize on it yet. 2017 is the year when personalization becomes an important factor for sustaining competitiveness. How mature is your personalization and where should it head to?
How to Kick Butt with Your Email OutreachRand Fishkin
Rand's presentation from Searchlove on how to get (almost) everything you've ever wanted with just an email. If you're trying to do email outreach to improve your content marketing, social media efforts, link building, public relations opportunities, networking, product feedback, and more, these slides are for you!
10 Ways Search Marketing for B2B is Different...and How to Maximize ResultsStacy Sutton Williams
B2B marketers have unique challenges, ranging from a long sales cycle with multiple "touches" to being in a complex space with rapidly evolving language and keywords. Stacy Williams' presentation to B2BCamp Atlanta shows how B2B marketers can best leverage search engine marketing (both SEO and paid search).
Advanced SEO Workshop presented to Webgrrls by Josepf Haslam & Etela Ivkovic ...Josepf Haslam
Learning Objectives
- The importance of and how to conduct advanced keyword research
- Advanced on-page optimization with cross linking strategy
- Advanced off-site factors including link building and maintenance
- How to evaluate the health of your backlink portfolio
- How to assess the strength of your competitor backlinks and where their visitors come from
- Discover how to identify the demographics of your top competitor sites
- What is Google Panda & Penguin updates and how to use them to your advantage
- How to overcome common problems associated with CMS driven sites such as duplicate
content, spider traps
- SEO & Social Media
- Understand Google’s vision for the future of search to gain a competitive advantage.
Search Engine Optimization is the Art & Science of helping your site be crawled, indexed and be found in Organic/Natural (nonpaid) Search Results.
SEO is a process & a mindset
Expands into site architecture, coding performance, usability, content quality, user interaction, sharing and conversion.
How Do I Get More (and Better) Organic Traffic?
Understand keywords (search phrases) that are important to you
Understand how Google determines relevance
Build and optimize your site based on keyword research for all 4 elements of SEO (later)
Get citations / shares / back-links to improve positions over time
Measure, tweak and test based on Analytics
Why Web Back-links are important
Links to your pages confer authority and relevancy to that page
The more important the page linking to you, the more beneficial for you
The more relevant the page linkingto you is, the better
The more relevant the wording that people use to link to your site, the better
Links tell Google what a website is about
What keywords are relevant to your site
How important your site is
Where your site is
What content niche the site occupies – what the context of your site is
From Feature to Story: Building Compelling NarrativesAnne Driscoll
I presented this at #wintercamp this year - for companies looking to tell a more compelling story around their products. Main topics include developing and understanding the target customer, creating a bigger story around product features, leveraging the right PR strategy and building a narrative.
For SMBs and brands to get exposure for their businesses online they MUST have a Local SEO and Content Strategy in place. In this presentation at the Local, Search and Social Summit powered by Rocks Digital, Natalie Gould and Rachel Morgan shared the best practices and strategies they use daily to help the clients they serve get more site traffic, content reads and social interaction.
Discussing Design Without Losing your Mind [Code and Creativity 10/7]Aaron Irizarry
Getting feedback from clients, teams, and stakeholders can be terrifying. We’ve all had our designs berated during painful meetings that result in nothing actionable or useful.
This presentation provides tips and techniques for improving the conversations you have surrounding design with your teams, clients, and organizations.
Google is Watching You: How Google Spies on Search Behavior to Rank WebsitesJohn Crenshaw
Google is watching you, your friends, your grandma, your kids, your spouse - and it's all an attempt to improve the search ranking algorithms.
Find out how Google might be using searcher behavior to improve the search results and the implications this has for anyone involved in SEO.
SEO in 2017: It's The Same (But It's Not)Beau Pedraza
Presented by Beau Pedraza at AMA Houston Academy, April 7, 2017. Learn how SEO, Paid Search, Marketing Analytics, and the marketing engine that drives leads, conversions, and revenue are blurring daily. By getting to basics and using R & RStudio to accelerate SEO planning, Beau Pedraza of Forthea Interactive Marketing in Houston makes a case for integration across data science and knowing who one's people are.
Jon Kaufman, President of Advice Interactive Group, gives his talk on Local Search, "1,000,000 vs. Marketing" to the first-annual Dallas Digital Summit, December 4-5, 2012.
The wrong links can hurt your brand. The right links increase visibility, credibility, traffic, and rankings. Discover the secrets to securing quality inbound links with the very latest best practices in industrial-strength link building. Join BuzzStream Founder Paul May for a structured approach to link outreach that focuses on building more links in less time with higher quality. Review a sample campaign to see exactly how and why it works. Stop building lists, and start building powerful linking partnerships for increased site authority.
The 80/20 Rule tells us that 80% of results come from 20% of the efforts. In marketing it’s more like 90/10. Especially when it comes to content performance.Do you know which specific URLs make up your top 10%? What content hooks your audience? Which specific sources of traffic perform the best?In one hour, you’ll learn to use GA4 to discover the low hanging fruit in your marketing and which actions are the most likely to drive the biggest impact. This session covers the reports and analysis you can use to start getting better results from digital, discover which adjustments have the greatest impact on traffic and conversions …without an expensive website redesign.
InsideLocal Webinar: Advanced Google+ OptimizationMyles Anderson
On December 3rd, 2014 we were joined by 4 local search experts to discuss advanced optimization tips for Google+ Local.
Here’s a preview of some of the issues our experts will discuss –
- Category selection & ranking
- Landing page selection & impact
- Creative methods for boosting conversion
- Managing behavioural signals
- Advanced competitor analysis
- Hidden gems, game changers, and MUCH more!
Google Analytics: Stop Wondering And Start MeasuringAffiliate Summit
If you use Google Analytics just to see how many people are coming to your site, you’re leaving money on the table. If your site has actionable items, you can extract hugely profitable data from GA.
Experience level: Beginner
Target audience: Affiliates/Publishers, Merchants/Advertisers, Networks
Niche/vertical: Analytics
Joshua Ziering, Owner, Full Speed SEO (Twitter @JoshuaZiering)
Similar to The Zigzag Approach to Requesting Customer Reviews (20)
Google Analytics: Stop Wondering And Start Measuring
The Zigzag Approach to Requesting Customer Reviews
1. Must Have Local Search Tactics March 12, 2013
The Zigzag Approach
to Requesting Customer Reviews
Phil Rozek
LocalVisibilitySystem.com
(Twitter: @philrozek)
2. Must Have Local Search Tactics March 12, 2013
Business owner asks:
“I have happy customers.
I know they’ll review me if I ask.
What do I ask them to do?”
3. Must Have Local Search Tactics March 12, 2013
Me:
“Depends on the customer.”
4. Must Have Local Search Tactics March 12, 2013
No such thing as
“asking for a review”
It’s more complicated than that.
You need to deal with
at least 3 obstacles:
5. Must Have Local Search Tactics March 12, 2013
Obstacle 1:
Diversity
You need to try to get reviews on a
variety of sites.
Why?
6. Must Have Local Search Tactics March 12, 2013
So you’ll rank well in Google+Local,
Bing, Yahoo, and Apple Maps.
And more importantly, so you get…
8. Must Have Local Search Tactics March 12, 2013
Obstacle 2:
Review Filters
Google+Local and Yelp filter out LOTS of
legit reviews.
Unnatural in any way = gets filtered.
Many reviews don’t make it far…
10. Must Have Local Search Tactics March 12, 2013
Why? Nobody’s 100% sure, but...
The frequency at which you ask for
reviews is a factor for the filters.
Google & Yelp also are more likely to
filter reviews by first-timers, AKA…
12. Must Have Local Search Tactics March 12, 2013
“Noobs” are a challenge because:
-By definition, they aren’t in the habit
of writing reviews. So it’s confusing.
-They’re more likely to be filtered
(looks unnatural to Google & Yelp).
13. Must Have Local Search Tactics March 12, 2013
BUT you want need reviews!
Can’t be pushy, but you still need
to give them direction.
15. Must Have Local Search Tactics March 12, 2013
Direct the traffic…
16. Must Have Local Search Tactics March 12, 2013
…but NOT in a straight line
You don’t direct each customer to
the same review site.
Enter the “zigzag technique”:
17. Must Have Local Search Tactics March 12, 2013
Concept of zigzag:
Guide with Questions
Guide them through their options.
Ask diagnostic questions to
determine where a customer should
review you.
18. Must Have Local Search Tactics March 12, 2013
Concept of zigzag:
19. Must Have Local Search Tactics March 12, 2013
Specifics
Let’s take a look at some instructions a
business owner could give customers.
(Wanted to show you the whole PDF,
but it wouldn’t fit!)
20. Must Have Local Search Tactics March 12, 2013
Had to improvise…
21. Must Have Local Search Tactics March 12, 2013
Example of “zigzag”:
22. Must Have Local Search Tactics March 12, 2013
Option 1: Yelp
23. Must Have Local Search Tactics March 12, 2013
Option 2: Google+Local
24. Must Have Local Search Tactics March 12, 2013
Option 3: Yahoo
25. Must Have Local Search Tactics March 12, 2013
Option 4: CitySearch
26. Must Have Local Search Tactics March 12, 2013
Option 5: Whatever
27. Must Have Local Search Tactics March 12, 2013
By the way…
You’re not asking any one person
to write multiple reviews.
Just one review – on one site.
28. Must Have Local Search Tactics March 12, 2013
What’s the idea behind the
zigzag layout?
3 principles:
29. Must Have Local Search Tactics March 12, 2013
Principle 1:
Start with toughest sites
Specifically
30. Must Have Local Search Tactics March 12, 2013
You’re asking customers:
Active user? Good!
Not an active user?
Write review elsewhere.
31. Must Have Local Search Tactics March 12, 2013
Principle 2:
Easier sites = 2 nd choice
Sites that are good to have reviews
on but that are easier.
Yahoo, InsiderPages, CitySearch, ma
ybe industry-specific sites…
32. Must Have Local Search Tactics March 12, 2013
Principle 3:
No unnecessary steps
33. Must Have Local Search Tactics March 12, 2013
They’re not having to create new accounts.
The “2nd choice” sites must be EZ.
= No frustration
= Fewer filtered reviews
= You consistently get reviews somewhere
35. Must Have Local Search Tactics March 12, 2013
Goal? Get bulls’-eyes.
One way to get them is to have a
good aim. (Gee, really?)
But there’s another way:
36. Must Have Local Search Tactics March 12, 2013
Create more bulls’-eyes
37. Must Have Local Search Tactics March 12, 2013
Takeaway: What to do
1. Figure out which sites you want reviews on.
Definitely Google+Local and Yelp,
plus 2-3 easier options.
Can always research competitors’ reviews.
38. Must Have Local Search Tactics March 12, 2013
Takeaway: What to do
2. Create instructions in which you
show customers their options one at a time.
Can be a PDF, page on your site, or email.
Or you can ask them verbally.
It’s the guiding technique that counts.
39. Must Have Local Search Tactics March 12, 2013
Takeaway: What to do
3. Ask questions at every step
– questions that channel active
Google+ users and Yelpers in
one direction, and everyone else
in other (easier) directions.
40. Must Have Local Search Tactics March 12, 2013
No matter what…
Make your instructions interactive.
Give them logic circuits.
Give them a brain.
41. Must Have Local Search Tactics March 12, 2013
Thanks!
Phil Rozek
@philrozek
LocalVisibilitySystem.com