Hyper-Local Online SuccessStephanie Nelson ~ Senior Social Media Strategist ~ Better Web PeopleUNCC ~ November 16, 2011
Who Is Better Web People?✤ Founded February 2011✤ Focus on Reputation Management and Social Media Consulting✤ Strategy Based Around Hyper-Local Solutions ✤ SEO-Optimized Directory & Proﬁle Listings, Social Media Outlet Bios, Social Media Posts
Goal & Tactics✤ Goal: Take up as much space on the SERPs as possible✤ Tactics: ✤ Less Competitive Industries - Take up as many 1st page results as we can get - Push the competition out ✤ More Competitive Industries - Use multiple proﬁles as a way to have a variety of indexable material - More entry to points to SERPs
Strategies/Methods✤ Claim Major Online Listings - Proﬁles & Directories ✤ Google Places, Yahoo Local, Bing Local, Merchant Circle, Insider Pages, Superpages, Manta, Yelp ✤ Fill out listings completely with keyword-rich content. ✤ Make them appealing to the search engines.
Strategies/Methods✤ Analyze which social media outlets contain the business’ audience. ✤ Facebook, LinkedIn, Twitter, Google+, Quora, Pinterest, etc
Strategies/Methods✤ Train clients how to post keyword-rich updates on chosen outlets without sounding like they’re keyword stufﬁng. ✤ Social media pages get indexed, just the same as others.
Strategies/Methods✤ Engage client for a company LinkedIn page, as well as optimized personal proﬁles. ✤ Allows another point of entry to SERPs. ✤ Personal proﬁles of employees can be indexed for company name and specialties, as well.
Strategies/Methods✤ Engage client for a YouTube channel. ✤ Another entry point into SERPs. ✤ Google putting emphasis on their own properties & video. ✤ Ideas: facility tours, staff member bios, how tos, etc.
Important Pieces of the Puzzle✤ Make sure information is the same across channels. ✤ Address, Phone Number, Web Address, Offers, etc.✤ Make sure all marketing pieces send the same message. ✤ Print, online, e-mail, direct mail - EVERYTHING ✤ Mixed messages just confuse the end customer.
Difficulties✤ Time/Project Management ✤ Low Price Point + Startup Staff = Client Involvement ✤ If client “doesn’t get” social media or is overcommitted time-wise, social media doesn’t get done. In turn, it makes us & client look bad online.
Difficulties✤ Reviews ✤ Businesses have a hard time getting online reviews. You have to have an ask at the point-of-sale AND lots of follow up - a real time investment on the business’ part. ✤ Google is most important, but includes a lot of steps if you don’t have a Google account or don’t stay signed in.
Difficulties✤ Client Misconceptions ✤ Think things will happen overnight, & if they don’t then we’re not doing our jobs (in their eyes). ✤ Disconnect between what we do and what can be done. ✤ On-site SEO, website changes, PPC, claiming ALL online directory listings, full social media management, etc.
Difficulties✤ Confusion ✤ Potential clients are confused as to why they need to pay for our service since all software we use is available to the public. ✤ SERP algos - hard to stay on top of all changes going on.
Best Practices ✤ Stay on top of emerging trends, sites, algos & technologies ✤ Network, Network, Network - online & real life ✤ Attend conferences & webinars ✤ Read blogs - they’re your best friends