Presentation on how Better Web People works with clients on reputation management and social media consulting.

1. Hyper-Local Online Success
Stephanie Nelson ~ Senior Social Media Strategist ~ Better Web People
UNCC ~ November 16, 2011

2. 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

3. Why Businesses Need Help...
The Local Search Ecosystem
✤ How much time do
you think it takes to
master the search
ecosystem?
✤ What about if it’s not
your primary job?
Active Feed (verified)
© 2009-2010 GetListed.org, Inc. and David Mihm, Inc. All rights reserved. May not be used without permission.
Active Feed (speculative) All logos are the intellectual property of the companies described.
Passive Feed

4. 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

5. 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.

6. Strategies/Methods
✤ Analyze which social media outlets contain the business’ audience.
✤ Facebook, LinkedIn, Twitter, Google+, Quora, Pinterest, etc

7. 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.

8. 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.

9. 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.

10. 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.

11. 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.

12. 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.

13. 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.

14. 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.

15. 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

16. So...
✤ Questions?
✤ Comments?