SEARCH AND SOCIAL MEDIA STRATEGIES FOR THE LOCAL BUSINESS<br />Discover an Actionable Strategy to Market Your Business Online - Succeed with Local Marketing - Google Places, Search Engine Optimization, Facebook, & much more!<br />Tom Litchfield<br />Techie DIY<br />Techiediy.com<br />
Agenda<br />An overview of search and social media for business.<br /><ul><li>Introduction: Search and Social Media
The Search Engine (Google) interprets local intent from the search phrase.</li></li></ul><li>Why Local SEO Is Important<br /><ul><li>73% of activity online is in one way or another “related to local content”
For every one dollar U.S. consumers spend online, another five or six are going to offline purchases that are influenced by online research
97% of Internet users in the U.S. gather shopping information online, and of those consumers 51% explicitly characterize their behavior as “Shop Online, Purchase Offline”
70% of online searchers will use local search to find offline businesses. </li></li></ul><li>Valuable Local Keywords Examples<br /><ul><li>Electrician <city name>
Always keep a local geographic slant in mind</li></li></ul><li>Location, Location, Location! Where Are You?<br /><ul><li>Place your full street address and local phone number on all pages of your website.
Optimize your Contact or About page for your business name and location.
Use the hcard microformat to make your location unmistakable to the Search Engines.
Add a KML file (special location file) to your website</li></li></ul><li>TIP: Give Your Biz a Tagline<br /><ul><li>If your business name doesn’t make it very clear where you are and what you do, then use a tagline to communicate that information to both humans and Search Engine spiders.</li></li></ul><li>TIP: For Multiple Locations:<br /><ul><li>Create a separate page for each location
Link internally to location pages, using the location names in link text
Use other terms on the page that will help the Search Engines understand where you are: street intersections, highway exits, what’s nearby, nicknames for neighborhoods, etc.</li></li></ul><li>Create your business listings (Maps):<br /><ul><li>Google Places www.google.com/local/add
Bing Local https://ssl.bing.com/listings/ListingCenter.aspx
Yahoo Local http://listings.local.yahoo.com/</li></ul>If you never do anything else, just build your Google Places page<br />Create Search Engine Business Listings<br />
Google gets Local data from other websites and YOU<br />1. Google Places for Business (Google Places/Maps)<br />2. Third-Party Data Providers<br />3. Visiting websites (web crawling) <br />
Anything else relevant to your niche</li></li></ul><li>Optimize Your Biz Listings<br /><ul><li>Choose – or create – the right categories
Give your listing attributes</li></li></ul><li>Create Citations <br />Citations, aka web references, are web pages that cite or mention your business or web site. <br />They do not have to contain a link!<br />
Keep Creating Citations!<br /><ul><li>Citations are important in building Google’s trust in the information it has about you.
Citations can drive targeted traffic to your business.
Citations are easier to get than links – many are free.</li></li></ul><li>Reviews Influence Rankings<br /><ul><li>Ratings and reviews enter into the algorithm on some sites-like Yahoo!Local
Highly rated items can rise to the top on some sites and poorly rated ones are rarely seen.
Users can sort their results by ratings on some sites, creating their own personalized rankings.</li></li></ul><li>Offsite SEO – It’s all about Linking! <br /><ul><li>The right incoming links can help with location trust.
“Social Media Marketing: Enables Others to Advocate for Your Business Through Compelling Content”<br />Image credit: Ian Sane<br />
“Social Media is Like a Cocktail Party: Listen Then Respond”<br />Photo Credit: The Dana Files<br />
“Facebook is a social network that connects people personally and professionally through connections, messages, photos, & videos.”<br />Photo Credit: Marvin Kuo<br />
Facebook Fan Pages Let Businesses Interact with Customers and Prospects <br />
“Twitter is like a Text Message with a BCC: To The World”<br />Photo Credit: ydhsu<br />
Businesses Use Twitter to Converse with Prospects, Provide Customer Service and Drive Website Traffic.<br />
Social Media Can Drive <br />Leads and Customers<br />Photo Credit: PhotoDu.de<br />
Social Media is for Leads and Sales<br />Source: State of Inbound Marketing Report - http://bit.ly/aewfHr<br />
Social Media is for B2B and B2C<br />Source: State of Inbound Marketing Report - http://bit.ly/aewfHr<br />
The Mobile<br />Media Revolution<br />Mobile Phone Market<br />4 TIMES as many mobile phone users as internet users<br />33% of phones use high speed data services<br />iPhone, Blackberry and Android<br />
Optimize your existing site for mobile</li></li></ul><li>Roadmap for Your Business<br />Optimize website with geographic slant (city name(s), keyword phrases)<br />Claim Google Places listing for your business<br />Claim Bing Local listing for your business<br />Claim Yahoo Local listing for your business<br />Do a baseline analysis to determine where you are today<br />List your business in dozens of directory and review sites <br />Setup online lead capture mechanisms (forms) on your website<br />Get you listed in all local search directories<br />Begin building targeted links to your business website. Do this monthly!<br />Work with your customers to solicit real reviews – more is good!<br />Track results of your progress<br />
Consider having a “custom” Facebook/Twitter site created ($400-750 in total). This will enhance your results in both of those platforms
You can outsource the creation of the custom sites, and even the content depending on your goals</li></li></ul><li>Avoid at All Costs!<br /><ul><li>Don’t create more than 1 Google Places listing at your business location (for same business).
Don’t create more than 1 Google Places listing with your business phone number
Don’t spend time on linking exchanges, e.g., you link to me, and I’ll link to you.
Don’t “borrow” content from other highly ranked sites without making changes first
Don’t hire someone to do “SEO”, internet marketing, or social media who doesn’t have references or can show you results on their own site!
Avoid hiring someone to help you who doesn’t have their website, or who solicits you blindly via a random email
Don’t let anyone set-up your Google Places listing using their account – ensure that your own user/pwd are used to create the business listing.</li></li></ul><li>Optimize Your Online Presence<br />New Techie DIY products (some in development):<br /><ul><li>Up to Speed with Google Places