Local Search and Social Media for Business


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What local businesses can do to improve their online presence in mobile and localized search.

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  • Local Search and Social Media for Business

    1. 1. 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 />
    2. 2. Agenda<br />An overview of search and social media for business.<br /><ul><li>Introduction: Search and Social Media
    3. 3. Search basics with focus on Local Search
    4. 4. Social Media basics
    5. 5. Action Plan Overview - Online Marketing Success Blueprint for Your Franchise
    6. 6. Resources</li></li></ul><li>Why Bother with Search and Social Media<br /><ul><li>Yellow Pages are in steady decline
    7. 7. Directory Ads (Print) are not working – poor response and not measurable
    8. 8. Newspapers are in trouble across the country
    9. 9. Television / Radio is not cost effective for many businesses
    10. 10. Email marketing has seen a drop in response rates due to the pure volume of “noise”</li></li></ul><li>
    11. 11. Global Internet Users<br />Photo Credit: Jess3<br />
    12. 12. 90 Trillion <br />The number <br />of emails sent on <br />the Internet in 2009.<br />Source: Jess3<br />
    13. 13. 600+ Million Active Facebook Users<br />Source: Tech Herald<br />Photo Credit: Oversocialized<br />
    14. 14. 131 Million<br />The number of blogs on the Internet.<br />Source: Jess3<br />
    15. 15. 10 Billion+ Tweets Sent on Twitter Since 2006<br />Source: Mashable<br />Photo Credit: Rosaura Ochoa<br />
    16. 16. 2 Billion Videos Are Streamed Each Day On YouTube<br />Photo Credit: jonsson<br />Source: Techcrunch<br />
    18. 18. Search Engine Optimization and Local Search<br /><ul><li>What is Local Search/Local SEO
    19. 19. Why Local SEO is important
    20. 20. Challenges for Local Businesses
    21. 21. Later… Tactics For Local Search Optimization
    22. 22. On-Page Optimization
    23. 23. Off-Page Optimization
    24. 24. Reviews
    25. 25. Citations
    26. 26. Links</li></li></ul><li>Local Search Is…<br /><ul><li>Local Search is any search made with the goal of finding something in a specific geographic area.
    27. 27. This is known as searching withlocal intent.</li></li></ul><li>How Is Local Intent Determined?<br /><ul><li>The searcher uses geographic modifiers (advanced settings).
    28. 28. The searcher has personalization settings on.
    29. 29. IP Addresses
    30. 30. 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”
    31. 31. For every one dollar U.S. consumers spend online, another five or six are going to offline purchases that are influenced by online research
    32. 32. 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”
    33. 33. 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>
    34. 34. Alarm company <city name>
    35. 35. Plummer <city name>
    36. 36. Auto parts <city name>
    37. 37. <city name> Electrical
    38. 38. <city name> Alarm company
    39. 39. <city name> Pluming
    40. 40. <city name> auto parts
    41. 41. Real restate agent <city name>
    42. 42. <city name> real estate agent
    43. 43. Dentist <city name>
    44. 44. <city name> Dentist</li></li></ul><li>Local Search is aParadigm Shift<br />You need to be where your customers are every day:<br /><ul><li>Online and on their phone.
    45. 45. Just having a web pageisn’t enough anymore.
    46. 46. You want to be a respectedand trusted authority and a yellow page ad isn’t going toget it done for you.</li></li></ul><li>How High Do I need to Rank?<br />Search Pages<br />
    47. 47. Why Local Search Is Important<br />
    48. 48. Where Are Your Customers?<br /><ul><li>Neighborhood?
    49. 49. City?
    50. 50. Nearby cities?
    51. 51. Region?
    52. 52. State?</li></li></ul><li>Where Are Your Customers?<br /><ul><li>The broader your geographical reach, the more time and money you need to be successful.
    53. 53. Generally, the narrower your reach, the easier it will be to compete online.
    54. 54. Why? There is usually less competition and it is usually less savvy about internet marketing.</li></li></ul><li>What is the “Long Tail”<br />
    55. 55. On Page Optimization<br /><ul><li>Build relevance and trust in your location+keywords.
    56. 56. Focus on the basics to make your site friendly to Google:
    57. 57. Title Tags
    58. 58. Description
    59. 59. Great Content
    60. 60. Internal Linking
    61. 61. 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.
    62. 62. Optimize your Contact or About page for your business name and location.
    63. 63. Use the hcard microformat to make your location unmistakable to the Search Engines.
    64. 64. 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
    65. 65. Use local info on each of these pages
    66. 66. Link internally to location pages, using the location names in link text
    67. 67. 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
    68. 68. Bing Local https://ssl.bing.com/listings/ListingCenter.aspx
    69. 69. 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 />
    70. 70. 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 />
    71. 71. Local/Social Sites<br />
    72. 72. A Google Maps Listing<br />
    73. 73. Google Maps Dashboard – Measuring Results<br />
    74. 74. Standardization Builds Trust<br /><ul><li>Use the same name, address and phone number everywhere online.
    75. 75. Go to the sources of business data and standardize there.
    76. 76. Make it easy on Google
    77. 77. Branding</li></li></ul><li>Optimize Your Biz Listings<br /><ul><li>Use your main keyword phrase and complementary terms in your profile descriptions
    78. 78. Grab the “long tail” by including:
    79. 79. Your products and services
    80. 80. The brands you carry
    81. 81. The Locations you serve
    82. 82. Anything else relevant to your niche</li></li></ul><li>Optimize Your Biz Listings<br /><ul><li>Choose – or create – the right categories
    83. 83. 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 />
    84. 84. Keep Creating Citations!<br /><ul><li>Citations are important in building Google’s trust in the information it has about you.
    85. 85. Citations can drive targeted traffic to your business.
    86. 86. 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
    87. 87. The more reviews, the better.
    88. 88. Highly rated items can rise to the top on some sites and poorly rated ones are rarely seen.
    89. 89. 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.
    90. 90. Look for links from local authority sites.
    91. 91. Look for links from sites that rank for what you want to rank for.
    92. 92. Use existing relationships to get local links.</li></ul>Tip: Get Local Links whenever you can<br />
    93. 93. Social Media <br />101 – Getting Known!<br />
    94. 94. “Social Media Marketing: Enables Others to Advocate for Your Business Through Compelling Content”<br />Image credit: Ian Sane<br />
    95. 95. “Social Media is Like a Cocktail Party: Listen Then Respond”<br />Photo Credit: The Dana Files<br />
    96. 96. “Facebook is a social network that connects people personally and professionally through connections, messages, photos, & videos.”<br />Photo Credit: Marvin Kuo<br />
    97. 97. Facebook Fan Pages Let Businesses Interact with Customers and Prospects <br />
    98. 98. “Twitter is like a Text Message with a BCC: To The World”<br />Photo Credit: ydhsu<br />
    99. 99. Businesses Use Twitter to Converse with Prospects, Provide Customer Service and Drive Website Traffic.<br />
    100. 100. Social Media Can Drive <br />Leads and Customers<br />Photo Credit: PhotoDu.de<br />
    101. 101. Social Media is for Leads and Sales<br />Source: State of Inbound Marketing Report - http://bit.ly/aewfHr<br />
    102. 102. Social Media is for B2B and B2C<br />Source: State of Inbound Marketing Report - http://bit.ly/aewfHr<br />
    103. 103. 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 />
    104. 104. What Can You Do? How To Start?<br />
    105. 105. Building a Long-term Strategy<br /><ul><li>Website
    106. 106. SEO – Google Places
    107. 107. Social Media
    108. 108. LinkedIn
    109. 109. Twitter
    110. 110. YouTube
    111. 111. Facebook
    112. 112. Mobile
    113. 113. Consider a custom mobile website
    114. 114. 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 />
    115. 115. Areas To Address<br /><ul><li>Website
    116. 116. Make sure it is heavy on keyword rich text
    117. 117. Make sure it has a form to capture visitors information. Consider offering a report of some kind as a give-away
    118. 118. SEO
    119. 119. Decide whether you are going to outsource or do the work yourself. Expect to pay $400 - $2000 a mos. depending on your market.
    120. 120. Check that your website is visible in Google today
    121. 121. Build targeted pages of content about each product/service you offer
    122. 122. Linking – expect to build a few hundred links a month initially to get successful.
    123. 123. Create a baseline – monitor where you are today
    124. 124. Use Excel to track where you are on a bi-weekly basis</li></li></ul><li>Areas To Address<br /><ul><li>Social Media
    125. 125. Create a LinkedIn/YouTube account for your business
    126. 126. Create a Facebook Fan page and Twitter Account
    127. 127. Create/Add a Blog to your website
    128. 128. If possible, add 1-2 articles per week
    129. 129. Consider having a “custom” Facebook/Twitter site created ($400-750 in total). This will enhance your results in both of those platforms
    130. 130. 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).
    131. 131. Don’t create more than 1 Google Places listing with your business phone number
    132. 132. Don’t purchase links from services online
    133. 133. Don’t spend time on linking exchanges, e.g., you link to me, and I’ll link to you.
    134. 134. Don’t “borrow” content from other highly ranked sites without making changes first
    135. 135. 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!
    136. 136. Avoid hiring someone to help you who doesn’t have their website, or who solicits you blindly via a random email
    137. 137. 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
    138. 138. Keyword Research Basics
    139. 139. Social Media Automation
    140. 140. Search Engine Optimization
    141. 141. Mobile Website Creation with Wordpress
    142. 142. Content Creation
    143. 143. Facebook Business Pages</li></ul>Or, for immediate questions and consultation, email:<br />tom@techiediy.com<br />