Natalie Vasilyev will give a presentation about geo targeting and local search at The Net Impact's October TXCHANGE Happy Hour event, which begins at 6:00pm. The presentation will cover getting started with Google Places, claiming business listings, creating new listings, reviewing listings, local directories, paid search campaigns, and basics of a local social media strategy. Natalie is an experienced director of internet marketing who will provide insights on using local search and technology to target customers geographically.

1. Welcome to The Net Impact’s
October TXCHANGE Happy Hour
Natalie’s presentation will begin at
6:00pm
Join the conversation on Twitter with
@TheNetImpact
#tniLocal
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2. About The Net Impact
Web Development Social Media
Web Design Ecommerce
Web Marketing Mobile
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3. TXCHANGE Event Series
• Short for “Technology Exchange”
• Expert insights on new technology and web
marketing strategies
– Enterprise Social Media
– Website Branding
– Video SEO
• Now Broadcasting LIVE!
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4. About Natalie Vasilyev
• Director of Internet Marketing at The Net Impact
• 6+ years of experience in traditional and web marketing
• Developed and executed strategies for national and international clients
– Dell Inc. SMB division
– Century 21
– Edible Arrangement
– Sears Portrait Studios
– BJC Hospitals
– US Van Lines
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5. Geo Targeting with
Local Search
Natalie Vasilyev
Director of Internet Marketing
The Net Impact
October 25th, 2011
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6. 70 percent of online searchers will use
local search to find offline
businesses.
Research by Kelsey Group 6

7. What is Geo Targeting?
The ability to target specific customers by their
location using search engine marketing
techniques.
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8. Who Needs it?
• Businesses targeting customers within a local or specific
geographical area.
• Business wanting to target local & national customers.
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9. Who Needs it?
• National companies wanting to have local presence for their
local branches
• Companies wanting to export or target international
customers (either in English or foreign languages)
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10. Geo Targeting Factors
– The domain name of the search engine used
– The language preference set for your search engine
– IP address of the user
– Search term entered by user
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11. Local Players
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12. Google Places
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13. Paid Search Listing
Organic
Google
Places
Listings
Organic
Search
Listings
Paid Search Listing 13

14. Getting Started with Google Places
• Claim Your Listings
This will either read Edit this
Place or Owner verified listing
• Create a new listing if one doesn’t exist.
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15. Creating a New Listing with Google Places
• Create your listing at www.google.com/places
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16. Creating New Listing with Google Places
Enter complete
company information:
• Company name,
address, email, website,
phone number,
description and
categories
• Enter hours of
operation and payment
options
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17. Creating New Listing with Google
• Enter photos and videos
• Corporate YouTube channel,
Facebook, and Twitter
profiles
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18. The more complete your Google Local profile is, the better it ranks. Include
details such as:
• Photos
• Videos
• Coupons
• Specialties
• Certifications
• Business Hours
• Forms of Payment
• Year Founded
• Link to Twitter Page
• Link to Facebook Page
• News Updates
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20. Review on Google Places
• Collect testimonials
Use this as another
customer service
platform and address
all concerns or
problems that your
customers have.
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21. Review on other sites
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22. Local Directories
Get listed in the top local directories:
• Bing Local
• Yahoo Local Free Business Listing
• Facebook places
• Local.com Free Business Listing
• Superpages.com Free Listing
• Yellowpages.com Create A Listing
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23. Business Directories
• The Following three directories are important to monitor for accuracy.
• Although people might not use them to search for your business listings,
search engines (big and small) verify the accuracy of their listings based on
the information listed with these directories.
• Make sure they all match and are accurate. Google will rank you higher if
all of the information matches between the three main directories.
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24. Best Practices
Claim your business listing. It's free!
Edit your listings and verify your information to make sure
people can find you
Stand out
Engage customers with photos, offers, public responses and
more
Get insights
Use info about your listing to make smarter business decisions
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25. Paid Search Listings
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26. Paid Search Results
Paid
Search Ads
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27. Paid Search Campaigns
• Geo Targeted Search Campaign
A geo targeted search campaign is set to target a specific geographical
area (city, state, zip code, or a country). This campaign will use broad keywords
like: “Dry Cleaners” or “Auto Repair Shop.”
• Geo Modified Search Campaign
A geo modified search campaign uses geographically targeted keywords to target
the desired location. This campaign should have broad geographical settings
to country or a state. Geo modified keywords are: “Moving to St. Louis” or
“Buying a home in Chesterfield”
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28. Benefits of Paid Search
• Highly targeted
– Targeted to specific audience
– Targeted to geographical location
• Fast launch
– Paid search campaign can be launched within hours
– Paid search listings enter the auction immediately and ads will be displayed within
several hours of campaign launch
• Controlled Messages
– Advertisers have the ability to run promotions and strong calls to action for their
business
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29. Benefits of Paid Search
• Analytics and testing
– With site analytics tools like Google Analytics, advertisers are able to determine the
performance of each campaign down to each keyword.
– Measuring ROI, and CPA (cost per action)
– Testing different promotions and messages help achieve best results
• You only pay if, your ad was clicked.
Impressions are free!
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30. Social Local Marketing
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31. Basics of Local Social Strategy
• Planning and promoting
local events within Social
Media
• Promote your social assets
locally
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32. Basics of Local Social Strategy
• Localizing contests
with Facebook
• Use custom pages to
spotlight locations
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33. Summary
• Update and complete your profile with Google Places, Yahoo
and Bing Maps
• Update your company information on the top three
directories
• Don’t ignore customer reviews
• Consider local strategy with Paid Search
• Use social media to drive traffic to your store
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