billboardonline google maps and places presentation
TRANSCRIPT
Google MapsMartin Brossman
Presents
Center for Excellence
Raleigh, NC
Agenda
Overview of Seminar
Introductions
Search Ranking Basics
Google Maps Overview
Google Places Overview
Individual Examples
Conclusion
Introductions
Audience 1 Minutes
BillboardOnline
Samra Busic-Janisch Industry Experience
Real Estate Financial Services
Jennifer Surovy Industry Experience
Politics/Campaigns Financial Services Media
Search Rankings Basics
% of US Searches As of Feb. 2011, (Source: Experian Hitwise)
Google – 66.69% Bing – 13.49% Yahoo – 14.99%
Focus on Google due to its Overall Presence, can fine tune with others in the future.
Search Ranking Basics
Google’s Mission - “…to organize the world‘s information and make it
universally accessible and useful.” What does that tell us?
Search Results Methodology Formulaic, but the formula keeps changing!
Search Rankings Basics
Consumer View I want to find information/product/service
Near Me Quality/Reputation Low Cost And Answers My Question!
Search Rankings Basics
Business View Generate Business Leads
Easy to Find Message Clear and Actionable
Is your Business Effectively Utilizing this Marketing Tool?
Search Engine Basics
Where’s the Money? Heat Map
Notice where people actually look Paid Traffic
Top Ads Side Ads
Organic Traffic - Ranking and Monetary Conversion
Search Engine Basics
Heat Map
Notice Eye Patterns Upper Left Corner Top Ad Top Side ad
Source: Serp and Nielsen
Search Engine Basics-Paid Traffic
Paid Traffic Top Ads - When ads
appear above the organic search results and are exceptionally relevant they can get a 10% to 30% clickthrough rate
Side Ads – When ads appear on the side of the search results they are likely to be clicked on ~ 1% of the time
Search Engine Basics-Organic Traffic
Ranking and Monetary Conversion
Search Engine Basics-Organic Traffic
Ranking and Monetary Conversion 1st 42.13% 2nd 11.90% 3.5x less 3rd 8.50% 4.9x less 4th 6.06% 6.9x less 5th 4.92% 8.5x less 6th 4.05% 10.4x less 7th 3.41% 12.3x less 8th 3.01% 14.0x less 9th 2.85% 14.08x less 10th 2.99% 14.1x less
Search Engine Basics-Organic Traffic
Based on this data, if you are ranked 8, 9, or 10 you may be able to increase your traffic for that keyword 14 times by ranking #1. Even jumping from #8 to #3 can triple your traffic.
Example: Bingo Cards Creator which recently ranked #5 in Google for bingo cards. A #5 ranking gets 6,000 unique
visitors per month. A #1 spot is worth 8.5 times what
#5 is. 6,000 * 8.5 = ~50,000 uniques per month
Site currently makes $40 for every 1,000 page views.
Estimated income from ranking #1 for [bingo cards]: $2,000 a month.
Search Engine Basics–Google Algorithm
Off and On Page factors that Google uses for rankings Domain Age Page Rank Google Index Count Page Backlinks / Backlinks from .gov/.edu sites Yahoo Directory Listing Keyword in Title Tag Keyword in URL Keyword in Description Unique Content
Google - Local Search
In November of 2010 Google combined local and organic rankings. According to Google, 73% of all searches are related to
local content in one way or another 43% of Internet users are searching for local merchants
when considering a purchase. 52% of Internet users report that they have substituted
search engines for the Yellow Pages.
Google Maps
Google Maps is a Google service offering powerful, user-friendly mapping technology and local business information -- including business locations, contact information, and driving directions.
Features: Integrated business search results Draggable maps Earth view and Street view Detailed directions
Google Maps
Traditional Search, always testing out new techniques and page displays
Google Places GooglePlaces is a business listing page within Google
Maps. Here you can add and/or update details about your business. Claiming a local business listing is a FREE service. Optimizing for Google Places is not the same as
optimizing for organic rankings.
Optimizing Listing For Google Places
Important local search ranking factors Your address Your business categories Keyword in business name Citation quantity Completing your business profile/Place page Business data consistency Reviews and ratings
Google Places - Steps
Step 1
Google Places - Steps
Step 2
Google Places - Steps
Step 3
Google Places To Do List
http://www.google.com/local/add Claim your free business listing Use the categories that Google provides (suggests) that
are relevant Fill out everything, this is very important Add at least 5 images and 1 video Add a coupon if possible (Google Offers) Make sure your description contains your keywords Get two references on sites like Yelp, Yahoo Local, ect.
Individual Examples
Now its YOUR turn!
Conclusion
Google Places and Google Maps are just starting to demonstrate their presence Get in early and get ahead of the competition!
Take the Time to Utilize these Free Advertising Tools
Keep Informed – These are Dynamic Tools and WILL Need Attention in the future
Thank You for Spending Your Evening With Us!
Appendix
Bonus: Google Offers!
What Are Google Offers? Merchants have the ability to give offers that are
displayed in Maps Results. Both Coupon and Daily Deal Vouchers
Google’s response to Groupon, Living Social ect.
Quick Daily Deal Rundown Marketing Tool for Local Businesses Offer 50% off Service/Product to Consumer, Another 25%
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