Local  Internet  Marke.ng  101  

Who  Is  Integrated  Digital  Strategies?  •  Veterans  of  Digital  Marke7ng  &  Tradi7onal  Media  –  Over  30  years  of  combined  experience  

•  Full  Service  Account  Management  –  Online  and  Offline  

•  Proven  Success  In  Local  Internet  Marke7ng  Strategies    –  Boston,  Orlando,  Miami,  and  U.S.  

•  Best  in  class  digital  marke7ng  team:  –  Web  Designers  &  Developers  –  SEO  &  Local  SEO  Marketers  –  Paid  Search  &  Targeted  Display  Ad  Strategists  –  Social  Media  Marke?ng  Managers,  Videographers  –  Content  Writers  &  Bloggers,  Inbound  Marketers  –  Email  Marke?ng  Specialists,  Sales  coaching  

Agenda  •  Why  Care  About  Local  Internet  MarkeFng?  •  SEO,  PPC,  Or  Both  •  Local  Search  OpFmizaFon    •  How  To  Rank  On  Google+  Local  •  Local  Online  Reviews  •  3rd  Party  Directory  Sites  •  Local  Search  Toolkit  •  QuesFons  

Why  Businesses  Do  Internet  Marke7ng?  

•  Drive  Sales  •  Increase  Brand  Awareness  •  Reach  New  Customer  Segments  •  Drive  Customer  Engagement  •  IdenFfy  usable  customer  insights  •  Save  money  /  improve  producFvity  

Why  Businesses  Are  Adop.ng  Digital  Marke.ng  Aug  2013  h?p://www.bizbest.com/why-­‐business-­‐owners-­‐are-­‐adop.ng-­‐digital-­‐marke.ng/    

According  To  Inc.  Survey  This  Year:    

•  23%  of  all  small  business  now  spend  more  than  75%  of  their  marke?ng  budgets  on  digital  markeFng  today!  

What  Do  Businesses  Care  About  Most?  

•  Increased  Sales  –  71%  •  Genera7ng  Leads  –  59%  •  Higher  Search  Ranking  –  33%  •  Publicity  /  Social  Following  –  32%  •  Employee  Recruitment  –  9%  •  Event  A\endance  –  5%  •  RetenFon  Rates  –  4%  

According  To  2013  Survey    

Why  Businesses  Are  Adop.ng  Digital  Marke.ng  Aug  2013  h?p://www.bizbest.com/why-­‐business-­‐owners-­‐are-­‐adop.ng-­‐digital-­‐marke.ng/    

Results    

Social  Media  Marke7ng  

(Facebook,  Twi\er  etc.)    

Search  Engine  Op7miza7on  (Local  SEO  +  

Online  Reviews)  Internet  Marke7ng  (PPC  )  

Business  Websites  (Blog  +  Content  Accessibility)  

Fundamentals to Effective Local Internet Marketing

Local  Maps,  Organic,  Sponsored  

Free  

Paid  

Get  Found,  Get  Chosen  

Paid  Search,  SEO,  or  Both  

 Go  On  A  Diet  •  Hard  Work,  takes  Fme  to  lose  the  weight,  different  

factors  effect  your  results,  what  you  eat,  how  oben  you  exercise,  your  mental  actude.  

•  The  longer  term  payoff  and  you’ve  earned  that  new  healthy  look  and  feel  great.  It  stays  if  you  maintain  and  conFnue  to  naturally  focus    your  body.  

 Plas7c  Surgery  •  You  schedule  an  appt  with  a  doctor,  he  will  go  over  

how  the  procedure  will  work,  he  provides  photos  and  tesFmonials  from  past  paFents  to  showcase  his  work  

•  The  day  of  the  surgery  comes  and  there’s  some  pain,  but  a  short  7me  later  the  results  are  already  no7ceable.    

 

Analogy:  SEO  is  a  Diet;  Pay  Per  Click  Is  Plas7c  Surgery  

“You  want  to  shed  50  pounds.  And  your  wedding  is  in  a  few  short  months.”  

h\p://davidmcbee.com/seo-­‐is-­‐a-­‐diet-­‐ppc-­‐is-­‐plasFc-­‐surgery/  

SEO  Diet:  It  takes  7me  but  the  payoff  is  huge!    There  a  lot  of  different  factors  that  effect  your  results    •  Content,  keywords,  authority,  relevance,  links,  Ftle  tags,  social  signals  and  more.  

•  It  takes  ongoing  effort  on  your  part  to  keep  the  website  high.    

•  But  the  traffic  is  free,  highly  relevant  and  provides  permanence  trust,  and  credibility    

Analogy:  SEO  is  a  Diet;  Pay  Per  Click  Is  Plas7c  Surgery  

Protein  =  Link  Building  Carbohydrates  =  Content  Social  Media  =  Lean  Lipids  Steroids  =  Link  Buys,  Illegal,  fast  results,  potenFal  long  term  effects  

 PPC  Is  Plas7c  Surgery:  Immediate  Gra7fica7on  and  No7ceable  Results  Ok  so  you’re  not  having  much  luck  with  SEO.  And  you’re  biggest  business  season  is  in  a  few  short  weeks.  You  need  results  now.      You  decide  Pay-­‐Per-­‐Click  might  be  the  solu7on.    •  Work  with  the  best  professional  who  explains  how  the  campaign  will  work.  

•  Provides  tesFmonials  from  past  clients,  shows  measurable  results  to  prove  value  •  Your  campaign  starts,  may  have  a  few  glitches  to  be  worked  out,  but  a  short  Fme  later,  

the  results  are  noFceable.    •  You’re  campaign  will  be  monitored  and  tracked  to  conFnue  to  prove  it’s  value.  •  If  your  don’t  keep  your  budget  going  each  month  you  fall  off  the  page  and  go  back  to  

square  one    Consider  one  more  thing:    •  Good  doctors  tell  you  to  eat  right  and  exercise  to  lose  weight.  Even  a  good  plasFc  

surgeon  will  oben  promote  healthy  living  before  /  aber  doing  plasFc  surgery  J    

•  If  you  are  doing  Pay  Per  Click,  you  should  balance  your  markeFng  budget  with  SEO  for  op7mal  Results!  

   

Analogy:  SEO  is  a  Diet;  Pay  Per  Click  Is  Plas7c  Surgery  

Search  Engine  Marke7ng  Recap  –  SEO  and  PPC  These  are  2  very  different  methods  of  achieving  search  engine  success  that  should  be  run  in  parallel  so  that  the  results  of  each  can  be  used  to  improve  the  other.  The  key  differences  are  outlined  below:    

SEO! PPC!

Pro’s"

§  “Free” (you don’t pay for every single click)"§  Work done impacts on all search engines"§  Some consumers prefer it"

§  Very versatile"§  Very scientific"§  Great Control"§  Quick turnaround (results in days)"§  You can bid on any keyword you like and as many as you like"§  You only pay when someone clicks on your ad"

Con’s"

§  Less control"§  Less scientific"§  More difficult to analyze"§  Have to focus on limited keywords"§  Usually 3-12 months before impact is seen"

§  Optimization and campaign management are resource intensive & can be quite complex"§  You have to manage each search engine separately"

Search  Engine  Op7miza7on  

Why  SEO  For  Your  Website?  

ü  SEO  Turns  Your  Website  into  a  Long-­‐Term  Asset  

ü  Customers  are  looking  for  you  online,  if  you’re  not  there  now,  Google  is  direcFng  them  to  your  compeFtors  

ü  Owning  a  high  search  engine  rank  is  like  having  Google  become  your  word  of  mouth.  

 

#1  lis7ng  gets  almost  42%  of  traffic  

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SEO  is  not  PPC    Rankings  depend  on:            Relevancy            Trust    SEO  is  the  work  that  builds:            Relevancy            Trust    Google  introduces  customers  to  your  business  based  on  your:              Relevancy            Trust  

Search Engine Optimization Basics

Search  Engine  Op7miza7on  Basics  

on  site:  Relevance            o Keywords  (Content,  Title,  DescripFons,  Images,  H1  tags)  

o Do  Ftles  match  the  content?  o Are  Keywords  menFoned  frequently?  o Fresh  Unique  Content  (blog  content  is  huge)  

 off  site:  Trust                

o Google  see  links  as  recommendaFons  o Words  in  links  also  ma\er  o Popularity/variety  of  linking  sites  ma\er  

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19  

Off-­‐Site  SEO  

•  On-­‐Site  Blogs  Are  Necessary  To  “Become  an  Authority  In  Your  Space”    •  Make  it  shareable  on  Google  +,  Facebook  •  Keyword  Research  &  SelecFon  of  topics  that  are  in  demand  •  OpFmize  Content  around  those  target  keywords  •  Link  digital  assets  to  the  posts:  

•  Slide  Share    •  Video  Content  •  FAQs    

Pay  –  Per  –  Click  Adver7sing  

Why  Search  Engine  Marke7ng?  ü  Drives  PotenFal  Customers  to  Your  Business  ü  Gets  Your  Business  Found  on  Google,  Yahoo,  and  Bing  ü  Only  pay  for  interested  prospects  ü  You  Can  Measure  the  results  (ROI)  

ü  Your  in  control  of  who  you  are  markeFng  to  throughout  the  year  ü  Flexibility  and  local  targeFng  ü  Real  Time  ReporFng  

ü  Expand  MarkeFng  Reach  ü  Keeps  you  compeFFve  and  visible  (1st  page)  ü  Your  business  is  being  seen  on  Google  more  oben  

Why  SEM  /  PPC?  •  Pay  Per  Click  advertising  (PPC)  is  an  auction.    •  You  decide  how  much  you  are  willing  to  pay  

to  appear  when  a  keyword  is  searched  on  and  which  ad  you  want  to  appear  when  that  happens.    

•  Your  ad  only  appears  to  searchers  looking  for  relevant  products  and  services.  

•  Mobile,  Tablet,  Desktop    –  Mobile  Searchers  Are  Growing  and  Click  Costs  are  

low  

•  You  only  pay  when  a  searcher  clicks  on  your  ad.  

•  Originally  the  person  who  was  willing  to  pay  the  most  got  the  best  position  on  the  page.  –  Now  Quality  Score  determines  that..    

-­‐  Google  

How  do  Ads  Rank?  

Local  Search  Op7miza7on  

An SMB’s Marketing Budget

BrightLocal SMB Internet Marketing Survey 2013 in partnership with ChamberofCommerce.com

brightlocal.com/2013/11/18/smb-internet-marketing-survey-2013

•  SEO (includes Google+ Local) is clearly seen as the most effective internet marketing channel for SMBs

•  After SEO, it is

Local Online Directories that are seen as the most effective technique.

Local Search Market Opportunity

22 million businesses in the

United States

25% visible online

Why  Local  SEO?  

30%  of  all  searches  are  Local  Intent  

Local + Mobile

50%+ of mobile queries have local intent

90% take action as a result Consumers want data to be right at the moment they need

In the age of mobile and local search, companies that adopt a real-time mindset and invest in the technology and data to make that happen for

their consumers will win

infogroup.com/about/news/survey-half-of-consumers-using-local-search-have-visited-closed-businesses

Why  Mobile  Sites  

Google+  Local  Page  

Verify,  Claim,  Op7mize  G+  Local  •  Claim  &  Verify  your  free  business  

lisFng  by  searching  your  company  name  on  Google  

•  List  your  official  business  name  •  Get  your  category  right  and  pick  as  

many  relevant  ones  avail  •  Business  DescripFon  should  have  

relevant  local  search  terms  •  List  your  services,  areas  served,  specific  

benefits,  photos,  website  link,  email  •  Logo  and  cover  image  •  Link  the  page  onto  your  website  

 Op7mize  Your  Site  For  Local  Search  

•  Put  1-­‐2  local  search  terms  that  are  relevant  to  your  services  you  offer  

•  Every  page  of  your  site  can  (and  should)  feature  a  different  Ftle  tag.  

•  Place  your  target  city  &  brand  name  •  Name,  Address,  Phone  should  be  on  bo\om  of  each  of  your  pages   Brought  To  You  By:  Phil  Rozek  

www.  LocalVisibilitySystem.com  

Google  Reviews  

44  

Ask  for  online  reviews  

Third  Party  Directory  Sites  

•  Richness refers to descriptions, photos, hours, etc.

•  Knowing the type of services,

opening hours, payment options is useful information for potential customers.

•  It also supports the data you

load into Google+ and gives Google further proof points to corroborate the data it has about a business

Getting an SMB Found

brightlocal.com/2013/09/23/expert-citation-survey-2013

The “Richness” of Listings are Important

The  Local  Search  Toolkit  

Local  Search  Toolkit  

Complete  Package  of    Local  Search  &  ReputaFon  Tools  

Google+

MojoPages

HotFrog

Local.com

YellowBook

Yahoo Local

WhitePages

YellowPages

Bing Local

InsiderPages

SuperPages

Angie’s List

Yelp

Kudzu

ShowMeLocal Merchant Circle

Foursquare

MapQuest

Manta

Citysearch

Acxiom, InfoGroup, Neustar / Localeze and Factual.

STEP:  1  

Results:"

•  Extended tab content

•  Member since •  Hours of operation •  Payments

accepted •  Enhanced images •  Connect to

merchant •  Business

description "

Before: After:

= enhanced content  

brightlocal.com/2013/09/23/expert-citation-survey-2013

•  Quantity of structured citations is the 6th most influential factor in the 2013 Local Search Ranking Factors survey.

•  Getting a spread of citations across a wide range of relevant & appropriate sites

is still a very valid and beneficial task for an SMB or SEO to tackle.

moz.com/local-search-ranking-factors

Sheer Volume of Citations Still Influences Local Search Ranking

STEP:  2  

Review  Me  Web  Page  STEP:  3  

Review  Handout  

•  PDFs  branded  for  your  business  •  Leave  them  out  on  your  recepFon  desk  •  Email  them  to  your  best  customers  

DIY  Reputa7on  Intelligence  

Email  Alerts  When  You  Receive  An  Online  Review  

STEP:  4  

Reporting Dashboard

Client View – Local Visibility Report •  Timeline showing chronological progress of order

•  Pie chart showing

number of directories client is listed in/type of directories client is found in

•  Speedometer showing

search ranking of business name/business keywords

•  Directory icons linking to live listings on directory site

•  Submission status of

listings •  Color/Symbol status

of Listing’s description, hours, website, logo, images, & video

STEP:  5  

                       Ques7ons  

We  are  here  to  help  •  Free  SEO  report  for  your  business    •  Free  consultaFon  at  your  office      

Joseph  A.  Mohay  407-­‐243-­‐8002  

joseph@idigitalstrategies.com  www.idigitalstrategies.com