Practical Marketing: Get Customers to Know You & Hear Your Message

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Practical

Marketing Education Series

affiliated companies. All other marks contained herein are the property of their respective owners.

affiliated companies.

All other marks contained herein are the property of their respective owners.

Practical Marketing | Meet your Presenters

affiliated companies. All other marks contained herein are the property of their respective owners.

Tina Stock | Executive Director, Marketing

An entrepreneurial marketing executive with over 10 years experience in

product marketing, social media marketing, content marketing,

communications strategy, display advertising and search engine marketing.

Tina blogs about marketing at tinastock.com , and you can follow her on

Twitter @tinadstock.

Who is YP?

• YP is North America’s largest local search, media and

advertising company.

• Our mission is to help local businesses and communities grow.

• We generate 40 billion annual impressions on the YP Local Ad network

and have 3,000 marketing consultants helping over 600,000 businesses

get, and keep, customers.

Eric Enge | CEO, Stone Temple

Consulting

Lead Co-Author, The Art of SEO

Columnist, Search Engine Land

Columnist Search Engine Watch

Frequently speaks at major industryConferences (Search Marketing Expo, Search Engine Watch, & Pubcon)

Learn more from Eric:• The Renowned Stone Temple Consulting Blog• Eric on Google Plus• Eric on Twitter

This is session 2 in the series:

Get Customers to Know You & Hear Your Message

You Need Customers

Your Customers are Online

You Need to Get Online

Website plus Search Engine = Web Listing

Business Record plus Directory = Business Listing

Get Found OnlineGet Your Business Online

Have a Smart Website

Have a Complete Website9

60% don’t have

phone number

75% don’t have

an email

address

Its Easy for You to get Online too

Three Major Components to SEO

• Make sure the search engines

can see your pages

• Help the search engines learn

what your site is about

can see your pages

• Why should your site outrank

other selling the same stuff?

First Major Component to SEO

can see your pages

• Search engines don’t know about pages they can’t

• Reasons why they might not see a page?– No links to the page exist

– The publisher instructs the search engine to NOT visit the page

Search Engine Concept - Discovery

Check With the “Site:” Command

• If you think you have 100 pages on your site:

– and the response says 20 or less, that’s a big problem

– and the response says 200 or more, that’s a big problem

• Don’t worry about smaller problems

• If you have a big problem, you may need to replace

the tools used to build your site

• Hard news to find out, but better to know it now

• YP sites or Wordpress sites should be fine

OK, I Checked, What Now?

Second Major Component to SEO

Search Engine Concept - Relevance

Search Engine Results Page (SERP) Landscape

Two most important:

Meta tags = Search Engine Relevance

• Treat this like the headline

• Describes the page content

SERP Pulls from Meta

Meta tags = Search Engine Relevance

In Wordpress …

Basic Title Tag Guidelines

<head>

<title>Digital marketing excellence, SEO, Social Media - Stone Temple</title>

</head>

Poor Title!

OK Title

1st Golden Rule for Title Tags

2nd Golden Rule for Title Tags

Third Major Component to SEO

• Why should your site outrank

other selling the same stuff?

On-Page Content = Big Factor in Relevance

Search Engine Concept - Importance

Why Would You Rank First?

Why are These the Top Three Results?

Increasing Importance: Links are Like Votes in an Election

• DOs (for local businesses):– Ask the local chamber of commerce

– Write articles for the local paper

– Interact with local bloggers

– Obtain links from local business directories (like YP.com!)

– You can trade links with a small number of closely related sites

• DON’Ts– Buy ads just to get links (Google does not like that)

– Swap links with unrelated sites

Getting Links to Your Site (For Local Businesses)

Take Action - SEO

• Make sure your website is discoverable

– Site: command

• Make sure your website is relevant

– Title Tags

– Meta Tags

• Get links to your website

– DO: local websites, friends, directories

– DON’T: unrelated sites

Business Listings are your businesses

name / number / address

Common places where business listings

are found are

• Yellow pages directories, local search sites

(YP.com), review sites (Yelp), online

directories (lawyer.com) and map sites

(google map)

Business Listings

What Customers Looking for You Online Find

Search Engine

Local Search Site

Put Your Business Online with Business Listings

• Put your businesses listing everywhere

• Make sure they are accurate

• Check for reviews

Local Customers Love to Review Local Businesses

Reviews are Your Best Friend

How to Respond

Take Action

1. Get your business listing on the Top 5:

Google, Bing, YP.com, Yahoo!, Yelp– Google -

https://www.google.com/business/placesforbusiness/

– YP.com - http://adsolutions.yp.com/free-listing-

benefits

– Yahoo - http://search.yahoo.com/info/submit.html

– Bing - https://www.bingplaces.com/

– Yelp - https://biz.yelp.com/support/unlocking

2. Fill in ALL the spaces on the web form –

especially your web address (remember

the SEO?)

3. Respond to reviews where applicable

Part 1: The heart of Practical Marketing

Part 2: Get customers to know you and

hear your message

Part 3: Zero in on customers who

matter most to your business

Part 4: Turn your customers into

fans and cheerleaders for

your business

Part 5: Do it again. Learn what

works best to connect you

with your customers

Thank you! | Register for Entire Practical Marketing Series

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Be Sure to REGISTER for the 3rd in the Series

October 3, 11:00 am, pst – learn SEM with

Practical Marketing: Get Customers to Know You & Hear Your Message

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