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Local Search Exposed An introduction to promoting and advertising your business on the web using free local search advertising techniques.

Free Local Online Advertising for Small Businesses pdf

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Local Search Advertising is an incredibly effective way to promote your business for free (for the most part). You don’t need a web site and can easily beat your competition for top ranking on Google Local with minimal effort.

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Page 1: Free Local Online Advertising for Small Businesses pdf

Local Search Exposed

An introduction to promoting and advertising your business on the web using free local search

advertising techniques.

Page 2: Free Local Online Advertising for Small Businesses pdf

Presented By:

Shannon Evans

Page 3: Free Local Online Advertising for Small Businesses pdf

Local Search Advertising

• Internet search basics• Local search is important• Who should use local search advertising• Key points for local search advertising• Develop your keywords• Create your listing• Optimization• Local search options

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Internet Search Basics

• The Internet revolves around search• Four types of searches

• General: one word, high level (cameras)• Looking around: more specific, two words (digital cameras)• Buying or research mode: phrases and specific items

(Canon A570 digital camera)• Local: Seattle camera store

• 62% of Internet users do local searches• About half use a location modifier• Frequently ready to buy

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Internet Search Basics

• Google is the search engine of choice for nearly 70% of Internet searches

• Internet search is replacing most traditional ways of finding a business or service

• While online purchases continue to grow most people still prefer to spend their money locally• Nearly 85% of purchases are local

• Services, dining and entertainment are typically local activities

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Local Search Advertising is Important

• Customers are looking for you and your service or product

• Local search advertising is just beginning to grow• The little guy can compete and win

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Who Can Use Local Search Advertising

• Brick and mortar establishments• Services• Professionals• Web based

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Key Points for Local Search Advertising

• Free (one exception for Yahoo) • Website not required• You may show up on map and organic search

pages • Opportunity to optimize your listings

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Develop Your Keywords

• Keywords are what makes the Internet go around• What are the keywords your customers use to find

you• Don’t waste words on non-search terms

• Quality, best, robust, excellent, the• Consider different spellings and other grammatical

issues• Community names

• Seattle (Wallingford)

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Are Keywords Working

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Keywords Are Important- What’s The Problem

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Create Your Listing

• Create an account on your selected service (Google, MSN Live, and Yahoo)

• Open your Local Business Account• Enter basic company information• Company name entry is critical

• Use keywords based on your research• Remember Papa Murphy

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Optimization

• Beat even the biggest competitor• Complete all fields • Use as many photos and videos as you can• Reviews• Coupons

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A Picture IS Worth a Thousand Words

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Sneaky Tricks

• Your unpaid listings may be displayed before organic and paid search listings

• Create leads for yourself in a large corporation• Conduct market research• Develop a mailing list

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Sneaky Tactics in Action

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Mobile Search

• Handsets are becoming more powerful every day• iPhone• G1• Smartphones• Blackberry

• Nearly a replacement for a laptop for casual use• Google search is on your phone• Voice search• Directions and GPS directly to your destination• Nearly enough of a reason by itself to do local search

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Google G1 Phone with Voice Search

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Destination Based Local Search

• Strategy ideal for tourist related activates• Search initiated for a location you are going too

• Vacation or business travel• Focus on out of town customers, not local• Put yourself in your visitor’s shoes

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Local Search with Twitter

• Claim Twitter listing for your business• @bellevuedentist• @seattlechiropractor• @olympiabakery

• Requires a bit of regular posting to a Twitter account

• As your activity grows a new listing may appear in Google natural search

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Local Search Options

• Search Engines• Google

• This is by far the best, do this first• Microsoft Live Maps• Yahoo

• Search Directories• CitySearch• Yelp• Yellow Book • Dex • Local

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Local Search and Coupons

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Local Search and Coupons

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Local Search and Coupons

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Local Search and Coupons

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Cautionary Message

• There may already be information on Google or other local search platforms about your business

• Ensure it is correct• Claim it as your own

• No hijacking

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Disclaimers

• Doing all this work does not guarantee anything• To get on the search (not maps) results page there

needs to be adequate searching on your keyword phrase

• Rules can change and might impact your listing

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Summary

• Local Search Advertising is an incredibly effective way to promote your business

• It is free (for the most part)• You don’t need a web site• You can easily beat your competition for top

ranking with fairly minimal work• It works• Go home and claim your listing tonight!