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Find out why local search is one of the hottest opportunities for small business and how you can increase your ranking on Google, Bing and Yelp! This presentation looks at why search is one of the key ways to attract new customers, what the difference between organic (SEO) and paid search (PPC), how to claim your Google Place page and list your business in local directories, how to leverage social sites to grow local brand awareness and sales - and how to analyze your local search results. Contact www.deluxe.merchengines.com for more information
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Local Search Get Your Business on the Map
• Twitter.com/deluxecorp• Facebook.com/deluxecorp• Youtube.com/deluxecorporation• Slideshare.net/deluxecorp
Andy SteuerCEO and Founder of Merch Engines, a Deluxe Company
2© 2011 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
• Local search overview• Websites for local businesses• Search engines:
o Optimization for local businesseso How to increase your ranking in local results
• Google places overview• Social tactics for local traffic• Mobile and local search• Tracking & Reporting• Where to start
Agenda
3© 2011 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
• 20% of search is related to a locationSource: Google
• Significant shift in focus to local by key players
• Google owns 66% of U.S. search marketSource: ComScore
Why is local search important?
Local Search Overview
Search Then Search Now
Yellow Pages Google
National Retailers
Local Businesses
Visibility/Credibility
Accessibility of Information
4© 2011 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
Key Players in Local Search
Local Search Overview
Search Engines
Social Media
Directory Listings
Geo-Local Services
Deal-a-Day Services
• Google• Bing
• Facebook• Twitter
• Yelp• CitySearch
• Foursquare• Gowalla
• Groupon• Social Living
• Engines & social networks new focus on local search
• Local businesses with few locations have the advantage
• Drive foot traffic• Viral sharing
• Listings & review sites
• Fuel for search results
5© 2011 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
• It’s all about accessibility• Websites aren’t just for human
visitors• Domains impact search• Ecommerce is more mainstream
o $1 billion on Cyber Monday!
• They’re more affordable than evero Self manage or go proo Assess time, ability and quality
A Website is Expected
Websites for Local Businesses
8 years ago: $5,000 + main.
Today:$5/m - $70/m
6© 2011 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
a. This monthb. This yearc. More than two years agod. Not since it was builte. I don’t have a website
When did you last update/improve your website?Text, Images, blog, etc.
Poll Question
7© 2011 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
• Should reflect the quality of your product/service• Two audiences: Looking for much of the same thing
in slightly different ways
Web Design & Content
Websites for Local Businesses
Humans Search Engines
• Easy navigation • Logical navigation
• Relevant information • Relevant content
• New and engaging information
• Updated and unique content
• Quick to load design • HTML over Flash
8© 2011 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
• Paid Search (PPC)o search engines –
paid listings
• Organic Search (SEO)o search engines’
core results
• Local Search (Mix)o directory listings,
Places, GPS
Search: Breakdown
Search Engines: Result Listings
9
Non-Local Search Results
PAID
ORGANICPAID
10
Local Query Search Results
LOCAL
ORGANIC
PAID
LOCAL
11
ORGANIC
PAID
LOCAL
PAID
12© 2011 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
Definition: The process of improving the visibility of a website or a web page in search engines via the “organic" or un-paid search results.
Search Engine Optimization
Search Engine Optimization Defined
Local
ORGANIC
13© 2011 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
• Title Tag: o Descriptive, keyword-rich, not generic, o Should be unique page to pageo Key contributor to rank
• Meta Description:o Often produces the snippet o keyword rich, should
differ page to page
• Keywords: o Match to search
queries
Meta Data & Tags
Search Engine OptimizationTitle Tag
Title Tag
Title Tag
Meta Description
Meta Description
Meta Keywords
14© 2011 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
• Relevance of content to search query• Keywords within site and meta data match
the terms queried• Unique / updated content• Local telephone # and address• Reviews – mix of quantity, quality, authority
• Credibility of links to your site:• Local chamber, local press, directory listings,
credible blogs, professional associations• Mix of Quality/quantity, diversity, relevancy
Local Search Ranking Factors
Search Engine Optimization
Google: • Relevance
• Prominence
• Distance
15
Google.com/places
Google: Hotpot: Personalized recommendations engine integrated into Google Maps for Mobile,
Google Places and web-based local search.
Google: Hotpot: Personalized recommendations engine integrated into Google Maps for Mobile,
Google Places and web-based local search.
16© 2011 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
A. Yes!B. No, not yetC. No, I don’t need oneD. I don’t know
Do you have a Google Place Page?
Poll Question
17
Google.com/places
18
Do you own your Place Page?
19
Creating Your Google Place: Google.com/places
Address
Web Info
Descript.
Category
Service/ destinatio
n
ShowAddress?
Hours
20
Creating Your Google Place
Photos X / 10
Payment Info
Videos X / 5
1. Get a Google account
2. Create & validate your listing
3. Manage & change your listing at anytime.
21© 2011 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
• Deal-a-day offerso Build awareness o Customer acquisitiono $ = sometimes losso Viral – deals likely shared
• Social check-ino Build awareness o Customer engagemento Low cost of entryo Easy participation
Grow Brand Awareness
Social Tactics for Local Traffic
22
Groupon
23
foursquare
24© 2011 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
• Popularity of local search applications is increasingo Bing, Google, Yahoo, Facebook, Twitter all involved
• Mobile browsing increasing w/ smart phone adoption• 8 - 10% of all search queries are via mobile (RBC)• 53% of mobile searches have a
local intent (Microsoft)• Mobile visitors buy sooner than desktop
o 1 hour vs. 1 week to purchase (Microsoft)
Mobile & Local Search
Mobile Search
25© 2011 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
• Quick load & displayo mobile optimized images
• Easy navigation o abridged version of full site
• Relevant content o Key info: address, tel. # and
product information
Mobile websites: What matters?
Mobile Search
26
Mobile Website Example
27
Measure Your Performance!
Performance Funnel for Leads, visitors and Costs.
Performance Funnel for Leads, visitors and Costs.
Phone Calls and Leads from Web Forms in one location
Phone Calls and Leads from Web Forms in one location
30-day rolling view of website visits from Search Ads.
30-day rolling view of website visits from Search Ads.
28
Organic Traffic Reporting
Top Keywords and URL’s.Top Keywords and URL’s.
Organic traffic stats at a glance!
Organic traffic stats at a glance!
Traffic source Chart – easy to read and use.
Traffic source Chart – easy to read and use.
29
Paid Search Reporting
Select your Paid Traffic Source.
Select your Paid Traffic Source.
30-day view of Paid Traffic Clicks/Visits
30-day view of Paid Traffic Clicks/Visits
Paid Traffic Stats.Paid Traffic Stats.
30
Track Your Leads
Measurable Post Click ROI via Phone Call Tracking
Measurable Post Click ROI via Phone Call Tracking
View Phone Call Leads and Email Leads from Web Forms
View Phone Call Leads and Email Leads from Web Forms
Leads come from All Online and Offline Sources.
Leads come from All Online and Offline Sources.
31
Connect With Your Leads In Social Networks
Listen to each call with ease.Listen to each call with ease.
Reverse White Pages look up on all phone call leads.
Reverse White Pages look up on all phone call leads.
See the source of each call (including Social Networks)
See the source of each call (including Social Networks)
32© 2011 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
Google your website like customer would• Business location, common keywords
Review your SEO, page title and snippet display Review your domain name strategy Claim your Google Place Update your listings on
• Yelp, Citysearch, Merchant Circle
Assess mobile accessibility
Create a plan to maintain your online presence
Actions:
Where to Start
33© 2011 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
• Questions?
• Presentation will be available on slideshare.net/deluxecorp
• Learn more at www.aplus.net and www.deluxe.merchengines.com
Thank you for your participation!
Questions