Reach Your Online Potential Help customers find you locally
• Twitter.com/deluxecorp• Facebook.com/deluxecorp• Youtube.com/deluxecorporation• Slideshare.net/deluxecorp
Stephanie Rowan
Webinar Conf. Bridge: 877-312-2318Participant Code: 26069573
2© 2010 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• Where to start
Agenda
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• 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© 2010 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
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• 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
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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
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• 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
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• 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
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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
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• Title Tag: o Descriptive, keyword-rich, not generic, o Should be unique page to page
• 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
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• Relevance of content to search query• Keywords within site and meta data match the
terms queried• Unique / updated content• Local telephone # and address• Reviews – quantity, quality, authority
• Credibility of links to your site:• Local chamber, local press, directory listings,
credible blogs, professional associations• 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.
16© 2010 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© 2010 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
• Deal-a-day offerso Build awareness & get
customerso $ = loss
• Social check-ino Build awareness o engage customers
Grow Brand Awareness
Social Tactics for Local Traffic
22
Groupon
23
foursquare
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• Popularity of local search applications is increasingo Bing, Google, Yahoo, Facebook, Twitter
• 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 likely to buy sooner
o 1 hour vs. 1 week (Microsoft)
Mobile & Local Search
Mobile Search
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• 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
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Google your website like customer would• Location, 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
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• Questions?
• Presentation will be available on slideshare.net/deluxecorp
• Learn more at www.deluxe.com and www.aplus.net
Thank you for your participation!
Questions