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Adsolutions.yp.com/PracticalMarketing #practicalmarketing Practical Marketing Education Series © 2013 YP Intellectual Property. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property and/or YP Holdings LLC affiliated companies. All other marks contained herein are the property of their respective owners.

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

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Page 1: Practical Marketing: Get Customers to Know You & Hear Your Message

Adsolutions.yp.com/PracticalMarketing

#practicalmarketing

Practical

Marketing Education Series

© 2013 YP Intellectual Property. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property and/or YP Holdings LLC

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

Page 2: Practical Marketing: Get Customers to Know You & Hear Your Message

© 2013 YP Intellectual Property. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property and/or YP Holdings LLC

affiliated companies.

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

Practical Marketing | Meet your Presenters

© 2013 YP Intellectual Property. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property and/or YP Holdings LLC

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.

Page 3: Practical Marketing: Get Customers to Know You & Hear Your Message

© 2013 YP Intellectual Property. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property and/or YP Holdings LLC

affiliated companies.

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

Practical Marketing | Meet your Presenters

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

Page 4: Practical Marketing: Get Customers to Know You & Hear Your Message

© 2013 YP Intellectual Property. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property and/or YP Holdings LLC

affiliated companies.

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

This is session 2 in the series:

Get Customers to Know You & Hear Your Message

Page 5: Practical Marketing: Get Customers to Know You & Hear Your Message

© 2013 YP Intellectual Property. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property and/or YP Holdings LLC

affiliated companies.

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

You Need Customers

© 2013 YP Intellectual Property. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property and/or YP Holdings LLC

affiliated companies.

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

© 2013 YP Intellectual Property. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property and/or YP Holdings LLC

affiliated companies.

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

Page 6: Practical Marketing: Get Customers to Know You & Hear Your Message

© 2013 YP Intellectual Property. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property and/or YP Holdings LLC

affiliated companies.

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

Your Customers are Online

© 2013 YP Intellectual Property. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property and/or YP Holdings LLC

affiliated companies.

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

Page 7: Practical Marketing: Get Customers to Know You & Hear Your Message

© 2013 YP Intellectual Property. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property and/or YP Holdings LLC

affiliated companies.

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

You Need to Get Online

Website plus Search Engine = Web Listing

Business Record plus Directory = Business Listing

Get Found OnlineGet Your Business Online

Page 8: Practical Marketing: Get Customers to Know You & Hear Your Message

© 2013 YP Intellectual Property. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property and/or YP Holdings LLC

affiliated companies.

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

Have a Smart Website

Page 9: Practical Marketing: Get Customers to Know You & Hear Your Message

© 2013 YP Intellectual Property. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property and/or YP Holdings LLC

affiliated companies.

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

Have a Complete Website9

60% don’t have

phone number

75% don’t have

an email

address

Page 10: Practical Marketing: Get Customers to Know You & Hear Your Message

© 2013 YP Intellectual Property. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property and/or YP Holdings LLC

affiliated companies.

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

Its Easy for You to get Online too

© 2013 YP Intellectual Property. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property and/or YP Holdings LLC

affiliated companies.

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

Page 11: Practical Marketing: Get Customers to Know You & Hear Your Message

© 2013 YP Intellectual Property. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property and/or YP Holdings LLC

affiliated companies.

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

Three Major Components to SEO

• Make sure the search engines

can see your pages

Page 12: Practical Marketing: Get Customers to Know You & Hear Your Message

© 2013 YP Intellectual Property. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property and/or YP Holdings LLC

affiliated companies.

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

• Make sure the search engines

can see your pages

Three Major Components to SEO

• Help the search engines learn

what your site is about

Page 13: Practical Marketing: Get Customers to Know You & Hear Your Message

© 2013 YP Intellectual Property. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property and/or YP Holdings LLC

affiliated companies.

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

• Make sure the search engines

can see your pages

Three Major Components to SEO

• Help the search engines learn

what your site is about

• Why should your site outrank

other selling the same stuff?

Page 14: Practical Marketing: Get Customers to Know You & Hear Your Message

© 2013 YP Intellectual Property. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property and/or YP Holdings LLC

affiliated companies.

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

First Major Component to SEO

• Make sure the search engines

can see your pages

Page 15: Practical Marketing: Get Customers to Know You & Hear Your Message

© 2013 YP Intellectual Property. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property and/or YP Holdings LLC

affiliated companies.

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

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

see

• 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

Page 16: Practical Marketing: Get Customers to Know You & Hear Your Message

© 2013 YP Intellectual Property. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property and/or YP Holdings LLC

affiliated companies.

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

Check With the “Site:” Command

Page 17: Practical Marketing: Get Customers to Know You & Hear Your Message

© 2013 YP Intellectual Property. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property and/or YP Holdings LLC

affiliated companies.

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

• 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?

1

Page 18: Practical Marketing: Get Customers to Know You & Hear Your Message

© 2013 YP Intellectual Property. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property and/or YP Holdings LLC

affiliated companies.

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

Second Major Component to SEO

• Help the search engines learn

what your site is about

Page 19: Practical Marketing: Get Customers to Know You & Hear Your Message

© 2013 YP Intellectual Property. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property and/or YP Holdings LLC

affiliated companies.

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

Search Engine Concept - Relevance

Page 20: Practical Marketing: Get Customers to Know You & Hear Your Message

© 2013 YP Intellectual Property. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property and/or YP Holdings LLC

affiliated companies.

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

Search Engine Results Page (SERP) Landscape

Page 21: Practical Marketing: Get Customers to Know You & Hear Your Message

© 2013 YP Intellectual Property. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property and/or YP Holdings LLC

affiliated companies.

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

Two most important:

Meta tags = Search Engine Relevance

• Treat this like the headline

• Describes the page content

Page 22: Practical Marketing: Get Customers to Know You & Hear Your Message

© 2013 YP Intellectual Property. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property and/or YP Holdings LLC

affiliated companies.

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

SERP Pulls from Meta

Page 23: Practical Marketing: Get Customers to Know You & Hear Your Message

© 2013 YP Intellectual Property. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property and/or YP Holdings LLC

affiliated companies.

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

Meta tags = Search Engine Relevance

Page 24: Practical Marketing: Get Customers to Know You & Hear Your Message

© 2013 YP Intellectual Property. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property and/or YP Holdings LLC

affiliated companies.

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

In Wordpress …

Page 25: Practical Marketing: Get Customers to Know You & Hear Your Message

Practical Marketing | Meet your Presenters

© 2013 YP Intellectual Property. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property and/or YP Holdings LLC

affiliated companies.

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

Basic Title Tag Guidelines

<head>

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

</head>

Page 26: Practical Marketing: Get Customers to Know You & Hear Your Message

© 2013 YP Intellectual Property. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property and/or YP Holdings LLC

affiliated companies.

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

Poor Title!

Page 27: Practical Marketing: Get Customers to Know You & Hear Your Message

© 2013 YP Intellectual Property. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property and/or YP Holdings LLC

affiliated companies.

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

OK Title

Page 28: Practical Marketing: Get Customers to Know You & Hear Your Message

© 2013 YP Intellectual Property. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property and/or YP Holdings LLC

affiliated companies.

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

1st Golden Rule for Title Tags

Page 29: Practical Marketing: Get Customers to Know You & Hear Your Message

Practical Marketing | Meet your Presenters

© 2013 YP Intellectual Property. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property and/or YP Holdings LLC

affiliated companies.

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

2nd Golden Rule for Title Tags

Page 1

Page 2

Page 3

Page 4

Page 30: Practical Marketing: Get Customers to Know You & Hear Your Message

© 2013 YP Intellectual Property. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property and/or YP Holdings LLC

affiliated companies.

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

Third Major Component to SEO

• Why should your site outrank

other selling the same stuff?

Page 31: Practical Marketing: Get Customers to Know You & Hear Your Message

© 2013 YP Intellectual Property. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property and/or YP Holdings LLC

affiliated companies.

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

On-Page Content = Big Factor in Relevance

Page 32: Practical Marketing: Get Customers to Know You & Hear Your Message

© 2013 YP Intellectual Property. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property and/or YP Holdings LLC

affiliated companies.

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

Search Engine Concept - Importance

Why Would You Rank First?

Page 33: Practical Marketing: Get Customers to Know You & Hear Your Message

© 2013 YP Intellectual Property. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property and/or YP Holdings LLC

affiliated companies.

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

Why are These the Top Three Results?

Page 34: Practical Marketing: Get Customers to Know You & Hear Your Message

© 2013 YP Intellectual Property. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property and/or YP Holdings LLC

affiliated companies.

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

Increasing Importance: Links are Like Votes in an Election

Page 35: Practical Marketing: Get Customers to Know You & Hear Your Message

© 2013 YP Intellectual Property. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property and/or YP Holdings LLC

affiliated companies.

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

• 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)

3

Page 36: Practical Marketing: Get Customers to Know You & Hear Your Message

Practical Marketing | Meet your Presenters

© 2013 YP Intellectual Property. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property and/or YP Holdings LLC

affiliated companies.

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

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

Page 37: Practical Marketing: Get Customers to Know You & Hear Your Message

© 2013 YP Intellectual Property. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property and/or YP Holdings LLC

affiliated companies.

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

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

Page 38: Practical Marketing: Get Customers to Know You & Hear Your Message

© 2013 YP Intellectual Property. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property and/or YP Holdings LLC

affiliated companies.

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

What Customers Looking for You Online Find

Search Engine

Local Search Site

Page 39: Practical Marketing: Get Customers to Know You & Hear Your Message

Practical Marketing | Meet your Presenters

© 2013 YP Intellectual Property. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property and/or YP Holdings LLC

affiliated companies.

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

Put Your Business Online with Business Listings

• Put your businesses listing everywhere

• Make sure they are accurate

• Check for reviews

3

9

Page 40: Practical Marketing: Get Customers to Know You & Hear Your Message

© 2013 YP Intellectual Property. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property and/or YP Holdings LLC

affiliated companies.

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

Local Customers Love to Review Local Businesses

Page 41: Practical Marketing: Get Customers to Know You & Hear Your Message

© 2013 YP Intellectual Property. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property and/or YP Holdings LLC

affiliated companies.

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

Reviews are Your Best Friend

Page 42: Practical Marketing: Get Customers to Know You & Hear Your Message

© 2013 YP Intellectual Property. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property and/or YP Holdings LLC

affiliated companies.

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

How to Respond

Page 43: Practical Marketing: Get Customers to Know You & Hear Your Message

Practical Marketing | Meet your Presenters

© 2013 YP Intellectual Property. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property and/or YP Holdings LLC

affiliated companies.

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

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

4

Page 44: Practical Marketing: Get Customers to Know You & Hear Your Message

Practical Marketing | Meet your Presenters

© 2013 YP Intellectual Property. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property and/or YP Holdings LLC

affiliated companies.

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

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

© 2013 YP Intellectual Property. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property and/or YP Holdings LLC

affiliated companies.

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

Adsolutions.yp.com/practicalmarketing

Be Sure to REGISTER for the 3rd in the Series

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