This is a presentation built in 2012 to provide business owners an overview of the Internet Channels and Advertising Strategies most relevant to them.

1. PART 1PART 1
Improving Your Web Presence on Google:
SEO, PPC and Google Places
David McBee, Internet Marketing Educator
www.DavidMcBee.com
1

2. David McBeeDavid McBee
2
•Verizon SuperPages
•Dex Yellow Pages and DexKnows
•Internet Training Manager
•Certified Google Professional
•LocalEdge, A Hearst Company
•MediaWhiz, Inc.
•Simpli.fi Director of Training
•DavidMcBee.com

3. AgendaAgenda
• Why your business has to be online
• Rental Search Trends
• SEO: Search Engine Optimization
• Sponsored Ads/Pay-Per-Click
• Organic VS. Pay-Per-Click
• Google Places/Maps
• Your Action Plan
• Q & A
Watch for useful tools throughout.
3

4. • 8 in 10 Adults are online. 87% use Search Engines every day.
Pew Internet & American Life Project, December 2010
• Your competition is advertising online. According to CMO.com,
“Web advertising is growing three times faster than the market as a
whole.” CMO.com, December 2010
Why Your Business Has to be OnlineWhy Your Business Has to be Online
4

5. Why Your Business Has to be OnlineWhy Your Business Has to be Online
Monthly Average Hours Spent Online per U.S. Visitor in 2010
Source: comScore Media Metrix, Average Jan 2010 – Dec 2010
Age Demographic
Sources: comScore Media Metrix, Average Jan 2010 – Dec 2010 5

6. What About Yellow Pages?What About Yellow Pages?
Source: enlocalonlinesolutions.com 6

7. Local Media Search TrendsLocal Media Search Trends
Specifically: Rental StoresSpecifically: Rental Stores
The way users find a your business changed significantly between
2001 and 2009. How has your marketing adjusted to these trends?
Sources: 2001 & 2009 NFO Media Impact Study
2001
2009
7

8. Google Traffic EstimatorGoogle Traffic Estimator
December 2011
• Rental Equipment: 673,000 searches every month
• Equipment Rentals: 550,000
• Heavy Equipment Rental: 12,100
• Tool Rental: 368,000
• Fork Lift Rental: 12,100
• Party Rental: 823,000
• Tent Rental: 165,000
• Table Rental: 110,000
https://adwords.google.com/select/KeywordToolExternal
8

9. Geography of a SERPGeography of a SERP
SponsoredSponsored
9

10. Getting into the OrganicGetting into the Organic
SponsoredSponsored
10

11. What is SEO?What is SEO?
Search Engine Optimization
The act of improving a
website's search engine
compatibility by more
effectively formatting site code,
structure, and content to
maximize keyword exposure as
well as increasing the website’s
“popularity” through link
building.
www.anduro.com/glossary.htmll Definition in context
11

12. There areThere are how manyhow many ranking factors?ranking factors?
12

13. Include lots of Relevant Text.
Keyword Density
determines how often
a keyword is repeated
on a page. Keep
keyword density under
10% to be safe.
http://www.webconfs.com/k
eyword-density-checker.php
13

14. Include lots of Relevant Text.
14

15. Title Tags and Meta DescriptionsTitle Tags and Meta Descriptions
15

16. Fresh ContentFresh Content
23% of most small
business websites
haven’t been
updated in 4 years.
16

17. Create an XML SitemapCreate an XML Sitemap
Sitemaps are an easy way for webmasters to inform search engines about
pages on their sites that are available for crawling. As defined from Sitemaps.org
17

18. DonDon’t Use too much Flash’t Use too much Flash
18

19. DonDon’t Use Black Hat Tactics’t Use Black Hat Tactics
• Include Hidden Text (Like This)
• Repeat keywords too often
• Duplicate content from other sites
19

20. Offsite SEOOffsite SEO
Google considers links
from other sites like
“votes”. Quantity of links
as well as quality of links
are considered.
Signs of a good link:
•Relevant to your content
•Authoritative
•Backlinks
•PageRank
20

21. Links and their Impact on RankingLinks and their Impact on Ranking
21

22. How to Acquire LinksHow to Acquire Links
• “Promote” your website through article
submission, press releases and social
media.
• Webmaster outreach.
• Hope that your good content gets shared.
• Buy or rent links from websites relevant to
your content with high authority.
• Avoid Link Farms and Link Exchanges.
http://davidmcbee.wordpress.com/link-building/
22

23. Authoritative sites carry more weight.Authoritative sites carry more weight.
Check your backlinks: http://www.opensiteexplorer.org/
23

24. Getting into the Sponsored AdsGetting into the Sponsored Ads
SponsoredSponsored
24

25. Sponsored Links/Pay-Per-ClickSponsored Links/Pay-Per-Click
Advertisers select the terms or phrases (known
as keywords) that they think their ideal
customers will use to search for their products.
They “bid” to have their ads appear when
somebody searches
using those
particular keywords.
Hair salon
Beauty salon
Nail salon
Massage
Hair color
Manicure
Pedicure
Haircut
Highlights
Foot massage
Gift certificate
Saturday appts
Day spa
Salon and spa
Shampoo
Skin care
25

26. What do keywords cost?What do keywords cost?
Google Traffic Estimator https://adwords.google.com/select/KeywordToolExternal
26

27. What do keywords cost?What do keywords cost?
Google Traffic Estimator https://adwords.google.com/select/KeywordToolExternal
27

28. Ad Group 1: Dentist
Dentist
Dentists
Dentistry
Dentist Office
Dentist Offices
Ad Group 2: General Dentistry
General Dentistry
General Dentists
General Dentist
General Dental
General Dentistry Services
Ad Group 3: Dental Implants
Dental Implants
Dental Implant
Implant Dentist
Implant Dentistry
Implants Dentist
Ad Group 4: Dental Jobs
Dental Jobs
Dental Assistants
Dentists Wanted
Recruiting Dentists
Help Wanted Dentists
Ad Group 5: Branding & Competitors
My Dentist Inc
Kevin Rykard DDS
Dental Depot
Gental Dental
William P Reville DDS
Ad Groups and KeywordsAd Groups and Keywords
28

29. The Quality Score AlgorithmThe Quality Score Algorithm
Keyword
Ad Copy
+ Landing Page
Quality Score
29

30. Keyword Targeting VS GEO-TargetingKeyword Targeting VS GEO-Targeting
Nationwide targeting
using geography as a
keyword.
Local City
targeting. 
Google reads
computer’s
IP address to
determine
location of user.
30

31. LetLet’s Conduct a Search’s Conduct a Search
Congratulations, you’ve just accepted a new job in Seattle!
Now, you have to find a place to live.
If you were going to use the internet to look for a place to
live, what would you type into the search box?
31

32. Introducing theIntroducing the “Long Tail”“Long Tail”
$10 $3 $.57
Real Estate Seattle Real Estate Affordable Quality Homes in Bellevue WA
The ability to bid on
hundreds of keywords,
which means less
competition and more
clicks for less money!
32

33. TheThe “Long Tail” of Rental“Long Tail” of Rental
33

34. Why the Paid Section?Why the Paid Section?
34

35. Why the Paid Section?Why the Paid Section?
It has been estimated that 85% of Google searches are
entertainment & research related. What about SHOPPING?
35

36. Organic VS. PPCOrganic VS. PPC
“Last year [2008] we made over 450 improvements to the algorithm.”
Udi Manber, Google’s President in Charge of Search Quality.
36
Counting on free ranking
on the search engines is a
gamble. It takes time,
effort, technology, and just
when you think you’ve got
it, your competition gets
one step ahead of you or
the search engines change
what they want.

37. Example of Advanced SEM trackingExample of Advanced SEM tracking
• Keyword Summary
37

38. Example of Advanced SEM trackingExample of Advanced SEM tracking
• Recorded Calls Summary
• Search Engine Ranking Summary
38

39. Getting into the Maps/PlacesGetting into the Maps/Places
SponsoredSponsored
39

40. Getting into the Maps/PlacesGetting into the Maps/Places
40

41. Google MapsGoogle Maps
www.maps.google.com
• Business
Description
• Address
• Phone
• Web Address
• Hours
• Email
• Photos
• Videos
• Keywords
• Reviews
41

42. Google MapsGoogle Maps
www.maps.google.com
• Business
Description
• Address
• Phone
• Web Address
• Hours
• Email
• Photos
• Videos
• Keywords
• Reviews
42

43. Do It Yourself – Get EducatedDo It Yourself – Get Educated
• Google Learning Center
• Blogs & RSS Feeds
• Podcasts
• Books
• Google it!
http://www2.webmasterradio.fm/seo-101/
43

44. OutsourceOutsource
• No long term commitments
• Tracking and analysis
• Access to campaign manager
• Pay attention to ROI
• Entry Level SEM companies
• Advanced SEM companies
44

45. Take actionTake action
• Improve your Google Places/Maps listing.
• Start learning. Subscribe to RSS feeds,
Blogs, Tweeters and Podcasts on subjects
that are relevant to your business and also
internet marketing. Buy a book on SEO.
Do ThisDo This
ASAPASAP
45

46. Take actionTake action
• Use SEO strategies to optimize your site and
start building back links.
• Begin a small pay-per-click campaign.
• Based on your expertise and time
constraints, decide on DIY or outsourcing.
In theIn the
next 30next 30
46

47. Take actionTake action
• Aggressively pursue SEO, SEM or both
based on results.
• Start blogging.
• Grow relationships with online
community and online customers.
In theIn the
next 60next 60
47

48. 48
Part 2Part 2
Your Online Reputation
Using Social Media Effectively and Web 2.0
David McBee, Internet Marketing Educator
www.DavidMcBee.com

49. AgendaAgenda
• Why your business has to be online
• What is Social Media and Web 2.0?
• To Blog or Not to Blog
• The Value of Video
• Yelp, Rental HQ, LinkedIn,
• Facebook & Twitter & Google+
• Monitoring Sentiment
• Search Engine ORM
• Your Action Plan
• Q & A
Watch for useful tools throughout. 49

50. Social Media / Web 2.0Social Media / Web 2.0
By leaving “online footprints” you will create opportunities
for your customers to find you.
Blog
YouTube
LinkedIn
Facebook
Twitter
Yelp
Google+
Rental HQhttp://rermag.com/business_technology/business_info_analysis/rental-companies-social-media-20110401/50

51. What is Web 2.0?What is Web 2.0?
"Web 2.0" refers to the second
generation of web development and
web design that facilitates
information sharing and collaboration
on the World Wide Web.
The advent of Web 2.0 led to the development and
evolution of web-based communities, hosted services,
and web applications. Examples include social-
networking sites, video-sharing sites, wikis and blogs.
51

52. Benefits of Social NetworkingBenefits of Social Networking
• It’s FAST. Most sites can be updated immediately 24/7.
Communication with customers is immediate and efficient. (Other
customers can view interactions cutting back on repetition.)
• Large audiences already exist for YouTube, Facebook, LinkedIn and
Twitter creating a large reach.
• Studies have shown that social media is more effective than traditional
advertising. According to a Forrester study, Proctor & Gamble found that
their www.beinggirl.com community for adolescent girls was 4 times more effective than
television advertising for their products.
• Social Media can be used to check customer sentiment - Well known
examples include Comcast, which uses Twitter to look for bad customer experiences and solve
customer problems.
• Social Media is AUTHENTIC – It gives customers a view of your business
“Behind the curtain”.
52

53. To blog or not to blogTo blog or not to blog
• Best way to establish
yourself as an expert in
your field.
• Sharing information that
helps your customer be
more awesome is the
quickest way to get them
thinking you are awesome.
• Gives your site a human
touch.
53

54. Value of VideoValue of Video
Video allows your
customers to look at
images of your
products, services or
team while hearing
your “one-minute
sales pitch.”
54

55. Create a YouTube ChannelCreate a YouTube Channel
YouTube is the second largest online search engine.
55

56. Yelp: The Ultimate REVIEW SiteYelp: The Ultimate REVIEW Site
56

57. Rental HQRental HQ
57

58. Rental HQRental HQ
58

59. Get Linked InGet Linked In
• Connect with professionals
• Personal recommendations
• Opportunities
• (Are people looking for you?)
59

60. FacebookFacebook
• Connect with your
customers
• Receive
recommendations
and praise
• Opportunities for
specials and
announcements
• Protect your brand
60

61. FacebookFacebook
• 50 percent of active Facebook users log on to the site in any given
day
• People spend more than 700 billion minutes per month on Facebook
• The average user is connected to 80 community pages, groups and
events
• More than 30 billion pieces of content, including web links, news
stories, blog posts, notes and photo albums are shared each month.
• There are more than 200 million active users currently accessing
Facebook through their mobile devices.
• People who use Facebook on their mobile devices are twice as active
on Facebook than non-mobile users.
61

62. FacebookFacebook
• 50 percent of active Facebook users log on to
the site in any given day.
• People spend more than 700 billion minutes
per month on Facebook.
• The average user is connected to 80
community pages, groups and events.
• More than 30 billion pieces of content,
including web links, news stories, blog posts,
notes and photo albums are shared each
month.
• There are more than 200 million active users
currently accessing Facebook through their
mobile devices.
Source: Facebook
62

63. FacebookFacebook
63

64. FacebookFacebook
64

65. TwitterTwitter
Simple  Brief  Connect  Stay Top of Mind
65

66. If Twitter were 100 UsersIf Twitter were 100 Users
Source: David McCandles InformationIsBeautiful.net Data: sysomos.com/insidetwitter, pearanalytics.com 66

67. Twitter . . . Value?Twitter . . . Value?
67

68. Twitter . . . Value?Twitter . . . Value?
68

69. Google+Google+
69
Google+ is changing so rapidly at this point,
I’ll update the slides closer to the show.

70. Google+Google+
70
Two Good Reasons to use Google+
1)Google integrates Google+ results into
universal search. That means that a local
business with a robust Google+ page has a
higher chance of ranking than one without.
2)Google hates duplicate content and will
crawl Google+ pages faster than the rest of
the web. Protect your original content by
posting it on G+ before someone else
copies and pastes it to their site.
http://davidmcbee.wordpress.com/2012/01/13/two-good-reasons-to-use-googe-plus/

71. Monitor Social MediaMonitor Social Media
• twitter.com/search
• youropenbook.org
• bing.com/social
• spy.appspot.com
71

72. Google AlertsGoogle Alerts
72
http://www.google.com/alerts

73. Google AlertsGoogle Alerts
73
http://www.google.com/alerts

74. Search EngineSearch Engine
Online ReputationOnline Reputation
ManagementManagement
Pay attention to what your clients see
when they search for you by name.
• Web 2.0 sites are a great way to
dominate the SERP.
• Consider SEO for your online
properties.
74

75. Social Apps are Mobile tooSocial Apps are Mobile too
People who use Facebook on their
mobile devices are twice as active
on Facebook than non-mobile users
75

76. Do It Yourself – Get EducatedDo It Yourself – Get Educated
• Follow Social Media
Leaders on Twitter
• Blogs & RSS Feeds
• Social Media Clubs
• Podcasts
• Books
76

77. OutsourceOutsource
• Blogging?
• Facebook?
• Twitter?
• Google+?
Would you hire someone to
attend networking events
on your behalf?
77

78. Take actionTake action
• Get on LinkedIn, Facebook, Yelp, Google+
and Twitter.
• Start learning. Subscribe to RSS feeds,
Blogs, Tweeters and Podcasts on subjects
that are relevant to your business and also
internet marketing. Buy a book on Social
Media.
Do ThisDo This
ASAPASAP
78

79. Take actionTake action
• Start Blogging!
• Start sharing. Use your new social presence
to provide valuable content to your friends,
fans and followers.
• Based on your expertise and time
constraints, decide on DIY or outsourcing.
In theIn the
next 30next 30
79
Google this: “How to connect facebook, twitter, linkedin, Google+”

80. Take actionTake action
• Monitor Social Media channels.
• Add video to your online presence.
YouTube?
• Grow relationships with online
community and online customers.
• Keep blogging. Social Media (and Google)
demand Fresh Content.
In theIn the
next 60next 60
80

81. QuestionsQuestions
81

82. LetLet’s Keep in Touch’s Keep in Touch
DavidMcBee.com
davidmcbee.com
david@davidmcbee.com
@davidmcbee
facebook.com/davidknowssearch
linkedin.com/in/davidmcbee
http://gplus.to/davidmcbee
913.915.4282
82