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Reach your online potential & help customers find you locally

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This presentation was designed to support the Deluxe webinar, Reach Your Online Potential - and features online expert Steph Rowan's take on how small businesses can improve their chances of being found locally. Topics include:

- Local search overview

- Websites for local businesses

- Search engines: Optimization for local businesses

- How to increase your ranking in local results

- Google places overview

- Social tactics for local traffic

- Mobile and local search

- Where to start

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Reach your online potential & help customers find you locally

  1. 1. Reach Your Online Potential <br />Help customers find you locally<br /><ul><li>Twitter.com/deluxecorp
  2. 2. Facebook.com/deluxecorp
  3. 3. Youtube.com/deluxecorporation
  4. 4. Slideshare.net/deluxecorp</li></ul>Stephanie Rowan <br />Webinar Conf. Bridge: 877-312-2318<br />Participant Code: 26069573<br />
  5. 5. Agenda<br />Local search overview<br />Websites for local businesses<br />Search engines: <br />Optimization for local businesses<br />How to increase your ranking in local results<br />Google places overview<br />Social tactics for local traffic<br />Mobile and local search<br />Where to start<br />
  6. 6. 20% of search is related to a locationSource: Google<br />Significant shift in focus to local by key players<br />Google owns 66% of U.S. search marketSource: ComScore<br />Why is local search important?<br />Local Search Overview<br />
  7. 7. Key Players in Local Search<br />Local Search Overview<br /><ul><li>Engines & social networks new focus on local search
  8. 8. Local businesses with few locations have the advantage
  9. 9. Listings & review sites
  10. 10. Fuel for search results
  11. 11. Drive foot traffic
  12. 12. Viral sharing</li></li></ul><li>It’s all about accessibility<br />Websites aren’t just for human visitors<br />Domains impact search<br /><ul><li>Ecommerce is more mainstream</li></ul>$1 billion on Cyber Monday!<br /><ul><li>They’re more affordable than ever</li></ul>Self manage or go pro<br />Assess time, ability and quality<br />A Website is Expected<br />Websites for Local Businesses<br />8 years ago: $5,000 + main.<br />Today:$5/m - $70/m<br />
  13. 13. This month<br />This year<br />More than two years ago<br />Not since it was built<br />I don’t have a website<br />When did you last update/improve your website?<br />Text, Images, blog, etc.<br />Poll Question<br />
  14. 14. Should reflect the quality of your product/service<br />Two audiences: Looking for much of the same thing in slightly different ways<br />Web Design & Content<br />Websites for Local Businesses<br />
  15. 15. <ul><li>Paid Search (PPC)</li></ul>search engines – paid listings<br /><ul><li>Organic Search (SEO)</li></ul>search engines’ core results<br /><ul><li>Local Search (Mix)</li></ul>directory listings, Places, GPS<br />Search: Breakdown<br />Search Engines: Result Listings<br />
  16. 16. Non-Local Search Results<br />PAID<br />PAID<br />ORGANIC<br />
  17. 17. Local Query Search Results<br />LOCAL<br />ORGANIC<br />LOCAL<br />PAID<br />
  18. 18. PAID<br />LOCAL<br />ORGANIC<br />PAID<br />
  19. 19. 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.<br />Search Engine Optimization<br />Search Engine Optimization Defined<br />Local<br />ORGANIC<br />
  20. 20. Meta Data & Tags<br />Search Engine Optimization<br />Title Tag<br />Meta Description<br />Title Tag<br />Title Tag: <br />Descriptive, keyword-rich, not generic, <br />Should be unique page to page<br />Meta Description:<br />Often produces the snippet <br />keyword rich, should differ page to page<br />Keywords: <br />Match to search queries<br />Title Tag<br />Meta Description<br />Meta Keywords<br />
  21. 21. <ul><li>Relevance of content to search query
  22. 22. Keywords within site and meta data match the terms queried
  23. 23. Unique / updated content
  24. 24. Local telephone # and address
  25. 25. Reviews – quantity, quality, authority
  26. 26. Credibility of links to your site:
  27. 27. Local chamber, local press, directory listings, credible blogs, professional associations
  28. 28. Quality/quantity, diversity, relevancy</li></ul>Local Search Ranking Factors<br />Search Engine Optimization<br />Google: <br /><ul><li>Relevance
  29. 29. Prominence
  30. 30. Distance</li></li></ul><li>Google.com/places<br />Google: Hotpot: Personalized recommendations engine integrated into Google Maps for Mobile, Google Places and web-based local search.<br />
  31. 31. Yes!<br />No, not yet<br />No, I don’t need one<br />I don’t know<br />Do you have a Google Place Page?<br />Poll Question<br />
  32. 32. Google.com/places<br />
  33. 33. Do you own your Place Page?<br />
  34. 34. Creating Your Google Place: Google.com/places<br />ShowAddress?<br />Address<br />Web Info<br />Hours<br />Descript.<br />Category<br />Service/ destination<br />
  35. 35. Creating Your Google Place<br />Payment Info<br />Photos X / 10<br />Get a Google account<br />Create & validate your listing<br />Manage & change your listing at anytime! <br />Videos X / 5<br />
  36. 36. Grow Brand Awareness<br />Deal-a-day offers<br />Build awareness & get customers<br />$ = loss<br />Social check-in<br />Build awareness <br />engage customers<br />Social Tactics for Local Traffic<br />
  37. 37. Groupon<br />
  38. 38. foursquare<br />
  39. 39. Popularity of local search applications is increasing<br />Bing, Google, Yahoo, Facebook, Twitter<br />Mobile browsing increasing w/ smart phone adoption<br />8 - 10% of all search queries are via mobile (RBC)<br />53% of mobile searches have a local intent (Microsoft)<br />Mobile visitors likely to buy sooner <br />1 hour vs. 1 week (Microsoft)<br />Mobile & Local Search<br />Mobile Search<br />
  40. 40. Quick load & display<br />mobile optimized images<br />Easy navigation <br />abridged version of full site<br />Relevant content <br />Key info: address, tel. # and product information <br />Mobile websites: What matters?<br />Mobile Search<br />
  41. 41. Mobile Website Example<br />
  42. 42. <ul><li>Google your website like customer would
  43. 43. Location, keywords
  44. 44. Review your SEO, page title and snippet display
  45. 45. Review your domain name strategy
  46. 46. Claim your Google Place
  47. 47. Update your listings on
  48. 48. Yelp, Citysearch, Merchant Circle
  49. 49. Assess mobile accessibility</li></ul>Create a plan to maintain your online presence<br />Actions:<br />Where to Start<br />
  50. 50. Questions?<br />Presentation will be available on slideshare.net/deluxecorp<br />Learn more at www.deluxe.com and www.aplus.net<br />Thank you for your participation! <br />Questions<br />