Lora Baker- Parallel Path Anke Corbin- Zenzi Integrated Marketing/PR

Introduction To Being Found Online Website SEO

Local Listings Local SEO Social SEO

  Know what displays on Google and other search engines when people search for your business

  Control your message

1.  Start with the basics (goals, target audience) 2.  Optimize your website

Measure: SEO- content, tags, in-bound links, search results

Blog- fans/readers, in-bound links, sharing Social media- fans/friends, engagement, sharing content

1.  25%-50% of SEO is your website -Page Title -Keywords: Copy, Title Tags, Header Tags (h1,

h2, h3) -Alt-text on images -Frequency of updates -Age of domain

1.  50%-75% of SEO is offsite -Links back to your website from trusted sources

using anchor text -Search/Directory listings -Blogging generates links which power SEO -Social Media -Video sharing site links -Photo sharing site links -Reviews -Naming strategy (Facebook Page URL, Twitter etc.) -Traffic to site

  What are Local Listings?

  Why are Local Listings Important?

  Local Listing Tips

  What is Local SEO?

  Local SEO Tips

  Modern replacement for the Yellow Pages   Local business searchers are farther along in

the purchase cycle   74% of Internet users do local searches

(Kelsey Group)   86% take action on the results

67% of searchers 20-45 years old reported when they searched online, they believe the top list of companies

on Google are the “highest recommended” or “most authoritative” businesses to contact. (SearchOnomics)

  Google has the largest share, so: ◦  Make sure your business is presented well ◦  Performance (placement) on Google is most

important   But 60% of your market is looking elsewhere,

so: ◦  Make sure your data is broadly distributed and

accurate

(Getlisted.org & David Mihm)

(Getlisted.org & David Mihm)

  What comes up on Google Maps when a potential customer searches for goods or services you provide?

  Claim your business on Google Places – FREE   Add Photos, Videos, Hours and Additional

Details to your Google Places Page

  Reviews are an important part of Local Listing success

  Encourage regular customers to leave reviews for your business on various sites (Google, Yahoo, Citysearch, Yelp, etc)

  Know what is being said about you on the Web

  Respond to reviews   Offer offline incentives for customers to leave

online reviews for your business

  Distribute your business information on several different data distributors ◦  Axciom ◦  InfoUSA ◦  Localeze

  Claim your business listing (or add it if it is not there) on Yahoo, Bing, Citysearch, Insiderpages and Yelp

  Local Listing Paid Ads ◦  Aha!Local University Presentation on Local Listing

Ads next Tuesday March 15 here in Boulder!

  Google Boost

  Google Tags

  Local SEO ties closely in to website SEO in that it involves the design of your website

  With Google’s new Places Results (rolled out in October 2010), your website is now tied to your local listing

  Your Google placement is now determined by both your local listing information and your website

1.  Title Tags – Important For Local SEO ◦  Title Tags – mention location + keyword (ex: Auto

Repair & Service in Boulder, CO) ◦  Each Web Page within your website should have a

unique Title Tag ◦  Each Title Tag should have 70 characters or less

2.  Address on Footer of each Web Page in Text 3.  Incorporate keywords within text on page 4.  Find out if your vendors have a “Where To

Buy” link on their website and make sure you are there

1.  Create engaging content (copy, photos, videos, podcasts, curate other good content to highlight & feature)

2.  Publish & promote your content -Twitter, Facebook, LinkedIn -Digg, Delicious, Stumble Upon, Reddit, Mixx -YouTube, Revver, Vimeo -Flikr, PicassaWeb -Geo-location-FourSquare, Gowalla, Facebook, Google

1.  Social media- similar to a cocktail party without the constraints of time or location

2.  What do people expect? -Relationship Friendly conversation -ask questions, get advice -Helpfulness Answer questions, provide tips, meet needs -Entertainment Humor, interesting

1.  Social media is not there to push out your agenda, it’s not about you

2.  Become a real member of the community 3.  Add value 4.  Can be much more effective than a cocktail

party

1.  Monitor -Conversations -Traffic -Sharing -Search results -Online reputation -Review sites