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Google has changed its algorithms dramatically over the past year and this has created new challenges for Small to Mid-Sized Businesses. Learn how to get See the difference between Search Engine Results Page (SERP) from 2010 to 2011
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Google™ 2011:It’s All About Local!
Google.com
• GlobalStats: 90.6%
Yahoo
Bing
Ask
Other
Google Yahoo!
bing Ask Jeeves
Baidu YANDEX RU
AOL Naver
StartPagina (Google) Seznam
AVG Search Daum
Webcrawler Najdi.si
AltaVista Alot Search
Earthlink Voila
WEB.DE ICQ Search
Onet PL
• ComScore: 61.6%
4
Google last year
Map Listings
Paid Listings
Organic Listings
5
Google now in battle for local
1234
Surpasses Google in ‘time spent’ on site domestically
US market share grew to 28%
Grown to 41 million users per month
Rejects Google's $6 Billion offer
SMB
New search features
New local properties
New local search results – Places
New mobile search & apps
U.S. Local Online Ad Spend
$15 Billionin 2010
Growing to
$37 billion
in 2014
Sources: BIA/Kelsey, comScore, Nielsen, Silicon Alley Insider
Multiple strategies to grow its share of local consumers
6
Strategy 1: new search features
Google Preview
Google +
So consumers start on Google for local searches
Google Instant
Google Shopping
7
Strategy 2: new local propertiesSo consumers stay on Google for local information
for
DIRECTORIES / REVIEWS Instead of
& more…
Google wants to be a destination instead of sending consumers to other sites
for Social Instead of & more…
for DEALS Instead of
& more…
8
Strategy 3: new local resultsSo consumers rely on Google for local search info
PageRank™ algorithm updated to better help consumers find a local business
Now predicts a local query and displays all local business listings
Reviews provide indicator of quality
Map now top right and stays there – map pin now same as organic rank
Much more info on each listing
Paid ads
Place page link to Google’s detailed profile of the business
9
Strategy 3: new local resultsSo consumers rely on Google for local search info
PageRank™ algorithm updated to better help consumers find a local business
Now predicts a local query and displays all local business listings
Reviews provide indicator of quality
Map now top right and stays there – map pin now same as organic rank
Much more info on each listing
Paid ads
Place page link to Google’s detailed profile of the business
10
Strategy 3: new local results
So consumers rely on Google for local search info
More detailed listings helps consumers choose a local business
Location on the map
Easy 1-click preview of website Address &
phone number
Reviews from across the web
Total reviews on Google and link to Place page
11
Strategy 3: new local results
So consumers rely on Google for local search info
More detailed listings helps consumers choose a local business
Anybody notice this?
12
Strategy 3: new local results
Place page helps consumer learn more about a local business
Why? How?
While a business can claim their Place page, they don’t own it. Google aggregates their bus. info, content & reviews from across the Web and…
• Displays much of the content on the Place page
• Uses the content, including several new factors, to determine rank in local searches
Big Change Last Week!
14How soon until it impacts Quality Score for AdWords?
SOCIAL AUTHORITYREPUTATIONCONTENT & LINKS
Strategy 3: new local results
+
Inbound Links
+
Social Pages
+
Fans & Followers
Prominent Organic Rank
Site & BlogGoogle
Place Page Reviews
+
=
Changes to PageRank algorithm to improve quality of local listings
Social Bookmarks
15
Strategy 4: mobile search & appsSo consumers rely on Google when they are out & about
Mobile search
Place page
Places searchSources: comScore, AllThingsDigital, Internet2Go
61 million smart phone subscribers & growing quickly
Mobile now over 10% of all Google searches – up 4X in 2010
33% of mobile users searching for stores, reviews and coupons
Google Places make it• easier to search• easier to check reviews• easier to write reviews
Mobile algorithm and apps to help consumers find a local business
16
Impact to local business?
Impact
Newsearch features
Newlocalproperties
Newlocalsearch
Newmobileapps
• Google still the top search engine for local consumers
• How a site looks in Google Preview can impact click-throughs
• Place page will get more traffic and drive calls/visits
• Conversion to lead/call is impacted by reviews on Place page
1
4
3
2
• Opportunity for more leads from mobile searchers
• Mobile outperforming online in many aspects of effectiveness
• More consumers reading and writing reviews while near/at the business
• Updated PageRank algorithm means search results now feature more local listings than directories
• Clicks/traffic impacted by richness and quality of new content on the listing
• Getting top organic rank is more complex than ever - now impacted by reputation, social authority and freshness of content
Easier for Consumers – Harder for Businesses
Sources: InsightExpress, Performics
17
What to do about it?Strategy
Tactics
PaidSearch
MobileSearch
• Buy search ads on a wide range of keywords – it’s the fastest way to get in front of local consumers (also mobile ads with click-to-call)
• You control the cost/volume of traffic and only pay for performance
• Have a mobile-enabled site
• Optimize it for mobile search (GPS data, local phone #, etc.)
• Ask happy customers to give you reviews while they’re at your business
• Claim and update your Place page
• Invest in content marketing – posting quality content on many places across the Web powers search discovery
• Implement social media marketing to build a strong group of fans and followers which can influence your search rank
• Build a positive reputation by getting reviews on your Place page
OrganicSearch
18
In summary…
Google is focused on winning local - their changes make it more complex than ever for SMBs
TakeawaysKEY
This is an evolution beyond traditional SEO that we call Web Presence Optimization (WPO)
Paid search ads are still the fastest way to drive quality traffic/leads, but you also need…
A fresh stream of quality content including reviews and social media marketing to improve organic rank
Strategy for maximum discovery combines paid search, mobile search and organic search
Copyright © 2010 ReachLocal, Inc. All Rights Reserved
You Have:
You Need: a fresh Web Presence & many ways to be found
Your Sites Local Directories Social Media Content Sites
a static website & one way to be found
More Quality Content Published in More Places = More Customers
24
How consumers find & engage
Across your entire Web Presence, not just your website
Site & Blogs
Search Engines
Directories
Content Sites
Social
Location-based Services
Reviews & Reco’s
DealsBUSINESS
25
How consumers buy now
At each point you can engage and convert them into customers
SMB
SMB
SMB
SMB
SMB
SMB
SMB
SMB
Learns more about you
Searches for you
Checks your reputation
Hears from friends
Checks for deals & offers
26
Need a Web Presence strategy
Buy Presence
Build Presence
Convert Customers+
+
BUSINESS
27
Web Presence strategy
Buy Build+(Advertising
)(Content
Marketing)
SearchGoogle, Yahoo, Bing,
AOL, Ask, Citysearch, Superpages, Local.com and many more…
SurfThousands of top news, entertainment and review sites
Facebook and Twitter, the top social media networks
Social
30
Need a mobile presence too
Mobile search up 4X last year, 16% of all Google searches 2011
200 million access Facebook from mobile – up 63% in 2010
Google Places, Yelp, Foursquare and others make easy to check and give reviews
We have you covered with
&Sources: comScore, AllThingsDigital, Internet2Go
™
Copyright © 2010 ReachLocal, Inc. All Rights Reserved Training – For internal use only
Search Discoverability
Copyright © 2010 ReachLocal, Inc. All Rights Reserved
One Way to be Found
Bus. A
Official Site
Web Presence = More Shelf Space
Many Ways to be Found
Bus. B
Company Site
Official Site
Copyright © 2010 ReachLocal, Inc. All Rights Reserved Training – For internal use only
Reputation Management
The Impact of your Reputation
Training – For internal use only
Copyright © 2010 ReachLocal, Inc. All Rights Reserved
Your Online Reputation
Training – For internal use only
Copyright © 2010 ReachLocal, Inc. All Rights Reserved
Influencing Consumer Behavior
Tagline
Training – For internal use only
Copyright © 2010 ReachLocal, Inc. All Rights Reserved
What does a business need to consider?
Techniques and Best Practices
Training – For internal use only
Copyright © 2010 ReachLocal, Inc. All Rights Reserved
Effective Reputation Management
• Listening to review sites– Google Places– Yelp– Citysearch– Insider pages– Merchant Circle– Social Destinations
• Engaging with what is being said
– Responding to and promoting positive
reviews (MAKE THEM LOUDER!)
– Working to address negative reviews
offline and summarize the results
Copyright © 2010 ReachLocal, Inc. All Rights Reserved Training – For internal use only
Social Discoverability
Training – For internal use only
Copyright © 2010 ReachLocal, Inc. All Rights Reserved
Social Media Marketing is changing the game
2. Business behavior• Businesses are forced to meet consumers where they are.
Copyright © 2010 ReachLocal, Inc. All Rights Reserved
Facebook User Statistics
• More than 500 million active users • 50% of active users log on to Facebook in any
given day • Average user has 130 friends • People spend over 700 billion minutes per
month on Facebook
Source: Facebook, 2010
Copyright © 2010 ReachLocal, Inc. All Rights Reserved
Twitter User Statistics
• Twitter has 105,779,710 registered users• 300,000 new users sign up per day
Source: Twitter, 2010• 51% of active Twitter users follow companies,
brands or products on social networksSource: Edison Research, February 2010
Copyright © 2010 ReachLocal, Inc. All Rights Reserved
YouTube User Statistics
• #4 Largest Site on the Internet• #1 Largest video site on the web• 300 Million Worldwide Visitors a Month• YouTube exceeds 2 Billion views per day• 24 Hours of video uploaded every minute• #2 Search Engine on the Web
Source: www.website-monitoring.com
Copyright © 2010 ReachLocal, Inc. All Rights Reserved
Google+ User Statistics
• 20M users in 24 days• By invitation only
• 18-25 60%; Male: 63%• US: 5M; India: 3M
How Does Social Media Impact Your Business?
Training – For internal use only
Copyright © 2010 ReachLocal, Inc. All Rights Reserved
Social Media Marketing is changing the game
3. Accessibility• Businesses are able to do more with less budget.
Copyright © 2010 ReachLocal, Inc. All Rights Reserved
Leveraging your Network
Engage and re-engage with your fans and followers to sustain and grow your follower base.
Copyright © 2010 ReachLocal, Inc. All Rights Reserved
Maintaining your Network
Actions to Keep Fans/Followers:• Keep interactions positive• Don’t spam people with advertising type
messaging/commercials• Be a local expert – inform people about useful industry or local
information• Offer valuable promotions• Be interesting/be funny/be engaging• Vary content, people love pictures, videos, links to interesting
articles• Retweet things that are interesting or valuable• Promote special offer codes• Create events, sponsor social/community actions, align yourself
with a cause that resonates with your followers
Copyright © 2010 ReachLocal, Inc. All Rights Reserved
More Exposure = More Customers
Social Marketing efforts, as apposed to Mass Marketing, start small and build outward. Through likes, shares, retweets, etc. your message is carried to a large group.
Mass Marketing Social MarketingInput Input
Outcome
Outcome
Copyright © 2010 ReachLocal, Inc. All Rights Reserved Training – For internal use only
Putting It All Together
Copyright © 2010 ReachLocal, Inc. All Rights Reserved
There is so much out there…
I need to run my business
repeat
tools
fans
repeat
time
followers
tools
social marketing
research
repeat
repeat
passwords
reviews
SEO
analytics
repeat
time
repeat
reputation management
repeat
leads
LOAD YOUR CONTENT
POST NEW UPDATES
KEEP TRACK OF IT ALL
SEOrepeat
passwordsrepeat
Do your customer have the time & tools to do it all?
SIGN-UP/CLAIM YOUR PAGES
MONITOR & RESPOND
CREATE CONTENT
directories
You Have:
You Need: a fresh Web Presence & many ways to be found
a static website & one way to be found
More content in more places brings more customers
Site & Blogs
Search Engines
Directories
Content Sites
Social
Location-based Services
Reviews & Reco’s
DealsBUSINESS
Copyright © 2010 ReachLocal, Inc. All Rights Reserved
Business creates quality content
Consumers comment, like, review & share
Consumers discover while searching, surfing & socializing
Content published & indexed across the Web
Business listens and engages 1
2
3
4
5Thanks for your comments. What’s worked for you?
Great advice!
I’m going to try this!
Me too!
Your Web Presence powered by fresh content
Business action
Housebreaking Your Dog
PUBLISH
Housebreaking Your Dog
Consumer action
Copyright © 2010 ReachLocal, Inc. All Rights Reserved
BusinessCreatesContent
ContentPublished &
Indexed
ConsumersDiscover
ConsumersComment &
Share
BusinessListens & Engages
Benefits of fresh contentSocial discovery
Reputation management
Search discovery
Brand engagement
Increases your word-of-mouth through sharing across social networks
Improves your reputation with positive content on search engines and review sites
Increases your discoverability on search engines & local directories
Dis
covery
Perc
epti
on
Builds positive impressions & engagement with your brand by bringing it to life online
Copyright © 2010 ReachLocal, Inc. All Rights Reserved
…and still run your business?
Have the time, tools & talent to do it all?
Develop a strategy
Claim/setup local & social pages
Create a stream of quality content
Manage social media pages
Monitor & improve reputation
Engage & respond to customers/fans
Optimize it all for search engines
Track & analyze results
Copyright © 2010 ReachLocal, Inc. All Rights Reserved
For more information, please contact
James F. Ruppel
Integrated Web Marketing
631-615-2983
http://jruppel.wsidigitalmarketer.com