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If you are a local business – a single brick & mortar, multi-location, or even serve customers at their home – you won’t want to miss this seminar. Learn how to increase visibility within the local search results by utilizing specific tactics that directly affect how Google “views” your business online, on social media platforms and on mobiles devices.
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SoLoMo Marketing
Presenter: Date:
Wendy Hwang (@Wendy_Hwang ) August 14th, 2013
Social Mobile Local
Formic Team
• Launched in 2008 to service small business & partners
• Specializes in localized search, social, and mobile marketing
• 100% of Account Team Google AdWords & Google Analytics Certified
• 8 employees & 45+ clients • Strategic partnerships (SEMA, AlphaGraphics,
etc.) • Focus on education via monthly Seminar Series
What We Do
Services
Formic Media's pay-per-click (PPC) advertising services provide small and local businesses guaranteed visibility within targeted search results, via paid "sponsored listings".
PAY PER CLICK Formic Media's search engine optimization (SEO) services help small and local businesses to generate visibility within "organic" or “natural" search engine listings.
SEARCH ENGINE OPTIMIZATION
Formic Media's SEO-friendly website design and development services provide small businesses with an affordable, functional and highly visible Web presence.
WEB DESIGN Formic Media's social media marketing (SMM) services enable small and local businesses to leverage free/ low-cost networks to gain increased brand awareness.
SOCIAL MEDIA MARKETING
We have created the appropriate processes, tools and methodologies needed to be efficient and cost effective for your team and your clients.
PARTNERSHIPS Attend Formic Media's free monthly search engine marketing seminars. Learn the latest and greatest in the search engine marketing industry.
FREE SEMINARS
Agenda
Local Search and Google Popular Social Platforms Why Mobile is Important Q&A
“Rankings are a by-product of building your brand” – Mike Ramsey
Local Search
• Place Page • Offsite • Website
• Mobile Friendly, Click to Call, Quick Load Time
• Reviews • Social /Mobile
Factors in Local Search
Three Primary Types of Signals Google takes into consideration for local rankings:
1. Relevance 2. Prominence 3. Distance
Factors in Local Search
Factors in Local Search
• Citations • Business Name, Address, Phone + Website (NAP)
• Consistency is key! • Clean Up Your NAP or risk duplicate listing
• Structured Citations – Sites or Pages dedicated to business listings • YP, CitySearch, Yelp, etc.
• Description & Categories match searcher’s query • Keywords on Your Website Match Google Place’s field
indicate a match for the searcher’s location
Relevance
• Popularity/Credibility • Unstructured Citations
• Local newspapers, local blog post, referrals from other websites, etc.
• Reviews & Ratings • Click Through Rate in Organic Search (???) • Social Media
Prominence
Distance
• IP Address of the searcher • Reviews • Social (Explore)
• Real time directions around traffic
• Indoor maps with walking directions
• Users can find, rate, and see reviews of local businesses • Categories - Eat, Drink, Shop,
Play, Sleep • Takes friend’s reviews &
ratings into account
Google Explore Gets Social
Social
Social Statistics
Social Statistics
Social Statistics
Facebook Places Nearby
Facebook Places
Facebook Places
Facebook Places
Foursquare
Foursquare
Statistics • Launched in 2009 • 33 million users, 1.3 million business
pages • 3.5 billion check-ins, 30 million tips left
Foursquare
Changes from Gamification to Search • More recommendations in Explore tab • Interactive Map with Search Categories • Foursquare for Business app • Bigger highlighted location photos • Not only shows nearby but search history
Foursquare
Check-in Ads • Cost is per action
• Taps or Save
Yelp
Yelp
Statistics • First business review submitted
in 2004 • Over 108 million people visited
Yelp in Q2 of 2013 • Yelpers have written over 30
million reviews • 45% of Yelp users access from
mobile
Yelp
Other Mobile Marketing Tactics
Digital Loyalty Apps
Square Digital Loyalty Cards
Digital Loyalty Apps
Punchcard • Digital punch card • Users can earn points to redeem for gift cards
Digital Loyalty Apps
Perka • Users are able to leave feedback to the
business. • 2 programs – users can earn per visit or by
amout of dollars spent • Users can earn via text message
Digital Loyalty Apps
PlacePunch • Location-Based Offers • Contests • Check-in Rewards
Google Offers • Free to Use for Businesses & Users • Easy • Limited in Image Selection • Read the Policy Rules
• https://support.google.com/offersbusiness/
Apple Passbook
An file system app default on iOS6+
• Boarding Pass • Coupon • Event Tickets • Store Card • Generic
Get ahead
“Unfair or deceptive advertising” – FTC (2009)
Read Follow the Rules and Policies
Ask and You Shall Receive
“Rankings are a by-product of building your brand” – Mike Ramsey
