Slide Title is Ariel 32 pt Bold Second Line of Slide Title · Adsolutions.yp.com/PracticalMarketing #practicalmarketing Practical Marketing Education Series © 2013 YP Intellectual

Adsolutions.yp.com/PracticalMarketing

#practicalmarketing

Practical

Marketing Education Series

© 2013 YP Intellectual Property. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property and/or YP Holdings LLC

affiliated companies. All other marks contained herein are the property of their respective owners.


affiliated companies.

All other marks contained herein are the property of their respective owners.

Practical Marketing | Meet your Presenters



Tina Stock | Executive Director, Marketing

An entrepreneurial marketing executive with over 10 years experience

in product marketing, social media marketing, content marketing,

communications strategy, display advertising and search engine

marketing. Tina blogs about marketing at tinastock.com , and you can

follow her on Twitter @tinadstock.

Who is YP?

• YP is North America’s largest local search, media and

advertising company.

• Our mission is to help local businesses and communities grow.

• We generate 40 billion annual impressions on the YP Local Ad

network and have 3,000 marketing consultants helping over

600,000 businesses get, and keep, customers.




Eric Enge | CEO, Stone Temple

Consulting

Lead Co-Author, The Art of SEO Columnist, Search Engine Land Columnist Search Engine Watch Frequently speaks at major industry Conferences (Search Marketing Expo, Search Engine Watch, & Pubcon) Learn more from Eric: • The Renowned Stone Temple Consulting Blog • Eric on Google Plus • Eric on Twitter

http://www.stonetemple.com/blog/

https://plus.google.com/113690073826160821557/

https://twitter.com/stonetemple




This is session 2 in the series:

Get Customers to Know You & Hear Your Message




You Need Customers









Your Customers are Online






You Need to Get Online

Website plus Search Engine = Web Listing

Business Record plus Directory = Business Listing

Get Found Online Get Your Business Online




Have a Smart Website




Have a Complete Website

60% don’t have

phone number

75% don’t have

an email

address




Its Easy for You to get Online too






Three Major Components to SEO

• Make sure the search

engines can see your pages







• Help the search engines learn

what your site is about









• Why should your site outrank

other selling the same stuff?




First Major Component to SEO






• Search engines don’t know about pages they

can’t see

• Reasons why they might not see a page? – No links to the page exist

– The publisher instructs the search engine to NOT visit the page

Search Engine Concept - Discovery




Check With the “Site:” Command




• If you think you have 100 pages on your site:

– and the response says 20 or less, that’s a big problem

– and the response says 200 or more, that’s a big

problem

• Don’t worry about smaller problems

• If you have a big problem, you may need to

replace the tools used to build your site

• Hard news to find out, but better to know it now

• YP sites or Wordpress sites should be fine

OK, I Checked, What Now?




Second Major Component to SEO






Search Engine Concept - Relevance




Search Engine Results Page (SERP) Landscape




Two most important:

Meta tags = Search Engine Relevance

• Treat this like the headline

• Describes the page content




SERP Pulls from Meta




Meta tags = Search Engine Relevance




In Wordpress …





Basic Title Tag Guidelines

<head> <title> Digital marketing excellence, SEO, Social Media - Stone Temple </title> </head>




Poor Title!




OK Title




1st Golden Rule for Title Tags





2nd Golden Rule for Title Tags

Page 1 Page 2 Page 3 Page 4




Third Major Component to SEO

• Why should your site outrank

other selling the same stuff?




On-Page Content = Big Factor in Relevance




Search Engine Concept - Importance

Why Would You Rank First?




Why are These the Top Three Results?




Increasing Importance: Links are Like Votes in an Election




• DOs (for local businesses): – Ask the local chamber of commerce

– Write articles for the local paper

– Interact with local bloggers

– Obtain links from local business directories (like YP.com!)

– You can trade links with a small number of closely related sites

• DON’Ts – Buy ads just to get links (Google does not like that)

– Swap links with unrelated sites

Getting Links to Your Site (For Local Businesses)

3

5





Take Action - SEO

• Make sure your website is discoverable

– Site: command

• Make sure your website is relevant

– Title Tags

– Meta Tags

• Get links to your website

– DO: local websites, friends, directories

– DON’T: unrelated sites




Business Listings are your businesses

name / number / address

Common places where business

listings are found are

• Yellow pages directories, local search

sites (YP.com), review sites (Yelp),

online directories (lawyer.com) and map

sites (google map)

Business Listings




What Customers Looking for You Online Find

Search Engine

Local Search Site





Put Your Business Online with Business Listings

• Put your businesses listing

everywhere

• Make sure they are accurate

• Check for reviews




Local Customers Love to Review Local Businesses




Reviews are Your Best Friend




How to Respond





Take Action

1. Get your business listing on the Top 5:

Google, Bing, YP.com, Yahoo!, Yelp

– Google -

https://www.google.com/business/placesforbusines

s/

– YP.com - http://adsolutions.yp.com/free-listing-

benefits

– Yahoo - http://search.yahoo.com/info/submit.html

– Bing - https://www.bingplaces.com/

– Yelp - https://biz.yelp.com/support/unlocking

2. Fill in ALL the spaces on the web form –

especially your web address (remember

the SEO?)

3. Respond to reviews where applicable

https://www.google.com/business/placesforbusiness/

https://www.google.com/business/placesforbusiness/

http://adsolutions.yp.com/free-listing-benefits





http://search.yahoo.com/info/submit.html

https://www.bingplaces.com/

https://biz.yelp.com/support/unlocking





Part 1: The heart of Practical Marketing

Part 2: Get customers to know you and

hear your message

Part 3: Zero in on customers who

matter most to your business

Part 4: Turn your customers into fans and

cheerleaders for your business

Part 5: Do it again. Learn what works best to

connect you with your customers

Thank you! | Register for Entire Practical Marketing Series



Adsolutions.yp.com/practicalmarketing

Be Sure to REGISTER for the 3rd in the Series

October 3, 11:00 am, pst – learn SEM with

Documents

Slide Title is Ariel 32 pt Bold Second Line of Slide Title · Adsolutions.yp.com/PracticalMarketing #practicalmarketing Practical Marketing Education Series © 2013 YP Intellectual