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High level overview of SEO, Social Media & Google AdWords for the Painting & Decorating Contractors of America (PDCA) - Delaware Valley Chapter.
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Online Marketing Overview
• Search Engine Optimization (SEO)– Priorities for Your Website
• Social Media– Review of Facebook, Twitter & Local Business Reviews
• Pay-Per-Click (PPC) Advertising– AdWords & AdWords Express
• Measuring & Tracking– Google Analytics & Webmaster Central
Online Marketing Overview
Search Engine Optimization
SEO Best Practices – Always Be Descriptive!On & Off-Page Factors
• Title Tags: Appear in search engine results as the title of a web page
• Meta Description Tag: Snippet of text that describes a page to search engines and web surfers
• Heading Tags: Tags that are used to highlight the importance of key text (paragraph headings)
• Anchor Text: The text contained in a hyperlink
• Keyword Placement: Concerns the hierarchical importance of text. Words at the bottom of a page carry less weight than those at the top
• Images: Under most circumstances, are invisible to search engines. Excessive image use can negatively affect search engine rankings
• Linking: A link represents a “vote” from Page A to Page B. These “votes” are a measurement of relevance, authority, and popularity
SEO Best Practices – Title Tag Examples
Services – What Kind?
Remember to Always be Highly Descriptive!
Online Marketing Overview
Social Media
Social Media – Listen & Engage
Like is the New Referral- Use Facebook & Twitter to generate leads, display work
and interact with customers
Key Points to Remember- It’s a Conversation- Listen Before You Talk (Type, Comment, etc…)- Show Your Personality- Every Communication is NOT a Sales Pitch- Stay on Record – Nothing is Private Anymore
Social Media – Advertise & ListenExample of Listing Services on Twitter
Listen for Leads
Social Media – Customer ReviewsGrow Local Business Using Customer Reviews
Quick Facts – Customer Review Impact on Customers
- 69% of Local Customers Trust Online Reviews
- 51% of Consumers cite ‘Reliability’ as Most Important
- 49% of Local Customers Influence Choices Local Customers Make
- 40% of Customers Likely to Recommend a Business that has a Good Special Offer
Social Media – Local Must Haves5 Action Items for Local Business Owners• Ensure that your business has an optimized listing on Google Places, Yahoo Local, Bing Local, Yelp
and the top 20 local directories. Also, don’t forget Facebook – go and claim/register your Facebook Place now.
• Actively grow the number of positive online reviews you have by encouraging your most loyal customers to go online and write reviews about your business.
• Focus on the core values of good customer service – Reliability, Friendliness & Good Value.
• Make sure you always have a good value, special offer on – be creative with what you offer but ensure that it represents real value to existing customers and new customers.
• Introduce a simple, trackable system that incentivizes your customers to recommend and promote your business by offering them a greater discount or free service in return.
Online Marketing Overview
Pay-Per-Click (PPC)
Pay-Per-Click (PPC) AdvertisingGoogle AdWords & AdWords ExpressLocal Online Advertising Made Easy…
Blue Map Marker Indicates AdWords Express
Online Marketing Overview
Web Analytics
Tracking & Measuring – Get the DetailsLearning More About Your Customers and Audience
Google Analytics - Free- Great for tracking & measuring all online marketing channels
Google Webmaster Central - Free- SEO Best Practice Guidelines- Insight to Indexed Pages & More
Yahoo! Site Explorer – Free- Insight to Indexed Pages & More
Bing Webmaster Tools – Free- Insight to Indexed Pages & More
ResourcesAfterClicks Interactive
Books
Likeable Social Media: How to Delight Your Customers, Create an Irresistible Brand, and Be Generally Amazing on Facebook (And Other Social Networks)
Search Engine Marketing, Inc.: Driving Search Traffic to Your Company's Web Site (2nd Edition)
Search Engine Optimization (SEO): An Hour a Day
Web Analytics 2.0: The Art of Online Accountability and Science of Customer Centricity
ArticlesHarnessing The Power Of Online Customer Reviews For Local Business Growth
How Users Search For Local Businesses + 5 Tips To Optimize Local Listings
6 Things To Learn About Differentiation From The Auto Insurance Industry
Website Analysis Tools
WoorankGrader
