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
5. Google now in battle for local U.S. Local Online Ad Spend$15 Billion in 2010 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 1 2 3 4 New search features New local properties New local search results – Places New mobile search & apps Growing to $37 billion in 2014 SMB Sources: BIA/Kelsey, comScore, Nielsen, Silicon Alley Insider Multiple strategies to grow its share of local consumers 5
6. Strategy 1: new search features So consumers start on Google for local searches Google Preview Google Instant Google + Google Shopping 6
7. Strategy 2: new local properties So consumers stay on Google for local information for DIRECTORIES / REVIEWS Instead of & more… 7 for Social Instead of forDEALS Instead of & more… & more… Google wants to be a destination instead of sending consumers to other sites
8. Strategy 3: new local results So consumers rely on Google for local search info Paid ads Map now top right and stays there – map pin now same as organic rank Now predicts a local query and displays all local business listings Reviews provide indicator of quality Much more info on each listing Place page link to Google’s detailed profile of the business PageRank™ algorithm updated to better help consumers find a local business 8
9. Strategy 3: new local results So consumers rely on Google for local search info Paid ads Map now top right and stays there – map pin now same as organic rank Much more info on each listing Place page link to Google’s detailed profile of the business Now predicts a local query and displays all local business listings Reviews provide indicator of quality PageRank™ algorithm updated to better help consumers find a local business 9
10. Strategy 3: new local results So consumers rely on Google for local search info 10 Easy 1-click preview of website Address & phone number Total reviews on Google and link to Place page Location on the map Reviews from across the web More detailed listings helps consumers choose a local business
11. Strategy 3: new local results So consumers rely on Google for local search info Anybody notice this? More detailed listings helps consumers choose a local business 11
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13. Uses the content, including several new factors, to determine rank in local searchesWhy? How? Place page helps consumer learn more about a local business 12
15. Strategy 3: new local results Changes to PageRank algorithm to improve quality of local listings Inbound Links Social Pages Fans & Followers Google Place Page Site & Blog Reviews + + + + Social Bookmarks REPUTATION SOCIAL AUTHORITY CONTENT & LINKS Prominent Organic Rank = How soon until it impacts Quality Score for AdWords? 14
18. easier to write reviewsMobile search Places search Sources: comScore, AllThingsDigital, Internet2Go Place page Mobile algorithm and apps to help consumers find a local business 15
32. Invest in content marketing – posting quality content on many places across the Web powers search discovery
33. Implement social media marketing to build a strong group of fans and followers which can influence your search rank
34. Build a positive reputation by getting reviews on your Place pageOrganic Search 17
35. In summary… Google is focused on winning local - their changes make it more complex than ever for SMBs KEY Strategy for maximum discovery combines paid search, mobile search and organic search Takeaways 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 This is an evolution beyond traditional SEO that we call Web Presence Optimization (WPO) 18
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37. Looking Ahead: What’s Next in the Evolution of Local Search by Eric Enge (1.03.11)http://searchengineland.com/looking-ahead-whats-next-in-the-evolution-of-local-search-59766Anatomy & Optimization of a Local Business Profile by Chris Silver Smith (12.17.07)http://searchengineland.com/anatomy-optimization-of-a-local-business-profile-12943Local Search Ranking Factors by David Mihm (6.07.10)http://www.davidmihm.com/local-search-ranking-factors.shtml Search Gets Social: Google Using Social Data in Ranking (1.05.11)) http://blog.getreachcast.com/42572/2011/01/04/search-gets-social:-google-using-social-data-in-ranking-.html 4 Compelling Reasons Every SMB Should Claim their Local Listings (12.19.11) http://blog.getreachcast.com/28712/2010/11/30/4-compelling-reasons-every-smb-should-claim-their-local-listings.html Keeping Up with Google Part 1: The Rapidly Changing World of Search Discovery for Small Business (12.10.10) http://blog.getreachcast.com/32274/2010/12/08/keeping-up-with-google-part-1:-the-rapidly-changing-world-of-search-discovery-for-small-businesses.html Keeping Up with Google Part 2: 4 Critical Things Small Business Should Do to Keep Up (12.15.10) http://blog.getreachcast.com/33264/2010/12/10/keeping-up-with-google-part-two:-4-critical-things-small-businesses-should-do-to-keep-up-with-the-changes.html Some good resources 20
38. Get in touch with us http://blog.reachlocal.com http://blog.getreachcast.com http://twitter.com/ReachLocal http://www.facebook.com/ReachLocal http://youtube.com/ReachLocal Phone: 866-500-1692Email: sales@reachlocal.com Contributors: Nathan Hanks, Co-Founder & Chief Distribution Officer Alex Hawkinson,GM & Senior Vice President, ReachCast Todd Ebert, Vice President Marketing Rob Baker, Creative Director 21
40. You Have: a static website & one way to be found You Need: a fresh Web Presence & many ways to be found Your Sites Local Directories Social Media Content Sites More Quality Content Published in More Places = More Customers
41. How consumers find & engage Content Sites Site & Blogs Reviews & Reco’s Directories Social Location-based Services Search Engines BUSINESS Deals Across your entire Web Presence, not just your website 24
42. How consumers buy now Learns more about you SMB SMB SMB SMB SMB SMB SMB SMB Checks your reputation 25 Searches for you Hears from friends Checks for deals & offers At each point you can engage and convert them into customers
43. Need a Web Presence strategy Buy Presence + Build Presence + Convert Customers 26 BUSINESS
44. 27 Web Presence strategy Buy Build + (Advertising) (Content Marketing) Search Google, Yahoo, Bing, AOL, Ask, Citysearch, Superpages, Local.com and many more… Surf Thousands of top news, entertainment and review sites Social Facebook and Twitter, the top social media networks
45. Products Buy Build + (Advertising) (Content Marketing) Search Google, Yahoo, Bing, AOL, Ask, Citysearch, Superpages, Local.com and many more… ReachCast™ ReachSearch™ Surf Thousands of top news, entertainment and review sites ReachDisplay™ ReachCast™ Social Facebook and Twitter, the top social media networks Facebook Ads ReachCast™ 28
46. A technology & team + Buy Build (Advertising) (Content Marketing) IC + ReachLocal’s proprietary advertising technology helps drive awareness & leads Web Presence Pro / IC + our proprietary technology builds a long-term asset for reputation, search & social discovery 29 What we do
47. 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 30 & ™ Sources: comScore, AllThingsDigital, Internet2Go
94. Do your customer have the time & tools to do it all? repeat social marketing SIGN-UP/CLAIM YOUR PAGES passwords passwords tools repeat POST NEW UPDATES time Create Content fans repeat SEO repeat research repeat time repeat directories MONITOR & RESPOND reviews SEO LOAD YOUR CONTENT repeat analytics repeat KEEP TRACK OF IT ALL tools repeat leads followers reputation management I need to run my business
95. You Have: a static website & one way to be found You Need: a fresh Web Presence & many ways to be found Content Sites Site & Blogs Reviews & Reco’s Directories Social Location-based Services Search Engines BUSINESS Deals More content in more places brings more customers
96. Your Web Presence powered byfresh content 1 5 Business creates quality content Business listens and engages Housebreaking Your Dog Thanks for your comments. What’s worked for you? PUBLISH Great advice! 4 2 Consumers comment, like, review & share Content published & indexed across the Web I’m going to try this! Me too! Housebreaking Your Dog 3 Consumers discover while searching, surfing & socializing Business action Consumer action
97. Benefits of fresh content Social discovery Search discovery Discovery & more! Increases your word-of-mouth through sharing across social networks Increases your discoverability on search engines & local directories Reputation management Brand engagement Perception Improves your reputation with positive content on search engines and review sites Builds positive impressions & engagement with your brand by bringing it to life online
98. Have thetime, tools &talentto 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 …and still run your business?
99. For more information, please contact James F. Ruppel Integrated Web Marketing 631-615-2983 jruppel@wsidigitalmarketer.com http://jruppel.wsidigitalmarketer.com
Notas del editor
Need stat for first bullet….huge # of people searching for local biz via mobile. Add bullet about search ads with click to call and high conversion.
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This brings us back to the slide we mentioned earlier that Web Presence = More Shelf Space. By doing all that
Before making a big purchase decision…
So let’s follow along on the path to how consumers are influenced by review sites. You have two consumers…one finds your site from an offline ad…another from doing an online search both ways are effective…after looking at your site…the consumer decides to continue to do some research…they check your name on search engines and decide to take a look at a review site. 86% of consumers check review sites before making purchasing decisions…they read the reviews…90% of consumers trust the reviews they read…depending on the review they read…and the rating you have…they make their decision…58% of searchers will check out a competitor site after seeing a negative review.
So as we said earlier…you can’t change what people say about you…but you can change what they see about you….so the goal, if you get a negative review…is to smother it…with positive reviews…You cannot incentivize a customer to write a positive review…for example…giving them a gift or a discount…but you can simply ask them to write good reviews…and if they’re satisfied then there’s a good chance they will. And you should always attempt to respond to negative reviews. It can be a tricky situation…but if done correctly you can turn a negative review into a positive experience for the customer…and they’ll either remove the review…or change it.
What is Social Media…Wikipedia defines…
When businesses change their behavior…they start to see how it might be an effective way to acquire new customers…here we have the percentages of companies using specific social media channels who have acquired a customer from that channel…41% with Twitter…41% with Linkedin…44% with Facebook…and 46% with a blog. Imagine the impact if you used multiple channels or all of them…
Facebook is just taking off like crazy. Facebook has more than 500 Million Active users…if Facebook were a country they’d be the third largest in the world. 50% of active users log on to Facebook in any given day…and now…in the age of the iPhone…most people are checking it multiple times a day from their phones.The average user has 130 friends…And this is the crazy statistic…people spend over 700 billion minutes per month on Facebook…Just when your customers thought that facebook was a fad…if they’re not on facebook they’re going to get left behind.
And this takes us to Twitter…this is kind of like Facebook’s little brother. With over 100 million registered users…and 300,000 new users ever day…twitter is growing like wildfire.And probably the most impressive stat for business owners…51% of active Twitter users follow companies, brands, or products on social networks.
Every heard of a little thing called YouTube…YouTube is the 4th largest site on the internet…and the king of all video sites. They’re getting 300 Million, 2 Billion views per day…Every minute…24 hours of video are uploaded on to YouTube. And behind Google…YouTube is the second most used search engine on the internet.
Every heard of a little thing called YouTube…YouTube is the 4th largest site on the internet…and the king of all video sites. They’re getting 300 Million, 2 Billion views per day…Every minute…24 hours of video are uploaded on to YouTube. And behind Google…YouTube is the second most used search engine on the internet.
Does social media really impact your business?The short answer is Yes. Through online referrals…consumers often post updates to their social profiles about businesses they like…So what types of businesses to consumers usually follow? Well really the list is quite long…but here are a few that rise to the top…luxury products…shopping and retail…Arts & Entertainment…and others…
Because most of the sites are free to use…you find the accessibility begin to increase. Businesses are able to do more with less budget. You have a 60% lower cost per lead when you are using inbound marketing methods as opposed to outbound. And we’ve already showed how outbound marketing is becoming less effective.
One fan equals x number of views…Graphic of impact of social networks…Get Marketing involved…
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