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- 1. 2 Solid Techniques To Increase your local online visibility and Get more traffic to your website Welcome - we’ll JEFF WERLWAS start soon Senior Product Manager, Search Engine Marketing Solutions Deluxe Corporation February 28, 2012
- 2. Two Great Starting Points Major on-line directories 2
- 3. Why concentrate on Google? Google Sites Yahoo! Sites 68% 17% 9% Microsoft Bing 5% 4% AOL Ask.com Total Internet Searches March 2008 (Source: Neilson/ 2007) 3
- 4. Why you need to be on Google Map Do a search for your company, product or service in your local area. What do you see? If your business is not listed and your competitors are, it’s time for you to make stake your claim. 4
- 5. Why you need to be on Google Map Place Page Directory Directory Place Page Place Page Place Page 5
- 6. Santa Monica Tire Dealers…Continued Place Page Place Page Place Page Directory Organic Directory Directory 6
- 7. Why you need to be on Google Maps • People buy products and service everyday as a direct result from being found on Google Maps. • Appearing in Google maps when buyers are searching for a local business is a critical part of staying relevant in a competitive market. • 73% of all online activity is related to local content (Google) • 82% of local searchers follow up with a phone call, a visit to your website or show up on your doorstep (TMP/Comscore) 7
- 8. Why you need to be on Google Maps • 66% of Americans use local search to find local businesses (Comscore) • Start capturing reviews and ratings about your business. The search engines constantly monitor reviews and mentions posted in other area on the internet and attach them to you listing. See what people are saying about your business and how you are rated. 8
- 9. HOW TO CLAIM YOUR GOOGLE MAPS 9
- 10. Step 1: Register with Google Create an account with Google to start claiming your local listing Go To : https://www.google.com/accounts/NewAccount. 10
- 11. Step 2: Find your listing... After registering go to http://maps.google.com and search for your company. When your listing is found click on more info ». 11
- 12. Step 3: Are you the business owner? .. After clicking more info » you will be on the Google Places page for your business. 12
- 13. Step 4: Edit business listing From the Add, Edit, or Suspend Listing page check Edit my business information. Before clicking Continue note the information about 'Validating Your Listing'. 13
- 14. Step 5: Add Basic Information Advice: Company Name You will need to enter in the full and official Company/Organization name. Address The Address field is required and would be in the format you would use for an official U.S. mailing address. (Street Address, City/Town, Zip.) We recommend against using a post office box number. 14
- 15. Step 5: Add Basic Information The phone number is also required along with the area code. Use an 800 number as an alternative phone number 15
- 16. Step 5: Add Basic Information Email address In the next box, enter your email address. Website A website is a must. If you don’t have a website at least get a Facebook Fan Page. As a place holder. When your website has been completed you can return to Google Places to update your listing. Description The Description field is very important since you can write a little about your business and stand out among other companies who offer similar 16 services
- 17. Step 5: Add Basic Information Add up to 5 categories for your business 17
- 18. Step 6: Service area and location settings 18
- 19. Step 7: Hours of operation 19
- 20. Step 8: Payment options 20
- 21. Step 9: Photos • Add up to 10 photos to your Google Places profile. (recommend 5) • Upload a picture from a file on your computer. • Upload from a photo sharing website such as Picasa or Flickr 21
- 22. Step 10: Add Videos in you have them • Add up to 5 videos to your Google Places profile • Must first upload video to YouTube • Best way to learn how to upload a video to YouTube – search YouTube.com for “How to upload a video to YouTube” 22
- 23. Step 11: Add Additional Details Create your own custom fields Now you are ready to Validate 23
- 24. Step 12: Validate Your Listing 24
- 25. Step 12: Validate Your Listing If you choose the option for letter… 25
- 26. Step 13: Final step to verifying ownership of your listing: Photos 26
- 27. Step 13: Final step to verifying ownership of your listing: Photos 27
- 28. Aft 28
- 29. So, You have a solid Google Page… Now What? Google Place Pages Results Search Results for “Dentist Santa Monica” Who would you call first? 29
- 30. People are talking about you… • Thank-you email with a link Google Place Reviews Page • Card or sign at the register • Computer in your waiting room • Link on your website • Provide an incentive. 30
- 31. Come on.. People don’t really trust reviews. Or do they? 31
- 32. Increase your web presence using… ON LINE DIRECTORIES 32
- 33. Online Directories • Why you need to be in Directories – The importance of back links from directories. • The top directories you should consider first. • How to get your business listed on as many directories as possible. 33
- 34. Why you need to be in Directories • Local consumers are turning to online directories to find products and services that meet their every day needs. If you sell a product or service with local appeal you need a presence in local directories. • Directories help get you better visibility in search engine results pages. • Directory listings improve your websites SEO efforts by providing one-way, inbound links to your site. 34
- 35. How Links Help Increase Your Website Rankings Directory Listings 35
- 36. A Tale of Two Websites Assume both of theses website are similar in the number pages, age of the site, content and structure 36
- 37. Search for… Why you need to be in Directories Directory
- 38. Why you need to be in Directories Directory Directory Directory Directory Directory Directory
- 39. Why you need to be in Directories Your business could show in one of the top spots
- 40. Top 20 Directories you should first consider • Yelp • Judysbook.com • Citysearch • Local.yahoo.com • Merchant Circle • Magicyellow.com • Citysquares.com • Manta.com • Yellowbook.com • DMOZ.org • Yellowpages.com • Kudzu.com • Mapquest • Shopcity.com • Expressupdateusa.com • Brownbook.net • Foursquare.com • Yellowbot.com • Insiderpages.com • YP.com 40
- 41. Start at the first Directory on the list 41
- 42. Add business information 42
- 43. Add business information 43
- 44. Add business information 44
- 45. Add business information 45
- 46. Now comes the sales pitch… 46
- 47. Everybody had a different way to verify 47
- 48. Top 20 Directories you should first consider • Yelp • Judysbook.com • Citysearch, • Local.yahoo.com • Merchant Circle, • Magicyellow.com • Citysquares.com • Manta.com • Yellowbook.com • DMOZ.org • Yellowpages.com • Kudzu.com • Mapquest • Shopcity.com • Expressupdateusa.com • Brownbook.net • Foursquare.com • Yellowbot.com • Insiderpages.com • YP.com 48
- 49. Free, but… Sales calls from directory sales rep. 20 different logins and passwords When business information changes (phone, hours location etc.) you have 20 different places you need to update 49
- 50. Increase your online Presence Place Page Directory Directory Place Page Place Page Place Page 50
- 51. Increase your online Presence Place Page Place Page Place Page Directory Organic Directory Directory 51
- 52. Online Presence Package – Standard $89/mo. • Business listings on Google Places, Yahoo! Local and Bing • Directory submission to the Top 20 Directories • Submission to over 60 Internet Directories • Custom Facebook page with DIFM monthly updates (Social Page Creator Platinum) To Contact a Representative go to: www.DeluxeForBusiness.com 52
- 53. Thank you! Sign up for another webinar at www.BizLaunch.com/deluxe www.facebook.com/deluxecorp www.deluxeforbusiness.com Jeff Werlwas Jeff.Werlwas@Deluxe.com 53
Notas del editor
- Talking Points:Largest market ShareSame process holds for Yahoo
- Do a search for your company, product or service in your local area. What do you see? If your business is not listed and your competitors are, it’s time for you to make stake your claim.
- Do a search for your company, product or service in your local area. What do you see? If your business is not listed and your competitors are, it’s time for you to make stake your claim.
- These are all great statistics – But really all you have to do is look at your own behavior to see the importance of appearing visually in maps. Maps are everywhere. You smartphone has maps online directories have maps.
- Now that you are convinced you want to list your business on Google Maps and Places, how exactly do you go about doing that? What steps do you need to follow and what kinds of things can a business listing include to communicate what you offer? Don't worry, here is a walkthrough of the setup along with some suggestions thrown in. Let's get started!Claiming your listing is the first step to get your listing appearing on Googles' 7-Pack. Read Listing Your Business On Google Places And Maps and pay special attention to the 'Let's have a look at Google's 7-Pack' paragraph. It will explain the 7-Pack.First, if you don't have a Google login ID you would need to create one. To do this, go to https://www.google.com/accounts/NewAccount. If you already have an account move on to the next step.
- On the top right click Business Owner?. It doesn't look like a link but you can click on it. We are assuming that you are the business owner or employed by the company to administrate the local listing. If not, it's futile trying to take ownership because Google needs to verify your business by mailing a letter to the physical address (or call you by phone).
- From there you will be taken to the Google Places dashboard (although there really isn’t a name for it). On this page, the first section will need basic information about your company. In the following screenshot take notice of the many empty fields. Now is the opportunity to use them to make your company more prominent on Google’s 7-Pack and Google Maps.
- Main PhoneThe phone number is also required along with the area code. Use an 800 number as an alternative phone number. Click Add more phone numbers to add an 800 number, mobile phone, fax, and TTY/TDD. TTY and TDD are used for those who have hearing or speech difficulties.This information is not only important for customers to find you through Google Maps and Places; the address and phone number play a big part in the verification of your business listing at the end of the setup process.
- Tip 4: Email addressIn the next box, enter your email address. This leaves customers with an alternate way of contacting you especially if your office is closed.Tip 5: WebsiteDon’t forget about this! A website is a must. If you don’t have a website at least get a Facebook Fan Page. When your website has been completed you can return to Google Places to update your listing.Tip 6: DescriptionThe Description field is very important since you can write a little about your business and stand out among other companies who offer similar services
- Tip 7: CategoryYou will be asked to enter up to five categories that describe the business. Google takes these into account when a customer performs a search, and will make suggestions as you type. It is required to have at least one Google-suggested category, but the rest can be of your own choosing. Make sure it fits the type of business or describes a service offered and you'll be fine here.
- Choose if customers have to come to the business or if they can be served at their location. For example, "Yes" would be chosen if you make house calls for fixing computer issues or have a landscaping service.
- Next, choose to list hours of operation. These can be changed through the drop-down menus. One nice feature with Google Places is the ability to split a single day. If your lunch is around noon this can be entered so visitors know you will not be available.
- If you don’t have video consider adding it here’s why..It's Visual - people tend to look for a visual experience when surfing the web, and video has an inherent appeal to audiences. Most of us would prefer to 'see' something before we are forced to 'read' something. While we tend to skim through any large blocks of written material, we will almost certainly take the time to watch a professionally produced video presentation.It's Sticky - Video can help make your website 'sticky'. Not unlike when a prospective customer walks into your place of business, your goal should be to keep them on your website for as long as possible learning about your services in order to increase the chance of making a sale.It's Emotional - A video demonstrating how a product works along with customer testimonials would provide solid evidence that the product can indeed solve a particular problem. It sets off emotional triggers that static text cannot, ultimately influencing buying decisions.
- Additional Details is a great section to create your very own custom fields. Use these spaces to include information such as awards, certifications, services offered, specialties, products; you name it!
- Option 1: Phone CallIf you choose the phone method, be prepared to receive an automated call within moments of clicking 'Submit'. You will hear the PIN number spoken to you during that call. Make sure your business phone is close by as well as a pad of paper and pen for writing it down. Google recommends waiting a minute or so before entering it into the verification box while their database updates to recognize it. (Suggestion: They will call the number you submitted as your business phone number, so please make sure that phone is close by when clicking "Submit"!) If for some reason the phone call is missed, go back a screen and select the phone call option again, but sometimes Google may not give you the choice when you do that. If all else fails, you can always opt for the letter.Option 2: LetterIf you choose to verify through letter, they will send a PIN number through the U.S. mail and it generally takes 2-3 weeks to receive it. It will come directly to the address specified as your business location. Once the letter is received, log into Google Places Dashboard and enter the PIN into the verification box next to the listing.
- That's it.Now you just have to wait until Google reviews the listing and accepts it. As mentioned above this could take a few days or much longer. ConclusionNow that you have completed all the steps to claim your listing on Google Maps and Places don't think it's over. ReviewsThe next step you want your listing to appear prominently in Google Search Local,. Google Places' listing is a vital tool for marketing your company. Tip : Get reviews.Reviews, reviews, and more reviews. Ask your clients to leave a review on your Google Place's listing.
- ______________________________________________________________--That's it.Now you just have to wait until Google reviews the listing and accepts it. As mentioned above this could take a few days or much longer. ConclusionNow that you have completed all the steps to claim your listing on Google Maps and Places don't think it's over. ReviewsThe next step you want your listing to appear prominently in Google Search Local,. Google Places' listing is a vital tool for marketing your company. Tip : Get reviews.Reviews, reviews, and more reviews. Ask your clients to leave a review on your Google Place's listing.
- Every business loves to see happy customers write good reviews, unsolicited. But you’re likely to get far better results if you go a step further and ASK your customers for a review. Depending on your type of business and customer touch points, there are lots of ways to ask. The first rule is to make it easy and comfortable. Here are 8 approaches we’ve seen work for some of our clients.Thank-you email with a link. If you transact business online or otherwise collect your customer’s email as part of doing business, the simplest way to ask for a review is in a follow-up email, thanking them for their business and including a link to your Google Place Page.Card or sign at the register. If you have a retail business and don’t collect your customers’ email address, a friendly sign at the register or take-home card listing review sites can work. If you offer home-delivery, consider leaving the card behind when you deliver the goods. Don't forget these other sites for reviewsComputer in your waiting room. If you typically ask customers (or patients) to wait for service, consider setting up a computer kiosk or laptop in your reception area. It’ll give people something to do while they wait.Business card. Anytime a customer thanks you or tells you they appreciate your product or service, your reply should always include a suggestion to write their thoughts into a review. Include your Google Place Page address on your business card in case they catch you on the run.Email or Tweet. Periodically, or when you have a new offer, send an email or tweet (or Facebook or Google+ post) to all customers and ask them for feedback via a customer review.Link on your website. Don’t expect customers to find you on review sites. Send them directly with a link on your website – to your Place Page, to Yelp, or to other review sites your customers frequent.Digital signature. If you don’t feel comfortable asking customers directly for a review, you can place a link to review sites in your digital email or e-newsletter signature – a slightly more subtle suggestion.Provide an incentive. This one is tricky, as you don’t want to be perceived as bribing people for their input. But some businesses have been successful offering 5% off a next purchase or entry for a free drawing when people are willing to submit a review.How to respond to reviews As a verified Google Places business owner, you can publicly respond to reviews posted directly on Google in the "Reviews by Google users" section on the Place Page. Engaging with the people who give you feedback can be a good way to get to know your customers and what they think about your business.Business owner responses allow you to build relationships with customers, but they’re also public. When replying to your customers, keep the following guidelines in mind: Be nice. This isn’t just a guideline -- it’s also a good idea as a business owner. It's difficult to win an argument with a frustrated customer, and you want to avoid burning bridges. Even customers who initially had a bad experience might come back! Keep your responses useful, readable, and courteous. In addition, responses should comply with our local content policyDon’t get personal. Remember that you’re replying to feedback about an experience, not about you as a person. In addition, your response is public, and your business name will appear as the "Author" when you respond to the review. Reply in a way that addresses the overall experience, and remember that there’s a real person on the other end. If you believe the review violates the posting guidelines, please use the Flag as inappropriate link.Feedback is helpful. Both positive and negative feedback can be good for your business and help it grow (even though it’s sometimes hard to hear). A customer who has written a review has taken the time to invest in the success of your business. If you’ve made a business improvement based on a review, thank the user and share the change.Keep it short and sweet. Users are looking for useful and genuine responses, but they can easily be overwhelmed by a long response.Thank your reviewers. Respond to happy reviewers when you have new or relevant information to share. You don’t need to thank every reviewer publicly, since each response reaches lots of customers, not just one.Be a friend, not a salesperson. Your reviewers are already customers, so there’s no need to offer incentives or advertisements. Tell reviewers something new about your business. Share a tip or something they might not know from their first visit.
- the Nielsen Global Online survey from Q1 2011 on consumers’ attitudes toward advertising, 76% of US internet consumers said they most trusted recommendations from personal acquaintances, while 49% trusted consumer opinions posted online (e.g. reviews) when they are looking for information on products they need and want. That’s a strong endorsement for the value of customer reviews and a good motivator for local businesses to get their customers talking. As Google starts to integrate its Google+ social media site with Place Pages, the trusted recommendations from people you know will likely find its way onto Place Pages as well (just picture being able to see which of your friends like a particular restaurant, for example).
- You are trying to get Top Rankings. What are the basic elements of top rankings.
- These are relatively easy to set up.
- You will probably get calls from the Vendor asking you to advertise on Yellow Pages.It’s in the T&C’s (nothing is absolutely free)
- These are relatively easy to set up.
- Do a search for your company, product or service in your local area. What do you see? If your business is not listed and your competitors are, it’s time for you to make stake your claim.