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7 Surefire Tips for Marketing Your Local Business on Google

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Tune in to hear the latest trends and tips for marketing your local business on Google. This free webinar will help you make sure your business is easily found on the world’s most popular search engine and how you can increase your local visibility using your website and Google’s tools: Google My Business, Google Ads, Local Service Ads, YouTube, Image Search, and more.

Some of the things we’ll cover are:

- How to use your Google My Business listing to its maximum potential
- How Google views your website and what you can do to get Google to recognize your entire service area
- How to expand your reach exponentially and get found at the top of Google by quality prospects

Publicado en: Marketing
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7 Surefire Tips for Marketing Your Local Business on Google

  1. 1. 7 Surefire Tips for Marketing Your Local Business on Google Gabriel Brunk Digital Marketing Strategist Surefire Local
  2. 2. 2 Surefire Local offers businesses a marketing technology platform that gives YOU a complete view of how your marketing efforts are performing, and helps you maximize Return on Investment, leads and new business. Industry Leader #1 Local Marketing Platform
  3. 3. 3 Modernize Real-time actionable insight and features makes attracting and engaging profitable customers second nature. Magnify Refine, improve and expand your reach and reputation, growing your revenue and increasing profitability Mend Identify and target any digital roadblocks hindering your growth. Your sole digital cockpit for attracting lifetime customers and growing your local business
  4. 4. 4SurefireLocal.com Is to make you successful in your business with the best all-in-one marketing platform that puts you in the driver seat to control your online business presence.
  5. 5. 5SurefireLocal.com You will receive a recording of this webinar. Please check your spam folder for emails from Surefirelocal.com. You can ask questions at any point by using the questions/chat box or emailing marketing@surefirelocal.com
  6. 6. 6SurefireLocal.com
  7. 7. 7 Gabriel Brunk Digital Marketing Strategist Surefire Local
  8. 8. 8 Identify the key areas that make up Google Search Walk through a strategy for how your business can appear in each of these areas What we’re going to cover today
  9. 9. 9 97% of consumers search online for local businesses
  10. 10. 10 The search journey has become complex, multi-channel, and multi-device, with near endless touchpoints 73% of customer engagement happens off your website
  11. 11. 11 It’s a Google World Google has 90.46% of the search engine market share worldwide (StatCounter) Google receives over 63,000 searches per second on any given day (Search Engine Land) An average person conducts 3–4 searches every single day (Andor SEO)
  12. 12. 12 Today’s Search now looks something like this on desktop At the very top are Google Local Service Ads and Google Ads Followed by Google Map listings for local businesses With organic search results found at the bottom: Directory Listings, Online Reviews, Website, SEO, Content
  13. 13. 13 At the very top are Google Local Service Ads and Google Ads Followed by Google Map listings for local businesses With organic search results found at the bottom Today’s Search now looks something like this on mobile
  14. 14. 14 R P R P Where are you in relation to someone’s search...does Google know you service the area that person is searching from? Proximity Do others link to your website as a source for knowledge and expertise? Prominence How often are you publishing new content on your website, directories, and social media? Recency Is what you’re creating valuable and useful? Does it provide answers to the questions people are searching for? Relevance Availability Identifying Local Search Signals A Are your business hours set to open in the moment someone is performing their search?
  15. 15. 15 The struggle to show up is real
  16. 16. 16 When thinking about... Which promotion to run with on Google Ads What content you publish as Google Posts through Google My Business How you go about asking for online reviews The layout and structure of your website Anticipate what matters
  17. 17. 17 Google Local Service Ads Google Ads Google My Business Organic Search Website, Content, Business Listings, Review Sites, Social Media Building a Strategy
  18. 18. 18 Google Local Service Ads
  19. 19. 19 What are Google Local Service Ads? ● Paid Placement ● Requires Background Check ● Availability Varies by Industry ● Focuses on services that require an immediate response: ○ Roofing, HVAC, Plumbers, Locksmiths (etc.) ● Not available for longer-term home projects: ○ Interior Design / Remodelling, Fencing, Window Replacement, Handyman
  20. 20. 20
  21. 21. 21 What Your Ads Say About Your Business
  22. 22. 22 How is Ranking Decided for Local Service Ads? Proximity How far away are you from the person searching? Have you built your digital presence up to cover your entire service area? Relevance How does your business match the services they searched for? Responsiveness How quickly do you respond to leads? Do you answer the phone during your open hours? Ratings What is your average star rating? How many Google reviews do you have?
  23. 23. 23 Google LSA Verticals Are Going Nationwide! ● Appliance repair ● Carpet Cleaning ● Electrician ● Garage Door ● House Cleaning ● HVAC ● Lawn Care ● Locksmith ● Moving Company ● Pest Control ● Plumber ● Roofing ● Water Damage Restoration ● Window Cleaning
  24. 24. 24 Google Ads
  25. 25. 25 Google Ads…Explained 02 03 01 Google Search Network (based on demographic and geographic targeting) ● Text ads ● Responsive text ads ● Google Local Services Google Display Network (based on demographic, geographic, and contextual targeting) ● Audience-based display ● Responsive display ads ● Remarketing YouTube Advertising (based on content, demographic, and remarketing targeting) ● TrueView ads (pre-roll, in-roll, non-skippable, bumper ads) ● Video discovery ads ● In-stream ads
  26. 26. 26 Keys to creating a successful Google Ads campaign What do I want to do? ● Drive traffic, awareness, leads… all three How / where do people search? ● Understand search behavior and plan for specific keywords and geographies to target them. What makes my ads stand out? ● Use the right search extensions and snippets to grab attention. ● Set your advertising geography and timing based on your business. How do I measure success? ● Implement Goals and Conversions before launching campaigns.
  27. 27. 27 Translate what you do into how people search
  28. 28. 28 Create tightly relevant Ad Groups with keywords & ads that match
  29. 29. 29 Be mindful of keyword match type ● gutters need installation ● installation for my gutters Ads may show on searches for ● roofers local ● local roofers ● a local roofer 1 Exact Match [local roofer] ● local gutter installation pro ● best gutter installation company ● gutter installation costs 2 Phrase Match “gutter installation” ● microsoft windows ● install windows on computer ● window complaints 3 Broad Match windows Ads won't show on searches for ● find local roofer ● local roofer near me ● It’s gonna show
  30. 30. 30 Enable all relevant Ad Extensions
  31. 31. 31 Expanded Text Ads BEFORE AFTERBEFORE AFTER
  32. 32. 32 Responsive Search Ads BEFORE
  33. 33. 33 BEFORE AFTER Campaign: Google | DSA | Remodeling Ad Group: Kitchen Ad Group: Bathroom Ad Group: Basement Auto-Target: URL Contains: /kitchen Auto-Target: URL Contains: /bathroom Auto-Target: URL Contains: /basement Dynamic Search Ads
  34. 34. 34 Google My Business
  35. 35. 35 Google My Business allows you to control what information a potential customer sees when they search for your business on Google Search and Maps
  36. 36. 36 56% of local businesses HAVE NOT CLAIMED their Google My Business listing
  37. 37. 37 Business Listings & Your Online Information ● NAP Data Management: Name, Address, Phone Number ○ Information provided: Hours open, same location, services ○ Spelling: “&” vs “and”, “LLC” vs no LLC ○ Formatting: 571.327.3391 vs (571) 327-3391
  38. 38. 38 Geo Targeting with Service Areas
  39. 39. 39 Geo Targeting with Service Areas
  40. 40. 4040SurefireLocal.com Set Up Your Service Area ● Radius (phased out) ● Counties ● Towns ● Zip codes
  41. 41. 41 Geo Targeting with Service Areas Target by zip codes / cities. Target by radius
  42. 42. 42 Adding a Services List
  43. 43. 43 Adding a Services List Organize services by categories, and then descriptions
  44. 44. 44 Set Up Your Services List Allows you to add a whole menu of services you provide right within Google My Business Categorize your services, add descriptions Displays only on mobile
  45. 45. 4545SurefireLocal.com Set Up Your Services List ● Confirm services listed are correct ● Define primary category ● Be aware of tools connected to your GMB listing
  46. 46. 46 Adding Photos & Videos
  47. 47. 4747SurefireLocal.com Businesses with photos receive 35% more clicks to their website than businesses that don’t have photos
  48. 48. 4848SurefireLocal.com Google Posts in Google Search
  49. 49. 4949SurefireLocal.com Google Posts Now Appear in Map Listings
  50. 50. 50 Get reviews on Google, Facebook, Yelp, and other popular review sites
  51. 51. 51 Get reviews on your website Every time a homeowner leaves a review, it checks off all the major local ranking factors that Google and other search engines look for in your online presence
  52. 52. 52 Businesses that respond to reviews see, on average, a ¼ star increase in their average rating
  53. 53. 5353SurefireLocal.com Google My Business and Local Search Local search results favor... ● the most relevant results for a given search ● businesses offering the most detailed and accurate information ● actively sharing new content Don’t leave anything to be guessed or assumed; make sure your listing communicates with potential customers what your business does, where it is, and how they contact you about your services.
  54. 54. 54 Google My Business is the start to owning page 1 of Google... … it’s not about rank anymore … it’s about dominating Google’s search result page … filling your lead funnel is increasingly about off site vs on site … Google My Business is a critical tool in your marketing toolbox; CLAIM IT!
  55. 55. 55 Organic: Website, Content, Business Listings, Review Sites, Social Media
  56. 56. 56 ● Google My Business optimization ● NAP Data Management ● Directory Listings Management ● Geo-signals ● Local sites- posts and links ● Social Media content
  57. 57. 57 Add structured data to your website Adding local schema to your website makes it easy for Google to quickly decide what’s important
  58. 58. 58 Majority of businesses are not taking advantage of local schema
  59. 59. 59 …that is valuable. Ask yourself “What are my clients trying to find?” …that provides answers to these common questions …that’s available in multiple formats (read, hear, watch) ...for all stages of the customer journey: ● Signs it’s time for a replacement ● About your company ● Success Stories ● Home maintenance tips Create Content
  60. 60. 60 Publish content to your website with location signals that get shared across all your online business listings and social media channels Show Google and clients your full service area, descriptions of your team at work, and images of your final results.
  61. 61. 61 Social Media Channels Facebook Instagram Nextdoor Twitter YouTube Google My Business Houzz LinkedIn world’s largest social media platform photo and video dominant channel only community that verifies where you live niche channel to the home services industry in-the-moment updates and news dominant channel for video content controls your profile on Google, the world’s largest search engine professional community to connect and find new talent
  62. 62. 62 Let’s wrap this up
  63. 63. 63 Ask Yourself: What is Google Looking For? ● To provide quality search results for its customers, so they will return again and again, and view the PAID listings. This is how they make money. ● You help Google return quality results when… ○ Geo-tagged content ○ Relevant and frequent content ○ Mobile-friendly ○ Cultivate a digital footprint
  64. 64. 64 How can you manage all of this in an easy way while also managing the day-to-day operations of your business?
  65. 65. 65 Your Digital Cockpit ● Website ● Leads ● Online Reviews ● Directory Listings ● Local Online Visibility ● Content ● Social Media ● Phone Calls ● Analytics # of leads # of reviews #avg. star rating Website performance Social media engagement Search terms people are using to find your business Directory Listings Most common terms that appear in your online reviews NEW UPDATE COMING SOON!!
  66. 66. 66SurefireLocal.com Get a complimentary analysis of your digital presence and a demo of an all-in-one marketing solution during a brief 15-minute phone call Let’s meet on Wednesday Let’s meet on Thursday Let’s meet next week Want to learn more? Call/Email: 571-327-3391 | marketing@surefirelocal.com
  67. 67. 67SurefireLocal.com
  68. 68. 68 SurefireLocal.com marketing@surefirelocal.com (571) 327-3391 Such a pleasure to work with. The knowledge and experience they have is amazing. We have worked with Surefire Local for over 8 years. Our experience with their team has been nothing less than excellent!

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