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Local Search Promoting Your Local Online Identity Phone: 805-910-7066 www.GotResultsMarketing.com.

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Presentation on theme: "Local Search Promoting Your Local Online Identity Phone: 805-910-7066 www.GotResultsMarketing.com."— Presentation transcript:

1 Local Search Promoting Your Local Online Identity Phone:

2 Comprehensive Google Maps/Places Optimization Phone: Complete Comprehensive Local Search Creation, Management, Tracking & Reporting From A to Z

3 Proprietary and Confidential PROGRAM: What We Do for You Comprehensive Citation Creation & Management: Getting Control Over your Local Search Listings Content – 1. CAPTURE Current Listings 3. ORGANIZE and STRUCTURE Updated, Deep Listings 2. CORRECT, UPDATE and DEEPEN Current Listings 4.DISTRIBUTE Updated, Deep Listings, Optimized for Local Search Listings Results To over 85 top search engines, Internet Yellow Pages and specialty directories We Manage An Easy, Cost Effective Five Step Process: Dramatically enhances visibility/find ability using a proprietary, hierarchical taxonomy engine* 5. MANAGE Updated, Deep Listings, manually

4 Proprietary and Confidential What Are Citations + Web References?

5 The most important reason is so you can drive traffic to your listing and ultimately to your phone!

6 We do just citations for you or the complete Local Search Optimization for your customer… All of it or just part, whatever you want

7 Citations (manually done)… We do all of our citation building manually, with 100% claimed & verified listings including telephone verified citations

8 8 What is an Optimized Listing? Example – Optimized Profile Page ~ Business Profile Page ~ More details on the business 1. Basic Local Listing Info: Business Name Local Address Local Number 2. Business Attributes: Drives Findability Triggers Action Make Accurate

9 What is an optimized listing? Before & After

10 What is Local Search Optimization (Today, in 2013)? Local Search Optimization is no longer a Set it and forget it process with setting up a Google Map/Places acct, sprinkling in some Universalbusinesslisting.org(UBL)/Localeze citations, even generating some reviews and having Google allow you to be relevant and shown in the 7 pack. The Old has gone…. Automated citations are most often missed and not picked up. UBL relies on some reports, just building automated citations to axiom, and infogroup, and submitted to an automated data aggregator list, thats it. No manual verification. Also, theyre unclaimed listings on the sites that may have been scraped. Automation citation sites like these offer promises with often little to no delivery. UBL & Localeze = Automated Do you want a machine to perform surgery on you? Do you want to rely on a machine for a crucial part of your businesss survival? JUST SAY NO To Automated Citations!

11 So, What do we do? We setup claimed listings with optimized profiles that are manually done with keyword research & social signals & reviews on those sites AND ADDITIONALLY….. To our knowledge No one does all of these important functions…. Ensure the Most Accurate Location Information Add Rich Content to Trigger Consumer Buying Decisions Add/Post Rich Reviews to Citation sources themselves Backlinking the Citation sources Uncover new rich local citation sources that Google loves Analyzing your competitors citations, knowing what we need to beat Add Videos (VSEO) Backlinking the Google +(plus) local page Making sure your website is SEOd properly to boost Local

12 Online marketing has two goals: engage and convert. The social side of the Internet encourages engagement, the search side focuses more on user intent and ultimately conversion of that intent into a sale. The many elements of an online presence can build on each and can work together for a business. The process is best done in an environment with more control rather than less. Because of the changing nature of the Internet, a Small to Medium Business (SMB)s marketing investment should always reinforce and strengthen the elements over which they have the most ownership. Can a business get by without a website by using only social media? It may be possible, but it fails to recognize that a SMBs presence on other's sites can change or disappear through no fault of their own. Like any investment, the more control the SMB has, the better it will serve the company interests. The services in the outer rings of this graphic should be used to reinforce those services of the inner rings where they can best nurture a business's marketing investment. If you think of these tools as investment, all equity should reinforce and build on the core. Owning Web Equity: Complete Comprehensive Local Search Creation, Management, Tracking & Reporting Background Information:

13 Business Name, Phone #, & Domain Name A business name, a phone number and a domain that NEVER change are at the core of a SMBs online identity. Name, phone and domain; these elements are the glue that allows for both branding, and for the value of that branding to come back to the business. Pick them well and make every effort to retain them forever. All Usernames & Passwords All too frequently, SMBs neglect to manage the very keys to access the equity that they create across the Internet. Misplace them and entrance is barred. It seems self evident, yet frequently forgotten: Keep track of all your passwords in a secure manner. If using an outside service make access to the user names/pwds a key part of the service agreement. Website Provides a focal point for links, and is the key to conversion. Managing this central online presence allows the SMB to control the message. In Addition, having this central presence allows for the gathering of meaningful metrics to enable changes in content or site design to enable visitors to locate relevant information more efficiently. It also provides a platform to gather addresses and other key pieces of information about the business's customers. N.A.P. The acronym for Name, Address and Phone number. The whole of the local ecosystem uses these basic identifiers to keep track of the business listing and identity. Changing them, for whatever reason, risks confusing the many directories and search engines that are tracking the specific business location. It ultimately risks confusing the customer as well. Testimonials Are a time-honored way of engaging a customer in the activities of a business. Repurposing this content online on the SMB website adds credibility and provides recognition to customers. Seed N.A.P. At the top of the local ecosystem in the US is a small number of list management companies, InfoGROUP, Localeze & Axciom, that provide baseline and enhanced data to nearly every directory, search engine, check in and social place service on the internet. Seeding the right information to these upstream data providers is critical for achieving an accurate representation of your business across the local ecosystem. & Client List is a preferred communication tool and is a proven way to stay in touch with prospects and customers. It is low cost but high touch and provides a personal way of marketing to them. This information should be meticulously backed up and preserved offline regardless of where the SMB's basic function takes place. Claim Directory Listings The Local Ecosystem is a fragmented place. Being sure that an SMB listing is accurate at the most prominent directories allows the business to leverage the top notch SEO of the directory for additional exposure and reinforces the prominence of the SMB listing in Google. Directories Local is still a fragmented environment with new and older directory based services offering more social elements like reviews, check-ins and deals to retain and attract readers. The SMBs presence there captures some eyeballs and also reinforces your presence elsewhere on the web. Business Name, Phone #, & Domain Name A business name, a phone number and a domain that NEVER change are at the core of a SMBs online identity. Name, phone and domain; these elements are the glue that allows for both branding, and for the value of that branding to come back to the business. Pick them well and make every effort to retain them forever. All Usernames & Passwords All too frequently, SMBs neglect to manage the very keys to access the equity that they create across the Internet. Misplace them and entrance is barred. It seems self evident, yet frequently forgotten: Keep track of all your passwords in a secure manner. If using an outside service make access to the user names/pwds a key part of the service agreement. Website Provides a focal point for links, and is the key to conversion. Managing this central online presence allows the SMB to control the message. In Addition, having this central presence allows for the gathering of meaningful metrics to enable changes in content or site design to enable visitors to locate relevant information more efficiently. It also provides a platform to gather addresses and other key pieces of information about the business's customers. N.A.P. The acronym for Name, Address and Phone number. The whole of the local ecosystem uses these basic identifiers to keep track of the business listing and identity. Changing them, for whatever reason, risks confusing the many directories and search engines that are tracking the specific business location. It ultimately risks confusing the customer as well. Testimonials Are a time-honored way of engaging a customer in the activities of a business. Repurposing this content online on the SMB website adds credibility and provides recognition to customers. Seed N.A.P. At the top of the local ecosystem in the US is a small number of list management companies, InfoGROUP, Localeze & Axciom, that provide baseline and enhanced data to nearly every directory, search engine, check in and social place service on the internet. Seeding the right information to these upstream data providers is critical for achieving an accurate representation of your business across the local ecosystem. & Client List is a preferred communication tool and is a proven way to stay in touch with prospects and customers. It is low cost but high touch and provides a personal way of marketing to them. This information should be meticulously backed up and preserved offline regardless of where the SMB's basic function takes place. Claim Directory Listings The Local Ecosystem is a fragmented place. Being sure that an SMB listing is accurate at the most prominent directories allows the business to leverage the top notch SEO of the directory for additional exposure and reinforces the prominence of the SMB listing in Google. Directories Local is still a fragmented environment with new and older directory based services offering more social elements like reviews, check-ins and deals to retain and attract readers. The SMBs presence there captures some eyeballs and also reinforces your presence elsewhere on the web. Places The major search engines view the SMB Place page as search engine property, not the property of the business. Google, for example, will surface any information about the business on the Places Page that Google thinks is relevant to the searcher (i.e. a competing businesses). The SMB needs to enhance this content with the understanding that the reader should be encouraged to call, come to their location or visit their website. Only then do they become the SMB's customer and not Google's reader. Citations & Links These are effectively the votes upon which the search engines decide the prominence and rank of a business. They are the key element in any long -term marketing program to increase the visibility of the business's website and blog. If a URL or phone number changes, the equity value of citations and links can be dissipated. Blog A platform to set the record straight and establish authority is a key to proactive reputation management. A blog should be located at the same location as the domain. Building a blog on a third party platform, while easy, builds link equity for the 3rd party and not the SMB. Blog entries allow the SMB to build out relevant content to attract links, but more importantly encourages the community and the conversation to take place close to home. Blog Comments Blog readers can enhance and improve on your content. These comments can expand the depth and engagement of the blog writing. Blog commenter's take ownership in helping convey key messages. Owner Review Responses The way in which the SMB responds to reviews, particularly negative reviews, can either build or destroy online equity. It is important for the SMB to remember that their response is for future prospects as much as it is for the current, perhaps angry, customer. Claim Social ID's & Brand Even if a business does not have time to actively manage the many social sites, the SMB should minimally claim their brand to prevent squatting. Reviews Have both search and social elements. They are often a search ranking factor and provide credibility for the business at an important juncture in the consumer purchase cycle. Reviews also allow existing clients to engage on behalf of the business by highlighting the business's positives, but they are persistent and outside an SMBs direct control. Check In Services A social tool that can increase visitor loyalty and provide a direct way of communicating offers and deals. Business to Business Social Web Are a great place to build business relationships and perception of expertise. But like any social site, change can lead to loss of control and loss of equity. Don't put all of your eggs in the social basket. Social Web Can be used to engage both existing and new clients, build relationships and provide exposure. It is an opportunity to instill confidence and trust. Like MySpace and AOL, these properties can change course or go away. The SMB then looses not only control, but also any equity developed. The Social Web is best used to bring clients back to the SMB site or blog. Events, Facebook Ads, Daily Deals / Coupons, Ad Words, Boost, Tags Can be used to highlight a business to drive engagement, traffic and conversions. They can compliment search and social efforts by exposing your short -term promotions and longer term marketing efforts to new audiences. Explanation of Terms

14 Events, Facebook Ads, Daily Deals / Coupons, Ad Words, Boost, Tags Can be used to highlight a business to drive engagement, traffic and conversions. They can compliment search and social efforts by exposing your short -term promotions and longer term marketing efforts to new audiences. Places The major search engines view the SMB Place page as search engine property, not the property of the business. Google, for example, will surface any information about the business on the Places Page that Google thinks is relevant to the searcher (i.e. a competing businesses). The SMB needs to enhance this content with the understanding that the reader should be encouraged to call, come to their location or visit their website. Only then do they become the SMB's customer and not Google's reader. Citations & Links These are effectively the votes upon which the search engines decide the prominence and rank of a business. They are the key element in any long -term marketing program to increase the visibility of the business's website and blog. If a URL or phone number changes, the equity value of citations and links can be dissipated. Blog A platform to set the record straight and establish authority is a key to proactive reputation management. A blog should be located at the same location as the domain. Building a blog on a third party platform, while easy, builds link equity for the 3rd party and not the SMB. Blog entries allow the SMB to build out relevant content to attract links, but more importantly encourages the community and the conversation to take place close to home. Blog Comments Blog readers can enhance and improve on your content. These comments can expand the depth and engagement of the blog writing. Blog commenter's take ownership in helping convey key messages. Owner Review Responses The way in which the SMB responds to reviews, particularly negative reviews, can either build or destroy online equity. It is important for the SMB to remember that their response is for future prospects as much as it is for the current, perhaps angry, customer. Claim Social ID's & Brand Even if a business does not have time to actively manage the many social sites, the SMB should minimally claim their brand to prevent squatting. Reviews Have both search and social elements. They are often a search ranking factor and provide credibility for the business at an important juncture in the consumer purchase cycle. Reviews also allow existing clients to engage on behalf of the business by highlighting the business's positives, but they are persistent and outside an SMBs direct control. Check In Services A social tool that can increase visitor loyalty and provide a direct way of communicating offers and deals. Business to Business Social Web Are a great place to build business relationships and perception of expertise. But like any social site, change can lead to loss of control and loss of equity. Don't put all of your eggs in the social basket. Social Web Can be used to engage both existing and new clients, build relationships and provide exposure. It is an opportunity to instill confidence and trust. Like MySpace and AOL, these properties can change course or go away. The SMB then looses not only control, but also any equity developed. The Social Web is best used to bring clients back to the SMB site or blog. Continued…

15 Package & Pricing Overview & Summary Outline Of Services Offered With Detailed Descriptions And Examples to follow Monthly Services Include: Advanced Keyword Analysis targeting customers specific geo-location and business niche. Baseline Local Search Report. On-Page local analysis of customers website. Monthly Rank Tracker Report For Up To 30 Keywords. Monthly Completion Report for Citation Submissions. Monthly Report of Social Signals Generated. Manual submission of companies enhanced business profile to 75 different targeted search portals and local directories. Level 3 optimization of business profile pages. This includes adding unique content that is keyword optimized on an ongoing basis as well as utilizing a diversified back linking campaign to promote off-page seo. Manuel submission of companies enhanced business profile to various phone verification search portals. Social Signal Generation on top Web 2.0 platforms. Creation of customized video slideshow that will be submitted to top video sharing platforms. This video will be fully optimized on-page for several targeted keywords as well as promoted with off-page SEO to promote it in the SERPs. Creation Of Social Media Channels. Reputation Management. Ongoing Citation Creation and Social Signal Generation. Website Creation & optimization Cost – $ per month Disc Cost -$200/mo per map (min 10 maps)

16 1.Local Competition Analysis - Identify Top Competitors For Targeted Keywords and Specific Geo-Location. Description Of Services Example: keyword: Optometrist Dallas We look at all of the Competitors for Maps/Places by main keyword & Analyze them in order to devise a specific plan for your customer Example: 98, 55, 83 citations etc… Both Quantity & Quality

17 We Identify where top competitors have citations and how authoritative these listings are. We use this data to determine how competitive this geo-area and niche are so that we can customize a plan of action to out optimize your competitors We look behind the curtain at your competition! To Tell You Exactly What to do to outrank them…and then well do it for you

18 2. Keyword Analysis – We find the best keywords for your customers to focus on and incorporate them into our optimization strategy across multiple platforms.

19 3. Monthly Reporting – We provide monthly ranking reports that track your customers local Google Maps rankings as well as organic search ranks.

20 4. Monthly Citation Submission Reports – Example of monthly report we provide for each of your customers.

21 1)Social Signal Generation and Management – For packages that apply we provide the following monthly services to promote your customers local authority for the keywords they are targeting. Facebook (FB) Likes FB Shares Tweets #Tag Tweets Pinterest pins Google+ Followers Re-Tweets Digg Submissions Digg Votes FB Group Posts Stumbleupon Stumbles Stumbleupon Submission Re-pins Reddit Submissions Reddit Votes Slideshare Views Add to Circles Add to Hangouts Linkedin Shares Linkedin Promotion Posts Linkedin Discussions Posts FB Page Updates Instagram Likes Instagram Followers

22 Questions? Call us! Phone: Be Found in Local Search Listing Site Results!

23 Appendix

24 Proprietary and Confidential 12/27/ /27/ Why Local Search Matters- Because Thats how Consumers Now Shop! 2.6 Billion Over 2.6 Billion Local Searches conducted each month in 2008 (a 58% increase over 2007) 1 Local Search accounted for over 30% of all search traffic in 2008 (up from 25% in 2007) 1 80%+ of searches start with a search engine 2, not a corporate website! 1.conScore/Yellow Pages Association SMX 2008

25 Proprietary and Confidential 12/27/ Consumer Fragmentation in Local Search 2% Social Networks2% Mobile Local 49% Major SE 17% Major Local Search Engines 30% Interactive Yellow Pages Source: comScore/TMP October 2008

26 Proprietary and Confidential 12/27/ Consumer Fragmentation: The Long Tail of Local Search

27 Proprietary and Confidential 12/27/ How Local Search Engines are Primarily Used Major Search Engines-- Highest percentage Of users doing research (over 20%) Major Local Search Engines-- Highest % of users are for finding Address/Directions Recovery (30%) Interactive Yellow Pages-- Highest % of users for finding Phone Number Recovery (34%) Source: comScore/TMP October 2008 Consumers Use Various Sites for Various Reasons, Managing Content on One Site is NOT Enough

28 28 Local Search Listings- Their fit in the major search engines Website Optimization SEO Local Search Results Pay Per Click (ppc) SEM – SE Marketing paid ads Pay Per Click (ppc) SEM – SE Marketing paid ads

29 Proprietary and Confidential Source: MarketingSherpa 2007 Benchmark Guide 2007 The vast majority Searchers look in in the Golden Triangle and Thats Where Local Search Listings are Presented! Local Search Listings – Why Theyre Critical for Your Business BUT-- Are You Represented?

30 Proprietary and Confidential 30 Geo-Proximity to the Searched Location/Zip Code Searched business or service/product/brand – is in the Business Name? Searched business or service/product/brand – this content associated with the business profile Has the marketplace interacted with the listing – i.e. User feedback, etc… Generation of Business Listings Factors:

31 Content Found in Profile 3 4

32 Proprietary and Confidential 32 Local Search Listings Relevancy Factors

33 3315 Why Broad Distribution Matters 1. Results are Served, and Consumers May Look… 1. Results are Served, and Consumers May Look… Here… Or Here… Or Here Or Here… 2. So You Need To Be Listed… 2. So You Need To Be Listed… Here… And Here… And Here!

34 12/27/

35 Proprietary and Confidential All these partners in the distribution network play a roll in Sports Authoritys strong web page citation numbers

36 Proprietary and Confidential 36 Local Search Listings are managed and maintained in separate Local Search Site Databases, comprised primarily of data from print Yellow Pages, which can be up to 2 years old. Meaning your Local Search Listings are possibly being viewed by motivated online consumers right now and, Your current listings may be: –INACCURATELY REPRESENTING YOUR BRAND, due to Inaccurate, incomplete and out-of-date information, and/or; –OMMITED FROM SEARCH RESULTS COMPLETELY, OR PROVIDING LITTLE CONSUMER BUYING MOTIVATION, due to lack of deep information on your business thats necessary for your listings to come up in results, and providing inadequate buying information when they do. Local Search Listings – How They Work, The Challenge for Your Business

37 Proprietary and Confidential Some Best Practices Tips and Tools Used to Deepen Your Content, Enhance Your Listings Visibility Consider that Consumers Search by Top of Mind: Business Name ( Superior Air Company) Category (Business Type, i.e., Heating & Air Conditioning) Brands (Trane, Carrier, Lenox etc..) Products (Furnaces, Air Conditioners, Humidifiers) Services (Furnace Repair, AC Maintenance) Add Rich Content to Local Listing Information: Website Address 800 # Fax # Hours Of Operation Brand Affiliation Products Services Payment Methods Avoid Duplication Across Listings Provide Address Whenever Possible. Provide Alternated Phone Numbers Accommodate for Both Types of Local Search: Recovery Search: Business Name is Known – looking for more information from that Business to make an Intent to Purchase Discovery Search: Business Name is not Known – product or service is searched and desired business uncovered This is Where We Can Help!

38 Proprietary and Confidential 38 Results from Updating, Deepening Your Listings Content Example--Match Found Due to Enhanced Content From a Brand Search

39 39 Where Your Updated, Enhanced Listings Go The Distribution Network (Over 80+ partners today = 90% of Local Searches)

40 Proprietary and Confidential The Take Aways: Local Search is here, and going mainstream Local Listings Sites are a prominent, increasingly popular component of the Local Search landscape Recency, accuracy and depth of content are critical to supporting your business image…and bringing you qualified customers Online consumers are fragmented--robust, broad content distribution is key to maximize reach Weve created an easy, affordable one-stop-shop for you to realize the benefits of Local Listings content management and distribution


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