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CEDAR CREEK PROPOSAL | JUL XX, 2012 1	
  
T H E S C I E N C E O F
SEARCH MARKETING
How Small Businesses Can Use Search
Marketing to Drive Customers
SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014
Elasticity
>  Top 25 fastest growing companies in St. Louis
>  Focused on search marketing, social media,
public relations, and creative services
About Me
>  10+ years of working in search and digital
marketing field
>  Worked with businesses of all sizes, from
startups to Microsoft, Visa and the Federal
Reserve
SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014
TODAY
WHY DIGITAL MATTERS
HOW SEARCH WORKS
HOW TO LEVERAGE SEARCH
TOOLS & RESOURCES
1
2
3
4
THE ROLE OF DIGITAL MARKETING
SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014
YOUR
AUDIENCE
SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014
INTERRUPTION MARKETING
TV
Radio
Print
Direct Mail
Outdoor
Display
86%
Skip TV Ads
44%
of direct mail is
never opened
14%
Of people trust
advertisements
61%
Lower CPL from
inbound marketing vs.
outbound marketing
90%
Of Radio ads are
not profitable
SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014
INBOUND MARKETING
Marketers align themselves with
their audiences, earning
attention and drawing customers
into their sales funnel.
" Search Marketing
" Content Marketing
" Blogging
" Email Marketing
" Social Media
" Lead Nurturing
SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014
75%SEARCH MARKETING
PERCENTAGE OF MARKETERS THAT FEEL THAT A
MARKETING CHANNEL HAS A GOOD OR EXCELLENT ROI
41%SOCIAL MEDIA
SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014
Search is the
De Facto Way
People Navigate the Internet.
SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014
80%OF INTERNET TRAFFIC
BEGINS AT A SEARCH ENGINE
SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014
50% OF LOCAL
SEARCHES ARE ON
MOBILE DEVICES
THE VALUE
I want what you sell, please!
SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014
ANATOMY OF A RESULTS PAGE
SEARCH STARTS WITH THE WEB. IT’S MADE UP OF OVER
PEOPLES BANK UNIVERSITY | JULY 2014
Carousel
Local
Results
Organic
Search
Listings
Local
Results
Map
Paid
Search
Ads
SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014
ANATOMY OF A RESULTS PAGE
PEOPLES BANK UNIVERSITY | JULY 2014
Paid
Search
Ads
Organic
Search
Listings
THE BASICS (IN FIVE MINUTES OR LESS)
SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014
HOW GOOGLE WORKS
SEARCH STARTS WITH THE WEB. IT’S MADE UP OF OVER
60 TRILLION
INDIVIDUAL PAGES
AND IT’S CONSTANTLY GROWING
SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014
SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014
HOW GOOGLE WORKS
Google navigates the web by
CRAWLING
Software called “spiders” follows
links from page to page.
SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014
SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014
HOW GOOGLE WORKS
Google then stores the crawled pages in an
INDEXCapturing a wide range of information about the page
SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014
It’s over 100
million gigabytes
SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014
HOW GOOGLE WORKS
When a search is entered, Google uses
ALGORITHMSTo rank the results and deliver users the most relevant results.
SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014
We use +200
factors to rank
the results
SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014
THE ROLE OF SEO
0.0%	
  
5.0%	
  
10.0%	
  
15.0%	
  
20.0%	
  
25.0%	
  
30.0%	
  
35.0%	
  
40.0%	
  
1	
   2	
   3	
   4	
   5	
   6	
   7	
   8	
   9	
  10	
  
Enquiro	
  (2007)	
  
Chi9ka	
  (2010)	
  
Slingshot	
  
(2011)	
  
CTR BY POSITION
SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014
TO BE AN SEO SUPERHERO
GET MORE LINKS
SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014
GOOGLE: NO LONGER FOOLED
>  In 2011, Google launched major
updates designed to stop spammers
– specifically unearned links
>  As more updates rolled out, tactics
that had been effective became a
liability
>  As a result, SEO has become an
earned media approach
SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014
So, what?
Can this help my business?
FOUR KEYS TO SEO SUCCESS
SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014
Know the
Keywords
That Matter1
SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014
WHAT ARE KEYWORDS?
Keywords are simply a word or phrase that
searchers enter into a search engine. By
using keywords in content, a site is deemed
more “relevant” for those searches.
SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014
KEYWORD RESEARCH
Brainstorm	
  
Quan9ta9ve	
  
Sources	
  
Analysis	
   Op9miza9on	
  
" Think like your
audience – how
would they search
for your offerings?
" Develop an initial
list of search terms.
" Use online tools,
analytics data to
expand your
keyword list.
" What keywords is
your competition
using?
" Use keyword
popularity from
Google
" Balance popularity
with relevance
" Prioritize the list
" Begin optimization of
content
SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014
KEYWORD RESEARCH TOOLS
SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014
Get the
Basics Right
2
SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014
BUILD A STRONG FOUNDATION
1.  Use a search-friendly CMS
2.  Create unique title tags for every page
3.  Draft unique description tags for every page
4.  Use keywords for internal links within your site
5.  Incorporate keywords into your copy
6.  Use descriptive URLs
SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014
TITLE TAGS
>  Title is the most important
element of on-page optimization
>  Integrate keywords into title tag
as well as your brand
>  Limit to 70 characters
>  Unique for each page
<title>Rally Saint Louis | Join Us
Today And Help Build a Better
Saint Louis</title>
SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014
DESCRIPTION TAGS
>  Does not impact rankings, but can
influence CTRs
>  Limit to 160 characters
>  Unique for each page
<meta name="description"
content="The Rally Saint Louis
project is a first-of-its-kind
crowdsourcing and crowdfunding
platform that generates ideas and
uses funding from the region’s
residents…" />
SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014
Athletic
Shoes
Dress
Shoes
Boots
Those
Toe Shoe
Things
INTERNAL LINKING
SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014
URL BEST PRACTICES
>  URLs are a critical part of both the
end users decision to click and the
search engines ability to access
content
>  Use descriptive words in URLs
>  Avoid dynamic URLs and session IDs
>  Use rewriting when necessary
>  Separate words with dashes
(underscores work, too)
>  Brevity is a virtue
SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014
Become an
Authority
3
SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014
MYTH:
You Can
Short-Cut
Your Way
To SEO
SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014
REALITY:
Start With
Your Audience’s Needs,
Not Simply With a List
of Keywords.
SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014
PENGUIN & PANDA CAUSE CHAOS
" Google’s new algorithm rewards
sites with loads of original, high-
quality content.
" Sites such as Answers.com,
eHow.com and many others saw
dramatic drops in referrals from
Google.
SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014
SO, WHAT MAKES CONTENT “GREAT”
Original
 Simple
Valuable &
Useful
Entertains
 Emotional
SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014
ABOVE ALL, CONTENT MUST BE
RELEVANT
TO YOUR TARGET AUDIENCE
SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014
PROSPECTIVE
CUSTOMERS ARE
SEARCHING FOR
INFORMATION THAT
HELPS THEM MAKE AN
INFORMED DECISION
BUSINESSES THAT
PROVIDE THAT USEFUL
INFORMATION WILL WIN
SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014
KEY CONSIDERATIONS
Who is the audience that you need to reach?
Why will they care about you?
What are you doing to earn their interest?
What incentive do they have to share?
Finding Topics
>  Ask your sales team
>  Map the buying cycle
>  Q/A Sites – Quora,
Yahoo! Answers, etc.
>  Mine social media
>  Follow industry, peers
SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014
Think Local
4
SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014
7%
13%
16%
23%
42%
Mobile App
Internet Directory (Yelp)
Yellow Pages (Print)
Referral from Friend or Family
Search Engines
How do Consumers Find Local Merchants?
SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014
30%Or 7.6 billion per month
of searches have local intent
SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014
OPTIMIZING YOUR LOCAL PRESENSE
1.  Claim and verify your business
2.  Optimize your listing
3.  Build citations
4.  Get the basics right
SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014
CLAIM AND VERIFY YOUR BUSINESS
>  Google.com/business/
>  Follow process to locate,
verify your listing
>  Use GetListed.org or
Yext.com to scan and
submit your business to
other directories
1
SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014
OPTIMIZE YOUR LISTING
>  Use the same NAP – name,
address, phone - across all listings
>  Listings should be as complete as
possible:
»  Description
»  Categories
»  Hours
»  Contact Details
»  Photos/Videos
2
»  Status updates
»  Discounts or specials
SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014
BUILD CITATIONS
>  Citations are listings in other
directories that signal
authority or credibility to
Google
>  Use the whitespark local
citation tool to find potential
citations
3
www.whitespark.ca/local-­‐cita9on-­‐finder	
  
SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014
GET THE BASICS RIGHT
>  Monitor reviews of your business.
Respond when appropriate
>  Do not submit fake reviews
>  Include separate pages on your
website for each of your locations
>  Clearly include your name,
address, and local phone number
for each location
4
SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014
Buy Your
Way to the
Top5
SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014
IMMEDIATE VISIBILITY
>  Get immediate
visibility with
potential
customers
>  Measure and
optimize
SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014
GEO-TARGETTING
>  Adwords enables
advertisers to target
specific regions
>  States, cities, zip codes,
DMAs, etc.
TOOLS & RESOURCES
SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014
GOOGLE KEYWORD RESEARCH TOOL
www.google.com/AdWords/KeywordTool	
  
GOOGLE KEYWORD RESEARCH TOOL
SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014
GOOGLE KEYWORD RESEARCH TOOL
Getlisted.org	
  (MOZ	
  Local)	
  
LOCAL CITATIONS TOOL
SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014
GOOGLE KEYWORD RESEARCH TOOL
hXp://moz.com/beginners-­‐guide-­‐to-­‐seo	
  
SEO 101 RESOURCE
SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014
GOOGLE KEYWORD RESEARCH TOOL
SearchEngineLand.com	
  
SEARCH NEWS & UPDATES
SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014
GOOGLE KEYWORD RESEARCH TOOL
hXp://www.google.com/business/	
  
GET LOCAL LISTINGS ON GOOGLE
SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014
THANK YOU.
@andybarneX	
  
www.goelas9c.com	
  
andrew@goelas9c.com	
  

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The Science of Search - How SMBs Can Leverage Search to Grow Their Business

  • 1. CEDAR CREEK PROPOSAL | JUL XX, 2012 1   T H E S C I E N C E O F SEARCH MARKETING How Small Businesses Can Use Search Marketing to Drive Customers
  • 2. SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014 Elasticity >  Top 25 fastest growing companies in St. Louis >  Focused on search marketing, social media, public relations, and creative services About Me >  10+ years of working in search and digital marketing field >  Worked with businesses of all sizes, from startups to Microsoft, Visa and the Federal Reserve
  • 3. SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014 TODAY WHY DIGITAL MATTERS HOW SEARCH WORKS HOW TO LEVERAGE SEARCH TOOLS & RESOURCES 1 2 3 4
  • 4. THE ROLE OF DIGITAL MARKETING
  • 5. SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014 YOUR AUDIENCE
  • 6. SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014 INTERRUPTION MARKETING TV Radio Print Direct Mail Outdoor Display 86% Skip TV Ads 44% of direct mail is never opened 14% Of people trust advertisements 61% Lower CPL from inbound marketing vs. outbound marketing 90% Of Radio ads are not profitable
  • 7. SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014 INBOUND MARKETING Marketers align themselves with their audiences, earning attention and drawing customers into their sales funnel. " Search Marketing " Content Marketing " Blogging " Email Marketing " Social Media " Lead Nurturing
  • 8. SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014 75%SEARCH MARKETING PERCENTAGE OF MARKETERS THAT FEEL THAT A MARKETING CHANNEL HAS A GOOD OR EXCELLENT ROI 41%SOCIAL MEDIA
  • 9. SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014 Search is the De Facto Way People Navigate the Internet.
  • 10. SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014 80%OF INTERNET TRAFFIC BEGINS AT A SEARCH ENGINE
  • 11. SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014 50% OF LOCAL SEARCHES ARE ON MOBILE DEVICES
  • 12. THE VALUE I want what you sell, please!
  • 13. SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014 ANATOMY OF A RESULTS PAGE SEARCH STARTS WITH THE WEB. IT’S MADE UP OF OVER PEOPLES BANK UNIVERSITY | JULY 2014 Carousel Local Results Organic Search Listings Local Results Map Paid Search Ads
  • 14. SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014 ANATOMY OF A RESULTS PAGE PEOPLES BANK UNIVERSITY | JULY 2014 Paid Search Ads Organic Search Listings
  • 15. THE BASICS (IN FIVE MINUTES OR LESS)
  • 16. SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014 HOW GOOGLE WORKS SEARCH STARTS WITH THE WEB. IT’S MADE UP OF OVER 60 TRILLION INDIVIDUAL PAGES AND IT’S CONSTANTLY GROWING SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014
  • 17. SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014 HOW GOOGLE WORKS Google navigates the web by CRAWLING Software called “spiders” follows links from page to page. SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014
  • 18. SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014 HOW GOOGLE WORKS Google then stores the crawled pages in an INDEXCapturing a wide range of information about the page SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014 It’s over 100 million gigabytes
  • 19. SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014 HOW GOOGLE WORKS When a search is entered, Google uses ALGORITHMSTo rank the results and deliver users the most relevant results. SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014 We use +200 factors to rank the results
  • 20. SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014 THE ROLE OF SEO 0.0%   5.0%   10.0%   15.0%   20.0%   25.0%   30.0%   35.0%   40.0%   1   2   3   4   5   6   7   8   9  10   Enquiro  (2007)   Chi9ka  (2010)   Slingshot   (2011)   CTR BY POSITION
  • 21. SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014 TO BE AN SEO SUPERHERO GET MORE LINKS
  • 22. SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014 GOOGLE: NO LONGER FOOLED >  In 2011, Google launched major updates designed to stop spammers – specifically unearned links >  As more updates rolled out, tactics that had been effective became a liability >  As a result, SEO has become an earned media approach
  • 23. SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014 So, what? Can this help my business?
  • 24. FOUR KEYS TO SEO SUCCESS
  • 25. SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014 Know the Keywords That Matter1
  • 26. SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014 WHAT ARE KEYWORDS? Keywords are simply a word or phrase that searchers enter into a search engine. By using keywords in content, a site is deemed more “relevant” for those searches.
  • 27. SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014 KEYWORD RESEARCH Brainstorm   Quan9ta9ve   Sources   Analysis   Op9miza9on   " Think like your audience – how would they search for your offerings? " Develop an initial list of search terms. " Use online tools, analytics data to expand your keyword list. " What keywords is your competition using? " Use keyword popularity from Google " Balance popularity with relevance " Prioritize the list " Begin optimization of content
  • 28. SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014 KEYWORD RESEARCH TOOLS
  • 29. SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014 Get the Basics Right 2
  • 30. SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014 BUILD A STRONG FOUNDATION 1.  Use a search-friendly CMS 2.  Create unique title tags for every page 3.  Draft unique description tags for every page 4.  Use keywords for internal links within your site 5.  Incorporate keywords into your copy 6.  Use descriptive URLs
  • 31. SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014 TITLE TAGS >  Title is the most important element of on-page optimization >  Integrate keywords into title tag as well as your brand >  Limit to 70 characters >  Unique for each page <title>Rally Saint Louis | Join Us Today And Help Build a Better Saint Louis</title>
  • 32. SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014 DESCRIPTION TAGS >  Does not impact rankings, but can influence CTRs >  Limit to 160 characters >  Unique for each page <meta name="description" content="The Rally Saint Louis project is a first-of-its-kind crowdsourcing and crowdfunding platform that generates ideas and uses funding from the region’s residents…" />
  • 33. SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014 Athletic Shoes Dress Shoes Boots Those Toe Shoe Things INTERNAL LINKING
  • 34. SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014 URL BEST PRACTICES >  URLs are a critical part of both the end users decision to click and the search engines ability to access content >  Use descriptive words in URLs >  Avoid dynamic URLs and session IDs >  Use rewriting when necessary >  Separate words with dashes (underscores work, too) >  Brevity is a virtue
  • 35. SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014 Become an Authority 3
  • 36. SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014 MYTH: You Can Short-Cut Your Way To SEO
  • 37. SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014 REALITY: Start With Your Audience’s Needs, Not Simply With a List of Keywords.
  • 38. SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014 PENGUIN & PANDA CAUSE CHAOS " Google’s new algorithm rewards sites with loads of original, high- quality content. " Sites such as Answers.com, eHow.com and many others saw dramatic drops in referrals from Google.
  • 39. SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014 SO, WHAT MAKES CONTENT “GREAT” Original Simple Valuable & Useful Entertains Emotional
  • 40. SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014 ABOVE ALL, CONTENT MUST BE RELEVANT TO YOUR TARGET AUDIENCE
  • 41. SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014 PROSPECTIVE CUSTOMERS ARE SEARCHING FOR INFORMATION THAT HELPS THEM MAKE AN INFORMED DECISION BUSINESSES THAT PROVIDE THAT USEFUL INFORMATION WILL WIN
  • 42. SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014 KEY CONSIDERATIONS Who is the audience that you need to reach? Why will they care about you? What are you doing to earn their interest? What incentive do they have to share? Finding Topics >  Ask your sales team >  Map the buying cycle >  Q/A Sites – Quora, Yahoo! Answers, etc. >  Mine social media >  Follow industry, peers
  • 43. SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014 Think Local 4
  • 44. SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014 7% 13% 16% 23% 42% Mobile App Internet Directory (Yelp) Yellow Pages (Print) Referral from Friend or Family Search Engines How do Consumers Find Local Merchants?
  • 45. SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014 30%Or 7.6 billion per month of searches have local intent
  • 46. SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014 OPTIMIZING YOUR LOCAL PRESENSE 1.  Claim and verify your business 2.  Optimize your listing 3.  Build citations 4.  Get the basics right
  • 47. SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014 CLAIM AND VERIFY YOUR BUSINESS >  Google.com/business/ >  Follow process to locate, verify your listing >  Use GetListed.org or Yext.com to scan and submit your business to other directories 1
  • 48. SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014 OPTIMIZE YOUR LISTING >  Use the same NAP – name, address, phone - across all listings >  Listings should be as complete as possible: »  Description »  Categories »  Hours »  Contact Details »  Photos/Videos 2 »  Status updates »  Discounts or specials
  • 49. SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014 BUILD CITATIONS >  Citations are listings in other directories that signal authority or credibility to Google >  Use the whitespark local citation tool to find potential citations 3 www.whitespark.ca/local-­‐cita9on-­‐finder  
  • 50. SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014 GET THE BASICS RIGHT >  Monitor reviews of your business. Respond when appropriate >  Do not submit fake reviews >  Include separate pages on your website for each of your locations >  Clearly include your name, address, and local phone number for each location 4
  • 51. SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014 Buy Your Way to the Top5
  • 52. SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014 IMMEDIATE VISIBILITY >  Get immediate visibility with potential customers >  Measure and optimize
  • 53. SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014 GEO-TARGETTING >  Adwords enables advertisers to target specific regions >  States, cities, zip codes, DMAs, etc.
  • 55. SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014 GOOGLE KEYWORD RESEARCH TOOL www.google.com/AdWords/KeywordTool   GOOGLE KEYWORD RESEARCH TOOL
  • 56. SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014 GOOGLE KEYWORD RESEARCH TOOL Getlisted.org  (MOZ  Local)   LOCAL CITATIONS TOOL
  • 57. SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014 GOOGLE KEYWORD RESEARCH TOOL hXp://moz.com/beginners-­‐guide-­‐to-­‐seo   SEO 101 RESOURCE
  • 58. SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014 GOOGLE KEYWORD RESEARCH TOOL SearchEngineLand.com   SEARCH NEWS & UPDATES
  • 59. SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014 GOOGLE KEYWORD RESEARCH TOOL hXp://www.google.com/business/   GET LOCAL LISTINGS ON GOOGLE
  • 60. SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014 THANK YOU. @andybarneX   www.goelas9c.com   andrew@goelas9c.com