This session looks at ways search marketers are tapping into an an audience using local search engines, online yellow pages and other local search methods.
- Chris Sherman, Co-Chair, SES San Jose
- Patricia Hursh, President, SmartSearch Marketing
- Justin Sanger, President, LocalLaunch!
- Matt Van Wagner, President, Find Me Faster
First to start the session is Justin Sanger. Of the 2.2 billion monthly queries most of them are for local needs – restaurants, shops, restaurants.
SMEs have begun to move ad money into search marketing. This is a total of 98% of the 22 million US businesses. Between 5% to 6% of the SMEs have started using online marketing! These people target on the basis of
- Local search tools
- Paid inclusion
- All of this is confusing to the SME's
Justin suggests 6 steps to give small businesses an edge over others.
- Content control and dispersion: Driving the marketplace is content. All of the local search sites want to add local business and resource content. Think beyond your website. Think about how your content can live and breathe on each of these unique locations. Start with the base content, meaning the basic information and optimize the profile. You goal is to ensure that the majority of places online know you exist and know what you do. You content needs to live and breathe in this environment. The structured content catalyst. Drives local search. Drives positive local experience. Reach new business prospects.
- Empowering ratings and review channels: User generated content is a critical driver for your business online. Qualitative content in the form of user reviews and ratings should be embraced. You can propagate social reviews and ratings for your business. Kick start it yourself. User reviews help determine rank in the search engines. Provide incentives to your customers to rate your service. Search engines are polling review and rating sites to provide local search content. These can support your business profile online.
- Riding the coattails of the authorities: Becoming more difficult for companies to optimize for a local search against the local directories. Use these directories you can increase your own visibility. Your job is to ensure your business is there! IYP are not dying – there are dominating very specific searches.
- Understanding Google references: Study Google Reference to find out what authorities Google is relying on
- Simple and structured optimized pages: Make sure your pages are structured and can be crawled. – Follow the very simple best practices. Complete address information. Global footer. Mix up your address construct. Mix up state names and abbreviations. Each address derivative is an opportunity to tell something a little different.
- Local link building and strategic IYP purchase: Use Google references. Find out who the authority is locally and make sure your information is clean and available. Use solid linking including geography and vertical.
Second speaker is Patricia Hursh of SmartSearch Marketing.
Tips for local search advertising. To should remain focused on Pay Per Click and local advertising. Integrate, meaning use more than one method of targeting. Focus- Try to find out what it is that clinches the buyer's decision. Capitalize Get local and become competition to the big names. Drive Make the search user to visit your business or call you up. Understand. Know the options for ad placement. Utilize Remember that local markets can be helpful to big names too.
Last to speak was Matt Van Wagner of Find Me Faster. Matt brings up the example of two previous case studies. One of a college where they had to increase the rate of MBA enrollment and the other was a care provider. Van Wagner says that the most important lesson and tip to remember is to learn from old mistakes.
- Ă˘â‚¬Ĺ“Tourism has been profoundly impacted by local search. 80% of all business takes place within a 20 mile radius. Target the entire national because customers can come from anywhere.Ă˘â‚¬Âť
- Ă˘â‚¬Ĺ“Spend the money, log in to Google business center. Pay the money to manage your listingĂ˘â‚¬Âť.
- Ă˘â‚¬Ĺ“Have any of you targeted wireless ads to local search? Ans: Best answer is to deal with the Internet in its current form – use Google maps, use content tools that create mobile content. Look into Google mobile syndication. Make sure you are out there as these companies move more and more to mobile.Ă˘â‚¬Âť
Matt Van Wagner:
- "Use broad match for research and then start to move things to exact and phrase as you refine your campaign."
SOURCE: STEVE KRULL