billboardonline google maps and places presentation

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Google Maps Martin Brossman Presents Center for Excellence Raleigh, NC

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Page 1: BillboardOnline   Google Maps and Places Presentation

Google MapsMartin Brossman

Presents

Center for Excellence

Raleigh, NC

Page 2: BillboardOnline   Google Maps and Places Presentation

Agenda

Overview of Seminar

Introductions

Search Ranking Basics

Google Maps Overview

Google Places Overview

Individual Examples

Conclusion

Page 3: BillboardOnline   Google Maps and Places Presentation

Introductions

Audience 1 Minutes

BillboardOnline

Samra Busic-Janisch Industry Experience

Real Estate Financial Services

Jennifer Surovy Industry Experience

Politics/Campaigns Financial Services Media

Page 4: BillboardOnline   Google Maps and Places Presentation

Search Rankings Basics

% of US Searches As of Feb. 2011, (Source: Experian Hitwise)

Google – 66.69% Bing – 13.49% Yahoo – 14.99%

Focus on Google due to its Overall Presence, can fine tune with others in the future.

Page 5: BillboardOnline   Google Maps and Places Presentation

Search Ranking Basics

Google’s Mission - “…to organize the world‘s information and make it

universally accessible and useful.” What does that tell us?

Search Results Methodology Formulaic, but the formula keeps changing!

Page 6: BillboardOnline   Google Maps and Places Presentation

Search Rankings Basics

Consumer View I want to find information/product/service

Near Me Quality/Reputation Low Cost And Answers My Question!

Page 7: BillboardOnline   Google Maps and Places Presentation

Search Rankings Basics

Business View Generate Business Leads

Easy to Find Message Clear and Actionable

Is your Business Effectively Utilizing this Marketing Tool?

Page 8: BillboardOnline   Google Maps and Places Presentation

Search Engine Basics

Where’s the Money? Heat Map

Notice where people actually look Paid Traffic

Top Ads Side Ads

Organic Traffic - Ranking and Monetary Conversion

Page 9: BillboardOnline   Google Maps and Places Presentation

Search Engine Basics

Heat Map

Notice Eye Patterns Upper Left Corner Top Ad Top Side ad

Source: Serp and Nielsen

Page 10: BillboardOnline   Google Maps and Places Presentation

Search Engine Basics-Paid Traffic

Paid Traffic Top Ads - When ads

appear above the organic search results and are exceptionally relevant they can get a 10% to 30% clickthrough rate

Side Ads – When ads appear on the side of the search results they are likely to be clicked on ~ 1% of the time

Page 11: BillboardOnline   Google Maps and Places Presentation

Search Engine Basics-Organic Traffic

Ranking and Monetary Conversion

Page 12: BillboardOnline   Google Maps and Places Presentation

Search Engine Basics-Organic Traffic

Ranking and Monetary Conversion 1st 42.13% 2nd 11.90% 3.5x less 3rd 8.50% 4.9x less 4th 6.06% 6.9x less 5th 4.92% 8.5x less 6th 4.05% 10.4x less 7th 3.41% 12.3x less 8th 3.01% 14.0x less 9th 2.85% 14.08x less 10th 2.99% 14.1x less

Page 13: BillboardOnline   Google Maps and Places Presentation

Search Engine Basics-Organic Traffic

Based on this data, if you are ranked 8, 9, or 10 you may be able to increase your traffic for that keyword 14 times by ranking #1. Even jumping from #8 to #3 can triple your traffic.

Example: Bingo Cards Creator which recently ranked #5 in Google for bingo cards. A #5 ranking gets 6,000 unique

visitors per month. A #1 spot is worth 8.5 times what

#5 is. 6,000 * 8.5 = ~50,000 uniques per month

Site currently makes $40 for every 1,000 page views.

Estimated income from ranking #1 for [bingo cards]: $2,000 a month.

Page 14: BillboardOnline   Google Maps and Places Presentation

Search Engine Basics–Google Algorithm

Off and On Page factors that Google uses for rankings Domain Age Page Rank Google Index Count Page Backlinks / Backlinks from .gov/.edu sites Yahoo Directory Listing Keyword in Title Tag Keyword in URL Keyword in Description Unique Content

Page 15: BillboardOnline   Google Maps and Places Presentation

Google - Local Search

In November of 2010 Google combined local and organic rankings. According to Google, 73% of all searches are related to

local content in one way or another 43% of Internet users are searching for local merchants

when considering a purchase. 52% of Internet users report that they have substituted

search engines for the Yellow Pages.

Page 16: BillboardOnline   Google Maps and Places Presentation

Google Maps

Google Maps is a Google service offering powerful, user-friendly mapping technology and local business information -- including business locations, contact information, and driving directions.

Features: Integrated business search results Draggable maps Earth view and Street view Detailed directions

Page 17: BillboardOnline   Google Maps and Places Presentation

Google Maps

Traditional Search, always testing out new techniques and page displays

Page 18: BillboardOnline   Google Maps and Places Presentation

Google Places GooglePlaces is a business listing page within Google

Maps. Here you can add and/or update details about your business. Claiming a local business listing is a FREE service. Optimizing for Google Places is not the same as

optimizing for organic rankings.

Page 19: BillboardOnline   Google Maps and Places Presentation

Optimizing Listing For Google Places

Important local search ranking factors Your address Your business categories Keyword in business name Citation quantity Completing your business profile/Place page Business data consistency Reviews and ratings

Page 20: BillboardOnline   Google Maps and Places Presentation

Google Places - Steps

Step 1

Page 21: BillboardOnline   Google Maps and Places Presentation

Google Places - Steps

Step 2

Page 22: BillboardOnline   Google Maps and Places Presentation

Google Places - Steps

Step 3

Page 23: BillboardOnline   Google Maps and Places Presentation

Google Places To Do List

http://www.google.com/local/add Claim your free business listing Use the categories that Google provides (suggests) that

are relevant Fill out everything, this is very important Add at least 5 images and 1 video Add a coupon if possible (Google Offers) Make sure your description contains your keywords Get two references on sites like Yelp, Yahoo Local, ect.

Page 24: BillboardOnline   Google Maps and Places Presentation

Individual Examples

Now its YOUR turn!

Page 25: BillboardOnline   Google Maps and Places Presentation

Conclusion

Google Places and Google Maps are just starting to demonstrate their presence Get in early and get ahead of the competition!

Take the Time to Utilize these Free Advertising Tools

Keep Informed – These are Dynamic Tools and WILL Need Attention in the future

Thank You for Spending Your Evening With Us!

Page 26: BillboardOnline   Google Maps and Places Presentation

Appendix

Page 27: BillboardOnline   Google Maps and Places Presentation

Bonus: Google Offers!

What Are Google Offers? Merchants have the ability to give offers that are

displayed in Maps Results. Both Coupon and Daily Deal Vouchers

Google’s response to Groupon, Living Social ect.

Quick Daily Deal Rundown Marketing Tool for Local Businesses Offer 50% off Service/Product to Consumer, Another 25%

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