free local online advertising for small businesses pdf
DESCRIPTION
Local Search Advertising is an incredibly effective way to promote your business for free (for the most part). You don’t need a web site and can easily beat your competition for top ranking on Google Local with minimal effort.TRANSCRIPT
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Local Search Exposed
An introduction to promoting and advertising your business on the web using free local search
advertising techniques.
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Presented By:
Shannon Evans
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Local Search Advertising
• Internet search basics• Local search is important• Who should use local search advertising• Key points for local search advertising• Develop your keywords• Create your listing• Optimization• Local search options
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Internet Search Basics
• The Internet revolves around search• Four types of searches
• General: one word, high level (cameras)• Looking around: more specific, two words (digital cameras)• Buying or research mode: phrases and specific items
(Canon A570 digital camera)• Local: Seattle camera store
• 62% of Internet users do local searches• About half use a location modifier• Frequently ready to buy
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Internet Search Basics
• Google is the search engine of choice for nearly 70% of Internet searches
• Internet search is replacing most traditional ways of finding a business or service
• While online purchases continue to grow most people still prefer to spend their money locally• Nearly 85% of purchases are local
• Services, dining and entertainment are typically local activities
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Local Search Advertising is Important
• Customers are looking for you and your service or product
• Local search advertising is just beginning to grow• The little guy can compete and win
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Who Can Use Local Search Advertising
• Brick and mortar establishments• Services• Professionals• Web based
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Key Points for Local Search Advertising
• Free (one exception for Yahoo) • Website not required• You may show up on map and organic search
pages • Opportunity to optimize your listings
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Develop Your Keywords
• Keywords are what makes the Internet go around• What are the keywords your customers use to find
you• Don’t waste words on non-search terms
• Quality, best, robust, excellent, the• Consider different spellings and other grammatical
issues• Community names
• Seattle (Wallingford)
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Are Keywords Working
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Keywords Are Important- What’s The Problem
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Create Your Listing
• Create an account on your selected service (Google, MSN Live, and Yahoo)
• Open your Local Business Account• Enter basic company information• Company name entry is critical
• Use keywords based on your research• Remember Papa Murphy
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Optimization
• Beat even the biggest competitor• Complete all fields • Use as many photos and videos as you can• Reviews• Coupons
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A Picture IS Worth a Thousand Words
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Sneaky Tricks
• Your unpaid listings may be displayed before organic and paid search listings
• Create leads for yourself in a large corporation• Conduct market research• Develop a mailing list
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Sneaky Tactics in Action
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Mobile Search
• Handsets are becoming more powerful every day• iPhone• G1• Smartphones• Blackberry
• Nearly a replacement for a laptop for casual use• Google search is on your phone• Voice search• Directions and GPS directly to your destination• Nearly enough of a reason by itself to do local search
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Google G1 Phone with Voice Search
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Destination Based Local Search
• Strategy ideal for tourist related activates• Search initiated for a location you are going too
• Vacation or business travel• Focus on out of town customers, not local• Put yourself in your visitor’s shoes
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Local Search with Twitter
• Claim Twitter listing for your business• @bellevuedentist• @seattlechiropractor• @olympiabakery
• Requires a bit of regular posting to a Twitter account
• As your activity grows a new listing may appear in Google natural search
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Local Search Options
• Search Engines• Google
• This is by far the best, do this first• Microsoft Live Maps• Yahoo
• Search Directories• CitySearch• Yelp• Yellow Book • Dex • Local
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Local Search and Coupons
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Local Search and Coupons
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Local Search and Coupons
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Local Search and Coupons
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Cautionary Message
• There may already be information on Google or other local search platforms about your business
• Ensure it is correct• Claim it as your own
• No hijacking
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Disclaimers
• Doing all this work does not guarantee anything• To get on the search (not maps) results page there
needs to be adequate searching on your keyword phrase
• Rules can change and might impact your listing
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Summary
• Local Search Advertising is an incredibly effective way to promote your business
• It is free (for the most part)• You don’t need a web site• You can easily beat your competition for top
ranking with fairly minimal work• It works• Go home and claim your listing tonight!