google web presence

Google™ 2011:It’s All About Local!

Google.com

• GlobalStats: 90.6%

Google

Google Yahoo!

bing Ask Jeeves

Baidu YANDEX RU

AOL Naver

StartPagina (Google) Seznam

AVG Search Daum

Webcrawler Najdi.si

AltaVista Alot Search

Earthlink Voila

WEB.DE ICQ Search

Onet PL

• ComScore: 61.6%

Google last year

Map Listings

Paid Listings

Organic Listings

Google now in battle for local

Surpasses Google in ‘time spent’ on site domestically

US market share grew to 28%

Grown to 41 million users per month

Rejects Google's $6 Billion offer

New search features

New local properties

New local search results – Places

New mobile search & apps

U.S. Local Online Ad Spend

$15 Billionin 2010

Growing to

$37 billion

in 2014

Sources: BIA/Kelsey, comScore, Nielsen, Silicon Alley Insider

Multiple strategies to grow its share of local consumers

Strategy 1: new search features

Google Preview

Google +

So consumers start on Google for local searches

Google Instant

Google Shopping

Strategy 2: new local propertiesSo consumers stay on Google for local information

DIRECTORIES / REVIEWS Instead of

& more…

Google wants to be a destination instead of sending consumers to other sites

for Social Instead of & more…

for DEALS Instead of

& more…

Strategy 3: new local resultsSo consumers rely on Google for local search info

PageRank™ algorithm updated to better help consumers find a local business

Now predicts a local query and displays all local business listings

Reviews provide indicator of quality

Map now top right and stays there – map pin now same as organic rank

Much more info on each listing

Paid ads

Place page link to Google’s detailed profile of the business

Strategy 3: new local resultsSo consumers rely on Google for local search info

PageRank™ algorithm updated to better help consumers find a local business

Now predicts a local query and displays all local business listings

Reviews provide indicator of quality

Map now top right and stays there – map pin now same as organic rank

Much more info on each listing

Paid ads

Place page link to Google’s detailed profile of the business

Strategy 3: new local results

So consumers rely on Google for local search info

More detailed listings helps consumers choose a local business

Location on the map

Easy 1-click preview of website Address &

phone number

Reviews from across the web

Total reviews on Google and link to Place page

So consumers rely on Google for local search info

More detailed listings helps consumers choose a local business

Anybody notice this?

Place page helps consumer learn more about a local business

Why? How?

While a business can claim their Place page, they don’t own it. Google aggregates their bus. info, content & reviews from across the Web and…

• Displays much of the content on the Place page

• Uses the content, including several new factors, to determine rank in local searches

Big Change Last Week!

14How soon until it impacts Quality Score for AdWords?

SOCIAL AUTHORITYREPUTATIONCONTENT & LINKS

Inbound Links

Social Pages

Fans & Followers

Prominent Organic Rank

Site & BlogGoogle

Place Page Reviews

Changes to PageRank algorithm to improve quality of local listings

Social Bookmarks

Strategy 4: mobile search & appsSo consumers rely on Google when they are out & about

Mobile search

Place page

Places searchSources: comScore, AllThingsDigital, Internet2Go

61 million smart phone subscribers & growing quickly

Mobile now over 10% of all Google searches – up 4X in 2010

33% of mobile users searching for stores, reviews and coupons

Google Places make it• easier to search• easier to check reviews• easier to write reviews

Mobile algorithm and apps to help consumers find a local business

Impact to local business?

Google

Impact

Newsearch features

Newlocalproperties

Newlocalsearch

Newmobileapps

• Google still the top search engine for local consumers

• How a site looks in Google Preview can impact click-throughs

• Place page will get more traffic and drive calls/visits

• Conversion to lead/call is impacted by reviews on Place page

• Opportunity for more leads from mobile searchers

• Mobile outperforming online in many aspects of effectiveness

• More consumers reading and writing reviews while near/at the business

• Updated PageRank algorithm means search results now feature more local listings than directories

• Clicks/traffic impacted by richness and quality of new content on the listing

• Getting top organic rank is more complex than ever - now impacted by reputation, social authority and freshness of content

Easier for Consumers – Harder for Businesses

Sources: InsightExpress, Performics

What to do about it?Strategy

Tactics

PaidSearch

MobileSearch

• Buy search ads on a wide range of keywords – it’s the fastest way to get in front of local consumers (also mobile ads with click-to-call)

• You control the cost/volume of traffic and only pay for performance

• Have a mobile-enabled site

• Optimize it for mobile search (GPS data, local phone #, etc.)

• Ask happy customers to give you reviews while they’re at your business

• Claim and update your Place page

• Invest in content marketing – posting quality content on many places across the Web powers search discovery

• Implement social media marketing to build a strong group of fans and followers which can influence your search rank

• Build a positive reputation by getting reviews on your Place page

OrganicSearch

In summary…

Google is focused on winning local - their changes make it more complex than ever for SMBs

TakeawaysKEY

This is an evolution beyond traditional SEO that we call Web Presence Optimization (WPO)

Paid search ads are still the fastest way to drive quality traffic/leads, but you also need…

A fresh stream of quality content including reviews and social media marketing to improve organic rank

Strategy for maximum discovery combines paid search, mobile search and organic search

You Have:

You Need: a fresh Web Presence & many ways to be found

Your Sites Local Directories Social Media Content Sites

a static website & one way to be found

More Quality Content Published in More Places = More Customers

How consumers find & engage

Across your entire Web Presence, not just your website

Site & Blogs

Search Engines

Directories

Content Sites

Social

Location-based Services

Reviews & Reco’s

DealsBUSINESS

How consumers buy now

At each point you can engage and convert them into customers

Learns more about you

Searches for you

Checks your reputation

Hears from friends

Checks for deals & offers

Need a Web Presence strategy

Buy Presence

Build Presence

Convert Customers+

BUSINESS

Web Presence strategy

Buy Build+(Advertising

)(Content

Marketing)

SearchGoogle, Yahoo, Bing,

AOL, Ask, Citysearch, Superpages, Local.com and many more…

SurfThousands of top news, entertainment and review sites

Facebook and Twitter, the top social media networks

Social

Need a mobile presence too

Mobile search up 4X last year, 16% of all Google searches 2011

200 million access Facebook from mobile – up 63% in 2010

Google Places, Yelp, Foursquare and others make easy to check and give reviews

We have you covered with

&Sources: comScore, AllThingsDigital, Internet2Go

Search Discoverability

One Way to be Found

Bus. A

Official Site

Web Presence = More Shelf Space

Many Ways to be Found

Bus. B

Company Site

Official Site

Reputation Management

The Impact of your Reputation

Training – For internal use only

Your Online Reputation

Influencing Consumer Behavior

Tagline

What does a business need to consider?

Techniques and Best Practices

Effective Reputation Management

• Listening to review sites– Google Places– Yelp– Citysearch– Insider pages– Merchant Circle– Social Destinations

• Engaging with what is being said

– Responding to and promoting positive

reviews (MAKE THEM LOUDER!)

– Working to address negative reviews

offline and summarize the results

Social Discoverability

Social Media Marketing is changing the game

2. Business behavior• Businesses are forced to meet consumers where they are.

Facebook User Statistics

• More than 500 million active users • 50% of active users log on to Facebook in any

given day • Average user has 130 friends • People spend over 700 billion minutes per

month on Facebook

Source: Facebook, 2010

Twitter User Statistics

• Twitter has 105,779,710 registered users• 300,000 new users sign up per day

Source: Twitter, 2010• 51% of active Twitter users follow companies,

brands or products on social networksSource: Edison Research, February 2010

YouTube User Statistics

• #4 Largest Site on the Internet• #1 Largest video site on the web• 300 Million Worldwide Visitors a Month• YouTube exceeds 2 Billion views per day• 24 Hours of video uploaded every minute• #2 Search Engine on the Web

Source: www.website-monitoring.com

Google+ User Statistics

• 20M users in 24 days• By invitation only

• 18-25 60%; Male: 63%• US: 5M; India: 3M

How Does Social Media Impact Your Business?

Social Media Marketing is changing the game

3. Accessibility• Businesses are able to do more with less budget.

Leveraging your Network

Engage and re-engage with your fans and followers to sustain and grow your follower base.

Maintaining your Network

Actions to Keep Fans/Followers:• Keep interactions positive• Don’t spam people with advertising type

messaging/commercials• Be a local expert – inform people about useful industry or local

information• Offer valuable promotions• Be interesting/be funny/be engaging• Vary content, people love pictures, videos, links to interesting

articles• Retweet things that are interesting or valuable• Promote special offer codes• Create events, sponsor social/community actions, align yourself

with a cause that resonates with your followers

More Exposure = More Customers

Social Marketing efforts, as apposed to Mass Marketing, start small and build outward. Through likes, shares, retweets, etc. your message is carried to a large group.

Mass Marketing Social MarketingInput Input

Outcome

Putting It All Together

There is so much out there…

I need to run my business

repeat

followers

social marketing

research

repeat

passwords

reviews

analytics

repeat

reputation management

repeat

LOAD YOUR CONTENT

POST NEW UPDATES

KEEP TRACK OF IT ALL

SEOrepeat

passwordsrepeat

Do your customer have the time & tools to do it all?

SIGN-UP/CLAIM YOUR PAGES

MONITOR & RESPOND

CREATE CONTENT

directories

You Have:

You Need: a fresh Web Presence & many ways to be found

a static website & one way to be found

More content in more places brings more customers

Site & Blogs

Search Engines

Directories

Content Sites

Social

Location-based Services

Reviews & Reco’s

DealsBUSINESS

Business creates quality content

Consumers comment, like, review & share

Consumers discover while searching, surfing & socializing

Content published & indexed across the Web

Business listens and engages 1

5Thanks for your comments. What’s worked for you?

Great advice!

I’m going to try this!

Me too!

Your Web Presence powered by fresh content

Business action

Housebreaking Your Dog

PUBLISH

Housebreaking Your Dog

Consumer action

BusinessCreatesContent

ContentPublished &

Indexed

ConsumersDiscover

ConsumersComment &

BusinessListens & Engages

Benefits of fresh contentSocial discovery

Reputation management

Search discovery

Brand engagement

Increases your word-of-mouth through sharing across social networks

Improves your reputation with positive content on search engines and review sites

Increases your discoverability on search engines & local directories

covery

Builds positive impressions & engagement with your brand by bringing it to life online

…and still run your business?

Have the time, tools & talent to do it all?

Develop a strategy

Claim/setup local & social pages

Create a stream of quality content

Manage social media pages

Monitor & improve reputation

Engage & respond to customers/fans

Optimize it all for search engines

Track & analyze results

For more information, please contact

James F. Ruppel

Integrated Web Marketing

631-615-2983

jruppel@wsidigitalmarketer.com

http://jruppel.wsidigitalmarketer.com

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