PART 1PART 1

Improving Your Web Presence on Google:SEO, PPC and Google Places

David McBee, Internet Marketing Educator

www.DavidMcBee.com

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David McBeeDavid McBee

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•Verizon SuperPages•Dex Yellow Pages and DexKnows•Internet Training Manager•Certified Google Professional•LocalEdge, A Hearst Company•MediaWhiz, Inc.•Simpli.fi Director of Training•DavidMcBee.com

AgendaAgenda

• Why your business has to be online• Rental Search Trends• SEO: Search Engine Optimization• Sponsored Ads/Pay-Per-Click• Organic VS. Pay-Per-Click• Google Places/Maps• Your Action Plan• Q & A

Watch for useful tools throughout.

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• 8 in 10 Adults are online. 87% use Search Engines every day. Pew Internet & American Life Project, December 2010

• Your competition is advertising online. According to CMO.com, “Web advertising is growing three times faster than the market as a whole.” CMO.com, December 2010

Why Your Business Has to be OnlineWhy Your Business Has to be Online

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Why Your Business Has to be OnlineWhy Your Business Has to be OnlineMonthly Average Hours Spent Online per U.S. Visitor in 2010

Source: comScore Media Metrix, Average Jan 2010 – Dec 2010

Age DemographicSources: comScore Media Metrix, Average Jan 2010 – Dec 2010 5

What About Yellow Pages? What About Yellow Pages?

Source: enlocalonlinesolutions.com 6

Local Media Search TrendsLocal Media Search TrendsSpecifically: Rental StoresSpecifically: Rental Stores

The way users find a your business changed significantly between 2001 and 2009. How has your marketing adjusted to these trends?

Sources: 2001 & 2009 NFO Media Impact Study

20012009

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Google Traffic EstimatorGoogle Traffic EstimatorDecember 2011

• Rental Equipment: 673,000 searches every month• Equipment Rentals: 550,000• Heavy Equipment Rental: 12,100• Tool Rental: 368,000• Fork Lift Rental: 12,100• Party Rental: 823,000• Tent Rental: 165,000• Table Rental: 110,000

https://adwords.google.com/select/KeywordToolExternal

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Geography of a SERPGeography of a SERP

SponsoredSponsored

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Getting into the OrganicGetting into the Organic

SponsoredSponsored

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What is SEO? What is SEO?

Search Engine Optimization The act of improving a website's search engine compatibility by more effectively formatting site code, structure, and content to maximize keyword exposure as well as increasing the website’s “popularity” through link building.

www.anduro.com/glossary.htmll Definition in context

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There are There are how many how many ranking factors? ranking factors?

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Include lots of Relevant Text.

Keyword Density determines how often a keyword is repeated

on a page. Keep keyword density under

10% to be safe.

http://www.webconfs.com/keyword-density-checker.php 13

Include lots of Relevant Text.

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Title Tags and Meta DescriptionsTitle Tags and Meta Descriptions

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Fresh Content Fresh Content

23% of most small business websites haven’t been updated in 4 years.

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Create an XML SitemapCreate an XML Sitemap

Sitemaps are an easy way for webmasters to inform search engines about pages on their sites that are available for crawling. As defined from Sitemaps.org

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DonDon’’t Use too much Flasht Use too much Flash

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DonDon’’t Use Black Hat Tacticst Use Black Hat Tactics

• Include Hidden Text (Like This)• Repeat keywords too often • Duplicate content from other sites

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Offsite SEOOffsite SEO

Google considers links from other sites like “votes”. Quantity of links as well as quality of links are considered.

Signs of a good link:•Relevant to your content•Authoritative•Backlinks•PageRank

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Links and their Impact on RankingLinks and their Impact on Ranking

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How to Acquire LinksHow to Acquire Links• “Promote” your website through article submission, press releases and social media.

• Webmaster outreach.

• Hope that your good content gets shared.

• Buy or rent links from websites relevant to your content with high authority.

• Avoid Link Farms and Link Exchanges.

http://davidmcbee.wordpress.com/link-building/

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Authoritative sites carry more weight.Authoritative sites carry more weight.

Check your backlinks: http://www.opensiteexplorer.org/

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Getting into the Sponsored AdsGetting into the Sponsored Ads

SponsoredSponsored

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Sponsored Links/Pay-Per-ClickSponsored Links/Pay-Per-Click

Advertisers select the terms or phrases (known as keywords) that they think their ideal customers will use to search for their products. They “bid” to have their ads appear when somebody searches using those particular keywords.

Hair salonBeauty salon

Nail salonMassage

Hair colorManicurePedicure

HaircutHighlights

Foot massageGift

certificateSaturday

apptsDay spa

Salon and spaShampooSkin care25

What do keywords cost?What do keywords cost?

Google Traffic Estimator https://adwords.google.com/select/KeywordToolExternal 26

What do keywords cost?What do keywords cost?

Google Traffic Estimator https://adwords.google.com/select/KeywordToolExternal 27

Ad Group 1: DentistDentistDentistsDentistryDentist OfficeDentist Offices Ad Group 2: General DentistryGeneral DentistryGeneral DentistsGeneral DentistGeneral DentalGeneral Dentistry Services Ad Group 3: Dental ImplantsDental ImplantsDental ImplantImplant DentistImplant DentistryImplants Dentist

Ad Group 4: Dental JobsDental JobsDental AssistantsDentists WantedRecruiting DentistsHelp Wanted Dentists Ad Group 5: Branding & Competitors My Dentist IncKevin Rykard DDSDental DepotGental DentalWilliam P Reville DDS

Ad Groups and KeywordsAd Groups and Keywords

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The Quality Score AlgorithmThe Quality Score Algorithm

Keyword Ad Copy+ Landing Page Quality Score

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Keyword Targeting VS GEO-TargetingKeyword Targeting VS GEO-Targeting

Nationwide targeting using geography as a keyword.

Local City targeting. Google reads computer’s IP address to determine location of user.

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LetLet’’s Conduct a Searchs Conduct a Search

Congratulations, you’ve just accepted a new job in Seattle! Now, you have to find a place to live.

If you were going to use the internet to look for a place to live, what would you type into the search box?

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Introducing the Introducing the ““Long TailLong Tail””

$10 $3 $.57

Real Estate Seattle Real Estate Affordable Quality Homes in Bellevue WA

The ability to bid on hundreds of keywords, which means less competition and more clicks for less money!

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The The ““Long TailLong Tail”” of Rental of Rental

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Why the Paid Section?Why the Paid Section?

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Why the Paid Section?Why the Paid Section?

It has been estimated that 85% of Google searches are entertainment & research related. What about SHOPPING?

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Organic VS. PPCOrganic VS. PPC

“Last year [2008] we made over 450 improvements to the algorithm.” Udi Manber, Google’s President in Charge of Search Quality.

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Counting on free ranking on the search engines is a gamble. It takes time, effort, technology, and just when you think you’ve got it, your competition gets one step ahead of you or the search engines change what they want.

Example of Advanced SEM trackingExample of Advanced SEM tracking

• Keyword Summary

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Example of Advanced SEM trackingExample of Advanced SEM tracking

• Recorded Calls Summary

• Search Engine Ranking Summary

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Getting into the Maps/PlacesGetting into the Maps/Places

SponsoredSponsored

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Getting into the Maps/PlacesGetting into the Maps/Places

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Google MapsGoogle Maps

www.maps.google.com

• Business Description

• Address• Phone• Web Address• Hours• Email• Photos• Videos• Keywords• Reviews

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Google MapsGoogle Maps

www.maps.google.com

• Business Description

• Address• Phone• Web Address• Hours• Email• Photos• Videos• Keywords• Reviews

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Do It Yourself – Get EducatedDo It Yourself – Get Educated

• Google Learning Center• Blogs & RSS Feeds• Podcasts• Books• Google it!

http://www2.webmasterradio.fm/seo-101/ 43

OutsourceOutsource

• No long term commitments• Tracking and analysis• Access to campaign manager• Pay attention to ROI

• Entry Level SEM companies

• Advanced SEM companies44

Take actionTake action

• Improve your Google Places/Maps listing.

• Start learning. Subscribe to RSS feeds, Blogs, Tweeters and Podcasts on subjects that are relevant to your business and also internet marketing. Buy a book on SEO.

Do ThisDo ThisASAPASAP

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Take actionTake action

• Use SEO strategies to optimize your site and start building back links.

• Begin a small pay-per-click campaign.

• Based on your expertise and time constraints, decide on DIY or outsourcing.

In the In the next 30next 30

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Take actionTake action

• Aggressively pursue SEO, SEM or both based on results.

• Start blogging.

• Grow relationships with online community and online customers.

In the In the next 60next 60

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Part 2Part 2

Your Online ReputationUsing Social Media Effectively and Web 2.0

David McBee, Internet Marketing Educator

www.DavidMcBee.com

AgendaAgenda

• Why your business has to be online• What is Social Media and Web 2.0?• To Blog or Not to Blog• The Value of Video• Yelp, Rental HQ, LinkedIn,• Facebook & Twitter & Google+ • Monitoring Sentiment• Search Engine ORM• Your Action Plan• Q & A

Watch for useful tools throughout. 49

Social Media / Web 2.0Social Media / Web 2.0

By leaving “online footprints” you will create opportunities for your customers to find you.

Blog

YouTube

LinkedIn

Facebook

TwitterYelpGoogle+Rental HQhttp://rermag.com/business_technology/business_info_analysis/rental-companies-social-media-20110401/50

What is Web 2.0?What is Web 2.0?

"Web 2.0" refers to the second generation of web development and web design that facilitates information sharing and collaboration on the World Wide Web.

The advent of Web 2.0 led to the development and evolution of web-based communities, hosted services, and web applications. Examples include social-networking sites, video-sharing sites, wikis and blogs.

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Benefits of Social NetworkingBenefits of Social Networking

• It’s FAST. Most sites can be updated immediately 24/7. Communication with customers is immediate and efficient. (Other customers can view interactions cutting back on repetition.)

• Large audiences already exist for YouTube, Facebook, LinkedIn and Twitter creating a large reach.

• Studies have shown that social media is more effective than traditional advertising. According to a Forrester study, Proctor & Gamble found that their www.beinggirl.com community for adolescent girls was 4 times more effective than television advertising for their products.

• Social Media can be used to check customer sentiment - Well known examples include Comcast, which uses Twitter to look for bad customer experiences and solve customer problems.

• Social Media is AUTHENTIC – It gives customers a view of your business “Behind the curtain”.

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To blog or not to blogTo blog or not to blog

• Best way to establish yourself as an expert in your field.

• Sharing information that helps your customer be more awesome is the quickest way to get them thinking you are awesome.

• Gives your site a human touch.

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Value of VideoValue of Video

Video allows your customers to look at images of your products, services or team while hearing your “one-minute sales pitch.”

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Create a YouTube ChannelCreate a YouTube ChannelYouTube is the second largest online search engine.

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Yelp: The Ultimate REVIEW SiteYelp: The Ultimate REVIEW Site

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Rental HQRental HQ

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Rental HQRental HQ

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Get Linked InGet Linked In

• Connect with professionals

• Personal recommendations

• Opportunities

• (Are people looking for you?)

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FacebookFacebook

• Connect with your customers

• Receive recommendations and praise

• Opportunities for specials and announcements

• Protect your brand

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FacebookFacebook

• 50 percent of active Facebook users log on to the site in any given day

• People spend more than 700 billion minutes per month on Facebook• The average user is connected to 80 community pages, groups and

events• More than 30 billion pieces of content, including web links, news

stories, blog posts, notes and photo albums are shared each month.• There are more than 200 million active users currently accessing

Facebook through their mobile devices.• People who use Facebook on their mobile devices are twice as active

on Facebook than non-mobile users.

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FacebookFacebook

• 50 percent of active Facebook users log on to the site in any given day.

• People spend more than 700 billion minutes per month on Facebook.

• The average user is connected to 80 community pages, groups and events.

• More than 30 billion pieces of content, including web links, news stories, blog posts, notes and photo albums are shared each month.

• There are more than 200 million active users currently accessing Facebook through their mobile devices.

Source: Facebook

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FacebookFacebook

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FacebookFacebook

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TwitterTwitter

Simple Brief Connect Stay Top of Mind65

If Twitter were 100 UsersIf Twitter were 100 Users

Source: David McCandles InformationIsBeautiful.net Data: sysomos.com/insidetwitter, pearanalytics.com 66

Twitter . . . Value?Twitter . . . Value?

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Twitter . . . Value?Twitter . . . Value?

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Google+Google+

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Google+ is changing so rapidly at this point, I’ll update the slides closer to the show.

Google+Google+

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Two Good Reasons to use Google+

1)Google integrates Google+ results into universal search. That means that a local business with a robust Google+ page has a higher chance of ranking than one without.

2)Google hates duplicate content and will crawl Google+ pages faster than the rest of the web. Protect your original content by posting it on G+ before someone else copies and pastes it to their site.

http://davidmcbee.wordpress.com/2012/01/13/two-good-reasons-to-use-googe-plus/

Monitor Social MediaMonitor Social Media

• twitter.com/search• youropenbook.org• bing.com/social• spy.appspot.com

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Google AlertsGoogle Alerts

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http://www.google.com/alerts

Google AlertsGoogle Alerts

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http://www.google.com/alerts

Search Engine Search Engine Online Reputation Online Reputation ManagementManagementPay attention to what your clients see

when they search for you by name.

• Web 2.0 sites are a great way to dominate the SERP.

• Consider SEO for your online properties.

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Social Apps are Mobile tooSocial Apps are Mobile too

People who use Facebook on their mobile devices are twice as active on Facebook than non-mobile users

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Do It Yourself – Get EducatedDo It Yourself – Get Educated

• Follow Social Media Leaders on Twitter

• Blogs & RSS Feeds• Social Media Clubs• Podcasts• Books

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OutsourceOutsource

• Blogging?• Facebook?• Twitter?• Google+?

Would you hire someone toattend networking eventson your behalf?

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Take actionTake action

• Get on LinkedIn, Facebook, Yelp, Google+ and Twitter.

• Start learning. Subscribe to RSS feeds, Blogs, Tweeters and Podcasts on subjects that are relevant to your business and also internet marketing. Buy a book on Social Media.

Do ThisDo ThisASAPASAP

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Take actionTake action

• Start Blogging!

• Start sharing. Use your new social presence to provide valuable content to your friends, fans and followers.

• Based on your expertise and time constraints, decide on DIY or outsourcing.

In the In the next 30next 30

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Google this: “How to connect facebook, twitter, linkedin, Google+”

Take actionTake action

• Monitor Social Media channels.

• Add video to your online presence. YouTube?

• Grow relationships with online community and online customers.

• Keep blogging. Social Media (and Google) demand Fresh Content.

In the In the next 60next 60

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QuestionsQuestions

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LetLet’’s Keep in Touchs Keep in Touch

DavidMcBee.com

davidmcbee.com

david@davidmcbee.com

@davidmcbee

facebook.com/davidknowssearch

linkedin.com/in/davidmcbee

http://gplus.to/davidmcbee

913.915.4282

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