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Online Marketing for Small BusinessesHow to get local leads from the Internet

Market Statistics Web Site• Driving traffic to your

websiteSearch Engine

Optimization• Keyword Research• Website Structure• Link Building• Website Analytics• Maintain & OptimizeLocal Business Listings• Google ® Local Business

Center Algorithm Metrics

Search Engine Marketing• Getting found in the search

engines• Quality Score• PPC Management Process• Tracking & AnalyticsLocal Online Directories• YELLOWPAGES.COM /

YP.COMOnline Video • YouTubeSocial Media (Time

Permitting)

• How to leverage Facebook / Twitter

Agenda

Google and AdWords are trademarks of Google Inc. and are registered in the US. © 2009 The Berry Company LLC. To be used by Berry personnel only.

Websites, Directories & Paid Search for the SMB

http://www.youtube.com/watch?v=cL9Wu2kWwSY

Consumer Behaviors

Consumers are using increasing number of local

search tools

As a result, leads will come from a number of

sources

PYP 34%

20%

Websites 44%

Searchengines

58%

Other 36%

Percent of searchesusing product

IYP

0.0

1.0

2.0

3.0

4.0

2006

1.6

2008

2.7

2013

3.9

Average number of toolsused per search • Internet video

• Mobile search• Online listing• City/industry

guides

• SEO• SEM

• Website

• YELLOWPAGES.COM

• Print book

Source: LIM Web-Based Consumer Survey, January 2009 (n = 2,229)Google and AdWords are trademarks of Google Inc. and are registered in the US. © 2010 The Berry Company LLC. To be used by Berry personnel only.

Media Consumption

Total US Advertising Spend

$307 Billion

Media Consumption

59% Offline

Online 41% of their time

34 hours per week

Gap between ad spend and media consumption

The Opportunity

93% Offline

7% Online

Source: eMarketer “US Online Overview”

Source: eMarketer “US Online Overview”Google and AdWords are trademarks of Google Inc. and are registered in the US. © 2009 The Berry Company LLC. To be used by Berry personnel only.

Growth by Advertising Media

Change in Advertising Spend% Y/Y change, 2008 vs. 2007

• Search Engine Marketing is the primary driver of growth in online advertising. 19%

Internet

5%Magazine

2%Radio

2%Newspaper

4%Television

Source: Internet Advertising Bureau (IAB)Google and AdWords are trademarks of Google Inc. and are registered in the US. © 2009 The Berry Company LLC. To be used by Berry personnel only.

CAN YOU TAKE ON MORE LEADS?

WHAT ARE YOU DOING TO GET LEADS?

WHAT ARE YOUR COMPETITORS DOING?

HOW ARE YOU DIFFERENTIATING YOURSELF?

YOUR CUSTOMERS ARE ONLINE…

6 of 10 small business owners turn to the Internet f i rst for information about local companies

92% of Internet users have researched a product or service online, then purchased offline from a local business at least once.

85% of consumers agree that the quality of a business’s website is an important factor in earning a customer’s trust

65% of online searchers expect local business results to be within 20 miles of them

WHAT WOULD YOU DO WITH MORE LEADS TO YOUR BUSINESS?

More LeadsHigher Conversions

Web Site Search Engine Optimization

Search Engine Marketing

Online Video

Internet Yellow Pages


http://berrywebteam.com/example/

WEB

SITE

Your website is like the hub of a wheel…

http://listings.local.yahoo.com/account/

http://www.google.com/local/add/businessCenter?gl=US&hl=en-US

“ For your business to remain competitive in today's economy it is imperative you have a Web site to promote your products and services ”

NOT JUST ANY WEBSITE…

you need a site that converts visitors into customers…

An Effective, Trust Building, Quality Website is Key


• Local number listed

• Specific locations covered

• Contact form

• Strong call-to-action

• Smooth navigation

• Complete service offerings

• Pages aligned with specific keywords

• Special offers

• Text is not graphics

WHAT ARE YOU DOING TO GET FOUND?

Your Website Here…

The key to growth in any business is market ing where consumers are looking

Search Engine Optimization


Search Engine Optimization

Search engine optimization (SEO) is the process of improving the volume or quality of traffic to a web site from search engines via natural search results.

1. Perform Keyword Research

2. Optimize Website and Web Page Structure

3. Build Inbound Links

4. Use Web Analytics to Measure Results

5. Maintain & Update Site Regularly


SEO: Keyword Research

More Generic More Specific

Attorney Personal Injury Attorney

Dentist Cosmetic Dentist

Hotel Pet Friendly Hotel

Restaurant Italian Restaurant


SEO: Keyword Research

If you are a Family Law Attorney you may be quite surprised to learn that many more people (45,000 more in August of 2009) are searching for Divorce Lawyer over Divorce Attorney in Google.

Keyword Toolhttps://adwords.google.com/select/KeywordToolExternal


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

SEO: Website Structure

• Heading Tags <h1>Cosmetic Dentistry at

Adams Dental Center</h1>

• URL Structure http://www.adamsdentalcenter.com/cosmetic-dentistry.html

• ContentSEO-friendly content should not only include keywords and phrases, but be easy to read for the average Internet user.


• Image ALT Tag <img src="images/pic20.jpg“

alt="Lincoln Nebraska Cosmetic Dentistry - Adams Dental Center"/>

• Page Title <title>Lincoln, Nebraska Cosmetic Dentistry | Adams Dental Center in Omaha,

NE</title>

SEO: Website Structure

<html> <head> <title>Lincoln, Nebraska Cosmetic Dentistry | Adams Dental Center in Omaha, NE</title>

Title Tag

Title Tag

Title Tag

• The title tag is the most important tag on your web page.


SEO: Search Engine Submission

│Webmaster Center

Search engine submission is how a webmaster submits a web site directly to a search engine. While Search Engine Submission is often seen as a way to promote a web site, it generally is not necessary. Because the major search engines like Google, Yahoo, and Bing use crawlers, bots, and spiders that eventually would find all by themselves most web sites on the Internet.

There are two basic reasons to submit a web site or web page to a search engine. The first reason would be to add an entirely new web site because the site operators would rather not wait for a search engine to discover them. The second reason is to have a web page or web site updated in the respective search engine.


SEO: Link Building

"Google PageRank relies on the uniquely democratic nature of the web by using its vast link structure as an indicator of an individual page's value. In essence, Google interprets a link from page A to page B as a vote, by page A, for page B. But, Google looks at more than the sheer volume of votes, or links a page receives; it also analyzes the page that casts the vote. Votes cast by pages that are themselves important weigh more heavily and help to make other pages important." - From Google


SEO: Link BuildingWhat is a link?A link is a clickable word, phrase or graphic on a web page that takes the user to another web page.

What is anchor text?The anchor text of a link is simply the text that you see on the web page. The anchor text looks like this: anchor text. Anchor text should include keyword phrases of the topic of the linked page.

The best place to get links for local businesses include the following:

• Local Directories (YellowPages.com, Yelp)

• Associations & Organizations (Chamber of Commerce)

• Online Press Releases (PRWeb)

• Article Submission (EzineArticles, GoArticles)


Questions for Analyzing Website Data

• What is my click-through-rate of ads? • Is my value proposition clear and differentiated? • Is my site sticky – Time on Site, etc.? • What does my lead generation funnel look like? • How efficient is my conversion rate of purchasers? • What customer segments do I track and what are they?

SEO: Maintain Site & Optimize

Keep your website fresh and up to date

• Add new content when appropriate.

• Monitor to ensure there are no broken links.

• Newer content is often seen as more relevant!

Continue to optimize

• Add new keywords and new content frequently.

• Build traffic through inbound links and local business directories.

• Use reporting to gradually improve search engine results.

• Keep current on evolving search engine algorithms.


Are you seeing increased leads & calculat ing ROI?

HOW ARE YOU MEASURING RESULTS?

SEO: Measure Results• Included with most

Berry websites.

• Analytics provides visibility into how long visitors spend on the site, what pages they visited, where they came from and what keywords they searched to get there.

• The ability to track website visitors is a critical component to any search marketing campaign.

© 2009 The Berry Company LLC. To be used by Berry personnel only.

Local Business Listings

Getting to the top of Google’s Local Search Algorithm1. Submit/Claim business listing on Google’s Local Business Center2. Listings in IYP providers (YellowPages.com, Superpages, etc.)3. Have a business web site4. Listings in Local Directories (CitySearch, InsiderPages, Yelp, etc.)5. Keywords in business name (ex. Wind Chimes Chinese Restaurant)6. Include media (photos, logos, video, etc.)7. Customer Reviews (CitySearch, Trip Advisor, Judy’s Book, etc.)8. Links from other web sites9. Associate local business listing with proper categories10.Proximity to search location




Referral Based (User generated content)



SEM (Search Engine Marketing)

SEO (Search Engine Optimization)

Search Engine Marketing• Search engine marketing allows you to target the audience that

matters to you, whether that's prospects and customers across the country or right in your neighborhood.

• Search engine marketing shows your ads at the precise moment customers are searching on the search engines for your products or services.

• 15.5 billion searches were performed in the United States in April 2010.

Source: The Nielsen CompanyGoogle and AdWords are trademarks of Google Inc. and are registered in the US. © 2009 The Berry Company LLC. To be used by Berry personnel only.


Benefits

• You pay for what you get! If they don’t click on you, you don’t pay. PPC.

• Targeted Advertising – Control over the choice of keywords and geographic location to ensure that the right audience comes to your website.

• Cost Effective – You set your own budget.

• Instant Results – Allows you to get on the first page of the search engines instantly.

• Brand Awareness - Even if one doesn't click on the ad, they read it when the advertisement appears on the search engine result pages.Google and AdWords are trademarks of Google Inc. and are registered in the US.


Search Engine Marketing – Geo targeting

174.32.20.135

• Every computer is assigned an Internet Protocol (IP) address, which can often be used to identify the geographic location of a computer.

• Search Pizza = Local Pizza• Search Pizza Dallas, TX =

Pizza in Dallas, TX


Search Engine MarketingQuality Score is a dynamic variable assigned to each of your keywords. It's calculated using a variety of factors and measures how relevant your keyword is to your ad text and to a user's search query.

• Matched keyword’s clickthrough rate (CTR) on Google

• Relevance of the keyword and ad to the search query

• Historical keyword performance on Google

• Quality of your landing page

• Your account's performance in the geographical region where the ad will be shown

• Other relevancy factors that continually evolveGoogle and AdWords are trademarks of Google Inc. and are registered in the US.



$0.70

$0.95 $0.80

$0.95

$0.45

$0.40

$0.35

$0.80

MaxCPC X

Ad Rank is determined by an auction of the ad’s relevance and the amount advertisers are willing to pay

Your Bid Determined by Google

QualityScore



PPC ManagementProcess


Search Engine Friendly Website - Home Page


• Local number listed

• Specific locations covered

• Contact form

• Strong call-to-action

• Smooth navigation

• Complete service offerings

• Pages aligned with specific keywords

• Special offers

• Text is not graphics

Search Engine Friendly Website - Landing Pages


Auto Accident Injury

Wrongful Death Truck & Trailer Accident

Motorcycle Accident Personal Injury

Search Engine Marketing - Dashboard

Location of Contacts

Total # of Contacts

Total # of Website Visits


Search Engine Marketing - Contact Manager

Rate Quality of Calls & Track ROI

Listen to Calls

View Contact Info


Search Engine Marketing - Contact Manager

Rate Quality of E-mails & Track ROI

View E-mail Inquiries

View Contact Info


Search Engine Marketing - Analytics


Search Engine Marketing - Ad Campaigns

Account Balance Decreases As Number of Contacts Increase


Search Engine Marketing - Ad Campaigns

Campaign Keywords Campaign Ad Copy


Search Engine Marketing - Account Activity

Account Balance Decreases As Number of Contacts Increase

Total Inbound Inquiries To Date


Search Engine Marketing - ClickRank


ClickRank

EmailsGenerated

Time on Page

Click to Call Rate

Total Time on Site

Bounce Rate

Calls Generated

Local BusinessListings Traffic

Click Thru Rate

Ad NetworkPartnerTraffic

OrganicTraffic

Pay PerClick

Traffic

DirectoryTraffic

Lead Rating

Berry’s own technology collectively determines where to place you, when to place you, which Keywords to bid on and how much to spend, so that over time, you get the maximum amount of emails and phone calls at the lowest possible cost.

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September Website Traffic

Phone Calls

Local Directories


YELLOWPAGES.COM / yp.com


yp.com, the new YELLOWPAGES.COM


YELLOWPAGES.COM / yp.com Network

• One ad buy on YellowPages.com provides advertisers with extended distribution across popular sites where consumers search for local information.

• The YellowPages.com distribution network provides combined exposure to more than 140 million monthly searches!

Source: Total combined searches from YELLOWPAGES.COM Network internal site statistics, June 2008Google and AdWords are trademarks of Google Inc. and are registered in the US. © 2009 The Berry Company LLC. To be used by Berry personnel only.

67 | Presentation Title | Date

YELLOWPAGES.COM & SERP

YELLOWPAGES.COM Network


YELLOWPAGES.COM on YouTube

• All Berry videos are placed on YouTube

• Professional filmmakers are sent to your location to create custom-made, unique profile videos for your business. The resulting videos are a mix of personalities and specialties ranging from specialized attorneys to a chef's signature dish at your favorite restaurant!


84% of Americans online watch video

…an average of 10 hours a month!

Online Video

Online Video

Online Video - The # 1 Trust Builder

Consumers are using online video ads to help make purchasing decisions:

80% of Web users have seen an online video ad

52% took action after viewing the ad

31% visited the advertisers Web site

22% searched for info about the product

15% visited the store to check out the product

12% made a purchase

Plus FREE Advertising

16% talked to friends/family about the product

9% forwarded the video ad to friends/family

Source: "Frames of Reference: Online Video Advertisers, Content and Consumer Behavior," Online Publishers Association, June 2007Google and AdWords are trademarks of Google Inc. and are registered in the US. © 2009 The Berry Company LLC. To be used by Berry personnel only.

Online Video – In organic rankings


Online Video Case Study


Search Engine Results Page

Pupil Hotspots

X Marks The Clicks


Search Engine Results Page


“…without Video your website will not rank in the future! If you don’t have engagement objects on your website, you are just not going to rank. It will make you last among equals if you don’t have it.”

Online Video

http://www.youtube.com/watch?v=6ILQrUrEWe8

http://www.reelseo.com/engagement-objects-seo/

The Social Media - Buzzzzzz


http://www.youtube.com/user/leelefever%23p/u/8/MpIOClX1jPE


Social Media and Your Business

Web 2.0


Officially, social media is “an umbrella term that defi nes the various activities

that integrate technology, social interaction, and the construction of words, pictures, videos and audio”

social marketing is about engag ing in t ransparent conversa t ion , c rea t ing relationships and l everag ing those relationships to ultimately produce revenue ”

“

3 Steps for effective Social Media presence

1. LISTEN 2. ENGAGE 3. MEASURE

New Products & Service Alerts

Customer Service & Positive Endorsements

Create Buzz!

Tell People Where They Can Find You

Establish Authority & Educate Customers

Promote: -Specials Offers

-Discounts -Events

• Fans, Followers, Friends• Comments, Bookmarks, Ratings • Clicks, Views, Interactions,

Downloads• Buzz – Seasonality,

Competitive, Category, Social Channel

Measuring Social Media

The Berry Company


http://berrywebteam.com/example/

FREE Website Consultation

• In addition to the FREE seminar, we will be offering FREE web site consultations for business that currently have a web site or may be looking into starting a brand new web site from scratch.


Questions & Answers


Online Marketing for Small BusinessesHow to get local leads from the Internet

Adam ZilkoThe Berry Companyc: 907.727.6370e: [email protected]

digital seminar anchorage modified

Education

adams dental

berry company

nebraska cosmetic

search engine

berry personnel

web site

anchor text

web page