secrets revealed: get found online faster
DESCRIPTION
With Internet search the primary tool for finding businesses, it's more important than ever that your business is listed on every popular online directory. We'll break it all down by explaining how to: - Ensure consistency across directories - Claim and optimize your business listings for search engines - Use our online visibility tool and see a real life example To hear the recorded webinar, please visit and register at: http://www.bizlaunch.com/deluxe/276/deluxe_past_webinars.php Or visit www.deluxe.com to learn more about online marketing.TRANSCRIPT
© 2014 Deluxe Enterprise Operations, Inc. All rights reserved.
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Secrets Revealed: Get Found Online
FasterChristian Ward
© 2014 Deluxe Enterprise Operations, Inc. All rights reserved.
AGENDA
What Is An Online Presence? The Local Search Ecosystem Scanning Your Online Presence: A
Business Example The Solution from Deluxe Q&A
© 2014 Deluxe Enterprise Operations, Inc. All rights reserved.
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What Is An Online Presence?
© 2014 Deluxe Enterprise Operations, Inc. All rights reserved.
WHAT IS AN ONLINE PRESENCE
Just like the sign on your office, the billboard on your street, or the printed yellow pages
Presence in the digital world is utilized to find your business
Having a strong connection between the online world and the offline world is critical – even if you don’t sell online…
Why?
© 2014 Deluxe Enterprise Operations, Inc. All rights reserved.
Because Online Drives Offline!
of purchase-related conversions occur within 1 hour of initial mobile search55%
of in-person purchasesinclude online research40%
of purchasing decisions are made in person & locally
76% Sources: Google, April 2012; Google, March 2013; POPAI, June 2012
© 2014 Deluxe Enterprise Operations, Inc. All rights reserved.
And Local Offline Sales are Massive
$6T offline
$400B Online
SALES
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Just How Big is Online Sales?
$1.0B
of these
Imagine 400 sets of these 10 palettes in online salesBut this is just what is bought, what about what is researched? Analyzed? Found? But bought Offline?...
© 2014 Deluxe Enterprise Operations, Inc. All rights reserved.
Online vs. Offline Spending
$1.0Tin Hundred Dollar Bills
6 sets of these in Offline Spending each year!
you are hereoffline
© 2014 Deluxe Enterprise Operations, Inc. All rights reserved.
Offline Local Sales Rule
Core to every local business, large and small
And the connection between online and offline is getting stronger everyday
The consumer is now looking for you not offline, but, specifically, online
And mobile is starting to dominate that as well
© 2014 Deluxe Enterprise Operations, Inc. All rights reserved.
Mobile Search is Local Search
50% oflocal search is mobile
Neustar Localeze 15miles, March 2013
This means that digital search is dominating consumer behavior
© 2014 Deluxe Enterprise Operations, Inc. All rights reserved.
Mobile Influences the Local Experience
88% of smartphone
owners use it to find local
information
Keynote, 2012
Neustar Localeze 15miles, March 2013
78% of Mobile Searches
end in a purchase
© 2014 Deluxe Enterprise Operations, Inc. All rights reserved.
So What is Online Presence?
It is your businesses digital footprint Your business website is only one portion of
your online presence Online Presence really consists of several
key items Your website Directory listings, Search Engine Listings Your social presence Reviews of your business
Each item is different and each requires attention
© 2014 Deluxe Enterprise Operations, Inc. All rights reserved.
Keys to Success
Be Found Your online presence is the key to being found Every missing phone number, incorrect address,
and misspelling is costing you serious business Further, this data is polluting the ecosystem of
Local Search Be Engaged
Make your presence stand out with great content Engage socially with your customer base
Be Nice
© 2014 Deluxe Enterprise Operations, Inc. All rights reserved.
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Local Search Ecosystem
© 2014 Deluxe Enterprise Operations, Inc. All rights reserved.
The Local Data Ecosystem
Data about every business comes from many sources
Government forms, Inspection forms, Social Media, UGC, Reviews, Data Aggregators, Businesses themselves
All of this information is compiled and mixed up in many different forms
This actually creates a highly complex mess for businesses
© 2014 Deluxe Enterprise Operations, Inc. All rights reserved.
Local Search Ecosystem
Local Data
Data Aggrega
tors
Publishers &
Directories
Government
Records
User-submitted contentCrawled
Website Data
Each source competesThey are “compiled” every day/week/monthWhen sources disagree, duplicates and errors aboundWorst of all, the Business themselves are not in control
© 2014 Deluxe Enterprise Operations, Inc. All rights reserved.
?
Yahoo! User Review
Google Places User
Customer Facebook Post
Mobile Yelp User
Yahoo! Mobile User
Yelp App User Signal
Claimed Yahoo Listing
Regional Directory
Foursquare Check-in
Claimed Yelp Listing
Angie’s List Review
Twitter Post
Store Locator
DexKnows Page
News Article
Bing Local Listing
IRS Filing
Secretary of State
Bank Loan Data
Unstructured Forum
Phone Records
Trademark Application
Acxiom Database
Out of Biz Call Center
Lexis Nexis Directory
Infogroup Database
Patent Registration
EIN Update Form
Offshore Location Team
GigWalk Submit
Thomson Reuters
Nasdaq Filings
The Local Data EcosystemThink of it This Way…
© 2014 Deluxe Enterprise Operations, Inc. All rights reserved.
Competing Data Causes Problems
Imagine asking 10 people where a restaurant is Goodfella’s
Pizzeria144 Orchard
St(212)432-3200 Agreed
Yup!
Perfect.
Exactly
yes.
Spot on.
Confirmed.
That’s it.
Same.
High Confidence! For your customers and the Search Bots
© 2014 Deluxe Enterprise Operations, Inc. All rights reserved.
But What if Instead, The Answers Were
Goodfella’s Pizzeria
144 Orchard St(212)432-3200
Good Fella Brick Oven
144 Archer St.
212.345.1122
Where?
You mean Goodfella’s
LES?
Never heard of it.
144 Orchard Ave.
Great movie.
I don’t think I know them.
Low confidence, lost business, and lower ranks in search
© 2014 Deluxe Enterprise Operations, Inc. All rights reserved.
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Scanning Your Online Presence: A Business Example
© 2014 Deluxe Enterprise Operations, Inc. All rights reserved.
For Example
Using the Deluxe online presence scan
This Goodfella’s Pizzeria can get an instantaneous analysis
Including links directly to each
© 2014 Deluxe Enterprise Operations, Inc. All rights reserved.
Each error can cost you rankings
It’s not good enough to be “close” in this game
Missing online presence is a lost opportunity
This is an ongoing problem that requires constant attention
Confusion
© 2014 Deluxe Enterprise Operations, Inc. All rights reserved.
Search Engines & Confusion
As with our example, search engines like Google use a similar method
They “crawl” millions of sources looking to gain confidence on where, when, and what
If they are more confident, you move up in rank
Confusion in the data of Name, Address and Phone are the biggest causes of problems (aka citations)
© 2014 Deluxe Enterprise Operations, Inc. All rights reserved.
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The Solution
© 2014 Deluxe Enterprise Operations, Inc. All rights reserved.
Deluxe Business Directory Listing Partners
© 2014 Deluxe Enterprise Operations, Inc. All rights reserved.
Listings: Yelp
Yelp crowd-sources valuable local business reviews by customers for customers—with over 117 million users totaling around 47 million reviews
© 2014 Deluxe Enterprise Operations, Inc. All rights reserved.
Listings: Yahoo!
Categories
Clickable Featured Message
Business Descriptions
Photo Gallery
Payments Accepted
Hours of Operation
Core Geodata
Fast Updates
Review Alert
External Links
Video
Analytics
© 2014 Deluxe Enterprise Operations, Inc. All rights reserved.
Listings: Bing
Business Descriptions
Core Geodata
Photos
Hours of Operation
External Links
© 2014 Deluxe Enterprise Operations, Inc. All rights reserved.
Listings: MapQuest
© 2014 Deluxe Enterprise Operations, Inc. All rights reserved.
Summary
Your online presence is critical
Broken floodlight theory
Be found, be engaged, be nice
It’s a complex problem, but there is a solution…
© 2014 Deluxe Enterprise Operations, Inc. All rights reserved.
Questions?
Run your free scan now… https://ww.deluxe.com/small-business/search-engine-
marketing/online-directory-scan/