secrets revealed: get found online faster

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© 2014 Deluxe Enterprise Operations, Inc. All rights reserved. …………………………………………………………………………………… Secrets Revealed: Get Found Online Faster Christian Ward

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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.

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Page 1: Secrets Revealed: Get Found Online Faster

© 2014 Deluxe Enterprise Operations, Inc. All rights reserved.

……………………………………………………………………………………

Secrets Revealed: Get Found Online

FasterChristian Ward

Page 2: Secrets Revealed: Get Found Online Faster

© 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

Page 3: Secrets Revealed: Get Found Online Faster

© 2014 Deluxe Enterprise Operations, Inc. All rights reserved.

……………………………………………………………………………………

What Is An Online Presence?

Page 4: Secrets Revealed: Get Found Online Faster

© 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?

Page 5: Secrets Revealed: Get Found Online Faster

© 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

Page 6: Secrets Revealed: Get Found Online Faster

© 2014 Deluxe Enterprise Operations, Inc. All rights reserved.

And Local Offline Sales are Massive

$6T offline

$400B Online

SALES

Page 7: Secrets Revealed: Get Found Online Faster

© 2014 Deluxe Enterprise Operations, Inc. All rights reserved.

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?...

Page 8: Secrets Revealed: Get Found Online Faster

© 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

Page 9: Secrets Revealed: Get Found Online Faster

© 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

Page 10: Secrets Revealed: Get Found Online Faster

© 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

Page 11: Secrets Revealed: Get Found Online Faster

© 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

Page 12: Secrets Revealed: Get Found Online Faster

© 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

Page 13: Secrets Revealed: Get Found Online Faster

© 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

Page 14: Secrets Revealed: Get Found Online Faster

© 2014 Deluxe Enterprise Operations, Inc. All rights reserved.

……………………………………………………………………………………

Local Search Ecosystem

Gordon, Julie
Add a visual or two in this section
Page 15: Secrets Revealed: Get Found Online Faster

© 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

Page 16: Secrets Revealed: Get Found Online Faster

© 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

Page 17: Secrets Revealed: Get Found Online Faster

© 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…

Page 18: Secrets Revealed: Get Found Online Faster

© 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

Page 19: Secrets Revealed: Get Found Online Faster

© 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

Page 20: Secrets Revealed: Get Found Online Faster

© 2014 Deluxe Enterprise Operations, Inc. All rights reserved.

……………………………………………………………………………………

Scanning Your Online Presence: A Business Example

Page 21: Secrets Revealed: Get Found Online Faster

© 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

Page 22: Secrets Revealed: Get Found Online Faster

© 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

Page 23: Secrets Revealed: Get Found Online Faster

© 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)

Page 24: Secrets Revealed: Get Found Online Faster

© 2014 Deluxe Enterprise Operations, Inc. All rights reserved.

……………………………………………………………………………………

The Solution

Page 25: Secrets Revealed: Get Found Online Faster

© 2014 Deluxe Enterprise Operations, Inc. All rights reserved.

Deluxe Business Directory Listing Partners

Page 26: Secrets Revealed: Get Found Online Faster

© 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

Page 27: Secrets Revealed: Get Found Online Faster

© 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

Page 28: Secrets Revealed: Get Found Online Faster

© 2014 Deluxe Enterprise Operations, Inc. All rights reserved.

Listings: Bing

Business Descriptions

Core Geodata

Photos

Hours of Operation

External Links

Page 29: Secrets Revealed: Get Found Online Faster

© 2014 Deluxe Enterprise Operations, Inc. All rights reserved.

Listings: MapQuest

Page 30: Secrets Revealed: Get Found Online Faster

© 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…

Page 31: Secrets Revealed: Get Found Online Faster

© 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/