the latest local seo strategies & how to effectively allocate your marketing budget!

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Learn the latest local SEO strategies & effectively allocate your marketing budget! Donate & Learn Bassem Ghali Founder of the Donate & Learn and Head of Client Strategy at Green Lotus @GreenLotus_CA | #DonateLearn

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Green Lotus Presentation - Donate & Learn Expo! Dec 4 - 2013 By Bassem Ghali Founder of the Donate & Learn and Head of Client Strategy at Green Lotus Bassem is a search engine marketing strategist and speaker with more than 8 years of experience managing online marketing strategies for some of Canadian’s largest corporations including Canadian Tire, Direct Energy, and Toronto Star - New in Homes. Demonstrated success in online marketing has led to speaking engagements at various events including Search Engine Strategies (SES) Toronto, Newmarket Chamber of Commerce, American Marketing Association, Toronto Women’s Expo, Middle East Finance Conference Toronto, and more. Bassem is the driving force behind Green Lotus and has an knack for creating innovative online marketing strategies for small, medium and large businesses. With a desire to support the community and increase awareness of local community non-profit organizations and charities, Bassem has created the Donate & Learn Initiative organizing educational online marketing workshops for entrepreneurs, business owners and professionals, with all proceeds donated to partnering charities.

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Page 1: The Latest Local SEO Strategies & How To Effectively Allocate Your Marketing Budget!

Learn the latest local SEO strategies & effectively allocate your marketing budget!

Donate & Learn

Bassem GhaliFounder of the Donate & Learn and Head of Client Strategy at Green Lotus

@GreenLotus_CA | #DonateLearn

Page 2: The Latest Local SEO Strategies & How To Effectively Allocate Your Marketing Budget!

How Does Your Potential Customer Search for Information?

Bing Local ResultsGoogle Local

Results

Data Based in US market – by Bing

Donate & Learn

Page 3: The Latest Local SEO Strategies & How To Effectively Allocate Your Marketing Budget!

Outrank Your Competitors, Get More Local Leads & Sales Without Paying Search Engines!

Bing Local Results

Google Local Results

The potential to attract new customers via Local Search is enormous!

Donate & Learn

Page 4: The Latest Local SEO Strategies & How To Effectively Allocate Your Marketing Budget!

Improve Your Website Citation!

Citation – an online reference to business name, address and phone number (NAP).

Off-Page Best Practices:

1. Submit / claim your business on search engine map services

2. Submit / claim your business on local / industry directories

3. Make sure to choose the proper categories(s) for your business

4. Make sure to complete all profile fields (Website URL, Bio, Picture, ..)

Donate & Learn

Page 5: The Latest Local SEO Strategies & How To Effectively Allocate Your Marketing Budget!

View SEOmoz Post!

Donate & Learn

Page 6: The Latest Local SEO Strategies & How To Effectively Allocate Your Marketing Budget!

Google+ is now the spine of Google properties & one of your best branding tools across Google Channels.

Google Local Results

As of Oct 7th, Bing Places for Businesses is Now Available in Canada.

Submit Your Business Listing Now!

Donate & Learn

Page 7: The Latest Local SEO Strategies & How To Effectively Allocate Your Marketing Budget!

Advanced: Improve Your Website Citation!

1. Link your Google+ profile to the content you create view how

2. Encourage your happy customers to post reviews of your business Reviews are a major factor in the local ranking algorithm on search engines!

Donate & Learn

Page 8: The Latest Local SEO Strategies & How To Effectively Allocate Your Marketing Budget!

Improve Your Website Local Relevancy!

On-Page Best Practices:

1. Include the full street address and phone number in the footer

2. Create individual landing pages for each business location.

3. Create individual landing pages for the cities your business serves.

4. Use location-based keywords in titles & body text.

5. Create unique & fresh geo-focused content.

Donate & Learn

Page 9: The Latest Local SEO Strategies & How To Effectively Allocate Your Marketing Budget!

Advanced: Improve Your Website Local Relevancy!

1. Link Both your website & Google+ Page View how To like your Google+ Page!

3. Use hCard Microformats for business info. hCard Code Creator!

2. Offer social sharing buttons Sharing tools AddThis & ShareThis

Donate & Learn

Page 10: The Latest Local SEO Strategies & How To Effectively Allocate Your Marketing Budget!

How to Effectively Allocate Your MarketingBudget & Target Your Ideal Customer?

Donate & Learn

Page 11: The Latest Local SEO Strategies & How To Effectively Allocate Your Marketing Budget!

Which Platform Works Best for My Business?

Generating instant website visits, leads, sales for almost any type of products or services or organization!

Donate & Learn

Best ad delivery based on actual search queries!

• Search Quarries• Network (Search & Display)• Location & Language• Age & Gender• Interest Categories• Contextual Targeting

• Text & Image & Video Ads• Product Ads• Google+ Extension• Location & Call Ext.• App Downloads

Available

Page 12: The Latest Local SEO Strategies & How To Effectively Allocate Your Marketing Budget!

Which Platform Works Best for My Business?

Ad delivery based on user’s info, interests, behavior on site

Donate & Learn

• Location & Language• Relationship Status• Interests• Likes• Connections (people & Pages)• Age & Gender

• Page Likes• Sponsored Stories (image & video)• Promotion Ads• App Downloads• Event Ads

Available

Creating brand awareness, increase brand engagement and untimely sales using unique targeting tools!

Page 13: The Latest Local SEO Strategies & How To Effectively Allocate Your Marketing Budget!

Which Platform Works Best for My Business?

Ad delivery based on user’s info, interests, behavior on site

Donate & Learn

• Company Name or Category• Job Title or function or seniority• LinkedIn Groups• Skills & School• Location & Language• Age & Gender

Most effective when it comes to B2B advertising and can help generate valuable higher margin business and sales.

• Sponsored Updates (image & video)• Site Link Ad (image & video)• LinkedIn Page Ad• Job Ads

Available

Page 14: The Latest Local SEO Strategies & How To Effectively Allocate Your Marketing Budget!

Case StudyEpic Cruises - River Gambler

Green Lotus - Hybrid Strategy Analysis

Overall Visits: 114% increase

Organic Search Engine Visits: 415% increase

Avg. Organic Keyword Ranking: 281% increase

Overall Leads Generation: 674% increase

Campaign Start

Donate & Learn

Campaign Goals:

Generate immediate leads for corporate & wedding cruise rentals.

Increase the website overall organic ranking and traffic.

Page 15: The Latest Local SEO Strategies & How To Effectively Allocate Your Marketing Budget!

Case StudyEpic Cruises - River GamblerCompetitive Keywords - Organic Ranking

Donate & Learn

Page 16: The Latest Local SEO Strategies & How To Effectively Allocate Your Marketing Budget!

Case StudyEpic Cruises - River GamblerOverall Website Performance Analysis

16%

40%20%

25%

Traffic

Paid Traffic

Organic Traf-fic

Direct Traffic

Referral Traf-fic

18%

46%

20%

17%

Leads

Paid TrafficOrganic Traf-ficDirect TrafficReferral Traffic

Paid Traffic

Organic Traffic

Direct Traffic

Referral Traffic

5.23% 5.38%4.78%

3.17%

Conversion Rate The Green Lotus (Organic & Paid) hybrid online marketing strategy has proven successful.

Organic & Paid Traffic has generated the largest number of leads with the highest Conversion Rates!

Donate & Learn

Page 17: The Latest Local SEO Strategies & How To Effectively Allocate Your Marketing Budget!

Your Strategy Overall

Donate & Learn

Page 18: The Latest Local SEO Strategies & How To Effectively Allocate Your Marketing Budget!

Donate & Learn

Page 19: The Latest Local SEO Strategies & How To Effectively Allocate Your Marketing Budget!

Key Takeaways:

1. Improve Your Website Citation (Off Page Factors)

2. Improve Your Website Local Relevancy (On-Page Factors)

3. Link your Google+ profile to the content you create

4. Use Meta Structured Data (hCard)

Donate & Learn

1,2,3 Paid Marketing Strategy:

Step 1 Define your ideal customer Set goals & all necessary tracking for evaluation Set a reasonable budget

Step 2 Choose 2-3 platforms based the best targeting tools Create ads following best practices for each platform

Step 3 Track, Evaluate, Test & Modify!

Page 20: The Latest Local SEO Strategies & How To Effectively Allocate Your Marketing Budget!

Lead Generation & ROI Optimization Services

Search Engine Marketing Strategy

Local Search Engine Optimization

Social Media Marketing & Management

Responsive Website Design

We Love Our Clients!

Green Lotus Online Marketing Services:

Donate & Learn

Page 21: The Latest Local SEO Strategies & How To Effectively Allocate Your Marketing Budget!

Ask The Panel#DonateLearn

Donate & Learn