Searching Soul- Search Marketing Summit Day-2

 Small Business Search Marketing Tactics
- John Barron, Internet Marketing Director, Gravity Free. 

Basics:

• Why PPC- ask questions
• Define PPC goals
• - Goals become KPIs

• No Analytics, no success
• -track leads/sales
• -phone tracking (e.g- Twilio)
• Google analytics & Conversion optimizer

• Other indicators
• Building your Camapigns
• -Buckets (of terms)
• -Keyword tools
• -misspellings, competitor names
• -4-word plus terms are best opportunity

• Ad Copy & landing page
• -try better keywords & queries
• -Never just the home age (more lnding pages, product-spefic pages)
• - Compelling language, key selling point/USP

Get it Going

• -Vigilance at lauch
• -Metrics must work
• -Look for negative keywords & opportunities
• Try New Buckets- cut the bad[Low cost of acquisition]
• -Conversion optimizer, enhanced CPC
• -Multiple Ads, Ad extensions

Some visuals- from paid Ad Camapign Analytics

The Local Landscape: 
Ashwin Ramesh- founder OrganicApex

What is SEO for small Businesses
-Easy, painless
-Providesw better ROI than paid
Is less competitive

Organic Search Process Chart
-Key words
-Architechture
-Links

Keyword Selection Strategies
-works in paid search, will work in SEO
-Google suggest, Adwords keyword tool & correlate the data
-Steal your competitors keywords

Keyword Siloing/Categorization
-Primary, secondary & tertiary keywords
-Categorization: Regions, services
-Categorization helps gets 5 basics right

SEO Top-5
-Titles
-URLS
-Content: use as many similar terms as possible; type of language use makes ranking better in that particular region
-Headers
-Redirects:duplicate content pages need to be redirected

Its all about Links (Basic)
-Web irectories
-Article syndication
_guest blogging
_Squioo, hubpages, other WEb 2.0 properties
-Local outreach, community sites & others

Competitior links & Link lanscape
Track competitor backlinks check: Yahoo Site explorer

The "Extra" link building Spice
-No "one size fits all" link building strategy
-Too many methods
-Look at many many examles

Performance matters
-Whatz KPI?
-Tracking key words that our are optimizing
-Track phone leads (if phone tracking is not possible)

Local/Maps
-Easier than SEO
-New yellow pages
-Don't need special skills; easy

Google Places Algorithm
-Google places:What it is
-The formula
-Google Places:makes SEO easy

Gogle Maps: Live Demo

Factors that influence Google Maps
-Keywords & business name
-Categories
-Area of operations
-Citations
-Reviews

Empowering Reviews:How
- Make it easy for people
-Never fake
-Direct review

Building Citations
-Sites that give listings
-Hunreds of freeliy listing yellow pages
-Keep address & phone numbers consistent to improve citations

Yellow pages do not help:
-They only provide great backlinks
-see how much listing costs

Estimating yellow pages performance
-Create separate tracking URL
-Separate goal in Analytics
-Phone trackers help detecting calls from yellow pages

Social Media for Local Business
-Hit right strategy
-Can't be effectively outsourced
-Harder to estimate ROI
-Great tool to keep in touch, to send videos

Does yr business qualify for Social Media:
-Platform Analysis
-Customer data: ask them
-Is it economically feasible?
-Peers doing it?
-Run $100 Social Media Ads & do an estimate
-Do same strategy in LinkedIn - run a campaign

Examples of local business listing:

• Getlisted.org
• upl.org