Google Updates: how they effect local search…

Posted on 28. Nov, 2011 by Westchester Internet Marketing in All Local Search Posts, Internet Marketing & Local SEO, Internet Yellow Pages, Maps, Optimization, Websites

This past year Google made several significant update to it’s local algorithms. Specifically, the “Panda” and Places updates, both which had significant effects on local search traffic to Internet Yellow Pages sites.

The 3 most important questions from Google: Who are you? What do you do? Where are you located?

Posted on 05. Nov, 2011 by Westchester Internet Marketing in All Local Search Posts, Internet Marketing & Local SEO, Maps, Optimization, Retail, Websites

From Brewster to White Plains, Greenwich to Rye; if  you want your local businesses to be found online, I always start by explaining the importance of telling the Search Engines ”who you are, what you do, and where you’re located”…

From a local search optimization point of view, it’s essential for local businesses to include local terms (aka “geo-modifiers”) in their site content and link building activities. Google needs to know where you’re located and which areas you serve in order to return your business as a search result for a relevant, local search.

Some fantastic local SEO tips researched and included in last weeks “Locals Only” column. Specifically;

• How do searchers go about their search for local businesses?
• Do most searchers use local modifiers or not?
• Do searchers expect to get local results for a generic, non-local search term?

This panel consists of 1,250 “local consumers” based in the U.S. (broad mix of ages, gender and location). We received 1,081 responses to this survey; this findings include:

• 60% of searchers said that local listings with a photograph grab their attention more than standard listings.
• The survey also shows that 17% of searchers never use a local modifier in their search terms, with this percentage rising to 21% among younger searchers. However, older searchers are more inclined to add a local modifier to their search terms — 63% usually do.
• People generally use street names when they’re looking for a specific business — i.e. they know the business name and its location but they are looking for contact details, driving directions or some other specific piece of information.

Read the entire article here.

Local Business Ad Budgets: 2012 Considerations

Posted on 21. Oct, 2011 by Westchester Internet Marketing in All Local Search Posts, Internet Marketing & Local SEO, Mobile, Optimization, Pay-Per-Click, Social Networking, Traditional Media, Websites

Despite the rough economic climate in Westchester and the rest of the U.S., small businesses still understand the value of advertising, and in particular online marketing.

According to BIA/Kelsey, total small business ad spending for online media increased to almost 40% of total ad spend in the fourth quarter of 2010, up from 22% in the third quarter of 2009. By 2015, it’s estimated that 70% of small business marketing budgets will go to digital/online media (mobile, social, online directories, online display, digital outdoor), performance-based commerce (pay-per-click, deals, couponing) and customer retention business solutions (email, reputation and presence management, websites, social marketing, calendaring/appointment-setting).

In this weeks “Locals Only” column, Stephanie Hobbs discusses some “Considerations in planning your 2012 small business ad budget“. These include:

• Mobile websites. They have a lower bounce rate and higher customer conversation than traditional websites, so moving forward with creating a mobile site will reap additional rewards down the line. More on mobile here.
• When considering third-party advertising partners such as Yellowbook360, business owners should be careful in who they choose. Criteria that needs to be considered includes the company’s history & experience, contractual requirements, special incentives and their network/ad distribution across the Internet. And watch out for those crazy “guarantees and claims” out there!
• While social media has received well-deserved hype for its ability to create new connections between local businesses and their customers, Yellow Pages continue to provide strong and reliable leads to local businesses.

Local Online Success: “it’s a journey, not a destination”.

Posted on 05. Sep, 2011 by Westchester Internet Marketing in All Local Search Posts, Automotive, Business-to-Business, Classified Sites, Coupons, Food & Dining, Health & Medicine, Home Services, Internet Marketing & Local SEO, Internet Yellow Pages, Legal & Financial, Maps, Mobile, Optimization, Pay-Per-Click, Professional Services, Real Estate, Recreation & Entertainment, Reputation Management, Retail, Social Networking, Traditional Media, Travel & Transportation, Video, Websites

There are countless reasons why Westchester businesses fail

Posted on 15. Jul, 2011 by Westchester Internet Marketing in All Local Search Posts, Internet Marketing & Local SEO, Maps, Optimization, Pay-Per-Click, Websites

There are countless reasons why small businesses fail. But it’s a dramatically shorter list of reasons why they succeed…

Courtesy of GannettLocal.

There is one form of marketing that has endured countless economic slumps, technology advances and the peaks and valleys of supply and demand. Word of Mouth. Church Chat. Grocery Store Gab. Coffee Talk. Let’s call it Grandma Marketing.  Picture a gaggle of grannies sharing recipes, funny stories or gossip.  Word of mouth is people sharing stories and experiences about what they like or dislike about a particular product, service or business. Word of Mouth still exists in its natural habitat though, and through the wildfire growth of social media, there’s unprecedented ways to measure and exploit marketing through Word of Mouth.

As a business owner, you are an advertiser whether you like it or not. And not taking control of the word of mouth around your brand is every bit as critical as mismanaging your books or inventory. Consumers, more often than not, give advice to close friends and family. Anybody know a good mechanic? A fair-priced plumber? A tasty pizza place? A trustworthy doctor? Good. You can put your hands down.

The marketing landscape has changed forever. Paying for a listing in the phonebook or even forking out cash for a custom website is not a marketing strategy. As part of that critical list of essentials that business owners have to be committed to, aggressive marketing should rank at the top. While it’s not easy, it’s not rocket science. If you want to catch the most or the biggest fish, you have to chum the water, bait your hooks and intelligently cast your net as far as possible. Eat what you catch or catch and release based on your desired quantity and quality of customers.

Cast Your Net

Get online – web presence is a must. A decent website created by someone who knows what they are doing is a must. Create a Facebook Business Page and Twitter Account. Claim free listings like Google Places – this is the interactive replacement for the phonebook for local businesses. Do searches for directories related to your business and location and claim any free listings available. Guerilla marketing: flyers in parking lots, door to door and community bulletin boards can be time intensive and a short-term strategy at best, but is an inexpensive way to push your brand.

Chum the Water

Tell your story. Not just what you do but where you came from. Why are you passionate about your business. Take pictures of your work. Create a branded YouTube channel for your business and video yourself and your staff. Put a face to the name. Show that you are human.Start a Blog. While keeping a clean “less-is-more” website is important, blogging can more than double your online reach and gives you and your customers a unique common forum. Blogging is also a great way to capture more testimonials and allow feedback regarding your business.

Bait & Hook

Get aggressive. Following the adage, “It takes money to make money,” take advantage of budget-based advertising like  PPC or targeted Facebook Ads. Many of the afore-mentioned tactics will do much to strengthen the SEO-friendliness of your online presence. Familiarize yourself with SEO practices; every business can benefit from promotions and special offers.  Special offers should be listed wherever you are listing your goods and services. In today’s deal-of-the-day world, consumers are more conditioned than ever to find the best deal and it can be a great way to generate customer traffic with low-risk. Print still works – especially when combined with online and social marketing, so don’t rule out local community newspaper ads or direct mail.

Stay Committed

Like so many other components of a small business success, it takes blood, sweat and tears. And unless you have the luxury of time, becoming a marketing expert is no easy feat. So think long and hard about doing it yourself or trusting it to professionals who can actually cut costs.

New Google Places: Local Business Tips for Westchester businesses…

Posted on 01. Nov, 2010 by Westchester Internet Marketing in All Local Search Posts, Internet Marketing & Local SEO, Maps, Mobile, Websites

As the new Google “Places” replaces the Google Maps/local business listings across the web, I thought I’d gather some of the most critical information for local businesses to consider.

Google listings and maps results are shown whenever Google detects a search with local internet. In the past, the results for a Hartford CT Plumber looked like this:

Listings were delivered next to the map via the “7 pack”, with PPC ads above or on right, and organic results (432,000 of them) below.

The new search results for the same query now looks like this:

They’re different variations, but here you’ll see the map is moved to the top right, with PPC ads below. PPC ads remain in center top position, and organic links (831,000 of them) are sprinkled above and below the more descriptive 7- pack listings. Links for all these business listings are now tied to Google Place pages. An interesting observation: organic results increased by almost 400,000? It appears as if the plumbing industry in Hartford is booming! Seriously, I can’t imagine why that is, but as always, the key is ranking as close to the first page as possible with your most important keywords.

So, how can the local business remain as visible as possible? Clearly, there is a heavier emphasis on organic relevancy. More information is being delivered on these new pages – and if your website is optimized there is a new opportunity to be ranked on the first page. Links still appear to be an important factor, as this article suggests. The race is on while everyone will be trying to figure this out, so get a SEO professional hired, and consider a new website if yours is not embedded with good local content, or is not compatible with mobile browsers. Local SEO expert Andrew Shotland put together some additional SEO related considerations related to Google Places.

PPC advertising remains a no-brainer, and I’ve always recommended outside help here as well. Qualified PPC firms can provide maximum ROI and full reporting/call tracking while the business owners can continue doing what they do best; running their own businesses.

Lastly, the new Place Pages require some of your attention, and for good reason. Google is now driving as much traffic to these self-edited pages as they build deeper local content. Already, there are 50 million locations in their database, and your’s may be waiting to be claimed. There are many options and “best practices” with this process so don’t hesitate in researching further, or getting some professional assistance.

Filed under: All Local Search Posts, Maps, Mobile, Websites

The Local Search Engine Optimization Cheat List

Posted on 23. Dec, 2009 by Westchester Internet Marketing in All Local Search Posts, Optimization, Websites

A new post over at Search Engine Journal includes a ”clearly defined and easy to comprehend guide on the steps to optimize your business for local search” - helpful tips for the small number of local business owners that work on optimizing their own websites… 

1. I have taken the following steps to promote my business in local search. I have displayed my full business contact information clearly on my site. I am taking advantage of these placements to make my contact information stand out and easy to find:

• Title of the page (especially for the contact page);
• Meta description of the contact page and “About us” page (to be displayed in SERPs)
• Bottom of each page throughout the site (bottom of the page is the traditional placement for contact information, so most visitors will first look for it there – I don’t make my visitors search for my contact info; it is right there where they are used to seeing it).

2. My site Contact and About-us pages contain sufficient information on where my business is located as well as phone numbers including local area (search engines are often believed to associate local area code as the local search rankings factor); thus, I don’t need to add “nofollow” attribute to those pages;

3. I have made sure my business domain WHOIS information lists my business mail address and contact phone number;

4. I have the list of my local competitors and have researched their local promotion tactics (I know where their local backlinks come from).

Read more…

Correction: Why You Absolutely Need A GOOD Website (part II).

Posted on 17. Dec, 2009 by Westchester Internet Marketing in All Local Search Posts, Websites

Many small businesses invest in a website for the right reasons - but unfortunately, don’t execute very well.

Previously, I discussed the importance of local businesses having their own website, and the research suggests about 50% already do - but can a poorly designed site do more harm than good?

According to Nielsen 85% of people agreed the quality of a website is an important factor in earning the consumer’s trust. Ken Cassar, VP Industry Insights, Nielsen Online stated ”a poorly designed website potentially does more damage than not having any site at all”, and I agree. 

Think about it: you’re researching online before making a purchase (as 85% of Consumer now do) and you come across two local businesses; one your familiar with and one your not. The known business has a single templated webpage with little content, outdated design and poor images – looks like it was designed 10 years ago by an 8th grader. The second, unknown business is represented with a full-blown 20 page brochure site, complete content, sensible navigation, a “call to action” statement, obvious contact info, testimonials, attractive images, etc. Whom do you trust more? The Nielson research found that you will most likely choose the unknown business! 

“77% of people surveyed said they were more likely to make a purchase from an unfamiliar business with a quality website, than from a known business with a poor website”.

So much for repeat business! 

For most local businesses, the purpose of a website is not unlike your ad in the yellow pages, a billboard or your storefront – it’s job is to generate leads. Think of it more as a “marketing tool”, not just a representation of your business online. If your website sucks, your loosing both new and repeat customers!

Why You Absolutely Need A Website!

Posted on 05. Dec, 2009 by Westchester Internet Marketing in All Local Search Posts, Health & Medicine, Websites

Incredibly, almost 50% of all local business still do not own a website - a statistic which is virtually unchanged for more than 5 years. 

Despite all the compelling reasons to get online, many local businesses still risk their online representation to unchecked review sites, third-party aggregators and inaccurate databases. I speak with local business owners every day, and although their reasons are understandable (“no time”,  “don’t know where to start”, “I have a guy doing it”) this gamble costs them any hope of reaching new customers and generating additional leads. 

I think my most recent experience is typical  - this week I finally decided to see a Chiropractor – 18 months of neck pain is enough. Like many, I started by asking friends and sent out an email seeking advice. I received three solid recommendations, and then went online to check ratings, reputation, location, phone numbers and overall credibility. I searched for their ”names” + “city” and expected to find all three quickly. I didn’t, and this story is exactly what the research confirms; a Nielsen/NetRatings survey found that 85% of people agreed that a website is an important factor in earning a consumer’s trust.   

The first Chiropractor only came up through various third-party sites like Merchant Circle - limited information and no link to a website. The second candidate was partially visible (bottom of first page) via an Internet Yellow Pages, good listing information but again – no link to a website. Neither of these two firms were even in Google Maps! The third was at the top of the results page with their own website – here.

The site is nothing extraordinary – and there are certainly some elements which could be improved (the link to the site’s developer is even broken),  but the point is this: I felt more comfortable in literally ”risking my neck” with this local business. They appear to be more credible, up-to-date and qualified. They are also smart enough to realize that a businesses online representation is too important to leave up to other uncontrollable sources. Even the most basic of websites can properly position you reach new customers. 

What’s next? Making the site visible! After all, what good is this marketing tool if it cannot be found? Here are some tips for Chiropractors, and all businesses should consider the various optimization and pay-per-click options available.

SEO vs. PPC: The Best Tactic for Local Businesses (Part I).

Posted on 20. Sep, 2009 by Westchester Internet Marketing in All Local Search Posts, Optimization, Pay-Per-Click, Websites

The business of Search Engine Marketing consists of two basic practices; Search Engine Optimization(“SEO”) and Pay-Per-Click (“PPC”) advertising. Which tactic is best for local businesses?

This has been one of the most debated issues between Internet Marketers. Some of the more popular claims and accusations include “PPC is expensive, SEO drives free traffic” and ”SEO involves tricking the search engines for higher ranking - it’s not ethical”. I’m going to take the high-road here (sorry, I don’t like controversy): a combination of both SEO and PPC, if executed correctly, is the most effective strategy for bussinesses interested in increasing their local online visibility. Let’s start with SEO… 

Generally, SEO projects target several of your most critical keywords. These could include a product, service or brand, and for local businesses most often includes a geo-modifier (ex: “chicago local movers” or “miami auto repair”). SEO also typically targets one search engine, usually Google – but results now often carry to Yahoo! and Bing over time.

It could take at three or more months to see results - and of course there can never be any guarantee, as we are all at the mercy of the almighty algorythum. If you EVER receive a solicitation that includes the word “guarantee”, be very, very careful! 

Costs vary based on your business, geographic location, keyword and competition. Generally the range is between $3,000 and $10,000. - fee’s are usually paid up-front. Here’s a helpful article discussing this topic further.

A true SEO effort can be complicated, and is usually best when left to the experts. Some of the factors and considerations are illustrated in the chart below, but there are some proactive do-it-yourself steps that can be completed on your own. These include: 

1. Local Search Engine inclusion. Specifically, Google Maps and Yahoo! Local. Claim your listings and complete your profiles, and it’s free!   
2. Get registered and linked from local sites. For example; the local Chamber of Commerce, local newspaper publisher sites and any local blog or directory. The more the better.
3. Internet Yellow Pages & Directories. Your local directories and Internet yellow pages sites often provide free listings and links, and the bonus is they attract local ready-to-buy consumers. Additionally, paid advertising on these sites usually deliver strong return-on-investment. Larger Directories and Databases that carry high PageRank should also be addressed.  
4. Social networking, blogs, press releases and video options should be considered.
5. Give your site a quick “check-up” using some of many free, online SEO tools. One in particular that is helpful can be found at WebSiteGrader.com. 

Part II of this post will address the PPC side…