Ginsberg presentation-complete-03-25-13

3/25/2013 DRAGONSEARCH MARKETING I February 2013 1

Ralph Legnini, Senior SEO/SMM Project Manager - @ruaralph2Noni Cavaliere – Social Engagement Magician @MissVersatilePaolo Vidali – PPC Specialist @PaoloRobot

SEO/SMM & PPC for Restauranteurs

Overview and Actionable Advice


What do you have to do to get Google to like you?

You have a beautiful upscale contemporary Italian restaurant in Rhinebeck, NY.

So how come Google likes the pizza parlor down the road better?


Your website is the Foundation for all Search Engine Optimization


Like a nicely designed kitchen!

Search Engine OptimizationOptimizing your Website is like Optimizing your Kitchen – so the chef finds everything to be: • Logical • Efficient• Organized • Uncluttered • Functional


“What could be more important than fantastic images of your delicious food?”


If someone asked you about your restaurant – would you just show them a picture of a steak?


…or show them a photo of a woman posing like a statue?


…or maybe just some basic black stuff?


…or make an artistic statement?


Is a picture worth 1000 words???


NO!! - Google Likes Actual Words!


and Google Likes EACH Website Page to be about ONE Thing!


To Impress Google:

• Each Website page should focus on ONE topic• The copywriting should NOT be multi-

dimensional• We recommend approximately 400 words of

copy for each of your website pages• The copy should include keywords related to

just that one topic• Your Meta Title & Description needs keywords


A Meta Title Example


What else can YOU do??

• Map and your address on each webpage• Menu – not a photocopy & not just a .pdf• Google Places & Local Google + Pages• Connect with others to acquire back links• Blog, blog, blog – and NOT just about your

wonderful food!!!• Include link buttons to your Social Media sites


Noni Cavaliere, Community Manager, DragonSearch - @MissVersatile,

Social IS Your Community Your online community –first build, then listen A LOT


Social is NOT an ad platform


Social is a conversation-online


Search Loves Social


Source: BIA/Kelsey Group, User View Wave VII, May 2010

97%of online consumers research products & services

online before buying


Got Social?

The Social Media Community: • Facebook • Twitter • Yelp• Google +• Foursquare• Pinterest


People are looking for you


Facebook

2013 :

• 106 BILLION active monthly users

• 680 million mobile users

Source: http://expandedramblings.com/index.php/resource-how-many-people-use-the-top-social-media/


Be Community

• Profile


Be Community

• Community Page


Be Community

• Group


What’s for lunch?


Step back and listen


Next steps:

• Start a Facebook profile • Start a company page or group• Claim URL• Share Share Share Share• Connect


What the Twitter?


Conversation NOT an Ad


Think in Neighborhoods


Power of the #


Hashtag Communities

• Finding related topics to your community


Twitter Chat


Next Steps

• Twitter Account • Search for a Twitter chats

– join the conversation• Share your Name• Talk to your community


Reviews, Ratings & Talk About You


• 71% to 83% of people use “Reviews” to influence purchase decisions

• 80% will change a decision based on negative reviews

Evidence of Social Influence

17%

83%

Social Influence on Purchasing

Does not use

Uses Online Reviews


Start with

• Responding – HELPFULLY to reviews

the negative ones & positive ones


People want to know you heard them


What’s The End Objective

Show Me the Conversation!


SEO & Social Media

• “The answer my friend, is blowing in the wind, the answer is blowing in the wind.” Bob Dylan

• SEO & Social are merging in ways no-one can accurately predict, that’s why it’s important to focus on both…then add PPC


Paolo VidaliSr. Digital Marketing Strategist, DragonSearch

Local PPC Copywriting & Paid Search Advertising


What is PPC?

• “Pay Per Click” advertising• Only pay when someone clicks• You bid on keywords or placements• You make ads to match those


Text ads insearch results


Banner or image ads


Social ads


Why PPC

• Incredibly measurable• Connect search phrases with great results


Pay Per Click Ads

• Help you find new customers• Leverage your other online efforts• Is measurable in every way• Can be acutely targeted


PPC Options

• Facebook• LinkedIn• Google AdWords• Bing & Yahoo Ads


AdWords Express

• Promoted to Small Businesses• Very “Easy to use”


Spending Big $ Fast

• Managing Daily Budgets• Monthly Budget• A Little Bit Adds Up


Targeting

You can target your customers


Facebook Ads

• Find a lot of people very quickly• Amplify your existing social media efforts


Mobile Phones


Restaurants & Mobile

More and more people turning to the web

Source: Google Mobile Search Moments Study


Tablets


Different Regions

• Radius• City, State, Country• Towns & Zip Codes


Different Demographics

• Particularly in Facebook• People with specific interests• Genders• Age groups


How do you reach people?

You only have text on a screen…

How can you write your own ads?


Great Copywriting Starts Here


What is Compelling Copy?

• Jumps Out Instantly!• Succinct.• Engages you immediately


Call to Action

Go Do This! Fly a Kite! Buy Now!


But the entire world

• Is PLASTERED• Here• There• Everywhere!• Over Here! • Me Me Me!


Think of The Bachelor

You might be last in line


Stand Out.

Your Unique Value Proposal


So Get Ahead, Fast.

Here’s what you need to know


1. Get to the point.


2. You can be funny.


3. Use the thesaurus.


4. Get excited about it!


5. Never leave someone hanging…


You Have Passion.

Great food uses lots of senses & synapsesTactile Smell Taste Sight Temperature


Homework

Write 3 paragraphs about something you LOVE


More Homework

Now write 3 about something you’re just kinda sorta OK with. Nothing too exciting.


Read Them.

Side by side!What’s the big difference?

A vs. B


What’s the Diff?

• How did the endings differ?• How did you feel at the end?


The Challenge

Can you turn your blah story into a love story?


You Need a Value Proposition

What do I have?


What do people want?


Do other people have that?


How is mine better?


Put ‘Em Together

• Passion + Value


Your passion will show


Wrap It Up


Top Tips

• Writing for your business means being effective

• Put your passion in• Call them to action• Be clever but not too clever• Test & test again


PPC

• Help you find new customers• Leverage your other online marketing efforts• Is measurable in every way• Can be super targeted


www.drsr.ch/ginsbergs

[email protected] | Twitter: @ruaralph2 [email protected] | Twitter: @[email protected] | Twitter: @PaoloRobot

Thank You!

Social Marketology bookAvailable on Amazon!

mailto:[email protected]




Ginsberg presentation-complete-03-25-13

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