Webinar - Effective Tactics to Grow Loyal Users for Your App
Search & Social Tactics to Grow Your Advertiser Base
-
Upload
search-influence -
Category
Business
-
view
582 -
download
1
description
Transcript of Search & Social Tactics to Grow Your Advertiser Base
![Page 1: Search & Social Tactics to Grow Your Advertiser Base](https://reader037.fdocuments.us/reader037/viewer/2022110118/554b8af3b4c90561588b551a/html5/thumbnails/1.jpg)
Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press Association
Search & Social Tacticsto Grow Your Advertiser Base
How Do You Make Money from Listings?
Will Scott, CEO, Search Influence
![Page 2: Search & Social Tactics to Grow Your Advertiser Base](https://reader037.fdocuments.us/reader037/viewer/2022110118/554b8af3b4c90561588b551a/html5/thumbnails/2.jpg)
Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press Association
About Search Influence• Helping customers successfully market online since 2006
• We work with thousands of clients, directly and as a white-label provider• Scalable Solutions Powered by Experts
• Search Influence:• 50+ full-time employees
• 70+ contract writers
• 12 Google AdWords Pros
• 3 Google Analytics Pros
• Reputation:
• 2011 Inc. 500 honoree
• Recognized leader in search and social for local business
• Over a decade in online media
![Page 3: Search & Social Tactics to Grow Your Advertiser Base](https://reader037.fdocuments.us/reader037/viewer/2022110118/554b8af3b4c90561588b551a/html5/thumbnails/3.jpg)
Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press Association
About Me: Will Scott• First website online in 1994• Deployed over 2,500 customized web sites in 18
months (with a production staff of 12).• Former Vice President of YPsolutions (now Local Matters)• Online Directory vendor to 20 independent
Yellow Pages• Deployed over 300 online yellow pages a year
with print “look and feel”• Part of team which took Sprint BestRedYP from
zero to 1,000,000 monthly visitors in 18 months• Uniquely qualified to help publishers’ online
marketing
![Page 4: Search & Social Tactics to Grow Your Advertiser Base](https://reader037.fdocuments.us/reader037/viewer/2022110118/554b8af3b4c90561588b551a/html5/thumbnails/4.jpg)
Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press Association
As Seen In:
![Page 5: Search & Social Tactics to Grow Your Advertiser Base](https://reader037.fdocuments.us/reader037/viewer/2022110118/554b8af3b4c90561588b551a/html5/thumbnails/5.jpg)
Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press Association
CUSTOMERSThe reason we’re all here
![Page 6: Search & Social Tactics to Grow Your Advertiser Base](https://reader037.fdocuments.us/reader037/viewer/2022110118/554b8af3b4c90561588b551a/html5/thumbnails/6.jpg)
Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press Association
Source: name.com/blog/wp-content/uploads/2012/05/women-business-owner.jpg
![Page 7: Search & Social Tactics to Grow Your Advertiser Base](https://reader037.fdocuments.us/reader037/viewer/2022110118/554b8af3b4c90561588b551a/html5/thumbnails/7.jpg)
Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press Association
Sometimes They Look Like This…
![Page 8: Search & Social Tactics to Grow Your Advertiser Base](https://reader037.fdocuments.us/reader037/viewer/2022110118/554b8af3b4c90561588b551a/html5/thumbnails/8.jpg)
Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press Association
Your Advertisers Want Digital
• More dollars are being dedicated to digital in 2013 and beyond
• That budget is estimated to keep growing• This will affect your share of wallet• Will you supply the digital solutions your
advertisers want / need?
![Page 9: Search & Social Tactics to Grow Your Advertiser Base](https://reader037.fdocuments.us/reader037/viewer/2022110118/554b8af3b4c90561588b551a/html5/thumbnails/9.jpg)
Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press Association
Everyone Is Doing it!
Photo Credit: Missourian Kiwanis Club
Everybody’s Doing it!
![Page 10: Search & Social Tactics to Grow Your Advertiser Base](https://reader037.fdocuments.us/reader037/viewer/2022110118/554b8af3b4c90561588b551a/html5/thumbnails/10.jpg)
Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press Association
Source: www.ima2seven.com
But Who Do Those Advertisers Trust?
![Page 11: Search & Social Tactics to Grow Your Advertiser Base](https://reader037.fdocuments.us/reader037/viewer/2022110118/554b8af3b4c90561588b551a/html5/thumbnails/11.jpg)
Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press Association
Why You Want to Do It?
• Easy way to stay relevant in a digital world• Wider Reach
– Sell to more advertisers• Recurring Revenue• Give the people what they want
– Our model agency sold 1.5 mil last year• Great margins• You are the trusted source
![Page 12: Search & Social Tactics to Grow Your Advertiser Base](https://reader037.fdocuments.us/reader037/viewer/2022110118/554b8af3b4c90561588b551a/html5/thumbnails/12.jpg)
Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press Association
How Can I do it?
Step 1: Build relevance as the authority on everything local, including “local media”
– Do this by optimizing your own digital properties– Local directories will benefit from on-site & off-site
SEO– Social Media properties will benefit from fan
growth within your market– Viral techniques will help build local market share
![Page 13: Search & Social Tactics to Grow Your Advertiser Base](https://reader037.fdocuments.us/reader037/viewer/2022110118/554b8af3b4c90561588b551a/html5/thumbnails/13.jpg)
Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press Association
YOU MUST MATTERWhy worry about all this?
![Page 14: Search & Social Tactics to Grow Your Advertiser Base](https://reader037.fdocuments.us/reader037/viewer/2022110118/554b8af3b4c90561588b551a/html5/thumbnails/14.jpg)
Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press Association
![Page 15: Search & Social Tactics to Grow Your Advertiser Base](https://reader037.fdocuments.us/reader037/viewer/2022110118/554b8af3b4c90561588b551a/html5/thumbnails/15.jpg)
Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press Association
![Page 16: Search & Social Tactics to Grow Your Advertiser Base](https://reader037.fdocuments.us/reader037/viewer/2022110118/554b8af3b4c90561588b551a/html5/thumbnails/16.jpg)
16
Proprietary and Confidential. Copyright © 2013 BIA/Kelsey. All Rights Reserved.
Media Fragmentation Continues to Increase
Wave 14 2010 Wave 15 2011 Wave 16 20120
1
2
3
4
5
6
7
8
9
4.4
5.6
7.8
Number of Media used has increased by 77%
since 2010.
Average Number of Media Used by SMBs for Advertising and Promotion
![Page 17: Search & Social Tactics to Grow Your Advertiser Base](https://reader037.fdocuments.us/reader037/viewer/2022110118/554b8af3b4c90561588b551a/html5/thumbnails/17.jpg)
Confidential, Property of Search Influence, LLC © 2013@w2scott #RevSummit - Local Media Association
![Page 18: Search & Social Tactics to Grow Your Advertiser Base](https://reader037.fdocuments.us/reader037/viewer/2022110118/554b8af3b4c90561588b551a/html5/thumbnails/18.jpg)
18
Proprietary and Confidential. Copyright © 2013 BIA/Kelsey. All Rights Reserved.
SMB Spend Split: Acquisition vs. Retention
Roughly 50/50
>50% for Acquiring
>50% for Retaining
Hard to Say
Not sure
0% 5% 10% 15% 20% 25% 30% 35% 40% 45%
29.5%
41.2%
6.5%
19.2%
3.7%
6:1 Ratio
Loyalty Opportunities: • 4-10x more expensive for SMBs to acquire new customers than retain existing ones (Patrick Barry, DemandForce)
• Businesses that retain 5% more customers increase profit by at least 25% (“The Loyalty Effect”)
![Page 19: Search & Social Tactics to Grow Your Advertiser Base](https://reader037.fdocuments.us/reader037/viewer/2022110118/554b8af3b4c90561588b551a/html5/thumbnails/19.jpg)
19
Proprietary and Confidential. Copyright © 2013 BIA/Kelsey. All Rights Reserved.
Primary Purpose of Facebook Page
Acquire
Build Awareness
Build Community
Retain
Not sure
0% 5% 10% 15% 20% 25% 30% 35% 40% 45%
41.7%
30.9%
19.4%
5.0%
2.2% Customer acquisition is now the #1 objective of SMBs using Facebook (up 15% wave-over-wave).
![Page 20: Search & Social Tactics to Grow Your Advertiser Base](https://reader037.fdocuments.us/reader037/viewer/2022110118/554b8af3b4c90561588b551a/html5/thumbnails/20.jpg)
Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press Association
![Page 21: Search & Social Tactics to Grow Your Advertiser Base](https://reader037.fdocuments.us/reader037/viewer/2022110118/554b8af3b4c90561588b551a/html5/thumbnails/21.jpg)
Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press Association
THE LOCAL SEARCH ECOSYSTEM
Don’t forget, in the 80s and 90s, we shipped our phone books offshore to have them turned into “data”.
![Page 22: Search & Social Tactics to Grow Your Advertiser Base](https://reader037.fdocuments.us/reader037/viewer/2022110118/554b8af3b4c90561588b551a/html5/thumbnails/22.jpg)
Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press Association
![Page 23: Search & Social Tactics to Grow Your Advertiser Base](https://reader037.fdocuments.us/reader037/viewer/2022110118/554b8af3b4c90561588b551a/html5/thumbnails/23.jpg)
Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press Association
Local Search:More Important Than Ever
![Page 24: Search & Social Tactics to Grow Your Advertiser Base](https://reader037.fdocuments.us/reader037/viewer/2022110118/554b8af3b4c90561588b551a/html5/thumbnails/24.jpg)
Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press Association
Local Search:More Important Than Ever
![Page 25: Search & Social Tactics to Grow Your Advertiser Base](https://reader037.fdocuments.us/reader037/viewer/2022110118/554b8af3b4c90561588b551a/html5/thumbnails/25.jpg)
Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press Association
![Page 26: Search & Social Tactics to Grow Your Advertiser Base](https://reader037.fdocuments.us/reader037/viewer/2022110118/554b8af3b4c90561588b551a/html5/thumbnails/26.jpg)
Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press Association
![Page 27: Search & Social Tactics to Grow Your Advertiser Base](https://reader037.fdocuments.us/reader037/viewer/2022110118/554b8af3b4c90561588b551a/html5/thumbnails/27.jpg)
Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press Association
THE SEARCH ENGINESOptimize your directory to expand revenue opportunity
![Page 28: Search & Social Tactics to Grow Your Advertiser Base](https://reader037.fdocuments.us/reader037/viewer/2022110118/554b8af3b4c90561588b551a/html5/thumbnails/28.jpg)
Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press Association
Search Engine Market Share
74%
10%
10% 4% 2%
Search Share
GoogleBingYahoo! SearchAskAOL Search
![Page 29: Search & Social Tactics to Grow Your Advertiser Base](https://reader037.fdocuments.us/reader037/viewer/2022110118/554b8af3b4c90561588b551a/html5/thumbnails/29.jpg)
Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press Association
Top 5 Searches on Google
facebookyoutubeyahooyahoo mailfacebook login
![Page 30: Search & Social Tactics to Grow Your Advertiser Base](https://reader037.fdocuments.us/reader037/viewer/2022110118/554b8af3b4c90561588b551a/html5/thumbnails/30.jpg)
Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press Association
Top 10 Social Media Sites
64%
28%
2%
1%1% 1%1% 1% 1% 1%
Visits Share
FacebookYouTubeTwitterPinterestLinkedinYahoo! AnswersGoogle+TumblrTaggedReddit
![Page 31: Search & Social Tactics to Grow Your Advertiser Base](https://reader037.fdocuments.us/reader037/viewer/2022110118/554b8af3b4c90561588b551a/html5/thumbnails/31.jpg)
Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press Association
HOW SEARCH ENGINES WORKYes, I know, they don’t always work
![Page 32: Search & Social Tactics to Grow Your Advertiser Base](https://reader037.fdocuments.us/reader037/viewer/2022110118/554b8af3b4c90561588b551a/html5/thumbnails/32.jpg)
Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press Association
Understanding the Search Results
PAIDSearch Results
LOCAL Search Results
ORGANIC Search Results
![Page 33: Search & Social Tactics to Grow Your Advertiser Base](https://reader037.fdocuments.us/reader037/viewer/2022110118/554b8af3b4c90561588b551a/html5/thumbnails/33.jpg)
Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press Association
How Search Engines WorkCrawling
• Scouring the web for new content and links between web sites
Indexing• Parsing, normalization, categorization and recording
of these data for later useSearching
• Presenting data to searchers in response to their queries in relevant and useful way
![Page 34: Search & Social Tactics to Grow Your Advertiser Base](https://reader037.fdocuments.us/reader037/viewer/2022110118/554b8af3b4c90561588b551a/html5/thumbnails/34.jpg)
Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press Association
37% of clicks go to the #1 position
60% of clicks go to the top 3
97% of clicks go to sites on page 1
Why is SEO Important?
Source: Optify Study, December 2010
![Page 35: Search & Social Tactics to Grow Your Advertiser Base](https://reader037.fdocuments.us/reader037/viewer/2022110118/554b8af3b4c90561588b551a/html5/thumbnails/35.jpg)
Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press Association
(WebVisible/Nielsen Study 2008)
![Page 36: Search & Social Tactics to Grow Your Advertiser Base](https://reader037.fdocuments.us/reader037/viewer/2022110118/554b8af3b4c90561588b551a/html5/thumbnails/36.jpg)
Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press Association
Why Your Directory Matters
• Prospective advertisers may find you– Name Searches (vanity searches)– Category Searches
• Your directory may act as an entrée– Digital Services– Print and Online Display
• It’s an advertising platform
![Page 37: Search & Social Tactics to Grow Your Advertiser Base](https://reader037.fdocuments.us/reader037/viewer/2022110118/554b8af3b4c90561588b551a/html5/thumbnails/37.jpg)
Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press Association
ON-SITE SEOLet’s Start at the Base
![Page 38: Search & Social Tactics to Grow Your Advertiser Base](https://reader037.fdocuments.us/reader037/viewer/2022110118/554b8af3b4c90561588b551a/html5/thumbnails/38.jpg)
Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press Association
Onsite SEO Tactics
• Use relevant keywords – keyword research• Top Level Categories• Locally/Niche Relevant Content• Advertiser Communities• Social Networks for Advertisers• Blogging
![Page 39: Search & Social Tactics to Grow Your Advertiser Base](https://reader037.fdocuments.us/reader037/viewer/2022110118/554b8af3b4c90561588b551a/html5/thumbnails/39.jpg)
Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press Association
Keyword Research for Content
• Don’t Guess - Use Tools• Google = Free
• https://adwords.google.com/select/KeywordToolExternal
• Google Trends• http://www.google.com/trends/
![Page 40: Search & Social Tactics to Grow Your Advertiser Base](https://reader037.fdocuments.us/reader037/viewer/2022110118/554b8af3b4c90561588b551a/html5/thumbnails/40.jpg)
Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press Association
![Page 41: Search & Social Tactics to Grow Your Advertiser Base](https://reader037.fdocuments.us/reader037/viewer/2022110118/554b8af3b4c90561588b551a/html5/thumbnails/41.jpg)
Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press Association
Deciding on Keywords
Group like themes based on account structure and personas
![Page 42: Search & Social Tactics to Grow Your Advertiser Base](https://reader037.fdocuments.us/reader037/viewer/2022110118/554b8af3b4c90561588b551a/html5/thumbnails/42.jpg)
Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press Association
Proper Keyword Placement
• With on-site keywords in content, you should use them wisely and integrate them as naturally as possible.
• Keywords should generally be placed near the top of the page and at the beginning of paragraphs but they should not be forced.
![Page 43: Search & Social Tactics to Grow Your Advertiser Base](https://reader037.fdocuments.us/reader037/viewer/2022110118/554b8af3b4c90561588b551a/html5/thumbnails/43.jpg)
Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press Association
About That…
• “The first time you mention a word, you know, ‘Hey, that’s pretty interesting. It’s about that word.’ The next time you mention that word, ‘Oh, okay. It’s still about that word.’ And once you start to mention it a whole lot, it really doesn’t help that much more. There’s diminishing returns,” – Matt Cutts, Google Guru
![Page 44: Search & Social Tactics to Grow Your Advertiser Base](https://reader037.fdocuments.us/reader037/viewer/2022110118/554b8af3b4c90561588b551a/html5/thumbnails/44.jpg)
Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press Association
Core Concepts
• Search Engines Only Read Text• Flash and Images don’t contain text
• Don’t Slow Down The Spiders• Fast loading sites get indexed faster
• Text links are unambiguous
• Every Page is An Island• Just because you’ve built it…
![Page 45: Search & Social Tactics to Grow Your Advertiser Base](https://reader037.fdocuments.us/reader037/viewer/2022110118/554b8af3b4c90561588b551a/html5/thumbnails/45.jpg)
Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press Association
Content – “Invisible” Content• Title Tag
• MOST IMPORTANT TEXT ON PAGE• Meta Description
• Low ranking value; high marketing value • Meta Keywords
• Widely ignored; still useful in lesser search engines• Image Alt Tags
• Most valuable in image search; critical for search in image based navigation
![Page 46: Search & Social Tactics to Grow Your Advertiser Base](https://reader037.fdocuments.us/reader037/viewer/2022110118/554b8af3b4c90561588b551a/html5/thumbnails/46.jpg)
Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press Association
Invisible Content ExamplesTitle Tag
Meta Description<title>New Orleans Chiropractic | New Orleans Chiropractor - Dr. Gordon DuBois D.C.</title><meta name="description" content="New Orleans Chiropractic - Gordon Dubois specialized in Chiropractic Adjustment and TBM. Let New Orleans Chiropractor Dr. Dubois ease your Back and Neck Pain and help you on the path to wellness." />
Alt Text
![Page 47: Search & Social Tactics to Grow Your Advertiser Base](https://reader037.fdocuments.us/reader037/viewer/2022110118/554b8af3b4c90561588b551a/html5/thumbnails/47.jpg)
Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press Association
Content – Visible Content
• Heading Tags• HTML (the language of the web) was developed by
engineers – they think in outline form – the higher the heading level, the more important <h1> being foremost
• Text on Page• It is possible for a page to rank without saying the
phrase for which it ranks but it is definitely harder
![Page 48: Search & Social Tactics to Grow Your Advertiser Base](https://reader037.fdocuments.us/reader037/viewer/2022110118/554b8af3b4c90561588b551a/html5/thumbnails/48.jpg)
Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press Association
Visible Content ExamplesH1
On Page Text
![Page 49: Search & Social Tactics to Grow Your Advertiser Base](https://reader037.fdocuments.us/reader037/viewer/2022110118/554b8af3b4c90561588b551a/html5/thumbnails/49.jpg)
Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press Association
Techniques for Visible Content
• Internal linking structure– Get rid of image, JavaScript or Flash Links– Use keyword relevant anchor text– Link consistently throughout your site– Give Google an XML Sitemap– In Content Linking
• Whenever you are creating new text content look for other internal pages to link to
![Page 50: Search & Social Tactics to Grow Your Advertiser Base](https://reader037.fdocuments.us/reader037/viewer/2022110118/554b8af3b4c90561588b551a/html5/thumbnails/50.jpg)
Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press Association
![Page 51: Search & Social Tactics to Grow Your Advertiser Base](https://reader037.fdocuments.us/reader037/viewer/2022110118/554b8af3b4c90561588b551a/html5/thumbnails/51.jpg)
Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press Association
![Page 52: Search & Social Tactics to Grow Your Advertiser Base](https://reader037.fdocuments.us/reader037/viewer/2022110118/554b8af3b4c90561588b551a/html5/thumbnails/52.jpg)
Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press Association
A Relatively Simple Model
• He/She who has the most relevant content and the greatest number of relevant inbound links…
![Page 53: Search & Social Tactics to Grow Your Advertiser Base](https://reader037.fdocuments.us/reader037/viewer/2022110118/554b8af3b4c90561588b551a/html5/thumbnails/53.jpg)
Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press Association
Wins!
![Page 54: Search & Social Tactics to Grow Your Advertiser Base](https://reader037.fdocuments.us/reader037/viewer/2022110118/554b8af3b4c90561588b551a/html5/thumbnails/54.jpg)
Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press Association
How do you Know What to Optimize?
• Much of it lies in how the site is setup• You can natively have optimized title tags,
meta & H1 on every page• You then need to decide where to place some
extra effort.
![Page 55: Search & Social Tactics to Grow Your Advertiser Base](https://reader037.fdocuments.us/reader037/viewer/2022110118/554b8af3b4c90561588b551a/html5/thumbnails/55.jpg)
Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press Association
Use Google Analytics
• Use your Google Analytics data to see • What keywords driving people to your site
now? • What pages are being visited the most?
![Page 56: Search & Social Tactics to Grow Your Advertiser Base](https://reader037.fdocuments.us/reader037/viewer/2022110118/554b8af3b4c90561588b551a/html5/thumbnails/56.jpg)
Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press Association
Local/Niche Relevant Content
• Know your community—what is the local/niche buzz?
• Take advantage of topics that are trending in the your local/regional/niche community.
• Look for trending topics and conversations ideal to target the community
• Research your market to assure relevancy– Ex: (You will find “snow removal techniques” irrelevant in
South Florida but highly relevant in Maine)
![Page 57: Search & Social Tactics to Grow Your Advertiser Base](https://reader037.fdocuments.us/reader037/viewer/2022110118/554b8af3b4c90561588b551a/html5/thumbnails/57.jpg)
Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press Association
![Page 58: Search & Social Tactics to Grow Your Advertiser Base](https://reader037.fdocuments.us/reader037/viewer/2022110118/554b8af3b4c90561588b551a/html5/thumbnails/58.jpg)
Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press Association
Local/Niche Relevant Content
• Are there upcoming events that you could mention in your social media alongside posts on your directory?
• The more engaged you can be with your audience, the easier it will be to source info for local/niche relevant content.
• Don’t overlook opportunities to be part of the conversation in your community.
![Page 59: Search & Social Tactics to Grow Your Advertiser Base](https://reader037.fdocuments.us/reader037/viewer/2022110118/554b8af3b4c90561588b551a/html5/thumbnails/59.jpg)
Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press Association
![Page 60: Search & Social Tactics to Grow Your Advertiser Base](https://reader037.fdocuments.us/reader037/viewer/2022110118/554b8af3b4c90561588b551a/html5/thumbnails/60.jpg)
Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press Association
Advertiser Communities
• Build your community by creating your own social network.
• “Employ” the general public to report on relevant local content.– This keeps content fresh and abundant.– Use what www.Patch.com does as a model.– Hold contests and reward the community points
for contributions.
![Page 61: Search & Social Tactics to Grow Your Advertiser Base](https://reader037.fdocuments.us/reader037/viewer/2022110118/554b8af3b4c90561588b551a/html5/thumbnails/61.jpg)
Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press Association
![Page 62: Search & Social Tactics to Grow Your Advertiser Base](https://reader037.fdocuments.us/reader037/viewer/2022110118/554b8af3b4c90561588b551a/html5/thumbnails/62.jpg)
Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press Association
Blogging
• Your blog should live on the site• Posts should be a minimum of 500 words• Much like other on-site content, blog content
should be unique. • Optimize posts with targeted keywords to
rank organically for terms.• The content written would be completely
relevant to the blog goals.
![Page 63: Search & Social Tactics to Grow Your Advertiser Base](https://reader037.fdocuments.us/reader037/viewer/2022110118/554b8af3b4c90561588b551a/html5/thumbnails/63.jpg)
Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press Association
Blog Examples
![Page 64: Search & Social Tactics to Grow Your Advertiser Base](https://reader037.fdocuments.us/reader037/viewer/2022110118/554b8af3b4c90561588b551a/html5/thumbnails/64.jpg)
Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press Association
Optimization Techniques
• Directory Listings– Collect local data from advertisers such as
their NAP information.– Keep business profiles on their own landing
page.– Add photos & video.
![Page 65: Search & Social Tactics to Grow Your Advertiser Base](https://reader037.fdocuments.us/reader037/viewer/2022110118/554b8af3b4c90561588b551a/html5/thumbnails/65.jpg)
Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press Association
The Anatomy of NAP
What is a local citation?N A P + W
Name
Address
Phone #
Website
![Page 66: Search & Social Tactics to Grow Your Advertiser Base](https://reader037.fdocuments.us/reader037/viewer/2022110118/554b8af3b4c90561588b551a/html5/thumbnails/66.jpg)
Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press Association
PAGINATIONPa-g-un-a-shon
![Page 67: Search & Social Tactics to Grow Your Advertiser Base](https://reader037.fdocuments.us/reader037/viewer/2022110118/554b8af3b4c90561588b551a/html5/thumbnails/67.jpg)
Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press Association
![Page 68: Search & Social Tactics to Grow Your Advertiser Base](https://reader037.fdocuments.us/reader037/viewer/2022110118/554b8af3b4c90561588b551a/html5/thumbnails/68.jpg)
Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press Association
rel=“next” & rel=“prev”
• These codes will tell Google that it should recognize your series of content (multiple pages) as a whole entity
• It will send users the most relevant page/URL – Typically the first page of the series
![Page 69: Search & Social Tactics to Grow Your Advertiser Base](https://reader037.fdocuments.us/reader037/viewer/2022110118/554b8af3b4c90561588b551a/html5/thumbnails/69.jpg)
Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press Association
Source: http://googlewebmastercentral.blogspot.com/2011/09/pagination-with-relnext-and-relprev.html
![Page 70: Search & Social Tactics to Grow Your Advertiser Base](https://reader037.fdocuments.us/reader037/viewer/2022110118/554b8af3b4c90561588b551a/html5/thumbnails/70.jpg)
Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press Association
OFF-SITE SEO
![Page 71: Search & Social Tactics to Grow Your Advertiser Base](https://reader037.fdocuments.us/reader037/viewer/2022110118/554b8af3b4c90561588b551a/html5/thumbnails/71.jpg)
Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press Association
Offsite SEO Tactics
• Quality Links• Quality Content• Viral Content• Infographics• Video• Guest Blogging• Social Bookmarking
![Page 72: Search & Social Tactics to Grow Your Advertiser Base](https://reader037.fdocuments.us/reader037/viewer/2022110118/554b8af3b4c90561588b551a/html5/thumbnails/72.jpg)
Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press Association
![Page 73: Search & Social Tactics to Grow Your Advertiser Base](https://reader037.fdocuments.us/reader037/viewer/2022110118/554b8af3b4c90561588b551a/html5/thumbnails/73.jpg)
Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press Association
Links Build Credibility & Trust
• Sincerity is the most important thing…• In non-competitive categories even low value will do
the trick• Not hip, not sexy, but effective nonetheless
• Lots ‘o links if you know where to look• Many categories (particularly for state Searches)
don’t show maps• Making top of Organic Search all the more important
![Page 74: Search & Social Tactics to Grow Your Advertiser Base](https://reader037.fdocuments.us/reader037/viewer/2022110118/554b8af3b4c90561588b551a/html5/thumbnails/74.jpg)
Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press Association
How to get Good Links
– Create the “Best of” awards in your local markets.• Take nominations• Get people to vote
– Make “Review me on” or “Find us on” badges available to business to put on their websites.
• Publicize this.
![Page 75: Search & Social Tactics to Grow Your Advertiser Base](https://reader037.fdocuments.us/reader037/viewer/2022110118/554b8af3b4c90561588b551a/html5/thumbnails/75.jpg)
Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press Association
Infographics
![Page 76: Search & Social Tactics to Grow Your Advertiser Base](https://reader037.fdocuments.us/reader037/viewer/2022110118/554b8af3b4c90561588b551a/html5/thumbnails/76.jpg)
Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press Association
![Page 77: Search & Social Tactics to Grow Your Advertiser Base](https://reader037.fdocuments.us/reader037/viewer/2022110118/554b8af3b4c90561588b551a/html5/thumbnails/77.jpg)
Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press Association
SOCIAL MEDIA
![Page 78: Search & Social Tactics to Grow Your Advertiser Base](https://reader037.fdocuments.us/reader037/viewer/2022110118/554b8af3b4c90561588b551a/html5/thumbnails/78.jpg)
Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press Association
![Page 79: Search & Social Tactics to Grow Your Advertiser Base](https://reader037.fdocuments.us/reader037/viewer/2022110118/554b8af3b4c90561588b551a/html5/thumbnails/79.jpg)
Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press Association
Social Media for Your Advertisers
• Using promoted posts – Add value by promoting advertiser posts through your own
social channels– Using promoted posts to increase visibility of your own
content
• Create groups and events– Providing them with advertiser knowledge through this
group– Better engagement & relationships with your advertisers
• Brand awareness in the community & for advertisers
![Page 80: Search & Social Tactics to Grow Your Advertiser Base](https://reader037.fdocuments.us/reader037/viewer/2022110118/554b8af3b4c90561588b551a/html5/thumbnails/80.jpg)
Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press Association
Create Facebook pages for highly followed local interests
![Page 81: Search & Social Tactics to Grow Your Advertiser Base](https://reader037.fdocuments.us/reader037/viewer/2022110118/554b8af3b4c90561588b551a/html5/thumbnails/81.jpg)
Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press Association
Promote Advertisers Socially
![Page 82: Search & Social Tactics to Grow Your Advertiser Base](https://reader037.fdocuments.us/reader037/viewer/2022110118/554b8af3b4c90561588b551a/html5/thumbnails/82.jpg)
Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press Association
Just because you paid for it doesn’t make it less satisfying…
![Page 83: Search & Social Tactics to Grow Your Advertiser Base](https://reader037.fdocuments.us/reader037/viewer/2022110118/554b8af3b4c90561588b551a/html5/thumbnails/83.jpg)
Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press Association
Sponsored Stories
![Page 84: Search & Social Tactics to Grow Your Advertiser Base](https://reader037.fdocuments.us/reader037/viewer/2022110118/554b8af3b4c90561588b551a/html5/thumbnails/84.jpg)
Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press Association
• Pinterest: Top 10 social site (CNET, December 2011)
• Pinterest hits 10 million U.S. monthly unique faster than any standalone site ever
(TechCrunch, February 2012)
• Pinterest drove more referral traffic than Twitter in February ‘12
(PC Magazine, March 2012)
Source: www.pinterest.com
![Page 85: Search & Social Tactics to Grow Your Advertiser Base](https://reader037.fdocuments.us/reader037/viewer/2022110118/554b8af3b4c90561588b551a/html5/thumbnails/85.jpg)
Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press Association
Newspapers on Pinterest
http://pinterest.com/joannephillips/newspapers-on-pinterest/
![Page 86: Search & Social Tactics to Grow Your Advertiser Base](https://reader037.fdocuments.us/reader037/viewer/2022110118/554b8af3b4c90561588b551a/html5/thumbnails/86.jpg)
Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press Association
![Page 87: Search & Social Tactics to Grow Your Advertiser Base](https://reader037.fdocuments.us/reader037/viewer/2022110118/554b8af3b4c90561588b551a/html5/thumbnails/87.jpg)
Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press Association
Takeaways
• Optimizing your directory will help to build gross revenue
• Implement on-site and off-site SEO to build the visibility of your directory
• Make sure you have local/niche relevant content
• Use social media in your SEO Strategy• Don’t be afraid to offer SEO & Social to your
advertisers, they want it
![Page 88: Search & Social Tactics to Grow Your Advertiser Base](https://reader037.fdocuments.us/reader037/viewer/2022110118/554b8af3b4c90561588b551a/html5/thumbnails/88.jpg)
Confidential, Property of Search Influence, LLC © 2013@w2scott Presented to Inland Press Association
Thank you!
Will Scott– searchinfluence.com/blog– [email protected]– twitter.com/w2scott