Search Influence CEO Will Scott presented "Expand Your Share of Wallet Go Digital!" to PAGE Cooperative members on August 28, 2013. Scott discussed how the opportunity for digital solutions is increasing and how newspapers should implement these solutions to their advertising platforms in order to remain relevant in their industries. He explained best practices for search engine optimization (SEO) on and off of an advertisers’ website and how to leverage social media outlets to make these advertisers more visible in their desired markets, which will allow for better engagement and relationships with their advertisers while promoting brand awareness among consumers. Scott also explained the process of how to sell digital and incorporate it into a newspaper’s sales program.

1. Confidential, Property of Search Influence, LLC © 2013
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Expand Your Share of Wallet Go
Digital!
Will Scott, CEO, Search Influence

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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 month
• Uniquely qualified to help improve media
companies’ online products

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About Search Influence
Helping customers successfully market online since 2006
We work with thousands of clients, directly and as a white-label
provider to major national media companies.
“Scalable Solutions Powered by Experts”
Search Influence:
50+ full-time employees
70+ contract writers
12 AdWords Certified Staff
Reputation:
2011 Inc. 500 honoree
Recognized leader in search and social for local business
Over a decade in online media

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Newspapers seem to have
the same old problem…
http://gawker.com/5063259/old-newspapers-had-enough-news-to-kill-a-dog

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The Volume of Print Advertisers
is Decreasing…

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While the Digital Opportunity
is Increasing…
(incrementally)

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How Much Increase?

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The Opportunity
“Some estimates see this as a ~$2B
newspaper opportunity by 2016,
accounting for ~40-50% of all
digital revenue.”
-BIA Kelsey

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The Pie Is Growing with Digital

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Image Source: http://www.dogs4dogs.com/truth4dogs.html
So, How Much Market Share Do You
Already Have?

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Image Source: http://www.myteacherpages.com/webpages/room103/literature.cfm?subpage=371461
Chances Are...

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Image Source: http://www.dogster.com/the-scoop/survey-says-people-hug-dogs-more-than-other-people
Because…
Your Advertisers Trust You!

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Image Source: http://coupons-kingdom.com/alpo-dog-food-coupons/
And…
Your Advertisers Know You!

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Image Source: http://www.howtobuydogfood.com/
Customers
Plus…
You’ve Been Feeding Them for Awhile

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Image Source: http://www.things4yourdog.com/puppy-packages
But, Are YOU Giving THEM
Everything they NEED?

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You Should.

17. Confidential, Property of Search Influence, LLC © 2013
@w2scott Presented to PAGE CooperativeImage Sources: http://skymallrev.blogspot.com/2011_05_01_archive.html; http://www.whig.com/story/14292061/save-money-on-your-dogs-medicine;
http://www.dogsandbabieslearning.com/2011/01/09/help-my-dog-is-sulky-with-toddler/
Your Advertisers Needs Are Changing

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Are You Meeting Your
Advertisers’ Growing Needs?

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@w2scott Presented to PAGE CooperativeImage Source: http://www.petango.com/Forms/Bloglanding.aspx?month=042012/
If You Aren’t…

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Chances Are…
Someone ELSE Already is!
Image Source: http://www.cartooncliparts.com/picture/dog-817/000033865657

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@w2scott Presented to PAGE CooperativeImage Source: http://frattallones.com/twincitiespetfoodwarehouse.com/
There are Many Choices…

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@w2scott Presented to PAGE CooperativeImage Source: http://www.dogblogpedia.com/avoid-table-scraps-in-your-dogs-diet-2
Are You the Obvious One?

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How Will You Stand Out?
Image Source: http://www.redbubble.com/people/chockstone/works/5717100-sheep-dog-working-the-flock-logan-australia

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Image Sources: http://zumbawithjennyk.wordpress.com/

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How Will You Position
These Solutions?
Image Sources: http://www.funny16.com/funny-dog-pictures/cute-puppy-dogs-wearing-sweaters/ http://supercuter.com/cute-dog-in-shopping-card/

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Image Sources: http://www.doginstructor.com/
How Will You Train
Your Team?

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Image Sources: http://realestategeezer.com/2011/08/30/co-op-board-interviews-for-pets/
How Will You Educate your
Advertisers?

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What Will You Sell?
SEO
Social
Media
Display
PPC
E-mail
Marketing
Reputation

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What is Your Current
Digital Share of Wallet?
Image Source: http://www.sarahbundy.com/mcommerce-digital-wallets-performance-marketing/

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“If you don’t like change,
you’re going to like
irrelevance even less.”
David F. Jakielo

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Why Do You Need to Do It?
Image Source: http://www.spokesman.com/blogs/hbo/2013/jan/24/canine-conga-line/

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Expanding Your Share of Wallet by Going Digital: Social
How Can You Do It?
Image Source: http://naturaldogtales.com/paying-attention-to-dog-skin-problems/

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Search engine optimization
Also known as SEO

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Search Engine Market Share

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Understanding the Search Results
PAID
Search
Results
LOCAL
Search
Results
ORGANIC
Search
Results

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Source: Optify Study, December 2010
37% of clicks go to
the #1 position
60% of clicks go to
the top 3
90% of clicks go to
sites on page 1
Why is SEO Important?

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Local Search:
More Important Than Ever

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Local Search:
More Important Than Ever

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The Anatomy of NAP

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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

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Title Tag
URL Permalink
Call to Action
Heading Tags
Anchor Text & Intern
Links
Optimized Content Contact Form
ALT Tags

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Offsite SEO Tactics
•Quality Links
•Quality Content
•Viral Content
•Infographics
•Video
•Guest Blogging
•Social Bookmarking

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44. Confidential, Property of Search Influence, LLC © 2013
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SEO Client Success

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The History:
• The client had little to no online presence prior to SEO
• Goal = improve local visibility and volume of phone calls & walk in clients
The Approach:
• 10 Keyword Package
• Keyword-rich content and optimizations on site. Off-site link building and
directory submissions
The Results:
• After 1 year, the client ranked on the first page of Search Results on Google,
Google Maps or Bing for 202 tracked keywords
SEO Success
Keyword May 2011 May 2012
Mazda 6 Reading PA Not in first 30 1
Used Mazda Reading PA Not in first 30 1
Reading PA new Mazda Not in first 30 1
Mazda Dealership in Reading, PA

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The History:
• Goal = improve local visibility and volume of phone calls & walk in clients
The Approach:
• 5 Keyword, 1 Location Package
• Keyword-rich content and optimizations on site. Off-site link building and
directory submissions
The Results:
• After 1 year, the client ranked on the first page of Search Results on Google,
Google Maps or Bing for 36 tracked keywords
SEO Success
Keyword Feb 2012 Feb 2013
Pediatric Dentist Maine 16 2
Mainecare Pediatric
Dentistry
Not in first 30 1
Pediatric Dentist Mainecare Not in first 30 1
Falmouth Pediatric Dentistry in Falmouth, ME

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FACEBOOK, KIND OF A BIG DEAL
Why the social network with 1.1B members?

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ContentVehicle
Image Source: http://www.flickr.com/photos/natechristenson/3446947540/

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Most Visited
http://goo.gl/ZiSwq

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Most Searched
http://goo.gl/YMjcI

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http://www.checkfacebook.com/

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http://goo.gl/c2YFU

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54. Confidential, Property of Search Influence, LLC © 2013
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how quickly things change
Rewind

55. 55
Proprietary and Confidential. Copyright © 2012 BIA/Kelsey. All Rights Reserved.
Primary Purpose of Facebook Page For SMBs
Sample Size = 113
Some cell sizes may be small and/or findings not statistically significant.
Source: LCM Wave 15, Q4 2011 (and prior waves, if relevant).
Methodology: Online panel. Cosponsor: ConStat.
To better understand the purpose of SMBs’ business-specific Facebook Pages, we
presented several potential purposes to respondents with Pages, and asked them
to tell us which was their primary purpose of their Facebook Page.

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Not All Content Is Equal

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Not All Images Are Equal

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Not All Updates Are Equal

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SOME PEOPLE HAVE TO PAY FOR IT
Tying a Steak Around Your Neck

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Just because you paid for it,
doesn’t make it less satisfying

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Why Pay for It?
• EdgeRank – Facebook’s Visibility Algorithm
• Affinity, Time Decay and Weight
• The more connections and the more interaction, the more likely your
content is seen
• Organic EdgeRank has been diminished
• Only ~10% of your fans will see an update
• New ad units can reinvigorate EdgeRank
• If a tree falls in the forest and there’s no one there to hear…
http://www.socialbakers.com/blog/1304-understanding-increasing-facebook-edgerankEdgeRank
is
Dead!
http://searchenginewatch.com
/article/2291146/EdgeRank-is-Dead-Long-Live-Facebooks-EdgeRank-Algorithm

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PAYING FOR LOVE
Kick-starting Discovery

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What are Facebook Ads?
Image Source: http://www.intouchsol.com/insights/articles/03-09-12/The_Evolution_of_Facebook_Advertising.aspx

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Marketplace Ads

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Sponsored Stories

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Like Ads

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Promoted Posts

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Does it work?

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CREATIVITY COUNTS
Catch their attention

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Custom Branding

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CASE STUDY
Proof, Meet Pudding

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The Swan Center for Plastic Surgery

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The Situation
• The Swan Center was barely on Facebook
• Posting and responding were not driving Likes
• As a promotional tactic, the Swan Center
decided to host an open house
• We offered to help drive sign-ups from
Facebook

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Rubber, Meet Road

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Swan Center
Potential Customer
Existing Customer

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How does this Translate to ROI
Total Forms: 141
Total Calls: 42
Total Leads: 183
Cost per Lead: $16.39
Revenues for Facebook: $135,000
Goal Conversion Rate for Facebook campaign of 4.72% is 25.52%
higher than the site average of 3.76% Conversion Rate: 25%
Swan Center

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SELLING DIGITAL
The Challenge of The Local Digital Market

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Changes are Coming

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The Pie Is Growing with Digital

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Everyone Focuses on
the Problem
Image Source: http://www.sheknows.com/pets-and-animals/articles/996667/is-pet-insurance-necessary

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You Need to Focus on the
SOLUTION.
Image Source: http://www.eimacs.com/blog/2012/02/math-detective-story-max-the-lost-dog/

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You Will Need to Answer:
•Is this something my advertisers want?
• Answer: YES!
•Who will manage the process?
•How will we measure success?
•Can I make money with this?
• Again, YES!
•Should we in-house or outsource?
•Will my sales force sell digital?

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Considerations for Going Digital
•Can you sell it like traditional advertising?
•To bundle or not to bundle
•Can you build it in house?
•Building it:
•Need experienced digital talent
•Must invest to build to scale
•Must be ready to adapt to change
•Investment to build team: $200,000 - $5 million

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Give Your Advertisers the Competitive
Advantage…They Need
Image Source: http://www.onedirt.com/news/friday-racing-funny-racing-dog-teaches-us-all-a-lesson/

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Make Digital Your Cash Cow
Image Source: http://www.sheknows.com/pets-and-animals/articles/996667/is-pet-insurance-necessary

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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
•Good margins
•Millenials Are Coming
•Your Advertisers Want Digital

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Benefits to Media Partners
White Label Customer Dashboard
Branded Marketing Materials
On-site Sales Training (optional)
Monthly Reporting
Dedicated Corporate Support
Expert In-House Fulfillment
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How Can We Help?

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Customer Dashboard
Advertiser view of
success metrics.
May include:
•Website Visits
•Calls / Emails
•Search Engine Rank
•Historical Comparisons

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Expanding Your Share of Wallet by Going Digital: Social
What Does All of This Mean?
Image Source: http://thelittlethings14.blogspot.com/

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It Means…
•Local search is a critical advertising medium. Your
advertisers need it.
•Your advertisers are getting sold Online Marketing
Products already.
•Because of your relationships, advertisers rely on you
as the expert in local advertising.
• We can make you the expert in Online Marketing too!

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Keep Advertisers Happy
Image Source: http://doblelol.com/3/smiling-dog-funny.htm

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Listen to Their Needs
Image Source: http://www.boomtowne.com/Blog/post/2012/09/25/How-to-get-your-Dog-to-Pay-attention-to-you.aspx

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Change to Suit Their
Changing Needs
Image Source: http://www.costumecraze.com/DOG133.html

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Don’t Leave Them Out in the Cold
Image Source: http://blog.lookbetteronline.com/2012/05/does-online-dating-make-you-feel-like-a-lonely-dog-left-out-in-the-rain/

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And They Will be Your Best Friend
Image Source: http://blog-photos.dogvacay.com/wp-content/uploads/2012/03/Photoxpress_23796349.jpg

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SEARCH INFLUENCE
Scalable Solutions Powered by Experts

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Our Team
55Employees
(In-House)

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Account Management
19Account
Managers
Google AdWords Certified
Google Analytics Certified

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Online Advertising
2Online
Advertising
Specialists
Google AdWords Certified

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Sales & Administration
Google Analytics Certified
8Sales/Admin
Employees

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Production Team
17Production &
Quality Assurance

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Development Team
9Web Developers
Google Analytics
Certified

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Extended Team
70+Contract Workers

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White Label Partners

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White Label Partners

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Thank you!
Will Scott
• searchinfluence.com/blog
• wscott@searchinfluence.com
• twitter.com/w2scott