Google+ Local is one of the products of the most important Internet companies and is the largest and most used search engine today. It is more visually interesting as it already integrates social interaction between fans/followers/customers and business/company. Having an optimized and verified Google+ Local for your business would mean exposure not only on Google Maps and Google+, but on the SERPs as well.
MORCon 2012-Building a Strategy to Dominate Google+ Local
1. Mastering Online Ranking Conference 2012
http://www.seo.org.ph
Building a Strategy to Dominate
Google+ Local
Ester Rebecca Del Fierro
2. Who’s Your Speaker?
2005 : Finished bachelor of Science in Information
Technology at Mapúa Institute of Technology
2005 – 2006 : Worked two call centers as CSR and
TSR
2007 : SEO Specialist at Netpros Inc.
2008 : SEO Specialist at Zimplizity Solutions
Corporation
2009 : Link Popularity Manager at
DirectWithHotels Philippines Ltd.
2010 : Social Media Optimization Manager at
DirectWithHotels Philippines Ltd.
2011 – Present : Online Marketing Manager at
DirectWithHotels Philippines Ltd.
The gUrLaLiEn of SEO Org PH
3. Things to Discuss
• The Birth of Google+ Local
– Relation to Google Maps, Google Places, Google+
– Creation, Optimization, and Verification
• Google+ Page for Your Business
– Comparison of Google+ to Other Social Media Sites
– Set-up and Optimization
– Promoting and Optimizing Further
– Effective Maintenance
• The “Merging” of Google+ Local and Google+ Business Page
• Best Practices for Full Blast Google+ Local Marketing
Building a Strategy to Dominate Google+ Local | Ester Rebecca Del Fierro | MORCon 2012
4. The Birth of Google+ Local
Google Places pages have been entirely replaced by the new Google+ Local
pages
• Google Places Page is now called Google+ Local
• Google+ Local pages are more visually interesting.
• Social Interaction via circles filter, find and message reviews /
recommendations from family/friends/colleagues
• The appearance of a “Local” tab within Google+ (offers a mix of
popular, social and recommended Google content)
• The integration of Google+ Local pages across Google platforms
(Search, Maps, Mobile)
Building a Strategy to Dominate Google+ Local | Ester Rebecca Del Fierro | MORCon 2012
5. Relation to Google Places and Google Maps
WHAT IS
It is a location based search
results on Google accompanied
by a map. Appearing on these
results is particularly important
for those businesses who
operates in a specific
region, such as a hotel or
restaurants.
Building a Strategy to Dominate Google+ Local | Ester Rebecca Del Fierro | MORCon 2012
6. Creation, Optimization, and Verification
Building a Strategy to Dominate Google+ Local | Ester Rebecca Del Fierro | MORCon 2012
7. Creation, Optimization, and Verification
Building a Strategy to Dominate Google+ Local | Ester Rebecca Del Fierro | MORCon 2012
8. Creation, Optimization, and Verification
Building a Strategy to Dominate Google+ Local | Ester Rebecca Del Fierro | MORCon 2012
9. Creation, Optimization, and Verification
Building a Strategy to Dominate Google+ Local | Ester Rebecca Del Fierro | MORCon 2012
10. Creation, Optimization, and Verification
Building a Strategy to Dominate Google+ Local | Ester Rebecca Del Fierro | MORCon 2012
11. Creation, Optimization, and Verification
Building a Strategy to Dominate Google+ Local | Ester Rebecca Del Fierro | MORCon 2012
12. Creation, Optimization, and Verification
Building a Strategy to Dominate Google+ Local | Ester Rebecca Del Fierro | MORCon 2012
13. Creation, Optimization, and Verification
Methods of Verification:
via Phone
via SMS
via Postcard
Building a Strategy to Dominate Google+ Local | Ester Rebecca Del Fierro | MORCon 2012
14. Google+ Page for Your Business
• A social network powered by the search
engine giant Google that allows businesses
to create pages and develop relationships
with prospects and customers on multiple
levels.
• Individuals can add a brand to a specific
Google+ Circle, share a Google+ page with
their network, and interact with the content
posted by that company.
Building a Strategy to Dominate Google+ Local | Ester Rebecca Del Fierro | MORCon 2012
15. Comparison of Google+ to Other Social Media Sites
Facebook Twitter Google+
Launched on June 2011 by invitation
Founded by Mark Zuckerberg on
Created by Jack Dorsey on March only. But has been released to the
History February 2004 (8 years in
2006 (6 years in existence) public on Sept 2011 (1 year and 3
existence)
months in existence)
Built on the premise of answering the
question "what are you doing?" It has
Largest social network with wide Considered (still) as the new social
evolved into a place where people can
Description appeal. Boasts high number of network, which integrated Google Buzz
get information/updates from people,
daily active users and Google Profiles
organizations, and products they find
interesting
Apps for iPhone, Android, Nokia,
Apps for iPhone, iPad, Blackberry, and
Mobile Friendliness Palm, Blackberry, Windows, Apps for iOS and Android
Windows
Sidekick, Sony, and INQ
Location, Contact Information, Location, Website URL, 160-character Location, Contact Information, Detailed
Company Information
Detailed Description description Description
Posting number of
63,206 characters 140 characters 1,000,000 characters
character limit
Installation of a customized
Customizing background
Personalized Page application Default Image and Cover Photo
Default Image
Default Image and Cover Photo
Photo sharing Yes Yes Yes
Video sharing Yes Yes Yes
Chat features Yes No Yes
Video chat Yes No Yes
Private Messaging Yes Yes Yes
Building a Strategy to Dominate Google+ Local | Ester Rebecca Del Fierro | MORCon 2012
16. Comparison of Google+ to Other Social Media Sites
900,000,000
800,000,000
700,000,000
600,000,000
Population
500,000,000
400,000,000
Estimated Monthly Visitors
300,000,000
200,000,000
100,000,000
0
Google+ Facebook Twitter Linkedin Pinterest
Population Estimated Monthly Compete Rank Alexa Rank
Visitors
Google+ 250,000,000 33,167,422 N/A 1
Facebook 800,000,000 160,327,945 2 2
Twitter 383,000,000 45,457,356 19 9
LinkedIn 147,000,000 25,183,414 40 11
Pinterest 2,200,000 21,202,798 52 16
Building a Strategy to Dominate Google+ Local | Ester Rebecca Del Fierro | MORCon 2012
17. Building a Strategy to Dominate Google+ Local | Ester Rebecca Del Fierro | MORCon 2012
18. Building a Strategy to Dominate Google+ Local | Ester Rebecca Del Fierro | MORCon 2012
19. Building a Strategy to Dominate Google+ Local | Ester Rebecca Del Fierro | MORCon 2012
20. Building a Strategy to Dominate Google+ Local | Ester Rebecca Del Fierro | MORCon 2012
24. Promoting and Optimizing Further
• Optimize MORE to make it not
only more engaging, but also more
valuable and effective for lead
generation
• Regularly share fresh content
• React and respond to your fans
• Be engaging
Start sharing a few updates before you
begin telling the world about it. • Measure
• Adapt your strategy
• Optimize your presence based on
your own individual results and goals.
Building a Strategy to Dominate Google+ Local | Ester Rebecca Del Fierro | MORCon 2012
25. Effective Maintenance
ASK QUESTIONS
FACT: People love to talk about themselves
and offer their thoughts
• Ask questions that encourage your fans to share
personal stories related to your brand
• Asking questions will serve as an excellent tool to
increase the interactions on the object
• Conversation will encourage your fans to talk to
each other
YOUR GOAL
To publish questions that your fans will
want to answer and share for a viral
effect
Building a Strategy to Dominate Google+ Local | Ester Rebecca Del Fierro | MORCon 2012
26. Effective Maintenance
POST GAMES AND TRIVIAS
People are inclined to provide answers as a way to show off
their knowledge about a topic.
It is a great way to engage people to get to know your fan
base just as well as they know your brand
A great implementation that will guarantee your games and
trivia generate traction in the News Feed is by posting them on a
recurring schedule. Your fans will know when to check their
News Feeds or your Wall for the content that they want to see.
Building a Strategy to Dominate Google+ Local | Ester Rebecca Del Fierro | MORCon 2012
27. Effective Maintenance
INCORPORATE RELEVANT PHOTOS
Instead of telling your fans about your products and
services, show them why you’re so proud of your brand.
Attract people to your Posts as soon as they access the
News Feed by incorporating relevant photos and images
Many times, social media users aren’t interested in reading
through lengthy text updates and would prefer to be introduced
to immediate content such as photos.
Images are also a great way to get your fans excited about
brand-new products or services being introduced by your
company
Building a Strategy to Dominate Google+ Local | Ester Rebecca Del Fierro | MORCon 2012
28. Effective Maintenance
INCORPORATE VIDEOS
→ Videos are a great way to introduce your fans to new products or
services by posting teaser content that will build hype and excitement
→ Give people a sneak peak to items before they become available to
the public and ask for feedback within the News Feed.
→ Videos are also extremely useful to show people how to utilize your
products and services
→ Provide people with a brief tutorial as both an interactive post as
well as a helpful customer relationship management tool.
Building a Strategy to Dominate Google+ Local | Ester Rebecca Del Fierro | MORCon 2012
29. Effective Maintenance
INCLUDE LINKS WITHIN POSTS
Not only will you be spreading your own brand content, but the
more users who engage with your posts and indicate an
affinity, the more visible your brand will be on social media.
If your brand posts a link that users find valuable and
interesting, they’re likely to pass it along to their friends who will
send it to their friends, and so on.
Utilize links to direct traffic back to your website and encourage
people to share their sentiments toward your brand as
comments
Building a Strategy to Dominate Google+ Local | Ester Rebecca Del Fierro | MORCon 2012
30. Effective Maintenance
BE EXPLICIT IN YOUR POSTS
Utilize your Posts to tell people exactly what you want them to
do. Be explicit and publish call-outs that will explain to your
users exactly what action you want them to take.
Building a Strategy to Dominate Google+ Local | Ester Rebecca Del Fierro | MORCon 2012
31. The “Merging” of Google+ Local and Google+
Business Page
Benefits:
Addition of Posts and Videos Tab for
optimum Search Engine Optimization
opportunities
Significant Increase in Organic
Ranking on the Search Engine Results Page
Significant Increase in Organic
Ranking on Google Maps
Building a Strategy to Dominate Google+ Local | Ester Rebecca Del Fierro | MORCon 2012
32. The “Merging” of Google+ Local and Google+
Business Page
Building a Strategy to Dominate Google+ Local | Ester Rebecca Del Fierro | MORCon 2012
33. The “Merging” of Google+ Local and Google+
Business Page
Building a Strategy to Dominate Google+ Local | Ester Rebecca Del Fierro | MORCon 2012
34. The “Merging” of Google+ Local and Google+
Business Page
Building a Strategy to Dominate Google+ Local | Ester Rebecca Del Fierro | MORCon 2012
35. The “Merging” of Google+ Local and Google+
Business Page
Building a Strategy to Dominate Google+ Local | Ester Rebecca Del Fierro | MORCon 2012
36. The “Merging” of Google+ Local and Google+
Business Page
Building a Strategy to Dominate Google+ Local | Ester Rebecca Del Fierro | MORCon 2012
37. The “Merging” of Google+ Local and Google+
Business Page
Building a Strategy to Dominate Google+ Local | Ester Rebecca Del Fierro | MORCon 2012
38. The “Merging” of Google+ Local and Google+
Business Page
Building a Strategy to Dominate Google+ Local | Ester Rebecca Del Fierro | MORCon 2012
39. The “Merging” of Google+ Local and Google+
Business Page
Building a Strategy to Dominate Google+ Local | Ester Rebecca Del Fierro | MORCon 2012
40. The “Merging” of Google+ Local and Google+
Business Page
Building a Strategy to Dominate Google+ Local | Ester Rebecca Del Fierro | MORCon 2012
41. The “Merging” of Google+ Local and Google+
Business Page
Building a Strategy to Dominate Google+ Local | Ester Rebecca Del Fierro | MORCon 2012
42. The “Merging” of Google+ Local and Google+
Business Page
Building a Strategy to Dominate Google+ Local | Ester Rebecca Del Fierro | MORCon 2012
43. The “Merging” of Google+ Local and Google+
Business Page
Building a Strategy to Dominate Google+ Local | Ester Rebecca Del Fierro | MORCon 2012
44. The “Merging” of Google+ Local and Google+
Business Page
Building a Strategy to Dominate Google+ Local | Ester Rebecca Del Fierro | MORCon 2012
45. The “Merging” of Google+ Local and Google+
Business Page
Building a Strategy to Dominate Google+ Local | Ester Rebecca Del Fierro | MORCon 2012
46. Best Practices for Full Blast Google+ Local Marketing
Build a Strategy that is Social by Design
Social Media should be
baked into everything you
do, not added at the end of a
campaign or done on the side.
Social Media should be
integrated with your broader
marketing efforts and part of
how you reach your business
objective
Building a Strategy to Dominate Google+ Local | Ester Rebecca Del Fierro | MORCon 2012
47. Best Practices for Full Blast Google+ Local Marketing
Create an Authentic Brand Voice
People on social media are clear and open about who
they are - be the same by providing straightforward
information about your business
Social media is an ideal place to
bring your brand personality to life
through an authentic and
consistent voice
Building a Strategy to Dominate Google+ Local | Ester Rebecca Del Fierro | MORCon 2012
48. Best Practices for Full Blast Google+ Local Marketing
Make it Interactive
People spend time on social
media communicating and
sharing with others, so always
engage in two-way
conversations
Think about the aspects of
your brand that are inherently
social and create content that
people will be excited to pass
along
Building a Strategy to Dominate Google+ Local | Ester Rebecca Del Fierro | MORCon 2012
49. Best Practices for Full Blast Google+ Local Marketing
Nurture Your Relationship
Just like in the real
world, building relationships with
people on Google+ takes time
and requires a long-term
investment
Keep content fresh and easy to
consume, use ads to stay in
touch, and reward people for
their loyalty through deals and
promotions
Building a Strategy to Dominate Google+ Local | Ester Rebecca Del Fierro | MORCon 2012
50. Best Practices for Full Blast Google+ Local Marketing
Keep Learning
Google+ allows you to get feedback from people in real
time, giving you the ability to iterate on the fly
Learn bout your fans and the content and
products they find most interesting
Building a Strategy to Dominate Google+ Local | Ester Rebecca Del Fierro | MORCon 2012
51. Your customers are already there
Your competitors are starting to use it
If your business isn’t putting itself out there, it ought to be.
GOOGLE VENICE
Google’s new ranking factor deals with localization
Building a Strategy to Dominate Google+ Local | Ester Rebecca Del Fierro | MORCon 2012
52. Mastering Online Ranking Conference 2012
End of Presentation
http://www.gplus.to/gurlalien http://www.linkd.in/Ot8dpu
http://www.facebook.com/gurlalien http://www.twitter.com/gurlalien
http://www.plurk.com/gurlalien http://gurlalien.blogspot.com