Local Search Marketing Boot Camp

Generate leads for your
business by driving
customers to your site

Date: Tuesday, May 15, 2012
Time: 10:00am-11:00am CST

Introduction

“General” Thomas Peroutka
 Digital Product Manager at The Berry Company

 Certified Google AdWords Professional &
Microsoft Accredited Advertising Professional

How You Can Reach Me

thomas.peroutka@theberrycompany.com
@thomasperoutka
linkedin.com/in/thomasperoutka

Google and AdWords are trademarks of Google Inc. and are registered in the US.
© 2012 The Berry Company LLC. To be used by Berry personnel only.

Boot Camp Agenda
Website Local Online Directories
• Conversion Friendly • Local Search Ecosystem
• Search Engine Friendly • YP.com

Search Engine Marketing Online Video
• Getting Found Online • YouTube
• Geo-Targeting • Distribution Network
• Keyword Research
• Campaign Management Case Study
• Proprietary Bidding Technology • Bryant Cosmetic Surgery

Local Business Listings Analytics & Tracking
• Google Places
• Yahoo Local Questions & Answers
• Bing Local


Source: marketshare.hitslink.com, October 2010

Source: SRI, October 2010

Source: Google, April 2010

How Are You
DIFFERENTIATING
Yourself Online?

Conversion-Friendly Website


Conversion-Friendly Website Strong call-to-action

Contact form to
Specific landing capture online
pages for each inquiries
area of focus


All logos are the intellectual property of the companies described.

Search Engine Results Page


Search Engine Marketing

• Search engine marketing allows you to target the audience that matters to
you, whether that's prospects and customers across the country or right in
your neighborhood.

• Search engine marketing shows your ads at the precise moment customers
are searching on the search engines for your products or services.



Attorney Chapter 13 Bankruptcy Attorney
Lawyer Chapter 11 Bankruptcy Lawyer
Law Firm Chapter 7 Bankruptcy Law Firm


Campaign Keywords Campaign Ad Copy


Perform Keyword
Research

Refine Campaign &
Keep What Works
Create Relevant Keywords
Search Engine and Ad Groups
Marketing
Management
Process

Test Ads and Keywords
Use Reporting Tools
to Measure Results

Create & Optimize Relevant
Landing Pages


Consumer clicks on SEM text ad Goes through proxy server

Website displays with
tracking phone number

• We don’t need to touch your web
site code or phone system

• Your site looks and feels exactly
the same while we track and
report all activity

• Enables conversion-based
optimization for increased
performance



Qualified Phone and E-mail Inquiries

Campaign
Summary

Total # of
Contacts

Location of Contacts
Dedicated Account Manager
Total # of
Website Visits


Local Business Listings

Local Business Listings

Claim Your Listing


Claim Your Listing

Claim and edit your business’s local listings
for each of the three major search engines:
Google Places - www.google.com/places
Yahoo Local - listings.local.yahoo.com
Bing Local - www.bing.com/businessportal


Organic Ranking Factors

Citations
o Citations are defined as “mentions” of your business name and address on other
web pages, even if there is no link to your website. An example of a citation might
be an online Yellow Pages directory where your business is listed, but not linked
to. It can also be a local chamber of commerce, or a local business association
where your business information can be found, even if they are not linking at all
to your website .


Citations Links

Example of a citation – Example of a link –
major factor in maps contributes to organic
optimization lift
o Citation: A mention of a business name, address, and o Link: A connection between one web page and another.
phone # (NAP).
o Benefit: The more links you have back to your site, the
o Benefit: Used by the search engines to weigh both the more authoritative you appear, which contributes to a
accuracy and popularity of businesses in their local search rise in organic web site rankings.
results.



Citations help your
maps optimization

Links help your
organic rankings


YP.com Distribution Network

The YP.com Network
• Most preferred
Internet Yellow Pages
in the U.S.
• YP.com – A “Top 30”
U.S. local search site.
• Over 76 million
monthly unique
visitors.
• Distribution network
of 300+ sites that
includes Yahoo!
Local, Superpages, Cit
ysearch and other
online/mobile
publisher sites and
applications.


YP.com Distribution Network


YP.com Top Headings
YP.com National Top Industry Ranking Report

YP.com Category Search Traffic Report for St. Louis, MO


YP.com Mobile
YP.com is ranked in the Top 50
mobile web domains in the U.S.

The YPmobile app has been
downloaded over 40 million times

Searches Happen While People Are Mobile


Benefits of Online Video
Online Video • Videos generate
interest, buzz, inbound
links, and web site traffic
• Videos can help a website
achieve better rankings
overall
• Google’s Universal search
provides extra opportunity
to drive traffic


Online Video

Video Distribution
The basic idea behind video
syndication is to take a
single video and distribute it
across as many video
channels as possible. The
advantages from a branding
perspective are clear. The
more places your branded
message appears, the more
likely the chance that people
will watch your video and be
exposed to a brand
impression. In short, bring
your video to the people
rather than expecting them
to come to you.


Online Video


Case Study: Bryant Cosmetic Surgery

Pay Per Click Advertising

Organic Website Ranking

Online Video

Local Online Directories
(YP.com Distribution Network)


Analytics & Tracking

SEO
PPC

Mobile

Social Media
Local Directories


Questions & Answers


Local Search Marketing Boot Camp

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