Yes, hello and welcome to this webinar event. We have some people joining still here and so we’re gon na wait a couple more seconds before we start and I’ll be right back with you here: okay! Well, this is this is Yann speaking to you all here. I’Ll talk a little bit about myself here in a second, although this is actually all about you, we’re gon na start off now and first of all everybody thank you for joining. It’S awesome that you took some time off in your in your day and afternoon that you were able to join here.
So, let’s dig in this is how to get more clients with Google, the 10 secrets to easily gain new clients and dollars from local search marketing. It’S a special webinar that I put together, for you, know business professionals in the dentists, doctors, surgeons, chiropractors, attorneys area, and that’s not to say that if you are a florist or a plumber, you can’t benefit from this. In fact, if you are, you need to sit through there’s some some pretty cool bonuses here at the end, that’s available for all this is not a sales pitch or a sales vest. This is all content for you. In fact, as you dive into this – and you start taking some notes and as you listen to me speak, I truly hope that you, you get this message that I’m here to help you.
I know how tough it is. I’M a small business owner myself. I have a search marketing firm out there, helping small businesses to grow, and I write about these things. In fact, I I write for Entrepreneur Magazine I’ve written a number of blogs. I have a new book that just came out just a couple of months ago.
That’S in the book stores now on SEO and social media and pay-per-click, and you know the truth, though, is this is not about me at all this session, and this webinar is all about helping you to make some changes in some cases, perhaps even some small changes To make some pretty good inroads in terms of new clients, acquisitions of those on boarding those clients, but also creating more revenue right. It’S a win-win and we’re gon na. Take you through it here today and while I do speak about social media and and other tactics, we’re gon na cover Facebook. Briefly, I’m not gon na go too deeply on any of all of these, as you probably have figured out marketing, it has gotten kind of complex right, there’s so much you can do, there’s so many strategies and every every time it seems like somebody has some new Program to sell you and I’m just gon na kind of play it up real here for you. So let’s dig in here and we’re gon na start out with a little bit of a background, err and that background er is about you.
We’Re gon na make some assumptions here and I think I’m gon na be pretty dead on on this slide here yeah. Your ultimate goal is to attract more clients right, but not just any old clients. You want quality clients. You know these are clients that pay clients that keep coming back it, clients that refer out the clients that talk about you and clients that pay right. So the worst thing we know of in this industry or any industry is whiny clients.
I don’t like him and I’d like to stay away from those, and I know that’s same is gon na, be true for you more money. Well, that’s the benefit of having more clients, and if you have structured your business well and you don’t have a massive amount of overhead and you have basically set up financial systems and an income streams to support it. Well, not only can you make more money, but your profits will increase and and that’s consistently in overtime you, you don’t need a smart marketing tactic that works today and for the next month only to this die off. I mean you see them all the time right. I talked about that a few minutes ago.
Don’T do it. This is a long term. You know steady building organic growth, we’re talking about. Then, of course I mean, let’s get philosophical for a moment. You want to take more time off.
It goes really hand-in-hand with the final point to the bottom. There have more fun, you know when we were children right growing up. What was it all about? Just fun fun fun as the years went by and we got a little slide swiped by real life. Right things started to change, and perhaps you know some of you on this call.
Yeah you’ve lost a little bit of the the dreaming, the the fun and, in some cases some of you yeah. I you know I mean my profession. I have my own business, but I hate it. I need to change something: well, I’m not gon na get into life, coaching or philosophical depths on this call. That’S glad to glad to take those questions and thoughts as well, but really this is this is about local search marketing.
In fact, since I mentioned questions, there is a forum there. If you have questions along the way, take some notes on your notepad or paper, but feel free, send them in through the forum there I’ll be glad to to answer you and help you out. There no worries at all, so this is kind of an assumption that we’re making and if I can hit these marks here today, then I think well. I hope that I’ve done a pretty good job. So the key to all of this right is knowledge, is not power see at the bottom application is so, if you know all of this stuff and you’re not applying it.
Well then you’re, just as good as your neighbor who’s doing very little as well. You need to actually take these and implement them, and the way that you do this is by signing certain tasks to yourself right. The goals are going to be very important to establish in terms of a what are they and B. When can I get them done and if you can assign yourself 30 to 60 minutes weekly and by the way these tasks are not complex and they’re, not tasks that you know all of a sudden, you’re gon na be thinking about trying to get these completed in Your work date, no, these can actually be done on the weekend and I talked about taking time off and have fun with your friends and family. This as you’re building out, might be just one of those hey guys.
I’M gon na go here and take some time because I need to take care of some tasks that Young has described for me. So if you can answer this truthfully and say absolutely I can commit to that and remember you may find that for some. Some of you right some of the business you are sort of out of compliance in terms of Google, Local and Google local search, so you might have to spend a little more time initially only to sort of balance sit out. But this is a great starting point and and of course, if you have more time, hey more the merrier right that, if you can do more and it’s strategically aligned with your business, then I would advise you to take a look at that now. I wanted to create a bit of a storyline around this in a couple of scenarios in scenario, one here, I’m using the dentist’s as an example, so you’re out of dentistry school – and you know all there is to know about dentistry, of course – and you know your Laude and all of the credentials that you need to get out in the field and you’ve established an office, a name for yourself.
You have your chair right, the equipment. You know you have the license with the city with your local town, whatever it might be. You’Re all set, but there’s something missing: the patients, the clients. Of course you need that you don’t need just an initial seed, but also long-term and we’re gon na talk about that long-term. Throughout this this webinar, but initially it just – may be referrals the word-of-mouth wom that you see there.
Perhaps you took out some local newspaper ads or articles that you had pushed out there posters, you know brochures business cards and certainly as you’re out in your community networking. You know the mixers and and the church affairs community affairs all this stuff allows you to be out there and basically promote and promote, is a big piece of it. If you you know somewhere. My favorite example is I’m actually a guitar player. Well, if I’m playing in my basement that I’m not promoting myself and I’m not talking to people, then I’m just a bit, you know a guitar player playing in the basement.
That’S not very helpful! So what we need to do is we need to get you out there and I’ll talk about how you can do this for a small business, as you can in Scenario to a larger business, and this could be now you as as you have progressed from school. In those earlier years into maybe a larger dentistry in this example – and perhaps you even have offices, east and west or expanded out in several regions in Los Angeles. Well now you have a different problem. Perhaps right now the overhead is what’s really killing you plus internal procedures.
You know lawsuits this all of a sudden got more complex. You got more competitive as well now because you’re in marketplaces where people really compete right. So the word of mouth still works. She want those referrals that needs to be an ongoing effort, but now you need to expand. Perhaps your offline offline campaigns right and how do you do it all?
Well again, you need a plan. You need good strategies and tactics that you can apply, but you know what is the best way to serve this model. Well, what I’m about to describe for you are the 10 secrets and a lot more after that. Actually, but those 10 secrets will really help you get established to really compete quite well in any of these marketplaces in any of these scenarios. But of course, it will be easier to to rank to show up in search engines in scenario 1, which is that smaller marketplace now this is your new world and we’re gon na take care of you here so before we start, I want to continue by talking About some words that we use – and it’s not all – but these are certainly key terms that you’ll hear come up again and again, and I think it’s useful for you to understand what they mean: SEO search engine optimization interesting.
It’S not actually optimizing search engines, its optimizing web pages, and so what you do there is to make sure that it’s search engine friendly that the spiders and the robots can find you the bots. But you want to make sure that you have engaging content that you’re, both your HTML, meaning the the code behind the scenes, as well as the things you do see, are – are quite friendly to users and search engines. Queries pretty simple searches right. If I query or search for you are you found on page factors, I talked a little bit about that just a minute ago. That’S your code!
That’S your content! So text simply text, I mean search engines, read text, not images, not videos, not flash. They read the text and so it’s the text that you see plus the code behind the scenes, and that is actually what renders your site. That is what displays your site and that’s called HTML right XHTML is the extended version of that. But listen, you don’t have to worry about these technical aspects too much and in this course we’re gon na cover the tactics that actually help you bring in more leads off page factors, incoming links, referrals, references reviews, citations, you’ll, hear a number of different terms for this.
During the webinar, but just suffice it to know that those are important factors for for ranking and for trust and authority building users, visitors, prospects, pretty straightforward, real time search. Well, you probably have searched if you had searched for any of their recent global events in Google. You’Ll see real time search. Twitter is embedded in those results and it’s a partnership that Google set up with Twitter to allow those real-time searches to happen. Now.
Why is this important? Well, you can actually set up a real time search for your own local office. If you wanted to – and there are some ways to do it without a massive, you know – workload, link citations, mention that the reviews references you hear the word citation in this local SEO local search game, because their references and citations from local directories from specific directories that Work in your marketplace from data aggregators, etc. Annual you’ll see how we build these out during this webinar, or rather where you should get those from in this webinar. There will be a local business listing.
That’S going to basically be referred to quite often here. It is the listing itself, it’s the descriptions and the profile everything that goes into you know, basically your profile, let’s call it that universal search, blended, search, you’ll, hear that – and you know this – this is common now this has been out there for a while, but Universal Search very powerful pictures, videos, news, books, products, everything blended into the search results. This is actually quite an opportunity for you we’re not going to cover that in this webinar today, but send me questions on it. If you have it location-based search cell phones, big deal fact, the VP of products, local at Google, Marissa Meyer, stated just think you too weeks ago only that over the holidays, Christmas New Year’s the Google Maps, rendering meaning how many times the maps were shown actually bypassed. Desktop so people on cell phones out there during the holidays, who are finding restaurants and – and you know, pizza places the local places from their cell phones.
You want to make sure that you’re there you want to make sure that you’re found, but also there’s a number of other opportunities. I’M going to share with you here in a second or sorry in a few minutes towards the end, but keep in mind. It’S gon na be very important to be part of that cell phone revolution: mobile mobile right, mobile growth Maps, Google Maps, that’s local! You also hear references to local as oh yeah, you mean Google Maps, okay, I’m with you personalization. If you’re logged in with a gmail account, you won’t see necessarily drastic results here, but if you’re logged in with a gmail account and your building history and user patterns over time, certain searches and – and certainly if you vote this up yourself, because you have this personal Account set up, you’re gon na see listings show up how it higher in the search engine results and, in fact, don’t be confused by this, because, if you’re logged in and you’re looking for yourself, you may be clapping your hands the day.
You see that hey. I’M number one or number two only to find out: oh yeah, I’m not because I’m logged into Gmail and there’s a personalization factor going on ranking pretty straightforward, but position within local searches also hope. This helps. You gives you a sense of kind of the the terms we use and what I use plus, if you use them and think about these you’ll you’ll sound a bit like a search, marketer yourself right, that’s helpful and here’s a crazy slide. You know what this is a few years old from my friend Bruce clay there, but this actually talks about an important aspect of local search.
It really is this: here’s, the takeaway. If you see Google in there, it’s not a single island that you have to concern yourself with there’s many other players here: info USA, axiom info USA in the top middle and action on the right. These are big day that you know you should actually be part of yeah. Every business should be in there and you probably are, but the take away is a are you there? Abbey is all of your data consistent across these platforms and specifically into Google Yahoo and Bing right you’re trying to rank for that stuff.
Well, you need to be now. This is one of those factors that they look at and it gets down to your phone number, which is perhaps an easier way to track. But if you have moved or your address is not right – you just need to make sure that this is correct and I’ll show you some power tools here as part of our 10 secrets. That will help you with this and that it will allow this to happen. For you so right before we go with the secrets, I’m going to just share a quick note about domains, and it’s pretty pretty obvious, probably, but I needed to mention it.
You see here. I talked about dentists, Los Angeles, comm or dentists, Beverly Hills comm much better than Bob’s place. You know what we’re trying to do is we’re we’re using keywords here which have received recently a kind of lessening effect from Google it used to be. You could just buy an exact domain as it’s called and you’d race right to the top. Well they’re there making changes and they have made changes, so I wouldn’t recommend it for that perspective.
But people will remember dentists, Los Angeles right rather than you know some. Some weird shorthand or or Bob’s place they may remember it, but it’s not helpful because when you’re out there you know handing out business cards, you have to tell them each time what this all is all about. If you have a great domain, you can do a lot. This is a business discussion, so you know we can. We can circle back.
In fact, send me some questions on this. If you have questions, but we definitely need a good domain, so, let’s dive in secret one of 10 business listing in search City. This is really simple. Go to google.com into your business name!
Question! You there! Ok, if you are there, does it look right? Does it look like the entries are correct? Well, you may have already registered, if not I’m going to show you how to do that, but here’s an example of where Google would have pulled data from say info USA Today and axiom and they’ve sort of set up a mini profile.
Already, that’s not certified or set up from you yet, but you want to take a look and see if you’re there and then scan across Google being super pages. Yelp, there’s others and I’ll share those with you, but just take a look. Are you there? Well, that’s a great first step now secret. To remember I talked about those data providers, you need the correct data sets across the board and they need to be consistent.
Now I mentioned you BL org that it is actually a paid service. I think I should probably reverse that but check the basics with get listed, org. First, that’s a free service, and all you need is your name and a zip code there and they will start scanning across Google, Yahoo and Bing and also, I think me OTW, which is best of the web. And basically, not only will they sort of through a wizard step you through it, but he will tell you very quickly how deep your penetration is in terms of existence with those, and you know for your local dentistry office since I’m using that example. Here you want to make sure that you’re part of local niche directories and and I’ll show you an example of that later, but many of those are free and finally, for those directories, when you sign up often the marketeers, there will send you an email or a Note about hey for a small fee, you can advertise, you can create banners, maybe even internally some text ads that you can run so it’s sort of people pay-per-click within that engine or within that directory.
You should tread carefully here because often what they’ll do is they’ll pitch you like crazy, and I it’s not the first thing that I jump on. Let’S put it that way, the the paid area for that I’d rather do a local paid on Adwords or Facebook. Before anything else, but make sure that you are aware of those and when you, if you do consider it make sure you understand what you’re getting into again, it feels very pitchy for the areas that I’ve been working on. So that’s secret. Number two number three here is: okay: go to Google Places, calm or sorry Places, Google calm, and let me really just go to Google and search for Google Places go in there, make sure that you have set up your file and and assign the categories and associations I’Ll show an example of this later, but you want to make sure that you belong to the right categories and have a rich full, valid profile of everything that you can have in there, plus the videos and photos I mean you do need essentially to tell Google What you are all about the more the better in this case you know just like as you’re building out the pages for SEO, the more skimpy and thin the page is the less useful.
It is both the users and search engines. Now everything that we do works in that way, I should make a side note here: users, first search engines; second right. If you follow that model, you’re gon na win and it’s not a overnight situation, we’re looking at here. This is a long-term building, a strong business online that you can be proud of, and if you, if you build it for a long long time, hey you can even hand it over to your kids right and they’re, not gon na be squeamish about it or likes. What did daddy do, or what did mommy do here?
A secret number, four of 10 local business listings talked about that. Just make sure that you, when you fill these things out, that you do it across the big three at Google and being in Yahoo, and when you do this think in terms of getting all the data correct. You know, if you do this right and depending on your marketplace, you may actually within a week or two actually see yourself from seemingly nowhere to you know, page two or even squeezing, and on page one just from getting this right, I mean it’s pretty powerful and You’Re setting yourself up for a longer term course, where you can build trust and authority, which is certainly very key. Now here, is secret number five product and service in the LBL title I’ll show an example of that. But if you’re John Smith, don’t don’t just put John Smith DDS but spell out the keywords, make it a full rich title without spam, you know it’s it’s an accurate definition or description, it’s not something where you go in and stuff now.
People have tried a lot of different things here, hi in terms of tweaking for the search engines, and you may have done it and Wow. It really works well only 230 days later, a week later or three months later, take a hit again, don’t chance it. The this is, this is not where you want to play secret number: six off page criteria. We talked about the links, the citations, you know: where do you get those from? Are they trusted sources, or is that sort of spammy networks where you know they come from adult sites porn sites?
Well, it just is common sense. It’S not gon na make sense right. Those citations from the directories from the local directories from the data providers from even regular websites – it’s gon na, be very important and and to build this over time, and not not. You know spike him right, build them organically, local chambers of commerce, I’ll just mention it. I don’t think they have a link per se, it it’s a it’s a paid membership, but you have a chance to show your face there to join up a network.
I talked about that earlier. You need to be out there and that’s an active member of your community, or at least you know be part of it. You don’t have to be necessarily the the lead of that, but you need to be part of it number seven customer reviews. If there was one thing that I would probably urge you to do like quickly, it’s this customer reviews and keep in mind the reputation management is a big big deal. So if you have 20 reviews – and you know 15 of those are all bad meaning.
This dentist sucks to be honest with you. Well then, that’s not great for you, but Google doesn’t care. That’S 20 quote-unquote good reviews, meaning that’s reviews back to your site. So the more you get reviewed, the the better it is, and the spiders will pick all this up and it doesn’t have to be all from from Google right. This could be Yelp and super pages and other places where people have left their reviews.
You know local at Yahoo, for instance, so volume is the key there and social proof. Ugc is just a fancy word. Fancier word for user-generated content talked a little bit about it, people who actually submit comments about you and if you have a blog and people actually I mean this is getting probably more advanced than you need to, but you can actually assign a username and have people Actually add to your blog again: it’s a completely different strategy. I wouldn’t move on that, but the customer reviews make sure you do it. In fact, heard of somebody had a computer in their office who, after the patient, is done, hey, listen if you have an account.
Why don’t you just log in and tell us what you think and no pressure here right, just get in there and review it? Another is to put a review URL back on your business card. As you hand, it out, you know, put it right in your office on the big sticker somewhere on the wall right and and don’t be afraid to do this people sort of want to hide. I think it’s actually a great opportunity to show that you care and and that you can share and you’re not afraid of it and if you are afraid of it well, maybe you’re doing something a bit sort of behind the scenes you need to visit your entire Office procedures and the way you deal with the business and clients, but we’re not going to go there because that’s just way too negative right, so secret. Eight general importance here of customer reviews.
This just expands on what I said, but I needed to add this trusted reviews that goes out to Yelp super pages, etc. These are going to be extremely valuable for you to get there. In fact, you know when you do this, don’t just set up a an opportunity to go out and review on Yelp alone. Everything needs to happen. Organically is what I’m trying to say.
Everything should look natural and you know common sense. If you have no reviews today and all of a sudden, you have 50 reviews by the end of this week and they’re all on Yelp. Well, something is weird about that pattern, plus if they’re all this doctor is fantastic and just a short blurb and the link back eventually that’s just going to be filtered. Google is smart. They can figure these things out.
Also, if you’re thinking hey I’ll just have you know a bunch of my my employees, just google, google, their review, or you know log into google and review me and you do it all this week. Well, from within the office, it’s gon na be the same IP address. It’S gon na look awfully suspicious right. This is going to be an easy pattern for Google to check and discount it, and so so don’t do any. All of that just make it natural and and go for it.
9 were coming up on 10 guys importance of on-page criteria. This is what I call the regular old SEO. This is the the code that I code behind the scenes. It’S the text, the tags. You know the title description, all of those things that SEO is sort of cornerstones of SEO and in synonyms and keywords – and you know basically here we are not doing an SEO course.
All the to suffice is to say that if you’re searching for dentist Los Angeles – and none of those keywords exists on the page – well, that’s just dumb right makes sense, good, get him on there and in synonyms. You know related terms. That’S gon na be very important. The the contact info on the page, you know full numbers, geo, sitemaps, site architecture – I’m not gon na type too much into this, but links are important. The ease of navigation and access and engagement are people just liking.
Your site, I mean forget about the search engine for a second whip up your own site, you know, show it to ten people, show it to some friends of yours, some people in the office and just ask them. You know this question: where would you click if you came to this site and within two seconds what what seems to be the most prevalent option? Clearly, there’s gon na be some that are just looking up for the phone number. They already know you and they missed the phone number, but there’s gon na be new people that come on, come on there and find you. What are they gon na?
Do I’m gon na show you a pretty horrendous example later, but you know we we need a. You know an SEO optimized page or website now 10. We’Re at the end of the Secrets list full address on contact page. Don’T hide that in text not in flash, not don’t try to be cute here. This is a full name of the business, the address phone numbers all of it, and this is very important, and this is not the place to list just.
You know three, four. Five. Six different offices, where we’re thinking in terms of segmentation and silos is another term. You know black and white, we don’t want to go gray here. We want it to be very clear, you know what is it that we’re trying to optimize for, and so, if it’s one office, one location then have a domain for that a top-level domain and have the content and text support it in that local environment.
There’S a little bit of me: it depends here if you are in the franchise Network, but we’re not going to go too deep on this now. You can send me a question on this. If you, if you have one so there are more things that we used to look at in local search, but we don’t have to worry too much about it. There used to be this notion that if you were closer to the city centroid, which, by the way you can find, if you go to maps.google.
om and just type in the city, you’ll see a little pinhead or whatever that red little icon is right. That’S going to describe for you what the the city centroid is and post park is event post boxes vacant lots. I mean these are spammy. You know what we call black hat spam. People are actually just moving post boxes so close to the city vacant, lots they’re, going out and finding just a vacant lot close to the city and just register that as an address, and so the bottom line.
Here, though, is you, don’t really actually need a website? I’M sure you’ve seen it when you go out and search, you actually can be listed at the top there with no website and just Google Places. But I don’t recommend that if you’re building a brand – and you should be and you’re building a serious business – and you should be so – I just wanted to mention this so before I continue. Let’S review really quick the tools you need to get again or you get yourself forward to get listed. Org local is calm.
You BL org, those are paid. Those last two I mentioned info USA has some great services as well, and here’s one go into Google and just type in Google Keyword tool. The first result there is gon na be that tool just go ahead and type in your keywords for your business and you’ll discover very quickly many many many keywords that are listed, that are associations for essentially that main term that you typed in and we’ll give you Some ideas for pages you can build out, perhaps even more keywords. You can add to an existing page and and also just expand your mind a little bit about how incredibly big this keyword, space is and and how important it is. So I advise you to go and check these tools out.
Okay, so we’re gon na into some examples. Remember I talked about this and you know you’re in for a surprise here, because I think if you, if you show by what not to do you’ll, learn a lot right and here we go so before we do. Let me just show you a quick sort of display of what I’m talking about dentists, Los Angeles right. In this example, you see the top three listings. First in the yellow, highlight on the right.
You see the map and the paid. Well, that’s the paid listings right. That’S kind of that. I guess that would be a well. I don’t know what character that would be, but it’s it’s top and right in the middle there it’s organic.
This is the local listings that are shown up with the full numbers you see, the place, pages etc, and actually, if we scroll further down on this screenshot, which it is, I can scroll but you’d, see sort of the natural organic listings, and – and this is kind Of a blended result here that we’re looking at in the paid, organic or paid a local and organic, but this is what we’re looking at and being in the top placements here is gon na be more important than then further down. Of course I mean it’s, it’s basically people who are above the fold. You know where you can actually see it right away now. Here’S an example of a little Alex, Parsi and Alex. If this is you sorry, but we’re using you as an example, there’s some great stuff in here so and that’s a great stuff, but here’s an example of an owner verified listing see that little green check box across the picture with the Sun and the big buildings.
Well, he’s been in here and he’s verified, Los Angeles and the Daleks, and he set up some categories. Remember we talked about the categories there. They are dentist, health, medical dentists, health, medical pain, so he’s been expanding, that categories area and as well as notice at the bottom, the photos and the pictures. Well, this is exactly what I’m talking about, starting to build out a pretty solid profile. Now he has several things he hasn’t put in here, but that’s okay.
Hopefully he’s he’s building this out, but the truth is Alex. A Parsi DDS is not a great LDL, a local business listing title that title should have a keyword in it, or expansion of that DDS in fact, Alex a Parsi might be the thing that he puts in parentheses or at the end. In truth, depending on some of the authority that he’s built, he doesn’t even need to put that in because, by the time you put Alex a party, his site is gon na show up by default. Google will know about it, so this is kind of the the example of a profile and if you want to set this up, just go to places. Google calm yourself right and here we go here’s his website now.
This is what I was talking about. Horrendous and again Alex apologized, but within seconds, can you tell me where I should click here? Well, I I got a scan now and where’s. The phone number. Oh, wait!
A second it’s over! Well, you sort of have lost me already. The full number is not even very visible. I had to actually look for that the first time. So, if you were just to ask, does this show trust?
You know an authority and does it engage me? No, no, as in seventy two point, bold! No, and if you look down at the code here – and I know several on you several of you on the call – it’s not gon na be into the code, but just look at the the code for a second with me. It says HTML and then head and then title Los Angeles, downtown endodontics, dr
Alex party, a a tech design, what is that? Well, it’s certainly has nothing to do with his website.
In terms of you know, trying to speak to keywords and relevancy, it’s the firm, probably that did this for him. I I doubt they’re trying to actually optimize for it or they could be as sneaky as that, but this is just very bad. The author, the the page, enter exit, the the generator yeah, okay, a a tech design. Those are guys that did it the keywords, it’s just full of keywords: it’s not being used anymore and you’re, giving away the keywords you’re trying to go for to the competition. I mean it’s pretty obvious, but it’s it’s not helpful.
So this is just a way of describing what not to do, and, of course, when you get in here and you look at this, what is the Sun and the building all about shouldn’t that be a smiley face with white teeth, and I mean it’s: it sort Of just it keeps me away from the site, I don’t feel like these guys are are very personal at all. In fact, if you, they have put a video here right smack in the middle with testimonials and just done that that would be awesome right and what, if I’m just doing research right now? Where is the you know, I’d like to get to know them a little bit? Well, there’s meet the doctor, but perhaps I just want to sign up and get some information from them. There’S no email box here, there’s no way that I can sign up for a newsletter perhaps and a very, very cold, distant kind of site.
Don’T like it did. I say I didn’t like it. Okay, I did okay. Now I’m gon na read you all of this, but the sites here this is actually the real secret. This is from Google engineers that deal with the ranking factors at local and I’ll.
Explain this great in a second but right at the bottom. It says that the sites that are well linked to from other top ranked results might get an additional ranking boost on some search queries. Well, the word might right. There are no guarantees in this, and that’s that’s why I sort of want to drill this home. If there are people out there who call your pitch you and yeah, you know I’ll get you up there in a week or thirty days, and it’s basically BS because they have no way of knowing.
Because Google changes all the time right. And we all know that, and so that’s why you want to be careful with that. Now that grid that you see there is for dentists, Los Angeles, and it turns out that the first second and the fifth you see the three check boxes at the top. They all have an incoming link from YouTube. Now videos are huge, it’s the second largest search engine, Google being the first and Google owns YouTube.
So why not right? And it’s part of that Universal car search concept that I mentioned earlier, so you can have videos showing up in results as well, and here we clearly see these are indicators of success. So the check boxes mean that the YouTube is actually a reference in the first. Second and fifth position: Fox LA is the second one in the third. You have the total smile in number one, it’s probably a reference in from another site.
They may have partnered with etc. A number four right remember: I talked about those local niche directories. Well, here’s one health props and it’s the dentist category, so here’s a link from those guys to the one that’s listed in number four and then there’s yellow pages in numbers. Six, and so you want to think about getting a distribution and a diversity, essentially from these different places and again this is ongoing, but it’s easy to do it with a little bit of work each week so with the not further with a without further ado. Let’S dive into places and things again, I mean a pause here for a second guys and just tell you if it’s been overwhelming, thus far, don’t worry, because I’m gon na show you the few first things that you need to start with.
However, just like, when you’re doing research for any particular topic, if you know sort of the landscape or the marketplace or the sort of the the the more 360 view into what you’re looking at, you can carve this up into the the slices that you need. For that particular time period, you don’t have to do all of this, but it’s important that you know, plus there’s gon na, be some of you here who have perhaps done a lot of the things that I just spoke about missing a few but then needs some More ideas, well, I’d like to extend that here. Facebook places. Are you there? Well, you should be Facebook comp places go wall, a Foursquare, four slash top common businesses.
That area allows you to deal with special mobile deals: six million plus users. I believe now nothing to sneeze at right review sites, I’m going to show you that in a second hotpot, that’s another Google property, Groupon collective buying power. Google also have now these what they call boost ads. Actually, it’s a little bit different, but here are the twenty five dollar tag ads and Google is actually calling. You may have received a call from Google and freaked out a little bit and because they’re actually calling you.
I had an article on this. That was picked up on New York Times at the beginning of the year, and yes, they are, they are it’s sort of an advertising trick, they’re, actually calling you up to push that particular model, because it’s one that they feel is valuable, but also is attainable. It’S not a huge cost places. Google
Com four slash tags, special promo set cetera. You want to check that out.
Next business highlights similar to what I just described and that goes into Yahoo, Yelp, MapQuest, etc. Facebook ads awesome, I mean you talked about the Holy Grail here. This would be it in terms of the demographics arguing, the psychographics, the techno graphics, all of this stuff that really builds down to the most core of marketing who’s. Your audience, you know who can you target if you throw a message out there to a bunch of folks who, like antique cars, your dentist ads are not going to be very relevant to them right, it’s gon na be basically avoid so, but if you can target Down to the right people, the right audience with the right geo. Not only are you doing yourself a great service, but you can get this at a very low cost right now, Google AdWords still extremely viable.
Of course, you must be there, you should do it and we call that paid search and when I say Google, that doesn’t mean that you shouldn’t be on Bing as well, which is Microsoft, but we like to start with Google listings local dad yahoo.com. I talked about that get there and you don’t want AdWords call metrics. This was introduced, thinking latter part of 2010. This allows you to do one thing: a little bit better, combined with Google Voice, is a sign of phone number for your ads so that people can call in, and you can track to see conversions from that I mean that’s pretty powerful.
There are many tools in this area: I’m not gon na go into that that it goes way beyond the call metrics area. But if you’ve ever wondered about that, then you should check it out right and of course, just when I say paperwork I mean we talk. So much about online, you may already be doing offline stuff, and what I’m talking about there is, you know, postcards brochures, things that you receive or send out in the mail and – and those also can invite reviews you know commonly and get a get a discount for A particular service and if you review us – and you know we’ll – give 10 % off to your friend, that said I mean you, don’t have to be too inventive there. I mean it’s pretty straightforward, but listen there’s a lot of stuff. You can do right.
So with that said, let’s dive into the following slide, where I promised you I’d, share the top directories and the ones that are rated by most important super pages on the Left info USA, I mentioned the Yellow Pages niche industry sites talked about that, for the dentistry. Remember that example on on that was a dentist profs or health profs right local, easy help. You want to be here and make sure that your data is consistent same with the review sites and remember how I said: spread them out right, not just one particular site. Well, go to Yelp use Yahoo, Google City search, etc, and, if you’re not on judy’s book, you know, maybe you should be right. That’S one of those particular review sites that maybe doesn’t come up too often in in your world.
Well, I should also mention that when you’re doing some of this and again not a lot of time here, but you’re gon na come across your competition, it’s very easy to go out to some of these properties and Yahoo and Citysearch type in their name. You know is it’s Bob Bob Smith, you know, and his dentistry, showing up well see what he’s doing and get a sense for it right, especially if he’s ahead of you, because you’ll see that he’ll probably have reviews from a wide variety of sources, including these review Sites not just one, but you know what here is a very important slide in terms of the money we’ve talked about client getting up to this point. We’Re gon na break a little bit from that and we’re gon na dive into the money side, and I’m going to use some very, very simple assumptions here and dealing basically with a three thousand dollar booking. So what that means is that if you are right now getting a thousand visitors to your website and it’s a 1 percent conversion see the math there. Well, that’s 10 new leads essentially, and if they convert to business at three thousand Watts, thirty thousand dollars pretty simple right now.
The next below that is the kind of quote, unquote the new model. The assumption here is that we have applied all these things that I just described and we get it 266 visitors a day. Well, the math is easy. Two thousand times one now we’re gon na get into twenty thirty, it’s sixty for the year. That’S three hundred.
Sixty thousand dollars in new business and that’s pretty exciting and of course you need to make sure that you have web analytics and conversion code in there. So if you look at this and think about hmm, what can I do here? You can clearly increase the traffic which this model shows or you can stay within the same traffic number and just tune your website, your web pages, the one that we saw wasn’t highly tuned right, there’s a great book. I don’t think I mentioned it right. It’S called.
Don’T make me think by Steve Krueger, it’s so great. I mean they go to any of these websites if they make you think. Where should I click? Where should I engage? Well guess what the user feels like right?
They’Re not gon na do the same. They’Re not gon na engage either, so you might want to spend a little time on the website and and tweak it out bad. Some videos add some engagement forms. You know have them take a quiz, there’s many things you can do here to tweak it so pretty exciting for this this model – and this is not talking about you – know, changing price points or selling. More of you know a particular product.
That’S just exciting stuff that you can put on top of this, but wow. I would say this is pretty cool, so final words before we get to exit this entire webinar and again certainly appreciate you being with me all this time. It’S it’s time for you to get to work. You know again, you could probably read it right there I just put in just do it. I mean it’s a it’s the Nike slogan, all over right.
You’Ve heard it before you know we need to. We need to help you get by this yeah I’ll, get to it whenever I’ll get to next week, or you know, I don’t know where to start, and so I’m not gon na do anything it’s you know. Well, I’m too busy, and I mean it’s it’s all the stuff we do right and and frankly, yeah. If you are busy, that’s good, but there are some things we can help you with and hey. I just slid in my little help button here.
If you want to press that help button well, you can do it by going to that local strategy session. It’S it’s essentially more of me here, but we get to actually talk about your business and into your life a little bit too to find out how I can help you personally, I’m trying to keep this a very limited kind of approach. I actually only have a certain number of people that I can take on and 25 is is currently the the limit. There should be a link that you see on this page as well, that you can click on and you can you can do that anytime. It opens up in the new window, but I’m gon na continue just talking here for a little bit.
I really do care, as I hope, you’ve gotten the sense of to help you with your business, but I also I’m here to perhaps whip your whip. You a little bit right because you don’t need another pretty face or you know high P messages, and you know you’re gon na you’re gon na make it when in fact you you can make it, but you have to actually do some work right. That’S what it gets down to, and I know from my experience and dealing with businesses that you know out of ten people that come in to want to take and do something. You know nine nine will do very little and one person or maybe half of a person will actually do something. It’S it’s just a law.
That’S been built out there. Now, I don’t think, that’s you that’s my hope, and I really like to encourage you to visit this completely complimentary session and there is no hard sales or pitching or anything. In fact, when we hang up, I hope that you will hang up and say wow. That was extremely helpful. I I really enjoyed that, and so anyway, we do also.
This is very secondary here, but we have a group of like-minded people who also meet and that that might be something you could consider at some point, but really for right. Now you have some things to do right and I just want to again thank you and here’s the pretty face I was talking about not but the the truth is. The time spent here is of most concern. You have taken some time in your day to set aside to join me here, and time is the most precious asset, and I know this to be very true these days with my twin boys and at four and my daughter at seven, who are just growing by Leaps and bounds – and you know, can’t wait to spend even more time in the future, but right now we’re having a lot of fun. I just did not want to waste your time and hope this was helpful and if you’d like to take it a few steps.
Further, then, I invite you to join my completely complimentary local strategy session and if you want, I’m not sharing this in in mass signups, but there is that link you see in the slide here: free, webinar, signup stuff. If you liked it – and you have another professional that might want to want to join up, I am running running this again, so feel free and again, thank you and if you have any questions, make sure you fire them off and I’ll apply it reply to all Of them myself, okay, Yan signing off and I’ll talk to you very soon. Okay,