Archive for November, 2008

5 Tips for Local Search Engine Marketing (SEO)

Published by Patrick on 27 November, 2008 in Reputation Management and SEO. 0 Comments

How can small business like restaurants, Carpet Cleaners or Boutique Clothing Retailers get more out of their website and appearing on google.com and on Google Maps?

Here are a few ideas to help you make the most out of this relatively free opportunity to increase exposure and awareness of your business online.

1. Google’s Local Business Centre (LBC)

Local search requires structured data to be effective. Google needs to be able to match the business to a location. By submitting a business listing, you’re giving Google the data confirmation it needs to make the association between your business and your precise location on the map. Business can also register with Yahoo Local Listings

2. Local Business Directories

You might find that your business has already been listed by a business databases like Sensis.com or Truelocal.com. In most cases Google and other local search listings will assign more trust to a business and its location if it is listed by a trusted business directed like Sensis or Truelocal.

3. Vertical Directories – Make them work for you.

Other than being really useful, vertical directories like; Trip Advisor, Menulog.com.au, Travelocity, restaurants.com.au, HotelGuide.net can really help your local search listings. Google Maps often show content borrowed from vertical directories in their local listings. Most content is user generated in the form of reviews but can also incorporate some secondary business information including; accepted methods of payment, directions, price guides, checkout times and opening hours.

4. Where Can I Find You?

Properly optimising your site will include making contact information easily accessible. If possible it is considered best practice to have your business address, telephone number and email address on each page of your site.
*Make sure your address and contact information is consistent: on your website, in external listings and directories

5. Create Localised Content

Some ideas for creating local content include: customer testimonials, reviews / blogs / ratings, pictures with captions, local resources & information pages. But do not use form pages (search engines will catch this). Always think local when writing your content! For something extra, companies may also consider embedding a Google maps module to their site. Why? Users can easily find your business without leaving your site and it could also give you an edge in the local search rankings.

With the growing number of local search engines, introduction of Google Universal Search and ability for Google Maps to appear on Google.com, local search optimization is becoming a necessity for any local business. Stay ahead of your competitors and reap the benefits of increased visibility across local search engines and directories.

Great Online PR Starts with SEO & Keywords

Published by Josh on 27 November, 2008 in Reputation Management, SEO and public relations. 0 Comments

Let’s throw some numbers out there:

  • 91% of journalists use search engines to research stories (Pew Internet & American Life Project, March 2007)
  • 98% of analysts use search to research and find news (Forrester Research, 2006)
  • Seven out of 10 people initiate their Internet experience with a search, and 49% of people use search daily to find information online (Pew Internet, August 2008)

Search engines are part of everyday life. While most PR specialists have heard of SEO, for them it’s just a way to get media releases ranking well on search engines. But it can be so much more than that.

Harnessing the power of Search

Search engine optimisation can help you gain quick wins by increasing positive brand visibility - if you do it right. As brand reputations are increasingly shaped by search engines, communications executives must look further than just optimizing media releases. There are also blog posts, corporate websites, social media sites and other online assets. Incorporating a holistic search optimisation strategy for the aforementioned can:

  • Increase the exposure of assets
  • Connect clients to key stakeholders
  • Increase brand awareness
  • Drive more traffic to corporate websites
  • Generate sales leads.

And the best thing about SEO? All PR specialists need to do is what they do best: words.

Well, not simply words… But keywords

Keywords are what search engine crawlers look for when someone types a query into a search engine.  Optimizing PR material for words that people are searching for is paramount, and this starts with keyword research.

Keyword Research

The first step begins with the discovery phase – what are the objectives of this PR exercise? Who are you speaking to? What are their preferences? Recognizing these factors will put you in the right state of mind when you next start identifying possible phrases that consumers use when searching for particular products or services.

During this phase, think of both broad and specific words that are relevant to the brand in mind. There are a number of keyword research tools out there to help you, though none are perfect just yet. So it’s always good to use multiple tools to compare different keywords that are generated. Here are some free tools that are out there:

It’s easy to drown in hundreds, even thousands of keywords at this point. To counter this, moderate your list only include the ones that are highly relevant. You won’t be able to include every last keyword in your PR communications anyway.

Optimising your PR content for Search

Integrating keywords into your PR material is more than just sprinkling them in your content after writing a press release. SEO should be considered from the start. Here are some rules of thumb:

  • Ensure keywords are strategically placed in your headlines, sub headings, and body text
  • Avoid keyword stuffing. Search engines are good at detecting poorly optimized content, and may sometimes regard this as spam
  • Add relevant, keyword optimised tags. Tags are a great way to organise and classify your PR releases or blog posts whilst creating an extra layer of context for both search engines and consumers
  • Where possible, add keyword rich links within your articles
  • Give each article, blog post, media release its own unique page with a keyword optimised URL – just like this blog post. This is not only beneficial to SEO, but lets you track the exact amount of traffic or sales gained from each PR effort

Sound easy? Keywords are just the beginning. It gets more complicated when you’re trying to manage a crisis, which will be covered in the near future. In the meantime, I’d love for you to share any ideas relevant to this topic.

Google Maps tag team with Sensis Yellow Pages - a massive swallow of pride?

Published by Josh on 4 November, 2008 in General. 0 Comments

Just announced yesterday was the partnership between Sensis Yellow Pages Online and Google Maps starting from the first quarter of next year. This would have definitely come as a shock to other major online media networks in Australia. But this decision marks the next step to deliver better quality information to the online Australian user – and it’s about time!

And it’s refreshing to finally see at least one of the online media players in oz keeping their ego in check. The Sydney Morning Herald states it as Sensis admitting defeat to Google, since Whereis.com.au (part of Sensis) directly competes with Google Maps in Australia. Maybe to a certain extent, but the deal will drive more relevant traffic to Yellow Online, benefiting the businesses listed on the site. This contributes to the brand of Yellow Pages, and put more money in Sensis’ pocket. That’s surely a win for them.

A ‘truly local’ business listing

The move made by Sensis may not be so crash hot for competitor True Local though, who also runs business listings through Google Maps. True Local (owned by News Digital Media) may have the advantage of time, with some of its listings already rich with reviews and user content on Google Maps. One example is its listing for Tetsuya’s Restaurant, which turns up as the most relevant listing when you search for ‘restaurant in Sydney’:

Tetsuyas Google Maps Listing

But with a more extensive list of businesses in its ammunition, Yellow Pages Online will cover the bases where True Local doesn’t. While it’s still early days, it won’t be hard for Sensis to dominate space on Google Maps if they get the strategy right. Suit up, True Local; play time is over!

Implications for local companies, online business directories, & SEO firms

Greater competition in the online space for listing directories is good news for local businesses. It means an extra outlet of exposure for companies listed on Yellow Online. It will also mean better product offerings and innovation from other online commercial directories.

This also has implications on the SEO front. Optimising local business listings for Google Maps will now require more effort, more expertise, and more opportunities for respectable SEO firms.

Happy Melbourne Cup day!