1. Presented by Jerry Work President, Work Media LLC
How to Use Google and Social Media to Drive Traffic to Your Local Website
Presented by Jerry Work
President, Work Media LLC

2. Components of a Local Internet Marketing Campaign
A well-rounded local Internet marketing campaign consists of:
SEO
Citations
Google Business / WebMaster
Paid Search
Social Media
Analytics

3. SEO “SEO” stands for Search Engine Optimization
It is the process of doing certain things to improve a website’s chances of ranking in Google and other search engines for specific search queries.
“Specific” is the key.
Keyword research
On-page optimization
Off-page optimization (links or citations)
Content creation

4. Keyword Research
Keyword research is the process of using one or more tools to determine the best keywords for which the website should be optimized.
Google Keyword Planner
Accessed through the Google AdWords advertising interface
Export from Google and sort in spreadsheet by average monthly searches
Pick a set of keywords that are highly relevant and have some traffic
Keywords do not have to contain your region
You can also try other tools such as SpyFu.com

5. On-Page Optimization
The process of applying your keywords to your website.
Limit the keywords used for any specific page to 2 or 3 at the most
Use the core keywords in the page title.
Meta description.
Header on page (H1 tag)
In the copy at least once
In bold
In links to other pages

6. Local Optimization All of the same rules as before PLUS:
Make sure your address and phone number are in footer on every page.
Use your market area in the title
Include hours of operation
Use schema markup

7. On-Page Optimization Examples
<title>Tennessee Electrician School</title>
<meta name=“description” content=“IEC Tennessee Electrician School…”>
<H1>Tennessee Electrician School</H1>
<p>If you are looking for a <strong>Tennessee electrician school</strong>, check out your local IEC training center…etc.</p>
<a href=“../Tennessee-electrician-school”>Tennessee electrician school</a>

8. Content Creation Google loves fresh content! Blog posts or articles
400 – 500 words or more
Published regularly
Keyword-optimized
Content curation
Feed into social media

9. Link Creation Not as important as it used to be
Not as important for local SEO purposes
All else equal, some links are better than none
Focus on highly relevant link sources
Low hanging fruit like directories
Link out to relevant or local sites
Use social media

10. How is Local SEO Different?
Google Business account management is critical
Emphasis on physical location
Emphasis on citations versus links
Social media is very important

11. Citations
References to your business from other local directories or portals
Address and phone number in citation must match address on website
National business directories as well as local directories
Fill out profiles completely

12. Typical Citation Sources
Yelp.com
BingPlaces.com
CitySearch.com
HotFrog.com
YellowPages.com
SuperPages.com

13. Google Business https://business.google.com Complete profile
Add photos
Use the Posts option
Multiple locations can be managed from one account
Requires postcard validation

14. Google WebMaster https://www.google.com/webmasters Add a property
Organic traffic charts
Search queries that generated clicks and impressions (the only place this is available)
Crawl errors & broken links
XML sitemap submission
Mobile usability
Security issues

15. Google Analytics https://analytics.google.com
Will tell you how many visitors you have had, where they came from, what they did, etc.
Requires code snippet to be placed on every page of website
Should be looked at often to know how your site is doing

16. Google AdWords https://adwords.google.com
Google’s paid search platform
The quickest way to get your site to the top of search listings
You pay a fee for every click to your website
Also has a graphical ad format for display on non- Google websites that are part of the Google content network
Conversion tracking is important for maximum ROI

17. Social Media
A great way to create connections with people and other businesses in your market area
Helps spread your brand name
Helps with search engine rankings
Must be done systematically
Use a mix of content types for updates – your own articles, reposts from other users, contests, humorous content, etc.

18. Your Facebook Page Create a Page for your location
Create an attractive header graphic
Provide as much information as possible
Arrange, remove and add tabs in a way that makes sense and provides the information your visitors will most want to see
Link to your website
Ask for shares

19. Managing Facebook as a Business
Different from how you use your personal account
Follow other local businesses and potential referral sources as your Page, rather than as you
Share other business updates to your Page, rather than your personal timeline
Boost posts to drive them to the correct target market

20. Other Social Media Platforms
Other platforms can be effective if you have time to devote to them
Twitter - microblogging
Instagram – mobile phone app focused on photos
Google+ - useful for SEO purposes

21. Components of a Local Internet Marketing Campaign
A well-rounded local Internet marketing campaign consists of:
SEO
Citations
Google Business / WebMaster
Paid Search
Social Media
Analytics

22. My name is Jerry Work www.WorkMedia.net jwork@workmedia.net
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My name is Jerry Work