Maps and organic positions help businesses get leverage that allows them the margins to participate in the high cost PPC arena.
Friday, April 16, 2010
Google Maps Optimization - Critical Local Business Strategy
Here is a 7 minute video released by Be Found Marketing about Google marketing for local businesses. What is the best possible strategy for local marketing on Google? This video speaks volumes:
Sunday, March 7, 2010
Local SEO vs. Local PPC Marketing - which is better?
PPC (Sponsored Links, Pay Per Click) vs. SEO and Google Maps Marketing
The story of the three little pigs provides the perfect analogy...
Comparing SEO and PPC marketing relates to the story of the three little pigs.
I use the 2 pigs on opposite extremes commonly in my answer to this question:
1. The little pig that built a straw house
This pig will very likley have the highest cost of maintenance over time. When a storm comes or the wind blows, this will be damaged if not destroyed and the rebuilding process will begin again. The good news is that it required very little heavy lifting, expertise, or time to build.
2. The little pig that built the brick house camped out for a while, worked hard, planned a permanent structure, and laid down bricks, one by one, until the structure was complete.
After completion, the brick house would require some maintenance, but it remained solid and strong - able to provide the smart little pig a better return on his investment of time over the longer term than the short-sighted pig.
The first pig compares well with a dependence on Pay Per Click as a means of obtaining competitive Google positions. It's relatively simple to set up an Adwords campaign in an hour or 2 at best. To take a local Adwords campaign to the next level (optimize quality scores) requires a few blog reads and a willingness to learn. The learning curve is short and so is the barrier to entry. The low barrier to entry means that just about anyone can do it. Your competitors can jump in the fray and outbid your positions in a matter of ours. As a result of the low barrier to entry, Pay Per Click advertising based on the bidding system, continues to go up in price as more competitors bid on sponsored links. Ultimately, the cost per customer is highest in most cases using Pay Per Click/Sponsored links as an online marketing strategy. Thus, PPC dependence can be compared to the pig who built the straw house.
In contrast, the smart little pig built a brick house designed for a long term, low maintenance benefit. Building it required time, expertise, and sacrifice. It's simple - those companies occupying top Google maps and organic positions invested, remained patient, and had the right expertise or expert help to help them obtain positions that remain stable 24 hours a day without the high cost of Pay Per Click (sponsored links). Those web assets were developed with engaging, quality content that was well thought out. Without a doubt, those companies are in the best position to have online marketing success for the long term.
Smart little pigs will grow in a down economy. Smart little pigs will have the best chance at growth when Google is now the most important factor in small local business advertising.
SEO is far more advantageous as the analogy used above suggests.
Saturday, March 6, 2010
Google Maps Marketing - How do you find a Legit Maps/Local SEO company?
Google, Yahoo, and Bing feature maps now for more local oriented keyword searches than ever before. Google maps marketing is a new discipline that includes nuances that are unique and complex. For local search terms like: "Los Angeles Insurance" or "Chicago Plumber", the maps are placed above all other organic links, supplanting the traditional organic links as the most valued part of Google's first page.
As map listings become more prominent in local search, the effect on overall marketing strategy has shifted fundamentally. For local business marketing, map optimization now reigns as the most critical aspect of local SEO Marketing.
Not surprisingly, the organic results (starting with the Map Listings), receive over 75% of all the click traffic. 96% of users who never leave the first page when they search. One thing is for certain, the local map section resides in a very critical area of the page as most users begin scanning their search results starting at the top left section of the search page..
Local map listings are practical for searchers. Searchers may prefer local results that include immediate access to practical information (maps and phone numbers) to paid and traditional natural listings. In addition, important business details can be evaluated. Customer reviews are obtainable with one click – so a searcher can evaluate and contact a company all in one easy step with map listings. In addition, users can reward or penalize a business with a negative or positive review. These features are not available in the sponsored and traditional organic results.
Google map listings are organic – meaning, you can’t pay to be there. Many users prefer what they consider to be Google’s “genuine” or “natural” results to paid listings. Being that map listingsare often the first set of organic listings, we have found that among regional searches, local maps listings have garnered the largest portion of clicks. That being said, local map listing optimization is the most critical element of local online marketing.
A variety of factors effect Google Map rankings and many firms claim to adhere to Google's Quality Guidelines for map listings. Unfortunately, many assembly line map optimization companies that are jumping into this new discipline don't follow the guidelines. As a result, many businesses who hire firms without extensive knowledge and experience with map listing optimization wind up with a severe ranking penalty. So, how do you know if you are speaking with a reputable map optimization firm? Here are three common questions you can use to test their knowledge:
1. Where did Google recently release their new Paid Map listing product?
Answer: San Diego and San Francisco
2. If I want to put a listing multiple cities with one web site, will I be able to do so with map listings even though have only one real location?
Answer: Yes, however, you risk a penalty each time you reach into another city in which you do not have a location and you are better off risking a penalty against an additional URL that holds less value than your main URL.
3. How Long should the title tag be in my local listing?
Answer: According to Google's guidelines, your title tag should match your company name exactly, however, minimal keyword loading (no more than 2 keywords) in the title tag has been used effectively to obtain good positions without a penalty.
These are 3 questions of many more that can differentiate a professional map optimization firm and a telemarketing driven assembly line map listing endangerment firm. Considering that Google has now replaced the Yellow Pages as the most common place someone looks for a local vendor, Google Maps Advertising is arguably the most critical piece to a local business' growth strategy. In this economy, it may make the difference between prosperity and extinction.
The original Post can be seen here:
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