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Transcript of Gold Coast North Chamber of Commerce A B Paterson College 14 th November 2011 1Copyright © Gold...
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Getting Local Business OnlineGold Coast North Chamber of Commerce
A B Paterson College
14th November 2011
Copyright © Gold Coast North Chamber of Commerce & Industry Inc
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WelcomeGarry Way – Head of Senior School. A B PatersonSpeakers:
Pete Nicholls, Director, LocaltagDave Cane, Owner, Find Net SolutionsMick Davies, Owner, 5150 StudiosJamie White, Solicitor Director, Pod Legal
Online Trends, Free Tools, Legal GuidanceOnline Student Workshop, Nov 28th (spaces limited)
Copyright (c) 2011 Gold Coast North Chamber of Commerce & Industry Inc.
Background63% of America's small businesses do not have a website at all. This is a missed opportunity in my view. So we started an initiative to help small business get online - partnering with Intuit and others.Eric Schmidt, Executive Chairman, Sept 21, 2011
Getting Aussie Business Online is a nationwide campaign from Google and MYOB to give a free website to more than 50,000 Australian small businesses. It’s designed to knock down the common barriers to small businesses getting online by making it easy, quick, and free to set up and maintain a website.Google Australia Blog
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Online Trends
Copyright © Gold Coast North Chamber of Commerce & Industry Inc
Online
$50B 10.6M
20-53%2NDMobile
Local
Social
Consumers Have Embraced Online
Online
$50B
Online Impact
* Deloitte Access Economics “The Connected Continent” Aug 2011** Rohan Gifford, Google Australia, Nov 2011
10.6MSocial
Social Media in Australia1. Facebook 10.6M2. YouTube 10M3. Blogspot 4.1M4. Linked In 2.2M5. Wordpress.com 1.8M6. Twitter 1.8M7. Flickr 1.1M8. Tumblr 1M9. MySpace 620K10. Google+ est. 500K (40M WW)
* David Cowling. www.socialmedianews.com.au Oct 2011
2ND *Mobile
Aussies love Mobile + Smartphones
* Rohan Gifford, Google Australia, Nov 2011. ** Google Internal Data, 2011*** Google Insights, Advanced Global Mobile Trends
20-53%Local
Emergence of “Location”
Eye-Tracking Google SERPs - Oct 2011http://www.seomoz.org/blog/eyetracking-google-serps
Online
$50B 10.6M
20-53%2NDMobile
Local
Social
Consumers Have Embraced Online
Copyright (c) 2011 Localtag ABN 60 151 463 544
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Examples 1The Coffee Club, OxenfordPoseidon & Seafood Grill, Search, WebsiteMermaids Dining Room & BarMontezumas: Burleigh, Labrador, Website, FBZamels, HelensvaleNike Factory StoreEnderley ResortMortgage Broker
Copyright (c) 2011 Localtag ABN 60 151 463 544
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Examples 2Buddha’s Wok and GrillTown & Country Motel & RestaurantSawasdee ThaiLyndal O’Brian NutritionistPenthouse on the Broadwater
Copyright (c) 2011 Localtag ABN 60 151 463 544
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Examples 3Sanctuary Cove Yacht ClubGeorge’s Paragon Sanctuary CoveThe Ephraim SpaThe Old Danube Hungarian Cake ShopLove That BookSouthern Cross Martial Arts
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Gold Coast Online Profile
(c) Google Maps 2011
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Gold Coast Online ProfileArea # GP GPC WEB GA
H/Isl. P/Point 1,750 29% 37% 52%
Ox, BW, R/Bay 3,900 23% 30% 53%
Ner, Sport, MBch 5,850 25% 18% 57%
Carr, Bun, SP, BB 3,150 32% 21% 51%
Mud, Rob, Mi, BHds 3,000 29% 22% 60%
PalmBch, Curr 2,350 29% 19% 44%
Cool, Tweed 1,130 26% 18% 45%
(c) Google Maps 2011Copyright (c) 2011 Localtag ABN 60 151 463 544
Online Visibility
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Online Tools
Copyright © Gold Coast North Chamber of Commerce & Industry Inc
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Getting Found by Local Consumers
Presented by Dave Cane,
Website Consultant since 2000
with Find Net Solutions.
Co Author & Editor of the eBook ‘Get Found Be 1st on
Google Local Search’
Copyright (c) 2011 Gold Coast North Chamber of Commerce & Industry Inc.
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Google Places & Local SearchesQ/ How do the majority of consumers find a local
business online, Yellow Pages OR Google?
A/ Google
Why?Google gives Faster Results, with less clicksMore ConvenientSearch Result order is by relevance rather than who
pays the most
Copyright (c) 2011 Gold Coast North Chamber of Commerce & Industry Inc.
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Why be seen on a Google Local Search?
73% of all online activity is related to local content66% use the Internet to find local businesses54% have replaced their phone books (Yellow
Pages / Local Directories) with Internet searches82% of local searchers follow up with their search by
phone call and/or walk-inGoogle Local Search Results are fast, easy &
informative for searchers
Copyright (c) 2011 Gold Coast North Chamber of Commerce & Industry Inc.
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What is a Local SearchAn example of a Local Search is when someone is
looking for a hairdresser in say Helensvale.
They search “Hairdresser Helensvale”
Copyright (c) 2011 Gold Coast North Chamber of Commerce & Industry Inc.
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What is the result of a Local SearchSearch result shows the top 7 local businesses with: Their Business Namea Google Map MarkerTheir AddressTheir Phone Number a link to their FREE Google Place pagea link to their website (if they have one)
Copyright (c) 2011 Gold Coast North Chamber of Commerce & Industry Inc.
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What’s the Cost to be at the Top of Google?Google Places (Local Search) was set up mid 2010Free Web Page supplied by GooglePage views are from FREE traffic, absolutely NO
cost to advertise
Copyright (c) 2011 Gold Coast North Chamber of Commerce & Industry Inc.
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What’s available on your Places page?Search Engine effective DescriptionsLocation Map AddressAreas you servicesLinks to Specials, Menus, Booking Forms etcBrands of products you sell, service or promote Photos Videos / Movies Reviews on your business & serviceCoupons for discounts, offers & promotionsTraffic Activity Report – Impressions & Action
Copyright (c) 2011 Gold Coast North Chamber of Commerce & Industry Inc.
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27Copyright (c) 2011 Gold Coast North Chamber of Commerce & Industry Inc.
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What you need to do…You need a Google Account & it is best to use your
business domain admin email address not a gmail
Copyright (c) 2011 Gold Coast North Chamber of Commerce & Industry Inc.
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To check if Google has your Places page set up go to www.google.com/places & follow the links or www.google.com/local/add/g?hl=en-US&gl=US#phonelookup
Copyright (c) 2011 Gold Coast North Chamber of Commerce & Industry Inc.
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What you need to do…You need to Claim & Verify your Google Places page
Copyright (c) 2011 Gold Coast North Chamber of Commerce & Industry Inc.
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Edit your Basic Information
Copyright (c) 2011 Gold Coast North Chamber of Commerce & Industry Inc.
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Edit your Description & Service Areas & Location
Copyright (c) 2011 Gold Coast North Chamber of Commerce & Industry Inc.
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Edit your Hours of operation, Payments, Photos
Copyright (c) 2011 Gold Coast North Chamber of Commerce & Industry Inc.
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Add Videos & Additional Details & Click ‘Submit’
Copyright (c) 2011 Gold Coast North Chamber of Commerce & Industry Inc.
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Validate your business by Phone, SMS or Post. You will receive a 5 digit PIN to enter in the next screen, your Validation is then done
Copyright (c) 2011 Gold Coast North Chamber of Commerce & Industry Inc.
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Tips on being more effectiveLogin & update all business listing websites like White Pages,
Yellow Pages (std listing) True Local, Start Local, Yalwa, Hot Frog,
Update all Industry associated website listingsGet listed on your Local Chamber of Commerce websiteKeep all your online details exactly the same - Business Name,
Phone No. & Address eg 07 56677755 compared to (07) 5667 7755 & Street or St
Make sure your Business Descriptions are Keyword EffectiveLink to your website pages for Menus & Booking Forms etcGet multiple positive Reviews on your Google Places Page.Canvass existing customers for positive Reviews
Copyright (c) 2011 Gold Coast North Chamber of Commerce & Industry Inc.
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What NOT To DoDo Not do your own ReviewsDo Not get people to do multiple Reviews
from the same computer, network or IP addressDo Not try & trick Google with multiple listings at the
same address or repeated keywords etc. Keep It Normal & Not Spammy.
Copyright (c) 2011 Gold Coast North Chamber of Commerce & Industry Inc.
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Thank you for your timeDave Cane www.FindNetSolutions.com
Google Analytics:Mick Davies
Copyright © Gold Coast North Chamber of Commerce & Industry Inc
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What’s In A Graph? Google Analytics 101Make the most of the statistics that you can’t get from
that giant yellow paged door stop / booster seat
Presented by Mick Davies - 5150 Studios Owner & Senior Developer / Lead SEO Specialist
Copyright (c) 2011 Gold Coast North Chamber of Commerce & Industry Inc.
Copyright (c) 2011 5150studios.com.au 40
Why The Numbers Matter"42.7% of all statistics are made up on the spot." - Steven Wright
Google Analytics – Free, Simple & mostly* accurateSmall Websites to Large E-Commerce Websiteswww.google.com/analytics
*Statistics in Google Analytics are only approx.
Copyright (c) 2011 5150studios.com.au 41
Analytics Quick View
Copyright (c) 2011 5150studios.com.au 42
Big Brother Is Watching*If an offline ad falls in the woods, would someone ever see it?
With offline advertising you CAN’T find out the analytics of your ad
Using Google Analytics we know exactly who is looking at it, who stays to read or just moves on and what devices they are using to view it
*On The Web
Copyright (c) 2011 Localtag ABN 60 151 463 544
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Keywords & Location
Copyright (c) 2011 5150studios.com.au 44
Do You Know Your Target Audience?Most businesses don’t know exactly who they are
marketing too
Analytics gives you the power to find that information:
What Keywords are being searchedWhat devices are being used (Laptop, iPhone, iPad etc…)What pages on your website were viewed & for how longHow many visitors your website is receiving
Copyright (c) 2011 Localtag ABN 60 151 463 544
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Device Type & Web Browser
Copyright (c) 2011 5150studios.com.au 46
Referrals & Online PromotionAnalytics can determine what customers you need to
support
Price My Insurance Quick Overview & Assumptions:Internet Exploder is the most common web browseriPhone & Android phones are visiting the websiteEast Coast of Australia is the main targetReferrals from Websites, Google Adwords & Organic
SearchesWebsite is growing but bounce rate could improve
Copyright (c) 2011 5150studios.com.au 47
Lower That Bounce Rate!Improving a bounce rate can be a black art but, it is CRITICAL to
know your target audience
A website selling insurance needs simple content, no jargon, images of people with happy faces & videos helping the person choose the right insurance – that’s what this target audience needs.
A website providing performance tuning for sports cars needs to promote their media gallery of photos & videos – that’s what the target audience wants to see.
What does your target audience WANT & NEED from your website?
Copyright (c) 2011 Localtag ABN 60 151 463 544
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Your Website Pages
Copyright (c) 2011 5150studios.com.au 49
It’s Easy To FixGoogle Analytics is a tool that makes a business
owners life THAT MUCH BETTER!
It’s all in the stats! BUT don’t 100% rely on them
Conversions are still what puts money back into your pocket, but with the power of Google Analytics you can gauge where improvements can be made on your website and work with your web developer to achieve the best possible results
Copyright (c) 2011 5150studios.com.au 50
Free Analytics InstallationIf your ready to find your online target audience with
Google Analytics contact Mick Davies at 5150 Studios and we will set it up for FREE – it takes only a few minutes and you can begin tracking your target audience now!
Phone: 07 5547 5488Email: [email protected]: www.5150studios.com.au
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Jamie White, Pod Legal
Copyright © Gold Coast North Chamber of Commerce & Industry Inc
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Thank YouSpeakers:
Pete Nicholls, Director, LocaltagDave Cane, Owner, Find Net SolutionsMick Davies, Owner, 5150 StudiosJamie White, Solicitor Director, Pod Legal
Online Trends, Free Tools, Legal Guidance
Online Student Workshop, Nov 28th (spaces limited)
Copyright (c) 2011 Gold Coast North Chamber of Commerce & Industry Inc.
• Customisable website, which includes: • Google Maps integration • Opening times & contact details• Photo gallery• Facebook & Twitter integration• E-commerce capability
• Free .com.au domain for two years, then $30/year to renew
• 1 year’s free hosting, then $5/month, no contract pay-as-you-go basis
• No payment details required until year two
• Online tips and education in lifecycle email series
* On the product roadmap
Offer overview video
http://gettingbusinessonline.com.au/
Free Website from Google & MYOB
Copyright (c) 2011 Gold Coast North Chamber of Commerce & Industry Inc.