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5 Ways to Effectively Market Online in Your Local Market

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Search engine marketing is the single most effective way to drive local traffic to your business website. The goal with any SEO program is to get your website to the top of the search results based on keywords of your business and your competitors. When your website dominates Google search results, you can be assured that the SEO strategies you are driving the optimal traffic to your business’ website.

There are four main types of search marketing tactics: natural search optimization, paid clicks or pay-per-click (PPC), local directories, and map marketing. Each of these unique tactics offers different advantages; it is when they are strategically blended together into an SEO plan they yield the best results. A comprehensive marketing strategy that includes all of these elements gives your website significant advantage over your competitors. The end goal is to have multiple listings on the first page of Google, which is when you know you are properly optimized. This ensures that customers seeking the products and services you offer find you first; the more times you appear on the first page of search results, the better chance you have of getting the customers you desire.
Local Directories and Map Marketing
Remember when you used the Yellow Pages to find a local business? It took forever to find the category you needed, and even longer to choose the company to call. Now, people just type their local search parameters into Google or other search engines to quickly and easily find local businesses. More and more consumers each year are turning to the Internet to research companies, products and services, before they buy. Search engine marketing is the key to harnessing the profit power of your local customer base; traditional Yellow Page advertising is expensive and doesn’t drive customers to your website that provides 24×7 information.

A typical search query by a potential customer often looks like this: “Manhattan Italian cuisine restaurant.” In a Google search, the search engine displays a local map of the area and the top 10 listings for restaurants in Manhattan offering Italian cuisine. Submitting a listing for your business to the biggest local search engines is undoubtedly a great way to drive local traffic to your website and to your business location as well, without the cost of paying for pay-per-click advertisements or other expensive off-line advertisements in your target area.

Natural Search Optimization
A natural search, also known as an organic search, mostly looks like a Google search on anything under the sun. Consumers use this to research products, services and companies before they buy. Of course, if your website doesn’t appear on the first page of results, your chances of increasing sales diminishes significantly. Of course Google isn’t the only search engine that consumers use; MSN, Yahoo!, Bing and Ask.com are important to note as well. Organic searches are the most reliable of all search engine marketing tactics and are the most reasonably priced to implement.

Search engines use automated software called crawlers to comb the billions of websites on the Internet and bring back the most relevant results for a certain query. These crawlers use algorithms that determine the relevance of these websites and their corresponding ranks on the search engine results page. It is for these crawlers that business websites are optimized to using various on-page and off-page SEO techniques. The most common of these is the use of relevant keywords and optimizing website content. Increasing the number of off-page links to your website is also very effective. It should be noted, though, that the algorithms used to evaluate a website change every now and then to prevent business owners from designing their websites to be fully optimized for a Google search but not for the audience.

Paid Search (Pay-Per-Click)
More commonly known as pay-per-click advertising, paid searches are the fastest way to make your business visible to your target market. Unlike a local search and a natural search, though, paid search requires an initial investment, albeit smaller than the investment you put in traditional advertising media, to pay for every time a person clicks on the link to your website. In a Google search, a paid search result appears in the form of an advertisement on the top right side of the natural search results, allowing your users to see you right away instead of having them rifle deep into the search results first.

To succeed in business today, you must have a comprehensive search engine optimization marketing plan. It is not longer just about the number of visitors you receive to your site each day, it is also about the quality of the visitors, and how your website turns them into buyers. When you are ready to expand your customer base, grow your business, and experience greater revenues, it is time to implement an SEO plan that incorporates local search, map marketing, pay-per-click, and organic search to draw potential customers from your service area.

Push Local specializes in online marketing for small businesses.  Our services include search engine optimization, pay-per-click advertising, map marketing, and local directory submissions. 

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Are You Losing Local Customers Because Of Your Text Ad Copy?

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Consumers conduct searches for local businesses, more and more every day.  The advent of Google Local allows your customers to find businesses that are near their homes and offices.  Because of this, it has become more important than ever for local businesses to create text ad copy that accurately represents the products and services of their business.  The last thing businesses want in this competitive market is to lose potential customers because of the following five ad copy mistakes.

1.       Failing To Use Geo-Targeting.

The most important aspect of SEO for local businesses is to include geo-targeting information.  Consider for a moment how you search for a local business.  Likely you type in the city name or zip code in addition to what you are seeking – example “90210 dry cleaner” or “Beverly Hills dry cleaner”.  Without proper geo-targeting, your customers will have a greater challenge to finding you.  However, only use geo-targeting for areas that are truly local to you, otherwise visitors to your site will feel you have misrepresented your location.  Geo-targeting helps your potential customers find you quickly and easily and it must be a central part of your local SEO strategy.

2.        Never Promise What You Cannot Deliver.

When a customer is attracted to the text in your ad copy, they expect what is written in the ad to be an accurate representation of what your business offers.  If your text ad contains keywords that have little or nothing to do with your business, the customer will leave your page without further ado.  Your ad must reflect the information that is on your landing page.  If your text ad indicates you offer roofing repair but your landing page has no information on it, you have lost a potential customer, possibly for life.  Google takes into account the accuracy of text ads and how they relate to your landing page and your business may be rewarded with better ad position and lower costs per click. Only create text ads that accurately reflect your product and service offerings to ensure you do not drive potential customers away.

3.        You Cannot Close A Sale Without Asking For A Sale.

Call to Actions are vital in all marketing campaigns regardless of whether they are in traditional media or online.  Once you have customers find you and are on your site, you must have a clear and concise call to action to spur them to choose your business over your competition.  A strong call to action in your text ad copy can help drive visitors to your site and increase your revenue.  Of course, remember to Never Promise What You Cannot Deliver.  If your text ad says “25% off everything in stock” then your landing page needs to echo the offer.  Text ads with strong calls to action can help drive potential local customers to your site, however, your website must do its job by converting visitors into buyers.

4.       Do Not Waste Space In Text Ads.

Creating concise and yet compelling text ads is an art.  Because of the limited number of characters allowed, it is vital that you include only the most important and relevant information.  While this may seem counter-intuitive, your business name should be the last priority.  Geo-targeting information, a call to action, and great keywords are your first priority. Once a customer lands on your page, they will know the name of your business.

5.        Failing To Use Specific Keywords

Generic keywords fail.  Customers are more savvy today and when they are searching for a specific product or service, they know the best results come from specific keyword searches – this is also your chance to show how you are unique.  For example, if you own a pizza restaurant your keyword choice could be “Italian restaurant” or simply “pizza” or it could be “New York style pizza” or “Brick oven pizza”.  Keywords are a great way to differentiate yourself from your competition.  Choose them wisely.

Text ads are a great tool in driving customers to your local website.  When designing your marketing strategy avoid the five common mistakes above to keep from losing potential customers.

Push Local specializes in online marketing for small businesses including Servpro Franchises.  Our services include search engine optimization, pay-per-click advertising, map marketing, and local directory submissions.  Some of the organic terms we go after for Servpro franchises include: St. Charles water damage, Geneva water damage, Batavia water damage, St. Charles fire damage, Geneva fire damage, and Batavia fire damage.  Push Local has shown continued success marketing for Servpro franchises with a number of clients currently ranking number one for their targeted organic search terms.  

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7 Keyword Tips For Effective Search Marketing

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Everyone today understands that pay-per-click and search advertising must include relevant keywords.  Nevertheless, it is important to understand that as effective as good keywords can be, improper keywords can be detrimental.  It is important to remember these 7 tips when designing your search and pay-per-click marketing campaigns.

Tip #1:  Do Keyword Research.

Research keywords through a service like Google’s Adwords Keyword Tool. This tool is invaluable for keyword research and decision making.  Through their comprehensive search platform, businesses can find relevant keywords based on competition and number of local monthly searches.  The tool helps you make an informed decision on the best keywords to increase visitors to your site.  The key is finding keywords with low competition and high search volume.

Tip #2:  Push The Fact That You Are Local.

As a local business, you want customers in your area to be able to quickly and easily find you.  Your keywords must include geo-targeted information.  It is not enough to include keywords about what you do; you must, as a local business, include city and even zip codes in your search advertising campaigns.  Identify areas or neighborhoods in your area that house your potential customers and use that information to drive business to your website.

Tip #3:  Recognize How You Search.

When selecting keywords for your advertisements, consider how you search for what you are looking for.  What words would you type in? Instead of thinking like a business owner, think like a potential customer.  If you offer a wide array of products and services, you can highlight different ones in different advertisements.  The keywords you select for your advertisement must be represented on your website.  If your advertisement text indicates you repair water damage, make sure that your website clearly identifies how customers can find information on repairing their water damage.  Do not just assume they will understand that your primary business is water damage repair.

Tip #4:  Include Adjectives, Descriptors, Unique Identifiers.

Consumers are getting more precise in their searching.  Because of this, it is important that your keywords capture what they are looking for.  For example, if you sell boots, instead of just having “boots” as a keyword, select unique descriptors such as “motorcycle boots”, “horseback riding boots”, “hiking boots”, or “work boots” to help customers seeking a specific type of boot find you.

Tip #5:  Go Negative.

In search advertising, you can include words in a negative keyword list.  Identifying negative keywords in your text advertisements can help customers weed through you and your competitors and it is one of the ways that can help differentiate your business from the others.  If you offer products on the lower end of the scale and your typical keyword phrases include words like “cheap”, “budget” or others, you may want to add to your negative keyword list words like “luxury”, “expensive” or high-end”.   

Tip #6:  Include Questions That Your Business Answers.

Some consumers phrase their searches as questions because they are looking for a particular solution.  Someone that searches for “how do I install tile in my bathroom?” is most likely looking for information on installation as well as the tiles, grout, and equipment.  Consider what solutions you provide to your customers and then create keyword phrases that answer the questions your customers are asking.

Tip # 7:  Use Long Keyword Phrases.

Instead of a single word or two, a long keyword phrase, aka “long-tails” can drive more relevant potential customers to your site.  They also have the additional benefit of costing less because they are typically less competitive than generic keywords.  However, if your goal is to turn visitors into customers, this tactic can provide you with higher quality leads leading to higher revenues.

Push Local specializes in online marketing for small businesses including plumbing contractors.  Our services include search engine optimization, pay-per-click advertising, map marketing, and local directory submissions.  Some of the organic terms we go after for plumbers include: Oceanside plumber, Oceanside plumbing, Oceanside flood service, Fallbrook plumber, Fallbrook plumbing, and Fallbrook flood service. Push Local has shown continued success marketing for plumbing contractors with a clients currently ranking number one for their targeted organic search terms. 

 

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What is AdWords Express?

AdWords Express is a new offering from Google that allows businesses to advertise in the local “map” area that is at the top or towards the top of Google search results page.  Like AdWords, businesses are only charged when a potential customer clicks on the Ad, but unlike AdWords, AdWords Express helps businesses make informed decisions on how much to budget for a successful campaign.  It can be extraordinarily effective for local businesses.

In an AdWords Express campaign, when local customers are searching for your products or services, your ad will appear above the search results as well as on Google Maps.  While surrounding businesses will be marked with a red pin, your business will be highlighted with a blue pin to further differentiate your business from your competition.

Just like with AdWords, AdWords Express allows you to set spending limits for each campaign you run, and your account will never be charged more than you budget; you are in complete control of your campaign costs.  Additionally, you are only charge when a potential customer actually clicks your Ad, not each time it is displayed.

Here are a few things you need for a successful AdWords Express campaign:

  1. A plan, realistic goals, and ability to fulfill orders.
  2. Effective AdWords Ad containing relevant keywords and a call to action.
  3. A website landing page that is directly related to the product/service you are offering.
  4. An address.  If your business has a physical location, and you receive customers there, that is the address you use.  If you work from home or have a mobile business, you can choose to make the address private.

There are some differences between conventional AdWords and AdWords Express.  Below is a chart that indicates the differences between these two powerful platforms.

                                                          Adwords Express                            Adwords

Pay Per Click                                                     x                                                 x

Full control of campaign                                    x                                                 x

Ads appear on search, Maps & mobile devices      x                                                 x

Geographically targeted ads                             local                                           global

Campaign management                                 automated                                   customized

Tracking & reporting tools                             standard                                 additional tools

Additional ad formats (display/video)            automated                                       included

AdWords Express allows you to get started quickly – within an hour, your campaign can be created and visible to your potential customers.  For as little as $50.00 a month, you can start attracting local customers to your business and increase your profitability.  Your AdWords Express account provides for prominent display when customers search for your keywords.  Remember, either choice has the potential to drive customers to your website or your local business, however, it is vital that your website function as a sales person.  Information on your landing page as well as your home page must be crafted to be relevant and valuable to turn visitors into buying customers.

Push Local specializes in online marketing for small businesses including Servpro Franchises.  Our services include search engine optimization, pay-per-click advertising, map marketing, and local directory submissions.  Some of the organic terms we go after for Servpro franchises include: Carlsbad mold, San Marcos mold, San Marcos water damage, Vista water damage, Carlsbad smoke damage, and Carlsbad water damage.  Push Local has shown continued success marketing for Servpro franchises with a number of clients currently ranking number one for their targeted organic search terms.  

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How To Create a Successful ServiceMaster Adwords Campaign

Effective AdWord campaigns draw visitors to your website, and then the content of your website turns visitors into buyers.  If your AdWords campaigns are not crafted well, with the proper keywords, geographic targets, or have the proper keyword matching control you won’t get the visitors you desire. Creating a successful AdWords campaign takes planning, choosing the best keywords, crafting of several ads to test, testing, and refinement.

Make a Plan

Don’t overlook the planning stage!  A comprehensive AdWords plan consists of realistic goals, geographic targets, determining potential customers’ behavior, and the budget.  At this stage it is also important to focus on what makes your products or services unique, what makes your offering unique, and how you are going to build credibility with visitors to your website.

Choose the Right Keywords

Potential customers are searching for the products and services you offer – the trick is to capture their interest and get them to your website.  Stay away from generic or irrelevant words and phrases; be as specific as you can.  What makes your service unique? Brainstorm different combinations of keywords and phrases.  Ask yourself – if you were looking for your service, what keywords would you type into the search bar?

  • Service:  Water Damage Clean Up
  • Uniqueness:  Expert Dry Out and Clean Up. No Deductible Payment.
  • Keywords:  Water Damage Home. Flood Damage.  Water Damage Removal. Commercial Water Damage. 

 Selecting Keyword Matching Control

Now that you have chosen your keywords and phrases, it is time to determine how search engines will match your Ad with potential customers.  There are four options available:

  •  Broad Match:  This is the default setting that reaches the most users.  Your Ad appears whenever a variation of a keyword appears, i.e. “Water Damage”
  • Phrase Match:  This narrows the potential reach of your Ad by showing it only when search terms contain your keyword, i.e. “Water Damage Removal”
  • Exact Match:  For even further narrowing of potential customers, this option only displays the Ad when the search term is exactly the same as your keyword, i.e. “Dallas Water Damage”
  • Negative Match:  This setting prevents your Ad from showing when a word or phrase is searched.  I.e., “iphone” – your Ad will not appear to customers who search “water damage iphone”

 Writing Ads

AdWord campaigns are comprised of three parts – the headline, the description and the URL.  Remember what makes your product unique, what your special offer is, and a compelling call to action.

  • Headline:  The headline can contain a maximum of 25 characters.  The best headlines are those that directly refer to the keywords being searched.  Make the headline relevant and descriptive.
  • Description:  The description contains two lines of a maximum of 35 characters each.  This is where you select the key details and benefits of your product or service, as well as where you place the call to action.  Keep the description as simple and concise as possible.
  •  Designate display and destination URL:  Choose the specific destination URL that promotes the product or service you are specifically targeting, not just your generic home page.

 Example of Ad .

Headline:                             Water Damage Clean Up

Description:                        Home Flooded? Expert Dry Out and

Description:                        Clean up. No Deductible Payment.

URL:                                       www.servicemaster.com/your-town

 Test Your Ads & Rewrite As Needed

Create several Ads to test their effectiveness in your campaign.  Mix up keywords and phrases; change your call to action, and then launch the campaigns.  In seven days, review which Ads are performing best and those that are not performing well, and refine!  Consumer behavior changes and so does the keywords that resonate with them.  Set a schedule whether it is every two weeks, or once a month, to review the effectiveness of your campaigns and tweak as necessary.

An effective and successful AdWords campaign takes planning, writing, testing, and constant refinement to stay relevant and draw qualified visitors to your website.  Remember that the landing page you create must do the work of transitioning visitors into buyers in order for your profits to soar.

Push Local specializes in online marketing for small businesses including plumbing contractors.  Our services include search engine optimization, pay-per-click advertising, map marketing, and local directory submissions.  Some of the organic terms we go after for plumbers include: Oceanside plumber, Oceanside plumbing, Oceanside flood service, Fallbrook plumber, Fallbrook plumbing, and Fallbrook flood service. Push Local has shown continued success marketing for plumbing contractors with client’s currently ranking number one for their targeted organic search terms. 

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Tips, Tricks & Techniques To Create a Servpro AdWords Campaign

Effective AdWord campaigns draw visitors to your website, and then the content of your website turns visitors into buyers.  If your AdWords campaigns are not crafted well, with the proper keywords, geographic targets, or have the proper keyword matching control you won’t get the visitors you desire. Creating a successful AdWords campaign takes planning, choosing the best keywords, crafting of several ads to test, testing, and refinement.

Make a Plan

Don’t overlook the planning stage!  A comprehensive AdWords plan consists of realistic goals, geographic targets, determining potential customers’ behavior, and the budget.  At this stage it is also important to focus on what makes your products or services unique, what makes your offering unique, and how you are going to build credibility with visitors to your website.

Choose the Right Keywords

Potential customers are searching for the products and services you offer – the trick is to capture their interest and get them to your website.  Stay away from generic or irrelevant words and phrases; be as specific as you can.  What makes your service unique? Brainstorm different combinations of keywords and phrases.  Ask yourself – if you were looking for your service, what keywords would you type into the search bar?

  • Service:  Water Damage Clean Up
  • Uniqueness:  Expert Dry Out and Clean Up. No Deductible Payment.
  • Keywords:  Water Damage Home. Flood Damage.  Water Damage Removal. Commercial Water Damage. 

 Selecting Keyword Matching Control

Now that you have chosen your keywords and phrases, it is time to determine how search engines will match your Ad with potential customers.  There are four options available:

  •  Broad Match:  This is the default setting that reaches the most users.  Your Ad appears whenever a variation of a keyword appears, i.e. “Water Damage”
  • Phrase Match:  This narrows the potential reach of your Ad by showing it only when search terms contain your keyword, i.e. “Water Damage Removal”
  • Exact Match:  For even further narrowing of potential customers, this option only displays the Ad when the search term is exactly the same as your keyword, i.e. “Dallas Water Damage”
  • Negative Match:  This setting prevents your Ad from showing when a word or phrase is searched.  I.e., “iphone” – your Ad will not appear to customers who search “water damage iphone”

 Writing Ads

AdWord campaigns are comprised of three parts – the headline, the description and the URL.  Remember what makes your product unique, what your special offer is, and a compelling call to action.

  • Headline:  The headline can contain a maximum of 25 characters.  The best headlines are those that directly refer to the keywords being searched.  Make the headline relevant and descriptive.
  • Description:  The description contains two lines of a maximum of 35 characters each.  This is where you select the key details and benefits of your product or service, as well as where you place the call to action.  Keep the description as simple and concise as possible.
  •  Designate display and destination URL:  Choose the specific destination URL that promotes the product or service you are specifically targeting, not just your generic home page.

 Example of Ad .

Headline:                             Water Damage Clean Up

Description:                        Home Flooded? Expert Dry Out and

Description:                        Clean up. No Deductible Payment.

URL:                                       www.servpro/your-town

 Test Your Ads & Rewrite As Needed

Create several Ads to test their effectiveness in your campaign.  Mix up keywords and phrases; change your call to action, and then launch the campaigns.  In seven days, review which Ads are performing best and those that are not performing well, and refine!  Consumer behavior changes and so does the keywords that resonate with them.  Set a schedule whether it is every two weeks, or once a month, to review the effectiveness of your campaigns and tweak as necessary.

An effective and successful AdWords campaign takes planning, writing, testing, and constant refinement to stay relevant and draw qualified visitors to your website.  Remember that the landing page you create must do the work of transitioning visitors into buyers in order for your profits to soar.

Push Local specializes in online marketing for small businesses including Servpro Franchises.  Our services include search engine optimization, pay-per-click advertising, map marketing, and local directory submissions.  Some of the organic terms we go after for Servpro franchises include: St. Charles water damage, Geneva water damage, Batavia water damage, St. Charles fire damage, Geneva fire damage, and Batavia fire damage.  Push Local has shown continued success marketing for Servpro franchises with a number of clients currently ranking number one for their targeted organic search terms.  

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