Haywood Community College Presentation: Findability for Small Businesses

Web Findability for Business OwnersGet Found > Convert > Analyze

Local Search

Google Universal Search

Google Search Listings

Piper Jaffray Research (2008)

• 30 percent of all queries contain a city, state or zip code.

• The Internet has now surpassed print Yellow Pages and newspaper as a primary source for local consumer service information.

• The adoption of smart phones will only add to these numbers; 27 percent of all mobile searches are for local information.

Piper Jaffray Research (2008)

• Online consumers seek local information from two primary sources: search engines, such as Google, and Internet Yellow Pages (IYPs), such as City Search.

• Local results are usually marked on a street map with push pins or presented with some other identifier, helping them stand out.

Google Places

Yelp (data on this site feeds Bing and Yahoo)

Yahoo Local

Merchant Circle

Bing Local

Claiming Place Page / Local Listing

Business Address in City of Search

Associating Place Page with Proper Categories

Off-Page / Off-Listing Criteria

Customer Reviews

Product / Service Keyword in Place Page Business Title

Simple SEO Page Elements

Biltmore

Biltmore Page Elements

Title Tag Example

Category Page Category Name | Get Brand 1, 2, 3, 4 & More | BurgerplaceGet CATEGORY NAME at Burgerplace. The freshest, most flavorable CATEGORY NAME & drinks at Burgerplace.com.

Sub-Category Page Sub-Category Name | Category Name | BurgerplaceGet SUB-CATEGORY NAME & CATEGORY NAME at Burgerplace. Find a location near you at Burgerplace.com.

Biltmore Google View

Tool Kit

Tools we will cover in the next section

• Website Grader• Google Link Check• Alexa.com• Google Link Check• Chart Beat• Google Analytics• Google Docs > Forms

WebsiteGrader.com

• Compare your website to your competition

• What grade is your copy oriented to?• Do you have a blog?• How many links back do you have?• Domain: Time to Expire• Alt Tags

Alexa.com

Analytics“You can’t manage what you can’t measure”

Google Analytics & Stats

• Chart-beat for real time stats• Full suite of analytics• Use goals and funnels to track

conversions and referrals• Site Overlay is a very nice tool for

usability• See where people are coming from

geographically• Track your advertising campaigns with

Web Stats• Get a weekly report sent to you

Collecting Data

Google Docs > Forms

Collecting Data

• Promotions, Contests, etc• E-newsletters• Blog Subscribers• Members• Surveys• Event attendees• Contact Database• Hot Leads

User-Centered Design

THE CENTRAL PREMISE OF USER CENTRED DESIGN IS THAT THE BEST DESIGNED PRODUCTS AND SERVICES RESULT FROM UNDERSTANDING THE NEEDS OF THE PEOPLE WHO WILL USE THEM. —Design Council

Call to Actions

Call to Actions

• Think subscribers not visitors• Common Call to Actions:

• Email to a friend • Social Book Marks• E-mail Newsletters• Forms for data collection• Purchase Items• Sign-up for events

• Call to Action techniques

For documents from today including list of tools check:

facebook.com/topfloorstudio/