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Web Findability for Business Owners Get Found > Convert > Analyze

Haywood Community College Presentation: Findability for Small Businesses

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This is a presentation that Ravenel Mansfield of Ravenel Consutling and Ty Hallock of TopFloorStudio did for Haywood Community.

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Page 1: Haywood Community College Presentation: Findability for Small Businesses

Web Findability for Business OwnersGet Found > Convert > Analyze

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Local Search

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Google Universal Search

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Google Search Listings

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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.

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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.

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Google Places

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Yelp (data on this site feeds Bing and Yahoo)

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Yahoo Local

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Merchant Circle

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Bing Local

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Claiming Place Page / Local Listing

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Business Address in City of Search

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Associating Place Page with Proper Categories

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Off-Page / Off-Listing Criteria

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Customer Reviews

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Product / Service Keyword in Place Page Business Title

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Simple SEO Page Elements

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Biltmore

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Biltmore Page Elements

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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.

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Biltmore Google View

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Tool Kit

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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

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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

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Alexa.com

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

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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

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Collecting Data

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Google Docs > Forms

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Collecting Data

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

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User-Centered Design

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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

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Call to Actions

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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

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For documents from today including list of tools check:

facebook.com/topfloorstudio/