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3/25/2013 DRAGONSEARCH MARKETING I February 2013 1
Ralph Legnini, Senior SEO/SMM Project Manager - @ruaralph2Noni Cavaliere – Social Engagement Magician @MissVersatilePaolo Vidali – PPC Specialist @PaoloRobot
SEO/SMM & PPC for Restauranteurs
Overview and Actionable Advice
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What do you have to do to get Google to like you?
You have a beautiful upscale contemporary Italian restaurant in Rhinebeck, NY.
So how come Google likes the pizza parlor down the road better?
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Your website is the Foundation for all Search Engine Optimization
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Like a nicely designed kitchen!
Search Engine OptimizationOptimizing your Website is like Optimizing your Kitchen – so the chef finds everything to be: • Logical • Efficient• Organized • Uncluttered • Functional
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“What could be more important than fantastic images of your delicious food?”
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If someone asked you about your restaurant – would you just show them a picture of a steak?
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…or show them a photo of a woman posing like a statue?
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…or maybe just some basic black stuff?
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…or make an artistic statement?
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Is a picture worth 1000 words???
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NO!! - Google Likes Actual Words!
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and Google Likes EACH Website Page to be about ONE Thing!
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To Impress Google:
• Each Website page should focus on ONE topic• The copywriting should NOT be multi-
dimensional• We recommend approximately 400 words of
copy for each of your website pages• The copy should include keywords related to
just that one topic• Your Meta Title & Description needs keywords
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A Meta Title Example
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What else can YOU do??
• Map and your address on each webpage• Menu – not a photocopy & not just a .pdf• Google Places & Local Google + Pages• Connect with others to acquire back links• Blog, blog, blog – and NOT just about your
wonderful food!!!• Include link buttons to your Social Media sites
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Noni Cavaliere, Community Manager, DragonSearch - @MissVersatile,
Social IS Your Community Your online community –first build, then listen A LOT
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Social is NOT an ad platform
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Social is a conversation-online
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Search Loves Social
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Source: BIA/Kelsey Group, User View Wave VII, May 2010
97%of online consumers research products & services
online before buying
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Got Social?
The Social Media Community: • Facebook • Twitter • Yelp• Google +• Foursquare• Pinterest
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People are looking for you
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2013 :
• 106 BILLION active monthly users
• 680 million mobile users
Source: http://expandedramblings.com/index.php/resource-how-many-people-use-the-top-social-media/
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Be Community
• Profile
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Be Community
• Community Page
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Be Community
• Group
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What’s for lunch?
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Step back and listen
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Next steps:
• Start a Facebook profile • Start a company page or group• Claim URL• Share Share Share Share• Connect
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What the Twitter?
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Conversation NOT an Ad
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Think in Neighborhoods
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Power of the #
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Hashtag Communities
• Finding related topics to your community
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Twitter Chat
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Next Steps
• Twitter Account • Search for a Twitter chats
– join the conversation• Share your Name• Talk to your community
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Reviews, Ratings & Talk About You
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• 71% to 83% of people use “Reviews” to influence purchase decisions
• 80% will change a decision based on negative reviews
Evidence of Social Influence
17%
83%
Social Influence on Purchasing
Does not use
Uses Online Reviews
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Start with
• Responding – HELPFULLY to reviews
the negative ones & positive ones
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People want to know you heard them
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What’s The End Objective
Show Me the Conversation!
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SEO & Social Media
• “The answer my friend, is blowing in the wind, the answer is blowing in the wind.” Bob Dylan
• SEO & Social are merging in ways no-one can accurately predict, that’s why it’s important to focus on both…then add PPC
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Paolo VidaliSr. Digital Marketing Strategist, DragonSearch
Local PPC Copywriting & Paid Search Advertising
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What is PPC?
• “Pay Per Click” advertising• Only pay when someone clicks• You bid on keywords or placements• You make ads to match those
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Text ads insearch results
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Banner or image ads
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Social ads
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Why PPC
• Incredibly measurable• Connect search phrases with great results
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Pay Per Click Ads
• Help you find new customers• Leverage your other online efforts• Is measurable in every way• Can be acutely targeted
3/25/2013 DRAGONSEARCH MARKETING I February 2013 54
PPC Options
• Facebook• LinkedIn• Google AdWords• Bing & Yahoo Ads
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AdWords Express
• Promoted to Small Businesses• Very “Easy to use”
3/25/2013 DRAGONSEARCH MARKETING I February 2013 56
Spending Big $ Fast
• Managing Daily Budgets• Monthly Budget• A Little Bit Adds Up
3/25/2013 DRAGONSEARCH MARKETING I February 2013 57
Targeting
You can target your customers
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Facebook Ads
• Find a lot of people very quickly• Amplify your existing social media efforts
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Mobile Phones
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Restaurants & Mobile
More and more people turning to the web
Source: Google Mobile Search Moments Study
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Tablets
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Different Regions
• Radius• City, State, Country• Towns & Zip Codes
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Different Demographics
• Particularly in Facebook• People with specific interests• Genders• Age groups
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How do you reach people?
You only have text on a screen…
How can you write your own ads?
3/25/2013 DRAGONSEARCH MARKETING I February 2013 65
Great Copywriting Starts Here
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What is Compelling Copy?
• Jumps Out Instantly!• Succinct.• Engages you immediately
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Call to Action
Go Do This! Fly a Kite! Buy Now!
3/25/2013 DRAGONSEARCH MARKETING I February 2013 68
But the entire world
• Is PLASTERED• Here• There• Everywhere!• Over Here! • Me Me Me!
3/25/2013 DRAGONSEARCH MARKETING I February 2013 69
Think of The Bachelor
You might be last in line
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Stand Out.
Your Unique Value Proposal
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So Get Ahead, Fast.
Here’s what you need to know
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1. Get to the point.
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2. You can be funny.
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3. Use the thesaurus.
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4. Get excited about it!
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5. Never leave someone hanging…
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You Have Passion.
Great food uses lots of senses & synapsesTactile Smell Taste Sight Temperature
3/25/2013 DRAGONSEARCH MARKETING I February 2013 78
Homework
Write 3 paragraphs about something you LOVE
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More Homework
Now write 3 about something you’re just kinda sorta OK with. Nothing too exciting.
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Read Them.
Side by side!What’s the big difference?
A vs. B
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What’s the Diff?
• How did the endings differ?• How did you feel at the end?
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The Challenge
Can you turn your blah story into a love story?
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You Need a Value Proposition
What do I have?
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What do people want?
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Do other people have that?
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How is mine better?
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Put ‘Em Together
• Passion + Value
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Your passion will show
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Wrap It Up
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Top Tips
• Writing for your business means being effective
• Put your passion in• Call them to action• Be clever but not too clever• Test & test again
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PPC
• Help you find new customers• Leverage your other online marketing efforts• Is measurable in every way• Can be super targeted
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www.drsr.ch/ginsbergs
[email protected] | Twitter: @ruaralph2 [email protected] | Twitter: @[email protected] | Twitter: @PaoloRobot
Thank You!
Social Marketology bookAvailable on Amazon!