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Eric Bobrow, Creator of the Internet Marketing for Architects Course

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— Eric

LESSON OUTLINE

INTRODUCTION – AGENDA FOR THE LESSON

Local Marketing defined

Traditional media – advertising in Yellow Pages, newspaper/magazine, direct mail
Traditional networking – in person meetings, sponsorships, word of mouth referrals
Internet-based strategies – based on SEO with local keywords
Local directories including Google + Local / Google Places

Internet Strategies related to Local Marketing

Search Engine Results Pages (SERP) often have local listings for certain keyword searches
Google is promoting this heavily, it’s gaining traction; will be increasingly important
Current listing format still highlights the main website link, but offers Google Places page too
If any reviews have been posted, they show up in the local listing reference
Ratings are shown when enough reviews are received
Informal survey indicates that this is rarely seen for architects, but over time this will change

Developing Your Google + Local Page

Comparison of a basic Local page vs. one that is nicely done

Basic page just has contact info and map
– Show listings for Leif Rideout Architect, Downer Associates, Hart Wright Architects
Adding pictures and description is helpful
Getting reviews is very useful – important to start asking clients for them
Anyone with a Google account may post a review
Some negative reviews are seen – this could be bad for business
– example – search for “architect oakland ca” – look at Lindy Small reviews
Protect yourself, and boost your conversions – get some good reviews posted ASAP
Videos may be added in admin area, but are not showing yet

SEO Strategies for Local Listings and Business Directory Listings

Each listing service has a certain amount of traffic for searches – this may be small, but each one contributes to overall visits

Equally important, each listing adds a link to your website, boosting its ranking

Start with www.getlisted.org (if it’s available in your country) and claim listings on these services

You can do a search for “online business directories” and see what might be relevant – do the free ones, generally not worth paying for a premium listing

Do a few each week, and over a period of time, you’ll have many more links / citations

Use autofill in your browser to speed this up (built into Chrome, available for Firefox)

CONVERSION FROM THE SEARCH ENGINE LISTING

What cues will make someone click a search listing to visit your site?

Title of the website is important – set by metatag if available
Google reviews will encourage click-through for local-style listings

Description is useful – drawn from metatag or page content

– Demonstration of descriptions and how they relate to actual sites –
Important to make the description short, focus on what you want to be seen
Equally important – have the description on the home page – identical or similar words

Google “authorship” is another plus – see my listings for examples (search “archicad”)

Picture and number of Google Circles now shown when author is listed

GENERAL NOTE RE SOCIAL MEDIA

Social media in general are playing an increasing role in SEO – Google is looking at “social signals” related to +1’s, Likes, comments, other interactivity – aiming to reduce reliance on factors that can be “gamed” (such as backlinks) and focus on visitor experience and behavior

Local Marketing – Enhancing Your Listings (reviews, pictures, etc.)