Local Internet Marketing - Local Search

I’m a fan of information and opinion.  In fact, when it comes to search engine marketing most true learning experiences come from golden nuggets of information in interviews, blogs and articles.  Dr. Ralph Wilson, of WebMarketingToday has a fun way of getting interesting perspectives from people he interviews.  My suggestion to him is to upgrade his video camera, but some of the people he allows to share insights (and sell their own services) do share “golden nuggets” of information. 

Feeling overwhelmed with all the things to learn about SEO, PPC, SEM, Social Media, Blogging, Reputation Management and any other term you know you need to understand better, means you don’t apply it to your business.  As a small business owner, the key is to figure out how this information helps your business in your industry at this time.  Many SEOs talk in general terms which means they cover a lot of area without specifics.  That’s because optimization isn’t about doing the same thing for every site but identifying the best tool in your toolbelt of information to maximize your own site in your own industry.

Dr. Wilson’s interview about Reputation Management with Andy Beal of Marketing Pilgrim, offers some useful insight into some ideas that can easily be implemented by any small business.  Watch it, learn from it and figure out what 2 things in the interview can help your business this week.  Don’t overwhelm yourself with all the information out there, list 2 things you can do this week to help improve your own site in your own industry.  Then you’ll start to see results!

Now I know I usually talk about internet marketing and that’s even the name of the blog but I’ve felt like I need to add a small business tips section to this blog because of the little things that I know and little details I wish I’d known about when I first started with business.

 Online fax services are AWESOME.  I don’t have a fax machine and never want a fax machine.  Gone are the days of needing one and they are usually so bulky it doesn’t make sense anyway.  Now comes online fax services.  I personally use Packetel’s $3.95/mo. unlimited incoming faxes service (Packetel Review).  Every business needs a fax number because we all run into the lame “please fax me” transactions.  I’ve loved every minute of getting pdf emails instead of a fax machine and my first small business tip is to use an online fax service.  (Google search: “online fax service” and you should find a few choices). 

I promise I’ll be back to local internet marketing by my next post

It’s no secret that links are important.  The big topics of conversation are buying links, natural links, relevant links, reciprocal links and just plain links.  The reason search engine optimizationers (I like adding “ers”) can be so valuable to a small business is the magic behind link building.  I’d like to take this opportunity to say “be creative and you’ll get links”.

 I’m reminded of a great session at WebmasterWorld’s Pubcon when a San Diego Chiropractor talked about what he had done over the last year to get his website to the top for the his keywords.  David Klein shared some great strategies about getting links and the overwhelming message was to go have fun, be creative and of course people will link to your site.

 When the California fires hit in late 2007 he took his team out to help the tired firefighters with alignments.  Of course that generated buzz but he also took pictures of it and added them to the website.  He didn’t do service because he’d get publicity but he also didn’t miss the opportunity to get links (by posting pictures of his company helping with the fires).  He also took pictures of individuals at a Chiropractor summit and of course people will link to their own pictures on his site.  All in all it was great and honest insight on the effectiveness of remembering the human side of seo and using creativity to drive traffic and get the all important SEO Link.

Sometimes the internet marketing community is so focused on beating the system that they forget that people are the ones who add real value to a site and business.  The point here is to get creative in what you like to do and remember the SEO Link opportunities.  Step outside the box and experience the rankings of someone with friends!

Keywords are the corner stone of search engine marketing.  They are literally everything.  Search, no matter what, is all about words people use to describe what they want.  SEO revolves around key phrases (keywords) used to describe a product, service or business and the same keywords have prices associated with them via pay-per-click.

So with all the value and importance on the key words used to describe and successfully market a website, what tools are the best to help me as a new business owner understand how someone goes to Google and searches for what I have to offer? 

Remember the “IT” commercials that ebay had running last year, and even this year, I think.  Not only can you get “IT” on ebay but whatever words your customers use to describe “IT” should be your focus in search engine marketing.  I think the common response and creation process for keywords is to bid on the official name and variations of the official name and call it good.  I’m a dentist so I need to bid on city dentist.  Well what about dental, family dental, wisdom teeth, broken tooth, tooth doctor (yes some people still search for tooth doctor) or city state service type keyword phrases.

 Google has a great tool to help get you thinking but don’t let it be your only resource and don’t assume Broad match will cover everything you want to cover.  In fact, practice not using Broad match at all and see how you do.  Here are some other FREE and/or inexpensive outside tools to help you with your keyword creation process.

Keyword Discovery - Free search tool helps to get you started and should do for most small businesses.

Coolest Keyword Tool - Pulls a lot of data from Word Tracker and is another excellent, free tool from Mr. SEO - Adam Wall

Good Keywords - This is a useful windows software offering that I use to help me organize and create better groups.

Google Keyword Tool - Thank you Google for offering a keyword tool to everyone that is accessible outside of Adwords.  You can have them spider your site to make suggestions or use it like the other tools - enter keyword - get suggestions.

Excel Spreadsheet - Never underestimate the power of an excel spreadsheet and your own brain.  Sometimes this is the best way to get a quality keyword list.

I really do love Internet Marketing and have done (and do) affiliate marketing, blogging, seo, paid search, ecommerce, retail, local and lot’s of other fun pieces of the internet marketing umbrella.  I like to think I’ve learned a lot over the years but I am also honest in saying I’ve learned a lot from other resources.  Sometimes it’s about reading an article or story with a unique point of view and applying it to my business or website in a way that would probably surprise the article writer.  Other times it’s that “ah ha” moment of enlightenment that leads to a new top selling product or marketing idea.

 I’d like to start the new year with some recommendations on where to get ideas and how to learn the art of internet marketing….from print. Here comes my list, in no particular order, of magazines that you must subscribe to if you own a local business and you are interested enough in internet marketing to learn something.  The reason for talking print when I’m a big internet geek is because the print magazine forces me to read something other than a computer screen…and I like the magazines!   (no affiliate links if you do sign up so know that I am honestly recommending these).

Inc Magazine (www.inc.com)  It’s fantastic because it offers unique insights into the business minds of a variety of companies and has some fun suggestions.  The topic on the cover is compelling about 8 months of the year.

Revenue Magazine (www.revenuetoday.com) This is an affiliate focused magazine which is one of the best for offering insights and information for anyone interested in becoming an affiliate or figuring out what the term really means.

Entrepreneur Magazine (www.entrepreneur.com) You want the best magazine for any website owner or small business owner?  You need Entrepreneur magazine.  They do such a good job of really helping an entrepreneur with all areas of their business that I actually get excited and smile when it arrives at the office.  I do skip a few articles every issue but I learn something in every issue which means I’ll be subscribing until one of us disappears.

BusinessWeek (www.businessweek.com)  What a fun business magazine.  I love getting the information from outside of my industry because it helps me see the big picture. The greatest part about this magazine is the “week”.  There is always a great interview with someone in business and although I admit to letting it pile up once in a while, I still love taking it on any airplane trip.

Fortune (www.fortune.com) You know you are in a great industry when top level magazines like Fortune and Forbes start adding more stories about search marketing.  One day they’ll actually use the letters SEO to describe search engine optimization but until that day I still find Fortune one of the most motivating magazines I get.  It helps me realize how big the world is and the revenue opportunities for any business.

Fast Company (www.fastcompany.com) I only like it every other month but I know that it will get better.  I used to love Business 2.0 but now that it’s gone, Fast Company has replaced it as an every other month favorite.

 I’m sure I missed a few but these are the magazines I subscribe to and can confidently say, I’m glad I do!