Smart Funnels Create More Customers

Smart Funnels Create More Customers

The beauty about local search is how tangible it can be if you incorporate information about local circumstances. If you think of the standard sales funnel (below), you already have pretty concrete numbers about your market potential. Let’s take a close-up view of the 2,000 to 4,000 searches in your area. Does your web presence captures all it can, or even a fair share? First and foremost, your internet presence will simply not perform if it is not on Page 1. But there is another reason why you may be underperforming online: the commuting pattern of your prospective customers. Your search strategy is broad and encompasses a greater service area of Anywheretown, USA, and yet it still doesn’t yield the expected results. Well, you can just switch to a better Search Optimization (SEO) provider and website designer and start over, right? Hold your high-horsepower engines for a little bit, hope is not a strategy. The image below segments searching motorists – the highest potential of losing the share being the red pie segment. Those motorists don’t find it convenient to get to the business location and will select a different business.     So it becomes clear the importance of targeting motorists outside the obvious business location area. But how do we cover the entirety of prospective customers? And what if the commuting pattern opens area that are not obvious? What if local commuter trains offer the opportunity to drop the vehicle in the morning, and then take a train and pick up the vehicle in the evening? Check below an area near Sacramento with the top five zip codes...
Do you need a Mobile Website?

Do you need a Mobile Website?

Using smartphones and tablets to search for local businesses has become a wide spread habit and is going to increase, because it is highly convenient. Due to the much smaller available space on especially smartphones easy navigation becomes key for a great user experience. Lets look at a typical website, which has not been optimized ye

Have Search Results Become Unpredictable?

Have Search Results Become Unpredictable?

Ron Haugen (the author of the great movie clip about finding a Saturn repair shop) and I had a chat about Google plus and its repercussions on search results. Over the course of the conversation the following questions emerged, and we thought questions and answers might be worth sharing. Here they come: 1. Word out there is that if you do not have a Google + account, your business’ search engine ranking will suffer. Is this a valid concern ? Absolutely valid, and if you don’t buy at least Ads worth $500 per month with Google, you won’t have any chance getting on even page #2 in Google search. I am just messing with you and I am sorry, but the temptation to mock fear based sales tactics is so high I couldn’t resist. Lets get as accurate as I can: Your business search rankings won’t suffer if you don’t have a Google Plus account.  What you should consider though: If you can engage your prospective and existing customers in a meaningful conversation online, share valuable content they are interested in on Google Plus and earn ‘+1’ clicks in return, Google will consider your ‘social ranking’ as one of many parameters in determining your search ranking. In other words, having an account alone doesn’t help much – you need to use it to engage in a meaningful online conversation with your customers. It does make sense, doesn’t it? Just like real life, the more people talk with and about you, the more attention by searching motorists you deserve. 2. Is it possible that Google users will see different search engine results when logged in...
Reviews Featured on Your Website Are ALL on Google!

Reviews Featured on Your Website Are ALL on Google!

Reviews assist in getting potentially new customers to trust you. You knew that already. Dominance on Google page#1 assists new customers finding you. You knew that as well. Do you know how effective these can be when combined? See the image below. And did I mention that Google picks up your review stats off your website and ours to show it to prospective customers (blue arrows in picture above)? See for yourself above OR type your business name in Google and enjoy (assuming we designed and manage your website, of course). Uwe...
Success Metrics You Shouldn’t Overlook

Success Metrics You Shouldn’t Overlook

I have been asked by shop owners and industry experts alike, how it would be possible to make Google rankings and reviews tangible. So tangible that a decision to invest in SEO, a website, review collection etc. can be justified and tailored to the shop’s needs. Before I do that, lets have a look at why Google is so important. Just follow the trend comparing Yellow Pages and Google Maps as search items in the image below between 2004 and today. Do I need to say more about why Google search should not be overlooked for local businesses?   Now let’s set the baseline for a realistic look at the power of Google Search. Although not an easy task, since trillions of factors influence the numbers – which influence you as local business owner – I was looking over our stats and zeroed in on a virtual area, representing “most likely town”. In “most likely town” live approximately 60,000 people driving 20,000 vehicles every day to work. The commuter traffic in and out of town is balanced out, the median household income is about $50k and the age profile looks as shown below. There is a healthy portion of 25-55 year olds, but also some college students, all of who use the internet regularly.   Second, I took the number of our search database for similar towns and selected a few shops, where we measure website traffic, appointment requests through the shops’ websites, and track phone numbers. I determined how websites and business listings, which are not highly ranked stack up against well optimized websites, and I compared those...
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