Frequently Asked Questions

February 7th, 2013 by

Table of Contents

  1. Why is Google such a big deal? What about Yahoo and Bing? Can I see an example of how the Google local search works?
  2. Which marketing and advertising tools does LBM use? and can I get a description of these?
  3. If Longmont Business Marketing puts my business on the front page of Google with the Basic SEO package, why do I need the maintenance services?
  4. I already have a webmaster, so how does Longmont Business Marketing work with them?
  5. Do a significant number of potential customers actually use search engines like Google and Yahoo vs. the hard copy Yellow Pages and Dex, etc?
  6. Which search engines are used the most? Is it more important to be listed on one vs. the others?
  7. How long does it take to see the results of a search engine optimization?
  8. What is social marketing, and how can it be of value to my business?
  9. I’ve heard about web presence, backlinks, citations, etc… What are they, and why do I care?

 

Why is Google such a big deal? What about Yahoo and Bing? Can I see an example of how the Google local search works

Simply stated, Google by far has the largest market share over all the other search engines combined. Advertising on Google is a must. Some statistics say that Google has as much as 80%, and the rest of the search engines share the rest. That’s why there is so much emphasis on Google. Click on this Google search demo for an example of how people can use local search.
 

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Which marketing and advertising tools does LBM use? and can I get a simple description of these?

The following is a list of marketing tools that LBM may leverage depending on the business’ need.

  • Search Engine Optimization (SEO) – SEO involves making enhancements to your website that make your website search engine friendly, so your website is found when consumers perform local searches for your products and services. SEO also involves registering your businesses with the major search engines and Internet directories. This process establishes your business and website as a viable entity on the internet where consumers can locate your businesses’ products and services. This is a low-cost high-impact advertising package that can provide short term results.
  • In-depth Search Engine Optimization (SEO) – In-depth SEO is for businesses that are competing against other businesses for ranking on the front page of Google local search, as well as other search engines and internet directory services. This is a comprehensive advertising process that builds your business’ internet presence over time.
  • Social Network Marketing Tools – Facebook and Twitter are examples of social networking tools. Facebook in particular is growing at an astounding rate with over 350 million subscribers, and growing at 75,000 new members every day. Depending on your business demographic, Facebook can be leveraged to advertise your business by engaging family, friends, and most importantly friends of friends to expand your market reach.
  • Sales Process Alignment – Moving your company’s website up a list of on-line search results is not a stand alone deliverable. Your website could rank #1 on every search result but if it is not linked to your sales processes, marketing strategy, and customer life-cycle, you will not get results. With our Sales Process Alignment product, we will assess your web presence in the context of your overall ‘marketing mix’ and how your investments line up with customer behavior. If you are investing a large percent of your marketing dollars in an area that is driving a very small portion of your business, your marketing mix is not optimized and your sales processes are not fully integrated. We will track your customer behavior and ensure that you are focusing investments where it matters most. We will provide you with tools that will enable you to re-allocate or reduce marketing costs, saving money and ensuring that marketing investments are driving revenue and profit for your company.
  • email Marketing – In its broadest sense, the term covers every email you ever send to a customer, potential customer or public venue. In general, though, it’s used to refer to:
    • Sending direct promotional or advertising emails to try and acquire new customers or persuade existing
      customers to buy again
    • Sending emails designed to encourage business customer loyalty and enhance the customer relationship.
    • Placing your marketing and messages or advertisements in emails sent by other people.
  • Pay Per Click Marketing – is an Internet advertising model used on websites, in which advertisers pay their host only when their ad is clicked on. With search engines, advertisers typically bid on keyword phrases relevant to their target market. Content sites commonly charge a fixed price per click rather than use a bidding system.
  • Internet Directory Marketing – There are literally thousands of internet directories on the web that host business profiles including business location, contact info and a link back to the business’ website. In general you can think of them as on line yellow page advertising. Some Internet directories have a local focus, and some are worldwide directories. LBM uses some of the more prominent directories to advertise our customers’ business to establish web presence.
  • Blog Marketing – First, a blog is a type of website, usually maintained by an individual or business with regular entries of commentary, descriptions of events, or other material such as graphics or video. Entries are commonly displayed in reverse-chronological order. Blog marketing is any process that publicizes or advertises a website, business, brand or service via the medium of blogs. This includes, but is not limited to marketing via advertisements placed on blogs, recommendations and reviews by the blogger, promotion via entries on third party blogs and cross-syndication of information across multiple blogs.
  • Internet Article Marketing – is a type of advertising in which businesses write short articles related to their respective industry. These advertising articles are made available for distribution and publication in the marketplace. Each article contains a bio box and byline that include references and contact information for the author’s business. Well-written content articles released for free distribution have the potential of increasing the authoring business’ credibility within its market as well as attracting new clients.
  • Video Marketing –  are informative videos (and sometimes humorous) that become popular through the process of Internet sharing, typically through video sharing websites and e-mail. Videos don’t always have to be formal or expensive advertisements. If done correctly, they can be quite cost effective as well as effective in communicating your marketing messages to potential business customers.
  • Domain Name Marketing – Domain name marketing has become an important function in domain name management. A domain name is that which grants you a unique identity for your website on the Internet. In order to get prominence on the Internet, it is essential to have a well-chosen domain name for representing your business’ website. Domain names have an important role to play in making income from your online activities.Each domain is unique in its own way. Your domain name must match the product or service you offer. Select a domain name that reflects the character of your business’ website and the unique products and services you provide. It is advisable to choose a domain name that can be easily reached through type-in traffic or bookmarked traffic methods. Take care to verify that the chosen domain name is not a trademarked one.In short, a perfect and complete domain name marketing campaign will help you to achieve the following advantages:
    • Safeguards your particular business’ brand
    • Increases exposure to your business
    • Localizes your business
    • Advertises your business’ products in targeted markets
    • Increases your businesses’ sales
    • Drives qualified traffic, leads and potential customers to your business’ website

     

 

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If Longmont Business Marketing puts me on the front page of Google with the Basic SEO package, why do I need the maintenance services?

Getting on the first page of Google’s Local Organic Search can be highly effective, but is just the beginning. As more businesses leverage the Internet for marketing and advertising, the competition is going to become fierce. In order to keep your business on the front page, there is ongoing work that must be performed to maintain and improve your positioning on the search engine results page. For example, your business’ web presence must be improved by increasing the number of citations and backlinks to your business’ website (among many other maintenance activities). Also, maintenance packages include reports that show you how well your business’ web presence is performing (website hits and search stats).
 

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I already have a webmaster, so how does Longmont Business Marketing work with them?

Preferably, Longmont Business Marketing would like to have complete control of the business’ website going forward, but we can certainly make arrangements with your webmaster to accomplish our common goals.
 

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Do a significant number of potential customers actually use search engines like Google and Yahoo vs. the hard copy Yellow Pages and Dex, etc?

The short answer is Yes. There are several sources for statistics, and they are all stating that more people are using the search engines to find local business’ goods and services vs. using the hard copy yellow page advertising. They are also saying that the trend will continue (as conventional wisdom would reflect). “expertlaw.com” has a very interesting article on “Search vs. Yellow Pages – 4 Secrets Why Search Engines Beat Yellow Pages in Local Advertising” Also, check out these Stats from Webpro News. You can also see general Internet usage stats from the .
 

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Which search engines are used the most? Is it more important to be one on vs. the others?

Currently Google is by far the most used search engine on the Internet, with Yahoo and Bing (Microsoft) as distant second and third respectively. For more information, go to your favorite search engine and search on “search engine usage statistics”.

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How long does it take to see the results of a local search engine optimization (LSEO)?

It depends on several factors:

  • Your business’ competition plays the biggest role in how long it takes to see results. If you business is competing with other businesses that already have good local search engine optimization (LSEO), it could take longer than 6 months to see good results. This is one motivating factor businesses need to consider. The sooner you get started, the easier it is to get results and maintain search engine position. The good news is that many local small businesses are under utilizing SEO advertising, and thus the opportunity is there.
  • Another factor is your business’ existing web presence. Even though your business may not be on the front page for local search, it may be that you’re on the second or third page, but still have good web presence. It may be that your business’ website needs some tweaking, along with some off-site optimizations in order to get on Google’s front page.

 

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What is social or network marketing, and how can it be of value to my business?

For a technical description of Social Marketing, you can look it up on wikipedia.org, but Social Marketing as it applies to marketing to potential customers is leveraging social marketing tools such as Blogs, Facebook, and Twitter to “get the message out” for your business to as many potential customers as possible. This advertising is accomplished by leveraging your friends, family, and business partners to chat about your business using these tools. There is a comprehensive strategy and tool set that Longmont Business Marketing has developed to help accomplish this.
 

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I’ve heard about web presence, backlinks, citations, etc… What are they, and why do I care?

In this context, web presence is basically how well known your business is on the web. Web presence is established when search engines gather enough data on your business to where it appears that you’re business is “significant”. As you know, there are millions of websites out there, and most of them are impossible to find unless you either know the business’ web address, or they show up in the search engine. Backlinks are links to your business’ website from other websites, and these are important to establishing web presence. Citations are mentions of your business in any context. This could be the mention of your business in an article, or it could be the result of a backlink to you businesses’ website. Longmont Business Marketing takes a “local approach” into telling the search engines (Google, Yahoo, Bing, etc) about your business by comprehensively communicating the existence of your business through many network channels. The search engines are constantly scouring the web for not only new websites, but new web content. If your business and website keep showing up in these “network channels’ in their relentless search, your business gets scored higher than Joe Competitor’s website. If you have more questions on this, feel free to send us an email from the Contact US page.