Business Identity Webinar 1 of 6

Webinar 1 aired Thursday Nov 7th. For 1-6 in the Small Business Local Web Marketing

Foundational local ranking factors addressed
2. Physical Address in City of Search
3. Consistency of Structured Citations
5. HTML NAP Matching Place Page NAP
10. Proximity of Address to Centroid
13. Product / Service Keyword in Business Title
15. Proximity of Physical Location to the Point of Search\n(Searcher-Business Distance)
17. Local Area Code on Local Plus Page

Pre-webinar home work – 1 hour

  1. Research other similar companies in the cities you care about and a few big ones like Portland and Atlanta that aren’t near you. Gather a list of services and different phrases of those services they offer – 30 minutes
  2. Gather all the business information you have including past business (names, phone numbers, addresses, and websites) – 15 minutes
  3. Make sure you have a Google account, it’s free and you don’t need a gmail to have one. – 10 minutes

Below are helpful explanations and links to resources mentioned during the webinar.

In this section you will learn the most ideal setup for your businesses identity (Name, Address, Phone Number and Website) And if you are an existing company what issues with these will hold your small business back.

Your business is categorized and verified by your core business information (Name, Address, Phone Number and Website) AKA N.A.P.. No amount of SEO will makeup for mistakes with this core information.

Most common mistakes that destroys businesses

  • Businesses who share information: name, address, phone number or website
  • Multiple phone numbers
  • Moved locations
  • Multiple websites
  • Post office and suite number boxes
  • Variations / inconsistencies

Feel free to organize your business information how ever you would like. I’ve created a basic Google doc for this course that you are welcome to copy and use.

If your business has been running for a while start by finding out if you have any of these common mistakes. If so, the best thing to do is stop it, stop the lies or old information about your business from circulating. Sit down and write out how you want your business to appear to customers from now on and then set out to correct all the incorrect information out there. If there is a lot then feel free to take it in most important to least important stages that I outline here in my business identity check.

Choosing a business name

  • 27 or less characters in the name including spaces
  • Describes what services you provide
  • Describes where you operate (Optional)
  • Brandable (Optional)

Choosing a business number

  • Be from your local area code
  • Have a number that is separate from your personal number or any other person or business number

If you need an additional phone number try:

  • CallRail – For $30 you’ll get 10 phone numbers and if you plan on spending $500 or more a month in advertising it can come really handy to have those other numbers for reasons we will describe later in the advertising section.
  • If you need things like a virtual assistant or you know you will not be spending $500 in advertising then I recommend Grasshopper at $20 a month.
  • And yes it’s not a good idea to let Google own your business phone number but you could have a free Google Voice phone number if you are strapped for cash.

Choosing a business address

  • Not a P.O. Box or suite box setup
  • Somewhere you can receive mail
  • Closest to where you want to serve customers

Preference for addresses in order of best to worse

  1. Brick and mortar store
  2. Warehouse
  3. Home
  4. Shared office building
  5. Friends place

You’ll notice these are all physical locations that you could serve customers at. Google feels that even service or go to client business must have a legitimate base of operations near the cities they want to compete in.

Choosing a business website domain name

If you’ve picked your business name wisely then just buy the .com of your business name. We’ll cover domain hosting and website platforms in full later so also feel free to wait.

It really doesn’t matter if you have a url other then your business name. In my experience you’ll rank for these business name searches anyways as it will be in the footer of every page on your site and on your contact us page. So if your name is over 27 characters for instance do your customers a favor and shorten the name.

Find out what people are searching for

We will cover what people are searching for online and if they intend to buy. Also you will organize this information for greater success later.Google by far still offers the best tool to discover what people are searching for online. It’s called the Google Keyword Planner formally Google Keyword Tool. Once you have searched a ton of words related to your business you can download all the searches and filter by most searched. Here is an example of this and it’s called keyword research.

Keyword intent

Now search Google for those top words and make a note if they are information based results or commercial purchase intent results.

Learn from competitors sites

Take a look, are these words found in the title tags of your competition? If you aren’t try searching a bigger city like Sacramento to see what they are doing there.

Organize your keywords into lists

Organize into roots and intents, some know this as ad groups

Post-webinar home work – 1.5 hours

  1. Create your keyword groups – 1 hour
  2. Check if you have N.A.P. issues – 20 minutes
  3. Organize your business information (Name, Address, Phone Number, Website Name) – 10 minutes
  4. Post any questions you have below (optional)
  5. Share this page on your favorite social media sites or email your friends (optional)

To access to all webinars in this series 1-6 Small Business Local Web Marketing Webinar Series by Jason Weaver

    I’m a digital marketer, lucky husband, and father. I have one goal, put bad marketers out of business. Contact me for marketing consulting.

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