boyd of ayrshire .com

I been think for a while now about what the geographical location should be for local companies when they set about some online marketing.

So I decided to have a look at used cars.

First I looked at the top down view, UK, Scotland, West Scotland, Ayrshire then Ayr.
Now where is the best place to find your target market?

I’m sure there’d be more competition for “Used cars for sale in Ayr” but there isn’t “Used cars for sale in Ayrshire” has more businesses targeting the wider area. Interesting, but on closer inspection alot of the national car sales websites like fish4car and autotrader appear for the Ayrshire search and not the Ayr search.

Within the top 20 position for any of these terms there is not a Ayr or Ayrshire based company. Arnold Clark are listed and are local but there part of a national chain and ranking due to the links heading in to the homepage. David Bryson is the only used car sales company that appears within the top 100 that is located in Ayrshire and as this blog was setup to provide Ayrshire business with a guide to marketing online I’ll help David Bryson out, Used Cars for Sale in Ayrshire, there you go.

A freebie, wow I feel better now.

Many people that know me will be curious as to the nature of this blog post and will think that David Bryson are one of my clients but there not. It’s half time in the Rangers V Florentina game and I’m bored and for some reason I couldn’t think of anything else to write about and I wanted to update my blog.

The second halves started…

Are you losing your own business?

Many businesses don’t consider their position on search engines below the number 1 spot. Out of the 10 listings on search engine pages most businesses presume that people searching for there businesses will click on the correct URL. How does a new customer know which is the correct URL?
A while back one of the eye tracking reports suggested that 85% of visitors to Google click on the first 3 positions. You need to ask yourself these questions.

Do you have a website listed in all 3 positions that promotes or protects your brand?

Do you control the content on all 3 websites?

Are you OK with letting 15% to 60% of potential business slip away?

If the answer is no you need to do more to protect your brand online, now.

By using these simple tips you can protect your brand terms on search engines from unsavory reviews and also claim back some business from resellers and affiliates or if your operating within the Travel industry, GDS systems.

• Domain Names
• When many companies enter on the internet to trade the usual only purchase a handful of domain names that incorporate there brand term. I most cases businesses purchase www.brand.com and www.brand.co.uk. This is a fundamental mistake, the remainder of the other domains, .org, .net, .tv etc are then left available for anyone to buy. Many of these domain names will be picked up by resellers and affiliates trying to generate sales of the back of brand terms being searched on Google, Yahoo and MSN.
  
• Solution: Buy up all variations of your brands domain name.

• Land, not Redirect
• A common mistake made by businesses when they purchase additional domain names relating to the brand terms is to simply redirect them to the main site i.e. point the .co.uk domain name to the .com domain name using 302 redirects. This offers zero benefit when protecting your brand, search engines will simply consider the main domain name to be the original site and then devalue the other domains that point to it.
• Solution: Create landing pages for the other domain names, the landing pages can consist of some sales material and deep link into the main site, it doesn’t have to be a full blown website. Setting up these landing pages on a separate server from the main site will also offer a small benefit.

• Blogging
• Get a blog, Get one now! Using a blog to output the latest news or special offers can help to combat brand theft. By simply signing up to a free blogging service such as wordpress.com and using your brand name in the blogs names such as http://brand.wordpress.com you can pick off another one of those positions on the search engine for your brand term.
• Solution: Open a wordpress.com account and use your brand term in the name of the blog. Remember to blog often and grow within your industries blogging community.
  

• Alerts
• You really need to be knowing when other websites are commenting on aspects of your business whether good or bad. To do this on a higher signup to Google Alerts, this will notify you when a website is talking about your brand and identify you websites using your brand terms to gain business. A way to monitor blogs and websites outside of Google is by setting up RSS feeds for search terms on Technorati,  visit Technorati and search for your brand, within the search you’ll see a RSS  subscride button. Add this to your preferred RSS reader.
• Solution: Setup Google Alerts and Technorait RSS feeds.

• Shift Focus
  
• When you start to receive bad online press and it filters through onto blogs one thing to do is to shift the focus by putting a press release or a special offer. Use the blogs you’ve created to distribute the new shift in focus. It is also possible to pay for blog posts on top bloggers websites. This could be a quick solution if your new blogs aren’t quite up to scratch.
• Solution: Push on new news via your blog and look at using a pay per post system like www.payperpost.com

I hope that some of these tips help you protect your brand within the online environment, these tips are just a sample of a full Online Brand Protection and Monitoring strategy. Hopefully they’ll be applied to your strategy.

Blogged with Flock

Tags: seo, travel, online brand protection,

Here is a simple list of tips you should consider if marketing your website locally.

1. Get listed in local online directories.

Examples for Ayrshire: http://www.browseayrshire.com, http://www.ayr-web.co.uk
How to find more: Search Google for Region or City plus directory

2. Join your local Chamber of Commerce.

Most UK Chamber of Commerce websites have an online directory of members and there websites.
Example For Ayrshire: http://www.ayrshire-chamber.org/directorylisting.asp

3. Get your service or product listed in local online classified ads

Example for Ayrshire: http:/./glasgow.gumtree.com, http://ayr.iclads.com/

4. Include your domain name on your business cards, flyers, ad’s etc

5. Write good content for your website.

This will help to retain visitors to your website and help to convert to sales over time. Remember to include the region and city that you operate in.

6. Start a blog.

Wordpress.com, Blogger.com and many more offer free hosted blogging services, use this blog platform to communicate with previous customers, leave testimonials and also describe products and services in greater detail. These blogging platforms are always very search engine friendly and would help to promote your business with really doing not much more than talking about what you do.
Example for Ayrshire: http://ayrshirescotlandbusinessnews.blogspot.com/

7. Check out your local council.

Some local councils have directories of all the companies within the local area.
Example for Ayrshire: http://www.south-ayrshire.gov.uk/Business/business_directory.asp

8. Good old Word of Mouth.

Tell everyone you know about what you do, get them to tell there friends and if they have a website, myspace or bebo account get them to link to your site or add you as a friend. If your friends do have myspace and bebo accounts get them to give you a free lesson on what it does.

9. Good old Shop Windows

If your along at your local shop and they have ad’s on the window then get your business listed in there, remember to include your website. People might see the ad and remember the domain name rather than the phone number.
Examples for Ayrshire: Most Spars, Tesco, Asda and Homebase

10. Get listed on Google Maps

Google maps in a great way to get listed at the top of google for your service or product. Simply set an account at google and follow the instructions to get listed. Google Local Business Centre http://tinyurl.com/3a8sh4

Blogged with Flock

Tags: SEO, Local, Google, Business, Marketing

I read in a newspaper a while back the UK’s Post regulator was asking companies to consider using an alternative to the Royal Mail for there business post. I’ve been thinking for a while that maybe there’s a better solution to what I’m using at the moment.

History Note:  A while ago my better half setup a website to sell posters of anything that moves and pretty much anything that’s standing still. We (I) setup a business account with the Royal Mail, basically we fill a bag with poster tubes and head off for the post office once or twice a week. When we get there we get harrassed by the counter staff as they claim “We don’t usally do this”, so who does? We’ve been going to the same post office every Saturday morning know for over 6 months. The Post office have an additional “pick up from your door” service for an extra £260 a year, which isn’t bad, we just think we didn’t need that level of service. Plus Kim uses the Saturday morning mail run as the ideal way to get me in a town center on a Saturday.

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