Hey welcome to this week in marketing, where coach, jason pantan and i help you modernize your marketing, build your brand and ultimately win more business. Did you know 93 of consumers use the web to find local businesses? The question is: are they finding your local business? My name is jason pantana and welcome to this week in marketing, where today we talk about search now, winning an online search in 2022 is way more than just google, for instance. In fact, today, i'm going to talk about three different types of search where i think you need to dominate. You have to position your agent brand to be discovered by buyers and sellers.

If you want to win those lead and inbound opportunities, it's all about search right now, it's all about discoverability right now, that's the world in which we live, but it's not just google. Those three types of search that i want to dig into today is local search. Social search and video search starting off - let's talk about local search riddle me this. How many different google searches happen every single day like worldwide? How many google searches per day you're gon na google? It really quick? The answer is about eight and a half billion searches.

Every day of all the searches happening every day on google get this 46 of them are of local intent. Well, what do i care? Well, don't you run a local business right? Don't you want local buyers and local sellers to find local old you? The answer is yes, of course you do. You want to win on local, intense searches, but now you have to imagine like google's, got a challenge that they got to think through like okay. Well, we're a search engine.

What does a search engine do? Well, i type in words in search bar. I hit search, i'm looking for something i'm trying to discover something and the way that google serves up results is it ranks and prioritizes links to various web pages or whatever of what it thinks is going to address the needs of my search, the basic idea and Intent of my search, so if i'm looking for something local, where are they supposed to send me because if they can't answer that they've got a massive gap in their problem because almost half of all searches are local? Are you with me on this and enters into the solution mix this idea of the google business listing network? It was once called google my business. It's currently called google business profiles. It's had lots of names over the over the years and basically, what it is is all the red dots that you see in google maps.

Sometimes you see them in google search, it's local business listings and i'm willing to bet you have one. We've done lots of different videos where we talk about how to optimize your google business profile. Now, i'm telling you why, today the reason? Why is because you need to dominate local intent, searches because that's where buyers and sellers and consumers are going to look for the best realtor near me and so forth? Now, yes, there are paid ads that you can use like google, local services ads and stuff like that, where you can rank on those types of searches - that's all great, but today, from an seo standpoint i am imploring you not begging, just imploring you to please dial Up dial in your google business profile, how do i do that? Well, first, you you need one, so maybe you don't have one go to business.google.com, create and then search for the name of your business, whatever it is and see like there's a chance that it actually already exists. Maybe somebody else made it.

It got set up because somebody tried to review you or whatever - that's not usually a good sign by the way, but it might already exist, and then you have the option to claim it. If it does not already exist, you have the option to create it. Give it a name give it a website, give it a phone number set up appointment, links, add the hours add your business description fill that thing out into its entirety, because from an seo standpoint the more you fill out the profile, the happier it makes google and The more information and data it gives to google now i'm not going to get overly granular today about how to optimize for seo i'm going to go pretty high level like just local search is where you need to win. So that means using your google business profile on a recurring basis.

You need to be generating more reviews there. You need to reply to every single review you get there. You should be adding photos and videos and google posts on the regular. You should be adding google products, you should be suffice it to say very simply put using the profile to the max, because if you do that, then when people go looking for best realtor near me or best realtor in albuquerque, wherever you do business, you are increasing.

The odds of ranking in those searches whereby they can then read reviews by the way there are stats galore that say the next thing: those consumers, those 93 of consumers who go looking for businesses locally on web searches. The next stat says how many of them go on to read reviews to make their decisions, so this all goes hand in glove. But what i'm saying to you today as a call to action is you need to be ready for local search and local search happens. Predominantly in your google business profile now we can talk about bing places and things like that.

Those are important too, but if you look at how much of all search volume, google controls over 90 percent of all searches online are happening within google. Now that includes google. Google images it includes youtube and all google products, but like when we compare google to yahoo or bing or any other search platform. It's no comparison.

You need to win on local search and the magic happens in your google business profile. So get that thing set up. Get it optimized, look at our other content that we've created to talk about how to win in those local searches and get found by more customers. Number two second type of search mechanism.

Thingy that we're talking about today is social search, social search. What are you talking about social media yeah? I'm talking about social media. Now you may remember, like years ago, facebook tried to really beef up its search components and it worked for a second, but then it stopped working and they kind of reverted and went back like facebook's a social network. It's not a search engine.

However. Instagram made a pretty interesting shift last year and i want to kind of give some context to it. Instagram is trying to beef up its search capabilities. If you go to your instagram app and you see that little magnifying glass on the lower footer, where you go to your explore page, it's a search like it's a search page, that's what it is now on the surface.

It shows you things you might be interested in, but across the top, there's that big search bar where you can search for different types of things which i'll get into the types of things for which you can search. But let's go back to what adam missouri said. Last year the head of instagram, he made some pretty some pretty. You might recall that he made some pretty big statements when he said that instagram is no longer just a square photo sharing app and then he talked about tick, tock and youtube, and he said we want to compete toe to toe with those types of platforms.

We're an entertainment, app we're a video first app, and he made some pretty bold statements well when he named youtube, which i'm kind of foreshadowing. The next point here just stay with me when he named youtube as a competitor, they recognized kind of technically they had to be able to beef up their search because youtube is a search engine. The reason why people watch videos for longer on youtube is because they went searching for those videos and because of that it means they had more intent to go. Watch that video their attention span is greater, simply put like this.

If you want someone to watch a video for longer, they have to be searching for what they want to find and so instagram realizes if they want to keep people watching longer videos, not the types of videos where they just scroll through endlessly like reels and stuff They're gon na have to build out a serious, world-class search capability, which is what they're working on doing now. If you use the search bar now, instagram search will give you kind of sub category hints of what they want you to search for, like accounts places, tags and top, and things like that. It even gives you audio, for instance, so what does that mean? Well, that means accounts is the first one. The number one thing i want you to hear from me right now about social searches on instagram.

You need to have the right username, the username and the display name. They are different. The username is basically your actual handle. It's the thing: that's really hard to get.

If you have a common name, for instance, the display name is whatever you want it to be, and whether it's in the display name or the username those are being searched and indexed by instagram. So if somebody searches your name, you want to make sure that they actually find you a lot of. You have profiles where you have some funky name or silly name or whatever. It is like it's an aol, instant messenger from the 90s or something that doesn't work anymore, because it's not search optimized.

You need to make sure that your actual profile, your display name, your account username. All those things should be maximized and optimized, so that people who are searching for you can actually find you. It also means using like keywords in your bio, in your display name such as realtors such as, where you do business other modifiers and things that can give people context. Like imagine, i met an agent from phoenix and i was like that agent was so great.

What was their name? I can't remember it well if i go to instagram search - and i type in phoenix agent bam, because i followed you you're going to be at the top of my list right. So first thing i want you to hear. Is that the number one way people are using search on instagram is to look up other accounts, however they're trying to beef it up. Why? Because they want to get people to watch more videos, longer videos.

Why? Because they want to compete with youtube, i'm somewhat synthesizing. What adam has already said, but come on like this, the writing's on the wall here with this, so let's keep going for a second. Not only can you search by accounts, you can search by tags. What are tags? Hashtags, that's nothing new! We knew that, but we do know they're, also making a lot of steps at instagram to try to reduce hashtag spam.

They only want three to five hashtags in the caption now. Why? Because they want the hashtags to be super, descriptive and relevant of their content. Why? So that the search bar, the search functionality is actually working better, what they don't want is people searching hashtags that populate videos that have nothing to do with the hashtag, which is why they're starting to police that a bit more, it also talks about audio. You can search by trending audio, just a heads up on your reels.

You might want to think about doing more trending audio in your reels, because that's going to put wind in the sails of your post algorithmically to be discovered by a larger audience, but it also talks about places. I've talked before about you should tag your location. Why? Because that's another thing: instagram is indexing and considering in search and then finally there's one that says top when you're in the search bar. What does that mean? Well, it means it's actually looking at keywords.

Did you know that instagram doesn't look at just hashtags? The actual words in your caption are being indexed and scanned and reviewed by instagram. So if you use keywords in your captions you're, actually helping yourself to rank in various searches, part of winning on search online in 2022 is social search and really, where is it going down? It's going down on instagram they're, the ones making the play because they want to compete with youtube. It's your username! It's your display! Name, it's your bio! It's the content! You create with the hashtags. You use the location tags.

You include, and also the words in your caption that are being scanned and indexed by instagram when on instagram search by doing those things and finally search type number three is video search. I already kind of foreshadowed this one when i talked about youtube because youtube, as i've said many times, is a search engine more than it is a social network. In fact, it is technically if we're gon na get super technical and like slice hairs here, everybody calls it the second most popular search engine on the planet, which is actually not entirely true, it's technically the third most popular, but it's kind of a trick question because Number one is google number, two is actually google images, which is still google right and number three is youtube, so whatever like this is all just who cares? Jason youtube is still more popular than yahoo or bing or other platforms, and so you should be creating videos that are intent upon the searches, local buyers, local sellers, people relocating or moving to or from your area are looking for. You should be using tools like tubebuddy or tubebricks or vid iq.

Those are just common tools where you can conduct keyword, research on hey, what are the trending phrases when people go to youtube and they search for videos related to what i do for a living as a real estate agent in a local marketplace. What are those search phrases so that i can understand them, and then i can analyze the competition to see? Who else is making videos that are currently ranking on those search phrases? And what do i have to do to beat them? I want to beat them. I want to supply the videos that rank top of the page in those searches that are intent upon buying or selling in my local marketplace. If you want to be the agent of choice in 2022, you got to win on search online search.

That means local search, social search and video search. Today we talked about your google business profile. We talked about your instagram profile and we talked about your youtube channel. Those are three platforms where you should be making content and optimizing so that consumers, buyers and sellers and relo, and all that stuff can find you reach out to you and inquire about your services.

I want to see you win on search if this content resonated with you. Please please, please leave a comment. Ask questions. I want to try to reply to your questions and, if there's another topic, you want to hear about again put it in the comments we want to keep making marketing content that moves you forward in your business.

Thank you so much for watching. My name is jason. Pantana - and this has been a blast - you.