Avvo Webinar: Don't You Know I'm Local? Straightening Out the Google+ Local Insanity
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Avvo Webinar: Don't You Know I'm Local? Straightening Out the Google+ Local Insanity

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One way that people use Google is to find local businesses, including law firms. Unfortunately, understanding how local search works is, well, less than intuitive. Recent changes in the Google Plus ...

One way that people use Google is to find local businesses, including law firms. Unfortunately, understanding how local search works is, well, less than intuitive. Recent changes in the Google Plus Local Pages platform have been especially confusing. In this webinar, Gyi Tsakalakis, former attorney, Avvo recommended SEO Consultant and Founder of AttorneySync, will dive into local search and how to increase your firm's visibility within local search results.

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Avvo Webinar: Don't You Know I'm Local? Straightening Out the Google+ Local Insanity Presentation Transcript

  • 1. Don't You Know I'm Loco? Straightening out the Google+ Local insanity.
  • 2. Gyi Tsakalakis – AttorneySync 2835 North Sheffield Chicago, IL 60657 AttorneySync.com Gyi Tsakalakis gt@attorneysync.com @gyitsakalakis
  • 3. Not CYPRESS HILL Don't You Know I'm Loco? With a lot of help from…
  • 4. Smart local search experts David Mihm Mike Blumenthal Mike Ramsey More Helpful folks: http://localu.org/about/faculty/
  • 5. Why We Are Here Understand how people use Google to find local businesses, like law firms. Learn about recent changes to Google’s Local platform. Learn about how to find local business citations to improve your firm’s visibility in Google local search results.
  • 6. How Big is Local Search? 97% of consumers search for local businesses online. - Google http://www.google.com/intl/en/+/business/
  • 7. How Big is Local Search? “1 in 3 Searches at Google are Local” - Ed Parsons Geospatial Technologist at Google http://blumenthals.com/blog/2012/11/13/ed-parsons-1-in-3-searches-at-google-are-local/
  • 8. Does Location Matter to Clients? http://www.google.com/insights/consumersurveys/view?survey=ta62sqc3ujmfw&question=2&filter&rw=1
  • 9. Localized SERPs Mike Ramsey, President @NiftyMarketing http://moz.com/blog/understand-and-rock-the-google-venice-update http://moz.com/webinars/be-where-local-is-going
  • 10. More Local Lawyer Search Engine Results
  • 11. What’s happening to Google Places for Business? We’ve recently upgraded the Google Places for Business dashboard, giving business owners an updated interface, more ease in updating their business information, and updates on the status of their edits. - Google https://support.google.com/business/answer/3038166?hl=en&ref_topic=3450784
  • 12. How to Navigate Google Plus Local’s Platform “Google is in the midst of a massive migration of claimed business listings from the old Places Dashboard to the new Places for Business Dashboard. Simultaneously, they are apparently also in the midst of merging the new Places for Business Dashboard interface and functionality with the Google+ Page management interface … confusing on both a branding and functional level.” - Mike Blumenthal @ Local University (10/22/13) http://localu.org/blog/google-approved-guide-local-listing-page-identification/
  • 13. What kind of Google Local Page is it?
  • 14. What kind of Google Local Page is it? Google+ (local business/place category)? Google Business listing? Upgraded to social using Google+ widget? Local Google+ page? New Google Places Dashboard? Google Places? Old Google Places Dashboard (verified, no Google+ page)? Not upgraded to social using Google+ widget? A Guide to Google Local Listing Page Identification (via Local U)
  • 15. WARNING: DO NOT TRY THIS AT HOME!
  • 16. Required Google Local Reading • Google Places for Business Help • Google Places for Business quality guidelines
  • 17. Google & Your Business: law firm Click the link below to review Google and Your Business forum results for “law firm.” https://productforums.google.com/forum/#!searchin/business/law$20firm
  • 18. Additional Recommended Google Local Reading • Local Search Forum (Catalyst eMarketing) • Blumenthal’s Google+ Local Category Posts at Understanding Google Places Local Search • Local Search Archives at Local University
  • 19. Step 1: Google+ Business http://www.google.com/+/business/
  • 20. Step 2: Pick Google Local Business Category This one.
  • 21. Step 3: See if Business Already Exists
  • 22. Oh, hey!
  • 23. No, This is Not My Business Follow Google Places quality guidelines: • Do not include marketing taglines in your business name. • Do not include phone numbers or URLs in the business name field, unless they are part of your business name. • Do not attempt to manipulate search results by adding extraneous keywords or a description of your business in the business name field. https://support.google.com/places/answer/107528
  • 24. Request admin rights?
  • 25. If You’re Already Using Google+
  • 26. Link your Google+ page and your website https://support.google.com/webmasters/answer/1708844
  • 27. rel=“publisher”
  • 28. rel=“publisher” vs rel=author What’s the difference between rel=author vs rel=publisher? rel=publisher helps a business create a shared identity by linking the business’ website (often from the homepage) to the business’ Google+ Page. rel=author helps individuals (authors!) associate their individual articles from a URL or website to their Google+ profile. While rel=author and rel=publisher are both link relationships, they’re actually completely independent of one another. Maile Ohye, Developer Programs Tech Lead at Google http://googlewebmastercentral.blogspot.com/2013/08/relauthor-frequently-asked-advanced.html
  • 29. Google Places for Business Support http://blumenthals.com/blog/2013/01/08/google-local-now-providing-phone-support-for-verification-issues/
  • 30. Engage With Your Audience • Respond to client reviews. • Share photos, videos, and other updates with your audience. • Customize your cover photo. • See local insights for your Google+ page, including analytics displaying how many people saw your posts, shares, and business information on Google. https://support.google.com/business/answer/3038169
  • 31. Google Plus Local Guide Formatting tips - When crafting the social post, surrounding a word or phrase in “*” will create a bold feature, surrounding a word or phrase in “_” will create an italicized feature, and surrounding a word or phrase in “–“ will create a strikethrough feature. Once posted: *Words* will appear as Words _Phrases_ will appear as Phrases -Sentences- will appear as Sentences Microblogging is an option - While character limits constrain content length can on other networks, Google+ doesn’t prevent you from turning your posts into microblogs. Sometimes the best engagement and sharing on Google+ comes out of a post that, instead of just linking to a webpage, includes a large chunk of that pages’ content within the post itself, and then guides the reader to read the rest of the story by sharing the link. If you’re really feeling ambitious, posting the entire piece of content as a social share alone – with no link – has also been done and can lead to greater engagement from followers. Don’t be afraid to test these strategies to see which work best for brand’s followers. Brady Callahan (UpTik Media, LLC) Using Google Plus: A Guide for Local Businesses
  • 32. Beyond the Basics https://developers.google.com/+/
  • 33. Google Maps Business Photos https://www.google.com/intl/en/help/maps/businessphotos/
  • 34. Google Maps Business Photos
  • 35. How Google Generates Business Listings • Infogroup, Neustar and Axiom • Yelp, Yellowpages.com, Avvo • Government Information. • Google Street View. • Human reviewers. • Google Map Maker. http://moz.com/blog/how-business-listings-made-whiteboard-friday Local Search Ecosystem
  • 36. Citations “Citations are defined as "mentions" of your business name and address on other webpages, even if there is no link to your website. An example of a citation might be an online yellow pages directory where your business is listed, but not linked to. It can also be a local chamber of commerce, or a local business association where your business information can be found, even if they are not linking at all to your website.” - GetListed.org https://getlisted.org/static/resources/why-citations-are-important.html
  • 37. Where to Get Citations Local Blogs Local Schools Local Community Organizations Local Government Sites Local Competitor Analysis Local Business Directories Local Professional Local News Sites Organizations
  • 38. Local Business Citation Tools http://www.yext.com/ https://www.whitespark.ca/local-citation-finder https://getlisted.org/static/resources/local-citations-by-city.html https://getlisted.org https://getlisted.org/static/resources/local-citations-by-category.html#Attorneys
  • 39. Local Search Beyond Google Plus By and large, the primary factors seem to have stayed largely the same for the past couple of years: • Proper category associations • A physical address in the city being searched Consistent, high-quality citations from sources that are: Authoritative Trustworthy Industry-relevant • Your NAP information featured clearly on your website • Your location as a keyword in title tags and headlines • A smattering of reviews on both Google and third-party sites • A handful of high-quality inbound links David Mihm Director of Local Search Strategy at Moz http://moz.com/local-search-ranking-factors
  • 40. Local Search Factors Illustrated http://moz.com/blog/top-20-local-search-ranking-factors-an-illustrated-guide
  • 41. Web Equity “The many elements of an online presence can build on each and work together for a business. The process is best done in an environment with more control rather than less. Because of the changing nature of the Internet, a SMBs marketing investment should always reinforce and strengthen the elements over which they have the most ownership.” - Mike Blumenthal http://blumenthals.com/index.php?web-equity-infographic
  • 42. Gyi Tsakalakis – AttorneySync 2835 North Sheffield Chicago, IL 60657 AttorneySync.com Questions? Gyi Tsakalakis gt@attorneysync.com @gyitsakalakis Thanks. Feel free to email me with questions or to request slides.