Local SEO for Small Business: Formic Media Seminar Series


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How to rank in the Google "7-pack", a tutorial of the basics for small and local businesses.

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  • Local search often not differentiated between organic SEOWhen talking about optimizing your website for local search results  geo-modified search queries  different from ranking in local searchTonight, we will uncover what makes Local SEO different, why it’s so important, nuances for rankingEnd result – take home pointers to jumpstart your biz efforts in local search  the details that can help determine if local search is worth hiring professionals
  • Two separate ranking algorithms for organic SEO vs. local SEODon’t need a website to rank in local searchThis of top 3 SEs  have local listing centers  but it’s not just about local listingsQuestion for audience: claimed local listings before?
  • A conglomeration of websites makes up the local search landscapeIt’s a comprehensive, fragmented space peeps looking for business info in a variety of places  some places feed each otherLocal search derived from directories originally  although market share is moving more and more towards major SE local listings  at the center is Google MapsTo be in Google Maps, must have place page
  • In addition to local listings, local search is comprised of other messages/advertising with local intentPPC ads can be highly targeted, highly efficient for capturing the local customerSame with FB
  • Let’s start with arguably the most important local search place to be  the 7 packThe 7 pack pushes the organic rankings down – some below the fold.The Google 7 pack is currently the most coveted real estate in Local Search. This is what searchers see. This is what your clients and customers see.So how do you get there?
  • Google’s goal – return most relevant useful resultsUnderstanding local intentUnderstanding where you are, based on IP addressUnderstanding your search history
  • Between June 2008 and 2009  local market share on Google maps increased significantly – up 11%When classifying local intent, important to include offline advertising  happens not only online, but offline too.
  • Talked about the importance of local search  now we’ll talk about how to do local search.
  • These are the things that local experts generally agree can hurt your rankingsIn Google Maps:Multiple Local Business Listings with different infoNot using a complete street addressNot using a local phone numberDiffering signals from trusted sources of informationAll of this adds up to LOCATION CONFUSION, which seems to be the biggest enemy of ranking well in Maps.
  • Enter business informationSubmit for verification  via phone or postcard  enter PIN
  • As part of the profile completion process…similar to organic SEO
  • Citations help validate that your listing is accurate these are mentions and articles, content about a biz…adds relevancy.Similar to how inbound links count as votes in organic search…Local social media sites, foursquare, loopt, gowalla etc.
  • Casts a wider netAlso good for organic SEO  links/votes to websiteA tedious, daunting task
  • A great service for ensuring biz info is distributed far and wide and accurately is to use UBLFormic works closely with UBL as a partner to help our clients become listed, efficiently and accurately.Paid service
  • Now you’ve submitted…what’s next…management.Track progress, stay up to date, find areas to improve – have all the info in one place.
  • Local SEO for Small Business: Formic Media Seminar Series

    1. 1. Local SEO for Small BusinessFormic Media Seminar<br />Presented by:<br />Anna Hutson<br />Account Executive<br />anna@formicmedia.com<br />Formic Media, Inc.<br />www.formicmedia.com/seminars<br />
    2. 2. Co-Sponsored By:<br />Mike Rasmussen<br />503.937.1111 | 503.789.2593<br />Michael.Rasmussen@BankOfTheWest.com<br />
    3. 3. What is Local SEO<br />Optimizing Locations based on Local Intent<br />
    4. 4. What is Local SEO<br />Requires a Different Mindset from Traditional SEO:<br /><ul><li>Traditional SEO is about optimizing websites; Local SEO is about optimizing locations
    5. 5. Local Search has its own set of ranking factors</li></ul>Traditional, Organic Search<br />
    6. 6. What is Local SEO<br />Local Search<br />
    7. 7. What is Local SEO<br />Local Paid Search<br />
    8. 8. What is Local SEO<br />OneBox results (“7 Pack”)<br />Traditional organic, geo-targeted result<br />
    9. 9. What is Local SEO<br />General Ranking Factors for the “7 Pack”:<br /><ul><li>Local Intent
    10. 10. Search history
    11. 11. IP address targeting</li></ul>20% of all Google searches are related to a location – 1.28 BILLION per month<br />
    12. 12. Why Local SEO Matters<br />Stats & Facts:<br /><ul><li>There are 50 million Place Pages
    13. 13. These cover all types of places, ranging from businesses like tailors, restaurants, and optometrists to locations like dog parks, transit stations, and baseball fields.
    14. 14. More than 4 million business listings on Google claimed by business owners (using the Local Business Center, now Google Places)
    15. 15. Nearly 2 million listings have been claimed in the United States
    16. 16. Place Pages are viewed millions of times each day</li></ul>40% of ALL online searches have local intent!<br />
    17. 17. Why Local SEO Matters<br />Local Search Market Share is growing:<br /><ul><li>It is important to have Local Search as part of your overall online and offline marketing strategy.
    18. 18. Offline advertising helps to generate the demand for local search intent.</li></li></ul><li>Google Places, Yahoo! Local, Bing Local<br />
    19. 19. Local Search Strategy & Optimization<br />Important Elements to Ranking in the “7 Pack”:<br /><ul><li>Claim your local listing
    20. 20. Ensure that your company does not have duplicate listings
    21. 21. Ensure that your listing is properly categorized
    22. 22. Include keywords in the local listing Title
    23. 23. Proximity of the business to the city center
    24. 24. Google Places service areas
    25. 25. Complete local business listing profile
    26. 26. Number of citations</li></li></ul><li>Claim Your Local Listing<br /><ul><li> Trust is a huge signal for Google
    27. 27. Only 2MM claimed in U.S. so far
    28. 28. http://www.google.com/places
    29. 29. No duplicate listings!
    30. 30. Do the same at Yahoo (listings.local.yahoo.com)
    31. 31. And the same at Bing (ssl.bing.com/listings/BusinessSearch.aspx)</li></li></ul><li>Claim Your Local Listing<br />Claiming:<br /><ul><li>Enter business info.
    32. 32. Verify your listing.</li></li></ul><li>Include Keywords in your Title<br />Add Keywords to your Title:<br /><ul><li>These will be bolded in results.
    33. 33. Help to increase CTR, similar to PPC advertising.</li></li></ul><li>Categorize Your Listing<br />Add Relevancy Factors:<br /><ul><li>Search Engines use categories to help define your business accurately.</li></li></ul><li>Proximity to City Center<br />Proximity:<br /><ul><li>Having an address in the city and close to the city center helps with local ranking.
    34. 34. Importance is determined by competition.</li></li></ul><li>Service Areas & Home Based Businesses<br />Add Service Areas:<br /><ul><li>Extremely helpful for home based businesses.
    35. 35. Good for businesses that serve specific areas.</li></li></ul><li>Complete your Local Listing Profile<br />Add Profile Content:<br /><ul><li>Reviews
    36. 36. Photos
    37. 37. Videos
    38. 38. Coupons</li></li></ul><li>Off-site Optimization: Get Citations!<br />Key Citation Sources:<br /><ul><li>Yellowpages.com
    39. 39. Superpages.com
    40. 40. GetFave.com
    41. 41. Hotfrog.com
    42. 42. Local.botw.org
    43. 43. Citysearch.com
    44. 44. InsiderPages.com
    45. 45. CityVoter.com
    46. 46. Judysbook.com
    47. 47. Kudzu.com
    48. 48. ShopInCities.com</li></li></ul><li>Off-site Optimization: Get Links!<br />Submit to Free and/or Paid directories<br />Add & verify business information with local Data Providers<br />
    49. 49. Off-site Optimization: UBL<br />Universal Business Listing (UBL) Services<br />
    50. 50. Off-site Optimization: UBL<br />Universal Business Listing (UBL) Reporting<br />
    51. 51. Tracking Your Local SEO Success<br />
    52. 52. Analytics<br />1.<br />Create a Vanity URL: (e.g. www.formicmedia.com/portland) <br />Use GA Advanced Segments<br />2.<br />Create a Tracking URL<br />
    53. 53. Action Items & Takeaways<br /><ul><li>Claim your local listings!
    54. 54. Utilize a combination of local optimization tactics, including testing paid search.
    55. 55. Stay up-to-date, local search is evolving at a fast pace.
    56. 56. Evaluate resources, find a qualified professional to get things done if resources are spread to thin.</li></ul>YOU!<br />Your Competitor<br />Your Competitor<br />Your Competitor<br />Your Competitor<br />Your Competitor<br />Your Competitor<br />
    57. 57. Resources<br /><ul><li>http://www.google.com/places (Google Places)
    58. 58. http://www.listings.local.yahoo.com (Yahoo! Local)
    59. 59. http://ssl.bing.com/listings/BusinessSearch.aspx (Bing Local)
    60. 60. http://www.seomoz.org/blog (SEOMoz Blog)
    61. 61. http://searchengineland.com/ (Search Engine Land Blog)
    62. 62. http://blog.searchenginewatch.com/ (Search Engine Watch Blog)
    63. 63. http://www.google.com/support/places/bin/answer.py?hl=en&answer=107528 (Google Places Quality Guidelines)</li></li></ul><li>Q & A!<br />Presented by:<br />Anna Hutson<br />Account Executive<br />anna@formicmedia.com<br />Formic Media, Inc.<br />www.formicmedia.com/seminars<br />