Formic Media Presents Local SEO Stats & Tactics

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Formic Media, a digital marketing agency focusing on Local SEO marketing tactics for small-medium sized business and multi-location retailers, offers up a number of SEO stats and tactics to help …

Formic Media, a digital marketing agency focusing on Local SEO marketing tactics for small-medium sized business and multi-location retailers, offers up a number of SEO stats and tactics to help ensure your business is able to begin the trek to achieving top local search engine rankings.

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  • 1. Local SEO Stats & Tactics Presenter: Date: John McPhee, Vice President September 4, 2013
  • 2. Formic • Launched in 2008 to service small business & partners • Specializes in search engine & social media marketing • 100% of Account Team Google AdWords & Google Analytics Certified • Strategic partnerships (Travel Portland, website design/dev shops, agencies) • Focus on education via monthly Seminar Series
  • 3. A Look at the Search Results Page
  • 4. Difference Between Organic & Local
  • 5. Difference Between Organic & Local
  • 6. • Location, location, location • Organic/Paid search = “the what” – Nike running shoes, Sony DSLR camera • Local Search = “the what” & “the where” – Nike shoe store Portland, Camera World Portland Difference Between Organic & Local
  • 7. The Evolution of Local Search
  • 8. Blended Results (most recent)
  • 9. Why is Local Search so Important?
  • 10. • Roughly 30% of all searches have local intent • Google = ~12.5 billion searches/month • Yahoo = ~3.6 billion/month • Bing = ~2.6 billion/month • ~18.7 billion searches/month • ~5.6 billion searches have local intent Local Search Volume by Month
  • 11. How are Consumers Finding Local Merchants?
  • 12. Mobile Phone & Tablet Searches on the Rise
  • 13. Local Ad Spend Going Digital
  • 14. • 97% of American internet users shop online (NPD Group) – 57% of these users say they purchase offline (NPD Group) • 90% of online commercial searches result in offline brick and mortar purchases (comScore) • 82% of local searchers follow up offline by an in-store visit or phone call (comScore) • 80% of all budgets are spent within 50 miles of the home (DMA) Local Search User Stats
  • 15. Local Search: Business Stats
  • 16. Local Search: Business Stats
  • 17. The Local Search Ecosystem
  • 18. The Organic Search Ecosystem
  • 19. The Local Search Ecosystem
  • 20. The Local Search Ecosystem
  • 21. The Local Search Ecosystem Courtesy of GetListed.org
  • 22. Top Criteria for Local Search Rankings • Address in city of user’s search • Claimed Google+ Local page • Proper categorization • Volume of citations from data providers • Off-site factors (i.e. inbound links)
  • 23. Open for Questions or Keep Going?
  • 24. Local Search Components
  • 25. Local Search Components • Google+ Local Page (Yahoo/Bing Local Listings) • On-site Optimization • Off-site Optimization
  • 26. Google+ Local Page (Yahoo/Bing) • Claim & verify your Place page
  • 27. Google+ Local Page (Yahoo/Bing)
  • 28. Google+ Local Page (Yahoo/Bing)
  • 29. Google+ Local Page (Yahoo/Bing) Courtesy of Category Preview Tool by Mike Blumenthal
  • 30. Google+ Local Page (Yahoo/Bing)
  • 31. Google+ Local Page (Yahoo/Bing)
  • 32. Google+ Local Page (Yahoo/Bing)
  • 33. Google+ Local Page (Yahoo/Bing)
  • 34. Google Place Page (Yahoo/Bing)
  • 35. Local Search Components • Google Place Page (Yahoo/Bing Local Listings) • On-site Optimization • Off-site Optimization
  • 36. On-site Optimization • Still need to focus on website optimization – Geo-specific keyword targeting – Title Tags – Meta Tags – H1 tags – Body Copy
  • 37. On-site Optimization
  • 38. • Structured Data is used to help parse out business data for the search engines • Types of Structured Data include: – Person – Product – Event – Recipes – Full list: http://schema.org/docs/full.html On-site Optimization
  • 39. On-site Optimization
  • 40. • hCard microformat On-site Optimization
  • 41. • hReview microformat On-site Optimization
  • 42. • Local phone number = Good • 800 phone number = Not ideal • Tracking phone number = Bad On-site Optimization
  • 43. • If you have multiple store locations, you should: – Create unique pages for each location On-site Optimization
  • 44. On-site Optimization
  • 45. Local Search Components • Google Place Page (Yahoo/Bing Local Listings) • On-site Optimization • Off-site Optimization
  • 46. Off-site Optimization • Web Citations & Inbound Links – More citations/links = more trust + higher rankings
  • 47. Courtesy of GetListed.org Off-site Optimization
  • 48. Courtesy of ZipLineInteractive.com Off-site Optimization
  • 49. Off-site Optimization
  • 50. • User reviews also help gain trust from both the search engines and users – Quantity is still more powerful than quality – Engines are working to understand sentiment Off-site Optimization
  • 51. • Get reviews through: – Email campaigns – Encourage employees to ask for reviews • Incentivize your employees if necessary – Google window sticker – Utilize in-store collateral – Social media – Use website widget by BrightLocal.com Off-site Optimization
  • 52. • Social Media Activity – Be active within social media • Post fresh, new content regularly • Post interesting content that will be shared – Increase Likes, followers, etc – Engage with fans/followers – Build authority/credibility – Optimize social media accounts/profiles Off-site Optimization
  • 53. • Social Media Content – Share interesting stories about your industry/company – Show your company’s personality through jokes/humor (videos, text, images) – Create polls/surveys; share the results and ask for feedback/opinions – ALWAYS stay within the brand’s voice Off-site Optimization
  • 54. Measuring Success
  • 55. Measuring Success • Google Analytics • Google Places Dashboard • Marketing Trackback Question
  • 56. • Google Analytics Measuring Success
  • 57. • Google Places Dashboard Measuring Success
  • 58. • Marketing Trackback Question Measuring Success
  • 59. Thank you! Contact John McPhee for more information johnm@formicmedia.com 503.517.9059 x122