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Local SEO Stats & Tactics
Presenter:
Date:
John McPhee, Vice President
September 4, 2013
Formic
• Launched in 2008 to service small business &
partners
• Specializes in search engine & social media
marketing
• 1...
A Look at the Search Results Page
Difference Between Organic & Local
Difference Between Organic & Local
• Location, location, location
• Organic/Paid search = “the what”
– Nike running shoes, Sony DSLR camera
• Local Search = ...
The Evolution of Local Search
Blended Results (most recent)
Why is Local Search so Important?
• Roughly 30% of all searches have local
intent
• Google = ~12.5 billion searches/month
• Yahoo = ~3.6 billion/month
• Bin...
How are Consumers Finding
Local Merchants?
Mobile Phone & Tablet Searches on
the Rise
Local Ad Spend Going Digital
• 97% of American internet users shop online (NPD
Group)
– 57% of these users say they purchase offline (NPD Group)
• 90% ...
Local Search: Business Stats
Local Search: Business Stats
The Local Search Ecosystem
The Organic Search Ecosystem
The Local Search Ecosystem
The Local Search Ecosystem
The Local Search Ecosystem
Courtesy of GetListed.org
Top Criteria for Local Search Rankings
• Address in city of user’s search
• Claimed Google+ Local page
• Proper categoriza...
Open for Questions or Keep Going?
Local Search Components
Local Search Components
• Google+ Local Page (Yahoo/Bing Local Listings)
• On-site Optimization
• Off-site Optimization
Google+ Local Page (Yahoo/Bing)
• Claim & verify your Place page
Google+ Local Page (Yahoo/Bing)
Google+ Local Page (Yahoo/Bing)
Google+ Local Page (Yahoo/Bing)
Courtesy of Category Preview Tool by Mike Blumenthal
Google+ Local Page (Yahoo/Bing)
Google+ Local Page (Yahoo/Bing)
Google+ Local Page (Yahoo/Bing)
Google+ Local Page (Yahoo/Bing)
Google Place Page (Yahoo/Bing)
Local Search Components
• Google Place Page (Yahoo/Bing Local Listings)
• On-site Optimization
• Off-site Optimization
On-site Optimization
• Still need to focus on website optimization
– Geo-specific keyword targeting
– Title Tags
– Meta Ta...
On-site Optimization
• Structured Data is used to help parse out business
data for the search engines
• Types of Structured Data include:
– Per...
On-site Optimization
• hCard microformat
On-site Optimization
• hReview microformat
On-site Optimization
• Local phone number = Good
• 800 phone number = Not ideal
• Tracking phone number = Bad
On-site Optimization
• If you have multiple store locations, you
should:
– Create unique pages for each location
On-site Optimization
On-site Optimization
Local Search Components
• Google Place Page (Yahoo/Bing Local Listings)
• On-site Optimization
• Off-site Optimization
Off-site Optimization
• Web Citations & Inbound Links
– More citations/links = more trust + higher
rankings
Courtesy of GetListed.org
Off-site Optimization
Courtesy of ZipLineInteractive.com
Off-site Optimization
Off-site Optimization
• User reviews also help gain trust from both the
search engines and users
– Quantity is still more powerful than quality
...
• Get reviews through:
– Email campaigns
– Encourage employees to ask for reviews
• Incentivize your employees if necessar...
• Social Media Activity
– Be active within social media
• Post fresh, new content regularly
• Post interesting content tha...
• Social Media Content
– Share interesting stories about your
industry/company
– Show your company’s personality through
j...
Measuring Success
Measuring Success
• Google Analytics
• Google Places Dashboard
• Marketing Trackback Question
• Google Analytics
Measuring Success
• Google Places Dashboard
Measuring Success
• Marketing Trackback Question
Measuring Success
Thank you!
Contact John McPhee for more information
johnm@formicmedia.com
503.517.9059 x122
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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 ensure your business is able to begin the trek to achieving top local search engine rankings.

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Transcript of "Formic Media Presents Local SEO Stats & Tactics"

  1. 1. Local SEO Stats & Tactics Presenter: Date: John McPhee, Vice President September 4, 2013
  2. 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. 3. A Look at the Search Results Page
  4. 4. Difference Between Organic & Local
  5. 5. Difference Between Organic & Local
  6. 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. 7. The Evolution of Local Search
  8. 8. Blended Results (most recent)
  9. 9. Why is Local Search so Important?
  10. 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. 11. How are Consumers Finding Local Merchants?
  12. 12. Mobile Phone & Tablet Searches on the Rise
  13. 13. Local Ad Spend Going Digital
  14. 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. 15. Local Search: Business Stats
  16. 16. Local Search: Business Stats
  17. 17. The Local Search Ecosystem
  18. 18. The Organic Search Ecosystem
  19. 19. The Local Search Ecosystem
  20. 20. The Local Search Ecosystem
  21. 21. The Local Search Ecosystem Courtesy of GetListed.org
  22. 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. 23. Open for Questions or Keep Going?
  24. 24. Local Search Components
  25. 25. Local Search Components • Google+ Local Page (Yahoo/Bing Local Listings) • On-site Optimization • Off-site Optimization
  26. 26. Google+ Local Page (Yahoo/Bing) • Claim & verify your Place page
  27. 27. Google+ Local Page (Yahoo/Bing)
  28. 28. Google+ Local Page (Yahoo/Bing)
  29. 29. Google+ Local Page (Yahoo/Bing) Courtesy of Category Preview Tool by Mike Blumenthal
  30. 30. Google+ Local Page (Yahoo/Bing)
  31. 31. Google+ Local Page (Yahoo/Bing)
  32. 32. Google+ Local Page (Yahoo/Bing)
  33. 33. Google+ Local Page (Yahoo/Bing)
  34. 34. Google Place Page (Yahoo/Bing)
  35. 35. Local Search Components • Google Place Page (Yahoo/Bing Local Listings) • On-site Optimization • Off-site Optimization
  36. 36. On-site Optimization • Still need to focus on website optimization – Geo-specific keyword targeting – Title Tags – Meta Tags – H1 tags – Body Copy
  37. 37. On-site Optimization
  38. 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. 39. On-site Optimization
  40. 40. • hCard microformat On-site Optimization
  41. 41. • hReview microformat On-site Optimization
  42. 42. • Local phone number = Good • 800 phone number = Not ideal • Tracking phone number = Bad On-site Optimization
  43. 43. • If you have multiple store locations, you should: – Create unique pages for each location On-site Optimization
  44. 44. On-site Optimization
  45. 45. Local Search Components • Google Place Page (Yahoo/Bing Local Listings) • On-site Optimization • Off-site Optimization
  46. 46. Off-site Optimization • Web Citations & Inbound Links – More citations/links = more trust + higher rankings
  47. 47. Courtesy of GetListed.org Off-site Optimization
  48. 48. Courtesy of ZipLineInteractive.com Off-site Optimization
  49. 49. Off-site Optimization
  50. 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. 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. 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. 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. 54. Measuring Success
  55. 55. Measuring Success • Google Analytics • Google Places Dashboard • Marketing Trackback Question
  56. 56. • Google Analytics Measuring Success
  57. 57. • Google Places Dashboard Measuring Success
  58. 58. • Marketing Trackback Question Measuring Success
  59. 59. Thank you! Contact John McPhee for more information johnm@formicmedia.com 503.517.9059 x122
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