Formic Media Presents Local SEO Stats & Tactics
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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 ...

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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  • Thanks for this presentation. Slides 50 and 51 really talk about reaching out for customer reviews. If you are interested in obtaining an ethical review for your product, service, company, or website, please reach out to me here and I'd be happy to do your next written or video review: http://www.fiverr.com/tteacherspks
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    Formic Media Presents Local SEO Stats & Tactics Formic Media Presents Local SEO Stats & Tactics Presentation Transcript

    • 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 • 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
    • 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 what” & “the where” – Nike shoe store Portland, Camera World Portland Difference Between Organic & Local
    • 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 • Bing = ~2.6 billion/month • ~18.7 billion searches/month • ~5.6 billion searches have local intent Local Search Volume by Month
    • 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% 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
    • 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 categorization • Volume of citations from data providers • Off-site factors (i.e. inbound links)
    • 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 Tags – H1 tags – Body Copy
    • On-site Optimization
    • • 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
    • 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 – Engines are working to understand sentiment Off-site Optimization
    • • 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
    • • 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
    • • 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
    • 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