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Lunch & Learn:Local SEO forSmall BusinessesPresenter: Anna Hutson & Alex PeerenboomDate:      January 9th, 2013Location: F...
Formic Team            Local SEO for Small Business• Launched in 2008 to service small business &  partners• Specializes i...
Agenda      Local SEO for Small Business• Local Search Overview• Top Factors Affecting Local Search• Google and Local SEO ...
Lunch & Learn   Local SEO for Small Business Local Search Overview
Local Search Overview                Local SEO for Small Business•   Why is Local SEO so important?    •   Roughly 30% of ...
Local Search Overview            Local SEO for Small Business5,259,600,000 searches per MONTH have local intent!
Local Search Overview               Local SEO for Small Business•    So what, what does that mean for you?     •   50 mill...
Local Search Overview            Local SEO for Small Business•    Requires a different mindset than traditional     SEO•  ...
Local Search Overview             Local SEO for Small Business•    Traditional SEO     • Ranking algorithm consists of on-...
Local Search Overview   Local SEO for Small Business
Local Search Factors   Local SEO for Small BusinessTop Factors Affecting Local Search
Local Search Factors                                   Local SEO for Small BusinessThe David Mihm Survey“Participants were...
Local Search Factors                       Local SEO for Small Business        David Mihm, Local Search Ranking Factors, V...
Local Search Factors                       Local SEO for Small Business        David Mihm, Local Search Ranking Factors, V...
Local Search Factors                       Local SEO for Small Business        David Mihm, Local Search Ranking Factors, V...
Local Search Factors                       Local SEO for Small Business        David Mihm, Local Search Ranking Factors, V...
Local Search Factors                       Local SEO for Small Business        David Mihm, Local Search Ranking Factors, V...
Local Search Factors                       Local SEO for Small Business        David Mihm, Local Search Ranking Factors, V...
Lunch & Learn   Local SEO for Small Business      Google+ Local
Lunch & Learn   Local SEO for Small Business
Lunch & Learn   Local SEO for Small Business
Lunch & Learn   Local SEO for Small Business
Lunch & Learn   Local SEO for Small Business
Lunch & Learn   Local SEO for Small Business
Lunch & Learn   Local SEO for Small Business
Lunch & Learn   Local SEO for Small Business
Lunch & Learn   Local SEO for Small Business
Lunch & Learn   Local SEO for Small Business
Lunch & Learn   Local SEO for Small Business
Lunch & Learn   Local SEO for Small Business
Lunch & Learn          Local SEO for Small BusinessMerging G+ Business Page with G+ Local:   1. Login as manager of G+ Bus...
Lunch & Learn           Local SEO for Small BusinessMerging G+ Business Page with G+ Local:   2. Click the Unverified icon...
Lunch & Learn           Local SEO for Small BusinessMerging G+ Business Page with G+ Local:   3. Select your specific busi...
Lunch & Learn            Local SEO for Small BusinessMerging G+ Business Page with G+ Local:   4. After receiving the post...
Lunch & Learn   Local SEO for Small Business
Lunch & Learn         Local SEO for Small BusinessBenefits:   •   Multiple managers   •   Google+ Benefits       • Ability...
Lunch & Learn          Local SEO for Small BusinessCommon Questions:•   Can a G+ Page link to multiple G+ Local Pages?    ...
Lunch & Learn          Local SEO for Small BusinessCommon Questions:•   What if I operate with a service area? – Merging  ...
Lunch & Learn         Local SEO for Small BusinessCommon Questions:•   What account do I manage? – Use the social G+    ac...
Lunch & Learn   Local SEO for Small Business
Lunch & Learn   Local SEO for Small Business
Lunch & Learn           Local SEO for Small BusinessWhat’s in the Future?   •   Social influence might factor more: the   ...
What We Do                                 Local SEO for Small BusinessServicesSEARCH ENGINE OPTIMIZATION                 ...
Lunch & Learn    Local SEO for Small Business            Thank you!Contact John McPhee for more information         johnm@...
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Local SEO for Small Business

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If you are a local brick and mortar business, or a business with multiple locations this presentation on local search engine optimization (SEO) is for you. This presentation covers how to increase visibility within the local search results by utilizing specific tactics that directly affect how Google “views” your business. The Formic team also provides insights into how to claim/verify your listing, how to optimize your Google+Local page, how to choose the right categories, tactics for obtaining customer reviews & inbound links.

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Transcript of "Local SEO for Small Business"

  1. 1. Lunch & Learn:Local SEO forSmall BusinessesPresenter: Anna Hutson & Alex PeerenboomDate: January 9th, 2013Location: Formic Media
  2. 2. Formic Team Local SEO for Small Business• Launched in 2008 to service small business & partners• Specializes in search, social and website development• 100% of Account Team Google AdWords & Google Analytics Certified• 7 employees & 45+ clients• Strategic partnerships (SEMA, AlphaGraphics, etc.)• Focus on education via monthly Seminar Series
  3. 3. Agenda Local SEO for Small Business• Local Search Overview• Top Factors Affecting Local Search• Google and Local SEO (Google+ Local)• The Future of Local
  4. 4. Lunch & Learn Local SEO for Small Business Local Search Overview
  5. 5. Local Search Overview Local SEO for Small Business• Why is Local SEO so important? • Roughly 30% of all searches have local intent (comScore) • Google says 40% of mobile searches have Local Intent; Microsoft cites 53%.
  6. 6. Local Search Overview Local SEO for Small Business5,259,600,000 searches per MONTH have local intent!
  7. 7. Local Search Overview Local SEO for Small Business• So what, what does that mean for you? • 50 million Google Place pages globally • Only 4 million have been claimed globally • 2 million in the US (out of roughly 25 million in the US) Huge Potential and Opportunity!
  8. 8. Local Search Overview Local SEO for Small Business• Requires a different mindset than traditional SEO• Organic SEO is about optimizing websites/off- site factors• Local SEO is about optimizing locations in addition to traditional organic optimization• Local search has its own set of ranking factors
  9. 9. Local Search Overview Local SEO for Small Business• Traditional SEO • Ranking algorithm consists of on-site SEO and off-site (i.e. inbound links) ranking factors On-Site Ranking Factors (Title/Meta/etc) Off-Site Ranking Factors (links)
  10. 10. Local Search Overview Local SEO for Small Business
  11. 11. Local Search Factors Local SEO for Small BusinessTop Factors Affecting Local Search
  12. 12. Local Search Factors Local SEO for Small BusinessThe David Mihm Survey“Participants were asked to rank 90 possible positive factors and 18possible negative factors that drive Googles Local Searchalgorithms.Participants were asked to rank the positive factors based on thefollowing question:‘When Google ranks a business in its Local Search results, I believethis is the ____ overall most important factor in those rankings.’Results were then tabulated via inverse scoring, where the #1 rankedfactor received the most "points" for that question, and the lowest-ranked factor received the fewest points. Thus, the more factorsdeemed irrelevant by a particular respondent, the heavier the weightgiven to the factors that they did rank.” David Mihm, Local Search Ranking Factors, Volume 5, Published June 11 th, 2012 (http://www.davidmihm.com/local-search-ranking-factors.shtml)
  13. 13. Local Search Factors Local SEO for Small Business David Mihm, Local Search Ranking Factors, Volume 5, Published June 11 th, 2012 (http://www.davidmihm.com/local-search-ranking-factors.shtml)
  14. 14. Local Search Factors Local SEO for Small Business David Mihm, Local Search Ranking Factors, Volume 5, Published June 11 th, 2012 (http://www.davidmihm.com/local-search-ranking-factors.shtml)
  15. 15. Local Search Factors Local SEO for Small Business David Mihm, Local Search Ranking Factors, Volume 5, Published June 11 th, 2012 (http://www.davidmihm.com/local-search-ranking-factors.shtml)
  16. 16. Local Search Factors Local SEO for Small Business David Mihm, Local Search Ranking Factors, Volume 5, Published June 11 th, 2012 (http://www.davidmihm.com/local-search-ranking-factors.shtml)
  17. 17. Local Search Factors Local SEO for Small Business David Mihm, Local Search Ranking Factors, Volume 5, Published June 11 th, 2012 (http://www.davidmihm.com/local-search-ranking-factors.shtml)
  18. 18. Local Search Factors Local SEO for Small Business David Mihm, Local Search Ranking Factors, Volume 5, Published June 11 th, 2012 (http://www.davidmihm.com/local-search-ranking-factors.shtml)
  19. 19. Lunch & Learn Local SEO for Small Business Google+ Local
  20. 20. Lunch & Learn Local SEO for Small Business
  21. 21. Lunch & Learn Local SEO for Small Business
  22. 22. Lunch & Learn Local SEO for Small Business
  23. 23. Lunch & Learn Local SEO for Small Business
  24. 24. Lunch & Learn Local SEO for Small Business
  25. 25. Lunch & Learn Local SEO for Small Business
  26. 26. Lunch & Learn Local SEO for Small Business
  27. 27. Lunch & Learn Local SEO for Small Business
  28. 28. Lunch & Learn Local SEO for Small Business
  29. 29. Lunch & Learn Local SEO for Small Business
  30. 30. Lunch & Learn Local SEO for Small Business
  31. 31. Lunch & Learn Local SEO for Small BusinessMerging G+ Business Page with G+ Local: 1. Login as manager of G+ Business page and ensure all necessary fields are public (Name, Address, Website, Email) by clicking on the Unverified icon:
  32. 32. Lunch & Learn Local SEO for Small BusinessMerging G+ Business Page with G+ Local: 2. Click the Unverified icon again to bring up the option to verify:
  33. 33. Lunch & Learn Local SEO for Small BusinessMerging G+ Business Page with G+ Local: 3. Select your specific business address (from the Google+ Local Page) and click Request postcard:
  34. 34. Lunch & Learn Local SEO for Small BusinessMerging G+ Business Page with G+ Local: 4. After receiving the postcard in the mail, enter the PIN at google.com/local/verify:
  35. 35. Lunch & Learn Local SEO for Small Business
  36. 36. Lunch & Learn Local SEO for Small BusinessBenefits: • Multiple managers • Google+ Benefits • Ability to segment followers • Hangouts • Google+ Events
  37. 37. Lunch & Learn Local SEO for Small BusinessCommon Questions:• Can a G+ Page link to multiple G+ Local Pages? - No.• Can a G+ Page other than “local business/place” category merge with G+ Local? – No.
  38. 38. Lunch & Learn Local SEO for Small BusinessCommon Questions:• What if I operate with a service area? – Merging is only supported for businesses with locations that customers can visit.• What if they live on separate accounts? – Doesn’t matter as postcard will complete verification.
  39. 39. Lunch & Learn Local SEO for Small BusinessCommon Questions:• What account do I manage? – Use the social G+ account to post updates, use the G+ Local account to view analytics.• What if I am a brand new business? – Google recommends building a Google+ Page within the local business/place category.
  40. 40. Lunch & Learn Local SEO for Small Business
  41. 41. Lunch & Learn Local SEO for Small Business
  42. 42. Lunch & Learn Local SEO for Small BusinessWhat’s in the Future? • Social influence might factor more: the number of Circles that include your business, number of +1s, etc. • Improved dashboard for merged pages. • Mobile: • Apple Maps vs. Google Maps • Mobile payments
  43. 43. What We Do Local SEO for Small BusinessServicesSEARCH ENGINE OPTIMIZATION PAY PER CLICKFormic Medias search engine optimization (SEO) Formic Medias pay-per-click (PPC) advertisingservices help small and local businesses to services provide small and local businessesgenerate visibility within "organic" or “natural" guaranteed visibility within targeted searchsearch engine listings. results, via paid "sponsored listings".SOCIAL MEDIA MARKETING WEB DESIGNFormic Medias social media marketing (SMM) Formic Medias SEO-friendly website design andservices enable small and local businesses to development services provide small businessesleverage free/ low-cost networks to gain with an affordable, functional and highly visibleincreased brand awareness. Web presence.FREE SEMINARS PARTNERSHIPSAttend Formic Medias free monthly search We have created the appropriate processes, toolsengine marketing seminars. Learn the latest and and methodologies needed to be efficient and costgreatest in the search engine marketing industry. effective for your team and your clients.
  44. 44. Lunch & Learn Local SEO for Small Business Thank you!Contact John McPhee for more information johnm@formicmedia.com 503.517.9059 x122
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