#localseo
Harness the Potential of
Local SEO for Your
Business
#localseo
MEET YOUR EXPERTS:!
David Mihm!
Director of Local Search Strategy, Moz!
@davidmihm!
Rebecca Churt!
Head of SEO, ...
#localseo
HOUSE KEEPING NOTES!
!
!
ü  Webinar is being recorded and will be sent
out afterwards!
ü  Interact with us on ...
#localseo
PRESENTATION OUTLINE!
•  Why Local Search?
•  The Anatomy of a SERP
•  Local Ranking Factors at Google and Bing
...
#localseo
View the full presentation here:!
#localseo
1.  Audience Size
2.  Purchase Intent
3.  Competition
WHY LOCAL SEARCH?
#localseo
30%
#localseo
LOCAL SEARCH IN 2013
7,620,000,000
Every month in the U.S. alone
(does not even include apps)
*Extrapolation of ...
#localseo
#localseo
Manta Small Business Survey
April 16, 2013 This is not why!
people are on!
social media!!
#localseo
Manta Small Business Survey
April 16, 2013
#localseo
Keyword
Intent
Purchase
Funnel
Location
Intent
LOCAL SEARCH
#localseo
Usually BEST OPPORTUNITY
FOR BRICK-AND-MORTAR STORES
(also includes Mobile)
#localseo
PRESENTATION OUTLINE
•  Why Local Search?
•  The Anatomy of a SERP
•  Local Ranking Factors at Google and Bing
–...
#localseo
ANATOMY
OF A SERP
PAID RESULTS … PPC
ORGANIC (“NATURAL”)
RESULTS … SEO
LOCAL (“PACK”) RESULTS
…LOCAL SEO
#localseo
ANATOMY OF A SERP
ORGANIC (“NATURAL”)
RESULTS … SEO
LOCAL (“PACK”) RESULTS
…LOCAL SEO
(ALGORITHM #1) (ALGORITHM ...
#localseo
HOW IT WORKS
Algorithm #1 (Organic)!
!
Search Engines Find Stuff

Before You Do!
!
Engines crawl to find web page...
#localseo
HOW IT WORKS
Algorithm #1 (Organic)
*Slide courtesy of Aaron Weiche, SpyderTrap.com !
!
!
!
!
Search Engines Sto...
#localseo
HOW IT WORKS
Local Businesses!Web Pages!
(Also videos, blogs,

news articles, images, etc.)!
#localseo
HOW IT WORKS
Local Businesses!Web Pages!
(Also videos, blogs,

news articles, images, etc.)!
(This works a littl...
#localseo
#localseo
#localseo
#localseo
BLENDED SEARCH
Algorithm #1 +
Algorithm #2
Blended Search
#localseo
BLENDED SEARCH
“We want to show everything
we know about a business.”
--Paraphrase of Joel Headley, Google
Local...
#localseo
ANATOMY OF A BLENDED
SERP
Author markup Web page information “Place” page Place information
#localseo
BRANDED SEARCHES
#localseo
PRESENTATION OUTLINE
•  Why Local Search?
•  The Anatomy of a SERP
•  Local Ranking Factors at Google and Bing
–...
#localseo
BLENDED LOCAL RANKING
FACTORS
Algorithm
#2
Algorithm
#1
Other
#localseo
PRESENTATION OUTLINE
•  Why Local Search?
•  The Anatomy of a SERP
•  Local Ranking Factors at Google and Bing
–...
#localseo
ALGORITHM #1
Component #1: Your Website
#localseo
OPTIMIZING YOUR WEBSITE
FOR LOCAL
Organic Local
Rankings
#localseo
OPTIMIZING YOUR WEBSITE
FOR LOCAL
What Should Your Website Rank for?
#localseo
OPTIMIZING YOUR WEBSITE
Step 1: Content
#localseo
CONTENT
Compile the top 10 questions your
sales staff, or customer service
staff are asked.

!
•  Does your webs...
#localseo
OPTIMIZING YOUR WEBSITE
Step 2: Keyword Research
#localseo
KEYWORDS: HEAD vs LONG TAIL
“printing services”
“document management services”
“document management services
Por...
#localseo
KEYWORDS: HEAD vs. LONG TAIL
“printing services”
“document management services”
“document management services
Po...
#localseo
KEYWORDS: HEAD vs. LONG TAIL
“printing services”
“document management services”
“document management services
Po...
#localseo
GOOGLE SUGGEST
#localseo
GOOGLE SUGGEST
#localseo
http://www.google.com/trends/
COMPARING KEYWORDS
“commercial printing” vs “document services”
#localseo
http://www.google.com/trends/
COMPARING KEYWORDS
“commercial printing” vs “document services”
#localseo
OPTIMIZING YOUR WEBSITE
Step 3: Build Website
•  Every important page should be linked from
the homepage
•  Each...
#localseo
OPTIMIZING YOUR WEBSITE
Step 4: Using Keywords
•  Title Tags
•  Headlines
•  Internal Links
Remember: Your locat...
#localseo
WHAT ARE TITLE TAGS?
#localseo
OPTIMIZING YOUR WEBSITE
Step 4: Using Keywords
L
L
#localseo
!
IF YOU NEED TO UPDATE YOUR WEBSITE…!
Responsive Web Design to meet all users and devices!
!
•  Site adjusts ba...
#localseo
WEBSITE OPTIMIZATION
Answer Your Top 10 Questions
(10 Pages)
Keyword
Research
Develop
Add’l Pages
Unique page
fo...
#localseo
ALGORITHM #1
Component #2: Links to Your Website
#localseo
LINK OPTIMIZATION
Answer Your Top 10 Questions
(10 Pages)
Keyword
Research
Develop
Add’l Pages
Unique page
for e...
#localseo
!
!
Links = Trust!
•  Quantity counts!
•  Quality counts!
•  Who is willing to vote/vouch for you?!
•  What can ...
#localseo
!
!
You provide answers, expertise and valuable content!
Mission !
Statement!
5 Ways to Save
on Small
Business
P...
#localseo
Links Links LINKS
•  Chambers of Commerce
•  Business improvement districts
•  Cities, counties, business licens...
#localseo
Links Links LINKS
•  Colleges / community colleges
•  High Schools
•  Local Media
•  Charities You’re Involved W...
#localseo
PRESENTATION OUTLINE
•  Why Local Search?
•  The Anatomy of a SERP
•  Local Ranking Factors at Google and Bing
–...
#localseo
BLENDED LOCAL RANKING
FACTORS
Algorithm
#2
Algorithm
#1
Other
#localseo
Photo credit: Matt
McGee
“How Do You Rank
a Phonebook?”
LOCAL RANKING FACTORS
#localseo
“What Are the Most Popular
Businesses in Town?”
LOCAL RANKING FACTORS
#localseo
“What are the algorithmic signals we can use to
determine a business’s popularity?”
•  Website Authority (Links)...
#localseo
ALGORITHM #2
Component #1: Citations of Your
Business
#localseo
CITATIONS
+ W (Website)
NAP:
•  Name
•  Address
•  Phone number
#localseo
v
Barbara	
  Oliver	
  &	
  Co	
  Jewelry	
  was	
  
great	
  helping	
  me	
  find	
  an	
  
engagement	
  ring	...
#localseo
Tell Google about yourself!
•  Business name?
•  Category?
•  Hours of operation?
•  Etc.
CITATIONS
Step 1: Goog...
#localseo
google.com/placesforbusiness
#localseo
“Pay special attention to
categories!”
Resource: Blumenthals.com/category
#localseo
CITATIONS
Step 2: Major Aggregators + IYPs
#localseo
#localseo
LBC Data1 Data2 Data2 Feed1 Feed2 Web1 Web2 User
Edits
Name Y X X X X X X
Address X X X X Y Y
Phone Y X X X X X ...
#localseo
CITATIONS BEYOND GOOGLE
CONSISTENCY
•  Authority
•  Industry-relevant
•  Geographically-relevant
#localseo
CITATIONS
Step 3: Audit Your Citations
1.  Your own website!
2.  GetListed.org Accuracy Report
3.  Full NAP Sear...
#localseo
AUDIT YOUR CITATIONS
GetListed.org Accuracy Report
#localseo
AUDIT YOUR CITATIONS
Easiest links

you can get!!
#localseo
AUDIT YOUR CITATIONS
#localseo
ADDITIONAL CITATION SOURCES
http://getlisted.org/static/resources
#localseo
ALGORITHM #2
Component #2: Reviews of Your
Business
#localseo
REVIEWS
1.  Review volume
•  At least 10 on Google Plus
•  At least 10 on other sources
2.  Keywords in reviews
...
#localseo
WHERE TO GET REVIEWS
http://getlisted.org/static/resources
#localseo
EARNING REVIEWS
General Rules of Thumb:
1.  POINT-OF-SALE FOLLOWUP
Feedback should be part of your everyday
busi...
#localseo
EARNING REVIEWS
General Rules of Thumb:
2. EMAIL CAMPAIGNS
•  Segment customers with Gmail / Yahoo
email address...
#localseo
LISTING OPTIMIZATION
Submit your business
to Google Places
w/proper categories
Submit your business
to major agg...
#localseo
•  Why Local Search?
•  The Anatomy of a SERP
•  Local Ranking Factors at Google and Bing
– Algorithm #1: Websit...
#localseo
BLENDED SEARCH TAKE
AWAYS!
Blended Search means you need to focus
on your website AND your local listings.
#localseo
WEBSITE TAKE AWAYS!
Website:
1. Answer questions people are asking;
use keywords they are using.
2. Focus on rel...
#localseo
LISTINGS TAKE AWAYS!
Listings:
1. Keep a consistent NAP; spread that NAP
as many places as you can.
2. Incorpora...
#localseo
THANK !
YOU!!
#localseo
AUGUST 19-22 2013!
HYNES CONVENTION CTR
BOSTON, MA!
THE LARGEST GATHERING OF
INBOUND MARKETERS.!
50% OFF!
USE PR...
#localseo
Stay in
Touch!
#localseo!
David Mihm!
@davidmihm!
Rebecca Churt!
@rchurt!
Upcoming SlideShare
Loading in...5
×

Harness the Potential of Local Search for Your Business

2,767

Published on

This on-demand webinar, hosted by HubSpot's SEO expert Rebecca Churt, features one of the leading experts in local search: David Mihm. David will explain the power of local search, teach you how to harness it for your business, and provide actionable steps to start seeing immediate results. View full webinar here: http://hub.am/19EwfFV

Published in: Technology, Design
2 Comments
8 Likes
Statistics
Notes
No Downloads
Views
Total Views
2,767
On Slideshare
0
From Embeds
0
Number of Embeds
4
Actions
Shares
0
Downloads
126
Comments
2
Likes
8
Embeds 0
No embeds

No notes for slide
  • If you time is limited stop here
  • If you time is limited stop here
  • If you time is limited stop here
  • Once you know your goal, you can begin to create your content engine
  • Once you know your goal, you can begin to create your content engine
  • Once you know your goal, you can begin to create your content engine
  • Q&A for both Lauren and Karen
  • Harness the Potential of Local Search for Your Business

    1. 1. #localseo Harness the Potential of Local SEO for Your Business
    2. 2. #localseo MEET YOUR EXPERTS:! David Mihm! Director of Local Search Strategy, Moz! @davidmihm! Rebecca Churt! Head of SEO, HubSpot! @rchurt!
    3. 3. #localseo HOUSE KEEPING NOTES! ! ! ü  Webinar is being recorded and will be sent out afterwards! ü  Interact with us on Twitter: #localseo! ü  Ask questions in the questions pane!
    4. 4. #localseo PRESENTATION OUTLINE! •  Why Local Search? •  The Anatomy of a SERP •  Local Ranking Factors at Google and Bing – Algorithm #1: Website and Links – Algorithm #2: Listings and Reviews •  Takeaways
    5. 5. #localseo View the full presentation here:!
    6. 6. #localseo 1.  Audience Size 2.  Purchase Intent 3.  Competition WHY LOCAL SEARCH?
    7. 7. #localseo 30%
    8. 8. #localseo LOCAL SEARCH IN 2013 7,620,000,000 Every month in the U.S. alone (does not even include apps) *Extrapolation of May 2013 data from ComScore
    9. 9. #localseo
    10. 10. #localseo Manta Small Business Survey April 16, 2013 This is not why! people are on! social media!!
    11. 11. #localseo Manta Small Business Survey April 16, 2013
    12. 12. #localseo Keyword Intent Purchase Funnel Location Intent LOCAL SEARCH
    13. 13. #localseo Usually BEST OPPORTUNITY FOR BRICK-AND-MORTAR STORES (also includes Mobile)
    14. 14. #localseo PRESENTATION OUTLINE •  Why Local Search? •  The Anatomy of a SERP •  Local Ranking Factors at Google and Bing – Algorithm #1: Website and Links – Algorithm #2: Listings and Reviews •  Takeaways
    15. 15. #localseo ANATOMY OF A SERP PAID RESULTS … PPC ORGANIC (“NATURAL”) RESULTS … SEO LOCAL (“PACK”) RESULTS …LOCAL SEO
    16. 16. #localseo ANATOMY OF A SERP ORGANIC (“NATURAL”) RESULTS … SEO LOCAL (“PACK”) RESULTS …LOCAL SEO (ALGORITHM #1) (ALGORITHM #2)
    17. 17. #localseo HOW IT WORKS Algorithm #1 (Organic)! ! Search Engines Find Stuff
 Before You Do! ! Engines crawl to find web pages.! Moving from link to link.
 ! *Slide courtesy of Aaron Weiche, SpyderTrap.com !
    18. 18. #localseo HOW IT WORKS Algorithm #1 (Organic) *Slide courtesy of Aaron Weiche, SpyderTrap.com ! ! ! ! ! Search Engines Store The Data ! The engines bring your data ! back to their servers and ! store it in a giant library ! called an “index.”
    19. 19. #localseo HOW IT WORKS Local Businesses!Web Pages! (Also videos, blogs,
 news articles, images, etc.)!
    20. 20. #localseo HOW IT WORKS Local Businesses!Web Pages! (Also videos, blogs,
 news articles, images, etc.)! (This works a little differently)!
    21. 21. #localseo
    22. 22. #localseo
    23. 23. #localseo
    24. 24. #localseo BLENDED SEARCH Algorithm #1 + Algorithm #2 Blended Search
    25. 25. #localseo BLENDED SEARCH “We want to show everything we know about a business.” --Paraphrase of Joel Headley, Google Local University Edmonton May 1, 2012
    26. 26. #localseo ANATOMY OF A BLENDED SERP Author markup Web page information “Place” page Place information
    27. 27. #localseo BRANDED SEARCHES
    28. 28. #localseo PRESENTATION OUTLINE •  Why Local Search? •  The Anatomy of a SERP •  Local Ranking Factors at Google and Bing – Algorithm #1: Website and Links – Algorithm #2: Listings and Reviews •  Takeaways
    29. 29. #localseo BLENDED LOCAL RANKING FACTORS Algorithm #2 Algorithm #1 Other
    30. 30. #localseo PRESENTATION OUTLINE •  Why Local Search? •  The Anatomy of a SERP •  Local Ranking Factors at Google and Bing – Algorithm #1: Website and Links – Algorithm #2: Listings and Reviews •  Takeaways
    31. 31. #localseo ALGORITHM #1 Component #1: Your Website
    32. 32. #localseo OPTIMIZING YOUR WEBSITE FOR LOCAL Organic Local Rankings
    33. 33. #localseo OPTIMIZING YOUR WEBSITE FOR LOCAL What Should Your Website Rank for?
    34. 34. #localseo OPTIMIZING YOUR WEBSITE Step 1: Content
    35. 35. #localseo CONTENT Compile the top 10 questions your sales staff, or customer service staff are asked.
 ! •  Does your website 
 answer all of those 10?! •  THESE are the pages you should start optimizing around.! ! *Slide courtesy of Aaron Weiche, SpyderTrap.com
    36. 36. #localseo OPTIMIZING YOUR WEBSITE Step 2: Keyword Research
    37. 37. #localseo KEYWORDS: HEAD vs LONG TAIL “printing services” “document management services” “document management services Portland, OR” SEARCHVOLUME/COMPETITIVENESS # OF WORDS IN KEYWORD
    38. 38. #localseo KEYWORDS: HEAD vs. LONG TAIL “printing services” “document management services” “document management services Portland, OR” SEARCHVOLUME/COMPETITIVENESS # OF WORDS IN KEYWORD Focus your website optimization
    39. 39. #localseo KEYWORDS: HEAD vs. LONG TAIL “printing services” “document management services” “document management services Portland, OR” SEARCHVOLUME/COMPETITIVENESS # OF WORDS IN KEYWORD Focus your website optimization Google will help you with Local optimization!
    40. 40. #localseo GOOGLE SUGGEST
    41. 41. #localseo GOOGLE SUGGEST
    42. 42. #localseo http://www.google.com/trends/ COMPARING KEYWORDS “commercial printing” vs “document services”
    43. 43. #localseo http://www.google.com/trends/ COMPARING KEYWORDS “commercial printing” vs “document services”
    44. 44. #localseo OPTIMIZING YOUR WEBSITE Step 3: Build Website •  Every important page should be linked from the homepage •  Each location needs its own page •  Name, address, phone number in HTML
    45. 45. #localseo OPTIMIZING YOUR WEBSITE Step 4: Using Keywords •  Title Tags •  Headlines •  Internal Links Remember: Your location is also a keyword!
    46. 46. #localseo WHAT ARE TITLE TAGS?
    47. 47. #localseo OPTIMIZING YOUR WEBSITE Step 4: Using Keywords L L
    48. 48. #localseo ! IF YOU NEED TO UPDATE YOUR WEBSITE…! Responsive Web Design to meet all users and devices! ! •  Site adjusts based on device •  One site, one CMS •  Ubiquitous •  Preferred technical structure by Google and Bing for mobile! ! Website Technology Tip *Slide courtesy of Aaron Weiche, SpyderTrap.com !
    49. 49. #localseo WEBSITE OPTIMIZATION Answer Your Top 10 Questions (10 Pages) Keyword Research Develop Add’l Pages Unique page for each important topic Website Hierarchy Add keywords in right spots (Title Tags Headlines Internal Links) 1 2 34
    50. 50. #localseo ALGORITHM #1 Component #2: Links to Your Website
    51. 51. #localseo LINK OPTIMIZATION Answer Your Top 10 Questions (10 Pages) Keyword Research Develop Add’l Pages Unique page for each important topic Website Hierarchy Add keywords in right spots (Title Tags Headlines Internal Links) 1 2 34 LINKSLINKS LINKSLINKS
    52. 52. #localseo ! ! Links = Trust! •  Quantity counts! •  Quality counts! •  Who is willing to vote/vouch for you?! •  What can you do to be worthy of this trust?! ! WHY LINKS? *Slide courtesy of Aaron Weiche, SpyderTrap.com !
    53. 53. #localseo ! ! You provide answers, expertise and valuable content! Mission ! Statement! 5 Ways to Save on Small Business Printing Costs! *Slide courtesy of Aaron Weiche, SpyderTrap.com WHY LINK TO YOU?
    54. 54. #localseo Links Links LINKS •  Chambers of Commerce •  Business improvement districts •  Cities, counties, business license bureaus •  Trade associations •  Manufacturers •  Vendors Start with your own personal network
    55. 55. #localseo Links Links LINKS •  Colleges / community colleges •  High Schools •  Local Media •  Charities You’re Involved With •  Hosting Events
    56. 56. #localseo PRESENTATION OUTLINE •  Why Local Search? •  The Anatomy of a SERP •  Local Ranking Factors at Google and Bing – Algorithm #1: Website and Links – Algorithm #2: Listings and Reviews •  Takeaways
    57. 57. #localseo BLENDED LOCAL RANKING FACTORS Algorithm #2 Algorithm #1 Other
    58. 58. #localseo Photo credit: Matt McGee “How Do You Rank a Phonebook?” LOCAL RANKING FACTORS
    59. 59. #localseo “What Are the Most Popular Businesses in Town?” LOCAL RANKING FACTORS
    60. 60. #localseo “What are the algorithmic signals we can use to determine a business’s popularity?” •  Website Authority (Links) •  Citations •  Reviews •  Other social and mobile signals LOCAL RANKING FACTORS
    61. 61. #localseo ALGORITHM #2 Component #1: Citations of Your Business
    62. 62. #localseo CITATIONS + W (Website) NAP: •  Name •  Address •  Phone number
    63. 63. #localseo v Barbara  Oliver  &  Co  Jewelry  was   great  helping  me  find  an   engagement  ring  for  my  fiancée.   Give  her  a  call  at  716-­‐204-­‐1297   Barbara  Oliver  and  Co  Jewelry   5820  Main  Street  Suite  311   Williamsville,  NY  14221   (716)  204-­‐1297   In  a  Directory:   In  a  newspaper   ar1cle  or  blog  post:   CITATION EXAMPLES *Slide courtesy of Mike Blumenthal, blumenthals.com!
    64. 64. #localseo Tell Google about yourself! •  Business name? •  Category? •  Hours of operation? •  Etc. CITATIONS Step 1: Google Places
    65. 65. #localseo google.com/placesforbusiness
    66. 66. #localseo “Pay special attention to categories!” Resource: Blumenthals.com/category
    67. 67. #localseo CITATIONS Step 2: Major Aggregators + IYPs
    68. 68. #localseo
    69. 69. #localseo LBC Data1 Data2 Data2 Feed1 Feed2 Web1 Web2 User Edits Name Y X X X X X X Address X X X X Y Y Phone Y X X X X X X X Web X X X Category X X X X Reviews X X X X GeoInfo X X X Citations X X X Additional Details X X X LBC Data1 Data2 Data2 Feed1 Feed2 Web1 Web2 User Edits Name Y X X X X X X Address X X X X Y Y Phone Y X X X X X X X Web X X X Category X X X X Reviews X X X X GeoInfo X X X Citations X X X Additional Details X X X LBC Data1 Data2 Data2 Feed1 Feed2 Web1 Web2 User Edits Name Y X X X X X X Address X X X X Y Y Phone Y X X X X X X X Web X X X Category X X X X Reviews X X X X GeoInfo X X X Citations X X X Additional Details X X X LBC Data1 Data2 Data2 Feed1 Feed2 Web1 Web2 User Edits Name Y X X X X X X Address X X X X Y Y Phone Y X X X X X X X Web X X X Category X X X X Reviews X X X X GeoInfo X X X Citations X X X Additional Details X X X LBC Data1 Data2 Data2 Feed1 Feed2 Web1 Web2 User Edits Name Y X X X X X X Address X X X X Y Y Phone Y X X X X X X X Web X X X Category X X X X Reviews X X X X GeoInfo X X X Citations X X X Additional Details X X X LBC Data1 Data2 Data2 Feed1 Feed2 Web1 Web2 User Edits Name Y X X X X X X Address X X X X Y Y Phone Y X X X X X X X Web X X X Category X X X X Reviews X X X X GeoInfo X X X Citations X X X Additional Details X X X LBC Data1 Data2 Data2 Feed1 Feed2 Web1 Web2 User Edits Name Y X X X X X X Address X X X X Y Y Phone Y X X X X X X X Web X X X Category X X X X Reviews X X X X GeoInfo X X X Citations X X X Additional Details X X X Places Dash. Data1 Data2 Data2 Feed1 Feed2 Web1 Web2 User Edits Name Y X X X X X X Address X X X X Y Y Phone Y X X X X X X X Web X X X Category X X X X Reviews X X X X GeoInfo X X X Citations X X X Additional Details X X X CITATIONS BEYOND GOOGLE: The Cluster Courtesy, Mike Blumenthal – blumenthals.com
    70. 70. #localseo CITATIONS BEYOND GOOGLE CONSISTENCY •  Authority •  Industry-relevant •  Geographically-relevant
    71. 71. #localseo CITATIONS Step 3: Audit Your Citations 1.  Your own website! 2.  GetListed.org Accuracy Report 3.  Full NAP Search at Google Remember: You can’t focus on just Google!
    72. 72. #localseo AUDIT YOUR CITATIONS GetListed.org Accuracy Report
    73. 73. #localseo AUDIT YOUR CITATIONS Easiest links
 you can get!!
    74. 74. #localseo AUDIT YOUR CITATIONS
    75. 75. #localseo ADDITIONAL CITATION SOURCES http://getlisted.org/static/resources
    76. 76. #localseo ALGORITHM #2 Component #2: Reviews of Your Business
    77. 77. #localseo REVIEWS 1.  Review volume •  At least 10 on Google Plus •  At least 10 on other sources 2.  Keywords in reviews 3.  Diversity of sources 4.  Authority of sources 5.  Ratings / Sentiment
    78. 78. #localseo WHERE TO GET REVIEWS http://getlisted.org/static/resources
    79. 79. #localseo EARNING REVIEWS General Rules of Thumb: 1.  POINT-OF-SALE FOLLOWUP Feedback should be part of your everyday business process = Review velocity
    80. 80. #localseo EARNING REVIEWS General Rules of Thumb: 2. EMAIL CAMPAIGNS •  Segment customers with Gmail / Yahoo email addresses •  Citysearch or Superpages for everyone else.
    81. 81. #localseo LISTING OPTIMIZATION Submit your business to Google Places w/proper categories Submit your business to major aggregators Find niche citations Audit your Citations Earn reviews 1 2 345
    82. 82. #localseo •  Why Local Search? •  The Anatomy of a SERP •  Local Ranking Factors at Google and Bing – Algorithm #1: Website and Links – Algorithm #2: Listings and Reviews •  Takeaways PRESENTATION OUTLINE
    83. 83. #localseo BLENDED SEARCH TAKE AWAYS! Blended Search means you need to focus on your website AND your local listings.
    84. 84. #localseo WEBSITE TAKE AWAYS! Website: 1. Answer questions people are asking; use keywords they are using. 2. Focus on relationships and content to build links to your website.
    85. 85. #localseo LISTINGS TAKE AWAYS! Listings: 1. Keep a consistent NAP; spread that NAP as many places as you can. 2. Incorporate reviews into your everyday follow up process with your customers.
    86. 86. #localseo THANK ! YOU!!
    87. 87. #localseo AUGUST 19-22 2013! HYNES CONVENTION CTR BOSTON, MA! THE LARGEST GATHERING OF INBOUND MARKETERS.! 50% OFF! USE PROMO: WEBINAR50! WWW.INBOUND.COM!
    88. 88. #localseo Stay in Touch! #localseo! David Mihm! @davidmihm! Rebecca Churt! @rchurt!
    1. A particular slide catching your eye?

      Clipping is a handy way to collect important slides you want to go back to later.

    ×