Harness the Potential of Local Search for Your Business
 

Harness the Potential of Local Search for Your Business

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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 ...

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

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  • Thanks David and Rebecca for creating one of the best presentations that I have found on Local Search. Great Job!
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  • Thanks for a great job of explaining #localseo. This is an awesome presentation with lots of action steps to increase local business.
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  • 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 Harness the Potential of Local Search for Your Business Presentation Transcript

  • #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, HubSpot! @rchurt!
  • #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!
  • #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
  • #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 May 2013 data from ComScore
  • #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 – Algorithm #1: Website and Links – Algorithm #2: Listings and Reviews •  Takeaways
  • #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 #2)
  • #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 !
  • #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.”
  • #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 little differently)!
  • #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 University Edmonton May 1, 2012
  • #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 – Algorithm #1: Website and Links – Algorithm #2: Listings and Reviews •  Takeaways
  • #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 – Algorithm #1: Website and Links – Algorithm #2: Listings and Reviews •  Takeaways
  • #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 website 
 answer all of those 10?! •  THESE are the pages you should start optimizing around.! ! *Slide courtesy of Aaron Weiche, SpyderTrap.com
  • #localseo OPTIMIZING YOUR WEBSITE Step 2: Keyword Research
  • #localseo KEYWORDS: HEAD vs LONG TAIL “printing services” “document management services” “document management services Portland, OR” SEARCHVOLUME/COMPETITIVENESS # OF WORDS IN KEYWORD
  • #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
  • #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!
  • #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 location needs its own page •  Name, address, phone number in HTML
  • #localseo OPTIMIZING YOUR WEBSITE Step 4: Using Keywords •  Title Tags •  Headlines •  Internal Links Remember: Your location is also a keyword!
  • #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 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 !
  • #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
  • #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 each important topic Website Hierarchy Add keywords in right spots (Title Tags Headlines Internal Links) 1 2 34 LINKSLINKS LINKSLINKS
  • #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 !
  • #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?
  • #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
  • #localseo Links Links LINKS •  Colleges / community colleges •  High Schools •  Local Media •  Charities You’re Involved With •  Hosting Events
  • #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
  • #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) •  Citations •  Reviews •  Other social and mobile signals LOCAL RANKING FACTORS
  • #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  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!
  • #localseo Tell Google about yourself! •  Business name? •  Category? •  Hours of operation? •  Etc. CITATIONS Step 1: Google Places
  • #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 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
  • #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 Search at Google Remember: You can’t focus on just Google!
  • #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 3.  Diversity of sources 4.  Authority of sources 5.  Ratings / Sentiment
  • #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 business process = Review velocity
  • #localseo EARNING REVIEWS General Rules of Thumb: 2. EMAIL CAMPAIGNS •  Segment customers with Gmail / Yahoo email addresses •  Citysearch or Superpages for everyone else.
  • #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
  • #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
  • #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 relationships and content to build links to your website.
  • #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.
  • #localseo THANK ! YOU!!
  • #localseo AUGUST 19-22 2013! HYNES CONVENTION CTR BOSTON, MA! THE LARGEST GATHERING OF INBOUND MARKETERS.! 50% OFF! USE PROMO: WEBINAR50! WWW.INBOUND.COM!
  • #localseo Stay in Touch! #localseo! David Mihm! @davidmihm! Rebecca Churt! @rchurt!