1
How to Harness Local Search
with Katie Conroy
Local Search & SEO
Specialist
2
Local Search Basics
What is Local Search?
Advanced Search Profile Optimization
Research, Implementation
Building a Local...
3
What is
Local
Search?
Local Search Basics
4
Geo Modified Keywords
Explicit vs. Implicit Search
What Does Local Search Impact?
‣ SERPs
‣ Website Traffic
‣ Online Reputation
‣ Mobile Search
‣ Social Media
SERPs
SERPs
Website Traffic
Website Traffic “Insights”
Online Reputation
Local Search Ranking Factors
• Physical Address in City of Search
• Proper Category Associations
• Proximity of Address to...
13
Local Search Basics
What is Local Search?
Advanced Search Profile Optimization
Research, Implementation
Building a Loca...
2. Advanced Search Profile Optimization
A. Research Preparation
B. Implementing Google+
14
A. Research Preparation
‣ Treat your Local Search Campaign like you would
Organic SEO
• Keywords
• Geographic's
• Lingo
- ...
A. Research Preparation
‣ Ask your Client! They are your best resource! Or ask
your customers!
‣ Google AdWords: Keyword T...
B. Implementing Google+ Local
‣ What you Need Before you Begin
• NAPs
• Landing Page Metadata
• Contact Person at Physical...
Google+
18
19
About Us Page = NAPs
Google+ Profile in Search
20
Logged In
21
Logged Out
Google+ Profile in Search
22
Local Search Basics
Quick Review
Advanced Search Profile Optimization
Research, Implementation
Building a Local Search ...
3.Enhancing Website for Local Search
A. Install Bing & Google Analytics, Webmaster Tools
B. Site Map
C. URL Structures
D. ...
A. Install Google
Analytics & Webmaster Tools
24
‣ http://www.google.com/analytics/learn/setupchecklist.html
B. Site Map
25
Create Simple Navigation, Upload to Google Sitemaps
Account
C. URL Structures
‣ Keep it Simple & Consistent
• It must relate to content on page
‣ Keep it Short
• Overly complex URLS ...
D: Testimonials
27
Reviews on Website also help increase client trust
E. Landing Pages
‣ Using Homepage vs Custom Page
‣ Calls to Action
• Signups, Free eBook, Contact
‣ How does your bounce r...
F. Fresh Local Content!
29
G. Social Buttons
30
Local Search Tools
‣ Geositemap Generator
• http://www.geositemapgenerator.com/
• The mother tool- lets you create a geosi...
32
Local Search Basics
Quick Review
Advanced Search Profile Optimization
Research, Implementation
Building a Local Search ...
4. Building a Local Search Campaign
A. Citation Profiles
B. Citation Generation Tools
C. Further Your Education!
33
A. Citation Profiles
‣ Anywhere your NAP is listed, known and unknown
‣ .edu and .org
‣ Local Blogs, Local Chamber of Comm...
A. Citation Profiles
35
Acxiom
Localeze
Infogroup
Yahoo
Yelp
CitySearch
Manta
Merchant Circle
Linkedin
Yellowpages
Insider...
B. Citation Generation Tools
‣ Best Sources for Local Citations by Category
• http://getlisted.org/resources/local-citatio...
B. Citation Generation Tools
‣ Whitespark-- www.whitespark.ca
37
#1 Tool For Citation Research
Whitespark Citation Finder
‣ Gathers phone numbers for top ranking sites
‣ Performs a search for phone number
‣ Finds all ...
B. Citation Generation Tools
‣ GetListed.org
• Quickly get a feel for where you’re listed- just a start
‣ Mike Blumenthal’...
C. Further your Education
‣ www.davidmihm.com/blog/
• Blog by David Mihm
‣ http://www.localseoguide.com/
• Blog by Andrew ...
41
Thank You!
Katie Conroy
katie@hallme.com
Katie.evelyn.conroy@gmail.com
Google+ With Me!
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How to Harness Local Search

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Local Search tips and tactics to optimize your small business or your client's websites online in Google+ and across the web. Cover the basics of understanding Local SEO along with advanced tactics to help you compete in more dense markets.

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How to Harness Local Search

  1. 1. 1 How to Harness Local Search with Katie Conroy Local Search & SEO Specialist
  2. 2. 2 Local Search Basics What is Local Search? Advanced Search Profile Optimization Research, Implementation Building a Local Search Campaign Citation Profiles, Generation Tools, and Education Enhancing a Website for Local Search All the Steps Explained 1 2 3 4 AGEND A
  3. 3. 3 What is Local Search?
  4. 4. Local Search Basics 4
  5. 5. Geo Modified Keywords Explicit vs. Implicit Search
  6. 6. What Does Local Search Impact? ‣ SERPs ‣ Website Traffic ‣ Online Reputation ‣ Mobile Search ‣ Social Media
  7. 7. SERPs
  8. 8. SERPs
  9. 9. Website Traffic
  10. 10. Website Traffic “Insights”
  11. 11. Online Reputation
  12. 12. Local Search Ranking Factors • Physical Address in City of Search • Proper Category Associations • Proximity of Address to Centroid • Domain Authority of Website • Quantity & Quality of Citations • Reviews • NAPs 12
  13. 13. 13 Local Search Basics What is Local Search? Advanced Search Profile Optimization Research, Implementation Building a Local Search Campaign Citation Profiles, Generation Tools, and Education Enhancing a Website for Local Search All the Steps Explained 1 2 3 4 AGEND A
  14. 14. 2. Advanced Search Profile Optimization A. Research Preparation B. Implementing Google+ 14
  15. 15. A. Research Preparation ‣ Treat your Local Search Campaign like you would Organic SEO • Keywords • Geographic's • Lingo - Ex: “pop” vs “soda” & “grinder” vs “sub” & “hero” vs “hoagie” 15 Know your client as if you started the company (Some of you did!)
  16. 16. A. Research Preparation ‣ Ask your Client! They are your best resource! Or ask your customers! ‣ Google AdWords: Keyword Tool ‣ Bing Keyword Tool ‣ Google Analytics • Keywords Located in the Traffic Sources Overview • Demographics located in the Audience Overview ‣ Manual Search! Use your own eyes and judgment ‣ Competitor Analysis 16 Tools to Use for Keywords
  17. 17. B. Implementing Google+ Local ‣ What you Need Before you Begin • NAPs • Landing Page Metadata • Contact Person at Physical Address • Multimedia: logo, photos, and videos • Promotions • Social Media Integration 17 Search Engine Profiles
  18. 18. Google+ 18
  19. 19. 19 About Us Page = NAPs
  20. 20. Google+ Profile in Search 20 Logged In
  21. 21. 21 Logged Out Google+ Profile in Search
  22. 22. 22 Local Search Basics Quick Review Advanced Search Profile Optimization Research, Implementation Building a Local Search Campaign Citation Profiles, Generation Tools, and Education Enhancing a Website for Local Search All the Steps Explained 1 2 3 4 AGEND A
  23. 23. 3.Enhancing Website for Local Search A. Install Bing & Google Analytics, Webmaster Tools B. Site Map C. URL Structures D. Testimonials E. Landing Pages F. Unique Fresh Content G. Social Buttons 23 Your To-Do List
  24. 24. A. Install Google Analytics & Webmaster Tools 24 ‣ http://www.google.com/analytics/learn/setupchecklist.html
  25. 25. B. Site Map 25 Create Simple Navigation, Upload to Google Sitemaps Account
  26. 26. C. URL Structures ‣ Keep it Simple & Consistent • It must relate to content on page ‣ Keep it Short • Overly complex URLS with multiple parameters create unnecessarily high numbers of URLs that point to identical or similar content. Use as few characters as possible! ‣ Use Lowercase, Use Hyphens • Ex: www.mysite.com/honolulu-plumbers 26 /keyword+location *where possible http://support.google.com/webmasters/bin/answer.py?hl=en&answer=76329
  27. 27. D: Testimonials 27 Reviews on Website also help increase client trust
  28. 28. E. Landing Pages ‣ Using Homepage vs Custom Page ‣ Calls to Action • Signups, Free eBook, Contact ‣ How does your bounce rate look? ‣ Remember Mobile Users! ‣ Trust Symbols • Pictures of staff, testimonials, BBB & Social Buttons 28
  29. 29. F. Fresh Local Content! 29
  30. 30. G. Social Buttons 30
  31. 31. Local Search Tools ‣ Geositemap Generator • http://www.geositemapgenerator.com/ • The mother tool- lets you create a geositemap, KML file and schema markup all in one! - KML is a file format used to display geographic data in an Earth browser like Google Earth and Google Maps. 31
  32. 32. 32 Local Search Basics Quick Review Advanced Search Profile Optimization Research, Implementation Building a Local Search Campaign Citation Profiles, Generation Tools, and Education Enhancing a Website for Local Search All the Steps Explained 1 2 3 4 AGEND A
  33. 33. 4. Building a Local Search Campaign A. Citation Profiles B. Citation Generation Tools C. Further Your Education! 33
  34. 34. A. Citation Profiles ‣ Anywhere your NAP is listed, known and unknown ‣ .edu and .org ‣ Local Blogs, Local Chamber of Commerce, Local Directories ‣ Directory Services • Ex: UBL ‣ Vertical-related Citations • Ex: Doctors.com, Lawyers.com, UnitedVanLines.com 34
  35. 35. A. Citation Profiles 35 Acxiom Localeze Infogroup Yahoo Yelp CitySearch Manta Merchant Circle Linkedin Yellowpages Insider Pages Kudzu TeleAtlas JudysBook Local.com Foursquare MyCity Superpages WhitePages Mapquest Dexknows Magic Yellow
  36. 36. B. Citation Generation Tools ‣ Best Sources for Local Citations by Category • http://getlisted.org/resources/local-citations-by- category.aspx ‣ Best Sources for Local Citations by City • http://getlisted.org/resources/local-citations-by-city.aspx 36
  37. 37. B. Citation Generation Tools ‣ Whitespark-- www.whitespark.ca 37 #1 Tool For Citation Research
  38. 38. Whitespark Citation Finder ‣ Gathers phone numbers for top ranking sites ‣ Performs a search for phone number ‣ Finds all citation sources which list top ranking sites ‣ Competitor Citation analysis ‣ Free, but paid with upgrades 38 How it works
  39. 39. B. Citation Generation Tools ‣ GetListed.org • Quickly get a feel for where you’re listed- just a start ‣ Mike Blumenthal’s Category Tool - http://blumenthals.com/index.php?Google_LBC_Categories - Lists all categories available by country ‣ Bright Local.com • Great Citation Tracker and Agency Tool- free and paid. 39
  40. 40. C. Further your Education ‣ www.davidmihm.com/blog/ • Blog by David Mihm ‣ http://www.localseoguide.com/ • Blog by Andrew Shotland ‣ http://blumenthals.com/blog/ • Blog by Mike Blumenthal ‣ http://www.smallbusinesssem.com/ • Blog by Matt McGee 40 Blogs from Smart People I Follow
  41. 41. 41 Thank You! Katie Conroy katie@hallme.com Katie.evelyn.conroy@gmail.com Google+ With Me!

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