How can a business that serves a local market (i.e. - restaurants, hotels, etc.) best leverage the search platforms, such as Google, Bing & Yahoo? See how you can increase your online lead/sales value by 1,030%.

1. Increase your Restaurant/Hotel’s
online exposure by 1030%
with Local Search Marketing
Mark Hughs
407-678-3062 x211
Mark@Xcellimark.com
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2. What Is Local Search Marketing?
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3. Key Success Factors
in Online Marketing:
• Professional Website Design/Image
• Search Marketing
• Social Media
• E-mail Marketing
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4. Key Success Factors
in Online Marketing:
• Professional Website Design/Image
• Search Marketing
• Social Media
• E-mail Marketing
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5. Regular SEO vs. Local SEO:
• Regular SEO is all about optimizing
websites.
• Local SEO is all about
optimizing locations.
• With the new blended results, you
must now strive to do both well.
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6. What Is Local Search Marketing?
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7. Source: BIA / Kelsey, 2010
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8. Google’s Biggest Threat?
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9. Business Budgets – Online Tactics
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10. 10
Why Local Search?

11. Smart Phones – Mobile Search
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12. Smart Phones – Mobile Search
• 74% Growth from 2010 to 2011 of
consumers accessing content from
retailers from mobile devices.
• According to the IDC, 101 million
smartphones were sold in 2010,
versus only 92 million PC’s.
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13. 3 Pillars of Local Rankings
• Location/Distance
• From the searcher or
• From the location being searched
• Relevance
• To the search query
• Location Prominence
• What others say about you in the context
of your “place”
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14. Claim & Optimize Your Local Listing
• Be Thorough & Descriptive
• Be Accurate & Consistent
• Keywords are still KEY
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15. What Is Local Search Marketing?
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16. What Is Local Search Marketing?
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17. Google Place Page/Local Listing
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18. Google Places Virtual Tour
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19. Google Places Virtual Tour
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20. Google Places Virtual Tour
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21. Citations
• Citations are like “links” in Regular SEO
• They can actually be a link or just a
mention of your business’ N.A.P.:
• Name
• Address
• Phone Number
• Build citations by submitting
to Top Local Directories
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22. What are Top Local Directories?
• They all have high page rank
• They allow ‘Do Follow’ links
• They allow reviews
• Indexed in Google
• Trusted source of citations
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23. Top Local Directories
• Google Hotpot • MerchantCircle.com
• Bing.com/local • Foursquare
• Yahoo Local • Gowalla.com
• City Search • AngiesList.com
• Yelp • MojoPages.com
• Super Pages • HotFrog.com
• Facebook Pages • Kudzu.com
• YellowPages.com • Manta.com
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24. What is being said about you online?
• Where is it being said?
• Sentiment of those mentions (good or
bad)
• Keywords used in
those mentions
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25. Reviews
• Restaurants: Urban Spoon, Zagat, Open Table
• Wine: Snooth
• Nearly Everything: Yelp
• Health Practitioners: Demand Force
• Contractors: ServiceMagic
• Real Estate: Trulia, Zillow
• Shopping: Amazon
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26. The Truth About Reviews
• 84% of consumers are likely to check online
reviews*
• Average online review is 4.3/5.**
• Negative reviews converts to a
sale better than a positive
review.**
*2010 Retail Bulletin
** BazaarVoice 26

27. Other social signals:
• Checkins
• Tweets, reTweets, followers
• Friends, connections, network activity
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28. 140
Local Search Case Study
120
100
80
Total Actions
60 Website Visitors
40
20
0
1-Jan 1-Feb 1-Mar 1-Apr 1-May
Total
Month 11-Jan 11-Feb 11-Mar 11-Apr 11-May Change
Impressions 22 105 682 787 678 1127% 28
Actions 7 13 63 66 45 580%
Visitors 2 7 43 56 40 1030%

29. Clarion Hotels Case Study
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30. Clarion Hotels Case Study
+400% Increase
in impressions
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31. Clarion Hotels Case Study
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32. Clarion Hotels Case Study
+500% Increase
in hotel visitors
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33. Bubbalou’s BBQ Case Study
SOLUTIONS INCLUDE:
• Custom web development
• Pay-per-click advertising
• SEO/Local Search Marketing
• Social Media – Facebook, Twitter, etc.
• Call-tracking
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34. Bubbalou’s BBQ Case Study
MONTHLY RESULTS:
• 80-120 call-in orders/month
• 250-450 catering leads/month
• 70% of catering leads convert/close
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35. Bubbalou’s BBQ Case Study
2010 vs 2011:
• 21% increase in site traffic
• 26% increase in catering leads
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36. Local SEO Checklist:
1.) Keyword Research
2.) Standardize Your Name, Address, and
Phone Number
3.) Optimize Your Business Profiles in Top
Directories
4.) Claim Your Listing In Google Places
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37. Local SEO Checklist:
5.) Obtain Links/Citations From Local
Authority Sites
6.) Encourage Customer to Rate & Review
Your Business
7.) Provide Images, Videos & Coupons
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38. Xcellimark Awards & Certifications:
• “Leading Provider of Web Design for Eastern US” in
2007, 2008, 2009, 2010, & 2011
• “Best in Search for Link Building by TopSEOs in
Dec 2010 – Feb 2012.
• Advanced certification in Google AdWords as a Qualified
Google Advertising Company
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39. Xcellimark in the News:
• Top 5 Digital Media Company in Central Florida (2010)
• Top 10 Advertising Agency in Central Florida (2010)
• OBJ’s Golden 100: Ultimate Newcomers (2010)
• Featured on “Today in America” hosted by Terry Bradshaw
• Top 10 Web Design Companies in Southern US (2007-2011)
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40. Xcellimark Credentials:
• Circle Members of SEMPO, the leading search engine
marketing professionals organization in North America.
• Longtime members of SeoPros, a leading national SEO
consultants directory with stringent criteria for entry.
• Members in good standing with the Better Business Bureau’s
Reliability Program.
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