Local SEO Webinar - Talk

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90% of customers go online before making buying decisions. Are they finding your business? These slides are from our one-hour webinar that discussed how local Search Engine Optimization (SEO) helps local businesses increase website traffic and build sales.

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Local SEO Webinar - Talk

  1. 1. Drive sales to your local business through your website Talk -I - results for r nearlflilmin To-rPRln-c, - lrii-ri iiLPIl1ln . 5'-'-‘lil, ':"1': l1r’JV‘iiF_l! i!| ?.l". 'I'9_i5., El-Ihlirli Rel. -r*~ | mi ~ .3’ ‘n fit‘ fYIt'l‘nt‘I' ll"t"‘ Pr . rr1"«' I’ ‘n l-_IC! l'I'll‘1‘= U'€'). fl1 l_3_I7_2,_'l[l{iEt_b_s_i_lE9_E)_a__ ‘*1 _| _t_1lemet Marketing, 'll_'filr_nin - ' xi‘ 1 Tali: helps busnasst. -3. in rial: attract new cu - - . rnti-3.. _ __ . - p: ‘e; l;e lhrough cot"-1mun. ic. aihnn, ii _ ' - . ... ... .. -- . ri'u; ol: ir‘igi _ / '. .. t- —l
  2. 2. I. What is Local SEO? ll. Why do I Need it? Ill. Who’s a Candidate for it? lI. How to Optimize it. V. How to Measure and Manage it.
  3. 3. I. What is Local SEO?
  4. 4. Wcixrzri Tie: L. -i iiwmcl PIE‘, -V To i”i In March 2004, Google introduced offering relevant neighborhood business listings, maps, and directions. 0 0 IN Gates or Pearl Day Spa a Salon. Birmingham. AL, 35242 - YELLOWPAC l 4 c + l A mtg’/ /www. ye| |owpa9es. (omIinlo—Z1799313/GaKes-0I—Peatl-Dav-Spa-Salon ED ooogieimg main-i. ,pg 4i'l; =l. -i. i;i, -_i: z:iJ. i;fs‘l. at»: ii. ‘ L’ FINDAIUSIIIESS ; ;’i'-"135-‘i, _,, V__»~ -‘ . .‘ "‘ ti’ l oiuaiice I erimnuinw FIND: LOCATION: — interactive Yellow e Ai Pages directories that allow on-line search for local listings. 2 l Luka Web Design Svmpathy Quotes Welcome lo v ot's Choice :23 Roy The popularity of Google Local sparked the creation of _, ,‘_ir. Hfl. lv. -§ H _i"‘ I l Gates of Pearl Day Spa & Salon t s a x « l50OVaIeydah Rd Based or 6 reviews Bvmr¢IalVl. AL35242 71.29 Ran: it Read Reviews izosim-am ail cam @ Elvemneo The Difference Moun9lOp¢r‘l1| . m9am5pwi. ruosm1i>iii Wtsd9atn59m. Thu sniiupm riiamspm s. -.ianii»4pm_ 511!‘ Q ' ‘ ‘J —_ ofl nlsvtnioulmllsltt
  5. 5. (- Y, »W1r= ._ri The L. -‘ I*“i'= ._l, l »“‘iEl-V *9.’ / 1 Google integrated Google Local with its mapping technology to create in February 2005. R V‘ N leilarrw Mznsion wilmmgmn n( - Google Maps l < c + ~‘lhllnHmlpxgnoq| e.mm/ map1>1-saulmjampzugn-emluim, sou1(¢-en-hz-nu-us-bk-gm&ulm, m¢du - Q- googlr mam Ffl <. ooulrlm. m (him in-q Homr nun vVtI)l)uwun mm. u>w Quoxex w. ~I<am-nay ms(»m: .~ |1< Homily «mumnon Fr». -I)><f'au mrtxulnq )) 1 magma-v-um Smazunuflmgv sh! -me! -|| =inr—¢o-nIMv&rflel1drelflwflsLulMIAmmII§mM Google maps V mmmm more popular than mam M M mm lYPs for local search. Be| |aQy‘MaV-y1s_‘IV<_>V-‘I new-umumn. uc E3 ' - camgm *. " soa Mame! SI. VvlvlrmnqmII_ NC - »- w Q9 [if uh-- (910) 2514700 + {rm ' , . 1 Q4‘ ‘I onmoa ms historical building nm E3 , ..“ M @ sunwnds. The low beans ml? ! 2 v-den, g @ ya‘ » o x L/ ilrglngtgn N; g glang N; Bf"f'Pf ""“""' Communal my Est Bmuse Fmpemes luv e A um. 503 MIN‘ 5| hadeyassocialcs com ' g""o", ';g"°: ‘7-7g°‘3 73‘°“°3‘ MJ “ Lxzi 1|"L¥! "‘Q'1§‘9L9'E Deals on Wilmm II Noflh CHOU! “ ', :;3‘1,'; ':': ‘C' yew" '"“ M § $‘m_u1m2|_n2an - S_§am’AMaanu - Sjnswm . zm gm-$91‘ 9 X Mafl.5§m E m 2 @ mu
  6. 6. Wl1r= .l"a Tl: L. -‘ I*‘*i'= __I, l »“‘iEl-V *9.’ '* Google Maps — local search based on Google algorithms. V IYP - online directories based on geography. Search engines results are based on relevancy of search term. V IYP results are based on relevancy of geographic area. Design Internet Marketing Communications IYP Search Google Search
  7. 7. What is Local SEO? Local search results from two origins: Local search engine | YPs G lr ma 3 8 D yelp YA. HOO! :.: . LOCAL u rba n spoo n b mg superpagescomi
  8. 8. What is Local SEO? A local search has two components: 1. A business descriptor 0 Public relations agency 0 Pizza Parlor 0 Realty firm lmmllq i 2. A geo modifier 0 City, state, zip, address 0 Public relations agency in Wilmington NC 0 Pizza parlor 28403
  9. 9. Wl1r= .l"l; Tl: L. -‘ I*‘*i'= __I, l r“i: ,-V *9.’ Local SEO is the act of targeting your immediate, local market across both search engines and Internet Yellow Page portals such as Yelp and City Search, to accomplish two goals: -* increase the frequency with which you appear in local searches. improve your listings’ relevancy.
  10. 10. Local search generally puts listings into 3 different kinds of “packs”: 1. The almighty one-box Cham ion FitnessJMartial Arts www. kickboxfltness. com . ,. 145 S College Rd # 9 ' Wilmington, NC 28403-1647 (910) 792-1131 Get directions Write a review More information »
  11. 11. Local search generally puts listings into 3 different kinds of “packs”: 2. The 3 - pack Local business results for crossfit near Wilmington, NC ‘ Crossfit Coastal — www. crossfitcoasta| .com 6624 Gordon Road, Wilmington - (910) 632-4985 Directions hours and more » 6624 Gordon Road Unit E (behind Dominos), Wilmington - (910) 6324985 V Crossfit Coastal - vwvw. crossfitcoasta| .com Directions hours and more » O Crossfit Wilmington — www. crossfitwilmin9ton. com 6702 B Netherland Dr. , Wilmington — (910) 585-1418 Directions hours and more »
  12. 12. 3. The ‘i0-pack Local business results for pet store near Wilmington, NC Castle 1? Map gate @2009 Tele Atlas Wngntsvll le Beach Greenu 2 Sound . Pet Supermarket — www. petsupermarl<et. com - (910) 799-1990 — E . Petco Animal Supplies — www. petco. com - (910)799-2472 - Q . Aunt Kegy's Pet Stop — www. auntl<erryspel: stop. com - (910) 792-1311 - Lg . petsmart Wilmington — stores. petsmart_com - (910)452-4422 - Q . Dog Gone Crazy - www. doggonecrazync_com - (910)815-6670 - 1 . Farmers Supply Co - maps. google_com - (910) 7634664 - 1 review . Color Pet Products - www. colorpet. com - (910) 395-4755 - More H. Biolux lntemational LLC - bioluxintemational_com — (910)686-1884 - More I. Sir Scoop A Lot - www. sirscoopalot. com - (910) 397-0577 - More J. PETS PLUS - www. petspluswilmington_com — (910)681-1363 - More 9 More results nearwilmington, NC »
  13. 13. What is Local SEO? Each listing in a pack has 4 components: Wilmington N 1. Business Name 0 Carolina Dentis . 2. PhOI'Ie Stephen Edgerton & Dave Fisher DDS 1 review - Write a review 3. Website iii§an°§'2ET‘i? é’Z”a§3§’0 4- tdinections: i - Add or edit your business 1 Del’ Reviews (1) l (4) innhnr Wilmington North Carolina (NC) Cosmetic. .. - Alice S - . ul Wilmington Dentists Dr. Stephen Edgerton DDS, of Edgerton 8. Fisher Cosmetic a Dentistry, have extensive experience with cosmetic dentistry and correcting sleep provide these dentistry services, as well as Was i. l‘iS- FE. /lE»‘ te| prul'? ‘ g - E More from '@ysbook. com »
  14. 14. ll. Why do I Need it?
  15. 15. Why do I Need it? 10 billion unique searches done a month. - 40% of those searches have local intent. _ Local Intent Searches 0 5% use the name of the city or state. 0 All major search engines have integrated local search. 0 Many | YPs have smart phone applications to boost exposure on mobile devices.
  16. 16. lit/ .i; rV tilt» l Ml: -i= ~iii_l i‘if’§i' 92% of customers go online before making their buying decision. 96% of searchers never leave the first page of Google. Hence, the importance of being in the local packs.
  17. 17. Why do I Need it? Increases traffic to your web site. 0 Builds sales. 0 Positions you as the dominant player in the local market. 0 Focuses on local results only. 0 Greater ROI for your marketing dollar.
  18. 18. Why do I Need it? Yellow Pages are becoming extinct. 0 lYP’s provide more accurate localized information. 0 lYPs allow you to measure impact in ways Yellow Pages never could. 0 Local search is easier, faster, more accurate, and more relevant.
  19. 19. Why do I Need it? Most businesses are already listed in local search. Listings are often derived from outdated and inaccurate phone book data. It is important to verify and claim your listing to ensure its accuracy. Most listed businesses are unclaimed. Most unclaimed businesses have inaccurate and/ or inadequate information.
  20. 20. Ill. Who’s a Candidate for it?
  21. 21. Any retailer, business or service firm targeting a local market. Examples include: i‘ Great Clips Divorce attorneys Veterinary hospitals Local business results for hair salon near Wilmington, NC Hair Studio - maps. goog| e.com - (910) 792-0121 - More I AM Salon & Day Spa - www. iamsalonanddayspa. com - (910) 395-1335 - 7_rt2_i. iey. v§ Backstreet Hair Studio - backstreethairstudiocom - (910) 792-6111 - More Bang; Salon and Spa - bangzortthewebcom — (910)452-4247 - 18 reviews SolarHair Salon — solarhairsaloncom - (910) 620-2874 - More TJ and Company Day Spa - www_tjandcompany_net - (910)232-1500 - 5 reviews . Vida Salon 8: Sa - www. vida230.com - 910 254-7890 - More ? I‘ GlPe'| u e 9 Sound (910) 465-0378 - E 1°" M3 dam C" 009 7°"? ‘W53 . Smart Style Family Hair Salon - www_smartsty| e.com - (910) 798-0109 - 2 reviews »-.350 . '"! "S3.‘'«' 5” Great Lengths Hair Extensions by Jessica - www. greathairbyjess_com - f_
  22. 22. Who’s a Candidate for Local SEO? TS? Who’s NOT a candidate for Local SEO? 0 B2B and B2C companies with a regional, national or global focus. & GLOBAL TEST SUPPLY mi: lest. il. «i'; =.aisv_iri. =.. v.1ii: -.-ii is . Sirpp. 'y G-: -.. '
  23. 23. lI. How to Optimize it.
  24. 24. 1. Claim your listing 2. Apply Local SEO 3. Measure and manage your listing for maximum optimization
  25. 25. How to Optimize it? To ensure your business information is accurate, you need to claim your online listing. Claiming a listing is akin to telling the search V 1 / T W engine or IYP that you Q Q" own the business _ _ _ being listed. Verification Center -. Q
  26. 26. l . pl ‘W i ii I; ‘lf| _i’fi‘_Il; ‘.‘_r‘ iii. ‘ Go into your online listing. Local business results for dog grooming near Wilmington, NC g ’TS. -IIIE Greenv 8 Sound Q- data @2009 Tele Atlas A. Pu_rple Groomery — www. purplegroomery. com - (910) 343-8990 - More B. C-lga's Dog's Spa — maps. google. com - (910)256-5011 - ll-loret C. Give A Dog A Bone Play Spa — www. giveadogaboneplayspa. i1 A115‘ (919) 3929909 — More 5: D. Petco Animal Supplies — www. petco. com - (910) 799-2472 - More E. K 8. K's Pet Grooming Inc - maps. google. com - (910) 397-0050 - More F. Meadoiwsweet Pet Boarding & Grooming - www. meadowsweetpetresortcom - (910) 791-6421 - More G. Highsmith Animal Hospital — maps. google. com - (910) 799-5587 — 3 reviews H. Susy's Pet Grooming - maps. goog| e.com — (910)452-1856 — 1 review I. BioLux lntemational Pet Grooming Supplies and Kennel Floors - www. bio| uxintemational. com - (910) 545-3777 — More
  27. 27. How to Optimize it? Click button that says you want to claim, sometimes it’s literally “claim” other times it’s “add your business” or “edit”. 0 Enter your contact information so the search engine or IYP can verify that you are in fact the owner of the listing. 0 Verify by phone or email? 0 Choose by phone if your # is correct 0 Cannot verify by phone if you have auto Voice Mail 0 Phone verification is quick 0 Email verification takes weeks
  28. 28. l . pl my 1 ii I; Ii3I. i:i: .i1;: +-i iifé‘ I l Once listing is verified, edit for accuracy and consistency. O| a's Do's Spa ' ’ 54%; Write a review :1 . 7110 Wrightsville Ave 5 1 Wilmington, NC 294937219 _ Wri-; _;hlsv1'le A. .. 75 , ,.v. rlgh_m ,6 (9101 2595911 7.. . 6.1.9.1, Get directions: To here - From here Edit . Ma data @2009 Tele Atlas View Larger Map Overview Details (1) Reviews Web Pages (4)
  29. 29. How to Optimize it? 0 The credibility of your business online is based on the consistency of your listing information. 0 To ensure consistency, create an Online Content Document (oco) I'll‘
  30. 30. Your OCD should contain the following: 0 Business name, address, phone number 0 Primary business contact 0 Website address 0 Business description (200 characters or less) 0 Capabilities and services (only 5) 0 Hours of operation 0 Payment methods Photography and graphics
  31. 31. H W ~ “ I; riflnltgie its 1'4 Audio Visual Serviceslcoastal L‘-'11. avscoastal. com '; E"-; "‘- V‘-iv. . .1 .1 Smith Creek Elm 1200 N 23rd St at 211 Wilmington. NC 234051324 (910) 3950045 @“= :e'1tfv: =. ;=»- I: Get directions More information L date @2009 Tele Atlas Audiovisual Equipment, Presentation Eguigment, Rental Equipment Located in Wilmington, North Carolina, Audio Visual Services Coastal specializes in rental and setup of audiovisual equipment for all types of events. www. avscoasta| .comf - Cached - Similar- AValive your PRO AV Audio Visual Sales & Rentals Ovemight Wilmington NC AV Audio Visual Rentals - Production and Staging Services, Convention Services, Corporate Audio Visual Services - Financing and Leasing: www. avalive. com/ — Cached - Similar- lI-_. - 'I'I_--&-. .lll= I.. .!. ... l-. . lull‘ I A. .JI_ IlI_. ._I £-. -.2--- I f‘-. _._. .l. --l'I-_-! -
  32. 32. l . pi ‘W ~ “ I; I-ifIr:1i; :-—> iii. ‘ Get Directions My Maps Audio Visual Servicesfcoastal Write a review 1200 N 23rd St # 211 Wilmington, NC 23405-1824 (910) 395-0045 (910) 341-0045 avscoastal. com Ma data @2009 Tele Atlas Get directions: To here - From here View Lame, Mag Oifgiview Details (2) Reviews User Content (1) Web Pages (5) Specialty: Screens, LCD Projectors, Large Screen Video Projection, Flip Charts. Easels, Corporate Meetings. Brand: Audio Visual Hours: 24 Hours A Day Additional Info: Corporate Meetings Conferences Conventions & Individuals, Large Screen Video. .. More from SuperPages. com >1
  33. 33. How to Optimize it? / ’ Pl / /7 F . ,w , 13% Audio Visual Serviceslcoastal Write a review - more info » / / 12DON 23rd St#211 --'**'~ -K J Wilmington, NC 23405-1324 p ‘ mg ' PM (910) 395-0045 avscoasta| .com Street view Edit '-"¢'l": :ll'Stl"1iS'r‘ Move marker - Edit details - Remove place Flag as inappropriate Are you the cu~. ~.'r*er'§-’ Claim your business « Back E @ Scientific Park DI
  34. 34. H 1117/ ~ “ I; iifli 1:113: iiéi‘ -'1 Add, Edit, or Suspend Listing To proceed, please choose an option below. (Each option will require validation! ) Ch oose one. (31 Edit my business information. Audio Visual 5eWi| =B5i_C°_35’tfli may update your business name_ § 1200 N 23rd St # 211 Wilmington NC 28405-1824 . . West information, payment types, United 313195 -"liars and categories. ; Phone: (910) 395-0045 "" Suspend this listing. v . E This map appears along with the listing. You may retum to the Local Business ; 5 ‘--' Center and reactivate your listing at any 9 time. ® 3 This isn't my listing. If the information to the right isn't yours. you may add your business as a new “Sting now ©2009 Google Map data @2009 Tele Atlas ‘Validating your listing El We'll send a letter containing a PIN and activation instmctions to the business address associated with your listing. After you validate your listing, you may edit your Google Maps listing at any time.
  35. 35. Google Local Business Center V Basic Information Audi? visual Servicesfcoa Please note that changing your address or business name will require additional verification via mail or phone. gf3i'dN%f l min on 2 United States Country: United States : ‘3°”‘i33”'r’-"0’93”iZ3“°”5 Audio Visual servioesicoastai -- 5"99‘ ’W’9553 1200 N 23rd St# 211 CiW"T°W”i Wilmington State: North Carolina : A 3'” iii 23405-1324
  36. 36. From David Mihm’s 2009 Local Search Ranking Factors 1. Claim your Local Business Listing (LBL) 2. Citations from lYPs or local websites. 3. Choose the most appropriate 5 categories. (Must comply with at least one Google recommendation) 4. Use keywords in the Local Business Listing (LBL) title. 5. Optimize off-listing Information (Website, lYPs, local blogs, media coverage, etc. )
  37. 37. 1. Claim your Local Business Listing 0 A very small percentage of businesses claim their listing. 0 Claiming your listing tells search engines your information is correct. 0 Use your OCD when editing your listing to be consistent.
  38. 38. 2. Citations from lYPs and local websites. Citations for local SEO = link-building for national SEO. | YPs 0 IYP choice makes a difference (Yelp, UrbanSpoon, CitySearch) 0 Start with trusted data providers. 0 Prior physical listings, like Yellow Pages. 0 lnfoUSA, Acxiom, and Localeze.
  39. 39. . Citations from | YPs and local websites. Local Websites 0 Reviews 0 Links 0 Mention of business name 0 Mention of business name and location
  40. 40. 3. Choose the most appropriate 5 categories 0 Must comply with at least one Google recommendation 0 This will come straight out of your OCD. 0 You are allowed 5 categories. 0 Categories should pertain to your core business. 0 OK to have a broad category, but include several specific ones.
  41. 41. 4. Use Keywords in the LBL 0 Your business listing title is the name of your business. 0 Including a keyword after or within the name of your business improves ranking. LBL Title Country: United States : C°'“P3”Y»"0'93”iZ3“°”‘ Audio Visual servicesicoasiai 5"°e"”'*d‘i'955? 1200N23rd sz#211 Wilmington
  42. 42. 4. Use Keywords in the LBL 0 Your business listing title is the name of your business. 0 Including a keyword after or within the name of your business improves ranking. Company/ Organization: ABC Law Using a Keyword: ABC Law Divorce Attorney Borderline: ABC Law Wilmington Divorce Attorney Spam: ABC Law Divorce Attorney, Child Custody, Mediation, Wilmington
  43. 43. Off-Listing Information is anything that is not included in your LBL but has an impact on its relevancy. 0 Website, |YPs, local blogs, media coverage, etc. 0 Off-listing info includes your website, citations, etc. 0 If you have a website, do the following: 0 Add address and contact info to the footer of every page. 0 Add address and contact info to “contact us” page.
  44. 44. V. How to Measure and Manage it.
  45. 45. If you can’t measure it, you can’t manage it. 0 SEO = Measurement. 0 Must always measure your ROI. 0 Consistently modify your listings to increase traffic and ROI. "_l : i!i. ~.: V ' ‘t 1‘ I'll I if 1'! jllfjli H J. I I fl, ” ' Q .
  46. 46. .‘r; i::1m/ T-in _li. ’i, iTr? §.t~fii, ,I, i’§-‘ '_= ._l_i'i_iC_i _ii_i_i'§. lfi', r.= ..l; lT— i_. <:xi: -r, =.i_l ~? iE! V> Google, Yahoo! , Bing, and others provide statistics for local search. Measure Local SEO’s impact on website traffic. A unique phone number attached to your local listing will allow you to track increase in calls. W 23 Aug, 2009 - 22 sep, 2009 "‘r‘~‘= Talk’ Inc‘ last 7 days i last 30 days Activity ' Impressions ' Actions I30 40
  47. 47. Need Some Help? Optimized listing and OCD. i 0 Continued optimization to "W: maximize exposure and it. BLIV it. stay competitive. 0 Create new citations that substantiate your business. 0 Online Reputation Monitoring through reviews from lYPs. Monthly report of online activity/ exposure.
  48. 48. Upcoming Webinar Thursday, October 29 12:00 - 1:00
  49. 49. @ta| kdebbie debbie sayce elliott debbieelliott talk_inc talkcarolinas talkincb| og. com talkinc. com

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