This presentation was for the national conference of Bed & Breakfasts. It covers how to rank on Google Maps with a focus on the factors outside of your website. Links, Citations, Google My Business and Reviews are all covered as well as a quick look at competitive research with a set of Google local rankings.

1. Getting On The Map

2. Aaron Weiche
• CMO of GetFiveStars.com, a customer
feedback platform, serving 15,000+ locations
• 18 years in digital marketing, grown 3
agencies in Minneapolis area
• Worked with Target, Marriott, UnitedHealth
Group, Cargill, Deloitte & 100’s of SMBs
• Grew up in a small business household
• Tech, speaking/travel, Husker football,
baseball, outdoors

4. 1. The user states geo intent
2. The keyword states geo intent

9. 56% of searches
have local intent
Stat from Google Think

10. Local search results are
front and center
Over 71% of clicks happen on page 1 while
page 2 and 3 get just 5% of clicks.
Stat from Advance Web Ranking Study

11. Local searches convert.
Over 70% take action with a click,
call, visit or contact.

12. Same results on all
devices … starting now.

13. 7-pack, 10-pack
3-pack

15. Local Search
Ranking Factors

16. 2015 Local Search Expert Survey
Study from David Mihm and MOZ

17. 2015 Local Search Expert Survey
Study from David Mihm and MOZ

18. 1. Links & Structured
Citations
Other websites linking to you provide
authority and trust to your website.

19. Who is linking to me?
Who would?

20. Links Are Human, Not Just SEO
1. Links that will drive direct referral traffic
2. Links that build visibility with your target
audience for your brand
3. Links that build your reputation

21. OpenSiteExplorer.org

22. 48 sites
providing
143 total
links

24. Run your competitor’s
links, can you get those
links too?

25. Link quality is about the
website it comes from.
It can be related to topic, location
and industry.

26. Topic Location Industry
10 Best Places
For A Relaxing
Getaway
Local Chamber of
Commerce
Directory
Bed and Breakfast
industry magazine
article

27. Local link ideas
Local Newspaper, Radio, local blogs, online media
(traditional PR stuff! But maybe ask about a link … nicely)
Local chamber, business groups, associations
Sponsor a youth sports team
Sponsor a local charity
Host an event, one time or ongoing
Take part in awards (Best of the Best)
Discounts to local groups or associations
Local calendars
Find and connect with local influencers (content creators, social mavens)

29. Structured Citations
The most common citations are found on business
listing sites like yellowpages.com, yelp.com,
superpages.com, etc.
These are referred to as structured citations with
known data of name, address, phone, website.

31. Structured Citations

32. https://loganix.net/citation-building-lists/hotels/

33. 2. Google My Business Profile
Claim and complete your listing
information with Google My Business

35. Local
Knowledge
Panel

36. Have a fully completed
profile

37. 1. Proper Categories
2. Photos
3. Details

38. Hire a Google
Certified Street View
Pro for photos & tours

41. Amenities:
Compiled from
other sites

42. 3. External Location Signals
Listing & directory NAP consistency,
unstructured citations, quantity

43. Whitespark.ca Local Citation Finder
1. See what citations you have
2. See local citation ideas
3. See competitor citations
4. $20/month tool

46. Unstructured Citations
The most common citations are found on websites,
blogs and pages that mention your business name,
but not in a structured format or business listing.

48. N.A.P. Consistency
Name
Address
Phone
+Website

50. Aaron’s Bed & Breakfast
123 Appleway Suite 100
Minneapolis, MN 55405
612-525-1000
Aaron’s Bed and Breakfast
123 Appleway
Minneapolis, MN 55405
612-525-1000
Aaron’s B&B
123 Appleway Suite 100
Minneapolis, MN 55405
612-525-1752
NAP Consistency

51. Aaron’s Bed & Breakfast
123 Appleway Suite 100
Minneapolis, MN 55405
612-525-1000
Aaron’s Bed and Breakfast
123 Appleway
Minneapolis, MN 55405
612-525-1000
Aaron’s B&B
123 Appleway Suite 100
Minneapolis, MN 55405
612-525-1752
NAP Consistency

52. Manual NAP Research

53. Recommended Data / Listing
Tool For Help
MOZ.com/local
$84/year per location

55. 4. Google Reviews
Build and market your strengths
through your consumer’s voice

57. Humans trust humans

58. 73% Of Consumers Form An Opinion By Reading 1–6 Reviews

59. 69% Of Consumers Believe That Reviews Older
Than 3 Months Are No Longer Relevant

60. Only 13% Of Consumers Will Consider Using A Business
That Has A 1-Star Or 2-Star Rating

61. How to improve your
customer feedback and
online reviews

63. Google
Local Results
5 Reviews Get You
Visible Stars
10 Reviews Give You A
Bump In Rank

64. Reviews improve
with a strategy

65. Ask every customer

66. Automate
Use a platform
Email feedback requests or
landing pages
Gather testimonials, improve,
encourage online reviews
GetFiveStars.com

67. Make it easy
Positive Rating: Ask for an
online review
Bad rating: Alert email sent to
owner
Gather feedback, your Net
Promoter Score and improve

68. Market your
testimonials
Allow your best guests to market for
you on your website
Marked-up with schema/code to
produce “stars” in search results

69. Fix business
problems

70. Net Promoter Score
Optimize for Quality Service, Not Reviews
Research from GetFiveStars & Mike Blumenthal

71. Strong NPS = Reviews
Optimize for Quality Service, Not Reviews
Net Promoter Score Business #1
NPS 60
Business #2
NPS 90
Open Rates 38.9% 46.7%
Review Site Visits 1x 3x
Reviews Left 1x 6x
Research from GetFiveStars & Mike Blumenthal

72. Competitive research to
see where you can win

73. 1. Links & Structured Citations
2. Google My Business Profile
3. External Location Signals
4. Google Reviews
Research

75. 1. Links – Use OpenSiteExplorer.org
2. Google My Business Profile – view profile
3. External Location Signals – Whitespark.ca
4. Google Reviews – view profile
Research Tools

76. *Website and other factors are left out here
Ann Bean Mansion
Rank #1
Aurora Staples Inn
Rank #3
James Mulvey Inn
Rank #6
143 links via 48 domains 171 links via 49 domains 100 links via 35 domains
188 citations 174 citations 158 citations
Claimed GMB account Unclaimed GMB account Unclaimed GMB account
28 Google reviews 4 Google reviews 4 Google reviews
Bed & Breakfast Stillwater MN

77. 1. Local is tighter – you are in or out of top 3
2. Understand it’s components, its more than your
website and a bit different than organic SEO
3. Use research, tools to understand your place
4. Decide on DIY or a pro
Takeaways

78. Twitter: @AaronWeiche
LinkedIn: linkedin.com/in/AaronWeiche
GetFiveStars.com
Thank you!