Local Search - Getting on Google's Map

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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.

Published in: Marketing

Local Search - Getting on Google's Map

  1. 1. Getting On The Map
  2. 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
  3. 3. 1. The user states geo intent 2. The keyword states geo intent
  4. 4. 56% of searches have local intent Stat from Google Think
  5. 5. 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
  6. 6. Local searches convert. Over 70% take action with a click, call, visit or contact.
  7. 7. Same results on all devices … starting now.
  8. 8. 7-pack, 10-pack 3-pack
  9. 9. Local Search Ranking Factors
  10. 10. 2015 Local Search Expert Survey Study from David Mihm and MOZ
  11. 11. 2015 Local Search Expert Survey Study from David Mihm and MOZ
  12. 12. 1. Links & Structured Citations Other websites linking to you provide authority and trust to your website.
  13. 13. Who is linking to me? Who would?
  14. 14. 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
  15. 15. OpenSiteExplorer.org
  16. 16. 48 sites providing 143 total links
  17. 17. Run your competitor’s links, can you get those links too?
  18. 18. Link quality is about the website it comes from. It can be related to topic, location and industry.
  19. 19. Topic Location Industry 10 Best Places For A Relaxing Getaway Local Chamber of Commerce Directory Bed and Breakfast industry magazine article
  20. 20. 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)
  21. 21. 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.
  22. 22. Structured Citations
  23. 23. https://loganix.net/citation-building-lists/hotels/
  24. 24. 2. Google My Business Profile Claim and complete your listing information with Google My Business
  25. 25. Local Knowledge Panel
  26. 26. Have a fully completed profile
  27. 27. 1. Proper Categories 2. Photos 3. Details
  28. 28. Hire a Google Certified Street View Pro for photos & tours
  29. 29. Amenities: Compiled from other sites
  30. 30. 3. External Location Signals Listing & directory NAP consistency, unstructured citations, quantity
  31. 31. Whitespark.ca Local Citation Finder 1. See what citations you have 2. See local citation ideas 3. See competitor citations 4. $20/month tool
  32. 32. 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.
  33. 33. N.A.P. Consistency Name Address Phone +Website
  34. 34. 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
  35. 35. 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
  36. 36. Manual NAP Research
  37. 37. Recommended Data / Listing Tool For Help MOZ.com/local $84/year per location
  38. 38. 4. Google Reviews Build and market your strengths through your consumer’s voice
  39. 39. Humans trust humans
  40. 40. 73% Of Consumers Form An Opinion By Reading 1–6 Reviews
  41. 41. 69% Of Consumers Believe That Reviews Older Than 3 Months Are No Longer Relevant
  42. 42. Only 13% Of Consumers Will Consider Using A Business That Has A 1-Star Or 2-Star Rating
  43. 43. How to improve your customer feedback and online reviews
  44. 44. Google Local Results 5 Reviews Get You Visible Stars 10 Reviews Give You A Bump In Rank
  45. 45. Reviews improve with a strategy
  46. 46. Ask every customer
  47. 47. Automate Use a platform Email feedback requests or landing pages Gather testimonials, improve, encourage online reviews GetFiveStars.com
  48. 48. 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
  49. 49. 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
  50. 50. Fix business problems
  51. 51. Net Promoter Score Optimize for Quality Service, Not Reviews Research from GetFiveStars & Mike Blumenthal
  52. 52. 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
  53. 53. Competitive research to see where you can win
  54. 54. 1. Links & Structured Citations 2. Google My Business Profile 3. External Location Signals 4. Google Reviews Research
  55. 55. 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
  56. 56. *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
  57. 57. 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
  58. 58. Twitter: @AaronWeiche LinkedIn: linkedin.com/in/AaronWeiche GetFiveStars.com Thank you!

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