March 2012 Webinar - The Ins and Outs of Local SEO


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Major search engines are placing more and more of an emphasis on localized search results, and often local listings will show over the main company website listing. Recent statistics show that 20% of searches are done with local intent, and on mobile that number jumps to 53%. This webinar will go over local SEO best practices on and off your website.

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March 2012 Webinar - The Ins and Outs of Local SEO

  1. 1. The Ins and Outs ofLocal SEOPresented by:Brooke Snow (@brooke_snow)Account Executive | Marketing SpecialistAnvil Media, Inc.503.595.6050 ext
  2. 2. About Anvil MediaAnvil Media, Inc. is a digital marketing agency specializing in search enginemarketing services, including search engine optimization, analytics, pay-per-click management, online reputation management, mobile & social mediamarketing services.
  3. 3. Some of Our Clients
  4. 4. Anvil Key Differentiators100% of account team Google AdWords & Analyticscertified100% of account team published and spoken in theindustryHigh client & employee retentionFounding member of SEMpdx trade associationSocial Media & PPC Training partner with OMI &WhartonExpertise in technology and entertainmentMajority of clients come from word-of-mouth andreferralsAward winning: PBJ Fastest Growing, Inc 5,000, AMAMAX
  5. 5. AgendaI. The Local LandscapeII. Why Local Search MattersIII. Optimizing For LocalIV. Review Monitoring & Management
  6. 6. The Local Landscape
  7. 7. What is a local listing?
  8. 8. Why are local listings used?Read reviews… Get directionsFind a phone number See picturesResearch pricing …andmore!
  9. 9. Search Engine Platforms LOCAL
  10. 10. Service Platforms
  11. 11. Local Based Services (LBS)
  12. 12. Then There Are Feeds…
  13. 13. Holistic Approach is a Must
  14. 14. Why Local Search Matters
  15. 15. 20% of all search queries have a local intent
  16. 16. Only 5% of those use the cityor state within the search query
  17. 17. 70% of online searchers will use local search to find offline businesses Kelsey Group
  18. 18. 86% of online users will be searching for a local business at some point in time Kelsey Group
  19. 19. 54% of search users have substituted Internet/search for the phone book comScore Group
  20. 20. What do these stats mean to you?You could be missing out onup to 20% of your potentialtraffic
  21. 21. Reviews Are ImportantConsumers are influenced by user reviews –one bad review can multiply quickly
  22. 22. Reviews and Trust
  23. 23. Optimizing For Local
  24. 24. How do you not get lost in the crowd?
  25. 25. Key Steps for Local SEOClaim Optimize Monitor
  26. 26. Ranking Factors (Local Listing) 1. Physical Address in City of Search 2. Manually Owner-verified Place Page 3. Proper Category Associations 4. Volume of Traditional Structured Citations 5. Local Area Code Source: 26
  27. 27. Ranking Factors (Local Listing)
  28. 28. Ranking Factors (Local Listing) Google Places Citations 28
  29. 29. Ranking Factors (Website)1. Crawlable Address Matching Place Page Address2. Authority of Website Homepage / PageRank3. Quality of Inbound Links4. Crawlable Phone Number Matching Place Page Phone Number5. City, State in Places Landing Page Title Tag Source: 29
  30. 30. Additional On-site OptimizationMarkup Location Information On Your Website ( Event Markup Example 30
  31. 31. Additional On-site Optimization Create a KML and Geo-sitemap Easily Create With: 31
  32. 32. Things to AvoidWhat Not to Do: • Don’t have multiple local business listings with the exact same address – differentiate with suite numbers when possible • Don’t have multiple local business listings with the same phone number • Don’t use a PO Box • Don’t list multiple locations on the same page of your website – give each location its own optimized page and link location listings to that page • Don’t use an 800 number in local business listing (should use local phone number – can include 800 number as an alternate phone number) 32
  33. 33. Review Monitoring & Management
  34. 34. Respond to the NegativeWhen to Respond You know your company is in the wrong The review is misstating facts You can tell the reviewer is mad at you and not just lifeHow to Respond Be honest & calm Be transparent Offer something for their troubles (25% off their next purchase?) If needed – take the conversation offline
  35. 35. Respond to the PositiveWhen to Respond When you get a rave reviewHow to Respond Be gracious and humble Let them know you appreciate their business
  36. 36. Tools – SocialMention Search by keyword Set up Alerts Includes blogs, comments, news & more
  37. 37. Tools - MonitorThis Search by keyword Searches 25 search engines
  38. 38. Tools – Google & Yahoo Alerts Company or industry news directly to your inbox
  39. 39. Tools – RSS Feeds Monitor multiple outlets and terms
  40. 40. Recap
  41. 41. Recap• Be sure to claim and optimize your local profiles• Optimize your website for local SEO• Reviews influence customer behavior significantly• Respond to both negative and positive reviews• There are a TONS of ways to get involved with reviews• Be involved and engaged 41
  42. 42. ResourcesArticlesUse Local Listings To Rank Higher in Mobile Search Search: What Every Local Business Needs To Know Control of Your Companys Online Reputation, Part 1 Control of Your Companys Online Reputation, Part 2 Marketer’s Guide to Location-Based Social Networking
  43. 43. Q&A and Next Steps Read Anvil’s blog, articles & white papers – Subscribe to our newsletter or follow us on Twitter - @anvilmedia Contact us with questions about today’s webinar or Anvil services Nick Footer Business Development Executive Anvil Media, Inc. 310 NE Failing Street Portland, OR 97212 503.595.6050 x228 office 503.481.6629 cell Twitter: @nickfooter LinkedIn: nickfooter
  44. 44. Upcoming Anvil WebinarsApril 18th, 2012 – 10am PSTAdvanced Social MediaMay 16th, 2012 – 10am PSTAdvanced AnalyticsFind Out More and Register