Local SEO for National Enterprises - SMX Toronto - How to Rank 10, 100, 1000+ Locations

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http://www.poweredbysearch.com - Learn how to do Local SEO for National Enterprises and Franchises. This SMX Toronto presentation covers local seo strategy, ranking tips, local search analytics, and best practices on carrying out an enterprise local search strategy.

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Local SEO for National Enterprises - SMX Toronto - How to Rank 10, 100, 1000+ Locations

  1. 1. Local SEO for National Enterprises<br />How Do I Rank <br />10, 100, 1000+ Locations?<br />Dev Basu, CEO<br />Powered by Search Inc. <br />hello@poweredbysearch.com<br />(416) 840-9044 & 1-866-611-5535<br /> @devbasu @poweredbysearch | www.poweredbysearch.com | www.devbasu.com<br />
  2. 2. Who is Powered by Search?<br /><ul><li> Toronto Based Full Service Internet Marketing Agency
  3. 3. Specialize in Enterprise & SMB Search Marketing
  4. 4. In the Trenches Since 2006
  5. 5. Proven Results in:</li></ul>Legal, Bankruptcy, Hotels, Insurance, Entertainment, Health Care, Real Estate, and Home Services Industries.<br /><ul><li>1 of 2 CDN Local Search Ranking Factors Contributors</li></li></ul><li>Why You Should Care About Local SEO<br /><ul><li> 90% of Local Shoppers Look Online First.
  6. 6. 46% Contacted via Phone after Finding Location Online
  7. 7. 37% Visited the Location in Person.</li></ul>• Fastest Growing Area of Search. 43% More Spend in SEO in 2010 versus 2009. <br /><ul><li> Results Served up from Multiple Sources:
  8. 8. Search Engines (Above the Fold Listings)
  9. 9. Mobile Search (iPhones + BlackBerry’s)
  10. 10. Location Aware Search becoming Prominent
  11. 11. Vertical Platforms (Yelp, Insider Pages, Super Pages)</li></ul>• Local Search Queries have Higher Consumer Intent<br />
  12. 12. What We’re Going to Cover Today<br /><ul><li>The 3 Main Local SEO Problems for the Enterprise
  13. 13. What is the Status Quo of your Listings?
  14. 14. How to Create a Local SEO Action Plan
  15. 15. Secrets of the Mysterious White Listed Data Feed
  16. 16. How to Rank Highly in Google’s 7-Pack
  17. 17. How to Monitor Local Search Traffic in Analytics</li></li></ul><li>3 Problems Facing the Enterprise <br /><ul><li>Lack of Information & Inaccurate Data
  18. 18. Unclaimed, Hijacked, or Merged Listings
  19. 19. Inability to Rank Prominently for Competitive KW’s.</li></li></ul><li>3 Problems Facing the Enterprise <br /><ul><li>Lack of Information & Inaccurate Data</li></li></ul><li>3 Problems Facing the Enterprise <br /><ul><li>Unclaimed, Hijacked, or Merged Listings</li></li></ul><li>3 Problems Facing the Enterprise <br /><ul><li>Inability to Rank Prominently for Competitive KW’s.</li></ul>Where are the Major Players?<br />
  20. 20. How To Determine Your Status Quo<br /><ul><li>Search your Main KW + Location on Google.ca
  21. 21. Record the # of Locations Ranking in the 7-pack
  22. 22. Record the # of Inaccurate Listings
  23. 23. Use a Maps Rank Checking Software
  24. 24. We use Advanced Web Ranking
  25. 25. Pay attention to Listings with Merged Data. Your competitor’s information might get merged with your own. This includes reviews, pictures, citations, and more.</li></li></ul><li>Creating Your Local SEO Action Plan <br /><ul><li> Gather an Excel File for Your Active Locations.
  26. 26. Decide Where You’d Like to Send Local Traffic.
  27. 27. Traffic to Franchise Site or Corporate Landing Page?
  28. 28. Sign up to Google Local Business Center.
  29. 29. Tip: Use an email@yourcorporatedomain.com/.ca
  30. 30. Inform all Franchisees or Location Owners about Upcoming Changes to their Listing Data.
  31. 31. Brief Your IT team about the Need for URL Redirects needed for Tracking Purposes.</li></li></ul><li>Secrets of The White Listed Bulk Upload <br /><ul><li> White Listed = Google Manually Verifies Your Feed.
  32. 32. Create Your Data Feed Based off Your Active Locations Excel Document.
  33. 33. Follow Google’s Bulk Upload Instructions
  34. 34. Ensure Your Listings are as per Google’s LBC Guidelines.
  35. 35. Submit Your Bulk Upload Here. Then, Fill out Google’s Whitelisted Request Form and await confirmation (24 – 72 Hour lead time). </li></li></ul><li>Secrets of the White Listed Bulk Upload <br /><ul><li>Best Practices
  36. 36. Create your LBC account for at least 24 hours prior to submitting your bulk upload
  37. 37. Follow Google’s LBC Guidelines 100%
  38. 38. Ensure Name, Address, Phone # consistency in your bulk upload.
  39. 39. Don’t Keyword Spam your Listings. Use the actual DBA of your brand.
  40. 40. Example: 1) Midas North York 2) IKEA Willowdale</li></li></ul><li>How to Rank Highly in the 7-Pack <br />• Optimize Your Site + Localize It.<br /><ul><li> Claim Your Listings on Google, Yahoo, and Bing
  41. 41. Populate Your Profile with Consistent N.A.P
  42. 42. Build Citations to Your Profile.
  43. 43. Encourage Customer Reviews
  44. 44. Offer Exclusive Coupons to Your Customers.
  45. 45. If You are in a Competitive Industry and Cannot Rank – Call a Recognized Local SEO Provider. </li></ul>http://getlisted.org/resources/trustedproviders.aspx<br />
  46. 46. How to Rank Highly in the 7-Pack (N.A.P) <br />Add Services, Images, Videos, Reviews, Coupons<br />Courtesy: Nick Thomas, G5 Marketing<br />
  47. 47. How to Rank Highly in the 7-Pack (Citations) <br />• Populate Your Profile with Consistent N.A.P<br /><ul><li> IYP – Yellowpages.ca, 411.ca, Canpages.ca, Etc.
  48. 48. Directory + Social Sites
  49. 49. Praized
  50. 50. iBegin
  51. 51. Yelp.ca
  52. 52. HotFrog
  53. 53. WebLocal
  54. 54. FoundLocally</li></li></ul><li>How to Monitor Local Search Traffic <br /><ul><li>If using Google Analytics</li></ul>Use Google URL Builder to build a campaign for local search traffic. <br />Create a Vanity URL that 301 redirects to the Campaign URL you just built.<br />Include these Vanity URL’s in your LBC submissions.<br />Setup an Advanced Segment in Analytics to Track your Campaign Url.<br />
  55. 55. Summary + Action Items<br /><ul><li>Identify Which of the 3 Problems Affect You
  56. 56. What is the Status Quo of your Listings?
  57. 57. Create a Local SEO Action Plan
  58. 58. Create a White Listed Data Feed
  59. 59. Optimize Listings, Build Citations & Reviews
  60. 60. Monitor Campaigns in Analytics & E-Commerce
  61. 61. If You are in a Competitive Industry and Cannot Rank – Call a Recognized Local SEO Provider. </li></ul>http://getlisted.org/resources/trustedproviders.aspx<br />
  62. 62. Thank You. Merci Beaucoup.<br />How Do I Rank <br />10, 100, 1000+ Locations?<br />Dev Basu, CEO<br />Powered by Search Inc. <br />hello@poweredbysearch.com<br />(416) 840-9044 & 1-866-611-5535<br /> @devbasu @poweredbysearch | www.poweredbysearch.com | www.devbasu.com<br />

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