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LOCAL SEO IS
FOR EVERYONE

DANA DITOMASO
CEO, KICK POINT
@DANADITOMASO
Local SEO
is for you.
But I Sell
Nationally!
“BUY NFL JERSEYS”
Big Brands

Edmonton
“BUY NFL JERSEYS EDMONTON”

Edmonton
Surely you
meant hockey.
PROTIP: HOW TO SELL TO CANADIANS
But My Office Is
In Another City
IF YOU CAN’T JOIN THE PACK, BEAT IT

Example courtesy of Whitespark
LOCAL INFO MATTERS
• Don’t “fake” an
address
• Don’t search &
replace, make the
content completely
different for each
loca...
Local Content That
Doesn’t Suck
PROVIDE USEFUL LOCAL INFO
AND PUT IN SOME EFFORT
LINK BUILDING (JUST A BIT)
TEACH RELEVANT HISTORY
USE AN INTERN!
JUST PUT IT ALL IN ONE PLACE
Your Local
Content Checklist
STEPS TO LOCAL CONTENT DOMINATION*
1. Choose the area to target.
2. Research with Trends & the Keyword
Planner.
3. Create ...
GOOGLE TRENDS TO CHOOSE AREAS
• Check trends to find regional interests & if it’s
worth it
GOOGLE TRENDS TO CHOOSE AREAS
• Also good for local lingo
(which is usually easier to optimize for)
USE THE KEYWORD PLANNER
• What has a strong correlation with your
keyword in your target area?
OR TALK TO YOUR CUSTOMERS
• Call customers in those areas
• Why did they choose you?
• Find out what they searched for, an...
TAG ALONG WITH LOCAL CONTENT
• Rehab centre in Utah, wants to attract
California clients

• Is it cheaper in Utah?
– The b...
BONUS: CONSIDER OPENING AN OFFICE
• How many clients
can you bring in
from California?
• Would an in-person
discussion imp...
LINK BUILD & SOCIAL EFFORT
• Use Whitespark’s citation tool
• Try Moz’s Competitive Link Finder
http://moz.com/labs/link-f...
Profit!
THANK YOU!

TWEET:

@DANADITOMASO
VISIT US:

KICKPOINT.CA
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Local SEO is For Everyone - State of Search 2013

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Did you know that you need to think about local SEO, even if you don't have a storefront? Even if you sell across the country or around the world? Local SEO is everywhere, and in this session, Dana will discuss how to look for local hints in your search results and create locally-focused content that's interesting and will drive business.

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Transcript of "Local SEO is For Everyone - State of Search 2013"

  1. 1. LOCAL SEO IS FOR EVERYONE DANA DITOMASO CEO, KICK POINT @DANADITOMASO
  2. 2. Local SEO is for you.
  3. 3. But I Sell Nationally!
  4. 4. “BUY NFL JERSEYS” Big Brands Edmonton
  5. 5. “BUY NFL JERSEYS EDMONTON” Edmonton Surely you meant hockey.
  6. 6. PROTIP: HOW TO SELL TO CANADIANS
  7. 7. But My Office Is In Another City
  8. 8. IF YOU CAN’T JOIN THE PACK, BEAT IT Example courtesy of Whitespark
  9. 9. LOCAL INFO MATTERS • Don’t “fake” an address • Don’t search & replace, make the content completely different for each location Example courtesy of Whitespark
  10. 10. Local Content That Doesn’t Suck
  11. 11. PROVIDE USEFUL LOCAL INFO
  12. 12. AND PUT IN SOME EFFORT LINK BUILDING (JUST A BIT)
  13. 13. TEACH RELEVANT HISTORY
  14. 14. USE AN INTERN!
  15. 15. JUST PUT IT ALL IN ONE PLACE
  16. 16. Your Local Content Checklist
  17. 17. STEPS TO LOCAL CONTENT DOMINATION* 1. Choose the area to target. 2. Research with Trends & the Keyword Planner. 3. Create targeted content. 4. Link build and put in social effort. 5. … 6. Profit! *Nothing is guaranteed. But this usually works.
  18. 18. GOOGLE TRENDS TO CHOOSE AREAS • Check trends to find regional interests & if it’s worth it
  19. 19. GOOGLE TRENDS TO CHOOSE AREAS • Also good for local lingo (which is usually easier to optimize for)
  20. 20. USE THE KEYWORD PLANNER • What has a strong correlation with your keyword in your target area?
  21. 21. OR TALK TO YOUR CUSTOMERS • Call customers in those areas • Why did they choose you? • Find out what they searched for, and what else they like • Nice data for Facebook ads, too!
  22. 22. TAG ALONG WITH LOCAL CONTENT • Rehab centre in Utah, wants to attract California clients • Is it cheaper in Utah? – The best low cost drug rehab centre in California … is actually in Utah
  23. 23. BONUS: CONSIDER OPENING AN OFFICE • How many clients can you bring in from California? • Would an in-person discussion improve your California close rate? • Is it cheaper than spending $45/click?
  24. 24. LINK BUILD & SOCIAL EFFORT • Use Whitespark’s citation tool • Try Moz’s Competitive Link Finder http://moz.com/labs/link-finder • Sponsor a post on Facebook • Spend a bit on locally-targeted AdWords • Search Twitter to find people in that area talking about your subject
  25. 25. Profit!
  26. 26. THANK YOU! TWEET: @DANADITOMASO VISIT US: KICKPOINT.CA
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