How to attract more customers with Local Search Engine Marketing.

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7 BILLION SEARCHES PER MONTH on Google are for local businesses/services. …

7 BILLION SEARCHES PER MONTH on Google are for local businesses/services.

With that type of search activity, it’s pretty much guaranteed local customers, even here in Rhode Island, are searching Google for the products and/or services you offer … but are they finding you?

If you’re not getting enough customers from Google, then you need to attend this class on Local Search Engine Marketing and learn how to get Google to work for you.


Upon successful completion of this class, you will be able to:

Get your business listed in Google’s Local Search Results.
Place your business listing in targeted online directories where customers are looking for you.
Improve your organic search engine results so that more customers find you in Google.
Obtain more positive online reviews and ratings from customers.
Understand how local search engine optimization works so that you’re not guessing and following misinformation.
Implement a local search engine marketing plan that is easy to follow, saves you time, and actually produces results.

64% of customers use online search engines and directories to find local businesses. Don’t be left out.

More in: Marketing , Technology , Design
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  • 1. Local Search How to attract more customers with Local Search Engine Marketing. Brian Bigda Ella J Designs - Warwick, RI 904.662.3045
  • 2. What is Local Search?
  • 3. It’s when prospective customers search online for businesses that provide particular goods and/or services nearby them.
  • 4. Why does local search matter?
  • 5. ● 7 billion searches per month on Google are for local businesses/services. ● Roughly 15-20% of all searches (~17 billion a month) are mobile. ● 50%+ of mobile queries have local intent. Source: SEOmoz Local Search Matters ...
  • 6. Prospective customers who need your products and/or services are looking for your business online.
  • 7. Is your business being found?
  • 8. Optimizing for local search will send more prospective customers to your business.
  • 9. But is local search just search engine optimization (seo)?
  • 10. NO, local search is more than just targeting keywords. ✓ online citations ✓ your website ✓ reviews and ratings ✓ social media Image Credit: SEOmoz
  • 11. Sounds complicated? Not really, when it’s broken down, but it is involved ...
  • 12. An online profile or business listing that contains your business name, address, phone number (NAP), and other details. Online Citations
  • 13. 64% of customers use online search engines and directories to find local businesses. Source: Curvve Media Online Citations
  • 14. Citations are a key component of the ranking algorithms in Google and Bing. Other factors being equal, businesses with a greater number of citations will probably rank higher in search engines than businesses with fewer citations. Source: getlisted Online Citations
  • 15. Where do you list your business? ✓ data-aggregators ✓ national directory/review sites ✓ local directories ✓ industry-specific sites ✓ events sites
  • 16. Data-aggregators They feed directories and search engines. ✓ Infogroup - free ✓ Neustar/Localeze - pay ($297/yr) ✓ Acxiom - free ✓ Factual - free
  • 17. Source: SEOmoz - as of 2012
  • 18. National Directory/Review Sites Where people go. What influences search results. ● Angies List ● BestofTheWeb ● Bing Local ● Citysearch ● eLocal ● Foursquare ● Google Plus/ Maps ● HotFrog ● InsiderPages ● Kudzu ● Manta ● MapQuest ● Merchant Circle ● MojoPages ● Superpages ● WhitePages ● Yahoo Local ● Yellowbook ● Yellowbot ● ● Yelp
  • 19. Local Directories/Websites ● Chamber of Commerce, Kidoinfo, localRIfinder Industry-specific Sites ● TripAdvisor, UrbanSpoon, Service Magic Events Sites ● EventBrite, the Patch, CitySeekr
  • 20. What’s the citation strategy? 1. Organize your business information ○ consistent NAP ○ know your business categories ○ gather links to your website, videos, social media ○ have a business description and summary ready ○ collect up to 10 - 15 images ○ hours of operation ○ industry codes
  • 21. 2. Create/Claim Google+ Business Listing 3. Use MOZlocal ($49/year) 4. Go out and claim your existing/created listings 5. Keep creating new listings (local, industry, events) 6. Actively monitor/manage/update What’s the citation strategy?
  • 22. Knowing where to create listings ● Best Citation Sources by City - MOZlocal ● Best Citation Sources by Category - MOZlocal ● Local Citation Finder - Whitespark ● Discover Competitor Backlinks - MOZ/Whitespark/Excel ● Search: [location] directory, [industry] blog
  • 23. What if your current listings are incorrect? Fix them first.
  • 24. What is it and why is it so important?
  • 25. Search Ranking Factors Review Signals (10.3%) (Review quantity, Review velocity, Review diversity, etc.) Social Signals (6.3%) (Google+ authority, Facebook likes, Twitter followers, etc.) Behavioral/Mob. Signals (6.1%) (Clickthrough rate, Mobile clicks to call, Check-ins, Offers, etc.) Personalization (8.3%) Place Page Signals (19.6%) (Categories, Keyword in Business Title, Proximity, etc.) External Loc. Signals (16%) (IYP/aggregator NAP consistency, Citation Volume, etc.) On-page Signals (18.8%) (Presence of NAP, Keywords in Titles, Domain authority, etc.) Link Signals (14.4%) (Inbound anchor text, Linking domain authority, Linking domain quantity, etc.) Source: SEOmoz
  • 26. Optimize Your Page ● Remove duplicates ● Carefully select your categories ● Use photos ● Complete all fields ● Get reviews ● Make sure your NAP is consistent across other directories ● Create a custom business description using primary keywords, but write to your customers
  • 27. Your website should be growing your business. It’s your best tool for marketing to and engaging customers, but Search Engines also need to understand it for local search. Your Website
  • 28. Tell a story while at the same time, guide customers toward what you want them to do on your site - Calls to Action. Your Website
  • 29. It improves your local search. Your Website ● Title Tags and Meta Descriptions ● Use keywords that match your products, services and business ● Organize your site around products, services, and the right keywords ● Use headings
  • 30. Your Website ● Mobile friendly NAP on every page ● Have an active site - blog ● More content is better than less ● Display testimonials ● Provide social media sharing It improves your local search.
  • 31. Your Website It improves your local search. ● Make sure it’s mobile friendly or responsive
  • 32. Your Website It improves your local search. ● Use markup language Search engines including Bing, Google, Yahoo! and Yandex rely on this markup to improve the display of search results, making it easier for people to find the right web pages.
  • 33. Your Website ● WooRank ● Google or Bing Webmaster testing tools Test your site’s local search optimization.
  • 34. Reviews & Ratings ● 70% of Americans now say they look at product reviews before making a purchase (PowerReviews). ● 70% of global consumers trust online consumer reviews, making them the second most trusted form of advertising behind earned media like word of mouth (Nielson). ● 80% of online shopping time is spent researching rather than buying (TechCrunch). ● 92% deemed customer reviews as "extremely" or "very" helpful (JupiterResearch). ● 59% of users think customer reviews are more valuable than expert reviews (eTalling Grp). ● Reviews have a 10.3% weighted influence on search engine rankings. ○ review quantity, review velocity, review diversity, etc.
  • 35. Reviews & Ratings Who would you contact?
  • 36. Reviews & Ratings ● Know where your customers leave reviews. ● Look at your: ○ analytics ○ competitors ○ industry search results Do you just let them happen? No, You must be proactive.
  • 37. Reviews & Ratings ● Ask your customers to leave a review. ○ Email them ○ Ask them in person ○ Link from your website You must proactively manage them. ● Hire someone who specializes in reputation management ○ an online marketing agency Or a service ○ getFivestars ○ CusomterLobby
  • 38. Reviews & Ratings ● Build positive reviews to mitigate negative reviews. ● Respond to negative reviews. ● Build positive PR. Reputation Management
  • 39. Social Media These are some of options:
  • 40. Brian Bigda Ella J Designs Warwick, RI 904.662.3045