Putting your Business on the Map with Local Search
 

Putting your Business on the Map with Local Search

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This is a Local Search 101 presentation I gave at SEO Grail in Philly. It includes a couple pro tips as well but it's mostly beginner stuff as to why you should use local search over traditional ...

This is a Local Search 101 presentation I gave at SEO Grail in Philly. It includes a couple pro tips as well but it's mostly beginner stuff as to why you should use local search over traditional advertising. Also has links to get more in-depth knowledge on Local Search.

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  • Expensive to create and difficult to source good creativeExpensive to maintain an ongoing presence across traditional mediaDifficult to track leads\\the overall success of the campaignNew creative must be developed every few monthsTiming plays a huge factor; potential customers may hear your message but not be ready to make a purchasing decision

Putting your Business on the Map with Local Search Putting your Business on the Map with Local Search Presentation Transcript

  • Put Your Business on the Map with Local Search
    Michael King | SEO Manager / Publicis Modem | @ipullrank
  • Traditional Media Doesn’t Cut It Anymore
    Traditional Marketing Channels simply do not have what it takes to compete with Online Media’s ROI or measurement capabilities.
  • Traditional Media vs Paid Search
    With traditional media you get very high untargeted impressions and a very low response rate. Whereas with Paid Search you only pay for the click-throughs or responses and your ads are placed in front of people who have displayed interest.
  • The Yellow Pages are Dead.
  • Inbound Marketing Wins
    >
    Inbound Marketing beats Northbound Marketing by allowing you to engage a more qualified target audience and definitively measure the success.
  • Learning by Doing
    The Local Search Tactics you will learn in the next 30 minutes come from years of practice for small businesses not just conjecture from blogs.
  • Meet Parker’s Barber Shop
    Parker’s Barber Shop came to us as a 2-chair operation and is now considering opening another location
  • We Encouraged Social Engagement
    We put up posters with QR codes to encourage reviews on Google Places & Yelp, check-ins on Foursquare and Likes on Facebook
  • Location Demographics
    Our efforts resulted in Parker’s Barber Shop appearing regularly in searches by people in the target Service Area.
  • We Helped Parker’s Business Grow
    The efforts resulted in 488 clicks for driving directions, 214 Facebook fans, 587 Foursquare check-ins, 500 new customers and the hiring of 2 additional barbers – in one year.
  • Meet MyPoolGuy
    In his first year of business Jason from MyPoolGuy came to us with a small client base of 25 and a small marketing budget opting to place it in a website rather than traditional advertising.
  • We Made MyPoolGuy a Busy Man
    Since mid-March 2011 the site has generated over 100 leads at a near 10% conversion rate and he receives 3-6 phone calls daily from the website. 9 months into Year 1 Jason currently has 130 customers. His Year 3 Projection was 125.
  • TALKING ABOUT
    BEST
    PRACTICES
  • Keyword Research
    Use Google Insights, Trends and the Adwords Keyword Tool to determine the search volume for broad terms in your local area in addition to geotargeted keywords.
  • On-Page: GeoTargeting
    Include the target towns, cities, counties and states in your copy, filenames, anchor text and alt tags.
  • On-Page: NAP
    Include the Name, Address and Phone Number (NAP) in crawlable text throughout the site and ensure exact consistency within external sources such as Google Places, Yahoo Local, et al. For example “3rd FL” & “Third Floor” are not the same.
  • On-Page: KML GeoSiteMaps
    Create KML GeoSitemapswith:
    http://www.geositemapgenerator.com/ by informing rich snippets.
    and submit them with Google Webmaster Tools. More on KML Sitemaps: http://code.google.com/apis/kml/documentation/kmlSearch.html
  • On-Page: Microformats
    Implement the LocalBusiness Schema.org Microformat to increase visibility. Specification: http://schema.org/LocalBusiness
  • Multiple Locations
    Each Location needs its own landing page on your website with a crawlable NAP.
  • CITATIONS & REVIEWS
    SHOW GOOGLE
    WHAT YOU GOT
  • Off-Page: Claim & Complete Listings
    Claim your listings to ensure that they are accurate and that no one else can edit them. Complete listings adding pictures, keywords and relevant categories and ensure accuracy across the web to send strong signals to Google. This gives a strong validation signal to Google.
  • Off-Page: 5 Steps to Eliminate Duplicates
    Choose the listing that you’d prefer to keep in your account. Make sure that you have all your enhanced content (photos, business hours, description) attached to this listing and this listing only.
    For duplicates of this listing in your account (the ones you want to remove), remove all enhanced information. Keep only required information, like the business title, address, and one phone number.
    Submit these changes and verify as necessary.
    Now, sit tight for a couple of weeks – just for good measure.
    Delete the duplicates from your account, choosing Remove this listing from my Local Business Center account.
    From Mike Blumenthal: http://blumenthals.com/blog/2009/05/08/google-maps-how-to-remove-duplicate-records-in-the-local-business-center/
  • Off-Page: Encourage Reviews
    Encourage reviews on relevant sites. Hyperlocal review sources such as PhiladelphiaRestaurants.com are have more impact than Yelp so find relevant review sites to your niche and area.
  • LINK BUILDING
    YES, YOU NEED IT
  • Local Link Building is Always Important
    ORGANIZATIONS
    PROGRAMS
    MAKE NEWS
    SOCIAL MEDIA
    Better Business Bureau
    Chamber of Commerce
    Local Charities
    Professional Organizations
    Become a News Source
    Leverage HARO
    Become a News Publisher
    Conferences
    Webinars
    Referral Programs
    Web-Only Coupons
    Leverage KnowEm
    Twitter Search
    Google Alerts
    Social Mention
    All the broad link building tactics apply here they are just easier to do as a member of an actual community.
  • Social Media
    Use KnowEm to create a ton of Social Profiles and use Google Alerts, Social Mention and Twitter Search to jump into the online Conversation.
  • Above All…
    BE AGILE.
    Be Agile!
  • COMPETITIVE ANALYSIS
    WATCH THE OTHER TEAMS
  • Reverse Engineering Competitor Citations
    Find out where your competitors citations come from by finding aggregatorsand from standard broad searches.
  • Use Standard Search Results
    Perform standard searches using competitor business names and numbers to uncover the local and niche directories that the competitor is getting links from.
  • Use Standard Search Results (Co-Citations)
    Search for multiple businesses at once to uncover new aggregators. For more info on these tactics see: http://www.seomoz.org/blog/how-to-research-local-citations-after-google-removed-them-from-places
  • TRICKS OF THE TRADE
    MY FAVORITE
    MOVES
  • Service Area Pages
    Build Service Area pages that leverage
    location based content to ground them in cities and towns in your service area and create places for zip codes.
    ProTip: If you don’t have location based content, leverage events, news, gas price and weather RSS feeds.
  • Greasing the Review Wheel
    Segment the existing mailing list and push users to their respective services Google, Bing and Yahoo and other (for Facebook). *
    *Tip from @edmontonseo
  • TOOLS & SERVICES
    YOU DON’T NEED
    TOO MANY
  • WhiteSpark Local Citation Finder
    Find citation sources to add your site to. http://www.whitespark.ca/local-citation-finder/
  • getListed Listing Checker
    See what have listings you have at a glance. http://getlisted.org/Snapshot.aspx
  • MapMaker
    Add your business to Google’s map maker service and embed maps into your site to further associate the site with the location.
  • Localeze
    Get your information correct and consistent across and build citations in dozens of places. Also use Infogroup, and Acxiom.
  • CONVERSION RATE OPTIMIZATION
    GUARANTEED
    SCORING
  • Conversion Form
    Prominently display your conversion form above the fold on every page if possible or put it on the homepage and a “contact us” page but make the path to it obvious.
  • Building Trust
    Place phone numbers, addresses above the fold to assure the user that you are a legitimate business. The especially helps if you sell online.
  • Testimonials
    Use testimonials to further legitimize your product or business in the eyes of visitors.
  • Organizations
    Proudly display your Better Business Bureau badge and/or license number above the fold.
  • TURN YOUR MISS
    INTO A SWISH
    WITH LOCAL SEARCH
  • Thank You.
    Michael King
    SEO Manager
    www.ipullrank.com
    mike@ipullrank.com
    @iPullRank
  • Appendix A
    2011 Local Search Ranking Factors
    http://www.davidmihm.com/local-search-ranking-factors.shtml
    How to Research Local Citations After Google Removed them from Places
    http://www.seomoz.org/blog/how-to-research-local-citations-after-google-removed-them-from-places
    WhiteSpark Local Citation Finder
    http://www.whitespark.ca/local-citation-finder/
    Localeze
    http://localeze.com/
    InfoUSA
    http://infousa.com/
    getListed
    http://getlisted.org/
    GeoSitemap Generator
    http://www.geositemapgenerator.com
  • Appendix B
    More Data Aggregators:
    Acxiom:  http://www.acxiom.com/Pages/Home.aspx
    Infogroup: http://www.mybusinesslistingmanager.com/
    Dun and Bradstreet:  https://www.dandb.com/establish-business-credit/Experian:  http://www.businesscreditfacts.com/pdp.aspx?pg=SearchForm&link=5202
    Review Sites:
    Angie’s list:   http://www.angieslist.com/bloomspot:   http://www.bloomspot.com/CitySquares:   http://citysquares.com/CityVoter:   http://cityvoter.com/DailyCandy:   http://dailycandy.com/all-cities/Eventful:   http://eventful.com/venuesKudzu:   http://www.kudzu.com/lilaguide:   http://www.lilaguide.com/reviews/Yellowbot:   http://www.yellowbot.com/
    Niche Review Site Examples:
    hotels.com:   http://www.hotels.com/grubHub:   http://www.grubhub.com/Menuism:   http://www.menuism.com/TravelMuse:   http://www.travelmuse.com/TripAdvisor:   http://www.tripadvisor.com/UserReview-e__2F__Urbanspoon:   http://www.urbanspoon.com/chooseOpentable:   http://www.opentable.com/