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Local search-powerpoint

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Internet Local search presentation

Internet Local search presentation

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  • 1. Local Search for the Less Informed.
    “Not for the Weak of Heart”
    BY:
    Mike Stewart
    Director of Search MARKETING @
    @dallasSEOguru
    @smbSEO
    #DFWSEM
    #LocalSearch
    #SEO
    ©2011 SMB SEO Dallas Internet Marketing Agency
    Advocate & Board of Directors Member
  • 2. The Rules of Power Point Presentations
    If you are going to proceed to break the rules… it might be wise to know them first!
    Don’t use too many pictures….
    Don’t use bullet points
    blah blah…
    Logo on every slide?
    ©2011 SMB SEO Dallas Internet Marketing Agency
  • 3. A Little About Mike:
    ©2011 SMB SEO Dallas Internet Marketing Agency
  • 4. In the early days of local search…..
    The early days of local search content publishing and ad optimization, right?
    2000-2009
    “Sales Strategist”
    ?
    ©2011 SMB SEO Dallas Internet Marketing Agency
  • 5. uhh So ……
    Why the Weak of Heart?
    ….besides a more dramatic title to get you to {Read, ReTweet, RePost, Reply, Regurgitate, or just ShowUp!}
    People face common problems that prevent success…
    EXTREMELY BUSY
    ©2011 SMB SEO Dallas Internet Marketing Agency
  • 6. Local Search Optimization is…
    Taking action is the beginning.
    It is not...
    ©2011 SMB SEO Dallas Internet Marketing Agency
  • 7. LOCAL SEARCH IS FOREVER EVOLVING…
    ©2011 SMB SEO Dallas Internet Marketing Agency
  • 8. What has been my secret To Local Ranking Success?
    Honesty. Transparency.
    (whether you are in sales or fulfillment.)
    Holistic “All the Angles” Approach Will Never Go Out of Style.
    Sometimes having A.D.D. can help.
    “Stick and move… stick and move!”
    Local SEO is like “National SEO.” The best local search expertsare just great SEO experts.
    The difference is really maps, geo keywords, and reviews.
    ©2011 SMB SEO Dallas Internet Marketing Agency
  • 9. Google leads in local
    ©2011 SMB SEO Dallas Internet Marketing Agency
  • 10. So…The very first step? is…
    • 90% of purchases are made within 50 miles of a person’s home. (Kelsey)
    • 11. 90% of consumers use some type of local search to locate
    products/services (Comscore, Dec. 2010)
    Online search influenced over $471 billion worth or offline sales in 2009.
    In that same year only $136 billion in sales using e-commerce.
    (eMarketer, 2009)
    ©2011 SMB SEO Dallas Internet Marketing Agency
  • 12. Map Search = Local Search
    “Google”
    Kills
    “MapQuest”
    By 2009 in
    Searches
    TIP: embed
    MapQuest instead of Google on location pages.
    ©2011 SMB SEO Dallas Internet Marketing Agency
  • 13. Local Search 101.
    So while you are at it go ahead and register with Google, Yahoo!, and Bing…
    • www.places.google.com/business
    • 14. www.listings.local.yahoo.com
    • 15. www.ssl.bing.com/listings
    You Do Not “Have To” Have a Website to Claim or List Your Business Locally.
    ©2011 SMB SEO Dallas Internet Marketing Agency
  • 16. Build a Complete Profile
    ©2011 SMB SEO Dallas Internet Marketing Agency
  • 17. 5 Tips on Dealing with Bad Google Places Listings
    Worst case scenario could see your company information, including positive reviews, with a competitor's contact information, or a competitor's negative reviews attached to your listing.
    1. Change the address and claim the listing. Use the same business name, address and phone numbers as the old or wrong Maps business and you should be given the option to claim it.
    2. Use the “REPORT A PROBLEM” link on the listing.
    3. Find the citation that is causing the error.
    Correct it.
    4. Your website is the best citation… where is your address?
    5. Remember, Google Modifies Titles in Blended Results.
    ©2011 SMB SEO Dallas Internet Marketing Agency
  • 18. Keyword Rich Domains
    They still work…
    Easy way to rank for a specific “search phrase.”
    www.BailBondsDallasTx.com is the same as www.Bail-Bonds-Dallas-Tx.com to a search engine. But try sticking that on your truck!
    I prefer .com, .org, and .net.
    .info doesn’t rank as well (Blackhats Killed Them off). I prefer hyphens over .ws, .tv etc
    How many keyword rich domains do you own. Can you scale an Onsite and Offsite content strategy for that many sites?? Cat/Geo mini sites rock!
    www.OneSpecialty.com has 12 mini sites! Ex:
    CustomPoolsDallasTx.com
    and
    LandscapeDesignDallasTx.com
    ©2011 SMB SEO Dallas Internet Marketing Agency
  • 19. WebSite Content Strategy
    Using Your Thumb as a Ruler:
    OpenSourced CMS
    (remember honest & transparent)
    300 Words = OffSite Content
    600 Words = OnSite
    Find a comfortable schedule that you can stick to and stick to it. Both OnSite and Off!
    BIO pages are great links. Your offsite links do not have to be in your niche. Contribute content to a great site, an SEO Expert can help you choose the right anchor text.
    Comment on articles. Build your online authority. Why are you the expert?
    TIP: Site Search is Great Content Research
    ©2011 SMB SEO Dallas Internet Marketing Agency
  • 20. Keywords in Content
    The more keywords you try to stuff on a page the more you risk your page sounding awkward and unnatural. This should be avoided at all costs.
    Topic Modeling (LDA - Latent Dirichlet Allocation)
    SuperMan
    Clark Kent
    Man of Steel
    Kryptonite
    http://www.seomoz.org/blog/lda-and-googles-rankings-well-correlated
    (DO NOT STUFFYOUR KEYWORDS!)
    ©2011 SMB SEO Dallas Internet Marketing Agency
  • 21. Blog Weight vs Pages
    Site
    Blog
    another
    smbSEO
    client
    ©2011 SMB SEO Dallas Internet Marketing Agency
  • 22. Measuring Local SEO Efforts w/ Analytics and stats
    Other Ways to Measure Success:
    Shares, Likes, Comments, Calls, Emails, Forms,
    etc.
    ©2011 SMB SEO Dallas Internet Marketing Agency
  • 23. Measuring Local SEO Efforts w/ Ranking Reports
    ©2011 SMB SEO Dallas Internet Marketing Agency
  • 24. Local Search Basics
    How Citations Impact Local Rankings
    • Great brands don’t build citations… they earn them!
    • 25. Unknown brands can beat great brands with SEO.
    • 26. KML files and Hcard Format Reviews Can be Citations
    ©2011 SMB SEO Dallas Internet Marketing Agency
  • 27. Reviews:
    Encourage Reviews
    • URL Shorteners
    bit.ly/smbSEOreview
    • Page w/links (your url)
    • Business Cards
    • Postcards
    • Emails
    • Receipts
    Make it a process.
    Keywords in reviews helps.
    Diversity of review sources is good.
    Keep them coming. Review frequency is important.
    Don’t self review. PERIOD! Too easy to spot.
    Watch out for:
    Lunatics
    Trolls
    Competitors
    Former Employees
    ©2011 SMB SEO Dallas Internet Marketing Agency
  • 28. Google Paid Search for Novices
    Google Boost is Google AdWords for Dummies.
    Google Tags……
    Next slide please…
    ©2011 SMB SEO Dallas Internet Marketing Agency
  • 29. Google Paid Search for Novices
    ©2011 SMB SEO Dallas Internet Marketing Agency
  • 30. AdWords GEO Brand vs Broad vs Cat Geo
    AdWords is by far one of the best keyword intellegence tools on the internet.
    • D/FW – Cat Geo Campaigns
    • 31. Plano – Cat (Product/Service) Campaigns
    • 32. The most accurate Google local traffic information is AdWords.
    Tip: SEO vs PPC… Stop the Debate! 40/40/20 local budgeting
    ©2011 SMB SEO Dallas Internet Marketing Agency
  • 33. Local + Social = Hyper-Local Search
    User Generated Content, Blogging, Social Networks etc.
    Take it a step further:
    Own Your Niche!
    Create an industry review site. Create an industry forum. Become the Expert.
    ©2011 SMB SEO Dallas Internet Marketing Agency
  • 34. More Off-Site Link Tips:
    AllExperts.com, MechantCircle Answers, Wiki , Quora, Yahoo Answers
    Press Releases are great links, often from news sites. In many cases you can get local area news site links.
    Sure beats other ways of getting in the press!
    Industry Forums and Industry Associations website links.
    Pimping Your Company for Non-Profit Links
    (donating to a non-profit is technically not buying links!)
    Not Recommended… (but works regardless of what the search marketing evangelicals tell you!)
    Comment spam, article marketing, link cloaking (show the search engines one thing and users something else)
    URL shorteners as 301 redirects. Publish these links
    ©2011 SMB SEO Dallas Internet Marketing Agency
  • 35. Content Based Directory sites like
    LeadMaverick.com
    ©2011 SMB SEO Dallas Internet Marketing Agency
  • 36. FaceBook
    “ If I tell my Facebook friends about your brand, it is because I like my friends – not because I like your brand.” – Mike Arauz, Undercurrent
    ©2011 SMB SEO Dallas Internet Marketing Agency
  • 37. Flickr
    +30,000 views to OneSpecialty.com Flickr Album… how many of these were clients?
    Probably only a few. Use with Creative Commons and Give Attribution…
    YouTube
    Title of the video is PRIMO!
    -Unique Descriptions with a link. YouTube is not the only video site.
    Build your channel. Your Channel is another website!
    YouTube Videos can rank on the first page for local search queries and names.
    ©2011 SMB SEO Dallas Internet Marketing Agency
  • 38. Why Not Embed YouTube In Your Website.
    ©2011 SMB SEO Dallas Internet Marketing Agency
  • 39. Ithelps tobecolorful…
    • The odd duck is the real leader. Most of your competitors are doing it all wrong. Most of them have the same links from the same online directories and internet yellow pages sites that you do.
    • 40. The SEO industry is growing rapidly. Your niche is probably still open for the taking!
    • 41. If you write great authoritative content you will get better links.
    • 42. Local SEO + Local PPC + Web Conversion = $$$$!
    • 43. Social Media is not a fad. We are all becoming more social. Social engagement is the new repeat and referral. In my 10 year career of working with small businesses, the #1 answer to the question of where you get most of your business has always been Repeat and Referral. Social Media is the new R&R!
    ©2011 SMB SEO Dallas Internet Marketing Agency
  • 44. If you want to learn more…. Find the real experts!
    ©2011 SMB SEO Dallas Internet Marketing Agency
  • 45. What is the best SEO Advice Ever?
    • NEVER SET IT… and FORGET IT!
    ©2011 SMB SEO Dallas Internet Marketing Agency
  • 46. Local Search Basics
    Thank you for taking the time to listen…
    Mike Stewart
    “SMB SEO”
    www.smbSEO.com
    dallasSEOguru
    www.facebook.com/DallasSEOguru
    ©2011 SMB SEO Dallas Internet Marketing Agency