Thunder SEO Local Search Presentation - ARCSI Las Vegas, Fall 2008
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Thunder SEO Local Search Presentation - ARCSI Las Vegas, Fall 2008

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ARCSI ‘Local Search’ Presentation for Cleaning Companies given at the national convention in Las Vegas, NV (USA), in September 2008.

ARCSI ‘Local Search’ Presentation for Cleaning Companies given at the national convention in Las Vegas, NV (USA), in September 2008.

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    Thunder SEO Local Search Presentation - ARCSI Las Vegas, Fall 2008 Thunder SEO Local Search Presentation - ARCSI Las Vegas, Fall 2008 Presentation Transcript

    • Max Thomas | max@thunderinternetmarketing.com | (800) 819-6894
      ARCSI
      Local Search and SEO for Local Businesses
    • Max Thomas | max@thunderinternetmarketing.com | (800) 819-6894
      Today’s Topic
      Local Search & SEO for Local Businesses
      • Or –
      How to Make Your Phone Ring!!
    • Max Thomas | max@thunderinternetmarketing.com | (800) 819-6894
      Take-Away Goals
      Understand What is Local Search and Why it Matters to Small Business
      How to Rank on Google and Search Engines for ‘Local Search’ Results
      How to Get Traffic and Calls from ‘Local Searches’ on the Web
      How to Implement a ‘Local Search’ Online Strategy for Your Business
    • Max Thomas | max@thunderinternetmarketing.com | (800) 819-6894
      Online Search & Commerce
      67% of Americans bought a product or service online in 2007* - that’s 200 million online buyers
      10 billion searches in US in Feb 08**
      5.9 bn searches on Google, 2.1 bn on Yahoo!**
      Sources: *compete.com **comScore
    • Max Thomas | max@thunderinternetmarketing.com | (800) 819-6894
      Search Term: “house cleaning services”
      AdWords – Pay Per Click (PPC)
      Organic Search Natural Listings
    • Max Thomas | max@thunderinternetmarketing.com | (800) 819-6894
      www.merrymaids.com
      www.mollymaid.com
      www.house-cleaning-services.com
      www.maidbrigade.com
      www.maids.com
    • Max Thomas | max@thunderinternetmarketing.com | (800) 819-6894
      www.weekendmaids.com
      www.merrymaids.com
      www.servicemagic.com
      www.thecleaningauthority.com
      www.maids.com
    • Max Thomas | max@thunderinternetmarketing.com | (800) 819-6894
      Weekend Maids – referral agency
    • Max Thomas | max@thunderinternetmarketing.com | (800) 819-6894
      merry maids – ‘lead generation form’
    • Max Thomas | max@thunderinternetmarketing.com | (800) 819-6894
      servicemagic – lead generation form
      Creepy!
    • Max Thomas | max@thunderinternetmarketing.com | (800) 819-6894
      The Cleaning Authority – lead gen form
    • Max Thomas | max@thunderinternetmarketing.com | (800) 819-6894
      Question
      How Does a Local Business Compete?
    • Max Thomas | max@thunderinternetmarketing.com | (800) 819-6894
      Answer
      Welcome to Local Search!
    • Max Thomas | max@thunderinternetmarketing.com | (800) 819-6894
      Why Local Search Matters
      80%+ of searches start with a search engine1
      Over 25% of searches are local in nature2
      Over 1.7 Billion Local Searches Conducted Each Month in 2007 (42% increase vs. 2006)4
      78% of local consumers using online search to research a product or service, make the purchase from a local business offline3
      Local Search = Phone Calls + Walk-In’s
      1 SMX 2008; 2 Screenwork: Setting The Record Straight, 2008; 3. WebVisible and Nielsen//NetRatings survey, September 2007; 4. comScore & DoubleClick Study
    • Max Thomas | max@thunderinternetmarketing.com | (800) 819-6894
      Search Term:“house cleaning services san diego”
      “10 Pack” Map(Organic Search)
    • Max Thomas | max@thunderinternetmarketing.com | (800) 819-6894
      PPC Local Ads
      PPC National Ads
    • Max Thomas | max@thunderinternetmarketing.com | (800) 819-6894
    • Max Thomas | max@thunderinternetmarketing.com | (800) 819-6894
      Local Search Optimization
      Step-by-Step Guide
      Off Page
    • Max Thomas | max@thunderinternetmarketing.com | (800) 819-6894
      Step 1 – Claim + Optimize Google LBL
      Setup Google Account
      Goto ‘Local Business Center’ (under ‘My Account’)
      If listing is already there, click ‘edit’ to optimize and claim; if not, click ‘Add new listing’
      Google will pull information from other sources so take control and optimize your listing!
      Off Page
    • Max Thomas | max@thunderinternetmarketing.com | (800) 819-6894
      Step 1 – Claim + Optimize Google LBL
      Off Page
    • Max Thomas | max@thunderinternetmarketing.com | (800) 819-6894
      Step 1 – Claim + Optimize Google LBL
      Off Page
    • Max Thomas | max@thunderinternetmarketing.com | (800) 819-6894
      Step 1 – Claim + Optimize Google LBL
      Company/Organization (Business Name) – use target keywords (result in ‘map’)
      Description – use target keywords
      Categories (up to 5) – use terms that create ‘map’ results or target search terms
      Photos – add 10 (use stock if necessary)
      Video – add if you have
      Off Page
    • Max Thomas | max@thunderinternetmarketing.com | (800) 819-6894
      Step 1 – Claim + Optimize Google LBL
      Off Page
    • Max Thomas | max@thunderinternetmarketing.com | (800) 819-6894
      Step 1 – Claim + Optimize Google LBL
      Off Page
    • Max Thomas | max@thunderinternetmarketing.com | (800) 819-6894
      Important!!!!!
      Use as much information as possible in your Google Business Listing.
      It helps to create ‘authority’ and ‘trust’ with Google
      This ‘authority’/’trust’ is the KEY to local search
      Off Page
    • Max Thomas | max@thunderinternetmarketing.com | (800) 819-6894
      Step 2 – Google Sitemaps
      Setup WebMaster Tools on Google
      Submit XML Sitemap
      Submit KML Sitemap
      Why? To build ‘trust’ and ‘authority’ with Google.
      Off Page
    • Max Thomas | max@thunderinternetmarketing.com | (800) 819-6894
      Step 2 – Google Sitemaps
      Off Page
    • Max Thomas | max@thunderinternetmarketing.com | (800) 819-6894
      Step 2 – Google Sitemaps
      Off Page
    • Max Thomas | max@thunderinternetmarketing.com | (800) 819-6894
      Step 2 – Google Sitemaps
      Off Page
    • Max Thomas | max@thunderinternetmarketing.com | (800) 819-6894
      Step 2 – Google Sitemaps
      Off Page
    • Max Thomas | max@thunderinternetmarketing.com | (800) 819-6894
      Important!!!!!
      Local Search results pull from 100+ online directories, databases and review sites
      Primary goal is to make sure all your business information is uniform across all platforms
      Google Maps also pulls from other info sources but Google should be optimized separately from the other listings
      Off Page
    • Max Thomas | max@thunderinternetmarketing.com | (800) 819-6894
      Local Search Listings Universe
      • Internet Yellow Pages/Local Directory Submissions
      • Specialized Directories (Industry verticals, Social media sites…)
      • Mobile Application Providers
      • Major Search Engines:
      Organic Website Optimization;
      Sponsored Search;
      Local Search ListingsManagement
    • Max Thomas | max@thunderinternetmarketing.com | (800) 819-6894
      Step 2 – Feeder Directories
      Claim and optimize ‘primary’ ‘feeder’ directories
      All of these offer free listings; buy paid listings only if site traffic merits placement or Google counts inbound link as citation
      TrueLocal
      Off Page
    • Max Thomas | max@thunderinternetmarketing.com | (800) 819-6894
      Important!!!!
      YellowPages listing – Select categories here first and then use for all listings.
      Most all directories use your YellowPages category – be sure it is accurate and the same for all directory listings
      Off Page
    • Max Thomas | max@thunderinternetmarketing.com | (800) 819-6894
      Step 3 – Review Sites
      Claim and optimize listing – allows for businesses to respond to reviews
      All of these offer free listings; buy paid listings only if site traffic merits placement or Google counts inbound link as citation
      yelp
      Off Page
    • Max Thomas | max@thunderinternetmarketing.com | (800) 819-6894
      Step 3 – Review Sites
      Review site chart
      Off Page
    • Max Thomas | max@thunderinternetmarketing.com | (800) 819-6894
      Step 3 – Review Sites
      Encourage customer reviews – try not to ‘buy’ reviews; explain how much this helps you; thank them
      Ratings over rankings – users trust rankings
      Off Page
    • Max Thomas | max@thunderinternetmarketing.com | (800) 819-6894
      Step 4 – Local + Vertical Directories
      Local Directories – search for local directories in your area and sign-up for free listings; great if url includes geographic term (e.g., ‘SanDiegoBizMart.com’)
      Vertical Directories – search for ‘cleaning’ directories and sign-up for listings (e.g., www.cleaningdirectories.com); if there’s a fee, look if Google counts as inbound link; great to have a link from url that uses ‘cleaning’)
      Off Page
    • Max Thomas | max@thunderinternetmarketing.com | (800) 819-6894
      Step 5 – Mass Distribution
      Submit to all 85+ ‘mass directories’ via
      1) UniversalBusinessListing.org - $30/year or less through seo agency
      Or
      2) Localeze.com – depends on seo agency
      Pro’s – affordable, wide spread distribution
      Con’s – no guarantee directories will pick up data feed, time lag (up to 60 days)
      Off Page
    • Max Thomas | max@thunderinternetmarketing.com | (800) 819-6894
      Step 6 – Title + Description Tags
      ‘Title’ Tag – every page ‘title’ tag should be unique, include company name and city/state
      ‘Description’ Tag – every page ‘description’ tag should be unique, include company name, call-to-action, phone and physical address
      Google uses Title + Description Tags in search engine listings – so think of them in terms of promoting your message (e.g., Call 1-800…)
      On Page
    • Max Thomas | max@thunderinternetmarketing.com | (800) 819-6894
      Step 7 – Link to Your Listings
      Link from your site to directory listings using keywords as anchor – if site is new or weak, Google + Yahoo! will index your listing.
      Example – We welcome online reviews from our clients about their catering experience. If you’d like to post a review on InsiderPages please click here. Or, click the following to share your review on Yelp or click the Kudzu logo below. Thanks!
      On Page
    • Max Thomas | max@thunderinternetmarketing.com | (800) 819-6894
      Step 8 - Ongoing
      Check competitor ‘Citations’ on Google
      Watch your rankings
      Check Webmaster Tools for errors
      Review Google Analytics to see where traffic is coming from
      Look at ‘directory’ listing stats – Google, Merchant Circle, etc.
      Consider call tracking to know where phone calls come from
      Ongoing
    • Max Thomas | max@thunderinternetmarketing.com | (800) 819-6894
      Suggestions
      Put keyword in url (use hyphens over underscores)
      Search is not a ‘branding’ marketing channel, it’s ‘transaction’ focused
      Ongoing
    • Max Thomas | max@thunderinternetmarketing.com | (800) 819-6894
      “green house cleaning san diego”
      Map results varies by search – no “map” results
    • Max Thomas | max@thunderinternetmarketing.com | (800) 819-6894
      “green house cleaning san anselmo”
      Map results varies by search
    • Max Thomas | max@thunderinternetmarketing.com | (800) 819-6894
      Search Engine Ranking FactorsAn overview of the seomoz.org 2008 study
      Top 10 Positive Factors
      Keyword use in title tag
      Anchor text of inbound link
      Global link popularity of site
      Age of site
      Link popularity within the site’s internal linking structure
      Topical relevance of inbound links to site
      Link popularity of site in topical community
      Keyword use in body text
      Global link popularity of linking site
      Topical relationship of linking
      Top 5 Negative Factors
      Server is often inaccessible to bots
      Content very similar or duplicate of existing content in the index
      External links to low quality/spam sites
      Participation in link schemes or actively selling links
      Duplicate title/meta tags on many pages
    • Max Thomas | max@thunderinternetmarketing.com | (800) 819-6894
      Google Puzzle – How it all fits together
      SERP’s – Keyword Rankings
      Pass Authority
      Searchable Content & Keywords
      Increase in Site Traffic!!!
      Off Page
      • Inbound Links
      • Social Media Sites – tags, links & traffic
      • Review Sites – reviews, links & traffic
      • Directories – links & traffic
      • Blogs – links, mention and traffic
      On Page
      • Content
      • Internal Links
      • Title Tags
    • Max Thomas | max@thunderinternetmarketing.com | (800) 819-6894
      Tracking (at minimum)
      1. SITE
      • Page Views
      • Visitors
      • Unique Users
      2. SEO
      • Keyword Rankings
      • Page Rank
      • Inbound Links
      • SMO Tags/Mentions
      • Referring Sites
      • Keyword Searches
      3. SALES
      • Online Application Requests
      • Request To Hold/RealtyDataTrust
      • Emails – spam potential
      • Calls – VoiceStar tracking (show online)
    • Max Thomas | max@thunderinternetmarketing.com | (800) 819-6894
      Website Structure
      Content Management System (CMS) – facilitate adding content on a regular basis; consider Joomla or Wordpress site
      More searchable content on pages
      Lead Generation – phone number, form and ‘check availability’ on every page (see NJP, PMF examples)
      SEO friendly url’s (?, &, = …stop bot searches)
    • Max Thomas | max@thunderinternetmarketing.com | (800) 819-6894
      Thank You!