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!