0
Max Thomas | max@thunderinternetmarketing.com | (800) 819-6894<br />ARCSI<br />Local Search and SEO for Local Businesses<b...
Max Thomas | max@thunderinternetmarketing.com | (800) 819-6894<br />Today’s Topic<br />Local Search & SEO for Local Busine...
Max Thomas | max@thunderinternetmarketing.com | (800) 819-6894<br />Take-Away Goals<br />Understand What is Local Search a...
Max Thomas | max@thunderinternetmarketing.com | (800) 819-6894<br />Online Search & Commerce<br />67% of Americans bought ...
Max Thomas | max@thunderinternetmarketing.com | (800) 819-6894<br />Search Term: “house cleaning services”<br />AdWords – ...
Max Thomas | max@thunderinternetmarketing.com | (800) 819-6894<br />www.merrymaids.com<br />www.mollymaid.com<br />www.hou...
Max Thomas | max@thunderinternetmarketing.com | (800) 819-6894<br />www.weekendmaids.com<br />www.merrymaids.com<br />www....
Max Thomas | max@thunderinternetmarketing.com | (800) 819-6894<br />Weekend Maids – referral agency<br />
Max Thomas | max@thunderinternetmarketing.com | (800) 819-6894<br />merry maids – ‘lead generation form’<br />
Max Thomas | max@thunderinternetmarketing.com | (800) 819-6894<br />servicemagic – lead generation form<br />Creepy!<br />
Max Thomas | max@thunderinternetmarketing.com | (800) 819-6894<br />The Cleaning Authority – lead gen form<br />
Max Thomas | max@thunderinternetmarketing.com | (800) 819-6894<br />Question<br />How Does a Local Business Compete?<br />
Max Thomas | max@thunderinternetmarketing.com | (800) 819-6894<br />Answer<br />Welcome to Local Search!<br />
Max Thomas | max@thunderinternetmarketing.com | (800) 819-6894<br />Why Local Search Matters<br />80%+ of searches start w...
Max Thomas | max@thunderinternetmarketing.com | (800) 819-6894<br />Search Term:“house cleaning services san diego”<br />“...
Max Thomas | max@thunderinternetmarketing.com | (800) 819-6894<br />PPC Local Ads<br />PPC National Ads<br />
Max Thomas | max@thunderinternetmarketing.com | (800) 819-6894<br />
Max Thomas | max@thunderinternetmarketing.com | (800) 819-6894<br />Local Search Optimization<br />Step-by-Step Guide<br /...
Max Thomas | max@thunderinternetmarketing.com | (800) 819-6894<br />Step 1 – Claim + Optimize Google LBL<br />Setup Google...
Max Thomas | max@thunderinternetmarketing.com | (800) 819-6894<br />Step 1 – Claim + Optimize Google LBL<br />Off Page<br />
Max Thomas | max@thunderinternetmarketing.com | (800) 819-6894<br />Step 1 – Claim + Optimize Google LBL<br />Off Page<br />
Max Thomas | max@thunderinternetmarketing.com | (800) 819-6894<br />Step 1 – Claim + Optimize Google LBL<br />Company/Orga...
Max Thomas | max@thunderinternetmarketing.com | (800) 819-6894<br />Step 1 – Claim + Optimize Google LBL<br />Off Page<br />
Max Thomas | max@thunderinternetmarketing.com | (800) 819-6894<br />Step 1 – Claim + Optimize Google LBL<br />Off Page<br />
Max Thomas | max@thunderinternetmarketing.com | (800) 819-6894<br />Important!!!!!<br />Use as much information as possibl...
Max Thomas | max@thunderinternetmarketing.com | (800) 819-6894<br />Step 2 – Google Sitemaps<br />Setup WebMaster Tools on...
Max Thomas | max@thunderinternetmarketing.com | (800) 819-6894<br />Step 2 – Google Sitemaps<br />Off Page<br />
Max Thomas | max@thunderinternetmarketing.com | (800) 819-6894<br />Step 2 – Google Sitemaps<br />Off Page<br />
Max Thomas | max@thunderinternetmarketing.com | (800) 819-6894<br />Step 2 – Google Sitemaps<br />Off Page<br />
Max Thomas | max@thunderinternetmarketing.com | (800) 819-6894<br />Step 2 – Google Sitemaps<br />Off Page<br />
Max Thomas | max@thunderinternetmarketing.com | (800) 819-6894<br />Important!!!!!<br />Local Search results pull from 100...
Max Thomas | max@thunderinternetmarketing.com | (800) 819-6894<br />Local Search Listings Universe<br /><ul><li>Internet Y...
Specialized Directories (Industry verticals, Social media sites…)
Mobile Application Providers
Major Search Engines:</li></ul>	  Organic Website Optimization; <br />Sponsored Search;<br />Local Search ListingsManageme...
Max Thomas | max@thunderinternetmarketing.com | (800) 819-6894<br />Step 2 – Feeder Directories<br />Claim and optimize ‘p...
Max Thomas | max@thunderinternetmarketing.com | (800) 819-6894<br />Important!!!!<br />YellowPages listing – Select catego...
Max Thomas | max@thunderinternetmarketing.com | (800) 819-6894<br />Step 3 – Review Sites<br />Claim and optimize listing ...
Max Thomas | max@thunderinternetmarketing.com | (800) 819-6894<br />Step 3 – Review Sites<br />Review site chart<br />Off ...
Max Thomas | max@thunderinternetmarketing.com | (800) 819-6894<br />Step 3 – Review Sites<br />Encourage customer reviews ...
Max Thomas | max@thunderinternetmarketing.com | (800) 819-6894<br />Step 4 – Local + Vertical Directories<br />Local Direc...
Max Thomas | max@thunderinternetmarketing.com | (800) 819-6894<br />Step 5 – Mass Distribution<br />Submit to all 85+ ‘mas...
Max Thomas | max@thunderinternetmarketing.com | (800) 819-6894<br />Step 6 – Title + Description Tags<br />‘Title’ Tag – e...
Max Thomas | max@thunderinternetmarketing.com | (800) 819-6894<br />Step 7 – Link to Your Listings<br />Link from your sit...
Max Thomas | max@thunderinternetmarketing.com | (800) 819-6894<br />Step 8 - Ongoing<br />Check competitor ‘Citations’ on ...
Max Thomas | max@thunderinternetmarketing.com | (800) 819-6894<br />Suggestions<br />Put keyword in url (use hyphens over ...
Max Thomas | max@thunderinternetmarketing.com | (800) 819-6894<br />“green house cleaning san diego”<br />Map results vari...
Max Thomas | max@thunderinternetmarketing.com | (800) 819-6894<br />“green house cleaning san anselmo”<br />Map results va...
Max Thomas | max@thunderinternetmarketing.com | (800) 819-6894<br />Search Engine Ranking FactorsAn overview of the seomoz...
Max Thomas | max@thunderinternetmarketing.com | (800) 819-6894<br />Google Puzzle – How it all fits together<br />SERP’s –...
Upcoming SlideShare
Loading in...5
×

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

1,176

Published on

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

Published in: Technology
1 Comment
2 Likes
Statistics
Notes
  • Hi maxthunder,
    I am participating in a contest and your slide I liked very much,because in my company we work with web design and SEO, so I invited, to visit my slide and if it likes, please addme to your favorites,
    thank you very much Check out this SlideShare

    http://slidesha.re/5Td1I5
    Please Addme to your favorite ’♥’ bye bye
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
No Downloads
Views
Total Views
1,176
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
19
Comments
1
Likes
2
Embeds 0
No embeds

No notes for slide

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

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

    Clipping is a handy way to collect important slides you want to go back to later.

×