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Thunder SEO Local Search Presentation - ARCSI Las Vegas, Fall 2008
Thunder SEO Local Search Presentation - ARCSI Las Vegas, Fall 2008
Thunder SEO Local Search Presentation - ARCSI Las Vegas, Fall 2008
Thunder SEO Local Search Presentation - ARCSI Las Vegas, Fall 2008
Thunder SEO Local Search Presentation - ARCSI Las Vegas, Fall 2008
Thunder SEO Local Search Presentation - ARCSI Las Vegas, Fall 2008
Thunder SEO Local Search Presentation - ARCSI Las Vegas, Fall 2008
Thunder SEO Local Search Presentation - ARCSI Las Vegas, Fall 2008
Thunder SEO Local Search Presentation - ARCSI Las Vegas, Fall 2008
Thunder SEO Local Search Presentation - ARCSI Las Vegas, Fall 2008
Thunder SEO Local Search Presentation - ARCSI Las Vegas, Fall 2008
Thunder SEO Local Search Presentation - ARCSI Las Vegas, Fall 2008
Thunder SEO Local Search Presentation - ARCSI Las Vegas, Fall 2008
Thunder SEO Local Search Presentation - ARCSI Las Vegas, Fall 2008
Thunder SEO Local Search Presentation - ARCSI Las Vegas, Fall 2008
Thunder SEO Local Search Presentation - ARCSI Las Vegas, Fall 2008
Thunder SEO Local Search Presentation - ARCSI Las Vegas, Fall 2008
Thunder SEO Local Search Presentation - ARCSI Las Vegas, Fall 2008
Thunder SEO Local Search Presentation - ARCSI Las Vegas, Fall 2008
Thunder SEO Local Search Presentation - ARCSI Las Vegas, Fall 2008
Thunder SEO Local Search Presentation - ARCSI Las Vegas, Fall 2008
Thunder SEO Local Search Presentation - ARCSI Las Vegas, Fall 2008
Thunder SEO Local Search Presentation - ARCSI Las Vegas, Fall 2008
Thunder SEO Local Search Presentation - ARCSI Las Vegas, Fall 2008
Thunder SEO Local Search Presentation - ARCSI Las Vegas, Fall 2008
Thunder SEO Local Search Presentation - ARCSI Las Vegas, Fall 2008
Thunder SEO Local Search Presentation - ARCSI Las Vegas, Fall 2008
Thunder SEO Local Search Presentation - ARCSI Las Vegas, Fall 2008
Thunder SEO Local Search Presentation - ARCSI Las Vegas, Fall 2008
Thunder SEO Local Search Presentation - ARCSI Las Vegas, Fall 2008
Thunder SEO Local Search Presentation - ARCSI Las Vegas, Fall 2008
Thunder SEO Local Search Presentation - ARCSI Las Vegas, Fall 2008
Thunder SEO Local Search Presentation - ARCSI Las Vegas, Fall 2008
Thunder SEO Local Search Presentation - ARCSI Las Vegas, Fall 2008
Thunder SEO Local Search Presentation - ARCSI Las Vegas, Fall 2008
Thunder SEO Local Search Presentation - ARCSI Las Vegas, Fall 2008
Thunder SEO Local Search Presentation - ARCSI Las Vegas, Fall 2008
Thunder SEO Local Search Presentation - ARCSI Las Vegas, Fall 2008
Thunder SEO Local Search Presentation - ARCSI Las Vegas, Fall 2008
Thunder SEO Local Search Presentation - ARCSI Las Vegas, Fall 2008
Thunder SEO Local Search Presentation - ARCSI Las Vegas, Fall 2008
Thunder SEO Local Search Presentation - ARCSI Las Vegas, Fall 2008
Thunder SEO Local Search Presentation - ARCSI Las Vegas, Fall 2008
Thunder SEO Local Search Presentation - ARCSI Las Vegas, Fall 2008
Thunder SEO Local Search Presentation - ARCSI Las Vegas, Fall 2008
Thunder SEO Local Search Presentation - ARCSI Las Vegas, Fall 2008
Thunder SEO Local Search Presentation - ARCSI Las Vegas, Fall 2008
Thunder SEO Local Search Presentation - ARCSI Las Vegas, Fall 2008
Thunder SEO Local Search Presentation - ARCSI Las Vegas, Fall 2008
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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  • 1. Max Thomas | max@thunderinternetmarketing.com | (800) 819-6894<br />ARCSI<br />Local Search and SEO for Local Businesses<br />
  • 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. 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. 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. 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. 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. 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. Max Thomas | max@thunderinternetmarketing.com | (800) 819-6894<br />Weekend Maids – referral agency<br />
  • 9. Max Thomas | max@thunderinternetmarketing.com | (800) 819-6894<br />merry maids – ‘lead generation form’<br />
  • 10. Max Thomas | max@thunderinternetmarketing.com | (800) 819-6894<br />servicemagic – lead generation form<br />Creepy!<br />
  • 11. Max Thomas | max@thunderinternetmarketing.com | (800) 819-6894<br />The Cleaning Authority – lead gen form<br />
  • 12. Max Thomas | max@thunderinternetmarketing.com | (800) 819-6894<br />Question<br />How Does a Local Business Compete?<br />
  • 13. Max Thomas | max@thunderinternetmarketing.com | (800) 819-6894<br />Answer<br />Welcome to Local Search!<br />
  • 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. Max Thomas | max@thunderinternetmarketing.com | (800) 819-6894<br />Search Term:“house cleaning services san diego”<br />“10 Pack” Map(Organic Search)<br />
  • 16. Max Thomas | max@thunderinternetmarketing.com | (800) 819-6894<br />PPC Local Ads<br />PPC National Ads<br />
  • 17. Max Thomas | max@thunderinternetmarketing.com | (800) 819-6894<br />
  • 18. Max Thomas | max@thunderinternetmarketing.com | (800) 819-6894<br />Local Search Optimization<br />Step-by-Step Guide<br />Off Page<br />
  • 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. Max Thomas | max@thunderinternetmarketing.com | (800) 819-6894<br />Step 1 – Claim + Optimize Google LBL<br />Off Page<br />
  • 21. Max Thomas | max@thunderinternetmarketing.com | (800) 819-6894<br />Step 1 – Claim + Optimize Google LBL<br />Off Page<br />
  • 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. Max Thomas | max@thunderinternetmarketing.com | (800) 819-6894<br />Step 1 – Claim + Optimize Google LBL<br />Off Page<br />
  • 24. Max Thomas | max@thunderinternetmarketing.com | (800) 819-6894<br />Step 1 – Claim + Optimize Google LBL<br />Off Page<br />
  • 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. 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. Max Thomas | max@thunderinternetmarketing.com | (800) 819-6894<br />Step 2 – Google Sitemaps<br />Off Page<br />
  • 28. Max Thomas | max@thunderinternetmarketing.com | (800) 819-6894<br />Step 2 – Google Sitemaps<br />Off Page<br />
  • 29. Max Thomas | max@thunderinternetmarketing.com | (800) 819-6894<br />Step 2 – Google Sitemaps<br />Off Page<br />
  • 30. Max Thomas | max@thunderinternetmarketing.com | (800) 819-6894<br />Step 2 – Google Sitemaps<br />Off Page<br />
  • 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. Max Thomas | max@thunderinternetmarketing.com | (800) 819-6894<br />Local Search Listings Universe<br /><ul><li>Internet Yellow Pages/Local Directory Submissions
  • 33. Specialized Directories (Industry verticals, Social media sites…)
  • 34. Mobile Application Providers
  • 35. Major Search Engines:</li></ul> Organic Website Optimization; <br />Sponsored Search;<br />Local Search ListingsManagement<br />
  • 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. 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. 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. Max Thomas | max@thunderinternetmarketing.com | (800) 819-6894<br />Step 3 – Review Sites<br />Review site chart<br />Off Page<br />
  • 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. 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. 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. 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. 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. 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. 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. 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. Max Thomas | max@thunderinternetmarketing.com | (800) 819-6894<br />“green house cleaning san anselmo”<br />Map results varies by search<br />
  • 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. 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. Social Media Sites – tags, links & traffic
  • 52. Review Sites – reviews, links & traffic
  • 53. Directories – links & traffic
  • 54. Blogs – links, mention and traffic</li></ul>On Page<br /><ul><li>Content
  • 55. Internal Links
  • 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. Visitors
  • 58. Unique Users</li></ul>2. SEO<br /><ul><li>Keyword Rankings
  • 59. Page Rank
  • 60. Inbound Links
  • 61. SMO Tags/Mentions
  • 62. Referring Sites
  • 63. Keyword Searches</li></ul>3. SALES<br /><ul><li>Online Application Requests
  • 64. Request To Hold/RealtyDataTrust
  • 65. Emails – spam potential
  • 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. Max Thomas | max@thunderinternetmarketing.com | (800) 819-6894<br />Thank You!<br />

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