0
Rand Fishkin, Wizard of Moz | @randfish | rand@moz.com
5 Keys to Local Search
Success in 2014
Download this Slide Deck
bit.ly/5keyslocalsearch
This presentation is about how to
stand out from the crowd and
perform in competitive local niches,
not about how to do th...
I.E. If you’re trying to get listed in this block:
Check out a resource like this one.
But if you’re trying to have a dominant local listing
presence like this, forge on!
Straight-up
domination
Local businesses must be doing
something unique, memorable, &
marketing-worthy to stand out in
competitive online results....
Unique: San Diego’s Cucina Urbana lets you buy wine at retail,
then charges corkage, rather than the usual markup
SEO Benefits? The quantity of
mentions, links, articles, and
coverage of Urbana’s unique
wine pricing almost certainly
hel...
Marketing-Worthy: The Oregon Shakespeare Festival realized
that without young theatre-goers, they would eventually be out ...
Business Benefits?
Although theater
attendance nationally has
fallen, OSF is breaking
their own records every
year, achiev...
Creative: In 2011, this bookstore in New Jersey pre-wrapped
books, hid the titles, and relied on the clever descriptions a...
Results: The marketing concept spread like wildfire (some articles
online suggest it began first in libraries). Today, hun...
The Wallingford Beast?
Using an old newspaper
article as inspiration, the
crew from Seattle’s
Archie McPhee
concocted an e...
Margins on $0.50 Tchotchkes Suck. To survive, McPhee had to
become a remarkable, unique destination for Seattle’s resident...
Remarkability is what creates the
potential for virality and inspires the act
of sharing. Those who do/will not create
sha...
Breaking up your web presence will
seriously get in the way of the
rankings you’ve earned & deserve.
#2:
Main website
Where I schedule
appointments
Where I find discounts
& specials
Lack of consistency costs: Each of
those pages was used as the primary
site on different listing sources (for a
while, Goo...
Their main site has everything you might need
in a single place, and they’ve never used any
other web addresses.
Ranking #1, even without the
reviews or references their
competitors have.
Don’t do this. You cannot
control the user
experience, nor can you
guarantee you’ll always
have that address.
Ditto here – splitting up the
main site from the blog can
cost citations, visits, and
link equity.
Saving potential customers a
single click or a few seconds can
mean the difference between a sale
and losing out to the co...
Our brains are rewiring
themselves.. As generations
who grew up with technology
mature, consumers’
expectations for instan...
Let’s try an experiment:
I’m visiting Northern
Queensland and check
out local attractions on my
Tripadvisor app. This
croc...
But are they open today?!
Tripadvisor usually has an
“hours” field, but I guess
it’s not here so I’ll have to
visit their ...
Oh great, a non-
responsive website. Let
me just pinch and zoom
around and accidentally
click the wrong menu item
until I ...
8:30am-5pm every day of
the year?! Why didn’t
Tripadvisor have that
information?! Ugh. Three
clicks and almost 200
seconds...
Actually, I was wrong
about Tripadvisor. They
don’t have an hours field,
but they do allow
businesses to put hours
into th...
Compare & Contrast: This
is my optometrist’s mobile
site. It’s not much to look
at, but it does get me
every piece of info...
Many Platforms Let
Consumers Save Time.
Filling out Foursquare’s
hours, location, menu,
etc. can all save an extra
click.
Many Platforms Let
Consumers Save Time.
Enabling apps like Yelp to
directly hook into a
reservation system can
yield more ...
A Basic Checklist:
Are the 5-10 most common questions asked in-store, over
the phone or in search queries answered (or at ...
Ignoring non-Google players in the
local ecosystem can be fatal to
your long-term success.
#4:
Even if you think your
customers only use Google..
Watch out. Local listings are
often playing second-fiddle to
content si...
Barnacle SEO: The process
of optimizing your listings,
site, business, and
marketing to appear in
OTHER sites that rank we...
Side Benefits: Outreach to
content sites, inclusion in
listing sites, and the process
of jumping through the
hoops to get ...
Creativity and willingness to invest
in web/inbound marketing are
becoming less the exception, and
more the rule.
#5:
Some marketing ideas are
simply awful
But, hey, at least they’re
trying something.
Critical Mistake: Many local businesses assume
that if the message/marketing doesn’t reach their
target customer, it’s not...
How does domination
like this happen?
Not only is Canlis the first
brand on Google, they’re
also at the top of most of the
other lists in the SERPs
It almost seems unfair
that brands can have
this level of influence in
the SERPs.
But there’s a pattern to
all of these businesses
They invest an overwhelming amount of
time and energy into marketing efforts –
most of which fail.
Memorable: Pittsburgh defense attorney Daniel Muessig launched
his independent practice with a video that received nationa...
Web Results? Despite Daniel’s
tragic lack of investment in any
web marketing (no website, no
local SEO efforts), searching...
“I’m trying to run a business here. I
don’t have time to figure out the web or
try crazy marketing stuff. I need to
focus ...
“Remarkability lies in the edges. The
biggest, fastest, slowest, richest,
easiest, most difficult. It doesn't always
matte...
5 Keys to Local Search Success in 2014
Rand Fishkin, Wizard of Moz | @randfish | rand@moz.com
bit.ly/5keyslocalsearch
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5 Keys to Local Search Success

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  • So essentially, its not just about your website, its about everything that may point to your website - local listings, local citations and the buzz around your business
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Transcript of "5 Keys to Local Search Success"

  1. 1. Rand Fishkin, Wizard of Moz | @randfish | rand@moz.com 5 Keys to Local Search Success in 2014
  2. 2. Download this Slide Deck bit.ly/5keyslocalsearch
  3. 3. This presentation is about how to stand out from the crowd and perform in competitive local niches, not about how to do the basics of Local SEO. Caveat
  4. 4. I.E. If you’re trying to get listed in this block: Check out a resource like this one.
  5. 5. But if you’re trying to have a dominant local listing presence like this, forge on! Straight-up domination
  6. 6. Local businesses must be doing something unique, memorable, & marketing-worthy to stand out in competitive online results. #1:
  7. 7. Unique: San Diego’s Cucina Urbana lets you buy wine at retail, then charges corkage, rather than the usual markup
  8. 8. SEO Benefits? The quantity of mentions, links, articles, and coverage of Urbana’s unique wine pricing almost certainly helps their rankings (and their Yelp, Urbanspoon, Zagat, etc. ratings).
  9. 9. Marketing-Worthy: The Oregon Shakespeare Festival realized that without young theatre-goers, they would eventually be out of business, and thus launched low-priced tickets for patrons between the ages of 19–35 years old.
  10. 10. Business Benefits? Although theater attendance nationally has fallen, OSF is breaking their own records every year, achieving 85-95% of seat capacity filled (in a season that runs from March-November) Via http://www.mailtribune.com/apps/pbcs.dll/article?AID=/20131110/NEWS/311100340/-1/TEMPO
  11. 11. Creative: In 2011, this bookstore in New Jersey pre-wrapped books, hid the titles, and relied on the clever descriptions and surprising concept to sell the product.
  12. 12. Results: The marketing concept spread like wildfire (some articles online suggest it began first in libraries). Today, hundreds of bookstores use it.
  13. 13. The Wallingford Beast? Using an old newspaper article as inspiration, the crew from Seattle’s Archie McPhee concocted an entire series of videos, a website, and a tourist attraction inside their store.
  14. 14. Margins on $0.50 Tchotchkes Suck. To survive, McPhee had to become a remarkable, unique destination for Seattle’s residents and its visitors. Flexing that marketing muscle over and over again has led to online success, too.
  15. 15. Remarkability is what creates the potential for virality and inspires the act of sharing. Those who do/will not create share-worthy local businesses will likely find their niche dominated by someone who does.
  16. 16. Breaking up your web presence will seriously get in the way of the rankings you’ve earned & deserve. #2:
  17. 17. Main website Where I schedule appointments Where I find discounts & specials
  18. 18. Lack of consistency costs: Each of those pages was used as the primary site on different listing sources (for a while, Google even had Bang’s Schedulicity page as the primary map result for their brand)
  19. 19. Their main site has everything you might need in a single place, and they’ve never used any other web addresses.
  20. 20. Ranking #1, even without the reviews or references their competitors have.
  21. 21. Don’t do this. You cannot control the user experience, nor can you guarantee you’ll always have that address.
  22. 22. Ditto here – splitting up the main site from the blog can cost citations, visits, and link equity.
  23. 23. Saving potential customers a single click or a few seconds can mean the difference between a sale and losing out to the competition. #3:
  24. 24. Our brains are rewiring themselves.. As generations who grew up with technology mature, consumers’ expectations for instant gratification from the web & apps will continue to accelerate.
  25. 25. Let’s try an experiment: I’m visiting Northern Queensland and check out local attractions on my Tripadvisor app. This crocodile one looks cool…
  26. 26. But are they open today?! Tripadvisor usually has an “hours” field, but I guess it’s not here so I’ll have to visit their site. Maybe they have a really complex schedule or something.
  27. 27. Oh great, a non- responsive website. Let me just pinch and zoom around and accidentally click the wrong menu item until I click the right one and… man, if they only had the hours on the homepage!
  28. 28. 8:30am-5pm every day of the year?! Why didn’t Tripadvisor have that information?! Ugh. Three clicks and almost 200 seconds down the drain!
  29. 29. Actually, I was wrong about Tripadvisor. They don’t have an hours field, but they do allow businesses to put hours into their description/info field. This is a very useful hack for all sorts of FAQs you might get.
  30. 30. Compare & Contrast: This is my optometrist’s mobile site. It’s not much to look at, but it does get me every piece of info I need extremely fast.
  31. 31. Many Platforms Let Consumers Save Time. Filling out Foursquare’s hours, location, menu, etc. can all save an extra click.
  32. 32. Many Platforms Let Consumers Save Time. Enabling apps like Yelp to directly hook into a reservation system can yield more bookings.
  33. 33. A Basic Checklist: Are the 5-10 most common questions asked in-store, over the phone or in search queries answered (or at least obviously linked-to) on the site’s homepage? Is there a process to regularly review information online (on your site and on any portals) for accuracy? Are the sites that rank in searches for your business name as complete with information as possible? Does the mobile version of your site load quickly and display properly on iOS, Android & Windows Mobile? Have you enabled features that may save consumers clicks/time on popular apps & listing sites?
  34. 34. Ignoring non-Google players in the local ecosystem can be fatal to your long-term success. #4:
  35. 35. Even if you think your customers only use Google.. Watch out. Local listings are often playing second-fiddle to content sites, local aggregators, and roundups.
  36. 36. Barnacle SEO: The process of optimizing your listings, site, business, and marketing to appear in OTHER sites that rank well may be a huge win. Excellent piece by David Mihm here.
  37. 37. Side Benefits: Outreach to content sites, inclusion in listing sites, and the process of jumping through the hoops to get these mentions yield links & citations that help rankings. Link & address citation!
  38. 38. Creativity and willingness to invest in web/inbound marketing are becoming less the exception, and more the rule. #5:
  39. 39. Some marketing ideas are simply awful
  40. 40. But, hey, at least they’re trying something.
  41. 41. Critical Mistake: Many local businesses assume that if the message/marketing doesn’t reach their target customer, it’s not worthy of investment. Reality: Reaching influencers (press, media, bloggers, online reviewers, social accounts, etc) may actually have a stronger impact that trickles down through increased mentions/links/rankings/etc.
  42. 42. How does domination like this happen?
  43. 43. Not only is Canlis the first brand on Google, they’re also at the top of most of the other lists in the SERPs
  44. 44. It almost seems unfair that brands can have this level of influence in the SERPs.
  45. 45. But there’s a pattern to all of these businesses
  46. 46. They invest an overwhelming amount of time and energy into marketing efforts – most of which fail.
  47. 47. Memorable: Pittsburgh defense attorney Daniel Muessig launched his independent practice with a video that received national media attention.
  48. 48. Web Results? Despite Daniel’s tragic lack of investment in any web marketing (no website, no local SEO efforts), searching for any keywords around his video brings it up, often above the local results.
  49. 49. “I’m trying to run a business here. I don’t have time to figure out the web or try crazy marketing stuff. I need to focus on my customers and my bottom line.” -The 99% of local businesses that don’t dominate their niche
  50. 50. “Remarkability lies in the edges. The biggest, fastest, slowest, richest, easiest, most difficult. It doesn't always matter which edge, more that you're at (or beyond) the edge.” - Seth Godin
  51. 51. 5 Keys to Local Search Success in 2014 Rand Fishkin, Wizard of Moz | @randfish | rand@moz.com bit.ly/5keyslocalsearch
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