Transforming Local Searchers into Customers - Will Scott - AZIMA

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Local SEO can be a daunting task for busy SMB owners in today’s ever-changing local search landscape. Will Scott presented to AZIMA members “Transforming Local Searchers into Customers.” From local …

Local SEO can be a daunting task for busy SMB owners in today’s ever-changing local search landscape. Will Scott presented to AZIMA members “Transforming Local Searchers into Customers.” From local citation consistency to on-site and off-site SEO, attendees learned best practices for local search optimization.

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  • For
  • High organic ranking + High Local Ranking = Dominating blended results on Geo-specific search terms
  • http://searchenginewatch.com/article/2223241/Revenue-from-Localized-Mobile-Ads-to-Reach-5.8-Billion-in-U.S.-by-2016BIA/Kelsey says that mobile local ads offer marketers better relevance, immediacy, and consumer-buying intent. However, the company reports that mobile ad spending has seen slow adoption rates because of the steep mobile marketing learning curve. A major factor in the firm’s projections is that marketers will master the learning curve and mobile marketing products will get easier to use over time.
  • According to Greg Sterling via Constant Contact survey of SMBs….
  • For
  • Don’t Confuse Google!Your NAP should be in each of these places:WebsiteSocial media pagesBusiness directories – called “citations”Number of citations is Important, but consistency is more importantYour NAP is your local search fingerprint
  • How Can an Audit Help?Determine Local Search strengthsFind weaknesses that affect rankingsDiscover optimization opportunitiesPrevent duplication & data corruption
  • By doing a search for your client’s phone number, you can see record of their local citations. When you are trying to improve their local SEO ranking, it can be invaluable to know about their existing citation building activities before doing your own.
  • In addition to Local Citation Finder returning results that are relevant to a city and key phrase combination of a phone number, it also provides a list of the top 30 general citation sources for the searched city.
  • If you are aware of a incorrect address or phone number do a google search with business name and incorrect address or phone number to discover where all that incorrect information is showing up. Example "search influence" + "1539 jackson"
  • Gather a list of existing listings for the business on the directory specifiedOn Google, you can search site:directory.com “business name”
  • On Google, search: site:directory.com “555 555 5555” (ex. site:www.yelp.com "business name" and ex. site:www.yelp.com "555 555 5555") Be sure to wrap the business name and the phone number in quotation marks.
  • Duplication Examples
  • For
  • For
  • For
  • For
  • For
  • You can go further using authorship and other markup to make the business stand out.
  • For
  • For
  • Google guide to dealing with duplicates/inconsistent NAP data : 1st report a problem or edit, wait and if it doesn’t work, use the troubleshooter forms.
  • Google guide to dealing with duplicates/inconsistent NAP data : 1st report a problem or edit, wait and if it doesn’t work, use the troubleshooter forms.
  • Select “Place is a duplicate of another place” and give the link to the correct listing in the comments section.

Transcript

  • 1. Coipyright, Property of Search Influence, LLC © 2013@w2scott #AZIMA Presented to AZIMATransforming Local Searchersinto CustomersPresented to:
  • 2. Coipyright, Property of Search Influence, LLC © 2013@w2scott #AZIMA Presented to AZIMA
  • 3. Coipyright, Property of Search Influence, LLC © 2013@w2scott #AZIMA Presented to AZIMAAbout Me: Will Scott• First website online in 1994• Deployed over 2,500 customized web sites in 18 months (with aproduction staff of 12).• Former Vice President of YPsolutions (now Local Matters)• Online Directory vendor to 20 independentYellow Pages• Deployed over 300 online yellow pages ayear with print “look and feel”• Part of team which took Sprint BestRedYPfrom zero to 1,000,000 monthly visitors in18 months• Uniquely qualified to help improve mediacompanies’ online products
  • 4. Coipyright, Property of Search Influence, LLC © 2013@w2scott #AZIMA Presented to AZIMAAbout Search Influence• Helping customers successfully market online since 2006• We work with thousands of clients, directly and as a white-labelprovider to major national media companies.• Scalable Solutions Powered by Experts• Search Influence:• 50+ full-time employees• 70+ contract writers• 12 AdWords Certified Staff• Reputation:• 2011 Inc. 500 honoree• Recognized leader in search and social for local business• Over a decade in online media
  • 5. Coipyright, Property of Search Influence, LLC © 2013@w2scott #AZIMA Presented to AZIMAAs Seen In:
  • 6. Coipyright, Property of Search Influence, LLC © 2013@w2scott #AZIMA Presented to AZIMALOCAL SEARCH“Making Phones Ring And Doors Swing”
  • 7. Coipyright, Property of Search Influence, LLC © 2013@w2scott #AZIMA Presented to AZIMA
  • 8. Coipyright, Property of Search Influence, LLC © 2013@w2scott #AZIMA Presented to AZIMALocal Search Matters
  • 9. Coipyright, Property of Search Influence, LLC © 2013@w2scott #AZIMA Presented to AZIMA
  • 10. Coipyright, Property of Search Influence, LLC © 2013@w2scott #AZIMA Presented to AZIMA
  • 11. Coipyright, Property of Search Influence, LLC © 2013@w2scott #AZIMA Presented to AZIMA+
  • 12. Coipyright, Property of Search Influence, LLC © 2013@w2scott #AZIMA Presented to AZIMA
  • 13. Coipyright, Property of Search Influence, LLC © 2013@w2scott #AZIMA Presented to AZIMALocationTraditionalResultsNon-Geo-Specific Search TermLocalResults
  • 14. Coipyright, Property of Search Influence, LLC © 2013@w2scott #AZIMA Presented to AZIMAHigh LocalRanking + High OrganicRankingHigh BlendedRanking=
  • 15. Coipyright, Property of Search Influence, LLC © 2013@w2scott #AZIMA Presented to AZIMA
  • 16. Coipyright, Property of Search Influence, LLC © 2013@w2scott #AZIMA Presented to AZIMATHE MOVE TO MOBILEThere’s nothing more local than my pocket
  • 17. Coipyright, Property of Search Influence, LLC © 2013@w2scott #AZIMA Presented to AZIMA9 Google confidentialHyperNgrowth&in&mobile&search&is&driving&consumer&behavior&&5X 92%&89%&&25%&57%&48%&
  • 18. Coipyright, Property of Search Influence, LLC © 2013@w2scott #AZIMA Presented to AZIMA10 Google confidential1Source: Google Internal Data, 2011. % of each platform’s traffic shown hourly for one day.Does not indicate absolute or relative traffic volumes.12:00 AM 3:00 AM 6:00 AM 9:00 AM 12:00 PM 3:00 PM 6:00 PM 9:00 PMTablet Mobile DesktopDay EveningMorningNightHourly Distribution of Searches by Platform(doesn’t reflect absolute traffic volume)
  • 19. Coipyright, Property of Search Influence, LLC © 2013@w2scott #AZIMA Presented to AZIMAPC Users Accessing the Internet Flat-linedIn 2012, growth in the number of PC users accessing the Internet flat-lined for the firsttime.
  • 20. Coipyright, Property of Search Influence, LLC © 2013@w2scott #AZIMA Presented to AZIMAWeb Traffic from Non-PC Devices SpikesBy contrast, the share of web traffic from non-PC devices including smartphonesand tablets more than doubled to 15% in December 2012 versus 7% inDecember 2011.
  • 21. Coipyright, Property of Search Influence, LLC © 2013@w2scott #AZIMA Presented to AZIMA
  • 22. Coipyright, Property of Search Influence, LLC © 2013@w2scott #AZIMA Presented to AZIMATHE LOCAL BUSINESS (SMB)Most of the time, they have more pressing matters than where toadvertise – or so they think.
  • 23. Coipyright, Property of Search Influence, LLC © 2013@w2scott #AZIMA Presented to AZIMAKey Considerations• Many Local Businesses are budget sensitive– But some aren’t• Budgets: From less than $3,000 / year up togreater than $3,000 / month• Businesses know they need it• Solutions offered aren’t always in their bestinterest• Most solutions aren’t manageable
  • 24. 24Proprietary and Confidential. Copyright © 2013 BIA/Kelsey. All Rights Reserved.Media Fragmentation Continues to Increase4.45.67.80123456789Wave 14 2010 Wave 15 2011 Wave 16 2012Number of Media usedhas increased by 77%since 2010.Average Number of Media Used by SMBsfor Advertising and Promotion
  • 25. Confidential, Property of Search Influence, LLC © 2013@w2scott #RevSummit - Local Media Association16Proprietary and Confidential. Copyright © 2012 BIA/Kelsey. All Rights Reserved.Top 2 Box (Extremely or Very Important)Sample Size = 139Source: LCM Wave 16, Q3/2012 (and prior waves, if relevant). Methodology: Online panels. Findings may not bestatistically significant.Q32031.4%32.4%38.0%42.0%49.0%0% 10% 20% 30% 40% 50% 60%YelpTwitterBlogGoogleFacebook
  • 26. 26Proprietary and Confidential. Copyright © 2013 BIA/Kelsey. All Rights Reserved.SMB Spend Split: Acquisition vs. Retention29.5%41.2%6.5%19.2%3.7%0% 5% 10% 15% 20% 25% 30% 35% 40% 45%Roughly 50/50>50% for Acquiring>50% for RetainingHard to SayNot sure6:1 RatioLoyalty Opportunities:• 4-10x more expensive for SMBs to acquire new customers than retain existing ones(Patrick Barry, DemandForce)• Businesses that retain 5% more customers increase profit by at least 25%(“The Loyalty Effect”)
  • 27. 27Proprietary and Confidential. Copyright © 2013 BIA/Kelsey. All Rights Reserved.Primary Purpose of Facebook Page41.7%30.9%19.4%5.0%2.2%0% 5% 10% 15% 20% 25% 30% 35% 40% 45%AcquireBuild AwarenessBuild CommunityRetainNot sure Customer acquisition is now the #1objective of SMBs using Facebook(up 15% wave-over-wave).
  • 28. Coipyright, Property of Search Influence, LLC © 2013@w2scott #AZIMA Presented to AZIMALOCAL BUSINESS PERCEPTIONSProve it!
  • 29. Coipyright, Property of Search Influence, LLC © 2013@w2scott #AZIMA Presented to AZIMAConstant Contact Local BusinessSurvey50% see inaccurate listings for their business70% don’t have time to manage all the sites23% have a good sense listings drive traffic84% believe that having a mobile-able website isimportant25% know how to create a mobile optimized site62% think it is important to be seen on mobile apps85% believe more people will be looking for business onmobile sites
  • 30. Coipyright, Property of Search Influence, LLC © 2013@w2scott #AZIMA Presented to AZIMALOCAL SEORubber, meet road
  • 31. © David Mihm / GetListed.org, Inc. 2012
  • 32. © David Mihm / GetListed.org, Inc. 2012
  • 33. © David Mihm / GetListed.org, Inc. 20121 Individually Owner-verified Place Page (PLACE PAGE)2 Physical Address in City of Search (PLACE PAGE)3 Proper Category Associations (PLACE PAGE)4 Product / Service Keyword in Business Title (PLACE PAGE)5 Proximity of Address to Centroid (PLACE PAGE)6 Quantity of Structured Citations (IYPs, Data Aggregators)(OFF-SITE)7 Quantity of Inbound Links to Domain (OFF-SITE)8 Location Keywords in Anchor Text of Inbound Links to Domain(OFF-SITE)9 Quantity of Native Google Places Reviews (w/text)(REVIEWS)10 Product / Service Keyword in Place Page Description(PLACE PAGE)2008 vs 2012
  • 34. © David Mihm / GetListed.org, Inc. 2012Many of the Fundamentals are still the same.• Having a physical location in the right city isparamount.• Categories are huge.• Citations and location data are still critical.• Quantity of reviews are still way more importantthan quality.…and yes, proximity to centroid still has influence.
  • 35. David’s Unscientific Take…Local Ranking FactorsCitationsReviewsLinksWebsiteMiscellaneousWEBSITECITATIONS /LOCATIONINFOLINKS REVIEWS
  • 36. Coipyright, Property of Search Influence, LLC © 2013@w2scott #AZIMA Presented to AZIMAEssential: Consistent NAP
  • 37. Coipyright, Property of Search Influence, LLC © 2013@w2scott #AZIMA Presented to AZIMAThe Anatomy of NAPLocal Citation = N A P + WNameAddressPhone #Website
  • 38. Coipyright, Property of Search Influence, LLC © 2013@w2scott #AZIMA Presented to AZIMAAudit your NAP• Determine Local Search strengths• Find weaknesses that affect rankings• Discover optimization opportunities• Prevent duplication & data corruption
  • 39. Coipyright, Property of Search Influence, LLC © 2013@w2scott #AZIMA Presented to AZIMAAudit Business Information First!Confirm Name• Multiple variations?• Legal Name or DBAConfirm Address• usps.com/zip4Confirm Phone- One per location- Should be local- Avoid call-tracking numbers
  • 40. Coipyright, Property of Search Influence, LLC © 2013@w2scott #AZIMA Presented to AZIMA
  • 41. Coipyright, Property of Search Influence, LLC © 2013@w2scott #AZIMA Presented to AZIMA
  • 42. Coipyright, Property of Search Influence, LLC © 2013@w2scott #AZIMA Presented to AZIMANAP ChecksUsingWhitespark
  • 43. Coipyright, Property of Search Influence, LLC © 2013@w2scott #AZIMA Presented to AZIMA
  • 44. Coipyright, Property of Search Influence, LLC © 2013@w2scott #AZIMA Presented to AZIMA
  • 45. Coipyright, Property of Search Influence, LLC © 2013@w2scott #AZIMA Presented to AZIMA
  • 46. Coipyright, Property of Search Influence, LLC © 2013@w2scott #AZIMA Presented to AZIMA
  • 47. Coipyright, Property of Search Influence, LLC © 2013@w2scott #AZIMA Presented to AZIMADigging Deeper on Citations• Whitespark Local Citation Finder• Brightlocal Citation Tracker• Google:– "business name" + "phone number"• Organize citations so you can see NAP dataerrors• Clean up duplicates / erroneous citations
  • 48. Coipyright, Property of Search Influence, LLC © 2013@w2scott #AZIMA Presented to AZIMAInconsistency & Duplications
  • 49. Coipyright, Property of Search Influence, LLC © 2013@w2scott #AZIMA Presented to AZIMAFix Inconsistencies• Check InfoGroup, Localeze & Acxiom forincorrect citation information– InfoGroup: http://expressupdateusa.com/– Localeze:http://webapp.localeze.com/directory/get-started.aspx• Channel partners get better pricing– Acxiom: http://mybusinesslistingmanager.com/• Duplicate citations are bad
  • 50. Coipyright, Property of Search Influence, LLC © 2013@w2scott #AZIMA Presented to AZIMACitation & Data AggregatorManagement Tips:• Keep track of login information• Use one email account for communicationwith citation sources• Be ABSOLUTELY sure your NAP isn’t alreadylisted before adding citations• Periodically monitor citations• Get rid of duplicates
  • 51. Coipyright, Property of Search Influence, LLC © 2013@w2scott #AZIMA Presented to AZIMAYOUR WEB SITEGoogle followed you home
  • 52. Coipyright, Property of Search Influence, LLC © 2013@w2scott #AZIMA Presented to AZIMAOn-Site Local Optimization• Is NAP on website readable?• NAP should match Google Plus Local page NAP• Additional phone numbers should be non-crawlable• NAP should be structured data, either hCard or Schema– To Create: http://microformats.org/code/hcard/creator– To Validate:http://www.google.com/webmasters/tools/richsnippets• One hCard / Page to keep NAP signals clean.
  • 53. Coipyright, Property of Search Influence, LLC © 2013@w2scott #AZIMA Presented to AZIMASchema & hCard Example
  • 54. Coipyright, Property of Search Influence, LLC © 2013@w2scott #AZIMA Presented to AZIMAImproper or Non-Existent On-Site Local Optimization
  • 55. Coipyright, Property of Search Influence, LLC © 2013@w2scott #AZIMA Presented to AZIMA
  • 56. Coipyright, Property of Search Influence, LLC © 2013@w2scott #AZIMA Presented to AZIMA
  • 57. Coipyright, Property of Search Influence, LLC © 2013@w2scott #AZIMA Presented to AZIMAMulti-Locations & LocalLanding Pages• Local landing page for each location• Use local landing page in Google+ Listing• Factors to include in a local landing page:– NAP in hCard or Schema– Embedded Google map– Locally optimized title tags and H1/H2 tags– Meta description with address and phone included– Testimonials and Reviews– Locally optimized url naming structure• Eg: domain.com/pizza-falls-church-va
  • 58. Coipyright, Property of Search Influence, LLC © 2013@w2scott #AZIMA Presented to AZIMAMulti-Location Deployment• The same rules apply for multi-locationbusinesses• Process must be scalable and automated– Have to assure consistent NAP on a grand scale• Content pages must be unique• Focus on your top-level categories• Do location-specific keyword research• Use robots.txt and site architecture to guide theengines
  • 59. Coipyright, Property of Search Influence, LLC © 2013@w2scott #AZIMA Presented to AZIMACitation Management Thoughts• Be thorough and organized• Set a schedule to check in– Log into your accounts to view progress• Be patient– Responses typically take from two weeks to two months• Stay informed on issues, trends and Google updates• Allocate budget for expert guidance• For multi-location / directory providers, involve IT Early
  • 60. Coipyright, Property of Search Influence, LLC © 2013@w2scott #AZIMA Presented to AZIMALocal Presence Success
  • 61. Coipyright, Property of Search Influence, LLC © 2013@w2scott #AZIMA Presented to AZIMADUPLICATE LISTINGSThey really suck
  • 62. Coipyright, Property of Search Influence, LLC © 2013@w2scott #AZIMA Presented to AZIMA
  • 63. Coipyright, Property of Search Influence, LLC © 2013@w2scott #AZIMA Presented to AZIMA
  • 64. Coipyright, Property of Search Influence, LLC © 2013@w2scott #AZIMA Presented to AZIMA
  • 65. Coipyright, Property of Search Influence, LLC © 2013@w2scott #AZIMA Presented to AZIMA
  • 66. Coipyright, Property of Search Influence, LLC © 2013@w2scott #AZIMA Presented to AZIMA
  • 67. Coipyright, Property of Search Influence, LLC © 2013@w2scott #AZIMA Presented to AZIMA
  • 68. Coipyright, Property of Search Influence, LLC © 2013@w2scott #AZIMA Presented to AZIMA
  • 69. Coipyright, Property of Search Influence, LLC © 2013@w2scott #AZIMA Presented to AZIMA
  • 70. Coipyright, Property of Search Influence, LLC © 2013@w2scott #AZIMA Presented to AZIMATakeaways for Local Success• Places – Most searches start with Google• Ecosystem – Google got that informationsomewhere• Process – Local is not fire and forget –lather, rinse, repeat and repeat and repeat• Web Site – Your site and Google must Agree• Duplication Sucks – Don’t confuse Google
  • 71. Coipyright, Property of Search Influence, LLC © 2013@w2scott #AZIMA Presented to AZIMAThank you!Will Scott– searchinfluence.com/blog– wscott@searchinfluence.com– twitter.com/w2scott