Coipyright, Property of Search Influence, LLC © 2013@w2scott #AZIMA Presented to AZIMATransforming Local Searchersinto Cus...
Coipyright, Property of Search Influence, LLC © 2013@w2scott #AZIMA Presented to AZIMA
Coipyright, Property of Search Influence, LLC © 2013@w2scott #AZIMA Presented to AZIMAAbout Me: Will Scott• First website ...
Coipyright, Property of Search Influence, LLC © 2013@w2scott #AZIMA Presented to AZIMAAbout Search Influence• Helping cust...
Coipyright, Property of Search Influence, LLC © 2013@w2scott #AZIMA Presented to AZIMAAs Seen In:
Coipyright, Property of Search Influence, LLC © 2013@w2scott #AZIMA Presented to AZIMALOCAL SEARCH“Making Phones Ring And ...
Coipyright, Property of Search Influence, LLC © 2013@w2scott #AZIMA Presented to AZIMA
Coipyright, Property of Search Influence, LLC © 2013@w2scott #AZIMA Presented to AZIMALocal Search Matters
Coipyright, Property of Search Influence, LLC © 2013@w2scott #AZIMA Presented to AZIMA
Coipyright, Property of Search Influence, LLC © 2013@w2scott #AZIMA Presented to AZIMA
Coipyright, Property of Search Influence, LLC © 2013@w2scott #AZIMA Presented to AZIMA+
Coipyright, Property of Search Influence, LLC © 2013@w2scott #AZIMA Presented to AZIMA
Coipyright, Property of Search Influence, LLC © 2013@w2scott #AZIMA Presented to AZIMALocationTraditionalResultsNon-Geo-Sp...
Coipyright, Property of Search Influence, LLC © 2013@w2scott #AZIMA Presented to AZIMAHigh LocalRanking + High OrganicRank...
Coipyright, Property of Search Influence, LLC © 2013@w2scott #AZIMA Presented to AZIMA
Coipyright, Property of Search Influence, LLC © 2013@w2scott #AZIMA Presented to AZIMATHE MOVE TO MOBILEThere’s nothing mo...
Coipyright, Property of Search Influence, LLC © 2013@w2scott #AZIMA Presented to AZIMA9 Google confidentialHyperNgrowth&in...
Coipyright, Property of Search Influence, LLC © 2013@w2scott #AZIMA Presented to AZIMA10 Google confidential1Source: Googl...
Coipyright, Property of Search Influence, LLC © 2013@w2scott #AZIMA Presented to AZIMAPC Users Accessing the Internet Flat...
Coipyright, Property of Search Influence, LLC © 2013@w2scott #AZIMA Presented to AZIMAWeb Traffic from Non-PC Devices Spik...
Coipyright, Property of Search Influence, LLC © 2013@w2scott #AZIMA Presented to AZIMA
Coipyright, Property of Search Influence, LLC © 2013@w2scott #AZIMA Presented to AZIMATHE LOCAL BUSINESS (SMB)Most of the ...
Coipyright, Property of Search Influence, LLC © 2013@w2scott #AZIMA Presented to AZIMAKey Considerations• Many Local Busin...
24Proprietary and Confidential. Copyright © 2013 BIA/Kelsey. All Rights Reserved.Media Fragmentation Continues to Increase...
Confidential, Property of Search Influence, LLC © 2013@w2scott #RevSummit - Local Media Association16Proprietary and Confi...
26Proprietary and Confidential. Copyright © 2013 BIA/Kelsey. All Rights Reserved.SMB Spend Split: Acquisition vs. Retentio...
27Proprietary and Confidential. Copyright © 2013 BIA/Kelsey. All Rights Reserved.Primary Purpose of Facebook Page41.7%30.9...
Coipyright, Property of Search Influence, LLC © 2013@w2scott #AZIMA Presented to AZIMALOCAL BUSINESS PERCEPTIONSProve it!
Coipyright, Property of Search Influence, LLC © 2013@w2scott #AZIMA Presented to AZIMAConstant Contact Local BusinessSurve...
Coipyright, Property of Search Influence, LLC © 2013@w2scott #AZIMA Presented to AZIMALOCAL SEORubber, meet road
© David Mihm / GetListed.org, Inc. 2012
© David Mihm / GetListed.org, Inc. 2012
© David Mihm / GetListed.org, Inc. 20121 Individually Owner-verified Place Page (PLACE PAGE)2 Physical Address in City of ...
© David Mihm / GetListed.org, Inc. 2012Many of the Fundamentals are still the same.• Having a physical location in the rig...
David’s Unscientific Take…Local Ranking FactorsCitationsReviewsLinksWebsiteMiscellaneousWEBSITECITATIONS /LOCATIONINFOLINK...
Coipyright, Property of Search Influence, LLC © 2013@w2scott #AZIMA Presented to AZIMAEssential: Consistent NAP
Coipyright, Property of Search Influence, LLC © 2013@w2scott #AZIMA Presented to AZIMAThe Anatomy of NAPLocal Citation = N...
Coipyright, Property of Search Influence, LLC © 2013@w2scott #AZIMA Presented to AZIMAAudit your NAP• Determine Local Sear...
Coipyright, Property of Search Influence, LLC © 2013@w2scott #AZIMA Presented to AZIMAAudit Business Information First!Con...
Coipyright, Property of Search Influence, LLC © 2013@w2scott #AZIMA Presented to AZIMA
Coipyright, Property of Search Influence, LLC © 2013@w2scott #AZIMA Presented to AZIMA
Coipyright, Property of Search Influence, LLC © 2013@w2scott #AZIMA Presented to AZIMANAP ChecksUsingWhitespark
Coipyright, Property of Search Influence, LLC © 2013@w2scott #AZIMA Presented to AZIMA
Coipyright, Property of Search Influence, LLC © 2013@w2scott #AZIMA Presented to AZIMA
Coipyright, Property of Search Influence, LLC © 2013@w2scott #AZIMA Presented to AZIMA
Coipyright, Property of Search Influence, LLC © 2013@w2scott #AZIMA Presented to AZIMA
Coipyright, Property of Search Influence, LLC © 2013@w2scott #AZIMA Presented to AZIMADigging Deeper on Citations• Whitesp...
Coipyright, Property of Search Influence, LLC © 2013@w2scott #AZIMA Presented to AZIMAInconsistency & Duplications
Coipyright, Property of Search Influence, LLC © 2013@w2scott #AZIMA Presented to AZIMAFix Inconsistencies• Check InfoGroup...
Coipyright, Property of Search Influence, LLC © 2013@w2scott #AZIMA Presented to AZIMACitation & Data AggregatorManagement...
Coipyright, Property of Search Influence, LLC © 2013@w2scott #AZIMA Presented to AZIMAYOUR WEB SITEGoogle followed you home
Coipyright, Property of Search Influence, LLC © 2013@w2scott #AZIMA Presented to AZIMAOn-Site Local Optimization• Is NAP o...
Coipyright, Property of Search Influence, LLC © 2013@w2scott #AZIMA Presented to AZIMASchema & hCard Example
Coipyright, Property of Search Influence, LLC © 2013@w2scott #AZIMA Presented to AZIMAImproper or Non-Existent On-Site Loc...
Coipyright, Property of Search Influence, LLC © 2013@w2scott #AZIMA Presented to AZIMA
Coipyright, Property of Search Influence, LLC © 2013@w2scott #AZIMA Presented to AZIMA
Coipyright, Property of Search Influence, LLC © 2013@w2scott #AZIMA Presented to AZIMAMulti-Locations & LocalLanding Pages...
Coipyright, Property of Search Influence, LLC © 2013@w2scott #AZIMA Presented to AZIMAMulti-Location Deployment• The same ...
Coipyright, Property of Search Influence, LLC © 2013@w2scott #AZIMA Presented to AZIMACitation Management Thoughts• Be tho...
Coipyright, Property of Search Influence, LLC © 2013@w2scott #AZIMA Presented to AZIMALocal Presence Success
Coipyright, Property of Search Influence, LLC © 2013@w2scott #AZIMA Presented to AZIMADUPLICATE LISTINGSThey really suck
Coipyright, Property of Search Influence, LLC © 2013@w2scott #AZIMA Presented to AZIMA
Coipyright, Property of Search Influence, LLC © 2013@w2scott #AZIMA Presented to AZIMA
Coipyright, Property of Search Influence, LLC © 2013@w2scott #AZIMA Presented to AZIMA
Coipyright, Property of Search Influence, LLC © 2013@w2scott #AZIMA Presented to AZIMA
Coipyright, Property of Search Influence, LLC © 2013@w2scott #AZIMA Presented to AZIMA
Coipyright, Property of Search Influence, LLC © 2013@w2scott #AZIMA Presented to AZIMA
Coipyright, Property of Search Influence, LLC © 2013@w2scott #AZIMA Presented to AZIMA
Coipyright, Property of Search Influence, LLC © 2013@w2scott #AZIMA Presented to AZIMA
Coipyright, Property of Search Influence, LLC © 2013@w2scott #AZIMA Presented to AZIMATakeaways for Local Success• Places ...
Coipyright, Property of Search Influence, LLC © 2013@w2scott #AZIMA Presented to AZIMAThank you!Will Scott– searchinfluenc...
Upcoming SlideShare
Loading in...5
×

Transforming Local Searchers into Customers - Will Scott - AZIMA

372

Published on

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.

Published in: Technology, Business
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
372
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
0
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide
  • 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.
  • Transforming Local Searchers into Customers - Will Scott - AZIMA

    1. 1. Coipyright, Property of Search Influence, LLC © 2013@w2scott #AZIMA Presented to AZIMATransforming Local Searchersinto CustomersPresented to:
    2. 2. Coipyright, Property of Search Influence, LLC © 2013@w2scott #AZIMA Presented to AZIMA
    3. 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. 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. 5. Coipyright, Property of Search Influence, LLC © 2013@w2scott #AZIMA Presented to AZIMAAs Seen In:
    6. 6. Coipyright, Property of Search Influence, LLC © 2013@w2scott #AZIMA Presented to AZIMALOCAL SEARCH“Making Phones Ring And Doors Swing”
    7. 7. Coipyright, Property of Search Influence, LLC © 2013@w2scott #AZIMA Presented to AZIMA
    8. 8. Coipyright, Property of Search Influence, LLC © 2013@w2scott #AZIMA Presented to AZIMALocal Search Matters
    9. 9. Coipyright, Property of Search Influence, LLC © 2013@w2scott #AZIMA Presented to AZIMA
    10. 10. Coipyright, Property of Search Influence, LLC © 2013@w2scott #AZIMA Presented to AZIMA
    11. 11. Coipyright, Property of Search Influence, LLC © 2013@w2scott #AZIMA Presented to AZIMA+
    12. 12. Coipyright, Property of Search Influence, LLC © 2013@w2scott #AZIMA Presented to AZIMA
    13. 13. Coipyright, Property of Search Influence, LLC © 2013@w2scott #AZIMA Presented to AZIMALocationTraditionalResultsNon-Geo-Specific Search TermLocalResults
    14. 14. Coipyright, Property of Search Influence, LLC © 2013@w2scott #AZIMA Presented to AZIMAHigh LocalRanking + High OrganicRankingHigh BlendedRanking=
    15. 15. Coipyright, Property of Search Influence, LLC © 2013@w2scott #AZIMA Presented to AZIMA
    16. 16. Coipyright, Property of Search Influence, LLC © 2013@w2scott #AZIMA Presented to AZIMATHE MOVE TO MOBILEThere’s nothing more local than my pocket
    17. 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. 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. 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. 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. 21. Coipyright, Property of Search Influence, LLC © 2013@w2scott #AZIMA Presented to AZIMA
    22. 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. 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. 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. 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. 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. 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. 28. Coipyright, Property of Search Influence, LLC © 2013@w2scott #AZIMA Presented to AZIMALOCAL BUSINESS PERCEPTIONSProve it!
    29. 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. 30. Coipyright, Property of Search Influence, LLC © 2013@w2scott #AZIMA Presented to AZIMALOCAL SEORubber, meet road
    31. 31. © David Mihm / GetListed.org, Inc. 2012
    32. 32. © David Mihm / GetListed.org, Inc. 2012
    33. 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. 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. 35. David’s Unscientific Take…Local Ranking FactorsCitationsReviewsLinksWebsiteMiscellaneousWEBSITECITATIONS /LOCATIONINFOLINKS REVIEWS
    36. 36. Coipyright, Property of Search Influence, LLC © 2013@w2scott #AZIMA Presented to AZIMAEssential: Consistent NAP
    37. 37. Coipyright, Property of Search Influence, LLC © 2013@w2scott #AZIMA Presented to AZIMAThe Anatomy of NAPLocal Citation = N A P + WNameAddressPhone #Website
    38. 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. 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. 40. Coipyright, Property of Search Influence, LLC © 2013@w2scott #AZIMA Presented to AZIMA
    41. 41. Coipyright, Property of Search Influence, LLC © 2013@w2scott #AZIMA Presented to AZIMA
    42. 42. Coipyright, Property of Search Influence, LLC © 2013@w2scott #AZIMA Presented to AZIMANAP ChecksUsingWhitespark
    43. 43. Coipyright, Property of Search Influence, LLC © 2013@w2scott #AZIMA Presented to AZIMA
    44. 44. Coipyright, Property of Search Influence, LLC © 2013@w2scott #AZIMA Presented to AZIMA
    45. 45. Coipyright, Property of Search Influence, LLC © 2013@w2scott #AZIMA Presented to AZIMA
    46. 46. Coipyright, Property of Search Influence, LLC © 2013@w2scott #AZIMA Presented to AZIMA
    47. 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. 48. Coipyright, Property of Search Influence, LLC © 2013@w2scott #AZIMA Presented to AZIMAInconsistency & Duplications
    49. 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. 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. 51. Coipyright, Property of Search Influence, LLC © 2013@w2scott #AZIMA Presented to AZIMAYOUR WEB SITEGoogle followed you home
    52. 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. 53. Coipyright, Property of Search Influence, LLC © 2013@w2scott #AZIMA Presented to AZIMASchema & hCard Example
    54. 54. Coipyright, Property of Search Influence, LLC © 2013@w2scott #AZIMA Presented to AZIMAImproper or Non-Existent On-Site Local Optimization
    55. 55. Coipyright, Property of Search Influence, LLC © 2013@w2scott #AZIMA Presented to AZIMA
    56. 56. Coipyright, Property of Search Influence, LLC © 2013@w2scott #AZIMA Presented to AZIMA
    57. 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. 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. 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. 60. Coipyright, Property of Search Influence, LLC © 2013@w2scott #AZIMA Presented to AZIMALocal Presence Success
    61. 61. Coipyright, Property of Search Influence, LLC © 2013@w2scott #AZIMA Presented to AZIMADUPLICATE LISTINGSThey really suck
    62. 62. Coipyright, Property of Search Influence, LLC © 2013@w2scott #AZIMA Presented to AZIMA
    63. 63. Coipyright, Property of Search Influence, LLC © 2013@w2scott #AZIMA Presented to AZIMA
    64. 64. Coipyright, Property of Search Influence, LLC © 2013@w2scott #AZIMA Presented to AZIMA
    65. 65. Coipyright, Property of Search Influence, LLC © 2013@w2scott #AZIMA Presented to AZIMA
    66. 66. Coipyright, Property of Search Influence, LLC © 2013@w2scott #AZIMA Presented to AZIMA
    67. 67. Coipyright, Property of Search Influence, LLC © 2013@w2scott #AZIMA Presented to AZIMA
    68. 68. Coipyright, Property of Search Influence, LLC © 2013@w2scott #AZIMA Presented to AZIMA
    69. 69. Coipyright, Property of Search Influence, LLC © 2013@w2scott #AZIMA Presented to AZIMA
    70. 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. 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

    ×