Scalable Solutions Powered by Experts

@paulalmkeller
SURVIVING & THRIVING
IN LOCAL SEARCH
The challenge of the local digital market

Location, Consistency, Customers

@paulalm...
3 “EASY” STEPS
1. Straighten up your Google+ situation
2. Dig deep on citations
3. On-site local optimization

@searchinfl...
ABOUT ME

PAULA KELLER

• Louisiana State University Marketing
graduate
• Search Influence Director of Account
Management
...
ABOUT SEARCH INFLUENCE
Helping customers successfully market online
since 2006. We work with 300+ clients, directly
and as...
AS SEEN IN:

@paulalmkeller
70% of U.S.
households now use
the Internet when
shopping locally.
-ComScore

@paulalmkeller
LOCAL SEARCH IS MORE
IMPORTANT THAN EVER.

@paulalmkeller
WHAT IS LOCAL
SEARCH?
restaurants

pool builders dallas

hair salon frisco tx
concerts

dry cleaners richardson tx

best d...
WHERE IS LOCAL
SEARCH?

PAID
Search
Results
ORGANIC
Search
Results

LOCAL
Search
Results

@paulalmkeller

ORGANIC
Search
R...
WHERE IS
LOCAL
SEARCH?

@paulalmkeller
WHERE IS
LOCAL
SEARCH?

@paulalmkeller
HOW DOES DALLAS FIND
LOCAL BUSINESSES?
Google Search

0%
9%
10%
41%

11%

Facebook
Search/Recomme
ndation
Local News
Websi...
“LOCAL” IS RELATIVE

@paulalmkeller
AUDIT BUSINESS INFORMATION
NAP First!

• Confirm name
• Multiple variations?
• Check Secretary of State

• Confirm address...
ESSENTIAL:
CONSISTENT
NAP

@paulalmkeller
THE ANATOMY OF NAP
What is a local citation?
NAP+W

Name
Address
Phone #

Website
@paulalmkeller
WHY IS A CONSISTENT NAP
ESSENTIAL?
Don’t confuse Google!
• Number of citations is important, but
consistency is MORE impor...
SOLIDIFY YOUR NAP
Audit Business Info First!

• Confirm Name
• Multiple variations? Check Secretary of State.

• Confirm A...
YOUR GOOGLE+ PAGE
Step 1.
Search places.google.com

@paulalmkeller
@paulalmkeller
@paulalmkeller
LINK YOUR +PAGE AND
YOUR WEBSITE

si.ly/gpublisher
@searchinfluence
BRANDED SEARCH WITH
PUBLISHER

No Recent Posts
BRANDED SEARCH WITHOUT
PUBLISHER

No Recent Posts
BRANDED SEARCH WITHOUT
PUBLISHER

Competitors
INCONSISTENCY &
DUPLICATION OF CITATIONS

@paulalmkeller
GET RID OF G+ DUPS
Option 1: Report a Problem
If done from biz G+ acct, changes take about 1 week

@paulalmkeller
GET RID OF G+ DUPS
Option 1: Report a Problem

@paulalmkeller
GET RID OF G+ DUPS
Option 2: Call Google Support

Instant Changes! Si.ly/callthegoogle
DIG DEEP ON CITATIONS
Step 2.
• Getlisted.org
• Google: “business name” +
“phone #”
• Whitespark Local Citation Finder

• ...
GETLISTED.ORG

@paulalmkeller
GETLISTED.ORG

@paulalmkeller
Getting Started
Getting Started
GET PICKY WITH IT.
• One listing per location using
official NAP
• Firms with multiple practitioner: one
listing per pract...
GO STRAIGHT TO THE SOURCE
Inconsistent and duplicate citations are BAD.

Check InfoGroup, Localeze & Acxiom for incorrect ...
LOCAL TO
YOU
DIRECTORIES

http://www.thecityofdallas.com/

http://businessdirectory.bizjournals.com/dallas
INDUSTRY
DIRECTORIES

http://bit.ly/lawlistings
Courtesy of: Mike Ramsey, Nifty Marketing
ON-SITE LOCAL OPTIMIZATION
Step 3.
• Is NAP on website readable (in plain text, not in an image)?
• NAP should match Googl...
BUILD LOCATION PAGE(S)
• Factors to include in a local page:
• NAP in Schema or hCard
• Embedded Google map linking to you...
Improper or Non-Existent OnSite Local Optimization
SCHEMA & HCARD EXAMPLES

@paulalmkeller
VALIDATE YOUR SNIPPETS

www.google.com/webmasters/tools/richsnippets

@paulalmkeller
MULTI-LOCATIONS
Location page for each location

• Create one location page per location
• Create one locations page that ...
FINAL
THOUGHTS:
KEY
TAKEAWAYS

• Claim Google+ Local listing
(Post content)
• Discover and update secondary listings
• Foc...
THANK YOU!
Paula Keller

Pkeller@searchinfluence.com
searchinfluence.com/blog
twitter.com/Paulalmkeller

slideshare.com/se...
BONUS: GOOGLE+ AUTHORSHIP
DeLuca Plastic Surgery
Authorship installed
April 2012

• When comparing the six-month period pr...
Thriving and Surviving in Local Search at #stateofsearch
Thriving and Surviving in Local Search at #stateofsearch
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Thriving and Surviving in Local Search at #stateofsearch

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Paula Keller presented on how to survive and thrive in local search at DFWSEM's annual State of Search conference on November 18, 2013.

3 key steps to local search success...
- Get your Google+ Local situation straight
- Dig deep on your citations / local listings
- On-site optimization through proper landing pages

Published in: Marketing, Technology, Business
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  • Many small businesses or even SEO companies look for the magic bullet that’s going to bring them to the top of the local results, but the key to success in local is meticulous attention to the basics.
  • Wright IMC asked 100 residents of DFW Metroplex to take an online survey about their local searching habits.
  • Consistency is key. NAP is local Search fingerprint
  • Is there a good source for verifying Canadian addresses?
  • If you are an agency, I highly recommend calling them. We have found after working through this with hundreds and hundreds of clients… and when you get into big multi location businesses… those postcards disappear into a big black hole….
  • If your business has been around a while, if you have multiple principles or practitioners within your business, if you have been known by different or slight variations in your name over the years, you likely have some duplicate and inconsistent citations.
  • Consistency is key. NAP is local Search fingerprint
  • Consistency is key. NAP is local Search fingerprint
  • Consistency is key. NAP is local Search fingerprint
  • ****If just 1 location, how should the page be named??
  • For
  • Thriving and Surviving in Local Search at #stateofsearch

    1. 1. Scalable Solutions Powered by Experts @paulalmkeller
    2. 2. SURVIVING & THRIVING IN LOCAL SEARCH The challenge of the local digital market Location, Consistency, Customers @paulalmkeller
    3. 3. 3 “EASY” STEPS 1. Straighten up your Google+ situation 2. Dig deep on citations 3. On-site local optimization @searchinfluence
    4. 4. ABOUT ME PAULA KELLER • Louisiana State University Marketing graduate • Search Influence Director of Account Management • Lead 18 account managers • 5+ years experience in traditional/online marketing • Google Analytics, Google AdWords + Bing Ads certified @paulalmkeller
    5. 5. ABOUT SEARCH INFLUENCE Helping customers successfully market online since 2006. We work with 300+ clients, directly and as a white-label provider to major national media companies • • • • • Search Influence 56+ full-time employees 25+ contract writers 25 white-label partners 220+ white-label clients 120+ direct clients @paulalmkeller • • • • Reputation 2011 Inc. 500 honoree 2012 & 2013 Inc. 5000 honoree Recognized leader in search and social for local business Over a decade in online media
    6. 6. AS SEEN IN: @paulalmkeller
    7. 7. 70% of U.S. households now use the Internet when shopping locally. -ComScore @paulalmkeller
    8. 8. LOCAL SEARCH IS MORE IMPORTANT THAN EVER. @paulalmkeller
    9. 9. WHAT IS LOCAL SEARCH? restaurants pool builders dallas hair salon frisco tx concerts dry cleaners richardson tx best divorce attorney in dallas tx grocery store arlington restaurants pharmacy near the village emergency plumbers dentists @paulalmkeller
    10. 10. WHERE IS LOCAL SEARCH? PAID Search Results ORGANIC Search Results LOCAL Search Results @paulalmkeller ORGANIC Search Results
    11. 11. WHERE IS LOCAL SEARCH? @paulalmkeller
    12. 12. WHERE IS LOCAL SEARCH? @paulalmkeller
    13. 13. HOW DOES DALLAS FIND LOCAL BUSINESSES? Google Search 0% 9% 10% 41% 11% Facebook Search/Recomme ndation Local News Website Google Ads 14% 15% @paulalmkeller Facebook Ads - WrightIMC 2013
    14. 14. “LOCAL” IS RELATIVE @paulalmkeller
    15. 15. AUDIT BUSINESS INFORMATION NAP First! • Confirm name • Multiple variations? • Check Secretary of State • Confirm address • usps.com/zip4 • Confirm phone • One per location • Should be local • Avoid call-tracking numbers @searchinfluence
    16. 16. ESSENTIAL: CONSISTENT NAP @paulalmkeller
    17. 17. THE ANATOMY OF NAP What is a local citation? NAP+W Name Address Phone # Website @paulalmkeller
    18. 18. WHY IS A CONSISTENT NAP ESSENTIAL? Don’t confuse Google! • Number of citations is important, but consistency is MORE important • Your NAP is your local search fingerprint • Your NAP should be in each of these places: • Google+ Local • Website • Social media pages • Business directories – “citations” @paulalmkeller
    19. 19. SOLIDIFY YOUR NAP Audit Business Info First! • Confirm Name • Multiple variations? Check Secretary of State. • Confirm Address • usps.com/zip4 • Confirm Phone • One per location • Shoule be local (ex: 214, 469, 972 or approp. area code) • Run away! from call-tracking numbers (in local) @paulalmkeller
    20. 20. YOUR GOOGLE+ PAGE Step 1. Search places.google.com @paulalmkeller
    21. 21. @paulalmkeller
    22. 22. @paulalmkeller
    23. 23. LINK YOUR +PAGE AND YOUR WEBSITE si.ly/gpublisher @searchinfluence
    24. 24. BRANDED SEARCH WITH PUBLISHER No Recent Posts
    25. 25. BRANDED SEARCH WITHOUT PUBLISHER No Recent Posts
    26. 26. BRANDED SEARCH WITHOUT PUBLISHER Competitors
    27. 27. INCONSISTENCY & DUPLICATION OF CITATIONS @paulalmkeller
    28. 28. GET RID OF G+ DUPS Option 1: Report a Problem If done from biz G+ acct, changes take about 1 week @paulalmkeller
    29. 29. GET RID OF G+ DUPS Option 1: Report a Problem @paulalmkeller
    30. 30. GET RID OF G+ DUPS Option 2: Call Google Support Instant Changes! Si.ly/callthegoogle
    31. 31. DIG DEEP ON CITATIONS Step 2. • Getlisted.org • Google: “business name” + “phone #” • Whitespark Local Citation Finder • Brightlocal Citation Tracker • Organize citations so that you can see NAP data errors • Clean up duplicates/erroneous citations @paulalmkeller
    32. 32. GETLISTED.ORG @paulalmkeller
    33. 33. GETLISTED.ORG @paulalmkeller
    34. 34. Getting Started
    35. 35. Getting Started
    36. 36. GET PICKY WITH IT. • One listing per location using official NAP • Firms with multiple practitioner: one listing per practitioner also • Complete data: description, website, categori es, photos, etc. • If you find duplicates: • Use report a problem/edit details • Contact customer service @paulalmkeller
    37. 37. GO STRAIGHT TO THE SOURCE Inconsistent and duplicate citations are BAD. Check InfoGroup, Localeze & Acxiom for incorrect info. • InfoGroup: http://expressupdateusa.com • Localeze: http://webapp.localeze.com/directory/get-started.aspx • Acxiom: http://mybusinesslistingmanger.com @paulalmkeller
    38. 38. LOCAL TO YOU DIRECTORIES http://www.thecityofdallas.com/ http://businessdirectory.bizjournals.com/dallas
    39. 39. INDUSTRY DIRECTORIES http://bit.ly/lawlistings Courtesy of: Mike Ramsey, Nifty Marketing
    40. 40. ON-SITE LOCAL OPTIMIZATION Step 3. • Is NAP on website readable (in plain text, not in an image)? • NAP should match Google+ Local page NAP • Additional phone numbers should be non-crawlable • NAP should be structured data, either Schema or hCard • To create: schema.org • To validate: www.google.com/webmasters/tools/richsnippets • NAP on homepage, in footer, and location page(s)! @paulalmkeller
    41. 41. BUILD LOCATION PAGE(S) • Factors to include in a local page: • NAP in Schema or hCard • Embedded Google map linking to your G+ page • Hours • Payment Types • Photos • Testimonials and reviews • Meta description with address and phone included • Locally optimized URL name structure • (eg: domain.com/falls-church-va) @paulalmkeller
    42. 42. Improper or Non-Existent OnSite Local Optimization
    43. 43. SCHEMA & HCARD EXAMPLES @paulalmkeller
    44. 44. VALIDATE YOUR SNIPPETS www.google.com/webmasters/tools/richsnippets @paulalmkeller
    45. 45. MULTI-LOCATIONS Location page for each location • Create one location page per location • Create one locations page that lists all • If multiple addresses are on one page, MUST mark up in schema • Content on each must be unique • Include location-specific details • Staff names, neighborhood, parking tips • Use site architecture to guide the engines • Should live in /locations/ folder • Name pages with city-st • townsendla.com/locations/new-orleans-la • townsendla.com/locations/lafayette-la • townsendla.com/locations/baton-rouge-la • townsendla.com/locations/covington-la @paulalmkeller
    46. 46. FINAL THOUGHTS: KEY TAKEAWAYS • Claim Google+ Local listing (Post content) • Discover and update secondary listings • Focus on correcting / enhancing existing citations • Seek out local to you and industry directories • Go straight to the source with data feeds • Build location page(s) @paulalmkeller
    47. 47. THANK YOU! Paula Keller Pkeller@searchinfluence.com searchinfluence.com/blog twitter.com/Paulalmkeller slideshare.com/searchinfluence
    48. 48. BONUS: GOOGLE+ AUTHORSHIP DeLuca Plastic Surgery Authorship installed April 2012 • When comparing the six-month period prior to Authorship with the six-month period after installation: Google organic visits increased over 27% (+11,334 visits) @searchinfluence
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