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Thriving and Surviving in Local Search at #stateofsearch
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Thriving and Surviving in Local Search at #stateofsearch


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

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


  • 1. Scalable Solutions Powered by Experts @paulalmkeller
  • 2. SURVIVING & THRIVING IN LOCAL SEARCH The challenge of the local digital market Location, Consistency, Customers @paulalmkeller
  • 3. 3 “EASY” STEPS 1. Straighten up your Google+ situation 2. Dig deep on citations 3. On-site local optimization @searchinfluence
  • 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. 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. AS SEEN IN: @paulalmkeller
  • 7. 70% of U.S. households now use the Internet when shopping locally. -ComScore @paulalmkeller
  • 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. WHERE IS LOCAL SEARCH? PAID Search Results ORGANIC Search Results LOCAL Search Results @paulalmkeller ORGANIC Search Results
  • 11. WHERE IS LOCAL SEARCH? @paulalmkeller
  • 12. WHERE IS LOCAL SEARCH? @paulalmkeller
  • 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. “LOCAL” IS RELATIVE @paulalmkeller
  • 15. AUDIT BUSINESS INFORMATION NAP First! • Confirm name • Multiple variations? • Check Secretary of State • Confirm address • • Confirm phone • One per location • Should be local • Avoid call-tracking numbers @searchinfluence
  • 16. ESSENTIAL: CONSISTENT NAP @paulalmkeller
  • 17. THE ANATOMY OF NAP What is a local citation? NAP+W Name Address Phone # Website @paulalmkeller
  • 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. SOLIDIFY YOUR NAP Audit Business Info First! • Confirm Name • Multiple variations? Check Secretary of State. • Confirm Address • • 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. YOUR GOOGLE+ PAGE Step 1. Search @paulalmkeller
  • 21. @paulalmkeller
  • 22. @paulalmkeller
  • 23. LINK YOUR +PAGE AND YOUR WEBSITE @searchinfluence
  • 28. GET RID OF G+ DUPS Option 1: Report a Problem If done from biz G+ acct, changes take about 1 week @paulalmkeller
  • 29. GET RID OF G+ DUPS Option 1: Report a Problem @paulalmkeller
  • 30. GET RID OF G+ DUPS Option 2: Call Google Support Instant Changes!
  • 31. DIG DEEP ON CITATIONS Step 2. • • 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. GETLISTED.ORG @paulalmkeller
  • 33. GETLISTED.ORG @paulalmkeller
  • 34. Getting Started
  • 35. Getting Started
  • 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. GO STRAIGHT TO THE SOURCE Inconsistent and duplicate citations are BAD. Check InfoGroup, Localeze & Acxiom for incorrect info. • InfoGroup: • Localeze: • Acxiom: @paulalmkeller
  • 39. INDUSTRY DIRECTORIES Courtesy of: Mike Ramsey, Nifty Marketing
  • 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: • To validate: • NAP on homepage, in footer, and location page(s)! @paulalmkeller
  • 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: @paulalmkeller
  • 42. Improper or Non-Existent OnSite Local Optimization
  • 43. SCHEMA & HCARD EXAMPLES @paulalmkeller
  • 44. VALIDATE YOUR SNIPPETS @paulalmkeller
  • 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 • • • • @paulalmkeller
  • 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. THANK YOU! Paula Keller
  • 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