6 Step Blueprint to Local Search Success - SEO.com SLCSEM Presentation
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6 Step Blueprint to Local Search Success - SEO.com SLCSEM Presentation

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On June 12, 2012, Bryan Phelps, Director of SEO at SEO.com gave this presentation at SLCSEM.

On June 12, 2012, Bryan Phelps, Director of SEO at SEO.com gave this presentation at SLCSEM.

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  • Bryan Phelps from SEO.comSuch a cool event. Huge thanks to your business teacher.About 10 years ago in a HS biz class, I asked about COOVery fortunate to have a teacher discussing such current business & marketing topics, not just the textbook.Plus Daymond
  • 2 Parts to “getting your site right”First – conversion – 60% no phone # on homepage, 75% no email, 66% no contact formGeneral conversion recommendations - Clean, easy to contactBig phone #, contact form, incentive to contact
  • MIT/Inside Sales study – 100x less likely to get in contact w/ a lead between 5 minutes and 30. Especially true for many industries of SMB – emergency services, taxis, etc.43% of businesses in the study never even responded.Study showed that for web submitted inquires, 78% of sales go to the first company to respond.SMB’s need to have a solution for immediate response – web or phone – call center service, web form to phone app, etc.
  • Beyond conversion – site optimization options specific to local search
  • Localeze, infogroup, D&B, Acxiom

6 Step Blueprint to Local Search Success - SEO.com SLCSEM Presentation Presentation Transcript

  • 1. 6 Step Blueprint toLocal Search Success
  • 2. About UsSEO.com – Small Business & Enterprise SEO – SEO.com/blog – @SEOcom – Facebook.com/seocom – https://plus.google.com/100708209354527166980Bryan Phelps – Director of SEO, Small Business – @BryanPhelps – Started SEO in 2005 – Working with SMB’s since 2007 – Directly & Indirectly worked with 5,000+ clients
  • 3. 6 Step BlueprintWhen doesn’t it work?1. Local Prominence2. Google+ Local (Places) is Buggy3. Be Persistent
  • 4. About Us
  • 5. Step 1 – Setup, Research & Tracking• Keyword Research – Cities (Provo Dentist) – Zips (Dentist 84065) – Local Lingo (Utah Valley Dentist) – Landmarks (Dentist near BYU)• Website Tracking – Contact Form Goal• Google Places Dashboard• Call Tracking – Play it Safe• Old School Tracking
  • 6. Step 2 – The Essentials: Claim, Fix & OptimizeClaim & Verify Yourself• Google Places • Best of the Web• Google MapMaker • Yelp• Bing • YellowPages• Yahoo • Infogroup• Localeze • Citysearch• D&B • Superpages• Acxiom • FoursquareConsistent Name, Address, Phone Number (NAP)
  • 7. Step 3 – Get your Site Right
  • 8. Step 3 – Get your Site Right
  • 9. Step 3 – Get your Site RightSpecific to Local Search:• Venice Update – Local Content• Schema• Crawlable NAP – consistent with listings• Blended Local Results – Links – Domain Authority – Keyword Usage
  • 10. Step 4 – More Citations
  • 11. Step 4 – More CitationsIndustry/GEO Specific• Avvo – Legal/Health• FindLaw - Legal• Health Grades – Health• Directories for every industry• Local directories / mediaAlso drives traffic, calls, customers.
  • 12. Step 4 – More CitationsCitation Tools & Tips• Whitespark Local Citation Finder• Search Queries – Competitors – Pieces of your NAP to find citations to fix• Unstructured Citations – Blogs – Forums – Partners Sites / Related Businesses – Look for Link Building + Citation Opportunities
  • 13. Step 5 – Review Strategy“Ask for reviews” alone isn’t a strategyFake reviews DEFINITELY isn’t a strategySet review outreach goals Get creative: – Review kiosks – “Review Me” cards – Email Lists, especially Gmail accounts. – Followers from Social – Brand Advocates – Partners & Vendors – Incentives? Infuse a “Get Reviewed” mentality among employees.
  • 14. Step 6 – Local Meet SocialMore Hype than Leads…usually.Can’t ignore the Google+Monster, especially withGoogle+ Local.Expect social (reviews,circles, etc.) to becomebigger in the localranking algorithm.
  • 15. Thank you!Bryan Phelps, SEO.com