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Good Things Come in Small (Business)   Packages: Beat Competition using              Local Search Marketing
Bryan Phelps           Director of Local and            Small Business SEO            twitter.com/seocomLinkedin.com/compa...
About SEO.comTweet @SEOcom questions
Getting Started What is local search marketing?
What is local search marketing?This is:
What is local search marketing?This is:
What is local search marketing?This is:
What is local search marketing?Some people even use these:
What is local search marketing?It’s directories:
What is local search marketing?It’s vertical and geo specific:
What is local search marketing?It’s mobile:
What is local search marketing? It’s mobile:9 out of 10 users take action as a result of mobile internetsearch!77% contact...
What is local search marketing?  Over 53% of ALL local searches       are performed on a         mobile device.Source: Goo...
What is local search marketing?It’s social:
What is local search marketing?It’s reviews:
What is local search marketing?It’s reviews:
What is local search marketing?It’s sometimes even:
What is local search marketing?Basically, it’s not this:
What is local search marketing?Or this:
What is local search marketing?Or this:
What is local search marketing? My definition: “Any online means of generating more website traffic, walk-ins, phone calls...
Your 6 Step Blueprintto beating the competition using local search marketing
Step 1 – Setup, Research & TrackingWebsite Tracking  Google Analytics  google.com/analytics
Step 1 – Setup, Research & TrackingWebsite Tracking  – Contact Form Goal
Step 1 – Setup, Research & TrackingDashboardsGoogle PlacesBing/Yahoo LocalDirectoriesSocialRankingsPPCWebmaster Tools
Step 1 – Setup, Research & TrackingCall Tracking – Not Advised
Step 1 – Setup, Research & TrackingOld School Tracking
Step 1 – Setup, Research & Tracking“Half of my [online]advertising budget iswasted. The problemis that I don’t knowwhich h...
Step 1 – Setup, Research & TrackingKeyword Research  – Cities (Provo Dentist)  – Zips (Dentist 84065)  – Local Lingo (Utah...
Step 1 – Setup, Research & Tracking
Step 1 – Setup, Research & Tracking                  Companies that blog receive                         55% more         ...
Step 2 – Your Business Data Data PublishersConsistent Name, Address, Phone Number (NAP)
Step 2 – Your Business DataClaim & Verify Yourself•   Google+ Local            •   YellowPages•   Bing                    ...
Step 2 – Your Business DataBusiness Listing Optimization TipsUtilize ALL 5 categories
Step 2 – Your Business Data Business Listing Optimization TipsPublish Your AddressBeware of the GooglePhone Call!
Step 2 – Your Business Data Business Listing Optimization TipsLocal Search Ranking Factors – DavidMihm.com
Step 2 – Your Business DataBusiness Listing Optimization Tips – What Not To Do
Step 3 – Your Website
Step 3 – Your Website Make it easy:60% of SMB’s don’t have a phone number on thehomepage75% of SMB’s have no email address...
Step 3 – Your Website
Step 3 – Your WebsiteSpecific to Local Search:Venice Update – Local Content“Improvements to ranking for local search resul...
Step 3 – Your Website
Step 3 – Your Website
Step 3 – Your WebsiteLocal Landing Pageshttp://lawyers.findlaw.com/lawyer/firm/Divorce/Las-Vegas/Nevada
Step 3 – Your WebsiteLocal SchemaStructured Markup, Crawlable N.A.P.Free tools:Schema-Creator.orgMicroformats.org
Step 3 – Your Website KML File / GEO Sitemap Tells search engines exact address of your companyFree tool:http://www.geosit...
Step 4 – Business Citations                       Name                              Address                              P...
Step 4 – Business CitationsIndustry/GEO Specific• Avvo – Legal/Health• FindLaw - Legal• Health Grades – Health• Directorie...
Step 4 – Business CitationsCitation Tools & TipsWhitespark Local Citation Finder https://www.whitespark.ca/local-citation-...
Step 4 – Business CitationsCitation Tools & TipsBest Citation Sources by City http://getlisted.org/resources/local-citatio...
Step 4 – Business CitationsCitation Tools & TipsBest Citation Sources by Category http://getlisted.org/resources/local-cit...
Step 4 – Business CitationsCitation Tools & TipsUnstructured Citations  – Blogs  – Forums  – Partners Sites / Related    B...
Step 5 – Review StrategyCreate a Review Strategy:                  Strategy             Tactics“Ask for reviews” alone isn...
Step 5 – Review Strategy    Strategy                                    Tactics                                 Goal      ...
Step 5 – Review StrategyReviews Help You Rank & Convert70% of online users trust consumer opinions posted onlineConsumer r...
Step 5 – Review StrategySocial Proof!
Step 6 – Local Meet Social Where do your customers spend their time?Users:   90mm    900mm       200mm    120mm   10mmUser...
Step 6 – Local Meet SocialSo about Google+…
Step 6 – Local Meet SocialWhy be on Google+?
Step 6 – Local Meet SocialWhy be on Google+?
Step 6 – Local Meet SocialWhy be on Google+?
Step 6 – Local Meet SocialGoogle+ Predictions
Step 6 – Local Meet SocialGoogle+ Predictions
Step 6 – Local Meet SocialGoogle+ Predictions
ResourcesLocal Search Resources & Data Sources •SEO.com •GetListed.org •NiftyMarketing.com •SEOMoz.org •DavidMihm.com •Whi...
Thank you!Bryan Phelps, SEO.com
Good Things Come in Small (Business) Packages:Beat Competition Using Local Search Marketing
Good Things Come in Small (Business) Packages:Beat Competition Using Local Search Marketing
Good Things Come in Small (Business) Packages:Beat Competition Using Local Search Marketing
Good Things Come in Small (Business) Packages:Beat Competition Using Local Search Marketing
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Good Things Come in Small (Business) Packages:Beat Competition Using Local Search Marketing

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The following presentation entitled "Good Things Come in Small (Business) Packages:Beat Competition Using Local Search Marketing" was given at the Small Business Expo in Los Angeles, CA on November 8th. The presentation includes some general information about local search, statistics and a 6 step blueprint to beat your competition.

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  • Google analytics – track traffic, pageviews, sources, search traffic, referral traffic, everything.
  • Google analytics – track traffic, pageviews, sources, search traffic, referral traffic, everything.
  • 2 Parts to “getting your site right”First – conversion Second – search engine optimization
  • 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
  • Location in URL, heading tags, unique content, title & meta tags, backlinks
  • What is a citation?
  • Users now have to login to Google+ to leave reviews SpamPower Users/Author Rank
  • Transcript of "Good Things Come in Small (Business) Packages:Beat Competition Using Local Search Marketing"

    1. 1. Good Things Come in Small (Business) Packages: Beat Competition using Local Search Marketing
    2. 2. Bryan Phelps Director of Local and Small Business SEO twitter.com/seocomLinkedin.com/company/seo.com
    3. 3. About SEO.comTweet @SEOcom questions
    4. 4. Getting Started What is local search marketing?
    5. 5. What is local search marketing?This is:
    6. 6. What is local search marketing?This is:
    7. 7. What is local search marketing?This is:
    8. 8. What is local search marketing?Some people even use these:
    9. 9. What is local search marketing?It’s directories:
    10. 10. What is local search marketing?It’s vertical and geo specific:
    11. 11. What is local search marketing?It’s mobile:
    12. 12. What is local search marketing? It’s mobile:9 out of 10 users take action as a result of mobile internetsearch!77% contact a business when searching59% will visit a store58% use phone to look up a business for driving directions54% will visit your website from local searches88% will take action within 1 daySource: Google
    13. 13. What is local search marketing? Over 53% of ALL local searches are performed on a mobile device.Source: Google
    14. 14. What is local search marketing?It’s social:
    15. 15. What is local search marketing?It’s reviews:
    16. 16. What is local search marketing?It’s reviews:
    17. 17. What is local search marketing?It’s sometimes even:
    18. 18. What is local search marketing?Basically, it’s not this:
    19. 19. What is local search marketing?Or this:
    20. 20. What is local search marketing?Or this:
    21. 21. What is local search marketing? My definition: “Any online means of generating more website traffic, walk-ins, phone calls or other actions to your website or physical store.”
    22. 22. Your 6 Step Blueprintto beating the competition using local search marketing
    23. 23. Step 1 – Setup, Research & TrackingWebsite Tracking Google Analytics google.com/analytics
    24. 24. Step 1 – Setup, Research & TrackingWebsite Tracking – Contact Form Goal
    25. 25. Step 1 – Setup, Research & TrackingDashboardsGoogle PlacesBing/Yahoo LocalDirectoriesSocialRankingsPPCWebmaster Tools
    26. 26. Step 1 – Setup, Research & TrackingCall Tracking – Not Advised
    27. 27. Step 1 – Setup, Research & TrackingOld School Tracking
    28. 28. Step 1 – Setup, Research & Tracking“Half of my [online]advertising budget iswasted. The problemis that I don’t knowwhich half”
    29. 29. Step 1 – Setup, Research & TrackingKeyword Research – Cities (Provo Dentist) – Zips (Dentist 84065) – Local Lingo (Utah Valley Dentist) – Landmarks (Dentist near BYU) – Free Tool: adwords.google.com/o/KeywordTool Create Content!
    30. 30. Step 1 – Setup, Research & Tracking
    31. 31. Step 1 – Setup, Research & Tracking Companies that blog receive 55% more website traffic.Source: Hubspot
    32. 32. Step 2 – Your Business Data Data PublishersConsistent Name, Address, Phone Number (NAP)
    33. 33. Step 2 – Your Business DataClaim & Verify Yourself• Google+ Local • YellowPages• Bing • Citysearch• Yahoo! Local • Superpages• Best of the Web • Foursquare• Yelp • YellowbookConsistent Name, Address, Phone Number (NAP)
    34. 34. Step 2 – Your Business DataBusiness Listing Optimization TipsUtilize ALL 5 categories
    35. 35. Step 2 – Your Business Data Business Listing Optimization TipsPublish Your AddressBeware of the GooglePhone Call!
    36. 36. Step 2 – Your Business Data Business Listing Optimization TipsLocal Search Ranking Factors – DavidMihm.com
    37. 37. Step 2 – Your Business DataBusiness Listing Optimization Tips – What Not To Do
    38. 38. Step 3 – Your Website
    39. 39. Step 3 – Your Website Make it easy:60% of SMB’s don’t have a phone number on thehomepage75% of SMB’s have no email address on their site66% of SMB’s don’t have a contact form on their site
    40. 40. Step 3 – Your Website
    41. 41. Step 3 – Your WebsiteSpecific to Local Search:Venice Update – Local Content“Improvements to ranking for local search results. [launch codename “Venice”] This improvement improves the triggering of Local Universal results by relying more on the ranking of our main search results as a signal."Improved local results. We launched a new system to find results from a user’s city more reliably. Now we’re better able to detect when both queries and documents are local to the user."
    42. 42. Step 3 – Your Website
    43. 43. Step 3 – Your Website
    44. 44. Step 3 – Your WebsiteLocal Landing Pageshttp://lawyers.findlaw.com/lawyer/firm/Divorce/Las-Vegas/Nevada
    45. 45. Step 3 – Your WebsiteLocal SchemaStructured Markup, Crawlable N.A.P.Free tools:Schema-Creator.orgMicroformats.org
    46. 46. Step 3 – Your Website KML File / GEO Sitemap Tells search engines exact address of your companyFree tool:http://www.geositemapgenerator.com/
    47. 47. Step 4 – Business Citations Name Address Phone #
    48. 48. Step 4 – Business CitationsIndustry/GEO Specific• Avvo – Legal/Health• FindLaw - Legal• Health Grades – Health• Directories for every industry• Local directories / mediaAlso drives traffic, calls, customers.
    49. 49. Step 4 – Business CitationsCitation Tools & TipsWhitespark Local Citation Finder https://www.whitespark.ca/local-citation-finder/
    50. 50. Step 4 – Business CitationsCitation Tools & TipsBest Citation Sources by City http://getlisted.org/resources/local-citations-by-city.aspx
    51. 51. Step 4 – Business CitationsCitation Tools & TipsBest Citation Sources by Category http://getlisted.org/resources/local-citations-by-category.aspx
    52. 52. Step 4 – Business CitationsCitation Tools & TipsUnstructured Citations – Blogs – Forums – Partners Sites / Related Businesses – Look for Link Building + Citation Opportunities
    53. 53. Step 5 – Review StrategyCreate a Review Strategy: Strategy Tactics“Ask for reviews” alone isn’t a strategy Planning DoingFake reviews DEFINITELY isn’t a strategySet review outreach goals Large Scale Smaller Scale Why How Difficult to Copy Easy to Copy Long Time Frame Short Time Frame
    54. 54. Step 5 – Review Strategy Strategy Tactics Goal •Contact known raving fans via phone Get reviews •Research Facebook fans and reach out 10 reviews per from our raving fans •Look through existing reviews and reach out to happy month customers and ask for a review on another site. •Install in-store kiosk for customer useGet reviews from in-store 5 reviews per •Add “review us” verbiage to receipts visits month •Start collecting emails in-store for email blasts Address all bad •Prioritize list of most harmful reviewsManage reputation issues reviews within 1 •Respond to each negative review personally of current reviews week of being •Contact bad reviews within 2 business days posted. •Prioritize list of vendors/partners by relationship 2 reviews perVendor & Partner Reviews •Provide detail on how to review us on various portals month •Reciprocate reviews within 5 business days
    55. 55. Step 5 – Review StrategyReviews Help You Rank & Convert70% of online users trust consumer opinions posted onlineConsumer recommendations and opinions are the most trusted source ofproduct info61% of people rely on user reviews for product information before a buyingdecision is made.63% of consumers indicate they are more likely to purchase from a site if ithas ratings and reviews
    56. 56. Step 5 – Review StrategySocial Proof!
    57. 57. Step 6 – Local Meet Social Where do your customers spend their time?Users: 90mm 900mm 200mm 120mm 10mmUsers: 15mm Millions 14mm 7.5mm 18mm
    58. 58. Step 6 – Local Meet SocialSo about Google+…
    59. 59. Step 6 – Local Meet SocialWhy be on Google+?
    60. 60. Step 6 – Local Meet SocialWhy be on Google+?
    61. 61. Step 6 – Local Meet SocialWhy be on Google+?
    62. 62. Step 6 – Local Meet SocialGoogle+ Predictions
    63. 63. Step 6 – Local Meet SocialGoogle+ Predictions
    64. 64. Step 6 – Local Meet SocialGoogle+ Predictions
    65. 65. ResourcesLocal Search Resources & Data Sources •SEO.com •GetListed.org •NiftyMarketing.com •SEOMoz.org •DavidMihm.com •Whitespark.ca •Hubspot.com
    66. 66. Thank you!Bryan Phelps, SEO.com
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