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 …

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

  • 1. Good Things Come in Small (Business) Packages: Beat Competition using Local Search Marketing
  • 2. Bryan Phelps Director of Local and Small Business SEO twitter.com/seocomLinkedin.com/company/seo.com
  • 3. About SEO.comTweet @SEOcom questions
  • 4. Getting Started What is local search marketing?
  • 5. What is local search marketing?This is:
  • 6. What is local search marketing?This is:
  • 7. What is local search marketing?This is:
  • 8. What is local search marketing?Some people even use these:
  • 9. What is local search marketing?It’s directories:
  • 10. What is local search marketing?It’s vertical and geo specific:
  • 11. What is local search marketing?It’s mobile:
  • 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. What is local search marketing? Over 53% of ALL local searches are performed on a mobile device.Source: Google
  • 14. What is local search marketing?It’s social:
  • 15. What is local search marketing?It’s reviews:
  • 16. What is local search marketing?It’s reviews:
  • 17. What is local search marketing?It’s sometimes even:
  • 18. What is local search marketing?Basically, it’s not this:
  • 19. What is local search marketing?Or this:
  • 20. What is local search marketing?Or this:
  • 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. Your 6 Step Blueprintto beating the competition using local search marketing
  • 23. Step 1 – Setup, Research & TrackingWebsite Tracking Google Analytics google.com/analytics
  • 24. Step 1 – Setup, Research & TrackingWebsite Tracking – Contact Form Goal
  • 25. Step 1 – Setup, Research & TrackingDashboardsGoogle PlacesBing/Yahoo LocalDirectoriesSocialRankingsPPCWebmaster Tools
  • 26. Step 1 – Setup, Research & TrackingCall Tracking – Not Advised
  • 27. Step 1 – Setup, Research & TrackingOld School Tracking
  • 28. Step 1 – Setup, Research & Tracking“Half of my [online]advertising budget iswasted. The problemis that I don’t knowwhich half”
  • 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. Step 1 – Setup, Research & Tracking
  • 31. Step 1 – Setup, Research & Tracking Companies that blog receive 55% more website traffic.Source: Hubspot
  • 32. Step 2 – Your Business Data Data PublishersConsistent Name, Address, Phone Number (NAP)
  • 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. Step 2 – Your Business DataBusiness Listing Optimization TipsUtilize ALL 5 categories
  • 35. Step 2 – Your Business Data Business Listing Optimization TipsPublish Your AddressBeware of the GooglePhone Call!
  • 36. Step 2 – Your Business Data Business Listing Optimization TipsLocal Search Ranking Factors – DavidMihm.com
  • 37. Step 2 – Your Business DataBusiness Listing Optimization Tips – What Not To Do
  • 38. Step 3 – Your Website
  • 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. Step 3 – Your Website
  • 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. Step 3 – Your Website
  • 43. Step 3 – Your Website
  • 44. Step 3 – Your WebsiteLocal Landing Pageshttp://lawyers.findlaw.com/lawyer/firm/Divorce/Las-Vegas/Nevada
  • 45. Step 3 – Your WebsiteLocal SchemaStructured Markup, Crawlable N.A.P.Free tools:Schema-Creator.orgMicroformats.org
  • 46. Step 3 – Your Website KML File / GEO Sitemap Tells search engines exact address of your companyFree tool:http://www.geositemapgenerator.com/
  • 47. Step 4 – Business Citations Name Address Phone #
  • 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. Step 4 – Business CitationsCitation Tools & TipsWhitespark Local Citation Finder https://www.whitespark.ca/local-citation-finder/
  • 50. Step 4 – Business CitationsCitation Tools & TipsBest Citation Sources by City http://getlisted.org/resources/local-citations-by-city.aspx
  • 51. Step 4 – Business CitationsCitation Tools & TipsBest Citation Sources by Category http://getlisted.org/resources/local-citations-by-category.aspx
  • 52. Step 4 – Business CitationsCitation Tools & TipsUnstructured Citations – Blogs – Forums – Partners Sites / Related Businesses – Look for Link Building + Citation Opportunities
  • 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. 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. 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. Step 5 – Review StrategySocial Proof!
  • 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. Step 6 – Local Meet SocialSo about Google+…
  • 59. Step 6 – Local Meet SocialWhy be on Google+?
  • 60. Step 6 – Local Meet SocialWhy be on Google+?
  • 61. Step 6 – Local Meet SocialWhy be on Google+?
  • 62. Step 6 – Local Meet SocialGoogle+ Predictions
  • 63. Step 6 – Local Meet SocialGoogle+ Predictions
  • 64. Step 6 – Local Meet SocialGoogle+ Predictions
  • 65. ResourcesLocal Search Resources & Data Sources •SEO.com •GetListed.org •NiftyMarketing.com •SEOMoz.org •DavidMihm.com •Whitespark.ca •Hubspot.com
  • 66. Thank you!Bryan Phelps, SEO.com