This webinar will teach you:
• How local search works
• Where you need to focus your efforts to maximize local online exposure
• What it takes to stay competitive
4. Bryan Phelps
Director of Local Search
Twitter.com/bryanphelps
Linkedin.com/company/seo.com
5. Step 1
Getting Set Up
Tweet @SEOcom questions – Hashtag #SEOwebinar
6. Step 1: Getting Set Up
Track Everything!
Tweet @SEOcom question – Hashtag #SEOwebinar
7. Step 1: Getting Set Up
Track Everything!
Google Analytics Goals
Tweet @SEOcom question – Hashtag #SEOwebinar
8. Step 1: Getting Set Up
Track Everything!
Google Places Dashboard
Tweet @SEOcom question – Hashtag #SEOwebinar
9. Step 1: Getting Set Up
Track Everything!
Offline / Manual Tracking
Tweet @SEOcom question – Hashtag #SEOwebinar
10. Step 1: Getting Set Up
Call Tracking?
Tweet @SEOcom question – Hashtag #SEOwebinar
11. Step 1: Getting Set Up
Know Your Keywords
Tweet @SEOcom question – Hashtag #SEOwebinar
12. Step 1: Getting Set Up
Know Your Keywords
54.5% of queries are greater than 3
words.
25% of queries have never been seen
before.
Tweet @SEOcom question – Hashtag #SEOwebinar
14. Step 2: Local Search Essentials
Before we go there…
NAP
Tweet @SEOcom question – Hashtag #SEOwebinar
15. Step 2: Local Search Essentials
Name, Address, Phone Number
Joe’s Plumbing
123 Main St.
Joes Plumbing
123 Main Street
Joe’s Plumbing LLC
123 Main St. #101
Joe’s Plumbing, LLC
123 Main Street #101
Joe’s Plumbing & Air
123 Main St. Suite 101
Joe’s Plumbing & Heating
123 Main Street Suite 101
Joes Plumbing & Heating
123 Main St. Ste 101
Joes Heating
123 Main Street Ste 101
Joe’s Heating
Utah
Joes Plumbing and Air
UT
Joes Plumbing and Heating
Ut
Joe’s Plumbing and Heating
Tweet @SEOcom question – Hashtag #SEOwebinar
17. Step 2: Local Search Essentials
The Essentials
Local Search Destinations Data Aggregators
Google Places Localeze
Google MapMaker D&B
Bing Acxiom
Yahoo Infogroup
Best of the Web
Yelp
YellowPages
Citysearch
Superpages
Foursquare
Tweet @SEOcom question – Hashtag #SEOwebinar
18. Step 3
Get Your Site Right
Tweet @SEOcom questions – Hashtag #SEOwebinar
19. Step 3: Get Your Site Right
Part 1: Local Search Website Optimization
Venice: Local search results for broad search queries
Tweet @SEOcom question – Hashtag #SEOwebinar
20. Step 3: Get Your Site Right
Part 1: Local Search Website Optimization
Venice: Local search results for broad search queries
Tweet @SEOcom question – Hashtag #SEOwebinar
21. Step 3: Get Your Site Right
Part 1: Local Search Website Optimization
Local Schema, Crawlable NAP
Tweet @SEOcom question – Hashtag #SEOwebinar
22. Step 3: Get Your Site Right
Part 1: Local Search Website Optimization
Blended Results, Traditional SEO factors
Tweet @SEOcom question – Hashtag #SEOwebinar
23. Step 3: Get Your Site Right
Part 2: Conversion Optimization
Get more calls, emails, appointments from your traffic.
Tweet @SEOcom question – Hashtag #SEOwebinar
24. Step 3: Get Your Site Right
Part 2: Conversion Optimization
Get more calls, emails, appointments from your traffic.
60% don’t have a phone number on their
homepage.
75% don’t have an email address on their
website.
66% don’t have a contact form on their
website.
Tweet @SEOcom question – Hashtag #SEOwebinar
25. Step 3: Get Your Site Right
Part 2: Conversion Optimization
P.S. Respond Quickly!
100x more likely to speak with a
lead if called within 5 minutes vs.
30 minutes
43% never responded
78% of sales went to 1st company
to respond.
Tweet @SEOcom question – Hashtag #SEOwebinar
37. Step 6
Local Meets Social
Tweet @SEOcom questions – Hashtag #SEOwebinar
38. Step 6: Local Meets Social
Google+ Local
Social Network + Online Identity + Forced Sharing
Tweet @SEOcom question – Hashtag #SEOwebinar
39. Summary
1. Research & Setup
Online Tracking, Offline Tracking & Keyword Research
2. Local Search Essentials
Own Your Data
3. Get Your Site Right
Website Optimization & Conversion Optimization
4. More Citations
NAP in structured & unstructured sources
5. Get Reviews
Start an ongoing review strategy
6. Social Meets Local
Stay ahead of the curve, get active on social
Tweet @SEOcom question – Hashtag #SEOwebinar
41. Bryan Phelps
Director of Local Search
Twitter.com/bryanphelps
Linkedin.com/company/seo.com
Connect with SEO.com
http://twitter.com/seocom
http://www.facebook.com/seocom
http://www.linkedin.com/company/seo.com
Local landing pages – URL, title tag, description, local links. Also beneficial for Maps optimization for each location to have their own landing page listed.
Links, Domain Authority, KW usages on Website mixed with Google+ Local profile optimization and citationsTitle tag of website, not google+ local listing
Phone numbers, contact forms, easy to use, clean, simple, not outdated.Incentive to contact increase Conversion Rate, another form of tracking.
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.
Industry directoriesLocal directories
Industry directoriesLocal directoriesStructured
Unstructured CitationsBlogsForumsPartners Sites / Related BusinessesLook for Link Building + Citation Opportunities
Score = conversionsQuantity = rankings
Start w/ your biggest fans – fb, twitter, google+, instagram, pinterest, in-store fansMass request – personal works better
Segment your email list – make it personal, not a big blastGoogle -> PlacesYahoo -> YelpSpread out your review sources – looks more natural and people use those other sites
Mailers, business cards, flyers w/ instructionsContests/incentives – leave a review, 1 lucky winner picked. Don’t incentivize each and every reviewLastly, Spread out reviews on google+ local to look natural, ongoing process