The document summarizes strategies for optimizing local search engine results. It discusses using structured data to provide location and contact information, gathering reviews and testimonials, creating geo-sitemap files, and mobilizing websites. Plugins and tools are recommended for implementing structured data, collecting testimonials, and creating responsive mobile designs. The presentation provides specific techniques for local businesses to improve their search engine visibility and customer interactions.

1. Localize and Mobilize
Presented by:
Scott Hendison
Search Commander, Inc.

2. Scott Hendison
• Started marketing online in 1998 selling
software and computer repair services
• Began online marketing for others in 2002
• Co-founded SEMpdx in Portland OR in 2006
• 9th Las Vegas Pubcon, and it’s an honor to be
here on this panel!

3. What we do for local sites
• Structured data use
• Facilitate interaction w/ review sites
• Gathering testimonials & ratings
• Mobilization

4. What is Structured Data?
• The search and data industries have come
together to standardize, and make the sharing
of information simpler.
• Google recognizes schema.org, microformats,
microdata, RDFa and even has a tool now in
Webmster Tools called Data Highlighter

5. Structured Data =

6. Structured Data =

7. First Thing
• We lookup the client address at the USPS, and
change the address on the site to match.
• For a single location business, we place the
address in the footer of the site.
• We ensure that we‘re presenting that info
using the correct schema structured data

8. Schema
• Schema.org provides a collection of html tags
so webmasters can markup their pages in ways
recognized by major search providers.
• ‘Search providers‘ means not only G, Y and B,
but everything from Global Positioning Systems
like TomTom to services like Apple Maps

9. Schema

10. Schema

11. Schemacreator.org – by Raventools

12. Schemacreator.org – by Raventools

13. In WordPress, we put it in Footer.php
To get it on one line, you can just put it in a table…
<div align="center"><table><tr><td><div itemscope
itemtype="http://schema.org/LocalBusiness"><div itemprop="name"><strong>Business
Name</strong></div></td><td><div itemprop="address" itemscope
itemtype="http://schema.org/PostalAddress"><span itemprop="streetAddress"> 1234
5th Street</span> <span itemprop="addressLocality">City</span>, <span
itemprop="addressRegion">CA</span> <span
itemprop="postalCode">12345</span></td></tr></table></div>
</div>
Business Name - 1234 5th Street Cityname, CA 12345

14. Then we create a
better contact page

15. Local Search Contact Page
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Phone
Address
Hours
Map
Directions
Contact form
Lat / Long info
Use structured data

16. Local Search SEO Contact Page

17. Local Search Contact Page

18. Local Search Contact Page

19. Local Search Contact Page

20. Local Search Contact Page

21. Local Search Contact Page

22. Local Search Contact Page

23. Local Search Contact Page

24. Local Search Contact Page
,LLC

25. Local Search Contact Page
The free plug-in does not –
• Support Multi-location (premium does)
• Have a widget (premium does)
• Add a KML Sitemap – (premium does not)

26. KML Sitemap
• KML = Keyhole Markup Language
• For expressing geographic information and
visualization for telling apps like Google Earth,
Maps, etc. exactly where you are located
• May be overkill to use one, but is certainly
can‘t hurt you, so why not make one?

27. KML Sitemap

28. KML Sitemap

29. KML Sitemap - Multilocation

30. KML Sitemap

31. KML Sitemap
• Create a KML sitemap & upload to your site
• Google no longer supports direct submission
• Reference the KML sitemap file from your
regular sitemap.xml file
• Clicking on the locations.kml file will open it in
Google Earth.
• Data Overkill? Maybe, but why not do it?

32. Reviews

33. Reviews
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Facilitate user interaction w/ review sites
Would you rather have a review than a link?
Ask for them (despite what “they“ tell you)
Send links, postcards, use QR codes on the
tables and doors.
• Make it easy for users to leave them by sending
them to a specific feedback page

34. Reviews

35. Reviews

39. Testimonials

40. Testimonials
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Not to be confused with “reviews“
Just as important though
Don‘t steal your content from review sites ;)
Follow up post-sale with telephone interviews
to ensure and improve customer satsfaction.
• Use forms to gather customer info, then
display it with schema / aggregate ratings

41. Testimonials

42. Testimonials
• Schema rating scores are supposed to be for
the review sites, and *not* for testimonials
displayed on your own site.
• However, I would ask... why not?
• I see no problem with aggregating the ratings
and presenting them in structured data.
• We ARE doing this for clients, and IMO there‘s
nothing wrong with doing so, if they‘re legit.
• I‘m 100% positive... that I think so ;)

43. Plugins for Testimonials

44. Plugins for Testimonials

45. Plugins for Testimonials

46. Gather Testimonials

47. What did I want?
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Easy for non-programmers (me)
Shortcodes for use in the body or in widgets
Customizable options for their display
Customizable collection form
Rating scale (for rich snippets / stars)
Image upload for the testimonial writers
Structured data output including aggregation
Really, how hard could this be?

48. Testimonials Widget

49. Testimonials Widget

50. Testimonials Widget
• I almost didn’t try it because “widget” was
included in the name.
• The free version NOW offers almost everything
I need, and is just about perfected.
• I bought the premium version because after
our interactions, rating stars were integrated.
• The pages pass the Rich Snippet Tester with
flying colors, and pages are good looking, and
easily styled with CSS

51. Highly Recommended

52. Mobilize

53. Mobilize
• Responsive Design – I’m not a big fan because
text is often too small for me. Responsive does
NOT have to mean “eliminate pinch & zoom”!
• Give me mobile CTA’s
• Keep it fast!
• Limit my navigation
• Give me a full desktop view option
• There are TONS of mobile option$

54. Mobilize

55. Mobilize – WP Touch

56. Mobilize – WP Touch

57. Mobilize – WP Touch

58. Mobilize – WP Touch

59. Mobilize – WP Touch

60. Mobilize – WP Touch

61. Mobilize – WP Touch

62. Mobilize – WP Touch
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Don’t forget to add Analytics code!
Heavy customization is possible
Pro version offers even more design options
Tap to Call SHOULD be built in, but it’s not –
<a href="555-555-5555">Tap to Call</a>
Add the link in any post or page
(Or add a class for styling)
<a class="call" href="555-555-5555">Call Now!</a>
.call {
font-size:19px;
font-style:italic;
}

63. Mobilize – WP Touch

64. Thank You
Scott Hendison - @shendison
All the links:
USPS lookup
A few more extras:
Schema.org
Client Business Profile Sheet
Schema Creator
SEO Automatic Tools
KML / Geo sitemap generator
Local Keyword Tool
Lat / Long tool
Neighborhood Lookup Tool
Local Search Contact Page Plugin
Bright Local
Google Structured Data Tool
Infogroup
Our Profiles - WP Plugin
Localeze
Testimonials Widget – WP Plugin
Acxiom
WP Touch for Mobile - WP Plugin