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The Secrets of Local Search Marketing
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The Secrets of Local Search Marketing

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This is my slide deck from my local search marketing webinar this morning. In it we talk about three big problems, NAP, Citations, and Reviews.

This is my slide deck from my local search marketing webinar this morning. In it we talk about three big problems, NAP, Citations, and Reviews.

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http://www.manta.com 1046
http://www.seo.com 1040
http://feeds.seo.com 113
http://makom1.seoconnect.net 110
http://blog.technetsource.com 25
http://site-spring.com 8
http://cms 6
http://us-w1.rockmelt.com 5
http://translate.googleusercontent.com 4
http://stage.webconcepts.com 4
http://www.linksarefree.com 3
http://127.0.0.1:8795 3
http://tweets.rpardz.com 2
http://www.vxseo.com 2
http://prdesign.ca 1
http://a0.twimg.com 1
http://twitter.com 1
https://twitter.com 1
http://newdesignblog.com 1
http://www.howtofakealexa.com 1
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    The Secrets of Local Search Marketing The Secrets of Local Search Marketing Presentation Transcript

    • Local Search
    • BIGProblems
    • Big Problems
      NAP (Name, Address, Phone)
      Citations
      Reviews
    • Name - Address - Phone Number(NAP)
    • NAP
      HUGE problem in local
      Bad to focus on just your Place Page
      Align all data across all providers and locations
    • NAP
      Start with your website
      Dedicated page for each location
      Your official address (North vs N.), phone number, and business name
      Marked up with the proper schema
      http://schema.org/LocalBusiness
    • NAP
      Maps pages are set up and claimed
      Your official address (North vs. N.), phone number, and business name
    • NAP
      Get your data fixed upstream
      Major Data Providers
      Infogroup
      Acxiom
      Localeze
      Other Big Players
      Yellowpages.com
      Superpages.com
      Universal Business Listing
    • NAP
    • Citation Building
    • Citations
      Citations are to Place Pages as links are to web pages
      External web pages that reference your exact business name, address, and phone number
      I still don’t get it….
    • Citations
      Bathroom renovation in Salt Lake City
    • Okay… how do I get these?
    • Citations
      Used to be easy…
    • Citations
      Not anymore…
    • Citations
      Start with my favorites….
      Yelp
      Judy’s Book
      Merchant Circle
      Insider Pages
      Kudzu
      City Squares
      BOTW Local
      Hot Frog
    • Citations
      Competitive research
    • Citations
    • Citations
      Tools
      http://www.whitespark.ca/local-citation-finder/
    • Citations
    • Review Generation
    • Reviews
      Reviews are huge
      Build trust with the engines
      Build trust with your potential and current customers
    • How do I go about getting reviews?
    • Reviews
      ASK and make it easy!
      Unless your customers are socially savvy… they probably won’t go online and give you a review
    • Reviews
      Ask at point of sale or service
      “Don’t forget to review our product / service / customer service by visiting…”
      Print on receipts
      Provide a separate flyer
      Verbally ask
    • Reviews
      Ask via email
      First we must build the email list
      Built in if you are an online shop
      Much harder if you are a brick-and-mortar store
    • Reviews
      Incentivize the opt-in (don’t incentivize review)
      15% off your next purchase or service
      Segment your list by type of email account
      Gmail, Yahoo / Ymail, MSN / Hotmail, All Others
      Send them to appropriate page to leave review
    • Reviews
      Gmail  Google Places Page
      Yahoo/Ymail Yahoo Local Listing
      MSN/Hotmail  Bing Local Listing
      All Others  Take your best guess (Google Places, Yelp)
    • Reviews
      Ask via package inserts
      ** works amazingly well if you ship product **
    • Reviews
      Ask via site badges
      Prominently display on your website
      Examples…
    • Disclaimer #1: I do not condone the use of copyrighted logos
    • Disclaimer #2: I am not a graphic designer… These are pretty ugly!!!
    • Reviews
    • Conclusion
      Get your NAP cleaned up and standardized
      Build citations… as many as you can
      Get creative to get more reviews
    • Let’s Answer Some Questions