1
How to Harness Local Search
With Katie Conroy
2
Local Search Basics
What is Local Search?
Advanced Search Profile Optimization
Research, Implementation
Building a Local...
3
What is Local Search?
Geo Modified Keywords
Explicit vs. Implicit Search
Local Search Basics
5
What Does Local Search Impact?
‣ SERPs
‣ Website Traffic
‣ Online Reputation
‣ Mobile Search
‣ Social Media
Search Engine Result Pages
SERPs
Local Search SERP Packs
9
Website Traffic
Website Traffic “Insights”
Online Reputation
Local Search Ranking Factors
13
• Physical Address in City of Search*
• Proper Category Associations
• Proximity of Addres...
14
Local Search Basics
What is Local Search?
Advanced Search Profile Optimization
Research, Implementation
Building a Loca...
2. Advanced Search Profile Optimization
A. Research Preparation
B. Implementing Google+
15
http://www.flickr.com/photos/co...
A. Research Preparation
‣ Treat your Local Search Campaign like you would Organic SEO
• Keywords
• Geographic's
• Lingo
- ...
A. Research Preparation
‣ Ask your Client! They are your best resource! Or ask your customers!
‣ Google AdWords: Keyword T...
B. Implementing Google+ Local
‣ What you Need Before you Begin
• NAPs
• Set Up NEW Business Google+ Email
• Landing Page M...
Google+
19
20
About Us Page = NAPs
Google+ Profile in Search
21
Logged In
22
Logged Out
Google+ Profile in Search
23
Local Search Basics
Quick Review
Advanced Search Profile Optimization
Research, Implementation
Building a Local Search ...
3.Enhancing Website for Local Search
A. Install Bing & Google Analytics, Webmaster Tools
B. Site Map
C. URL Structures
D. ...
A. Install Google
Analytics & Webmaster Tools
25
‣ http://www.google.com/analytics/learn/setupchecklist.html
B. Site Map
26
Create Simple Navigation, Upload to Google Sitemaps Account
C. URL Structures
‣ Keep it Simple & Consistent
• It must relate to content on page
‣ Keep it Short
‣ Use Lowercase, Use H...
D: Testimonials
28
Reviews on Website also help increase client trust
E. Landing Pages
‣ Using Homepage vs Custom Page
‣ Calls to Action
• Signups, Free eBook, Contact
‣ How does your bounce r...
F. Fresh Local Content!
30
G. Social Buttons
31
32
Local Search Basics
Quick Review
Advanced Search Profile Optimization
Research, Implementation
Building a Local Search ...
4. Building a Local Search Campaign
A. Citation Profiles
B. Citation Generation Tools
C. Further Your Education!
33
A. Citation Profiles
‣ Anywhere your NAP is listed, known and unknown
‣ .edu and .org
‣ Local Blogs, Local Chamber of Comm...
A. Citation Profiles
35
Acxiom
Localeze
Infogroup
Yahoo
Yelp
CitySearch
Manta
Merchant Circle
Linkedin
Yellowpages
Insider...
B. Citation Generation Tools
‣ Best Sources for Local Citations by Category
• http://getlisted.org/resources/local-citatio...
B. Citation Generation Tools
‣ Whitespark-- www.whitespark.ca
37
#1 Tool For Citation Research
Whitespark Citation Finder
‣ Gathers phone numbers for top ranking sites
‣ Performs a search for phone number
‣ Finds all ...
B. Citation Generation Tools
‣ GetListed.org
• Quickly get a feel for where you’re listed- just a start
‣ Mike Blumenthal’...
C. Further your Education
‣ www.davidmihm.com/blog/
• Blog by David Mihm
‣ http://www.localseoguide.com/
• Blog by Andrew ...
41
Thank You!
Katie Conroy
katie@hallme.com
Katie.evelyn.conroy@gmail.com
Google+ With Me!
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Social media breakfast presentation local search katie (1)

  1. 1. 1 How to Harness Local Search With Katie Conroy
  2. 2. 2 Local Search Basics What is Local Search? Advanced Search Profile Optimization Research, Implementation Building a Local Search Campaign Citation Profiles, Generation Tools, and Education Enhancing a Website for Local Search All the Steps Explained 1 2 3 4 AGENDA
  3. 3. 3 What is Local Search?
  4. 4. Geo Modified Keywords Explicit vs. Implicit Search
  5. 5. Local Search Basics 5
  6. 6. What Does Local Search Impact? ‣ SERPs ‣ Website Traffic ‣ Online Reputation ‣ Mobile Search ‣ Social Media
  7. 7. Search Engine Result Pages
  8. 8. SERPs
  9. 9. Local Search SERP Packs 9
  10. 10. Website Traffic
  11. 11. Website Traffic “Insights”
  12. 12. Online Reputation
  13. 13. Local Search Ranking Factors 13 • Physical Address in City of Search* • Proper Category Associations • Proximity of Address to Centroid • Domain Authority of Website • Quantity & Quality of Citations • Reviews • NAPs http://www.flickr.com/photos/coreytempleton/9116937907/
  14. 14. 14 Local Search Basics What is Local Search? Advanced Search Profile Optimization Research, Implementation Building a Local Search Campaign Citation Profiles, Generation Tools, and Education Enhancing a Website for Local Search All the Steps Explained 1 2 3 4 AGENDA
  15. 15. 2. Advanced Search Profile Optimization A. Research Preparation B. Implementing Google+ 15 http://www.flickr.com/photos/coreytempleton/8636502888/
  16. 16. A. Research Preparation ‣ Treat your Local Search Campaign like you would Organic SEO • Keywords • Geographic's • Lingo - Pop vs. Soda vs. Coke - Grinder vs. Sub vs. hero vs. Hoagie 16 Know your client as if you started the company (Some of you did!) http://www.popvssoda.com/
  17. 17. A. Research Preparation ‣ Ask your Client! They are your best resource! Or ask your customers! ‣ Google AdWords: Keyword Tool ‣ Bing Keyword Tool ‣ Google Analytics • Keywords Located in the Traffic Sources Overview • Demographics located in the Audience Overview ‣ Manual Search! Use your own eyes and judgment ‣ Competitor Analysis 17 Tools to Use for Keywords
  18. 18. B. Implementing Google+ Local ‣ What you Need Before you Begin • NAPs • Set Up NEW Business Google+ Email • Landing Page Metadata • Contact Person at Physical Address • Multimedia: logo, photos, and videos • Promotions • Social Media Integration 18 Search Engine Profiles
  19. 19. Google+ 19
  20. 20. 20 About Us Page = NAPs
  21. 21. Google+ Profile in Search 21 Logged In
  22. 22. 22 Logged Out Google+ Profile in Search
  23. 23. 23 Local Search Basics Quick Review Advanced Search Profile Optimization Research, Implementation Building a Local Search Campaign Citation Profiles, Generation Tools, and Education Enhancing a Website for Local Search All the Steps Explained 1 2 3 4 AGENDA
  24. 24. 3.Enhancing Website for Local Search A. Install Bing & Google Analytics, Webmaster Tools B. Site Map C. URL Structures D. Testimonials E. Landing Pages F. Unique Fresh Content G. Social Buttons 24 Your To-Do List
  25. 25. A. Install Google Analytics & Webmaster Tools 25 ‣ http://www.google.com/analytics/learn/setupchecklist.html
  26. 26. B. Site Map 26 Create Simple Navigation, Upload to Google Sitemaps Account
  27. 27. C. URL Structures ‣ Keep it Simple & Consistent • It must relate to content on page ‣ Keep it Short ‣ Use Lowercase, Use Hyphens • Ex: www.mysite.com/honolulu-plumbers 27 /keyword+location *where possible http://support.google.com/webmasters/bin/answer.py?hl=en&answer=76329
  28. 28. D: Testimonials 28 Reviews on Website also help increase client trust
  29. 29. E. Landing Pages ‣ Using Homepage vs Custom Page ‣ Calls to Action • Signups, Free eBook, Contact ‣ How does your bounce rate look? ‣ Remember Mobile Users! ‣ Trust Symbols • Pictures of staff, testimonials, BBB & Social Buttons 29http://www.flickr.com/photos/21366409@N00/3387535724/
  30. 30. F. Fresh Local Content! 30
  31. 31. G. Social Buttons 31
  32. 32. 32 Local Search Basics Quick Review Advanced Search Profile Optimization Research, Implementation Building a Local Search Campaign Citation Profiles, Generation Tools, and Education Enhancing a Website for Local Search All the Steps Explained 1 2 3 4 AGENDA
  33. 33. 4. Building a Local Search Campaign A. Citation Profiles B. Citation Generation Tools C. Further Your Education! 33
  34. 34. A. Citation Profiles ‣ Anywhere your NAP is listed, known and unknown ‣ .edu and .org ‣ Local Blogs, Local Chamber of Commerce, Local Directories ‣ Vertical-related Citations • Doctors.com • Lawyers.com • UnitedVanLines.com 34
  35. 35. A. Citation Profiles 35 Acxiom Localeze Infogroup Yahoo Yelp CitySearch Manta Merchant Circle Linkedin Yellowpages Insider Pages Kudzu TeleAtlas JudysBook Local.com Foursquare MyCity Superpages WhitePages Mapquest Dexknows Magic Yellow
  36. 36. B. Citation Generation Tools ‣ Best Sources for Local Citations by Category • http://getlisted.org/resources/local-citations-by-category.aspx ‣ Best Sources for Local Citations by City • http://getlisted.org/resources/local-citations-by-city.aspx 36
  37. 37. B. Citation Generation Tools ‣ Whitespark-- www.whitespark.ca 37 #1 Tool For Citation Research
  38. 38. Whitespark Citation Finder ‣ Gathers phone numbers for top ranking sites ‣ Performs a search for phone number ‣ Finds all citation sources which list top ranking sites ‣ Competitor Citation analysis ‣ Free, but paid with upgrades 38 How it works
  39. 39. B. Citation Generation Tools ‣ GetListed.org • Quickly get a feel for where you’re listed- just a start ‣ Mike Blumenthal’s Category Tool - http://blumenthals.com/index.php?Google_LBC_Categories - Lists all categories available by country ‣ Bright Local.com • Great Citation Tracker and Agency Tool- free and paid. 39
  40. 40. C. Further your Education ‣ www.davidmihm.com/blog/ • Blog by David Mihm ‣ http://www.localseoguide.com/ • Blog by Andrew Shotland ‣ http://blumenthals.com/blog/ • Blog by Mike Blumenthal ‣ http://www.smallbusinesssem.com/ • Blog by Matt McGee 40 Blogs from Smart People I Follow
  41. 41. 41 Thank You! Katie Conroy katie@hallme.com Katie.evelyn.conroy@gmail.com Google+ With Me!
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