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Social media breakfast presentation local search katie (1)

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  • 1. 1 How to Harness Local Search With Katie Conroy
  • 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 What is Local Search?
  • 4. Geo Modified Keywords Explicit vs. Implicit Search
  • 5. Local Search Basics 5
  • 6. What Does Local Search Impact? ‣ SERPs ‣ Website Traffic ‣ Online Reputation ‣ Mobile Search ‣ Social Media
  • 7. Search Engine Result Pages
  • 8. SERPs
  • 9. Local Search SERP Packs 9
  • 10. Website Traffic
  • 11. Website Traffic “Insights”
  • 12. Online Reputation
  • 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 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. 2. Advanced Search Profile Optimization A. Research Preparation B. Implementing Google+ 15 http://www.flickr.com/photos/coreytempleton/8636502888/
  • 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. 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. 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. Google+ 19
  • 20. 20 About Us Page = NAPs
  • 21. Google+ Profile in Search 21 Logged In
  • 22. 22 Logged Out Google+ Profile in Search
  • 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. 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. A. Install Google Analytics & Webmaster Tools 25 ‣ http://www.google.com/analytics/learn/setupchecklist.html
  • 26. B. Site Map 26 Create Simple Navigation, Upload to Google Sitemaps Account
  • 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. D: Testimonials 28 Reviews on Website also help increase client trust
  • 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. F. Fresh Local Content! 30
  • 31. G. Social Buttons 31
  • 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. 4. Building a Local Search Campaign A. Citation Profiles B. Citation Generation Tools C. Further Your Education! 33
  • 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. 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. 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. B. Citation Generation Tools ‣ Whitespark-- www.whitespark.ca 37 #1 Tool For Citation Research
  • 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. 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. 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 Thank You! Katie Conroy katie@hallme.com Katie.evelyn.conroy@gmail.com Google+ With Me!

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