Is It Local? MBO Conference 2013

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  • 1. IS IT LOCAL? How Google Local Has Evolved + Tools and Tips to Dominate @tomharari
  • 2. DOWNLOAD THESE SLIDES http://iacq.co/mbo-13 @tomharari
  • 3. ABOUT ME TOM HARARI • SEO Manager @tomharari • Worked for Omnicom Media Group • Started in SEO for Local Businesses • Have Since Worked with Franchises, And Fortune 500 Companies @tomharari
  • 4. @tomharari Agenda Evolution of Local Search Quick Hits Tools to dominate …and of course Q&A
  • 5. @tomharariiacquire.com
  • 6. @tomharariiacquire.com In The Beginning… • Local No Different Than Organic • Optimize for Keywords • Title Tags + Links
  • 7. @tomharariiacquire.com Then in 2008… 10 Packs
  • 8. @tomharariiacquire.com
  • 9. @tomharariiacquire.com NAP Becomes Important
  • 10. @tomharariiacquire.com This Kind Of NAP • Name of Company • Address of Company • Phone Number of Company Keep this consistent!
  • 11. @tomharariiacquire.com (215) 888-1888 215-888-1888 2158881888 Not the same
  • 12. iacquire.com WTF?
  • 13. @tomharariiacquire.com 2009... • No Geo-Modifier Needed • Based On Location of Searcher • Intent Becomes Important
  • 14. @tomharariiacquire.com
  • 15. @tomharariiacquire.com
  • 16. @tomharariiacquire.com
  • 17. @tomharariiacquire.com Reviews • Reviews Became More Important • Number of Reviews • Sentiment of Reviews • Not just Yelp, YellowPages, City Search – also Google Places
  • 18. @tomharariiacquire.com In 2011... • Hotpot Gets Introduced • Reviews from Friends Important
  • 19. @tomharariiacquire.com
  • 20. @tomharariiacquire.com Summer 2012 • Google Places Becomes Google+ Local • How Many People In Your Circles? • Traditional Factors Still Prevalent
  • 21. @tomharariiacquire.com Check Out Evolution Of Local Search On Moz http://moz.com/blog/evolution-of-the-local-algorithm-whiteboard-friday
  • 22. QUICK HITS Part II iacquire.com @tomharari
  • 23. iacquire.com @tomhararihttp://moz.com/local-search-ranking-factors • These make up the largest chunk of the pie • Focus on getting these right
  • 24. @tomharariiacquire.com Keyword Research Looks a bit light
  • 25. @tomharariiacquire.com Keyword Research
  • 26. @tomharariiacquire.com Keyword Research Looks a little better!
  • 27. @tomharariiacquire.com Single Location Vs. Multiple • Single Location – Use Homepage in Google+ Listing • Multiple Locations – Use Location Landing Page in Google+ Listing
  • 28. @tomharariiacquire.com Match Categories to Landing Pages
  • 29. @tomharariiacquire.com Titles + Metadata still cool Credit to Mike Ramsey @NiftyMarketing • Use http://www.seomofo.com/snippet-optimizer.html to see how your SERP Listing will look
  • 30. @tomharariiacquire.com Schema.org Enter fields here Copy Output from Here
  • 31. @tomharariiacquire.com KML File http://www.geositemapgenerator.com/input
  • 32. @tomharariiacquire.com Authorship?
  • 33. @tomharariiacquire.com Not A Google+ Local Business Page
  • 34. @tomharariiacquire.com Lead Generation & CTA • Too Many Small Businesses Have Terrible CTA • No Easy Way To Convert Into Lead • Make It Easy Image Credit: Unbounce.com
  • 35. @tomharariiacquire.com Lead Generation & CTA • Too Many Small Businesses Have Terrible CTA • No Easy Way To Convert Into Lead • Make It Easy Image Credit: Unbounce.com
  • 36. @tomharariiacquire.com Citations
  • 37. @tomharariiacquire.com Citations
  • 38. @tomharariiacquire.com Reviews – Just Ask
  • 39. @tomharariiacquire.com Reviews – Just Ask Not like thisNot like this
  • 40. TOOLS TO DOMINATE Part III @tomharari
  • 41. @tomharariDate Feeling Lazy? Got Wordpress?
  • 42. @tomharariiacquire.com Citations Darren Shaw @EdmontonSEO‎ https://www.whitespark.ca/local-citation-finder
  • 43. @tomharariiacquire.com More Citations http://www.yext.com/small-business
  • 44. @tomharariiacquire.com Reviews Darren Shaw @EdmontonSEO‎ http://www.whitespark.ca/review-handout-generator/
  • 45. @tomharariDate Rank Checking
  • 46. @tomharariiacquire.com Rank Checking Darren Shaw @EdmontonSEO‎
  • 47. @tomharariDate Call Tracking
  • 48. @tomharariiacquire.com Follow These People – They’re Smart! @localseoguide @daveminchala @EdmontonSEO @mblumenthal @MikeRamsey @davidmihm
  • 49. The End
  • 50. wwww.iacquire.com Thank You and Q&A @tomharari tom@iacquire.com