IS IT LOCAL?
How Google Local Has Evolved +
Tools and Tips to Dominate
@tomharari
DOWNLOAD THESE SLIDES
http://iacq.co/mbo-13
@tomharari
ABOUT ME
TOM HARARI
• SEO Manager @tomharari
• Worked for Omnicom Media Group
• Started in SEO for Local Businesses
• Have...
@tomharari
Agenda
Evolution
of Local
Search
Quick Hits Tools to
dominate
…and of course Q&A
@tomharariiacquire.com
@tomharariiacquire.com
In The Beginning…
• Local No Different
Than Organic
• Optimize for Keywords
• Title Tags + Links
@tomharariiacquire.com
Then in 2008… 10 Packs
@tomharariiacquire.com
@tomharariiacquire.com
NAP Becomes Important
@tomharariiacquire.com
This Kind Of NAP
• Name of Company
• Address of Company
• Phone Number of Company
Keep this
consist...
@tomharariiacquire.com
(215) 888-1888
215-888-1888
2158881888
Not the
same
iacquire.com
WTF?
@tomharariiacquire.com
2009...
• No Geo-Modifier
Needed
• Based On Location
of Searcher
• Intent Becomes
Important
@tomharariiacquire.com
@tomharariiacquire.com
@tomharariiacquire.com
@tomharariiacquire.com
Reviews
• Reviews Became
More Important
• Number of Reviews
• Sentiment of Reviews
• Not just Yelp,...
@tomharariiacquire.com
In 2011...
• Hotpot
Gets
Introduced
• Reviews
from
Friends
Important
@tomharariiacquire.com
@tomharariiacquire.com
Summer 2012
• Google Places
Becomes Google+
Local
• How Many People In
Your Circles?
• Traditional ...
@tomharariiacquire.com
Check Out Evolution Of Local Search On Moz
http://moz.com/blog/evolution-of-the-local-algorithm-whi...
QUICK HITS
Part II
iacquire.com @tomharari
iacquire.com @tomhararihttp://moz.com/local-search-ranking-factors
• These make
up the
largest
chunk of the
pie
• Focus on...
@tomharariiacquire.com
Keyword Research
Looks a bit light
@tomharariiacquire.com
Keyword Research
@tomharariiacquire.com
Keyword Research
Looks a little better!
@tomharariiacquire.com
Single Location Vs. Multiple
• Single Location – Use
Homepage in Google+
Listing
• Multiple Locatio...
@tomharariiacquire.com
Match Categories to Landing Pages
@tomharariiacquire.com
Titles + Metadata still cool
Credit to Mike Ramsey @NiftyMarketing
• Use http://www.seomofo.com/sni...
@tomharariiacquire.com
Schema.org Enter fields
here
Copy Output
from Here
@tomharariiacquire.com
KML File
http://www.geositemapgenerator.com/input
@tomharariiacquire.com
Authorship?
@tomharariiacquire.com
Not A Google+ Local Business Page
@tomharariiacquire.com
Lead Generation & CTA
• Too Many Small
Businesses Have
Terrible CTA
• No Easy Way To
Convert Into L...
@tomharariiacquire.com
Lead Generation & CTA
• Too Many Small
Businesses Have
Terrible CTA
• No Easy Way To
Convert Into L...
@tomharariiacquire.com
Citations
@tomharariiacquire.com
Citations
@tomharariiacquire.com
Reviews – Just Ask
@tomharariiacquire.com
Reviews – Just Ask
Not like thisNot like this
TOOLS TO DOMINATE
Part III
@tomharari
@tomharariDate
Feeling Lazy? Got Wordpress?
@tomharariiacquire.com
Citations
Darren Shaw
@EdmontonSEO‎
https://www.whitespark.ca/local-citation-finder
@tomharariiacquire.com
More Citations http://www.yext.com/small-business
@tomharariiacquire.com
Reviews
Darren Shaw
@EdmontonSEO‎
http://www.whitespark.ca/review-handout-generator/
@tomharariDate
Rank Checking
@tomharariiacquire.com
Rank Checking
Darren Shaw
@EdmontonSEO‎
@tomharariDate
Call Tracking
@tomharariiacquire.com
Follow These People – They’re Smart!
@localseoguide
@daveminchala @EdmontonSEO @mblumenthal
@MikeRa...
The End
wwww.iacquire.com
Thank You and Q&A
@tomharari
tom@iacquire.com
Upcoming SlideShare
Loading in...5
×

Is It Local? MBO Conference 2013

669

Published on

Is It Local? MBO Conference 2013

  1. 1. IS IT LOCAL? How Google Local Has Evolved + Tools and Tips to Dominate @tomharari
  2. 2. DOWNLOAD THESE SLIDES http://iacq.co/mbo-13 @tomharari
  3. 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. 4. @tomharari Agenda Evolution of Local Search Quick Hits Tools to dominate …and of course Q&A
  5. 5. @tomharariiacquire.com
  6. 6. @tomharariiacquire.com In The Beginning… • Local No Different Than Organic • Optimize for Keywords • Title Tags + Links
  7. 7. @tomharariiacquire.com Then in 2008… 10 Packs
  8. 8. @tomharariiacquire.com
  9. 9. @tomharariiacquire.com NAP Becomes Important
  10. 10. @tomharariiacquire.com This Kind Of NAP • Name of Company • Address of Company • Phone Number of Company Keep this consistent!
  11. 11. @tomharariiacquire.com (215) 888-1888 215-888-1888 2158881888 Not the same
  12. 12. iacquire.com WTF?
  13. 13. @tomharariiacquire.com 2009... • No Geo-Modifier Needed • Based On Location of Searcher • Intent Becomes Important
  14. 14. @tomharariiacquire.com
  15. 15. @tomharariiacquire.com
  16. 16. @tomharariiacquire.com
  17. 17. @tomharariiacquire.com Reviews • Reviews Became More Important • Number of Reviews • Sentiment of Reviews • Not just Yelp, YellowPages, City Search – also Google Places
  18. 18. @tomharariiacquire.com In 2011... • Hotpot Gets Introduced • Reviews from Friends Important
  19. 19. @tomharariiacquire.com
  20. 20. @tomharariiacquire.com Summer 2012 • Google Places Becomes Google+ Local • How Many People In Your Circles? • Traditional Factors Still Prevalent
  21. 21. @tomharariiacquire.com Check Out Evolution Of Local Search On Moz http://moz.com/blog/evolution-of-the-local-algorithm-whiteboard-friday
  22. 22. QUICK HITS Part II iacquire.com @tomharari
  23. 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. 24. @tomharariiacquire.com Keyword Research Looks a bit light
  25. 25. @tomharariiacquire.com Keyword Research
  26. 26. @tomharariiacquire.com Keyword Research Looks a little better!
  27. 27. @tomharariiacquire.com Single Location Vs. Multiple • Single Location – Use Homepage in Google+ Listing • Multiple Locations – Use Location Landing Page in Google+ Listing
  28. 28. @tomharariiacquire.com Match Categories to Landing Pages
  29. 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. 30. @tomharariiacquire.com Schema.org Enter fields here Copy Output from Here
  31. 31. @tomharariiacquire.com KML File http://www.geositemapgenerator.com/input
  32. 32. @tomharariiacquire.com Authorship?
  33. 33. @tomharariiacquire.com Not A Google+ Local Business Page
  34. 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. 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. 36. @tomharariiacquire.com Citations
  37. 37. @tomharariiacquire.com Citations
  38. 38. @tomharariiacquire.com Reviews – Just Ask
  39. 39. @tomharariiacquire.com Reviews – Just Ask Not like thisNot like this
  40. 40. TOOLS TO DOMINATE Part III @tomharari
  41. 41. @tomharariDate Feeling Lazy? Got Wordpress?
  42. 42. @tomharariiacquire.com Citations Darren Shaw @EdmontonSEO‎ https://www.whitespark.ca/local-citation-finder
  43. 43. @tomharariiacquire.com More Citations http://www.yext.com/small-business
  44. 44. @tomharariiacquire.com Reviews Darren Shaw @EdmontonSEO‎ http://www.whitespark.ca/review-handout-generator/
  45. 45. @tomharariDate Rank Checking
  46. 46. @tomharariiacquire.com Rank Checking Darren Shaw @EdmontonSEO‎
  47. 47. @tomharariDate Call Tracking
  48. 48. @tomharariiacquire.com Follow These People – They’re Smart! @localseoguide @daveminchala @EdmontonSEO @mblumenthal @MikeRamsey @davidmihm
  49. 49. The End
  50. 50. wwww.iacquire.com Thank You and Q&A @tomharari tom@iacquire.com
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×