Local Search - Getting More Online Leads with LSEO
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Local Search - Getting More Online Leads with LSEO

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Scott Dodge leads a webinar discussing local search (LSEO) and how to use it to generate more online leads. ...

Scott Dodge leads a webinar discussing local search (LSEO) and how to use it to generate more online leads.

this webinar was part of the Three Deep Online Marketing Webinar Series. To join a future webinar or to learn more about local search, and online lead generation, please contact Three Deep at http://www.threedeepmarketing.com.

View the Webinar videos at: http://www.youtube.com/watch?v=xTYlLnM47Zs&feature=share&list=PLF1N7U1cMtKR1ypWX4tNe8PKMVrGwzVv8

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    Local Search - Getting More Online Leads with LSEO Local Search - Getting More Online Leads with LSEO Presentation Transcript

    • Confidential and Proprietary InformationGetting More OnlineLeads with Local Search
    • Confidential and Proprietary InformationToday’s Agenda• What is local search, and why is it important?• How local search works• How to check if you have properly claimed your local listing• Where to find incorrect or outdated listings of your business• How to optimize your Google+ Local page• What local directories are critical for success• Why the volume and quality of citations improves your search rankings• The Dos and Donts of Local Search Optimization• How to continue to optimize your local search results2
    • Confidential and Proprietary InformationAboutThree Deep• 50+ person digital marketing agency in St. Paul, MN• Crossfuse lead generation platform launched 2011• Appointment setting contact center• Clients have $30 Million in E-Commerce Revenue to date• Manage $5+ million in paid search spending annually• Manage 30+ million in consumer database records• 220 million opt-in emails sent in prior 12 months• Certified in Salesforce.com CRM system• 6 Google Adwords & 10 Google Analytics Certified• Inc. 5000 Fast Growing Company Award in 2010. 2011 and 20123
    • Confidential and Proprietary InformationAbout Me – Scott Dodge4I work as an SEO Specialist atThree DeepMarketing in Saint Paul, MNwww.threedeepmarketing.comI’ve been in the agency environment for over twoyears, working on everything from small localbusinesses to Fortune 50 businessesI specifically focus on Local SEO,TechnicalSEO, and large-scale website audits@scott_dodgescott.dodge@threedeepmarketing.com4
    • WHAT IS LOCAL SEARCH, AND WHY IS IT IMPORTANT?5
    • Confidential and Proprietary InformationWhat is Local Search?Local Search is the process of searching forlocal businesses in search engines6
    • Confidential and Proprietary InformationWhat is Local Search?• Any query with local intent is a local search7
    • Confidential and Proprietary InformationWhat is Local SEO?Local SEO is the process ofimproving the position ofyour website and/or PlacesPage in the search engines8
    • Confidential and Proprietary InformationWhy is Local Search Important?• According to a ComScore 2012 Study, 69% of people surveyed said thatportal sites, such asGoogle,Yahoo, and Bing, are their primary source forlocal business information.9
    • Confidential and Proprietary InformationWhy is Local Search Important?• Local results are gaining more real estate in the search results.10
    • HOW LOCAL SEARCH WORKS11
    • Confidential and Proprietary InformationHow Local Search Works• The local algorithm is a complicated system that relies mainly on a largenetwork of data providers, and other sources• On a basic level, the local algorithm ranks results based on a combinationof the accuracy of business information, and the popularity of thebusiness, as well as numerous other factors• Our goal is to influence both of these elements to ensure that yourbusiness has the best chance of ranking12
    • Confidential and Proprietary InformationEnsuring Accuracy of Business Information• Accuracy of business information is based on how consistent yourbusiness is listed in local business directories, and other sources online• We call these listings “Citations”• The key elements to have listed consistently are:• Name of your business• Address• Phone Number• We refer to this as your “NAP”13
    • Confidential and Proprietary InformationEnsuring Accuracy of Business Information• Here’s what Google sees when their trusted data sources have conflictinginformation.The search engines do not feel confident that they have accurateinformation on the location of a business.14Three Deep Marketing180 East Fifth, Ste 910St Paul, MN 55101651-789-7701Three Deep marketing, Inc180 Fifth St E, Suite 910Saint Paul, MN, 55101651-789-77023 Deep Marketing2211 E Old Address StNorth Saint Paul, MN 55132651-992-8855Three Deep Marketing Inc180 5th Street East #910St Paul, MN 55111612-888-9999Four Deep Marketing LLCDave’s House, BasementBlaine, MN 60463Dave’s Home #??????????????????????
    • Confidential and Proprietary InformationEnsuring Accuracy of Business Information• And here’s whatGoogle sees when these trusted sources have consistentinformation.As we can see, the search engines are confident that thelocation of this business is accurate.15Three Deep Marketing180 E Fifth St, Ste 910St Paul, MN 55101651-789-7701Three Deep Marketing180 E Fifth St, Ste 910St Paul, MN 55101651-789-7701Three Deep Marketing180 E Fifth St, Ste 910St Paul, MN 55101651-789-7701Three Deep Marketing180 E Fifth St, Ste 910St Paul, MN 55101651-789-7701Three Deep Marketing180 E Fifth St, Ste 910St Paul, MN 55101651-789-7701Three Deep Marketing180 E Fifth St, Ste 910St Paul, MN 55101651-789-7701BINGO
    • Confidential and Proprietary InformationDeterminingThe Popularity of a Business• Popularity of your business is determined a few ways, but mainly, we lookto influence the following factors:• Amount and quality of citations that your business has• Amount and quality of links that your website has• Generally speaking, the higher the amount of accurate, quality citations(as well as quality links to your website) that you have, the better you willrank locally.16
    • Confidential and Proprietary InformationLocal Search – Network Data Providers17
    • Confidential and Proprietary InformationKey Players in Local Search• These are our main focus areas in Local SEO, regardless of industry.18
    • Confidential and Proprietary InformationKey Citation Sources for Contractors• As a contractor, these are the top citation sources for your industry.19
    • HOWTO CHECK IFYOU HAVE PROPERLY CLAIMEDYOUR LOCAL LISTINGS20
    • Confidential and Proprietary InformationCheckingYour Listings• Many free tools to check the accuracy of your listings exist, and I highlyrecommend using GetListed.org21
    • Confidential and Proprietary InformationCheckingYour Listings• GetListed helps break down the status of your listings in the majorsources.22
    • KEY FOCUS AREAS OF LOCAL SEO23
    • Confidential and Proprietary InformationKey Focus Areas of Local SEO• There are four main areas to focus on for success inLocal SEO:• Google+ Local Page• YourWebsite (On-Page)• Data Partners, such as directories (Off-Page)• Reviews around the web24
    • Confidential and Proprietary InformationThe Google+ Local Page• This is the data that you provide Google about your business, such asName, Address, Phone number, categories, and more.25
    • Confidential and Proprietary InformationGoogle+ Local Page Ranking Factors• The most critical places page factors to have correct involve yourlocation, category associations, and verification status.26
    • Confidential and Proprietary InformationYourWebsite (On-Page)• This is information on your website that provides additional signals aboutwhere your business is located, what you offer, and how to reach you.27
    • Confidential and Proprietary InformationOn – Site Ranking Factors• The most important on-page factors include domain authority, use oflocation on-site, and a matching, marked-up NAP.28
    • Confidential and Proprietary InformationData Partners (Off-Site)• These are business directories, data aggregators, and other sourcesthat have information about your business.29
    • Confidential and Proprietary InformationOff-Site Ranking Factors• The most critical off-site factors are quantity and qualityof citations, links to the domain, and others.30
    • Confidential and Proprietary InformationStructured vs Unstructured Citations31Structured CitationUnstructuredCitation
    • Confidential and Proprietary InformationReviews AroundThe Web• This is where your customers weigh in and publicly talk about yourbusiness, and how well you do your services.32
    • Confidential and Proprietary InformationReview factors• The most critical review factors have to do with quantity and quality ofreviews, with use of product/service/location in the review.33
    • THE DO’S AND DON’TS OF LOCAL SEO34 34
    • Confidential and Proprietary InformationFor LSEO Success, Focus onThese Areas:• In aggregate, the most important factors are dominated on the placespage level, with a blend of other factors in the top 10.35
    • Confidential and Proprietary InformationFor LSEO Success, Don’t DoTheseThings:• Doing any of these things creates unnecessary confusion, and limits theoverall performance of your business in local search.36
    • Confidential and Proprietary InformationSummary• What is local search, and why is it important?• How local search works• How to check if you have properly claimed your local listing• Where to find incorrect or outdated listings of your business• How to optimize your Google+ Local page• What local directories are critical for success• Why the volume and quality of citations improves your search rankings• The Dos and Donts of Local Search Optimization• How to continue to optimize your local search results37
    • PLEASE REACH OUTTO US IFYOUHAVE ANY QUESTIONS!Presenter:Scott DodgeSEO Specialist(651) 789-7754 (w)Scott.dodge@threedeepmarketing.comPresenter:Daniel DerosierVP Business Development(651) 789-7704 (w)dderosier@threedeepmarketing.comGETTING MORE ONLINELEADS WITH LOCALSEARCH38