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Local SEO for Small Business: Formic Media Seminar Series

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How to rank in the Google "7-pack", a tutorial of the basics for small and local businesses.

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Local SEO for Small Business: Formic Media Seminar Series

  1. 1. Local SEO for Small BusinessFormic Media Seminar<br />Presented by:<br />Anna Hutson<br />Account Executive<br />anna@formicmedia.com<br />Formic Media, Inc.<br />www.formicmedia.com/seminars<br />
  2. 2. Co-Sponsored By:<br />Mike Rasmussen<br />503.937.1111 | 503.789.2593<br />Michael.Rasmussen@BankOfTheWest.com<br />
  3. 3. What is Local SEO<br />Optimizing Locations based on Local Intent<br />
  4. 4. What is Local SEO<br />Requires a Different Mindset from Traditional SEO:<br /><ul><li>Traditional SEO is about optimizing websites; Local SEO is about optimizing locations
  5. 5. Local Search has its own set of ranking factors</li></ul>Traditional, Organic Search<br />
  6. 6. What is Local SEO<br />Local Search<br />
  7. 7. What is Local SEO<br />Local Paid Search<br />
  8. 8. What is Local SEO<br />OneBox results (“7 Pack”)<br />Traditional organic, geo-targeted result<br />
  9. 9. What is Local SEO<br />General Ranking Factors for the “7 Pack”:<br /><ul><li>Local Intent
  10. 10. Search history
  11. 11. IP address targeting</li></ul>20% of all Google searches are related to a location – 1.28 BILLION per month<br />
  12. 12. Why Local SEO Matters<br />Stats & Facts:<br /><ul><li>There are 50 million Place Pages
  13. 13. These cover all types of places, ranging from businesses like tailors, restaurants, and optometrists to locations like dog parks, transit stations, and baseball fields.
  14. 14. More than 4 million business listings on Google claimed by business owners (using the Local Business Center, now Google Places)
  15. 15. Nearly 2 million listings have been claimed in the United States
  16. 16. Place Pages are viewed millions of times each day</li></ul>40% of ALL online searches have local intent!<br />
  17. 17. Why Local SEO Matters<br />Local Search Market Share is growing:<br /><ul><li>It is important to have Local Search as part of your overall online and offline marketing strategy.
  18. 18. Offline advertising helps to generate the demand for local search intent.</li></li></ul><li>Google Places, Yahoo! Local, Bing Local<br />
  19. 19. Local Search Strategy & Optimization<br />Important Elements to Ranking in the “7 Pack”:<br /><ul><li>Claim your local listing
  20. 20. Ensure that your company does not have duplicate listings
  21. 21. Ensure that your listing is properly categorized
  22. 22. Include keywords in the local listing Title
  23. 23. Proximity of the business to the city center
  24. 24. Google Places service areas
  25. 25. Complete local business listing profile
  26. 26. Number of citations</li></li></ul><li>Claim Your Local Listing<br /><ul><li> Trust is a huge signal for Google
  27. 27. Only 2MM claimed in U.S. so far
  28. 28. http://www.google.com/places
  29. 29. No duplicate listings!
  30. 30. Do the same at Yahoo (listings.local.yahoo.com)
  31. 31. And the same at Bing (ssl.bing.com/listings/BusinessSearch.aspx)</li></li></ul><li>Claim Your Local Listing<br />Claiming:<br /><ul><li>Enter business info.
  32. 32. Verify your listing.</li></li></ul><li>Include Keywords in your Title<br />Add Keywords to your Title:<br /><ul><li>These will be bolded in results.
  33. 33. Help to increase CTR, similar to PPC advertising.</li></li></ul><li>Categorize Your Listing<br />Add Relevancy Factors:<br /><ul><li>Search Engines use categories to help define your business accurately.</li></li></ul><li>Proximity to City Center<br />Proximity:<br /><ul><li>Having an address in the city and close to the city center helps with local ranking.
  34. 34. Importance is determined by competition.</li></li></ul><li>Service Areas & Home Based Businesses<br />Add Service Areas:<br /><ul><li>Extremely helpful for home based businesses.
  35. 35. Good for businesses that serve specific areas.</li></li></ul><li>Complete your Local Listing Profile<br />Add Profile Content:<br /><ul><li>Reviews
  36. 36. Photos
  37. 37. Videos
  38. 38. Coupons</li></li></ul><li>Off-site Optimization: Get Citations!<br />Key Citation Sources:<br /><ul><li>Yellowpages.com
  39. 39. Superpages.com
  40. 40. GetFave.com
  41. 41. Hotfrog.com
  42. 42. Local.botw.org
  43. 43. Citysearch.com
  44. 44. InsiderPages.com
  45. 45. CityVoter.com
  46. 46. Judysbook.com
  47. 47. Kudzu.com
  48. 48. ShopInCities.com</li></li></ul><li>Off-site Optimization: Get Links!<br />Submit to Free and/or Paid directories<br />Add & verify business information with local Data Providers<br />
  49. 49. Off-site Optimization: UBL<br />Universal Business Listing (UBL) Services<br />
  50. 50. Off-site Optimization: UBL<br />Universal Business Listing (UBL) Reporting<br />
  51. 51. Tracking Your Local SEO Success<br />
  52. 52. Analytics<br />1.<br />Create a Vanity URL: (e.g. www.formicmedia.com/portland) <br />Use GA Advanced Segments<br />2.<br />Create a Tracking URL<br />
  53. 53. Action Items & Takeaways<br /><ul><li>Claim your local listings!
  54. 54. Utilize a combination of local optimization tactics, including testing paid search.
  55. 55. Stay up-to-date, local search is evolving at a fast pace.
  56. 56. Evaluate resources, find a qualified professional to get things done if resources are spread to thin.</li></ul>YOU!<br />Your Competitor<br />Your Competitor<br />Your Competitor<br />Your Competitor<br />Your Competitor<br />Your Competitor<br />
  57. 57. Resources<br /><ul><li>http://www.google.com/places (Google Places)
  58. 58. http://www.listings.local.yahoo.com (Yahoo! Local)
  59. 59. http://ssl.bing.com/listings/BusinessSearch.aspx (Bing Local)
  60. 60. http://www.seomoz.org/blog (SEOMoz Blog)
  61. 61. http://searchengineland.com/ (Search Engine Land Blog)
  62. 62. http://blog.searchenginewatch.com/ (Search Engine Watch Blog)
  63. 63. http://www.google.com/support/places/bin/answer.py?hl=en&answer=107528 (Google Places Quality Guidelines)</li></li></ul><li>Q & A!<br />Presented by:<br />Anna Hutson<br />Account Executive<br />anna@formicmedia.com<br />Formic Media, Inc.<br />www.formicmedia.com/seminars<br />

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