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Taking Local SERP Market Share

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The deck is packed with practical tips and tactics to take market share in the SERPs

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Taking Local SERP Market Share

  1. 1. Taking Local SERP Market Share: Mixing Paid, Local, and OrganicGarrett Mehrguth, CEO
  2. 2. SERP Advertisment Maps Organic ● A new local market ● SERP share is king ● Marketing > SEO
  3. 3. Analysis Breaking Down Local SERPS by Industry ● Animal Shelter ● Automotive Store ● Childcare Center ● Dry Cleaning ● Emergency Services ● Employment Agency ● Restaurant ● Government Office ● Construction Business ● Real Estate Agent ● Doctor ● Dentist ● General Contractor ● Travel Agency ● Moving Company Data: http://bit.ly/2fVV68i
  4. 4. Pay-Per-Click
  5. 5. PPC Strategy ● Start with 25% search Impression share ● Test for winners ● Go 100% with winners
  6. 6. PPC The Value
  7. 7. PPC Tips for Local PPC ● Don’t launch PPC without custom landing page ● Go to local CC and hire a graphic design student
  8. 8. PPC Tips for Local PPC ● Have hero bar scroll with number ● Design for mobile first ● CTA = Get Pricing Info ● Scripts=http://bit.ly/2eXg wwQ
  9. 9. PPC Tips for local PPC ● Be hyper-local with ad copy ● Brands can’t compete with content/ad copy
  10. 10. PPC Tips for local PPC ● Third person ad copy ○ “We Hired Them To Do Our AC and It Was Perfect.” ○ “They Truly Are OC’s Best Plumber” ○ “I Am a Raving Fan After Their Customer Service. You Need to Try Them.”
  11. 11. PPC Tips for local PPC ● Use get directions as micro-conversion ● Use YoY revenue data to track it if needed
  12. 12. PPC Mixing it together ● Advertise and create content for the “WHAT” stage of the buyer journey
  13. 13. PPC Mixing it together ● Take ads out for keywords you already rank well for organically
  14. 14. Maps
  15. 15. Maps Tips ● Fill out your entire GMB profile...DUH
  16. 16. Maps Tips ● Get the most reviews ○ Call ○ Email ○ Get 5 Stars ○ Bribe employees with $$$
  17. 17. Maps Tips ● Use BrightLocal ● Link to location pages ● Take photos and videos ● Get categories right
  18. 18. SEO/Content/PR
  19. 19. SEO/Content/PR Improve Site Speed ● Slow sites ruin everything ● Get on WPengine ● Buy a CDN ● Put scripts in footer (best = use GTM) ● Ignore site speed grades
  20. 20. SEO/Content/PR Link building locally ● Local link building is powerful when you treat it as community first. ● Think PR not Link ● Businesses have done just fine without links...
  21. 21. SEO/Content/PR Reaching out to local magazines ● Search “KW + Location” ● Identify local sites that rank ● Build relationship with editor
  22. 22. SEO/Content/PR Location Pages ● Requirements. ● Suppliers and Distributors. ● Why is what you do important to the local community? ● How is your approach to it unique to this area? ● Resources for better buying experience? ● Tips for doing or selecting what you offer in that area?
  23. 23. SEO/Content/PR Guest Post ● Write for industry partners and link to your service or location pages ● Build links to pages not domains Helpful post:http://bit.ly/2fVZVia
  24. 24. SEO/Content/PR CTR=More Leads ● Improve CTR for Core Pages ○ (44+ 5-Star Reviews) ○ (Trusted by Your Neighbors) ○ (Voted Best … by Yelp) ○ (Next to the Mission Viejo Mall) ○ (10% off First Time Customers)
  25. 25. SEO/Content/PR Yelp ● Get your categories right ● Find what ranks organically and make sure you show up ● Get reviews
  26. 26. SEO/Content/PR Script Hi Jon Doe, I hope you had a great weekend. Did you ever have a chance to leave us a review? If not, we would really appreciate if you could leave us a stellar review on Yelp. You can find our page by typing: “directive consulting yelp” and clicking on the first link. I hope you have a great week! Thanks
  27. 27. SEO/Content/PR HARO ● Pitch on you. Not your services. ○ Ex. Plumber can pitch on GA… “we use GA to…” ○ Ex. Accountant can pitch on sales: “we send letters to all micro-conversions...” ● Ask to link to service pages ○ Suggested URL: htttps://...
  28. 28. SEO/Content/PR Mixing it all together ● Create Content Around Conversions
  29. 29. SEO/Content/PR Mixing it all together ● Test title copy on branded search terms ● Integrate across SEO & PPC
  30. 30. Social
  31. 31. Social Tips + Integration ● Local guides win ○ 10+ Dog Trails in (your city/county) ○ Dates for Under $20 in (your city/county) ○ Farmers’ Markets in (your city/county) That You Need to Visit This Weekend ○ The Ultimate Guide To Craft Breweries in (your city/county)
  32. 32. Social Tips + Integration ● Upload client list to create lookalike audience + retarget
  33. 33. Social Tips + Integration ● Add retargeting script to confirmation page to earn reviews at scale
  34. 34. Social Tips + Integration ● Promote your best reviews across FB and Twitter
  35. 35. THANK YOU! Garrett Mehrguth, CEO

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