Increase Your Local Online Visibility | Inflow

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Originally presented at the IBD Summit April 2014 by Mike Belasco, President and CEO of Inflow. This presentation is focused on helping local bike shops succeed with Local SEO.

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  • Need to swap logo and title
  • Explain SERP from top to bottom
  • From Houston, TX… Is it kosher to put an NFL photo in a presentation to bikers? Most of my biker friends don’t know the difference between a touchdown and a basket
  • From Denver, lived there over 18 years

    Love going to shows at RedRocks

    Who here is from Denver, Houston, Austin, Portland? Name and shop?
  • Love to ski, got three days in this weekend with friends and family
  • I don’t know shit about bikes… this my daugther, It is a Harobrand, I paid $135. Did I get a deal? I felt like an asshole
  • Need to add screen shot of Google Maps App
  • Explain SERP from top to bottom
  • Only for restaurants
  • Replace with visual of entry form
  • Is there anyone here not verified? 100% of ranking businesses we studied were verfied
  • Some categories are custom categories which do not exist anymore. Your first category is considered your primary category. Review your competitors to select the best categories
  • Does anyone here have a review strategy in place?
  • Increase Your Local Online Visibility | Inflow

    1. 1. GoInFlow.com Local Search Results Page
    2. 2. GoInFlow.com Mike Belasco Inflow, President and Founder facebook.com/mikebelasco twitter.com/belasco plus.google.com/+MikeBelasco linkedin.com/in/miketheinternetguy
    3. 3. GoInFlow.com Houston Pic
    4. 4. GoInFlow.com
    5. 5. GoInFlow.com
    6. 6. GoInFlow.com
    7. 7. GoInFlow.com Skiiing Picture
    8. 8. GoInFlow.com
    9. 9. GoInFlow.com I do know about internet marketing… • 12+ years internet marketing experience, also founder of ConversionIQ • 2014 DBJ 40 under 40 nominee • SEJ, Best Local Search Blog 2006 • SEMMY Award 2010
    10. 10. GoInFlow.com • I analyzed the top ranking bike shops across two keywords • “cityname bike shops” • “cityname bicycle shops” • And across five markets • Austin – DMA 40 • Portland – DMA 22 • Denver – DMA 17 • Houston – DMA 10 • Chicago – DMA 3 What I know + Bike Shops = Bike Shops Study
    11. 11. GoInFlow.com • What Is Local Search? • Local Search Ranking Factors Through The Lens Of Your Competitors • Tools and Other Resources Today’s Presentation
    12. 12. GoInFlow.com What Is Local Search? What does it mean to your business?
    13. 13. GoInFlow.com • 61% of users call a business after searching and 59% visit the location • 90% of these people act within 24 hours. What’s In It For Your Business?
    14. 14. GoInFlow.com Keyword Footprint: 238 (mult. locations) Monthly Impressions: 32,940 What’s In It For Your Business?
    15. 15. GoInFlow.com Keyword Footprint: 420 (mult. locations) Monthly Impressions: 52,460 What’s In It For Your Business?
    16. 16. GoInFlow.com Keyword Footprint: 420 Monthly Impressions: 84,770 What’s In It For Your Business?
    17. 17. GoInFlow.com • SERP = search engine results page • Localized Organic Results • 3 pack • 7 pack • Pack/Carousel Results • Maps Results • Google Maps App How Does Google Present Local Results?
    18. 18. GoInFlow.com Localized Organic 3 pack
    19. 19. GoInFlow.com Localized Organic 7 pack
    20. 20. GoInFlow.com Pack / Carousel Results
    21. 21. GoInFlow.com Maps Results
    22. 22. GoInFlow.com Local Search Ranking Factors What it takes to rank well in local search results
    23. 23. GoInFlow.com Local Search Ranking Factors 19.6% - Place Page signals 16% - External Local Signals 18.8% - On-page signals (website) 14.4% - Incoming Link signals Source: http://moz.com/local-search-ranking-factors 10.3% - Review signals 6.3% - Social signals 6.1% Behavioral signals 3% - Personalization
    24. 24. GoInFlow.com Google Places For Business Page Your business profile on Google 19.6%
    25. 25. GoInFlow.com What Is a Google Places Page? • My text goes here if I need it
    26. 26. GoInFlow.com • Ensure Correct NAP (name, address, phone number) is absolutely critical • Local Area Code In Phone Number • Service and Local Keywords In Business Title (be careful) • Service and Local Keywords In Description (be careful) • Get Verified! (100% of top ranking bike shops were verified) • Complete and Correct Categories • Association of Photos and Videos with Page • Complete Your Profile to 100% Optimizing Your Google Places For Business Page
    27. 27. GoInFlow.com • Business Name, Address, and Phone Number • Must Be Consistent Across the Web • Be careful when abbreviating name or adding modifiers • Always be consistent with use of St. or Street, Ave. or Avenue • Consistent Phone Number (w local area code) The NAP
    28. 28. GoInFlow.com Business Details • Ensure Correct NAP (name, address, phone number) is absolutely critical • Local Area Code In Phone Number
    29. 29. GoInFlow.com Complete Your Profile
    30. 30. GoInFlow.com Get Verified!
    31. 31. GoInFlow.com Select Categories
    32. 32. GoInFlow.com Top Google Places Categories For Bike Shops Category Name Frequency Bicycle Store 90 Bike Repair Shop 75 Bicycle Shop 75 Bicycles-dealers 64 Bicycle Rental Service**** 11 Bicycles*** 9 Bicycles-repairing* 8 Bicycle Dealers Repairs & Rental** 5 Sporting Goods Store* 4 Make sure you research and use relevant categories for your market on your Google Places For Business Listing. * Only present in Houston ** Only present in Chicago *** Only present in Austin **** Only present in Portland
    33. 33. GoInFlow.com Add Photos, Videos and More
    34. 34. GoInFlow.com External Local Ranking Factors Citations and NAP Consistency 16%
    35. 35. GoInFlow.com • Each instance of your NAP is a “citation” (ie every time your NAP is listed on a webpage) • Consistency is key • Quantity and Quality also count • Claiming listings where possible could also help rankings Citations
    36. 36. GoInFlow.com Check Your NAP Consistency
    37. 37. GoInFlow.com • The average count of Yext errors across listings studied: 132.2 • The lowest count of Yext errors across listings studied:110 (note Performance Bicycle had 0 since they are using Yext to manage listings) • The highest count of Yext errors across listings studied: 240 NAP Consistency Scores - Yext
    38. 38. GoInFlow.com Here are the average number of Yext errors per market NAP Consistency Scores - Yext Market Average Yext Errors Denver 122 Houston 124 Austin 134 Chicago 140 Portland 141
    39. 39. GoInFlow.com Check Your NAP Consistency
    40. 40. GoInFlow.com • The average Moz Local score across listings studied: 58.4% • The lowest Moz Local score across listings studied: 36% • The highest Moz Local score across listings studied: 75% (two tied in Houston) NAP Consistency Scores – Moz Local
    41. 41. GoInFlow.com Average Moz Local Scores per market NAP Consistency Scores – Moz Local Market Average Moz Local Score Chicago 62 Houston 60 Denver 59 Austin 59 Portland 52
    42. 42. GoInFlow.com Start At The Source To Ensure NAP
    43. 43. GoInFlow.com • Big 4 Data Providers • Acxiom • Neustar/Localeze • Factual • InfoGroup • Big 3 Search Engines • Google • Yahoo • Bing Start At The Source To Ensure NAP
    44. 44. GoInFlow.com Average Number of Citations for Bike Shops in our study: 127 • Austin - 161 • Denver - 138 • Portland - 116 • Chicago - 115 • Houston - 106 Average Number Of Citations For Bike Shops
    45. 45. GoInFlow.com Most Frequent Citation Sources For Bike Shops • yelp.com • merchantcircle.com • yahoo.com • manta.com • mystore411.com • citysearch.com • superpages.com • yellowbook.com • whitepages.com • justdial.com • nearyous.com • facebook.com • yellowpages.com • yellowbot.com • showmelocal.com • switchboard.com • salespider.com • greatbikeshops.com • local.com • bundle.com • privacystar.com • mojopages.com • staradvertiser.com
    46. 46. GoInFlow.com Citation Sources Unique To Bike Shops • Greatbikeshops.com • BikeRumor.com • Fatsandbikes.com • Velolet.com • SportRabbit.com • BicycleShops.us • Localbikes.net • LocalBikeShops.net • SurleyBikes.com • BicycleDealersUSA.com • FindBicycleShops.net • Mtbr.com • Sportlegs.com • MapMyRide.com
    47. 47. GoInFlow.com On-Page Signals Optimizing Your Website for Local Search 18.8%
    48. 48. GoInFlow.com • Business name and keywords in title tag • NAP present and consistent on all pages • Embedded Google Map • Address marked up using SCHEMA Key On-Page Ranking Factors
    49. 49. GoInFlow.com The SEO title tag is still one of the most important elements for on-site optimization. Google might choose your title tag to link to your website. Make sure it includes your primary keywords and your location and keep it to 70 characters or less. Optimize Title Tags
    50. 50. GoInFlow.com NAP On Every Page Place your business name address and phone number on every page of your website. Mark it up in Schema code if possible
    51. 51. GoInFlow.com Embed a Google Map On Your Contact Page
    52. 52. GoInFlow.com Incoming Link Signals Building links to your website 14.4%
    53. 53. GoInFlow.com Incoming Links
    54. 54. GoInFlow.com • Have been important in “traditional” organic search for a long time • Google has cracked down on link manipulation more and more over the years • Becoming less important in and of themselves, but still an important ranking signal • More about quality than quantity Incoming Links
    55. 55. GoInFlow.com • Average number of incoming links among listings studied:11,487 • Average domain authority among listings studied: 38 • Highest number of links among listings studied: 218,696 - REI • Highest domain authority among listings studied: 86 - REI • Lowest number of links among listings studied: 24 • Lowest domain authority among listings studied:17 (two tied) ** link and domain authority numbers skewed by bigger players like REI and Performance Bicycle Incoming Links – The Data
    56. 56. GoInFlow.com Incoming Links – The Data Market Average # of Links Average Domain Authority Austin 2097 38 Portland 14182 44 Denver 31954 39 Houston 7887 35 Chicago 1318 34
    57. 57. GoInFlow.com • Get links from relationships (vendors, partners, friends, bloggers) • Get links on local and vertical directories (see citation source list for some ideas) • Sponsor groups and events (make sure you get a link. MeetUp groups work too!) • Join the BBB, get a great link and a citation • Create a great resource on your website like a buying guide, ride list, etc. Promote it on social media. How To Get Incoming Links
    58. 58. GoInFlow.com Online Review and Rating Signals Building links to your website 10.3%
    59. 59. GoInFlow.com • Average number of reviews across listings studied:48.6 • Highest number of reviews across listings studied: 249 – Bicycle Sport Shop, Austin, TX • Lowest number of reviews across listings studied:2 (but only 4 listings with under 10 reviews) • NOTE – Reviews seemed to be a more important than usual ranking signal Online Reviews
    60. 60. GoInFlow.com Online Reviews By Market Market Average Number of Reviews Austin 87 Portland 57 Chicago 42 Denver 36 Houston 21
    61. 61. GoInFlow.com • Average number of stars across listings studied: 4 (the average was 4 in every market) • Highest number of stars across listings studied (more than 10 ratings): 4.9 - Portland Bike Tours and Rental • Lowest number of stars across listings studied:2.5 Online Ratings
    62. 62. GoInFlow.com Reviews/Ratings are featured prominently in Google Maps Desktop searches and mobile apps Like Google Now Reviews Help More Than Rankings
    63. 63. GoInFlow.com • Create a detailed “How To Leave A Review” page on your website with instructions etc. Link to the page in your email signature • Verbally get customers to “commit” to leaving a review for you by asking them in person. Respond to commitment by saying “thank you, I am looking forward to your comments” • Investigate tools like FiveStarReviewSystem.com and BrightLocal’s ReviewBiz • Get customers to leave reviews using Google Maps App (it takes less than 60 seconds) Online Review Strategy – Do’s
    64. 64. GoInFlow.com • DON’T Send unsolicited emails requesting reviews – this is SPAM. • DON’T Freak out when you get a bad review. Keep a cool head and respond/react appropriately • DON’T Pay for reviews • DON’T Ask For YELP reviews • DON’T Get a bunch of reviews all at once Online Review Strategy – Don’ts
    65. 65. GoInFlow.com Other Signals Social, behavioral signals, and personalization
    66. 66. GoInFlow.com • Claim and optimize your Google Places For Business profile • Claim and clean your NAP • Build citations to your business • Optimize your website for local search • Build links to your website • Plan and execute an online Review collection strategy Your Next Steps
    67. 67. GoInFlow.com Meet Inflow Attract. Convert. Grow. Denver-based inbound marketing agency providing SEO, PPC, CRO and Content Marketing services for eCommerce, Lead Generation and Local Search sites. www.GoInflow.com facebook.com/goinflow twitter.com/goinflow plus.google.com/109323918893578995526 linkedin.com/companies/208642
    68. 68. GoInFlow.com • http://moz.com/local-search-ranking-factors • http://www.slideshare.net/fathomonline/local-101 • http://blog.sumall.com/journal/local-seo-basics-for-your-business-2.html • https://www.distilled.net/blog/mobile/optimizing-your-local-presence-for-mobile- search-and-vice-versa/ • http://searchengineland.com/how-to-rank-outside-of-your-physical-location-in- google-places-159043 • http://searchenginewatch.com/article/2284954/Getting-Started-With-Google- Places-for-Business • http://veepopat.ca/google-local-page-optimization/ • http://veepopat.ca/google-places-listing-changes/ • http://www.bruceclay.com/blog/local-businesses-need-reviews-12-seo- approved-ways-get/ • https://getlisted.org/static/resources/local-citations-by-city.html • https://getlisted.org/static/resources/local-citations-by-category.html • http://www.brightlocal.com/2013/09/11/top-50-local-citation-sites/ • http://www.localvisibilitysystem.com/definitive-local-search-citations/ • http://www.leanmarketing.ca/lean-top-50-best-local-citation-sources-in-the-usa/ Resources

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