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HOW TO INCREASE
SALES WITH LOCAL SEO
Presented by:
Jack Jostes

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GETTING FOUND IS THE RESULT OF MANY
SEPARATE, BUT RELATED ELEMENTS OF
MARKETING CALLED LOCAL SEO.

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Get today’s slides, links, +
The Top 5 Local SEO Mistakes
at ramblinjackson.com/inbound16
or text INBOUND16 to 442-22

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WHO IS THIS GUY?
Jack Jostes
Ramblin Jackson President + CEO

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WHO IS THIS GUY?
Jack Jostes
Ramblin Jackson President + CEO

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1 INTRO TO LOCAL SEO

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To get found, you need
Local SEO

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WHAT IS
LOCAL SEO?
Local SEO is simply Search
Engine Optimization for
Local Businesses.

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CREATING YOUR ON-PAGE
SEO STRATEGY2

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ON PAGE SEO
Website SEO

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ON-PAGE SEO STARTS WITH
SELECTING GREAT KEYWORDS

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KEYWORD RESEARCH3

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Selecting Profitable Keywords
A good keyword:
Strong monthly search volume.

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A good keyword:
Strong monthly search volume.
Relevant to your service/product.
Selecting Profitable Keywords

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A good keyword:
Strong monthly search volume.
Relevant to your service/product.
Realistic competition.
Selecting Profitable Keywords

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A good keyword:
Strong monthly search volume.
Relevant to your service/product.
Realistic competition.
Intent to hire a local human or store.
Selecting Profitable Keywords

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A good keyword:
Strong monthly search volume.
Relevant to your service/product.
Realistic competition.
Intent to hire a local human or store.
Selecting Profitable Keywords

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Pretend you’re a local spa offering
skin care services, massage, and
wellness services.

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Phrase Match Competition
Skin Care Products 90 0.86
Facials Denver 50 0.74
Average Searches Per Month (Denver Area)
Which keyword looks like a
better opportunity to target?

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Tip: do a search and
evaluate the results.

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Advertisements
for national brands

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Advertisements
for national brands
Google Shopping Ads
for national brands

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Advertisements
for national brands
Google Shopping Ads
for national brands
Organic results
for national brands

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Advertisements
for national brands
Google Shopping Ads
for national brands
Organic results
for national brands
No local pack

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Advertisements
for local brand

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Advertisements
for local brand
Snack pack
for local businesses

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Which keyword would be a
better choice to target:
“skin care products” or “facials Denver”

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Phrase Match Competition
Skin Care Products 90 0.86
Facials Denver 50 0.74
Average Searches Per Month (Denver Area)
Don’t get too focused on the
monthly search volume numbers…

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Phrase Match Competition
Skin Care Products 90 0.86
Facials Denver 50 0.74
Average Searches Per Month (Denver Area)
Key takeaway:
Target keywords that have the intent of
someone looking for a local business.

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Get into your client’s head.
What would they search?

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Firehaus Pilates
Rachel Algra

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Target Market
Customer is in pain and needs rehab.

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Target Market
Customer is in pain and needs rehab.
Has money to spend.

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Target Market
Customer is in pain and needs rehab.
Has money to spend.
Has time to exercise and attend class.

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Pilates for Seniors
Customer is in pain and
needs rehab.
Has money to spend.
Has time.
Has kids who are
searching to help them.

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Pilates for Seniors
Customer is in pain and
needs rehab.
Has money to spend.
Has time.
Has kids who are
searching to help them.

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Pilates for Seniors
Customer is in pain and
needs rehab.
Has money to spend.
Has time.
Has kids who are
searching to help them.

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Pilates for Seniors
Customer is in pain and
needs rehab.
Has money to spend.
Has time.
Has kids who are
searching to help them.

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What’s the value
of a page?

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Key takeaway:
Choose keywords that a profitable
niche target market would search and
build out individual pages for them.

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Key takeaway:
Each page of your website is an SEO
opportunity for a niche market.

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HOW MOBILE SEARCH HAS
CHANGED LOCAL SEO FOREVER4

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THERE HAS
BEEN A 2.1X
INCREASE IN
MOBILE
SEARCHES FOR
“STORES OPEN
NOW” OR “FOOD
OPEN NOW” IN
THE PAST YEAR.

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How Google Determines Local Rankings
“Local results are based primarily on
relevance, distance, and prominence.”
- Google My Business Support Page

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NAP CONSISTENCY5

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Local Directories, Apps, & NAP

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#INBOUND164/4/16 Google Search Results for “tony p’s pizzeria”
Inconsistent Citations
Name Variation # 1

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#INBOUND164/4/16 Google Search Results for “tony p’s pizzeria”
Inconsistent Citations
Name Variation # 1
Name Variation # 2

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#INBOUND164/4/16 Google Search Results for “tony p’s pizzeria”
Name Variation # 3
Inconsistent Citations
Name Variation # 1
Name Variation # 2

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4/4/16 Google Search Results for “tony p’s pizzeria”
Name Variation # 3
Name Variation # 4
Inconsistent Citations
Name Variation # 1
Name Variation # 2

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Find NAP Inconsistencies with Moz Local
https://moz.com/local

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FIND NAP
INCONSISTENCIES
WITH MOZ LOCAL

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FIND NAP
INCONSISTENCIES
WITH MOZ LOCAL

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FIND NAP
INCONSISTENCIES
WITH MANUAL
SEARCHES Software won’t find
everything. Use your
eyeballs and manual
searches too.

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REVIEWS6

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Reviews Influence Rankings +
Purchasing Decisions

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HOW REVIEWS
INFLUENCE
PURCHASING
DECISIONS Customers are likely
to spend 31% more
on a business with a
5 star review.
Bright Local

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HOW REVIEWS
INFLUENCE
PURCHASING
DECISIONS A one star increase on
Yelp = 5 to 9 percent
increase in revenue
for restaurants.
Harvard Business School 2016

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Google sorts
“best” searches
based on reviews

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The best way to get reviews….

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The best way to get reviews….
Be excellent!

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The best way to get reviews….
Ask For Them!

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Collect reviews on your website!

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SCHEMA7

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Use Structured Data to present
your data in search results

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SCHEMA.ORG
Schema.org is a
collaborative, community
activity with a mission to
create, maintain, and
promote schemas for
structured data on the
Internet, on web pages,
in email messages, and
beyond.

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Example of Schema for local business
Search results for “Minneapolis glass repair”

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Example of Schema for local business
Search results for “Minneapolis glass repair”

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Local Business Schema with JSON-LD
Use JSON-LD for your local business schema

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• Business Name
• Address
• Phone Number
• Email Address
• Business Hours
• Geo-location Information
(coordinates and map)
• Reviews
• Logo
• Business Description
INFO YOU CAN INCLUDE IN YOUR LOCAL
BUSINESS JSON-LD MARKUP
• Social Profile Links via
same as property.
• Site Name
• Additional useful local
markup types include:
• Products
• Media (images and videos)
• Events
• Corporate Contacts
• Sitelinks Search Box

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Be careful! Follow Google’s Guidelines to a T.
Follow Google’s Review Snippet Guidelines

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GOOGLE REVIEW
SNIPPET GUIDELINE
UPDATE!
Reviews must be
user-generated on your
site to be marked up.

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GetFiveStars is Guideline-Compliant

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LINKS8

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Links represent trust and relationship

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HAVING A HARD TIME
LINK BUILDING?
The number and quality of
links pointing to your
website from other websites
is a huge part of Local SEO
and is by far the area where
most businesses struggle.

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Here are a few places
you can get links:

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Your Chamber of Commerce

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Industry Directories

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Industry Directories
http://www.downtownboston.org/things-to-do-in-downtown-boston/dining/french

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Vendors' Websites

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News and PR Opportunities

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Don’t be skeezy

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Don’t be skeezy

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TIPS FOR MAKING THE SALE9

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Mobile
Hot
Buttons

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7% Open
30% Not Ready
30% Unconscious
30% Never
67%
Who We're
Targeting
Too Crowded
Don't Want Us
3% Active

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Leverage Facebook Retargeting Ads

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Inbound Sales Methodology

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Deliver An Extraordinary Experience

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Deliver An Extraordinary Experience

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HACKS, TIPS, & TRICKS FOR HOW TO
INCREASE SALES WITH LOCAL SEO10

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KEY TAKEAWAY:
Local SEO is simply Search
Engine Optimization for
Local Businesses.
To get found, you need all
aspects of Local SEO.

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Phrase Match Competition
Skin Care Products 90 0.86
Facials Denver 50 0.74
Average Searches Per Month (Denver Area)
KEY TAKEAWAY:
Target keywords that have the intent of
someone looking for a local business.

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Software won’t find
everything. Use your
eyeballs and manual
searches too.
KEY TAKEAWAY:
Clean up your NAP
citation with online
tools and manual
search.

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KEY TAKEAWAY:
Always hustle for reviews!
Every single day.

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KEY TAKEAWAY:
Make sure to mark
up your site for
local schema using
a tool like schema.org

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KEY TAKEAWAY:
Build high quality
links for your website
regularly.

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KEY TAKEAWAY:
Answer your phone
and always provide a
great experience!

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Get today’s slides, links, +
The Top 5 Local SEO Mistakes
at ramblinjackson.com/inbound16
or text INBOUND16 to 442-22

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@JackJostes