Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Guide to Local Search Marketing for Contractors

1,385 views

Published on

Presentation given during Construction Owners Summit Conference on Winning at Local Search Marketing geared for Contractors and Owners. This conference was held in Scottsdale Arizona.

Published in: Marketing
  • Be the first to comment

  • Be the first to like this

Guide to Local Search Marketing for Contractors

  1. 1. @Matt_Siltala
  2. 2. LEADING DIGITAL MarketingAgency AVALAUNCH MEDIA IS A @Matt_Siltala SPECIALIZING IN VISUAL CONTENT
  3. 3. Our Mission: “LAUNCH THE BEST BRANDS ON EARTH” @Matt_Siltala
  4. 4. WE PRESENT AT THE WORLD'S BIGGEST DIGITAL CONTENT MARKETING CONFERENCES @Matt_Siltala
  5. 5. OUR TEAM HAS MORE THAN 30 FULL-TIME EMPLOYEES @Matt_Siltala
  6. 6. MARKETING FOR CONTRACTORS GuideToLocalSearch @Matt_Siltala
  7. 7. LET’S TALK ABOUT SEARCH @Matt_Siltala
  8. 8. @Matt_Siltala
  9. 9. @Matt_Siltala YOUR WORLD
  10. 10. @Matt_Siltala GOOGLE’S WORLD
  11. 11. @Matt_Siltala 1 in 3 queries that people type into a standard Google search bar are about places -EdParsons,Google. P.S.In2010itwas1in5 Best burger restaurants
  12. 12. @Matt_Siltala
  13. 13. @Matt_Siltala
  14. 14. @Matt_Siltala
  15. 15. Google wants to get you what you want faster. IF POSSIBLE BEFORE YOU HAVE TO ASK. @Matt_Siltala
  16. 16. WHAT? @Matt_Siltala
  17. 17. WHY? WHERE? HOW? WHO? WHEN? @Matt_Siltala
  18. 18. @Matt_Siltala
  19. 19. @Matt_Siltala
  20. 20. @Matt_Siltala KNOWLEDGE GRAPH
  21. 21. @Matt_Siltala KNOWLEDGE GRAPH
  22. 22. SO, WHAT DOES GOOGLE WANT? @Matt_Siltala
  23. 23. NO MORE LIES @Matt_Siltala
  24. 24. @Matt_Siltala
  25. 25. @Matt_Siltala
  26. 26. @Matt_Siltala INNOVATE
  27. 27. @Matt_Siltala INNOVATE INFORM
  28. 28. @Matt_Siltala INNOVATE INFORM INSPIRE
  29. 29. LOCAL DISCOVERY ONLINE @Matt_Siltala
  30. 30. @Matt_Siltala Strategy is HARD
  31. 31. @Matt_Siltala You have to THINK
  32. 32. Get OVER IT @Matt_Siltala
  33. 33. Step 1: ANALYZE @Matt_Siltala
  34. 34. “IF I HAD 8 HOURS TO CHOP DOWN A TREE, I WOULD SPEND 6 HOURS SHARPENING MY AXE” -Abe Lincoln @Matt_Siltala
  35. 35. Local Search RANKING FACTORS @Matt_Siltala ON-PAGE SIGNALS LINK SIGNALS MY BUSINESS SIGNALS EXTERNAL LOC. SIGNALS BEHAVIORAL/MOB. SIGNALS PERSONALIZATION REVIEW SIGNALS SOCIAL SIGNALS 20.3% 20% 14.7% 13.6% 9.5% 8.5% 8.4% 5%
  36. 36. @Matt_Siltala
  37. 37. @Matt_Siltala
  38. 38. @Matt_Siltala
  39. 39. @Matt_Siltala
  40. 40. Bad NAP + You = @Matt_Siltala WORLD OF HURT
  41. 41. Bad NAP + You = @Matt_Siltala NOT GOOD
  42. 42. Email me at Matt@AvalaunchMedia.com and I can email you the list @Matt_Siltala I’VE CREATED A LIST FOR YOU
  43. 43. @Matt_Siltala google.com/mybusiness
  44. 44. @Matt_Siltala google.com/mybusiness
  45. 45. @Matt_Siltala google.com/mybusiness
  46. 46. @Matt_Siltala google.com/mybusiness
  47. 47. Keyword RESEARCH @Matt_Siltala
  48. 48. WEBSITE @Matt_Siltala
  49. 49. @Matt_Siltala seerinteractive.com/blog/screaming- frog-guide
  50. 50. @Matt_Siltala URL STRUCTURE www.yourbrand.com/ www.yourbrand.com/locations www.yourbrand.com/locations/state www.yourbrand.com/locations/state/city www.yourbrand.com/locations/state/city/neighborhood
  51. 51. @Matt_Siltala TITLE TAGS + META DESCRIPTIONS
  52. 52. @Matt_Siltala TITLE TAGS + META DESCRIPTIONS
  53. 53. @Matt_Siltala TITLE TAGS + META DESCRIPTIONS SMART
  54. 54. bit.ly/localgrader @Matt_Siltala
  55. 55. bit.ly/locallanding @Matt_Siltala
  56. 56. @Matt_Siltala
  57. 57. WHAT’S THE OVERALL QUALITY? PLAN? MESSAGE? @Matt_Siltala
  58. 58. LINK RESEARCH @Matt_Siltala
  59. 59. @Matt_Siltala MOZ.COM AHREFS.COM
  60. 60. @Matt_Siltala SCOTTSDALE CUSTOM HOME BUILDERS
  61. 61. @Matt_Siltala SCOTTSDALE CUSTOM HOME BUILDERS
  62. 62. GETTING REVIEWS andOtherHardThingsinLife @Matt_Siltala
  63. 63. Life is HARD @Matt_Siltala
  64. 64. @Matt_Siltala
  65. 65. @Matt_Siltala
  66. 66. @Matt_Siltala
  67. 67. @Matt_Siltala HOW DO YOU SHOP OnAmazon?
  68. 68. In one implementation, the number of documents with reviews of a business may be used as a factor in determining the location prominence score of a document associated with the business Reviews from different sites INCREASE RANK @Matt_Siltala
  69. 69. Get OVER IT @Matt_Siltala
  70. 70. Results for respondents with demographics. Weighted by Age, Gender, Region. (1202 responses) 46% READ REVIEWS FIRST REVIEWS NOW FRONT & CENTER @Matt_Siltala
  71. 71. Make reviews part of your CUSTOMER EXPERIENCE @Matt_Siltala
  72. 72. PEOPLE CAN BE MEAN @Matt_Siltala
  73. 73. @Matt_Siltala
  74. 74. @Matt_Siltala
  75. 75. Some People CHEAT @Matt_Siltala
  76. 76. @Matt_Siltala
  77. 77. @Matt_Siltala FLAG AS INAPPROPRIATE
  78. 78. WARNING: FROM GOOGLE @Matt_Siltala
  79. 79. We get REJECTED @Matt_Siltala
  80. 80. @Matt_Siltala GOOGLE’S FILTER
  81. 81. HERE ARE SOME IDEAS @Matt_Siltala
  82. 82. @Matt_Siltala TRACK YOUR REVIEWS
  83. 83. @Matt_Siltala TRACK YOUR REVIEWS
  84. 84. @Matt_Siltala TRACK YOUR REVIEWS
  85. 85. @Matt_Siltala TRACK YOUR REVIEWS
  86. 86. @Matt_Siltala
  87. 87. @Matt_Siltala
  88. 88. @Matt_Siltala
  89. 89. @Matt_Siltala THINGS CHANGE
  90. 90. @Matt_Siltala local
  91. 91. @Matt_Siltala TELL STORIES ABOUT YOUR NEIGHBORHOOD
  92. 92. @Matt_Siltala INTERVIEW LOCALS
  93. 93. @Matt_Siltala DESIGN LOCAL CONTENT
  94. 94. @Matt_Siltala
  95. 95. @Matt_Siltala TAKE PART IN COMMUNITY EVENTS
  96. 96. @Matt_Siltala HELP A STUDENT OUT 40+ High Schools InArizona
  97. 97. @Matt_Siltala NEVER GIVE UP
  98. 98. @Matt_Siltala

×