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Hauling in More Local Customers
…Even When Your Wheels Are Spinning
March 2015
#mnsearch
Phil Rozek
@philrozek
@PhilRozek | LocalVisibilitySystem.com #MNSearch
About me
@PhilRozek | LocalVisibilitySystem.com #MNSearch
A problem as old as the Internet…
@PhilRozek | LocalVisibilitySystem.com #MNSearch
Online marketing never seems to get easier
@PhilRozek | LocalVisibilitySystem.com #MNSearch
Should help launch
word-of-mouth
Should boost your
online reputation
Shou...
@PhilRozek | LocalVisibilitySystem.com #MNSearch
5 common situations
x 5 ways to get traction
Focus on the highest-payoff ...
@PhilRozek | LocalVisibilitySystem.com #MNSearch
Situation 1: Not visible in the local results
@PhilRozek | LocalVisibilitySystem.com #MNSearch
Situation 1: Not visible in the local results
@PhilRozek | LocalVisibilitySystem.com #MNSearch
#1: Research your categories
@PhilRozek | LocalVisibilitySystem.com #MNSearch
Pop quiz:
How many Yelp categories can you select?
@PhilRozek | LocalVisibilitySystem.com #MNSearch
#2: PILE on the Google+ reviews
@PhilRozek | LocalVisibilitySystem.com #MNSearch
Use Whitespark’s free review-handout generator
@PhilRozek | LocalVisibilitySystem.com #MNSearch
#3: Make a page for each service
@PhilRozek | LocalVisibilitySystem.com #MNSearch
#4: Get (good) links the lazy man’s way
• Chamber of Commerce
• BBB accre...
@PhilRozek | LocalVisibilitySystem.com #MNSearch
#4: Get (good) links the lazy man’s way
@PhilRozek | LocalVisibilitySystem.com #MNSearch
#5: Pare down your citations list
@PhilRozek | LocalVisibilitySystem.com #MNSearch
Situation 2: Good local rankings
– but not in the city you want
@PhilRozek | LocalVisibilitySystem.com #MNSearch
#6: Try to “stretch the map”
@PhilRozek | LocalVisibilitySystem.com #MNSearch
#7: Create a few good “city pages”
@PhilRozek | LocalVisibilitySystem.com #MNSearch
#7: Create a few good “city pages”
@PhilRozek | LocalVisibilitySystem.com #MNSearch
#8: Target cities w/ “portfolio” pages
@PhilRozek | LocalVisibilitySystem.com #MNSearch
#9: Consider targeting the state
@PhilRozek | LocalVisibilitySystem.com #MNSearch
#10: Know when it’s time for PPC
@PhilRozek | LocalVisibilitySystem.com #MNSearch
Situation 3: Visible, but no customers
@PhilRozek | LocalVisibilitySystem.com #MNSearch
Pop quiz: Yelp feeds reviews to
which 3 local search engines?
@PhilRozek | LocalVisibilitySystem.com #MNSearch
Tip #11: Diversify your reviews
@PhilRozek | LocalVisibilitySystem.com #MNSearch
Tip #11: Diversify your reviews
@PhilRozek | LocalVisibilitySystem.com #MNSearch
Tip #12: Mine your reviews
@PhilRozek | LocalVisibilitySystem.com #MNSearch
#13: Create an epic FAQ page
and study it with CrazyEgg
@PhilRozek | LocalVisibilitySystem.com #MNSearch
#14: Make your main pages EPIC
@PhilRozek | LocalVisibilitySystem.com #MNSearch
#15: Use Qualaroo to get feedback
@PhilRozek | LocalVisibilitySystem.com #MNSearch
Situation 4: Bleeding money in AdWords
@PhilRozek | LocalVisibilitySystem.com #MNSearch
#16: Use wildcards for KW research
@PhilRozek | LocalVisibilitySystem.com #MNSearch
#17: Bid on “reviews” terms
@PhilRozek | LocalVisibilitySystem.com #MNSearch
#18: Put reviews / testimonials on
landing pages
@PhilRozek | LocalVisibilitySystem.com #MNSearch
#18: Put reviews / testimonials on
landing pages
@PhilRozek | LocalVisibilitySystem.com #MNSearch
#19: Test with Bing Ads
@PhilRozek | LocalVisibilitySystem.com #MNSearch
#20: Find similarly-named businesses &
add their locations as negative KWs
@PhilRozek | LocalVisibilitySystem.com #MNSearch
Situation 5: Happy customers don’t speak up
@PhilRozek | LocalVisibilitySystem.com #MNSearch
#21: Give reviewers choices
@PhilRozek | LocalVisibilitySystem.com #MNSearch
#22: Give instructions and a reminder
@PhilRozek | LocalVisibilitySystem.com #MNSearch
#22: Give instructions and a reminder
@PhilRozek | LocalVisibilitySystem.com #MNSearch
#23: Expose customers to reviews
everywhere you can
@PhilRozek | LocalVisibilitySystem.com #MNSearch
#23: Expose customers to reviews
everywhere you can
@PhilRozek | LocalVisibilitySystem.com #MNSearch
#23: Expose customers to reviews
everywhere you can
@PhilRozek | LocalVisibilitySystem.com #MNSearch
#23: Expose customers to reviews
everywhere you can
@PhilRozek | LocalVisibilitySystem.com #MNSearch
#23: Expose customers to reviews
everywhere you can
@PhilRozek | LocalVisibilitySystem.com #MNSearch
#24: Consider asking non-customers
Like whom?
• Recipients of pro
bono wo...
@PhilRozek | LocalVisibilitySystem.com #MNSearch
#25: Experiment fearlessly
@PhilRozek | LocalVisibilitySystem.com #MNSearch
Best of: 7 quick wins you can use
today in any situation
Use wildcards fo...
@PhilRozek | LocalVisibilitySystem.com #MNSearch
Thanks!
moz.com/local/categories – Moz.com
whitespark.ca/review-handout-generator – Darren Shaw
Google Now Showing Local Results f...
http://www.syracuse.com/news/index.ssf/2014/11/technology_history_internet_computers_phones_1994.html
https://www.flickr.c...
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Hauling in More Local Customers…Even When Your Wheels Are Spinning

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My presentation from the MN Search Marquee Event, March 25, 2015.

Published in: Marketing

Hauling in More Local Customers…Even When Your Wheels Are Spinning

  1. 1. Hauling in More Local Customers …Even When Your Wheels Are Spinning March 2015 #mnsearch Phil Rozek @philrozek
  2. 2. @PhilRozek | LocalVisibilitySystem.com #MNSearch About me
  3. 3. @PhilRozek | LocalVisibilitySystem.com #MNSearch A problem as old as the Internet…
  4. 4. @PhilRozek | LocalVisibilitySystem.com #MNSearch Online marketing never seems to get easier
  5. 5. @PhilRozek | LocalVisibilitySystem.com #MNSearch Should help launch word-of-mouth Should boost your online reputation Should not burn up all your time It should be a launching pad
  6. 6. @PhilRozek | LocalVisibilitySystem.com #MNSearch 5 common situations x 5 ways to get traction Focus on the highest-payoff activities …for your specific situation
  7. 7. @PhilRozek | LocalVisibilitySystem.com #MNSearch Situation 1: Not visible in the local results
  8. 8. @PhilRozek | LocalVisibilitySystem.com #MNSearch Situation 1: Not visible in the local results
  9. 9. @PhilRozek | LocalVisibilitySystem.com #MNSearch #1: Research your categories
  10. 10. @PhilRozek | LocalVisibilitySystem.com #MNSearch Pop quiz: How many Yelp categories can you select?
  11. 11. @PhilRozek | LocalVisibilitySystem.com #MNSearch #2: PILE on the Google+ reviews
  12. 12. @PhilRozek | LocalVisibilitySystem.com #MNSearch Use Whitespark’s free review-handout generator
  13. 13. @PhilRozek | LocalVisibilitySystem.com #MNSearch #3: Make a page for each service
  14. 14. @PhilRozek | LocalVisibilitySystem.com #MNSearch #4: Get (good) links the lazy man’s way • Chamber of Commerce • BBB accreditation • Industry associations • Meetup.com sponsorships
  15. 15. @PhilRozek | LocalVisibilitySystem.com #MNSearch #4: Get (good) links the lazy man’s way
  16. 16. @PhilRozek | LocalVisibilitySystem.com #MNSearch #5: Pare down your citations list
  17. 17. @PhilRozek | LocalVisibilitySystem.com #MNSearch Situation 2: Good local rankings – but not in the city you want
  18. 18. @PhilRozek | LocalVisibilitySystem.com #MNSearch #6: Try to “stretch the map”
  19. 19. @PhilRozek | LocalVisibilitySystem.com #MNSearch #7: Create a few good “city pages”
  20. 20. @PhilRozek | LocalVisibilitySystem.com #MNSearch #7: Create a few good “city pages”
  21. 21. @PhilRozek | LocalVisibilitySystem.com #MNSearch #8: Target cities w/ “portfolio” pages
  22. 22. @PhilRozek | LocalVisibilitySystem.com #MNSearch #9: Consider targeting the state
  23. 23. @PhilRozek | LocalVisibilitySystem.com #MNSearch #10: Know when it’s time for PPC
  24. 24. @PhilRozek | LocalVisibilitySystem.com #MNSearch Situation 3: Visible, but no customers
  25. 25. @PhilRozek | LocalVisibilitySystem.com #MNSearch Pop quiz: Yelp feeds reviews to which 3 local search engines?
  26. 26. @PhilRozek | LocalVisibilitySystem.com #MNSearch Tip #11: Diversify your reviews
  27. 27. @PhilRozek | LocalVisibilitySystem.com #MNSearch Tip #11: Diversify your reviews
  28. 28. @PhilRozek | LocalVisibilitySystem.com #MNSearch Tip #12: Mine your reviews
  29. 29. @PhilRozek | LocalVisibilitySystem.com #MNSearch #13: Create an epic FAQ page and study it with CrazyEgg
  30. 30. @PhilRozek | LocalVisibilitySystem.com #MNSearch #14: Make your main pages EPIC
  31. 31. @PhilRozek | LocalVisibilitySystem.com #MNSearch #15: Use Qualaroo to get feedback
  32. 32. @PhilRozek | LocalVisibilitySystem.com #MNSearch Situation 4: Bleeding money in AdWords
  33. 33. @PhilRozek | LocalVisibilitySystem.com #MNSearch #16: Use wildcards for KW research
  34. 34. @PhilRozek | LocalVisibilitySystem.com #MNSearch #17: Bid on “reviews” terms
  35. 35. @PhilRozek | LocalVisibilitySystem.com #MNSearch #18: Put reviews / testimonials on landing pages
  36. 36. @PhilRozek | LocalVisibilitySystem.com #MNSearch #18: Put reviews / testimonials on landing pages
  37. 37. @PhilRozek | LocalVisibilitySystem.com #MNSearch #19: Test with Bing Ads
  38. 38. @PhilRozek | LocalVisibilitySystem.com #MNSearch #20: Find similarly-named businesses & add their locations as negative KWs
  39. 39. @PhilRozek | LocalVisibilitySystem.com #MNSearch Situation 5: Happy customers don’t speak up
  40. 40. @PhilRozek | LocalVisibilitySystem.com #MNSearch #21: Give reviewers choices
  41. 41. @PhilRozek | LocalVisibilitySystem.com #MNSearch #22: Give instructions and a reminder
  42. 42. @PhilRozek | LocalVisibilitySystem.com #MNSearch #22: Give instructions and a reminder
  43. 43. @PhilRozek | LocalVisibilitySystem.com #MNSearch #23: Expose customers to reviews everywhere you can
  44. 44. @PhilRozek | LocalVisibilitySystem.com #MNSearch #23: Expose customers to reviews everywhere you can
  45. 45. @PhilRozek | LocalVisibilitySystem.com #MNSearch #23: Expose customers to reviews everywhere you can
  46. 46. @PhilRozek | LocalVisibilitySystem.com #MNSearch #23: Expose customers to reviews everywhere you can
  47. 47. @PhilRozek | LocalVisibilitySystem.com #MNSearch #23: Expose customers to reviews everywhere you can
  48. 48. @PhilRozek | LocalVisibilitySystem.com #MNSearch #24: Consider asking non-customers Like whom? • Recipients of pro bono work • Free-consultation people • Other business owners • Peers
  49. 49. @PhilRozek | LocalVisibilitySystem.com #MNSearch #25: Experiment fearlessly
  50. 50. @PhilRozek | LocalVisibilitySystem.com #MNSearch Best of: 7 quick wins you can use today in any situation Use wildcards for KW research Create a page for each specific service Show off your reviews Diversify your reviews Mine your reviews Lengthen stubby pages Create giant FAQ page & study it with CrazyEgg
  51. 51. @PhilRozek | LocalVisibilitySystem.com #MNSearch Thanks!
  52. 52. moz.com/local/categories – Moz.com whitespark.ca/review-handout-generator – Darren Shaw Google Now Showing Local Results for State Wide Searches – Mike Ramsey (via Search Engine Journal) Designing Business Location Website Pages: Part One – Single Location Business – Aaron Weiche (via LocalU.org) The Lazy Man’s Way to Find Meetup.com Local Link Opportunities – me Which Local Review Sites Are on Your Side? – me Mining Your Online Reviews: 25 Nuggets You Can Use to Get More Local Customers – me @PhilRozek | LocalVisibilitySystem.com #MNSearch Resources and further reading
  53. 53. http://www.syracuse.com/news/index.ssf/2014/11/technology_history_internet_computers_phones_1994.html https://www.flickr.com/photos/patrick_h/5508738002 https://www.flickr.com/photos/shellysblogger/15182177065/in/photostream/ https://www.flickr.com/photos/wcdumonts/15720336980 https://www.flickr.com/photos/alanenglish/1702377971 https://www.flickr.com/photos/meddygarnet/4374410040 https://www.flickr.com/photos/30181898@N06/5450514108 http://www.secretsafebooks.com/blogs/secret-safe-blog/8677501-huge-book-covers-contain-electrical-works http://www.motortrend.com/features/consumer/1305_volvo_xc60_iihs_small_overlap_crash_test https://www.flickr.com/photos/dbgg1979/4080562904/in/photostream/ https://www.flickr.com/photos/nasahqphoto/5917022647 https://www.flickr.com/photos/dave_see/7666374400/photo_11.html @PhilRozek | LocalVisibilitySystem.com #MNSearch Image credits

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