Anvil Media Lunch & Learn: The Evolving World of Local SEO

458 views

Published on

Anvil's Brooke Snow covers the constantly evolving world of Local SEO and how it can impact your business.

Published in: Marketing, Technology, Design
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
458
On SlideShare
0
From Embeds
0
Number of Embeds
5
Actions
Shares
0
Downloads
7
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide
  • Theme: MedianHeader: Standard OrangeSub-head: Dark Charcoal
  • Theme: MedianHeader: Standard OrangeSub-head: Dark Charcoal
  • Theme: MedianHeader: Standard OrangeSub-head: Dark Charcoal
  • Theme: MedianHeader: Standard OrangeSub-head: Dark Charcoal
  • Theme: MedianHeader: Standard OrangeSub-head: Dark Charcoal
  • Theme: MedianHeader: Standard OrangeSub-head: Dark Charcoal
  • Theme: MedianHeader: Standard OrangeSub-head: Dark Charcoal
  • Anvil Media Lunch & Learn: The Evolving World of Local SEO

    1. 1. The Quickly Evolving World of Local SEO Presented By: Brooke Snow @brooke_snow Senior Account Executive Anvil Media, Inc. 503.595.6050 ext 241 brooke@anvilmedia.com
    2. 2. Agenda 503.595.6050 // www.anvilmediainc.com // © 2014 - All information in this document is copyright protected and the property of Anvil Media, Inc.2 I. The Local Landscape II. Why Local Search Matters III. Optimizing for Local IV. The Google+ Elephant in the Room V. Review Monitoring & Management VI. A Case Study VII.Recap
    3. 3. The Local Landscape 3 503.595.6050 // www.anvilmediainc.com // © 2014 - All information in this document is copyright protected and the property of Anvil Media, Inc.
    4. 4. What is a local listing? 4 503.595.6050 // www.anvilmediainc.com // © 2014 - All information in this document is copyright protected and the property of Anvil Media, Inc.
    5. 5. A Google Carousel? 5 503.595.6050 // www.anvilmediainc.com // © 2014 - All information in this document is copyright protected and the property of Anvil Media, Inc.
    6. 6. Why are local listings used? Read reviews… Get directions Find a phone number See pictures Research pricing …and more! 6 503.595.6050 // www.anvilmediainc.com // © 2014 - All information in this document is copyright protected and the property of Anvil Media, Inc.
    7. 7. Search Engine Platforms 7 503.595.6050 // www.anvilmediainc.com // © 2014 - All information in this document is copyright protected and the property of Anvil Media, Inc.
    8. 8. Service Platforms 8 503.595.6050 // www.anvilmediainc.com // © 2014 - All information in this document is copyright protected and the property of Anvil Media, Inc.
    9. 9. Local Based Services (LBS) 9 503.595.6050 // www.anvilmediainc.com // © 2014 - All information in this document is copyright protected and the property of Anvil Media, Inc.
    10. 10. Then There Are Feeds… 10
    11. 11. Holistic Approach is a Must 11 503.595.6050 // www.anvilmediainc.com // © 2014 - All information in this document is copyright protected and the property of Anvil Media, Inc.
    12. 12. Why Local Matters 12 503.595.6050 // www.anvilmediainc.com // © 2014 - All information in this document is copyright protected and the property of Anvil Media, Inc.
    13. 13. 13 503.595.6050 // www.anvilmediainc.com // © 2014 - All information in this document is copyright protected and the property of Anvil Media, Inc. 20% of desktop queries have a local intent 50%+ of mobile queries have a local intent
    14. 14. 14 503.595.6050 // www.anvilmediainc.com // © 2014 - All information in this document is copyright protected and the property of Anvil Media, Inc. Only 5% of those use the city or state within the search query 2% use terms such as neighborhoods 0.5% use zip codes
    15. 15. What do these stats mean to you? 15 503.595.6050 // www.anvilmediainc.com // © 2014 - All information in this document is copyright protected and the property of Anvil Media, Inc. You could be missing out on a lot of your potential traffic
    16. 16. Reviews Are Important Consumers are influenced by user reviews – one bad review can multiply quickly 16 503.595.6050 // www.anvilmediainc.com // © 2014 - All information in this document is copyright protected and the property of Anvil Media, Inc.
    17. 17. Reviews and Trust 17 503.595.6050 // www.anvilmediainc.com // © 2014 - All information in this document is copyright protected and the property of Anvil Media, Inc. 85% of consumers said they read online reviews for local businesses
    18. 18. Reviews and Trust 18 503.595.6050 // www.anvilmediainc.com // © 2014 - All information in this document is copyright protected and the property of Anvil Media, Inc. 79% of consumers trust an online review as much as a recommendation from a friend
    19. 19. Reviews and Trust 19 503.595.6050 // www.anvilmediainc.com // © 2014 - All information in this document is copyright protected and the property of Anvil Media, Inc. 73% of consumers said a positive review makes them trust a business more
    20. 20. Optimizing for Local 20 503.595.6050 // www.anvilmediainc.com // © 2014 - All information in this document is copyright protected and the property of Anvil Media, Inc.
    21. 21. How do you not get lost in the crowd? 21 503.595.6050 // www.anvilmediainc.com // © 2014 - All information in this document is copyright protected and the property of Anvil Media, Inc. How Do You Stand Out?
    22. 22. 1. Proper Category Associations 2. Physical Address in City of Search 3. Consistency of Structured Citations 4. Quality/Authority of Structure Citations 5. HTML NAP Matching Place Page NAP 6. Quantity of Structured Citations 7. Domain Authority of Website 8. Individually Owner-verified Local Plus Page 9. City, State in Places Landing Page Title 10. Proximity of Address to Centroid 22 Top Ranking Factors Source: http://moz.com/local-search-ranking-factors 22 503.595.6050 // www.anvilmediainc.com // © 2014 - All information in this document is copyright protected and the property of Anvil Media, Inc. Top 10 Ranking Factors
    23. 23. Key Steps for Local SEO 23 503.595.6050 // www.anvilmediainc.com // © 2014 - All information in this document is copyright protected and the property of Anvil Media, Inc. Key to Success Claim Optimize Monitor
    24. 24. Listing Ranking Factors 24 503.595.6050 // www.anvilmediainc.com // © 2014 - All information in this document is copyright protected and the property of Anvil Media, Inc. Optimize Listing
    25. 25. Key Local Term Name Address Phone 25 503.595.6050 // www.anvilmediainc.com // © 2014 - All information in this document is copyright protected and the property of Anvil Media, Inc. N.A.P. Consistency Matters
    26. 26. 26 Top Ranking Factors 26 503.595.6050 // www.anvilmediainc.com // © 2014 - All information in this document is copyright protected and the property of Anvil Media, Inc. Citations Anvil Media, Inc. 310 NE Failing St. Portland, OR 97212 Anvil Media, Inc. 310 NE Failing St. Portland, OR 97212 Anvil Media, Inc. 310 NE Failing St. Portland, OR 97212 Anvil Media, Inc. 310 NE Failing St. Portland, OR 97212 Anvil Media, Inc. 310 NE Failing St. Portland, OR 97212 Anvil Media, Inc. 310 NE Failing St. Portland, OR 97212 Anvil Media, Inc. 310 NE Failing St. Portland, OR 97212 Anvil Media, Inc. 310 NE Failing St. Portland, OR 97212 Anvil Media, Inc. 310 NE Failing St. Portland, OR 97212 Anvil Media, Inc. 310 NE Failing St. Portland, OR 97212 Link building for local.
    27. 27. 27 Key On-site Optimization Location & Business Type in All Key Areas ̶ Title Tag ̶ Meta description ̶ Headline (H1 tag) ̶ Body Copy ̶ URL 27 503.595.6050 // www.anvilmediainc.com // © 2014 - All information in this document is copyright protected and the property of Anvil Media, Inc. Landing Page Optimization
    28. 28. 28 Event Markup Example 28 503.595.6050 // www.anvilmediainc.com // © 2014 - All information in this document is copyright protected and the property of Anvil Media, Inc. Schema Markup
    29. 29. 29 ̶ Have a listing for a location where a business is not at – like a P.O. Box ̶ Mis-matched NAP or tracking numbers ̶ Incorrect business category ̶ Multiple listings with same/similar business title and address ̶ Reports of violations of your listing ̶ Presence of malware on your website …basically anything that is seen as spammy Things to Avoid Source: http://moz.com/local-search-ranking-factors 29 503.595.6050 // www.anvilmediainc.com // © 2014 - All information in this document is copyright protected and the property of Anvil Media, Inc. What Not to Do
    30. 30. 30 Listing Ranking Factors Source: http://www.whitespark.ca/local-citation-finder 30 503.595.6050 // www.anvilmediainc.com // © 2014 - All information in this document is copyright protected and the property of Anvil Media, Inc. Tools to Make Your Life Easier
    31. 31. The Google+ Elephant in the Room 31 503.595.6050 // www.anvilmediainc.com // © 2014 - All information in this document is copyright protected and the property of Anvil Media, Inc.
    32. 32. Google+ Google Places Google+ Local 32 503.595.6050 // www.anvilmediainc.com // © 2014 - All information in this document is copyright protected and the property of Anvil Media, Inc.
    33. 33. The Merge 33 503.595.6050 // www.anvilmediainc.com // © 2014 - All information in this document is copyright protected and the property of Anvil Media, Inc.
    34. 34. Review Monitoring & Management 34 503.595.6050 // www.anvilmediainc.com // © 2014 - All information in this document is copyright protected and the property of Anvil Media, Inc.
    35. 35. Key Online Review Tips & Tactics 1. Always monitor reviews 2. Address negative reviews in a timely manner (24 hours max) 3. Great customer service naturally creates better ratings 4. Identify themes within negative reviews and take appropriate action in order to improve as a company 5. Track competitive reviews for intelligence and insight 6. Always remember - reviews directly impact revenue 35 503.595.6050 // www.anvilmediainc.com // © 2014 - All information in this document is copyright protected and the property of Anvil Media, Inc.
    36. 36. Respond to the Negative How to Respond  Be honest & calm  Be transparent  Offer something for their troubles (25% off their next purchase?)  If needed – take the conversation offline When to Respond  You know your company is in the wrong  The review is misstating facts  You can tell the reviewer is mad at you and not just life 36 503.595.6050 // www.anvilmediainc.com // © 2014 - All information in this document is copyright protected and the property of Anvil Media, Inc.
    37. 37. Respond to the Positive When to Respond  When you get a rave review How to Respond  Be gracious and humble  Let them know you appreciate their business 37 503.595.6050 // www.anvilmediainc.com // © 2014 - All information in this document is copyright protected and the property of Anvil Media, Inc.
    38. 38. Paid Monitoring Tools 38 503.595.6050 // www.anvilmediainc.com // © 2014 - All information in this document is copyright protected and the property of Anvil Media, Inc. (Hotel Specific)
    39. 39. Free Monitoring Tools 39 503.595.6050 // www.anvilmediainc.com // © 2014 - All information in this document is copyright protected and the property of Anvil Media, Inc.
    40. 40. A Case Study 40 503.595.6050 // www.anvilmediainc.com // © 2014 - All information in this document is copyright protected and the property of Anvil Media, Inc.
    41. 41. The Westgate Hotel 41 503.595.6050 // www.anvilmediainc.com // © 2014 - All information in this document is copyright protected and the property of Anvil Media, Inc.
    42. 42. Recap 42 503.595.6050 // www.anvilmediainc.com // © 2014 - All information in this document is copyright protected and the property of Anvil Media, Inc.
    43. 43. - If you’re not on Google+ - get on it! - Be sure to claim and optimize your local profiles - Optimize your website for local SEO - Reviews influence customer behavior significantly - Respond to both negative and positive reviews - Be involved and engaged Recap 43 503.595.6050 // www.anvilmediainc.com // © 2014 - All information in this document is copyright protected and the property of Anvil Media, Inc. Recap

    ×