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Billionaires Guide to Local SEO

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Presentation to the Santa Cruz WordPress Meetup

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Billionaires Guide to Local SEO

  1. 1. Brian Childers THE BILLIONAIRE’S GUIDE TO LOCAL SEO
  2. 2. TRUST There are hundreds of factors in search algorithms. If we boiled it down to a few broad descriptions, one of them is: TRUST
  3. 3. POPULARITY
  4. 4. Brian Childers TODAY’S DISCUSSION 1. What is Local Internet Marketing (Local SEO) 2. Why Google Matters 3. Local Marketing Tasks You Can Do 4. What You Should Leave to the Experts
  5. 5. WHAT IS LOCAL INTERNET MARKETING?
  6. 6. ANATOMY OF A LOCAL SEARCH LANDING PAGE PAID ADS LOCAL 3PACK ORGANIC
  7. 7. GOOGLE LOCAL SEARCH LANDING PAGE EXPERIMENTS GOOGLE HOME SERVICES LOCAL 3PACK ORGANIC PAID ADS
  8. 8. Brian Childers BEST LONG-TERM RESIDUAL VALUE Source: https://moz.com/blog/state-of-searcher-behavior-
  9. 9. Brian Childers WHERE USERS CLICK ON LOCAL RESULTS Source: https://moz.com/blog/the-new-snack-pack-where-users-clicking-how-you-can-
  10. 10. Brian Childers BEST LONG-TERM RESIDUAL VALUE
  11. 11. GOOGLE DOMINATES DESKTOP SEARCH Source: https://netmarketshare.com
  12. 12. GOOGLE DOMINATES MOBILE SEARCH Source: https://netmarketshare.com
  13. 13. ONBOARDIN G REPUTATION MANAGEMEN T DIRECTORY MANAGEME NT VIDEO
  14. 14. 2017 LOCAL SEARCH RACKING FACTORS Source: https://moz.com/local-search-ranking-
  15. 15. 19 17 14 13 13 10 10 4 7 29 24 8 7 11 9 4 0 5 10 15 20 25 30 35 My Business Link Building On Page Optimization Citation Management Reputation Management Behavioral Signals Personalization Social Signals 2017 Local Search Ranking Factors Local Pack Local Organic
  16. 16. https://moz.com/local-search-ranking-factors https://docs.google.com/spreadsheets/d/1XD6teln5srpmpfa44m9rTqlTqBqiqievknbzTtcZQEY/e dit#gid=0 Top 30 Foundational Factors Top 30 Competitive Difference-Makers • 10 Factors Experts Are Focusing On Less Since the Possum Update • 10 Factors Experts Are Focusing On More Since the Possum Update • Negative Factors Factors Added and Removed Possum Update http://searchengineland.com/everything-need-know-googles-possum-algorithm-update-
  17. 17. CLIENT ONBOARDING • Core Business Information – NAP, Tagline, Year Founded, Website URL, Email Address, Payment Methods, Business Hours, etc. • Strategic & Tactical Information – CRM, Email Software, Business Goals, Marketing Plan, Customer & Transactional Value, etc. • Target Demographics – Age, Income, Gender, Race, Target Market, etc. • About Your Business – • Who are you and when did you start doing what you are doing? • What do you do and how does it benefit your customers? • How do you accomplish what you claim you do? For example, staff, tools, technology, experience, education, etc. 1
  18. 18. CLIENT ONBOARDING – cont. • Top Revenue Generating Products & Services - for competitor and keyword analysis • Top Competitors – for competitor and keyword analysis • Top Local Geographic Markets - Wikipedia county, use for service area pages • Associations & Memberships – for link building and trust badges • Sponsorships – for news, link building, community involvement, etc. • Vendors and Suppliers – for link building, guest posting, interviews, etc. • Short and Long Business Description – consistency on directories and social 1 Reference: https://docs.google.com/spreadsheets/d/1Lu9hMijmQg1hFlxhpRFkGNodr_nOzmES0wrV7Cn0MuY/pubhtml?gid=700517500&single=tru
  19. 19. DIRECTORY MANAGEMENT • Manual Discovery – -site:clientdomain.com "client business name“ • NAP Hunter – Chrome extension for local discovery of Name, Address, Phone • List Your Primary Social and Business Listing Properties – GMB, Yelp, Facebook, Twitter, Linkedin, YouTube, Bing • Claim Data Aggregators - Infogroup 45%, Neustar Local Eze 32%, Factual 14% Axciom 9% • Find Your Top Industry Business Listing Properties – claim high authority properties like Health Grades, Zamoto, DexKnows, Angies List, Houzz, etc. • List and Claim Top Citation Sources in Your Category – https://moz.com/learn/local/citations-by-category 2 Reference: https://docs.google.com/spreadsheets/d/1ZhdTfX3YTeMg4q1EmE4gMk6HNX9wNZ21YkAy1qAX0nA/pubhtml?gid=1530592195&single=
  20. 20. Brian Reputation Management Reviews moved up on the algorithm! 3 REVIEWS MATTER
  21. 21. Brian Reputation Management • Train your yourself / employees to follow a process 3
  22. 22. Brian Reputation Management • Create a review page with links to review sites3
  23. 23. Brian Reputation Management • Print cards / handouts to offer clients3
  24. 24. REPUTATION MANAGEMENT 3 1. Now 13% of Algo for Local Pack 2. Why Google Matters 3. Local Marketing Tasks You Can Do 4. What You Should Leave to the Experts Brian
  25. 25. VIDEO 3 Source: https://www.hubspot.com/marketing- statistics • Almost 50% of internet users look for videos related to a product or service before visiting a store. (Google, 2016) • 53% of smartphone users feel more favorable towards companies whose mobile sites or apps provide instructional video content. (Google, 2015) • 4 in 5 consumers believe that demo videos are helpful. • Videos compliments messaging on a product or service page and reduces bounce rates • 43% of people want to see more video content from marketers. (HubSpot,
  26. 26. VIDEO RESOURCES 3 • Biteable – Only $99 / Year – great stock 85,000 Stock Footage Clips, no Biteable Logo/Watermark, Download To Your Computer, Upload Your Own Footage, HD TV Quality Videos, Publish To YouTube, Unlimited Videos • Fiverr – great resource for logo sting development, professional voice overs, explainer videos and more! Brian
  27. 27. HIRE A PRO FOR TECHNICAL TASKS
  28. 28. Brian WEBSITE OPTIMIZATION • Run Free SEO Scan on foxxr.com • Presence of Name, Address, Phone (NAP) • Optimize Meta titles • Setup Geo Targeted Pages • Use Google Search Console for Optimization • Use Google Analytics to Measure Traffic
  29. 29. Brian LOCAL PAID SEARCH MANAGEMENT • 70% of U.S. marketers plan to use social video ads in the coming 12 months. (eMarketer, 2016) • 64.6% of people click on Google ads when they are looking to buy an item online. (WordStream, 2016) • The average click through rate in AdWords across all industries is 1.91% for search and 0.35% for display. (WordStream, 2016) • When it comes to paid social media ads, the overwhelming majority use Facebook ads (84%), followed by Google ads (41%) and LinkedIn ads (18%). (Social Media Examiner, 2015)
  30. 30. ONBOARDIN G REPUTATION MANAGEMEN T DIRECTORY MANAGEME NT VIDEO
  31. 31. Brian
  32. 32. Brian Childers BONUS MATERIAL
  33. 33. Brian DIRECTORY MANAGEMENT • Search your phone “831-531-7771” • Run scan on Foxxr.com/powerlistings • Claim listings manually or by service • Paid services: • BrightLocal.com ($19.99/mo. plus $3.00 per submission) • Yext.com ($49/mo. or $499 per year) • Moz.com/local ($99.00 per year)

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