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LOCAL SEO IS
FOR EVERYONE

DANA DITOMASO
CEO, KICK POINT
@DANADITOMASO
Local SEO
is for you.
But I Sell
Nationally!
“BUY NFL JERSEYS”
Big Brands

Edmonton
“BUY NFL JERSEYS EDMONTON”

Edmonton
Surely you
meant hockey.
PROTIP: HOW TO SELL TO CANADIANS
But My Office Is
In Another City
IF YOU CAN’T JOIN THE PACK, BEAT IT

Example courtesy of Whitespark
LOCAL INFO MATTERS
• Don’t “fake” an
address
• Don’t search &
replace, make the
content completely
different for each
location

Example courtesy of Whitespark
Local Content That
Doesn’t Suck
PROVIDE USEFUL LOCAL INFO
AND PUT IN SOME EFFORT
LINK BUILDING (JUST A BIT)
TEACH RELEVANT HISTORY
USE AN INTERN!
JUST PUT IT ALL IN ONE PLACE
Your Local
Content Checklist
STEPS TO LOCAL CONTENT DOMINATION*
1. Choose the area to target.
2. Research with Trends & the Keyword
Planner.
3. Create targeted content.
4. Link build and put in social effort.
5. …
6. Profit!

*Nothing is guaranteed. But this usually works.
GOOGLE TRENDS TO CHOOSE AREAS
• Check trends to find regional interests & if it’s
worth it
GOOGLE TRENDS TO CHOOSE AREAS
• Also good for local lingo
(which is usually easier to optimize for)
USE THE KEYWORD PLANNER
• What has a strong correlation with your
keyword in your target area?
OR TALK TO YOUR CUSTOMERS
• Call customers in those areas
• Why did they choose you?
• Find out what they searched for, and what
else they like
• Nice data for Facebook ads, too!
TAG ALONG WITH LOCAL CONTENT
• Rehab centre in Utah, wants to attract
California clients

• Is it cheaper in Utah?
– The best low cost drug rehab centre in
California … is actually in Utah
BONUS: CONSIDER OPENING AN OFFICE
• How many clients
can you bring in
from California?
• Would an in-person
discussion improve
your California
close rate?
• Is it cheaper than
spending $45/click?
LINK BUILD & SOCIAL EFFORT
• Use Whitespark’s citation tool
• Try Moz’s Competitive Link Finder
http://moz.com/labs/link-finder
• Sponsor a post on Facebook
• Spend a bit on locally-targeted
AdWords
• Search Twitter to find people in that
area talking about your subject
Profit!
THANK YOU!

TWEET:

@DANADITOMASO
VISIT US:

KICKPOINT.CA

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Local SEO is For Everyone - State of Search 2013