Local Search Marketing by WSI and Grow Plumbing Gregg Towsley


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Review the below bullet points and view the presentation if you want to get above your competition on Google Maps!

Understanding the basics
Perfect your Google+ page
Clean your website
Work on your citations
Get reviews

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Local Search Marketing by WSI and Grow Plumbing Gregg Towsley

  1. 1. Local Search Optimization Gregg Towsley – WSI Quality Solutions
  2. 2. Let’s do Local Search • • • • • Understanding the basics Perfect your Google+ page Clean your website Work on your citations Get reviews ©2012 RAM. All rights reserved.
  3. 3. What is Local Search • Local Search is the use of search engines by users who are looking for a product or service provider (what) in a specific local area (where). • Examples – – – – – – Plumber Dentist Air duct cleaner Italian restaurant in Mississauga Plummer Bed and breakfast ©2012 RAM. All rights reserved.
  4. 4. Why Local Search? ©2012 RAM. All rights reserved.
  5. 5. Why Local Search? • http://www.brightlocal.com/2013/11/18/smb-internet-marketing-survey-2013/ • BrightLocal SMB Internet Marketing Survey 2013 in partnership with ChamberofCommerce.com ©2012 RAM. All rights reserved.
  6. 6. Local Search ‘Basic’ Fundamentals Need to understand the ‘Local Search Ecosystem’ ©2012 RAM. All rights reserved.
  7. 7. Local Search ‘Basic’ Fundamentals • Names, Address & Phone Number ©2012 RAM. All rights reserved.
  8. 8. Local + Mobile What about phones, apps, iPads, netbooks, etc? ©2012 RAM. All rights reserved.
  9. 9. Evolution of Google + Local ©2012 RAM. All rights reserved.
  10. 10. The Evolution of Google • Blended Search (Close Up) ©2012 RAM. All rights reserved.
  11. 11. • Educate the prospect – how consumers buy now ©2012 RAM. All rights reserved.
  12. 12. Why Focus on Local Search? • Media chaos organized ©2012 RAM. All rights reserved.
  13. 13. Why Focus on Local Search? • What it takes to be successful today ©2012 RAM. All rights reserved.
  14. 14. Understanding the Basics • • • • • • • • • • Read, understand and follow Google’s rules E-commerce business, don’t bother trying to get on the ‘local map’ If you work from home- you can ‘hide’ your address from Google listing It takes time – usually months – to get visible in local search Things change all the time in Google: the rules, search results appear, and of course the rankings Local search visibility is a moving target Use a real address for your business Get a separate phone number for your business – more than one location Make sure you have the ability to make changes to your site at any time Set up Google Analytics on your site ©2012 RAM. All rights reserved.
  15. 15. Six tips for Local SEO success ©2012 RAM. All rights reserved.
  16. 16. Google Places https://support.google.com/places/answer/142906?hl=en&ref_topic=1656881 ©2012 RAM. All rights reserved.
  17. 17. Google Places • • • • List your official business name Get your category right and pick as many relevant ones Business Description should have relevant local search terms List your services, areas served, specific benefits, photos, website URL, email • Logo and cover image • Link the page onto your website ©2012 RAM. All rights reserved.
  18. 18. Perfect your Google+ Local Page ©2012 RAM. All rights reserved.
  19. 19. Google+ Two main tasks to do with your Google listing: • Make sure it’s 100% compliant with Google rules & • Pick out the right ‘business categories’ • Google compliant? Use only your real business info • Use your real business name, use real street address • Don’t create multiple Google listings for same business ©2012 RAM. All rights reserved.
  20. 20. Google + Local If you don’t see ‘Write a review’ buttons, then you’re not looking at your local Google+ page ©2012 RAM. All rights reserved.
  21. 21. Clean your website • • • • • • • • • Focus on as few sites as possible More information rather than less Avoid ‘thin’ pages. Have at least a couple of small paragraphs on each page If your business has multiple locations, have a page for each location Avoid near-duplicate, cookie-cutter content, Don’t have all your ‘services’ or ‘locations’ pages sound alike Provide pics whenever you can in addition to content. Name the pics in a way that’s relevant to your services, your location(s), or both NAP on every page Optimize for humans, not just for search engines Avoid having a ‘static’ site ©2012 RAM. All rights reserved.
  22. 22. Clean your website What if you have multiple locations? If you have multiple locations and a landing page for each location, have only one NAP blob on a given location page. If you don’t have a landing page for each location, just have the NAP info for all your business locations on every page. ©2012 RAM. All rights reserved.
  23. 23. Clean your website / Tags • Your title tags should not be just a parade of keywords • Writing good title tags is more an art than a science. They’re extremely important to get right. Main KW + city I 1-2 KW I business name + city • Write your description tags only for human eyes. Google doesn’t consider description tags for rankings. Only benefit is that we see them in the search results • Get rid of any garbage content • Create unique content for ‘city pages’ ©2012 RAM. All rights reserved.
  24. 24. Unique Content for ‘City Pages’ • Write a simple case study on a job you did in your target city • Write about what you like about working in your target city, or what you like about its residents • Write a blurb about any of your employees from your target city or write about any local laws or regulations that your potential customers might want to know about. • Photos – pictures of jobs, picture of a local landmark. Reflect ‘local’ subject matter in the names of the photos, alt tags • Videos. Each city page can have a different video./YouTube descriptions a link to your city page and Geo tag the video • Testimonials. Mention the city of the customers who wrote them. • Offers or giveaways that are tailored toward the residents of your target city. • Any custom maps – Google map creator ©2012 RAM. All rights reserved.
  25. 25. Anatomy of an LP ©2012 RAM. All rights reserved.
  26. 26. Citations – Huge Factor • Google+ Local rankings has to do with your listings on other sites – online business directories • They are ‘mentions’ of your business on sites that Google generally trusts on local business • Any time the name, address, and phone number of your business are published online, that’s a citation • List your business on a bunch of these sites – basic business info (NAP + website) is accurate and consistent • Working on your citations is a lot of work, not just ‘building’ also fixing listings and remove listings that are totally wrong or duplicate content • It also takes time: at least a couple of hours of work on your part, and at least a couple of months for Google to check all your citations • Check on all your listings after a couple of months. Fix any listings that need fixing. ©2012 RAM. All rights reserved.
  27. 27. Volume of Citations ©2012 RAM. All rights reserved.
  28. 28. Get Reviews • They can help rankings – both in terms of earning and maintaining them • Google+ reviews are more likely to click on a business with reviews than one without reviews • Reviews in general help you cultivate sources of visibility on sites. They’re often the main or the only ranking factors on those sites. ©2012 RAM. All rights reserved.
  29. 29. Volume of Reviews from 3rd Party Websites ©2012 RAM. All rights reserved.
  30. 30. Online Reviews ©2012 RAM. All rights reserved.
  31. 31. Clean up • • • • Incorrect or duplicate Google listings Incorrect or duplicate citations Bad inbound links to your site Broken links / dead links on your site ©2012 RAM. All rights reserved.
  32. 32. ‘ Basic’ Solution to Promote • • • • • • • • • • Responsive website/ Mobile website or optimized Clean up the existing website Local listing in all major search engines Listing in all local business directories Listing in Social Directories Citations Customer reviews Social media sites Social Book marking Content marketing ©2012 RAM. All rights reserved.
  33. 33. The End Call Gregg Towsley – 310-909-8835 – www.ContactWSI.com ©2012 RAM. All rights reserved.