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Going Local with Social

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Using the social web to get local search results.

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Going Local with Social

  1. 1. Going Local With Social Using The Social Web to Get Local Results @gyitsakalakis 1
  2. 2. Gyi Tsakalakis founded AttorneySync and EPL Digital to help lawyers and businesses earn meaningful and valuable attention online because that's where clients and customers are looking. Why can’t we be friends? @gyitsakalakis @gyitsakalakis 2
  3. 3. CONCEPT @gyitsakalakis 3
  4. 4. SOCIAL LOCAL @gyitsakalakis 4
  5. 5. “The essence of social media is really a public conversation with your customers and prospective customers.” @gyitsakalakis 5
  6. 6. “The essence of the future of local search is really a public conversation with your customers and prospective customers.” @gyitsakalakis 6
  7. 7. @gyitsakalakis 7
  8. 8. @gyi@tsagkyaitlsaakkisalakis 8
  9. 9. @gyitsakalakis 9
  10. 10. @gyitsakalakis 10
  11. 11. @gyitsakalakis 11
  12. 12. @gyitsakalakis 12
  13. 13. @gyitsakalakis 13
  14. 14. @gyitsakalakis 14
  15. 15. @gyitsakalakis 15
  16. 16. #1 @gyitsakalakis 16
  17. 17. Pizza Hut? @gyitsakalakis 17
  18. 18. Consistent NAP is not a substitute for being awesome. @gyitsakalakis 18
  19. 19. It takes a lot more work to build trust than to lose it. @gyitsakalakis 19
  20. 20. @gyitsakalakis 20
  21. 21. Are social signals direct search ranking factors? @gyitsakalakis 21
  22. 22. @gyitsakalakis 22
  23. 23. Whether or not social signals are direct local search ranking factors isn’t really the point. @gyitsakalakis 23
  24. 24. “It’s not the actual social activity that matters, but what happens as a result of that activity.” - AJ Kohn (Blind Five Year Old) @gyitsakalakis 24
  25. 25. SURVEY SAYS!!! @gyitsakalakis 25
  26. 26. @gyitsakalakis Overall Ranking Factors Local Search Factors 2014 (MOZ) On-page Signals 21% Link Signals 18.30% External Loc Signals 15.50% My Business Signals 14.70% Review Signals 9.80% Personalization 8.40% Behavior/Mob. Signals 6.90% Social Signals 5.80% David Mihm 26
  27. 27. @gyitsakalakis Overall Ranking Factors Local Search Factors 2014 (MOZ) On-page Signals 21% Link Signals 18.30% External Loc Signals 15.50% My Business Signals 14.70% Review Signals 9.80% Personalization 8.40% Behavior/Mob. Signals 6.90% Social Signals 5.80% 27
  28. 28. @gyitsakalakis Overall Ranking Factors Local Search Factors 2014 (MOZ) On-page Signals 21% Link Signals 18.30% External Loc Signals 15.50% My Business Signals 14.70% Review Signals 9.80% Personalization 8.40% Behavior/Mob. Signals 6.90% Social Signals 5.80% 28
  29. 29. @gyitsakalakis Overall Ranking Factors Local Search Factors 2014 (MOZ) On-page Signals 21% Link Signals 18.30% External Loc Signals 15.50% My Business Signals 14.70% Review Signals 9.80% Personalization 8.40% Behavior/Mob. Signals 6.90% Social Signals 5.80% 29
  30. 30. @gyitsakalakis Overall Ranking Factors Local Search Factors 2014 (MOZ) On-page Signals 21% Link Signals 18.30% External Loc Signals 15.50% My Business Signals 14.70% Review Signals 9.80% Personalization 8.40% Behavior/Mob. Signals 6.90% Social Signals 5.80% ~79% 30 ????
  31. 31. Top 50 Localized Organic Factors Top 50 Localized Organic Factors City, State in Landing Page Title 1 Domain Authority of Website 2 Page Authority of Landing Page URL 3 Quality/Authority of Inbound Links to Domain 4 Quality/Authority of Inbound Links to Landing Page URL 5 Physical Address in City of Search 6 Quality/Authority of Structured Citations 7 Product / Service Keyword in Website URL 8 Click-Through Rate from Search Results 9 City, State in Landing Page H1/H2 Tags 10 @gyitsakalakis 31
  32. 32. Top 50 Pack/Carousel Factors Top 50 Pack/Carousel Factors Physical Address in City of Search 1 Proper Category Associations 2 Consistency of Structured Citations 3 Quality/Authority of Structured Citations 4 HTML NAP Matching My Business Page NAP 5 Product / Service Keyword in Business Title 6 Domain Authority of Website 7 Proximity of Address to the Point of Search (Searcher-Business Distance) 8 Individually Owner-verified My Business Page 9 Proximity of Address to Centroid 10 @gyitsakalakis 32
  33. 33. Top 30 Difference-Making Factors in @gyitsakalakis Competitive Markets Top 30 Difference-Making Factors in Competitive Markets Domain Authority of Website 1 Consistency of Structured Citations 2 Quality/Authority of Inbound Links to Domain 3 Quality/Authority of Structured Citations 4 Proper Category Associations 5 Quality/Authority of Inbound Links to Landing Page URL 6 City, State in Landing Page Title 7 Physical Address in City of Search 8 Quantity of Native Google Maps Reviews (w/text) 9 Quality/Authority of Unstructured Citations (Newspaper Articles, Blog Posts) 10 33
  34. 34. 10 Factors That Have Increased in @gyitsakalakis Importance Since Pigeon 10 Factors That Have Increased in Importance Since Pigeon Domain Authority of Website 1 Proximity of Address to the Point of Search (Searcher-Business Distance) 2 Quality/Authority of Inbound Links to Domain 3 Quality/Authority of Inbound Links to Landing Page URL 4 Physical Address in City of Search 5 Quantity of Reviews by Authority Reviewers (e.g.Yelp Elite, Multiple Maps Reviewers, etc) 6 Quality/Authority of Structured Citations 7 City, State in Landing Page Title 8 Click-Through Rate from Search Results 9 Page Authority of Landing Page URL 10 34
  35. 35. Domain Authority of Website “We calculate this metric by combining all of our other link metrics— LINKING ROOT DOMAINS, NUMBER OF TOTAL LINKS, MOZRANK, MOZTRUST, ETC.—into a single score.” @gyitsakalakis 35 - MOZ
  36. 36. “The essence of domain authority is really a public conversation with your customers, prospective customers and other people.” @gyitsakalakis 36
  37. 37. ACTION @gyitsakalakis 37
  38. 38. How can I rank better using social media? @gyitsakalakis 38
  39. 39. Convince people to search with @gyitsakalakis site:twitter.com 39
  40. 40. @gyitsakalakis Spam Your Google My Business Page H/T Andrew Shotland (@localseoguide) 40 …
  41. 41. Get People to Circle You on G+ @gyitsakalakis 41
  42. 42. @gyitsakalakis Barnacle SEO - Will Scott (@w2scott) 42 Barnacle SEO: attaching oneself to a large fixed object and waiting for the customers to float by in the current.
  43. 43. url count rankings_analyzed coverage findlaw.com 81 960 8.44% lawyers.com 56 960 5.83% google.com 53 960 5.52% avvo.com 43 960 4.48% wikipedia.org 40 960 4.17% thumbtack.com 39 960 4.06% yelp.com 20 960 2.08% @gyitsakalakis 43
  44. 44. @gyitsakalakis 44
  45. 45. @gyitsakalakis 45
  46. 46. Example: Dangerous Intersections @gyitsakalakis 46
  47. 47. Organic Local Social Promotion @gyitsakalakis 47
  48. 48. @gyitsakalakis 48
  49. 49. Paid Local Social Promotion @gyitsakalakis 49 1,312
  50. 50. Use Local Socially Promoted Content @gyitsakalakis To Build Links. 50
  51. 51. Example: Chicago Bike Accident Map @gyitsakalakis 51
  52. 52. @gyitsakalakis 52
  53. 53. Optimizing Social Profiles With Local @gyitsakalakis Search In Mind. 53
  54. 54. Find Local Influencers On The Social @gyitsakalakis Web. 54
  55. 55. Future? @gyitsakalakis 55
  56. 56. @gyitsakalakis 56
  57. 57. C@ogyfitfsaekaelak?is Beer? Questions? @gyitsakalaki57s

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