Local search class 45 min


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Get your local business to the top of Google. Google Place and SEO tips

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Local search class 45 min

  1. 1. Local Search Class <ul><li>By </li></ul><ul><li>Kathy Long, LSO </li></ul><ul><li>Local Search Specialist </li></ul><ul><li>Kat & Mouse SEO & Web Design </li></ul><ul><li>Class Notes & Resources </li></ul><ul><li>www.katandmouse.com/local-search-resources www.katandmouse.com/LocalSearch Class Workbook.xlsx </li></ul>
  2. 2. Why be online? <ul><li>20% of all searched in Google are local. That’s 2.24 billion!! </li></ul><ul><li>97% use internet for local business search </li></ul><ul><li>And… </li></ul>
  3. 3. Ding. Dong. Yellow pages are dead.
  4. 4. Ding. Dong. Yellow pages are dead.
  5. 5. Ding. Dong. Yellow pages are dead.
  6. 6. Ding. Dong. Yellow pages are dead.
  7. 7. Ding. Dong. Yellow pages are dead.
  8. 8. Where should you be online? <ul><li>Website </li></ul><ul><li>Social Media </li></ul><ul><li>Google Places </li></ul><ul><li>Yahoo Local </li></ul><ul><li>Bing Local </li></ul><ul><li>Everywhere you can! </li></ul><ul><li>2 million Places claimed in US – only 2% of total! </li></ul><ul><li>1 st place gets 35% of clicks, 2 nd 17%, 3 rd 12%... 10 th 2.5% </li></ul>
  9. 9. Create and Claim Your Place <ul><li>Google Places </li></ul><ul><li>Yahoo Local </li></ul><ul><li>Bing Business Portal </li></ul><ul><li>Facebook </li></ul>
  10. 10. Google Places – Since October 2010 It’s either “pure” results or “blended”
  11. 11. Google Places – How to Rank High
  12. 12. What Google Wants <ul><li>Proximity </li></ul>
  13. 13. What Google Wants 1. Proximity But other things can trump it. 16 miles away 5 miles 5 miles 0 miles
  14. 14. PROXIMITY: Develop Your NAP <ul><li>NAP = Name, Address, Phone </li></ul><ul><ul><li>Consistency across the web is critical! </li></ul></ul><ul><ul><li>DO THIS! Search for your phone number on the web. Check to see where your NAP is inconsistent. Make a note of these. FIX THEM! </li></ul></ul>
  15. 15. Place Page Proximity <ul><li>Add photos to Panoramio and geotag </li></ul>Image from blumenthals.com
  16. 16. PROXIMITY <ul><li>Location rich snippet </li></ul><ul><ul><li><div class=&quot;vcard&quot;> </li></ul></ul><ul><ul><li><span class=&quot;fn&quot;>Taylor Benefits Insurance Agency</span> </li></ul></ul><ul><ul><li><span class=&quot;adr&quot;> </li></ul></ul><ul><ul><li><span class=&quot;street-address&quot;>4820 Harwood Road #130</span> </li></ul></ul><ul><ul><li><span class=&quot;locality&quot;>San Jose</span> </li></ul></ul><ul><ul><li><span class=&quot;region&quot;>CA</span> </li></ul></ul><ul><ul><li><span class=&quot;postal-code&quot;>95124</span> </li></ul></ul><ul><ul><li><span class=&quot;tel&quot;>(408) 358-7502</span> </li></ul></ul><ul><ul><li></span> </li></ul></ul><ul><ul><li></div> </li></ul></ul><ul><ul><li>http://microformats.org/code/hcard/creator </li></ul></ul>
  17. 17. What Google Wants 2. Relevance Which place most closely matches the keyword query?
  18. 18. Place Page RELEVANCE <ul><li>Business name in title – Don’t spam with keywords, be consistent </li></ul><ul><ul><li>City keywords in title if possible and applicable </li></ul></ul><ul><li>Point to a better landing page – contact page </li></ul><ul><li>Use more info links to add additional links to website, either internally or social sites </li></ul>
  19. 19. RELEVANT categories <ul><li>Google gives you 5 categories – one canned and 4 custom categories </li></ul><ul><ul><li>Utilize your keyword research </li></ul></ul><ul><ul><li>Use high volume, high conversion keywords like hotel with free wi-fi, pet friendly hotel, cool coffee shop </li></ul></ul><ul><ul><li>Don’t spam! </li></ul></ul><ul><ul><li>Look at your competitors http://www.localsearchtoolkit.com/ </li></ul></ul>
  20. 20. RELEVANT Website <ul><li>Business name in title tag </li></ul><ul><li>City keywords in title tag and H1 tag </li></ul><ul><li>Web copy </li></ul><ul><ul><li>Include your location, a map, your cities served, hours, email address, fax number, phone number, directions and other any information you have that establishes your location. </li></ul></ul><ul><ul><li>Create page for each location </li></ul></ul><ul><ul><li>Internal linking on keywords </li></ul></ul>
  21. 21. RELEVANT Website <ul><li>Example: http :/ / www.agilemonkey.com </li></ul><ul><li>Query “Santa Cruz Pilates Classes” </li></ul><ul><li>Query “Santa Cruz Pilates Studio” </li></ul><ul><li>Query “Santa Cruz Pilates teacher” </li></ul><ul><li>What do we need to do to rank for all three? </li></ul>
  22. 22. Link Building <ul><li>Acquire quality links from quality sites with keywords in anchor text </li></ul><ul><ul><li>Give free advice </li></ul></ul><ul><ul><li>Blog commenting </li></ul></ul><ul><ul><li>Forum commenting </li></ul></ul><ul><ul><li>Guest blogging </li></ul></ul><ul><ul><li>Write remarkable copy </li></ul></ul><ul><ul><li>Infographics </li></ul></ul><ul><ul><li>Whitepaper, research </li></ul></ul><ul><ul><li>Create something another business in your industry (non-competitor) would value </li></ul></ul>
  23. 23. Link building <ul><li>Create best Santa Cruz whatever award </li></ul><ul><li>Guest post about regional issues on local blogs and relate it back to your business </li></ul><ul><li>Ask for referral on client’s website </li></ul><ul><li>Offer local promotion </li></ul><ul><li>Write a glowing review of a local business. Guaranteed that they’ll link to it! </li></ul><ul><li>Copy your competitors – http ://www.opensiteexplorer.org / </li></ul>
  24. 24. Social Shouts and Link Building <ul><li>Announce your remarkable content </li></ul><ul><ul><li>Build relationships and follows </li></ul></ul><ul><ul><li>Facebook </li></ul></ul><ul><ul><li>Tweet </li></ul></ul><ul><ul><li>Email </li></ul></ul><ul><ul><li>Newsletter </li></ul></ul><ul><ul><li>Social bookmarking </li></ul></ul><ul><ul><li>Add share, bookmark ability to your website </li></ul></ul><ul><ul><li>Sharethis.com </li></ul></ul>
  25. 25. What Google Wants 2. Prominance (popular) Which place is the most popular or prominent?
  26. 26. PROMINENCE: Citations <ul><li>Create articles for inbound links - add NAP </li></ul>
  27. 27. PROMINENCE: Citations <ul><li>Videos - add NAP </li></ul>
  28. 28. PROMINENCE: Citations <ul><li>Facebook Page </li></ul>
  29. 29. PROMINENCE: Citations <ul><li>Research top 10 or more competitors and do what they do and then some more! </li></ul><ul><ul><li>Whitespark.ca/local-citation-finder </li></ul></ul>
  30. 30. PROMINENCE: More Citations <ul><li>Chamber of Commerce </li></ul><ul><li>BBB </li></ul><ul><li>Host/support a philanthropic event </li></ul>
  31. 31. PROMINENCE: More Citations <ul><li>Find local events to sponsor </li></ul><ul><ul><li>Query these </li></ul></ul><ul><ul><ul><li>Location sponsorship </li></ul></ul></ul><ul><ul><ul><li>Location sponsorship opportunities </li></ul></ul></ul><ul><ul><ul><li>Location sponsor our event </li></ul></ul></ul><ul><ul><ul><li>Location “thanks to our sponsors” </li></ul></ul></ul><ul><ul><ul><li>Location intitle:sponsors </li></ul></ul></ul><ul><ul><ul><li>Location inurl:sponsors </li></ul></ul></ul>
  32. 32. PROMINENCE: More Citations <ul><ul><li>Create future notifications in Google alerts on keywords: </li></ul></ul><ul><ul><li>City + sponsor </li></ul></ul><ul><ul><li>City + donor </li></ul></ul><ul><ul><li>City + “Thanks to our sponsors” </li></ul></ul><ul><ul><li>City + keyword + blog </li></ul></ul>
  33. 33. PROMINENCE: Local directories
  34. 34. PROMINENCE: Local directories <ul><li>Enter your site MANUALLY here: </li></ul><ul><li>LOCALEZE: http ://webapp.localeze.com/bizreg/ add.aspx </li></ul><ul><li>INFOUSA: http://expressupdateusa.com/ home.aspx </li></ul><ul><li>BEST OF THE WEB: http ://local.botw.org/helpcenter/ jumpstartproduct.aspx </li></ul><ul><li>SUPER PAGES: https ://my.superpages.com/spweb/products/business- listing </li></ul><ul><li>YELLOW PAGES: http ://www.yellowpages.com/sp/advertise/ </li></ul><ul><li>YELP: http ://www.yelp.com / </li></ul>
  35. 35. PROMINENCE: Local directories <ul><li>To find more, query: </li></ul><ul><li>City + directory </li></ul><ul><li>City + business directory </li></ul><ul><li>“ list of citysites” </li></ul><ul><li>City + websites </li></ul><ul><li>City + sites </li></ul><ul><li>“ city sites” </li></ul><ul><li>“ city websites” </li></ul><ul><li>“ favorite links” city </li></ul><ul><li>“ recommended link” city </li></ul><ul><li>Wiki Travel San Jose </li></ul>
  36. 36. POPULAR: Reviews <ul><ul><li>Get email addresses from customers, segment into gmail and yahoo email addresses and ASK </li></ul></ul><ul><ul><li>Facebook </li></ul></ul><ul><ul><li>Use Thumbtack.com </li></ul></ul><ul><ul><li>Brightlocal review tool </li></ul></ul><ul><ul><li>Review Triage </li></ul></ul>
  37. 37. POPULAR: Reviews <ul><ul><li>Use QR Codes and link to review sites </li></ul></ul><ul><ul><li>Print on business cards, invoices, receipts, flyers </li></ul></ul>Generate your own QR code at Kaywa.com
  38. 38. Summary: 7 ways to dominate 7 pack <ul><li>Add NAP to off-site content </li></ul><ul><li>Broaden your citation mentions </li></ul><ul><li>Optimize your website </li></ul><ul><li>Get more local, anchor text inbound links from directories, press releases, check-in sites, blogs </li></ul><ul><li>Get reviews </li></ul><ul><li>Timely updates to your place page </li></ul><ul><li>Get active in social media </li></ul>
  39. 39. In the end <ul><li>Everyone will be doing these steps. What can you do that is more? </li></ul><ul><li>More relevant pages and posts, more relevant links, more relevant shouts </li></ul><ul><li>But remember… </li></ul>
  40. 40. If you were in a group of people being chased by a bear, you only need to be 1 step ahead of the slowest person.
  41. 41. Likewise, you only have to be 1 step ahead of your competitor. So, don ’ t overwhelm yourself. You don ’ t have to do it all.
  42. 42. Just don ’ t get left behind.
  43. 43. Need help? <ul><li>Kat & Mouse takes you to the next level with… </li></ul><ul><li>Website & Google Places optimization to get Google to take note </li></ul><ul><li>Link building to move your site above the competition </li></ul><ul><li>Social Media marketing – Custom landing pages, engagement, website integration to get people singing your praises </li></ul><ul><li>Mobile Marketing to capture the crowd on the street in the new internet </li></ul><ul><li>Monthly monitoring and improvements to keep you on top </li></ul>
  44. 44. Kat & Mouse <ul><li>Please connect with me </li></ul><ul><li>www.katandmouse.com </li></ul><ul><li>[email_address] </li></ul><ul><li>408-694-3706 </li></ul><ul><li>www.facebook.com/katandmouseo </li></ul><ul><li>Twitter: @katndmouse </li></ul><ul><li>LinkedIn - Kathy Long </li></ul><ul><li>LinkedIn: Join Local BizBuzz Group http ://www.linkedin.com/groups/Local-BizBuzz- 3215677 </li></ul><ul><li>To your success! </li></ul>