This document provides an overview of how to harness local search. It discusses local search basics like what local search is and how it impacts SERPs, website traffic, and online reputation. It then covers optimizing search profiles, researching keywords and competitors, and implementing profiles on Google+. Finally, it discusses enhancing a website for local search through analytics, site maps, URLs, content, and social media integration. Tools for building local search campaigns through citations, citation profiles, and citation generation are also outlined.

1. 1
How to Harness Local Search
with Katie Conroy
Local Search & SEO
Specialist

2. 2
Local Search Basics
What is Local Search?
Advanced Search Profile Optimization
Research, Implementation
Building a Local Search Campaign
Citation Profiles, Generation Tools, and Education
Enhancing a Website for Local Search
All the Steps Explained
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3
4
AGEND
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3. 3
What is
Local
Search?

4. Local Search Basics
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5. Geo Modified Keywords
Explicit vs. Implicit Search

6. What Does Local Search Impact?
‣ SERPs
‣ Website Traffic
‣ Online Reputation
‣ Mobile Search
‣ Social Media

7. SERPs

8. SERPs

9. Website Traffic

10. Website Traffic “Insights”

11. Online Reputation

12. Local Search Ranking Factors
• Physical Address in City of Search
• Proper Category Associations
• Proximity of Address to Centroid
• Domain Authority of Website
• Quantity & Quality of Citations
• Reviews
• NAPs
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13. 13
Local Search Basics
What is Local Search?
Advanced Search Profile Optimization
Research, Implementation
Building a Local Search Campaign
Citation Profiles, Generation Tools, and Education
Enhancing a Website for Local Search
All the Steps Explained
1
2
3
4
AGEND
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14. 2. Advanced Search Profile Optimization
A. Research Preparation
B. Implementing Google+
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15. A. Research Preparation
‣ Treat your Local Search Campaign like you would
Organic SEO
• Keywords
• Geographic's
• Lingo
- Ex: “pop” vs “soda” & “grinder” vs “sub” & “hero” vs “hoagie”
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Know your client as if you started the company
(Some of you did!)

16. A. Research Preparation
‣ Ask your Client! They are your best resource! Or ask
your customers!
‣ Google AdWords: Keyword Tool
‣ Bing Keyword Tool
‣ Google Analytics
• Keywords Located in the Traffic Sources Overview
• Demographics located in the Audience Overview
‣ Manual Search! Use your own eyes and judgment
‣ Competitor Analysis
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Tools to Use for Keywords

17. B. Implementing Google+ Local
‣ What you Need Before you Begin
• NAPs
• Landing Page Metadata
• Contact Person at Physical Address
• Multimedia: logo, photos, and videos
• Promotions
• Social Media Integration
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Search Engine Profiles

18. Google+
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About Us Page = NAPs

20. Google+ Profile in Search
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Logged In

21. 21
Logged Out
Google+ Profile in Search

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Local Search Basics
Quick Review
Advanced Search Profile Optimization
Research, Implementation
Building a Local Search Campaign
Citation Profiles, Generation Tools, and Education
Enhancing a Website for Local Search
All the Steps Explained
1
2
3
4
AGEND
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23. 3.Enhancing Website for Local Search
A. Install Bing & Google Analytics, Webmaster Tools
B. Site Map
C. URL Structures
D. Testimonials
E. Landing Pages
F. Unique Fresh Content
G. Social Buttons
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Your To-Do List

24. A. Install Google
Analytics & Webmaster Tools
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‣ http://www.google.com/analytics/learn/setupchecklist.html

25. B. Site Map
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Create Simple Navigation, Upload to Google Sitemaps
Account

26. C. URL Structures
‣ Keep it Simple & Consistent
• It must relate to content on page
‣ Keep it Short
• Overly complex URLS with multiple parameters create
unnecessarily high numbers of URLs that point to
identical or similar content. Use as few characters as
possible!
‣ Use Lowercase, Use Hyphens
• Ex: www.mysite.com/honolulu-plumbers
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/keyword+location *where possible
http://support.google.com/webmasters/bin/answer.py?hl=en&answer=76329

27. D: Testimonials
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Reviews on Website also help increase client trust

28. E. Landing Pages
‣ Using Homepage vs Custom Page
‣ Calls to Action
• Signups, Free eBook, Contact
‣ How does your bounce rate look?
‣ Remember Mobile Users!
‣ Trust Symbols
• Pictures of staff, testimonials, BBB & Social Buttons
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29. F. Fresh Local Content!
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30. G. Social Buttons
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31. Local Search Tools
‣ Geositemap Generator
• http://www.geositemapgenerator.com/
• The mother tool- lets you create a geositemap, KML file
and schema markup all in one!
- KML is a file format used to display geographic data in an
Earth browser like Google Earth and Google Maps.
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Local Search Basics
Quick Review
Advanced Search Profile Optimization
Research, Implementation
Building a Local Search Campaign
Citation Profiles, Generation Tools, and Education
Enhancing a Website for Local Search
All the Steps Explained
1
2
3
4
AGEND
A

33. 4. Building a Local Search Campaign
A. Citation Profiles
B. Citation Generation Tools
C. Further Your Education!
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34. A. Citation Profiles
‣ Anywhere your NAP is listed, known and unknown
‣ .edu and .org
‣ Local Blogs, Local Chamber of Commerce, Local
Directories
‣ Directory Services
• Ex: UBL
‣ Vertical-related Citations
• Ex: Doctors.com, Lawyers.com, UnitedVanLines.com
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35. A. Citation Profiles
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Acxiom
Localeze
Infogroup
Yahoo
Yelp
CitySearch
Manta
Merchant Circle
Linkedin
Yellowpages
Insider Pages
Kudzu
TeleAtlas
JudysBook
Local.com
Foursquare
MyCity
Superpages
WhitePages
Mapquest
Dexknows
Magic Yellow

36. B. Citation Generation Tools
‣ Best Sources for Local Citations by Category
• http://getlisted.org/resources/local-citations-by-
category.aspx
‣ Best Sources for Local Citations by City
• http://getlisted.org/resources/local-citations-by-city.aspx
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37. B. Citation Generation Tools
‣ Whitespark-- www.whitespark.ca
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#1 Tool For Citation Research

38. Whitespark Citation Finder
‣ Gathers phone numbers for top ranking sites
‣ Performs a search for phone number
‣ Finds all citation sources which list top ranking sites
‣ Competitor Citation analysis
‣ Free, but paid with upgrades
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How it works

39. B. Citation Generation Tools
‣ GetListed.org
• Quickly get a feel for where you’re listed- just a start
‣ Mike Blumenthal’s Category Tool
- http://blumenthals.com/index.php?Google_LBC_Categories
- Lists all categories available by country
‣ Bright Local.com
• Great Citation Tracker and Agency Tool- free and paid.
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40. C. Further your Education
‣ www.davidmihm.com/blog/
• Blog by David Mihm
‣ http://www.localseoguide.com/
• Blog by Andrew Shotland
‣ http://blumenthals.com/blog/
• Blog by Mike Blumenthal
‣ http://www.smallbusinesssem.com/
• Blog by Matt McGee
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Blogs from Smart People I Follow

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Thank You!
Katie Conroy
katie@hallme.com
Katie.evelyn.conroy@gmail.com
Google+ With Me!