LOCAL SEARCH MARKETING
“YOU HAVE TO DO THE BEST WITH WHAT GOD
GAVE YOU” ~ MRS. GUMP
A.K.A. HOW TO RUN A MARKETING CAMPAIGN AND
REALIZE BUSINESS POTENTIAL IN LOCAL SEARCH
HELLO. MY NAME’S FORRE...
HELLO. MY NAME’S MAX. MAX MINZER.
MAX MINZER
OWNER, REENGAGE CONSULTING
HOST, MAX IMPACT
@MAXMINZER
+MAXMINZER
WWW.MAXMINZER.COM
LOCAL SEARCH
LOCAL SEARCH
LOCAL SEARCH
LOCAL SEARCH
LOCAL SEARCH
AND ‘CAUSE I WAS A GAZILLIONAIRE, AND I LIKED
DOING IT SO MUCH, I CUT THAT GRASS FOR FREE.
LET’S HIRE THIS GUY!
SEARCH RESULTS
RESULTS: LOCAL ADS
RESULTS: LOCAL MAP
RESULTS: ORGANIC RESULT
RESULTS: LOCAL RESULT
RESULTS: LOCAL PACK
RESULTS: CAROUSEL
RESULTS: BRANDED SEARCH
RESULTS: OTHER
I’M PRETTY TIRED...
GET A HAIRCUT, FORREST
WINNING IN LOCAL SEARCH!
GETS BETTER ON YOUR PHONE!
#WINNING
OK, COOL DOWN
MILLION DOLLAR WOUND THEY SAID...
MAMA ALWAYS SAID LOCAL SEARCH WAS LIKE A BOX OF
CHOCOLATES. YOU NEVER KNOW WHAT YOU’RE GONNA GET.
NO MAGIC FORMULA
HOWEVER, THERE ARE
BEST PRACTICES
THAT CAN MAKE A HUGE IMPACT
LOCAL SEARCH
WEBSITE
JUST STARTING OUT?
IN BUSINESS FOR A WHILE?
I THINK I’LL GO HOME NOW
WEBSITE:
YOUR BUSINESS HOME ONLINE
TAKE CARE OF “BASICS:”
CLEAR VALUE PROPOSITION - CLEAN DESIGN -
USER EXPERIENCE - SEARCH OPTIMIZATION
I GOTTA PEE!
OPTIMIZE LOCAL LANDING PAGES
OPTIMIZE LOCAL LANDING PAGES
BUSINESS NAME
OPTIMIZE LOCAL LANDING PAGES
BUSINESS ADDRESS
OPTIMIZE LOCAL LANDING PAGES
BUSINESS PHONE NUMBER
OPTIMIZE LOCAL LANDING PAGES
MAP EMBED
OPTIMIZE LOCAL LANDING PAGES
TRUST SIGNALS
OPTIMIZE LOCAL LANDING PAGES
LOCATION/SERVICE INFORMATION
MORE RESOURCES:
ANATOMY OF OPTIMAL LANDING PAGE
[MIKE RAMSEY]
ONPAGE OPTIMIZATION FOR LOCAL SEO
[MATTHEW HUNT]
DESIGNING B...
OPTIMIZE LOCAL LANDING PAGES
TECHNICAL: SCHEMA MARKUP
FEW MORE “LOCAL” TOUCHES
NAME/ADDRESS/PHONE IN FOOTER OR SIDEBAR
FEW MORE “LOCAL” TOUCHES
LOCAL SERVICE PAGES
THAT’S ALL I HAVE TO SAY ABOUT THAT
LOCAL SEARCH
GOOGLE+ LOCAL
I DON’T RECALL WHAT I GOT FOR MY FIRST CHRISTMAS… BUT I
DO REMEMBER THE FIRST TIME I HEARD THE SWEETEST VOICE
IN THE WIDE ...
WE WAS LIKE PEAS AND CARROTS,
GOOGLE AND I.
WE WAS LIKE PEAS AND CARROTS,
GOOGLE AND I.
GOOGLE+ LOCAL
OK - THAT’S MORE LIKE IT...
OK, OK - BACK TO PEAS AND CARROTS
HOW TO GET TO YOUR G+ PAGE
PLAN B: HOW TO GET TO YOUR G+ PAGE
CLAIM & VERIFY
CLAIM & VERIFY
*EXTRA*
SEARCH & CHECK FOR DUPLICATES (BAD, BAD, BAD) UNDER
SAME OR OLD NAMES, ADDRESSES OR PHONE NUMBERS
YOU TWINS?
OPTIMIZE YOUR GOOGLE+ PAGE
NOT THIS
BUT THIS
GOOGLE+ LOCAL PAGE
YOUR LANDING PAGE
YOUR CONTACT PAGE
YOUR ABOUT US PAGE
YOUR “LOVE AT FIRST SITE” PAGE
YOUR “HOW TRUSTWO...
UP-TO-DATE CONTACT INFO
CATEGORIES ARE CRITICAL
SHARE YOUR STORY HERE
NOT ALL YOUR KEYWORDS
ADD VISUALS
*OPTIONAL: SEE INSIDE
THAT’S ALL I HAVE TO SAY ABOUT THAT
LOCAL SEARCH
CITATIONS
CITATIONS:
BUSINESS LISTINGS & MENTIONS ONLINE
STRUCTURED CITATIONS/LISTINGS
1. SEARCH FOR
BUSINESS LISTINGS
1A. CHECK FOR
DUPLICATES
2. CLAIM EXISTING
(OR CREATE NEW)
3...
DUPLICATES & INCONSISTENT NAP (NAME, ADDRESS, PHONE)
ARE HURTING YOUR LOCAL SEARCH VISIBILITY
-YOU TWINS?
- NO, WE ARE NOT...
MOZ.COM/BLOG/2013-LOCAL-SEARCH-ECOSYSTEM
STRUCTURED CITATIONS GET THEIR DATA FROM THESE 4.
CONSIDER GETTING ACCURATE LISTI...
UNSTRUCTURED CITATIONS:
MENTIONS IN THE PRESS, LOCAL BLOG, ETC
THIS PART MIGHT BE COMPLICATED.
CONSIDER OUTSOURCING.
SOMETIMES, I GUESS THERE JUST AREN’T ENOUGH ROCKS
THAT’S ALL I HAVE TO SAY ABOUT THAT
THAT’S ALL I HAVE TO SAY ABOUT THAT
NOT REALLY
LOCAL CITATION BUILDING BEST PRACTICES
[PHIL ROZEK]
AUDIT AND FIX CITATIONS
[DARREN SHAW]
DEFINITIVE LIST OF LOCAL SEARCH ...
LOCAL SEARCH
REVIEWS
YOU DID GOOD, MOMMA!
MAMA ALWAYS HAD A WAY OF EXPLAINING
THINGS SO I COULD UNDERSTAND THEM.
YOU NEED ONLINE REVIEWS.
REPEAT WITH ME
PREVENTIVE
PREVENTIVE
PREVENTIVE
FORGET LOCAL SEARCH.
REVIEWS CAN RUIN YOUR BUSINESS.
YOU NEED A PREVENTIVE
REVIEW STRATEGY
GETTING FEW REVIEWS A MONTH WILL TAKE CARE
OF YOUR REPUTATION MANAGEMENT
MOMMA SAYS STUPID IS AS STUPID DOES.
BETTER QUALITY + QUANTITY OF REVIEWS
= POSITIVE SIGNALS TO SEARCH
WEBSITE REVIEW PAGE
ASK FOR REVIEWS & DIVERSIFY
ZIGZAG APPROACH
[PHIL ROZEK]
SPECIAL CASE:
CAN’T ASK FOR REVIEWS - AWARENESS ONLY
ASK VIA EMAIL
ISN’T THAT WHAT FORREST IS DOING HERE?
TELEPATHICALLY
ASK USING A HANDOUT
REVIEW HANDOUT GENERATOR
ASK USING A SERVICE
STARS WILL SHOW UP
ONCE YOU HAVE 5 REVIEWS
PREVENTIVE
THAT’S ALL I HAVE TO SAY ABOUT THAT
LOCAL SEARCH
MAMA ALWAYS SAID LOCAL SEARCH WAS LIKE A BOX OF
CHOCOLATES. YOU NEVER KNOW WHAT YOU’RE GONNA GET.
REMEMBER
SEARCH QUERY
DISTANCE
BUSINESS DENSITY
THINGS YOU HAVE NO
CONTROL OVER:
OUTSIDER
GOOGLE ADWORDS
TARGETED WEBSITE CONTENT
LOCAL SEARCH
TIME TO RUN
WHAT’S MY DESTINY, MAMA?
YOU’RE GONNA HAVE TO FIGURE THAT OUT FOR YOURSELF.
BUT… IF THERE’S ANYTHING YOU NEED, I WON’T
BE FAR AWAY
MAX MINZER
@MAXMINZER
+MAXMINZER
THANK YOU!
QUESTIONS?
MAX@MAXMINZER.COM
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Local Search Marketing

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How to run a marketing campaign and realize business potential in local search.

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Local Search Marketing

  1. LOCAL SEARCH MARKETING “YOU HAVE TO DO THE BEST WITH WHAT GOD GAVE YOU” ~ MRS. GUMP
  2. A.K.A. HOW TO RUN A MARKETING CAMPAIGN AND REALIZE BUSINESS POTENTIAL IN LOCAL SEARCH
  3. HELLO. MY NAME’S FORRE...
  4. HELLO. MY NAME’S MAX. MAX MINZER.
  5. MAX MINZER OWNER, REENGAGE CONSULTING HOST, MAX IMPACT @MAXMINZER +MAXMINZER WWW.MAXMINZER.COM
  6. LOCAL SEARCH
  7. LOCAL SEARCH
  8. LOCAL SEARCH
  9. LOCAL SEARCH
  10. LOCAL SEARCH
  11. AND ‘CAUSE I WAS A GAZILLIONAIRE, AND I LIKED DOING IT SO MUCH, I CUT THAT GRASS FOR FREE.
  12. LET’S HIRE THIS GUY!
  13. SEARCH RESULTS
  14. RESULTS: LOCAL ADS
  15. RESULTS: LOCAL MAP
  16. RESULTS: ORGANIC RESULT
  17. RESULTS: LOCAL RESULT
  18. RESULTS: LOCAL PACK
  19. RESULTS: CAROUSEL
  20. RESULTS: BRANDED SEARCH
  21. RESULTS: OTHER
  22. I’M PRETTY TIRED...
  23. GET A HAIRCUT, FORREST
  24. WINNING IN LOCAL SEARCH!
  25. GETS BETTER ON YOUR PHONE!
  26. #WINNING
  27. OK, COOL DOWN
  28. MILLION DOLLAR WOUND THEY SAID...
  29. MAMA ALWAYS SAID LOCAL SEARCH WAS LIKE A BOX OF CHOCOLATES. YOU NEVER KNOW WHAT YOU’RE GONNA GET.
  30. NO MAGIC FORMULA
  31. HOWEVER, THERE ARE BEST PRACTICES
  32. THAT CAN MAKE A HUGE IMPACT
  33. LOCAL SEARCH
  34. WEBSITE
  35. JUST STARTING OUT?
  36. IN BUSINESS FOR A WHILE? I THINK I’LL GO HOME NOW
  37. WEBSITE: YOUR BUSINESS HOME ONLINE
  38. TAKE CARE OF “BASICS:” CLEAR VALUE PROPOSITION - CLEAN DESIGN - USER EXPERIENCE - SEARCH OPTIMIZATION I GOTTA PEE!
  39. OPTIMIZE LOCAL LANDING PAGES
  40. OPTIMIZE LOCAL LANDING PAGES BUSINESS NAME
  41. OPTIMIZE LOCAL LANDING PAGES BUSINESS ADDRESS
  42. OPTIMIZE LOCAL LANDING PAGES BUSINESS PHONE NUMBER
  43. OPTIMIZE LOCAL LANDING PAGES MAP EMBED
  44. OPTIMIZE LOCAL LANDING PAGES TRUST SIGNALS
  45. OPTIMIZE LOCAL LANDING PAGES LOCATION/SERVICE INFORMATION
  46. MORE RESOURCES: ANATOMY OF OPTIMAL LANDING PAGE [MIKE RAMSEY] ONPAGE OPTIMIZATION FOR LOCAL SEO [MATTHEW HUNT] DESIGNING BUSINESS LOCATION PAGES [AARON WEICHE] OPTIMIZE LOCAL LANDING PAGES
  47. OPTIMIZE LOCAL LANDING PAGES TECHNICAL: SCHEMA MARKUP
  48. FEW MORE “LOCAL” TOUCHES NAME/ADDRESS/PHONE IN FOOTER OR SIDEBAR
  49. FEW MORE “LOCAL” TOUCHES LOCAL SERVICE PAGES
  50. THAT’S ALL I HAVE TO SAY ABOUT THAT
  51. LOCAL SEARCH
  52. GOOGLE+ LOCAL
  53. I DON’T RECALL WHAT I GOT FOR MY FIRST CHRISTMAS… BUT I DO REMEMBER THE FIRST TIME I HEARD THE SWEETEST VOICE IN THE WIDE WORLD
  54. WE WAS LIKE PEAS AND CARROTS, GOOGLE AND I.
  55. WE WAS LIKE PEAS AND CARROTS, GOOGLE AND I.
  56. GOOGLE+ LOCAL OK - THAT’S MORE LIKE IT...
  57. OK, OK - BACK TO PEAS AND CARROTS
  58. HOW TO GET TO YOUR G+ PAGE
  59. PLAN B: HOW TO GET TO YOUR G+ PAGE
  60. CLAIM & VERIFY
  61. CLAIM & VERIFY
  62. *EXTRA* SEARCH & CHECK FOR DUPLICATES (BAD, BAD, BAD) UNDER SAME OR OLD NAMES, ADDRESSES OR PHONE NUMBERS YOU TWINS?
  63. OPTIMIZE YOUR GOOGLE+ PAGE
  64. NOT THIS
  65. BUT THIS
  66. GOOGLE+ LOCAL PAGE YOUR LANDING PAGE YOUR CONTACT PAGE YOUR ABOUT US PAGE YOUR “LOVE AT FIRST SITE” PAGE YOUR “HOW TRUSTWORTHY ARE YOU?” PAGE
  67. UP-TO-DATE CONTACT INFO
  68. CATEGORIES ARE CRITICAL
  69. SHARE YOUR STORY HERE
  70. NOT ALL YOUR KEYWORDS
  71. ADD VISUALS
  72. *OPTIONAL: SEE INSIDE
  73. THAT’S ALL I HAVE TO SAY ABOUT THAT
  74. LOCAL SEARCH
  75. CITATIONS
  76. CITATIONS: BUSINESS LISTINGS & MENTIONS ONLINE
  77. STRUCTURED CITATIONS/LISTINGS 1. SEARCH FOR BUSINESS LISTINGS 1A. CHECK FOR DUPLICATES 2. CLAIM EXISTING (OR CREATE NEW) 3. UPDATE
  78. DUPLICATES & INCONSISTENT NAP (NAME, ADDRESS, PHONE) ARE HURTING YOUR LOCAL SEARCH VISIBILITY -YOU TWINS? - NO, WE ARE NOT RELATIONS, SIR.
  79. MOZ.COM/BLOG/2013-LOCAL-SEARCH-ECOSYSTEM STRUCTURED CITATIONS GET THEIR DATA FROM THESE 4. CONSIDER GETTING ACCURATE LISTINGS THERE.
  80. UNSTRUCTURED CITATIONS: MENTIONS IN THE PRESS, LOCAL BLOG, ETC
  81. THIS PART MIGHT BE COMPLICATED. CONSIDER OUTSOURCING. SOMETIMES, I GUESS THERE JUST AREN’T ENOUGH ROCKS
  82. THAT’S ALL I HAVE TO SAY ABOUT THAT
  83. THAT’S ALL I HAVE TO SAY ABOUT THAT NOT REALLY
  84. LOCAL CITATION BUILDING BEST PRACTICES [PHIL ROZEK] AUDIT AND FIX CITATIONS [DARREN SHAW] DEFINITIVE LIST OF LOCAL SEARCH CITATIONS [PHIL ROZEK] CITATION BUILDING STRATEGIES [BENJAMIN BECK] MORE RESOURCES FOR CITATIONS:
  85. LOCAL SEARCH
  86. REVIEWS YOU DID GOOD, MOMMA!
  87. MAMA ALWAYS HAD A WAY OF EXPLAINING THINGS SO I COULD UNDERSTAND THEM.
  88. YOU NEED ONLINE REVIEWS.
  89. REPEAT WITH ME
  90. PREVENTIVE
  91. PREVENTIVE
  92. PREVENTIVE
  93. FORGET LOCAL SEARCH. REVIEWS CAN RUIN YOUR BUSINESS.
  94. YOU NEED A PREVENTIVE REVIEW STRATEGY
  95. GETTING FEW REVIEWS A MONTH WILL TAKE CARE OF YOUR REPUTATION MANAGEMENT MOMMA SAYS STUPID IS AS STUPID DOES.
  96. BETTER QUALITY + QUANTITY OF REVIEWS = POSITIVE SIGNALS TO SEARCH
  97. WEBSITE REVIEW PAGE
  98. ASK FOR REVIEWS & DIVERSIFY ZIGZAG APPROACH [PHIL ROZEK]
  99. SPECIAL CASE: CAN’T ASK FOR REVIEWS - AWARENESS ONLY
  100. ASK VIA EMAIL ISN’T THAT WHAT FORREST IS DOING HERE? TELEPATHICALLY
  101. ASK USING A HANDOUT REVIEW HANDOUT GENERATOR
  102. ASK USING A SERVICE
  103. STARS WILL SHOW UP ONCE YOU HAVE 5 REVIEWS
  104. PREVENTIVE
  105. THAT’S ALL I HAVE TO SAY ABOUT THAT
  106. LOCAL SEARCH
  107. MAMA ALWAYS SAID LOCAL SEARCH WAS LIKE A BOX OF CHOCOLATES. YOU NEVER KNOW WHAT YOU’RE GONNA GET. REMEMBER
  108. SEARCH QUERY DISTANCE BUSINESS DENSITY THINGS YOU HAVE NO CONTROL OVER:
  109. OUTSIDER
  110. GOOGLE ADWORDS
  111. TARGETED WEBSITE CONTENT
  112. LOCAL SEARCH
  113. TIME TO RUN
  114. WHAT’S MY DESTINY, MAMA? YOU’RE GONNA HAVE TO FIGURE THAT OUT FOR YOURSELF.
  115. BUT… IF THERE’S ANYTHING YOU NEED, I WON’T BE FAR AWAY
  116. MAX MINZER @MAXMINZER +MAXMINZER THANK YOU! QUESTIONS? MAX@MAXMINZER.COM

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