Get on that Map: Local SEO Best Practices

1. Get on that Map: Local SEO George Freitag SEO Strategist @number1george

2. #PortentU #PortentU Get on that Map

3. bit.ly/is-it-local #PortentU Get on that Map

4. About me. (picture by @ﬂashmurphy) #PortentU Get on that Map

5. #PortentU Get on that Map 2 Years at Portent 6 Years Web Consulting 1000+ Small Businesses Various internal and external trainings About me.

6. What We’ll Talk About #PortentU Get on that Map •  Why Local SEO is Important •  Most Important Proﬁles •  Directories and Citations •  Reviews But ﬁrst…

7. #PortentU Get on that Map What it’s like as a small business owner

8. #PortentU Get on that Map YOU THE INTERNET

9. #PortentU Get on that Map

10. Local to the Rescue! #PortentU Get on that Map

11. You can outrank big companies #PortentU Get on that Map Local Co. (yay) Big Bank (boo!)

12. You can show up for super popular terms #PortentU Get on that Map

13. You can show up for super popular terms #PortentU Get on that Map

14. •  20 - 30% of desktop searches have local intent •  40 - 66% of mobile searches have local intent •  Mobile searches will overtake desktop in 2015 •  88% of consumers who search for a local business visit it within 24 hours. Local SEO Rules #PortentU Get on that Map

15. Local SEO Sucks #PortentU Get on that Map •  Different places show different results •  Different factors for different markets •  Constantly changing •  Influenced by location •  Listings get duplicated •  Listings get deleted

16. Local SEO is not just for SEO! #PortentU Get on that Map

17. On-site SEO #PortentU Get on that Map

18. Not going over basics #PortentU Get on that Map •  Relevant Content •  Keyword Research •  Code •  Links None of that here.

19. What do you mean by Local? #PortentU Get on that Map

20. 20 We want to get here.

21. 21 And here.

22. 22 Also here.

23. 23 And here.

24. 24 Don’t forget here.

25. On-SEO for Local #PortentU Get on that Map •  Title Tag •  Contact Information •  Location pages for each storefront •  Links to Social/Review Sites Basic Elements

26. 26 Recommended Title Tag Homepage Title: Business Name - Keyword, City Internal Pages Title: Keyword, City - Business Name

27. 27 Recommended Title Tag Basically, this:

28. 28 Don’t scan your menu!!

29. Phone Number #PortentU Get on that Map •  Phone Number goes on every page •  Be careful of tracking numbers •  Make sure that Google is indexing the local number, not the tracking number

30. Location Page #PortentU Get on that Map •  If you have multiple locations, each storefront should have its own page •  Title tag for each location page should target only that area.

31. Location Page #PortentU Get on that Map •  Location page should have full address listed as it is in other online directories. •  (This is called the N.A.P.)

32. .Knowing your N.A.P. Getting Consistent #PortentU Get on that Map

33. N.A.P. #PortentU Get on that Map Name Address Phone (Website too.) Arthur Bryant’s Barbeque 1727 Brooklyn Ave Kansas City, MO 64127 (816) 231-1123 http://www.arthurbryantsbbq.com

34. N.A.P. #PortentU Get on that Map Why is the NAP important? Search engines use the number of NAP is mentions as a metric for trust and popularity An incorrect NAP may mean the search engine won’t count the mention An incorrect NAP can cause duplicate locations

35. Business Proﬁles #PortentU Get on that Map •  Fill these out 100% •  Monitor them •  Check on them frequently

36. 36 Traditional Local Result

37. 37 When you hover, info appears

38. 38 Reviews are shown in popup

39. 39 Carousel Local Result

40. 40 SERP for Business Name …it takes to you to a SERP for the business name

41. 41

42. WHERE IS GOOGLE GETTING ALL THIS FROM? #PortentU Get on that Map

43. + Local Places for Businesses aka aka My Business

44. 44 Here is where it lives.

45. 45 But you can’t get to that. You’re Optimizing for this

46. 46 But you can’t get to that.

47. 47 Old Places Dashbaord

48. 48 google.com/business

49. 49 Google My Business Dashboard Edit Your Info

50. 50 Google My Business Dashboard

51. 51 Google My Business Dashboard Oﬃcial Business Name (No Keywords) Move your Map Pin Use PHONE BOOK number (not tracking number) Website or Location Page (Depending on how many locations you have)

52. 52 Google My Business Dashboard Fill out all ﬁelds People respond to PHOTOS more than LOGOS Write a brief, unique description Check your work

53. Gross. z If you don’t choose a photo Google will choose one for you.

54. 54 z Make a status update on G+

55. 55 z Insights

56. Insights #PortentU Get on that Map

57. 57 z Insights

58. 58 z Reviews

59. 59 z Reviews Respond!

60. 60 z Reviews “Thank you! Glad you we were able to help you!” “I’m sorry you had such a bad experience.” Or

61. 61 z Reviews

62. 62 z Google Analytics & YouTube

63. Google Local Tips #PortentU Get on that Map •  Make sure everything is ﬁlled out •  You can’t be in the carousel without a picture •  If you’re competitor has something in their Knowledge Graph box that you don’t, you need to add it to yours •  Don’t use microsites. Seriously. Don’t. Ever.

64. 64 z Google Map Maker

65. 65 z Delete Duplicates Click Edit

66. 66 z Always explain

67. 67 z Edit your business info Add Aliases Specify Suite/ Floor no.

68. 68 z Always explain Always Explain

69. How to get approved in Map Maker #PortentU Get on that Map •  It’s like Wikipedia – you have to use it a lot •  Approve lots of changes to build your proﬁle •  Be polite (“please and thank you”) •  Use preferred categories •  Follow directions •  If you have to, you can try asking for help in the forum.

70. 70 z The Other Place

71. z The Other Place

72. Why Yelp? #PortentU Get on that Map •  132 Million Monthly Users •  74,000 Business Accounts •  57 Million Reviews •  Largest Age Group on Yelp: 35-54 (36.4%) h$p://expandedramblings.com/index.php/yelp-‐ sta:s:cs/

73. Why Yelp? #PortentU Get on that Map Reason #1: Apple uses it.

74. Why Yelp? #PortentU Get on that Map Reason #2: Bing uses it.

75. 75 z biz.yelp.com

76. 76 z Yelp Business

77. 77 z Yelp Business

78. 78 Lead Calculator

79. Yelp Reviews #PortentU Get on that Map

80. Yelp Reviews #PortentU Get on that Map •  Strictest Filter Ever •  Low level users usually are blocked

81. If reviews are blocked #PortentU Get on that Map

82. 82 z View Rejected Reviews Click here

83. 83 z Low level users get blocked Use these on your site

84. 84 z Don’t try to trick Yelp

85. Yelp Tips #PortentU Get on that Map •  Make sure everything is ﬁlled out •  Upload lots of high-quality pictures •  Don’t try to trick it •  Manage Duplicates

86. 86 www.bingplaces.com

87. 87 Bing Places

88. 88 Bing Places

89. 89 Bing Places Goal: 100%

90. 90 Here’s where Bing Places lives. Oﬃcial Business Name Move your Map Pin

91. 91 Specify Social Networks

92. Bing Places Tips #PortentU Get on that Map •  Make sure everything is ﬁlled out •  Upload lots of high-quality pictures •  Manage Duplicates

93. 93 z Foursquare

94. Why Foursquare? #PortentU Get on that Map •  Primary provider for most Check-in Apps •  Recently struck a deal with Microsoft to power Windows and Mobile location data •  If you think you get any visibility from check-in apps, use Foursquare

95. 95 z Facebook

96. Why Facebook? #PortentU Get on that Map •  Increased visibility on Facebook •  May be the provider for Instagram in the future •  High visibility within Facebook •  Reviews contained to Facebook

97. 97 z If you’re located in another business Located inside another Place

98. 98 z If you’re located in another business Choose existing Facebook page

99. Other places? #PortentU Get on that Map •  Search your business •  Search your service •  Identify directories that show up a lot

100. Anywhere Else? #PortentU Get on that Map

101. (Used with permission from @davidmihm; moz.com/local.)

102. (Used with permission from @davidmihm; moz.com/local.) ?

103. 103 z Yext.com Free Business Scanner

104. 104 z Yext Business Scanner

105. 105 z Yext Business Scanner

106. 106 z Yext Business Scanner Click “view listing” to change

107. 107 z Moz Local Free Tool

108. Pick the most accurate 108 z Moz Local Free Tool

109. 109 z Moz Local Free Tool

110. Moz Local Free Tool See what’s oﬀ

111. 111 z Moz Local Free Tool Check forduplicates

112. (Used with permission from @davidmihm; moz.com/local.)

113. Local Data Providers #PortentU Get on that Map Local Data Providers •  Localeze Neustar •  Infogroup •  Yext •  Acxiom •  Factual

114. Yext Powerlistings #PortentU Get on that Map Yext Paid Pros •  $199-$499/Year •  Direct Feeds into directories •  Very fast •  Changes many directories only it has access to

115. 115 z Yext PowerListing Dashboard

116. #PortentU Get on that Map Yext Cons •  Expensive •  Doesn’t hit all directories •  Reverts if you cancel Yext Powerlistings

117. 117 z Moz Local Paid

118. Moz Local Paid #PortentU Get on that Map Moz Local Paid Pros •  $49/Year •  Feeds to other data providers –  Localeze Neustar –  Acxiom –  Infogroup –  Factual •  Monitors duplicates

119. 119 z Moz Local Submits via a CSV

120. 120 z bit.ly/ez-moz-local

121. Moz Local Paid #PortentU Get on that Map Moz Local Paid Cons •  Slower since it goes through data providers •  You may still need to claim listings if they’re claimed by someone else •  Neustar and Acxiom revert if you cancel

122. Learn the most important directories for your area moz.com/learn/local/ citations-by-city

123. Advanced Search #PortentU Get on that Map Use advanced searches to ﬁnd inconsistencies •  site:example.com •  "phone number" •  " website.com" •  " business name " •  -site:example Combine them •  -site:example.com "phone number"

124. 124 z Search for a phone number "(206) 242-2828" #PortentU Get on that Map

125. 125 z Search for mentions of your site -inurl:gyrogeorge.com "georgesgyros.com" #PortentU Get on that Map

126. R EVIEWS GETTING REVIEWS AND MENTIONS REVIEWS? REVIEWS!

127. Why are Reviews Important? #PortentU Get on that Map People Trust Them

128. Why are Reviews Important? #PortentU Get on that Map They tend to rank higher

129. Why are Reviews Important? #PortentU Get on that Map They can make or break you

130. Getting reviews #PortentU Get on that Map

131. HOW DO I GET GOOD REVIEWS ? #PortentU Get on that Map

132. BY PROVIDING EXCEPTIONAL AND MEMORABLE SERVICE #PortentU Get on that Map

133. BOOOO OOOOO OOOOO OOOOO OOOOO OOOOO OOOOO #PortentU Get on that Map

134. REVIEW TIPS #PortentU Get on that Map DON’T DO THESE •  Put review computer/station in business •  Fake reviews •  Ask 3rd party to review •  Get a ton of reviews at once •  Incentivize reviews

135. 135 z REMEMBER.

136. Review Tips #PortentU Get on that Map Asking for Reviews In Person •  Thank customers for purchase •  Ask in person •  Follow up phone calls

137. Review Tips #PortentU Get on that Map Signs on your counter

138. 138 z Review Handout

139. Asking For Reviews #PortentU Get on that Map (No one ever clicks on these)

140. Asking For Reviews Online #PortentU Get on that Map Review Button

141. Asking For Reviews Online #PortentU Get on that Map Review Button

142. “Barnacle” Reviews #PortentU Get on that Map Review other businesses as your Google page to get more visibility.

143. 143 z How to use G+ as a business #PortentU Get on that Map

144. 144 z How to use G+ as a business #PortentU Get on that Map Use as business

145. 145 z How to use G+ as a business #PortentU Get on that Map

146. 146 z Write your review as a business #PortentU Get on that Map

147. 147 z Host a Yelp Elite Event

148. 148 z Email reminders and thank yous #PortentU Get on that Map mailchimp.com

149. 149 z Always include social links in emails #PortentU Get on that Map

150. Social and Reviews #PortentU Get on that Map •  Thank customers for purchase •  Send customers to review pages through social •  Follow up with customers after the purchase •  Identify inﬂuencers •  Continue to provide outstanding service

151. 151 z Find your community

152. Local SEO in 4 Steps #PortentU Get on that Map Have a focused website Fill out the right proﬁles Work with directory listings Have a review strategy

153. #PortentU Get on that Map It’s not about getting people to your website, You’re getting people to your doorstep. Local SEO

154. Prepared by George Freitag SEO Strategist @number1george bit.ly/is-it-local Thank Portent, Inc. 506 2nd Ave. Suite 1700 Seattle. WA 98104-2354 | Tel: 206.576.3740 YOU. #PortentU Get on that Map

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