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Get on that Map:
Local SEO
George Freitag
SEO Strategist
@number1george
#PortentU
#PortentU
Get on that Map
bit.ly/is-it-local
#PortentU
Get on that Map
About me.
(picture by @flashmurphy)
#PortentU
Get on that Map
#PortentU
Get on that Map
2 Years at Portent
6 Years Web Consulting
1000+ Small Businesses
Various internal and external
trainings
About me.
What We’ll
Talk About
#PortentU
Get on that Map
•  Why Local SEO is Important
•  Most Important Profiles
•  Directories and Citations
•  Reviews
But first…
#PortentU
Get on that Map What it’s like as a small
business owner
#PortentU
Get on that Map
YOU THE INTERNET
#PortentU
Get on that Map
Local to
the
Rescue!
#PortentU
Get on that Map
You can
outrank big
companies
#PortentU
Get on that Map
Local Co.
(yay)
Big Bank
(boo!)
You can
show up for
super
popular
terms
#PortentU
Get on that Map
You can
show up for
super
popular
terms
#PortentU
Get on that Map
•  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
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
Local SEO is
not just for
SEO!
#PortentU
Get on that Map
On-site
SEO
#PortentU
Get on that Map
Not going
over basics
#PortentU
Get on that Map
•  Relevant Content
•  Keyword Research
•  Code
•  Links
	
  
None of that here.
What do
you mean
by Local?
#PortentU
Get on that Map
20
We want to get here.
21
And here.
22
Also here.
23
And here.
24
Don’t forget here.
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
Recommended Title Tag
Homepage Title:
Business Name - Keyword, City
Internal Pages Title:
Keyword, City - Business Name
27
Recommended Title Tag
Basically, this:
28
Don’t scan your menu!!
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
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.
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.)
.Knowing your N.A.P.
Getting Consistent
#PortentU
Get on that Map
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
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
Business
Profiles
#PortentU
Get on that Map
•  Fill these out 100%
•  Monitor them
•  Check on them frequently
36
Traditional Local Result
37
When you hover, info appears
38
Reviews are shown in popup
39
Carousel Local Result
40
SERP for Business Name
…it takes to you to a SERP
for the business name
41
WHERE IS GOOGLE
GETTING ALL THIS FROM?
#PortentU
Get on that Map
+ Local
Places for
Businesses
aka
aka
My Business
44
Here is where it lives.
45
But you can’t get to that.
You’re Optimizing for
this
46
But you can’t get to that.
47
Old Places Dashbaord
48
google.com/business
49
Google My Business Dashboard
Edit Your
Info
50
Google My Business Dashboard
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
Google My Business Dashboard
Fill out all fields
People respond to
PHOTOS more than
LOGOS
Write a brief, unique
description
Check your work
Gross.
z	
  
If you don’t choose a photo
Google will choose one for you.
54
z	
  Make a status update on G+
55
z	
  Insights
Insights
#PortentU
Get on that Map
57
z	
  Insights
58
z	
  Reviews
59
z	
  Reviews
Respond!
60
z	
  Reviews
“Thank you!
Glad you we
were able to
help you!”
“I’m sorry you had
such a bad
experience.”
	
  
Or	
  
61
z	
  Reviews
62
z	
  Google Analytics & YouTube
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
z	
  Google Map Maker
65
z	
  Delete Duplicates
Click Edit
66
z	
  Always explain
67
z	
  Edit your business info
Add Aliases
Specify Suite/
Floor no.
68
z	
  Always explain
Always Explain
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
z	
  The Other Place
z	
  The Other Place
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/	
  
Why Yelp?
#PortentU
Get on that Map
Reason #1: Apple uses it.
Why Yelp?
#PortentU
Get on that Map
Reason #2: Bing uses it.
75
z	
  biz.yelp.com
76
z	
  Yelp Business
77
z	
  Yelp Business
78
Lead
Calculator
Yelp
Reviews
#PortentU
Get on that Map
Yelp
Reviews
#PortentU
Get on that Map
•  Strictest Filter Ever
•  Low level users usually are blocked
If reviews
are blocked
#PortentU
Get on that Map
82
z	
  View Rejected Reviews
Click here
83
z	
  Low level users get blocked
Use these on
your site
84
z	
  Don’t try to trick Yelp
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
www.bingplaces.com
87
Bing Places
88
Bing Places
89
Bing Places
Goal: 100%
90
Here’s where Bing Places lives.
Official Business
Name
Move your Map Pin
91
Specify Social Networks
Bing Places
Tips
#PortentU
Get on that Map
•  Make sure everything is filled out
•  Upload lots of high-quality pictures
•  Manage Duplicates
93
z	
  Foursquare
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
z	
  Facebook
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
z	
  If you’re located in another business
Located inside
another Place
98
z	
  If you’re located in another business
Choose existing
Facebook page
Other
places?
#PortentU
Get on that Map
•  Search your business
•  Search your service
•  Identify directories that show up a lot
Anywhere Else?
#PortentU
Get on that Map
(Used with permission from @davidmihm; moz.com/local.)
(Used with permission from @davidmihm; moz.com/local.)
?
103
z	
  Yext.com
Free Business
Scanner
104
z	
  Yext Business Scanner
105
z	
  Yext Business Scanner
106
z	
  Yext Business Scanner
Click “view
listing” to
change
107
z	
  Moz Local Free Tool
Pick the most
accurate
108
z	
  Moz Local Free Tool
109
z	
  Moz Local Free Tool
Moz Local
Free Tool
See what’s off
111
z	
  Moz Local Free Tool
Check forduplicates
(Used with permission from @davidmihm; moz.com/local.)
Local Data
Providers
#PortentU
Get on that Map
Local Data Providers
•  Localeze Neustar
•  Infogroup
•  Yext
•  Acxiom
•  Factual
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
z	
  Yext PowerListing Dashboard
#PortentU
Get on that Map
Yext Cons
•  Expensive
•  Doesn’t hit all directories
•  Reverts if you cancel
	
  
Yext
Powerlistings
117
z	
  Moz Local Paid
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
z	
  Moz Local Submits via a CSV
120
z	
  bit.ly/ez-moz-local
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
	
  
Learn the
most
important
directories
for your
area
moz.com/learn/local/
citations-by-city
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
z	
  Search for a phone number
"(206) 242-2828"
#PortentU
Get on that Map
125
z	
  Search for mentions of your site
-inurl:gyrogeorge.com "georgesgyros.com"
#PortentU
Get on that Map
R EVIEWS
GETTING REVIEWS
AND MENTIONS
REVIEWS? REVIEWS!
Why are
Reviews
Important?
#PortentU
Get on that Map
People Trust Them
Why are
Reviews
Important?
#PortentU
Get on that Map
They tend to rank higher
Why are
Reviews
Important?
#PortentU
Get on that Map
	
  	
  They can make or break you
Getting
reviews
#PortentU
Get on that Map
HOW DO I GET
GOOD REVIEWS ?
#PortentU
Get on that Map
BY PROVIDING
EXCEPTIONAL
AND MEMORABLE
SERVICE
#PortentU
Get on that Map
BOOOO
OOOOO
OOOOO
OOOOO
OOOOO
OOOOO
OOOOO
#PortentU
Get on that Map
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
z	
  REMEMBER.
Review
Tips
#PortentU
Get on that Map
	
  	
  Asking for Reviews
In Person
•  Thank customers for purchase
•  Ask in person
•  Follow up phone calls
Review
Tips
#PortentU
Get on that Map
	
  	
  Signs on your counter
138
z	
  Review Handout
Asking For
Reviews
#PortentU
Get on that Map
	
  	
  (No one ever clicks on
these)
Asking For
Reviews
Online
#PortentU
Get on that Map
	
  	
  Review Button
Asking For
Reviews
Online
#PortentU
Get on that Map
	
  	
  Review Button
“Barnacle”
Reviews
#PortentU
Get on that Map
	
  	
  
Review other businesses as
your Google page to get
more visibility.
143
z	
  How to use G+ as a business
#PortentU
Get on that Map
144
z	
  How to use G+ as a business
#PortentU
Get on that Map
Use as business
145
z	
  How to use G+ as a business
#PortentU
Get on that Map
146
z	
  Write your review as a business
#PortentU
Get on that Map
147
z	
  Host a Yelp Elite Event
148
z	
  Email reminders and thank yous
#PortentU
Get on that Map
mailchimp.com
149
z	
  Always include social links in emails
#PortentU
Get on that Map
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
z	
  Find your community
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
#PortentU
Get on that Map
It’s not about getting people
to your website,
You’re getting people to your
doorstep.
Local SEO
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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