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How to Dominate Local SERPs as presented by Mike Stewart - #RocksDigital Meetup

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This slidedeck was presented at the #RocksDigital Meetup on January 26, 2016. The topic focus was how to dominate local SERPs.

You can visit http://rocksdigital.com/dominate-local-serps-mike-stewart to read the highlights on the Rocks Digital blog.

To learn more about Mike and his company, Status26, Inc. visit https://www.status26.com.

Published in: Marketing
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How to Dominate Local SERPs as presented by Mike Stewart - #RocksDigital Meetup

  1. 1. @realmikestewart Mike Stewart Co-Founder, Status26 Are You Really Ready to Launch?
  2. 2. @realmikestewart
  3. 3. @realmikestewart
  4. 4. @realmikestewart Print Media
  5. 5. @realmikestewart
  6. 6. @realmikestewart #localsearch is a #directionalmedia
  7. 7. @realmikestewart In 2014, I acquired a business partner and we built a better strategic local search marketing strategy T-26 SECONDS BEFORE LIFTOFF THE FUEL IGNITION SEQUENCE BEGINS, THERE IS NO SECOND CHANCE FOR LAUNCH 60 SECONDS AFTER LAUNCHING YOUR BRAND IS TRAVELING OVER 1000MPH HAVING CONSUMED 1 MILLION GALLONS OF FUEL.
  8. 8. @realmikestewart “Local SEO is not a single player game.” #contextmatters - Mike Stewart
  9. 9. @realmikestewart Do even know you how to play?
  10. 10. @realmikestewart Spin the wheel, pray, then cross your fingers something really good happens.
  11. 11. @realmikestewart “Local SEO” is organic local results
  12. 12. @realmikestewart Tactical Difference Local Search is a LEAD GENERATION strategy aimed at increasing foot traffic and phone calls to a physical location. Local SEO is a CONTENT strategy aimed at increasing website traffic from visitors using geo concatenated search queries in search engines.
  13. 13. @realmikestewart Listen for the clues along the way. Where is your comfort zone?
  14. 14. @realmikestewart Can’t Figure it out?______________________________________________________ i i i i i i i i i i i i i i i i i i i i i i i ______________________________________________________ Not #BlackMagic
  15. 15. @realmikestewart Wasting Time - Goal post - IT - Identity - Marketing Myths -Data vs SOP
  16. 16. @realmikestewart #FAIL Basic Training Standard Operating Procedure 1. Local Listings (NAP 1st) 2. Content 1st Development 3. Content Ideation/Posts 4. Social Media Amplification 5. Virtue & Honor= Good Reviews CONTROL RHYTHM ACTION POISE
  17. 17. @realmikestewart MOTIVATION is WORK fueled by PROCESS So, Continuing with the theme….
  18. 18. @realmikestewart IT IS NOT EASY IN COMPETITIVE MARKETS. Results are either up or down. Too Much “Ranking” based on user. Too many changes by GOOGLE
  19. 19. @realmikestewart Local Media “Short cuts” ? • Media Consultant Myths • Web Events as a KPI = LOL. • YEXT Resellers Who Spam Your Inbox • Intro-spective vs Outro-spective… what are they really selling?
  20. 20. @realmikestewart Rulers of the Game continuing with the game theme….
  21. 21. @realmikestewart There is only one Gumdrop Pass • Contracts for Ad Spend • Call Tracking Numbers Getting Indexed • Local Media Transfer Costs • No Holistic Approach to Local Marketing
  22. 22. @realmikestewart Watch out for Molasses Swamp
  23. 23. @realmikestewart Foundation issues much?
  24. 24. @realmikestewart We are sorry, you do not have the proper level of permissionto your data.
  25. 25. @realmikestewart Learning how to Quick Scope Technical Skills: Child Themes, On-Page SEO, Markdown, Ideation, Location Schema, etc
  26. 26. @realmikestewart Listen for the clues along the way.Find a comfort zone. Local Search is like Monopoly. How Fast Does it Load?
  27. 27. @realmikestewart GitHub is Your Friend. WordPress is not.
  28. 28. @realmikestewart Gameplan. Operations. Agency
  29. 29. @realmikestewart Not how you build digital assets...
  30. 30. @realmikestewart
  31. 31. @realmikestewart How Do I Rank on Google Maps?
  32. 32. @realmikestewart Onboarding Only Happens Once. Permanent Damage.
  33. 33. @realmikestewart The Game of Football is 3 yards and a cloud of dust. - Woody Hayes
  34. 34. @realmikestewart#LOCALRelationships
  35. 35. @realmikestewart via Mary Bowling #2#1 #3#4
  36. 36. @realmikestewart
  37. 37. @realmikestewart Not always accurate.
  38. 38. @realmikestewart More Locations = More Problems
  39. 39. @realmikestewart Location Master Profile NAP+W
  40. 40. @realmikestewart LMP = Location Master Profile
  41. 41. @realmikestewart
  42. 42. @realmikestewart
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  60. 60. @realmikestewart
  61. 61. @realmikestewart
  62. 62. @realmikestewart
  63. 63. @realmikestewart Lawn Care and Maintenance? Pet Care Service? Waste Management Service? Garbage collection?
  64. 64. @realmikestewart Linear Approach Requires Buckets. Most Important 1st Most Referral 2nd Most Reach 3rd #localsubmissions
  65. 65. @realmikestewart Moz Local for Audits.
  66. 66. @realmikestewart Find the bad data
  67. 67. @realmikestewart Does it match the site?
  68. 68. @realmikestewart Find the bad data
  69. 69. @realmikestewart Find the bad data
  70. 70. @realmikestewart Find the bad data
  71. 71. @realmikestewart
  72. 72. @realmikestewart Find the bad data
  73. 73. @realmikestewart Find the bad data
  74. 74. @realmikestewart Squash Bad Data.
  75. 75. @realmikestewart Claim the old data.
  76. 76. @realmikestewart Ownership of your DA.
  77. 77. @realmikestewart Multi-location listings.
  78. 78. @realmikestewart DA + DC Claiming is better than Submitting.
  79. 79. @realmikestewart
  80. 80. @realmikestewart
  81. 81. @realmikestewart About InfoGroup
  82. 82. @realmikestewart
  83. 83. @realmikestewart#DataRefinery CHIEF PRODUCT ENGINEER @philmui Dr. Phil Mui
  84. 84. @realmikestewart Not Worthy. What they have on me
  85. 85. @realmikestewart Little Data
  86. 86. @realmikestewart 23,000+ servers for database marketing
  87. 87. @realmikestewart#BroadcastYourListings • Creating an account is IP address sensitive. • Complete phone verification by calling acxiom from the phone number on your business listing and leaving a message with your business name and your account user name. Note: you must state your business name exactly as it appears on the listing. If there’s an “LLC” or “inc.” After your business name, include it in your message or your claim will be rejected. • To create a new listing, you are required to enter your business information, and upload one of the following: federal tax license letter, business license, doing business as license, or fictitious name registration. Then, you’ll need to wait at least 30 days for acxiom to approve your edit.
  88. 88. @realmikestewart
  89. 89. @realmikestewart
  90. 90. @realmikestewart https://www.neustarlocaleze.biz/directory/us
  91. 91. @realmikestewart
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  102. 102. @realmikestewart Local Listing #1 Consolidate all locations into one account ---> Claim unclaimed locations --> Verify ---> Optimize.
  103. 103. @realmikestewart Panda Update 4.2, July 18, 2015
  104. 104. @realmikestewart Local Listing #2 Yahoo – Really Hard to Find Free Listing Submission Link!!! You wonder know if they did that on purpose…
  105. 105. @realmikestewart
  106. 106. @realmikestewart
  107. 107. @realmikestewart Yahoo Local = Paid.
  108. 108. @realmikestewart When you don’t pay you get….
  109. 109. @realmikestewart
  110. 110. @realmikestewart
  111. 111. @realmikestewart#YahooLocalSucks
  112. 112. @realmikestewart#YahooLocalSucks
  113. 113. @realmikestewart
  114. 114. @realmikestewart Yext Top Sales Producer 2015
  115. 115. @realmikestewart Local Listing #3 You need the customer to sign and forward an agency agreement to Microsoft. After that you can claim and verify locations without customer involvement. WOOOOHOOOOOOOOOO!
  116. 116. @realmikestewart Local Listing #4 Phone Verification works great. Needs a Apple ID
  117. 117. @realmikestewart Local Listing #5 • Limited Inventory • $200+ per month to prevent competitor links on your profile and to put links on competitors • Extending content to Bing + Apple Maps • Yext enhanced content approved
  118. 118. @realmikestewart Top 50 Sites Top 50 Sites with Simple form Submissions These are the sites that don't even let you setup an account.... All you do is fill out a form for each location and submit. There is not claiming and verification involved.
  119. 119. @realmikestewart Annoying Upsells
  120. 120. @realmikestewart Prepare for Evil Spam.
  121. 121. @realmikestewart Top 50 Sites Top 50 Sites that let you manage multiple locations from one account. Claiming and Verified does not require customer interaction.
  122. 122. @realmikestewart Listen for the clues along the way.Find a comfort zone. #GeoArbitrage or #nosleep
  123. 123. @realmikestewart Top 50 Sites Top 50 Sites that force you to create separate accounts for each location. Claiming and verification may be part of the process.
  124. 124. @realmikestewart • Create LAST PASS submission profiles.... Manually filling out account and location data is slow and error prone. With Last PASS can create and share submission profiles for each location.... • Work off the Local Listing report..... The metric that matters is the Local Visibility score. TOP 50 is the key to impacting visibility. • Citations are listings, but give Neustar a chance to work.... add more DAs in the future, start with the ones you can afford. Get the top 50 done 100% before anything else because that is what the customer SEES • Google Groups for Email Delivery, besides Yahoo mail. PRO TIPS
  125. 125. @realmikestewart “Even with a bulk load, or API, at the end of the day it comes down to a human adding and/or approving business listings. One by one, each gets reviewed and accepted or rejected.” -Greg Hartnett BOTW.com
  126. 126. @realmikestewart What do you want people to know about you. Most small brands have no clue how to ethically influence the narrative. LOCAL DESCRIPTIONS
  127. 127. @realmikestewart The Standard has always been to Own the Entire Board.
  128. 128. @realmikestewart To Win This Game, You Must Own the Entire Board. Houses Pay You More Than Hotels.
  129. 129. @realmikestewart
  130. 130. @realmikestewart If you make the most of each choice encountered you improve the odds of winning the game.
  131. 131. @realmikestewart #LocalEcosystem Measure Referral Traffic W/ Custom Segmentation Local Media Spend To Click/Call Beware Of The Following: Upsell Beware Of Email Spam Beware Of Paid ORM Schemes
  132. 132. @realmikestewart Spammers < Leads
  133. 133. @realmikestewart Duplicate Issues Exist.
  134. 134. @realmikestewart Who created this mess? Who Created The Mess?
  135. 135. @realmikestewart Caught Red Handed.
  136. 136. @realmikestewart Own it. Don’t Pay Rent. • Share of Voice is a “ranking” factor • Keyword Research & Campaign Architecture • DNI for big budgets ($2k+) • 100% necessary for Retargeting
  137. 137. @realmikestewart Interlink Local Relationships
  138. 138. @realmikestewart
  139. 139. @realmikestewart
  140. 140. @realmikestewart Bulk Submit = Awesome
  141. 141. @realmikestewart Create Your Chest of Links
  142. 142. @realmikestewart
  143. 143. @realmikestewart
  144. 144. @realmikestewart
  145. 145. @realmikestewart Reviews
  146. 146. @realmikestewart
  147. 147. @realmikestewart
  148. 148. @realmikestewart
  149. 149. @realmikestewart SAAS Virtual Assistants Predictive Personal Agents
  150. 150. @realmikestewart
  151. 151. @realmikestewart

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