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Highly Effective Techniques
for Hyper-Local Targeting
SHELLY FAGIN
HIGHLY SEARCHED
Welcome!
Twitter - @shellyfagin
shelly@highlysearched.com
Started in 2001
Realasites: founded...
3
Local SEO - Geotargeted Organic Rankings
Don’t Ignore your Title Tags
4
Title Tag Formatting Tips
• 50 - 60 Characters Long
• Keywords Come First
• Brand Name at the end
• Relevancy
• City/Loc...
5Schema/Structured Data
schema.org/LocalBusiness
Types of items described by Schema
Structured data can be used to mark up...
www.highlysearched.com
© 2016 Shelly Fagin All Rights Reserved
6
https://developers.google.com/search/docs/guides/intro-st...
7
8
JSON SCHEMA MARKUP
schema generator tool
https://hallanalysis.com/json-ld-generator/
9Check your Work
https://search.google.com/structured-data/testing-tool
www.highlysearched.com
© 2016 Shelly Fagin All Rights Reserved
10
NAP Consistency
Name
Address
Phone Number
Web Address
11
Moz Local
12
Targeting your Competitors Traffic
13
14
Mobile-Ready & Tested
Mobile Users have long Surpassed Desktop Users
Within Months, Google will be dividing it’s index
...
15
Obtain Local Back Links
Look at your Competitors Backlinks
Join & Sponsor Local Groups, Meetups, Associations, Clubs, N...
16
Online Reviews
88% of consumers say that they trust online reviews as much as personal recommendations
Customers spend ...
17
https://chrome.google.com/webstore/detail/intelligence-search/dipfggodcibdmflidbceoaanadclgomm/related
www.highlysearched.com
© 2016 Shelly Fagin All Rights Reserved
18
5
NEW PROFILES
CREATED
EVERY
SECOND
Power of FacebookAnd...
19
Using Life Events
20
Niche-to-one Facebook Marketing
www.highlysearched.com
© 2016 Shelly Fagin All Rights Reserved
21
Facebook’s Custom Audience Targeting
www.highlysearched.com
© 2016 Shelly Fagin All Rights Reserved
22
23
Effectively Drove his Roommate to a state of Paranoia
Achieved Ultimate Retaliation
3 Week Long Marketing Campaign
$1.70
24
Location Marketing
SHELLY FAGIN
HIGHLY SEARCHED
Thank you!
@shellyfagin
shelly@highlysearched.com
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Effective Techniques for Hyper-Local Targeting | Shelly Fagin, SearchHOU

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Hyper-local opportunities have never been more plentiful. Today we have so many new tools & techniques to target your customers or clients on a local basis. Learn how to build a highly effective targeted, local digital marketing campaigns for your business.

By utilizing Local SEO, Social Media, PPC & automation tools, you have the opportunity to crush your competition and build your brand into a local powerhouse. Learn ways to targeting new customers and even divert traffic (and customers) away from your competition and into your door.

Published in: Marketing
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Effective Techniques for Hyper-Local Targeting | Shelly Fagin, SearchHOU

  1. 1. Highly Effective Techniques for Hyper-Local Targeting
  2. 2. SHELLY FAGIN HIGHLY SEARCHED Welcome! Twitter - @shellyfagin shelly@highlysearched.com Started in 2001 Realasites: founded 2005 Acquired by Agency Logic 2008 2009 founded Hayloft Media Burlington, IA 2015 founded Highly Searched
  3. 3. 3 Local SEO - Geotargeted Organic Rankings Don’t Ignore your Title Tags
  4. 4. 4 Title Tag Formatting Tips • 50 - 60 Characters Long • Keywords Come First • Brand Name at the end • Relevancy • City/Location Next • Unique & Different from the <h1> tag • Write for Google & Humans
  5. 5. 5Schema/Structured Data schema.org/LocalBusiness Types of items described by Schema Structured data can be used to mark up all kinds of items from products to events to recipes. It is most often used to provide additional information about the following: Creative work Event Organization Person Place Product
  6. 6. www.highlysearched.com © 2016 Shelly Fagin All Rights Reserved 6 https://developers.google.com/search/docs/guides/intro-structured-data https://search.google.com/structured-data/testing-tool https://developers.google.com/search/docs/data-types/local-businesses
  7. 7. 7
  8. 8. 8 JSON SCHEMA MARKUP schema generator tool https://hallanalysis.com/json-ld-generator/
  9. 9. 9Check your Work https://search.google.com/structured-data/testing-tool
  10. 10. www.highlysearched.com © 2016 Shelly Fagin All Rights Reserved 10 NAP Consistency Name Address Phone Number Web Address
  11. 11. 11 Moz Local
  12. 12. 12 Targeting your Competitors Traffic
  13. 13. 13
  14. 14. 14 Mobile-Ready & Tested Mobile Users have long Surpassed Desktop Users Within Months, Google will be dividing it’s index Google will have a completely separate Mobile & Desktop Indexes Mobile Index will be PRIMARY Revisit your “Hidden on Mobile” Content Desktop Index will not be updated as frequently
  15. 15. 15 Obtain Local Back Links Look at your Competitors Backlinks Join & Sponsor Local Groups, Meetups, Associations, Clubs, Non-Profits Write Articles for Local Blogs Create Local Resource Guides of Infographics Local Sports Teams, Clubs or Leagues PTO & Local Schools Event Sponsorships Host a Contest or Giveaway for Local Residents Audit your Existing Backlinks, check for 404 errors
  16. 16. 16 Online Reviews 88% of consumers say that they trust online reviews as much as personal recommendations Customers spend 31% more with a business that has “excellent” reviews. 40% of buyers form an opinion of a business after reading just 1-3 reviews. 97% of B2B buyers said that user generated content, like user reviews, is more credible than other types of content. 52% of buyers say they trust a product more if they have a few negative reviews of their product.
  17. 17. 17 https://chrome.google.com/webstore/detail/intelligence-search/dipfggodcibdmflidbceoaanadclgomm/related
  18. 18. www.highlysearched.com © 2016 Shelly Fagin All Rights Reserved 18 5 NEW PROFILES CREATED EVERY SECOND Power of FacebookAnd Why Marketers lOVE it Active Daily Users 1.3M
  19. 19. 19 Using Life Events
  20. 20. 20 Niche-to-one Facebook Marketing
  21. 21. www.highlysearched.com © 2016 Shelly Fagin All Rights Reserved 21 Facebook’s Custom Audience Targeting
  22. 22. www.highlysearched.com © 2016 Shelly Fagin All Rights Reserved 22
  23. 23. 23 Effectively Drove his Roommate to a state of Paranoia Achieved Ultimate Retaliation 3 Week Long Marketing Campaign $1.70
  24. 24. 24 Location Marketing
  25. 25. SHELLY FAGIN HIGHLY SEARCHED Thank you! @shellyfagin shelly@highlysearched.com

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