Thriving and Surviving in Local Search at #stateofsearch

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Paula Keller presented on how to survive and thrive in local search at DFWSEM's annual State of Search conference on November 18, 2013.

3 key steps to local search success...
- Get your Google+ Local situation straight
- Dig deep on your citations / local listings
- On-site optimization through proper landing pages

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Thriving and Surviving in Local Search at #stateofsearch

  1. 1. Scalable Solutions Powered by Experts @paulalmkeller
  2. 2. SURVIVING & THRIVING IN LOCAL SEARCH The challenge of the local digital market Location, Consistency, Customers @paulalmkeller
  3. 3. 3 “EASY” STEPS 1. Straighten up your Google+ situation 2. Dig deep on citations 3. On-site local optimization @searchinfluence
  4. 4. ABOUT ME PAULA KELLER • Louisiana State University Marketing graduate • Search Influence Director of Account Management • Lead 18 account managers • 5+ years experience in traditional/online marketing • Google Analytics, Google AdWords + Bing Ads certified @paulalmkeller
  5. 5. ABOUT SEARCH INFLUENCE Helping customers successfully market online since 2006. We work with 300+ clients, directly and as a white-label provider to major national media companies • • • • • Search Influence 56+ full-time employees 25+ contract writers 25 white-label partners 220+ white-label clients 120+ direct clients @paulalmkeller • • • • Reputation 2011 Inc. 500 honoree 2012 & 2013 Inc. 5000 honoree Recognized leader in search and social for local business Over a decade in online media
  6. 6. AS SEEN IN: @paulalmkeller
  7. 7. 70% of U.S. households now use the Internet when shopping locally. -ComScore @paulalmkeller
  8. 8. LOCAL SEARCH IS MORE IMPORTANT THAN EVER. @paulalmkeller
  9. 9. WHAT IS LOCAL SEARCH? restaurants pool builders dallas hair salon frisco tx concerts dry cleaners richardson tx best divorce attorney in dallas tx grocery store arlington restaurants pharmacy near the village emergency plumbers dentists @paulalmkeller
  10. 10. WHERE IS LOCAL SEARCH? PAID Search Results ORGANIC Search Results LOCAL Search Results @paulalmkeller ORGANIC Search Results
  11. 11. WHERE IS LOCAL SEARCH? @paulalmkeller
  12. 12. WHERE IS LOCAL SEARCH? @paulalmkeller
  13. 13. HOW DOES DALLAS FIND LOCAL BUSINESSES? Google Search 0% 9% 10% 41% 11% Facebook Search/Recomme ndation Local News Website Google Ads 14% 15% @paulalmkeller Facebook Ads - WrightIMC 2013
  14. 14. “LOCAL” IS RELATIVE @paulalmkeller
  15. 15. AUDIT BUSINESS INFORMATION NAP First! • Confirm name • Multiple variations? • Check Secretary of State • Confirm address • usps.com/zip4 • Confirm phone • One per location • Should be local • Avoid call-tracking numbers @searchinfluence
  16. 16. ESSENTIAL: CONSISTENT NAP @paulalmkeller
  17. 17. THE ANATOMY OF NAP What is a local citation? NAP+W Name Address Phone # Website @paulalmkeller
  18. 18. WHY IS A CONSISTENT NAP ESSENTIAL? Don’t confuse Google! • Number of citations is important, but consistency is MORE important • Your NAP is your local search fingerprint • Your NAP should be in each of these places: • Google+ Local • Website • Social media pages • Business directories – “citations” @paulalmkeller
  19. 19. SOLIDIFY YOUR NAP Audit Business Info First! • Confirm Name • Multiple variations? Check Secretary of State. • Confirm Address • usps.com/zip4 • Confirm Phone • One per location • Shoule be local (ex: 214, 469, 972 or approp. area code) • Run away! from call-tracking numbers (in local) @paulalmkeller
  20. 20. YOUR GOOGLE+ PAGE Step 1. Search places.google.com @paulalmkeller
  21. 21. @paulalmkeller
  22. 22. @paulalmkeller
  23. 23. LINK YOUR +PAGE AND YOUR WEBSITE si.ly/gpublisher @searchinfluence
  24. 24. BRANDED SEARCH WITH PUBLISHER No Recent Posts
  25. 25. BRANDED SEARCH WITHOUT PUBLISHER No Recent Posts
  26. 26. BRANDED SEARCH WITHOUT PUBLISHER Competitors
  27. 27. INCONSISTENCY & DUPLICATION OF CITATIONS @paulalmkeller
  28. 28. GET RID OF G+ DUPS Option 1: Report a Problem If done from biz G+ acct, changes take about 1 week @paulalmkeller
  29. 29. GET RID OF G+ DUPS Option 1: Report a Problem @paulalmkeller
  30. 30. GET RID OF G+ DUPS Option 2: Call Google Support Instant Changes! Si.ly/callthegoogle
  31. 31. DIG DEEP ON CITATIONS Step 2. • Getlisted.org • Google: “business name” + “phone #” • Whitespark Local Citation Finder • Brightlocal Citation Tracker • Organize citations so that you can see NAP data errors • Clean up duplicates/erroneous citations @paulalmkeller
  32. 32. GETLISTED.ORG @paulalmkeller
  33. 33. GETLISTED.ORG @paulalmkeller
  34. 34. Getting Started
  35. 35. Getting Started
  36. 36. GET PICKY WITH IT. • One listing per location using official NAP • Firms with multiple practitioner: one listing per practitioner also • Complete data: description, website, categori es, photos, etc. • If you find duplicates: • Use report a problem/edit details • Contact customer service @paulalmkeller
  37. 37. GO STRAIGHT TO THE SOURCE Inconsistent and duplicate citations are BAD. Check InfoGroup, Localeze & Acxiom for incorrect info. • InfoGroup: http://expressupdateusa.com • Localeze: http://webapp.localeze.com/directory/get-started.aspx • Acxiom: http://mybusinesslistingmanger.com @paulalmkeller
  38. 38. LOCAL TO YOU DIRECTORIES http://www.thecityofdallas.com/ http://businessdirectory.bizjournals.com/dallas
  39. 39. INDUSTRY DIRECTORIES http://bit.ly/lawlistings Courtesy of: Mike Ramsey, Nifty Marketing
  40. 40. ON-SITE LOCAL OPTIMIZATION Step 3. • Is NAP on website readable (in plain text, not in an image)? • NAP should match Google+ Local page NAP • Additional phone numbers should be non-crawlable • NAP should be structured data, either Schema or hCard • To create: schema.org • To validate: www.google.com/webmasters/tools/richsnippets • NAP on homepage, in footer, and location page(s)! @paulalmkeller
  41. 41. BUILD LOCATION PAGE(S) • Factors to include in a local page: • NAP in Schema or hCard • Embedded Google map linking to your G+ page • Hours • Payment Types • Photos • Testimonials and reviews • Meta description with address and phone included • Locally optimized URL name structure • (eg: domain.com/falls-church-va) @paulalmkeller
  42. 42. Improper or Non-Existent OnSite Local Optimization
  43. 43. SCHEMA & HCARD EXAMPLES @paulalmkeller
  44. 44. VALIDATE YOUR SNIPPETS www.google.com/webmasters/tools/richsnippets @paulalmkeller
  45. 45. MULTI-LOCATIONS Location page for each location • Create one location page per location • Create one locations page that lists all • If multiple addresses are on one page, MUST mark up in schema • Content on each must be unique • Include location-specific details • Staff names, neighborhood, parking tips • Use site architecture to guide the engines • Should live in /locations/ folder • Name pages with city-st • townsendla.com/locations/new-orleans-la • townsendla.com/locations/lafayette-la • townsendla.com/locations/baton-rouge-la • townsendla.com/locations/covington-la @paulalmkeller
  46. 46. FINAL THOUGHTS: KEY TAKEAWAYS • Claim Google+ Local listing (Post content) • Discover and update secondary listings • Focus on correcting / enhancing existing citations • Seek out local to you and industry directories • Go straight to the source with data feeds • Build location page(s) @paulalmkeller
  47. 47. THANK YOU! Paula Keller Pkeller@searchinfluence.com searchinfluence.com/blog twitter.com/Paulalmkeller slideshare.com/searchinfluence
  48. 48. BONUS: GOOGLE+ AUTHORSHIP DeLuca Plastic Surgery Authorship installed April 2012 • When comparing the six-month period prior to Authorship with the six-month period after installation: Google organic visits increased over 27% (+11,334 visits) @searchinfluence

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