2 Parts to “getting your site right”First – conversion –BIA/Kelsey survey - 60% no phone # on homepage, 75% no email, 66% no contact formGeneral conversion recommendations - Clean, easy to contactBig phone #, contact form, incentive to contactFree teeth whitening for new clients, use a promo code
MIT/Inside Sales study – 100x more likely if you contact w/in 5 minsvs just 30 mins. Especially true for many industries of SMB – emergency services, taxis, etc.43% of businesses in the study never even responded.Study showed that for web submitted inquires, 78% of sales go to the first company to respond.SMB’s need to have a solution for immediate response – web or phone – call center service, web form to phone app, etc.
Localeze, infogroup, D&B, Acxiom
Example:Set aside 2 hours/mo – contacted a mix of happy clients and unknowns to keep things natural.Sent requests to various sites – yelp, Places, etc. Sent personalized request – not a general email blastIncluded review instructions in mailings – invoices, etc.Talk to those already referring you and ask them to leave reviews.Review verbiage in email signature and on website.Thank those who leave reviewsAsk for customer/client feedback 1st. Give people a place to complain before they go somewhere else to complain.
@BryanPhelps of @SEOcom @SLCSEM
6 Step Blueprint for Local Clients
About UsSEO.com – Small Business & Enterprise SEO – SEO.com/blog – @SEOcom – Facebook.com/seocom – https://plus.google.com/100708209354527166980Bryan Phelps – Director of SEO, Small Business – @BryanPhelps – Started SEO in 2005 – Working with SMB’s since 2007 – Directly & Indirectly worked with 5,000+ clients
6 Step BlueprintWhen doesn’t it work?1. Physical Location (Centroid)2. Google+ Local (Places) is Buggy3. High competition requires more time, effort & analysis.
Step 1 – Setup, Research & Tracking• Keyword Research – Cities (Provo Dentist) – Zips (Dentist 84065) – Local Lingo (Utah Valley Dentist) – Landmarks (Dentist near BYU)• Website Tracking – Contact Form Goal• Google Places Dashboard• Call Tracking – Play it Safe• Old School Tracking
Step 2 – The Essentials: Claim, Fix & OptimizeClaim & Verify Yourself• Google Places • Best of the Web• Google MapMaker • Yelp• Bing • YellowPages• Yahoo • Infogroup• Localeze • Citysearch• D&B • Superpages• Acxiom • FoursquareConsistent Name, Address, Phone Number (NAP)
Step 3 – Get your Site RightSpecific to Local Search:• Venice Update – Local Content• Schema• Crawlable NAP – consistent with listings• Blended Local Results – Links – Domain Authority – Keyword Usage
Step 4 – More CitationsIndustry/GEO Specific• Avvo – Legal/Health• FindLaw - Legal• Health Grades – Health• Directories for every industry• Local directories / mediaAlso drives traffic, calls, customers.
Step 4 – More CitationsCitation Tools & Tips• Whitespark Local Citation Finder• Search Queries – Competitors – Pieces of your NAP to find citations to fix• Unstructured Citations – Blogs – Forums – Partners Sites / Related Businesses – Look for Link Building + Citation Opportunities
Step 5 – Review Strategy“Ask for reviews” alone isn’t a strategyFake reviews DEFINITELY isn’t a strategySet review outreach goals Get creative: – Review kiosks – “Review Me” cards – Email Lists, especially Gmail accounts. – Followers from Social – Brand Advocates – Partners & Vendors – Incentives? Infuse a “Get Reviewed” mentality among employees.
Step 6 – Local Meet SocialMore Hype than Leads…usually.Can’t ignore the Google+Monster, especially withGoogle+ Local.Expect social(reviews, circles, etc.) tobecome bigger in thelocal ranking algorithm.