6 Step Blueprint to Local Search Success - SEO.com SLCSEM Presentation
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On June 12, 2012, Bryan Phelps, Director of SEO at SEO.com gave this presentation at SLCSEM.
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6 Step Blueprint to Local Search Success - SEO.com SLCSEM Presentation
- 1. 6 Step Blueprint to Local Search Success
- 2. About Us SEO.com – Small Business & Enterprise SEO – SEO.com/blog – @SEOcom – Facebook.com/seocom – https://plus.google.com/100708209354527166980 Bryan Phelps – Director of SEO, Small Business – @BryanPhelps – Started SEO in 2005 – Working with SMB’s since 2007 – Directly & Indirectly worked with 5,000+ clients
- 3. 6 Step Blueprint When doesn’t it work? 1. Local Prominence 2. Google+ Local (Places) is Buggy 3. Be Persistent
- 4. About Us
- 5. 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
- 6. Step 2 – The Essentials: Claim, Fix & Optimize Claim & Verify Yourself • Google Places • Best of the Web • Google MapMaker • Yelp • Bing • YellowPages • Yahoo • Infogroup • Localeze • Citysearch • D&B • Superpages • Acxiom • Foursquare Consistent Name, Address, Phone Number (NAP)
- 7. Step 3 – Get your Site Right
- 8. Step 3 – Get your Site Right
- 9. Step 3 – Get your Site Right Specific to Local Search: • Venice Update – Local Content • Schema • Crawlable NAP – consistent with listings • Blended Local Results – Links – Domain Authority – Keyword Usage
- 10. Step 4 – More Citations
- 11. Step 4 – More Citations Industry/GEO Specific • Avvo – Legal/Health • FindLaw - Legal • Health Grades – Health • Directories for every industry • Local directories / media Also drives traffic, calls, customers.
- 12. Step 4 – More Citations Citation 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
- 13. Step 5 – Review Strategy “Ask for reviews” alone isn’t a strategy Fake reviews DEFINITELY isn’t a strategy Set 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.
- 14. Step 6 – Local Meet Social More Hype than Leads…usually. Can’t ignore the Google+ Monster, especially with Google+ Local. Expect social (reviews, circles, etc.) to become bigger in the local ranking algorithm.
- 15. Thank you! Bryan Phelps, SEO.com
Editor's Notes
- Bryan Phelps from SEO.comSuch a cool event. Huge thanks to your business teacher.About 10 years ago in a HS biz class, I asked about COOVery fortunate to have a teacher discussing such current business & marketing topics, not just the textbook.Plus Daymond
- 2 Parts to “getting your site right”First – conversion – 60% no phone # on homepage, 75% no email, 66% no contact formGeneral conversion recommendations - Clean, easy to contactBig phone #, contact form, incentive to contact
- MIT/Inside Sales study – 100x less likely to get in contact w/ a lead between 5 minutes and 30. 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.
- Beyond conversion – site optimization options specific to local search
- Localeze, infogroup, D&B, Acxiom