Google+ Local Optimization focuses on dominating local search engine results. The document discusses principles of local SEO like having accurate business data, relevant content, high online visibility, and authentic endorsements. It provides strategies for local SEO projects including claiming a business listing, optimizing a website, getting listed elsewhere, and gaining reviews. Tactics covered include verifying listings, encouraging check-ins, diversifying reviews, and using tools like Google Maps and Google+ Local.

2. Google+ Local Optimization
(Dominate Local Results)
Steve Wiideman | ThatTrainingGuide.com

3. What’s on the Agenda?
PST!
1. Principles of Local SEO
2. Strategies & Project Planning
3. Tactics and Techniques

4. Principles of Location-Based Search
1. You must have accurate data
2. You must offer the most relevant content
3. You must be highly visible online
4. Authentic people must endorse you

5. Think in Circles
1. Accurate data
2. Relevant content
3. Highly visible online
4. Authentic Endorsements

6. Authentic Endorsements
Highly visible online
Relevant content
Accurate data

7. Stop. Wait.
Let’s Take a Step Back.

8. Google GPS-Enhanced Products
1. Google Maps
2. Google Android Navigator
3. Google Latitude
4. Google Universal Search Results (USR)
5. Google+ Local (formerly Google Places)

9. Google Maps

10. Google Universal Search Results (USR)

11. Google+ Local

12. Google+ Local

13. Strategies & Project Planning
We’ve got a LOT
of work to do.

14. Strategies & Project Planning
1. Accurate data 1. Claim Our Business
2. Relevant content 2. Optimize Our Website
3. Highly visible online 3. Get Listed & Featured
4. Authentic Endorsements 4. Reviews, Check-ins, Social
 Basecamp.com

16. Optionally use
Google Docs.
In this screenshot,
you can see the
milestones and the
resource/hours
allocation.
Other columns are
populated with
tasks.

17. Break – Coffee Anyone?

18. Tactics and Techniques
1. Create to-do lists
2. Associate to milestones
3. Assign tasks to team
4. Set due dates
5. Do local SEO like a boss

19. Claim Your Business Data
MyBusinessListingManager.com
ExpressUpdateUSA.com

20. Claim Your Business Data (N.A.P.)
This is the CORE of your location-based SEO strategy, so:
1. Verify the EXACT Business Name
2. Verify the EXACT Business Address
3. Pay Attention to Punctuation, Symbols, and Abbreviations
4. Verify the EXACT Business Phone Number
5. Pay Attention the Categories You Select
6. Pay Attention to the Services/Products You List

21. Optimize Your Website
Landing Page Conversion / UX
Website Optimization
Optimization Optimization
 Run audits in GWT  Have ONE page for  Pay for a review
 Run audits in BWT each location  Add coupons
 Have an expert run an  Match Google+ Local  Showcase ratings
audit  Try Schema.org  Don’t make people
 Try WebsiteTest.org  Use title tag principles have to think
 Consider using a CDN  Use meta principles  Compare your page to
 Optimize site maps  Pay attention to the 1st 10 in Google
 Optimize robots.txt content structure  Add a video
 Add breadcrumbs  Include a map  Add strong call-to-
 Reduce JS & CSS  Include LSI (phrases) actions
 Dupe content check  List cats & services  Be awesome

22. Get Listed
 Search engines (Google, Yahoo!, & Bing)
 411 directories, in-car navigation & wireless listings
 Mobile “check-in” apps
 “True local” directories
 Industry directories
 Business directories
 College, university and government resources pages
 Be creative – but NEVER (EVER) spam or use automated tools

23. FINALLY! Google+ Local
www.google.com/placesforbusiness
Tip: Use the Google account associated
with your AdWords and Analytics for
easy integration later.

24. Areas to Optimize
• Business Name
• Description
• Categories
• Images / Videos
• You can’t have to much information in
business listing

25. Categories – They Matter
The Secret Category List:
http://bit.ly/secret-categories
Tools like this one may help you understand
competitor category frequencies and
sequence:
http://gpscraper.com/gpscraper/

26. Do’s and Don’ts
Don’t
 Stuff keywords in your title (or in any field)
 Repeat your location in title or description fields
 Use content owned by others (use your content)
 Use a call-tracking number (breaks N.A.P. sync)
 Create multiple profiles with slightly different data
 Have a random agency claim your listing for you

27. Do’s and Don’ts
Do
 Add the Google+ Author plugin to your blog
 Connect your Google+ profile to your blog
 Use the EXACT business data (NAP) given to Acxiom
 Include a few surrounding cities in the description
 Include top services in the Additional Details area
 Include as much info as you can in Additional Details
 Use professional quality imagery and videos
 Use coupons and offers if possible
 Add this to your website URL: ?utm_campaign=GPL

28. Offer MORE Than the Competition

29. Verify Your Listing
Phone / SMS / Postcard

30. Verify Your Listing
Repeat with
Bing & Yahoo!

31. All Your Citations are Belong to Us
Discover where you competition has been acquiring
business listings using simple searches by phone
number.
Or, use one or more of the tools listed on the last
page of this presentation.

32. Endorsements
 Authenticated Google+ Local / Zagat reviews
 Reviews from other business review destinations
 BBB.org, Yelp.com, InsiderPages.com, AngiesList.com
 Ref: http://www.thattrainingguide.com/02-get-business-reviews-2010-07-20/
 Mobile check-in apps
 Try FootFeed, a multi-check-in app
 Else, try Yelp, Facebook, Instagram, Foursquare, etc
 Create business pages on social networks (ask for reviews)
 Bloggers, industry forums, local portals, etc

33. Google Latitude
Now you can “check in” to your
favorite places with Google Latitude,
same as you might with Foursquare,
Facebook, Yelp or other apps.

34. Encourage Guests to View Your Business

35. FYI on Checking-In
Aside from the NFC technology, what’s the difference between
Google+ Local and Foursquare/Yelp apps?
1. Foursquare offers ‘tips’ that do not appear in Google results
2. A Yelp review can only be a ‘draft’ until you get behind a computer later
3. Google+ Local allows you to review in real-time, which appears in near
real-time in SERPS
4. Google+ Local is part of your Google account and may influence other
Google services, such as search results for users in your circles

36. Rank Higher in Mobile Apps
Typically, the higher a business ranks in a program the more
frequently it gets spidered/crawled by the search engines.
1. Get reviews from INFLUENTIAL users (those with 1000+ reviews)
• Reviews should come from MANY networks (CitySearch, Yelp, etc)
2. Encourage/incentivize bookmarking or adding as a favorite
3. Link to the profile page from the business website (and maybe others)
4. Offer loss-leader promotions (attrition is still low enough at this point)

37. Ideas / Suggestions on Reviews
 Survey clients via receipts & email; on submit, ask for a review
 Don’t outright pay for reviews, but definitely reward them
 “Listen” using social media tools & alerts (don’t be shy)
 Send clients home with SWAG with a review reminder
 Diversify where you’d like to get the link from
 Send postcards with special appreciation
 Put up fun things users will post photos of (tourist-type stuff)
 Interview (with permission) before a client leaves the store

38. My Favorite Tools & References
Tools
 Google AdWords local extensions vs. Express Ads
 Chatmeter.com
 Whitespark.ca/local-citation-finder/
 Google Webmaster Tools, Bing Webmaster Tools, Analytics
 StepRep.com, Yext.com, and other similar tools
References
 http://www.davidmihm.com/local-search-ranking-factors.shtml
 LocalSEOGuide.com and http://blumenthals.com/blog/

39. Sample Pages & About Me
Sample GPL Pages Contact Me
 Oh! Sushi  @seosteve
 North Bowl  FB/stevewiideman (free review)
 Chicago Music Exchange  About.me/seosteve
 Delfina Restaurant  LinkedIn.com/in/seoexpert
 Mezze Restaurant  Email: steve@seosteve.com
 Museum of Making Music  Call: (562) 732-4417
 Nick Strocchia Photography  Skype: steve.wiideman
www.ThatTrainingGuide.com