This document outlines a 20+ week local marketing plan involving several key stages: customer intake, keyword and competitor research, website optimization, local directory submissions, citation building, social media marketing, reputation marketing, and ongoing efforts like link building and content creation. The plan focuses on both organic and paid search engine optimization tactics as well as other online and offline local marketing activities.

1. (Weeks 3-4)
(Weeks 5-8)
(Weeks 9-10)
(Weeks 11-12)
(Weeks 13-16)
(Weeks 17-20)
Customer Intake Form Completed
Yes, Get Access to existing account
No, Great! We'll create this later
Exist?Research Current Google Places
Perform Keyword Research
Fix any problems with Name /
Address / Phone
Research Major Review Sites for Company
Get FTP or Wordpress Access
12 Keywords Selected
Build and Optimize 5 Categories
Create Company Citation
Determine"What They Are"
50-100 words / Use CitationCreate Company Description from Intake Form
Determine 3 Inbound Links (deep linking)
Find/Buy if not providedObtain 10 Photos
If they don't have, create 5 videos
based on problem/solution format
Obtain 5 Videos
Create Optimized Email (gmail)
Add to Google Webmaster Tools
Install Google Analytics on Website
Set up Google Analytics
Complete Set-Up Items
Create Baseline Ranking Report
STAGE 1
Receive Videos / Images from Client
Optimize Photos
Create Flickr Account
Create Photobucket Account
Enter Optimized Citation
Enter Link
Create Panarameo Account
GeoTag all Images
Publish Images
Optimize Videos
Optimize Website for KeywordsIf Website is needed, Build and configure
Review with Client any Missing
Information or Items
Create YouTube Channel and optimize
Name/Addres/Phone Exactly as in
Google Places
Complete all profile information
including videos/images
Use keywords in categories
whenever possible
Facebook
Twitter
Yellow Pages (YP.com)
Foresquare ($25)
Manta
Dex Knows
Kudzu
Merchant Circle
YP.com
City Search
Local.com
Yellow Bot
Claim First 40 Local Directories including...
Create UBL account for 80
business listings
Include city once
Main Keyword in once
No Category Keywords used
Keywords not able to fit in
categories included
Sounds Natural / Conversational
Description 200 Characters
Name/Address/Phone Formatted properly
Optimized Company Email
Website URL pointing to properly Optimized
Do not include the city
Stating what your business (IS) not what it sells
Follows 1-2-2-3-3 Word format
Do not include KW more than once
Keywords in proper order
Proper Optimized Categories
Area and Location (check No)
Match on WebsiteHours of Operation
Payment Options Filled out
Add Photos from Panorameo
(best), Photobucket & Flickr
Add 5 Videos listed on YouTube
Use at least 3 LSI keywords
Don't Keyword Stuff
AdditionalDetails
Include keywords in titles
Include other keywords or alternate
keywords in offer descriptions
Make sure offers are irresistible (not cheezy)
Add 5 Coupons
Create Google + Business
Account (finally)
Create, Optimize, and Submit Bing Local
Create, Optimize, and Submit
Yahoo Local
STAGE 2
Publish Schema and KML
Create KML File
Create H-Card
Publish H-Card on Website Footer
Publish KML File on root of website
Continue UXO Marketing
Continue Retargeting Campaign
Continue RTB Marketing
Continue Social Media Posts
Continue Bi Annual Press Releases
Continue Monthly Reporting
Continue Bi Annual Reputation Videos
STAGE 10 (Onward)
Continue UXO Marketing
Post Articles on high authority sites
Hyperlink Keywords to Website
Create Tiered Links to high authority sites
Begin Linking Campaign
Create 20 Additional High
Authority Business Listings
Target aggressively any gap in
citations between client and No.1
ranked competitor
Examine # Citations of Client vs. 3 Pack
Discuss this topic with client based on
progress
Examine Ratio of Reviews and
discuss at monthly meeting
Ensure you have more citations than
your competition in each of the areas
that Google expects them
Ask customers for honest review
Segment out reviews
Post 4-5 star reviews on landing page
Post 4-5 Star Reviews on Facebook
Post 4-5 Star Reviews on Google+
Submit first batch of Emails to
request reviews for reputation
marketing (up to 100 customers)
Examine Reviews / Testimonials
STAGE 7
Insider Pages
SuperPages
Judy's Book
Yelp
Claim or Update Local Directories
Create An Additional 20 high
authority business listings
Syndicate to Associated Press
Syndicate to Yahoo News
Syndicate to Google News
Syndicate to 4,000 news services
Create Newsworthy Press Release
Determine gap between your client and
Top 7 competitors currently on page 1
Wrong phone number
Poorly formed address
Missing data, videos, images etc.
Review citations for any consistency mistakes
Analyze indexed citations
Produce First Reputation video
STAGE 4
Submit business listings to 20
local directories
Continue Retargeting Campaign
Begin Real Time Bid Marketing (RTB)
Ranking should be appearing at this point
Discuss additional cities and/or keywords to target to expand reach
Continue Social Media Posts
STAGE 9
Create 20 Additional High Authority Business Listings
Determine where the 3 primary citation sites are ranking for key terms
Make sure there are at least 500 in
the retargeting list
Create Retargeting Banners in 4
most common sizes
Submit banners for approval
Kick off the campaign
Begin Retargeting Campaign
Should now be in top 3
If not then focus efforts to become
No 1 in number of citations, ideally
focussing on high quality citations
where possible
Determine gap between client and top 7
competitors currently on page 1
Wrong Phone Number
Improperly entered address
Missing Data, videos, images,
profile items, etc
Review Citations for any consistency mistakes
Analyze indexed citations for client
Submit new batch of emails for Reputation Markeiting
Write and Submit Second Newsworthy Press Release
Continue Social Media Posts
STAGE 8
Create 20 Additional High
Authority Business Listings
Set up Reputation Marketing Process
Add to Website
Build Reputation Marketing
Landing Page
Collect Emails from Customer
Begin Reputation Marketing
Continue UXO Marketing
STAGE 6
KWs in Title Tag
KWs in Description Tag
KWs in Body Text (2.5% density)
KWs in H1-H3 Tags
All Cities / States listed in Body Text
Hours of Operation listed on Front page
Cities listed in main navigation or
sub-nav every page
Citation on sidebar (properly formatted)
Citation in Footer (long format)
Pages Created for each major Keyword
Pages created for each category
Include photos / videos from
Photobucket, Flickr, and
Panorameo
Optimize Website On-Page for
Major Keywords
Activate Google Places ListingReceive Google Places Postcard (PIN)
Activate Bing LocalReceive Bing Postcard (PIN)
Submit Business Listings for
another 40 major local directo-
ries and mobile applications
Add to Google Map Maker
Create Facebook Fan Page
Add Google Tag Manager Code
(for Building Retargeting List)
STAGE 3
check for correct Name, Address, Phone (NAP)
Create 20 Additional High
Authority business Listings
Determine gap between your client and
Top 7 competitors currently on page 1
Wrong phone number
Poorly formed address
Missing data, videos, images etc.
Review citations for any consistency mistakes
Analyze indexed citations
Have 250 US based workers
search for site in specific way
Have them navigate the site specifically
Instruct them to leave on the
"Contact Us" page
Begin UXO (User Experience
Optimization)
STAGE 5
(Weeks 21-24)
(Month 7+)
Types Of Marketing Performed:
Google Maps Marketing (3-Pack)
Local Directory Submission
Organic Marketing Google, Bing, Yahoo (SEO)
UXO (User Experience Optimization)
Video Marketing (YouTube)
Reputation Marketing (optional)
Social Marketing
Facebook Marketing (Social and Paid Search)
Real Time Bid Marketing (RTB)
Retargeting
Press Release Syndication
Write 3 Articles for Future Linking Process
Post Articles on high authority sites
Hyperlink Keywords to Website
Create Tiered Links to high authority sites
Continue Linking Campaign
Post Articles on high authority sites
Hyperlink Keywords to Website
Create Tiered Links to high authority sites
Continue Linking Campaign
Post Articles on high authority sites
Hyperlink Keywords to Website
Create Tiered Links to high authority sites
Continue Linking Campaign
Set up social media accounts
Post on Google+
Post on Twitter
Post on Facebook
Write Social media posts
Begin Social Media
Continue Reputation Marketing
Continue Reputation Marketing
Local
LOCAL
(First Week)
(Weeks 2-3)
Local
Marketing
Plan