Brian Offenberger discusses how to get top search engine rankings in local markets through local search engine optimization (SEO). He outlines the main factors search engines use for local rankings, including claiming your Google My Business page, having a business address in the searched city, and using location keywords. The presentation provides an action plan for local SEO, covering keyword research, optimizing page titles and meta descriptions, fixing technical issues, getting online citations and links, and engaging on social media.

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SEO
How to Get Top Search Engine Rankings
in Local Markets
By Brian Offenberger, CeM, CSMA
April 24, 2015

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Today’s Objectives

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My Discussion Points
• Discover what local search is all about
• Learn the factors search engines use for local rankings
• Give you an action plan you can follow to get top rankings in
your local market
• Discuss common local search marketing mistakes and how
you can avoid them

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About Brian Offenberger

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Certified By

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Trusted By

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The World Has Changed

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Search Engine Use
• 9 out of 10 people look for things via search engines
• 91% of search engine users find what they want
• 66% say search engines are fair and unbiased
• Google has about 68% of US Search market (comScore)
Source: Pew Internet

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Search with Local Intent

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About Search Engines

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3 Main Goals of Search Engines
• Relevancy
• Location
• Personalization

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Personalized Search
• Considers a person’s
search history and social
connections to provide
search results
personalized to the user.
• Key concept behind
Facebook becoming a
search engine

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More About Search Engines
• 78% of Google search answers change DAILY
• Google updates its ranking formulas 500-600 times per
year
• Position 1 on Google gets about 43.2% of the clicks,
position 2 gets 30.7% and position 3 gets 23.3%

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Mobile Search
• Expected to be the most
popular way people
search
• Local results more likely
in mobile
• People use shorter
queries

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What is Local SEO?
Optimizing what you do online to generate high search
engine rankings and to attract a localized, targeted prospect
base

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Local vs. Regular SEO
• Optimization built around
local markets
• Keyword focus with
geographic references
• Local linking and citations
very important
• Different display by
search engines
• Optimization for national
or international markets
• Keyword focus with non-
geographical references
• Industry relevant linking
and citations very
important
Local Regular

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Local Search Engine
Ranking Factors

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Top 10 Local Ranking Factors
• Claiming your Google My
Business page and other local
listings
• Business address in city being
searched
• Associate Google My Business
page with proper categories
• Address relationship to
centroid
• Product/service keyword in
Places page business title
• Product/service keywords in
Google My Business
descriptions
• Associating photos and videos
with your Google My Business
page
• Local area code with your
Primary Google My Business
phone number
• Associating Google My
Business page with marginally
related categories
• Location keyword in Google My
Business title

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Other Important Ranking Factors

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N.A.P. Consistency
Establish “NAP” you will promote and use it
consistently in all online channels, including local
listings
5530 E. Beck Lane
-vs-
5530 East Beck Ln.
-vs-
5530 E. Beck Ln.

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Volume of Citations

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Quality of Local Links

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Find Your Links

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Types of Links You Need
• From local directories
• From local community
organizations
• From local news sources
• From established
local businesses

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How to Get Links
• Ask your friends and
organization members
• Ask your vendors
• Remarkable content
• Guest blog posts
and articles

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Localized Social Connections

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Hyper Transfer Protocol Secure

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Responsive Site – April 21

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# 1 - Know Your Keywords
• Goal – 30 terms
• Discovery using research tools
• Evaluate keywords (volume,
competition, relevance, stage
of buying cycle)
• Localize your keywords

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Keyword Research Tools

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# 2 - Update Page Titles

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How to Find Your Page Titles
• Right click on
any webpage.
• Select “View
page source”.
• Look for the <title>
HTML tag in the
source file.

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Unique Titles for Every Page
• Do a basic search to find duplicates:
site:yoursite.com intitle”the words in the title”
• Add location to the title
• Webpage text that uses the terms you are targeting
• Make sure meta description tags are unique and apply
these same concepts as well

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Business Address on Every Page
• Same format all pages
• Should have phone number, including local area code
• Ideal is separate page for each location
• Can also put all locations on one page, although this is
less than optimal
• List as many practical location names on the home page

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# 3 - Eliminate Site Technical Issues

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Common Site Difficulties
• Flash
• Audio
• Video
• Sliders
• Cloaking
• Broken links
• Bad URL redirects

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# 4 – Claim Your Profiles

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Make a Video/Post Photos

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YouTube

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Google Videos

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Add a Blog

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# 5 - Get Inbound Links

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# 5.1 Encourage Citations

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# 6 - Followers to Social Media

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Your Action Plan
1. Know your keywords
2. Optimize your meta titles
3. Eliminate any site technical issues
4. Get listed properly in online directories
5. Get inbound links from others in your community
6. Cultivate online citations
7. Connect and engage on social media
8. Mobile compatible website

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Free Mini Marketing Plan
• Leave your business card
• We’ll do a one hour marketing review covering
anything you like – you set the agenda
• My team will contact you next week to schedule
our meeting

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Connect with Me On LinkedIn

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Contact Information
• Toll Free: (877) 837-8803
• Fax: (602) 412-3663
• Local: (602) 412-3168
• Website: www.RightOn-NoBull.com
• Email: Brian@RightOn-NoBull.com
• Facebook: www.facebook.com/RightOnNoBull
• Address: 5530 East Beck Lane
Scottsdale, AZ. 85254