SEO.com Webinar: The Science Of Local Search Made Simple
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This webinar will teach you: • How local search works • Where you need to focus your efforts to maximize local online exposure • What it takes to stay competitive
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SEO.com Webinar: The Science Of Local Search Made Simple
- 1. The Science of Local Search Made Simple
- 2. Comments & Questions During Webinar • GoToWebinar Chat Room • Twitter – Tweet @SEOcom • Use #SEOwebinar hashtag • We are recording today’s webinar • Slides will be online tomorrow • Recording early next week Tweet @SEOcom questions – Hashtag #seowebinar
- 3. About SEO.com Tweet @SEOcom questions - Hashtag #seowebinar
- 4. Bryan Phelps Director of Local Search Twitter.com/bryanphelps Linkedin.com/company/seo.com
- 5. Step 1 Getting Set Up Tweet @SEOcom questions – Hashtag #SEOwebinar
- 6. Step 1: Getting Set Up Track Everything! Tweet @SEOcom question – Hashtag #SEOwebinar
- 7. Step 1: Getting Set Up Track Everything! Google Analytics Goals Tweet @SEOcom question – Hashtag #SEOwebinar
- 8. Step 1: Getting Set Up Track Everything! Google Places Dashboard Tweet @SEOcom question – Hashtag #SEOwebinar
- 9. Step 1: Getting Set Up Track Everything! Offline / Manual Tracking Tweet @SEOcom question – Hashtag #SEOwebinar
- 10. Step 1: Getting Set Up Call Tracking? Tweet @SEOcom question – Hashtag #SEOwebinar
- 11. Step 1: Getting Set Up Know Your Keywords Tweet @SEOcom question – Hashtag #SEOwebinar
- 12. Step 1: Getting Set Up Know Your Keywords 54.5% of queries are greater than 3 words. 25% of queries have never been seen before. Tweet @SEOcom question – Hashtag #SEOwebinar
- 13. Step 2 Local Search Essentials Tweet @SEOcom questions – Hashtag #SEOwebinar
- 14. Step 2: Local Search Essentials Before we go there… NAP Tweet @SEOcom question – Hashtag #SEOwebinar
- 15. Step 2: Local Search Essentials Name, Address, Phone Number Joe’s Plumbing 123 Main St. Joes Plumbing 123 Main Street Joe’s Plumbing LLC 123 Main St. #101 Joe’s Plumbing, LLC 123 Main Street #101 Joe’s Plumbing & Air 123 Main St. Suite 101 Joe’s Plumbing & Heating 123 Main Street Suite 101 Joes Plumbing & Heating 123 Main St. Ste 101 Joes Heating 123 Main Street Ste 101 Joe’s Heating Utah Joes Plumbing and Air UT Joes Plumbing and Heating Ut Joe’s Plumbing and Heating Tweet @SEOcom question – Hashtag #SEOwebinar
- 16. Step 2: Local Search Essentials Tweet @SEOcom question – Hashtag #SEOwebinar
- 17. Step 2: Local Search Essentials The Essentials Local Search Destinations Data Aggregators Google Places Localeze Google MapMaker D&B Bing Acxiom Yahoo Infogroup Best of the Web Yelp YellowPages Citysearch Superpages Foursquare Tweet @SEOcom question – Hashtag #SEOwebinar
- 18. Step 3 Get Your Site Right Tweet @SEOcom questions – Hashtag #SEOwebinar
- 19. Step 3: Get Your Site Right Part 1: Local Search Website Optimization Venice: Local search results for broad search queries Tweet @SEOcom question – Hashtag #SEOwebinar
- 20. Step 3: Get Your Site Right Part 1: Local Search Website Optimization Venice: Local search results for broad search queries Tweet @SEOcom question – Hashtag #SEOwebinar
- 21. Step 3: Get Your Site Right Part 1: Local Search Website Optimization Local Schema, Crawlable NAP Tweet @SEOcom question – Hashtag #SEOwebinar
- 22. Step 3: Get Your Site Right Part 1: Local Search Website Optimization Blended Results, Traditional SEO factors Tweet @SEOcom question – Hashtag #SEOwebinar
- 23. Step 3: Get Your Site Right Part 2: Conversion Optimization Get more calls, emails, appointments from your traffic. Tweet @SEOcom question – Hashtag #SEOwebinar
- 24. Step 3: Get Your Site Right Part 2: Conversion Optimization Get more calls, emails, appointments from your traffic. 60% don’t have a phone number on their homepage. 75% don’t have an email address on their website. 66% don’t have a contact form on their website. Tweet @SEOcom question – Hashtag #SEOwebinar
- 25. Step 3: Get Your Site Right Part 2: Conversion Optimization P.S. Respond Quickly! 100x more likely to speak with a lead if called within 5 minutes vs. 30 minutes 43% never responded 78% of sales went to 1st company to respond. Tweet @SEOcom question – Hashtag #SEOwebinar
- 26. Step 4 Get Citations Tweet @SEOcom questions – Hashtag #SEOwebinar
- 27. Step 4: Get Citations What is a citation? Name, Address, Phone Number on a website Tweet @SEOcom question – Hashtag #SEOwebinar
- 28. Step 4: Get Citations Where do I get citations? Tweet @SEOcom question – Hashtag #SEOwebinar
- 29. Step 4: Get Citations Where do I get citations? Tweet @SEOcom question – Hashtag #SEOwebinar
- 30. Step 4: Get Citations Where do I get citations? Unstructured Citations Tweet @SEOcom question – Hashtag #SEOwebinar
- 31. Step 4: Get Citations Where do I get citations? Whitespark Local Citation Finder Tweet @SEOcom question – Hashtag #SEOwebinar
- 32. Step 5 Reviews Tweet @SEOcom questions – Hashtag #SEOwebinar
- 33. Step 5: Reviews Benefits of Reviews Tweet @SEOcom question – Hashtag #SEOwebinar
- 34. Step 5: Reviews Start a Review Campaign Tweet @SEOcom question – Hashtag #SEOwebinar
- 35. Step 5: Reviews Start a Review Campaign Tweet @SEOcom question – Hashtag #SEOwebinar
- 36. Step 5: Reviews Start a Review Campaign Tweet @SEOcom question – Hashtag #SEOwebinar
- 37. Step 6 Local Meets Social Tweet @SEOcom questions – Hashtag #SEOwebinar
- 38. Step 6: Local Meets Social Google+ Local Social Network + Online Identity + Forced Sharing Tweet @SEOcom question – Hashtag #SEOwebinar
- 39. Summary 1. Research & Setup Online Tracking, Offline Tracking & Keyword Research 2. Local Search Essentials Own Your Data 3. Get Your Site Right Website Optimization & Conversion Optimization 4. More Citations NAP in structured & unstructured sources 5. Get Reviews Start an ongoing review strategy 6. Social Meets Local Stay ahead of the curve, get active on social Tweet @SEOcom question – Hashtag #SEOwebinar
- 40. Questions?
- 41. Bryan Phelps Director of Local Search Twitter.com/bryanphelps Linkedin.com/company/seo.com Connect with SEO.com http://twitter.com/seocom http://www.facebook.com/seocom http://www.linkedin.com/company/seo.com
- 42. Visit SEO.com Tweet @SEOcom questions - Hashtag #seowebinar
Editor's Notes
- CityZip codeLocal lingolandmarks
- January – venice update
- Local landing pages – URL, title tag, description, local links. Also beneficial for Maps optimization for each location to have their own landing page listed.
- Links, Domain Authority, KW usages on Website mixed with Google+ Local profile optimization and citationsTitle tag of website, not google+ local listing
- Phone numbers, contact forms, easy to use, clean, simple, not outdated.Incentive to contact increase Conversion Rate, another form of tracking.
- 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.
- Industry directoriesLocal directories
- Industry directoriesLocal directoriesStructured
- Unstructured CitationsBlogsForumsPartners Sites / Related BusinessesLook for Link Building + Citation Opportunities
- Score = conversionsQuantity = rankings
- Start w/ your biggest fans – fb, twitter, google+, instagram, pinterest, in-store fansMass request – personal works better
- Segment your email list – make it personal, not a big blastGoogle -> PlacesYahoo -> YelpSpread out your review sources – looks more natural and people use those other sites
- Mailers, business cards, flyers w/ instructionsContests/incentives – leave a review, 1 lucky winner picked. Don’t incentivize each and every reviewLastly, Spread out reviews on google+ local to look natural, ongoing process