Will Scott Local Search Association Webinar on Local Presence Management
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Local Search Association Webinar on Local Presence Management
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Will Scott Local Search Association Webinar on Local Presence Management
- 1. @w2scott © Search Influence, LLC 2011
- 2. Local Presence Management Location, Consistency, Customers Will Scott – Search Influence @w2scott © Search Influence, LLC 2011
- 3. @w2scott © Search Influence, LLC 2011
- 4. About Search Influence • Helping customers successfully market online since 2006. • Thousands of clients, directly and as a provider of white label solutions to newspapers and publishers. • Platform + Service • Search Influence: • 45+ full-time employees • 60+ contract writers • 12 Adwords Certified Staff • Based in New Orleans, LA • Reputation: • 2011 Inc. 500 honoree, 2012 Inc. 5000 honoree • Recognized leader in social media for local business • Over a decade in online yellow pages @w2scott © Search Influence, LLC 2011
- 5. As Seen In @w2scott © Search Influence, LLC 2011
- 6. About Our CEO: Will Scott • First website online in 1994 • Deployed over 2,500 customized web sites in 18 months (with a production staff of 12). • Former Vice President of YPsolutions (now Local Matters) • Online Directory vendor to 20 independent Yellow Pages • Deployed over 300 online yellow pages a year with print “look and feel” • Part of team which took Sprint BestRedYP from zero to 1,000,000 monthly visitors in 18 months • Uniquely qualified to help publishers’ online marketing @w2scott © Search Influence, LLC 2011
- 7. Interesting Data - http://corporate.yp.com/insights/white-papers/ IMMR/YP/STREET FIGHT @w2scott © Search Influence, LLC 2011
- 8. @w2scott © Search Influence, LLC 2011
- 9. More Devices = Greater Local Search Volume @w2scott © Search Influence, LLC 2011
- 10. Customers’ Use of Local Search @w2scott © Search Influence, LLC 2011
- 11. Where is Local Search? @w2scott © Search Influence, LLC 2011
- 12. Mobile & Tablet Catching Up @w2scott © Search Influence, LLC 2011
- 13. “Local” is Relative @w2scott © Search Influence, LLC 2011
- 14. Why Local Search Is More Important Than Ever Local search = new customers and a great way to keep in touch with existing customers. – 70% of U.S. households now use the internet when shopping locally – 61% of local searches result in purchase – TMP/comScore – 82% of local searchers follow-up offline via an in-store visit, phone call or purchase – TMP/comScore – 54% of Americans have substituted yellow page phone books with the Internet and local search – comScore networks @w2scott © Search Influence, LLC 2011
- 15. Why Local Search Is More Important Than Ever @w2scott © Search Influence, LLC 2011
- 16. Local Search: More Important Than Ever @w2scott © Search Influence, LLC 2011
- 17. Understanding the Search Results PAID Search Results LOCAL Search Results ORGANIC Search Results @w2scott © Search Influence, LLC 2011
- 18. Essential: Consistent NAP @w2scott © Search Influence, LLC 2011
- 19. The Anatomy of NAP What is a local citation? NAP+W Name Address Phone # Website @w2scott © Search Influence, LLC 2011
- 20. Why is Consistent NAP Essential? Don’t Confuse Google! • Your NAP should be in each of these places: • Website • Social media pages • Business directories – called “citations” • Number of citations is Important, but consistency is more important • Your NAP is your local search fingerprint @w2scott © Search Influence, LLC 2011
- 21. What Else? Content! @w2scott © Search Influence, LLC 2011
- 22. Audit Your NAP How Can an Audit Help? – Determine Local Search strengths – Find weaknesses that affect rankings – Discover optimization opportunities – Prevent duplication & data corruption @w2scott © Search Influence, LLC 2011
- 23. Audit Business Information NAP First! Confirm Name • Multiple variations? • Check Secretary of State Confirm Address • usps.com/zip4 Confirm Phone - One per location - Should be local - Avoid call-tracking numbers @w2scott © Search Influence, LLC 2011
- 24. @w2scott © Search Influence, LLC 2011
- 25. Getting Ready for Google+ Local • One listing per location using official NAP: – Firms with multiple practitioners: one listing per practitioner also. • Complete Data: description, website, categories, photos, etc • If you find duplicates – Use Report A Problem/Edit Details – Escalate to Google Troubleshooter – Check the Google+ Local Forum @w2scott © Search Influence, LLC 2011
- 26. Getting Started @w2scott © Search Influence, LLC 2011
- 27. Digging Deeper on Citations • Whitespark Local Citation Finder • Brightlocal Citation Tracker • Google: – "business name" + "phone number" • Organize citations so you can see NAP data errors • Clean up duplicates / erroneous citations @w2scott © Search Influence, LLC 2011
- 28. Inconsistency & Duplication of Citations @w2scott © Search Influence, LLC 2011
- 29. Fix Inconsistencies • Check InfoGroup, Localeze & Acxiom for incorrect citation information – InfoGroup: http://expressupdateusa.com/ – Localeze: http://webapp.localeze.com/directory/get- started.aspx • Channel partners get better pricing – Acxiom: http://mybusinesslistingmanager.com/ • Duplicate citations are bad @w2scott © Search Influence, LLC 2011
- 30. Citation & Data Aggregator Management Tips: • Keep track of login information • Use one email account for communication with citation sources • Be ABSOLUTELY sure your NAP isn’t already listed before adding citations • Periodically monitor citations • Get rid of duplicates @w2scott © Search Influence, LLC 2011
- 31. On-Site Local Optimization • Is NAP on website readable? • NAP should match Google Plus Local page NAP • Additional phone numbers should be non- crawlable • NAP should be structured data, either hCard or Schema – To Create: http://microformats.org/code/hcard/creator – To Validate: http://www.google.com/webmasters/tools/richsnippets • One hCard / Page to keep NAP signals clean. @w2scott © Search Influence, LLC 2011
- 32. Schema & hCard Example @w2scott © Search Influence, LLC 2011
- 33. Improper or Non-Existent On-Site Local Optimization @w2scott © Search Influence, LLC 2011
- 34. @w2scott © Search Influence, LLC 2011
- 35. Multi-Locations & Local Landing Pages • Local landing page for each location • Use local landing page in Google+ Listing • Factors to include in a local landing page: – NAP in hCard or Schema – Embedded Google map – Locally optimized title tags and H1/H2 tags – Meta description with address and phone included – Testimonials and Reviews – Locally optimized url naming structure • Eg: domain.com/pizza-falls-church-va @w2scott © Search Influence, LLC 2011
- 36. The Power of Landing Pages @w2scott © Search Influence, LLC 2011
- 37. @w2scott © Search Influence, LLC 2011
- 38. Multi-Location Deployment • The same rules apply for multi-location businesses • Process must be scalable and automated – Have to assure consistent NAP on a grand scale • Content pages must be unique • Focus on your top-level categories • Do location-specific keyword research • Use robots.txt and site architecture to guide the engines @w2scott © Search Influence, LLC 2011
- 39. Final Thoughts • Be thorough and organized • Set a schedule to check in – Log into your accounts to view progress • Be patient – Responses typically take from two weeks to two months • Stay informed on issues, trends and Google updates • Allocate budget for expert guidance • For multi-location / directory providers, involve IT Early @w2scott © Search Influence, LLC 2011
- 40. Local Presence Success @w2scott © Search Influence, LLC 2011
- 41. Let’s Meet in LA @w2scott © Search Influence, LLC 2011
- 42. Thank You! Will Scott • SearchInfluence.com/blog • wscott@searchinfluence.com • twitter.com/w2scott @w2scott © Search Influence, LLC 2011
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- What is SEO? Organic Vs. Paid Vs. Local Organic Results are found on the Left hand side of the Page Local also known as Maps results Integrated - Â hybrid of Local and Organic Paid Search, Results on the right side of the page and in the yellow box above Organic Through on site and off site techniques, we improve the rankings of your site.
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