Sos power point mike stewart local search made simple - final

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Mike Stewart (@dallasSEOguru) is speaking at the State Of Search Conference in Dallas on November 12, 2012. Mike is the Founder and Director of Search at SMB SEO, a full service internet marketing agency dedicated to helping companies grow through local search. He has a passion for SEO, localized internet search marketing, and social content marketing. He has spent more than 12 years practicing and preaching the ins and outs of print and online marketing campaigns.

Mike’s career in Search Engine Marketing began at Verizon Information Services (Yellow Pages) and Superpages.com in 2000. During his time at VIS, he was responsible for developing advertising solutions for large, medium, to small-sized business clients. His expertise was in internet advertising solutions, including SEM, SEO, and website optimization. He was also responsible for designing print ads that drove response and attention. He was the first media consultant to be a three time recipient of Verizon’s President’s Award for the Region and was repeatedly ranked #1 Media Consultant in the Central and Southern Regions. Mike left SuperPages.com and founded SMB SEO in early 2010.

His most recent speaking engagement includes the MetroTech Realtors Association Conference in September 2012. In 2012, he was also called to testify as an Expert Witness in a Federal Case involving Google search and geo-targeting. He currently serves as a member of the Board of Directors for DFWSEM.

You can follow his business blog at smbseo.com/blog where he offers daily tricks, tips, and information related to online marketing.

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Sos power point mike stewart local search made simple - final

  1. 1. Local Search Rankings Simplified by Mike Stewart @dallasSEOguru
  2. 2. About Me:During High School, I had quite a few jobs(all Dallas area local small businesses)feed store, bar and grill, and I sold Nationwide800# Voicemail & Pager telemarketingExperienced Local Search consultant for over 12years. 9 years with Verizon Yellow Pages 3 years with a local SEO agency
  3. 3. Local SEO is about Building Local Networks People are Closely Connected. The SEO Industry is Tightly Connected.Webmasters are the “Switchboard Operators” for Local Commerce
  4. 4. Thank your for attending this session The Agenda•The Evolution of Local•Local re-defined•Recent Trends•Strategy
  5. 5. The Evolution of Local Search: Print directory saturation and spam… • Monopoly • Fragmentation • Internet 1878 1990’s 2000-2007 So what happened after 2008?
  6. 6. Google Maps (7-pack) became #1 for Local Searchesvery quickly!
  7. 7. YOU AGREE?BUSINESS AND CONSUMERS COMMUNICATE INDIFFERENT WAYS TODAY THAN THE PAST. .
  8. 8. Everyone is Now Engaging in Local.Times have changed for most of Us.• SEOs no longer “preach to the choir.” (although we push our client content like crazy!)• Blogs are common. Local Search sites are extremely fragmented (“What goes around comes back around”)• We all can agree that old excuses will no longer work• 1. expensive website design• 2. expensive webmasters 3. expensive web hosting
  9. 9. No More Excuses. Where is this guys shirt? Can’t Type (I Hate Writing) Doesn’t work! Maybe just this week 
  10. 10. All of these communication platforms are localized… blogging ● reviewing ● commenting ● sharing ● photographing
  11. 11. We have evolved from disengaged local search to more engaged local search• On-page SEO will be semi-automated. (Yoast, All-in-One)• Consumer driven content willbecome the standard. (Reviews)• The bar is rising fast.
  12. 12. What has local search become?•allows consumers to consume media content in more locations•connecting them in real time to their social graph, their network, peeropinions and advice•Key players = Google, Facebook, Apple, Foursquare, Groupon and Yelp
  13. 13. Defining local search:“ LOCAL SEARCH IS THE USE OF SPECIALIZED INTERNET SEARCH ENGINESTHAT ALLOW USERS TO SUBMIT GEOGRAPHICALLY CONSTRAINED SEARCHESAGAINST A STRUCTURED DATABASE OF LOCAL BUSINESS LISTINGS.TYPICAL LOCAL SEARCH QUERIES INCLUDE NOT ONLY INFORMATION ABOUT"WHAT" THE SITE VISITOR IS SEARCHING FOR (SUCH AS KEYWORDS, ABUSINESS CATEGORY, OR THE NAME OF A CONSUMER PRODUCT) BUT ALSO"WHERE" INFORMATION, SUCH AS A STREET ADDRESS, CITY NAME, POSTALCODE, OR GEOGRAPHIC COORDINATES LIKE LATITUDE AND LONGITUDE.LOCAL SEARCHES ARE LARGELY TIED TO CONSUMERS SEEKING A PHYSICALBUSINESS; NAP INFORMATION, BUSINESS LISTINGS IDENTITY MANAGEMENT ISTHE FOUNDATIONAL ELEMENT FOR MARKETERS SEEKING TO ADD LOCAL INTOTHEIR MARKETING ARSENAL. “
  14. 14. Local Search may be classified in 3 areas: Business directory searches conducted on internet yellow pages and local #1 search sites. (Traditionally known as two-box search) IYP Search:DID YOU KNOW: • SuperPages.com • Yellowpages.com (YP.com) • DexKnows.comThe only local • Yellowbook.com • Local.com • Yellowbook.com • Switchboard.comsearch type that Maps & Directions #2is declining year • Google Local/Maps • Yahoo! Local • Bing Local • Citysearch.com Local Mapover year is IYP • Ask.com/maps • Mapquest.com • Yelp.com Search:Search? #3 Local Portal Category & Geography search phrase organic rankings or blended “PlaceRank” Results Search: • Google.com • Yahoo.com • Bing.com
  15. 15. Don’t Advertise Brownbook.netUntil You Do YourHomework!The greatest value in locallisting sites is the FREE listingsand optimized profiles.•Some sites (like YELP inCalifornia) and some mobileapplications (like YellowBook)have higher traffic value fromincreased market share… BOTW.Who Ranks On Google??? comThat is the question!
  16. 16. Great Local SEO Requires: NAP Normalization  Name – Consumer Facing Business Name, be consistent.  Address – Make sure it’s postal coded (USPS.com) Resolves to a Lat/Lon  Phone – A local customer facing Phone Number (no tracking numbers, advise against 800 numbers) Awesome Website Architecture We will cover this in a second
  17. 17. Local Search Trends Trend 1 Trend 2 Trend 3US Search & Local Search Explosion of Tablets and New Methods for FindingMarket Continues to Grow Mobile is shaping new Local Local Business Informationat an Impressive Rate Search and buying habits Including Social and Dailyresulting in a fragmented Deals likemarketplace. As developers • Mobile phones are second to Livingincrease content platforms Tablets in local search activity. Social, Groupon, Beacon, et • Desktop local searches are now cTIP: Find the top trailing tablets and smart phones. • Daily deal sites are overauthorities and trafficked • Responsive designs the norm 8o% PC/Laptop drivensites in your business niche. searches • Tablets can be Coded for PC Experience • Daily Deal sites get • Google Can Detect a Mobile Site significant repeat usage from Daily Deal subscribers. (Consider the challenges before advertising: Budget minded clients who may not repeat business due to price differences.)
  18. 18. Local Search Trends Trend 4 Trend 5 Trend 6Local Listings are Most Relevant Ratings & Reviews – Used Local Searches Have Shifted fromand Trusted Search Results for Often, But Lack Complete Business Name to Category SearchesConsumers Content •2012 marked the first year where the•Online searchers do not believe • 3% of satisfied customers majority of local searches conductedpaid results for local searches leave a review online, over on portal sites have shifted From(location extensions have helped 30% of dissatisfied specific business searches (businessmake paid search more relevant) customers do the same name) to non-specific business searches (category/keyword).•Local search results get (Control your local reviews) (Approxsignificantly higher traffic than 30% of consumers have left an To use a traditional media analogy;paid results online review in 2012) users have shifted from “white page” searching behavior of “finding”(I recommend covering your organic • Deals and Ratings and listings to more of a “yellow pages”rankings with paid exact match campaigns) reviews drive more behavior of “searching and shopping” categories vs. businessAdd social signals, like Google+, for additional trust to local search resources to determinelocal PPC campaigns! Social Networkers are 63% more name searcheslikely to do business with social networking brands where to buy products and services.
  19. 19. What results do people trust most?
  20. 20. State of Local Search
  21. 21. The BBB is a great citation too!
  22. 22. FIX YOUR WEBSITE ARCHITECTURE PROBLEMS.IF YOU HAVE MORE THAN 1 LOCATION: GOOD: MikesPizza.com/locations/Texas/Dallas/ MikesPizza.com/locations/Texas/Dallas/356 BAD: Texas.MikesPizza.com/Dallas MikesPizza.com/DallasTexas MikesPizza.com/store/locator/index MikesPizza.com/stores/storenumber
  23. 23. Create aWordPress Editorial Daily ContentCalendar ∞ Your Content Strategist HasGovernance
  24. 24. Quick Tips:• Include Content for Guest blogs to offer your publisher network…• If a site has recent content posted on a blog and is built in a CMSlike WordPress, add it to your list. This is a signal that you canoutreach for links to the webmaster.• Schedule Creative Content For Authority:Infographics, How-To Videos, and Photo shoots, and content fornew niche (EMD/Keyword Rich Domain) websites• Do you qualify for a Wikipedia page? Do you have a page thatcontains researched authority on a particular subject that earns youa link as a citation on the subject from Wikipedia?
  25. 25. Clean-up Duplicate Local Content Issues NICHE OR INDUSTRY WEBSITE DEVELOPERS OFTEN MAKE GOOGLE PA N D A S A D !
  26. 26. UniqueContentMap ofLocationUniqueNAPmatchinglocallistings
  27. 27. Focus your internal “link juice” ofeach of your content pages orrelated blog posts for a particulartheme onto the desired landingpage that you WANT to rank onSearch Engines•preferably the page thatconverts the bestDo you have SILOs created foryour pages ????
  28. 28. Add “Social” and “Authorship”
  29. 29. Add Employee or StaffBIOGRAPHY pagesInclude Links to SocialProfiles(unless “Corporate”restricts suchawesomeness)Mix in some localflavor… •Hometowns •High Schools
  30. 30. Add directions to youroffice or location inboth HTML and .PDFversionsInclude parkinginformationIf you are arestaurant, hotel, event center, or localmeeting facility, I alsorecommend includingdirections from thelocal airports and busstations
  31. 31. Your Blog is the tool that feeds content to your socialprofiles!Facebook, Twitter, Google+, and LinkedIn are the key social platforms…Don’t forget the others!Flickr profile - http://www.flickr.com/Instagram profile - http://instagram.com/Pinterest profile - http://pinterest.com/Foursquare profile - http://foursquare.com/Technorati profile - http://www.technorati.com/Bloglines Answers - http://answers.bloglines.com/WordPress blog - http://site.wordpress.com/Blogger blog - http://www.blogger.com/LiveJournal - http://www.livejournal.com/community/Quora - http://quora.com
  32. 32. Community Events and Engagements OnlineFacebook, Twitter, LinkedIn, Google+ Schedule:(80% Non- Business Related Engagement) Mon: Fun Industry Fact Tues: Picture with Comment Wed: Another Fact Thurs: Question Fri: Picture with Comment (Fridays are never promotional)Shares, Pins, Tweets, and +1’s from your profiles to your platform reachPro Tip: Offsite Article Content can link to profiles vs. your pages ($ Link Laundering)
  33. 33. Building Prominence: Online & Offline!
  34. 34. Community Events and Engagements Offline Brand Mentions and Brand Searches are Factor in Local Rankings•Business Networking meetings (BNI’s)• Industry Associations and Conferences• Chamber of Commerce Events• Meetup.com• Create an event at your location (Website outreach)• Host an event at your location (AA meetings)• Donate to Charity• Donate to the local College• Sponsor a local youth baseball or sports team• Get your company on the news and pay close attention to the local news for contentideas. (Or pay to advertise on news sites too?)TIP: Record emails, phone conversations, and business cards from offline networkingopportunities in an excel spreadsheet. TOOLS Rule!
  35. 35. Publisher Prospecting for Backlink Development
  36. 36. • Setup local Google Alerts on your brandterms and top 20 local SEO Cat/Geo terms• Track your social engagement signals(EdgeRank etc)
  37. 37. Backlink Tools Broken Link Tools
  38. 38. Home Service Professionals:• Use you ranking reports to measureranking improvements on geographickeyword terms in your service area• Track you competitors rankings• Run your ranking reports weekly ormonthly, depending on your offsite andonsite content publishing schedules• Rankings will fluctuate - Google and othersearch engine algorithms want results thatget high click thru rates(massage your titles and descriptions)
  39. 39. Questions? For More Information: www.smbSEO.com mike@smbSEO.com 801 Forest Ridge Dr. Bedford Tx 76022 Phone: 214-267-9553

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