D O M I N AT I N G L O C A L S E A R C H
GET YOUR BUSINESS FOUND BY LOCAL CUSTOMERS!

Annalisa Hilliard

@ahilliardm

with...
WHAT IS LOCAL SEARCH
Annalisa Hilliard

@ahilliardm

2
WHAT IS LOCAL SEARCH

What is NAP?

Name of company
Address of company
Phone Number of company

DOMINATING LOCAL SEARCH

@...
WHAT IS LOCAL SEARCH

Why is NAP important?

DOMINATING LOCAL SEARCH

@PolePositionMkg

#PPMedu
WHAT IS LOCAL SEARCH

Where do engines and apps get your NAP?

DOMINATING LOCAL SEARCH

@PolePositionMkg

#PPMedu
WHAT IS LOCAL SEARCH

DOMINATING LOCAL SEARCH

@PolePositionMkg

#PPMedu
WHAT IS LOCAL SEARCH

How to verify your business
Go to:
Acxiom: http://www.databyacxiom.com/presence-management.html - fr...
WHAT IS LOCAL SEARCH

Acxiom verification Step 1

http://www.databyacxiom.com/presence-management.html

DOMINATING LOCAL S...
WHAT IS LOCAL SEARCH

Acxiom verification Step 2

DOMINATING LOCAL SEARCH

@PolePositionMkg

#PPMedu
WHAT IS LOCAL SEARCH

Acxiom verification Step 3

DOMINATING LOCAL SEARCH

@PolePositionMkg

#PPMedu
WHAT IS LOCAL SEARCH

Acxiom verification Step 4

DOMINATING LOCAL SEARCH

@PolePositionMkg

#PPMedu
WHAT IS LOCAL SEARCH

Acxiom verification Step 5

DOMINATING LOCAL SEARCH

@PolePositionMkg

#PPMedu
WHAT IS LOCAL SEARCH

Acxiom verification Step 6

DOMINATING LOCAL SEARCH

@PolePositionMkg

#PPMedu
WHAT IS LOCAL SEARCH

Acxiom verification Step 7

DOMINATING LOCAL SEARCH

@PolePositionMkg

#PPMedu
WHAT IS LOCAL SEARCH

Acxiom verification Step 8

DOMINATING LOCAL SEARCH

@PolePositionMkg

#PPMedu
WHAT IS LOCAL SEARCH

Express Update verification Step 1

http://www.expressupdate.com/search

DOMINATING LOCAL SEARCH

@P...
WHAT IS LOCAL SEARCH

Express Update verification Step 2

DOMINATING LOCAL SEARCH

@PolePositionMkg

#PPMedu
WHAT IS LOCAL SEARCH

Express Update verification Step 3

DOMINATING LOCAL SEARCH

@PolePositionMkg

#PPMedu
WHAT IS LOCAL SEARCH

Types of local results
Blended Results
Carousel
Map
Pack
DOMINATING LOCAL SEARCH

@PolePositionMkg

...
WHAT IS LOCAL SEARCH

Blended results

Places Data
Organic Data

Blended results = Places Data + Organic Data

DOMINATING ...
WHAT IS LOCAL SEARCH

Carousel results

Carousel results

Carousel results = Slider with pictures/reviews
from Google

DOM...
WHAT IS LOCAL SEARCH

Carousel results

Carousel pictures pulled from
Google+, or Google Places page

DOMINATING LOCAL SEA...
WHAT IS LOCAL SEARCH

Carousel results

Carousel
picture pulled
from Google+

DOMINATING LOCAL SEARCH

@PolePositionMkg

#...
WHAT IS LOCAL SEARCH

Carousel results

If no picture
available,
Google pulls
map pin
snippet

DOMINATING LOCAL SEARCH

@P...
WHAT IS LOCAL SEARCH

Map results

Search returns picture of
map usually on top right
(includes pins of locations)

DOMINA...
WHAT IS LOCAL SEARCH

Pack results

This is a pack result. Google
will show up to seven
businesses in the pack.

DOMINATIN...
HOW RESULTS DIFFER ACROSS DEVICES
Annalisa Hilliard

@ahilliardm

27
HOW RESULTS DIFFER ACROSS DEVICES

Let’s order pizza

DOMINATING LOCAL SEARCH

@PolePositionMkg

#PPMedu
HOW RESULTS DIFFER ACROSS DEVICES

Search parameters
This search was performed…
using the same iteration of the
keyword: “...
HOW RESULTS DIFFER ACROSS DEVICES

Results from mobile

2

1
4
3
DOMINATING LOCAL SEARCH

@PolePositionMkg

#PPMedu
HOW RESULTS DIFFER ACROSS DEVICES

Results from tablet

DOMINATING LOCAL SEARCH

@PolePositionMkg

#PPMedu
HOW RESULTS DIFFER ACROSS DEVICES

Results from desktop

DOMINATING LOCAL SEARCH

@PolePositionMkg

#PPMedu
HOW RESULTS DIFFER ACROSS DEVICES

So what?

DOMINATING LOCAL SEARCH

@PolePositionMkg

#PPMedu
BIGGEST FACTORS IN IMPROVING YOUR LOCAL PRESENCE
Annalisa Hilliard

@ahilliardm

34
Biggest Factors In Improving Your Local Presence

Survey says…

DOMINATING LOCAL SEARCH

@PolePositionMkg

#PPMedu
Biggest Factors In Improving Your Local Presence

Let’s focus on the top 5 factors
1. Place Page Signals

1

2. External L...
PLACE PAGE SIGNALS
Annalisa Hilliard

@ahilliardm

37
PLACE PAGE SIGNALS

Proper category associations

DOMINATING LOCAL SEARCH

@PolePositionMkg

#PPMedu
PLACE PAGE SIGNALS

Physical address in city of search

Maid to Satisfy
2307 Whipple Ave NW
Canton, OH 44708

DOMINATING L...
PLACE PAGE SIGNALS

HTML NAP matching Place page NAP

HTML - Website

Google+

DOMINATING LOCAL SEARCH

@PolePositionMkg

...
PLACE PAGE SIGNALS

Owner-verified local plus page

Verified Local Pages

DOMINATING LOCAL SEARCH

@PolePositionMkg

#PPMe...
PLACE PAGE SIGNALS

City, state in Places landing page title

DOMINATING LOCAL SEARCH

@PolePositionMkg

#PPMedu
EXTERNAL LOCAL SIGNALS
Annalisa Hilliard

@ahilliardm

43
EXTERNAL LOCAL SIGNALS

Proximity of address to centroid - city

DOMINATING LOCAL SEARCH

@PolePositionMkg

#PPMedu
EXTERNAL LOCAL SIGNALS

Proximity of address to centroid - zip

DOMINATING LOCAL SEARCH

@PolePositionMkg

#PPMedu
EXTERNAL LOCAL SIGNALS

Product/service keyword in business title

DOMINATING LOCAL SEARCH

@PolePositionMkg

#PPMedu
EXTERNAL LOCAL SIGNALS

Location keyword in business title

DOMINATING LOCAL SEARCH

@PolePositionMkg

#PPMedu
EXTERNAL LOCAL SIGNALS

Consistency of structured citations?

Facebook

YellowPages

DOMINATING LOCAL SEARCH

BBB

Google+...
EXTERNAL LOCAL SIGNALS

Quality & volume of structured citations

Structured Citations = IYPs
and Data Aggregators

DOMINA...
EXTERNAL LOCAL SIGNALS

Quality and volume of unstructured citations

Unstructured
Citations =
Newspaper Articles,
Blog Po...
EXTERNAL LOCAL SIGNALS

Volume of citations from industry domains

Citations are different than links.
Citations are menti...
EXTERNAL LOCAL SIGNALS

Volume of citations from locally relevant domains

Links are considered
citations, but citations a...
EXTERNAL LOCAL SIGNALS

Searcher/business distance

DOMINATING LOCAL SEARCH

@PolePositionMkg

#PPMedu
LINK SIGNALS
Annalisa Hilliard

@ahilliardm

54
LINK SIGNALS

Quality, diversity and volume of links to domain

DOMINATING LOCAL SEARCH

@PolePositionMkg

#PPMedu
LINK SIGNALS

Quantity of links from locally-relevant domains

DOMINATING LOCAL SEARCH

@PolePositionMkg

#PPMedu
LINK SIGNALS

Business title in anchor text of links to domain

DOMINATING LOCAL SEARCH

@PolePositionMkg

#PPMedu
LINK SIGNALS

Location keywords in anchor text of links to domain
dui lawyer daytona beach

divorce law firms daytona beac...
REVIEW SIGNALS
Annalisa Hilliard

@ahilliardm

59
REVIEW SIGNALS

Quantity of Google Places reviews (w/text)

DOMINATING LOCAL SEARCH

@PolePositionMkg

#PPMedu
REVIEW SIGNALS

Quantity of third-party traditional reviews

DOMINATING LOCAL SEARCH

@PolePositionMkg

#PPMedu
REVIEW SIGNALS

Product/service keywords in reviews

DOMINATING LOCAL SEARCH

@PolePositionMkg

#PPMedu
REVIEW SIGNALS

Location keywords in reviews

DOMINATING LOCAL SEARCH

@PolePositionMkg

#PPMedu
REVIEW SIGNALS

Diversity of third-party sites on which reviews are present

DOMINATING LOCAL SEARCH

@PolePositionMkg

#P...
REVIEW SIGNALS

Quantity of reviews by authority reviewers

DOMINATING LOCAL SEARCH

@PolePositionMkg

#PPMedu
REVIEW SIGNALS

Overall velocity of reviews

DOMINATING LOCAL SEARCH

@PolePositionMkg

#PPMedu
ON-PAGE SIGNALS
Annalisa Hilliard

@ahilliardm

67
ON-PAGE SIGNALS

Domain authority of website
Contributing Factors to Domain Authority:
• Authority of inbound links
• Age ...
ON-PAGE SIGNALS

Product/service keyword in website URL

DOMINATING LOCAL SEARCH

@PolePositionMkg

#PPMedu
ON-PAGE SIGNALS

Geographic keyword in website URL

DOMINATING LOCAL SEARCH

@PolePositionMkg

#PPMedu
Top 10 negative ranking factors
1) Listing at false
business location

2) Keyword
stuffing in business
title

3) Inconsist...
ON-PAGE TAG OPTIMIZATION
Stoney G deGeyter

@StoneyD

72
ON-PAGE TAG OPTIMIZATION

Why TITLE tags are important

Influences
Rankings

Persuades
the Click

DOMINATING LOCAL SEARCH
...
ON-PAGE TAG OPTIMIZATION

How TITLE tags impact visitors

DOMINATING LOCAL SEARCH

@PolePositionMkg

#PPMedu
ON-PAGE TAG OPTIMIZATION

How to craft a TITLE tag
<title>Website Marketing & Search Optimization Strategy Company</title>...
ON-PAGE TAG OPTIMIZATION

Common TITLE tag mistakes

X

Same title on
every page
Leading with
business
name
Just a list of...
ON-PAGE TAG OPTIMIZATION

Should you brand TITLE tags?

Front Branded:
Choice Hearing Center| Hearing Aids | Dover, Ohio 4...
ON-PAGE TAG OPTIMIZATION

Why meta DESCRIPTION tags are important valuable
Supports the TITLE
tag

Helps increase
click-th...
ON-PAGE TAG OPTIMIZATION

How meta DESCRIPTION tags impact visitors

DOMINATING LOCAL SEARCH

@PolePositionMkg

#PPMedu
ON-PAGE TAG OPTIMIZATION

How to craft a meta DESCRIPTION tag
<meta name=“description” content =“Website marketing and sea...
ON-PAGE TAG OPTIMIZATION

Why meta KEYWORD tags are aren’t important
People don’t
see it

Search engines
ignore it

It sme...
ON-PAGE TAG OPTIMIZATION

How meta KEYWORD tags impact visitors

DOMINATING LOCAL SEARCH

@PolePositionMkg

#PPMedu
ON-PAGE TAG OPTIMIZATION

How to craft a meta KEYWORD tag

DOMINATING LOCAL SEARCH

@PolePositionMkg

#PPMedu
ON-PAGE LOCAL CONTENT STRATEGIES
Stoney G deGeyter

@StoneyD

84
ON-PAGE LOCAL CONTENT STRATEGIES

Footer service area text

DOMINATING LOCAL SEARCH

@PolePositionMkg

#PPMedu
ON-PAGE LOCAL CONTENT STRATEGIES

Service area scrolling text box

DOMINATING LOCAL SEARCH

@PolePositionMkg

#PPMedu
ON-PAGE LOCAL CONTENT STRATEGIES

Service area link text

DOMINATING LOCAL SEARCH

@PolePositionMkg

#PPMedu
ON-PAGE LOCAL CONTENT STRATEGIES

List zip codes

DOMINATING LOCAL SEARCH

@PolePositionMkg

#PPMedu
ON-PAGE LOCAL CONTENT STRATEGIES

City targeted pages
One page per city
Unique information on
each (no name swapping)

Rel...
Resources
Google+/Place Page Cover Photo and Profile Image Sizes - https://plus.google.com/107547299046855814776/posts
Bes...
Thank You!
Annalisa Hilliard

@ahilliardm

with a brief appearance by
Stoney G deGeyter

91
Upcoming SlideShare
Loading in …5
×

Dominating Local Search: Get Your Business Found by Local Customers!

5,871 views

Published on

How do local customers find you? Through desktop and mobile search. And each produces different results. This presentation helps you learn how to optimize your local off- and on-page signals to help your site come up in all local searches for the products or services you offer.

Published in: Marketing
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
5,871
On SlideShare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
23
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide
  • It’s your business’ DNA: tells Google where you are located
  • Let’s claim your listing on Acxiom
  • It’s a good idea to double-check to see how your address is listed on your website and use the same iteration.
  • Make sure to verify all information is accurate before claiming the listing. Also, choose best category (most accurate).
  • Must call from the business phone number within 30 days of this date to claim/verify. Once listing is activated you can edit all info except Business Name and Business phone number.
  • Let’s claim your listing on Express Update
  • Make sure your website is responsive to mobile and tablet, for best performance in local search.
  • Moz conducts a yearly survey. This survey was compiled in the middle of 2013, 33 local search researchers and testers in the industry were polled. Here is what they found to be the biggest factors in local search.
  • Moz conducts a yearly survey. This survey was compiled in the middle of 2013, 33 local search researchers and testers in the industry were polled. Here is what they found to be the biggest factors in local search.
  • Physical Address in City of Search
  • Make sure your name, address, phone number is consistent across the board. Multiple phone numbers, moved locations, iterations.
  • You can verify your G+ Local Page by signing into your Google account, search for your business and clicking edit this listing. Must have an account to verify a listing. Make sure it’s an account that is permanently tied to the business, not just an employee.
  • Also, City, State in Places Landing Page H1/H2 Tags
  • It’s also been discussed that Google chooses centroids per keyword based on where the heaviest population of similar businesses are within a given city, zip.
  • Other factors of citations are quality/authority and quantity.
  • Structured data is contained in fields, its nature and function identified by metadata tags.
  • .edu, .com, .net, .gov | anchor text: branded, non-branded, exact match, long-tail
  • .edu, .com, .net, .gov | anchor text: branded, non-branded, exact match, long-tail
  • Yelp Elite, Multiple Places Reviewers
  • Velocity needs to happen naturally. Avoid incentives for reviews because often this spikes reviews over period of time.
  • Dominating Local Search: Get Your Business Found by Local Customers!

    1. 1. D O M I N AT I N G L O C A L S E A R C H GET YOUR BUSINESS FOUND BY LOCAL CUSTOMERS! Annalisa Hilliard @ahilliardm with a brief appearance by Stoney G deGeyter 1
    2. 2. WHAT IS LOCAL SEARCH Annalisa Hilliard @ahilliardm 2
    3. 3. WHAT IS LOCAL SEARCH What is NAP? Name of company Address of company Phone Number of company DOMINATING LOCAL SEARCH @PolePositionMkg #PPMedu
    4. 4. WHAT IS LOCAL SEARCH Why is NAP important? DOMINATING LOCAL SEARCH @PolePositionMkg #PPMedu
    5. 5. WHAT IS LOCAL SEARCH Where do engines and apps get your NAP? DOMINATING LOCAL SEARCH @PolePositionMkg #PPMedu
    6. 6. WHAT IS LOCAL SEARCH DOMINATING LOCAL SEARCH @PolePositionMkg #PPMedu
    7. 7. WHAT IS LOCAL SEARCH How to verify your business Go to: Acxiom: http://www.databyacxiom.com/presence-management.html - free infoUSA: http://www.expressupdate.com/search - free Localeze: http://www.neustarlocaleze.biz/directory/true-identity - $25/month Factual: http://www.factual.com/data/t/places - free Yext: https://www.yext.com/pl/whitepages/plans.html - pricing plans DOMINATING LOCAL SEARCH @PolePositionMkg #PPMedu
    8. 8. WHAT IS LOCAL SEARCH Acxiom verification Step 1 http://www.databyacxiom.com/presence-management.html DOMINATING LOCAL SEARCH @PolePositionMkg #PPMedu
    9. 9. WHAT IS LOCAL SEARCH Acxiom verification Step 2 DOMINATING LOCAL SEARCH @PolePositionMkg #PPMedu
    10. 10. WHAT IS LOCAL SEARCH Acxiom verification Step 3 DOMINATING LOCAL SEARCH @PolePositionMkg #PPMedu
    11. 11. WHAT IS LOCAL SEARCH Acxiom verification Step 4 DOMINATING LOCAL SEARCH @PolePositionMkg #PPMedu
    12. 12. WHAT IS LOCAL SEARCH Acxiom verification Step 5 DOMINATING LOCAL SEARCH @PolePositionMkg #PPMedu
    13. 13. WHAT IS LOCAL SEARCH Acxiom verification Step 6 DOMINATING LOCAL SEARCH @PolePositionMkg #PPMedu
    14. 14. WHAT IS LOCAL SEARCH Acxiom verification Step 7 DOMINATING LOCAL SEARCH @PolePositionMkg #PPMedu
    15. 15. WHAT IS LOCAL SEARCH Acxiom verification Step 8 DOMINATING LOCAL SEARCH @PolePositionMkg #PPMedu
    16. 16. WHAT IS LOCAL SEARCH Express Update verification Step 1 http://www.expressupdate.com/search DOMINATING LOCAL SEARCH @PolePositionMkg #PPMedu
    17. 17. WHAT IS LOCAL SEARCH Express Update verification Step 2 DOMINATING LOCAL SEARCH @PolePositionMkg #PPMedu
    18. 18. WHAT IS LOCAL SEARCH Express Update verification Step 3 DOMINATING LOCAL SEARCH @PolePositionMkg #PPMedu
    19. 19. WHAT IS LOCAL SEARCH Types of local results Blended Results Carousel Map Pack DOMINATING LOCAL SEARCH @PolePositionMkg #PPMedu
    20. 20. WHAT IS LOCAL SEARCH Blended results Places Data Organic Data Blended results = Places Data + Organic Data DOMINATING LOCAL SEARCH @PolePositionMkg #PPMedu
    21. 21. WHAT IS LOCAL SEARCH Carousel results Carousel results Carousel results = Slider with pictures/reviews from Google DOMINATING LOCAL SEARCH @PolePositionMkg #PPMedu
    22. 22. WHAT IS LOCAL SEARCH Carousel results Carousel pictures pulled from Google+, or Google Places page DOMINATING LOCAL SEARCH @PolePositionMkg #PPMedu
    23. 23. WHAT IS LOCAL SEARCH Carousel results Carousel picture pulled from Google+ DOMINATING LOCAL SEARCH @PolePositionMkg #PPMedu
    24. 24. WHAT IS LOCAL SEARCH Carousel results If no picture available, Google pulls map pin snippet DOMINATING LOCAL SEARCH @PolePositionMkg #PPMedu
    25. 25. WHAT IS LOCAL SEARCH Map results Search returns picture of map usually on top right (includes pins of locations) DOMINATING LOCAL SEARCH @PolePositionMkg #PPMedu
    26. 26. WHAT IS LOCAL SEARCH Pack results This is a pack result. Google will show up to seven businesses in the pack. DOMINATING LOCAL SEARCH @PolePositionMkg #PPMedu
    27. 27. HOW RESULTS DIFFER ACROSS DEVICES Annalisa Hilliard @ahilliardm 27
    28. 28. HOW RESULTS DIFFER ACROSS DEVICES Let’s order pizza DOMINATING LOCAL SEARCH @PolePositionMkg #PPMedu
    29. 29. HOW RESULTS DIFFER ACROSS DEVICES Search parameters This search was performed… using the same iteration of the keyword: “pizza” without being signed into any Google account in the exact same location: PPM Headquarters DOMINATING LOCAL SEARCH @PolePositionMkg #PPMedu
    30. 30. HOW RESULTS DIFFER ACROSS DEVICES Results from mobile 2 1 4 3 DOMINATING LOCAL SEARCH @PolePositionMkg #PPMedu
    31. 31. HOW RESULTS DIFFER ACROSS DEVICES Results from tablet DOMINATING LOCAL SEARCH @PolePositionMkg #PPMedu
    32. 32. HOW RESULTS DIFFER ACROSS DEVICES Results from desktop DOMINATING LOCAL SEARCH @PolePositionMkg #PPMedu
    33. 33. HOW RESULTS DIFFER ACROSS DEVICES So what? DOMINATING LOCAL SEARCH @PolePositionMkg #PPMedu
    34. 34. BIGGEST FACTORS IN IMPROVING YOUR LOCAL PRESENCE Annalisa Hilliard @ahilliardm 34
    35. 35. Biggest Factors In Improving Your Local Presence Survey says… DOMINATING LOCAL SEARCH @PolePositionMkg #PPMedu
    36. 36. Biggest Factors In Improving Your Local Presence Let’s focus on the top 5 factors 1. Place Page Signals 1 2. External Local Signals 3. On-page Signals 5 2 4. Link Signals 4 5. Review Signals DOMINATING LOCAL SEARCH 3 @PolePositionMkg #PPMedu
    37. 37. PLACE PAGE SIGNALS Annalisa Hilliard @ahilliardm 37
    38. 38. PLACE PAGE SIGNALS Proper category associations DOMINATING LOCAL SEARCH @PolePositionMkg #PPMedu
    39. 39. PLACE PAGE SIGNALS Physical address in city of search Maid to Satisfy 2307 Whipple Ave NW Canton, OH 44708 DOMINATING LOCAL SEARCH @PolePositionMkg #PPMedu
    40. 40. PLACE PAGE SIGNALS HTML NAP matching Place page NAP HTML - Website Google+ DOMINATING LOCAL SEARCH @PolePositionMkg #PPMedu
    41. 41. PLACE PAGE SIGNALS Owner-verified local plus page Verified Local Pages DOMINATING LOCAL SEARCH @PolePositionMkg #PPMedu
    42. 42. PLACE PAGE SIGNALS City, state in Places landing page title DOMINATING LOCAL SEARCH @PolePositionMkg #PPMedu
    43. 43. EXTERNAL LOCAL SIGNALS Annalisa Hilliard @ahilliardm 43
    44. 44. EXTERNAL LOCAL SIGNALS Proximity of address to centroid - city DOMINATING LOCAL SEARCH @PolePositionMkg #PPMedu
    45. 45. EXTERNAL LOCAL SIGNALS Proximity of address to centroid - zip DOMINATING LOCAL SEARCH @PolePositionMkg #PPMedu
    46. 46. EXTERNAL LOCAL SIGNALS Product/service keyword in business title DOMINATING LOCAL SEARCH @PolePositionMkg #PPMedu
    47. 47. EXTERNAL LOCAL SIGNALS Location keyword in business title DOMINATING LOCAL SEARCH @PolePositionMkg #PPMedu
    48. 48. EXTERNAL LOCAL SIGNALS Consistency of structured citations? Facebook YellowPages DOMINATING LOCAL SEARCH BBB Google+ @PolePositionMkg #PPMedu
    49. 49. EXTERNAL LOCAL SIGNALS Quality & volume of structured citations Structured Citations = IYPs and Data Aggregators DOMINATING LOCAL SEARCH @PolePositionMkg #PPMedu
    50. 50. EXTERNAL LOCAL SIGNALS Quality and volume of unstructured citations Unstructured Citations = Newspaper Articles, Blog Posts DOMINATING LOCAL SEARCH @PolePositionMkg #PPMedu
    51. 51. EXTERNAL LOCAL SIGNALS Volume of citations from industry domains Citations are different than links. Citations are mentions of, or reference to your business without a link pointing to your site. DOMINATING LOCAL SEARCH @PolePositionMkg #PPMedu
    52. 52. EXTERNAL LOCAL SIGNALS Volume of citations from locally relevant domains Links are considered citations, but citations are sometimes a mention without a link. DOMINATING LOCAL SEARCH @PolePositionMkg #PPMedu
    53. 53. EXTERNAL LOCAL SIGNALS Searcher/business distance DOMINATING LOCAL SEARCH @PolePositionMkg #PPMedu
    54. 54. LINK SIGNALS Annalisa Hilliard @ahilliardm 54
    55. 55. LINK SIGNALS Quality, diversity and volume of links to domain DOMINATING LOCAL SEARCH @PolePositionMkg #PPMedu
    56. 56. LINK SIGNALS Quantity of links from locally-relevant domains DOMINATING LOCAL SEARCH @PolePositionMkg #PPMedu
    57. 57. LINK SIGNALS Business title in anchor text of links to domain DOMINATING LOCAL SEARCH @PolePositionMkg #PPMedu
    58. 58. LINK SIGNALS Location keywords in anchor text of links to domain dui lawyer daytona beach divorce law firms daytona beach family law daytona beach chiropractor in hartville hartville chiropractor DOMINATING LOCAL SEARCH @PolePositionMkg #PPMedu
    59. 59. REVIEW SIGNALS Annalisa Hilliard @ahilliardm 59
    60. 60. REVIEW SIGNALS Quantity of Google Places reviews (w/text) DOMINATING LOCAL SEARCH @PolePositionMkg #PPMedu
    61. 61. REVIEW SIGNALS Quantity of third-party traditional reviews DOMINATING LOCAL SEARCH @PolePositionMkg #PPMedu
    62. 62. REVIEW SIGNALS Product/service keywords in reviews DOMINATING LOCAL SEARCH @PolePositionMkg #PPMedu
    63. 63. REVIEW SIGNALS Location keywords in reviews DOMINATING LOCAL SEARCH @PolePositionMkg #PPMedu
    64. 64. REVIEW SIGNALS Diversity of third-party sites on which reviews are present DOMINATING LOCAL SEARCH @PolePositionMkg #PPMedu
    65. 65. REVIEW SIGNALS Quantity of reviews by authority reviewers DOMINATING LOCAL SEARCH @PolePositionMkg #PPMedu
    66. 66. REVIEW SIGNALS Overall velocity of reviews DOMINATING LOCAL SEARCH @PolePositionMkg #PPMedu
    67. 67. ON-PAGE SIGNALS Annalisa Hilliard @ahilliardm 67
    68. 68. ON-PAGE SIGNALS Domain authority of website Contributing Factors to Domain Authority: • Authority of inbound links • Age of Domain • Social shares/engagement DOMINATING LOCAL SEARCH @PolePositionMkg #PPMedu
    69. 69. ON-PAGE SIGNALS Product/service keyword in website URL DOMINATING LOCAL SEARCH @PolePositionMkg #PPMedu
    70. 70. ON-PAGE SIGNALS Geographic keyword in website URL DOMINATING LOCAL SEARCH @PolePositionMkg #PPMedu
    71. 71. Top 10 negative ranking factors 1) Listing at false business location 2) Keyword stuffing in business title 3) Inconsistent NAP / tracking phone #’s across data aggregators 4) Incorrect categories in listings 5) Multiple place pages w/ same or similar business name/address 6) Inconsistent NAP / tracking phone # on places pages 7) Violations to place page listings 8) Absence of crawl-able NAP on website 9) Including location keyword in categories 10) Incorrectly placing your map marker DOMINATING LOCAL SEARCH @PolePositionMkg #PPMedu
    72. 72. ON-PAGE TAG OPTIMIZATION Stoney G deGeyter @StoneyD 72
    73. 73. ON-PAGE TAG OPTIMIZATION Why TITLE tags are important Influences Rankings Persuades the Click DOMINATING LOCAL SEARCH Site Label @PolePositionMkg #PPMedu
    74. 74. ON-PAGE TAG OPTIMIZATION How TITLE tags impact visitors DOMINATING LOCAL SEARCH @PolePositionMkg #PPMedu
    75. 75. ON-PAGE TAG OPTIMIZATION How to craft a TITLE tag <title>Website Marketing & Search Optimization Strategy Company</title> Lead with keyword Be compelling 65 character limit Add georeference DOMINATING LOCAL SEARCH @PolePositionMkg #PPMedu
    76. 76. ON-PAGE TAG OPTIMIZATION Common TITLE tag mistakes X Same title on every page Leading with business name Just a list of keywords Lack of keywords or description DOMINATING LOCAL SEARCH @PolePositionMkg #PPMedu
    77. 77. ON-PAGE TAG OPTIMIZATION Should you brand TITLE tags? Front Branded: Choice Hearing Center| Hearing Aids | Dover, Ohio 44622 Rear Branded: Hearing Aids, Tests & Ear Molds, Dover OH | Choice Hearing Center Non Branded Hearing Aids, Tests, Custom Ear Molds | Dover, Ohio 44622 DOMINATING LOCAL SEARCH @PolePositionMkg #PPMedu
    78. 78. ON-PAGE TAG OPTIMIZATION Why meta DESCRIPTION tags are important valuable Supports the TITLE tag Helps increase click-through rates (no ranking impact) DOMINATING LOCAL SEARCH @PolePositionMkg #PPMedu
    79. 79. ON-PAGE TAG OPTIMIZATION How meta DESCRIPTION tags impact visitors DOMINATING LOCAL SEARCH @PolePositionMkg #PPMedu
    80. 80. ON-PAGE TAG OPTIMIZATION How to craft a meta DESCRIPTION tag <meta name=“description” content =“Website marketing and search engine optimization (SEO) services by Pole Position Marketing. SEO, PPC, analytics, content, link consulting, and more.”> Reinforce keywords Unique for each page 150 character summary DOMINATING LOCAL SEARCH Compelling Meta Description Call to action @PolePositionMkg #PPMedu
    81. 81. ON-PAGE TAG OPTIMIZATION Why meta KEYWORD tags are aren’t important People don’t see it Search engines ignore it It smells funny Just because DOMINATING LOCAL SEARCH @PolePositionMkg #PPMedu
    82. 82. ON-PAGE TAG OPTIMIZATION How meta KEYWORD tags impact visitors DOMINATING LOCAL SEARCH @PolePositionMkg #PPMedu
    83. 83. ON-PAGE TAG OPTIMIZATION How to craft a meta KEYWORD tag DOMINATING LOCAL SEARCH @PolePositionMkg #PPMedu
    84. 84. ON-PAGE LOCAL CONTENT STRATEGIES Stoney G deGeyter @StoneyD 84
    85. 85. ON-PAGE LOCAL CONTENT STRATEGIES Footer service area text DOMINATING LOCAL SEARCH @PolePositionMkg #PPMedu
    86. 86. ON-PAGE LOCAL CONTENT STRATEGIES Service area scrolling text box DOMINATING LOCAL SEARCH @PolePositionMkg #PPMedu
    87. 87. ON-PAGE LOCAL CONTENT STRATEGIES Service area link text DOMINATING LOCAL SEARCH @PolePositionMkg #PPMedu
    88. 88. ON-PAGE LOCAL CONTENT STRATEGIES List zip codes DOMINATING LOCAL SEARCH @PolePositionMkg #PPMedu
    89. 89. ON-PAGE LOCAL CONTENT STRATEGIES City targeted pages One page per city Unique information on each (no name swapping) Relevant to your audience Interesting facts and statistics Location area map DOMINATING LOCAL SEARCH @PolePositionMkg #PPMedu
    90. 90. Resources Google+/Place Page Cover Photo and Profile Image Sizes - https://plus.google.com/107547299046855814776/posts Best U.S. Citation Sources by Niche - https://getlisted.org/static/resources/local-citations-by-category.html The Definitive List of Local Search Citations - http://www.localvisibilitysystem.com/definitive-local-search-citations/ 16 Ways to Create Unique “Local” Content for Cities Where You Want to Rank http://www.localvisibilitysystem.com/2013/04/30/16-ways-to-create-unique-local-content-for-cities-where-you-wantto-rank/ Get More Reviews Without Becoming An Outlaw - http://www.iacquire.com/blog/get-more-reviews-withoutbecoming-an-outlaw/ Local Search Ranking Factors 2013 - http://moz.com/local-search-ranking-factors Where Do You See Local Search in 2014? 26 Experts Weigh In - http://www.poweredbysearch.com/local-seo-2014/ DOMINATING LOCAL SEARCH @PolePositionMkg #PPMedu
    91. 91. Thank You! Annalisa Hilliard @ahilliardm with a brief appearance by Stoney G deGeyter 91

    ×