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Part 2: Take Control of Your Online Listings; Put Your Business on the Map

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97% of homeowners search online for local contractors and 73% of engagement happens off your website. It's never been more important to build a complete online presence. In this session, we'll walk through the role local listings play in local search and how your business can make sure you're listed everywhere important.

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Part 2: Take Control of Your Online Listings; Put Your Business on the Map

  1. 1. 1SurefireLocal.com 1SurefireLocal.com Session Leader Gabriel Brunk Digital Marketing Strategist Part 2: Take Control of Your Online Listings & Put Your Business on the Map 97% of homeowners search online for local contractors and 73% of engagement happens off your website. It's never been more important to build a complete online presence. In this session, we'll walk through the role local listings play in local search and how your business can make sure you're listed everywhere important.
  2. 2. 2SurefireLocal.com 2SurefireLocal.com What are local listings & why do they matter?
  3. 3. 3SurefireLocal.com The New Customer Journey The way homeowners find local home services businesses has changed; placing an emphasis on local listings
  4. 4. 4SurefireLocal.com What is a Local Listing? Any profile or place your business information is “listed” or found. The more local listings you have, the greater visibility you have in local search.
  5. 5. 5SurefireLocal.com Popular Local Listings ● Google My Business ● Online Review Sites ● Social Media ● Industry Niche networks like Nextdoor and Houzz ● Vendor / Partner / Association Sites ● Chamber of Commerce & Local Community Sites
  6. 6. 6SurefireLocal.com Local Listings = Activity 73% of consumer engagement happens off your website local listings play a big part of your online presence!
  7. 7. 7SurefireLocal.com Google Values Local Listings Google uses local listings to determine how trustworthy your location is and ranks you accordingly in local search.
  8. 8. 8SurefireLocal.com 8SurefireLocal.com What does it take to manage your local listings?
  9. 9. 9SurefireLocal.com You Want to Control Your Online Information ● Google My Business optimization ● NAP Data Management ● Listings Management ● Geo-signals
  10. 10. 10SurefireLocal.com Control Your Online Information By Claiming Your Local Listings Some local listing sites automatically create you a basic directory listing. Your business may be listed on these sites (and even have reviews) without you knowing it! It’s important to claim your business profiles on as many sites as you can. This process differs on each site, but usually involves a basic verification process.
  11. 11. 11SurefireLocal.com The Best Information is the Correct Information NAP (Name, Address, Phone Number) has a significant impact on how well you rank in local organic search results. Consistent and accurate in… ● Location. Has your company ever relocated? Multiple addresses? ● Spelling. Roofing & More / Roofing and More / Roofing & More Inc. ● Formatting. 571.327.3391 / (571) 327-3391 ● Multiple numbers. 2+ locations, tracking numbers, cell phones, etc. ● Categories. Primary business category, accurate list of services.
  12. 12. 12SurefireLocal.com Set Up Alerts & Notifications Get notified when anyone writes a review of your business or mentions you on social media and other online channels. Replying to user comments and reviews online helps your business. ● Potential clients do research to see if you communicate with your clients. ● Google’s search algorithms factor in review responses to determine ranking. ● Staying on top of client feedback helps you notice potential risks and opportunities.
  13. 13. 13SurefireLocal.com 13SurefireLocal.com How can you leverage your local listings to drive more traffic?
  14. 14. 14SurefireLocal.com Leverage Your Local Listings by... ● Asking for new online reviews Reviews are the currency of your online reputation. Reviews = Online Referrals ● Quantity More is better. ● Quality 5 stars, “thumbs up”, recommended ● Recency 3 months or less, more recent the better ● Response Show you’re engaged with your audience!
  15. 15. 15SurefireLocal.com ● Sharing photos of completed projects Showcase the quality of your skill, stand out against competitors, and let homeowners see examples of what their money could get them. ● “Wow, look at that roof/kitchen/deck/etc. My house could look like that!” ● “They really do high quality work.” ● “Ooh, I love that color!” ● “Even in the middle of a job, their installers keep the work area clean.” ● “I can’t believe they are able to finish that much work in a day. I thought it would take much longer.” Leverage Your Local Listings by...
  16. 16. 16SurefireLocal.com ● Sharing helpful videos of customer testimonials and how-to’s Have a happy customer? Ask to record them on video talking about their experience throughout the project. Share your expertise! Record helpful how-to home maintenance tips; ex. warning signs you’ll need to replace your roof soon. Leverage Your Local Listings by...
  17. 17. 17SurefireLocal.com ● Posting special offers With 73% of engagement occurring off your website and on local listings, you’ll want to post your monthly special offer on as many of these sites as possible. Promotions work to draw in future customers, and keep past clients engaged with your company. Who knows when they might need more work done! Psst...in the next & final session you’ll learn about a way to do this in just a few clicks! Leverage Your Local Listings by...
  18. 18. 18SurefireLocal.com ● Updating for seasonality You may decide to extend your business hours during storm seasons when you know homeowners will likely need assistance quickly at all hours of the day. Consider an “emergency hotline” for storms and other natural events. Leverage Your Local Listings by...
  19. 19. 19SurefireLocal.com ● Sharing your content like blog posts or helpful infographics/guides Publish and distribute your content in all the places homeowners are searching so that they can think of you as a trustworthy expert in the industry. Every person browses the Internet differently, so spreading your content to multiple locations lets you reach a wide number of people. Leverage Your Local Listings by...
  20. 20. 20SurefireLocal.com Takeaways ● 73% of online customer interaction happens off your website. ● Accurate local listings affect your Google search ranking. ● If you don’t control your listings, someone else does. ● Online Reviews: Quantity, Quality, Recency, Response ● Content, content, content! ● Be a knowledge leader.

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