2013 local search rankings las vegas michael dorausch
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2013 Local Search Rankings presentation for Pubcon Las Vegas by Michael DorauschTRANSCRIPT
Local Search Rankings
@chiropractic
Pubcon Las Vegas 2013
Who’s Here?SEO Agencies
Independent SEOsSmall Business Owners/EmployeesLocal Search Specialists/Company
Reps
…and a Los Angeles Chiropractor
Our Goals• Become a trusted local business• Increase customer engagement• Influence customers to leave +
reviews
Hi, my name is Michael
Chiropractor by choice, SEO by necessity.
@chiropractic
Your Face Here
Identify Your CommunityEmploy someone (or team) to track
data and identify who you serve.
SEOs: Make this homework for clients!
Internal Questions• What is our Social Media Policy?• What is our Photo Policy?• What is our Mobile Phone Policy?• Where are we Strong/Weak?
External Questions• How did you hear about us?• Did you have any problems getting
here?• Did you use a mobile device,
navigation?• Do you like your phone?• Do you use the map features?
Customer Categories• Power Users, Elites, Pit Bulls• Garmin, Navteq & GPS Users• iPhone / Nokia / Samsung Fans• Foursquare, Yelp, Google, FB, etc…• Gmail vs Yahoo vs MSN vs AOL
Community CategoriesCheck InsReviewsPhotos
Content (UGC)
Always Ask Questions• Is that the new iPhone? What
happens when…
Local Branding
Location-Based Services(My Findings)
Work best for locations that are hip, trendy, and frequented regularly.
Think Coffee House vs. Local DentistHard Rock Hotel vs. Embassy Suites
Location-Based Services(My Findings)
People check in to hip/trendy places, even if not actually there.
“Drive by check ins”
Why use Foursquare?
Why use Foursquare?
Why use Foursquare?
Why use Foursquare?
Why use Foursquare?
• Because friends use it• Find new places and tips• Useful when traveling• Discounts, free drinks/desserts• Useful at conferences• Habit
Location-Based Services• High Check-in Potential = Push it!• Low Check-in Potential = Get
Creative• Twitter Tie-in Rocks!
Do not give up on LBS just yet.
Reviews
• Early Adopters• We once called them
“testimonials”• Establishing group-held beliefs
about how members of society should behave in a given context.
Review Everything Local: 2005
Reviews
Acknowledge Quality Service
Quality service is customarily acknowledged
with a positive online review.
Local ContentIt’s predictable and repeatable!
Las VegasRock 'n' Roll Marathon
Sunday, November 17, 2013
• Thousands of Runners• Hundreds of Volunteers• Dozens of Sponsors• Road Closures, Photo Ops,
Maps• Targeted Localized
Opportunity• Repeatable & Predictable!
Las Vegas Marathon3 things: when, where, how?
Before: where to park, course mapAfter: photos and results
Location + Events Prep• [City] Marathon (or 5K, 10K, Half Marathon)• Maps (course, parking, start & finish)• Highlight on Volunteers (happy stories)• Photos (Flickr page, blog, Google+, FB, etc…)• Video (YouTube, Embed on Blog)• Race Results (Blog post w/links)• Twitter (Engage community and use hashtags)• Success Stories (focus on community)• Sprinkle in Local Links/Citations
Local Event ContentPlan ahead, be encouraging, be real.
Be the local evangelist in your community!
Local Business Investment• Purchase a Camera and use it!• Photos in blog posts• Flickr account• Consider Creative Commons• Great source of links!
Photos
Local HomeworkWalking improves local search
rankings.Cycling improves local search
rankings.Get out and exercise!Bring your camera!
