harness the potential of local search for your business

#localseo

Harness the Potential of Local SEO for Your Business

#localseo

MEET YOUR EXPERTS:!

David Mihm!Director of Local Search Strategy, Moz!

@davidmihm!

Rebecca Churt!Head of SEO, HubSpot!

@rchurt!

#localseo

HOUSE KEEPING NOTES!!!ü Webinar is being recorded and will be sent

out afterwards!

ü  Interact with us on Twitter: #localseo!

ü  Ask questions in the questions pane!

#localseo

PRESENTATION OUTLINE!•  Why Local Search? •  The Anatomy of a SERP •  Local Ranking Factors at Google and Bing

– Algorithm #1: Website and Links – Algorithm #2: Listings and Reviews

•  Takeaways

#localseo

View the full presentation here:!

#localseo

1.  Audience Size 2.  Purchase Intent 3.  Competition

WHY LOCAL SEARCH?

#localseo

LOCAL SEARCH IN 2013

7,620,000,000 Every month in the U.S. alone

(does not even include apps)

*Extrapolation of May 2013 data from ComScore

#localseo

Manta Small Business Survey April 16, 2013 This is not why!

people are on!social media!!

#localseo

Manta Small Business Survey April 16, 2013

#localseo

Keyword Intent

Purchase Funnel

Location Intent

LOCAL SEARCH

#localseo

Usually BEST OPPORTUNITY FOR BRICK-AND-MORTAR STORES

(also includes Mobile)

#localseo

PRESENTATION OUTLINE •  Why Local Search? •  The Anatomy of a SERP •  Local Ranking Factors at Google and Bing

•  Takeaways

#localseo

ANATOMY OF A SERP

PAID RESULTS … PPC

ORGANIC (“NATURAL”) RESULTS … SEO

LOCAL (“PACK”) RESULTS …LOCAL SEO

#localseo

ANATOMY OF A SERP ORGANIC (“NATURAL”) RESULTS … SEO

LOCAL (“PACK”) RESULTS …LOCAL SEO

(ALGORITHM #1) (ALGORITHM #2)

#localseo

HOW IT WORKS Algorithm #1 (Organic) !!Search Engines Find StuffBefore You Do!!

Engines crawl to find web pages.!Moving from link to link.!

*Slide courtesy of Aaron Weiche, SpyderTrap.com !

#localseo

HOW IT WORKS Algorithm #1 (Organic)

!!!!Search Engines Store The Data !The engines bring your data !back to their servers and !store it in a giant library !called an “index.”

#localseo

HOW IT WORKS Local Businesses!Web Pages!

(Also videos, blogs,news articles, images, etc.)!

#localseo

HOW IT WORKS Local Businesses!Web Pages!

(Also videos, blogs,news articles, images, etc.)!

(This works a little differently)!

#localseo

BLENDED SEARCH

Algorithm #1 + Algorithm #2

Blended Search

#localseo

BLENDED SEARCH

“We want to show everything we know about a business.”

--Paraphrase of Joel Headley, Google Local University Edmonton May 1, 2012

#localseo

ANATOMY OF A BLENDED SERP

Author markup Web page information “Place” page Place information

#localseo

BRANDED SEARCHES

#localseo

•  Takeaways

#localseo

BLENDED LOCAL RANKING FACTORS

Algorithm #2

Algorithm #1

#localseo

•  Takeaways

#localseo

ALGORITHM #1 Component #1: Your Website

#localseo

OPTIMIZING YOUR WEBSITE FOR LOCAL

Organic Local Rankings

#localseo

OPTIMIZING YOUR WEBSITE FOR LOCAL

What Should Your Website Rank for?

#localseo

OPTIMIZING YOUR WEBSITE Step 1: Content

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CONTENT

Compile the top 10 questions your sales staff, or customer service staff are asked. !•  Does your website

answer all of those 10?!•  THESE are the pages you

should start optimizing around.!

! *Slide courtesy of Aaron Weiche, SpyderTrap.com !

#localseo

OPTIMIZING YOUR WEBSITE Step 2: Keyword Research

#localseo

KEYWORDS: HEAD vs LONG TAIL

“printing services”

“document management services”

“document management services Portland, OR”

# OF WORDS IN KEYWORD

#localseo

KEYWORDS: HEAD vs. LONG TAIL

Focus your website optimization

#localseo

KEYWORDS: HEAD vs. LONG TAIL

Focus your website optimization

Google will help you with Local optimization!

#localseo

GOOGLE SUGGEST

#localseo

GOOGLE SUGGEST

#localseo

http://www.google.com/trends/

COMPARING KEYWORDS “commercial printing” vs “document services”

#localseo

http://www.google.com/trends/

COMPARING KEYWORDS “commercial printing” vs “document services”

#localseo

OPTIMIZING YOUR WEBSITE Step 3: Build Website

•  Every important page should be linked from the homepage

•  Each location needs its own page •  Name, address, phone number in HTML

#localseo

OPTIMIZING YOUR WEBSITE Step 4: Using Keywords

•  Title Tags •  Headlines •  Internal Links

Remember: Your location is also a keyword!

#localseo

WHAT ARE TITLE TAGS?

#localseo

OPTIMIZING YOUR WEBSITE Step 4: Using Keywords

#localseo

!IF YOU NEED TO UPDATE YOUR WEBSITE…!Responsive Web Design to meet all users and devices!!

•  Site adjusts based on device

•  One site, one CMS •  Ubiquitous •  Preferred technical

structure by Google and Bing for mobile!

Website Technology Tip

#localseo

WEBSITE OPTIMIZATION

Answer Your Top 10 Questions (10 Pages)

Keyword Research

Develop Add’l Pages

Unique page for each important

Website Hierarchy

Add keywords in right spots (Title Tags Headlines

Internal Links)

#localseo

ALGORITHM #1 Component #2: Links to Your Website

#localseo

LINK OPTIMIZATION

Answer Your Top 10 Questions (10 Pages)

Keyword Research

Develop Add’l Pages

Unique page for each important

Website Hierarchy

Add keywords in right spots (Title Tags Headlines

Internal Links)

3 4 LINKS LINKS

LINKS LINKS

#localseo

!!Links = Trust!•  Quantity counts!•  Quality counts!•  Who is willing to vote/vouch for you?!•  What can you do to be worthy of this trust?!!

WHY LINKS?

#localseo

!!You provide answers, expertise and valuable content!

Mission !Statement!

5 Ways to Save on Small Business Printing Costs!

WHY LINK TO YOU?

#localseo

Links Links LINKS

•  Chambers of Commerce •  Business improvement districts •  Cities, counties, business license bureaus •  Trade associations •  Manufacturers •  Vendors

Start with your own personal network

#localseo

Links Links LINKS

•  Colleges / community colleges •  High Schools •  Local Media •  Charities You’re Involved With •  Hosting Events

#localseo

•  Takeaways

#localseo

BLENDED LOCAL RANKING FACTORS

Algorithm #2

Algorithm #1

#localseo

Photo credit: Matt McGee

“How Do You Rank a Phonebook?”

LOCAL RANKING FACTORS

#localseo

“What Are the Most Popular Businesses in Town?”

#localseo

“What are the algorithmic signals we can use to determine a business’s popularity?”

•  Website Authority (Links) •  Citations •  Reviews •  Other social and mobile signals

#localseo

ALGORITHM #2 Component #1: Citations of Your Business

#localseo

CITATIONS

+ W (Website)

NAP: •  Name •  Address •  Phone number

#localseo

Barbara Oliver & Co Jewelry was great helping me find an engagement ring for my fiancée. Give her a call at 716-‐204-‐1297

Barbara Oliver and Co Jewelry 5820 Main Street Suite 311 Williamsville, NY 14221 (716) 204-‐1297

In a Directory:

In a newspaper ar1cle or blog post:

CITATION EXAMPLES

*Slide courtesy of Mike Blumenthal, blumenthals.com!

#localseo

Tell Google about yourself! •  Business name? •  Category? •  Hours of operation? •  Etc.

CITATIONS Step 1: Google Places

#localseo

google.com/placesforbusiness

#localseo

“Pay special attention to categories!”

Resource: Blumenthals.com/category

#localseo

CITATIONS Step 2: Major Aggregators + IYPs

#localseo

LBC Data1 Data2 Data2 Feed1 Feed2 Web1 Web2 User Edits

Name Y X X X X X X

Address X X X X Y Y

Phone Y X X X X X X X

Web X X X

Category X X X X

Reviews X X X X

GeoInfo X X X

Citations X X X

Additional Details X X X

Name Y X X X X X X

Address X X X X Y Y

Web X X X

Category X X X X

Reviews X X X X

GeoInfo X X X

Citations X X X

Name Y X X X X X X

Address X X X X Y Y

Web X X X

Category X X X X

Reviews X X X X

GeoInfo X X X

Citations X X X

Name Y X X X X X X

Address X X X X Y Y

Web X X X

Category X X X X

Reviews X X X X

GeoInfo X X X

Citations X X X

Name Y X X X X X X

Address X X X X Y Y

Web X X X

Category X X X X

Reviews X X X X

GeoInfo X X X

Citations X X X

Name Y X X X X X X

Address X X X X Y Y

Web X X X

Category X X X X

Reviews X X X X

GeoInfo X X X

Citations X X X

Name Y X X X X X X

Address X X X X Y Y

Web X X X

Category X X X X

Reviews X X X X

GeoInfo X X X

Citations X X X

Places Dash.

Data1 Data2 Data2 Feed1 Feed2 Web1 Web2 User Edits

Name Y X X X X X X

Address X X X X Y Y

Web X X X

Category X X X X

Reviews X X X X

GeoInfo X X X

Citations X X X

CITATIONS BEYOND GOOGLE: The Cluster

Courtesy, Mike Blumenthal – blumenthals.com

#localseo

CITATIONS BEYOND GOOGLE

CONSISTENCY •  Authority •  Industry-relevant •  Geographically-relevant

#localseo

CITATIONS Step 3: Audit Your Citations

1.  Your own website! 2.  GetListed.org Accuracy Report 3.  Full NAP Search at Google

Remember: You can’t focus on just Google!

#localseo

AUDIT YOUR CITATIONS GetListed.org Accuracy Report

#localseo

AUDIT YOUR CITATIONS

Easiest linksyou can get!!

#localseo

AUDIT YOUR CITATIONS

#localseo

ADDITIONAL CITATION SOURCES

http://getlisted.org/static/resources

#localseo

ALGORITHM #2 Component #2: Reviews of Your Business

#localseo

REVIEWS 1.  Review volume

•  At least 10 on Google Plus •  At least 10 on other sources

2. Keywords in reviews 3. Diversity of sources 4. Authority of sources 5. Ratings / Sentiment

#localseo

WHERE TO GET REVIEWS

http://getlisted.org/static/resources

#localseo

EARNING REVIEWS General Rules of Thumb: 1.  POINT-OF-SALE FOLLOWUP

Feedback should be part of your everyday business process = Review velocity

#localseo

EARNING REVIEWS General Rules of Thumb: 2. EMAIL CAMPAIGNS

•  Segment customers with Gmail / Yahoo email addresses

•  Citysearch or Superpages for everyone else.

#localseo

LISTING OPTIMIZATION

Submit your business to Google Places

w/proper categories

Submit your business to major aggregators

Find niche citations

Audit your Citations

Earn reviews

#localseo

•  Why Local Search? •  The Anatomy of a SERP •  Local Ranking Factors at Google and Bing

•  Takeaways

PRESENTATION OUTLINE

#localseo

BLENDED SEARCH TAKE AWAYS!

Blended Search means you need to focus on your website AND your local listings.

#localseo

WEBSITE TAKE AWAYS! Website: 1. Answer questions people are asking; use keywords they are using. 2. Focus on relationships and content to build links to your website.

#localseo

LISTINGS TAKE AWAYS!Listings: 1. Keep a consistent NAP; spread that NAP as many places as you can.

2. Incorporate reviews into your everyday follow up process with your customers.

#localseo

THANK !YOU!!

#localseo

AUGUST 19-22 2013!HYNES CONVENTION CTR BOSTON, MA!

THE LARGEST GATHERING OF INBOUND MARKETERS.!

50% OFF!USE PROMO: WEBINAR50!

WWW.INBOUND.COM!

#localseo

Stay in Touch!

#localseo!

David Mihm!@davidmihm!

Rebecca Churt!@rchurt!

harness the potential of local search for your business

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