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The following presentation entitled "Good Things Come in Small (Business) Packages:Beat Competition Using Local Search Marketing" was given at the Small Business Expo in Los Angeles, CA on November 8th. The presentation includes some general information about local search, statistics and a 6 step blueprint to beat your competition.
Citation preview
Good Things Come in Small (Business) Packages: Beat Competition using
Local Search Marketing
Bryan Phelps
twitter.com/seocomLinkedin.com/company/seo.com
Director of Local and Small Business SEO
Getting Started
What is local search marketing?
What is local search marketing?
This is:
What is local search marketing?
This is:
What is local search marketing?
This is:
What is local search marketing?
Some people even use these:
What is local search marketing?
It’s directories:
What is local search marketing?
It’s vertical and geo specific:
What is local search marketing?
It’s mobile:
What is local search marketing?
It’s mobile:
9 out of 10 users take action as a result of mobile internet search!
77% contact a business when searching59% will visit a store58% use phone to look up a business for driving directions54% will visit your website from local searches88% will take action within 1 daySource: Google
What is local search marketing?
Over 53% of ALL local searches are performed on a
mobile device.
Source: Google
What is local search marketing?
It’s social:
What is local search marketing?
It’s reviews:
What is local search marketing?
It’s reviews:
What is local search marketing?
It’s sometimes even:
What is local search marketing?
Basically, it’s not this:
What is local search marketing?
Or this:
What is local search marketing?
Or this:
What is local search marketing?
My definition:
“Any online means of generating more website traffic, walk-ins, phone calls or other actions to your website or physical store.”
Your 6 Step Blueprintto beating the competition using local search marketing
Step 1 – Setup, Research & Tracking
Website TrackingGoogle Analyticsgoogle.com/analytics
Step 1 – Setup, Research & Tracking
Website Tracking– Contact Form Goal
Step 1 – Setup, Research & Tracking
Dashboards
Google PlacesBing/Yahoo LocalDirectoriesSocial RankingsPPCWebmaster Tools
Step 1 – Setup, Research & Tracking
Call Tracking – Not Advised
Step 1 – Setup, Research & Tracking
Old School Tracking
Step 1 – Setup, Research & Tracking
“Half of my [online] advertising budget is wasted. The problem is that I don’t know which half”
Step 1 – Setup, Research & Tracking
Keyword Research– Cities (Provo Dentist)– Zips (Dentist 84065)– Local Lingo (Utah Valley Dentist)– Landmarks (Dentist near BYU)– Free Tool: adwords.google.com/o/KeywordTool
Create Content!
Step 1 – Setup, Research & Tracking
Step 1 – Setup, Research & Tracking
Companies that blog receive 55% more
website traffic.
Source: Hubspot
Step 2 – Your Business DataData Publishers
Consistent Name, Address, Phone Number (NAP)
Step 2 – Your Business Data
• Google+ Local• Bing• Yahoo! Local• Best of the Web• Yelp
• YellowPages• Citysearch• Superpages• Foursquare• Yellowbook
Claim & Verify Yourself
Consistent Name, Address, Phone Number (NAP)
Step 2 – Your Business DataBusiness Listing Optimization Tips
Utilize ALL 5 categories
Step 2 – Your Business DataBusiness Listing Optimization Tips
Publish Your Address
Beware of the Google Phone Call!
Step 2 – Your Business DataBusiness Listing Optimization Tips
Local Search Ranking Factors – DavidMihm.com
Step 2 – Your Business DataBusiness Listing Optimization Tips – What Not To Do
Step 3 – Your Website
Step 3 – Your Website
Make it easy:
60% of SMB’s don’t have a phone number on the homepage
75% of SMB’s have no email address on their site66% of SMB’s don’t have a contact form on their site
Step 3 – Your Website
Step 3 – Your Website
Specific to Local Search:Venice Update – Local Content
“Improvements to ranking for local search results. [launch codename “Venice”] This improvement improves the triggering of Local Universal results by relying more on the ranking of our main search results as a signal.
"Improved local results. We launched a new system to find results from a user’s city more reliably. Now we’re better able to detect when both queries and documents are local to the user."
Step 3 – Your Website
Step 3 – Your Website
Step 3 – Your Website
Local Landing Pageshttp://lawyers.findlaw.com/lawyer/firm/Divorce/Las-Vegas/Nevada
Step 3 – Your Website
Local SchemaStructured Markup, Crawlable N.A.P.
Free tools:Schema-Creator.orgMicroformats.org
Step 3 – Your Website
KML File / GEO SitemapTells search engines exact address of your company
Free tool:http://www.geositemapgenerator.com/
Step 4 – Business Citations
Name
Address
Phone #
Step 4 – Business Citations
• Avvo – Legal/Health• FindLaw - Legal• Health Grades – Health• Directories for every
industry• Local directories / media
Industry/GEO Specific
Also drives traffic, calls, customers.
Step 4 – Business Citations
Whitespark Local Citation FinderCitation Tools & Tips
https://www.whitespark.ca/local-citation-finder/
Step 4 – Business Citations
Best Citation Sources by CityCitation Tools & Tips
http://getlisted.org/resources/local-citations-by-city.aspx
Step 4 – Business Citations
Best Citation Sources by CategoryCitation Tools & Tips
http://getlisted.org/resources/local-citations-by-category.aspx
Step 4 – Business Citations
Unstructured Citations– Blogs– Forums– Partners Sites / Related
Businesses– Look for Link Building +
Citation Opportunities
Citation Tools & Tips
Step 5 – Review Strategy
Strategy Tactics
Planning Doing
Large Scale Smaller Scale
Why How
Difficult to Copy Easy to Copy
Long Time Frame Short Time Frame
Create a Review Strategy:
“Ask for reviews” alone isn’t a strategy
Fake reviews DEFINITELY isn’t a strategySet review outreach goals
Step 5 – Review Strategy
Strategy Tactics Goal
Get reviews from our raving fans
• Contact known raving fans via phone• Research Facebook fans and reach out
• Look through existing reviews and reach out to happy customers and ask for a review on another site.
10 reviews per month
Get reviews from in-store visits
• Install in-store kiosk for customer use• Add “review us” verbiage to receipts
• Start collecting emails in-store for email blasts5 reviews per
month
Manage reputation issues of current reviews
• Prioritize list of most harmful reviews• Respond to each negative review personally• Contact bad reviews within 2 business days
Address all bad reviews within 1
week of being posted.
Vendor & Partner Reviews• Prioritize list of vendors/partners by relationship
• Provide detail on how to review us on various portals• Reciprocate reviews within 5 business days
2 reviews per month
Step 5 – Review Strategy
Reviews Help You Rank & Convert
70% of online users trust consumer opinions posted online
Consumer recommendations and opinions are the most trusted source of product info
61% of people rely on user reviews for product information before a buying decision is made.
63% of consumers indicate they are more likely to purchase from a site if it has ratings and reviews
Step 5 – Review Strategy
Social Proof!
Step 6 – Local Meet Social
Where do your customers spend their time?
Users: 90mm 900mm 200mm 120mm 10mm
Users: 15mm Millions 14mm 7.5mm 18mm
Step 6 – Local Meet Social
So about Google+…
Step 6 – Local Meet Social
Why be on Google+?
Step 6 – Local Meet Social
Why be on Google+?
Step 6 – Local Meet Social
Why be on Google+?
Step 6 – Local Meet Social
Google+ Predictions
Step 6 – Local Meet Social
Google+ Predictions
Step 6 – Local Meet Social
Google+ Predictions
Resources
Local Search Resources & Data Sources
•SEO.com•GetListed.org•NiftyMarketing.com•SEOMoz.org•DavidMihm.com•Whitespark.ca•Hubspot.com
Thank you!Bryan Phelps, SEO.com