Harness the Potential of Local Search for Your Business
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Transcript of Harness the Potential of Local Search for Your Business
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#localseo
Harness the Potential of Local SEO for Your Business
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#localseo
MEET YOUR EXPERTS:!
David Mihm!Director of Local Search Strategy, Moz!
@davidmihm!
Rebecca Churt!Head of SEO, HubSpot!
@rchurt!
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#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!
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#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
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#localseo
View the full presentation here:!
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#localseo
1. Audience Size 2. Purchase Intent 3. Competition
WHY LOCAL SEARCH?
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#localseo
30%
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#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
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#localseo
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#localseo
Manta Small Business Survey April 16, 2013 This is not why!
people are on!social media!!
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#localseo
Manta Small Business Survey April 16, 2013
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#localseo
Keyword Intent
Purchase Funnel
Location Intent
LOCAL SEARCH
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#localseo
Usually BEST OPPORTUNITY FOR BRICK-AND-MORTAR STORES
(also includes Mobile)
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#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
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#localseo
ANATOMY OF A SERP
PAID RESULTS … PPC
ORGANIC (“NATURAL”) RESULTS … SEO
LOCAL (“PACK”) RESULTS …LOCAL SEO
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#localseo
ANATOMY OF A SERP ORGANIC (“NATURAL”) RESULTS … SEO
LOCAL (“PACK”) RESULTS …LOCAL SEO
(ALGORITHM #1) (ALGORITHM #2)
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#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 !
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#localseo
HOW IT WORKS Algorithm #1 (Organic)
*Slide courtesy of Aaron Weiche, SpyderTrap.com !
!!!!Search Engines Store The Data !The engines bring your data !back to their servers and !store it in a giant library !called an “index.”
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#localseo
HOW IT WORKS Local Businesses!Web Pages!
(Also videos, blogs,news articles, images, etc.)!
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#localseo
HOW IT WORKS Local Businesses!Web Pages!
(Also videos, blogs,news articles, images, etc.)!
(This works a little differently)!
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#localseo
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#localseo
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#localseo
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#localseo
BLENDED SEARCH
Algorithm #1 + Algorithm #2
Blended Search
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#localseo
BLENDED SEARCH
“We want to show everything we know about a business.”
--Paraphrase of Joel Headley, Google Local University Edmonton May 1, 2012
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#localseo
ANATOMY OF A BLENDED SERP
Author markup Web page information “Place” page Place information
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#localseo
BRANDED SEARCHES
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#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
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#localseo
BLENDED LOCAL RANKING FACTORS
Algorithm #2
Algorithm #1
Other
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#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
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#localseo
ALGORITHM #1 Component #1: Your Website
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#localseo
OPTIMIZING YOUR WEBSITE FOR LOCAL
Organic Local Rankings
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#localseo
OPTIMIZING YOUR WEBSITE FOR LOCAL
What Should Your Website Rank for?
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#localseo
OPTIMIZING YOUR WEBSITE Step 1: Content
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#localseo
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 !
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#localseo
OPTIMIZING YOUR WEBSITE Step 2: Keyword Research
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#localseo
KEYWORDS: HEAD vs LONG TAIL
“printing services”
“document management services”
“document management services Portland, OR”
SEAR
CH V
OLUM
E /
COM
PETI
TIVE
NES
S
# OF WORDS IN KEYWORD
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#localseo
KEYWORDS: HEAD vs. LONG TAIL
“printing services”
“document management services”
“document management services Portland, OR”
SEAR
CH V
OLUM
E /
COM
PETI
TIVE
NES
S
# OF WORDS IN KEYWORD
Focus your website optimization
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#localseo
KEYWORDS: HEAD vs. LONG TAIL
“printing services”
“document management services”
“document management services Portland, OR”
SEAR
CH V
OLUM
E /
COM
PETI
TIVE
NES
S
# OF WORDS IN KEYWORD
Focus your website optimization
Google will help you with Local optimization!
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#localseo
GOOGLE SUGGEST
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#localseo
GOOGLE SUGGEST
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#localseo
http://www.google.com/trends/
COMPARING KEYWORDS “commercial printing” vs “document services”
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#localseo
http://www.google.com/trends/
COMPARING KEYWORDS “commercial printing” vs “document services”
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#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
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#localseo
OPTIMIZING YOUR WEBSITE Step 4: Using Keywords
• Title Tags • Headlines • Internal Links
Remember: Your location is also a keyword!
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#localseo
WHAT ARE TITLE TAGS?
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#localseo
OPTIMIZING YOUR WEBSITE Step 4: Using Keywords
L
L
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#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
*Slide courtesy of Aaron Weiche, SpyderTrap.com !
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#localseo
WEBSITE OPTIMIZATION
Answer Your Top 10 Questions (10 Pages)
Keyword Research
Develop Add’l Pages
Unique page for each important
topic
Website Hierarchy
Add keywords in right spots (Title Tags Headlines
Internal Links)
1 2
3 4
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#localseo
ALGORITHM #1 Component #2: Links to Your Website
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#localseo
LINK OPTIMIZATION
Answer Your Top 10 Questions (10 Pages)
Keyword Research
Develop Add’l Pages
Unique page for each important
topic
Website Hierarchy
Add keywords in right spots (Title Tags Headlines
Internal Links)
1 2
3 4 LINKS LINKS
LINKS LINKS
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#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?
*Slide courtesy of Aaron Weiche, SpyderTrap.com !
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#localseo
!!You provide answers, expertise and valuable content!
Mission !Statement!
5 Ways to Save on Small Business Printing Costs!
*Slide courtesy of Aaron Weiche, SpyderTrap.com !
WHY LINK TO YOU?
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#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
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#localseo
Links Links LINKS
• Colleges / community colleges • High Schools • Local Media • Charities You’re Involved With • Hosting Events
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#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
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#localseo
BLENDED LOCAL RANKING FACTORS
Algorithm #2
Algorithm #1
Other
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#localseo
Photo credit: Matt McGee
“How Do You Rank a Phonebook?”
LOCAL RANKING FACTORS
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#localseo
“What Are the Most Popular Businesses in Town?”
LOCAL RANKING FACTORS
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#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
LOCAL RANKING FACTORS
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#localseo
ALGORITHM #2 Component #1: Citations of Your Business
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#localseo
CITATIONS
+ W (Website)
NAP: • Name • Address • Phone number
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#localseo
v
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!
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#localseo
Tell Google about yourself! • Business name? • Category? • Hours of operation? • Etc.
CITATIONS Step 1: Google Places
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#localseo
google.com/placesforbusiness
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#localseo
“Pay special attention to categories!”
Resource: Blumenthals.com/category
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#localseo
CITATIONS Step 2: Major Aggregators + IYPs
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#localseo
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#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
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
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
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
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
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
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
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
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
CITATIONS BEYOND GOOGLE: The Cluster
Courtesy, Mike Blumenthal – blumenthals.com
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CITATIONS BEYOND GOOGLE
CONSISTENCY • Authority • Industry-relevant • Geographically-relevant
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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!
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AUDIT YOUR CITATIONS GetListed.org Accuracy Report
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AUDIT YOUR CITATIONS
Easiest linksyou can get!!
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AUDIT YOUR CITATIONS
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ADDITIONAL CITATION SOURCES
http://getlisted.org/static/resources
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ALGORITHM #2 Component #2: Reviews of Your Business
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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
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WHERE TO GET REVIEWS
http://getlisted.org/static/resources
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EARNING REVIEWS General Rules of Thumb: 1. POINT-OF-SALE FOLLOWUP
Feedback should be part of your everyday business process = Review velocity
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EARNING REVIEWS General Rules of Thumb: 2. EMAIL CAMPAIGNS
• Segment customers with Gmail / Yahoo email addresses
• Citysearch or Superpages for everyone else.
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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
1 2
3 4 5
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• 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
PRESENTATION OUTLINE
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BLENDED SEARCH TAKE AWAYS!
Blended Search means you need to focus on your website AND your local listings.
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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.
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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.
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THANK !YOU!!
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AUGUST 19-22 2013!HYNES CONVENTION CTR BOSTON, MA!
THE LARGEST GATHERING OF INBOUND MARKETERS.!
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Stay in Touch!
#localseo!
David Mihm!@davidmihm!
Rebecca Churt!@rchurt!