InsideLocal - Optimization for Service Area Businesses - December 2013
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Dec 5 th 2013 ‘Optimization for Service Area Businesses’
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In this webinar we explore the main issues which Service Area Businesses (SABs) face with local search and how these can be overcome. SABs often struggle to gain prominence in local search due to their lack of a physical location, or their reluctance to promote their location. Google+ comes up short when catering to the needs of SABs so just what can they do to gain traction in local SERPs and start winning new customers? Webinar presenters: We are joined by 2 people who have all (well most!) of the answers! Matthew Hunt runs successful Toronto-based local consultancy Small Business Online Coach and handles search marketing for many SABs across a number of different sectors. Matt is a highly knowledgeable & engaging speaker and is a regular commentator on industry developments. He also contributes to the annual Local Search Ranking Factors Survey. Thomas Ballantyne is Marketing Director of Bulwark Pest Control, a highly successful Pest Control business operating in 13 metropolitan areas across the US. Thomas has over 8 years experience of marketing an SAB business and is a regular speaker at search events and a contributor to the Local Ranking Factors Survey. Agenda: - Key Issues Facing SABs in Local Search - Google+/Places Optimization (for SABs) - Citation Tactics & Opportunities (for SABs) - Review Generating Tactics (for SABs) - On-Site Optimization, Content & Landing Page Strategy (for SABs) Speakers: - Matthew Hunt - Search Engine Marketing Expert - www.smallbusinessonlinecoach.com - Thomas Ballantyne - Marketing Director - www.bulwarkpestcontrol.com
Transcript of InsideLocal - Optimization for Service Area Businesses - December 2013
Dec 5th 2013
‘Optimization for Service Area Businesses’
‘Optimization for Service Area Businesses’
Agenda:Key Issues Facing SABs in Local Search
Place-Page (Google+/Places) Optimization
On-Site Optimization
Citation Opportunities & Tactics
Reviews & Reputation
3 Top Tips
House keeping…
Live Q&A and chat Q&A
Webinar is being recorded
Recording available by Monday
No webcam view (boo…)
Slidedeck uploaded to slideshare.net
Follow up email with all details
Polls Running
Run 3 polls during the webinar
Sample of 500+ Marketers/SEOs/SMBs
Understand how YOU see these changes
Show the results at end of the Q&A
Speakers
Thomas Ballantynebulwarkpestcontrol.com
Matthew Huntsmallbusinessonlinecoach.com
Hosts & Help
Myles AndersonBrightLocal.com
Linda BuquetLocalsearchforum.com
Colan NeilsonImprezziomarketing.com
1st Poll
What are the 2 biggest issues/frustrations with optimizing an SAB?
Main challenges facing SABs
Location/Address visibility
Location Strategies
Ranking in widest / optimum service area
Citation building without address
Reputation Management
Place Page Optimization
Address display or hide
Virtual office / Alternative location use
Setting service area
Category Selection
2nd Poll
Which of these NAP tactics do you use right now?
On-site Optimization
NAP strategy– Single location & multi-location biz
Site structure & Landing page strategy– Single location & multi-location biz
Content strategy
Call tracking – do’s & don’ts
Citation Options & Strategy
Value of citations for SABs
Citations vs. Links
Show or hide address?– Citations which don’t require an address
AngiesList.comBing Business PortalBrownBook.netCitySearch.comCitySquares.comEZLocal.comHotFrog.comiBegin.comKudzu.comLocal.BOTW.orgLocal.com
LocalEze.comManta.comMapQuest.comMerchantCircle.comMyBusinessListingManager.comNokia (here.com/primeplaces)SuperPages.comYahooYellowBot.comYelp.comYP.com
‘Private’ Citation Sites (US only)
Source: LocalVisibilitySystem.com (http://bit.ly/1ila2HN)
Reviews & Reputation
Importance of Reputation– Reputation is more than just reviews
Review strategy– Review funnel
– Reviews ‘in the field’
– Engaging others in the business
Review Strategy – ‘inside track’
An ‘Insiders’ guide to establishing an effective review strategy within an SAB.
Top 3 Referral Rates – Percent Rate over Average
Metro Area 1 - +3.83%
Metro Area 2 - +3.16%
Metro Area 3 - +0.40%
Highest Quantity of online reviews
Metro Area 1Metro Area 2Metro Area 3
Higher review count = higher referral rate.
@Thos003
Reviews = Higher Customer Satisfaction
@Thos003
CSAT scores Went up from
94% Recommendedto 97% Recommended
after asking for #reviews.@Bulwark_Ext
My Review Strategy
@Thos003
1. Don’t Suck2. Make it Personal3. Ask when it’s hot4. Fix bad reviews
3rd Poll
Do you have a tried & tested review strategy?
‘Optimization for Service Area Businesses’
3 Top Tips for SABs
Know thy NAP Best way to write address (Check Google) Best page to use Be Consistent
List NAP on your own site Implement Review Strategy
Thomas Ballantynebulwarkpestcontrol.com
Thomas’ Top 3 Tips
Matt’s Top 3 TipsClean NAP – particularly for franchise – own those local phone numbers
Build Citations based on relevancy– Get the standard top 50-75 citations– Drip in 25-30 new ‘relevant’ citations/month (city & industry)
Unique pages of content for each area you serve– search engines rank and index web pages not websites.
Matthew Huntsmallbusinessonlinecoach.com
‘Optimization for Service Area Businesses’
Poll Results
Poll 1 – What are the 2 biggest issues/frustrations with optimizing an SAB?
Reviews Public NAP Service Area Site Content Citations0%
5%
10%
15%
20%
25%
30%
26%
18% 18%
22%
16%
Virtual Office Call Tracking Nos.
Employees Homes
PO Box Add's None Of These0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
21%17%
10%6%
46%
Poll 2 – Which of these NAP tactics do you use right now?
Yes, It Works Well Yes, But Not As Hoped
Not Yet… No0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
16%
27%
42%
15%
Poll 3 – Do you have a tried & tested review review strategy?
Upcoming WebinarsJan (tbc) – Mobile Optimization for Local Businesses– Gideon Rubin + 1 more
Jan (tbc) – ‘State of the Union’ for Local Search
Feb (tbc) – Optimal Reporting for Local SEOs– Myles Anderson & Phil Britten
Feb (tbc) – Advanced G+ Optimization– Linda Buquet
brightlocal.com/insidelocal
Recorded WebinarsJul 10th – The State of Local Search
Jul 31st – Advanced Onsite Local SEO Techniques
Aug 14th – Effective Sales Strategies for Local Agenciesan
Sep 11th – Enhanced Citations for Local Search Greatness
Sep 25th – Reviews & Reputation Management
Nov 21st – Local Ranking Factors debate – Panel Debate
brightlocal.com/insidelocal
Keep track & Register
brightlocal.com/insidelocal
localsearchforum.com/insidelocal-webinars
That’s all folks!
