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!

Get Connected@chiropractic

planetc1@gmail.commichaeldorausch.com