#localseo

Harness the Potential of Local SEO for Your Business

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MEET YOUR EXPERTS:!

David Mihm!Director of Local Search Strategy, Moz!

@davidmihm!

Rebecca Churt!Head of SEO, HubSpot!

@rchurt!

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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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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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View the full presentation here:!

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1.  Audience Size 2.  Purchase Intent 3.  Competition

WHY LOCAL SEARCH?

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30%

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

people are on!social media!!

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Manta Small Business Survey April 16, 2013

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Keyword Intent

Purchase Funnel

Location Intent

LOCAL SEARCH

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Usually BEST OPPORTUNITY FOR BRICK-AND-MORTAR STORES

(also includes Mobile)

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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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ANATOMY OF A SERP

PAID RESULTS … PPC

ORGANIC (“NATURAL”) RESULTS … SEO

LOCAL (“PACK”) RESULTS …LOCAL SEO

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

LOCAL (“PACK”) RESULTS …LOCAL SEO

(ALGORITHM #1) (ALGORITHM #2)

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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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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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HOW IT WORKS Local Businesses!Web Pages!

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

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HOW IT WORKS Local Businesses!Web Pages!

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

(This works a little differently)!

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BLENDED SEARCH

Algorithm #1 + Algorithm #2

Blended Search

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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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ANATOMY OF A BLENDED SERP

Author markup Web page information “Place” page Place information

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BRANDED SEARCHES

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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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BLENDED LOCAL RANKING FACTORS

Algorithm #2

Algorithm #1

Other

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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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ALGORITHM #1 Component #1: Your Website

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OPTIMIZING YOUR WEBSITE FOR LOCAL

Organic Local Rankings

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OPTIMIZING YOUR WEBSITE FOR LOCAL

What Should Your Website Rank for?

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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 !

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OPTIMIZING YOUR WEBSITE Step 2: Keyword Research

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KEYWORDS: HEAD vs LONG TAIL

“printing services”

“document management services”

“document management services Portland, OR”

SEAR

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# OF WORDS IN KEYWORD

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KEYWORDS: HEAD vs. LONG TAIL

“printing services”

“document management services”

“document management services Portland, OR”

SEAR

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# OF WORDS IN KEYWORD

Focus your website optimization

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KEYWORDS: HEAD vs. LONG TAIL

“printing services”

“document management services”

“document management services Portland, OR”

SEAR

CH V

OLUM

E /

COM

PETI

TIVE

NES

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# OF WORDS IN KEYWORD

Focus your website optimization

Google will help you with Local optimization!

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GOOGLE SUGGEST

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GOOGLE SUGGEST

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

COMPARING KEYWORDS “commercial printing” vs “document services”

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

COMPARING KEYWORDS “commercial printing” vs “document services”

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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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OPTIMIZING YOUR WEBSITE Step 4: Using Keywords

•  Title Tags •  Headlines •  Internal Links

Remember: Your location is also a keyword!

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WHAT ARE TITLE TAGS?

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OPTIMIZING YOUR WEBSITE Step 4: Using Keywords

L

L

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!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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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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ALGORITHM #1 Component #2: Links to Your Website

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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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!!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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!!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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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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Links Links LINKS

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

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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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BLENDED LOCAL RANKING FACTORS

Algorithm #2

Algorithm #1

Other

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Photo credit: Matt McGee

“How Do You Rank a Phonebook?”

LOCAL RANKING FACTORS

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“What Are the Most Popular Businesses in Town?”

LOCAL RANKING FACTORS

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“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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ALGORITHM #2 Component #1: Citations of Your Business

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CITATIONS

+ W (Website)

NAP: •  Name •  Address •  Phone number

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

CITATIONS Step 1: Google Places

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google.com/placesforbusiness

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“Pay special attention to categories!”

Resource: Blumenthals.com/category

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CITATIONS Step 2: Major Aggregators + IYPs

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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.!

50% OFF!USE PROMO: WEBINAR50!

WWW.INBOUND.COM!

#localseo

Stay in Touch!

#localseo!

David Mihm!@davidmihm!

Rebecca Churt!@rchurt!