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#localseo
Harness the Potential of
Local SEO for Your
Business
#localseo
MEET YOUR EXPERTS:!
David Mihm!
Director of Local Search Strategy, Moz!
@davidmihm!
Rebecca Churt!
Head of SEO, HubSpot!
@rchurt!
#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!
#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
#localseo
View the full presentation here:!
#localseo
1.  Audience Size
2.  Purchase Intent
3.  Competition
WHY LOCAL SEARCH?
#localseo
30%
#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
#localseo
#localseo
Manta Small Business Survey
April 16, 2013 This is not why!
people are on!
social media!!
#localseo
Manta Small Business Survey
April 16, 2013
#localseo
Keyword
Intent
Purchase
Funnel
Location
Intent
LOCAL SEARCH
#localseo
Usually BEST OPPORTUNITY
FOR BRICK-AND-MORTAR STORES
(also includes Mobile)
#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
#localseo
ANATOMY
OF A SERP
PAID RESULTS … PPC
ORGANIC (“NATURAL”)
RESULTS … SEO
LOCAL (“PACK”) RESULTS
…LOCAL SEO
#localseo
ANATOMY OF A SERP
ORGANIC (“NATURAL”)
RESULTS … SEO
LOCAL (“PACK”) RESULTS
…LOCAL SEO
(ALGORITHM #1) (ALGORITHM #2)
#localseo
HOW IT WORKS
Algorithm #1 (Organic)!
!
Search Engines Find Stuff

Before You Do!
!
Engines crawl to find web pages.!
Moving from link to link.

!
*Slide courtesy of Aaron Weiche, SpyderTrap.com !
#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.”
#localseo
HOW IT WORKS
Local Businesses!Web Pages!
(Also videos, blogs,

news articles, images, etc.)!
#localseo
HOW IT WORKS
Local Businesses!Web Pages!
(Also videos, blogs,

news articles, images, etc.)!
(This works a little differently)!
#localseo
#localseo
#localseo
#localseo
BLENDED SEARCH
Algorithm #1 +
Algorithm #2
Blended Search
#localseo
BLENDED SEARCH
“We want to show everything
we know about a business.”
--Paraphrase of Joel Headley, Google
Local University Edmonton
May 1, 2012
#localseo
ANATOMY OF A BLENDED
SERP
Author markup Web page information “Place” page Place information
#localseo
BRANDED SEARCHES
#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
#localseo
BLENDED LOCAL RANKING
FACTORS
Algorithm
#2
Algorithm
#1
Other
#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
#localseo
ALGORITHM #1
Component #1: Your Website
#localseo
OPTIMIZING YOUR WEBSITE
FOR LOCAL
Organic Local
Rankings
#localseo
OPTIMIZING YOUR WEBSITE
FOR LOCAL
What Should Your Website Rank for?
#localseo
OPTIMIZING YOUR WEBSITE
Step 1: Content
#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
#localseo
OPTIMIZING YOUR WEBSITE
Step 2: Keyword Research
#localseo
KEYWORDS: HEAD vs LONG TAIL
“printing services”
“document management services”
“document management services
Portland, OR”
SEARCHVOLUME/COMPETITIVENESS
# OF WORDS IN KEYWORD
#localseo
KEYWORDS: HEAD vs. LONG TAIL
“printing services”
“document management services”
“document management services
Portland, OR”
SEARCHVOLUME/COMPETITIVENESS
# OF WORDS IN KEYWORD
Focus your website
optimization
#localseo
KEYWORDS: HEAD vs. LONG TAIL
“printing services”
“document management services”
“document management services
Portland, OR”
SEARCHVOLUME/COMPETITIVENESS
# OF WORDS IN KEYWORD
Focus your website
optimization
Google will help you with Local optimization!
#localseo
GOOGLE SUGGEST
#localseo
GOOGLE SUGGEST
#localseo
http://www.google.com/trends/
COMPARING KEYWORDS
“commercial printing” vs “document services”
#localseo
http://www.google.com/trends/
COMPARING KEYWORDS
“commercial printing” vs “document services”
#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
#localseo
OPTIMIZING YOUR WEBSITE
Step 4: Using Keywords
•  Title Tags
•  Headlines
•  Internal Links
Remember: Your location is also a keyword!
#localseo
WHAT ARE TITLE TAGS?
#localseo
OPTIMIZING YOUR WEBSITE
Step 4: Using Keywords
L
L
#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 !
#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
34
#localseo
ALGORITHM #1
Component #2: Links to Your Website
#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
34
LINKSLINKS
LINKSLINKS
#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 !
#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?
#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
#localseo
Links Links LINKS
•  Colleges / community colleges
•  High Schools
•  Local Media
•  Charities You’re Involved With
•  Hosting Events
#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
#localseo
BLENDED LOCAL RANKING
FACTORS
Algorithm
#2
Algorithm
#1
Other
#localseo
Photo credit: Matt
McGee
“How Do You Rank
a Phonebook?”
LOCAL RANKING FACTORS
#localseo
“What Are the Most Popular
Businesses in Town?”
LOCAL RANKING FACTORS
#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
#localseo
ALGORITHM #2
Component #1: Citations of Your
Business
#localseo
CITATIONS
+ W (Website)
NAP:
•  Name
•  Address
•  Phone number
#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!
#localseo
Tell Google about yourself!
•  Business name?
•  Category?
•  Hours of operation?
•  Etc.
CITATIONS
Step 1: Google Places
#localseo
google.com/placesforbusiness
#localseo
“Pay special attention to
categories!”
Resource: Blumenthals.com/category
#localseo
CITATIONS
Step 2: Major Aggregators + IYPs
#localseo
#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
#localseo
CITATIONS BEYOND GOOGLE
CONSISTENCY
•  Authority
•  Industry-relevant
•  Geographically-relevant
#localseo
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!
#localseo
AUDIT YOUR CITATIONS
GetListed.org Accuracy Report
#localseo
AUDIT YOUR CITATIONS
Easiest links

you can get!!
#localseo
AUDIT YOUR CITATIONS
#localseo
ADDITIONAL CITATION SOURCES
http://getlisted.org/static/resources
#localseo
ALGORITHM #2
Component #2: Reviews of Your
Business
#localseo
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
#localseo
WHERE TO GET REVIEWS
http://getlisted.org/static/resources
#localseo
EARNING REVIEWS
General Rules of Thumb:
1.  POINT-OF-SALE FOLLOWUP
Feedback should be part of your everyday
business process = Review velocity
#localseo
EARNING REVIEWS
General Rules of Thumb:
2. EMAIL CAMPAIGNS
•  Segment customers with Gmail / Yahoo
email addresses
•  Citysearch or Superpages for everyone
else.
#localseo
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
345
#localseo
•  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
#localseo
BLENDED SEARCH TAKE
AWAYS!
Blended Search means you need to focus
on your website AND your local listings.
#localseo
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.
#localseo
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.
#localseo
THANK !
YOU!!
#localseo
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!

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