The document discusses optimizing local SEO for businesses. It begins with an overview of why local search is important given the large audience size and high purchase intent of local searches. It then covers the anatomy of a local SERP, explaining the difference between organic, paid, and local results. The presentation outlines how websites and citations factor into local rankings. It emphasizes optimizing websites for local keywords, building links, claiming citations across sources, and obtaining high-quality reviews to improve local search visibility.
3. #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!
4. #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
8. #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
14. #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
16. #localseo
ANATOMY OF A SERP
ORGANIC (“NATURAL”)
RESULTS … SEO
LOCAL (“PACK”) RESULTS
…LOCAL SEO
(ALGORITHM #1) (ALGORITHM #2)
17. #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 !
18. #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.”
25. #localseo
BLENDED SEARCH
“We want to show everything
we know about a business.”
--Paraphrase of Joel Headley, Google
Local University Edmonton
May 1, 2012
26. #localseo
ANATOMY OF A BLENDED
SERP
Author markup Web page information “Place” page Place information
28. #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
30. #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
35. #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
37. #localseo
KEYWORDS: HEAD vs LONG TAIL
“printing services”
“document management services”
“document management services
Portland, OR”
SEARCHVOLUME/COMPETITIVENESS
# OF WORDS IN KEYWORD
38. #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
39. #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!
44. #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
48. #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 !
49. #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
51. #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
52. #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 !
53. #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?
54. #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
55. #localseo
Links Links LINKS
• Colleges / community colleges
• High Schools
• Local Media
• Charities You’re Involved With
• Hosting Events
56. #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
60. #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
63. #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!
64. #localseo
Tell Google about yourself!
• Business name?
• Category?
• Hours of operation?
• Etc.
CITATIONS
Step 1: Google Places
69. #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
71. #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!
77. #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
80. #localseo
EARNING REVIEWS
General Rules of Thumb:
2. EMAIL CAMPAIGNS
• Segment customers with Gmail / Yahoo
email addresses
• Citysearch or Superpages for everyone
else.
81. #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
82. #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
84. #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.
85. #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.
87. #localseo
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HYNES CONVENTION CTR
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