Guide to Local Search Marketing for Contractors

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Presentation given during Construction Owners Summit Conference on Winning at Local Search Marketing geared for Contractors and Owners. This conference was held in Scottsdale Arizona.

Marketing

Our Mission:
“LAUNCH THE BEST
BRANDS ON EARTH”
@Matt_Siltala

WE PRESENT AT
THE WORLD'S
BIGGEST DIGITAL
CONTENT
MARKETING
CONFERENCES
@Matt_Siltala

OUR TEAM HAS MORE
THAN 30 FULL-TIME
EMPLOYEES
@Matt_Siltala

MARKETING FOR
CONTRACTORS
GuideToLocalSearch
@Matt_Siltala

@Matt_Siltala
1 in 3
queries that people
type into a standard
Google search bar
are about places
-EdParsons,Google.
P.S.In2010itwas1in5
Best burger restaurants

Google wants
to get you what
you want faster.
IF POSSIBLE
BEFORE YOU HAVE
TO ASK.
@Matt_Siltala

WHY? WHERE?
HOW? WHO?
WHEN?
@Matt_Siltala

SO, WHAT DOES
GOOGLE WANT?
@Matt_Siltala

“IF I HAD 8 HOURS
TO CHOP DOWN A
TREE, I WOULD
SPEND 6 HOURS
SHARPENING
MY AXE”
-Abe Lincoln
@Matt_Siltala

Local Search RANKING FACTORS
@Matt_Siltala
ON-PAGE SIGNALS
LINK SIGNALS
MY BUSINESS SIGNALS
EXTERNAL LOC. SIGNALS
BEHAVIORAL/MOB. SIGNALS
PERSONALIZATION
REVIEW SIGNALS
SOCIAL SIGNALS
20.3%
20%
14.7%
13.6%
9.5%
8.5%
8.4%
5%

Bad NAP + You =
@Matt_Siltala
WORLD OF HURT

Email me at Matt@AvalaunchMedia.com
and I can email you the list
@Matt_Siltala
I’VE CREATED A LIST FOR YOU

@Matt_Siltala
seerinteractive.com/blog/screaming-
frog-guide

@Matt_Siltala
URL
STRUCTURE
www.yourbrand.com/
www.yourbrand.com/locations
www.yourbrand.com/locations/state
www.yourbrand.com/locations/state/city
www.yourbrand.com/locations/state/city/neighborhood

@Matt_Siltala
TITLE TAGS
+ META
DESCRIPTIONS

@Matt_Siltala
TITLE TAGS
+ META
DESCRIPTIONS SMART

WHAT’S THE OVERALL
QUALITY?
PLAN?
MESSAGE?
@Matt_Siltala

@Matt_Siltala
SCOTTSDALE
CUSTOM HOME
BUILDERS

GETTING REVIEWS
andOtherHardThingsinLife
@Matt_Siltala

In one implementation, the number of documents with reviews of a
business may be used as a factor in determining the location prominence
score of a document associated with the business
Reviews from different sites
INCREASE RANK
@Matt_Siltala

Results for respondents with demographics. Weighted by Age, Gender, Region. (1202 responses)
46% READ REVIEWS FIRST
REVIEWS NOW FRONT & CENTER
@Matt_Siltala

Make reviews part of your
CUSTOMER EXPERIENCE
@Matt_Siltala

@Matt_Siltala
TELL
STORIES
ABOUT YOUR
NEIGHBORHOOD

@Matt_Siltala
TAKE PART
IN COMMUNITY
EVENTS

@Matt_Siltala
HELP A
STUDENT OUT
40+ High Schools
InArizona

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Guide to Local Search Marketing for Contractors

1. @Matt_Siltala

2. LEADING DIGITAL MarketingAgency AVALAUNCH MEDIA IS A @Matt_Siltala SPECIALIZING IN VISUAL CONTENT

3. Our Mission: “LAUNCH THE BEST BRANDS ON EARTH” @Matt_Siltala

4. WE PRESENT AT THE WORLD'S BIGGEST DIGITAL CONTENT MARKETING CONFERENCES @Matt_Siltala

5. OUR TEAM HAS MORE THAN 30 FULL-TIME EMPLOYEES @Matt_Siltala

6. MARKETING FOR CONTRACTORS GuideToLocalSearch @Matt_Siltala

7. LET’S TALK ABOUT SEARCH @Matt_Siltala

8. @Matt_Siltala

9. @Matt_Siltala YOUR WORLD

10. @Matt_Siltala GOOGLE’S WORLD

11. @Matt_Siltala 1 in 3 queries that people type into a standard Google search bar are about places -EdParsons,Google. P.S.In2010itwas1in5 Best burger restaurants

12. @Matt_Siltala

13. @Matt_Siltala

14. @Matt_Siltala

15. Google wants to get you what you want faster. IF POSSIBLE BEFORE YOU HAVE TO ASK. @Matt_Siltala

16. WHAT? @Matt_Siltala

17. WHY? WHERE? HOW? WHO? WHEN? @Matt_Siltala

18. @Matt_Siltala

19. @Matt_Siltala

20. @Matt_Siltala KNOWLEDGE GRAPH

21. @Matt_Siltala KNOWLEDGE GRAPH

22. SO, WHAT DOES GOOGLE WANT? @Matt_Siltala

23. NO MORE LIES @Matt_Siltala

24. @Matt_Siltala

25. @Matt_Siltala

26. @Matt_Siltala INNOVATE

27. @Matt_Siltala INNOVATE INFORM

28. @Matt_Siltala INNOVATE INFORM INSPIRE

29. LOCAL DISCOVERY ONLINE @Matt_Siltala

30. @Matt_Siltala Strategy is HARD

31. @Matt_Siltala You have to THINK

32. Get OVER IT @Matt_Siltala

33. Step 1: ANALYZE @Matt_Siltala

34. “IF I HAD 8 HOURS TO CHOP DOWN A TREE, I WOULD SPEND 6 HOURS SHARPENING MY AXE” -Abe Lincoln @Matt_Siltala

35. Local Search RANKING FACTORS @Matt_Siltala ON-PAGE SIGNALS LINK SIGNALS MY BUSINESS SIGNALS EXTERNAL LOC. SIGNALS BEHAVIORAL/MOB. SIGNALS PERSONALIZATION REVIEW SIGNALS SOCIAL SIGNALS 20.3% 20% 14.7% 13.6% 9.5% 8.5% 8.4% 5%

40. Bad NAP + You = @Matt_Siltala WORLD OF HURT

41. Bad NAP + You = @Matt_Siltala NOT GOOD

42. Email me at Matt@AvalaunchMedia.com and I can email you the list @Matt_Siltala I’VE CREATED A LIST FOR YOU

43. @Matt_Siltala google.com/mybusiness

44. @Matt_Siltala google.com/mybusiness

45. @Matt_Siltala google.com/mybusiness

46. @Matt_Siltala google.com/mybusiness

47. Keyword RESEARCH @Matt_Siltala

48. WEBSITE @Matt_Siltala

49. @Matt_Siltala seerinteractive.com/blog/screaming- frog-guide

50. @Matt_Siltala URL STRUCTURE www.yourbrand.com/ www.yourbrand.com/locations www.yourbrand.com/locations/state www.yourbrand.com/locations/state/city www.yourbrand.com/locations/state/city/neighborhood

51. @Matt_Siltala TITLE TAGS + META DESCRIPTIONS

52. @Matt_Siltala TITLE TAGS + META DESCRIPTIONS

53. @Matt_Siltala TITLE TAGS + META DESCRIPTIONS SMART

54. bit.ly/localgrader @Matt_Siltala

55. bit.ly/locallanding @Matt_Siltala

56. @Matt_Siltala

57. WHAT’S THE OVERALL QUALITY? PLAN? MESSAGE? @Matt_Siltala

58. LINK RESEARCH @Matt_Siltala

59. @Matt_Siltala MOZ.COM AHREFS.COM

60. @Matt_Siltala SCOTTSDALE CUSTOM HOME BUILDERS

61. @Matt_Siltala SCOTTSDALE CUSTOM HOME BUILDERS

62. GETTING REVIEWS andOtherHardThingsinLife @Matt_Siltala

63. Life is HARD @Matt_Siltala

64. @Matt_Siltala

65. @Matt_Siltala

66. @Matt_Siltala

67. @Matt_Siltala HOW DO YOU SHOP OnAmazon?

68. In one implementation, the number of documents with reviews of a business may be used as a factor in determining the location prominence score of a document associated with the business Reviews from different sites INCREASE RANK @Matt_Siltala

69. Get OVER IT @Matt_Siltala

70. Results for respondents with demographics. Weighted by Age, Gender, Region. (1202 responses) 46% READ REVIEWS FIRST REVIEWS NOW FRONT & CENTER @Matt_Siltala

71. Make reviews part of your CUSTOMER EXPERIENCE @Matt_Siltala

72. PEOPLE CAN BE MEAN @Matt_Siltala

73. @Matt_Siltala

74. @Matt_Siltala

75. Some People CHEAT @Matt_Siltala

76. @Matt_Siltala

77. @Matt_Siltala FLAG AS INAPPROPRIATE

78. WARNING: FROM GOOGLE @Matt_Siltala

79. We get REJECTED @Matt_Siltala

80. @Matt_Siltala GOOGLE’S FILTER

81. HERE ARE SOME IDEAS @Matt_Siltala

82. @Matt_Siltala TRACK YOUR REVIEWS

83. @Matt_Siltala TRACK YOUR REVIEWS

84. @Matt_Siltala TRACK YOUR REVIEWS

85. @Matt_Siltala TRACK YOUR REVIEWS

86. @Matt_Siltala

87. @Matt_Siltala

88. @Matt_Siltala

89. @Matt_Siltala THINGS CHANGE

90. @Matt_Siltala local

91. @Matt_Siltala TELL STORIES ABOUT YOUR NEIGHBORHOOD

92. @Matt_Siltala INTERVIEW LOCALS

93. @Matt_Siltala DESIGN LOCAL CONTENT

94. @Matt_Siltala

95. @Matt_Siltala TAKE PART IN COMMUNITY EVENTS

96. @Matt_Siltala HELP A STUDENT OUT 40+ High Schools InArizona

97. @Matt_Siltala NEVER GIVE UP

98. @Matt_Siltala

Hinweis der Redaktion

This is what they want – they want us to go about ranking the natural way …. Not faked
This is what NAP looks like to google when you have different name addresses and phone numbers in all different listings etc … this is a great visual that shows how it gets all jumbled up
This Is a list of local directories to submit to/ get citations from
Some users have extensions built into their browser that allow them to click this. (or if searching on phone)
You have a choice You can either engage in the process or hide your head