Local search is a valuable market for businesses of all sizes. Learn how to engage your customers to leave positive reviews, gain clout in your community and also solidify your company among a sea of competitors as a reputable and trusted local business.

1. Local Search Rankings
Presented by:
Kristopher B. Jones
Chairman,
Internet Marketing Ninjas

2. About me
2008, 2010
1999 – 2009 Over 50,000 sold
Pepperjam Full Service Internet Marketing / Affiliate
Network
2009 – 2011
Pepperjam acquired by GSI Commerce in 2009; eBay in 2011.
Pepperjam Network powers over 1,500 internet retailers,
including Babies R Us, Toys R Us, and the NFL.
2010 – 2012
Found KBJ Capital in 2010; Invested in 12 early stage technology companies, including
ReferLocal.com where I’m CEO. Joined Internet Marketing Ninjas as Chairman in 2012.

3. Ways to Get Ranked Locally
• Your Web site (Organic / PPC)
• Your Google Places / + Local page
• Social Media sites (LinkedIn / Twitter)
• YouTube and other Video sites
• Directories (Yelp / Merchant Circle)
• Local Commerce Sites (Groupon, Living
Social & ReferLocal)
• Yahoo / Bing

4. Blended / Integrated Search

5. Optimize Your Google Places / + Page

6. Google + Local Ranking Factors
• Physical Address in City of Search
• Distance of your business to the center-point
(centroid) of the user’s search.
• Level of engagement on page, including
reviews and interaction w/ pictures & maps
• Product / service / location keyword in
business title
• Local area code on Page
• Age of Page

7. Review Ranking Factors
With Google’s acquisition of Zagat…reviews are becoming
increasingly important
• Quantity / velocity of native Google Reviews
• Ratings – likely more important with recent
changes to remove 1-5 and auto-score
• Product / service keywords in reviews
• Quantity / velocity of third-party reviews
(Yelp, Foursquare)
• Location Keywords in Reviews
• Authority / Reputation of Reviewers

8. Google + Local Optimization Tips
• (Physically) verify your Google Page
• Improve / expand category associations
• Add a local # to your listing (no 800’s)
• Encourage patrons to write reviews
• Upload lots of images (think action, fun)
• Make sure address / contact info is accurate
on Page and across the Web
• Optimize page with best practices SEO

9. Optimize Your Web site for
Local Search Results

10. On-site Ranking Factors
• Domain authority of Web site
• City, State in Places Landing Page Title
• HTML NAP Matching Place Page NAP
• Page Authority of Landing Page Specified in
Place
• Product / Service Keyword in Website URL
• Geographic Keyword in Website URL

11. Off-Site Ranking Factors
• Quantity / authority of structured citations
(Yelp, Local.com, YP.com, etc.)
• Consistency of structured citations
• Quality / authority of unstructured citations
(newspaper articles, blog posts)
• Quality / authority (and quantity) of inbound
links to domain

12. Social Media Ranking Factors
• Number of +1's on Web site; Also influenced by
velocity of +1’s and authority of + user
• Number of shares / adds on Google+; Velocity
and reputation also likely considered
• Click-through rate from search results
• Volume of mobile check-Ins (i.e. Foursquare)
• Number of Shares/Likes or Follows on Facebook
and Twitter; Velocity / authority also likely
considered

13. Negative Ranking Factors
• Inaccurate or inconsistent contact
information and DBA conventions
• Presence of multiple place pages with
same/similar business title, address, phone #
• Non-compliant categories
• Listing 800 number as only phone number on
Google page
• Low ratings on + / Place Page

14. Conclusions
• Get a Google + Local or Places Page if you
don’t have one!
• Make certain your business and contact info
is up-to-date across the Web!
• Encourage customers to write reviews and be
social with your site and local pages!
• Focus attention on the quality, quantity, and
velocity of reviews, social signals, and
citations going to your Web site and pages!