How to optimize your business for local search

How to Optimize Your Business for Local SearchA Business Owners Workshop

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Visits in 2011 increased from 4k to 20k in 2012

Keyword Rankingsbodyquestpersonaltraining.comOut of 291 keywords:

05-20-13 – Number of keywords on 1st page – 0

12-04-13 – Number of keywords on 1st page – 54

TODAY – Number of keywords on 1st page – 102

Keyword Rankingsbluegrassexecutivetransportation.co

mOut of 355 keywords:

05-27-13 – Number of keywords on 1stpage – 2

07-31-13 – Number of keywords on 1stpage – 56

09-26-13 – Number of keywords on 1st page – 95

TODAY – Number of keywords on 1st page – 149

What is SEO?Search Engine Optimization

Definition of SEOSEO is the active practice of

optimizing a website by improving internal and external aspects in order to increase the amount of visitors the site receives from search engines.

In general, the higher a site appears in the search results, the more visitors it will receive from the search engine’s users.

(Storefront Equivalent)

“Your online location is the most important factor in obtaining new customers for your business today”

Why is online marketing & SEO important?

92% of all consumers searching for

local services or products start by looking online

58% of businesses don’t have a website –

but those who are online grow 40% faster

Outbound Marketing

Inbound Marketing

95%of people don’t go

past the 1st page of search

results

Remember…

SEO Lasts

Investment vs. Expense

Last Week This Week

Compare to Magazine Ads:

Definition of Investment

To commit money in order to GAIN a financial return.

# of searches for industryIndustry

Searches Per Month

Potential Website Visits

Potential Website Visits

auto shop 14,200 284 710pools 43,200 864 2,160

plumbers 35,600 712 1,780financial planner 13,000 260 650

electrician 10,000 200 500windows 12,600 252 630

landscaping 19,800 396 990jeweler 24,800 496 1,240roofer 36,400 728 1,820dentist 31,500 630 1,575

car detailing 14,600 292 730painters 9,000 180 450

hvac 27,200 544 1,360chiropractor 41,200 824 2,060

flooring 16,600 332 830

LTV ROI = 2,806%

Cost per month – Local Magazine

1/12 Page - $550 (2 1/4” x 2 1/4”) 1/6 Page - $815 (2 1/4” x 4 7/8”) 1/3 Page - $1,530 (4 3/4” x 4 7/8”) 1/2 Page - $2,195 (4 3/4” x 7 3/8”) 2/3 Page - $2,820 (4 3/4” x 10”) Full Page - $3,675 (7 1/4” x 10”)

Local Magazine Rates

Link Authority & Quality

(Low Trust) (Quality Trust)

Google Keyword Planner

Ex: Louisville Auto Insurance, KY, Home, Life, Health

Meta Tag Tool

http://www.seomofo.com/snippet-optimizer.html

Google Local

Only 10% of local businesses in the US have claimed their

Google Places listing.

By claiming your listing, you’re instantly beating

90% of the competition.

http://www.google.com/business

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Don’t forget to NAP!Business Name, Address, Phone Number

1. Proper category associations

http://blumenthals.com/Google_LBC_Categories

2. Physical Address in City of search

3. Consistency of structured citations

A citation is any web-based mention of your company's partial or complete name, address, and phone number (NAP).

A "structured citation" refers to a listing of your business in an online local business directory such as YP.com, Yelp, etc.

Definition of Citation

http://www.yext.com

https://moz.com/local/search

4. Quality/Authority of structured citations

http://moz.com/learn/local/citations-by-category

http://moz.com/learn/local/citations-by-city

5. HTML NAP matching place page NAP

6. Quantity of structured citations

7. Domain Authority of website

8. Individually owner-verified local plus page

9. City, State in Places Landing Page title

10. Proximity of address to centroid

11. Quality/authority of inbound links to domain

12. Quantity of native Google+ Local reviews (w/text)

13. Product/service keyword in business title

14. Quantity of citations from locally relevant domains

15. Proximity of physical location to the point of search

16. Quantity of citations from industry-relevant domains

17. Local area code on Google local page

18. City, state in all website title tags

19. Quantity of third-party traditional reviews

http://www.claudereynoldsinsurance.com/content/st-matthews-

louisville-ky.aspx

20. Page authority of Places landing page URL

88% of consumers say they trust online reviews as much as personal recommendations

72% of consumers will take action after reading a positive review

Leave A Review

Review Funnel Strategy

Mobile search drives valuable outcomes for businesses

of mobile searches result in a store visit, call or purchase

Mobile search is always on

Not responsive

responsive

Testimonials & reviews

Brands and associations

63% of customers have already done research before

contacting a business

Questions??