How to Rank in Google

How consumers search

Local listings

Paid listings

Web SEO

Measuring results

Hello!

Two OctobersHelps local businesses get customers through online marketing.

http://www.flickr.com/photos/adulau/4242287504

Consumers Primary Source to

30%

20%

10%

SearchEngines Print YP

Internet YP

Local Search Other

Find Local Businesses

Source: TMP Directional Marketing/15miles & comScore, Local Search Usage Study, Q3 2010

Why Consumers

30%

20%

10%

BusinessLocation

Select a Local Business

Most Familiar

Ratings & Reviews

First Result

Has Print YP Ads

Source: TMP Directional Marketing/15miles & comScore, Local Search Usage Study, Q3 2010

e Search Engines We Use

50%

20%

70%

60%

40%

30%

10%

Google Yahoo! Bing Ask AOL

Source: Hitwise, 4 weeks ending 01/01/11

Local Listings

Web Listings

Paid Listings

Paid

How We Look At Search Results

2010, ionadas local LLC and Sentient Services, LP www.ionadas.com, www.sentientservices.com

What About Me? What Should I Focus On?

http://www.flickr.com/photos/chitrasudar/2785759455/

It Depends...

Image attribution on last slide

Local Listings

http://www.flickr.com/photos/lorenzinhos/1410985867/ Local SEO

Local Listings

Paid Listings

Paid

Local SEO

Claim Your Listing

http://www.flickr.com/photos/tanelteemusk/2966785202/

Mmm donuts!Next stop: bakery

Research the keywords people use to find businesses like yours.

Local SEO

Pick the right keywords

adwords.google.com/select/KeywordToolExternal

Pick the right keywords

Local SEO

Local SEO

Get Reviews

Local SEO

Judys Book (273K)

Local.com(32M)

Dex (5M)

YahooLocal(65M)

Yelp (18M)

Citysearch (34M)

Mapquest (78M)

YP.com (26M)

InsiderPages (5M)

BingLocal(48M)

Superpages(16M)

MerchantCircle (9M)

Google Local (381M)

Get Reviews

Get Citations

Local SEO

Local SEO

Get Citations

Use your business name, phone number and address consistently

Local SEO

ubl.org

Your citys business directory

Professional associations

Manufacturer websites

Press releases & press coverage

Contributed articles & blogs

Get Citations

You fit neatly into a known business category

You get foot traffic

You have a shot at position #1

Local SEO

Who is Local SEO for?

Everybody

Claim & complete your place page Especially when...

Paid Listings

PPC Adshttp://www.flickr.com/photos/zoonabar/154373661

Local Listings

Paid Listings

Paid

Geographic Targeting

PPC

Turn it On & O

PPC

II can switch it on to hit sales targets or to "ll in gaps in my schedule.

PPC

pay your way to the top of results

Long-tail Keyword Targeting

PPC

ROI

100 clicks generate two conversions, each click costs $1, each conversion costs $50

CPC x Clicks# of Conversions

Cost per Acquisition (CPA) =

ROI

The Bakery: clicks cost $0.40, 5% (5/100) convert to sales. CPA = $8

Too Much!

ROI

The Furniture Restorer: clicks cost $2.00, 2% (2/100) convert to sales. CPA = $100

Just Right!

Who is PPC for?

Businesses that

Have a good idea of the value of a lead

Dont rank well in local SEO

Can afford CPC & management costs

Do business in a region, not just a town

But not so much when ...

PPC

The value of a lead is low

People dont tend to search for what you sell

You have a long sales cycle

Web SEO

Web SEOhttp://www.flickr.com/photos/zoonabar/154373661

Local Listings

Paid Listings

Paid

Web Listings

http://www.flickr.com/photos/tanelteemusk/2966785202/

Mmm donuts!Next stop: bakery

Keyword research benefits local listings, paid listings and web SEO.

Unique, accurate page titles and meta description tag

Human-readable URLs

Keyword-heavy links

H tags used for important content

Alt tags on images

Keyword-rich domain name

Robots.txt

Quality of other sites you link to

Location in site hierarchy

Page load time

Keyword proximity

Number of links on a page

Frequency of page updates

Domain age

Keyword density

Topic of other sites you link to

Sitemap.xml

No cloaking

No links to web spam sites

Frequent server downtime

Invisible text

Uncrawlable text

Keyword font size

Keyword phrase order

Valid internal links

Intra-site linking

Page file size

URL length

Keyword stuffing

Excessive cross-linking

Updating content too frequently

Excessive javascript

Using frames

Single pixel links

Duplicate content

Low content to code ratio

Keyword prominence

Keyword in alt text

Efficient linking to all pages

Keyword font size

Keyword phrase order

Valid internal links

Intra-site linking

Page file size

URL length

Keyword stuffing

Too many hyphens in URL

Page theming & consistency

Age of page vs. age of site

Overuse of H1 tags

On-Site Factors

Web SEO

Write good quality content.

Write each page to highlight one or two keywords. Go deep.

Important content is text, not graphics. Avoid Flash.

Use your business name consistently

& always try to get a link

ubl.org

Your citys business directory

Professional associations

Manufacturer websites

Press releases & press coverage

Contributed articles & blogs

Web SEO

Get Inbound Links

Local results arent shown for some % of your keywords

Youre trying to reach a national audience

Youve got lots of content or products covered on your website

Expertise is an important part of your business

Who is Web SEO for?

Everybody

Cover the basics

Especially when...

Web SEO

Measuring Results

Track Ranking

Measure Trac

http://www.flickr.com/photos/wapster/914442189/

Measure Revenue

Local Online MarketingTwitter: @TwoOctobersFacebook: Two Octobers

Blog: www.TwoOctobers.com/blog

Additional image credits, slide 11http://www.flickr.com/photos/autohistorian/4936499517/

http://www.flickr.com/photos/27745117@N00/3901450063/http://www.flickr.com/photos/thetruthabout/4600646376/

http://www.flickr.com/photos/mr_t_in_dc/2936284329/http://www.flickr.com/photos/dan4th/3107012507/

How to Rank in Google