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Integra(ng Local Internet Marke(ng For Your Business Workshop RM # 4: 2pm – 2:45pm
Agenda
• Local Search Market Opportunity • Local Search Op4miza4on • How To Rank On Google+ Local • Local Online Reviews • 3rd Party Directory Sites • Local Search Toolkit • Ques4ons
Local Search Market Opportunity
22 million businesses in the
United States
25% visible online
Local + Mobile
50%+ of mobile queries have local intent
90% take action as a result Consumers want data to be right at the moment they need
In the age of mobile and local search, companies that adopt a real-time mindset and invest in the technology and data to make that happen for
their consumers will win
infogroup.com/about/news/survey-half-of-consumers-using-local-search-have-visited-closed-businesses
9
An SMB’s Marketing Budget
BrightLocal SMB Internet Marketing Survey 2013 in partnership with ChamberofCommerce.com
brightlocal.com/2013/11/18/smb-internet-marketing-survey-2013
• SEO (includes Google+ Local) is clearly seen as the most effective internet marketing channel for SMBs
• After SEO, it is
Local Online Directories that are seen as the most effective technique.
Local Search Op=miza=on
Local Maps, Organic, Sponsored
Free
Paid
Why Local SEO?
30% of all searches are Local Intent
Evolu=on of Google+ Local
Google+ Local Page
Verify, Claim, Op=mize G+ Local • Claim & Verify your free business
lis4ng by searching your company name on Google
• List your official business name • Get your category right and pick as
many relevant ones avail • Business Descrip4on should have
relevant local search terms • List your services, areas served, specific
benefits, photos, website link, email • Logo and cover image • Link the page onto your website
Op=mize Your Site For Local Search
• Put 1-‐2 local search terms that are relevant to your services you offer
• Every page of your site can (and should) feature a different 4tle tag.
• Place your target city & brand name • Name, Address, Phone should be on bo]om of each of your pages Brought To You By: Phil Rozek
www. LocalVisibilitySystem.com
Google Reviews
29
Ask for online reviews
Steady Flow Of Reviews • Aim for 1-‐2 reviews per week, once you get to 10 you will see stars
• Give them printed out instruc4ons that walk them through the review process
• Have a sec4on on your site with clickable icons to the most important review sites
• If sa4sfied customers know that you value their opinions, they will be glad to leave you a review
Best Prac=ces For Reviews • Make it as no-‐pressure as possible • Do not offer incen4ves or pay customers for reviews
• Do not set up a laptop or IPAD, Google knows where it’s coming from. (IP Address)
• Don’t ask friends or family members • Respond to reviews oaen and thank customers who leave nice reviews
• Gather reviews in your spare 4me
Third Party Directory Sites
Some Defini=ons To Know • Google+ Local Page: Business Profile
that details your business informa4on, service offerings, customers can write reviews, you can link your website, get customers to choose you.
• Cita=ons: Simple lis4ngs of your business informa4on on 3rd party sites & directories
• NAP Info: Name, Address, Phone • Local Aggregators: Spreads your
info to tons of other, smaller business directory sites.
• Consumers need to be able to trust the data they find about a business
• There’s nothing more
frustrating than turning up at a shop or restaurant which has closed down, moved or never even been located at that address!
Getting an SMB Found
brightlocal.com/2013/09/23/expert-citation-survey-2013
An SMB Must Have Accurate Data Online
Wrong address
0 Reviews
Corrected Address
81 Reviews
• Richness refers to descriptions, photos, hours, etc.
• Knowing the type of services,
opening hours, payment options is useful information for potential customers.
• It also supports the data you
load into Google+ and gives Google further proof points to corroborate the data it has about a business
Getting an SMB Found
brightlocal.com/2013/09/23/expert-citation-survey-2013
The “Richness” of Listings are Important
Local Search Toolkit
Complete Package of Local Search & Reputa4on Tools
Google+
MojoPages
HotFrog
Local.com
YellowBook
Yahoo Local
WhitePages
YellowPages
Bing Local
InsiderPages
SuperPages
Angie’s List
Yelp
Kudzu
ShowMeLocal Merchant Circle
Foursquare
MapQuest
Manta
Citysearch
Acxiom, InfoGroup, Neustar / Localeze and Factual.
STEP: 1
Results:"
• Extended tab content
• Member since • Hours of operation • Payments
accepted • Enhanced images • Connect to
merchant • Business
description "
Before: After:
= enhanced content
brightlocal.com/2013/09/23/expert-citation-survey-2013
• Quantity of structured citations is the 6th most influential factor in the 2013 Local Search Ranking Factors survey.
• Getting a spread of citations across a wide range of relevant & appropriate sites
is still a very valid and beneficial task for an SMB or SEO to tackle.
moz.com/local-search-ranking-factors
Sheer Volume of Citations Still Influences Local Search Ranking
STEP: 2
Review Me Web Page STEP: 3
DIY Reputa=on Intelligence
Email Alerts When You Receive An Online Review
STEP: 4
Reporting Dashboard
Client View – Local Visibility Report • Timeline showing chronological progress of order
• Pie chart showing
number of directories client is listed in/type of directories client is found in
• Speedometer showing
search ranking of business name/business keywords
• Directory icons linking to live listings on directory site
• Submission status of
listings • Color/Symbol status
of Listing’s description, hours, website, logo, images, & video
STEP: 5
WIN FREE Local Marke=ng For 12 Months. $1000 Value!!!
Who Is Integrated Digital Strategies? • Veterans of Digital Marke=ng & Tradi=onal Media – Over 30 years of combined experience
• Full Service Account Management – Online and Offline
• Proven Success In Local Internet Marke=ng Strategies – Boston, Orlando, Miami, and U.S.
• Best in class digital marke=ng team: – Web Designers & Developers – SEO & Local SEO Marketers – Paid Search & Targeted Display Ad Strategists – Social Media Marke?ng Managers, Videographers – Content Writers & Bloggers, Inbound Marketers – Email Marke?ng Specialists, Sales coaching
Ques=ons