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How to Harness Local Search
With Katie Conroy
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Local Search BasicsWhat is Local Search?
Advanced Search Profile OptimizationResearch, Implementation
Building a Local Search CampaignCitation Profiles, Generation Tools, and Education
Enhancing a Website for Local SearchAll the Steps Explained
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AGENDA
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What is Local Search?
Geo Modified Keywords
Explicit vs. Implicit Search
Local Search Basics
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What Does Local Search Impact?
‣ SERPs
‣ Website Traffic
‣ Online Reputation
‣ Mobile Search
‣ Social Media
Search Engine Result Pages
SERPs
Local Search SERP Packs
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Website Traffic
Website Traffic “Insights”
Online Reputation
Local Search Ranking Factors
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• Physical Address in City of Search*
• Proper Category Associations
• Proximity of Address to Centroid
• Domain Authority of Website
• Quantity & Quality of Citations
• Reviews
• NAPs
http://www.flickr.com/photos/coreytempleton/9116937907/
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Local Search BasicsWhat is Local Search?
Advanced Search Profile OptimizationResearch, Implementation
Building a Local Search CampaignCitation Profiles, Generation Tools, and Education
Enhancing a Website for Local SearchAll the Steps Explained
1
2
3
4
AGENDA
2. Advanced Search Profile Optimization
A. Research Preparation
B. Implementing Google+
15http://www.flickr.com/photos/coreytempleton/8636502888/
A. Research Preparation
‣ Treat your Local Search Campaign like you would Organic SEO
• Keywords
• Geographic's
• Lingo
- Pop vs. Soda vs. Coke
- Grinder vs. Sub vs. hero vs. Hoagie
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Know your client as if you started the company (Some of you did!)
http://www.popvssoda.com/
A. Research Preparation
‣ Ask your Client! They are your best resource! Or ask your customers!
‣ Google AdWords: Keyword Tool
‣ Bing Keyword Tool
‣ Google Analytics
• Keywords Located in the Traffic Sources Overview
• Demographics located in the Audience Overview
‣ Manual Search! Use your own eyes and judgment
‣ Competitor Analysis
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Tools to Use for Keywords
B. Implementing Google+ Local
‣ What you Need Before you Begin
• NAPs
• Set Up NEW Business Google+ Email
• Landing Page Metadata
• Contact Person at Physical Address
• Multimedia: logo, photos, and videos
• Promotions
• Social Media Integration
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Search Engine Profiles
Google+
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About Us Page = NAPs
Google+ Profile in Search
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Logged In
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Logged Out
Google+ Profile in Search
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Local Search BasicsQuick Review
Advanced Search Profile OptimizationResearch, Implementation
Building a Local Search CampaignCitation Profiles, Generation Tools, and Education
Enhancing a Website for Local SearchAll the Steps Explained
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2
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AGENDA
3.Enhancing Website for Local Search
A. Install Bing & Google Analytics, Webmaster Tools
B. Site Map
C. URL Structures
D. Testimonials
E. Landing Pages
F. Unique Fresh Content
G. Social Buttons
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Your To-Do List
A. Install Google
Analytics & Webmaster Tools
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‣ http://www.google.com/analytics/learn/setupchecklist.html
B. Site Map
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Create Simple Navigation, Upload to Google Sitemaps Account
C. URL Structures
‣ Keep it Simple & Consistent
• It must relate to content on page
‣ Keep it Short
‣ Use Lowercase, Use Hyphens
• Ex: www.mysite.com/honolulu-plumbers
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/keyword+location *where possiblehttp://support.google.com/webmasters/bin/answer.py?hl=en&answer=76329
D: Testimonials
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Reviews on Website also help increase client trust
E. Landing Pages
‣ Using Homepage vs Custom Page
‣ Calls to Action
• Signups, Free eBook, Contact
‣ How does your bounce rate look?
‣ Remember Mobile Users!
‣ Trust Symbols
• Pictures of staff, testimonials, BBB & Social Buttons
29http://www.flickr.com/photos/21366409@N00/3387535724/
F. Fresh Local Content!
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G. Social Buttons
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Local Search BasicsQuick Review
Advanced Search Profile OptimizationResearch, Implementation
Building a Local Search CampaignCitation Profiles, Generation Tools, and Education
Enhancing a Website for Local SearchAll the Steps Explained
1
2
3
4
AGENDA
4. Building a Local Search Campaign
A. Citation Profiles
B. Citation Generation Tools
C. Further Your Education!
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A. Citation Profiles
‣ Anywhere your NAP is listed, known and unknown
‣ .edu and .org
‣ Local Blogs, Local Chamber of Commerce, Local Directories
‣ Vertical-related Citations
• Doctors.com
• Lawyers.com
• UnitedVanLines.com
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A. Citation Profiles
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Acxiom
Localeze
Infogroup
Yahoo
Yelp
CitySearch
Manta
Merchant Circle
Yellowpages
Insider Pages
Kudzu
TeleAtlas
JudysBook
Local.com
Foursquare
MyCity
Superpages
WhitePages
Mapquest
Dexknows
Magic Yellow
B. Citation Generation Tools
‣ Best Sources for Local Citations by Category
• http://getlisted.org/resources/local-citations-by-category.aspx
‣ Best Sources for Local Citations by City
• http://getlisted.org/resources/local-citations-by-city.aspx
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B. Citation Generation Tools
‣ Whitespark-- www.whitespark.ca
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#1 Tool For Citation Research
Whitespark Citation Finder
‣ Gathers phone numbers for top ranking sites
‣ Performs a search for phone number
‣ Finds all citation sources which list top ranking sites
‣ Competitor Citation analysis
‣ Free, but paid with upgrades
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How it works
B. Citation Generation Tools
‣ GetListed.org
• Quickly get a feel for where you’re listed- just a start
‣ Mike Blumenthal’s Category Tool
- http://blumenthals.com/index.php?Google_LBC_Categories
- Lists all categories available by country
‣ Bright Local.com
• Great Citation Tracker and Agency Tool- free and paid.
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C. Further your Education
‣ www.davidmihm.com/blog/
• Blog by David Mihm
‣ http://www.localseoguide.com/
• Blog by Andrew Shotland
‣ http://blumenthals.com/blog/
• Blog by Mike Blumenthal
‣ http://www.smallbusinesssem.com/
• Blog by Matt McGee
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Blogs from Smart People I Follow
