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March 2012 Webinar - The Ins and Outs of Local SEO
The document presents an overview of local SEO, emphasizing the importance of optimizing local online presence for businesses. Key strategies include claiming and optimizing local listings, managing reviews, and ensuring proper categorization of services. The document also discusses local search statistics, optimization techniques, and tools for monitoring online reputation.
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March 2012 Webinar - The Ins and Outs of Local SEO
- 1. The Ins andOuts of Local SEO Presented by: Brooke Snow (@brooke_snow) Account Executive | Marketing Specialist Anvil Media, Inc. 503.595.6050 ext 241 [email protected]
- 2. About Anvil Media AnvilMedia, Inc. is a digital marketing agency specializing in search engine marketing services, including search engine optimization, analytics, pay-per- click management, online reputation management, mobile & social media marketing services.
- 3. Some of OurClients
- 4. Anvil Key Differentiators 100%of account team Google AdWords & Analytics certified 100% of account team published and spoken in the industry High client & employee retention Founding member of SEMpdx trade association Social Media & PPC Training partner with OMI & Wharton Expertise in technology and entertainment Majority of clients come from word-of-mouth and referrals Award winning: PBJ Fastest Growing, Inc 5,000, AMA MAX
- 5. Agenda I. The LocalLandscape II. Why Local Search Matters III. Optimizing For Local IV. Review Monitoring & Management
- 6.
- 7. What is alocal listing?
- 8. Why are locallistings used? Read reviews… Get directions Find a phone number See pictures Research pricing …and more!
- 9. Search Engine Platforms LOCAL
- 10.
- 11. Local Based Services(LBS)
- 12. Then There AreFeeds…
- 13. Holistic Approach isa Must
- 14. Why Local SearchMatters
- 15. 20% of allsearch queries have a local intent
- 16. Only 5% of those use the city or state within the search query
- 17. 70% of onlinesearchers will use local search to find offline businesses Kelsey Group
- 18. 86% of onlineusers will be searching for a local business at some point in time Kelsey Group
- 19. 54% of searchusers have substituted Internet/search for the phone book comScore Group
- 20. What do thesestats mean to you? You could be missing out on up to 20% of your potential traffic
- 21. Reviews Are Important Consumersare influenced by user reviews – one bad review can multiply quickly
- 22.
- 23.
- 24. How do younot get lost in the crowd?
- 25. Key Steps forLocal SEO Claim Optimize Monitor
- 26. Ranking Factors (LocalListing) 1. Physical Address in City of Search 2. Manually Owner-verified Place Page 3. Proper Category Associations 4. Volume of Traditional Structured Citations 5. Local Area Code Source: http://www.davidmihm.com/local-search-ranking-factors. 26
- 27. Ranking Factors (LocalListing)
- 28. Ranking Factors (LocalListing) Google Places Citations http://www.whitespark.ca/local-citation-finde 28
- 29. Ranking Factors (Website) 1.Crawlable Address Matching Place Page Address 2. Authority of Website Homepage / PageRank 3. Quality of Inbound Links 4. Crawlable Phone Number Matching Place Page Phone Number 5. City, State in Places Landing Page Title Tag Source: http://www.davidmihm.com/local-search-ranking-factors. 29
- 30. Additional On-site Optimization MarkupLocation Information On Your Website (schema.org) Event Markup Example 30
- 31. Additional On-site Optimization Create a KML and Geo-sitemap Easily Create With: http://www.geositemapgenerator.com 31
- 32. Things to Avoid WhatNot to Do: • Don’t have multiple local business listings with the exact same address – differentiate with suite numbers when possible • Don’t have multiple local business listings with the same phone number • Don’t use a PO Box • Don’t list multiple locations on the same page of your website – give each location its own optimized page and link location listings to that page • Don’t use an 800 number in local business listing (should use local phone number – can include 800 number as an alternate phone number) 32
- 33. Review Monitoring & Management
- 34. Respond to theNegative When to Respond You know your company is in the wrong The review is misstating facts You can tell the reviewer is mad at you and not just life How to Respond Be honest & calm Be transparent Offer something for their troubles (25% off their next purchase?) If needed – take the conversation offline
- 35. Respond to thePositive When to Respond When you get a rave review How to Respond Be gracious and humble Let them know you appreciate their business
- 36. Tools – SocialMention Search by keyword Set up Alerts Includes blogs, comments, news & more
- 37. Tools - MonitorThis Search by keyword Searches 25 search engines
- 38. Tools – Google& Yahoo Alerts Company or industry news directly to your inbox
- 39. Tools – RSSFeeds Monitor multiple outlets and terms
- 40.
- 41. Recap • Be sureto claim and optimize your local profiles • Optimize your website for local SEO • Reviews influence customer behavior significantly • Respond to both negative and positive reviews • There are a TONS of ways to get involved with reviews • Be involved and engaged 41
- 42. Resources Articles Use Local ListingsTo Rank Higher in Mobile Search http://www.aboutus.org/Learn/Use-Local-Listings-To-Rank-Higher-in-Mobile-Search Mobile Search: What Every Local Business Needs To Know http://www.aboutus.org/Learn/Mobile-Search:-What-Every-Local-Business-Needs-To-Know Taking Control of Your Company's Online Reputation, Part 1 http://www.emarketingandcommerce.com/article/taking-control-business-s-online-reputation-part-1/1 Taking Control of Your Company's Online Reputation, Part 2 http://www.emarketingandcommerce.com/article/taking-control-business-online-reputation-part-2/1 Whitepapers The Marketer’s Guide to Location-Based Social Networking http://www.anvilmediainc.com/search-engine-marketing-resources/free-white-papers/location-based-social-networking- whitepaper
- 43. Q&A and NextSteps Read Anvil’s blog, articles & white papers – http://www.anvilmediainc.com Subscribe to our newsletter or follow us on Twitter - @anvilmedia Contact us with questions about today’s webinar or Anvil services Nick Footer Business Development Executive Anvil Media, Inc. 310 NE Failing Street Portland, OR 97212 503.595.6050 x228 office 503.481.6629 cell [email protected] Twitter: @nickfooter LinkedIn: nickfooter
- 44. Upcoming Anvil Webinars April18th, 2012 – 10am PST Advanced Social Media May 16th, 2012 – 10am PST Advanced Analytics Find Out More and Register http://www.anvilmediainc.com/search-engine-marketing- webinars