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Review Tactics for Local Rankings - SearchFest 2013
The document discusses review tactics for improving local SEO rankings, focusing on the importance of reviews across platforms like Google and Yelp. It presents acquisition strategies, filtering factors for reviews, and recommendations for businesses to enhance their online presence through effective review management. Additionally, the document emphasizes tracking offline conversions and maintaining NAP consistency for better search visibility.
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Review Tactics for Local Rankings - SearchFest 2013
- 1. Review Tactics forLocal Rankings SEMpdxSearchFest 2013 Darren Shaw @EdmontonSEO http://www.whitespark.ca
- 2. Summary Tracking Offline Conversions Google+ Local Reviews 1. Why I’m Focusing on Reviews 2. Review Acquisition Tactics 3. Business to Business Reviews 4. Finding Top Reviewers 5. Review Filtering Factors 6. Review Tips Yelp 1. Why It’s Awesome 2. How To Improve Your Yelp Rankings
- 3. Tracking Offline Conversions Calltracking is expensive and problematic for local SEO MUST use your actual number on your website for NAP consistency solution is to put the call tracking number in as an image then put your actual number in the footer in schema.org
- 4. Tracking Offline Conversions NEVERuse call tracking on citation sites Using a call tracking number in your citations will massively mess up your NAP consistency There is no automated solution for tracking these calls (unless the site is implementing an image or some kind of cloaking)
- 5. Tracking Offline Conversions Solution: build a form on your site that pushes conversions to Google Analytics. Ask callers how they heard about you.
- 6. Tracking Offline Conversions On submit, fire a conversion over to Google Analytics. This is going to take a bit of technical expertise that many SMBs won’t want to bother with though.
- 7. Offline Conversion Tracker(free tool) http://www.whitespark.ca/offline-conversion-tracker
- 8. Tracking Form Opens thesearch in a new window with the “near=“ parameter set to the location entered on the add/edit business page so you can visually check if you rank organically or locally (Google only)
- 9. Google Analytics Tracks abreakdown of each source, keywords, caller, notes
- 10. Tracking Offline Conversions Google+Local Reviews 1. Why I’m Focusing on Reviews 2. Review Acquisition Tactics 3. Business to Business Reviews 4. Finding Top Reviewers 5. Review Filtering Factors 6. Review Tips Yelp 1. Why It’s Awesome 2. How To Improve Your Yelp Rankings
- 11. Why am Ifocusing on reviews? Recently worked on research for a businesswith thousands of locations Gathered ranking factor data for 100 locations Rank, Location age, Competition, # Citations, # Reviews, Keywords in reviews, Categories, Links
- 12. Reviews were the keyfactor between locations that ranked and locations that didn’t.
- 13. Listings with reviewsprovide a better user experience VS
- 14. Google is allabout user experience
- 15. Tracking Offline Conversions Google+Local Reviews 1. Why I’m Focusing on Reviews 2. Review Acquisition Tactics 3. Business to Business Reviews 4. Finding Top Reviewers 5. Review Filtering Factors 6. Review Tips Yelp 1. Why It’s Awesome 2. How To Improve Your Yelp Rankings
- 16. Review Acquisition Tactics PERSONALIZEDEmail Follow Up
- 17. Review Acquisition Tactics FollowUp on your follow up
- 18. Review Acquisition Tactics Thirdtime’s the charm
- 19. Review Acquisition Tactics Salesreceipt, email signature, back of business card … leave us a review
- 20. Review Acquisition Tactics Puta sign on the counter
- 21. Review Acquisition Tactics Puta sign on the counter That shit don’t work
- 22. Review Acquisition Tactics Createa page on your site
- 23. Review Acquisition Tactics MatthewHunt’s Review Funnel http://www.smallbusinessonlinecoach.com/blog/
- 24. Review Acquisition Tactics Ifthey select “Excellent” send to this page
- 25. Review Acquisition Tactics ClickYahoo, get page with video and iFramed review page
- 26. Review Acquisition Tactics ClickGoogle, go to page with video (can’t iFrame it)
- 27. Review Acquisition Tactics Howto review us handout Developed by Phil Rozek “The Reviews Guy”
- 28. Review Acquisition Tactics Howto review us hand-out Follow him Read his blog Get on his mailing list WTF?
- 29. Review Handout Generator- FREE! http://www.whitespark.ca/review-handout-generator
- 30. Review Handout Generator- FREE! http://www.whitespark.ca/review-handout-generator
- 31.
- 32. Tracking Offline Conversions Google+Local Reviews 1. Why I’m Focusing on Reviews 2. Review Acquisition Tactics 3. Business to Business Reviews 4. Finding Top Reviewers 5. Review Filtering Factors 6. Review Tips Yelp 1. Why It’s Awesome 2. How To Improve Your Yelp Rankings
- 33. Business to BusinessReviews http://www.davidmihm.com/blog/google/plus-review-as-business/
- 34. Business to BusinessReviews Call your clients and make a list of who they work with. Ask them to think about the invoices they pay.
- 35. B2B Review Exchanges- How To Sign into G+ using your personal account
- 36. B2B Review Exchanges- How To Scroll down and click More > Pages on the left
- 37. B2B Review Exchanges- How To Click “Switch to this page”
- 38. B2B Review Exchanges- How To You’ll see a status bar appear at the top that Says “You are now using Google+ as a page”
- 39. B2B Review Exchanges- How To You can now click the Local icon on the left side, find the business you want to review, and leave them a nice keyword rich review.
- 40. Tracking Offline Conversions Google+Local Reviews 1. Why I’m Focusing on Reviews 2. Review Acquisition Tactics 3. Business to Business Reviews 4. Finding Top Reviewers 5. Review Filtering Factors 6. Review Tips Yelp 1. Why It’s Awesome 2. How To Improve Your Yelp Rankings
- 41. Finding Authority Reviewers Click“Local” in G+, enter a non-restaurant keyword and city, and click search. Scan through the results. This pro tip is courtesy of Mike Ramsey.
- 42. Engaging Authority Reviewers Checkout their profiles, learn about what they like, circle them, follow them on twitter, leave comments on their posts. ENGAGE with them in a positive, non- promotional, manner. After a relationship is established, you could maybe say something like "I'd love for you to come by the shop sometime." Keep it simple.
- 43. Tracking Offline Conversions Google+Local Reviews 1. Why I’m Focusing on Reviews 2. Review Acquisition Tactics 3. Business to Business Reviews 4. Finding Top Reviewers 5. Review Filtering Factors 6. Review Tips Yelp 1. Why It’s Awesome 2. How To Improve Your Yelp Rankings
- 44. Review Filtering Factors ReviewVelocity Keep it natural, which will depend on your industry and past history. No spikes. No mass "please review us" mailouts to your mailing list.
- 45. Review Filtering Factors Reviewsfrom the same IP No review stations. Don’t take customer comment cards and post them as reviews from your office computer.
- 46. Review Filtering Factors Reviewsthat come from the same referrer Google likely tracks the referring source on each review created. If you always send people to your “please review us” page on your site and all your reviews come through links on this page, it can indicate that the reviews were solicited.
- 47. Review Filtering Factors Ifyou’re paranoid about referrer tracking…
- 48. Review Filtering Factors Reviewsthat come from the same user agent There are hundreds of different user agents that identify the browser, browser version, platform, and operating system version. If all your reviews are tagged with the same user agent it could be a spam signal.
- 49. Review Filtering Factors Reviewsthat come from the same user agent No iPad out in the field (“10% discount for a review on the spot?”). They might not use user agent as a spam signal now, but they could later.
- 50. Review Filtering Factors Reviewsfrom inactive users Someone signs up, leaves you a review, then never uses their account again. It’s filter time!
- 51. Review Filtering Factors Unnaturalreview content http://reviewskeptic.com/ Pretty sure that those super smart PhDs at Google have methods to identify if reviews are fake based on the content.
- 52. Tracking Offline Conversions Google+Local Reviews 1. Why I’m Focusing on Reviews 2. Review Acquisition Tactics 3. Business to Business Reviews 4. Finding Top Reviewers 5. Review Filtering Factors 6. Review Tips Yelp 1. Why It’s Awesome 2. How To Improve Your Yelp Rankings
- 53. Review Tips #1 –Get at least *some* reviews
- 54. Review Tips #2 –Get 10 reviews, get the Zagat rating in SERPs
- 55. Review Tips #3 –Get keywords in your reviews. They really help. Ask reviewers to mention the service.
- 56. Review Tips #4 –After you have 10 G+L reviews, diversify
- 57. “Best” places forthird party reviews GetListed/Whitespark Study Best Citation Sources by Category http://getlisted.org/resources/local-citations-by-category.aspx
- 58. “Best” places forthird party reviews Adam Steele’s study http://www.leanmarketing.ca/lean-top-50-best-local-citation-sources-in-the-usa/ You have to get on his mailing list to get the data He scraped 3rd party review sources from 45,570 listings and categorized them by city and category. I don’t think it says much about them being the best citation sources, but it’s super valuable for identifying 3rd party review sources.
- 59. Where to getthird party reviews Phil Rozek’s Local Review Ecosystem http://www.localvisibilitysystem.com/2012/07/06/the-local-business-reviews-ecosystem/ Some sites feed the reviews to many other sites, so it’s good to know which ones will give you additional distribution and encourage reviews there. Citysearch and Yelp stand out.
- 60. Tracking Offline Conversions Google+Local Reviews 1. Why I’m Focusing on Reviews 2. Review Acquisition Tactics 3. Business to Business Reviews 4. Finding Top Reviewers 5. Review Filtering Factors 6. Review Tips Yelp 1. Why It’s Awesome 2. How To Improve Your Yelp Rankings
- 61. Yelp It’s one dang awesome site Way more (and better) data on Yelp
- 62. Yelp It’s all overthe local SERPs
- 63. Yelp It’s all overthe local SERPs
- 64. Yelp It’s all overthe local SERPs Yelp often ranks above the local pack
- 65. Yelp It dominated theGetListed/Whitespark study Not Just Restaurants! http://getlisted.org/resources/local-citations-by-category.aspx
- 66. Yelp Another reason tospend time on Yelp: Bing
- 67. Yelp Furniture Outlet inChicago
- 68. Yelp Furniture Outlet inChicago
- 69. Yelp I called Andy to ask him some questions
- 70. Yelp “How has Yelphelped your business? How is business?” It has helped a lot. A lot of people say they find me on Yelp. Business is great. NOT ACTUALLY ANDY
- 71. Yelp “What percentage ofyour new business comes through Yelp? Just a rough estimate would be great.” I would estimate about 70% NOT ACTUALLY ANDY
- 72. Yelp “Are you doingother forms of online marketing, or just Yelp?” Nope. Nothing else. Well, we have a website. NOT ACTUALLY ANDY
- 73.
- 74. Yelp “How are youpromoting your business on Yelp? Stickers? A sign in the store? On your website?” I don’t do anything. It just happened naturally. NOT ACTUALLY ANDY
- 75. Yelp “So what doyou think is the secret to success on Yelp?” Just take care of your customers and run a good business NOT ACTUALLY ANDY Oh man! If only all our clients were like Andy.
- 76. Yelp This small businessis killing it thanks to Yelp
- 77. Yelp #1 ranking withreview stars and he does no SEO DAYUM!!
- 78. Yelp Areyour SMB clients tweeting and facebooking to no listeners? Try allocating some of that time to Yelp.
- 79. Tracking Offline Conversions Google+Local Reviews 1. Why I’m Focusing on Reviews 2. Review Acquisition Tactics 3. Business to Business Reviews 4. Finding Top Reviewers 5. Review Filtering Factors 6. Review Tips Yelp 1. Why It’s Awesome 2. How To Improve Your Yelp Rankings
- 80. Yelp Can’t ask forYelp reviews. *Awareness* not solicitation http://officialblog.yelp.com/2010/08/dont-ask-for-reviews.html
- 81. Yelp Claim and fullycomplete your Yelp business page http://biz.yelp.com
- 82. Yelp Claim and fullycomplete your Yelp business page http://www.reviewtrackers.com/yelp-help-ultimate-guide-optimizing-yelp-business-page-listing/
- 83. Yelp Put up yourstickers. *if you have them These stickers have to be earned. you can’t request them. The company doles them out 4 times a year to businesses with lots of reviews and and average of 3.5 stars
- 84. Yelp Add a “Findus on Yelp” badge to your website. Totally sanctioned. They have a Flickr account where you can download images, badges, signs, etc. http://www.flickr.com/photos/yelp/sets/72157623054478330/detail/
- 85. Yelp Put up asign in the office/lobby/whatever Totally sanctioned.
- 86. Yelp Add a linkto your Yelp listing in your email signature. Totally sanctioned. http://www.wisestamp.com
- 87. Yelp Use a badgeto show off your Yelp reviews on your website Totally sanctioned. http://www.refmobworks.com/yelp.jsp
- 88.
- 89. Yelp Unfiltering reviews Get themback on Yelp. Respond, friend, compliment, message
- 90. Yelp Finding people youknow that are on Yelp Welp, that was easy!
- 91.