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IS IT LOCAL? How Google Local Has Evolved +
Tools and Tips to Dominate
@tomharari
DOWNLOAD THESE SLIDES http://iacq.co/mbo-13
@tomharari
ABOUT ME TOM HARARI
• SEO Manager @tomharari • Worked for Omnicom Media Group • Started in SEO for Local Businesses • Have Since Worked with Franchises,
And Fortune 500 Companies
@tomharari
@tomharari
Agenda
Evolution of Local Search
Quick Hits Tools to dominate
…and of course Q&A
@tomharari iacquire.com
@tomharari iacquire.com
In The Beginning…
• Local No Different
Than Organic
• Optimize for Keywords
• Title Tags + Links
@tomharari iacquire.com
Then in 2008… 10 Packs
@tomharari iacquire.com
@tomharari iacquire.com NAP Becomes Important
@tomharari iacquire.com
This Kind Of NAP
• Name of Company
• Address of Company
• Phone Number of Company
Keep this consistent!
@tomharari iacquire.com
(215) 888-1888
215-888-1888
2158881888
Not the same
iacquire.com
WTF?
@tomharari iacquire.com
2009...
• No Geo-Modifier
Needed
• Based On Location
of Searcher
• Intent Becomes
Important
@tomharari iacquire.com
@tomharari iacquire.com
@tomharari iacquire.com
@tomharari iacquire.com
Reviews • Reviews Became
More Important
• Number of Reviews
• Sentiment of Reviews
• Not just Yelp,
YellowPages, City
Search –
also Google Places
@tomharari iacquire.com
In 2011... • Hotpot
Gets
Introduced
• Reviews
from
Friends
Important
@tomharari iacquire.com
@tomharari iacquire.com
Summer 2012 • Google Places
Becomes Google+
Local
• How Many People In
Your Circles?
• Traditional Factors Still
Prevalent
@tomharari iacquire.com
Check Out Evolution Of Local Search On Moz
http://moz.com/blog/evolution-of-the-local-algorithm-whiteboard-friday
QUICK HITS Part II
iacquire.com @tomharari
iacquire.com @tomharari http://moz.com/local-search-ranking-factors
• These make
up the
largest
chunk of the
pie
• Focus on
getting these
right
@tomharari iacquire.com
Keyword Research
Looks a bit light
@tomharari iacquire.com
Keyword Research
@tomharari iacquire.com
Keyword Research
Looks a little better!
@tomharari iacquire.com
Single Location Vs. Multiple • Single Location – Use
Homepage in Google+
Listing
• Multiple Locations – Use
Location Landing Page
in Google+ Listing
@tomharari iacquire.com
Match Categories to Landing Pages
@tomharari iacquire.com
Titles + Metadata still cool
Credit to Mike Ramsey @NiftyMarketing
• Use http://www.seomofo.com/snippet-optimizer.html to see how your
SERP Listing will look
@tomharari iacquire.com
Schema.org Enter fields here
Copy Output from Here
@tomharari iacquire.com
KML File
http://www.geositemapgenerator.com/input
@tomharari iacquire.com
Authorship?
@tomharari iacquire.com
Not A Google+ Local Business Page
@tomharari iacquire.com
Lead Generation & CTA • Too Many Small
Businesses Have
Terrible CTA
• No Easy Way To
Convert Into Lead
• Make It Easy
Image Credit: Unbounce.com
@tomharari iacquire.com
Lead Generation & CTA • Too Many Small
Businesses Have
Terrible CTA
• No Easy Way To
Convert Into Lead
• Make It Easy
Image Credit: Unbounce.com
@tomharari iacquire.com
Citations
@tomharari iacquire.com
Citations
@tomharari iacquire.com
Reviews – Just Ask
@tomharari iacquire.com
Reviews – Just Ask
Not like this Not like this
TOOLS TO DOMINATE Part III
@tomharari
@tomharari Date
Feeling Lazy? Got Wordpress?
@tomharari iacquire.com
Citations
Darren Shaw @EdmontonSEO
https://www.whitespark.ca/local-citation-finder
@tomharari iacquire.com
More Citations http://www.yext.com/small-business
@tomharari iacquire.com
Reviews
Darren Shaw @EdmontonSEO
http://www.whitespark.ca/review-handout-generator/
@tomharari Date
Rank Checking
@tomharari iacquire.com
Rank Checking
Darren Shaw @EdmontonSEO
@tomharari Date
Call Tracking
@tomharari iacquire.com
Follow These People – They’re Smart!
@localseoguide
@daveminchala @EdmontonSEO @mblumenthal
@MikeRamsey
@davidmihm
The End
wwww.iacquire.com
Thank You and Q&A @tomharari tom@iacquire.com
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