Google+ Local Strategy Workshop

Google+ Local Optimization(Dominate Local Results)

Steve Wiideman | ThatTrainingGuide.com

What’s on the Agenda?

PST!1. Principles of Local SEO2. Strategies & Project Planning3. Tactics and Techniques

Principles of Location-Based Search

1. You must have accurate data2. You must offer the most relevant content3. You must be highly visible online4. Authentic people must endorse you

Think in Circles

1. Accurate data2. Relevant content3. Highly visible online4. Authentic Endorsements

Authentic EndorsementsHighly visible onlineRelevant contentAccurate data

Stop. Wait. Let’s Take a Step Back.

Google GPS-Enhanced Products

1. Google Maps2. Google Android Navigator3. Google Latitude4. Google Universal Search Results (USR)5. Google+ Local (formerly Google Places)

Google Maps

Google Universal Search Results (USR)

Google+ Local

Google+ Local

Strategies & Project Planning

We’ve got a LOT of work to do.

Strategies & Project Planning

1. Accurate data2. Relevant content3. Highly visible online4. Authentic Endorsements

1. Claim Our Business2. Optimize Our Website3. Get Listed & Featured4. Reviews, Check-ins, Social

Basecamp.com

Optionally use Google Docs.

In this screenshot, you can see the

milestones and the resource/hours

allocation.

Other columns are populated with

tasks.

Break – Coffee Anyone?

Tactics and Techniques

1. Create to-do lists2. Associate to milestones3. Assign tasks to team4. Set due dates5. Do local SEO like a boss

Claim Your Business Data

MyBusinessListingManager.com

ExpressUpdateUSA.com

Claim Your Business Data (N.A.P.)

This is the CORE of your location-based SEO strategy, so:

1. Verify the EXACT Business Name2. Verify the EXACT Business Address3. Pay Attention to Punctuation, Symbols, and Abbreviations4. Verify the EXACT Business Phone Number5. Pay Attention the Categories You Select6. Pay Attention to the Services/Products You List

Optimize Your WebsiteWebsite Optimization Landing Page

OptimizationConversion / UX

Optimization

Run audits in GWT Run audits in BWT Have an expert run an

audit Try WebsiteTest.org Consider using a CDN Optimize site maps Optimize robots.txt Add breadcrumbs Reduce JS & CSS Dupe content check

Have ONE page for each location

Match Google+ Local Try Schema.org Use title tag principles Use meta principles Pay attention to

content structure Include a map Include LSI (phrases) List cats & services

Pay for a review Add coupons Showcase ratings Don’t make people

have to think Compare your page to

the 1st 10 in Google Add a video Add strong call-to-

actions Be awesome

Get Listed

Search engines (Google, Yahoo!, & Bing) 411 directories, in-car navigation & wireless listings Mobile “check-in” apps “True local” directories Industry directories Business directories College, university and government resources pages Be creative – but NEVER (EVER) spam or use automated tools

FINALLY! Google+ Local

www.google.com/placesforbusiness

Tip: Use the Google account associatedwith your AdWords and Analytics for

easy integration later.

Areas to Optimize

• Business Name• Description• Categories• Images / Videos• You can’t have to much information in

business listing

Categories – They Matter

The Secret Category List:

http://bit.ly/secret-categories

Tools like this one may help you understand competitor category frequencies and sequence:

http://gpscraper.com/gpscraper/

Do’s and Don’tsDon’t

Stuff keywords in your title (or in any field) Repeat your location in title or description fields Use content owned by others (use your content) Use a call-tracking number (breaks N.A.P. sync) Create multiple profiles with slightly different data Have a random agency claim your listing for you

Do’s and Don’tsDo

Add the Google+ Author plugin to your blog Connect your Google+ profile to your blog Use the EXACT business data (NAP) given to Acxiom Include a few surrounding cities in the description Include top services in the Additional Details area Include as much info as you can in Additional Details Use professional quality imagery and videos Use coupons and offers if possible Add this to your website URL: ?utm_campaign=GPL

Offer MORE Than the Competition

Verify Your Listing

Phone / SMS / Postcard

Verify Your Listing

Repeat with Bing & Yahoo!

All Your Citations are Belong to Us

Discover where you competition has been acquiring business listings using simple searches by phone number.

Or, use one or more of the tools listed on the last page of this presentation.

Endorsements Authenticated Google+ Local / Zagat reviews Reviews from other business review destinations

BBB.org, Yelp.com, InsiderPages.com, AngiesList.com Ref: http://www.thattrainingguide.com/02-get-business-reviews-2010-07-20/

Mobile check-in apps Try FootFeed, a multi-check-in app Else, try Yelp, Facebook, Instagram, Foursquare, etc

Create business pages on social networks (ask for reviews) Bloggers, industry forums, local portals, etc

Google Latitude

Now you can “check in” to your favorite places with Google Latitude, same as you might with Foursquare,

Facebook, Yelp or other apps.

Encourage Guests to View Your Business

FYI on Checking-InAside from the NFC technology, what’s the difference between Google+ Local and Foursquare/Yelp apps?

1. Foursquare offers ‘tips’ that do not appear in Google results

2. A Yelp review can only be a ‘draft’ until you get behind a computer later

3. Google+ Local allows you to review in real-time, which appears in near real-time in SERPS

4. Google+ Local is part of your Google account and may influence other Google services, such as search results for users in your circles

Rank Higher in Mobile AppsTypically, the higher a business ranks in a program the more frequently it gets spidered/crawled by the search engines.

1. Get reviews from INFLUENTIAL users (those with 1000+ reviews)

• Reviews should come from MANY networks (CitySearch, Yelp, etc)

2. Encourage/incentivize bookmarking or adding as a favorite

3. Link to the profile page from the business website (and maybe others)

4. Offer loss-leader promotions (attrition is still low enough at this point)

Ideas / Suggestions on Reviews

Survey clients via receipts & email; on submit, ask for a review Don’t outright pay for reviews, but definitely reward them “Listen” using social media tools & alerts (don’t be shy) Send clients home with SWAG with a review reminder Diversify where you’d like to get the link from Send postcards with special appreciation Put up fun things users will post photos of (tourist-type stuff) Interview (with permission) before a client leaves the store

My Favorite Tools & References

Tools Google AdWords local extensions vs. Express Ads Chatmeter.com Whitespark.ca/local-citation-finder/ Google Webmaster Tools, Bing Webmaster Tools, Analytics StepRep.com, Yext.com, and other similar tools

References http://www.davidmihm.com/local-search-ranking-factors.shtml LocalSEOGuide.com and http://blumenthals.com/blog/

Sample Pages & About Me

Sample GPL Pages Oh! Sushi North Bowl Chicago Music Exchange Delfina Restaurant Mezze Restaurant Museum of Making Music Nick Strocchia Photography

Contact Me @seosteve FB/stevewiideman (free review) About.me/seosteve LinkedIn.com/in/seoexpert Email: steve@seosteve.com Call: (562) 732-4417 Skype: steve.wiideman

www.ThatTrainingGuide.com