BlueGlassX - Local SEO by Michael Dorausch

BlueGlass LocalPresented by: Michael Dorausch, DC

@chiropractic

Local and Mobile Domination Harnessing the Changing SERPs

Where am I?

City of Tampa

What we’ll cover

Understanding GoogleLocations Near Me (Tampa)

Deep Granular ContentApple Maps/Siri, Yelp, and Foursquare

Google says…

Run an ad.

#local

Google’s gotten better at understanding users.

Delivering increasingly more localized content.

Focused on selling ads.

#local

Users have gotten better at understanding Google.

• Users seeking best result nearest their location• Searching from home (desktop)• Searching from work (huge opportunities here)• Your location from 8am to 6pm (M-F)

Locations Near Me

2 years and 6 months since Google went local.

Google+ Local

Google+ Local

• 20 business locations near me (randomly selected)• 11 (55%) of 20 show no sign of activity

11 (55%) show no sign of activity1. Sheraton Tampa Riverwalk Hotel (managed with photos)2. T-Mobile (not managed)3. Ashley Street Grille (not managed)4. Bank of America (logo)5. Tampa Chamber of Commerce (no photo)6. Hyatt Regency Tampa (managed with photos)7. Primo's Deli Cafe (not managed)8. Tanya Gold MD Physician (not managed)9. Anthem Reporting (single photo)10. Avanzare (not managed)11. Hattricks (managed with see inside)12. Downtown's Florist (managed with see inside)13. Designing Eyes (not managed)14. Cordell & Cordell Tampa Divorce Attorneys (not managed)15. American Institute-Architects (not managed)16. Tampa Welding & Fabrication, Inc (logo)17. Arc Printers (not managed)18. Enable America (logo)19. Florida Capital Partners (not managed)20. Bruegger's Bagel Shop (not managed)

4 of 9 Display Local SEO Evidence1. Sheraton Tampa Riverwalk Hotel (Corporate SEO)2. Hyatt Regency Tampa (Corporate SEO)3. Hattricks (Possible Local SEO)4. Downtown's Florist (Possible Local SEO)5. Tampa Welding & Fabrication, Inc (Owner/Employee)6. Tampa Chamber of Commerce (Scrape/Employee)7. Anthem Reporting (Owner/Employee)8. Enable America (Owner/Employee)9. Bank of America (Employee)

There’s life here…

…but not here

#disconnect

• Incentives at front desk• Incentives/Reminders in lobby• Incentives/Reminders in bar

There’s life here too…

…because dead flowers don’t sell

• String of bad reviews• Forced into action

Page Content (Google)

• Minimum of 6 high quality photos• 1 hi res logo• 5 images: 110px × 110px (and 70x70px)• 1 image: 250px × 250px (and 90x90px)• EXIF Data: File Name, GEO• Info “from owner” (Google may scrape)• Reviews (hopefully positive)

Cropped Photo Example

Photo Example (full size)

Content (Deep Granular)

Let’s do real research.

Historical DataFirst to Organize/Post

USGS 1944

Centroid circa 1944

Centroid Near Me

• Federal Building• City Hall• Church• Data Center (Verizon)

USGS 1956

Radio Tower (WDAE)

• First radio station in state of Florida• May 15, 1922 - Tampa Times Radio• Corner of Tampa and Whiting St (historic)• 620 WDAE - The Sports Animal (current)• Tampa Bay's Sports Radio Station

Bing Local

Local Content Potential

• Ybor City• Tampa Riverwalk• Davis Islands• Rattlesnake Cannery• Armory• MacFarlane Park• MacDill Park• Churches• Hillsborough River• Freemasons• Cruise Ship Terminal

Sacred Heart Church

Frank Adamo Drive

Freemasons

Baltimore Block, W. P. B. Co.

Links?

Society for Historic ArchaeologyNational Register of Historic Places

Street Fairs

Tell them what to do

Mobile Mapping

Apple Maps/Siri, Yelp, and Foursquare

BlueGlassX App (iPhone)Lipscomb VillaCity BlueIsland HomesTampa UniversityRiverfront DistrictRiversideHyde Park PlaceBayside

Apple Maps / Yelp (iPhone)

Apple Maps / Yelp (iPhone)

SIRI to Hotel

SIRI (Hotel to Burgers)

Five Guys Route

Mexican Food?

Best Coffee?

Indigo No Go on Apple Maps

Location-Based Services(My Findings)

• Work best for locations that are hip, trendy, and frequented regularly.

• Think Sheraton Hotel vs. Motel 6• Think Coffee House vs. Local Dentist

Five Guys Check In

Five Guys Check In

CVS Pharmacy

Hotels vs Banks

Printers

While standing in front of Arc Printers

Foursquare Content

• Minimum of 4 photos• 125 x 125 and 300 x 300• EXIF Data Stripped (but post anyway)

#incentify

Motivate, reward, and provide incentives to mobile savvy consumers with compliments,

contests, prizes, and giveaways.

Google Us!

How to get local brand queries without spending any money?

QR Codes

QR Codes

• Create QR Code for Google+ Local• Display QR Code at business location• Establish Scanning Incentives

Happy Holidays!

Get Connected

@chiropractic

planetc1@gmail.comhttp://michaeldorausch.com/