1. How to Optimize Your Business for Local Search A Business Owners Workshop2. Client Examples3. Visits in 2011 increased from 4k to 20k in 20124. Keyword Rankings bodyquestpersonaltraining.com (Out of 291 keywords: 05-20-13 – Number of keywords on 1st page = 0; 12-04-13 – Number of keywords on 1st page = 54; TODAY – Number of keywords on 1st page = 102)5. Keyword Rankings bluegrassexecutivetransportation.com (Out of 355 keywords: 05-27-13 – Number of keywords on 1stpage – 2; 07-31-13 – Number of keywords on 1stpage – 56; 09-26-13 – Number of keywords on 1st page – 95; TODAY – Number of keywords on 1st page – 149)6. What is SEO? Search Engine Optimization7. Definition of SEO SEO is the active practice of optimizing a website by improving internal and external aspects in order to increase the amount of visitors the site receives from search engines. In general, the higher a site appears in the search results, the more visitors it will receive from the search engine’s users.8. (Storefront Equivalent)9. “Your online location is the most important factor in obtaining new customers for your business today”10. Why is online marketing & SEO important?11. 92% of all consumers searching for local services or products start by looking online12. 58% of businesses don’t have a website – but those who are online 40% faster13. Outbound Marketing14. Inbound Marketing15. 95% of people don’t go past the 1st page of search results16. Remember… SEO Lasts Investment vs. Expense17. Last Week ?This Week Compare to Magazine Ads:18. Definition of Investment To commit money in order to GAIN a financial return.19. # of searches for industry Industry Searches Per Month Potential Website Visits Potential Website Visits auto shop 14,200 284 710 pools 43,200 864 2,160 plumbers 35,600 712 1,780 financial planner 13,000 260 650 electrician 10,000 200 500 windows 12,600 252 630 landscaping 19,800 396 990 jeweler 24,800 496 1,240 roofer 36,400 728 1,820 dentist 31,500 630 1,575 car detailing 14,600 292 730 painters 9,000 180 450 hvac 27,200 544 1,360 chiropractor 41,200 824 2,060 flooring 16,600 332 83020. LTV ROI = 2,806%21. Cost per month – Local Magazine ?1/12 Page - $550 (2 1/4” x 2 1/4”) ?1/6 Page - $815 (2 1/4” x 4 7/8”) ?1/3 Page - $1,530 (4 3/4” x 4 7/8”) ?1/2 Page - $2,195 (4 3/4” x 7 3/8”) ?2/3 Page - $2,820 (4 3/4” x 10”) ?Full Page - $3,675 (7 1/4” x 10”)22. Local Magazine Rates23. Link Authority & Quality (Low Trust) (Quality Trust)24. Google Keyword Planner25. Ex: Louisville Auto Insurance, KY, Home, Life, Health26. Meta Tag Tool http://www.seomofo.com/snippet-optimizer.html27. Google Local28. Only 10% of local businesses in the US have claimed their Google Places listing. By claiming your listing, you’re instantly beating 90% of the competition.29. http://www.google.com/business30. Dashboard31. Don’t forget to NAP! Business Name, Address, Phone Number32. 1. Proper category associations http://blumenthals.com/Google_LBC_Categories33. 2. Physical Address in City of search34. 3. Consistency of structured citations A citation is any web-based mention of your company's partial or complete name, address, and phone number (NAP). A "structured citation" refers to a listing of your business in an online local business directory such as YP.com, Yelp, etc. Definition of Citation35. http://www.yext.com https://moz.com/local/search36. 4. Quality/Authority of structured citations ?http://moz.com/learn/local/ citations-by-category ?http://moz.com/learn/local/ citations-by-city37. 5. HTML NAP matching place page NAP38. 6. Quantity of structured citations39. 7. Domain Authority of website40. 8. Individually owner-verified local plus page41. 9. City, State in Places Landing Page title42. 10. Proximity of address to centroid43. 11. Quality/authority of inbound links to domain44. 12. Quantity of native Google+ Local reviews (w/text)45 and so on.
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How to Optimize Your Business for Local SearchA Business Owners
WorkshopClient Examples
Visits in 2011 increased from 4k to 20k in 2012
Keyword Rankingsbodyquestpersonaltraining.com
Out of 291 keywords:
05-20-13 Number of keywords on 1st page 0
12-04-13 Number of keywords on 1st page 54
TODAY Number of keywords on 1st page 102
Keyword Rankingsbluegrassexecutivetransportation.com
Out of 355 keywords:
05-27-13 Number of keywords on 1stpage 2
07-31-13 Number of keywords on 1stpage 56
09-26-13 Number of keywords on 1st page 95
TODAY Number of keywords on 1st page 149 What is SEO?
Search Engine Optimization Definition of SEOSEO is the active
practice of optimizing a website by improving internal and external
aspects in order to increase the amount of visitors the site
receives from search engines.
In general, the higher a site appears in the search results, the
more visitors it will receive from the search engines users.
(Storefront Equivalent)
Your online location is the most important factor in obtaining
new customers for your business today
Why is online marketing & SEO important?92%of all consumers
searching for local services or products start by looking online58%
of businesses dont have a website
but those who are online grow 40% fasterOutbound Marketing
Inbound Marketing
95%of people dont go past the 1st page of search results
RememberSEO LastsInvestment vs. Expense
Last WeekThis WeekCompare to Magazine Ads:
Definition of InvestmentTo commit money in order to GAIN a
financial return.
# of searches for industryIndustrySearches Per MonthPotential
Website VisitsPotential Website Visitsauto
shop14,200284710pools43,2008642,160plumbers35,6007121,780financial
planner13,000260650electrician10,000200500windows12,600252630landscaping19,800396990jeweler24,8004961,240roofer36,4007281,820dentist31,5006301,575car
detailing14,600292730painters9,000180450hvac27,2005441,360chiropractor41,2008242,060flooring16,600332830
LTV ROI = 2,806%Cost per month Local Magazine1/12 Page - $550 (2
1/4 x 2 1/4) 1/6 Page - $815 (2 1/4 x 4 7/8)1/3 Page - $1,530 (4
3/4 x 4 7/8) 1/2 Page - $2,195 (4 3/4 x 7 3/8)2/3 Page - $2,820 (4
3/4 x 10)Full Page - $3,675 (7 1/4 x 10)
Local Magazine Rates
Link Authority & Quality(Low Trust)(Quality Trust)
Google Keyword Planner
Ex: Louisville Auto Insurance, KY, Home, Life, Health Meta Tag
Tool http://www.seomofo.com/snippet-optimizer.html
Google LocalOnly 10% of local businesses in the US have claimed
their Google Places listing.
By claiming your listing, youre instantly beating 90% of the
competition.
http://www.google.com/business
Dashboard
Dont forget to NAP!
Business Name, Address, Phone Number
1. Proper category associations
http://blumenthals.com/Google_LBC_Categories
2. Physical Address in City of search 3. Consistency of
structured citationsA citation is any web-based mention of your
company's partial or complete name, address, and phone number
(NAP).
A "structured citation" refers to a listing of your business in
an online local business directory such as YP.com, Yelp, etc.
Definition of Citation
http://www.yext.comhttps://moz.com/local/search
4. Quality/Authority of structured
citationshttp://moz.com/learn/local/citations-by-category
http://moz.com/learn/local/citations-by-city 5. HTML NAP
matching place page NAP
6. Quantity of structured citations
7. Domain Authority of website 8. Individually owner-verified
local plus page
9. City, State in Places Landing Page title
10. Proximity of address to centroid 11. Quality/authority of
inbound links to domain
12. Quantity of native Google+ Local reviews (w/text)
13. Product/service keyword in business title 14. Quantity of
citations from locally relevant domains
15. Proximity of physical location to the point of search
16. Quantity of citations from industry-relevant domains
17. Local area code on Google local page
18. City, state in all website title tags
19. Quantity of third-party traditional reviews
http://www.claudereynoldsinsurance.com/content/st-matthews-louisville-ky.aspx20.
Page authority of Places landing page URL
88% of consumers say they trust online reviews as much as
personal recommendations
72% of consumers will take action after reading a positive
review
Leave A Review
Review Funnel Strategy
Mobile search drives valuable outcomes for businesses
of mobile searches result in a store visit, call or purchase
Mobile search is always on
Not responsive
responsive
Testimonials & reviewsBrands and associations
63% of customers have already done research before contacting a
business
Questions??
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