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The second installment of your 30 day online marketing plan focuses on what local businesses need to do in order to succeed in their area.
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#30DayPlan
@IlluminousGwen
Thank You!
Series Overview
Week 1 - How to Make Google Like Your Website
Week 2 – Beyond the Website – Your Local Profiles
Week 3 – Using Social Media to Your Advantage
Week 4 – Creating Great Content & Using it as a Unifier
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Week 2 – Optimizing Your Local Profiles
Why Local SEO is Important
How People & Search Engines Select Businesses
How to Set Your Business Up for Local Success
How to Generate Reviews & Respond to Negative Reviews
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Recap of 3 Things Your Need to Know About SEO
1. SEO is like a credit score. You need to build “good credit” with search engines. Consistency in local profiles helps to build “good credit.”
2. Authority + Relevance = Visibility (Formerly Known As Rankings)
3. It’s a Build Versus Buy Decision
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Why is Local Optimization so
Important?
Mobile Device Proliferation
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Mobile Device Proliferation
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Number of Searches by Device Type
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65%
29%
7%
Worldwide Statistics
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Local IntentSearch with Local
Intent“Electrician”
Informational Search“How Much do Electricians
Charge?”
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Mobile: Voice vs Typed SearchVoice “Electrician”
(Siri)Typed “Electrician”
(Safari/Google)
Yelp Review
s
Proximity
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Mobile: Voice vs Typed Search
Typed “Electrician” (Chrome/Google)
Typed “Electrician” (Safari/Google)
Google Reviews
Number of Searches by Mobile Browser
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65%
29%
7%
United States Statistics
How Does Your Business get Selected Over
Another?
Let’s Look at the Metrics
People
Ratings/Reviews
Pictures/Video
Pricing
Description
Proximity
Search Engines
NAP Consistency
Review Signals
Business Page Completeness & Signals
# of Citations
On Page Signals
Social & Mobile Signals
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@IlluminousGwen
http://moz.com/learn/local/local-search-data-us
Optimizing Your Own Profiles
Day 8 – Claim/Optimize Your Google Business Profile
1. Go To http://www.google.com/business/ & Get on Google
2. Type your business name or address
3. Either click your business information or select Add Your Business
4. Fill in the appropriate information until your profile is 100% complete. Use keywords in your description & categories.
TIP: When selecting categories, choose the best match from the drop down options Google gives you when you start typing. @IlluminousGwen
Day 9 – Cover & Profile Photos
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Cover Photo
Profile Picture
250 px x 250 px
1240 px x 700 px
Day 9 – Cover Photo & Profile Image
1. Look at competitors social profiles to see what type of message they are conveying with their brand.
2. Gather your own images & logo file
3. Go to https://www.canva.com/ & select Google + Cover• Dimensions 1240 px x 700 px
4. Create your design & download
5. Upload new cover to Google + Page
6. Upload logo as profile picture – 250 px x 250 px@IlluminousGwen
Day 10 – Claim Yelp Profile
1. If you don’t know if you’re on Yelp, go to Yelp.com & search for your business. (You may be on the site and not even know about it)
2. Claim your business or Log In to your business account
3. Complete your profile 100% and verify that your NAP are identical to your website & Google profile.
4. Use keywords in your descriptions & categories
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Day 11 – Register on Foursquare
What is Foursquare?A mobile app that allows people to “Check In” to your business.
Suggests places close by or in line with your interest that you might want to check out. (Read: Personalization!)
Is this absolutely necessary for my business?Yes, Foursquare feeds Pinterest Place Pins & What’s App (for now)
Bonus: You can add specials for your customers specifically for Foursquare.
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Day 11 – Register on Foursquare
1. Go to http://business.foursquare.com/claim & search for your business
2. Either click on your business or select “Add a New Place to Foursquare” at the bottom of the suggested listings.• Recommendation: Use Sign In with Facebook if you’re
the business owner. It can help with your reach on Facebook.
3. Complete your business profile to 100%
4. Leave a comment as yourself to let people know an insider tip about the business.
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Day 12 – Link to Profiles from Your Website
General Rules of Thumb• Choose icons that match
your brand• Place the icons at or near
the top of the website, on every page
• Have links to profiles open in a new window
• Include a Call to Action (CTA) • Follow Us! or Connect with
Us!
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Day 13 – Ask for Reviews!
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1. Send An Email 2. Post on Your Social Channels3. Make a phone call or ask in
person.
Bonus Tip: Shoot a video testimonial with your smart phone at the end of a successful client interaction. Don’t forget to shoot horizontal!
A Few Things to Keep in Mind About Reviews
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1. Proximity of the reviewer to your business is important.2. Don’t ask people to leave reviews from the office iPad.3. Search Engines look at your business’s proximity to the
“Centroid distance” of the city.4. You can’t offer anything in exchange for a review*
What to Do with Bad Reviews
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1. Acknowledge the Review!
2. Compose a non-confrontational response & offer to make things right if you can.
3. Steer the conversation to on offline forum by providing a phone number or email address.
4. Continue to ask for reviews from customers who are happy.
5. PROVIDE GOOD SERVICE!
Day 14 – Submit to Moz Lcoal
1. Go to https://moz.com/local/
2. Download their template.
3. Fill in your business information as completely & accurately as possible. Ensure that it is EXACTLY the same as your Google profile.
4. Save the file & upload to Moz Local*.*There is a $49 annual fee. This is the best $49 you might spend on your business this week.
5. Check back in 1 week to ensure that all of your listings are validated.
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Other Resources & Tips
• Yext.com - Paid service that helps to manage your local business listings. Use in addition to Moz Local.
• ReviewTrackers.com – Get an alert when you get a new review. • Pro Tip: Put your competitors in to get alerted when
THEY get a review!
• Host an Event to generate more links to your site• Sponsor a Chamber event• Become a drop off location for toys, school supplies,
etc.• Host a Yelp Elite Party
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Questions?Contact Info: Gwen Robinson
Email: [email protected]: www.linkedin.com/in/gwenrobinson/
Twitter: @IlluminousGwen
@IlluminousGwen
Access this presentation: bit.ly/IM-30Days-Week2
Facebook Basics Presentation: http://bit.ly/fb-basics
