Local Search Presentation

© 2015 Braveheart Digital Marketing

THE SEARCH ENGINE OPTIMIZATION AND INBOUND MARKETING AGENCY

David Wilson, Braveheart Digital Marketing

How To Dominate Google’s Local Search

http://bit.ly/alphaloft


Who Am I?

I have over 15 years hands on experience developing and implementing SEO strategies for the likes GE, Gillette, P&G, Biography and TripAdvisor.

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What Will I Cover?

• Best Practices For Building Your Site

• Local Search Infrastructure

• Google My Business

• Local Citations and Other Local Signals

• Reviews

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What Is a Local Search ?

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Local search is any search aimed at finding something within a specific geographic area. Example: "hotel in downtown manchester."

Local search is seeking information online with the intention of making a transaction offline. Example: "atm manchester elm street."

Anything that you would traditionally look for in the printed yellow pages becomes a local search when it is conducted online. Example: ”seafood restaurant south willow street."



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Best Practices For Building Your Site

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https://www.google.com/webmasters/tools/mobile-friendly/



• Name, address and phone number on every page

• If locally focused add your location and phone number into your title tag

• Make phone number prominent on page so mobile users can click it

• Have a contact us page with your address and phone number on it

• If have multiple locations, each location needs to have to have its own page

• Design must be mobile friendly

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Most Common Mistake

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What The Local Search Ecosystem Looks Like

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The Five Horsemen Of Local Search

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The Five Horsemen Of Local Search

• Localeze

• InfoGroup

• Acxiom

• Factual

• IAC properties / CityGrid

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Local Search

• Foursquare

• Superpages

• Bing

• Hotfrog

• YP

• Yelp

• Best Of The Web (BOTW)

• Yahoo

• ReferLocal

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NAP

NAP stands for Name, Address, Phone Number.

NAP is critical for businesses wishing to rank well in the local organic search results, because search engines like Google take the data into account when determining which companies to show for geo-targeted searches.

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Local Search

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Local Search

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Local Search

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Local Search

• Use a third party like Moz Local to do the submitting and updating

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Google My Business

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Google My Business

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Google My Business

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Google My Business

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Google My Business

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Google My Business

• Fill in as much as possible

• Be consistent with name, address and phone number

• Upload pictures

• Use as another channel to distribute your content

• Actively ask for reviews

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Local Citations

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Local Citations

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Google MUST be able to associate your website with your location in order to include you in local results


Local Citations

• BBB, Chamber of Commerce, local press, sponsorships at schools or local events

Examples here in Manchester

• Directorynh.com

• Newhampshire.com

• Jobsinnh.com

• Internmatch.com

• Discoverourtown.com/NH.html

• City-data.com32


Ways To Get Local Citations

• Organize Local Events – Think EventBrite, WordCamps, Charity.

• Host workshops at your business – Get them on Meetup.com.

• Search – Use meetup + your city, free workshops + your city or “free classes + your city” and you’ll find more places to post events.

• Host an event at a local library – Gets you on their online event calender.

• Job Posting – Elance, Odesk, Freelancer..etc. Include NAP, URL.

• Classified Ads – Craigslist, Ebay, local newspapers. Include NAP, URL.

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Reviews

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Reviews

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Reviews

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Reviews

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Reviews

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Reviews

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Reviews

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• Consider the ease of leaving a review for someone without an account

• Segment customers with Gmail Addresses• While Google and Yelp important, don’t limit

your efforts to just these two sites• Incorporate feedback into everyday process • Get keywords in reviews• Spread reviews over time• More weight to people who have and continue to

give reviews


Missing Social Networks

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Takeaways

• Mobile Friendly website design

• Address and phone number on every page

• Consistency with name and address

• Google My Business

• Local Citations

• Get Reviews

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Questions?

http://bit.ly/alphaloftDavid Wilson

[email protected]

www.BraveheartDigitalMarketing.com844 Elm Street, Suite 100, Manchester, NH, 03101

THE SEARCH ENGINE OPTIMIZATION AND INBOUND MARKETING AGENCY

http://www.BraveheartDigitalMarketing.com/

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Local Search Presentation