It’s free, easy, and literally takes less than 10 minutes to set up your business on Google Search, Google Maps, and Google+. The world of local search is only growing and can help your business get found by searchers faster than they would have. Senior Search Marketing Specialists, Rachel and Renee will walk you through the basics of setting up your Google Local profiles then cover the following topics: Enhancing your listings Building local citations Acquiring external links Even though Google’s algorithms change hundreds of times each year, there are some things that remain constant…links…the currency of the web. Yes, even when it comes to local search, links still make up a large percentage of the pie.
- 1. #WCMKE | @r8chel_marie | @renee_girard 1 An inside look into
Google Local and building local links. LOCAL OR BUST!
2. #WCMKE | @r8chel_marie | @renee_girard 2 RACHEL HOWE Senior
Search Marketing Specialist SEO Setup Lead Outdoorsy. Crafty.
Foodie. RENEE GIRARD Senior Search Marketing Specialist Part-Time
Link Hygienist Lover of Tea & Rescue Mutts. WH O WE A R E
@r8chel_marie @renee_girard 3. #WCMKE | @r8chel_marie |
@renee_girard 3 Founded in 2003 HQ Milwaukee, WI WH E R E WE WO R K
Milwaukee, WI Ann Arbor, MI 4. #WCMKE | @r8chel_marie |
@renee_girard 4 BACKGROUND Local search fundamentals THE
OPPORTUNITY Missed opportunities for visibility THE SOLUTION Google
My Business, on-page & off-page RESOURCES Further learning and
key takeaways A G E N D A 5. #WCMKE | @r8chel_marie | @renee_girard
5 WHAT IS IT? THE FUNDAMENTALS LOCAL SEARCH BACKGROUND 6. #WCMKE |
@r8chel_marie | @renee_girard 6 What is it? L o c a l s e a r c h e
n g i n e o p t i m i z a t i o n i s t h e p r a c t i c e o f i n
c r e a s i n g y o u r v i s i b i l i t y f o r g e o - b a s e d
s e a r c h e s . WH A T I S I T ? 7. #WCMKE | @r8chel_marie |
@renee_girard 7 WH A T I S I T ? 8. #WCMKE | @r8chel_marie |
@renee_girard 8 Local Optimization Fundamentals G o o g l e M y B u
s i n e s s C l a i m , o p t i m i z e a n d s h a r e O n - P a g
e O p t i m i z a t i o n O p t i m i z e we b s i t e l a n d i n
g p a g e s (l o c a l i z e m e t a t a g s & c o p y ) O f f
- P a g e O p t i m i z a t i o n C i t a t i o n s , b a c k l i n
k s a n d d i r e c t o r y l i s t i n g s (m o n i t o r & p
u r s u e ) L O C A L S E A R C H F UN D A M E N T A L S 9. #WCMKE
| @r8chel_marie | @renee_girard 9 OPPORTUNITY COSTS LOCAL ORBUST
THE OPPORTUNITY 10. #WCMKE | @r8chel_marie | @renee_girard 10
Opportunity Cost: Less v isibil it y Lost bu sine ss t o com pe t
it ors Why it Matters: Local v isibil it y Mobil e se arche s O P P
O R T UN I T Y C O S T Source: http://selnd.com/1hBzXUQ 11. #WCMKE
| @r8chel_marie | @renee_girard 11 Map Pack Carousel Local 7 Pack P
L A C E M E N T O P P O R T UN I T I E S 12. #WCMKE | @r8chel_marie
| @renee_girard 12 C o r r e l a t i o n b e t w e e n u n i v e r
s a l s e a r c h a n d l o c a l s e a r c h P L A C E M E N T O P
P O R T UN I T I E S 13. #WCMKE | @r8chel_marie | @renee_girard 13
A D D I T I O N A L P L A C E M E N T O P P O R T U N I T I E S
Non-Local Query Local Map Pack Local 7 Pack 14. #WCMKE |
@r8chel_marie | @renee_girard 14 T H E L O C A L P O T E N T I A L
I S M A S S I V E 15-20% of all searches are on a mobile device.
2015 The year when mobile will surpass desktop usage. 79% of people
who own a mobile device, conduct local searches. 15. #WCMKE |
@r8chel_marie | @renee_girard 15 Sites that arent mobile friendly,
will see a negative impact on their rankings in the mobile search
results. L A S T WO R D O N M O B I L E Matt Cutts H e a d o f G o
o g l e s W e b S p a m T e a m 16. #WCMKE | @r8chel_marie |
@renee_girard 16 PART I GOOGLE MYBUSINESS THE SOLUTION 17. #WCMKE |
@r8chel_marie | @renee_girard 17 Google My Business Interface for B
u s i n e s s P a g e s B r a n d P a g e s G o o g l e + M a p s
Functionality + 1 ( S h a r e s ) R e v i e w s ( Z a g a t ) C o m
m u n i t i e s P h o t o s V i d e o s U p d a t e s H a n g o u t
s WH A T I S I T ? 18. #WCMKE | @r8chel_marie | @renee_girard 18 G
O O G L E L O C A L R A N K I N G F A C T O R S Whats Important?
Proper category associations NAP consistency Name Address Phone
Number Number of reviews Proximity to centroid (location) 19.
#WCMKE | @r8chel_marie | @renee_girard 19 G O O G L E R E V I E WS
https://www.whitespark.ca/review-handout-generator To encourage
reviews for your business: Remind your customers to leave a review
Become active on Google & respond to reviews Verify your
business! 20. #WCMKE | @r8chel_marie | @renee_girard 20 CREATE
& CLAIM Create a Gmail account. Claim (list) your business(s)
& optimize. INCLUDE CATEGORIES Select up to 5 category
associations for your Google Local page. ADD IMAGES, VIDEOS &
DESCRIPTION Include a business description, along with photos and
videos. GET REVIEWS! Include a link to Google page on website &
pursue reviews. G O O G L E M Y B US I N E S S 21. #WCMKE |
@r8chel_marie | @renee_girard 21 PART II ON-PAGE THE SOLUTION 22.
#WCMKE | @r8chel_marie | @renee_girard 22 C R E A T E L O C A L L A
N D I N G P A G E (S ) 23. #WCMKE | @r8chel_marie | @renee_girard
23 On-Page WordPress Landing Page Consistent NAP Keyword and city,
state in title tags/H1 tag Keyword in URL Structured data for the
Knowledge Graph (schema.org/LocalBusiness) Embed Google Map O P T I
M I Z E L O C A L L A N D I N G P A G E (S ) Included in WP plugins
like Yoast Local SEO 24. #WCMKE | @r8chel_marie | @renee_girard 24
CREATE PAGE(S) Each location should have its own page with mostly
unique content. OPTIMIZE FOR KEYWORD Your keyword is the category
association. Include it with City, State in the meta data, copy
& URL. ADD NAP & INFO Include NAP along with hours, contact
person, driving directions, 800 number, email address, photos, etc.
LINK TO REVIEWS Include links or icons pointing to your most
valuable citations such as Google Local, Yelp, Facebook, etc. O N -
P A G E O P T I M I Z A T I O N 25. #WCMKE | @r8chel_marie |
@renee_girard 25 PART III OFF-PAGE THE SOLUTION 26. #WCMKE |
@r8chel_marie | @renee_girard 26 A citation is not a backlink. It
is a mention of a business name in close proximity to its address,
phone number, or both. Citations are used by search engines to
weigh both the accuracy and popularity of businesses. Unstructured
Citation: A mention of any part of your NAP (Name, Address or Phone
number). Structured Citation: A mention of your entire NAP (Name,
Address and Phone Number). WH A T I S A C I T A T I O N ? Source:
http://bit.ly/1mrWUg3 27. #WCMKE | @r8chel_marie | @renee_girard 27
Citations NAP consistency Number of citations Domain Authority of
citation sources Proper category associations Proximity to centroid
Number of reviews C I T A T I O N F A C T O R S 28. #WCMKE |
@r8chel_marie | @renee_girard 28 Backlinks Anchor text Number of
backlinks Domain Authority of backlink sources B A C K L I N K F A
C T O R S 29. #WCMKE | @r8chel_marie | @renee_girard 29 Social
Number of Google+ shares Number of Google +1s Number of Facebook
likes Number of Twitter followers S O C I A L F A C T O R S 30.
#WCMKE | @r8chel_marie | @renee_girard 30 Option #1: Purchase tool
or software Option #2: Claim listings through local data
distributors Option #3: Manually find sources through Google search
operators. H O W T O C L A I M Y O UR C I T A T I O N S 31. #WCMKE
| @r8chel_marie | @renee_girard 31 P R O S & C O N S O F US I N
G D A T A D I S T R I B UT O R S Pros Automatically submits
listings Manage listings from a single dashboard Analytics reports
Cons Expensive Fixed list Doesnt include all sources 32. #WCMKE |
@r8chel_marie | @renee_girard 32 T O P L O C A L D A T A D I S T R
I B UT O R S : I N F O G R O UP 33. #WCMKE | @r8chel_marie |
@renee_girard 33 T O P L O C A L D A T A D I S T R I B U T O R S :
N E U S T A R L O C A L E Z E 34. #WCMKE | @r8chel_marie |
@renee_girard 34 T O P L O C A L D A T A D I S T R I B UT O R S : A
C X I O M 35. #WCMKE | @r8chel_marie | @renee_girard 35 T O P L O C
A L D A T A D I S T R I B UT O R S : F A C T UA L 36. #WCMKE |
@r8chel_marie | @renee_girard 36 T O P C I T A T I O N S F O R T H
E M I D WE S T Angies List is free to get listed but paid for users
& Service Magic is now Home Advisor Source:
http://bit.ly/1mrWUg3 37. #WCMKE | @r8chel_marie | @renee_girard 37
T O P L O C A L C I T A T I O N S F O R C O N S UM E R S Not all
review sites are created equal. Yelp, TripAdvisor, Angies List,
Citysearch, and YP are the most popular for consumers. 38. #WCMKE |
@r8chel_marie | @renee_girard 38 G O O G L E P I G E O N A L G O UP
D A T E Source: http://selnd.com/1rfWU6V Shows Yelp results at the
top of Google with queries that include yelp and boosts other local
directories. 39. #WCMKE | @r8chel_marie | @renee_girard 39 C H A M
B E R O F C O M M E R C E C I T A T I O N S Get listed in your
local chamber of commerce + Chamber of commerce site:..us Chamber
of commerce site:..us + Chamber of commerce site:.org + Chamber of
commerce site:.com 40. #WCMKE | @r8chel_marie | @renee_girard 40 S
O C I A L C I T A T I O N S Claim your social profiles (but stay
consistent) & host events on Google Hangouts 41. #WCMKE |
@r8chel_marie | @renee_girard 41 CONSIDER DATA DISTRIBUTORS/TOOLS
Consider doing both automatic and manual citation building. FIND
CITATION SOURCES Moz Local, Whitespark, search operators,
competitive research, etc. ADD LISTINGS & RECORD PROGRESS Use a
spreadsheet to record your listing information, citation progress,
& citations that need to be fixed. CLAIM SOCIAL PROFILES
Claim/add your listing to social profiles even if the your users
arent active on that platform. O F F - P A G E O P T I M I Z A T I
O N 42. #WCMKE | @r8chel_marie | @renee_girard 42 RESOURCES PLUGINS
TOOLS TAKEAWAYS RESOURCES HOW TO IMPLEMENT 43. #WCMKE |
@r8chel_marie | @renee_girard 43 Google My Business - www.googl e
.com /bu sine ss Moz Local Learning Center - m oz.com /l e arn/l
ocal Whitespark - www.whit e spark.ca/t ool s Andrew Shotland -
www.l ocal seogu ide.com Dav id Mihm - www.dav idm ihm .com Mike
Blumenthal - bl u m e nt hals.com /bl og Greg Gifford - www.sl ide
share .net /G regG ifford L O C A L S E A R C H R E S O UR C E S
44. #WCMKE | @r8chel_marie | @renee_girard 44 W o r d P r e s s L o
c a l S E O w o r d p r e s s . o r g / p l u g i n s / d h - l o c
a l - s e o / M a p P r e s s E a s y G o o g l e M a p s w o r d p
r e s s . o r g / p l u g i n s / m a p p r e s s - g o o g l e - m
a p s - f o r - w o r d p r e s s W P G o o g l e M a p P l u g i n
w o r d p r e s s . o r g / p l u g i n s / w p - g o o g l e - m a
p - p l u g i n L o c a l B u s i n e s s S E O w o r d p r e s s .
o r g / p l u g i n s / m d p - l o c a l - b u s i n e s s - s e o
Y o a s t L o c a l S E O P l u g i n ( p a i d ) y o a s t . c o m
/ w o r d p r e s s / p l u g i n s / l o c a l - s e o S E J L i n
k P a t r o l ( p a i d ) l i n k p a t r o l w p . c o m WO R D P
R E S S P L UG I N S 45. #WCMKE | @r8chel_marie | @renee_girard 45
G o o g l e L o c a l B u s i n e s s C a t e g o r y T o o l b l u
m e n t h a l s . c o m / G o o g l e _ L B C _ C a t e g o r i e s
M o z L o c a l ( G e t L i s t e d . o r g ) m o z . c o m / l o c
a l W h i t e s p a r k L o c a l C i t a t i o n F i n d e r w w w
. w h i t e s p a r k . c a / l o c a l - c i t a t i o n - f i n d
e r M o z L o c a l C i t a t i o n s b y C a t e g o r y m o z . c
o m / l e a r n / l o c a l / c i t a t i o n s - b y - c a t e g o
r y S c h e m a . o r g L o c a l B u s i n e s s M a r k u p s c h
e m a . o r g / L o c a l B u s i n e s s G o o g l e W e b m a s t
e r T o o l s D a t a H i g h l i g h t e r T o o l s u p p o r t .
g o o g l e . c o m / w e b m a s t e r s / a n s w e r / 3 1 0 6 9
5 9 ? h l = e n L O C A L S E A R C H T O O L S 46. #WCMKE |
@r8chel_marie | @renee_girard 46 1. Google My Business G e t o n i
t ! 2. Citation hygiene C l e a n u p d u p l i c a t e o r i n a c
c u r a t e l i s t i n g s 3. Get citations T o p r o v e l o c a
l r e l e v a n c e p r e f e r a b l y i n w a v e s , m u s t b e
p r e c i s e 4. Get links T o p r o v e d o m a i n a u t h o r i
t y ( w h i t e h a t o n l y , l o n g - t e r m s t r a t e g y )
5. Optimize your local landing page(s) I n c l u d e c i t y , s t
a t e a n d b u s i n e s s c a t e g o r y T A K E A WA Y S 47.
#WCMKE | @r8chel_marie | @renee_girard 47 GOOGLE MY BUSINESS Create
a Gmail account. List your business(s). Optimize. CITATIONS Clean
up duplicates or inaccurate listings. Build links through
citations. LOCAL LINKS Build authority through local link building.
ON-PAGE OPTIMIZATION Include city, state in landing page meta tags
and copy. K E Y T A K E A WA Y S 48. 311 E CHICAGO ST SUITE 520
MILWAUKEE, WI 53202 [email protected]
[email protected] THANKS! Questions? THANKS!
