WEB PRESENCE ANALYTICS for BRANDS AND AGENCIES

Local Search Best Practices

Jeff Riddall

Client Success Manager, gShift

jeff.riddall@gshiftlabs.com@JRiddall

WEB PRESENCE ANALYTICS for BRANDS AND AGENCIES

Presenter

Jeff Riddall• The very first gShift Client

Success Manager• 10+ years experience in Web

marketing• Journalism Major• Blogger and Social Media

Addict• Hockey Dad

jeff.riddall@gshiftlabs.com@JRiddall+ JRiddall

JRiddall on LinkedIn

WEB PRESENCE ANALYTICS for BRANDS AND AGENCIES

Agenda

1. A little about gShift2. SoLoMo3. Best practice local search

recommendations.

Outcome

1. Ideas to give your business a local online edge.

We make it simple for brands to be massively discovered in a social and mobile world.Processing billions of data points for over 10,000+ brands across 22 countries.

WEB PRESENCE ANALYTICS for BRANDS AND AGENCIES

Value Delivered

Mobile

Search Social

Web Presence Analytics

gShift collects this big data and owns this imperative dataset:

Keyword Metrics – proprietary

Desktop/Mobile traffic analytics – proprietary

Social Signals - proprietary

Backlinks – proprietary

Recommendations and Activities Tracking

WEB PRESENCE ANALYTICS for BRANDS AND AGENCIES

ANALTYICS INFORMS ENGAGING CONTENT

WEB PRESENCE ANALYTICS for BRANDS AND AGENCIES

Local SearchThe Audience

Is NowIn Control

So(cial)Lo(cal)Mo(bile) has changed the way people are informed, consider

and purchase.

Companies have to monitor and manage their presence socially, locally

and on mobile.WEB PRESENCE ANALYTICS for BRANDS AND AGENCIES

Local Search Best Practices

• On-Site Optimization• Google + Local• Content Marketing• Social Media• Backlinks• The Mobile Factor

WEB PRESENCE ANALYTICS for BRANDS AND AGENCIES

Onsite Optimization• Identify top ranking/visited

pages• Identify a manageable

number of keywords you want to be found for

• Optimize pages for keywords – Leverage the gShift Page Optimizer

• Title tags, Heading tags, internal links, meta descriptions

• Google and Bing Webmaster tools – XML sitemap

• Schema for local businesses, events, restaurant hours and menu items *New* – Data Highlighter in Google Webmaster tools

WEB PRESENCE ANALYTICS for BRANDS AND AGENCIES

Google + Local• Formerly Google Places• Take ownership and

complete the required information – add links to the introduction and to related websites, social accounts

• Link to your website and use Google authorship if you maintain a blog

• Seek out and monitor customer reviews

WEB PRESENCE ANALYTICS for BRANDS AND AGENCIES

Content Marketing

• Create and distribute original, relevant, value added content, which links to primary pages of your website

• Blogs, news, events, videos, etc.

• Monitor content engagement

WEB PRESENCE ANALYTICS for BRANDS AND AGENCIES

Social Media

• Identify appropriate social media channels for your business – Facebook, Google +, Twitter, Foursquare

• Identify and follow relevant local people or businesses

• Distribute your content with Calls to Action and links to relevant pages of your website

• Monitor Social Signals by content

• Listen• Engage

WEB PRESENCE ANALYTICS for BRANDS AND AGENCIES

Backlinks/Citations

• Backlinks do still matter• Relevant local directories

e.g. Chamber of Commerce, BBB.org

• Local review sites e.g. Yelp

• Links from local partner sites

• Links from relevant industry sites

• Find links through the Top 50 Panel or Competitor’s Backlinks in gShift

• Don’t simply link to your Home Page – link to other relevant pages where appropriate

WEB PRESENCE ANALYTICS for BRANDS AND AGENCIES

Mobile

Social

WEB PRESENCE ANALYTICS for BRANDS AND AGENCIES

Mobile Traffic

• Upwards of 25% of gShift client site visits are from mobile devices

• Do you have a mobile-friendly site?

• If you have or are creating a separate mobile site, the same optimization rules apply in terms of Title Tags, Heading Tags and internal links

Mobile

Social

WEB PRESENCE ANALYTICS for BRANDS AND AGENCIES

Mobile Search

• We’re all lazy when we search on a mobile device

• Shorter tail keywords and GEO when typing

• Conversational search (voice search). One of the key drivers behind Google’s recent Hummingbird update

• Expand your keyword list to account for mobile search

• Understand the differences when searching locally vs. from another location

Local/Mobile Search Engines

Mobile

Social

WEB PRESENCE ANALYTICS for BRANDS AND AGENCIES

National SearchLocal/Mobile Search

Mobile

Social

WEB PRESENCE ANALYTICS for BRANDS AND AGENCIES

Local Positions

Special Promotions

Promotion requires a new 12-month term and expires May 1, 2014Contact sales@gshiftlabs.com or your CSM for more details

WEB PRESENCE ANALYTICS for BRANDS AND AGENCIES

Upgrade your gShift software subscription to the next tier by May 1st, 2014 and receive 50% more keywords!

Find tier pricing at http://www.gshiftlabs.com/product/pricing-set-up-tiers/

jeff.riddall@gshiftlabs.com@Jriddall+Jriddall

Connect with me on LinkedIn

Next Month’s Topic – Fine Tuning YouTube

Thanks!

WEB PRESENCE ANALYTICS for BRANDS AND AGENCIES