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LOCAL SEARCH MARKETING“YOU HAVE TO DO THE BEST WITH WHAT GOD GAVE YOU” ~ MRS. GUMP
A.K.A. HOW TO RUN A MARKETING CAMPAIGN AND FULFILL BUSINESS POTENTIAL IN LOCAL SEARCH
HELLO. MY NAME’S FORRE...
HELLO. MY NAME’S MAX. MAX MINZER.
MAX MINZEROWNER, REENGAGE CONSULTING
MODERATOR, LOCAL SEARCH COMMUNITYHOST, MAX IMPACT
@MAXMINZER
+MAXMINZER
REENGAGECONSULTING.COM
LOCAL SEARCH
LOCAL SEARCH
LOCAL SEARCH
LOCAL SEARCH
LOCAL DISCOVERY
AND ‘CAUSE I WAS A GAZILLIONAIRE, AND I LIKED DOING IT SO MUCH, I CUT THAT GRASS FOR FREE.
LET’S HIRE THIS GUY!
SEARCH RESULTS
RESULTS: LOCAL ADS
RESULTS: LOCAL MAP
RESULTS: ORGANIC RESULT
RESULTS: LOCAL RESULT
RESULTS: LOCAL PACK
RESULTS: LOCAL PACK *
RESULTS: BRANDED SEARCH
RESULTS: OTHER
I’M PRETTY TIRED...
GET A HAIRCUT, FORREST
WINNING IN LOCAL SEARCH!
GETS BETTER ON YOUR PHONE!
#WINNING
OK, COOL DOWN
MILLION DOLLAR WOUND THEY SAID...
MAMA ALWAYS SAID LOCAL SEARCH WAS LIKE A BOX OF CHOCOLATES. YOU NEVER KNOW WHAT YOU’RE GONNA GET.
NO MAGIC FORMULA
HOWEVER, THERE AREBEST PRACTICES
THAT CAN MAKE A HUGE IMPACT
LOCAL SEARCH
WEBSITE
JUST STARTING OUT?
IN BUSINESS FOR A WHILE?
I THINK I’LL GO HOME NOW
WEBSITE: YOUR BUSINESS HOME ONLINE – EXTENSION OF IT
TAKE CARE OF “BASICS:” CLEAR VALUE PROPOSITION - CLEAN DESIGN -
USER EXPERIENCE - SEARCH OPTIMIZATION
I GOTTA PEE!
OPTIMIZE LOCAL LANDING PAGES
OPTIMIZE LOCAL LANDING PAGES
BUSINESS NAME
OPTIMIZE LOCAL LANDING PAGES
BUSINESS ADDRESS
OPTIMIZE LOCAL LANDING PAGES
BUSINESS PHONE NUMBER
OPTIMIZE LOCAL LANDING PAGES
MAP EMBED
OPTIMIZE LOCAL LANDING PAGES
TRUST SIGNALS
OPTIMIZE LOCAL LANDING PAGES
LOCATION/SERVICE INFORMATION
MORE RESOURCES:
ANATOMY OF OPTIMAL LANDING PAGE[MIKE RAMSEY]
ONPAGE OPTIMIZATION FOR LOCAL SEO[MATTHEW HUNT]
DESIGNING BUSINESS LOCATION PAGES[AARON WEICHE]
OPTIMIZE LOCAL LANDING PAGES
FEW MORE “LOCAL” TOUCHES
NAME/ADDRESS/PHONE IN FOOTER OR SIDEBAR
OPTIMIZE LOCAL LANDING PAGES
TECHNICAL: SCHEMA MARKUP
FEW MORE “LOCAL” TOUCHES
LOCAL SERVICE PAGES
THAT’S ALL I HAVE TO SAY ABOUT THAT
LOCAL SEARCH
GOOGLE LOCAL
I DON’T RECALL WHAT I GOT FOR MY FIRST CHRISTMAS… BUT I DO REMEMBER THE FIRST TIME I HEARD THE
SWEETEST VOICE IN THE WIDE WORLD
WE WAS LIKE PEAS AND CARROTS, GOOGLE AND I.
WE WAS LIKE PEAS AND CARROTS, GOOGLE AND I.
GOOGLE LOCAL
THAT’S MORE LIKE IT...
OK, OK - BACK TO PEAS AND CARROTS
HOW TO GET TO YOUR G+ PAGE
PLAN B: HOW TO GET TO YOUR G+ PAGE
CLAIM & VERIFY
CLAIM & VERIFY
*EXTRA*SEARCH & CHECK FOR DUPLICATES (BAD, BAD, BAD)
UNDER SAME OR OLD NAMES, ADDRESSES OR PHONE NUMBERS
YOU TWINS?
OPTIMIZE YOUR GOOGLE PAGE
NOT THIS
BUT THIS
GOOGLE LOCAL PAGEYOUR LANDING PAGE
YOUR CONTACT PAGE
YOUR ABOUT US PAGE
YOUR “LOVE AT FIRST SITE” PAGE
YOUR “HOW TRUSTWORTHY ARE YOU?” PAGE
UP-TO-DATE CONTACT INFO
CATEGORIES ARE CRITICAL
SHARE YOUR STORY
NOT ALL YOUR KEYWORDS
ADD VISUALS
*OPTIONAL: SEE INSIDE
THAT’S ALL I HAVE TO SAY ABOUT THAT
LOCAL SEARCH
BUSINESS LISTINGS
AKA CITATIONS:BUSINESS LISTINGS & MENTIONS ONLINE
STRUCTURED BUSINESS LISTINGS
1. SEARCH FOR BUSINESS LISTINGS
1A. CHECK FOR
DUPLICATES
2. CLAIM EXISTING(OR CREATE NEW)
3. UPDATE
DUPLICATES & INCONSISTENT NAP (NAME, ADDRESS, PHONE) ARE HURTING YOUR LOCAL SEARCH VISIBILITY
-YOU TWINS? - NO, WE ARE NOT RELATIONS, SIR.
TAKE CONTROL OF YOUR BUSINESS LISTINGS.
UNSTRUCTURED CITATIONS: MENTIONS IN THE PRESS, LOCAL BLOG, ETC
THIS PART MIGHT BE COMPLICATED.CONSIDER OUTSOURCING.
SOMETIMES, I GUESS THERE JUST AREN’T ENOUGH ROCKS
THAT’S ALL I HAVE TO SAY ABOUT THAT
THAT’S ALL I HAVE TO SAY ABOUT THAT
NOT REALLY
LOCAL CITATION BUILDING BEST PRACTICES[PHIL ROZEK]
AUDIT AND FIX CITATIONS[DARREN SHAW]
BE WHERE YOUR CUSTOMERS ARE WITH LOCAL BUSINESS LISTINGS[ME]
CITATION BUILDING STRATEGIES[BENJAMIN BECK]
MORE RESOURCES FOR CITATIONS:
LOCAL SEARCH
REVIEWS
YOU DID GOOD, MOMMA!
MAMA ALWAYS HAD A WAY OF EXPLAINING THINGS SO I COULD UNDERSTAND THEM.
YOU NEED ONLINE REVIEWS.
REPEAT WITH ME
PREVENTIVE
PREVENTIVE
PREVENTIVE
FORGET LOCAL SEARCH FOR A SEC.REVIEWS CAN RUIN YOUR BUSINESS.
YOU NEED A PREVENTIVE REVIEW STRATEGY (LONG GAME)
GETTING FEW REVIEWS A MONTH WILL TAKE CARE OF YOUR REPUTATION MANAGEMENT
MOMMA SAYS STUPID IS AS STUPID DOES.
BETTER QUALITY + QUANTITY OF REVIEWS= POSITIVE SIGNALS TO SEARCH
STARS WILL SHOW UP ONCE YOU HAVE 5 REVIEWS
ASK FOR REVIEWS & DIVERSIFY
ZIGZAG APPROACH[PHIL ROZEK]
ASK“WE WOULD LOVE YOUR
FEEDBACK ON…”
SPECIAL CASE: CAN’T ASK FOR REVIEWS - AWARENESS ONLY
WEBSITE REVIEW PAGE
ASK VIA EMAIL
ISN’T THAT WHAT FORREST IS DOING HERE?TELEPATHICALLY
ASK USING A SERVICE
ASK & CREATE AWARENESS
UNHAPPY WILL REVIEW
SATISFIED WILL FORGET
PREVENTIVE
THAT’S ALL I HAVE TO SAY ABOUT THAT
LOCAL SEARCH
LOCAL SEARCH & DISCOVERY
NOT JUST THIS
BUT ALSO THIS
MAMA ALWAYS SAID LOCAL SEARCH WAS LIKE A BOX OF CHOCOLATES. YOU NEVER KNOW WHAT YOU’RE GONNA GET.
REMEMBER
SEARCH QUERY
DISTANCE
BUSINESS DENSITY
THINGS YOU HAVE NO CONTROL OVER:
OUTSIDER
PAID MARKETING
TARGETED WEBSITE CONTENT
LOCAL SEARCH
TIME TO RUN
WHAT’S MY DESTINY, MAMA?
YOU’RE GONNA HAVE TO FIGURE THAT OUT FOR YOURSELF.
BUT… IF THERE’S ANYTHING YOU NEED, I WON’T BE FAR AWAY
MAX MINZER
@MAXMINZER
+MAXMINZER
THANK YOU!QUESTIONS?
