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BlueGlass LocalPresented by: Michael Dorausch, DC
@chiropractic
Local and Mobile Domination Harnessing the Changing SERPs
Where am I?
City of Tampa
What we’ll cover
Understanding GoogleLocations Near Me (Tampa)
Deep Granular ContentApple Maps/Siri, Yelp, and Foursquare
Google says…
Run an ad.
#local
Google’s gotten better at understanding users.
Delivering increasingly more localized content.
Focused on selling ads.
#local
Users have gotten better at understanding Google.
• Users seeking best result nearest their location• Searching from home (desktop)• Searching from work (huge opportunities here)• Your location from 8am to 6pm (M-F)
Locations Near Me
2 years and 6 months since Google went local.
Google+ Local
Google+ Local
• 20 business locations near me (randomly selected)• 11 (55%) of 20 show no sign of activity
11 (55%) show no sign of activity1. Sheraton Tampa Riverwalk Hotel (managed with photos)2. T-Mobile (not managed)3. Ashley Street Grille (not managed)4. Bank of America (logo)5. Tampa Chamber of Commerce (no photo)6. Hyatt Regency Tampa (managed with photos)7. Primo's Deli Cafe (not managed)8. Tanya Gold MD Physician (not managed)9. Anthem Reporting (single photo)10. Avanzare (not managed)11. Hattricks (managed with see inside)12. Downtown's Florist (managed with see inside)13. Designing Eyes (not managed)14. Cordell & Cordell Tampa Divorce Attorneys (not managed)15. American Institute-Architects (not managed)16. Tampa Welding & Fabrication, Inc (logo)17. Arc Printers (not managed)18. Enable America (logo)19. Florida Capital Partners (not managed)20. Bruegger's Bagel Shop (not managed)
4 of 9 Display Local SEO Evidence1. Sheraton Tampa Riverwalk Hotel (Corporate SEO)2. Hyatt Regency Tampa (Corporate SEO)3. Hattricks (Possible Local SEO)4. Downtown's Florist (Possible Local SEO)5. Tampa Welding & Fabrication, Inc (Owner/Employee)6. Tampa Chamber of Commerce (Scrape/Employee)7. Anthem Reporting (Owner/Employee)8. Enable America (Owner/Employee)9. Bank of America (Employee)
There’s life here…
…but not here
#disconnect
• Incentives at front desk• Incentives/Reminders in lobby• Incentives/Reminders in bar
There’s life here too…
…because dead flowers don’t sell
• String of bad reviews• Forced into action
Page Content (Google)
• Minimum of 6 high quality photos• 1 hi res logo• 5 images: 110px × 110px (and 70x70px)• 1 image: 250px × 250px (and 90x90px)• EXIF Data: File Name, GEO• Info “from owner” (Google may scrape)• Reviews (hopefully positive)
Cropped Photo Example
Photo Example (full size)
Content (Deep Granular)
Let’s do real research.
Historical DataFirst to Organize/Post
USGS 1944
Centroid circa 1944
Centroid Near Me
• Federal Building• City Hall• Church• Data Center (Verizon)
USGS 1956
Radio Tower (WDAE)
• First radio station in state of Florida• May 15, 1922 - Tampa Times Radio• Corner of Tampa and Whiting St (historic)• 620 WDAE - The Sports Animal (current)• Tampa Bay's Sports Radio Station
Bing Local
Local Content Potential
• Ybor City• Tampa Riverwalk• Davis Islands• Rattlesnake Cannery• Armory• MacFarlane Park• MacDill Park• Churches• Hillsborough River• Freemasons• Cruise Ship Terminal
Sacred Heart Church
Frank Adamo Drive
Freemasons
Baltimore Block, W. P. B. Co.
Links?
Society for Historic ArchaeologyNational Register of Historic Places
Street Fairs
Tell them what to do
Mobile Mapping
Apple Maps/Siri, Yelp, and Foursquare
BlueGlassX App (iPhone)Lipscomb VillaCity BlueIsland HomesTampa UniversityRiverfront DistrictRiversideHyde Park PlaceBayside
Apple Maps / Yelp (iPhone)
Apple Maps / Yelp (iPhone)
SIRI to Hotel
SIRI (Hotel to Burgers)
Five Guys Route
Mexican Food?
Best Coffee?
Indigo No Go on Apple Maps
Location-Based Services(My Findings)
• Work best for locations that are hip, trendy, and frequented regularly.
• Think Sheraton Hotel vs. Motel 6• Think Coffee House vs. Local Dentist
Five Guys Check In
Five Guys Check In
CVS Pharmacy
Hotels vs Banks
Printers
While standing in front of Arc Printers
Foursquare Content
• Minimum of 4 photos• 125 x 125 and 300 x 300• EXIF Data Stripped (but post anyway)
#incentify
Motivate, reward, and provide incentives to mobile savvy consumers with compliments,
contests, prizes, and giveaways.
Google Us!
How to get local brand queries without spending any money?
QR Codes
QR Codes
• Create QR Code for Google+ Local• Display QR Code at business location• Establish Scanning Incentives
Happy Holidays!
