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The Quickly Evolving
World of Local SEO

Presented by:
Brooke Snow (@brooke_snow)
Digital Strategist
Anvil Media, Inc.
503.595.6050 ext 241
brooke@anvilmediainc.com
Agenda

I. The Local Landscape
II. Why Local Search Matters
III. Optimizing For Local
IV. The Google+ Elephant in the Room
V. Review Monitoring & Management
The Local Landscape
What is a local listing?
A Google Carousel?
Why are local listings used?
Read reviews…
Get directions

Find a phone number
See pictures
Research pricing

…and more!
Search Engine Platforms

LOCAL
Service Platforms
Local Based Services (LBS)
Then There Are Feeds…
Holistic Approach is a Must
Why Local Search Matters
20% of desktop queries have a local intent

50%+ of mobile queries
have a local intent
5%

Only
of those use the city or
state within the search query
2% use terms such as
neighborhoods
0.5% use zip codes
What do these stats mean to you?

You could be missing out on a
lot of your potential traffic
Reviews Are Important
Consumers are influenced by user reviews – one
bad review can multiply quickly
Reviews and Trust

85% of consumers said they read
online reviews for local businesses
Reviews and Trust

79% of consumers trust
an online review as much as a
recommendation from a friend
Reviews and Trust

73% of consumers said a positive
review makes them trust a business
more
Optimizing For Local
How do you not get lost in the crowd?
Key Steps for Local SEO

Claim

Optimize

Monitor
Key Local Term

N.A.P.
Name

Address

Phone
Top Ranking Factors
1. Proper Category Associations

2. Physical Address in City of Search
3. Consistency of Structured Citations
4. Quality/Authority of Structure Citations
5. HTML NAP Matching Place Page NAP
6. Quantity of Structured Citations
7. Domain Authority of Website
8. Individually Owner-verified Local Plus Page
9. City, State in Places Landing Page Title
10. Proximity of Address to Centroid
Source: http://moz.com/local-search-ranking-factors

24
Listing Ranking Factors
Listing Ranking Factors

Google Citations

Source: http://www.whitespark.ca/local-citation-finder
26
Key On-site Optimization

Location and Business Type in All Key Areas
• Title Tag
• Meta description
• Headline (H1 tag)
• Body Copy
• URL

27
Key On-site Optimization
Schema Markup

Event Markup Example

28
Things to Avoid

What Not to Do:
• Have a listing for a location where a business is not at – like a P.O. Box
• Stuffing your business name with keywords
• Mis-matched NAP or tracking numbers
• Incorrect business category
• Multiple listings with same/similar business title and address
• Reports of violations of your listing
• Presence of malware on your website
…basically anything that is seen as spammy

Source: http://moz.com/local-search-ranking-factors

29
The Google+ Elephant in the Room
Google+

Google Places

Google+ Local
The Merge

32
Review Monitoring & Management
Key Online Review Tips & Tactics

1.

Always monitor reviews

2.

Address negative reviews in a timely manner (24 hours max)

3.

Great customer service naturally creates better ratings

4.

Identify themes within negative reviews and take appropriate action
in order to improve as a company

5.

Track competitive reviews for intelligence and insight

6.

Always remember - reviews directly impact revenue
Respond to the Negative
When to Respond
 You know your company is in
the wrong
 The review is misstating facts
 You can tell the reviewer is
mad at you and not just life
How to Respond
 Be honest & calm
 Be transparent
 Offer something for their
troubles (25% off their next
purchase?)
 If needed – take the
conversation offline
Respond to the Positive

When to Respond
 When you get a rave
review
How to Respond
 Be gracious and humble
 Let them know you
appreciate their business
Tools – SocialMention

 Search by keyword
 Set up Alerts
 Includes blogs,
comments, news &
more
Tools – Google & Yahoo Alerts

 Company or
industry news
directly to your
inbox
Recap
Recap
•
•
•
•
•
•

If you’re not on Google+ - get on it!
Be sure to claim and optimize your local profiles
Optimize your website for local SEO
Reviews influence customer behavior significantly
Respond to both negative and positive reviews
Be involved and engaged

40

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The Quickly Evolving World of Local SEO

  • 1. The Quickly Evolving World of Local SEO Presented by: Brooke Snow (@brooke_snow) Digital Strategist Anvil Media, Inc. 503.595.6050 ext 241 brooke@anvilmediainc.com
  • 2. Agenda I. The Local Landscape II. Why Local Search Matters III. Optimizing For Local IV. The Google+ Elephant in the Room V. Review Monitoring & Management
  • 4. What is a local listing?
  • 6. Why are local listings used? Read reviews… Get directions Find a phone number See pictures Research pricing …and more!
  • 10. Then There Are Feeds…
  • 12. Why Local Search Matters
  • 13. 20% of desktop queries have a local intent 50%+ of mobile queries have a local intent
  • 14. 5% Only of those use the city or state within the search query 2% use terms such as neighborhoods 0.5% use zip codes
  • 15. What do these stats mean to you? You could be missing out on a lot of your potential traffic
  • 16. Reviews Are Important Consumers are influenced by user reviews – one bad review can multiply quickly
  • 17. Reviews and Trust 85% of consumers said they read online reviews for local businesses
  • 18. Reviews and Trust 79% of consumers trust an online review as much as a recommendation from a friend
  • 19. Reviews and Trust 73% of consumers said a positive review makes them trust a business more
  • 21. How do you not get lost in the crowd?
  • 22. Key Steps for Local SEO Claim Optimize Monitor
  • 24. Top Ranking Factors 1. Proper Category Associations 2. Physical Address in City of Search 3. Consistency of Structured Citations 4. Quality/Authority of Structure Citations 5. HTML NAP Matching Place Page NAP 6. Quantity of Structured Citations 7. Domain Authority of Website 8. Individually Owner-verified Local Plus Page 9. City, State in Places Landing Page Title 10. Proximity of Address to Centroid Source: http://moz.com/local-search-ranking-factors 24
  • 26. Listing Ranking Factors Google Citations Source: http://www.whitespark.ca/local-citation-finder 26
  • 27. Key On-site Optimization Location and Business Type in All Key Areas • Title Tag • Meta description • Headline (H1 tag) • Body Copy • URL 27
  • 28. Key On-site Optimization Schema Markup Event Markup Example 28
  • 29. Things to Avoid What Not to Do: • Have a listing for a location where a business is not at – like a P.O. Box • Stuffing your business name with keywords • Mis-matched NAP or tracking numbers • Incorrect business category • Multiple listings with same/similar business title and address • Reports of violations of your listing • Presence of malware on your website …basically anything that is seen as spammy Source: http://moz.com/local-search-ranking-factors 29
  • 30. The Google+ Elephant in the Room
  • 33. Review Monitoring & Management
  • 34. Key Online Review Tips & Tactics 1. Always monitor reviews 2. Address negative reviews in a timely manner (24 hours max) 3. Great customer service naturally creates better ratings 4. Identify themes within negative reviews and take appropriate action in order to improve as a company 5. Track competitive reviews for intelligence and insight 6. Always remember - reviews directly impact revenue
  • 35. Respond to the Negative When to Respond  You know your company is in the wrong  The review is misstating facts  You can tell the reviewer is mad at you and not just life How to Respond  Be honest & calm  Be transparent  Offer something for their troubles (25% off their next purchase?)  If needed – take the conversation offline
  • 36. Respond to the Positive When to Respond  When you get a rave review How to Respond  Be gracious and humble  Let them know you appreciate their business
  • 37. Tools – SocialMention  Search by keyword  Set up Alerts  Includes blogs, comments, news & more
  • 38. Tools – Google & Yahoo Alerts  Company or industry news directly to your inbox
  • 39. Recap
  • 40. Recap • • • • • • If you’re not on Google+ - get on it! Be sure to claim and optimize your local profiles Optimize your website for local SEO Reviews influence customer behavior significantly Respond to both negative and positive reviews Be involved and engaged 40