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The Ins and Outs of Local SEO

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Anvil Media, Inc.
Anvil Media, Inc.

Major search engines are placing more and more of an emphasis on localized search results, and often local listings will show over the main company website listing. Recent statistics show that 20% of searches are done with local intent, and on mobile that number jumps to 53%. This webinar will go over local SEO best practices on and off your website.

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The Ins and Outs of Local SEO Presented by: Brooke Snow (@brooke_snow) Account Executive | Marketing Specialist Anvil Media, Inc. 503.595.6050 ext 241 brooke@anvilmediainc.com
About Anvil Media Anvil Media, Inc. is a digital marketing agency specializing in search engine marketing services, including search engine optimization, analytics, pay-per- click management, online reputation management, mobile & social media marketing services.
Some of Our Clients
Anvil Key Differentiators 100% of account team Google AdWords & Analytics certified 100% of account team published and spoken in the industry High client & employee retention Founding member of SEMpdx trade association Social Media & PPC Training partner with OMI & Wharton Expertise in technology and entertainment Majority of clients come from word-of-mouth and referrals Award winning: PBJ Fastest Growing, Inc 5,000, AMA MAX
Agenda I. The Local Landscape II. Why Local Search Matters III. Optimizing For Local IV. Review Monitoring & Management
The Local Landscape
What is a local listing?
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 all search queries have a local intent
Only 5% of those use the city or state within the search query
70% of online searchers will use local search to find offline businesses Kelsey Group
86% of online users will be searching for a local business at some point in time Kelsey Group
54% of search users have substituted Internet/search for the phone book comScore Group
What do these stats mean to you? You could be missing out on up to 20% of your potential traffic
Reviews Are Important Consumers are influenced by user reviews – one bad review can multiply quickly
Reviews and Trust
Optimizing For Local
How do you not get lost in the crowd?
Key Steps for Local SEO Claim Optimize Monitor
Ranking Factors (Local Listing) 1. Physical Address in City of Search 2. Manually Owner-verified Place Page 3. Proper Category Associations 4. Volume of Traditional Structured Citations 5. Local Area Code Source: http://www.davidmihm.com/local-search-ranking-factors. 26
Ranking Factors (Local Listing)
Ranking Factors (Local Listing) Google Places Citations http://www.whitespark.ca/local-citation-finde 28
Ranking Factors (Website) 1. Crawlable Address Matching Place Page Address 2. Authority of Website Homepage / PageRank 3. Quality of Inbound Links 4. Crawlable Phone Number Matching Place Page Phone Number 5. City, State in Places Landing Page Title Tag Source: http://www.davidmihm.com/local-search-ranking-factors. 29
Additional On-site Optimization Markup Location Information On Your Website (schema.org) Event Markup Example 30
Additional On-site Optimization Create a KML and Geo-sitemap Easily Create With: http://www.geositemapgenerator.com 31
Things to Avoid What Not to Do: • Don’t have multiple local business listings with the exact same address – differentiate with suite numbers when possible • Don’t have multiple local business listings with the same phone number • Don’t use a PO Box • Don’t list multiple locations on the same page of your website – give each location its own optimized page and link location listings to that page • Don’t use an 800 number in local business listing (should use local phone number – can include 800 number as an alternate phone number) 32
Review Monitoring & Management
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 - MonitorThis  Search by keyword  Searches 25 search engines
Tools – Google & Yahoo Alerts  Company or industry news directly to your inbox
Tools – RSS Feeds  Monitor multiple outlets and terms
Recap
Recap • 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 • There are a TONS of ways to get involved with reviews • Be involved and engaged 41
Resources Articles Use Local Listings To Rank Higher in Mobile Search http://www.aboutus.org/Learn/Use-Local-Listings-To-Rank-Higher-in-Mobile-Search Mobile Search: What Every Local Business Needs To Know http://www.aboutus.org/Learn/Mobile-Search:-What-Every-Local-Business-Needs-To-Know Taking Control of Your Company's Online Reputation, Part 1 http://www.emarketingandcommerce.com/article/taking-control-business-s-online-reputation-part-1/1 Taking Control of Your Company's Online Reputation, Part 2 http://www.emarketingandcommerce.com/article/taking-control-business-online-reputation-part-2/1 Whitepapers The Marketer’s Guide to Location-Based Social Networking http://www.anvilmediainc.com/search-engine-marketing-resources/free-white-papers/location-based-social-networking- whitepaper
Q&A and Next Steps  Read Anvil’s blog, articles & white papers – http://www.anvilmediainc.com  Subscribe to our newsletter or follow us on Twitter - @anvilmedia  Contact us with questions about today’s webinar or Anvil services Nick Footer Business Development Executive Anvil Media, Inc. 310 NE Failing Street Portland, OR 97212 503.595.6050 x228 office 503.481.6629 cell nickf@anvilmediainc.com Twitter: @nickfooter LinkedIn: nickfooter
Upcoming Anvil Webinars April 18th, 2012 – 10am PST Advanced Social Media May 16th, 2012 – 10am PST Advanced Analytics Find Out More and Register http://www.anvilmediainc.com/search-engine-marketing- webinars

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The Ins and Outs of Local SEO

  • 1. The Ins and Outs of Local SEO Presented by: Brooke Snow (@brooke_snow) Account Executive | Marketing Specialist Anvil Media, Inc. 503.595.6050 ext 241 brooke@anvilmediainc.com
  • 2. About Anvil Media Anvil Media, Inc. is a digital marketing agency specializing in search engine marketing services, including search engine optimization, analytics, pay-per- click management, online reputation management, mobile & social media marketing services.
  • 3. Some of Our Clients
  • 4. Anvil Key Differentiators 100% of account team Google AdWords & Analytics certified 100% of account team published and spoken in the industry High client & employee retention Founding member of SEMpdx trade association Social Media & PPC Training partner with OMI & Wharton Expertise in technology and entertainment Majority of clients come from word-of-mouth and referrals Award winning: PBJ Fastest Growing, Inc 5,000, AMA MAX
  • 5. Agenda I. The Local Landscape II. Why Local Search Matters III. Optimizing For Local IV. Review Monitoring & Management
  • 7. What is a local listing?
  • 8. Why are local listings used? Read reviews… Get directions Find a phone number See pictures Research pricing …and more!
  • 12. Then There Are Feeds…
  • 14. Why Local Search Matters
  • 15. 20% of all search queries have a local intent
  • 16. Only 5% of those use the city or state within the search query
  • 17. 70% of online searchers will use local search to find offline businesses Kelsey Group
  • 18. 86% of online users will be searching for a local business at some point in time Kelsey Group
  • 19. 54% of search users have substituted Internet/search for the phone book comScore Group
  • 20. What do these stats mean to you? You could be missing out on up to 20% of your potential traffic
  • 21. Reviews Are Important Consumers are influenced by user reviews – one bad review can multiply quickly
  • 24. How do you not get lost in the crowd?
  • 25. Key Steps for Local SEO Claim Optimize Monitor
  • 26. Ranking Factors (Local Listing) 1. Physical Address in City of Search 2. Manually Owner-verified Place Page 3. Proper Category Associations 4. Volume of Traditional Structured Citations 5. Local Area Code Source: http://www.davidmihm.com/local-search-ranking-factors. 26
  • 28. Ranking Factors (Local Listing) Google Places Citations http://www.whitespark.ca/local-citation-finde 28
  • 29. Ranking Factors (Website) 1. Crawlable Address Matching Place Page Address 2. Authority of Website Homepage / PageRank 3. Quality of Inbound Links 4. Crawlable Phone Number Matching Place Page Phone Number 5. City, State in Places Landing Page Title Tag Source: http://www.davidmihm.com/local-search-ranking-factors. 29
  • 30. Additional On-site Optimization Markup Location Information On Your Website (schema.org) Event Markup Example 30
  • 31. Additional On-site Optimization Create a KML and Geo-sitemap Easily Create With: http://www.geositemapgenerator.com 31
  • 32. Things to Avoid What Not to Do: • Don’t have multiple local business listings with the exact same address – differentiate with suite numbers when possible • Don’t have multiple local business listings with the same phone number • Don’t use a PO Box • Don’t list multiple locations on the same page of your website – give each location its own optimized page and link location listings to that page • Don’t use an 800 number in local business listing (should use local phone number – can include 800 number as an alternate phone number) 32
  • 33. Review Monitoring & Management
  • 34. 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
  • 35. 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
  • 36. Tools – SocialMention  Search by keyword  Set up Alerts  Includes blogs, comments, news & more
  • 37. Tools - MonitorThis  Search by keyword  Searches 25 search engines
  • 38. Tools – Google & Yahoo Alerts  Company or industry news directly to your inbox
  • 39. Tools – RSS Feeds  Monitor multiple outlets and terms
  • 40. Recap
  • 41. Recap • 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 • There are a TONS of ways to get involved with reviews • Be involved and engaged 41
  • 42. Resources Articles Use Local Listings To Rank Higher in Mobile Search http://www.aboutus.org/Learn/Use-Local-Listings-To-Rank-Higher-in-Mobile-Search Mobile Search: What Every Local Business Needs To Know http://www.aboutus.org/Learn/Mobile-Search:-What-Every-Local-Business-Needs-To-Know Taking Control of Your Company's Online Reputation, Part 1 http://www.emarketingandcommerce.com/article/taking-control-business-s-online-reputation-part-1/1 Taking Control of Your Company's Online Reputation, Part 2 http://www.emarketingandcommerce.com/article/taking-control-business-online-reputation-part-2/1 Whitepapers The Marketer’s Guide to Location-Based Social Networking http://www.anvilmediainc.com/search-engine-marketing-resources/free-white-papers/location-based-social-networking- whitepaper
  • 43. Q&A and Next Steps  Read Anvil’s blog, articles & white papers – http://www.anvilmediainc.com  Subscribe to our newsletter or follow us on Twitter - @anvilmedia  Contact us with questions about today’s webinar or Anvil services Nick Footer Business Development Executive Anvil Media, Inc. 310 NE Failing Street Portland, OR 97212 503.595.6050 x228 office 503.481.6629 cell nickf@anvilmediainc.com Twitter: @nickfooter LinkedIn: nickfooter
  • 44. Upcoming Anvil Webinars April 18th, 2012 – 10am PST Advanced Social Media May 16th, 2012 – 10am PST Advanced Analytics Find Out More and Register http://www.anvilmediainc.com/search-engine-marketing- webinars