81% of Shoppers Start Online. Are you getting their business? How to make changes to your website and online marketing strategy to increase your Google rankings and increase your local business.

1. 81% of Shoppers Start Online
Are You Getting Their Business?
BRITTANY MURPHY
Onethingmarketing.net
502-532-1818
hello@onethingmarketing.net

2. 81% of Shoppers Start Online
Are You Getting Their Business?
Get better online marketing with
2

3. Quick Survey
 How many are doing SEO, or
have a company doing SEO
for them?
 How long have you been
doing SEO?
 Anyone feel knowledgeable?
3

4. 92% of all consumers
searching for
local services or products
start by looking online
BrightLocal
4

5. 56% of local retailers
have Not claimed
their Google my
business listing
Local Search Association
5

6. What can you do NOW
to improve your
Local SEO
6

7. What is local seo?
7
It helps businesses
promote their products
and services
to local customers at
the exact time they're
looking for
a local business.

8. 8

9. Our Google My Business Listing
 Are you claimed? http://www.joyannehawkins.com/how-to-tell-if-a-page-is-verified-with-the-new-google-plus/
9

10. What are the benefits of Local SEO?
95% of people
don’t go past the
1st page
of search results
10

11. 11

12. What google says to Improve Rankings:
Enter complete data
Verify your location(s)
Keep your hours accurate
Manage and respond to reviews
Add photos
12

13. The real Factors (thanks, Chuck Norris)
1. My Business Signals (Proximity, categories, keyword in
business title, etc.) 19%
2. Link Signals (Inbound anchor text, linking domain
authority, linking domain quantity, etc.) 17%
3. On-Page Signals (Presence of NAP, keywords in titles,
domain authority, etc.) 14%
4. Citation Signals (IYP/aggregator NAP consistency,
citation volume, etc.) 13%
5. Review Signals (Review quantity, review velocity, review
diversity, etc.) 13%
6. Behavioral Signals (Click-through rate, mobile clicks to
call, check-ins, etc.) 10%
7. Personalization 10%
8. Social Signals (Google engagement, Facebook
engagement, Twitter engagement, etc.) 4% 13

14. changes We Have Seen Thus Far
Increasing Importance
14

15. 15

16. 1. GMB Signals
 Physical Address in City of Search has been the #1
local pack/finder ranking factor. BUT
NOT ANYMORE!
This CAN lead to poor results in most categories. I’m
looking for the best lawyer in town, not the closest
one.
 Businesses with higher relevancy and prominence
will rank in a wider radius around their business.
16

17. 1. GMB Signals
17
 Factors – 19%
 Age of GMB Listing very important – SO CLAIM NOW!
 Photos with listing and updated pictures
 Updated Business Hours – filtered out if not
 Proper GMB Category listing (#3 ranking factor)
 Add additional categories if needed:
 Photo Lab
 Camera Store
 Photo Restoration Service
 Photo Shop
 DO NOT HAVE TO MANAGE GMB LISTING - but is it good to keep it updated
 pictures, reviews, business hours on holidays

18. Claimyour Google My Business Listing
 To claim listing -
Google.com/business
 Tips:
 Use google account that you
have control over so you can
always have access.
 Ex. Don’t use an employee’s
account
 If someone else has claimed your
GMB then you can request
ownership and potentially get
that access back. 18

19. #2 Link Signals
19
Google is still leaning heavily
on links as a primary measure
of a business’ authority and
prominence.
Quality/Authority of Inbound
Links to Domain increased
from #12 to #4 factor

20. What is Link Building
20

21. How to Link Building
Easyexamples:
 Business directories (including dealer websites, chambers, BBB, etc.)
 Any press or press releases (ask for link)
 Guest post on other sites
 Local sponsorships (5ks, etc.)
 Website directories that offer listings of discounts, etc
Don’t buy links from just anywhere – can get you in trouble!
21

22. Why not?
Blogging
Content Creation
(Build links through
great content)
22

23. Try Blogging/Content Creation
Tips:
 Write at least 500 words
 Top content has 1500+ words
 Target long-tail keywords
 More content = more chances of
ranking for more keywords
 Optimize all blogs
 Repurpose content (newsletters,
social media, etc.) 23

24. Try Blogging/Content Creation
24
Content Ideas:
Cost and Price questions
Problems and issues (negative reviews)
Versus or comparisons (If you were me
what would you do? How do you compare
to other companies?)
Reviews of your own products and services,
other companies, yelp, etc.
The Bests (bests in your area)
FAQs

25. #3 On-Page Signals
Presence of NAP
Keywords in titles
Domain authority
Etc.
14%
25

26. What is On-Page SEO?
Page TargetingPhrase “PhotoRestoration”
TITLE TAG: Photo Restoration services for old damaged pictures,
City, State
H1 HEADER TAG: How to Restore Old Photos with Photo
Restoration
BODY COPY: Photo Restoration can repair any damaged photo
that you may have. Let our expert Photo Restoration service take
bent, water damaged, or burned photos and bring them
back to life. We can also use Photo Restoration to take any black
and white photo, and add color to them!
URL: http://www.yourdomain.com/Photo Restoration
ALT PHOTO TAG: Photo Restoration Before
and After
26

27. What is On-Page SEO?
Title Tag
Meta Description
Meta Tag Tips:
• Add call to actions, benefits (free shipping, open 24/7, etc.)
• Only 150 characters so use them wisely
• Add unique meta description and title tag for each page
27

28. What is On-Page SEO?
Title Tag
Meta Description
Meta Tag Tips:
• Add call to actions, benefits (free shipping, open 24/7, etc.)
• Only 150 characters so use them wisely
• Add unique meta description and title tag for each page
Products and services keywords, location, etc.
28

29. Try Keyword Research
29

30. Tips for Keyword Research (AdWords Keyword Planner)
Use keyword search tool to:
• make sure that you are using
words that get searches and
are also terms used by your
customers
• generate ideas and figure out
search volume
• https://adwords.google.com/k
o/KeywordPlanner
30

31. Tips for Keyword Research
2900
140
70
NUMBER OF SEARCHES FOR KEYWORD
ENLARGEMENTS COMPARISON
photo enlargements
print enlargements
picture enlargements
Tips:
• Look out for differences in similar
terms but different search
numbers
• If a keyword is a technical term,
also find out what customers
would call it
• Include your city, state if you’re
targeting local
31

32. #4 Citation Signals
 The emphasis on citations has seen
some decline compared to links.
 There is an increasing focus on
quality over quantity of citations.
 Still crucial to laying down a proper
foundation in local search. We’re
just getting smarter about how far
you need to go with them.
32

33. Check your Google My Business Listing
 Make sure info is correct - NAP, official business name, correct category – options: photo lab, photo shop, photo
restoration service, photographer, passport photo processor, camera store, portrait studio. Choose as many as are relevant to
biz.
33

34. Super Consistent NAP
Name
Address
Phone # 34

35. How to have a Consistent NAP
Tips:
Make sure you have one consistent
listing with all correct info
No duplicates or incorrect listings
Start with 4 aggregators
35

36. Where to check for Consistent NAP
 Top 50 directories (make sure to manually fix)
36

37. Need help with a Consistent NAP?
Unsure of where your citations stand? We can show you!
www.onethingmarketing.net/citation-audit
37

38. #5 Review Signals
38
• Review quantity
• Review velocity
• Review diversity
• 13%

39. What about Reviews? Now a TOP local
SEO ranking factor
Get as many as
possible
Ask, ask, ask, ask
Respond to them
Google reviews #1
priority
All other sites
industry related
second priority 39

40. Add a Review Funnel
TIP:
Create a Review Funnel
40

41. Add a Review Funnel
Thumbs Down Thumbs Up
41

42. Ask and monitor Reviews
Helpful Sites:
 Getfivestars.com
 Grade.us
 Review Scan: www.grade.us/home/lookup
 Google Review Link Generator:
www.grade.us/home/labs/google-review-
link-generator
 Freereviewmonitoring.com 42

43. Respond to Reviews
Respond to good AND
bad reviews
Tips on responding:
https://goo.gl/H1uwsQ
43

44. #6 Behavioral Signals
Factors:
Click-through rate
Mobile clicks to call
Check-ins
10%
Ranking better will help get
more click-through
Reviews can help as well
44

45. #7 Personalization
 Google is taking personalization based
on the physical location of the searcher
to the next level.
 Based on Google usage analytics on
every GMB listing, it will be almost
impossible for business owners to
understand what their true ranking
really is.
 I also see Google ramping up its
advertising efforts to a new level to
promote GMB listings in search results. 45

46. #8 Social Signals
Factors:
Google engagement
Other Social engagement
4% (decreased)
Make sure that if you post on
social media you are creating
shareable posts (ex. your blog)
Get reviews
46

47. Advanced: Foundational vs Competitive
 After completing all of the Foundational factors, there are the factors which are competitive difference-
makers - factors that will move your rankings beyond your competitors.
 You need BOTH. You probably won’t rank with only the foundation unless you’re in an extremely low-
competition market, and you definitely won’t rank if you’re missing that foundation, no matter how many
links you have.
47

48. simple as Pie
1. “You need to have a physical location in
the city you’re trying to rank in, and it’s
helpful for it to be close to the searcher.
2. Then, make sure to have the proper
categories associated with your listing, and
get your citations built and consistent on
the most important sites.
3. Now, to really move the needle, focus on
your on-page optimization, getting links
and reviews.”
48

49. Negative Factors
1. Listing Detected at False Business Address
2. Incorrect Business Category
3. Reports of Violations on Your GMB Listing
4. Site Hacked/Presence of Malware
5. Mismatch NAP/Tracking Phone Numbers Across Data Ecosystem
6. Address is a PO Box, UPS Mail Store, or Other False Address
7. Presence of Multiple GMB Listings in the Same Category with Same Title & Address
8. GMB Listings with Same Address/Phone Marked as “Permanently Closed”
9. Presence of Businesses in the Same Category at the Same Address
10.Mismatch NAP/Tracking Phone Number on GMB Landing Page 49

50. Possible Future Changes – Entity Authority
50

51. #10 Link Building
What links are
Questions??
51