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Put Your Business on the Map with Local Search,[object Object],Michael King | SEO Manager / Publicis Modem | @ipullrank,[object Object]
Traditional Media Doesn’t Cut It Anymore,[object Object],Traditional Marketing Channels simply do not have what it takes to compete with Online Media’s ROI or measurement capabilities.,[object Object]
Traditional Media vs Paid Search,[object Object],With traditional media you get very high untargeted impressions and a very low response rate. Whereas with Paid Search you only pay for the click-throughs or responses and your ads are placed in front of people who have displayed interest.,[object Object]
The Yellow Pages are Dead.,[object Object]
Inbound Marketing Wins,[object Object],>,[object Object],Inbound Marketing beats Northbound Marketing by allowing you to engage a more qualified target audience and definitively measure the success.,[object Object]
Learning by Doing,[object Object],The Local Search Tactics you will learn in the next 30 minutes come from years of practice for small businesses not just conjecture from blogs.,[object Object]
Meet Parker’s Barber Shop,[object Object],Parker’s Barber Shop came to us as a 2-chair operation and is now considering opening another location,[object Object]
We Encouraged Social Engagement,[object Object],We put up posters with QR codes to encourage reviews on Google Places & Yelp, check-ins on Foursquare and Likes on Facebook,[object Object]
Location Demographics,[object Object],Our efforts resulted in Parker’s Barber Shop appearing regularly in searches by people in the target Service Area.,[object Object]
We Helped Parker’s Business Grow,[object Object],The efforts resulted in 488 clicks for driving directions, 214 Facebook fans, 587 Foursquare check-ins, 500 new customers and the hiring of 2 additional barbers – in one year.,[object Object]
Meet MyPoolGuy,[object Object],In his first year of business Jason from MyPoolGuy came to us with a small client base of 25 and a small marketing budget opting to place it in a website rather than traditional advertising.,[object Object]
We Made MyPoolGuy a Busy Man,[object Object],Since mid-March 2011 the site has generated  over 100 leads at a near 10% conversion rate and he receives 3-6 phone calls daily from the website.  9 months into Year 1 Jason currently has 130 customers. His Year 3 Projection was 125.,[object Object]
TALKING ABOUT,[object Object],BEST ,[object Object],PRACTICES,[object Object]
Keyword Research,[object Object],Use Google Insights, Trends and the Adwords Keyword Tool to determine the search volume for broad terms in your local area in addition to geotargeted keywords.,[object Object]
On-Page: GeoTargeting,[object Object],Include the target towns, cities, counties and states in your copy, filenames, anchor text and alt tags.,[object Object]
On-Page: NAP,[object Object],Include the Name, Address and Phone Number (NAP) in crawlable text throughout the site and ensure exact consistency within external sources such as Google Places, Yahoo Local, et al. For example “3rd FL” & “Third Floor” are not the same.,[object Object]
On-Page: KML GeoSiteMaps,[object Object],Create KML GeoSitemapswith:,[object Object],http://www.geositemapgenerator.com/ by informing rich snippets.,[object Object],and submit them with Google Webmaster Tools. More on KML Sitemaps: http://code.google.com/apis/kml/documentation/kmlSearch.html,[object Object]
On-Page: Microformats,[object Object],Implement the LocalBusiness  Schema.org Microformat to increase visibility. Specification: http://schema.org/LocalBusiness,[object Object]
Multiple Locations,[object Object],Each Location needs its own landing page on your website with a crawlable NAP.,[object Object]
CITATIONS & REVIEWS,[object Object],SHOW GOOGLE,[object Object],WHAT YOU GOT,[object Object]
Off-Page: Claim & Complete Listings,[object Object],Claim your listings to ensure that they are accurate and that no one else can edit them. Complete listings adding pictures, keywords and relevant categories and ensure accuracy across the web to send strong signals to Google. This gives a strong validation signal to Google.,[object Object]
Off-Page: 5 Steps to Eliminate Duplicates,[object Object],Choose the listing that you’d prefer to keep in your account. Make sure that you have all your enhanced content (photos, business hours, description) attached to this listing and this listing only.,[object Object],For duplicates of this listing in your account (the ones you want to remove), remove all enhanced information. Keep only required information, like the business title, address, and one phone number.,[object Object],Submit these changes and verify as necessary.,[object Object],Now, sit tight for a couple of weeks – just for good measure.,[object Object],Delete the duplicates from your account, choosing Remove this listing from my Local Business Center account.,[object Object],From Mike Blumenthal: http://blumenthals.com/blog/2009/05/08/google-maps-how-to-remove-duplicate-records-in-the-local-business-center/,[object Object]
Off-Page: Encourage Reviews,[object Object],Encourage reviews on relevant sites. Hyperlocal review sources such as  PhiladelphiaRestaurants.com are have more impact than Yelp so find relevant review sites to your niche and area.,[object Object]
LINK BUILDING,[object Object],YES, YOU NEED IT,[object Object]
Local Link Building is Always Important,[object Object],ORGANIZATIONS,[object Object],PROGRAMS,[object Object],MAKE NEWS,[object Object],SOCIAL MEDIA,[object Object],Better Business Bureau,[object Object],Chamber of Commerce ,[object Object],Local Charities,[object Object],Professional Organizations,[object Object],Become a News Source,[object Object],Leverage HARO,[object Object],Become a News Publisher,[object Object],Conferences,[object Object],Webinars,[object Object],Referral Programs,[object Object],Web-Only Coupons,[object Object],Leverage KnowEm,[object Object],Twitter Search,[object Object],Google Alerts,[object Object],Social Mention,[object Object],All the broad link building tactics apply here they are just easier to do as a member  of an actual community.,[object Object]
Social Media,[object Object],Use KnowEm to create a ton of Social Profiles and use Google Alerts, Social Mention and Twitter Search to jump into the online Conversation.,[object Object]
Above All…,[object Object],BE AGILE.,[object Object],Be Agile!,[object Object]
COMPETITIVE ANALYSIS,[object Object],WATCH THE OTHER TEAMS,[object Object]
Reverse Engineering Competitor Citations,[object Object],Find out where your competitors citations come from by finding aggregatorsand from standard broad searches. ,[object Object]
Use Standard Search Results,[object Object],Perform standard searches using competitor business names and numbers  to uncover the local and niche directories that the competitor is getting links from.,[object Object]
Use Standard Search Results (Co-Citations),[object Object],Search for multiple businesses at once to uncover new aggregators. For more info on these tactics see: http://www.seomoz.org/blog/how-to-research-local-citations-after-google-removed-them-from-places,[object Object]
TRICKS OF THE TRADE,[object Object],MY FAVORITE ,[object Object],MOVES,[object Object]
Service Area Pages ,[object Object],Build Service Area pages that leverage ,[object Object],location based content to ground them in cities and towns in your service area and create places for zip codes.,[object Object],ProTip: If you don’t have location based content, leverage events, news, gas price and weather RSS feeds.,[object Object]
Greasing the Review Wheel,[object Object],Segment the existing mailing list and push users to their respective services Google, Bing and Yahoo and other (for Facebook). *,[object Object],*Tip from @edmontonseo,[object Object]
TOOLS & SERVICES,[object Object],YOU DON’T NEED,[object Object],TOO MANY,[object Object]
WhiteSpark Local Citation Finder,[object Object],Find citation sources to add your site to. http://www.whitespark.ca/local-citation-finder/,[object Object]
getListed Listing Checker,[object Object],See what have listings you have at a glance. http://getlisted.org/Snapshot.aspx,[object Object]
MapMaker,[object Object],Add your business to Google’s map maker service and embed maps into your site to further associate the site with the location.,[object Object]
Localeze,[object Object],Get your information correct and consistent across and build citations in dozens of places. Also use Infogroup, and Acxiom.,[object Object]
CONVERSION RATE OPTIMIZATION,[object Object],GUARANTEED,[object Object],SCORING,[object Object]
Conversion Form,[object Object],Prominently display your conversion form above the fold on every page if possible or put it on the homepage and a “contact us” page but make the path to it obvious.,[object Object]
Building Trust,[object Object],Place phone numbers, addresses above the fold to assure the user that you are a legitimate business. The especially helps if you sell online.,[object Object]
Testimonials,[object Object],Use testimonials to further legitimize your product or business in the eyes of visitors.,[object Object]
Organizations,[object Object],Proudly display your Better Business Bureau badge and/or license number above the fold.,[object Object]
TURN YOUR MISS,[object Object],INTO A SWISH,[object Object],WITH LOCAL SEARCH,[object Object]
Thank You.,[object Object],Michael King,[object Object],SEO Manager,[object Object],www.ipullrank.com,[object Object],mike@ipullrank.com,[object Object],@iPullRank,[object Object]
Appendix A,[object Object],2011 Local Search Ranking Factors,[object Object],http://www.davidmihm.com/local-search-ranking-factors.shtml,[object Object],How to Research Local Citations After Google Removed them from Places,[object Object],http://www.seomoz.org/blog/how-to-research-local-citations-after-google-removed-them-from-places,[object Object],WhiteSpark Local Citation Finder,[object Object],http://www.whitespark.ca/local-citation-finder/,[object Object],Localeze,[object Object],http://localeze.com/,[object Object],InfoUSA,[object Object],http://infousa.com/,[object Object],getListed,[object Object],http://getlisted.org/,[object Object],GeoSitemap Generator,[object Object],http://www.geositemapgenerator.com,[object Object]
Appendix B,[object Object],More Data Aggregators:,[object Object],Acxiom:  http://www.acxiom.com/Pages/Home.aspx,[object Object],Infogroup: http://www.mybusinesslistingmanager.com/,[object Object],Dun and Bradstreet:  https://www.dandb.com/establish-business-credit/Experian:  http://www.businesscreditfacts.com/pdp.aspx?pg=SearchForm&link=5202,[object Object],Review Sites:,[object Object],Angie’s list:   http://www.angieslist.com/bloomspot:   http://www.bloomspot.com/CitySquares:   http://citysquares.com/CityVoter:   http://cityvoter.com/DailyCandy:   http://dailycandy.com/all-cities/Eventful:   http://eventful.com/venuesKudzu:   http://www.kudzu.com/lilaguide:   http://www.lilaguide.com/reviews/Yellowbot:   http://www.yellowbot.com/,[object Object],Niche Review Site Examples:,[object Object],hotels.com:   http://www.hotels.com/grubHub:   http://www.grubhub.com/Menuism:   http://www.menuism.com/TravelMuse:   http://www.travelmuse.com/TripAdvisor:   http://www.tripadvisor.com/UserReview-e__2F__Urbanspoon:   http://www.urbanspoon.com/chooseOpentable:   http://www.opentable.com/,[object Object]

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Putting your Business on the Map with Local Search

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Editor's Notes

  1. Expensive to create and difficult to source good creativeExpensive to maintain an ongoing presence across traditional mediaDifficult to track leads\\the overall success of the campaignNew creative must be developed every few monthsTiming plays a huge factor; potential customers may hear your message but not be ready to make a purchasing decision