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1
How to Harness Local Search
with Katie Conroy
Local Search & SEO
Specialist
2
Local Search Basics
What is Local Search?
Advanced Search Profile Optimization
Research, Implementation
Building a Local Search Campaign
Citation Profiles, Generation Tools, and Education
Enhancing a Website for Local Search
All the Steps Explained
1
2
3
4
AGEND
A
3
What is
Local
Search?
Local Search Basics
4
Geo Modified Keywords
Explicit vs. Implicit Search
What Does Local Search Impact?
‣ SERPs
‣ Website Traffic
‣ Online Reputation
‣ Mobile Search
‣ Social Media
SERPs
SERPs
Website Traffic
Website Traffic “Insights”
Online Reputation
Local Search Ranking Factors
• Physical Address in City of Search
• Proper Category Associations
• Proximity of Address to Centroid
• Domain Authority of Website
• Quantity & Quality of Citations
• Reviews
• NAPs
12
13
Local Search Basics
What is Local Search?
Advanced Search Profile Optimization
Research, Implementation
Building a Local Search Campaign
Citation Profiles, Generation Tools, and Education
Enhancing a Website for Local Search
All the Steps Explained
1
2
3
4
AGEND
A
2. Advanced Search Profile Optimization
A. Research Preparation
B. Implementing Google+
14
A. Research Preparation
‣ Treat your Local Search Campaign like you would
Organic SEO
• Keywords
• Geographic's
• Lingo
- Ex: “pop” vs “soda” & “grinder” vs “sub” & “hero” vs “hoagie”
15
Know your client as if you started the company
(Some of you did!)
A. Research Preparation
‣ Ask your Client! They are your best resource! Or ask
your customers!
‣ Google AdWords: Keyword Tool
‣ Bing Keyword Tool
‣ Google Analytics
• Keywords Located in the Traffic Sources Overview
• Demographics located in the Audience Overview
‣ Manual Search! Use your own eyes and judgment
‣ Competitor Analysis
16
Tools to Use for Keywords
B. Implementing Google+ Local
‣ What you Need Before you Begin
• NAPs
• Landing Page Metadata
• Contact Person at Physical Address
• Multimedia: logo, photos, and videos
• Promotions
• Social Media Integration
17
Search Engine Profiles
Google+
18
19
About Us Page = NAPs
Google+ Profile in Search
20
Logged In
21
Logged Out
Google+ Profile in Search
22
Local Search Basics
Quick Review
Advanced Search Profile Optimization
Research, Implementation
Building a Local Search Campaign
Citation Profiles, Generation Tools, and Education
Enhancing a Website for Local Search
All the Steps Explained
1
2
3
4
AGEND
A
3.Enhancing Website for Local Search
A. Install Bing & Google Analytics, Webmaster Tools
B. Site Map
C. URL Structures
D. Testimonials
E. Landing Pages
F. Unique Fresh Content
G. Social Buttons
23
Your To-Do List
A. Install Google
Analytics & Webmaster Tools
24
‣ http://www.google.com/analytics/learn/setupchecklist.html
B. Site Map
25
Create Simple Navigation, Upload to Google Sitemaps
Account
C. URL Structures
‣ Keep it Simple & Consistent
• It must relate to content on page
‣ Keep it Short
• Overly complex URLS with multiple parameters create
unnecessarily high numbers of URLs that point to
identical or similar content. Use as few characters as
possible!
‣ Use Lowercase, Use Hyphens
• Ex: www.mysite.com/honolulu-plumbers
26
/keyword+location *where possible
http://support.google.com/webmasters/bin/answer.py?hl=en&answer=76329
D: Testimonials
27
Reviews on Website also help increase client trust
E. Landing Pages
‣ Using Homepage vs Custom Page
‣ Calls to Action
• Signups, Free eBook, Contact
‣ How does your bounce rate look?
‣ Remember Mobile Users!
‣ Trust Symbols
• Pictures of staff, testimonials, BBB & Social Buttons
28
F. Fresh Local Content!
29
G. Social Buttons
30
Local Search Tools
‣ Geositemap Generator
• http://www.geositemapgenerator.com/
• The mother tool- lets you create a geositemap, KML file
and schema markup all in one!
- KML is a file format used to display geographic data in an
Earth browser like Google Earth and Google Maps.
31
32
Local Search Basics
Quick Review
Advanced Search Profile Optimization
Research, Implementation
Building a Local Search Campaign
Citation Profiles, Generation Tools, and Education
Enhancing a Website for Local Search
All the Steps Explained
1
2
3
4
AGEND
A
4. Building a Local Search Campaign
A. Citation Profiles
B. Citation Generation Tools
C. Further Your Education!
33
A. Citation Profiles
‣ Anywhere your NAP is listed, known and unknown
‣ .edu and .org
‣ Local Blogs, Local Chamber of Commerce, Local
Directories
‣ Directory Services
• Ex: UBL
‣ Vertical-related Citations
• Ex: Doctors.com, Lawyers.com, UnitedVanLines.com
34
A. Citation Profiles
35
Acxiom
Localeze
Infogroup
Yahoo
Yelp
CitySearch
Manta
Merchant Circle
Linkedin
Yellowpages
Insider Pages
Kudzu
TeleAtlas
JudysBook
Local.com
Foursquare
MyCity
Superpages
WhitePages
Mapquest
Dexknows
Magic Yellow
B. Citation Generation Tools
‣ Best Sources for Local Citations by Category
• http://getlisted.org/resources/local-citations-by-
category.aspx
‣ Best Sources for Local Citations by City
• http://getlisted.org/resources/local-citations-by-city.aspx
36
B. Citation Generation Tools
‣ Whitespark-- www.whitespark.ca
37
#1 Tool For Citation Research
Whitespark Citation Finder
‣ Gathers phone numbers for top ranking sites
‣ Performs a search for phone number
‣ Finds all citation sources which list top ranking sites
‣ Competitor Citation analysis
‣ Free, but paid with upgrades
38
How it works
B. Citation Generation Tools
‣ GetListed.org
• Quickly get a feel for where you’re listed- just a start
‣ Mike Blumenthal’s Category Tool
- http://blumenthals.com/index.php?Google_LBC_Categories
- Lists all categories available by country
‣ Bright Local.com
• Great Citation Tracker and Agency Tool- free and paid.
39
C. Further your Education
‣ www.davidmihm.com/blog/
• Blog by David Mihm
‣ http://www.localseoguide.com/
• Blog by Andrew Shotland
‣ http://blumenthals.com/blog/
• Blog by Mike Blumenthal
‣ http://www.smallbusinesssem.com/
• Blog by Matt McGee
40
Blogs from Smart People I Follow
41
Thank You!
Katie Conroy
katie@hallme.com
Katie.evelyn.conroy@gmail.com
Google+ With Me!

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How to Harness Local Search

  • 1. 1 How to Harness Local Search with Katie Conroy Local Search & SEO Specialist
  • 2. 2 Local Search Basics What is Local Search? Advanced Search Profile Optimization Research, Implementation Building a Local Search Campaign Citation Profiles, Generation Tools, and Education Enhancing a Website for Local Search All the Steps Explained 1 2 3 4 AGEND A
  • 5. Geo Modified Keywords Explicit vs. Implicit Search
  • 6. What Does Local Search Impact? ‣ SERPs ‣ Website Traffic ‣ Online Reputation ‣ Mobile Search ‣ Social Media
  • 12. Local Search Ranking Factors • Physical Address in City of Search • Proper Category Associations • Proximity of Address to Centroid • Domain Authority of Website • Quantity & Quality of Citations • Reviews • NAPs 12
  • 13. 13 Local Search Basics What is Local Search? Advanced Search Profile Optimization Research, Implementation Building a Local Search Campaign Citation Profiles, Generation Tools, and Education Enhancing a Website for Local Search All the Steps Explained 1 2 3 4 AGEND A
  • 14. 2. Advanced Search Profile Optimization A. Research Preparation B. Implementing Google+ 14
  • 15. A. Research Preparation ‣ Treat your Local Search Campaign like you would Organic SEO • Keywords • Geographic's • Lingo - Ex: “pop” vs “soda” & “grinder” vs “sub” & “hero” vs “hoagie” 15 Know your client as if you started the company (Some of you did!)
  • 16. A. Research Preparation ‣ Ask your Client! They are your best resource! Or ask your customers! ‣ Google AdWords: Keyword Tool ‣ Bing Keyword Tool ‣ Google Analytics • Keywords Located in the Traffic Sources Overview • Demographics located in the Audience Overview ‣ Manual Search! Use your own eyes and judgment ‣ Competitor Analysis 16 Tools to Use for Keywords
  • 17. B. Implementing Google+ Local ‣ What you Need Before you Begin • NAPs • Landing Page Metadata • Contact Person at Physical Address • Multimedia: logo, photos, and videos • Promotions • Social Media Integration 17 Search Engine Profiles
  • 20. Google+ Profile in Search 20 Logged In
  • 22. 22 Local Search Basics Quick Review Advanced Search Profile Optimization Research, Implementation Building a Local Search Campaign Citation Profiles, Generation Tools, and Education Enhancing a Website for Local Search All the Steps Explained 1 2 3 4 AGEND A
  • 23. 3.Enhancing Website for Local Search A. Install Bing & Google Analytics, Webmaster Tools B. Site Map C. URL Structures D. Testimonials E. Landing Pages F. Unique Fresh Content G. Social Buttons 23 Your To-Do List
  • 24. A. Install Google Analytics & Webmaster Tools 24 ‣ http://www.google.com/analytics/learn/setupchecklist.html
  • 25. B. Site Map 25 Create Simple Navigation, Upload to Google Sitemaps Account
  • 26. C. URL Structures ‣ Keep it Simple & Consistent • It must relate to content on page ‣ Keep it Short • Overly complex URLS with multiple parameters create unnecessarily high numbers of URLs that point to identical or similar content. Use as few characters as possible! ‣ Use Lowercase, Use Hyphens • Ex: www.mysite.com/honolulu-plumbers 26 /keyword+location *where possible http://support.google.com/webmasters/bin/answer.py?hl=en&answer=76329
  • 27. D: Testimonials 27 Reviews on Website also help increase client trust
  • 28. E. Landing Pages ‣ Using Homepage vs Custom Page ‣ Calls to Action • Signups, Free eBook, Contact ‣ How does your bounce rate look? ‣ Remember Mobile Users! ‣ Trust Symbols • Pictures of staff, testimonials, BBB & Social Buttons 28
  • 29. F. Fresh Local Content! 29
  • 31. Local Search Tools ‣ Geositemap Generator • http://www.geositemapgenerator.com/ • The mother tool- lets you create a geositemap, KML file and schema markup all in one! - KML is a file format used to display geographic data in an Earth browser like Google Earth and Google Maps. 31
  • 32. 32 Local Search Basics Quick Review Advanced Search Profile Optimization Research, Implementation Building a Local Search Campaign Citation Profiles, Generation Tools, and Education Enhancing a Website for Local Search All the Steps Explained 1 2 3 4 AGEND A
  • 33. 4. Building a Local Search Campaign A. Citation Profiles B. Citation Generation Tools C. Further Your Education! 33
  • 34. A. Citation Profiles ‣ Anywhere your NAP is listed, known and unknown ‣ .edu and .org ‣ Local Blogs, Local Chamber of Commerce, Local Directories ‣ Directory Services • Ex: UBL ‣ Vertical-related Citations • Ex: Doctors.com, Lawyers.com, UnitedVanLines.com 34
  • 35. A. Citation Profiles 35 Acxiom Localeze Infogroup Yahoo Yelp CitySearch Manta Merchant Circle Linkedin Yellowpages Insider Pages Kudzu TeleAtlas JudysBook Local.com Foursquare MyCity Superpages WhitePages Mapquest Dexknows Magic Yellow
  • 36. B. Citation Generation Tools ‣ Best Sources for Local Citations by Category • http://getlisted.org/resources/local-citations-by- category.aspx ‣ Best Sources for Local Citations by City • http://getlisted.org/resources/local-citations-by-city.aspx 36
  • 37. B. Citation Generation Tools ‣ Whitespark-- www.whitespark.ca 37 #1 Tool For Citation Research
  • 38. Whitespark Citation Finder ‣ Gathers phone numbers for top ranking sites ‣ Performs a search for phone number ‣ Finds all citation sources which list top ranking sites ‣ Competitor Citation analysis ‣ Free, but paid with upgrades 38 How it works
  • 39. B. Citation Generation Tools ‣ GetListed.org • Quickly get a feel for where you’re listed- just a start ‣ Mike Blumenthal’s Category Tool - http://blumenthals.com/index.php?Google_LBC_Categories - Lists all categories available by country ‣ Bright Local.com • Great Citation Tracker and Agency Tool- free and paid. 39
  • 40. C. Further your Education ‣ www.davidmihm.com/blog/ • Blog by David Mihm ‣ http://www.localseoguide.com/ • Blog by Andrew Shotland ‣ http://blumenthals.com/blog/ • Blog by Mike Blumenthal ‣ http://www.smallbusinesssem.com/ • Blog by Matt McGee 40 Blogs from Smart People I Follow