This document discusses the evolution of local search and provides tools and tips to dominate local search results. It outlines how local search has changed from focusing only on keywords and links to emphasizing name, address, phone (NAP) information, reviews from customers and friends, and social media integration. The document then provides quick tips for local SEO best practices like keyword research, matching business categories to landing pages, using structured data, and obtaining citations and reviews. It recommends tools for local SEO tasks like tracking citations, generating review requests, checking search rankings, and call tracking.

1. IS IT LOCAL?
How Google Local Has Evolved +
Tools and Tips to Dominate
@tomharari

2. DOWNLOAD THESE SLIDES
http://iacq.co/mbo-13
@tomharari

3. ABOUT ME
TOM HARARI
• SEO Manager @tomharari
• Worked for Omnicom Media Group
• Started in SEO for Local Businesses
• Have Since Worked with Franchises,
And Fortune 500 Companies
@tomharari

4. @tomharari
Agenda
Evolution
of Local
Search
Quick Hits Tools to
dominate
…and of course Q&A

5. @tomharariiacquire.com

6. @tomharariiacquire.com
In The Beginning…
• Local No Different
Than Organic
• Optimize for Keywords
• Title Tags + Links

7. @tomharariiacquire.com
Then in 2008… 10 Packs

8. @tomharariiacquire.com

9. @tomharariiacquire.com
NAP Becomes Important

10. @tomharariiacquire.com
This Kind Of NAP
• Name of Company
• Address of Company
• Phone Number of Company
Keep this
consistent!

11. @tomharariiacquire.com
(215) 888-1888
215-888-1888
2158881888
Not the
same

12. iacquire.com
WTF?

13. @tomharariiacquire.com
2009...
• No Geo-Modifier
Needed
• Based On Location
of Searcher
• Intent Becomes
Important

14. @tomharariiacquire.com

15. @tomharariiacquire.com

16. @tomharariiacquire.com

17. @tomharariiacquire.com
Reviews
• Reviews Became
More Important
• Number of Reviews
• Sentiment of Reviews
• Not just Yelp,
YellowPages, City
Search –
also Google Places

18. @tomharariiacquire.com
In 2011...
• Hotpot
Gets
Introduced
• Reviews
from
Friends
Important

19. @tomharariiacquire.com

20. @tomharariiacquire.com
Summer 2012
• Google Places
Becomes Google+
Local
• How Many People In
Your Circles?
• Traditional Factors Still
Prevalent

21. @tomharariiacquire.com
Check Out Evolution Of Local Search On Moz
http://moz.com/blog/evolution-of-the-local-algorithm-whiteboard-friday

22. QUICK HITS
Part II
iacquire.com @tomharari

23. iacquire.com @tomhararihttp://moz.com/local-search-ranking-factors
• These make
up the
largest
chunk of the
pie
• Focus on
getting these
right

24. @tomharariiacquire.com
Keyword Research
Looks a bit light

25. @tomharariiacquire.com
Keyword Research

26. @tomharariiacquire.com
Keyword Research
Looks a little better!

27. @tomharariiacquire.com
Single Location Vs. Multiple
• Single Location – Use
Homepage in Google+
Listing
• Multiple Locations – Use
Location Landing Page
in Google+ Listing

28. @tomharariiacquire.com
Match Categories to Landing Pages

29. @tomharariiacquire.com
Titles + Metadata still cool
Credit to Mike Ramsey @NiftyMarketing
• Use http://www.seomofo.com/snippet-optimizer.html to see how your
SERP Listing will look

30. @tomharariiacquire.com
Schema.org Enter fields
here
Copy Output
from Here

31. @tomharariiacquire.com
KML File
http://www.geositemapgenerator.com/input

32. @tomharariiacquire.com
Authorship?

33. @tomharariiacquire.com
Not A Google+ Local Business Page

34. @tomharariiacquire.com
Lead Generation & CTA
• Too Many Small
Businesses Have
Terrible CTA
• No Easy Way To
Convert Into Lead
• Make It Easy
Image Credit: Unbounce.com

35. @tomharariiacquire.com
Lead Generation & CTA
• Too Many Small
Businesses Have
Terrible CTA
• No Easy Way To
Convert Into Lead
• Make It Easy
Image Credit: Unbounce.com

36. @tomharariiacquire.com
Citations

37. @tomharariiacquire.com
Citations

38. @tomharariiacquire.com
Reviews – Just Ask

39. @tomharariiacquire.com
Reviews – Just Ask
Not like thisNot like this

40. TOOLS TO DOMINATE
Part III
@tomharari

41. @tomharariDate
Feeling Lazy? Got Wordpress?

42. @tomharariiacquire.com
Citations
Darren Shaw
@EdmontonSEO‎
https://www.whitespark.ca/local-citation-finder

43. @tomharariiacquire.com
More Citations http://www.yext.com/small-business

44. @tomharariiacquire.com
Reviews
Darren Shaw
@EdmontonSEO‎
http://www.whitespark.ca/review-handout-generator/

45. @tomharariDate
Rank Checking

46. @tomharariiacquire.com
Rank Checking
Darren Shaw
@EdmontonSEO‎

47. @tomharariDate
Call Tracking

48. @tomharariiacquire.com
Follow These People – They’re Smart!
@localseoguide
@daveminchala @EdmontonSEO @mblumenthal
@MikeRamsey
@davidmihm

49. The End

50. wwww.iacquire.com
Thank You and Q&A
@tomharari
tom@iacquire.com