going local with social

@gyitsakalakis

Going Local

With Social

Using The Social Web to Get Local Results

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Gyi Tsakalakis founded AttorneySync and EPL Digital to help lawyers and businesses earn meaningful and valuable attention online because that's where clients and customers are looking.

Why can’t we be friends?@gyitsakalakis

@gyitsakalakis

CONCEPT

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SOCIAL LOCAL

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“The essence of social media is really a public conversation with your customers and prospective customers.”

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“The essence of the future of local search is really a public conversation with your customers and prospective customers.”

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#1

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Pizza Hut?

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Consistent NAP is not a substitute for being awesome.

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It takes a lot more work to build trust than to lose it.

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Are social signals direct search ranking factors?

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Whether or not social signals are direct local search ranking factors isn’t really the point.

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“It’s not the actual social activity that matters, but what happens as a result of that activity.”

- AJ Kohn (Blind Five Year Old)

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SURVEY SAYS!!!

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Overall Ranking Factors

Local Search Factors 2014 (MOZ)

On-page Signals 21%

Link Signals 18.30%

External Loc Signals 15.50%

My Business Signals 14.70%

Review Signals 9.80%

Personalization 8.40%

Behavior/Mob. Signals 6.90%

Social Signals 5.80%

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David Mihm

@gyitsakalakis

Overall Ranking Factors

Local Search Factors 2014 (MOZ)

On-page Signals 21%

Link Signals 18.30%

External Loc Signals 15.50%

My Business Signals 14.70%

Review Signals 9.80%

Personalization 8.40%

Behavior/Mob. Signals 6.90%

Social Signals 5.80%

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@gyitsakalakis

Overall Ranking Factors

Local Search Factors 2014 (MOZ)

On-page Signals 21%

Link Signals 18.30%

External Loc Signals 15.50%

My Business Signals 14.70%

Review Signals 9.80%

Personalization 8.40%

Behavior/Mob. Signals 6.90%

Social Signals 5.80%

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@gyitsakalakis

Overall Ranking Factors

Local Search Factors 2014 (MOZ)

On-page Signals 21%

Link Signals 18.30%

External Loc Signals 15.50%

My Business Signals 14.70%

Review Signals 9.80%

Personalization 8.40%

Behavior/Mob. Signals 6.90%

Social Signals 5.80%

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@gyitsakalakis

Overall Ranking Factors

Local Search Factors 2014 (MOZ)

On-page Signals 21%

Link Signals 18.30%

External Loc Signals 15.50%

My Business Signals 14.70%

Review Signals 9.80%

Personalization 8.40%

Behavior/Mob. Signals 6.90%

Social Signals 5.80%

~79%

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????

@gyitsakalakis

Top 50 Localized Organic Factors

Top 50 Localized Organic Factors

City, State in Landing Page Title 1

Domain Authority of Website 2

Page Authority of Landing Page URL 3

Quality/Authority of Inbound Links to Domain 4

Quality/Authority of Inbound Links to Landing Page URL 5

Physical Address in City of Search 6

Quality/Authority of Structured Citations 7

Product / Service Keyword in Website URL 8

Click-Through Rate from Search Results 9

City, State in Landing Page H1/H2 Tags 10

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Top 50 Pack/Carousel Factors

Top 50 Pack/Carousel Factors

Physical Address in City of Search 1

Proper Category Associations 2

Consistency of Structured Citations 3

Quality/Authority of Structured Citations 4

HTML NAP Matching My Business Page NAP 5

Product / Service Keyword in Business Title 6

Domain Authority of Website 7

Proximity of Address to the Point of Search (Searcher-Business Distance) 8

Individually Owner-verified My Business Page 9

Proximity of Address to Centroid 10

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Top 30 Difference-Making Factors in Competitive Markets

Top 30 Difference-Making Factors in Competitive Markets

Domain Authority of Website 1

Consistency of Structured Citations 2

Quality/Authority of Inbound Links to Domain 3

Quality/Authority of Structured Citations 4

Proper Category Associations 5

Quality/Authority of Inbound Links to Landing Page URL 6

City, State in Landing Page Title 7

Physical Address in City of Search 8

Quantity of Native Google Maps Reviews (w/text) 9

Quality/Authority of Unstructured Citations (Newspaper Articles, Blog Posts) 10

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10 Factors That Have Increased in Importance Since Pigeon

10 Factors That Have Increased in Importance Since Pigeon

Domain Authority of Website 1

Proximity of Address to the Point of Search (Searcher-Business Distance) 2

Quality/Authority of Inbound Links to Domain 3

Quality/Authority of Inbound Links to Landing Page URL 4

Physical Address in City of Search 5

Quantity of Reviews by Authority Reviewers (e.g.Yelp Elite, Multiple Maps Reviewers, etc) 6

Quality/Authority of Structured Citations 7

City, State in Landing Page Title 8

Click-Through Rate from Search Results 9

Page Authority of Landing Page URL 10

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Domain Authority of Website

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“We calculate this metric by combining all of our other link metrics— LINKING ROOT DOMAINS, NUMBER OF TOTAL LINKS, MOZRANK, MOZTRUST, ETC.—into a single score.”

- MOZ

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“The essence of domain authority is really a public conversation with your customers, prospective customers and other people.”

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ACTION

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How can I rank better using social media?

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Convince people to search with site:twitter.com

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Spam Your Google My Business Page

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H/T Andrew Shotland (@localseoguide)

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Get People to Circle You on G+

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Barnacle SEO

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- Will Scott (@w2scott)

Barnacle SEO: attaching oneself to a large fixed object and waiting for the customers to float by in the current.

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url count rankings_analyzed coveragefindlaw.com 81 960 8.44%lawyers.com 56 960 5.83%google.com 53 960 5.52%avvo.com 43 960 4.48%wikipedia.org 40 960 4.17%thumbtack.com 39 960 4.06%yelp.com 20 960 2.08%

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Example: Dangerous Intersections

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Organic Local Social Promotion

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Paid Local Social Promotion

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Use Local Socially Promoted Content To Build Links.

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Example: Chicago Bike Accident Map

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Optimizing Social Profiles With Local Search In Mind.

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Find Local Influencers On The Social Web.

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Future?

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@gyitsakalakis 57Coffee? Beer? Questions? @gyitsakalakis