march 2012 webinar - the ins and outs of local seo
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The Ins and Outs of Local SEO
Presented by:Brooke Snow (@brooke_snow)Account Executive | Marketing SpecialistAnvil Media, Inc.503.595.6050 ext 241brooke@anvilmediainc.com
About Anvil Media
Anvil Media, Inc. is a digital marketing agency specializing in search engine marketing services, including search engine optimization, analytics, pay-per-click management, online reputation management, mobile & social media marketing services.
Some of Our Clients
100% of account team Google AdWords & Analytics certified100% of account team published and spoken in the industryHigh client & employee retentionFounding member of SEMpdx trade associationSocial Media & PPC Training partner with OMI & WhartonExpertise in technology and entertainmentMajority of clients come from word-of-mouth and referralsAward winning: PBJ Fastest Growing, Inc 5,000, AMA MAX
Anvil Key Differentiators
Agenda
I. The Local Landscape
II. Why Local Search Matters
III. Optimizing For Local
IV. Review Monitoring &
Management
The Local Landscape
What is a local listing?
Why are local listings used?
Read reviews…
Get directions
Find a phone number
See pictures
Research pricing
…and more!
Search Engine Platforms
LOCAL
Service Platforms
Local Based Services (LBS)
Then There Are Feeds…
Holistic Approach is a Must
Why Local Search Matters
20% of all search queries have a local intent
Only 5% of those use the city or state within the search query
70% of online searchers
will use local search to find offline
businesses
Kelsey Group
86% of online users will be searching for a local business
at some point in time
Kelsey Group
54% of search users have substituted Internet/search
for the phone book
comScore Group
You could be missing out on up to 20% of your potential traffic
What do these stats mean to you?
Reviews Are Important
Consumers are influenced by user reviews – one bad review can multiply quickly
Reviews and Trust
Optimizing For Local
How do you not get lost in the crowd?
Optimize
MonitorClaim
Key Steps for Local SEO
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1. Physical Address in City of Search
2. Manually Owner-verified Place Page
3. Proper Category Associations
4. Volume of Traditional Structured Citations
5. Local Area Code
Ranking Factors (Local Listing)
Source: http://www.davidmihm.com/local-search-ranking-factors.shtml
Ranking Factors (Local Listing)
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Google Places Citations
Ranking Factors (Local Listing)
http://www.whitespark.ca/local-citation-finder
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1. Crawlable Address Matching Place Page Address2. Authority of Website Homepage / PageRank3. Quality of Inbound Links4. Crawlable Phone Number Matching Place Page Phone
Number5. City, State in Places Landing Page Title Tag
Ranking Factors (Website)
Source: http://www.davidmihm.com/local-search-ranking-factors.shtml
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Additional On-site Optimization
Markup Location Information On Your Website (schema.org)
Event Markup Example
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Additional On-site Optimization
Create a KML and Geo-sitemap
Easily Create With: http://www.geositemapgenerator.com
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What Not to Do:• Don’t have multiple local business listings with the exact same
address – differentiate with suite numbers when possible • Don’t have multiple local business listings with the same phone
number• Don’t use a PO Box • Don’t list multiple locations on the same page of your website – give
each location its own optimized page and link location listings to that page
• Don’t use an 800 number in local business listing (should use local phone number – can include 800 number as an alternate phone number)
Things to Avoid
Review Monitoring & Management
Respond to the Negative
How to Respond Be honest & calm Be transparent Offer something for
their troubles (25% off their next purchase?)
If needed – take the conversation offline
When to Respond You know your
company is in the wrong
The review is misstating facts
You can tell the reviewer is mad at you and not just life
Respond to the Positive
When to Respond When you get a
rave review
How to Respond Be gracious and
humble Let them know you
appreciate their business
Tools – SocialMention
Search by keyword
Set up Alerts Includes blogs,
comments, news & more
Tools - MonitorThis
Search by keyword
Searches 25 search engines
Tools – Google & Yahoo Alerts
Company or industry news directly to your inbox
Tools – RSS Feeds
Monitor multiple outlets and terms
Recap
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• Be sure to claim and optimize your local profiles
• Optimize your website for local SEO• Reviews influence customer behavior
significantly• Respond to both negative and positive
reviews• There are a TONS of ways to get involved
with reviews• Be involved and engaged
Recap
Resources
Articles
Use Local Listings To Rank Higher in Mobile Searchhttp://www.aboutus.org/Learn/Use-Local-Listings-To-Rank-Higher-in-Mobile-Search
Mobile Search: What Every Local Business Needs To Knowhttp://www.aboutus.org/Learn/Mobile-Search:-What-Every-Local-Business-Needs-To-Know
Taking Control of Your Company's Online Reputation, Part 1 http://www.emarketingandcommerce.com/article/taking-control-business-s-online-reputation-part-1/1Taking Control of Your Company's Online Reputation, Part 2http://www.emarketingandcommerce.com/article/taking-control-business-online-reputation-part-2/1
WhitepapersThe Marketer’s Guide to Location-Based Social Networkinghttp://www.anvilmediainc.com/search-engine-marketing-resources/free-white-papers/location-based-social-networking-whitepaper
Read Anvil’s blog, articles & white papers – http://www.anvilmediainc.com
Subscribe to our newsletter or follow us on Twitter - @anvilmedia
Contact us with questions about today’s webinar or Anvil services
Q&A and Next Steps
Nick Footer Business Development Executive
Anvil Media, Inc.310 NE Failing StreetPortland, OR 97212
503.595.6050 x228 office503.481.6629 cellnickf@anvilmediainc.comTwitter: @nickfooterLinkedIn: nickfooter
Upcoming Anvil Webinars
April 18th, 2012 – 10am PSTAdvanced Social Media
May 16th, 2012 – 10am PSTAdvanced Analytics
Find Out More and Register http://www.anvilmediainc.com/search-engine-marketing-webinars
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