dominating local search: get your business found by local customers!

1

@ahilliardmAnnalisa Hilliardwith a brief appearance by

Stoney G deGeyter

D OM I N AT I N G L O C A L S E A R C HGET YOUR BUSINESS FOUND BY LOCAL CUSTOMERS!

2

@ahilliardmAnnalisa Hilliard

WHAT IS LOCAL SEARCH

DOMINATING LOCAL SEARCH @PolePositionMkg #PPMedu

What is NAP?

Name of companyAddress of companyPhone Number of company



Why is NAP important?



Where do engines and apps get your NAP?



How to verify your business


Go to:

Acxiom: http://www.databyacxiom.com/presence-management.html - free

infoUSA: http://www.expressupdate.com/search - free

Localeze: http://www.neustarlocaleze.biz/directory/true-identity - $25/month

Factual: http://www.factual.com/data/t/places - free

Yext: https://www.yext.com/pl/whitepages/plans.html - pricing plans

http://www.databyacxiom.com/presence-management.html





http://www.expressupdate.com/search



http://www.neustarlocaleze.biz/directory/true-identity





http://www.factual.com/data/t/places



https://www.yext.com/pl/whitepages/plans.html




Acxiom verification Step 1







Express Update verification Step 1





Types of local results


Blended Results

Carousel

Map

Pack


Blended results


Blended results = Places Data + Organic Data

Places Data

Organic Data


Carousel results


Carousel results = Slider with pictures/reviews from Google

Carousel results


Carousel results


Carousel pictures pulled from Google+, or Google Places page


Carousel picture pulled from Google+


Carousel results



If no picture available, Google pulls map pin snippet

Carousel results



Search returns picture of map usually on top right (includes pins of locations)

Map results


Pack results


This is a pack result. Google will show up to seven businesses in the pack.

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HOW RESULTS DIFFER ACROSS DEVICES


Let’s order pizza



Search parameters


using the same iteration of the keyword: “pizza”

without being signed into any Google account

in the exact same location: PPM Headquarters

This search was performed…


Results from mobile

1

2

34



Results from tablet



Results from desktop



So what?


34


BIGGEST FACTORS IN IMPROVING YOUR LOCAL PRESENCE


Survey says…

Biggest Factors In Improving Your Local Presence


Let’s focus on the top 5 factors

Biggest Factors In Improving Your Local Presence

1. Place Page Signals

2. External Local Signals

3. On-page Signals

4. Link Signals

5. Review Signals

1

2

34

5

37


PLACE PAGE SIGNALS


Proper category associations

PLACE PAGE SIGNALS


Maid to Satisfy2307 Whipple Ave NWCanton, OH 44708

Physical address in city of search

PLACE PAGE SIGNALS


HTML NAP matching Place page NAP

PLACE PAGE SIGNALS

Google+

HTML - Website


Verified Local Pages

Owner-verified local plus page

PLACE PAGE SIGNALS


City, state in Places landing page title

PLACE PAGE SIGNALS

43


EXTERNAL LOCAL SIGNALS


Proximity of address to centroid - city



Proximity of address to centroid - zip



Product/service keyword in business title



Location keyword in business title



Consistency of structured citations?


Google+

Facebook

YellowPages

BBB


Quality & volume of structured citations


Structured Citations = IYPs and Data Aggregators


Quality and volume of unstructured citations


Unstructured Citations = Newspaper Articles, Blog Posts


Volume of citations from industry domains


Citations are different than links. Citations are mentions of, or reference to your business without a link pointing to your site.


Volume of citations from locally relevant domains


Links are considered citations, but citations are sometimes a mention without a link.


Searcher/business distance


54


LINK SIGNALS


Quality, diversity and volume of links to domain

LINK SIGNALS


Quantity of links from locally-relevant domains

LINK SIGNALS


Business title in anchor text of links to domain

LINK SIGNALS


Location keywords in anchor text of links to domain

LINK SIGNALS

dui lawyer daytona beach

divorce law firms daytona beach

family law daytona beach

chiropractor in hartville

hartville chiropractor

59


REVIEW SIGNALS


Quantity of Google Places reviews (w/text)

REVIEW SIGNALS


Quantity of third-party traditional reviews

REVIEW SIGNALS


Product/service keywords in reviews

REVIEW SIGNALS


Location keywords in reviews

REVIEW SIGNALS


Diversity of third-party sites on which reviews are present

REVIEW SIGNALS


Quantity of reviews by authority reviewers

REVIEW SIGNALS


Overall velocity of reviews

REVIEW SIGNALS

67


ON-PAGE SIGNALS


Domain authority of website

ON-PAGE SIGNALS

Contributing Factors to Domain Authority:

• Authority of inbound links• Age of Domain• Social shares/engagement


Product/service keyword in website URL

ON-PAGE SIGNALS


Geographic keyword in website URL

ON-PAGE SIGNALS


Top 10 negative ranking factors

1) Listing at false business location

2) Keyword stuffing in business

title

3) Inconsistent NAP / tracking phone #’s across data

aggregators

4) Incorrect categories in

listings

5) Multiple place pages w/ same or similar business name/address

6) Inconsistent NAP / tracking phone #

on places pages

7) Violations to place page listings

8) Absence of crawl-able NAP on

website

9) Including location keyword

in categories

10) Incorrectly placing your map

marker

72

@StoneyDStoney G deGeyter

ON-PAGE TAG OPTIMIZATION


Influences Rankings

Site LabelPersuades the Click

Why TITLE tags are important



How TITLE tags impact visitors



How to craft a TITLE tag

Lead with keyword

Be compelling

65 character limit

Add geo-reference

<title>Website Marketing & Search Optimization Strategy Company</title>



Same title on every page

Leading with business name

Just a list of keywords

Lack of keywords or description

X

Common TITLE tag mistakes



Front Branded:

Rear Branded:

Non Branded

Choice Hearing Center| Hearing Aids | Dover, Ohio 44622

Hearing Aids, Tests & Ear Molds, Dover OH | Choice Hearing Center

Hearing Aids, Tests, Custom Ear Molds | Dover, Ohio 44622

Should you brand TITLE tags?



(no ranking impact)

Helps increase click-through rates

Supports the TITLE tag

Why meta DESCRIPTION tags are important valuable



How meta DESCRIPTION tags impact visitors



Meta Description

150 character summary

Unique for each page

Reinforce keywords

Compelling

Call to action

How to craft a meta DESCRIPTION tag<meta name=“description” content =“Website marketing and search engine optimization (SEO) services by Pole Position Marketing. SEO, PPC, analytics, content, link consulting, and more.”>



People don’t see it

Search engines ignore it

It smells funny

Just because

Why meta KEYWORD tags are aren’t important



How meta KEYWORD tags impact visitors



How to craft a meta KEYWORD tag


84

@StoneyDStoney G deGeyter

ON-PAGE LOCAL CONTENT STRATEGIES


Footer service area text



Service area scrolling text box



Service area link text



List zip codes



City targeted pages


One page per city

Unique information on each (no name swapping)

Relevant to your audience

Interesting facts and statistics

Location area map


ResourcesGoogle+/Place Page Cover Photo and Profile Image Sizes - https://plus.google.com/107547299046855814776/posts

Best U.S. Citation Sources by Niche - https://getlisted.org/static/resources/local-citations-by-category.html

The Definitive List of Local Search Citations - http://www.localvisibilitysystem.com/definitive-local-search-citations/

16 Ways to Create Unique “Local” Content for Cities Where You Want to Rank -http://www.localvisibilitysystem.com/2013/04/30/16-ways-to-create-unique-local-content-for-cities-where-you-want-to-rank/

Get More Reviews Without Becoming An Outlaw - http://www.iacquire.com/blog/get-more-reviews-without-becoming-an-outlaw/

Local Search Ranking Factors 2013 - http://moz.com/local-search-ranking-factors

Where Do You See Local Search in 2014? 26 Experts Weigh In - http://www.poweredbysearch.com/local-seo-2014/

https://plus.google.com/107547299046855814776/posts

https://plus.google.com/107547299046855814776/posts

https://getlisted.org/static/resources/local-citations-by-category.html








http://www.localvisibilitysystem.com/definitive-local-search-citations/








http://www.localvisibilitysystem.com/2013/04/30/16-ways-to-create-unique-local-content-for-cities-where-you-want-to-rank/




























http://www.iacquire.com/blog/get-more-reviews-without-becoming-an-outlaw/














http://moz.com/local-search-ranking-factors








http://www.poweredbysearch.com/local-seo-2014/






Thank You!

91

@ahilliardmAnnalisa Hilliardwith a brief appearance by

Stoney G deGeyter

dominating local search: get your business found by local customers!

Marketing

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