google+ local strategy workshop
TRANSCRIPT
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Google+ Local Optimization(Dominate Local Results)
Steve Wiideman | ThatTrainingGuide.com
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What’s on the Agenda?
PST!1. Principles of Local SEO2. Strategies & Project Planning3. Tactics and Techniques
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Principles of Location-Based Search
1. You must have accurate data2. You must offer the most relevant content3. You must be highly visible online4. Authentic people must endorse you
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Think in Circles
1. Accurate data2. Relevant content3. Highly visible online4. Authentic Endorsements
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Authentic EndorsementsHighly visible onlineRelevant contentAccurate data
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Stop. Wait. Let’s Take a Step Back.
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Google GPS-Enhanced Products
1. Google Maps2. Google Android Navigator3. Google Latitude4. Google Universal Search Results (USR)5. Google+ Local (formerly Google Places)
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Google Maps
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Google Universal Search Results (USR)
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Google+ Local
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Google+ Local
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Strategies & Project Planning
We’ve got a LOT of work to do.
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Strategies & Project Planning
1. Accurate data2. Relevant content3. Highly visible online4. Authentic Endorsements
1. Claim Our Business2. Optimize Our Website3. Get Listed & Featured4. Reviews, Check-ins, Social
Basecamp.com
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Optionally use Google Docs.
In this screenshot, you can see the
milestones and the resource/hours
allocation.
Other columns are populated with
tasks.
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Break – Coffee Anyone?
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Tactics and Techniques
1. Create to-do lists2. Associate to milestones3. Assign tasks to team4. Set due dates5. Do local SEO like a boss
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Claim Your Business Data
MyBusinessListingManager.com
ExpressUpdateUSA.com
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Claim Your Business Data (N.A.P.)
This is the CORE of your location-based SEO strategy, so:
1. Verify the EXACT Business Name2. Verify the EXACT Business Address3. Pay Attention to Punctuation, Symbols, and Abbreviations4. Verify the EXACT Business Phone Number5. Pay Attention the Categories You Select6. Pay Attention to the Services/Products You List
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Optimize Your WebsiteWebsite Optimization Landing Page
OptimizationConversion / UX
Optimization
Run audits in GWT Run audits in BWT Have an expert run an
audit Try WebsiteTest.org Consider using a CDN Optimize site maps Optimize robots.txt Add breadcrumbs Reduce JS & CSS Dupe content check
Have ONE page for each location
Match Google+ Local Try Schema.org Use title tag principles Use meta principles Pay attention to
content structure Include a map Include LSI (phrases) List cats & services
Pay for a review Add coupons Showcase ratings Don’t make people
have to think Compare your page to
the 1st 10 in Google Add a video Add strong call-to-
actions Be awesome
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Get Listed
Search engines (Google, Yahoo!, & Bing) 411 directories, in-car navigation & wireless listings Mobile “check-in” apps “True local” directories Industry directories Business directories College, university and government resources pages Be creative – but NEVER (EVER) spam or use automated tools
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FINALLY! Google+ Local
www.google.com/placesforbusiness
Tip: Use the Google account associatedwith your AdWords and Analytics for
easy integration later.
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Areas to Optimize
• Business Name• Description• Categories• Images / Videos• You can’t have to much information in
business listing
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Categories – They Matter
The Secret Category List:
http://bit.ly/secret-categories
Tools like this one may help you understand competitor category frequencies and sequence:
http://gpscraper.com/gpscraper/
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Do’s and Don’tsDon’t
Stuff keywords in your title (or in any field) Repeat your location in title or description fields Use content owned by others (use your content) Use a call-tracking number (breaks N.A.P. sync) Create multiple profiles with slightly different data Have a random agency claim your listing for you
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Do’s and Don’tsDo
Add the Google+ Author plugin to your blog Connect your Google+ profile to your blog Use the EXACT business data (NAP) given to Acxiom Include a few surrounding cities in the description Include top services in the Additional Details area Include as much info as you can in Additional Details Use professional quality imagery and videos Use coupons and offers if possible Add this to your website URL: ?utm_campaign=GPL
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Offer MORE Than the Competition
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Verify Your Listing
Phone / SMS / Postcard
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Verify Your Listing
Repeat with Bing & Yahoo!
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All Your Citations are Belong to Us
Discover where you competition has been acquiring business listings using simple searches by phone number.
Or, use one or more of the tools listed on the last page of this presentation.
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Endorsements Authenticated Google+ Local / Zagat reviews Reviews from other business review destinations
BBB.org, Yelp.com, InsiderPages.com, AngiesList.com Ref: http://www.thattrainingguide.com/02-get-business-reviews-2010-07-20/
Mobile check-in apps Try FootFeed, a multi-check-in app Else, try Yelp, Facebook, Instagram, Foursquare, etc
Create business pages on social networks (ask for reviews) Bloggers, industry forums, local portals, etc
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Google Latitude
Now you can “check in” to your favorite places with Google Latitude, same as you might with Foursquare,
Facebook, Yelp or other apps.
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Encourage Guests to View Your Business
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FYI on Checking-InAside from the NFC technology, what’s the difference between Google+ Local and Foursquare/Yelp apps?
1. Foursquare offers ‘tips’ that do not appear in Google results
2. A Yelp review can only be a ‘draft’ until you get behind a computer later
3. Google+ Local allows you to review in real-time, which appears in near real-time in SERPS
4. Google+ Local is part of your Google account and may influence other Google services, such as search results for users in your circles
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Rank Higher in Mobile AppsTypically, the higher a business ranks in a program the more frequently it gets spidered/crawled by the search engines.
1. Get reviews from INFLUENTIAL users (those with 1000+ reviews)
• Reviews should come from MANY networks (CitySearch, Yelp, etc)
2. Encourage/incentivize bookmarking or adding as a favorite
3. Link to the profile page from the business website (and maybe others)
4. Offer loss-leader promotions (attrition is still low enough at this point)
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Ideas / Suggestions on Reviews
Survey clients via receipts & email; on submit, ask for a review Don’t outright pay for reviews, but definitely reward them “Listen” using social media tools & alerts (don’t be shy) Send clients home with SWAG with a review reminder Diversify where you’d like to get the link from Send postcards with special appreciation Put up fun things users will post photos of (tourist-type stuff) Interview (with permission) before a client leaves the store
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My Favorite Tools & References
Tools Google AdWords local extensions vs. Express Ads Chatmeter.com Whitespark.ca/local-citation-finder/ Google Webmaster Tools, Bing Webmaster Tools, Analytics StepRep.com, Yext.com, and other similar tools
References http://www.davidmihm.com/local-search-ranking-factors.shtml LocalSEOGuide.com and http://blumenthals.com/blog/
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Sample Pages & About Me
Sample GPL Pages Oh! Sushi North Bowl Chicago Music Exchange Delfina Restaurant Mezze Restaurant Museum of Making Music Nick Strocchia Photography
Contact Me @seosteve FB/stevewiideman (free review) About.me/seosteve LinkedIn.com/in/seoexpert Email: [email protected] Call: (562) 732-4417 Skype: steve.wiideman
www.ThatTrainingGuide.com