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

26

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)

28

Google Places Citations

Ranking Factors (Local Listing)

http://www.whitespark.ca/local-citation-finder

29

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

30

Additional On-site Optimization

Markup Location Information On Your Website (schema.org)

Event Markup Example

31

Additional On-site Optimization

Create a KML and Geo-sitemap

Easily Create With: http://www.geositemapgenerator.com

32

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

41

• 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