How To Optimize Your Business For Local Search

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How to Optimize Your Business for Local Search A
Business Owners Workshop
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Client Examples
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Visits in 2011 increased from 4k to 20k in 2012
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Keyword Rankings

• bodyquestpersonaltraining.com
• Out of 291 keywords
• 05-20-13 Number of keywords on 1st page 0
• 12-04-13 Number of keywords on 1st page 54
• TODAY Number of keywords on 1st page 102

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Keyword Rankings

• bluegrassexecutivetransportation.com
• Out of 355 keywords
• 05-27-13 Number of keywords on 1stpage 2
• 07-31-13 Number of keywords on 1stpage 56
• 09-26-13 Number of keywords on 1st page 95
• TODAY Number of keywords on 1st page 149

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What is SEO? Search Engine Optimization
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Definition of SEO

• SEO is the active practice of optimizing a
  website by improving internal and external
  aspects in order to increase the amount of
  visitors the site receives from search engines.
• In general, the higher a site appears in the
  search results, the more visitors it will receive
  from the search engines users.

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(Storefront Equivalent)
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• Your online location is the most important
  factor in obtaining new customers for your
  business today

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Why is online marketing SEO important?
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92

• of all consumers searching for
• local services or products start by
• looking online

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58 of businesses dont have a website but
those who are online grow 40 faster
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Outbound Marketing
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Inbound Marketing
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• of people dont go past the
• 1st page of search results

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Remember

• SEO Lasts

• Investment vs. Expense

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Compare to Magazine Ads

• Last Week

• This Week

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Definition of Investment

• To commit money in order to GAIN a financial
  return.

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of searches for industry
Industry Searches Per Month Potential Website Visits Potential Website Visits
auto shop 14,200 284 710
pools 43,200 864 2,160
plumbers 35,600 712 1,780
financial planner 13,000 260 650
electrician 10,000 200 500
windows 12,600 252 630
landscaping 19,800 396 990
jeweler 24,800 496 1,240
roofer 36,400 728 1,820
dentist 31,500 630 1,575
car detailing 14,600 292 730
painters 9,000 180 450
hvac 27,200 544 1,360
chiropractor 41,200 824 2,060
flooring 16,600 332 830
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LTV ROI 2,806
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Cost per month Local Magazine

• 1/12 Page - 550 (2 1/4 x 2 1/4)
• 1/6 Page - 815 (2 1/4 x 4 7/8)
• 1/3 Page - 1,530 (4 3/4 x 4 7/8)
• 1/2 Page - 2,195 (4 3/4 x 7 3/8)
• 2/3 Page - 2,820 (4 3/4 x 10)
• Full Page - 3,675 (7 1/4 x 10)

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Local Magazine Rates
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Link Authority Quality

• (Low Trust)

• (Quality Trust)

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Google Keyword Planner
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Ex Louisville Auto Insurance, KY, Home, Life,
Health
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Meta Tag Tool

• http//www.seomofo.com/snippet-optimizer.html

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Google Local
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Only 10 of local businesses in the US have
claimed their Google Places listing. By
claiming your listing, youre instantly beating
90 of the competition.
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http//www.google.com/business
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Dashboard
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• Dont forget to NAP!
• Business Name, Address, Phone Number

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1. Proper category associations

• http//blumenthals.com/Google_LBC_Categories

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2. Physical Address in City of search
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3. Consistency of structured citations
Definition of Citation

• A citation is any web-based mention of your
  company's partial or complete name, address, and
  phone number (NAP).
• A "structured citation" refers to a listing of
  your business in an online local business
  directory such as YP.com, Yelp, etc.

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• http//www.yext.com
• https//moz.com/local/search

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4. Quality/Authority of structured citations

• http//moz.com/learn/local/citations-by-category
• http//moz.com/learn/local/citations-by-city

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5. HTML NAP matching place page NAP
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6. Quantity of structured citations
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7. Domain Authority of website
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8. Individually owner-verified local plus page
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9. City, State in Places Landing Page title
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10. Proximity of address to centroid
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11. Quality/authority of inbound links to domain
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12. Quantity of native Google Local reviews
(w/text)
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13. Product/service keyword in business title
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14. Quantity of citations from locally relevant
domains
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15. Proximity of physical location to the point
of search
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16. Quantity of citations from industry-relevant
domains
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17. Local area code on Google local page
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18. City, state in all website title tags
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19. Quantity of third-party traditional reviews
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20. Page authority of Places landing page URL

• http//www.claudereynoldsinsurance.com/content/st-
  matthews-louisville-ky.aspx

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88 of consumers say they trust online reviews as
much as personal recommendations
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72 of consumers will take action after reading a
positive review
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Leave A Review
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Review Funnel Strategy
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Mobile search drives valuable outcomes for
businesses
of mobile searches result in a store visit, call
or purchase
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Mobile search is always on
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Not responsive
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responsive
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Testimonials reviews
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Brands and associations
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63 of customers have already done research
before contacting a business
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Questions??