Are you a Zee or Zor? If yes, check out this presentation I did for FranTech 2014 about local search engine optimization. Understand how franchisors and franchisees can align together and best leverage local and national SEO to achieve optimal positions in local search engine results.

1. Tim Resnik, Product Strategy Principal, Moz
@tresnik

2. Moz.com/Local/Zors
“The Internet is a breeding ground
for false information. Brands are
the solution, not the
problem…Brands are how you sort
out the cesspool”

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3

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Based on 20BN Desktop US Searches (May 2013, Comscore)
Local searches every month (U.S.)

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Local on MobileLocal on Desktop
Source: Google Sources: Google, Bing

7. Sources: Kleiner, Perkins, Caufield, Byers; StatCounter Global Stats

8. Moz.com/Local/ZorsSource: Kleiner, Perkins, Caufield, Byers;

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“ROBO” Online influence is much bigger than e- / m-Commerce
http://www.deloitte.com/assets/Dcom-UnitedStates/Local%20Assets/Documents/RetailDistribution/us_retail_Mobile-Influence-Factor_062712.pdf

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Number of optimization tips for franchisors in this
presentation

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Today’s Topics
 How big is the local search opportunity
 What is local search, why is it so complicated
 5 local optimization steps to take today
 How to leverage the strengths of ZEES and ZORS

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Links Trust
Stuff on
your
page
+
= Your Search Engine Rank

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On-page
Pertaining to content or source code on your site
<title>Your Page’s Title</title>
<h1>Your Page’s Most Important Heading</h1>

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Google+ Local Page (formerly Google
Places)
A Page on Google+ specifically for businesses with a
physical location

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N.A.P. (+W.)
Refers to a business’s Name, Address, Phone number
(and website); the virtual thumbprint of a business

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Citation
A mention or partial mention on the web of a local
business’s NAP

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Local Knowledge Graph
Google’s collection of structured data about
a local business (NAP, hours, pricing,
photos, etc.)

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Local Knowledge Graph

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1. Google+ Local Page Signals
2. External Signals
3. On-page Signals

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Google+ Local
Signals
Proper Category
Associations
Physical
Address in
City of Search
Completeness
of Local G+
Page

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External Signals
NAP
Consistency
in Citations
Quality/Authority
of Citations
Quantity of
Citations

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On-page Signals
HTML NAP
Matching G+
Local NAP
G+ Local
Business
Title in
Title Tag
City/State
in Title Tag

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Link
Signals
Social Signals
Review
Signals
Behavioral
Signals
Personalization

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Today’s Topics
 How big is the local search opportunity
 What is local search, why is it so complicated
 5 local optimization steps to take today
 How to leverage the strengths of ZEES and ZORS

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Today’s Topics
 5 local optimization steps to take today
Site structure
Local Google + Page optimization
Smooth Reviews
Know thyself (through data)
NAP distribution and consistency

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Get your store locator right!

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Looks great, but…

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…It’s in JavaScript and not crawler friendly

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1. Links to an
HTML directory of
all stores
2. Alerts crawlers
that there are
new pages

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Get your store pages right!

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If you have 20Locations how many pages do you need?
You need 20
separate
pages

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If you don’t link to
me, Google won’t
find me

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HOMEPAGE
Product Line 1 Product Line 2
Product 1
Product 2
Procut 3
Product 1
Product 2
Product 3
Locations
Boise, Idaho
Seattle, WA
Portland, OR
Make sure you provide the engines a clear crawl path
Link to locations have these products?
Link to products that
are available in these
locations

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[[Brand Name Here]] – Portland (SE Hawthorne) – Buy Blue Widgets In-Shop
http://www.bluewidgets.com/shops/us/portland/hawthorne
Blue Widgets, Inc. – Portland (SE Hawthorne)
Blue Widgets Store – Hawthorne
2500 SE Hawthorne Blvd
Portland, OR 97214
555 555-5555
Branch Manager: John Neville
John.neville@bluewidgets.com
See this location on Google Maps
Nearest other Portland store locations:
• Blue Widgets Portland (Gresham)
• Blue Widgets Portland (Jantzen Beach)
• Blue Widgets Beaverton
RECEIVE 10% OFF YOUR WIDGET WITH THIS AD
CALL 555-555-5555 AND MENTION THIS AD ([[COUPONNAME]])
Popular widgets carried by this store:
Indigo Widget Baby Blue Widget
Navy Widget
“Got a great deal on
my blue widget!”
--Kristine Williams from
Gresham
Have you been to our
Hawthorne location?
We love getting feedback!
Tell us about your experience
here
BLUE WIDGET BRANDING + NAVIGATION
Best Practices for Unit-level Pages

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1. Title tag MUST include +Local business title

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2. URL should be short but include city name at minimum

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3. +Local Business Title should be in H1 tag

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4. Embedded MyPlaces map

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5. Collect feedback; also push people to prominent local review sites (Yelp,
Citysearch, G+, etc)

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6. Include nearby locations for organic linkjuice + stronger location scent

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6. Include nearby locations for organic linkjuice + stronger location scent

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7. Link to pages of products that are popular at this location

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8. Code contact info schema.org

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8. Code contact info schema.org

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9. Add Google+ Authorship to improve search click-through-rate

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9. Add Google+ Authorship to improve search click-through-rate
Improves click-
through-rate by
25 – 35%

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9. Add Google+ Authorship to improve search click-through-rate
Implementation is easy:
1. On unit-level location page link to the “branch manager’s” Google + profile page
2. From your “branch manager’s”
Google+ profile link to your website
in the “contributor to” field in the
about section

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10. Make each page unique by creating rich content

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10. Make each page unique by creating rich content

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11. Own your branded search using rel=“publisher”

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11. Own your branded search using rel=“publisher”
Links entire website with a business page.

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Today’s Topics
 5 local optimization steps to take today
 Site structure
Local Google+ Page optimization
Smooth reviews
Know thyself (through data)
NAP distribution and consistency

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Local SEO experts agree that proper category associations are the most
important ranking factor

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Pick the right categories: keep your categories as consistent as possible across
review sites and directories
https://moz.com/local/categories/engine/google

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Own your Local Knowledge Graph – Complete your profile

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Upload Images
Courtesy Todd Mintz: https://plus.google.com/+ToddMintz/posts/Sx68wqbVqry

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Today’s Topics
 5 local optimization steps to take today
 Site structure
 Local Google+ Page optimization
Smooth Reviews
Know thyself (through data)
NAP distribution and consistency

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User Visits Site
Navigates to
business page
Signs up for
account
Completes
Profile
Receives
confirmation
email
Confirms
account
Typical Review Process
Leaves
Review
1 2 3 4
56
7
8

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User Visits
Business Page
Directly
Logs in with
Facebook
Smarter Review Process
Leaves
Review
Logs in with
existing
account
1
2
3

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Allows
Facebook
Logins
Full graphic courtesy of Phil Rozek

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YESNO
Accepts Facebook login
Send direct links
Send direct link
Existing Customers: Email Segmentation

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Pick “vertical” directories that rank organically for your target
keywords:

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Pick “vertical” directories that appear in the Local Knowledge
Graph

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Today’s Topics
 5 local optimization steps to take today
 Site structure
 Local Google + Page optimization
 Smooth Reviews
Know thyself (through data)
NAP distribution and consistency

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Google Webmaster Tools can help you diagnose and repair issues w/ your site

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Google Analytics: Advanced Segmentation for Local Traffic
Inspired by Ed Reese and LocalU
Video not included

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Today’s Topics
 5 local optimization steps to take today
 Site structure
 Local Google + Page optimization
 Smooth Reviews
 Know thyself (through data)
NAP distribution and consistency

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73% people lose trust in a brand when listing are
incorrect
2014 Placeable Survey of 1,000 people

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Up to 40% of business listing have inconsistent
or missing data

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And don’t forget about phones.

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You CAN do this yourselves…

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Our product can also help.

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Corporate signs
up for Moz Local
Franchise owners
submit data to
corporate
Franchise owners
opt in to location
syndication
Corporate
submits
spreadsheet of
listings

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Today’s Topics
 How big is the local search opportunity
 What is local search, why is it so complicated
 5 local optimization steps to take today
 How to leverage the strengths of ZEES and ZORS

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Zor
Zee
Zee
Zee
ZeeZee
Zee
Zee

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BRAND

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ZOR’s STRENGTHS
• BRAND
• BUDGET
• SCALE
ZOR’s RESPONSIBILITY
• BRAND GUIDELINES
• FRANCHISE LOCATOR
• AUTHOR/PUBLISHER
• LOCATION DATA
• SUPPORT

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ZEE’s STRENGTHS
• BOOT’s ON THE
GROUND
• THE FACE OF THE
BRAND ZEE’s RESPONSIBILITY*
• LOCAL SOCIAL
CAMPAIGNS
• REVIEW PROGRAMS
• LOCAL CONTENT
* Managed with tight brand standards and guidance

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“The Internet is a breeding ground
for false information. Brands are
the solution, not the
problem…Brands are how you sort
out the cesspool”

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- Eric Schmidt, Chairman, Google

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Onwards!
Contact me: tim@moz.com / @tresnik
Download this presentation:

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Moz.com/blog (corporate)
Localu.org (franchisees)