Anvil's Brooke Snow covers the constantly evolving world of Local SEO and how it can impact your business.

1. The Quickly Evolving World of
Local SEO
Presented By:
Brooke Snow
@brooke_snow
Senior Account Executive
Anvil Media, Inc.
503.595.6050 ext 241
brooke@anvilmedia.com

2. Agenda
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I. The Local Landscape
II. Why Local Search Matters
III. Optimizing for Local
IV. The Google+ Elephant in the Room
V. Review Monitoring & Management
VI. A Case Study
VII.Recap

3. The Local Landscape
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4. What is a local listing?
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5. A Google Carousel?
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6. Why are local listings used?
Read reviews…
Get directions
Find a phone number
See pictures
Research pricing
…and more!
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7. Search Engine Platforms
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8. Service Platforms
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9. Local Based Services (LBS)
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10. Then There Are Feeds…
10

11. Holistic Approach is a Must
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12. Why Local Matters
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13. 13 503.595.6050 // www.anvilmediainc.com // © 2014 - All information in this document is copyright protected and the property of Anvil Media, Inc.
20% of desktop queries have a local intent
50%+ of mobile queries
have a local intent

14. 14 503.595.6050 // www.anvilmediainc.com // © 2014 - All information in this document is copyright protected and the property of Anvil Media, Inc.
Only 5% of those use the city or
state within the search query
2% use terms such as
neighborhoods
0.5% use zip codes

15. What do these stats mean to you?
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You could be missing out on a lot
of your potential traffic

16. Reviews Are Important
Consumers are influenced by user reviews – one
bad review can multiply quickly
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17. Reviews and Trust
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85% of consumers said they read
online reviews for local businesses

18. Reviews and Trust
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79% of consumers trust an online
review as much as a recommendation
from a friend

19. Reviews and Trust
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73% of consumers said a positive
review makes them trust a business
more

20. Optimizing for Local
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21. How do you not get lost in the crowd?
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How Do You Stand Out?

22. 1. Proper Category Associations
2. Physical Address in City of Search
3. Consistency of Structured Citations
4. Quality/Authority of Structure Citations
5. HTML NAP Matching Place Page NAP
6. Quantity of Structured Citations
7. Domain Authority of Website
8. Individually Owner-verified Local Plus Page
9. City, State in Places Landing Page Title
10. Proximity of Address to Centroid
22
Top Ranking Factors
Source: http://moz.com/local-search-ranking-factors
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Top 10 Ranking Factors

23. Key Steps for Local SEO
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Key to Success
Claim Optimize Monitor

24. Listing Ranking Factors
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Optimize Listing

25. Key Local Term
Name Address Phone
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N.A.P.
Consistency Matters

26. 26
Top Ranking Factors
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Citations
Anvil Media, Inc.
310 NE Failing St.
Portland, OR 97212
Anvil Media, Inc.
310 NE Failing St.
Portland, OR 97212
Anvil Media, Inc.
310 NE Failing St.
Portland, OR 97212
Anvil Media, Inc.
310 NE Failing St.
Portland, OR 97212
Anvil Media, Inc.
310 NE Failing St.
Portland, OR 97212
Anvil Media, Inc.
310 NE Failing St.
Portland, OR 97212
Anvil Media, Inc.
310 NE Failing St.
Portland, OR 97212
Anvil Media, Inc.
310 NE Failing St.
Portland, OR 97212
Anvil Media, Inc.
310 NE Failing St.
Portland, OR 97212
Anvil Media, Inc.
310 NE Failing St.
Portland, OR 97212
Link building for local.

27. 27
Key On-site Optimization
Location & Business Type in All Key Areas
̶ Title Tag
̶ Meta description
̶ Headline (H1 tag)
̶ Body Copy
̶ URL
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Landing Page Optimization

28. 28
Event Markup Example
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Schema Markup

29. 29
̶ Have a listing for a location where a business is not at – like a P.O. Box
̶ Mis-matched NAP or tracking numbers
̶ Incorrect business category
̶ Multiple listings with same/similar business title and address
̶ Reports of violations of your listing
̶ Presence of malware on your website
…basically anything that is seen as spammy
Things to Avoid
Source: http://moz.com/local-search-ranking-factors
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What Not to Do

30. 30
Listing Ranking Factors
Source: http://www.whitespark.ca/local-citation-finder
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Tools to Make Your Life Easier

31. The Google+ Elephant in the Room
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32. Google+
Google Places Google+ Local
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33. The Merge
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34. Review Monitoring & Management
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35. Key Online Review Tips & Tactics
1. Always monitor reviews
2. Address negative reviews in a timely manner (24 hours max)
3. Great customer service naturally creates better ratings
4. Identify themes within negative reviews and take appropriate action
in order to improve as a company
5. Track competitive reviews for intelligence and insight
6. Always remember - reviews directly impact revenue
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36. 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
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37. 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
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38. Paid Monitoring Tools
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(Hotel Specific)

39. Free Monitoring Tools
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40. A Case Study
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41. The Westgate Hotel
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42. Recap
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43. - If you’re not on Google+ - get on it!
- 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
- Be involved and engaged
Recap
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Recap