Formic Media, a digital marketing agency focusing on Local SEO marketing tactics for small-medium sized business and multi-location retailers, offers up a number of SEO stats and tactics to help ensure your business is able to begin the trek to achieving top local search engine rankings.
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Formic Media Presents Local SEO Stats & Tactics
1. Local SEO Stats & Tactics
Presenter:
Date:
John McPhee, Vice President
September 4, 2013
2. Formic
⢠Launched in 2008 to service small business &
partners
⢠Specializes in search engine & social media
marketing
⢠100% of Account Team Google AdWords &
Google Analytics Certified
⢠Strategic partnerships (Travel Portland, website
design/dev shops, agencies)
⢠Focus on education via monthly Seminar Series
6. ⢠Location, location, location
⢠Organic/Paid search = âthe whatâ
â Nike running shoes, Sony DSLR camera
⢠Local Search = âthe whatâ & âthe whereâ
â Nike shoe store Portland, Camera World Portland
Difference Between Organic & Local
10. ⢠Roughly 30% of all searches have local
intent
⢠Google = ~12.5 billion searches/month
⢠Yahoo = ~3.6 billion/month
⢠Bing = ~2.6 billion/month
⢠~18.7 billion searches/month
⢠~5.6 billion searches have local intent
Local Search Volume by Month
14. ⢠97% of American internet users shop online (NPD
Group)
â 57% of these users say they purchase offline (NPD Group)
⢠90% of online commercial searches result in offline
brick and mortar purchases (comScore)
⢠82% of local searchers follow up offline by an in-store
visit or phone call (comScore)
⢠80% of all budgets are spent within 50 miles of the
home (DMA)
Local Search User Stats
22. Top Criteria for Local Search Rankings
⢠Address in city of userâs search
⢠Claimed Google+ Local page
⢠Proper categorization
⢠Volume of citations from data providers
⢠Off-site factors (i.e. inbound links)
35. Local Search Components
⢠Google Place Page (Yahoo/Bing Local Listings)
⢠On-site Optimization
⢠Off-site Optimization
36. On-site Optimization
⢠Still need to focus on website optimization
â Geo-specific keyword targeting
â Title Tags
â Meta Tags
â H1 tags
â Body Copy
38. ⢠Structured Data is used to help parse out business
data for the search engines
⢠Types of Structured Data include:
â Person
â Product
â Event
â Recipes
â Full list: http://schema.org/docs/full.html
On-site Optimization
50. ⢠User reviews also help gain trust from both the
search engines and users
â Quantity is still more powerful than quality
â Engines are working to understand sentiment
Off-site Optimization
51. ⢠Get reviews through:
â Email campaigns
â Encourage employees to ask for reviews
⢠Incentivize your employees if necessary
â Google window sticker
â Utilize in-store collateral
â Social media
â Use website widget by BrightLocal.com
Off-site Optimization
52. ⢠Social Media Activity
â Be active within social media
⢠Post fresh, new content regularly
⢠Post interesting content that will be shared
â Increase Likes, followers, etc
â Engage with fans/followers
â Build authority/credibility
â Optimize social media accounts/profiles
Off-site Optimization
53. ⢠Social Media Content
â Share interesting stories about your
industry/company
â Show your companyâs personality through
jokes/humor (videos, text, images)
â Create polls/surveys; share the results and ask for
feedback/opinions
â ALWAYS stay within the brandâs voice
Off-site Optimization