The document discusses optimizing local SEO for businesses. It begins with an overview of why local search is important given the large audience size and high purchase intent of local searches. It then covers the anatomy of a local SERP, explaining the difference between organic, paid, and local results. The presentation outlines how websites and citations factor into local rankings. It emphasizes optimizing websites for local keywords, building links, claiming citations across sources, and obtaining high-quality reviews to improve local search visibility.

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Harness the Potential of
Local SEO for Your
Business

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MEET YOUR EXPERTS:!
David Mihm!
Director of Local Search Strategy, Moz!
@davidmihm!
Rebecca Churt!
Head of SEO, HubSpot!
@rchurt!

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HOUSE KEEPING NOTES!
!
!
ü Webinar is being recorded and will be sent
out afterwards!
ü Interact with us on Twitter: #localseo!
ü Ask questions in the questions pane!

4. #localseo
PRESENTATION OUTLINE!
• Why Local Search?
• The Anatomy of a SERP
• Local Ranking Factors at Google and Bing
– Algorithm #1: Website and Links
– Algorithm #2: Listings and Reviews
• Takeaways

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View the full presentation here:!

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1. Audience Size
2. Purchase Intent
3. Competition
WHY LOCAL SEARCH?

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30%

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LOCAL SEARCH IN 2013
7,620,000,000
Every month in the U.S. alone
(does not even include apps)
*Extrapolation of May 2013 data from ComScore

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Manta Small Business Survey
April 16, 2013 This is not why!
people are on!
social media!!

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Manta Small Business Survey
April 16, 2013

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Keyword
Intent
Purchase
Funnel
Location
Intent
LOCAL SEARCH

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Usually BEST OPPORTUNITY
FOR BRICK-AND-MORTAR STORES
(also includes Mobile)

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PRESENTATION OUTLINE
• Why Local Search?
• The Anatomy of a SERP
• Local Ranking Factors at Google and Bing
– Algorithm #1: Website and Links
– Algorithm #2: Listings and Reviews
• Takeaways

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ANATOMY
OF A SERP
PAID RESULTS … PPC
ORGANIC (“NATURAL”)
RESULTS … SEO
LOCAL (“PACK”) RESULTS
…LOCAL SEO

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ANATOMY OF A SERP
ORGANIC (“NATURAL”)
RESULTS … SEO
LOCAL (“PACK”) RESULTS
…LOCAL SEO
(ALGORITHM #1) (ALGORITHM #2)

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HOW IT WORKS
Algorithm #1 (Organic)!
!
Search Engines Find Stuff
Before You Do!
!
Engines crawl to find web pages.!
Moving from link to link.
!
*Slide courtesy of Aaron Weiche, SpyderTrap.com !

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HOW IT WORKS
Algorithm #1 (Organic)
*Slide courtesy of Aaron Weiche, SpyderTrap.com !
!
!
!
!
Search Engines Store The Data !
The engines bring your data !
back to their servers and !
store it in a giant library !
called an “index.”

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HOW IT WORKS
Local Businesses!Web Pages!
(Also videos, blogs,
news articles, images, etc.)!

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HOW IT WORKS
Local Businesses!Web Pages!
(Also videos, blogs,
news articles, images, etc.)!
(This works a little differently)!

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BLENDED SEARCH
Algorithm #1 +
Algorithm #2
Blended Search

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BLENDED SEARCH
“We want to show everything
we know about a business.”
--Paraphrase of Joel Headley, Google
Local University Edmonton
May 1, 2012

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ANATOMY OF A BLENDED
SERP
Author markup Web page information “Place” page Place information

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BRANDED SEARCHES

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PRESENTATION OUTLINE
• Why Local Search?
• The Anatomy of a SERP
• Local Ranking Factors at Google and Bing
– Algorithm #1: Website and Links
– Algorithm #2: Listings and Reviews
• Takeaways

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BLENDED LOCAL RANKING
FACTORS
Algorithm
#2
Algorithm
#1
Other

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PRESENTATION OUTLINE
• Why Local Search?
• The Anatomy of a SERP
• Local Ranking Factors at Google and Bing
– Algorithm #1: Website and Links
– Algorithm #2: Listings and Reviews
• Takeaways

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ALGORITHM #1
Component #1: Your Website

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OPTIMIZING YOUR WEBSITE
FOR LOCAL
Organic Local
Rankings

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OPTIMIZING YOUR WEBSITE
FOR LOCAL
What Should Your Website Rank for?

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OPTIMIZING YOUR WEBSITE
Step 1: Content

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CONTENT
Compile the top 10 questions your
sales staff, or customer service
staff are asked.
!
• Does your website
answer all of those 10?!
• THESE are the pages you
should start optimizing around.!
! *Slide courtesy of Aaron Weiche, SpyderTrap.com

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OPTIMIZING YOUR WEBSITE
Step 2: Keyword Research

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KEYWORDS: HEAD vs LONG TAIL
“printing services”
“document management services”
“document management services
Portland, OR”
SEARCHVOLUME/COMPETITIVENESS
# OF WORDS IN KEYWORD

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KEYWORDS: HEAD vs. LONG TAIL
“printing services”
“document management services”
“document management services
Portland, OR”
SEARCHVOLUME/COMPETITIVENESS
# OF WORDS IN KEYWORD
Focus your website
optimization

39. #localseo
KEYWORDS: HEAD vs. LONG TAIL
“printing services”
“document management services”
“document management services
Portland, OR”
SEARCHVOLUME/COMPETITIVENESS
# OF WORDS IN KEYWORD
Focus your website
optimization
Google will help you with Local optimization!

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GOOGLE SUGGEST

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GOOGLE SUGGEST

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http://www.google.com/trends/
COMPARING KEYWORDS
“commercial printing” vs “document services”

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http://www.google.com/trends/
COMPARING KEYWORDS
“commercial printing” vs “document services”

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OPTIMIZING YOUR WEBSITE
Step 3: Build Website
• Every important page should be linked from
the homepage
• Each location needs its own page
• Name, address, phone number in HTML

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OPTIMIZING YOUR WEBSITE
Step 4: Using Keywords
• Title Tags
• Headlines
• Internal Links
Remember: Your location is also a keyword!

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WHAT ARE TITLE TAGS?

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OPTIMIZING YOUR WEBSITE
Step 4: Using Keywords
L
L

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!
IF YOU NEED TO UPDATE YOUR WEBSITE…!
Responsive Web Design to meet all users and devices!
!
• Site adjusts based
on device
• One site, one CMS
• Ubiquitous
• Preferred technical
structure by Google
and Bing for mobile!
!
Website Technology Tip
*Slide courtesy of Aaron Weiche, SpyderTrap.com !

49. #localseo
WEBSITE OPTIMIZATION
Answer Your Top 10 Questions
(10 Pages)
Keyword
Research
Develop
Add’l Pages
Unique page
for each important
topic
Website
Hierarchy
Add keywords in
right spots
(Title Tags
Headlines
Internal Links)
1 2
34

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ALGORITHM #1
Component #2: Links to Your Website

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LINK OPTIMIZATION
Answer Your Top 10 Questions
(10 Pages)
Keyword
Research
Develop
Add’l Pages
Unique page
for each important
topic
Website
Hierarchy
Add keywords in
right spots
(Title Tags
Headlines
Internal Links)
1 2
34
LINKSLINKS
LINKSLINKS

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!
!
Links = Trust!
• Quantity counts!
• Quality counts!
• Who is willing to vote/vouch for you?!
• What can you do to be worthy of this trust?!
!
WHY LINKS?
*Slide courtesy of Aaron Weiche, SpyderTrap.com !

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!
!
You provide answers, expertise and valuable content!
Mission !
Statement!
5 Ways to Save
on Small
Business
Printing Costs!
*Slide courtesy of Aaron Weiche, SpyderTrap.com
WHY LINK TO YOU?

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Links Links LINKS
• Chambers of Commerce
• Business improvement districts
• Cities, counties, business license bureaus
• Trade associations
• Manufacturers
• Vendors
Start with your own personal network

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Links Links LINKS
• Colleges / community colleges
• High Schools
• Local Media
• Charities You’re Involved With
• Hosting Events

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PRESENTATION OUTLINE
• Why Local Search?
• The Anatomy of a SERP
• Local Ranking Factors at Google and Bing
– Algorithm #1: Website and Links
– Algorithm #2: Listings and Reviews
• Takeaways

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BLENDED LOCAL RANKING
FACTORS
Algorithm
#2
Algorithm
#1
Other

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Photo credit: Matt
McGee
“How Do You Rank
a Phonebook?”
LOCAL RANKING FACTORS

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“What Are the Most Popular
Businesses in Town?”
LOCAL RANKING FACTORS

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“What are the algorithmic signals we can use to
determine a business’s popularity?”
• Website Authority (Links)
• Citations
• Reviews
• Other social and mobile signals
LOCAL RANKING FACTORS

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ALGORITHM #2
Component #1: Citations of Your
Business

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CITATIONS
+ W (Website)
NAP:
• Name
• Address
• Phone number

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v
Barbara
Oliver
&
Co
Jewelry
was
great
helping
me
find
an
engagement
ring
for
my
fiancée.
Give
her
a
call
at
716-­‐204-­‐1297
Barbara
Oliver
and
Co
Jewelry
5820
Main
Street
Suite
311
Williamsville,
NY
14221
(716)
204-­‐1297
In
a
Directory:
In
a
newspaper
ar1cle
or
blog
post:
CITATION EXAMPLES
*Slide courtesy of Mike Blumenthal, blumenthals.com!

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Tell Google about yourself!
• Business name?
• Category?
• Hours of operation?
• Etc.
CITATIONS
Step 1: Google Places

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google.com/placesforbusiness

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“Pay special attention to
categories!”
Resource: Blumenthals.com/category

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CITATIONS
Step 2: Major Aggregators + IYPs

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LBC Data1 Data2 Data2 Feed1 Feed2 Web1 Web2 User
Edits
Name Y X X X X X X
Address X X X X Y Y
Phone Y X X X X X X X
Web X X X
Category X X X X
Reviews X X X X
GeoInfo X X X
Citations X X X
Additional
Details
X X X
LBC Data1 Data2 Data2 Feed1 Feed2 Web1 Web2 User
Edits
Name Y X X X X X X
Address X X X X Y Y
Phone Y X X X X X X X
Web X X X
Category X X X X
Reviews X X X X
GeoInfo X X X
Citations X X X
Additional
Details
X X X
LBC Data1 Data2 Data2 Feed1 Feed2 Web1 Web2 User
Edits
Name Y X X X X X X
Address X X X X Y Y
Phone Y X X X X X X X
Web X X X
Category X X X X
Reviews X X X X
GeoInfo X X X
Citations X X X
Additional
Details
X X X
LBC Data1 Data2 Data2 Feed1 Feed2 Web1 Web2 User
Edits
Name Y X X X X X X
Address X X X X Y Y
Phone Y X X X X X X X
Web X X X
Category X X X X
Reviews X X X X
GeoInfo X X X
Citations X X X
Additional
Details
X X X
LBC Data1 Data2 Data2 Feed1 Feed2 Web1 Web2 User
Edits
Name Y X X X X X X
Address X X X X Y Y
Phone Y X X X X X X X
Web X X X
Category X X X X
Reviews X X X X
GeoInfo X X X
Citations X X X
Additional
Details
X X X
LBC Data1 Data2 Data2 Feed1 Feed2 Web1 Web2 User
Edits
Name Y X X X X X X
Address X X X X Y Y
Phone Y X X X X X X X
Web X X X
Category X X X X
Reviews X X X X
GeoInfo X X X
Citations X X X
Additional
Details
X X X
LBC Data1 Data2 Data2 Feed1 Feed2 Web1 Web2 User
Edits
Name Y X X X X X X
Address X X X X Y Y
Phone Y X X X X X X X
Web X X X
Category X X X X
Reviews X X X X
GeoInfo X X X
Citations X X X
Additional
Details
X X X
Places
Dash.
Data1 Data2 Data2 Feed1 Feed2 Web1 Web2 User
Edits
Name Y X X X X X X
Address X X X X Y Y
Phone Y X X X X X X X
Web X X X
Category X X X X
Reviews X X X X
GeoInfo X X X
Citations X X X
Additional
Details
X X X
CITATIONS BEYOND GOOGLE: The Cluster
Courtesy, Mike Blumenthal – blumenthals.com

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CITATIONS BEYOND GOOGLE
CONSISTENCY
• Authority
• Industry-relevant
• Geographically-relevant

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CITATIONS
Step 3: Audit Your Citations
1. Your own website!
2. GetListed.org Accuracy Report
3. Full NAP Search at Google
Remember: You can’t focus on just Google!

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AUDIT YOUR CITATIONS
GetListed.org Accuracy Report

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AUDIT YOUR CITATIONS
Easiest links
you can get!!

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AUDIT YOUR CITATIONS

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ADDITIONAL CITATION SOURCES
http://getlisted.org/static/resources

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ALGORITHM #2
Component #2: Reviews of Your
Business

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REVIEWS
1. Review volume
• At least 10 on Google Plus
• At least 10 on other sources
2. Keywords in reviews
3. Diversity of sources
4. Authority of sources
5. Ratings / Sentiment

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WHERE TO GET REVIEWS
http://getlisted.org/static/resources

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EARNING REVIEWS
General Rules of Thumb:
1. POINT-OF-SALE FOLLOWUP
Feedback should be part of your everyday
business process = Review velocity

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EARNING REVIEWS
General Rules of Thumb:
2. EMAIL CAMPAIGNS
• Segment customers with Gmail / Yahoo
email addresses
• Citysearch or Superpages for everyone
else.

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LISTING OPTIMIZATION
Submit your business
to Google Places
w/proper categories
Submit your business
to major aggregators
Find niche
citations
Audit your
Citations
Earn reviews
1 2
345

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• Why Local Search?
• The Anatomy of a SERP
• Local Ranking Factors at Google and Bing
– Algorithm #1: Website and Links
– Algorithm #2: Listings and Reviews
• Takeaways
PRESENTATION OUTLINE

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BLENDED SEARCH TAKE
AWAYS!
Blended Search means you need to focus
on your website AND your local listings.

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WEBSITE TAKE AWAYS!
Website:
1. Answer questions people are asking;
use keywords they are using.
2. Focus on relationships and content to
build links to your website.

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LISTINGS TAKE AWAYS!
Listings:
1. Keep a consistent NAP; spread that NAP
as many places as you can.
2. Incorporate reviews into your everyday
follow up process with your customers.

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THANK !
YOU!!

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AUGUST 19-22 2013!
HYNES CONVENTION CTR
BOSTON, MA!
THE LARGEST GATHERING OF
INBOUND MARKETERS.!
50% OFF!
USE PROMO: WEBINAR50!
WWW.INBOUND.COM!

88. #localseo
Stay in
Touch!
#localseo!
David Mihm!
@davidmihm!
Rebecca Churt!
@rchurt!