Presented to a group of independent AutoValue auto service centers in Michigan. This presentation was delivered in a 50 minute format to individuals in the automotive service industries such as service centers and towing/wrecker services. Focus of this presentation centers around how local search dominates at the regional level most businesses serve. Signals that service-based businesses must pay attention to now and in the future. Key action items were delivered throughout the presentation that attendees could implement immediately to see results.

1. Local Search Engine Optimization
Dominate Your Local Community In a Changing Landscape
Jason Dodge
Founder – BlackTruck Media + Marketing
@dodgejd

2. Key Takeaways
● Understand Local Search
● On-site & Off-Site Factors
● Power of Reviews
● Measure Success

3. Search
Landscape

4. 2 Trillion
Searches Per Year

5. 60%
Mobile Searches

8. 86%
Find Local Businesses

9. “Search accounts for
40% of purchase
influence.

10. Local
Search
Landscape

12. 28% Link Signals (inbound anchor text, domain
authority, etc)
26% On Page Signals (Presence of NAP, keywords
in titles, domain authority, etc.)
12% Behavior Signals (Click-through rate, mobile
clicks to call, check-ins, etc.)
9% Google My Business Signals (Proximity,
categories, keyword in business title, etc.)
8% Citation Signals (IYP/aggregator NAP
consistency, citation volume, etc.)
7% Personalization
6% Review Signals (Review quantity, review velocity,
review diversity, etc.)
3% Social Signals (Google engagement, Facebook
engagement, Twitter engagement, etc.)(2018) Localized Organic Ranking Factors (Moz Study)

14. What Matters?
● Links
● Proximity
● Reviews
● Site Content
● Business Categories
● Aggregator Sites
● Citations
● Naming Conventions

15. Can’t
Control
Proximity & Reviews

16. Can
Control
NAP, Categories, Citations, Links
Aggregator Sites, On-Page,
Reviews

17. N.A.P.
Name. Address. Phone Number
Photo courtesy – Brad Shaw

18. Optimizing
N.A.P.
Name. Address. Phone Number

19. Citations

20. Maintain
Consistency
Citation A
Citation B
Citation C

21. Top Citation
Sources
Lansing
Moz local

22. Google
My Business
Your New Homepage

23. 1. Log In: google.com/business
2. Choose “Add Location"

24. 3. Search for your business

25. 4. Request Access

26. The Basics
Complete The Following:
1. Phone Number
2. Hours of Operation
3. Website URL
4. Photos

27. Optimize your Google My Business

28. Auto Parts Store
Categories
Mechanic
Auto Body Shop
Auto Repair Shop

29. Categories will vary by source

30. Categories will vary by source

31. Optimize with Photography

32. “Businesses with photos
receive 42% more
requests for driving
directions.

33. “35% more click-throughs
to their website than
those without.

34. Google POSTS

35. Post Uses
1. Promotions
2. Offers & Specials
3. Events
4. News

36. Posts
Communicate
Direct communication to your
local customers

37. Questions
Answers
Open dialogue with anyone

38. Questions
Answers
Open dialogue with anyone

39. “Answers with the most
upvotes show as the
primary answer

40. “Pre-load your own
questions like an
FAQ page

41. Duplications
Beware

42. Go to moz.com/local/search

44. Reviews, The New
Word of Mouth
Cultivate & Communicate

45. “88% of customers
trust online reviews
just as much as a
recommendation
from a friend.

48. “Keywords used in a
review are important
and help your rank
for those phrases

49. Do Not
Solicit
These Are The Rules

51. Create a reviews page on your site.

52. Form
Letters
Simplify Your Job
bit.ly/avtech2019

54. Invoices
& More
Not All Are Savvy
We take our customer’s
satisfaction seriously.
Connect with us on
Facebook and let us know
how we’re doing.

55. Follow Up
Cultivate & Communicate

56. On-Site
Optimizations
What You Can Control

57. Optimizing your own website’s content for local search

58. URL
Page Title
Image ALT Text
H1 Heading

59. Page Title
URL
Meta Description

60. Create
Better Content
Connect With Your Audience

61. Frustration

62. Local content
ideas
Connect With Your Audience

63. Measure
Success
Payoff & Return

68. Let’s review
Speak Local
Understand where you can have
the most impact in your community
for search results.
Control
Review the on-site and off-site
elements you can control. Some
things are outside of your power.
Reviews
Embrace reviews, they are the new
word of mouth. Make the ask easy.
Measurement
Make sure people are finding you
and efforts pay off.

69. Thanks!
Any questions?
You can find me at:
● @dodgejd
● jason@blacktruckmedia.com
● Blacktruckmedia.com