1. BlueGlass Local
Presented by: Michael Dorausch, DC
@chiropractic
Local and Mobile Domination
Harnessing the Changing SERPs

2. Where am I?

3. City of Tampa

4. What we’ll cover
Understanding Google
Locations Near Me (Tampa)
Deep Granular Content
Apple Maps/Siri, Yelp, and Foursquare

5. Google says…

6. Run an ad.

7. #local
Google’s gotten better at understanding users.
Delivering increasingly more localized content.
Focused on selling ads.

8. #local
Users have gotten better at understanding Google.
• Users seeking best result nearest their location
• Searching from home (desktop)
• Searching from work (huge opportunities here)
• Your location from 8am to 6pm(M-F)

9. Locations Near Me
2 years and 6 months since Google went local.

10. Google+ Local

11. Google+ Local
• 20 business locations near me (randomly selected)
• 11 (55%) of 20 show no sign of activity

12. 11 (55%) show no sign of activity
1. Sheraton Tampa Riverwalk Hotel (managed with photos)
2. T-Mobile (not managed)
3. Ashley Street Grille (not managed)
4. Bank of America (logo)
5. Tampa Chamber of Commerce (no photo)
6. Hyatt Regency Tampa (managed with photos)
7. Primo's Deli Cafe (not managed)
8. Tanya Gold MD Physician (not managed)
9. Anthem Reporting (single photo)
10. Avanzare (not managed)
11. Hattricks (managed with see inside)
12. Downtown's Florist (managed with see inside)
13. Designing Eyes (not managed)
14. Cordell & Cordell Tampa Divorce Attorneys (not managed)
15. American Institute-Architects (not managed)
16. Tampa Welding & Fabrication, Inc (logo)
17. Arc Printers (not managed)
18. Enable America (logo)
19. Florida Capital Partners (not managed)
20. Bruegger's Bagel Shop (not managed)

13. 4 of 9 Display Local SEO Evidence
1. Sheraton Tampa Riverwalk Hotel (Corporate SEO)
2. Hyatt Regency Tampa (Corporate SEO)
3. Hattricks (Possible Local SEO)
4. Downtown's Florist (Possible Local SEO)
5. Tampa Welding & Fabrication, Inc (Owner/Employee)
6. Tampa Chamber of Commerce (Scrape/Employee)
7. Anthem Reporting (Owner/Employee)
8. Enable America (Owner/Employee)
9. Bank of America (Employee)

14. There’s life here…

15. …but not here

16. #disconnect
• Incentives at front desk
• Incentives/Reminders in lobby
• Incentives/Reminders in bar

17. There’s life here too…

18. …because dead flowers don’t sell
• String of bad reviews
• Forced into action

19. Page Content (Google)
• Minimum of 6 high quality photos
• 1 hi res logo
• 5 images: 110px × 110px (and 70x70px)
• 1 image: 250px × 250px (and 90x90px)
• EXIF Data: File Name, GEO
• Info “from owner” (Google may scrape)
• Reviews (hopefully positive)

20. Cropped Photo Example

21. Photo Example (full size)

22. Content (Deep Granular)
Let’s do real research.
Historical Data
First to Organize/Post

23. USGS 1944

24. Centroid circa 1944

25. Centroid Near Me
• Federal Building
• City Hall
• Church
• Data Center (Verizon)

26. USGS 1956

27. Radio Tower (WDAE)
• First radio station in state of Florida
• May 15, 1922 - Tampa Times Radio
• Corner of Tampa and Whiting St (historic)
• 620 WDAE - The Sports Animal (current)
• Tampa Bay's Sports Radio Station

28. Bing Local

29. Local Content Potential
• Ybor City
• Tampa Riverwalk
• Davis Islands
• Rattlesnake Cannery
• Armory
• MacFarlane Park
• MacDill Park
• Churches
• Hillsborough River
• Freemasons
• Cruise Ship Terminal

30. Sacred Heart Church

31. Frank Adamo Drive

32. Freemasons

33. Baltimore Block, W. P. B. Co.

34. Links?
Society for Historic Archaeology
National Register of Historic Places

35. Street Fairs

36. Tell them what to do

37. Mobile Mapping
Apple Maps/Siri, Yelp, and Foursquare

38. BlueGlassX App (iPhone)
Lipscomb Villa
City Blue
Island Homes
Tampa University
Riverfront District
Riverside
Hyde Park Place
Bayside

39. Apple Maps / Yelp (iPhone)

40. Apple Maps / Yelp (iPhone)

41. SIRI to Hotel

42. SIRI (Hotel to Burgers)

43. Five Guys Route

44. Mexican Food?

45. Best Coffee?

46. Indigo No Go on Apple Maps

47. Location-Based Services
(My Findings)
• Work best for locations that are hip, trendy,
and frequented regularly.
• Think Sheraton Hotel vs. Motel 6
• Think Coffee House vs. Local Dentist

48. Five Guys Check In

49. Five Guys Check In

50. CVS Pharmacy

51. Hotels vs Banks

52. Printers
While standing in front of
Arc Printers

53. Foursquare Content
• Minimum of 4 photos
• 125 x 125 and 300 x 300
• EXIF Data Stripped (but post anyway)

55. #incentify
Motivate, reward, and provide incentives to
mobile savvy consumers with compliments,
contests, prizes, and giveaways.

56. Google Us!
How to get local brand queries without
spending any money?

57. QR Codes

58. QR Codes
• Create QR Code for Google+ Local
• Display QR Code at business location
• Establish Scanning Incentives

59. Happy Holidays!

60. Get Connected
@chiropractic
planetc1@gmail.com
http://michaeldorausch.com/