How to Optimize Your Business for Local Search A Business Owners Workshop
Client Examples
Visits in 2011 increased from 4k to 20k in 2012
Keyword Rankings bodyquestpersonaltraining.com Out of 291 keywords:
05-20-13 – Number of keywords on 1st page – 0
12-04-13 – Number of keywords on 1st page – 54
TODAY – Number of keywords on 1st page – 102
Keyword Rankings bluegrassexecutivetransportation.com Out of 355 keywords:
05-27-13
– Number of keywords on 1stpage – 2
07-31-13
– Number of keywords on 1stpage – 56
09-26-13
– Number of keywords on 1st page – 95
TODAY
– Number of keywords on 1st page – 149
What is SEO? Search Engine Optimization
Definition of SEO SEO is the active practice of optimizing a website by improving internal and external aspects in order to increase the amount of visitors the site receives from search engines. In general, the higher a site appears in the search results, the more visitors it will receive from the search engine’s users.
(Storefront Equivalent)
“Your online location is the most important factor in obtaining new customers for your business today�
Why is online marketing & SEO important?
92%of all consumers searching for local services or products start by looking online
58% of businesses don’t have a website – but those who are online
grow 40% faster
Outbound Marketing
Inbound Marketing
of people don’t go 95% past the 1st page of search
results
Remember‌
SEO Lasts
Investment vs. Expense
Compare to Magazine Ads:
Last
Week
This
Week
Definition of Investment To commit money in order to GAIN a financial return.
# of searches for industry Industry
Searches Per Month
Potential Website Visits
Potential Website Visits
auto shop
14,200
284
710
pools
43,200
864
2,160
plumbers
35,600
712
1,780
financial planner
13,000
260
650
electrician
10,000
200
500
windows
12,600
252
630
landscaping
19,800
396
990
jeweler
24,800
496
1,240
roofer
36,400
728
1,820
dentist
31,500
630
1,575
car detailing
14,600
292
730
painters
9,000
180
450
hvac
27,200
544
1,360
chiropractor
41,200
824
2,060
flooring
16,600
332
830
LTV ROI = 2,806%
Cost per month – Local Magazine
1/12 Page - $550 (2 1/4” x 2 1/4”)
1/6 Page - $815 (2 1/4” x 4 7/8”)
1/3 Page - $1,530 (4 3/4” x 4 7/8”)
1/2 Page - $2,195 (4 3/4” x 7 3/8”)
2/3 Page - $2,820 (4 3/4” x 10”)
Full Page - $3,675 (7 1/4” x 10”)
Local Magazine Rates
Link Authority & Quality
(Low Trust)
(Quality Trust)
Google Keyword Planner
Ex: Louisville Auto Insurance, KY, Home, Life, Health
Meta Tag Tool
http://www.seomofo.com/snippet-optimizer.html
Google Local
10%
Only of local businesses in the US have claimed their Google Places listing. By claiming your listing, you’re instantly beating
90% of the competition.
http://www.google.com/business
Dashboard
Don’t forget to NAP! Business
Name, Address, Phone Number
1. Proper category associations
http://blumenthals.com/Google_LBC_Categories
2. Physical Address in City of search
3. Consistency of structured citations
Definition of Citation A citation is any web-based mention of your company's partial or complete name, address, and phone number (NAP). A "structured citation" refers to a listing of your business in an online local business directory such as YP.com, Yelp, etc.
http://www.yext.com https://moz.com/local/search
4. Quality/Authority of structured citations
ď‚ž
http://moz.com/learn/local/citatio
ď‚ž
http://moz.com/learn/local/citatio
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
11. Quality/authority of inbound links to domain
12. Quantity of native Google+ Local reviews (w/text)
13. Product/service keyword in business title
14. Quantity of citations from locally relevant domains
15. Proxim ity of physical location to the point of search
16. Quantity of citations from industryrelevant domains
17. Local area code on Google local page
18. City, state in all website title tags
19. Quantity of third-party traditional reviews
20. Page authority of Places landing page URL
http://www.claudereynoldsinsurance.com/content/st-matthews-louisville-ky.aspx
88% of consumers say they
trust online reviews as much as personal recommendations
72% of consumers will take action after reading a positive review
Leave A Review
Review Funnel Strategy
Mobile search drives valuable outcomes for businesses
of mobile searches result in a store visit, call or purchase
Mobile search is always on
Not responsive
responsive
Testimonials & reviews
Brands and associations
63% of customers have already done research before contacting a business
Questions??