local seo and local ppc: pigeon, paid, & places
Post on 16-Jul-2015
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INTRO TO LOCAL SEO & PPCMARCH 2015
2@renee_girard @imcassy
HELLO! I’M RENEE
• Senior Organic Search Specialist
• 3+ years digital marketing experience
• Google Analytics certified
• WordCamp MKE Speaker
• B2B, B2C, professional association
expertise
• Avid puppy stalker
3@renee_girard @imcassy
HI THERE! I’M CASSY
• Senior PPC Specialist
• 6+ years digital marketing experience
• Google AdWords certified
• B2B & B2C clients
• National & international experience
• Business Marketing Association (BMA)
Breakfast Workshop speaker
• Collects band t-shirts
2500+ EMPLOYEES
24U.S. LOCATIONS
OFFSHOREEUROPE, CHINA AND INDIA
800+ PET LOVERS
WE ARE38
TRIATHLETES
$500 MM+ REVENUES
5@renee_girard @imcassy
AGENDA
• Introduction
• What is local?
• Placement Opportunities
• What is Pigeon?
• SEO
• Create & verify Google My Business
• Optimize WordPress landing pages
• Claim citations
• Earn backlinks
• Encourage reviews
• PPC
• Geo-targeting
• Measuring geo-targets
• Adjusting bids for geo-targets
• Location ad extensions
• Tools
• Discussion
6
LET’S GET LOCAL!
7@renee_girard @imcassy
WHAT IS LOCAL?
Local search is the
practice of increasing your
visibility for localized and
non-localized search
queries based on
proximity and other ranking
factors.
8@renee_girard @imcassy
HOW LOCAL RESULTS ARE SERVED
Physical location
● IP Address
○ Unique number assigned by Internet Service Providers
to each computer connected to the Internet.
● Mobile device location (proximity)
○ GPS depends on signal and connection
○ Wi-Fi access range of a typical router
○ Google’s cell ID (cell tower) location database
■ Absence of Wi-Fi or GPS. Dependent on number of
cell towers within an area along with available data
9@renee_girard @imcassy
HOW LOCAL RESULTS ARE SERVED
Areas of interest
● Recent locations
○ Approximate physical location or location of interest
based on a person’s past searches or physical
location
■ Geo-targeted search queries
■ Country-specific domain
● Related cities
○ Nearby, closely related cities, suburbs, etc. that
normally couldn't be targeted because of low
population, insufficient data about the geographic
area, or because city-level targeting isn't available.
10@renee_girard @imcassy
HOW DOES LOCAL WORK?
ALGO
LOCATION
AREAS OF INTEREST
Source: http://selnd.com/1rfWU6V
Hai! I iz Pigeon.
12@renee_girard @imcassy
GOOGLE “PIGEON” ALGORITHM
Source: http://selnd.com/1rfWU6V
• Born on July 24th, 2014
• Provides more useful, relevant and
accurate local search results
• Improves distance and location
ranking parameters
• Boosts local directories (Yelp)
• More closely tied to traditional
Google ranking signals
• Introduced new Snack Pack
• Cut down 7-packs
• Still being updated
13@renee_girard @imcassy
PLACEMENT OPPORTUNITIES: LOCAL 3- OR 7-PACK
Local 3-packs are quickly
replacing 7-packs, especially
on mobile.
15@renee_girard @imcassy
WHAT HAPPENED TO LOCAL CAROUSEL?
The Google Local Carousel was recently removed and is no
longer a placement opportunity for local results. Now, it only
appears for select lists and collections, such as movies, music,
amusement parks, and other points of interest.
16@renee_girard @imcassy
PLACEMENT OPPORTUNITIES: SNACK PACK
The Google Snack
Pack replaced the
Carousel and includes
the top 3 local results.
It appears across all
devices. Each category
features filters and
opens a new page with
full local listings.
18@renee_girard @imcassy
IGNORE LOCAL SEARCH AT YOUR OWN RISK
The opportunity cost of not doing local is less visibility
across all devices, especially mobile, and essentially
the loss of business to your competitors who are
optimized for local searches.
19@renee_girard @imcassy
UNOFFICIAL LOCAL RANKING FACTORS
REVIEWS11%
ON-PAGE22%
CITATIONS56%
BACKLINKS11%
20@renee_girard @imcassy
GOOGLE MY BUSINESS RANKING
FACTORS FOR LOCAL
21@renee_girard @imcassy
22@renee_girard @imcassy
GOOGLE MY BUSINESS BASICS
Suite of Tools
• Business Pages
• Brand Pages
• Google+
• Maps
Functionality
• Bulk local uploads
• +1 (Shares)
• Food Reviews (Zagat)
• Communities
• Photos
• Videos (YouTube)
• Updates
• Hangouts
• Mobile app
23@renee_girard @imcassy
❑ Product/service keyword in Google
My Business title
❑ NAP of the landing page = NAP of
Google My Business
❑ Local phone number
❑ Links to your website & other
profiles
❑ Photos
❑ Reviews
❑ Hours of operation
❑ Proper Google My Business
category association
GOOGLE MY BUSINESS RECOMMENDED OPTIMIZATIONS
❑ Claim your Google My Business
listings
❑ Must have physical location
(no P.O. boxes)
❑ Must have local phone
number (no toll free numbers)
❑ Must be able to see
customers during all hours of
operation
❑ Verify your listings (phone or snail
mail)
❑ Manage reviews
https://support.google.com/business/answer/3038177?hl=en
24@renee_girard @imcassy
PRIMARY CATEGORY IS NOW REQUIRED
Log in Google My
Business Center and
select the primary
category that best
represents what your
business is. All
locations must share
that one category.
25@renee_girard @imcassy
ON-PAGE RANKING FACTORS
FOR LOCAL
26@renee_girard @imcassy
❑ Individual landing pages (if multiple
locations)
❑ Locally descriptive about us page (if
single location)
❑ Schema.org markup
❑ Google Map embedded
❑ Landing Page NAP = Google My
Business NAP
❑ City, State in title tag, H1/H2 tags &
URL
❑ Product/service keyword in title tag,
H1/H2 tags & URL
ON PAGE RECOMMENDED CONTENT
❑ NAP (Name, Address, Phone
Number)
❑ Hours of operation
❑ Unique location descriptions
❑ Parking/transit information
❑ Promotions
❑ Testimonials & other trust signals
❑ Images
❑ Links to reviews on claimed
profiles for authoritative sources
(Google, Yelp, etc.)
27@renee_girard @imcassy
LOCAL WORDPRESS PAGE MOCK UP
http://www.sterlinglawyers.com/locations/menomonee-falls-wi
28@renee_girard @imcassy
OFF-PAGE RANKING FACTORS
FOR LOCAL
29@renee_girard @imcassy
WHAT IS A CITATION?
A citation is not a backlink. It is a mention of a business
name in close proximity to its address, phone number, or
both. Citations are used by search engines to weigh both
the accuracy and popularity of businesses.
30@renee_girard @imcassy
UNSTRUCTURED VS. STRUCTURED CITATIONS
Unstructured Citation: A mention of any part of your
NAP (Name, Address or Phone number). Ex. – Blog post
Structured Citation: A mention of your entire NAP
(Name, Address and Phone Number). Ex. – Business
listing sites
31@renee_girard @imcassy
❑ Domain Authority of your entire site
(1 – 100)
❑ Page Authority of your local landing
page URL (1 – 100)
❑ Number of citations (both
structured and unstructured)
❑ Consistency
❑ Number of backlinks
❑ Quality of backlink / citation
sources
OFF PAGE RECOMMENDED STRATEGIES
❑ Get citations
❑ Manual
❑ Paid services / tools
❑ Local data aggregators
❑ Claim social profiles
❑ Publish locally relevant content to
attract backlinks
❑ Nearby local business guides
❑ Earn backlinks
❑ Local event sponsorships
❑ Chamber of Commerce
❑ Clean up duplicate/inconsistent
local listingshttps://moz.com/local
32@renee_girard @imcassy
TOP REVIEW SITES FOR CONSUMERS
Not all review sites are created equal.
33@renee_girard @imcassy
TOP CITATIONS FOR YOUR CITY
34@renee_girard @imcassy
GOOGLE MAP PACK REVIEW SOURCES
35@renee_girard @imcassy
REVIEWS
36@renee_girard @imcassy
GETTING REVIEWS IS HARD
78% of customers will never leave a review. Out of the
customers who do give reviews, only 16% will give 1 to 5
reviews per year.
37@renee_girard @imcassy
❑ Number of reviews
❑ Quality of reviews
❑ Domain Authority of review sites
❑ Diversity of review sites
REVIEWS RECOMMENDED STRATEGIES
❑ Remind your customers to leave a
review
❑ Respond promptly to reviews
❑ Manage your reviews with a tool like
ReviewTrackers
❑ Automate review requests with
software or through your ESP
❑ Always comply with the law - never
pay for reviews!
❑ Know which review sites are most
important to Google, for your
industry, and your city
https://www.whitespark.ca/review-handout-generator
http://www.reviewtrackers.com
38@renee_girard @imcassy
PAID SEARCH
39@renee_girard @imcassy
GEO-TARGETING
40@renee_girard @imcassy
GEO-TARGETING
Location targeting helps focus advertising on areas where
you'll find the right customers and restrict it in areas where
you don't based upon performance.
41@renee_girard @imcassy
BASIC LOCATION SETTINGS
● Targeted locations
● Excluded locations
● Edit > Advanced Search
42@renee_girard @imcassy
BASIC LOCATION SETTINGS
43@renee_girard @imcassy
LOCATION OPTIONS (ADVANCED)
● Further refine traffic to selected location targets and
exclusions
● Defining REACH
44@renee_girard @imcassy
MEASURE GEO-TARGETING
45@renee_girard @imcassy
MEASURING GEOGRAPHIC PERFORMANCE
❏ Select your location and click View location reports
❏ Geographic (physical location + location interest)
❏ User location (physical location only)
46@renee_girard @imcassy
MEASURING GEOGRAPHIC PERFORMANCE
❏ View performance by multiple location breakdown options
❏ Identify most important pre-click or post-click metrics
based upon goals (visibility vs. goal
completions/transactions)
❏ Increase/decrease bids by location
47@renee_girard @imcassy
ADJUSTING BIDS FOR LOCAL
48@renee_girard @imcassy
CALCULATING LOCATION BID ADJUSTMENTS
Maximize leads or transactions at a particular cost-per-
acquisition (CPA) or return-on-investment (ROI) level by setting
bid adjustments to equalize target metrics across all locations.
As a math formula, it looks like this:
Location bid adjustment =
100% * ( ( Campaign goal ÷ Actual performance ) - 1 )
49@renee_girard @imcassy
CALCULATING LOCATION BID ADJUSTMENTS
50@renee_girard @imcassy
APPLYING BID ADJUSTMENTS
❏ Add new locations in
campaign settings
❏ Input percentages under
Bid adj. column, next to
appropriate location
❏ If searcher meets
location criteria,
AdWords will
increase/decrease bids
based upon set
percentages
51@renee_girard @imcassy
LOCATION AD EXTENSIONS
52@renee_girard @imcassy
LOCATION EXTENSIONS
● Location extensions show
your business address,
phone number, and a map
marker with your ad text.
● On mobile, they include a
link with directions to your
business.
● Clicks on ads with location
extensions cost a standard
cost-per-click.
On average, ads with location extensions
generally see a 10% boost in clickthrough rate!
Desktop Example
Mobile Example
53@renee_girard @imcassy
SET UP LOCATION EXTENSIONS
● With same
email address
used to login
and manage
AdWords, set
up Google My
Business
account
● Link Google
My Business
account to
AdWords
54@renee_girard @imcassy
SET UP LOCATION EXTENSIONS
Feature pulls locations associated to login email address
55@renee_girard @imcassy
SET UP LOCATION EXTENSIONS
● Syncing locations may take up to 24 hours
● Once synced, assign location(s) to campaigns
● If multiple locations, select one or more that apply per
campaign
56@renee_girard @imcassy
TOOLS
57@renee_girard @imcassy
LOCAL SEARCH RESOURCES
Source: http://selnd.com/1rfWU6V
❑ Google My Business - www.google.com/business
❑Moz Local Learning Center - moz.com/learn/local
❑Whitespark - www.whitespark.ca/tools
❑ Andrew Shotland - www.localseoguide.com
❑ David Mihm - www.davidmihm.com
❑Mike Blumenthal - blumenthals.com/blog
❑ Greg Gifford - www.slideshare.net/GregGifford
58@renee_girard @imcassy
WORDPRESS PLUGINS
Source: http://selnd.com/1rfWU6V
❑ WPTouch (starting at $49) - wordpress.org/plugins/wptouch/
❑ WordPress Local SEO - wordpress.org/plugins/dh-local-seo/
❑ MapPress Easy Google Maps -
wordpress.org/plugins/mappress-google-maps-for-wordpress
❑ WP Google Map Plugin - wordpress.org/plugins/wp-google-
map-plugin
❑ Local Business SEO - wordpress.org/plugins/mdp-local-
business-seo
❑ Yoast Local SEO Plugin ($69) -
yoast.com/wordpress/plugins/local-seo
59@renee_girard @imcassy
LOCAL SEARCH TOOLS
Source: http://selnd.com/1rfWU6V
❑ Google Local Business Category Tool -
blumenthals.com/Google_LBC_Categories
❑Moz Local ($99 listing / year) - moz.com/local
❑Whitespark Local Citation Finder (starting at $20 /
month) - whitespark.ca/local-citation-finder
❑ ReviewTrackers ($29 / month) - reviewtrackers.com
❑Moz Local Category Research - moz.com/local/categories
❑ Schema.org Local Business Markup -
schema.org/LocalBusiness
❑ Google Webmaster Tools Data Highlighter Tool -
support.google.com/webmasters/answer/3106959?hl=en
60@renee_girard @imcassy
KEY TAKEAWAYS FOR LOCAL SEO
VERIFY & OPTIMIZE
GOOGLE MY BUSINESS
PAGES
CREATE & OPTIMIZE
WORDPRESS PAGES
CLAIM CITATIONS &
SOCIAL PROFILES
EARN BACKLINKS
ENCOURAGE REVIEWS
ONGOING
ONE-TIME TASKS
61@renee_girard @imcassy
KEY TAKEAWAYS FOR YOU
STAY UPDATED BE PATIENT
REPORT/FIGHT SPAMDON’T IGNORE
BRANDING
62@renee_girard @imcassy
QUESTIONS?
63@renee_girard @imcassy
THANK YOU!
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