connectivity webinar: optimizing your business’ online presence for local search
TRANSCRIPT
Optimizing Your Business’ Online Presence for Local Search
PRESENTER: Chad Luckie CO-PILOT: Josh Ades
#ConnectivityLocal
Connectivity Josh Ades Content Marketing Manager BUSINESS OBJECTIVES FOR CLIENTS: Provide marketers with engaging content that focuses on the specific needs of businesses that have physical locations BIO: - Former co-leader Los Angeles Hubspot user group - Joined Connectivity in 2014 to oversee content creation and strategy - Drives online leads (and an ‘03 Prius)
#ConnectivityLocal
Linkmedia 360 Chad Luckie Managing Partner BUSINESS OBJECTIVES FOR CLIENTS: Properly utilize digital marketing to maximize ROI. Chad leads client engagements, business development and agency direction for Linkmedia 360 Digital. BIO: - Joined Linkmedia 360 in 2013 to lead the digital division - Former experience includes leading digital marketing efforts for large
universities and colleges - Enjoys spending as much time as possible on the golf course (which is rarely)
#ConnectivityLocal
#ConnectivityLocal
Tweet to Win $50 Gift Card
Follow us: @connectivityinc @Linkmedia360
#ConnectivityLocal
Agenda 1. Importance of Local Search 2. How to Create and Optimize
Location Pages 3. Local Search Checklist
(download)
4. Q&A
#ConnectivityLocal
Importance of Local Search 1
#ConnectivityLocal
1. IMPORTANCE OF LOCAL SEARCH
Vital Statistics: • People in the U.S. perform over
6.2 Billion local searches every month • 50% of mobile searches are users
trying to find a local business • 61% of local searches result in a purchase • 50% of mobile users visit a store within
a day of performing a related
#ConnectivityLocal
1. IMPORTANCE OF LOCAL SEARCH
But wait, there’s more • 68% of smartphone searchers use
the get directions or call button on smartphone local listings
• 90% of local searchers that take action do so within 24 hours of performing the search
#ConnectivityLocal
1. IMPORTANCE OF LOCAL SEARCH
Local? Go mobile According to comScore, Nielsen and Stat Counter, smartphones have a U.S. market penetration of 72% and is expected to grow to 90% by 2016! Some sites, such than Pinterest, Yelp and Twitter get more usage via mobile than via desktop. Mobile usage drives significant local search traffic so businesses need to pay attention to their mobile sites and new mobile technologies such as: • Mobile payment • Google Now, Siri and Cortana • Integration across devices
2015
72%
2016
90%
#ConnectivityLocal
1. IMPORTANCE OF LOCAL SEARCH
#ConnectivityLocal
Pigeon and Mobilegeddon
1. IMPORTANCE OF LOCAL SEARCH
#ConnectivityLocal
1. IMPORTANCE OF LOCAL SEARCH
#ConnectivityLocal
1. IMPORTANCE OF LOCAL SEARCH
Anatomy of Search Results
Paid Listings Local Listings Organic Listings Local Publishers (Organic Listings)
#ConnectivityLocal
How to Create and Optimize Location Pages
2
#ConnectivityLocal
Your Website’s Location Pages • Designated URL Per Location • Technical Accessibility • Schema Markup • Optimized Content • Off-Site Promotion • Reviews • Link to Google+ Location Page
Third Party Publishers • Verification • Syndication • Data Aggregator
Consistency • Audits • Maintenance • Category Selection • Links To Location Pages
DATA INTEGRITY AND CONSISTENCY
Results • Increased Organic Visibility • Increased Local Listing Visibility • Reduced Listing Inaccuracies • Increased Online Visits • Increased In Store Visits • Increased Revenue
2. OPTIMIZE LOCATION PAGES
#ConnectivityLocal
2. OPTIMIZE LOCATION PAGES
What are location pages?
#ConnectivityLocal
Your Website’s Location Pages • Designated URL Per Location • Technical Accessibility • Schema Markup • Optimized Content • Off-Site Promotion • Reviews • Link to Google+ Location Page
Third Party Publishers • Verification • Syndication • Data Aggregator
Consistency • Audits • Maintenance • Category Selection • Links To Location Pages
DATA INTEGRITY AND CONSISTENCY
Results • Increased Organic Visibility • Increased Local Listing Visibility • Reduced Listing Inaccuracies • Increased Online Visits • Increased In Store Visits • Increased Revenue
2. OPTIMIZE LOCATION PAGES
#ConnectivityLocal
The location page is the anchor for all other strategies. Utilizing all possible SEO techniques on a location page is extremely important to maximize its visibility.
Content
Technical
Off- Site
Website Optimizations to Amplify Visibility
By focusing on a strong technical foundation, driving relevancy through on-site content, and building authority to location pages, you can increase the visibility of your location pages.
YOUR WEBSITE’S LOCATION PAGES
2. OPTIMIZE LOCATION PAGES
#ConnectivityLocal
Extended Content (optimized with locally-specific keywords)
Interactive (Clickable)
Map
Varied use of heading tags and strong tags to designate emphasis
Important location information and reviews
includes Schema Markup Additional Information about specific products or features available in this location
Tabs to hold more information (such as Promotions, Products, Photos, Directions)
Link to Google+ Profile using rel=publisher tag
Unique image of the actual physical store front
Clear calls to action to drive conversions
Add optimized titles and meta descriptions
A FULLY OPTIMIZED LOCATION PAGE
2. OPTIMIZE LOCATION PAGES
#ConnectivityLocal
Local Search Checklist 3
#ConnectivityLocal
3. LOCAL SEARCH CHECKLIST
! Clean & optimize location data; create a master file for all syndications
! Ensure each location page has a unique indexable URL ! Research and implement the most effective
categories/keywords for each location ! Syndicate to all 4 major Data Aggregators
(linking to individual location pages)
#ConnectivityLocal
3. LOCAL SEARCH CHECKLIST
! Verify Google+ and Bing location listings ! Upload individual photos, logos and
location specific content (Bing & Google+) ! Syndicate & Claim on other important online directories ! Add Schema Mark-up and Google+ Publisher Links
to location pages ! Optimize content (body, title, headings, etc.) on location pages
Q&A #ConnectivityLocal