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Get Your Local Business Found in Local Search
Presented By:Amanda Hummel
@amandanhummelAccount Executive
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Contents03 | What is Local SEO04 | Why Does it Matter?08 | The Local Landscape15 | Ranking Factors17 | On-Site Optimization20 | Listing Platforms26 | Citations29 | Reviews33 | Tools36 | Recap
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What is a Local SEO?Optimization of your site and web presence for local results in search engines. What you do to ensure your business, phone number, address and URL appear for people searching for your offerings in your area.
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Why Does it Matter?
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Increase in Geographic Search Queries— There are approximately
seven billion unique local searches per month on Google in the United States.
— 4 in 5 consumers use search engines to find local information
https://think.storage.googleapis.com/docs/how-advertisers-can-extend-their-relevance-with-search_research-studies.pdf
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Search Engines Prioritized “Local” Options— The Google 3-pack appears
in the top spot in 93% of searches with local intent.
http://www.seoclarity.net/how-googles-local-pack-update-has-reshaped-the-organic-landscape-12952/#gs.e5QviBw
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Local Search Improves User Trust— 88% of consumers have
read reviews to determine the quality of a local business.
— 72% of consumers say that positive reviews make them trust a local business.
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The Local Landscape
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Don’t Put All Your Eggs in Google’s BasketIf you really want to succeed in local search, you need to make organic and social media efforts.
https://moz.com/learn/local/online-marketing-landscape
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Type Example
Search Engine
Service
Location Based Services (LBS)
Listing TypesSearch Engine ListingsEach of the three major search engines have their own local listings. These listings show up in main search results when the engine can determine the user’s query has local intent as well as in specific local only search results.
Service ListingsThere are also dedicated sites that cater to the local market by exclusively offering local listings. Services like Yelp and Citysearch offer the user countless listings organized by location. There are even industry specific sites such as TripAdvisor.
LBS ListingsLocation Based Services (LBS) are services that are accessed by a mobile user and include platforms like Foursquare or Facebook. When a user is at specific location the listing is shown and the user can then “check-in” to the location and this is shared with their social network.
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Data aggregators syndicate business listings out to hundreds of local search platforms that then serve listings based on keyword queries. It’s important to ensure business data is accurate in the major data providers’ databases.
What To Do:— Get listed with the major data providers
through Moz Local or Local Site Submit
Major Data Aggregators
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Recent Changes in Google Local Search— Snack-Pack vs 7-Pack
— Goodbye Google+ LinkGoogle 7-Pack
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Home Services AdsCurrently in beta, limited to plumbers, locksmiths, housekeepers and handymen in the San Francisco Bay area, but it is likely to expand to other locations (and perhaps other business types) at some point in the near future.
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Ranking Factors
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Ranking FactorsTop 10 Snack Pack Factors1. Physical Address in City of Search2. Consistency of Structured Citations3. Proper GMB Category Associations4. Proximity of Address to the Point of Search5. Quality/Authority of Structured Citations6. Domain Authority of Website7. Product / Service Keyword in GMB Business
Title8. City, State in GMB Landing Page Title9. HTML NAP Matching GMB Location NAP10. Click-Through Rate from Search Results
https://moz.com/local-search-ranking-factors
Top 10 Localized Organic Factors1. Domain Authority of Website2. Quality/Authority of Inbound Links to Domain3. City, State in GMB Landing Page Title4. Click-Through Rate from Search Results5. Topical (Product/Service) Keyword Relevance of
Domain Content6. Diversity of Inbound Links to Domain7. Geographic (City/Neighborhood) Keyword Relevance
of Domain Content8. Physical Address in City of Search9. Quality/Authority of Structured Citations10. City, State in Most/All Website Title Tags
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On-Site Optimization
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On-Site Checklist Each page has primary and secondary keywords Link to important content from navigation & homepage Utilize internal linking for important content Dedicated location page per location Phone number and address on every page Meta Data includes relevant geo specific keywords Headers used to ensure relevance Use sub-headings and images Have a goal for each page Ensure your site is indexable and crawlable Utilize Analytics and Google Search Console (formerly
Webmaster Tools) NAP (Name, Address, Phone Number) is crawlable (in HTML) Strong Page Speed (https
://developers.google.com/speed/pagespeed/insights/) Optimize your site for Mobile devices Link your Google My Business Page Redirects are set up correctly (use 301 redirects)
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Schema.orgSchema.org is markup vocabulary you place on your site that helps search engines better understand what your site is about to produce more informative search results for users.
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What can you markup?
— Articles— Local businesses— Restaurants— TV episodes and ratings— Book Reviews— Movies— Software Applications— Events— Products
Google’s Structured Data Markup Helper can help you create the markup for your site.
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Listing Platforms
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Google My Business— Claim & Verify Listing— Ensure your NAP is consistent— Add photos— Select Category— Add your Website URL— Add your Hours of Operation — Add Description
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Bing— Create your listing— Ensure NAP is consistent— Add Photos— Include Website URL
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Yahoo!— Create and Claim your listing— Ensure NAP is consistent — Add Photos— Determine categories— Add your Website URL— Add your Hours of Operation— Add description
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Yelp— Create/Claim your Listing— Verify Listing— Add Photos— Add Categories— Add Hours of Operation— Add Website URL— Add description
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Facebook— Create Facebook Business Page— Ensure your NAP is consistent— Add Photos— Add your URL— Include a description in the “About”
section— Select Category & Subcategories— Add your hours of operation
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Citations
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Citations are defined as “mentions” of your business name and address on other webpages, even if there is no link to your website. An example of a citation might be an online yellow pages directory where your business is listed, but not linked to. It can also be a local chamber of commerce, or a local business association where your business information can be found, even if they are not linking to your website.
Citations
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Citation Sources— Data Aggregators
— Local search engines
— Local Blogs
— Locally focused directories
— Industry-focused directories or blogs
https://moz.com/learn/local/citations-by-city
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Review Monitoring & Management
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ReviewsThe 2015 Local Consumer Survey reports 92% of consumers read online reviews, in addition, 73% of consumers read 1-6 reviews before they feel they can trust a business.
Key Online Review Tips & Tactics
1. Always monitor reviews
2. Address negative reviews in a timely manner (24 hours max)
3. Great customer service naturally creates better ratings
4. Identifying themes within negative reviews and take appropriate action in order to improve as a company
5. Track competitive reviews for intelligence & insight
6. Always remember - reviews directly impact revenue https://www.brightlocal.com/learn/local-consumer-review-survey/
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Review Do’s & Don’tsDon't:— Write fake reviews for your own business.— Pay a third party to post fake reviews, posing as a customer.— Pay a third party to post any review on behalf of anyone else. Customers must leave their
own reviews using their own accounts.— Get too many reviews at once. They may trip filters at the review sites that will cause the
reviews to be deleted.
Do:— Link to your review profiles from your website.— Create simple print materials, listing places customers can review you, to be given to the
customer at the time of service.— Train staff with direct contact with customers to request a review from them upon
completion of service.— Follow up (after completing a service) with an email linking to places a customer can review
your business (don't include Yelp).— Request reviews during an after-service follow-up phone call.— Let your customers review your business at their review site of choice. Review diversity is
good for both customers and search engines.
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How Not to Anger YelpIf Yelp has reason to believe a business has been partaking in unsavory review behavior, they will heavily penalize you.
— DO NOT pay or incentivize Yelp reviews!— DO NOT create phony Yelp Reviews!— Put a badge and link to your Yelp listing on your
website— Put a "Find us on Yelp" sign in your place of business— Include a link to your Yelp business listing in your
email signature with the words, "Check us out on Yelp!“
— Ask customer in store or via email to check-in on Yelp (Yelp will prompt a review from them after they check in)
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Tools
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Tools— Local Site Submit — Moz Local — Bright Local
— Citation Tracker— Citation Burst — ReviewBiz — ReviewFlow
— Whitespark
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Recap
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Recap— Claim and Optimize your Listings and Local Profiles— Be Consistent (NAP)— Optimize your Website for SEO— Build quality citations— Monitor and act on your reviews (positive and negative)— Get people talking about you
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Resources— http://searchengineland.com/new-google-local-search-display-230525— http://www.searchenginejournal.com/local-seo-stay-competitive-googles-local-3-pack/143185/— http://www.searchenginejournal.com/seo-101-local-seo-stats-need-consider-strategy/141086/— http://www.seoclarity.net/how-googles-local-pack-update-has-reshaped-the-organic-landscape-12952/#
gs.e5QviBw— https://www.brightlocal.com/learn/local-consumer-review-survey/— https://
think.storage.googleapis.com/docs/how-advertisers-can-extend-their-relevance-with-search_research-studies.pdf
— http://searchengineland.com/google-maps-yelp-local-seo-2015-210846— https://biz.yelp.com/support/review_solicitation— https://moz.com/local-search-ranking-factors— https://moz.com/learn/local/how-to-get-citations— https://moz.com/learn/local
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