Growing Your Business via Local Search Engine Optimization (SEO)

MercyCorps NW: Grow Your Business via Local SEO

Presenter: Date: Location:

Anna Hutson (@AnnaHutson & @formicmedia) July 17th, 2013 MercyCorps NW

Formic Team

• Launched in 2008 to service small business & partners

• Specializes in localized search & social media marketing for local businesses

• 100% of Account Team Google AdWords & Google Analytics Certified

• 9 employees & 45+ clients • Strategic partnerships (SEMA, AlphaGraphics,

etc.) • Focus on education via monthly Seminar Series

@AnnaHutson & @formicmedia

Agenda

Local Search Overview

Importance of Local Search

Local Search Components

Top Factors Affecting Local Rankings

Site Audit(s)*

Q&A


Grow Your Business via Local SEO

Local Search Overview


• Location, location, location

• Organic/Paid search = “the what”

– Nike running shoes, Sony DSLR camera

• Local Search = “the what” & “the where”

– Nike shoe store Portland, Camera World Portland

Difference Between Organic & Local


The Evolution of Local Search


The “10-Pack”


The “7-Pack”


The “O” Pack


Blended (Current) Local Search Results



Why is Local Search so Important?


Importance of Local Search




1. Google+ Local Page (Yahoo/Bing Local Listings)

2. On-site Optimization

3. Off-site Optimization


• Requires a different mindset than traditional SEO

• Organic SEO is about optimizing websites/off-site factors

• Local SEO is about optimizing locations in addition to traditional organic optimization

• Local search has its own set of ranking factors



• Traditional SEO • Ranking algorithm consists of on-site SEO and

off-site (i.e. inbound links) ranking factors

On-Site Ranking Factors (Title/Meta/etc)

Off-Site Ranking Factors (links)


Google+Local


On-site Optimization • Still need to focus on website optimization

– Geo-specific keyword targeting

– Title Tags

– Meta Tags

– H1 tags

– Body Copy

On-site Optimization

• Structured Data is used to help parse out business data for the search engines

• Types of Structured Data include:

– Person

– Product

– Event

– Recipes

– Full list: http://schema.org/docs/full.html


http://schema.org/docs/full.html

Off-site Optimization • Web Citations & Inbound Links

– More citations/links = more trust + higher rankings

Courtesy of ZipLineInteractive.com

Off-site Optimization

• User reviews also help gain trust from both the search engines and users

– Quantity is still more powerful than quality

– Engines are working to understand sentiment


• Get reviews through:

– Email campaigns

– Encourage employees to ask for reviews

• Incentivize your employees if necessary

– Google window sticker

– Utilize in-store collateral

– Social media

– Use website widget by BrightLocal.com


• Social Media Activity

– Be active within social media

• Post fresh, new content regularly

• Post interesting content that will be shared

– Increase Likes, followers, etc

– Engage with fans/followers

– Build authority/credibility

– Optimize social media accounts/profiles


• Social Media Content

– Share interesting stories about your industry/company

– Show your company’s personality through jokes/humor (videos, text, images)

– Create polls/surveys; share the results and ask for feedback/opinions

– ALWAYS stay within the brand’s voice



Top Factors Affecting Local Search


Local Search Factors

David Mihm, Local Search Ranking Factors, Volume 5, Published June 11 th, 2012 (http://www.davidmihm.com/local-search-ranking-factors.shtml)

The David Mihm Survey “Participants were asked to rank 90 possible positive factors and 18 possible negative factors that drive Google's Local Search algorithms. Participants were asked to rank the positive factors based on the following question: ‘When Google ranks a business in its Local Search results, I believe this is the ____ overall most important factor in those rankings.’ Results were then tabulated via inverse scoring, where the #1 ranked factor received the most "points" for that question, and the lowest-ranked factor received the fewest points. Thus, the more factors deemed irrelevant by a particular respondent, the heavier the weight given to the factors that they did rank.”


http://www.davidmihm.com/local-search-ranking-factors.shtml








Local Search Factors

David Mihm, Local Search Ranking Factors, Volume 5, Published June 11 th, 2012 (http://www.davidmihm.com/local-search-ranking-factors.shtml)










• Optimize your website properly

• Claim/verify local listings

• Ensure your NAP data is consistent across the web

• Build trust by obtaining citations/links

• Increase reviews to build consumer trust and rankings

Recap

Live Demo/Site Audit(s)


What We Do

Services

Formic Media's pay-per-click (PPC) advertising services provide small and local businesses guaranteed visibility within targeted search results, via paid "sponsored listings".

PAY PER CLICK Formic Media's search engine optimization (SEO) services help small and local businesses to generate visibility within "organic" or “natural" search engine listings.

SEARCH ENGINE OPTIMIZATION

Formic Media's SEO-friendly website design and development services provide small businesses with an affordable, functional and highly visible Web presence.

WEB DESIGN Formic Media's social media marketing (SMM) services enable small and local businesses to leverage free/ low-cost networks to gain increased brand awareness.

SOCIAL MEDIA MARKETING

We have created the appropriate processes, tools and methodologies needed to be efficient and cost effective for your team and your clients.

PARTNERSHIPS Attend Formic Media's free monthly search engine marketing seminars. Learn the latest and greatest in the search engine marketing industry.

FREE SEMINARS


Thank you!

Contact Anna Hutson for more information [email protected]

503.517.9059 x123 @AnnaHutson & @formicmedia



Growing Your Business via Local Search Engine Optimization (SEO)

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