Local Search - Getting More Online Leads with LSEO

Confidential and Proprietary Information

Getting More Online Leads with Local Search

2 Confidential and Proprietary Information

Today’s Agenda

• What is local search, and why is it important?

• How local search works

• How to check if you have properly claimed your local listing

• Where to find incorrect or outdated listings of your business

• How to optimize your Google+ Local page

• What local directories are critical for success

• Why the volume and quality of citations improves your search rankings

• The Do's and Don'ts of Local Search Optimization

• How to continue to optimize your local search results


About Three Deep• 50+ person digital marketing agency in St. Paul, MN

• Crossfuse lead generation platform launched 2011

• Appointment setting contact center

• Clients have $30 Million in E-Commerce Revenue to date

• Manage $5+ million in paid search spending annually

• Manage 30+ million in consumer database records

• 220 million opt-in emails sent in prior 12 months

• Certified in Salesforce.com CRM system

• 6 Google Adwords & 10 Google Analytics Certified

• Inc. 5000 Fast Growing Company Award in 2010. 2011 and

2012

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http://www.google.com/enterprise/marketplace/viewListing?productListingId=5847877+5425291231308112155

https://adwords.google.com/professionals/profile/org?id=010691907341708150415&hl=en


About Me – Scott Dodge

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I work as an SEO Specialist at Three Deep Marketing in Saint Paul, MN

www.threedeepmarketing.com

I’ve been in the agency environment for over two years, working on everything from small local businesses to Fortune 50 businesses

I specifically focus on Local SEO, Technical SEO, and large-scale website audits

@scott_dodge

[email protected]

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http://www.threedeepmarketing.com/

WHAT IS LOCAL SEARCH, AND WHY IS IT IMPORTANT?

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What is Local Search?

Local Search is the process of searching for local businesses in search engines

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What is Local Search?

• Any query with local intent is a local search7


What is Local SEO?

Local SEO is the process of

improving the position of your

website and/or Places Page in the search

engines8


Why is Local Search Important?

• According to a ComScore 2012 Study, 69% of people surveyed said that portal sites, such as Google, Yahoo, and Bing, are their primary source for local business information.


Why is Local Search Important?

• Local results are gaining more real estate in the search results.

HOW LOCAL SEARCH WORKS

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How Local Search Works

• The local algorithm is a complicated system that relies mainly on a large network of data providers, and other sources

• On a basic level, the local algorithm ranks results based on a combination of the accuracy of business information, and the popularity of the business, as well as numerous other factors

• Our goal is to influence both of these elements to ensure that your business has the best chance of ranking

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Ensuring Accuracy of Business Information

• Accuracy of business information is based on how consistent your business is listed in local business directories, and other sources online

• We call these listings “Citations”

• The key elements to have listed consistently are:• Name of your business• Address• Phone Number

• We refer to this as your “NAP”



• Here’s what Google sees when their trusted data sources have conflicting information. The search engines do not feel confident that they have accurate information on the location of a business.

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Three Deep Marketing180 East Fifth, Ste 910St Paul, MN 55101651-789-7701

Three Deep marketing, Inc180 Fifth St E, Suite 910Saint Paul, MN, 55101651-789-7702

3 Deep Marketing2211 E Old Address StNorth Saint Paul, MN 55132651-992-8855

Three Deep Marketing Inc180 5th Street East #910St Paul, MN 55111612-888-9999

Four Deep Marketing LLCDave’s House, BasementBlaine, MN 60463Dave’s Home #

??????????????????????



• And here’s what Google sees when these trusted sources have consistent information. As we can see, the search engines are confident that the location of this business is accurate.

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Three Deep Marketing180 E Fifth St, Ste 910St Paul, MN 55101651-789-7701






BINGO


Determining The Popularity of a Business

• Popularity of your business is determined a few ways, but mainly, we look to influence the following factors:

• Amount and quality of citations that your business has

• Amount and quality of links that your website has

• Generally speaking, the higher the amount of accurate, quality citations (as well as quality links to your website) that you have, the better you will rank locally.


Local Search – Network Data Providers


Key Players in Local Search

• These are our main focus areas in Local SEO, regardless of industry.

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Key Citation Sources for Contractors

• As a contractor, these are the top citation sources for your industry.

HOW TO CHECK IF YOU HAVE PROPERLY CLAIMED YOUR LOCAL LISTINGS

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Checking Your Listings

• Many free tools to check the accuracy of your listings exist, and I highly recommend using GetListed.org

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Checking Your Listings

• GetListed helps break down the status of your listings in the major sources.

KEY FOCUS AREAS OF LOCAL SEO

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Key Focus Areas of Local SEO

• There are four main areas to focus on for success in Local SEO:

• Google+ Local Page

• Your Website (On-Page)

• Data Partners, such as directories (Off-Page)

• Reviews around the web

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The Google+ Local Page

• This is the data that you provide Google about your business, such as Name, Address, Phone number, categories, and more.

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Google+ Local Page Ranking Factors

• The most critical places page factors to have correct involve your location, category associations, and verification status.


Your Website (On-Page)

• This is information on your website that provides additional signals about where your business is located, what you offer, and how to reach you.

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On – Site Ranking Factors

• The most important on-page factors include domain authority, use of location on-site, and a matching, marked-up NAP.

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Data Partners (Off-Site)

• These are business directories, data aggregators, and other sources that have information about your business.


Off-Site Ranking Factors

• The most critical off-site factors are quantity and quality of citations, links to the domain, and others.


Structured vs Unstructured Citations

Structured Citation

Unstructured Citation


Reviews Around The Web

• This is where your customers weigh in and publicly talk about your business, and how well you do your services.


Review factors

• The most critical review factors have to do with quantity and quality of reviews, with use of product/service/location in the review.

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THE DO’S AND DON’TS OF LOCAL SEO

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For LSEO Success, Focus on These Areas:

• In aggregate, the most important factors are dominated on the places page level, with a blend of other factors in the top 10.

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For LSEO Success, Don’t Do These Things:

• Doing any of these things creates unnecessary confusion, and limits the overall performance of your business in local search.


Summary

• What is local search, and why is it important?

• How local search works

• How to check if you have properly claimed your local listing

• Where to find incorrect or outdated listings of your business

• How to optimize your Google+ Local page

• What local directories are critical for success

• Why the volume and quality of citations improves your search rankings

• The Do's and Don'ts of Local Search Optimization

• How to continue to optimize your local search results

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PLEASE REACH OUT TO US IF YOU

HAVE ANY QUESTIONS!

Presenter:Scott DodgeSEO Specialist(651) 789-7754 (w)[email protected]

Presenter:Daniel DerosierVP Business Development(651) 789-7704 (w)[email protected]

GETTING MORE ONLINE LEADS WITH LOCAL

SEARCH

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Local Search - Getting More Online Leads with LSEO

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