Local Search - Getting on Google's Map

Getting On The Map

Aaron Weiche• CMO of GetFiveStars.com, a customer

feedback platform, serving 15,000+ locations• 18 years in digital marketing, grown 3

agencies in Minneapolis area• Worked with Target, Marriott, UnitedHealth

Group, Cargill, Deloitte & 100’s of SMBs• Grew up in a small business household• Tech, speaking/travel, Husker football,

baseball, outdoors

1. The user states geo intent2. The keyword states geo intent

56% of searches have local intent

Stat from Google Think

Local search results are front and center

Over 71% of clicks happen on page 1 while page 2 and 3 get just 5% of clicks.

Stat from Advance Web Ranking Study

Local searches convert. Over 70% take action with a click,

call, visit or contact.

Same results on all devices … starting now.

7-pack, 10-pack

3-pack

Local Search Ranking Factors

2015 Local Search Expert Survey

Study from David Mihm and MOZ

1. Links & Structured Citations

Other websites linking to you provide authority and trust to your website.

Who is linking to me? Who would?

Links Are Human, Not Just SEO1. Links that will drive direct referral traffic

2. Links that build visibility with your target

audience for your brand

3. Links that build your reputation

OpenSiteExplorer.org

48 sites providing 143 total

links

Run your competitor’s links, can you get those

links too?

Link quality is about the website it comes from.

It can be related to topic, location and industry.

Topic Location Industry10 Best Places For A Relaxing

Getaway

Local Chamber of Commerce Directory

Bed and Breakfast industry magazine

article

Local link ideasLocal Newspaper, Radio, local blogs, online media

(traditional PR stuff! But maybe ask about a link … nicely)

Local chamber, business groups, associationsSponsor a youth sports team

Sponsor a local charityHost an event, one time or ongoing

Take part in awards (Best of the Best)Discounts to local groups or associations

Local calendarsFind and connect with local influencers (content creators, social mavens)

Structured CitationsThe most common citations are found on business

listing sites like yellowpages.com, yelp.com, superpages.com, etc.

These are referred to as structured citations with known data of name, address, phone, website.

Structured Citations

https://loganix.net/citation-building-lists/hotels/

2. Google My Business ProfileClaim and complete your listing information with Google My Business

Local Knowledge

Panel

Have a fully completed profile

1. Proper Categories2. Photos3. Details

Hire a Google Certified Street View Pro for photos & tours

Amenities: Compiled from other sites

3. External Location SignalsListing & directory NAP consistency,

unstructured citations, quantity

Whitespark.ca Local Citation Finder

1. See what citations you have2. See local citation ideas3. See competitor citations4. $20/month tool

Unstructured CitationsThe most common citations are found on websites, blogs and pages that mention your business name,

but not in a structured format or business listing.

N.A.P. ConsistencyName

AddressPhone

+Website

Aaron’s Bed & Breakfast123 Appleway Suite 100Minneapolis, MN 55405612-525-1000

Aaron’s Bed and Breakfast123 ApplewayMinneapolis, MN 55405612-525-1000

Aaron’s B&B123 Appleway Suite 100Minneapolis, MN 55405612-525-1752

NAP Consistency

Manual NAP Research

Recommended Data / Listing Tool For Help

MOZ.com/local

$84/year per location

4. Google ReviewsBuild and market your strengths through your consumer’s voice

Humans trust humans

73% Of Consumers Form An Opinion By Reading 1–6 Reviews

69% Of Consumers Believe That Reviews Older Than 3 Months Are No Longer Relevant

Only 13% Of Consumers Will Consider Using A Business That Has A 1-Star Or 2-Star Rating

How to improve your customer feedback and online reviews

Google Local Results

5 Reviews Get You Visible Stars

10 Reviews Give You A Bump In Rank

Reviews improve with a strategy

Ask every customer

AutomateUse a platform

Email feedback requests or landing pages

Gather testimonials, improve, encourage online reviews

GetFiveStars.com

Make it easyPositive Rating: Ask for an

online review

Bad rating: Alert email sent to owner

Gather feedback, your Net Promoter Score and improve

Market your testimonials

Allow your best guests to market for you on your website

Marked-up with schema/code to produce “stars” in search results

Fix business problems

Net Promoter ScoreOptimize for Quality Service, Not Reviews

Research from GetFiveStars & Mike Blumenthal

Strong NPS = ReviewsOptimize for Quality Service, Not Reviews

Net Promoter Score Business #1NPS 60

Business #2NPS 90

Open Rates 38.9% 46.7%Review Site Visits 1x 3xReviews Left 1x 6x

Research from GetFiveStars & Mike Blumenthal

Competitive research to see where you can win

1. Links & Structured Citations2. Google My Business Profile3. External Location Signals4. Google Reviews

Research

1. Links – Use OpenSiteExplorer.org 2. Google My Business Profile – view profile3. External Location Signals – Whitespark.ca4. Google Reviews – view profile

Research Tools

*Website and other factors are left out here

Ann Bean MansionRank #1

Aurora Staples InnRank #3

James Mulvey InnRank #6

143 links via 48 domains 171 links via 49 domains 100 links via 35 domains

188 citations 174 citations 158 citations

Claimed GMB account Unclaimed GMB account Unclaimed GMB account

28 Google reviews 4 Google reviews 4 Google reviews

Bed & Breakfast Stillwater MN

1. Local is tighter – you are in or out of top 32. Understand it’s components, its more than your

website and a bit different than organic SEO3. Use research, tools to understand your place4. Decide on DIY or a pro

Takeaways

Twitter: @AaronWeicheLinkedIn: linkedin.com/in/AaronWeiche

GetFiveStars.com

Thank you!

Local Search - Getting on Google's Map

Marketing

Transcript of Local Search - Getting on Google's Map