Going Local with Social
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@gyitsakalakis
Going Local
With Social
Using The Social Web to Get Local Results
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@gyitsakalakis 2
Gyi Tsakalakis founded AttorneySync and EPL Digital to help lawyers and businesses earn meaningful and valuable attention online because that's where clients and customers are looking.
Why can’t we be friends?@gyitsakalakis
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@gyitsakalakis
CONCEPT
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@gyitsakalakis 4
SOCIAL LOCAL
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@gyitsakalakis 5
“The essence of social media is really a public conversation with your customers and prospective customers.”
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@gyitsakalakis 6
“The essence of the future of local search is really a public conversation with your customers and prospective customers.”
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@gyitsakalakis 7
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@gyitsakalakis 8@gyitsakalakis
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@gyitsakalakis 16
#1
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@gyitsakalakis 17
Pizza Hut?
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@gyitsakalakis 18
Consistent NAP is not a substitute for being awesome.
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@gyitsakalakis 19
It takes a lot more work to build trust than to lose it.
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@gyitsakalakis 20
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@gyitsakalakis
Are social signals direct search ranking factors?
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@gyitsakalakis 23
Whether or not social signals are direct local search ranking factors isn’t really the point.
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@gyitsakalakis 24
“It’s not the actual social activity that matters, but what happens as a result of that activity.”
- AJ Kohn (Blind Five Year Old)
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@gyitsakalakis 25
SURVEY SAYS!!!
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@gyitsakalakis
Overall Ranking Factors
Local Search Factors 2014 (MOZ)
On-page Signals 21%
Link Signals 18.30%
External Loc Signals 15.50%
My Business Signals 14.70%
Review Signals 9.80%
Personalization 8.40%
Behavior/Mob. Signals 6.90%
Social Signals 5.80%
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David Mihm
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@gyitsakalakis
Overall Ranking Factors
Local Search Factors 2014 (MOZ)
On-page Signals 21%
Link Signals 18.30%
External Loc Signals 15.50%
My Business Signals 14.70%
Review Signals 9.80%
Personalization 8.40%
Behavior/Mob. Signals 6.90%
Social Signals 5.80%
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@gyitsakalakis
Overall Ranking Factors
Local Search Factors 2014 (MOZ)
On-page Signals 21%
Link Signals 18.30%
External Loc Signals 15.50%
My Business Signals 14.70%
Review Signals 9.80%
Personalization 8.40%
Behavior/Mob. Signals 6.90%
Social Signals 5.80%
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@gyitsakalakis
Overall Ranking Factors
Local Search Factors 2014 (MOZ)
On-page Signals 21%
Link Signals 18.30%
External Loc Signals 15.50%
My Business Signals 14.70%
Review Signals 9.80%
Personalization 8.40%
Behavior/Mob. Signals 6.90%
Social Signals 5.80%
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@gyitsakalakis
Overall Ranking Factors
Local Search Factors 2014 (MOZ)
On-page Signals 21%
Link Signals 18.30%
External Loc Signals 15.50%
My Business Signals 14.70%
Review Signals 9.80%
Personalization 8.40%
Behavior/Mob. Signals 6.90%
Social Signals 5.80%
~79%
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????
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@gyitsakalakis
Top 50 Localized Organic Factors
Top 50 Localized Organic Factors
City, State in Landing Page Title 1
Domain Authority of Website 2
Page Authority of Landing Page URL 3
Quality/Authority of Inbound Links to Domain 4
Quality/Authority of Inbound Links to Landing Page URL 5
Physical Address in City of Search 6
Quality/Authority of Structured Citations 7
Product / Service Keyword in Website URL 8
Click-Through Rate from Search Results 9
City, State in Landing Page H1/H2 Tags 10
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@gyitsakalakis
Top 50 Pack/Carousel Factors
Top 50 Pack/Carousel Factors
Physical Address in City of Search 1
Proper Category Associations 2
Consistency of Structured Citations 3
Quality/Authority of Structured Citations 4
HTML NAP Matching My Business Page NAP 5
Product / Service Keyword in Business Title 6
Domain Authority of Website 7
Proximity of Address to the Point of Search (Searcher-Business Distance) 8
Individually Owner-verified My Business Page 9
Proximity of Address to Centroid 10
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@gyitsakalakis
Top 30 Difference-Making Factors in Competitive Markets
Top 30 Difference-Making Factors in Competitive Markets
Domain Authority of Website 1
Consistency of Structured Citations 2
Quality/Authority of Inbound Links to Domain 3
Quality/Authority of Structured Citations 4
Proper Category Associations 5
Quality/Authority of Inbound Links to Landing Page URL 6
City, State in Landing Page Title 7
Physical Address in City of Search 8
Quantity of Native Google Maps Reviews (w/text) 9
Quality/Authority of Unstructured Citations (Newspaper Articles, Blog Posts) 10
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@gyitsakalakis
10 Factors That Have Increased in Importance Since Pigeon
10 Factors That Have Increased in Importance Since Pigeon
Domain Authority of Website 1
Proximity of Address to the Point of Search (Searcher-Business Distance) 2
Quality/Authority of Inbound Links to Domain 3
Quality/Authority of Inbound Links to Landing Page URL 4
Physical Address in City of Search 5
Quantity of Reviews by Authority Reviewers (e.g.Yelp Elite, Multiple Maps Reviewers, etc) 6
Quality/Authority of Structured Citations 7
City, State in Landing Page Title 8
Click-Through Rate from Search Results 9
Page Authority of Landing Page URL 10
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@gyitsakalakis
Domain Authority of Website
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“We calculate this metric by combining all of our other link metrics— LINKING ROOT DOMAINS, NUMBER OF TOTAL LINKS, MOZRANK, MOZTRUST, ETC.—into a single score.”
- MOZ
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“The essence of domain authority is really a public conversation with your customers, prospective customers and other people.”
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@gyitsakalakis 37
ACTION
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@gyitsakalakis
How can I rank better using social media?
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@gyitsakalakis
Convince people to search with site:twitter.com
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@gyitsakalakis
Spam Your Google My Business Page
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H/T Andrew Shotland (@localseoguide)
…
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@gyitsakalakis
Get People to Circle You on G+
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@gyitsakalakis
Barnacle SEO
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- Will Scott (@w2scott)
Barnacle SEO: attaching oneself to a large fixed object and waiting for the customers to float by in the current.
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@gyitsakalakis 43
url count rankings_analyzed coveragefindlaw.com 81 960 8.44%lawyers.com 56 960 5.83%google.com 53 960 5.52%avvo.com 43 960 4.48%wikipedia.org 40 960 4.17%thumbtack.com 39 960 4.06%yelp.com 20 960 2.08%
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@gyitsakalakis
Example: Dangerous Intersections
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@gyitsakalakis 47
Organic Local Social Promotion
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@gyitsakalakis
Paid Local Social Promotion
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1,312
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@gyitsakalakis
Use Local Socially Promoted Content To Build Links.
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@gyitsakalakis
Example: Chicago Bike Accident Map
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@gyitsakalakis
Optimizing Social Profiles With Local Search In Mind.
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@gyitsakalakis
Find Local Influencers On The Social Web.
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@gyitsakalakis 55
Future?
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@gyitsakalakis 57Coffee? Beer? Questions? @gyitsakalakis