Is It Local? MBO Conference 2013

IS IT LOCAL? How Google Local Has Evolved +

Tools and Tips to Dominate

@tomharari

DOWNLOAD THESE SLIDES http://iacq.co/mbo-13

@tomharari

ABOUT ME TOM HARARI

• SEO Manager @tomharari • Worked for Omnicom Media Group • Started in SEO for Local Businesses • Have Since Worked with Franchises,

And Fortune 500 Companies

@tomharari

@tomharari

Agenda

Evolution of Local Search

Quick Hits Tools to dominate

…and of course Q&A

@tomharari iacquire.com


In The Beginning…

• Local No Different

Than Organic

• Optimize for Keywords

• Title Tags + Links


Then in 2008… 10 Packs

@tomharari iacquire.com NAP Becomes Important


This Kind Of NAP

• Name of Company

• Address of Company

• Phone Number of Company

Keep this consistent!


(215) 888-1888

215-888-1888

2158881888

Not the same

iacquire.com

WTF?


2009...

• No Geo-Modifier

Needed

• Based On Location

of Searcher

• Intent Becomes

Important


Reviews • Reviews Became

More Important

• Number of Reviews

• Sentiment of Reviews

• Not just Yelp,

YellowPages, City

Search –

also Google Places


In 2011... • Hotpot

Gets

Introduced

• Reviews

from

Friends

Important


Summer 2012 • Google Places

Becomes Google+

Local

• How Many People In

Your Circles?

• Traditional Factors Still

Prevalent


Check Out Evolution Of Local Search On Moz

http://moz.com/blog/evolution-of-the-local-algorithm-whiteboard-friday

QUICK HITS Part II

iacquire.com @tomharari

iacquire.com @tomharari http://moz.com/local-search-ranking-factors

• These make

up the

largest

chunk of the

pie

• Focus on

getting these

right


Keyword Research

Looks a bit light


Keyword Research


Keyword Research

Looks a little better!


Single Location Vs. Multiple • Single Location – Use

Homepage in Google+

Listing

• Multiple Locations – Use

Location Landing Page

in Google+ Listing


Match Categories to Landing Pages


Titles + Metadata still cool

Credit to Mike Ramsey @NiftyMarketing

• Use http://www.seomofo.com/snippet-optimizer.html to see how your

SERP Listing will look


Schema.org Enter fields here

Copy Output from Here


KML File

http://www.geositemapgenerator.com/input


Authorship?


Not A Google+ Local Business Page


Lead Generation & CTA • Too Many Small

Businesses Have

Terrible CTA

• No Easy Way To

Convert Into Lead

• Make It Easy

Image Credit: Unbounce.com


Citations


Reviews – Just Ask


Reviews – Just Ask

Not like this Not like this

TOOLS TO DOMINATE Part III

@tomharari

@tomharari Date

Feeling Lazy? Got Wordpress?


Citations

Darren Shaw @EdmontonSEO‎

https://www.whitespark.ca/local-citation-finder


More Citations http://www.yext.com/small-business


Reviews


http://www.whitespark.ca/review-handout-generator/

@tomharari Date

Rank Checking


Rank Checking


@tomharari Date

Call Tracking


Follow These People – They’re Smart!

@localseoguide

@daveminchala @EdmontonSEO @mblumenthal

@MikeRamsey

@davidmihm

The End

wwww.iacquire.com

Thank You and Q&A @tomharari [email protected]

Is It Local? MBO Conference 2013

Education

Transcript of Is It Local? MBO Conference 2013