Local Search - Getting on Google's Map
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Getting On The Map
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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
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1. The user states geo intent2. The keyword states geo intent
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56% of searches have local intent
Stat from Google Think
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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
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Local searches convert. Over 70% take action with a click,
call, visit or contact.
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Same results on all devices … starting now.
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7-pack, 10-pack
3-pack
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Local Search Ranking Factors
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2015 Local Search Expert Survey
Study from David Mihm and MOZ
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2015 Local Search Expert Survey
Study from David Mihm and MOZ
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1. Links & Structured Citations
Other websites linking to you provide authority and trust to your website.
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Who is linking to me? Who would?
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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
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OpenSiteExplorer.org
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48 sites providing 143 total
links
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Run your competitor’s links, can you get those
links too?
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Link quality is about the website it comes from.
It can be related to topic, location and industry.
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Topic Location Industry10 Best Places For A Relaxing
Getaway
Local Chamber of Commerce Directory
Bed and Breakfast industry magazine
article
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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)
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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.
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Structured Citations
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https://loganix.net/citation-building-lists/hotels/
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2. Google My Business ProfileClaim and complete your listing information with Google My Business
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Local Knowledge
Panel
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Have a fully completed profile
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1. Proper Categories2. Photos3. Details
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Hire a Google Certified Street View Pro for photos & tours
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Amenities: Compiled from other sites
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3. External Location SignalsListing & directory NAP consistency,
unstructured citations, quantity
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Whitespark.ca Local Citation Finder
1. See what citations you have2. See local citation ideas3. See competitor citations4. $20/month tool
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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.
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N.A.P. ConsistencyName
AddressPhone
+Website
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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
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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
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Manual NAP Research
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Recommended Data / Listing Tool For Help
MOZ.com/local
$84/year per location
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4. Google ReviewsBuild and market your strengths through your consumer’s voice
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Humans trust humans
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73% Of Consumers Form An Opinion By Reading 1–6 Reviews
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69% Of Consumers Believe That Reviews Older Than 3 Months Are No Longer Relevant
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Only 13% Of Consumers Will Consider Using A Business That Has A 1-Star Or 2-Star Rating
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How to improve your customer feedback and online reviews
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Google Local Results
5 Reviews Get You Visible Stars
10 Reviews Give You A Bump In Rank
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Reviews improve with a strategy
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Ask every customer
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AutomateUse a platform
Email feedback requests or landing pages
Gather testimonials, improve, encourage online reviews
GetFiveStars.com
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Make it easyPositive Rating: Ask for an
online review
Bad rating: Alert email sent to owner
Gather feedback, your Net Promoter Score and improve
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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
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Fix business problems
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Net Promoter ScoreOptimize for Quality Service, Not Reviews
Research from GetFiveStars & Mike Blumenthal
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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
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Competitive research to see where you can win
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1. Links & Structured Citations2. Google My Business Profile3. External Location Signals4. Google Reviews
Research
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1. Links – Use OpenSiteExplorer.org 2. Google My Business Profile – view profile3. External Location Signals – Whitespark.ca4. Google Reviews – view profile
Research Tools
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*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
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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
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Twitter: @AaronWeicheLinkedIn: linkedin.com/in/AaronWeiche
GetFiveStars.com
Thank you!