Local Search Lawyernomics Presentation

@MikeRamsey

The Basics of Local Search

Marketing and Beyond

@MikeRamsey NiftyLaw.com

Hard WayI like to learn the

CuriousBe

Lesson One

@M

ikeR

amse

y

The SERPS

Paid Ads

Local

Organic

@M

ikeR

amse

y

@M

ikeR

amse

y

The Pigeon Update

The Pigeon UpdateOrganic Algo Local Algo

LinksWebsite Structure

Content

ReviewsLocal Prominence

Distance

The Pigeon UpdateOrganic Algo Local Algo

LinksWebsite Structure

Content

ReviewsLocal Prominence

Distance

Same Page Ranking in Local+ Organic

No City Keyword

Localized Organic Results

Set to Suburb of LV

Tight Local Results

Doorway Page Update

Doorway Page Update

What do you notice about these updates?

@MikeRamsey

UsabilityHub

17% Local64% Organic11% Paid92% Above Fold

@MikeRamsey

@MikeRamsey

8% Local54% Organic23% Paid77% Above fold

@MikeRamsey

@MikeRamsey

@MikeRamsey

@MikeRamsey

Salt Lake CityHotel

@MikeRamsey

Denver Sushi

Website+ContentLinks+SharesLocal ListingsReviews+ Feedback

Local Discovery Online

Here’s A Book About It

bit.ly/localforlaw

PlayFor The Long Term

Lesson Two

@MikeRamsey

You can’t wait

Mike, how do we rank fast?

@MikeRamsey

I’m going to tell you a little secret…

@MikeRamsey

Spam

Panguin Tool

So…What should you do to continually grow?

Make Great Local Content

Local ContentDoesn’t just mean The written word

Less

on T

hre

e

@MikeRamsey

Local Conte

nt

Website

User Generated

reviews

Ads

Products

Location

Events

Images

Video

DataService

People

Tools

Design

Email

Blog

NewsListings @MikeRamsey

Strategy

You really need acontinuous local

Lesson Three@MikeRamsey

IdentifyLocal Audien

ceCreate Goals

& Rules

Audit&

Analyze

Develop

TacticsCreateCalend

ar

Launch+

Promote

Measure&

Report

Refine&

Repeat

LocalStrategy

@MikeRamsey

IdentifyLocal Audien

ceCreate Goals

& Rules

Audit&

Analyze

Develop

TacticsCreateCalend

ar

Launch+

Promote

Measure&

Report

Refine&

Repeat

LocalStrategy

@MikeRamsey

@MikeRamsey

bit.ly/localsegments

@MikeRamsey

This tool lets you see personas by zip

Facebook Audience Insights Tool

@MikeRamsey

Google Keyword Tool

@MikeRamsey

Google Keyword Tool

@MikeRamsey

IdentifyLocal Audien

ceCreate Goals

& Rules

Audit&

Analyze

Develop

TacticsCreateCalend

ar

Launch+

Promote

Measure&

Report

Refine&

Repeat

LocalStrategy

@MikeRamsey

If I had 8 hours to chop down a tree, I would spend 6 hours sharpening my axe -Abe Lincoln

@MikeRamsey

Level of Risk

High Risk Low Risk

It’s critical for each person to know what their role is and how it fits into the larger process.

-Content Strategy For The Web

@MikeRamsey

“

IdentifyLocal Audien

ceCreate Goals

& Rules

Audit&

Analyze

Develop

TacticsCreateCalend

ar

Launch+

Promote

Measure&

Report

Refine&

Repeat

LocalStrategy

@MikeRamsey

Brightlocal.com

@MikeRamsey

Brightlocal.com

@MikeRamsey

Moz.com

Moz.com

Siteliner.com

@MikeRamsey

Buzzsumo.com

@MikeRamsey

IdentifyLocal Audien

ceCreate Goals

& Rules

Audit&

Analyze

Develop

TacticsCreateCalend

ar

Launch+

Promote

Measure&

Report

Refine&

Repeat

LocalStrategy

@MikeRamsey

Oh yeah.

@MikeRamsey

Remember This?

@MikeRamsey

Local Landing Page Content

Local Landing Page Content

@MikeRamsey

Built For Law Firms

@MikeRamsey

Local content is not about being unique…It’s about BEING localand useful. @MikeRamsey

Things that are local.Sports Teams + Schools Well Known PeopleGroups + Events

@MikeRamsey

News

Things that are usefulDirectionsLocal LawsDetails

@MikeRamsey

@MikeRamsey

@MikeRamsey

@MikeRamsey

You need to think like a local directory.

@MikeRamsey

Local Events

Local Lists

Local Questions

Local Activity

@MikeRamsey

Local Listings

@MikeRamsey

@MikeRamsey

@MikeRamsey

@MikeRamsey

@MikeRamsey

@MikeRamsey

@MikeRamsey

Moz.com/local

@MikeRamsey

Yext.com

@MikeRamsey

Custom Listings

bit.ly/niftylistings

Reviews@MikeRamsey

Make reviews part of your customer experience.

@MikeRamsey

Google My Business

At least it’s free @MikeRamsey

Google My Business

@MikeRamsey

@MikeRamsey

@MikeRamsey

@MikeRamsey

GetFiveStars.com

@MikeRamsey

GetFiveStars.com

Data showing how you are doing atgetting feedback

@MikeRamsey

Feedback onsite

@MikeRamsey

GetFiveStars.com

Feedback Form

@MikeRamsey

@MikeRamsey

You can’t improve what you don’t measure.

@MikeRamsey

IdentifyLocal Audien

ceCreate Goals

& Rules

Audit&

Analyze

Develop

TacticsCreateCalend

ar

Launch+

Promote

Measure&

Report

Refine&

Repeat

LocalStrategy

@MikeRamsey

@MikeRamsey

IdentifyLocal Audien

ceCreate Goals

& Rules

Audit&

Analyze

Develop

TacticsCreateCalend

ar

Launch+

Promote

Measure&

Report

Refine&

Repeat

LocalStrategy

@MikeRamsey

Facebook Ad tool

@MikeRamsey

IdentifyLocal Audien

ceCreate Goals

& Rules

Audit&

Analyze

Develop

TacticsCreateCalend

ar

Launch+

Promote

Measure&

Report

Refine&

Repeat

LocalStrategy

@MikeRamsey

Things to trackForms & Calls – What Page/words/location Traffic by locationOrganic, Referral, Paid Traffic Trends

@MikeRamsey

Entry Pages Keyword Group Rankings

IdentifyLocal Audien

ceCreate Goals

& Rules

Audit&

Analyze

Develop

TacticsCreateCalend

ar

Launch+

Promote

Measure&

Report

Refine&

Repeat

LocalStrategy

@MikeRamsey

You can’t fake being local.

@MikeRamsey

Mike Ramsey

Follow Me on Twitter @MikeRamseyEmail: [email protected]