Local Search Marketing {Updated}

LOCAL SEARCH MARKETING“YOU HAVE TO DO THE BEST WITH WHAT GOD GAVE YOU” ~ MRS. GUMP

A.K.A. HOW TO RUN A MARKETING CAMPAIGN AND FULFILL BUSINESS POTENTIAL IN LOCAL SEARCH

HELLO. MY NAME’S FORRE...

HELLO. MY NAME’S MAX. MAX MINZER.

MAX MINZEROWNER, REENGAGE CONSULTING

MODERATOR, LOCAL SEARCH COMMUNITYHOST, MAX IMPACT

@MAXMINZER

+MAXMINZER

REENGAGECONSULTING.COM

LOCAL SEARCH

LOCAL SEARCH

LOCAL SEARCH

LOCAL SEARCH

LOCAL DISCOVERY

AND ‘CAUSE I WAS A GAZILLIONAIRE, AND I LIKED DOING IT SO MUCH, I CUT THAT GRASS FOR FREE.

LET’S HIRE THIS GUY!

SEARCH RESULTS

RESULTS: LOCAL ADS

RESULTS: LOCAL MAP

RESULTS: ORGANIC RESULT

RESULTS: LOCAL RESULT

RESULTS: LOCAL PACK

RESULTS: LOCAL PACK *

RESULTS: BRANDED SEARCH

RESULTS: OTHER

I’M PRETTY TIRED...

GET A HAIRCUT, FORREST

WINNING IN LOCAL SEARCH!

GETS BETTER ON YOUR PHONE!

#WINNING

OK, COOL DOWN

MILLION DOLLAR WOUND THEY SAID...

MAMA ALWAYS SAID LOCAL SEARCH WAS LIKE A BOX OF CHOCOLATES. YOU NEVER KNOW WHAT YOU’RE GONNA GET.

NO MAGIC FORMULA

HOWEVER, THERE AREBEST PRACTICES

THAT CAN MAKE A HUGE IMPACT

LOCAL SEARCH

WEBSITE

JUST STARTING OUT?

IN BUSINESS FOR A WHILE?

I THINK I’LL GO HOME NOW

WEBSITE: YOUR BUSINESS HOME ONLINE – EXTENSION OF IT

TAKE CARE OF “BASICS:” CLEAR VALUE PROPOSITION - CLEAN DESIGN -

USER EXPERIENCE - SEARCH OPTIMIZATION

I GOTTA PEE!

OPTIMIZE LOCAL LANDING PAGES

OPTIMIZE LOCAL LANDING PAGES

BUSINESS NAME

OPTIMIZE LOCAL LANDING PAGES

BUSINESS ADDRESS

OPTIMIZE LOCAL LANDING PAGES

BUSINESS PHONE NUMBER

OPTIMIZE LOCAL LANDING PAGES

MAP EMBED

OPTIMIZE LOCAL LANDING PAGES

TRUST SIGNALS

OPTIMIZE LOCAL LANDING PAGES

LOCATION/SERVICE INFORMATION

MORE RESOURCES:

ANATOMY OF OPTIMAL LANDING PAGE[MIKE RAMSEY]

ONPAGE OPTIMIZATION FOR LOCAL SEO[MATTHEW HUNT]

DESIGNING BUSINESS LOCATION PAGES[AARON WEICHE]

OPTIMIZE LOCAL LANDING PAGES

FEW MORE “LOCAL” TOUCHES

NAME/ADDRESS/PHONE IN FOOTER OR SIDEBAR

OPTIMIZE LOCAL LANDING PAGES

TECHNICAL: SCHEMA MARKUP

FEW MORE “LOCAL” TOUCHES

LOCAL SERVICE PAGES

THAT’S ALL I HAVE TO SAY ABOUT THAT

LOCAL SEARCH

GOOGLE LOCAL

I DON’T RECALL WHAT I GOT FOR MY FIRST CHRISTMAS… BUT I DO REMEMBER THE FIRST TIME I HEARD THE

SWEETEST VOICE IN THE WIDE WORLD

WE WAS LIKE PEAS AND CARROTS, GOOGLE AND I.

WE WAS LIKE PEAS AND CARROTS, GOOGLE AND I.

GOOGLE LOCAL

THAT’S MORE LIKE IT...

OK, OK - BACK TO PEAS AND CARROTS

HOW TO GET TO YOUR G+ PAGE

PLAN B: HOW TO GET TO YOUR G+ PAGE

CLAIM & VERIFY

CLAIM & VERIFY

*EXTRA*SEARCH & CHECK FOR DUPLICATES (BAD, BAD, BAD)

UNDER SAME OR OLD NAMES, ADDRESSES OR PHONE NUMBERS

YOU TWINS?

OPTIMIZE YOUR GOOGLE PAGE

NOT THIS

BUT THIS

GOOGLE LOCAL PAGEYOUR LANDING PAGE

YOUR CONTACT PAGE

YOUR ABOUT US PAGE

YOUR “LOVE AT FIRST SITE” PAGE

YOUR “HOW TRUSTWORTHY ARE YOU?” PAGE

UP-TO-DATE CONTACT INFO

CATEGORIES ARE CRITICAL

SHARE YOUR STORY

NOT ALL YOUR KEYWORDS

ADD VISUALS

*OPTIONAL: SEE INSIDE

THAT’S ALL I HAVE TO SAY ABOUT THAT

LOCAL SEARCH

BUSINESS LISTINGS

AKA CITATIONS:BUSINESS LISTINGS & MENTIONS ONLINE

STRUCTURED BUSINESS LISTINGS

1. SEARCH FOR BUSINESS LISTINGS

1A. CHECK FOR

DUPLICATES

2. CLAIM EXISTING(OR CREATE NEW)

3. UPDATE

DUPLICATES & INCONSISTENT NAP (NAME, ADDRESS, PHONE) ARE HURTING YOUR LOCAL SEARCH VISIBILITY

-YOU TWINS? - NO, WE ARE NOT RELATIONS, SIR.

TAKE CONTROL OF YOUR BUSINESS LISTINGS.

UNSTRUCTURED CITATIONS: MENTIONS IN THE PRESS, LOCAL BLOG, ETC

THIS PART MIGHT BE COMPLICATED.CONSIDER OUTSOURCING.

SOMETIMES, I GUESS THERE JUST AREN’T ENOUGH ROCKS

THAT’S ALL I HAVE TO SAY ABOUT THAT

THAT’S ALL I HAVE TO SAY ABOUT THAT

NOT REALLY

LOCAL CITATION BUILDING BEST PRACTICES[PHIL ROZEK]

AUDIT AND FIX CITATIONS[DARREN SHAW]

BE WHERE YOUR CUSTOMERS ARE WITH LOCAL BUSINESS LISTINGS[ME]

CITATION BUILDING STRATEGIES[BENJAMIN BECK]

MORE RESOURCES FOR CITATIONS:

LOCAL SEARCH

REVIEWS

YOU DID GOOD, MOMMA!

MAMA ALWAYS HAD A WAY OF EXPLAINING THINGS SO I COULD UNDERSTAND THEM.

YOU NEED ONLINE REVIEWS.

REPEAT WITH ME

PREVENTIVE

PREVENTIVE

PREVENTIVE

FORGET LOCAL SEARCH FOR A SEC.REVIEWS CAN RUIN YOUR BUSINESS.

YOU NEED A PREVENTIVE REVIEW STRATEGY (LONG GAME)

GETTING FEW REVIEWS A MONTH WILL TAKE CARE OF YOUR REPUTATION MANAGEMENT

MOMMA SAYS STUPID IS AS STUPID DOES.

BETTER QUALITY + QUANTITY OF REVIEWS= POSITIVE SIGNALS TO SEARCH

STARS WILL SHOW UP ONCE YOU HAVE 5 REVIEWS

ASK FOR REVIEWS & DIVERSIFY

ZIGZAG APPROACH[PHIL ROZEK]

ASK“WE WOULD LOVE YOUR

FEEDBACK ON…”

SPECIAL CASE: CAN’T ASK FOR REVIEWS - AWARENESS ONLY

WEBSITE REVIEW PAGE

ASK VIA EMAIL

ISN’T THAT WHAT FORREST IS DOING HERE?TELEPATHICALLY

ASK USING A HANDOUTREVIEW HANDOUT GENERATOR

ASK USING A SERVICE

ASK & CREATE AWARENESS

UNHAPPY WILL REVIEW

SATISFIED WILL FORGET

PREVENTIVE

THAT’S ALL I HAVE TO SAY ABOUT THAT

LOCAL SEARCH

LOCAL SEARCH & DISCOVERY

NOT JUST THIS

BUT ALSO THIS

MAMA ALWAYS SAID LOCAL SEARCH WAS LIKE A BOX OF CHOCOLATES. YOU NEVER KNOW WHAT YOU’RE GONNA GET.

REMEMBER

SEARCH QUERY

DISTANCE

BUSINESS DENSITY

THINGS YOU HAVE NO CONTROL OVER:

OUTSIDER

PAID MARKETING

TARGETED WEBSITE CONTENT

LOCAL SEARCH

TIME TO RUN

WHAT’S MY DESTINY, MAMA?

YOU’RE GONNA HAVE TO FIGURE THAT OUT FOR YOURSELF.

BUT… IF THERE’S ANYTHING YOU NEED, I WON’T BE FAR AWAY

MAX MINZER

@MAXMINZER

+MAXMINZER

THANK YOU!QUESTIONS?

[email protected]