Local or Bust! Google Local and all Things Links WCMKE 2014

#WCMKE | @r8chel_marie | @renee_girard
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An inside look into Google Local and building local links.
LOCAL OR BUST!

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RACHEL HOWE
Senior Search Marketing
Specialist
SEO Setup Lead
Outdoorsy. Crafty. Foodie.
RENEE GIRARD
Senior Search Marketing
Specialist
Part-Time Link Hygienist
Lover of Tea & Rescue Mutts.
WH O WE A R E
@r8chel_marie @renee_girard

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Founded in 2003
HQ Milwaukee, WI
WH E R E WE WO R K
Milwaukee, WI
Ann Arbor, MI

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BACKGROUND
Local search
fundamentals
THE OPPORTUNITY
Missed opportunities
for visibility
THE SOLUTION
Google My Business,
on-page & off-page
RESOURCES
Further learning and
key takeaways
A G E N D A

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WHAT IS IT?
THE FUNDAMENTALS
LOCAL
SEARCH
BACKGROUND

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What is it?
L o c a l s e a r c h e n g i n e o p t i m i z a t i o n i s t h e p r a c t i c e o f
i n c r e a s i n g y o u r v i s i b i l i t y f o r g e o - b a s e d s e a r c h e s .
WH A T I S I T ?

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WH A T I S I T ?

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Local Optimization Fundamentals
 G o o g l e M y B u s i n e s s – C l a i m , o p t i m i z e a n d s h a r e
 O n - P a g e O p t i m i z a t i o n – O p t i m i z e we b s i t e l a n d i n g
p a g e s (l o c a l i z e m e t a t a g s & c o p y )
 O f f - P a g e O p t i m i z a t i o n – C i t a t i o n s , b a c k l i n k s a n d
d i r e c t o r y l i s t i n g s (m o n i t o r & p u r s u e )
L O C A L S E A R C H F U N D A M E N T A L S

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OPPORTUNITY
COSTS
LOCAL
ORBUST
THE OPPORTUNITY

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Opportunity Cost:
 Le ss v isibil it y
 Lost bu siness t o
com pe t it ors
Why it Matters:
 Local v isibil it y
 Mobil e se arche s
O P P O R T U N I T Y C O S T
Source: http://selnd.com/1hBzXUQ

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 Map Pack
 Carousel
 Local 7 Pack
P L A C E M E N T O P P O R T U N I T I E S

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C o r r e l a t i o n b e t w e e n u n i v e r s a l s e a r c h a n d l o c a l s e a r c h
P L A C E M E N T O P P O R T U N I T I E S

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A D D I T I O N A L P L A C E M E N T O P P O R T U N I T I E S
Non-Local
Query
Local Map
Pack
Local
7 Pack

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T H E L O C A L P O T E N T I A L I S M A S S I V E
15-20%
Of all searches
are mobile
79%of people who
own a mobile
device, conduct
local searches.
2015
When mobile
will surpass
desktop
4,000,000,000
Out of
7,000,000,000
Google searches
have local intent

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Sites that aren’t mobile
friendly, will see a
negative impact on
their rankings in the
mobile search results.
L A S T WO R D O N M O B I L E
Matt Cutts
H e a d o f G o o g l e ’ s W e b S p a m T e a m

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PART I
GOOGLE
MYBUSINESS
THE SOLUTION

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Google My Business
Interface for…
 B u s i n e s s P a g e s
 B r a n d P a g e s
 G o o g l e +
 M a p s
Functionality
 + 1 ( S h a r e s )
 R e v i e w s ( Z a g a t )
 C o m m u n i t i e s
 P h o t o s
 V i d e o s
 U p d a t e s
 H a n g o u t s
WH A T I S I T ?

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G O O G L E L O C A L R A N K I N G F A C T O R S
What’s Important?
 Proper category
associations
 NAP consistency
 Name
 Address
 Phone Number
 Number of reviews
 Proximity to centroid
(location)

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G O O G L E R E V I E WS
https://www.whitespark.ca/review-handout-generator
To encourage reviews for your business:
 Remind your customers to leave a review
 Become active on Google & respond to
reviews
 Verify your business!

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CREATE & CLAIM
Create a Gmail
account. Claim (list)
your business(s) &
optimize.
INCLUDE
CATEGORIES
Select up to 5
category
associations for your
Google Local page.
ADD IMAGES, VIDEOS
& DESCRIPTION
Include a business
description, along
with photos and
videos.
GET REVIEWS!
Include a link to
Google page on
website & pursue
reviews.
G O O G L E M Y B U S I N E S S

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PART II
ON-PAGE
THE SOLUTION

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On-Page – WordPress Landing Page
 Consistent NAP
 Keyword and city, state in title tags/H1 tag
 Keyword in URL
 Structured data for the Knowledge Graph
(schema.org/LocalBusiness)
 Embed Google Map
O P T I M I Z E L O C A L L A N D I N G P A G E (S )
Included in WP
plugins like Yoast
Local SEO

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L O C A L L A N D I N G P A G E (S ) M O C K U P

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CREATE PAGE(S)
Each location
should have its own
page with mostly
unique content.
OPTIMIZE FOR
KEYWORD
Your keyword is the
category association.
Include it with City,
State in the meta data,
copy & URL.
ADD NAP & INFO
Include NAP along with
hours, contact person,
driving directions, 800
number, email address,
photos, etc.
LINK TO REVIEWS
Include links or icons
pointing to your
most valuable
citations such as
Google Local, Yelp,
Facebook, etc.
O N - P A G E O P T I M I Z A T I O N

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PART III
OFF-PAGE
THE SOLUTION

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A citation is not a backlink. It is a
mention of a business name in close
proximity to its address, phone number,
or both. Citations are used by search
engines to weigh both the accuracy
and popularity of businesses.
 Unstructured Citation: A mention of any part of
your NAP (Name, Address or Phone number).
 Structured Citation: A mention of your entire NAP
(Name, Address and Phone Number).
WH A T I S A C I T A T I O N ?
Source: http://bit.ly/1mrWUg3

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Citations
 NAP consistency
 Number of citations
 Domain Authority of citation sources
 Proper category associations
 Proximity to centroid
 Number of reviews
C I T A T I O N F A C T O R S

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Backlinks
 Anchor text
 Number of backlinks
 Domain Authority of backlink sources
B A C K L I N K F A C T O R S

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Social
 Number of Google+ shares
 Number of Google +1’s
 Number of Facebook likes
 Number of Twitter followers
S O C I A L F A C T O R S

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 Option #1: Purchase tool or software
 Option #2: Claim listings through local
data distributors
 Option #3: Manually find sources through
Google search operators.
H O W T O C L A I M Y O U R C I T A T I O N S

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P R O S & C O N S O F U S I N G D A T A D I S T R I B U T O R S
Pros
 Automatically submits
listings
 Manage listings from a
single dashboard
 Analytics reports
Cons
 Expensive
 Fixed list
 Doesn’t include all sources

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T O P L O C A L D A T A D I S T R I B U T O R S : I N F O G R O U P

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T O P L O C A L D A T A D I S T R I B U T O R S : N E U S T A R
L O C A L E Z E

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T O P L O C A L D A T A D I S T R I B U T O R S : A C X I O M

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T O P L O C A L D A T A D I S T R I B U T O R S : F A C T U A L

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T O P C I T A T I O N S F O R T H E M I D WE S T
Angie’s List is
free to get
listed but paid
for users &
Service Magic
is now Home
Advisor
Source: http://bit.ly/1mrWUg3

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T O P L O C A L C I T A T I O N S F O R C O N S U M E R S
Not all review sites are created equal. Yelp, TripAdvisor,
Angie’s List, Citysearch, and YP are the most popular for
consumers.

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G O O G L E “ P I G E O N ” A L G O U P D A T E
Source: http://selnd.com/1rfWU6V
Shows Yelp results at the top of Google with queries that
include “yelp” and boosts other local directories.

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C H A M B E R O F C O M M E R C E C I T A T I O N S
Get listed in your
local chamber
of commerce
 <city-name> + Chamber
of commerce
site:.<state-code>.us
 Chamber of commerce
site:.<state-code>.us
 <city-name> + Chamber
of commerce site:.org
 <city-name>+ Chamber
of commerce site:.com

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S O C I A L C I T A T I O N S
Claim your social
profiles (but stay
consistent) & host
events on
Google Hangouts

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CONSIDER DATA
DISTRIBUTORS/TOOLS
Consider doing both
automatic and
manual citation
building.
FIND CITATION
SOURCES
Moz Local, Whitespark,
search operators,
competitive research,
etc.
ADD LISTINGS &
RECORD PROGRESS
Use a spreadsheet to
record your listing
information, citation
progress, & citations
that need to be fixed.
CLAIM SOCIAL
PROFILES
Claim/add your listing
to social profiles even
if the your users aren’t
active on that
platform.
O F F - P A G E O P T I M I Z A T I O N

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RESOURCES
PLUGINS
TOOLS
TAKEAWAYS
RESOURCES
HOW TO IMPLEMENT

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Google My Business - www.googl e .com /bu sine ss
Moz Local Learning Center - moz.com/l earn/l ocal
Whitespark - www.whit e spark.ca/t ool s
A ndrew Shotland - w w w .l ocal se ogu ide .com
Dav id Mihm - www.dav idm ihm .com
Mike Blumenthal - b l u m e nt h als.com /b l og
Greg Gifford - www.sl ideshare.net/GregGifford
L O C A L S E A R C H R E S O U R C E S

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W o r d P r e s s L o c a l S E O
w o r d p r e s s . o r g / p l u g i n s / d h - l o c a l - s e o /
M a p P r e s s E a s y G o o g l e M a p s
w o r d p r e s s . o r g / p l u g i n s / m a p p r e s s - g o o g l e - m a p s - f o r - w o r d p r e s s
W P G o o g l e M a p P l u g i n
w o r d p r e s s . o r g / p l u g i n s / w p - g o o g l e - m a p - p l u g i n
L o c a l B u s i n e s s S E O
w o r d p r e s s . o r g / p l u g i n s / m d p - l o c a l - b u s i n e s s - s e o
Y o a s t L o c a l S E O P l u g i n ( p a i d )
y o a s t . c o m / w o r d p r e s s / p l u g i n s / l o c a l - s e o
S E J L i n k P a t r o l ( p a i d )
l i n k p a t r o l w p . c o m
WO R D P R E S S P L U G I N S

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G o o g l e L o c a l B u s i n e s s C a t e g o r y T o o l
b l u m e n t h a l s . c o m / G o o g l e _ L B C _ C a t e g o r i e s
M o z L o c a l ( G e t L i s t e d . o r g )
m o z . c o m / l o c a l
W h i t e s p a r k L o c a l C i t a t i o n F i n d e r
w w w . w h i t e s p a r k . c a / l o c a l - c i t a t i o n - f i n d e r
M o z L o c a l C i t a t i o n s b y C a t e g o r y
m o z . c o m / l e a r n / l o c a l / c i t a t i o n s - b y - c a t e g o r y
S c h e m a . o r g L o c a l B u s i n e s s M a r k u p
s c h e m a . o r g / L o c a l B u s i n e s s
G o o g l e W e b m a s t e r T o o l s D a t a H i g h l i g h t e r T o o l
s u p p o r t . g o o g l e . c o m / w e b m a s t e r s / a n s w e r / 3 1 0 6 9 5 9 ? h l = e n
L O C A L S E A R C H T O O L S

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1. Google My Business – G e t o n i t !
2. Citation hygiene – C l e a n u p d u p l i c a t e o r
i n a c c u r a t e l i s t i n g s
3. Get citations – T o p r o v e l o c a l r e l e v a n c e –
p r e f e r a b l y i n w a v e s , m u s t b e p r e c i s e
4. Get links – T o p r o v e d o m a i n a u t h o r i t y ( w h i t e h a t
o n l y , l o n g - t e r m s t r a t e g y )
5. Optimize your local landing page(s) – I n c l u d e
c i t y , s t a t e a n d b u s i n e s s c a t e g o r y
T A K E A WA Y S

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GOOGLE MY
BUSINESS
Create a Gmail
account. List your
business(s).
Optimize.
CITATIONS
Clean up
duplicates or
inaccurate listings.
Build links through
citations.
LOCAL LINKS
Build authority
through local link
building.
ON-PAGE
OPTIMIZATION
Include city, state
in landing page
meta tags and
copy.
K E Y T A K E A WA Y S

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D O WN L O A D T H I S P R E S E N T A T I O N
http://slidesha.re/1qFsDmj

311 E CHICAGO ST SUITE 520
MILWAUKEE, WI 53202
RACHEL.HOWE@ZEONSOLUTIONS.COM
RENEE.GIRARD@ZEONSOLUTIONS.COM
THANKS!
Questions?
THANKS!

Local or Bust! Google Local and all Things Links WCMKE 2014

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