How to Dominate Local Search
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Local search is a cornerstone of a successful marketing strategy for local businesses. It takes more than just understanding local SEO and PPC to be successful. You must have an in-depth understanding of your customer, their journey, which channels they use, which devices as well as a multitude of other factors. All of this starts with taking a customer-centric approach to developing your strategy. If you really want to dominate local search you have to start with a strategy focused on your customer and long term sustainable success.
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How to Dominate Local Search
- 1. Kevin Getch Founder + Director of Digital Strategy
- 3. I’m the Founder + Director of Digital Strategy at Webfor, an award winning creative & digital marketing agency in Downtown Vancouver.
- 5. SEO Campaign of the Year
- 6. I’m also the Chair Elect at the Greater Vancouver Chamber of Commerce.
- 7. In my spare time… I serve on the SEMpdx board, a nationally recognized non-profit focused on supporting and educating the digital marketing community.
- 10. Integrating Channels & Tactics A comprehensive customer centric strategy integrated across channels, tactics and teams can make your efforts 10x more effective.
- 11. Your Customer is at the Center of Your Marketing Strategy Endorsers - (Media, Influencers, Customers, Peers, Vendors, etc.) Community
- 13. S You’ve been drinking… A LOT! You have to go to the bathroom, but there’s a minute left in the game and your team is about to score. What do you do? @KevinGetch
- 14. Direct SocialSearch ● Organic SEO ● Paid Ads @KevinGetch Tactics ● Website/App ● Content/Value ● UX/CRO ● Brand ● PR/RM ● Measurement ● Email ● Text ● Chat Bots ● Push ● Organic Social ● Paid Ads
- 15. ● Organic SEO ● Paid Ads @KevinGetch Tactics ● Website/App ● Content/Value ● UX/CRO ● Brand ● PR/RM ● Measurement ● Email ● Text ● Push ● Organic Social ● Paid Ads Direct SocialSearch
- 16. Direct Social Search @KevinGetch ● Organic SEO ● Paid Ads Tactics ● Website/App ● Content/Value ● UX/CRO ● Brand ● PR/RM ● Measurement ● Email ● Text ● Chat Bots ● Push ● Organic Social ● Paid Ads
- 20. Talk to Sales & Customer Service
- 21. Mine information, keywords, topics & opportunities with CallRail Scribe & Keyword Spotting @KevinGetch
- 22. @KevinGetch
- 23. @KevinGetch
- 25. @KevinGetch
- 27. @KevinGetch
- 28. @KevinGetch
- 29. Yes, Blunt is GOOD!
- 30. @KevinGetch
- 31. CUSTOMER JOURNEY
- 32. CUSTOMER JOURNEY A visual representation of what a person is feeling, thinking & doing as they interact across multiple channels and move through different stages of the customer experience.
- 33. @KevinGetch
- 35. MAPPING CHANNELS DEVICES & KEYWORDS
- 36. @KevinGetch
- 37. @KevinGetch
- 38. @KevinGetch
- 40. @KevinGetch
- 41. @KevinGetch
- 43. @KevinGetch
- 44. @KevinGetch
- 45. @KevinGetch
- 46. @KevinGetch
- 47. @KevinGetch
- 48. @KevinGetch
- 50. How would you rate the effectiveness of the different tactics you've utilized? @KevinGetch
- 51. @KevinGetch
- 52. @KevinGetch
- 53. Website Best Practices 1. Website should load quickly 2. Visually appealing design 3. Clear messaging/value proposition 4. Mobile friendly/responsive design 5. Call to action placed appropriately
- 59. @KevinGetch
- 60. Local Search
- 61. Search SEO PPC SEO & PPC
- 62. Local & Organic Local & Organic Paid (Adwords) Paid (Adwords) Paid (Adwords) Local & Organic @KevinGetch
- 64. @KevinGetch
- 65. Our Story
- 66. Our Story
- 67. Huge opportunities I found in less than an hour of research. These are high volume keywords currently on the 2nd or 3rd page of Google.
- 69. @KevinGetch The content you create as part of the digital experience should provide a tremendous amount of value and be... Engaging Useable Useful
- 71. On-Page Optimization ● Title Tag ● Meta Description ● Quality + Engaging Content ● Optimized Image Name + Alt Text ● Internal Linking ● Site Architecture ● User Experience ● Schema ● & Much more... @KevinGetch
- 72. On-Page SEO Factors On-Page SEO Factors Title Tag URL Structure Headings (H1/H2) Alt Tag Body Text
- 73. Offsite Elements Links, Mentions, Location Factors & Citations @KevinGetch
- 75. NAME . ADDRESS . PHONE @KevinGetch
- 76. AUTHORITY, QUANTITY AND CONSISTENCY OF CITATIONS @KevinGetch
- 81. @KevinGetch
- 83. @KevinGetch
- 86. If Potential Revenue = $1,000,000 Now = $570,000 Loss of $430,000 @KevinGetch
- 87. @KevinGetch
- 88. @KevinGetch Historical Performance Ad Text Landing Page Expected CTR Keywords Quality Score Bid Ad Rank
- 89. @KevinGetch
- 91. @KevinGetch
- 92. @KevinGetch
- 93. @KevinGetch
- 96. Setup Google Analytics Goals @KevinGetch Create goals that reflect the user journey and align with the desired actions you want the user to take on your website.
- 99. @KevinGetch
- 101. @KevinGetch Manually match up all leads (phone calls, form completions, etc.) with your CRM data or sales/bookkeeping records to get your actual return on investment.
- 102. The Future of SEO & The Digital Experience @KevinGetch
- 105. @KevinGetch “Consumers habits will evolve along with technology. But the one thing all searchers have in common is that they want assistance every step of the way. Marketers who remember that will be rewarded with growth.” Ken Wheaton, Editor Google
- 106. PROACTIVE ASSISTANCE IS THE HOLY GRAIL @KevinGetch
- 107. @KevinGetch
- 108. @KevinGetch
- 109. @KevinGetch
- 111. "When you obsess over your customer "When you obsess over your customer, develop a successful marketing strategy "When you obsess over your customer, develop a successful marketing strategy, execute it effectively "When you obsess over your customer, develop a successful marketing strategy, execute it effectively, commit to providing the best product/service in your industry and you measure meaningful metrics "When you obsess over your customer, develop a successful marketing strategy, execute it effectively, commit to providing the best product/service in your industry "When you obsess over your customer, develop a successful marketing strategy, execute it effectively, commit to providing the best product/service in your industry and you measure meaningful metrics your business will experience incredible success and so will your clients." - Kevin Getch
- 112. ADVANCED: Download the SEO 101 White Paper @Webfor webfor.com/resources
- 113. Thank you for your time! @KevinGetch | kevin@webfor.com Webfor.com/sos
Notas do Editor
- This is my family… family this is state of search :)
- Always start with strategy. Even if it is just a mini-planning strategy. I’m going to show you how to develop a simple strategy that almost anyone can understand, that will help you sell more, get more buy in from your team/boss and ultimately help you push your initiatives forward.
- I usually draw this out… starting by explaining that their customer should be at the center of their strategy… Creating a marketing strategy is a complex and time consuming process.
- I take this and look at how consumers interact… what their behavior is and what their intent is at that point… what is going to have the highest return on investment… and how are these going to work together to be more effective… Overlap benefit of SEO & Social: Both assist in the conversion funnel (Social is generally more often social proofing and plays a supporting role. Thought some businesses Social is their primary means of conversions.) One of the top factors for SEO is the quality & quantity of links to your website/properties. Social can help play a big role with this via multiple methods: Utilizing Social to find influencers in the industry There are a few general rules of thumb you can use… but understand.. Generally there will be less interaction in Search if there currently isn’t a demand for your product. Story of guy who came in… saying he needed SEO. He had created a new product and there wasn’t a demand for it. There is a demand for content from these people so you could develop a strategy that employs connecting with the community through creating useful, usable & entertaining content. Social… The more social your business/product is the more social media will benefit you. The opposite is also true. If your product is not something most people would want to be associated with or maybe even embarrassed to “Like”... something like say Preperation H… or Adult Diapers. Again… I’m a rule breaker. Tell me I can’t do something and I will show you it can be done.
- Depends Joke (Should be near discussing social. Maybe intro through there are a few general rules of thumb. Search… there needs to be a demand for your product. //again not always true// Social… The more social your business/product is the more social media will benefit you. The opposite is also true. If your product is not something most people would want to be associated with or maybe even embarrassed to “Like”... something like say Adult Diapers. Again… I’m a rule breaker. Tell me I can’t do something and I will show you. #ManGoals
- I take this and look at how consumers interact… what their behavior is and what their intent is at that point… what is going to have the highest return on investment… and how are these going to work together to be more effective… Overlap benefit of SEO & Social: Both assist in the conversion funnel (Social is generally more often social proofing and plays a supporting role. Thought some businesses Social is their primary means of conversions.) One of the top factors for SEO is the quality & quantity of links to your website/properties. Social can help play a big role with this via multiple methods: Utilizing Social to find influencers in the industry
- I take this and look at how consumers interact… what their behavior is and what their intent is at that point… what is going to have the highest return on investment… and how are these going to work together to be more effective… Overlap benefit of SEO & Social: Both assist in the conversion funnel (Social is generally more often social proofing and plays a supporting role. Thought some businesses Social is their primary means of conversions.) One of the top factors for SEO is the quality & quantity of links to your website/properties. Social can help play a big role with this via multiple methods: Utilizing Social to find influencers in the industry
- I take this and look at how consumers interact… what their behavior is and what their intent is at that point… what is going to have the highest return on investment… and how are these going to work together to be more effective… Overlap benefit of SEO & Social: Both assist in the conversion funnel (Social is generally more often social proofing and plays a supporting role. Thought some businesses Social is their primary means of conversions.) One of the top factors for SEO is the quality & quantity of links to your website/properties. Social can help play a big role with this via multiple methods: Utilizing Social to find influencers in the industry
- Two critical exercises to empathizing with your customer is building personas and mapping your customer's journey.
- Remember the acronym F.U.D.D. so that you can get to understand your customers Fears, Uncertainties, Desires & Decision Making.
- This is one of the number one areas for opportunity if you don’t have access to talking to the customer. For a small business you can literally create a google spreadsheet and have your customer service or sales people put in common questions, concerns (fears), desires, etc. You should be looking at this and cross referencing your website (online presence) to see how ell it is currently addressing these areas for your customer.
- Extracting keywords, opportunities, topics… areas to improve the experience via call recording/transcribing…
- Claritas can be used to better understand your target customer.
- Besides being able to access all of the most recent census information online which does provide a lot of valuable information… Nielsen has created what they call the Nielsen PRISM which is a system that categorizes U.S. consumers into 14 distinct groups and 68 demographically and behaviorally distinct types, or "segments," to help marketers better understand those consumers’ likes, dislikes, lifestyles and purchase behaviors. You can write down this url if you want, but it is also available at the url I gave you at the beginning of the presentation. I’ll show it once again prior to the end as well. Besides being able to browse these different profile types for inspiration you can also pop in a zip code and see the list of these profiles that are more prevalent in that zip code. This is especially important for brick and mortar stores or anyone that draws their clients from the local area. So, now you know thyself… and you also know thine peeps. So, what is the next W in the 5 W’s……. What?
- PollFish is another option - cheaper - but it doesn’t give you the ability to regine down to a local state like say Seattle. You can select country though so if that’s not important is is probably half as much. Surveying your customers can be extremely helpful, but don’t let it replace actual individual customer interviews. Now, if you haven’t been building your list (like you’re supposed to)… Or if you have no customer base you can also use a tool like survey monkey to for market/audience research. They have millions of people and you can choose people with specific demographic traits to ask your questions to.
- If you’re in B2B this is a great tool to give you a little insight into the personality of your customer. It uses the DISC personality assessment along with information available about your customer to develop a profile… and it’s eerily accurate!
- If you’re in B2B this is a great tool to give you a little insight into the personality of your customer. It uses the DISC personality assessment along with information available about your customer to develop a profile… and it’s eerily accurate!
- If you’re in B2B this is a great tool to give you a little insight into the personality of your customer. It uses the DISC personality assessment along with information available about your customer to develop a profile… and it’s eerily accurate!
- If you’re in B2B this is a great tool to give you a little insight into the personality of your customer. It uses the DISC personality assessment along with information available about your customer to develop a profile… and it’s eerily accurate!
- This is an example of a persona. So, how do you get the information to build your persona(s)?
- On one side you have the customer experience that they’re currently having and you want to also look at what is the experience you would like them to have. This will allow you to find gaps and opportunities. The analogy I like to give is if you know the path of someone… and they take it everyday… you also know what they’re thinking, doing and feeling as they take that same path everyday… do you think you could position the right message in front of them at the right time? Of course you could. So, that’s what we’re attempting to do. Now our paths are becoming more fragmented, but we know common high probability paths.
- This is where you can map some of your keyword research along with the different stages of their experience, you’ll also do some competitive analysis, uncover what channels are producing and what devices your customers favor.
- Top conversion paths to understand channel utilization prior to conversion
- If you don’t have any current date because you’re starting a new website or just want to run some competitive analysis to se if there are bigger opportunities you can utilize a traffic estimator to understand…
- If you don’t have any current date because you’re starting a new website or just want to run some competitive analysis to se if there are bigger opportunities you can utilize a traffic estimator to understand…
- If you don’t have any current date because you’re starting a new website or just want to run some competitive analysis to se if there are bigger opportunities you can utilize a traffic estimator to understand…
- Not only will this information help you in better understanding the customer experience it will also help you inform your overall strategy. While implementing OpenGraph…
- One of the key questions we asked practices was… How would you rate the effectiveness of the different tactics you’ve utilized?
- From our study of 50 businesses they rated the different tactics in the following manner. Now this is going to vary considerably depending on the type of business, the market, etc. Interesting correlations: Businesses with a higher level of confidence in knowing which channels produced more customers for them were more often over the 1 Million mark. - This could mean that as you better understand... you are able to be more effective and grow larger - Alternatively, it could mean as you grow larger you have more resources to track? Either way we’ll get into measurement… because regardless of what..
- It wasn’t surprising that traditional media was on average rated less effective. Again, your business… your market may vary. Test & Measure and reallocate.
- Share a stat that is relevant to them.
- Share a stat that is relevant to them.
- Share a stat that is relevant to them.
- Share a stat that is relevant to them.
- Explain Organic & paid search
- Explain Organic & paid search
- Search has changed over the years. It went from focusing on keywords in a document… to understanding strings of words together… to understanding entities Natural language processing..
- Tell our story.
- Tell our story.
- Spyfu ads
- If you’re mapping the content you create to the customers needs we’ve uncovered from the user and keyword research then you’re going to be one step ahead of most businesses.
- On-Page SEO Factors It doesn't matter if you have the most beautiful website with an amazing user experience if people can't find it. It's like putting your best salesperson ever out in the middle of the desert with no one around.
- Offsite Elements like Links, Mentions, Location Factors & Citations, etc. Google uses endorsements such as links, press & mentions like votes to determine the trust and popularity of a website. Not all websites are created equal. Getting a link from the New York Times could be comparable to an electoral vote. The opposite can also be true… If you’re endorsed by the wrong crowd.
- Niche sites like Healthgrades,
- Niche sites like Healthgrades,
- Niche sites like Healthgrades,
- Niche sites like Healthgrades,
- Niche sites like Healthgrades,
- Niche sites like Healthgrades,
- Niche sites like Healthgrades,
- In this study done by BrightLocal… they surveyed consumers who would use a business based on their star rating. Having No Strategy… doesn’t only hurt… it’s expensive too! VERY EXPENSIVE!
- The relevance of the keywords, ad text & landing page combined with the expected performance of the Ad with Ad Extensions as well as the historical performance are what determine the quality score. In the auction the bid is multiplied by the quality score and that determines your “Ad Rank”... which is your position in auction. The 1-10 Quality Score shown in your account is an aggregated estimate of your overall performance in ad auctions; therefore, it can’t be used at auction time to determine Ad Rank. Real-time, auction-specific quality calculations of expected clickthrough rate, ad relevance, and landing page experience, among other factors, are used to calculate Ad Rank at auction time. These factors, which are based on things known only at the time of the auction, can heavily influence the quality of the user’s experience.
- Install Google Pixel. This will allow you to start building up an audience that you can activate at anytime. You’ll be able to create a message (sale, promotion, call to action) and get it in front of your audience for FREE. The only time you pay is when they click on the ad (for display remarketing). If you wait until you’re ready to run an ad you’ll be too late. Remarketing needs to build an audience over time.
- Example of acct we took on where everything wa
- Example of acct we took on where everything wa
- Appliance repair Electrical Garage door repair Heating and air conditioning House cleaning House painting Locksmithing Plumbing
- While I could talk about processes across many different areas… today we’re going to focus on the process of measuring the effectiveness and efficiency of your marketing. It’s extremely important as you can reallocate budget from areas that are not effective to areas that are to help you grow your business even more.
- Number of calls Set value to calls
- For many businesses there’s still one last large attribution gap that often happens after a lead or call comes in. Many businesses are either not equipped or are not doing the work to connect the dots between those leads and when they turn into a sale. You can integrate lead and analytics/call tracking data into your CRM tool so that you know how much revenue is being impacted by each channel. You can even share back the information in your CRM with GA to create
- One of my favorite topics is the future of SEO. Personally I believe it is an extremely positive and exciting future, but I have a broader view of what an SEO does… or at least can do… so let’s jump right in.
- The personal computer was a big disruptive trend in the 1970’s and then in the late 1980’s the Web was groundbreaking. Then in the last 10 years it has been the age of mobile. Well now we are about to go through another major shift. We are just at the beginning of the AI revolution…
- Source: https://www.thinkwithgoogle.com/advertising-channels/search/search-strategy/ You won’t hear any of the companies going after this market say it outloud because they’re not trying to sound the alarm for any competing companies or provide any competitive insight… but Assistance is much bigger than search. Search is just where the assistant derived from.. But when you have an assistant layer… it can actually “assist” in all channels and interactions making it the largest The shift I’m referring to is when this personal assistant goes from a “reactive” state to a “proactive” state. This is what I imagine my personal assistant will look like… living inside all of my devices... constantly working.. Never sleeping (hence the coffee) I call him Jarvis (for obvious reasons).... What do I mean by going from a reactive to a proactive state? Well, currently we have to swipe, click a button or make a voice command to set a reminder or …. In the not too distant future… here is a conversation I see myself having with Jarvis. While having my morning coffee :)
- PROACTIVE ASSISTANCE… is the holy grail. Easily grow search volume by 20-30X - by switching from reactive to proactive… meaning from only doing a search when I specially request it to constantly reviewing and assessing my needs and surfacing information it deems would provide value to my experience. What many people don’t realize is… they think of “Assistants” as being part of the search channel. Do you think any of these companies think about them this way? I would venture to say “No… or only partially”. Much like an executive assistant has a lot of power because they determine what get’s through to the executive… Assuming there isn’t a major push back in adoption, which is why we’re seeing a very subtle and calculated approach to bringing in proactive features.. “Assistance” has the potential to be the largest gateway channel in the world. Not just for search… but for “All the Things”. Search, Social, Purchases, communications, meetings…
- Should I cut my hair… should I get bangs… this clearly wasn’t me searching. Why is my hair falling out? That could have been me.
- There’s been a couple posts from Google recently… that even if you have seen them…. They are worth re-reading.. This next chapter is driven by three fundamental shifts in how we think about Search https://www.thinkwithgoogle.com/advertising-channels/search/search-strategy/
- Last month Google announced they were changing the name of Google feed to Discover… No query required… This is a big step towards being more proactive in surfacing information that could be valuable to the user.
- For those that want to further their education. https://webfor.com/resources/