Billionaires Guide to Local SEO
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Billionaires Guide to Local SEO
- 1. Brian Childers THE BILLIONAIRE’S GUIDE TO LOCAL SEO
- 3. TRUST There are hundreds of factors in search algorithms. If we boiled it down to a few broad descriptions, one of them is: TRUST
- 4. POPULARITY
- 5. Brian Childers TODAY’S DISCUSSION 1. What is Local Internet Marketing (Local SEO) 2. Why Google Matters 3. Local Marketing Tasks You Can Do 4. What You Should Leave to the Experts
- 6. WHAT IS LOCAL INTERNET MARKETING?
- 7. ANATOMY OF A LOCAL SEARCH LANDING PAGE PAID ADS LOCAL 3PACK ORGANIC
- 9. Brian Childers BEST LONG-TERM RESIDUAL VALUE Source: https://moz.com/blog/state-of-searcher-behavior-
- 10. Brian Childers WHERE USERS CLICK ON LOCAL RESULTS Source: https://moz.com/blog/the-new-snack-pack-where-users-clicking-how-you-can-
- 11. Brian Childers BEST LONG-TERM RESIDUAL VALUE
- 14. GOOGLE DOMINATES DESKTOP SEARCH Source: https://netmarketshare.com
- 15. GOOGLE DOMINATES MOBILE SEARCH Source: https://netmarketshare.com
- 18. 19 17 14 13 13 10 10 4 7 29 24 8 7 11 9 4 0 5 10 15 20 25 30 35 My Business Link Building On Page Optimization Citation Management Reputation Management Behavioral Signals Personalization Social Signals 2017 Local Search Ranking Factors Local Pack Local Organic
- 19. https://moz.com/local-search-ranking-factors https://docs.google.com/spreadsheets/d/1XD6teln5srpmpfa44m9rTqlTqBqiqievknbzTtcZQEY/e dit#gid=0 Top 30 Foundational Factors Top 30 Competitive Difference-Makers • 10 Factors Experts Are Focusing On Less Since the Possum Update • 10 Factors Experts Are Focusing On More Since the Possum Update • Negative Factors Factors Added and Removed Possum Update http://searchengineland.com/everything-need-know-googles-possum-algorithm-update-
- 20. CLIENT ONBOARDING • Core Business Information – NAP, Tagline, Year Founded, Website URL, Email Address, Payment Methods, Business Hours, etc. • Strategic & Tactical Information – CRM, Email Software, Business Goals, Marketing Plan, Customer & Transactional Value, etc. • Target Demographics – Age, Income, Gender, Race, Target Market, etc. • About Your Business – • Who are you and when did you start doing what you are doing? • What do you do and how does it benefit your customers? • How do you accomplish what you claim you do? For example, staff, tools, technology, experience, education, etc. 1
- 21. CLIENT ONBOARDING – cont. • Top Revenue Generating Products & Services - for competitor and keyword analysis • Top Competitors – for competitor and keyword analysis • Top Local Geographic Markets - Wikipedia county, use for service area pages • Associations & Memberships – for link building and trust badges • Sponsorships – for news, link building, community involvement, etc. • Vendors and Suppliers – for link building, guest posting, interviews, etc. • Short and Long Business Description – consistency on directories and social 1 Reference: https://docs.google.com/spreadsheets/d/1Lu9hMijmQg1hFlxhpRFkGNodr_nOzmES0wrV7Cn0MuY/pubhtml?gid=700517500&single=tru
- 22. DIRECTORY MANAGEMENT • Manual Discovery – -site:clientdomain.com "client business name“ • NAP Hunter – Chrome extension for local discovery of Name, Address, Phone • List Your Primary Social and Business Listing Properties – GMB, Yelp, Facebook, Twitter, Linkedin, YouTube, Bing • Claim Data Aggregators - Infogroup 45%, Neustar Local Eze 32%, Factual 14% Axciom 9% • Find Your Top Industry Business Listing Properties – claim high authority properties like Health Grades, Zamoto, DexKnows, Angies List, Houzz, etc. • List and Claim Top Citation Sources in Your Category – https://moz.com/learn/local/citations-by-category 2 Reference: https://docs.google.com/spreadsheets/d/1ZhdTfX3YTeMg4q1EmE4gMk6HNX9wNZ21YkAy1qAX0nA/pubhtml?gid=1530592195&single=
- 24. Brian Reputation Management Reviews moved up on the algorithm! 3 REVIEWS MATTER
- 25. Brian Reputation Management • Train your yourself / employees to follow a process 3
- 26. Brian Reputation Management • Create a review page with links to review sites3
- 27. Brian Reputation Management • Print cards / handouts to offer clients3
- 28. REPUTATION MANAGEMENT 3 1. Now 13% of Algo for Local Pack 2. Why Google Matters 3. Local Marketing Tasks You Can Do 4. What You Should Leave to the Experts Brian
- 29. VIDEO 3 Source: https://www.hubspot.com/marketing- statistics • Almost 50% of internet users look for videos related to a product or service before visiting a store. (Google, 2016) • 53% of smartphone users feel more favorable towards companies whose mobile sites or apps provide instructional video content. (Google, 2015) • 4 in 5 consumers believe that demo videos are helpful. • Videos compliments messaging on a product or service page and reduces bounce rates • 43% of people want to see more video content from marketers. (HubSpot,
- 30. VIDEO RESOURCES 3 • Biteable – Only $99 / Year – great stock 85,000 Stock Footage Clips, no Biteable Logo/Watermark, Download To Your Computer, Upload Your Own Footage, HD TV Quality Videos, Publish To YouTube, Unlimited Videos • Fiverr – great resource for logo sting development, professional voice overs, explainer videos and more! Brian
- 35. HIRE A PRO FOR TECHNICAL TASKS
- 36. Brian WEBSITE OPTIMIZATION • Run Free SEO Scan on foxxr.com • Presence of Name, Address, Phone (NAP) • Optimize Meta titles • Setup Geo Targeted Pages • Use Google Search Console for Optimization • Use Google Analytics to Measure Traffic
- 37. Brian LOCAL PAID SEARCH MANAGEMENT • 70% of U.S. marketers plan to use social video ads in the coming 12 months. (eMarketer, 2016) • 64.6% of people click on Google ads when they are looking to buy an item online. (WordStream, 2016) • The average click through rate in AdWords across all industries is 1.91% for search and 0.35% for display. (WordStream, 2016) • When it comes to paid social media ads, the overwhelming majority use Facebook ads (84%), followed by Google ads (41%) and LinkedIn ads (18%). (Social Media Examiner, 2015)
- 40. Brian
- 43. Brian DIRECTORY MANAGEMENT • Search your phone “831-531-7771” • Run scan on Foxxr.com/powerlistings • Claim listings manually or by service • Paid services: • BrightLocal.com ($19.99/mo. plus $3.00 per submission) • Yext.com ($49/mo. or $499 per year) • Moz.com/local ($99.00 per year)
Notas do Editor
- My business is Foxxr, located in the sweet smelling upper plaza of Capitola Village. Within 100 yards of my office is a diner, doughnut shop, produce stand, bakery and a market. We have 10 full time employees and manage over 30 SEO clients. We have built over 150 websites from clients all over the US. Everyday is study day at Foxxr.
- TRUST. When it comes down to driving online traffic, TRUST is a huge contributing factor to the algorithm Google uses. TRUST will earn your business the quality results you need to win at search.
- It’s also about popularity. Unfortunately, even the most undeserving can obtain that status if they work the system right. You may take some devious shortcuts to get to the top, but it won’t last. This is also known as Black Hat strategies.
- What is Local Internet Marketing and how is it different than SEO. I’ll share the latest stats Actionable ideas you can implement on a budget What technical task you should leave to the experts.
- Typical local search queries include not only information about "what" the site visitor is searching but also "where" information.
- Today we will cover the local search ranking factors and four of our go to strategies to help our clients get ranked, drive traffic and convert visitors into customers. We will also touch on strategies you should leave to the experts.
- The local search ranking factors are published every two years. They consist of foundational and competitive strategies gathered by experts to rank the top 20 individual ranking factors (out of a total list of 113) that have the biggest impact on pack/finder rankings.
- Here you see the top eight factors and how they weigh in against the local pack and local orgainic. Our key takeway here is the links and onpage optimization reflect more heavily on local organic rankings.
- This resource is referenced daily by my team of 10 SEO and Web Development full-time professionals. Bookmark it and use Ctrl F to find the answers you are looking for.
- Let’s get started with some of our best project management practices! Client onboarding is essential and foundational for our project management. At the beginning of each project, we engage with the client to find out as much about their local business as possible.
- Business listings are also called structured citations and are distinguished from unstructured citations because they appear in a pattern that is easy for a search engine spider to read. citations are unstructured mentions of your business name with or without links.
- How many of your trust the online opinions of complete strangers to help you make a decision about a product or company?
- Do this and everybody will be super happy.
- Diversify
- People Love Stories. One company that is really good at this is Design By Cosmic in Downtown
- People Love Stories. One company that is really good at this is Design By Cosmic in Downtown
- Feel like this? Maybe so, it’s not uncommon.
- Feel like this? Maybe so, it’s not uncommon.
- In a world where potential customers do online research from their homes, phones, and tablets the need for social proof has never been greater. 85% of consumers use online reviews. Bottom line is that today’s consumer is becoming more resourceful! Tablet’s, giant smart phones, social search! Why is that?
- We are talking about the most powerful marketing platform on the planet. The Internet. The good news is….you have an action plan.
- Analyze and claim some of the top directory listings. This initial step of the Local SEO Process usually takes about 2 hours PowerListings lets you seamlessly update, sync, enhance and monitor your business listings across the web. Amazing features to get your business great local search results.