This is the presentation I gave for Lawyernomics about Local Search and Beyond.

1. @MikeRamsey

2. The Basics of Local Search
Marketing and Beyond
@MikeRamseyNiftyLaw.com

5. Hard Way
I like to learn the

6. Curious
Be
Lesson One

7. @MikeRamsey
The SERPS

8. Paid Ads
Local
Organic

9. @MikeRamsey

10. @MikeRamsey
The Pigeon Update

11. The Pigeon Update
Organic Algo Local Algo
Links
Website Structure
Content
Reviews
Local Prominence
Distance

12. The Pigeon Update
Organic Algo Local Algo
Links
Website Structure
Content
Reviews
Local Prominence
Distance

13. Same Page
Ranking in
Local
+ Organic

14. No City Keyword
Localized Organic
Results

15. Set to Suburb of LV
Tight Local Results

16. Doorway Page Update

17. Doorway Page Update

22. What do you notice
about these updates?

24. @MikeRamsey
UsabilityHub

25. 17% Local
64% Organic
11% Paid
92% Above Fold@MikeRamsey

26. @MikeRamsey

27. 8% Local
54% Organic
23% Paid
77% Above fold@MikeRamsey

28. @MikeRamsey

29. @MikeRamsey

30. @MikeRamsey
Salt Lake City
Hotel

31. @MikeRamsey
Denver Sushi

32. Website+Content
Links+Shares
Local Listings
Reviews+ Feedback
Local Discovery Online

33. Here’s A Book About It
bit.ly/localforlaw

34. Play
For The Long Term
Lesson Two
@MikeRamsey

35. You can’t waitMike,
how do we
rank fast?
@MikeRamsey

37. I’m going
to tell you
a little secret…

38. @MikeRamsey

39. Spam

40. Panguin Tool

41. So…
What should you do
to continually grow?

42. Make Great
Local Content

43. Local Content
Doesn’t just mean
The written word
LessonThree
@MikeRamsey

44. Local
Content
Website
User Generated
reviews
Ads
Products
Location
Events
Images
Video
Data
Service
People
Tools
Design
Email
Blog
NewsListings @MikeRamsey

45. Strategy
You really need a
continuous local
Lesson Three @MikeRamsey

46. Identify
Local
Audience
Create
Goals
& Rules
Audit
& Analyze
Develop
TacticsCreate
Calendar
Launch
+
Promote
Measure
&
Report
Refine
& Repeat
Local
Strategy
@MikeRamsey

47. Identify
Local
Audience
Create
Goals
& Rules
Audit
& Analyze
Develop
TacticsCreate
Calendar
Launch
+
Promote
Measure
&
Report
Refine
& Repeat
Local
Strategy
@MikeRamsey

48. @MikeRamsey

49. bit.ly/localsegments
@MikeRamsey
This tool lets you see personas by zip

50. Facebook Audience Insights Tool
@MikeRamsey

51. Google Keyword Tool
@MikeRamsey

52. Google Keyword Tool
@MikeRamsey

53. Identify
Local
Audience
Create
Goals
& Rules
Audit
& Analyze
Develop
TacticsCreate
Calendar
Launch
+
Promote
Measure
&
Report
Refine
& Repeat
Local
Strategy
@MikeRamsey

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

55. Level of Risk
High Risk Low Risk

56. 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
“

57. Identify
Local
Audience
Create
Goals
& Rules
Audit
& Analyze
Develop
TacticsCreate
Calendar
Launch
+
Promote
Measure
&
Report
Refine
& Repeat
Local
Strategy
@MikeRamsey

58. Brightlocal.com
@MikeRamsey

59. Brightlocal.com
@MikeRamsey

60. Moz.com

61. Moz.com

62. Siteliner.com
@MikeRamsey

63. Buzzsumo.com
@MikeRamsey

64. Identify
Local
Audience
Create
Goals
& Rules
Audit
& Analyze
Develop
TacticsCreate
Calendar
Launch
+
Promote
Measure
&
Report
Refine
& Repeat
Local
Strategy
@MikeRamsey

65. Oh yeah.
@MikeRamsey

66. Remember This?
@MikeRamsey

67. Local Landing Page Content

68. Local Landing Page Content
@MikeRamsey

69. Built For
Law Firms

70. @MikeRamsey

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

72. Things that
are local.
Sports Teams + Schools
Well Known People
Groups + Events
@MikeRamsey
News

73. Things that
are useful
Directions
Local Laws
Details
@MikeRamsey

74. @MikeRamsey

76. @MikeRamsey

78. @MikeRamsey

79. You need to
think like a local
directory.
@MikeRamsey

80. Local
Events
Local
Lists
Local
Questions
Local
Activity
@MikeRamsey

81. Local Listings
@MikeRamsey

82. @MikeRamsey

83. @MikeRamsey

84. @MikeRamsey

85. @MikeRamsey

86. @MikeRamsey

87. @MikeRamsey
Moz.com/local

88. @MikeRamsey
Yext.com

89. @MikeRamsey
Custom Listings
bit.ly/niftylistings

90. Reviews
@MikeRamsey

91. Make reviews
part of your
customer
experience.
@MikeRamsey

92. Google My Business
At least it’s free @MikeRamsey

93. Google My Business
@MikeRamsey

94. @MikeRamsey

95. @MikeRamsey

96. @MikeRamsey

99. GetFiveStars.com
@MikeRamsey

100. GetFiveStars.com
Data showing how
you are doing at
getting feedback
@MikeRamsey

101. Feedback
onsite
@MikeRamsey

102. GetFiveStars.com
Feedback
Form
@MikeRamsey

103. @MikeRamsey

104. You can’t improve
what you don’t
measure.
@MikeRamsey

105. Identify
Local
Audience
Create
Goals
& Rules
Audit
& Analyze
Develop
TacticsCreate
Calendar
Launch
+
Promote
Measure
&
Report
Refine
& Repeat
Local
Strategy
@MikeRamsey

106. @MikeRamsey

107. Identify
Local
Audience
Create
Goals
& Rules
Audit
& Analyze
Develop
TacticsCreate
Calendar
Launch
+
Promote
Measure
&
Report
Refine
& Repeat
Local
Strategy
@MikeRamsey

108. Facebook Ad tool
@MikeRamsey

109. Identify
Local
Audience
Create
Goals
& Rules
Audit
& Analyze
Develop
TacticsCreate
Calendar
Launch
+
Promote
Measure
&
Report
Refine
& Repeat
Local
Strategy
@MikeRamsey

110. Things to track
Forms & Calls – What Page/words/location
Traffic by location
Organic, Referral, Paid Traffic Trends
@MikeRamsey
Entry Pages
Keyword Group Rankings

111. Identify
Local
Audience
Create
Goals
& Rules
Audit
& Analyze
Develop
TacticsCreate
Calendar
Launch
+
Promote
Measure
&
Report
Refine
& Repeat
Local
Strategy
@MikeRamsey

112. You can’t fake
being local.
@MikeRamsey

113. Mike Ramsey
Follow Me on Twitter @MikeRamsey
Email: mike@niftymarketing.com