David Mihm of Moz - Establishing Your Brand on the Local Search Frontier at SIC2013
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This document outlines steps for local businesses to establish an online presence and brand for local search optimization. It discusses establishing a foundation by connecting the website to the brand and locations, developing compelling content, amplifying the local brand through local links and citations, adding social media engagement, and building relationships with local influencers. The goal is to complete the local search journey and maximize visibility on search engines like Google for a given local area.
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David Mihm of Moz - Establishing Your Brand on the Local Search Frontier at SIC2013
- 1. Establishing Your Brand On the Local Search Frontier David Mihm Sea,le Interac3ve Conference October 28 2013
- 5. Where things stand in 2013 http://www.rimmkaufman.com/blog/rkg-digital-marketingreport-q1-2013-released/09042013/
- 6. Where things stand in 2013
- 7. Where things stand in 2013 December 4, 2012 May 6, 2013
- 8. Where things stand in 2013
- 9. Where things stand in 2013 http://moz.com/blog/evolution-of-the-local-algorithm-whiteboard-friday
- 11. The Most Cri3cal Part of Your Journey Store Locator, KML, Site Architecture WEBSITE LOCATION Google Places For Business Google Plus Authorship, Publisher BRAND Establishing Your Foundation
- 13. ???
- 14. The Website <-‐> Loca3on Connec3on Tradi3onal directory (at least as an alterna3ve) Unique page for each loca1on Establishing Your Foundation
- 15. On-‐Page Op3miza3on: Here are the basics. [[Brand Name Here]] – Portland (SE Hawthorne) – Buy Blue Widgets In-Shop http://www.bluewidgets.com/shops/us/portland/hawthorne BLUE WIDGET BRANDING + NAVIGATION RECEIVE 10% OFF YOUR WIDGET WITH THIS AD CALL 555-555-5555 AND MENTION THIS AD ([[COUPONNAME]]) Blue Widgets Store – Hawthorne 2500 SE Hawthorne Blvd Portland, OR 97214 555 555-5555 Branch Manager: John Neville “Got a great deal on my blue widget!” --Kristine Williams from Gresham Have you been to our Hawthorne location? We love getting feedback! Tell us about your experience here See this location on Google Maps Nearest other Portland store locations: • Blue Widgets Portland (Gresham) • Blue Widgets Portland (Jantzen Beach) • Blue Widgets Beaverton Establishing Your Foundation John.neville@bluewidgets.com Popular widgets carried by this store: Indigo Widget Baby Blue Widget Navy Widget
- 16. Title tag must include +Local Business Title URL should be short but include city name at minimum Embedded MyPlaces map On-‐Page Op3miza3on: Here are the basics. +Local Business Title should be in H1 tag [[Brand Name Here]] – Portland (SE Hawthorne) – Buy Blue Widgets In-Shop Collect feedback; also push people to prominent local review sites (Yelp, Citysearch, G+, etc) http://www.bluewidgets.com/shops/us/portland/hawthorne BLUE WIDGET BRANDING + NAVIGATION Code contact info schema.org RECEIVE 10% OFF YOUR WIDGET WITH THIS AD CALL 555-555-5555 AND MENTION THIS AD ([[COUPONNAME]]) Blue Widgets Store – Hawthorne 2500 SE Hawthorne Blvd Portland, OR 97214 555 555-5555 Branch Manager: John Neville “Got a great deal on my blue widget!” --Kristine Williams from Gresham Have you been to our Hawthorne location? We love getting feedback! Tell us about your experience here See this location on Google Maps Nearest other Portland store locations: • Blue Widgets Portland (Gresham) • Blue Widgets Portland (Jantzen Beach) • Blue Widgets Beaverton Establishing Your Foundation John.neville@bluewidgets.com Include nearby locations for organic linkjuice + stronger location scent Popular widgets carried by this store: Indigo Widget Baby Blue Widget Navy Widget
- 17. Congratulations! You’re ready to embark.
- 19. Making the Website <-> Brand Connection
- 20. Author & Publisher Rela3onships Author markup Website information Plus page Making the Website <-> Brand Connection Place information
- 21. Author & Publisher Rela3onships Making the Website <-> Brand Connection
- 22. Authorship Making the Website <-> Brand Connection
- 23. Making the Website <-> Brand Connection
- 24. Authorship Making the Website <-> Brand Connection
- 25. Congratulations! You’ve made the Website <-> Brand Connection
- 26. Making the Website <-> Brand Connection
- 27. Developing the Brand <-> Location Connection
- 28. Developing the Brand <-> Location Connection
- 29. Developing the Brand <-> Location Connection
- 30. Cita3ons NAP – Name, Address, Phone number +W (Website) Developing the Brand <-> Location Connection
- 31. Developing the Brand <-> Location Connection
- 32. Developing the Brand <-> Location Connection
- 33. Developing the Brand <-> Location Connection
- 34. Developing the Brand <-> Location Connection
- 35. Developing the Brand <-> Location Connection
- 36. Remember NAP – Name, Address, Phone number +W (Website) Developing the Brand <-> Location Connection
- 37. Developing the Brand <-> Location Connection
- 38. Developing the Brand <-> Location Connection
- 39. Tier One Data Providers Infogroup (expressupdateusa.com) Localeze (webapp.localeze.com) Acxiom (mybusinesslistingmanager.com) Factual (factual.com) Developing the Brand <-> Location Connection
- 40. Tier Two Cita3on Sources Bing Business Portal Yahoo! Local (Local newspaper online directory) (Local radio station online directory) (Local TV station online directory) (Local Chamber online directory) Better Business Bureau Superpages Yelp Local.com Citysearch nSphere Hotfrog Yellow Pages YellowBook Insider Pages Kudzu Manta MojoPages YellowBot MerchantCircle Foursquare Developing the Brand <-> Location Connection
- 41. Developing the Brand <-> Location Connection
- 42. Developing the Brand <-> Location Connection
- 43. Developing the Brand <-> Location Connection
- 44. Congratulations! You’ve developed the Brand <-> Location Connection
- 47. DraZing Compelling Content Slide courtesy Matt McGee, SmallBusinessSEM.com Developing Frontier-Worthy Content
- 48. DraZing Compelling Content Developing Frontier-Worthy Content
- 49. DraZing Compelling Content From managers / business owners: • Answer Top 10 ques3ons asked in-‐store. (h/t Aaron Weiche, Spyder Trap) • Pull from Facebook pages. Developing Frontier-Worthy Content
- 50. DraZing Compelling Content Developing Frontier-Worthy Content
- 51. DraZing Compelling Content From customers: • Video tes3monials with transcripts • Filtered Yelp reviews Developing Frontier-Worthy Content
- 55. DraZing Compelling Content From events: Developing Frontier-Worthy Content
- 56. DraZing Compelling Content From open-‐source datasets: http://propublica.org/tools https://github.com/ericfischer/ geotools/blob/master/cleanse.c http://www.socrata.com/customer-spotlight/ http://data.gov/opendatasites Developing Frontier-Worthy Content
- 57. DraZing Compelling Content http://labratrevenge.com/ http://www.mapbox.com/labs/twitter-gnip/locals/#13/45.5291/-122.5903 Developing Frontier-Worthy Content
- 58. DraZing Compelling Content Comparisons: Developing Frontier-Worthy Content
- 59. Congratulations! You’ve developed frontier-worthy content.
- 60. Congratulations! You’ve developed frontier-worthy content.
- 61. Congratulations! You’ve developed frontier-worthy content.
- 62. Website Location Data Compelling Content (usually enough in non-competitive markets) Congratulations! You’ve developed frontier-worthy content.
- 63. Amplifying Your Brand at a Local Level
- 64. Link-‐ & Cita3on-‐building at a Local Level • (Hopefully, an extension of your share-‐ worthy content) • College, school discounts Amplifying Your Brand at a Local Level
- 65. Linkbuilding at a Local Level Amplifying Your Brand at a Local Level
- 66. Linkbuilding at a Local Level Amplifying Your Brand at a Local Level
- 67. Link-‐ & Cita3on-‐building at a Local Level • Custom Searches Amplifying Your Brand at a Local Level
- 68. Link-‐ & Cita3on-‐building at a Local Level Amplifying Your Brand at a Local Level
- 69. Link-‐ & Cita3on-‐building at a Local Level Some starter ideas: -‐ art/gallery shows [photos/videos] -‐ sports teams [photos/videos] -‐ yearbooks -‐ student groups / compe33ons / journals -‐ dona3on drop-‐off loca3ons Amplifying Your Brand at a Local Level
- 70. Link-‐ & Cita3on-‐building at a Local Level Amplifying Your Brand at a Local Level
- 71. Congratulations! You have amplified your brand locally.
- 73. Adding the Social Layer
- 74. NO YES Competitive analysis Accepts Facebook login Send direct link Syndicates far and wide Send direct links A Smarter Review Process Adding the Social Layer: Pass 1 - Reviews
- 75. http://www.localvisibilitysystem.com/2013/10/24/comparison-of-local-review-sites-where-should-you-focus-now/ Adding the Social Layer: Pass 1 - Reviews
- 76. In-‐Store Experience Now Front-‐and-‐Center Adding the Social Layer: Pass 1 - Reviews
- 77. Adding the Social Layer: Pass 2 - Facebook
- 78. Adding the Social Layer: Pass 2 - Facebook
- 79. Adding the Social Layer: Pass 2 - Facebook
- 80. https://twitter.com/search?q=insurance%20near %3A"97209"%20within%3A15mi Adding the Social Layer: Pass 3 - Twitter
- 81. Adding the Social Layer: Pass 3 - Twitter
- 82. Most influential followers in Portland Adding the Social Layer: Pass 3 - Twitter
- 83. Congratulations! You’ve added the social layer.
- 87. Holy crap! Building Relationships: Barlow Road
- 88. Building Relationships: Barlow Road
- 90. Finding the Local Influencers site:yelp.com/user_details “.yelp.com” intitle:portland "elite '13" my blog or website twitter.com Find me: Yelp Users Who have taken the time to set up a custom profile Located in Portland Likely to be Elite Who list their Twitter handle *not foolproof Building Relationships: The Fun Way
- 91. Finding the Local Influencers Building Relationships: The Fun Way
- 93. Build relationships Add the social layer Establish brand <-> location Amplify your local brand Develop frontier-worthy content Establish brand <-> website Store locator, location pages YOUR LOCAL SEARCH JOURNEY IS COMPLETE
- 95. Making the Website <-> Brand Connection
- 96. Developing the Brand <-> Location Connection
- 98. Amplifying Your Brand at a Local Level
- 99. Adding the Social Layer
- 101. YOUR LOCAL SEARCH JOURNEY IS COMPLETE