![Page 1: Optimizing Your Online Presence for Local Search](https://reader034.vdocument.in/reader034/viewer/2022042700/555844fad8b42acb078b52e8/html5/thumbnails/1.jpg)
Optimizing Your Online
Presence for Local Search
![Page 2: Optimizing Your Online Presence for Local Search](https://reader034.vdocument.in/reader034/viewer/2022042700/555844fad8b42acb078b52e8/html5/thumbnails/2.jpg)
Francis Skipper Director of Search Marketing
617-986-0226
linkedin.com/in/francisskipper
@fskip
www.451Marketing.com
![Page 3: Optimizing Your Online Presence for Local Search](https://reader034.vdocument.in/reader034/viewer/2022042700/555844fad8b42acb078b52e8/html5/thumbnails/3.jpg)
Agenda
Search Basics
Defining Local Search
Optimizing Your Site for Local Search
Claiming and Optimizing for Local Search
Optimizing Mobile for Search
Time and Resources
Measurement
Agenda
![Page 4: Optimizing Your Online Presence for Local Search](https://reader034.vdocument.in/reader034/viewer/2022042700/555844fad8b42acb078b52e8/html5/thumbnails/4.jpg)
A Little Background
On Search
![Page 5: Optimizing Your Online Presence for Local Search](https://reader034.vdocument.in/reader034/viewer/2022042700/555844fad8b42acb078b52e8/html5/thumbnails/5.jpg)
20 %
80 %
Search Engine Result Page (SERP)
Organic Results
Paid Results
![Page 6: Optimizing Your Online Presence for Local Search](https://reader034.vdocument.in/reader034/viewer/2022042700/555844fad8b42acb078b52e8/html5/thumbnails/6.jpg)
33% of US consumers spend at least
3 hours online every day.
Source: The Media Audit (10/11)
![Page 7: Optimizing Your Online Presence for Local Search](https://reader034.vdocument.in/reader034/viewer/2022042700/555844fad8b42acb078b52e8/html5/thumbnails/7.jpg)
Why should I care about search?
Worldwide, 88,000,000,000 searches are conducted on Google per month.
34,000 Per Second
2,000,000 Per Minute
121,000,000 Per Hour
3,000,000,000 Per Day
![Page 8: Optimizing Your Online Presence for Local Search](https://reader034.vdocument.in/reader034/viewer/2022042700/555844fad8b42acb078b52e8/html5/thumbnails/8.jpg)
2.6 billion local searches conducted each month
Accounts for 30% of all search traffic
79% of people used the internet to
find local business in the past year
51% explicitly characterize behavior as
shop online, buy offline
comScore (10/11), Smallbusiness.com (7/11)
![Page 9: Optimizing Your Online Presence for Local Search](https://reader034.vdocument.in/reader034/viewer/2022042700/555844fad8b42acb078b52e8/html5/thumbnails/9.jpg)
In 2011, more than 50% of all local searches
done from mobile devices.
By 2014, mobile internet use will exceed
desktop internet use
Marketing Sherpa (2011)
![Page 10: Optimizing Your Online Presence for Local Search](https://reader034.vdocument.in/reader034/viewer/2022042700/555844fad8b42acb078b52e8/html5/thumbnails/10.jpg)
Local Search as a
Game Changer
![Page 11: Optimizing Your Online Presence for Local Search](https://reader034.vdocument.in/reader034/viewer/2022042700/555844fad8b42acb078b52e8/html5/thumbnails/11.jpg)
Local Search
pizza
Traditional Search –The Search Term (“What”)
![Page 12: Optimizing Your Online Presence for Local Search](https://reader034.vdocument.in/reader034/viewer/2022042700/555844fad8b42acb078b52e8/html5/thumbnails/12.jpg)
![Page 13: Optimizing Your Online Presence for Local Search](https://reader034.vdocument.in/reader034/viewer/2022042700/555844fad8b42acb078b52e8/html5/thumbnails/13.jpg)
Local Search
Local Search – Search Term (“What”) +
Geographic Modifier (“Where”)
pizza boston
![Page 14: Optimizing Your Online Presence for Local Search](https://reader034.vdocument.in/reader034/viewer/2022042700/555844fad8b42acb078b52e8/html5/thumbnails/14.jpg)
![Page 15: Optimizing Your Online Presence for Local Search](https://reader034.vdocument.in/reader034/viewer/2022042700/555844fad8b42acb078b52e8/html5/thumbnails/15.jpg)
Optimizing Your Site:
Local Search Best Practices
![Page 16: Optimizing Your Online Presence for Local Search](https://reader034.vdocument.in/reader034/viewer/2022042700/555844fad8b42acb078b52e8/html5/thumbnails/16.jpg)
Local SEO is SEO that makes your business
listing more relevant to local search queries
Involves both content and reputation
management across multiple sites
![Page 17: Optimizing Your Online Presence for Local Search](https://reader034.vdocument.in/reader034/viewer/2022042700/555844fad8b42acb078b52e8/html5/thumbnails/17.jpg)
![Page 18: Optimizing Your Online Presence for Local Search](https://reader034.vdocument.in/reader034/viewer/2022042700/555844fad8b42acb078b52e8/html5/thumbnails/18.jpg)
![Page 19: Optimizing Your Online Presence for Local Search](https://reader034.vdocument.in/reader034/viewer/2022042700/555844fad8b42acb078b52e8/html5/thumbnails/19.jpg)
Local Search Best Practices:
Optimize & Localize
Your Website
![Page 20: Optimizing Your Online Presence for Local Search](https://reader034.vdocument.in/reader034/viewer/2022042700/555844fad8b42acb078b52e8/html5/thumbnails/20.jpg)
Full Text Local Phone Number & Address
Full Text for Search and Mobile
![Page 21: Optimizing Your Online Presence for Local Search](https://reader034.vdocument.in/reader034/viewer/2022042700/555844fad8b42acb078b52e8/html5/thumbnails/21.jpg)
Current Copyright Date
![Page 22: Optimizing Your Online Presence for Local Search](https://reader034.vdocument.in/reader034/viewer/2022042700/555844fad8b42acb078b52e8/html5/thumbnails/22.jpg)
Local landing for multiple locations
![Page 23: Optimizing Your Online Presence for Local Search](https://reader034.vdocument.in/reader034/viewer/2022042700/555844fad8b42acb078b52e8/html5/thumbnails/23.jpg)
No 100% Flash/Image Sites
![Page 24: Optimizing Your Online Presence for Local Search](https://reader034.vdocument.in/reader034/viewer/2022042700/555844fad8b42acb078b52e8/html5/thumbnails/24.jpg)
What the Customer Sees…
![Page 25: Optimizing Your Online Presence for Local Search](https://reader034.vdocument.in/reader034/viewer/2022042700/555844fad8b42acb078b52e8/html5/thumbnails/25.jpg)
What Sees…
![Page 26: Optimizing Your Online Presence for Local Search](https://reader034.vdocument.in/reader034/viewer/2022042700/555844fad8b42acb078b52e8/html5/thumbnails/26.jpg)
What the Customer Sees…
![Page 27: Optimizing Your Online Presence for Local Search](https://reader034.vdocument.in/reader034/viewer/2022042700/555844fad8b42acb078b52e8/html5/thumbnails/27.jpg)
What Sees…
![Page 28: Optimizing Your Online Presence for Local Search](https://reader034.vdocument.in/reader034/viewer/2022042700/555844fad8b42acb078b52e8/html5/thumbnails/28.jpg)
HTML Text for Image Based Messaging
<h1 class="pageHeading" style="font-size: 130px;">Asian Bites</h1>
![Page 29: Optimizing Your Online Presence for Local Search](https://reader034.vdocument.in/reader034/viewer/2022042700/555844fad8b42acb078b52e8/html5/thumbnails/29.jpg)
Use Keywords in Call to Action Text
![Page 30: Optimizing Your Online Presence for Local Search](https://reader034.vdocument.in/reader034/viewer/2022042700/555844fad8b42acb078b52e8/html5/thumbnails/30.jpg)
Stay Up-to-date On Hosting Fees
![Page 31: Optimizing Your Online Presence for Local Search](https://reader034.vdocument.in/reader034/viewer/2022042700/555844fad8b42acb078b52e8/html5/thumbnails/31.jpg)
Local Tagging (Images, Video, Other Content)
<img src="http://neborestaurant.com/blog/wp-content/uploads/2011/07/Food-at-Nebo.jpg" alt="Boston's Best Food" title="Food at Nebo" width="350" height="350" class="alignright size-full wp-image-247" align="right">
![Page 32: Optimizing Your Online Presence for Local Search](https://reader034.vdocument.in/reader034/viewer/2022042700/555844fad8b42acb078b52e8/html5/thumbnails/32.jpg)
Local URL
![Page 33: Optimizing Your Online Presence for Local Search](https://reader034.vdocument.in/reader034/viewer/2022042700/555844fad8b42acb078b52e8/html5/thumbnails/33.jpg)
Claiming Your Business On Other Platforms:
Local Search Best Practices
![Page 34: Optimizing Your Online Presence for Local Search](https://reader034.vdocument.in/reader034/viewer/2022042700/555844fad8b42acb078b52e8/html5/thumbnails/34.jpg)
![Page 35: Optimizing Your Online Presence for Local Search](https://reader034.vdocument.in/reader034/viewer/2022042700/555844fad8b42acb078b52e8/html5/thumbnails/35.jpg)
![Page 36: Optimizing Your Online Presence for Local Search](https://reader034.vdocument.in/reader034/viewer/2022042700/555844fad8b42acb078b52e8/html5/thumbnails/36.jpg)
![Page 37: Optimizing Your Online Presence for Local Search](https://reader034.vdocument.in/reader034/viewer/2022042700/555844fad8b42acb078b52e8/html5/thumbnails/37.jpg)
![Page 38: Optimizing Your Online Presence for Local Search](https://reader034.vdocument.in/reader034/viewer/2022042700/555844fad8b42acb078b52e8/html5/thumbnails/38.jpg)
![Page 39: Optimizing Your Online Presence for Local Search](https://reader034.vdocument.in/reader034/viewer/2022042700/555844fad8b42acb078b52e8/html5/thumbnails/39.jpg)
![Page 40: Optimizing Your Online Presence for Local Search](https://reader034.vdocument.in/reader034/viewer/2022042700/555844fad8b42acb078b52e8/html5/thumbnails/40.jpg)
Optimizing for Mobile
Local Search Best Practices
![Page 41: Optimizing Your Online Presence for Local Search](https://reader034.vdocument.in/reader034/viewer/2022042700/555844fad8b42acb078b52e8/html5/thumbnails/41.jpg)
Mobile landing page with click #, opentable (if
applicable), hours, maplink BVI MOCK UP
Dedicated Mobile Landing Page
![Page 42: Optimizing Your Online Presence for Local Search](https://reader034.vdocument.in/reader034/viewer/2022042700/555844fad8b42acb078b52e8/html5/thumbnails/42.jpg)
Time & Resources:
Planning for Local Search
![Page 43: Optimizing Your Online Presence for Local Search](https://reader034.vdocument.in/reader034/viewer/2022042700/555844fad8b42acb078b52e8/html5/thumbnails/43.jpg)
As With Any Marketing Initiative,
Time, and Resources
![Page 44: Optimizing Your Online Presence for Local Search](https://reader034.vdocument.in/reader034/viewer/2022042700/555844fad8b42acb078b52e8/html5/thumbnails/44.jpg)
Measuring Your Results:
Local Search Best Practices
![Page 45: Optimizing Your Online Presence for Local Search](https://reader034.vdocument.in/reader034/viewer/2022042700/555844fad8b42acb078b52e8/html5/thumbnails/45.jpg)
Tools For Success
![Page 46: Optimizing Your Online Presence for Local Search](https://reader034.vdocument.in/reader034/viewer/2022042700/555844fad8b42acb078b52e8/html5/thumbnails/46.jpg)
Free • Overlay 2-3 metrics • Conversion and goal tracking • Adwords integration • Geo-tracking
Set Conversion Points • Contact/Map page visits • Menu Downloads • Mobile visits • Top referrers
Measure Twice, Cut Once!
![Page 47: Optimizing Your Online Presence for Local Search](https://reader034.vdocument.in/reader034/viewer/2022042700/555844fad8b42acb078b52e8/html5/thumbnails/47.jpg)
Free • Unique site visitors • Top keywords to drive traffic Pro • 5 sites • 2 years back • Demographic Details
Learn from your competitors!
![Page 48: Optimizing Your Online Presence for Local Search](https://reader034.vdocument.in/reader034/viewer/2022042700/555844fad8b42acb078b52e8/html5/thumbnails/48.jpg)
Free • Demographic data • Similar sites • Traffic data • Even more benefits with pixel
association
Learn about your customers!
![Page 49: Optimizing Your Online Presence for Local Search](https://reader034.vdocument.in/reader034/viewer/2022042700/555844fad8b42acb078b52e8/html5/thumbnails/49.jpg)
Free • New interface (easier to
use) • ROI, ROAS reports • Keyword opportunity
reports • Exportable reports
Make small, targeted buys
![Page 50: Optimizing Your Online Presence for Local Search](https://reader034.vdocument.in/reader034/viewer/2022042700/555844fad8b42acb078b52e8/html5/thumbnails/50.jpg)
Free • New interface • Ad targeting by likes
and association • Exportable reports • Sponsored Stories
Use Facebook to Hyper-target
Drive Social Conversations
![Page 51: Optimizing Your Online Presence for Local Search](https://reader034.vdocument.in/reader034/viewer/2022042700/555844fad8b42acb078b52e8/html5/thumbnails/51.jpg)
Free • Trends for your
keywords/industry/products • Illustrate demand
![Page 52: Optimizing Your Online Presence for Local Search](https://reader034.vdocument.in/reader034/viewer/2022042700/555844fad8b42acb078b52e8/html5/thumbnails/52.jpg)
• Optimize content/coding with relevant, locally-focused keywords
• Full-text local phone number & address
• Current copyright date
• No 100% flash Websites
• Provide alternate html text for image-based messaging
• Use keywords in your calls-to-action (not “click here”)
• Stay up to date on hosting/domain fees
• Make sure your site has a mobile-friendly landing page
• Claim your business! Use local keywords on claiming sites
• Integrate local keyword strategy on social networks
Take-Aways (a.k.a. Write These Down!)
![Page 53: Optimizing Your Online Presence for Local Search](https://reader034.vdocument.in/reader034/viewer/2022042700/555844fad8b42acb078b52e8/html5/thumbnails/53.jpg)
![Page 54: Optimizing Your Online Presence for Local Search](https://reader034.vdocument.in/reader034/viewer/2022042700/555844fad8b42acb078b52e8/html5/thumbnails/54.jpg)
We specialize in:
• Search Engine Optimization (SEO)
• Paid Search and Pay-Per-Click Advertising
• Paid Media Management
• Traditional and Digital Public Relations
• Targeted Press Releases
• Content Creation
• Social Media Marketing
• Social Media Strategy Development/Training
• Web Design and Implementation
• Brand Development
![Page 55: Optimizing Your Online Presence for Local Search](https://reader034.vdocument.in/reader034/viewer/2022042700/555844fad8b42acb078b52e8/html5/thumbnails/55.jpg)
Francis Skipper Director of Search Marketing
617-986-0226
linkedin.com/in/francisskipper
@fskip
www.451Marketing.com
![Page 56: Optimizing Your Online Presence for Local Search](https://reader034.vdocument.in/reader034/viewer/2022042700/555844fad8b42acb078b52e8/html5/thumbnails/56.jpg)
Questions?