formic media presents local seo stats & tactics
DESCRIPTION
Formic Media, a digital marketing agency focusing on Local SEO marketing tactics for small-medium sized business and multi-location retailers, offers up a number of SEO stats and tactics to help ensure your business is able to begin the trek to achieving top local search engine rankings.TRANSCRIPT
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Local SEO Stats & Tactics
Presenter:Date:
John McPhee, Vice PresidentSeptember 4, 2013
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Formic
• Launched in 2008 to service small business & partners
• Specializes in search engine & social media marketing
• 100% of Account Team Google AdWords & Google Analytics Certified
• Strategic partnerships (Travel Portland, website design/dev shops, agencies)
• Focus on education via monthly Seminar Series
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A Look at the Search Results Page
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Difference Between Organic & Local
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Difference Between Organic & Local
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• Location, location, location
• Organic/Paid search = “the what”– Nike running shoes, Sony DSLR camera
• Local Search = “the what” & “the where”– Nike shoe store Portland, Camera World Portland
Difference Between Organic & Local
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The Evolution of Local Search
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Blended Results (most recent)
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Why is Local Search so Important?
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• Roughly 30% of all searches have local intent• Google = ~12.5 billion searches/month• Yahoo = ~3.6 billion/month• Bing = ~2.6 billion/month
• ~18.7 billion searches/month• ~5.6 billion searches have local intent
Local Search Volume by Month
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How are Consumers Finding Local Merchants?
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Mobile Phone & Tablet Searches on the Rise
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Local Ad Spend Going Digital
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• 97% of American internet users shop online (NPD Group)– 57% of these users say they purchase offline (NPD Group)
• 90% of online commercial searches result in offline brick and mortar purchases (comScore)
• 82% of local searchers follow up offline by an in-store visit or phone call (comScore)
• 80% of all budgets are spent within 50 miles of the home (DMA)
Local Search User Stats
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Local Search: Business Stats
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Local Search: Business Stats
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The Local Search Ecosystem
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The Organic Search Ecosystem
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The Local Search Ecosystem
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The Local Search Ecosystem
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The Local Search EcosystemCourtesy of GetListed.org
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Top Criteria for Local Search Rankings• Address in city of user’s search• Claimed Google+ Local page• Proper categorization• Volume of citations from data providers• Off-site factors (i.e. inbound links)
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Open for Questions or Keep Going?
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Local Search Components
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Local Search Components• Google+ Local Page (Yahoo/Bing Local Listings)• On-site Optimization• Off-site Optimization
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Google+ Local Page (Yahoo/Bing)• Claim & verify your Place page
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Google+ Local Page (Yahoo/Bing)
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Google+ Local Page (Yahoo/Bing)
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Google+ Local Page (Yahoo/Bing)
Courtesy of Category Preview Tool by Mike Blumenthal
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Google+ Local Page (Yahoo/Bing)
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Google+ Local Page (Yahoo/Bing)
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Google+ Local Page (Yahoo/Bing)
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Google+ Local Page (Yahoo/Bing)
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Google Place Page (Yahoo/Bing)
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Local Search Components• Google Place Page (Yahoo/Bing Local Listings)• On-site Optimization• Off-site Optimization
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On-site Optimization• Still need to focus on website optimization– Geo-specific keyword targeting– Title Tags– Meta Tags– H1 tags– Body Copy
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On-site Optimization
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• Structured Data is used to help parse out business data for the search engines
• Types of Structured Data include:– Person– Product– Event– Recipes– Full list: http://schema.org/docs/full.html
On-site Optimization
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On-site Optimization
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• hCard microformatOn-site Optimization
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• hReview microformatOn-site Optimization
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• Local phone number = Good• 800 phone number = Not ideal• Tracking phone number = Bad
On-site Optimization
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• If you have multiple store locations, you should:– Create unique pages for each location
On-site Optimization
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On-site Optimization
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Local Search Components• Google Place Page (Yahoo/Bing Local Listings)• On-site Optimization• Off-site Optimization
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Off-site Optimization• Web Citations & Inbound Links– More citations/links = more trust + higher rankings
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Courtesy of GetListed.org
Off-site Optimization
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Courtesy of ZipLineInteractive.com
Off-site Optimization
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Off-site Optimization
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• User reviews also help gain trust from both the search engines and users– Quantity is still more powerful than quality– Engines are working to understand sentiment
Off-site Optimization
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• Get reviews through:– Email campaigns– Encourage employees to ask for reviews• Incentivize your employees if necessary
– Google window sticker– Utilize in-store collateral– Social media– Use website widget by BrightLocal.com
Off-site Optimization
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• Social Media Activity– Be active within social media• Post fresh, new content regularly• Post interesting content that will be shared
– Increase Likes, followers, etc– Engage with fans/followers– Build authority/credibility– Optimize social media accounts/profiles
Off-site Optimization
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• Social Media Content– Share interesting stories about your
industry/company– Show your company’s personality through
jokes/humor (videos, text, images)– Create polls/surveys; share the results and ask for
feedback/opinions– ALWAYS stay within the brand’s voice
Off-site Optimization
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Measuring Success
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Measuring Success• Google Analytics• Google Places Dashboard• Marketing Trackback Question
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• Google Analytics
Measuring Success
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• Google Places Dashboard
Measuring Success
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• Marketing Trackback Question
Measuring Success