talking local serp market share: mixing paid, local, and organic
TRANSCRIPT
Taking Local SERP Market Share:
Mixing Paid, Local, and Organic
Garrett Mehrguth, CEO
SERP Advertisment
Maps
Organic
● A new local market● SERP share is king● Marketing > SEO
AnalysisBreaking Down Local SERPS by Industry
● Animal Shelter● Automotive Store● Childcare Center● Dry Cleaning● Emergency
Services● Employment
Agency● Restaurant● Government Office
● Construction Business● Real Estate Agent● Doctor● Dentist● General Contractor● Travel Agency● Moving Company
Data: http://bit.ly/2fVV68i
Pay-Per-Click
PPC Strategy
● Start with 25% search Impression share
● Test for winners● Go 100% with winners
PPC The Value
PPC Tips for Local PPC
● Don’t launch PPC without custom landing page
● Go to local CC and hire a graphic design student
PPC Tips for Local PPC
● Have hero bar scroll with number
● Design for mobile first● CTA = Get Pricing Info● Scripts=http://bit.ly/
2eXgwwQ
PPCTips for local PPC
● Be hyper-local with ad copy
● Brands can’t compete with content/ad copy
PPCTips for local PPC
● Third person ad copy○ “We Hired Them To Do Our AC
and It Was Perfect.”○ “They Truly Are OC’s Best
Plumber”○ “I Am a Raving Fan After Their
Customer Service. You Need to Try Them.”
PPCTips for local PPC
● Use get directions as micro-conversion
● Use YoY revenue data to track it if needed
PPCMixing it together
● Advertise and create content for the “WHAT” stage of the buyer journey
PPCMixing it together
● Take ads out for keywords you already rank well for organically
Maps
MapsTips
● Fill out your entire GMB profile...DUH
MapsTips
● Get the most reviews○ Call○ Email○ Get 5 Stars○ Bribe employees
with $$$
MapsTips
● Use BrightLocal ● Link to location pages● Take photos and videos● Get categories right
SEO/Content/PR
SEO/Content/PRImprove Site Speed
● Slow sites ruin everything
● Get on WPengine● Buy a CDN● Put scripts in footer
(best = use GTM)● Ignore site speed
grades
SEO/Content/PRLink building locally
● Local link building is powerful when you treat it as community first.
● Think PR not Link● Businesses have done
just fine without links...
SEO/Content/PRReaching out to local magazines
● Search “KW + Location”
● Identify local sites that rank
● Build relationship with editor
SEO/Content/PRLocation Pages
● Requirements. ● Suppliers and Distributors. ● Why is what you do important to the local community?● How is your approach to it unique to this area? ● Resources for better buying experience? ● Tips for doing or selecting what you offer in that area?
SEO/Content/PRGuest Post
● Write for industry partners and link to your service or location pages
● Build links to pages not domains
Helpful post:http://bit.ly/2fVZVia
SEO/Content/PRCTR=More Leads
● Improve CTR for Core Pages○ (44+ 5-Star Reviews) ○ (Trusted by Your Neighbors) ○ (Voted Best … by Yelp)○ (Next to the Mission Viejo Mall) ○ (10% off First Time Customers)
SEO/Content/PRYelp
● Get your categories right
● Find what ranks organically and make sure you show up
● Get reviews
SEO/Content/PRScript
Hi Jon Doe,
I hope you had a great weekend. Did you ever have a chance to leave us a review? If not, we would really appreciate if you could leave us a stellar review on Yelp.You can find our page by typing: “directive consulting yelp” and clicking on the first link.
I hope you have a great week!
Thanks
SEO/Content/PRHARO
● Pitch on you. Not your services.○ Ex. Plumber can pitch on GA… “we
use GA to…” ○ Ex. Accountant can pitch on sales: “we
send letters to all micro-conversions...”
● Ask to link to service pages ○ Suggested URL: htttps://...
SEO/Content/PRMixing it all together
● Create ContentAroundConversion
s
SEO/Content/PRMixing it all together
● Test title copy on branded search terms
● Integrate across SEO & PPC
Social
SocialTips + Integration
● Local guides win○ 10+ Dog Trails in (your city/county)○ Dates for Under $20 in (your city/county)○ Farmers’ Markets in (your city/county)
That You Need to Visit This Weekend○ The Ultimate Guide To Craft Breweries in
(your city/county)
SocialTips + Integration
● Upload client list to create lookalike audience + retarget
SocialTips + Integration
● Add retargeting script to confirmation page to earn reviews at scale
SocialTips + Integration
● Promote your best reviews across FB and Twitter
THANK YOU!
Garrett Mehrguth, CEO