Local SEO for Small Business

Lunch & Learn:
Local SEO for
Small Businesses

Presenter: Anna Hutson & Alex Peerenboom
Date: January 9th, 2013
Location: Formic Media

Formic Team Local SEO for Small Business

• Launched in 2008 to service small business &
partners
• Specializes in search, social and website
development
• 100% of Account Team Google AdWords &
Google Analytics Certified
• 7 employees & 45+ clients
• Strategic partnerships (SEMA, AlphaGraphics,
etc.)
• Focus on education via monthly Seminar Series

Agenda Local SEO for Small Business

• Local Search Overview

• Top Factors Affecting Local Search

• Google and Local SEO (Google+ Local)

• The Future of Local

Lunch & Learn Local SEO for Small Business

Local Search Overview

Local Search Overview Local SEO for Small Business

• Why is Local SEO so important?

• Roughly 30% of all searches have local
intent (comScore)

• Google says 40% of mobile searches have
Local Intent; Microsoft cites 53%.


5,259,600,000 searches per MONTH have local intent!


• So what, what does that mean for you?

• 50 million Google Place pages globally

• Only 4 million have been claimed globally

• 2 million in the US (out of roughly 25
million in the US)

Huge Potential and Opportunity!


• Requires a different mindset than traditional
SEO

• Organic SEO is about optimizing websites/off-
site factors

• Local SEO is about optimizing locations in
addition to traditional organic optimization

• Local search has its own set of ranking factors


• Traditional SEO
• Ranking algorithm consists of on-site SEO and
off-site (i.e. inbound links) ranking factors

On-Site Ranking
Factors
(Title/Meta/etc)

Off-Site Ranking
Factors (links)

Local Search Factors Local SEO for Small Business

Top Factors Affecting Local Search


The David Mihm Survey

“Participants were asked to rank 90 possible positive factors and 18
possible negative factors that drive Google's Local Search
algorithms.

Participants were asked to rank the positive factors based on the
following question:

‘When Google ranks a business in its Local Search results, I believe
this is the ____ overall most important factor in those rankings.’

Results were then tabulated via inverse scoring, where the #1 ranked
factor received the most "points" for that question, and the lowest-
ranked factor received the fewest points. Thus, the more factors
deemed irrelevant by a particular respondent, the heavier the weight
given to the factors that they did rank.”
David Mihm, Local Search Ranking Factors, Volume 5, Published June 11 th, 2012
(http://www.davidmihm.com/local-search-ranking-factors.shtml)


David Mihm, Local Search Ranking Factors, Volume 5, Published June 11 th, 2012
(http://www.davidmihm.com/local-search-ranking-factors.shtml)


Google+ Local


Merging G+ Business Page with G+ Local:

1. Login as manager of G+ Business page and
ensure all necessary fields are public
(Name, Address, Website, Email) by clicking
on the Unverified icon:



2. Click the Unverified icon again to bring up
the option to verify:



3. Select your specific business address (from
the Google+ Local Page) and click Request
postcard:



4. After receiving the postcard in the mail, enter
the PIN at google.com/local/verify:


Benefits:

• Multiple managers
• Google+ Benefits
• Ability to segment followers
• Hangouts
• Google+ Events


Common Questions:

• Can a G+ Page link to multiple G+ Local Pages?
- No.

• Can a G+ Page other than “local business/place”
category merge with G+ Local? – No.


Common Questions:

• What if I operate with a service area? – Merging
is only supported for businesses with locations
that customers can visit.

• What if they live on separate accounts? –
Doesn’t matter as postcard will complete
verification.


Common Questions:

• What account do I manage? – Use the social G+
account to post updates, use the G+ Local
account to view analytics.

• What if I am a brand new business? – Google
recommends building a Google+ Page within
the local business/place category.


What’s in the Future?

• Social influence might factor more: the
number of Circles that include your
business, number of +1s, etc.

• Improved dashboard for merged pages.

• Mobile:
• Apple Maps vs. Google Maps
• Mobile payments

What We Do Local SEO for Small Business

Services

SEARCH ENGINE OPTIMIZATION PAY PER CLICK
Formic Media's search engine optimization (SEO) Formic Media's pay-per-click (PPC) advertising
services help small and local businesses to services provide small and local businesses
generate visibility within "organic" or “natural" guaranteed visibility within targeted search
search engine listings. results, via paid "sponsored listings".

SOCIAL MEDIA MARKETING WEB DESIGN
Formic Media's social media marketing (SMM) Formic Media's SEO-friendly website design and
services enable small and local businesses to development services provide small businesses
leverage free/ low-cost networks to gain with an affordable, functional and highly visible
increased brand awareness. Web presence.

FREE SEMINARS PARTNERSHIPS
Attend Formic Media's free monthly search We have created the appropriate processes, tools
engine marketing seminars. Learn the latest and and methodologies needed to be efficient and cost
greatest in the search engine marketing industry. effective for your team and your clients.


Thank you!

Contact John McPhee for more information
johnm@formicmedia.com
503.517.9059 x122

Local SEO for Small Business

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