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1. Local Search Engine
Optimization
By Casey Conrad

2. Goals of this session
Provide you with “tri-fecta” strategy for
winning local SEO.
Give you VERY detailed, specific tools
and tricks that your web person
probably doesn’t know.
Give you a bonus section on obtaining
traffic from prospects who aren’t even
looking for you!
www.CaseyConrad.com

3. Why Local SEO?
Searchers are directed to most
RELEVANT, LOCAL products and
services according to the keywords or
phrase they typed into search bar.
Average person won’t go past page 1
on a Google search.
Higher value placed on organic search
results rather than top of page ads.
www.CaseyConrad.com

4. What local SEO is NOT
It is NOT optimizing your club name.
Unless two clubs in the same
geographic area have the same name,
you probably already come up #1 in
search when someone types in your
club name.
The goal is having your club come up
with RELATED fitness searches.
www.CaseyConrad.com

5. The Basics
Local SEO is all about dominating
specific keyword or phrases in three
primary platforms AND having them
connected. Here is the tri-fecta
1. YouTube
2. Web page blog (Word Press)
3. Facebook
www.CaseyConrad.com

6. The Accelerators
Google Local
Combines SEO, Social Networking &
business directory features into one.
Allows customers to search out and find
detailed info on local stores/services.
Must have a Google+ account in order
to get the maximum benefit.
Using directories in conjunction.
www.CaseyConrad.com

7. Case Study
Clint Smith, Estate Attorney in Mesa, AZ
Had YT, FB, Website but was not using
SEO local strategy.
6 months ago was not showing up on
first 5 pages of Google when searching
for Estate Planning.
Now, 40% increase in calls tracked back
to unique website phone number!
www.CaseyConrad.com

8. Google Search: Page 1
© Communication Consultants • www.CaseyConrad.com

9. #1 in Yahoo
Maps NOT paid
for!
© Communication Consultants • www.CaseyConrad.com

10. #2 in Super Pages
NOT paid for.
© Communication Consultants • www.CaseyConrad.com

11. #1 in Bing NOT
paid for.
© Communication Consultants • www.CaseyConrad.com

12. How did we do it?
Followed the tri-fecta strategy.
Added Google juice
+, local & authorship
Registered in all directories.
Created capture mechanism on website.
www.CaseyConrad.com

13. Google+ account
© Communication Consultants • www.CaseyConrad.com

14. Google MUST’s
Your business address in your Google
Local registration must EXACTLY match
your website business address—right
down to the commas!
All information should be completed.
www.CaseyConrad.com

15. Google + Tips
Should have 10 photos & 5 videos in
your Google+ account.
Add authorship to your blog with
Google Authorship so your photo will
show up on all blog posts that get
indexed.
www.CaseyConrad.com

16. Google & Zagat
Google bought Zagat.
Reputation a HUGE piece of SEO now.
Score of up to 30 points.
Must have 10 ratings in order for any
additional SEO.
Can’t remove bad ratings, only push
them down with more good ones!
www.CaseyConrad.com

17. Directories to Register in
Yahoo
Bing
Super Pages
Yellow Pages
City Search
Yellow Book
Hot Frog, Manta, Kudzu
www.CaseyConrad.com

18. YouTube Search: Estate Planning, Mesa AZ
#2 after paid ads
© Communication Consultants • www.CaseyConrad.com

19. Dominating 1st page!
© Communication Consultants • www.CaseyConrad.com

20. YouTube Channel “Estate Planning Dr”
© Communication Consultants • www.CaseyConrad.com

21. YouTube Videos:
• Keyword in
title 2x’s.
• Transcript of
video in
description
© Communication Consultants • www.CaseyConrad.com

22. © Communication Consultants • www.CaseyConrad.com

23. Key YouTube Tips
Name file your keyword/phrase.
Keyword/phrase in title a must.
Optimize description & transcribe entire
video (2-3 minutes max).
Main keyword should be 1st tag.
Be consistent with your category.
For local tags NO “,” between
town/state.
www.CaseyConrad.com

24. Web Page with WP blog embedded
© Communication Consultants • www.CaseyConrad.com

25. Capture mechanism on home page!
© Communication Consultants • www.CaseyConrad.com

26. Key Website/Blog Tips
Make sure address matches your
Google local address EXACTLY.
Embed YT code into blog weekly at
SAME time.
Use EXACT title for blog post heading.
Import exact transcription from YT
video.
www.CaseyConrad.com

27. More Blog Tips
Ping every blog using Pingomatic.com
Tells the world that you have uploaded
new blog post.
Now Google will index the blog post and
increase SEO.
www.CaseyConrad.com

28. Facebook Tips
Fan page.
App called “involver” will pull your
YouTube channel into your FB Page.
All the usual FB stuff: share, encourage
likes, link to Blog, tag photos, etc.
www.CaseyConrad.com

29. Press Releases
Can add credibility to what you are
doing.
Events, happenings, expansions, etc.
www.Free-Press-Release.com
There are paid for services but only use
those when you really want to ensure
fast exposure.
www.CaseyConrad.com

30. “Normal” Keywords/phrases
These are added to EVERYTHING!
Your club name (no brainer)
Any shortened name or abbreviation
that members use (if applicable)
Fitness facility
Health club
Gym, exercise center, etc.
www.CaseyConrad.com

31. Taking it to NEXT level
How do you use these strategies to
attract MORE customers? The
customers who aren’t necessarily
looking for a health club.
Use the same system for
keywords/phrases/long-tail that are
SEARCH ATTAINABLE.
www.CaseyConrad.com

32. Here’s the process overview
Identify a keyword phrase that is
relevant and attainable for quick SEO.
Cross reference with Google search to
determine ability to dominate 1st page
of search (are there videos?)
Set up tri-fecta system using that
keyword phrase.
www.CaseyConrad.com

33. © Communication Consultants • www.CaseyConrad.com

34. © Communication Consultants • www.CaseyConrad.com

35. What we are looking for?
Keyword phrase that is:
1) On-target for our prospect base,
and;
2) Between 3,000-60,000 global
searches per month.
3) Not many highly viewed videos on
the 1st page.
www.CaseyConrad.com

36. Look at the difference in these three:
© Communication Consultants • www.CaseyConrad.com

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38. © Communication Consultants • www.CaseyConrad.com

39. Search “Fitness Routine”
© Communication Consultants • www.CaseyConrad.com

40. “Fitness Routine”
Page 2
Notice there are
no health clubs
in first 2 pages!
© Communication Consultants • www.CaseyConrad.com

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43. © Communication Consultants • www.CaseyConrad.com

44. Use Google Trends to identify growth
© Communication Consultants • www.CaseyConrad.com

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49. © Communication Consultants • www.CaseyConrad.com

50. Are you willing?
To take the time to identify keyword
phrases that are both attainable and
relevant to your market?
Take the time to utilize the tri-fecta
strategy?
Have the patience and persistence?
Create system for conversion?
www.CaseyConrad.com

51. Technology Changes
Every day technology evolves and
changes.
It gets faster and faster.
You MUST “try” to stay on top of
technology and integrate it into your
marketing mix.
You will be rewarded for your efforts.
www.CaseyConrad.com

52. Thank You!
Casey@CaseyConrad.com
www.CaseyConrad.com