Our Chief Digital Officer, Joseph Mohay spoke about Local Search Engine Optimization at the Miami, Florida Small Business Expo on January 16th, 2014. We had a great crowd show up and ask very detailed questions about local marketing tips and tricks, best practices and trends for 2014. For more information on how to optimize your local business or multi-location franchise, call us at 800-836-9097 or visit www.idigitalstrategies.com

1. Integra(ng
Local
Internet
Marke(ng
For
Your
Business
Workshop
RM
#
4:
2pm
–
2:45pm

2. Agenda
•
•
•
•
•
•
•
Local
Search
Market
Opportunity
Local
Search
Op4miza4on
How
To
Rank
On
Google+
Local
Local
Online
Reviews
3rd
Party
Directory
Sites
Local
Search
Toolkit
Ques4ons

7. Local Search Market Opportunity
22 million
businesses in the
United States
25%
visible online

8. Local + Mobile
50%+
of mobile queries have
local intent
90%
take action as
a result
Consumers want data to be right at the moment they need
In the age of mobile and local search, companies that adopt a real-time
mindset and invest in the technology and data to make that happen for
their consumers will win
infogroup.com/about/news/survey-half-of-consumers-using-local-search-have-visited-closedbusinesses

9. 9

12. An SMB’s Marketing Budget
• SEO (includes
Google+ Local)
is clearly seen
as the most
effective
internet
marketing
channel for
SMBs
• After SEO, it is
Local Online
Directories
that are seen as
the most
BrightLocal SMB Internet Marketing Survey 2013 in partnership with ChamberofCommerce.com
effective
brightlocal.com/2013/11/18/smb-internet-marketing-survey-2013
technique.

13. Local
Search
Op=miza=on

14. Local
Maps,
Organic,
Sponsored
Paid
Free

15. Why
Local
SEO?
30%
of
all
searches
are
Local
Intent

16. Evolu=on
of
Google+
Local

19. Google+
Local
Page

20. Verify,
Claim,
Op=mize
G+
Local
• Claim
&
Verify
your
free
business
lis4ng
by
searching
your
company
name
on
Google
• List
your
official
business
name
• Get
your
category
right
and
pick
as
many
relevant
ones
avail
• Business
Descrip4on
should
have
relevant
local
search
terms
• List
your
services,
areas
served,
specific
benefits,
photos,
website
link,
email
• Logo
and
cover
image
• Link
the
page
onto
your
website

21. Op=mize
Your
Site
For
Local
Search
• Put
1-­‐2
local
search
terms
that
are
relevant
to
your
services
you
offer
• Every
page
of
your
site
can
(and
should)
feature
a
different
4tle
tag.
• Place
your
target
city
&
brand
name
• Name,
Address,
Phone
should
be
on
bo]om
of
each
of
your
pages
Brought
To
You
By:
Phil
Rozek
www.
LocalVisibilitySystem.com

22. Google
Reviews

29. 29

32. Ask
for
online
reviews

33. Steady
Flow
Of
Reviews
• Aim
for
1-­‐2
reviews
per
week,
once
you
get
to
10
you
will
see
stars
• Give
them
printed
out
instruc4ons
that
walk
them
through
the
review
process
• Have
a
sec4on
on
your
site
with
clickable
icons
to
the
most
important
review
sites
• If
sa4sfied
customers
know
that
you
value
their
opinions,
they
will
be
glad
to
leave
you
a
review

34. Best
Prac=ces
For
Reviews
• Make
it
as
no-­‐pressure
as
possible
• Do
not
offer
incen4ves
or
pay
customers
for
reviews
• Do
not
set
up
a
laptop
or
IPAD,
Google
knows
where
it’s
coming
from.
(IP
Address)
• Don’t
ask
friends
or
family
members
• Respond
to
reviews
oaen
and
thank
customers
who
leave
nice
reviews
• Gather
reviews
in
your
spare
4me

36. Third
Party
Directory
Sites

37.
Some
Defini=ons
To
Know
• Google+
Local
Page:
Business
Profile
that
details
your
business
informa4on,
service
offerings,
customers
can
write
reviews,
you
can
link
your
website,
get
customers
to
choose
you.
• Cita=ons:
Simple
lis4ngs
of
your
business
informa4on
on
3rd
party
sites
&
directories
• NAP
Info:
Name,
Address,
Phone
• Local
Aggregators:
Spreads
your
info
to
tons
of
other,
smaller
business
directory
sites.

42. Getting an SMB Found
An SMB Must Have Accurate Data Online
• Consumers need to be able to
trust the data they find about a
business
• There’s nothing more
frustrating than turning up at a
shop or restaurant which has
closed down, moved or never
even been located at that
address!
brightlocal.com/2013/09/23/expert-citation-survey-2013
Wrong
address
0 Reviews
Corrected
Address
81 Reviews

43. Getting an SMB Found
The “Richness” of Listings are Important
• Richness refers to
descriptions, photos, hours,
etc.
• Knowing the type of services,
opening hours, payment
options is useful information
for potential customers.
• It also supports the data you
load into Google+ and gives
Google further proof points to
corroborate the data it has
about a business
brightlocal.com/2013/09/23/expert-citation-survey-2013

44. Local
Search
Toolkit
Complete
Package
of
Local
Search
&
Reputa4on
Tools

45. Google+
YellowBook
Bing Local
MojoPages
Yahoo Local
InsiderPages
HotFrog
WhitePages
SuperPages
YellowPages
Angie’s List
Local.com
Yelp
Kudzu
Foursquare
MapQuest
STEP:
1
ShowMeLocal
Manta
Merchant Circle
Citysearch
Acxiom, InfoGroup, Neustar / Localeze and Factual.

46. Before:
After:
Results:"
• Extended tab
content
• Member since
• Hours of operation
• Payments
accepted
• Enhanced images
• Connect to
merchant
• Business
description
"
= enhanced content

47. STEP:
2
Sheer Volume of Citations Still Influences
Local Search Ranking
• Quantity of structured citations is the 6th most influential factor in the 2013
Local Search Ranking Factors survey.
• Getting a spread of citations across a wide range of relevant & appropriate sites
is still a very valid and beneficial task for an SMB or SEO to tackle.
moz.com/local-search-ranking-factors
brightlocal.com/2013/09/23/expert-citation-survey-2013

48. STEP:
3
Review
Me
Web
Page

49. STEP:
4
DIY
Reputa=on
Intelligence
Email
Alerts
When
You
Receive
An
Online
Review

50. STEP:
5
Reporting Dashboard
Client View – Local Visibility Report
• Timeline showing
chronological progress
of order
• Pie chart showing
number of directories
client is listed in/type
of directories client is
found in
• Speedometer showing
search ranking of
business name/
business keywords
• Directory icons
linking to live listings
on directory site
• Submission status of
listings
• Color/Symbol status
of Listing’s
description, hours,
website, logo,
images, & video

51. WIN
FREE
Local
Marke=ng
For
12
Months.
$1000
Value!!!

52. Who
Is
Integrated
Digital
Strategies?
• Veterans
of
Digital
Marke=ng
&
Tradi=onal
Media
– Over
30
years
of
combined
experience
• Full
Service
Account
Management
– Online
and
Offline
• Proven
Success
In
Local
Internet
Marke=ng
Strategies
– Boston,
Orlando,
Miami,
and
U.S.
• Best
in
class
digital
marke=ng
team:
–
–
–
–
–
–
Web
Designers
&
Developers
SEO
&
Local
SEO
Marketers
Paid
Search
&
Targeted
Display
Ad
Strategists
Social
Media
Marke?ng
Managers,
Videographers
Content
Writers
&
Bloggers,
Inbound
Marketers
Email
Marke?ng
Specialists,
Sales
coaching

53.
Ques=ons