More Related Content Similar to Will Scott Local Search Association Webinar on Local Presence Management (20) More from Search Influence (20) Will Scott Local Search Association Webinar on Local Presence Management 2. Local Presence Management
Location, Consistency, Customers
Will Scott – Search Influence
@w2scott
© Search Influence, LLC 2011
4. About Search Influence
• Helping customers successfully market online since 2006.
• Thousands of clients, directly and as a provider of white label
solutions to newspapers and publishers.
• Platform + Service
• Search Influence:
• 45+ full-time employees
• 60+ contract writers
• 12 Adwords Certified Staff
• Based in New Orleans, LA
• Reputation:
• 2011 Inc. 500 honoree, 2012 Inc. 5000 honoree
• Recognized leader in social media for local business
• Over a decade in online yellow pages
@w2scott
© Search Influence, LLC 2011
5. As Seen In
@w2scott
© Search Influence, LLC 2011
6. About Our CEO: Will Scott
• First website online in 1994
• Deployed over 2,500 customized web sites in 18 months
(with a production staff of 12).
• Former Vice President of YPsolutions (now Local Matters)
• Online Directory vendor to 20 independent
Yellow Pages
• Deployed over 300 online yellow pages a
year with print “look and feel”
• Part of team which took Sprint BestRedYP
from zero to 1,000,000 monthly visitors in
18 months
• Uniquely qualified to help publishers’
online marketing
@w2scott
© Search Influence, LLC 2011
7. Interesting Data - http://corporate.yp.com/insights/white-papers/
IMMR/YP/STREET FIGHT
@w2scott
© Search Influence, LLC 2011
9. More Devices = Greater Local
Search Volume
@w2scott
© Search Influence, LLC 2011
14. Why Local Search Is More
Important Than Ever
Local search = new customers and a great way to keep in
touch with existing customers.
– 70% of U.S. households now use the internet when
shopping locally
– 61% of local searches result in purchase –
TMP/comScore
– 82% of local searchers follow-up offline via an in-store
visit, phone call or purchase – TMP/comScore
– 54% of Americans have substituted yellow page
phone books with the Internet and local search –
comScore networks
@w2scott
© Search Influence, LLC 2011
15. Why Local Search Is More
Important Than Ever
@w2scott
© Search Influence, LLC 2011
17. Understanding the Search
Results
PAID
Search Results
LOCAL
Search Results
ORGANIC
Search Results
@w2scott
© Search Influence, LLC 2011
19. The Anatomy of NAP
What is a local citation?
NAP+W
Name
Address
Phone #
Website
@w2scott
© Search Influence, LLC 2011
20. Why is Consistent NAP
Essential?
Don’t Confuse Google!
• Your NAP should be in each of these places:
• Website
• Social media pages
• Business directories – called “citations”
• Number of citations is Important, but consistency is
more important
• Your NAP is your local search fingerprint
@w2scott
© Search Influence, LLC 2011
22. Audit Your NAP
How Can an Audit Help?
– Determine Local Search strengths
– Find weaknesses that affect rankings
– Discover optimization opportunities
– Prevent duplication & data corruption
@w2scott
© Search Influence, LLC 2011
23. Audit Business Information
NAP First!
Confirm Name
• Multiple variations?
• Check Secretary of State
Confirm Address
• usps.com/zip4
Confirm Phone
- One per location
- Should be local
- Avoid call-tracking numbers
@w2scott
© Search Influence, LLC 2011
25. Getting Ready for
Google+ Local
• One listing per location using official NAP:
– Firms with multiple practitioners: one listing
per practitioner also.
• Complete Data: description, website,
categories, photos, etc
• If you find duplicates
– Use Report A Problem/Edit Details
– Escalate to Google Troubleshooter
– Check the Google+ Local Forum
@w2scott
© Search Influence, LLC 2011
27. Digging Deeper on Citations
• Whitespark Local Citation Finder
• Brightlocal Citation Tracker
• Google:
– "business name" + "phone number"
• Organize citations so you can see NAP
data errors
• Clean up duplicates / erroneous citations
@w2scott
© Search Influence, LLC 2011
29. Fix Inconsistencies
• Check InfoGroup, Localeze & Acxiom for
incorrect citation information
– InfoGroup: http://expressupdateusa.com/
– Localeze:
http://webapp.localeze.com/directory/get-
started.aspx
• Channel partners get better pricing
– Acxiom:
http://mybusinesslistingmanager.com/
• Duplicate citations are bad
@w2scott
© Search Influence, LLC 2011
30. Citation & Data Aggregator
Management Tips:
• Keep track of login information
• Use one email account for communication
with citation sources
• Be ABSOLUTELY sure your NAP isn’t
already listed before adding citations
• Periodically monitor citations
• Get rid of duplicates
@w2scott
© Search Influence, LLC 2011
31. On-Site Local Optimization
• Is NAP on website readable?
• NAP should match Google Plus Local page NAP
• Additional phone numbers should be non-
crawlable
• NAP should be structured data, either hCard or
Schema
– To Create: http://microformats.org/code/hcard/creator
– To Validate:
http://www.google.com/webmasters/tools/richsnippets
• One hCard / Page to keep NAP signals clean.
@w2scott
© Search Influence, LLC 2011
35. Multi-Locations & Local
Landing Pages
• Local landing page for each location
• Use local landing page in Google+ Listing
• Factors to include in a local landing page:
– NAP in hCard or Schema
– Embedded Google map
– Locally optimized title tags and H1/H2 tags
– Meta description with address and phone
included
– Testimonials and Reviews
– Locally optimized url naming structure
• Eg: domain.com/pizza-falls-church-va
@w2scott
© Search Influence, LLC 2011
36. The Power of Landing Pages
@w2scott
© Search Influence, LLC 2011
38. Multi-Location Deployment
• The same rules apply for multi-location
businesses
• Process must be scalable and automated
– Have to assure consistent NAP on a grand scale
• Content pages must be unique
• Focus on your top-level categories
• Do location-specific keyword research
• Use robots.txt and site architecture to guide
the engines
@w2scott
© Search Influence, LLC 2011
39. Final Thoughts
• Be thorough and organized
• Set a schedule to check in
– Log into your accounts to view progress
• Be patient
– Responses typically take from two weeks to two
months
• Stay informed on issues, trends and Google
updates
• Allocate budget for expert guidance
• For multi-location / directory providers, involve IT
Early
@w2scott
© Search Influence, LLC 2011
42. Thank You!
Will Scott
• SearchInfluence.com/blog
• wscott@searchinfluence.com
• twitter.com/w2scott
@w2scott
© Search Influence, LLC 2011
Editor's Notes For For For What is SEO? Organic Vs. Paid Vs. Local Organic Results are found on the Left hand side of the Page Local also known as Maps results Integrated - hybrid of Local and Organic Paid Search, Results on the right side of the page and in the yellow box above Organic Through on site and off site techniques, we improve the rankings of your site. For For For For For For For For For For For For For