Scott Dodge leads a webinar discussing local search (LSEO) and how to use it to generate more online leads. this webinar was part of the Three Deep Online Marketing Webinar Series. To join a future webinar or to learn more about local search, and online lead generation, please contact Three Deep at http://www.threedeepmarketing.com. View the Webinar videos at: http://www.youtube.com/watch?v=xTYlLnM47Zs&feature=share&list=PLF1N7U1cMtKR1ypWX4tNe8PKMVrGwzVv8

1. Confidential and Proprietary Information
Getting More Online
Leads with Local Search

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Today’s Agenda
• What is local search, and why is it important?
• How local search works
• How to check if you have properly claimed your local listing
• Where to find incorrect or outdated listings of your business
• How to optimize your Google+ Local page
• What local directories are critical for success
• Why the volume and quality of citations improves your search rankings
• The Do's and Don'ts of Local Search Optimization
• How to continue to optimize your local search results
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3. Confidential and Proprietary Information
AboutThree Deep
• 50+ person digital marketing agency in St. Paul, MN
• Crossfuse lead generation platform launched 2011
• Appointment setting contact center
• Clients have $30 Million in E-Commerce Revenue to date
• Manage $5+ million in paid search spending annually
• Manage 30+ million in consumer database records
• 220 million opt-in emails sent in prior 12 months
• Certified in Salesforce.com CRM system
• 6 Google Adwords & 10 Google Analytics Certified
• Inc. 5000 Fast Growing Company Award in 2010. 2011 and 2012
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4. Confidential and Proprietary Information
About Me – Scott Dodge
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I work as an SEO Specialist atThree Deep
Marketing in Saint Paul, MN
www.threedeepmarketing.com
I’ve been in the agency environment for over two
years, working on everything from small local
businesses to Fortune 50 businesses
I specifically focus on Local SEO,Technical
SEO, and large-scale website audits
@scott_dodge
scott.dodge@threedeepmarketing.com
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5. WHAT IS LOCAL SEARCH, AND WHY IS IT IMPORTANT?
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6. Confidential and Proprietary Information
What is Local Search?
Local Search is the process of searching for
local businesses in search engines6

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What is Local Search?
• Any query with local intent is a local search
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What is Local SEO?
Local SEO is the process of
improving the position of
your website and/or Places
Page in the search engines
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Why is Local Search Important?
• According to a ComScore 2012 Study, 69% of people surveyed said that
portal sites, such asGoogle,Yahoo, and Bing, are their primary source for
local business information.
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Why is Local Search Important?
• Local results are gaining more real estate in the search results.
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11. HOW LOCAL SEARCH WORKS
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How Local Search Works
• The local algorithm is a complicated system that relies mainly on a large
network of data providers, and other sources
• On a basic level, the local algorithm ranks results based on a combination
of the accuracy of business information, and the popularity of the
business, as well as numerous other factors
• Our goal is to influence both of these elements to ensure that your
business has the best chance of ranking
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13. Confidential and Proprietary Information
Ensuring Accuracy of Business Information
• Accuracy of business information is based on how consistent your
business is listed in local business directories, and other sources online
• We call these listings “Citations”
• The key elements to have listed consistently are:
• Name of your business
• Address
• Phone Number
• We refer to this as your “NAP”
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14. Confidential and Proprietary Information
Ensuring Accuracy of Business Information
• Here’s what Google sees when their trusted data sources have conflicting
information.The search engines do not feel confident that they have accurate
information on the location of a business.
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Three Deep Marketing
180 East Fifth, Ste 910
St Paul, MN 55101
651-789-7701
Three Deep marketing, Inc
180 Fifth St E, Suite 910
Saint Paul, MN, 55101
651-789-7702
3 Deep Marketing
2211 E Old Address St
North Saint Paul, MN 55132
651-992-8855
Three Deep Marketing Inc
180 5th Street East #910
St Paul, MN 55111
612-888-9999
Four Deep Marketing LLC
Dave’s House, Basement
Blaine, MN 60463
Dave’s Home #
??????????????????????

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Ensuring Accuracy of Business Information
• And here’s whatGoogle sees when these trusted sources have consistent
information.As we can see, the search engines are confident that the
location of this business is accurate.
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Three Deep Marketing
180 E Fifth St, Ste 910
St Paul, MN 55101
651-789-7701
Three Deep Marketing
180 E Fifth St, Ste 910
St Paul, MN 55101
651-789-7701
Three Deep Marketing
180 E Fifth St, Ste 910
St Paul, MN 55101
651-789-7701
Three Deep Marketing
180 E Fifth St, Ste 910
St Paul, MN 55101
651-789-7701
Three Deep Marketing
180 E Fifth St, Ste 910
St Paul, MN 55101
651-789-7701
Three Deep Marketing
180 E Fifth St, Ste 910
St Paul, MN 55101
651-789-7701
BINGO

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DeterminingThe Popularity of a Business
• Popularity of your business is determined a few ways, but mainly, we look
to influence the following factors:
• Amount and quality of citations that your business has
• Amount and quality of links that your website has
• Generally speaking, the higher the amount of accurate, quality citations
(as well as quality links to your website) that you have, the better you will
rank locally.
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Local Search – Network Data Providers
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Key Players in Local Search
• These are our main focus areas in Local SEO, regardless of industry.
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Key Citation Sources for Contractors
• As a contractor, these are the top citation sources for your industry.
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20. HOWTO CHECK IFYOU HAVE PROPERLY CLAIMED
YOUR LOCAL LISTINGS
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CheckingYour Listings
• Many free tools to check the accuracy of your listings exist, and I highly
recommend using GetListed.org
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CheckingYour Listings
• GetListed helps break down the status of your listings in the major
sources.
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23. KEY FOCUS AREAS OF LOCAL SEO
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24. Confidential and Proprietary Information
Key Focus Areas of Local SEO
• There are four main areas to focus on for success in
Local SEO:
• Google+ Local Page
• YourWebsite (On-Page)
• Data Partners, such as directories (Off-Page)
• Reviews around the web
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The Google+ Local Page
• This is the data that you provide Google about your business, such as
Name, Address, Phone number, categories, and more.
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Google+ Local Page Ranking Factors
• The most critical places page factors to have correct involve your
location, category associations, and verification status.
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YourWebsite (On-Page)
• This is information on your website that provides additional signals about
where your business is located, what you offer, and how to reach you.
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On – Site Ranking Factors
• The most important on-page factors include domain authority, use of
location on-site, and a matching, marked-up NAP.
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Data Partners (Off-Site)
• These are business directories, data aggregators, and other sources
that have information about your business.
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Off-Site Ranking Factors
• The most critical off-site factors are quantity and quality
of citations, links to the domain, and others.
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Structured vs Unstructured Citations
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Structured Citation
Unstructured
Citation

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Reviews AroundThe Web
• This is where your customers weigh in and publicly talk about your
business, and how well you do your services.
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Review factors
• The most critical review factors have to do with quantity and quality of
reviews, with use of product/service/location in the review.
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34. THE DO’S AND DON’TS OF LOCAL SEO
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For LSEO Success, Focus onThese Areas:
• In aggregate, the most important factors are dominated on the places
page level, with a blend of other factors in the top 10.
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For LSEO Success, Don’t DoTheseThings:
• Doing any of these things creates unnecessary confusion, and limits the
overall performance of your business in local search.
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37. Confidential and Proprietary Information
Summary
• What is local search, and why is it important?
• How local search works
• How to check if you have properly claimed your local listing
• Where to find incorrect or outdated listings of your business
• How to optimize your Google+ Local page
• What local directories are critical for success
• Why the volume and quality of citations improves your search rankings
• The Do's and Don'ts of Local Search Optimization
• How to continue to optimize your local search results
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38. PLEASE REACH OUTTO US IFYOU
HAVE ANY QUESTIONS!
Presenter:
Scott Dodge
SEO Specialist
(651) 789-7754 (w)
Scott.dodge@threedeepmarketing.com
Presenter:
Daniel Derosier
VP Business Development
(651) 789-7704 (w)
dderosier@threedeepmarketing.com
GETTING MORE ONLINE
LEADS WITH LOCAL
SEARCH
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