Talking Local SERP Market Share: Mixing Paid, Local, and Organic

1. Taking Local SERP Market
Share:
Mixing Paid, Local, and
OrganicGarrett Mehrguth, CEO

2. SERP
Advertisment
Maps
Organic
● A new local market
● SERP share is king
● Marketing > SEO

3. Analysis
Breaking Down Local SERPS by Industry
● Animal Shelter
● Automotive Store
● Childcare Center
● Dry Cleaning
● Emergency Services
● Employment Agency
● Restaurant
● Government Office
● Construction Business
● Real Estate Agent
● Doctor
● Dentist
● General Contractor
● Travel Agency
● Moving Company
Data: http://bit.ly/2fVV68i

4. Pay-Per-Click

5. PPC
Strategy
● Start with 25% search
Impression share
● Test for winners
● Go 100% with winners

6. PPC
The Value

7. PPC
Tips for Local PPC
● Don’t launch PPC
without custom landing
page
● Go to local CC and hire a
graphic design student

8. PPC
Tips for Local PPC
● Have hero bar scroll with
number
● Design for mobile first
● CTA = Get Pricing Info
● Scripts=http://bit.ly/2eXg
wwQ

9. PPC
Tips for local PPC
● Be hyper-local with
ad copy
● Brands can’t
compete with
content/ad copy

10. PPC
Tips for local PPC
● Third person ad copy
○ “We Hired Them To Do Our AC
and It Was Perfect.”
○ “They Truly Are OC’s Best
Plumber”
○ “I Am a Raving Fan After Their
Customer Service. You Need to
Try Them.”

11. PPC
Tips for local PPC
● Use get directions as
micro-conversion
● Use YoY revenue data to
track it if needed

12. PPC
Mixing it together
● Advertise and create
content for the “WHAT”
stage of the buyer journey

13. PPC
Mixing it together
● Take ads out for
keywords you already
rank well for organically

14. Maps

15. Maps
Tips
● Fill out your entire GMB
profile...DUH

16. Maps
Tips
● Get the most reviews
○ Call
○ Email
○ Get 5 Stars
○ Bribe employees with
$$$

17. Maps
Tips
● Use BrightLocal
● Link to location pages
● Take photos and videos
● Get categories right

18. SEO/Content/PR

19. SEO/Content/PR
Improve Site Speed
● Slow sites ruin everything
● Get on WPengine
● Buy a CDN
● Put scripts in footer (best
= use GTM)
● Ignore site speed grades

20. SEO/Content/PR
Link building locally
● Local link building is
powerful when you treat
it as community first.
● Think PR not Link
● Businesses have done
just fine without links...

21. SEO/Content/PR
Reaching out to local magazines
● Search “KW + Location”
● Identify local sites that
rank
● Build relationship with
editor

22. SEO/Content/PR
Location Pages
● Requirements.
● Suppliers and Distributors.
● Why is what you do important to the local community?
● How is your approach to it unique to this area?
● Resources for better buying experience?
● Tips for doing or selecting what you offer in that area?

23. SEO/Content/PR
Guest Post
● Write for industry partners
and link to your service or
location pages
● Build links to pages not
domains
Helpful post:http://bit.ly/2fVZVia

24. SEO/Content/PR
CTR=More Leads
● Improve CTR for Core Pages
○ (44+ 5-Star Reviews)
○ (Trusted by Your Neighbors)
○ (Voted Best … by Yelp)
○ (Next to the Mission Viejo Mall)
○ (10% off First Time Customers)

25. SEO/Content/PR
Yelp
● Get your categories
right
● Find what ranks
organically and make
sure you show up
● Get reviews

26. SEO/Content/PR
Script
Hi Jon Doe,
I hope you had a great weekend. Did you ever have a chance to leave us a review? If
not, we would really appreciate if you could leave us a stellar review on Yelp.
You can find our page by typing: “directive consulting yelp” and clicking on the first link.
I hope you have a great week!
Thanks

27. SEO/Content/PR
HARO
● Pitch on you. Not your services.
○ Ex. Plumber can pitch on GA… “we
use GA to…”
○ Ex. Accountant can pitch on sales: “we
send letters to all micro-conversions...”
● Ask to link to service pages
○ Suggested URL: htttps://...

28. SEO/Content/PR
Mixing it all together
● Create
Content
Around
Conversions

29. SEO/Content/PR
Mixing it all together
● Test title copy on
branded search terms
● Integrate across SEO &
PPC

30. Social

31. Social
Tips + Integration
● Local guides win
○ 10+ Dog Trails in (your city/county)
○ Dates for Under $20 in (your city/county)
○ Farmers’ Markets in (your city/county)
That You Need to Visit This Weekend
○ The Ultimate Guide To Craft Breweries in
(your city/county)

32. Social
Tips + Integration
● Upload client list to
create lookalike
audience + retarget

33. Social
Tips + Integration
● Add retargeting script
to confirmation page
to earn reviews at
scale

34. Social
Tips + Integration
● Promote your best
reviews across FB
and Twitter

35. THANK YOU!
Garrett Mehrguth, CEO