If you are a local business – a single brick & mortar, multi-location, or even serve customers at their home – you won’t want to miss this seminar. Learn how to increase visibility within the local search results by utilizing specific tactics that directly affect how Google “views” your business online, on social media platforms and on mobiles devices.

1. SoLoMo Marketing
Presenter:
Date:
Wendy Hwang (@Wendy_Hwang )
August 14th, 2013
Social MobileLocal

2. Formic Team
• Launched in 2008 to service small business &
partners
• Specializes in localized search, social, and mobile
marketing
• 100% of Account Team Google AdWords &
Google Analytics Certified
• 8 employees & 45+ clients
• Strategic partnerships (SEMA, AlphaGraphics,
etc.)
• Focus on education via monthly Seminar Series

3. What We Do
Services
Formic Media's pay-per-click (PPC) advertising
services provide small and local businesses
guaranteed visibility within targeted search
results, via paid "sponsored listings".
PAY PER CLICK
Formic Media's search engine optimization (SEO)
services help small and local businesses to
generate visibility within "organic" or “natural"
search engine listings.
SEARCH ENGINE OPTIMIZATION
Formic Media's SEO-friendly website design and
development services provide small businesses
with an affordable, functional and highly visible
Web presence.
WEB DESIGN
Formic Media's social media marketing (SMM)
services enable small and local businesses to
leverage free/ low-cost networks to gain
increased brand awareness.
SOCIAL MEDIA MARKETING
We have created the appropriate processes, tools
and methodologies needed to be efficient and cost
effective for your team and your clients.
PARTNERSHIPS
Attend Formic Media's free monthly search
engine marketing seminars. Learn the latest and
greatest in the search engine marketing industry.
FREE SEMINARS

4. Agenda
Local Search and Google
Popular Social Platforms
Why Mobile is Important
Q&A

5. “Rankings are a by-product of
building your brand”
– Mike Ramsey

6. Local Search

7. • Place Page
• Offsite
• Website
• Mobile Friendly, Click to
Call, Quick Load Time
• Reviews
• Social /Mobile
Factors in Local Search

8. Three Primary Types of Signals Google
takes into consideration for local
rankings:
1. Relevance
2. Prominence
3. Distance
Factors in Local Search

9. Factors in Local Search

10. • Citations
• Business Name, Address, Phone + Website (NAP)
• Consistency is key!
• Clean Up Your NAP or risk duplicate listing
• Structured Citations – Sites or Pages dedicated to business
listings
• YP, CitySearch, Yelp, etc.
• Description & Categories match searcher’s query
• Keywords on Your Website Match Google Place’s field
indicate a match for the searcher’s location
Relevance

11. • Popularity/Credibility
• Unstructured Citations
• Local newspapers, local blog post, referrals from
other websites, etc.
• Reviews & Ratings
• Click Through Rate in Organic Search (???)
• Social Media
Prominence

12. Distance
• IP Address of the searcher
• Reviews
• Social (Explore)

13. • Real time directions around
traffic
• Indoor maps with walking
directions
• Users can find, rate, and see
reviews of local businesses
• Categories - Eat, Drink, Shop,
Play, Sleep
• Takes friend’s reviews &
ratings into account
Google Explore Gets Social

15. Social

16. Social Statistics

17. Social Statistics

18. Social Statistics

19. Facebook Places Nearby

20. Facebook Places

21. Facebook Places

22. Facebook Places

23. Foursquare

24. Foursquare
Statistics
• Launched in 2009
• 33 million users, 1.3 million business
pages
• 3.5 billion check-ins, 30 million tips left

25. Foursquare
Changes from Gamification to Search
• More recommendations in Explore tab
• Interactive Map with Search Categories
• Foursquare for Business app
• Bigger highlighted location photos
• Not only shows nearby but search history

26. Foursquare
Check-in Ads
• Cost is per action
• Taps or Save

27. Yelp

28. Yelp
Statistics
• First business review submitted
in 2004
• Over 108 million people visited
Yelp in Q2 of 2013
• Yelpers have written over 30
million reviews
• 45% of Yelp users access from
mobile

29. Yelp

32. Other Mobile Marketing Tactics

33. Digital Loyalty Apps
Square Digital Loyalty Cards

34. Digital Loyalty Apps
Punchcard
• Digital punch card
• Users can earn points to redeem for gift cards

35. Digital Loyalty Apps
Perka
• Users are able to leave feedback to the
business.
• 2 programs – users can earn per visit or by
amout of dollars spent
• Users can earn via text message

36. Digital Loyalty Apps
PlacePunch
• Location-Based Offers
• Contests
• Check-in Rewards

37. Google Offers
• Free to Use for Businesses & Users
• Easy
• Limited in Image Selection
• Read the Policy Rules
• https://support.google.com/offersbusiness/

38. Apple Passbook
An file system app default on iOS6+
• Boarding Pass
• Coupon
• Event Tickets
• Store Card
• Generic

39. Get ahead

43. “Unfair or deceptive advertising” – FTC (2009)

44. Read Follow the Rules and Policies

45. Ask and You Shall Receive

46. “Rankings are a by-product of
building your brand”
– Mike Ramsey

47. Q & A!
Contact Wendy Hwang for more information
wendy@formicmedia.com
503.517.9059 x129
@Wendy_Hwang