This document provides tips for local businesses to improve their search engine results and online presence through a combination of paid, local, and organic strategies. It discusses analyzing local search engine results pages by industry, setting goals for paid search campaigns, optimizing Google My Business profiles, creating location-specific content, linking to these pages through guest posts and HARO pitches, and promoting positive reviews across social media. The overall recommendation is to test various digital marketing tactics and integrate successful strategies across paid, organic, and social channels using content focused on local conversions.

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