In this webinar we explore the main issues which Service Area Businesses (SABs) face with local search and how these can be overcome. SABs often struggle to gain prominence in local search due to their lack of a physical location, or their reluctance to promote their location. Google+ comes up short when catering to the needs of SABs so just what can they do to gain traction in local SERPs and start winning new customers? Webinar presenters: We are joined by 2 people who have all (well most!) of the answers! Matthew Hunt runs successful Toronto-based local consultancy Small Business Online Coach and handles search marketing for many SABs across a number of different sectors. Matt is a highly knowledgeable & engaging speaker and is a regular commentator on industry developments. He also contributes to the annual Local Search Ranking Factors Survey. Thomas Ballantyne is Marketing Director of Bulwark Pest Control, a highly successful Pest Control business operating in 13 metropolitan areas across the US. Thomas has over 8 years experience of marketing an SAB business and is a regular speaker at search events and a contributor to the Local Ranking Factors Survey. Agenda: - Key Issues Facing SABs in Local Search - Google+/Places Optimization (for SABs) - Citation Tactics & Opportunities (for SABs) - Review Generating Tactics (for SABs) - On-Site Optimization, Content & Landing Page Strategy (for SABs) Speakers: - Matthew Hunt - Search Engine Marketing Expert - www.smallbusinessonlinecoach.com - Thomas Ballantyne - Marketing Director - www.bulwarkpestcontrol.com

1. Dec 5th 2013
‘Optimization for Service Area Businesses’

2. ‘Optimization for Service Area Businesses’
Agenda:
Key Issues Facing SABs in Local Search
Place-Page (Google+/Places) Optimization
On-Site Optimization
Citation Opportunities & Tactics
Reviews & Reputation
3 Top Tips

3. House keeping…
Live Q&A and chat Q&A
Webinar is being recorded
Recording available by Monday
No webcam view (boo…)
Slidedeck uploaded to slideshare.net
Follow up email with all details

4. Polls Running
Run 3 polls during the webinar
Sample of 500+ Marketers/SEOs/SMBs
Understand how YOU see these changes
Show the results at end of the Q&A

5. Speakers
Thomas Ballantyne
Matthew Hunt
bulwarkpestcontrol.com
smallbusinessonlinecoach.com

6. Hosts & Help
Myles Anderson
Linda Buquet
Colan Neilson
BrightLocal.com
Localsearchforum.com
Imprezziomarketing.com

7. 1st Poll
What are the 2 biggest
issues/frustrations with optimizing
an SAB?

8. Main challenges facing SABs
Location/Address visibility
Location Strategies
Ranking in widest / optimum service area
Citation building without address
Reputation Management

9. Place Page Optimization
Address display or hide
Virtual office / Alternative location use
Setting service area
Category Selection

10. 2nd Poll
Which of these NAP tactics do you
use right now?

11. On-site Optimization
NAP strategy
– Single location & multi-location biz
Site structure & Landing page strategy
– Single location & multi-location biz
Content strategy
Call tracking – do’s & don’ts

12. Citation Options & Strategy
Value of citations for SABs
Citations vs. Links
Show or hide address?
– Citations which don’t require an address

13. ‘Private’ Citation Sites (US only)
AngiesList.com
Bing Business Portal
BrownBook.net
CitySearch.com
CitySquares.com
EZLocal.com
HotFrog.com
iBegin.com
Kudzu.com
Local.BOTW.org
Local.com
LocalEze.com
Manta.com
MapQuest.com
MerchantCircle.com
MyBusinessListingManager.com
Nokia (here.com/primeplaces)
SuperPages.com
Yahoo
YellowBot.com
Yelp.com
YP.com
Source: LocalVisibilitySystem.com (http://bit.ly/1ila2HN)

14. Reviews & Reputation
Importance of Reputation
– Reputation is more than just reviews
Review strategy
– Review funnel
– Reviews ‘in the field’
– Engaging others in the business

15. Review Strategy – ‘inside track’
An ‘Insiders’ guide to establishing an
effective review strategy within an
SAB.

16. Higher review count = higher referral rate.
Highest Quantity
of online reviews
Top 3 Referral Rates –
Percent Rate over Average
Metro Area 1
Metro Area 2
Metro Area 1 - +3.83%
Metro Area 2 - +3.16%
Metro Area 3
Metro Area 3 - +0.40%
@Thos003

17. Reviews = Higher Customer Satisfaction
CSAT scores
Went up from
94% Recommended
to 97% Recommended
after asking for #reviews.
@Bulwark_Ext
@Thos003

18. My Review Strategy
1. Don’t Suck
2. Make it Personal
3. Ask when it’s hot
4. Fix bad reviews
@Thos003

19. 3rd Poll
Do you have a tried & tested review
strategy?

20. ‘Optimization for Service Area Businesses’
3 Top Tips for SABs

21. Thomas’ Top 3 Tips
 Know thy NAP
 Best way to write address (Check Google)
 Best page to use
 Be Consistent
 List NAP on your own site
 Implement Review Strategy
Thomas Ballantyne
bulwarkpestcontrol.com

22. Matt’s Top 3 Tips
Clean NAP
– particularly for franchise – own those local phone numbers
Build Citations based on relevancy
– Get the standard top 50-75 citations
– Drip in 25-30 new ‘relevant’ citations/month (city & industry)
Unique pages of content for each area you serve
– search engines rank and index web pages not websites.
Matthew Hunt
smallbusinessonlinecoach.com

23. ‘Optimization for Service Area Businesses’
Poll Results

24. Poll 1 – What are the 2 biggest
issues/frustrations with optimizing an SAB?
30%
25%
26%
22%
20%
18%
15%
18%
Public NAP
Service Area
16%
10%
5%
0%
Reviews
Site Content
Citations

25. Poll 2 – Which of these NAP tactics do you use
right now?
50%
45%
40%
35%
30%
25%
20%
15%
10%
5%
0%
46%
21%
17%
10%
Virtual Office
Call Tracking
Nos.
Employees
Homes
6%
PO Box Add's None Of These

26. Poll 3 – Do you have a tried & tested review
review strategy?
45%
40%
42%
35%
30%
25%
27%
20%
15%
10%
16%
15%
5%
0%
Yes, It Works Well
Yes, But Not As
Hoped
Not Yet…
No

27. Upcoming Webinars
Jan (tbc) – Mobile Optimization for Local Businesses
– Gideon Rubin + 1 more
Jan (tbc) – ‘State of the Union’ for Local Search
Feb (tbc) – Optimal Reporting for Local SEOs
– Myles Anderson & Phil Britten
Feb (tbc) – Advanced G+ Optimization
– Linda Buquet
brightlocal.com/insidelocal

28. Recorded Webinars
Jul 10th – The State of Local Search
Jul 31st – Advanced Onsite Local SEO Techniques
Aug 14th – Effective Sales Strategies for Local Agenciesan
Sep 11th – Enhanced Citations for Local Search Greatness
Sep 25th – Reviews & Reputation Management
Nov 21st – Local Ranking Factors debate – Panel Debate
brightlocal.com/insidelocal

29. Keep track & Register
brightlocal.com/insidelocal
localsearchforum.com/insidelocal-webinars

30. That’s all folks!