2013 Local Search Rankings presentation for Pubcon Las Vegas by Michael Dorausch

1. Local Search Rankings
@chiropractic

2. Pubcon Las Vegas 2013

3. Who’s Here?
SEO Agencies
Independent SEOs
Small Business Owners/Employees
Local Search Specialists/Company Reps
…and a Los Angeles Chiropractor 

4. Our Goals
• Become a trusted local business
• Increase customer engagement
• Influence customers to leave + reviews

5. Hi, my name is Michael
Chiropractor by choice, SEO by necessity.
@chiropractic

6. Your Face Here

7. Identify Your Community
Employ someone (or team) to track data
and identify who you serve.
SEOs: Make this homework for clients!

8. Internal Questions
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What is our Social Media Policy?
What is our Photo Policy?
What is our Mobile Phone Policy?
Where are we Strong/Weak?

9. External Questions
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How did you hear about us?
Did you have any problems getting here?
Did you use a mobile device, navigation?
Do you like your phone?
Do you use the map features?

10. Customer Categories
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Power Users, Elites, Pit Bulls
Garmin, Navteq & GPS Users
iPhone / Nokia / Samsung Fans
Foursquare, Yelp, Google, FB, etc…
Gmail vs Yahoo vs MSN vs AOL

11. Community Categories
Check Ins
Reviews
Photos
Content (UGC)

12. Always Ask Questions
• Is that the new iPhone? What happens
when…

13. Local Branding

14. Location-Based Services
(My Findings)
Work best for locations that are hip,
trendy, and frequented regularly.
Think Coffee House vs. Local Dentist
Hard Rock Hotel vs. Embassy Suites

15. Location-Based Services
(My Findings)
People check in to hip/trendy places, even
if not actually there.
“Drive by check ins”

16. Why use Foursquare?

17. Why use Foursquare?

18. Why use Foursquare?

19. Why use Foursquare?

20. Why use Foursquare?
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Because friends use it
Find new places and tips
Useful when traveling
Discounts, free drinks/desserts
Useful at conferences
Habit

21. Location-Based Services
• High Check-in Potential = Push it!
• Low Check-in Potential = Get Creative
• Twitter Tie-in Rocks!
Do not give up on LBS just yet. 

22. Reviews
• Early Adopters
• We once called them “testimonials”
• Establishing group-held beliefs about
how members of society should behave
in a given context.

23. Review Everything Local: 2005

24. Reviews

25. Acknowledge Quality Service

26. Quality service is customarily
acknowledged with a positive
online review.

28. Local Content
It’s predictable and repeatable!

29. Las Vegas
Rock 'n' Roll Marathon
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Thousands of Runners
Hundreds of Volunteers
Dozens of Sponsors
Road Closures, Photo Ops, Maps
Targeted Localized Opportunity
Repeatable & Predictable!
Sunday, November 17, 2013

30. Las Vegas Marathon
3 things: when, where, how?
Before: where to park, course map
After: photos and results

31. Location + Events Prep
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[City] Marathon (or 5K, 10K, Half Marathon)
Maps (course, parking, start & finish)
Highlight on Volunteers (happy stories)
Photos (Flickr page, blog, Google+, FB, etc…)
Video (YouTube, Embed on Blog)
Race Results (Blog post w/links)
Twitter (Engage community and use hashtags)
Success Stories (focus on community)
Sprinkle in Local Links/Citations

32. Local Event Content
Plan ahead, be encouraging, be real.
Be the local evangelist in your community!

33. Local Business Investment
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Purchase a Camera and use it!
Photos in blog posts
Flickr account
Consider Creative Commons
Great source of links!

34. Photos

35. Local Homework
Walking improves local search rankings.
Cycling improves local search rankings.
Get out and exercise!
Bring your camera!

36. Get Connected
@chiropractic
planetc1@gmail.com
michaeldorausch.com