local seo for small business

Lunch & Learn: Local SEO for Small Businesses

Presenter: Date: Location:

Anna Hutson & Alex Peerenboom January 9th, 2013 Formic Media

Formic Team Local SEO for Small Business

• Launched in 2008 to service small business & partners

• Specializes in search, social and website development

• 100% of Account Team Google AdWords & Google Analytics Certified

• 7 employees & 45+ clients • Strategic partnerships (SEMA, AlphaGraphics,

etc.) • Focus on education via monthly Seminar Series

Agenda Local SEO for Small Business

• Local Search Overview • Top Factors Affecting Local Search

• Google and Local SEO (Google+ Local)

• The Future of Local

Lunch & Learn Local SEO for Small Business

Local Search Overview

Local Search Overview Local SEO for Small Business

• Why is Local SEO so important? • Roughly 30% of all searches have local

intent (comScore)

• Google says 40% of mobile searches have Local Intent; Microsoft cites 53%.


5,259,600,000 searches per MONTH have local intent!


• So what, what does that mean for you? • 50 million Google Place pages globally

• Only 4 million have been claimed globally

• 2 million in the US (out of roughly 25

million in the US)

Huge Potential and Opportunity!


• Requires a different mindset than traditional SEO

• Organic SEO is about optimizing websites/off-site factors

• Local SEO is about optimizing locations in addition to traditional organic optimization

• Local search has its own set of ranking factors


• Traditional SEO • Ranking algorithm consists of on-site SEO and

off-site (i.e. inbound links) ranking factors

On-Site Ranking Factors (Title/Meta/etc)

Off-Site Ranking Factors (links)

Local Search Factors Local SEO for Small Business

Top Factors Affecting Local Search


David Mihm, Local Search Ranking Factors, Volume 5, Published June 11 th, 2012 (http://www.davidmihm.com/local-search-ranking-factors.shtml)

The David Mihm Survey “Participants were asked to rank 90 possible positive factors and 18 possible negative factors that drive Google's Local Search algorithms. Participants were asked to rank the positive factors based on the following question: ‘When Google ranks a business in its Local Search results, I believe this is the ____ overall most important factor in those rankings.’ Results were then tabulated via inverse scoring, where the #1 ranked factor received the most "points" for that question, and the lowest-ranked factor received the fewest points. Thus, the more factors deemed irrelevant by a particular respondent, the heavier the weight given to the factors that they did rank.”

http://www.davidmihm.com/local-search-ranking-factors.shtml









David Mihm, Local Search Ranking Factors, Volume 5, Published June 11 th, 2012 (http://www.davidmihm.com/local-search-ranking-factors.shtml)










Google+ Local


Merging G+ Business Page with G+ Local: 1. Login as manager of G+ Business page and

ensure all necessary fields are public (Name, Address, Website, Email) by clicking on the Unverified icon:


Merging G+ Business Page with G+ Local: 2. Click the Unverified icon again to bring up

the option to verify:


Merging G+ Business Page with G+ Local: 3. Select your specific business address (from

the Google+ Local Page) and click Request postcard:


Merging G+ Business Page with G+ Local: 4. After receiving the postcard in the mail, enter

the PIN at google.com/local/verify:


Benefits:

• Multiple managers • Google+ Benefits

• Ability to segment followers • Hangouts • Google+ Events


Common Questions: • Can a G+ Page link to multiple G+ Local Pages?

- No.

• Can a G+ Page other than “local business/place” category merge with G+ Local? – No.


Common Questions: • What if I operate with a service area? – Merging

is only supported for businesses with locations that customers can visit.

• What if they live on separate accounts? – Doesn’t matter as postcard will complete verification.


Common Questions: • What account do I manage? – Use the social G+

account to post updates, use the G+ Local account to view analytics.

• What if I am a brand new business? – Google recommends building a Google+ Page within the local business/place category.


What’s in the Future?

• Social influence might factor more: the number of Circles that include your business, number of +1s, etc.

• Improved dashboard for merged pages.

• Mobile: • Apple Maps vs. Google Maps • Mobile payments

What We Do

Services

Local SEO for Small Business

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

Thank you!

Contact John McPhee for more information [email protected]

503.517.9059 x122


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