Kat & Mouse | katandmouse.com | facebook.com/katandmouseo Local Search Class By Kathy Long, LSO Local Search Specialist Kat & Mouse SEO & Web Design Class Notes & Resources Class Workbook.xlsx

Kat & Mouse | katandmouse.com | facebook.com/katandmouseo Why be online? 20% of all searched in Google are local. That’s 2.24 billion!! 97% use internet for local business search Yellow Pages are dying

Kat & Mouse | katandmouse.com | facebook.com/katandmouseo Where should you be online? Website Social Media Google Places Yahoo Local Bing Local Everywhere you can! 2 million Places claimed in US – only 2% of total! 1 st place gets 35% of clicks, 2 nd 17%, 3 rd 12% th 2.5%

Kat & Mouse | katandmouse.com | facebook.com/katandmouseo Google Places – Since October 2010 It’s either “pure” results or “blended”

Kat & Mouse | katandmouse.com | facebook.com/katandmouseo Google Places – How to Rank High 1.Proximity 2.Popularity (Prominence) 3.Relevance

Kat & Mouse | katandmouse.com | facebook.com/katandmouseo Google Places – How to Rank High See for more details.

Kat & Mouse | katandmouse.com | facebook.com/katandmouseo Everything Begins with Keyword Research Use Google’s free keyword research tool 1.Jot down 3 or 4 ways you’d search for your website 2.Look for other keywords in Google’s keyword tool. Seek out variations such as roofer, roofing contractor 3.Run the queries. Where is your website? Write it down. Also write down top 5 or 10 competitor’s sites for those keywords. 4. Group keywords into 3 buckets: 1.Lower rank, great term, low competition 2.Lower rank, great term, high competition 3.Higher rank, great term

Kat & Mouse | katandmouse.com | facebook.com/katandmouseo 2: Develop Your NAP NAP = Name, Address, Phone –Consistency across the web is critical! TASK: Search for your phone number on the web. Check to see where your NAP is inconsistent. Make a note of these. FIX THEM!

Kat & Mouse | katandmouse.com | facebook.com/katandmouseo 3: Create your categories Google gives you 5 categories – one canned and 4 custom categories –Look at your competitors –Utilize your keyword research –Use high volume, high conversion keywords like hotel with free wi-fi, pet friendly hotel, cool coffee shop –Don’t spam!

Kat & Mouse | katandmouse.com | facebook.com/katandmouseo Perform Competitive Research Local Search Tool Kit

Kat & Mouse | katandmouse.com | facebook.com/katandmouseo Create and Claim Your Place Google Places Yahoo Local Bing Business Portal Facebook

Kat & Mouse | katandmouse.com | facebook.com/katandmouseo Place Page Optimization Exact or close categories – Try entering city name in 1 or 2 categories. Test. Business name in title – Don’t spam with keywords, be consistent –City keywords in title if possible and applicable Point to a better landing page – contact page Use more info links to add additional links to website, either internally or social sites

Kat & Mouse | katandmouse.com | facebook.com/katandmouseo Place Page Optimization Add photos to Panoramio and geotag Image from blumenthals.comblumenthals.com

Kat & Mouse | katandmouse.com | facebook.com/katandmouseo Place Page Optimization Add videos to Youtube and optimize Free video creator at Image from blumenthals.comblumenthals.com

Kat & Mouse | katandmouse.com | facebook.com/katandmouseo Citations Create articles for inbound links - add NAP Videos - add NAP Facebook Page Research top 10 or more competitors and do what they do and then some more! –Whitespark.ca/local-citation-finderWhitespark.ca/local-citation-finder –Check More info on their Place page for more Example: This class at Parks & Rec

Kat & Mouse | katandmouse.com | facebook.com/katandmouseo More Citations Chamber of Commerce BBB Host/support a philanthropic event Sponsor local events –Query these Location sponsorship Location sponsorship opportunities Location sponsor our event Location “thanks to our sponsors” Location intitel:sponsors Location inurl:sponsors –Create future notifications in Google alerts with location sponsorship for one –Ontolo: Citation ProspectingOntolo: Citation Prospecting –Export Citation list from localsearchtoolkit.comExport Citation list from localsearchtoolkit.com

Kat & Mouse | katandmouse.com | facebook.com/katandmouseo Citation Prospecting Sponsor a local event. Utilize price anchoring when pitching sponsorships Dear Santa Cruz event, The (event) is going to be a great event. I would love to help sponsor it and my business, can contribute $20 for the sponsorship. I look forward to helping support this event to a successful conclusion and reading more about it as it progresses on your website. To your success, Kathy Long Santa Cruz resident and business owner

Kat & Mouse | katandmouse.com | facebook.com/katandmouseo Local directories

Kat & Mouse | katandmouse.com | facebook.com/katandmouseo Local directories Check your site at Enter your site MANUALLY here:

Kat & Mouse | katandmouse.com | facebook.com/katandmouseo Local directories To find more, query: Location directory Location business directory “list of location sites” Location websites Location sites “location sites” “location websites” “favorite links” location “recommended link” location Must do for all Santa Cruz businesses: Wiki Travel -

Kat & Mouse | katandmouse.com | facebook.com/katandmouseo Reviews –Get addresses from customers, segment into gmail and yahoo addresses and ASK –Facebook –Use QR Codes –Use Thumbtack –Brightlocal review tool –Review Triage

Kat & Mouse | katandmouse.com | facebook.com/katandmouseo Website Optimization Business name in title tag City keywords in title tag and H1 tag Web copy –Include your location, a map, your cities served, hours, address, fax number, phone number, directions and other any information you have that establishes your location. –Create page for each location –Internal linking on keywords

Kat & Mouse | katandmouse.com | facebook.com/katandmouseo Website Optimization Example: Query “Roofing contractor detroit” –Not in Places but contractors page shows up in organics. Why? Query “roofer detroit” –#1 in Places Is this site over optimized? Or not optimized well enough? Example: Optimized for nation Pull-down city lists don’t really work Well-done for city it’s located in Tried to show up for Orlando, FL and fails Is this site over optimized? Or not optimized well enough? Example: Query “la jolla housepainter”

Kat & Mouse | katandmouse.com | facebook.com/katandmouseo Website Optimization Example: Query “Santa Cruz Pilates Classes” Query “Santa Cruz Pilates Studio” Query “Santa Cruz Pilates teacher” What do we need to do to rank for all three?

Kat & Mouse | katandmouse.com | facebook.com/katandmouseo Website Optimization Create a GeoSitemap Add rich snippets

Kat & Mouse | katandmouse.com | facebook.com/katandmouseo Website Optimization Location rich snippet Taylor Benefits Insurance Agency 4820 Harwood Road #130 San Jose CA (408)

Kat & Mouse | katandmouse.com | facebook.com/katandmouseo Website Optimization Other rich snippets Schema.org Recommended Hcard – Location Reviews Restaurant Product

Kat & Mouse | katandmouse.com | facebook.com/katandmouseo Link Building Acquire quality links from quality sites with keywords in anchor text –Give free advice –Blog commenting –Forum commenting –Guest blogging –Write remarkable copy –Infographics –Whitepaper, research –Create something another business in your industry (non-competitor) would value

Kat & Mouse | katandmouse.com | facebook.com/katandmouseo Link Building Query these Location “sponsor” Location “our sponsors” Location blog Intitle blog location Inurl:blog location “tags: location” “filed under: location” Location “add comment” Location forum “location forum” Location join Location group

Kat & Mouse | katandmouse.com | facebook.com/katandmouseo Link building Create best Santa Cruz whatever award Guest post about regional issues on local blogs and relate it back to your business Ask for referral on client’s website Offer local promotion Write a glowing review of a local business. Guaranteed that they’ll link to it!

Kat & Mouse | katandmouse.com | facebook.com/katandmouseo Link Building Announce your remarkable content –Build relationships and follows –Facebook –Tweet – –Newsletter –Social bookmarking –Add share, bookmark ability to your website Sharethis.com

Kat & Mouse | katandmouse.com | facebook.com/katandmouseo Set Up Analytics How to Log into google (must have gmail account) From landing page, click Analytics and setup Add code to website Set up webmaster tools Add GeoSitemap 3 analytic tools: Webmaster tools Place analytics Website analytics

Kat & Mouse | katandmouse.com | facebook.com/katandmouseo Other Google Feed of products –How toHow to –How to optimizeHow to optimize Write a book CraigsList ?

Kat & Mouse | katandmouse.com | facebook.com/katandmouseo Other – Social Media DecreasingStableIncreasing

Kat & Mouse | katandmouse.com | facebook.com/katandmouseo Other – Social Media

Kat & Mouse | katandmouse.com | facebook.com/katandmouseo Other – Social Media

Kat & Mouse | katandmouse.com | facebook.com/katandmouseo Social Why should you be there? Social Proof –90 percent of people seek advice from family and friends before making a decision. –80 percent of people delay making a purchase online before they talk to someone. –Social media gives you an opportunity to build trust and relationships. –Google is watching you! They know if you’re popular or not! –They’ll spread the word and link to you!

Kat & Mouse | katandmouse.com | facebook.com/katandmouseo Social The BIG THREE – Facebook, Twitter, LinkedIn –Build your following –Build your credibility, authority and trust –Go where your customers are, not your colleagues Twubs.com to find Twitter groupsTwubs.com Build authority in Q/A sites like Quora, Yahoo Answers

Kat & Mouse | katandmouse.com | facebook.com/katandmouseo Social Make good use of check-ins for targeted advertising, if not now, soon. Get the apps! –Foursquare – Reward your check-ins! –Gowalla – Reward your check-ins! –Yelp – Includes deals! read moreread more –Facebook – lands on wall! –Google – NEW TODAY! Local directory siting! I bet they’ll tie in “ Offers” NEW TODAY! Local directory –Yahoo Local – pulls in deals from Localwww.zozi.com/

Kat & Mouse | katandmouse.com | facebook.com/katandmouseo Summary: 7 ways to dominate 7 pack 1.Add NAP to off-site content 2.Broaden your citation mentions 3.Optimize your website 4.Get more local, anchor text inbound links from directories, press releases, check-in sites, blogs 5.Get reviews 6.Timely updates to your place page 7.Get active in social media

Kat & Mouse | katandmouse.com | facebook.com/katandmouseo

Kat & Mouse | katandmouse.com | facebook.com/katandmouseo What else? PPC Mobile marketing –You need a mobile site! –Geo-targeted text messaging –Check-ins –More on the way!! Deals –Groupon, Living Social, etc. –Google “Offers” –Amazon –Yelp –Facebook?

Kat & Mouse | katandmouse.com | facebook.com/katandmouseo SoLoMo Social + Local + Mobile The new BUZZ

Kat & Mouse | katandmouse.com | facebook.com/katandmouseo In the end Everyone will be doing these steps. What can you do that is more? 1.SEO – Local optimization might be enough today, but NOT tomorrow! You need to keep optimizing with: 1.Better content 2.More backlinks 3.Social involvement and social proof 2.Social Media 1.More followers sharing and tweeting your stuff 3.Take advantage of other marketing tools What Google tells you to do, you should do.

Kat & Mouse | katandmouse.com | facebook.com/katandmouseo Need help? Kat & Mouse takes you to the next level with… Website & Google Places optimization to get Google to take note Link building to move your site above the competition Social Media marketing – Custom landing pages, engagement, website integration to get people singing your praises Mobile Marketing to capture the crowd on the street in the new internet Monthly monitoring and improvements to keep you on top

Kat & Mouse | katandmouse.com | facebook.com/katandmouseo Kat & Mouse Please connect with me LinkedInLinkedIn - Kathy Long LinkedIn: Join Local BizBuzz Group To your success!