Mike Blumenthal, LocalU.orgGetFiveStars.com

The Decline of Local Media

What is Local Search?

Local Search = Local Brand “Brands are the solution, not the problem. Brands are how you sort out the cesspool [of the internet].” Eric Schmidt

What is Local Search?

Why is Local Search Important? Comscore.com 12/13 | Google 03/10 |Mihm 6/12 | Ed Parsons/Google 11/12

Why is Local Search Important The Buying Process

Sources:eMarketer

Why is Local Important

Why is local search important? When looking for new insurance provider, where would you begin your search?

Why is local search important? When looking for new insurance provider, where would you begin your search?

Why is local search important? When looking for new insurance provider, where would you begin your search?

Why is local search important? When looking for new insurance provider, where would you begin your search?

Why is local search important? When looking for new insurance provider, where would you begin your search?

Where is Local Search? Source: AAA/Blumenthal Which of the following on-line sites have you used regularly to find local businesses?

Where is Local Search? Source: AAA/Blumenthal Which of the following on-line sites have you used regularly to find local businesses?

Why is Local Search Important? Comscore.com 12/13 | Google 03/10 |Mihm 6/12 | Ed Parsons/Google 11/12

Why is Local Search Important? ~ 02/13/10 Barbara Oliver “Hi Mike, this week 6 new customers in the store based on reviews alone. 6 sales, have I mentioned lately how much I love you? If we continue to do this right, I can forego some of the expensive advertising and build up my wallet and our businesses. WooHoo Thanks!”

Why is Local Search Important?

1600 X 900

Yellow Pages Difficulty: Easy Cost: Expensive Service: Phone & Rep Service Google Places Difficulty: More Complicated Cost: Free Service: Do It Yourself Difference between Yellow Pages & Google

Other Differences with Google Places Business Listings are Assembled by Computer Listings Displayed Across Different Array of Devices & Technologies

How Does Google Assemble a Business Listing

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Mobile Maps Google Directories Google Car Google SMS Google Maps Google TV Google Places Navigation Latitude Google Local One Box Listings display across different array of devices

Mobile Maps Google Directories Google Car Google SMS Google Maps Google TV Google Places Navigation Latitude Listings display across different array of platforms

Steps To Ranking Your Listing Before You Start Providing A Baseline Presence Enhancing Your Standing

Before You Start Review business name & address (NAP) One name Every Place off-line and on One Phone Number (avoid Call Tracking)

Before You Start Provide Excellent Customer Service

Before You Start Pick the right categories. Write a great business description. Gather Digital Assets. CHECK FOR PROBLEMS

Before You Start – Check for Problems Have you moved? Changed Phone Numbers? Changed Names? Used Call Tracking? Built on a New Road? Used an (unethical) SEO firm in the past?

Check for Problems NAP Audit - Moz.com/local

Check for Problems

NAP Audit - Google Maps Duplicates

Providing a Baseline Presence Establish Trust with Google’s Algo Have your contact info clearly visible on you website WHOIS Domain Record Public (Not private) Claim & Verify Your Business Listing w/ Google

Providing a Baseline Presence NAP+W – Consistent name, address, phone & website on: Legal Documents Phone Directories Update Your Listing W/ Google’s Primary Providers Localeze, infoUSA, Axciom (Factual) Update Listing W/ Important Directories Bing, Yelp, Facebook, 4Square, YP, Superpages,

Providing a Baseline Presence

Claim Other Important Local Listings: Local & Regional Business sites etc. Chamber, BBB (pd) Claim Industry Specific Directories Calculateme, Provider Sites etc. (Note: You claim it. You own it.)

Providing a Baseline Presence

Branded Search

Unscientific Take on Local Ranking Factors Sources: David Mihm Local Ranking Factors

Enhancing Your Standing Increase your Relevance & Prominence

Enhancing Your Standing Increase Your Rank (Prominence): Citations Links

Unscientific Take on Citations & Links Sources: David Mihm Local Ranking Factors

What is a Citation? Any online content that Google can associate with your Location. Includes Business Name Or Number 1 or more of the following: Phone Number Address Link

Citation Examples (in order of importance) #2 No Links v Barbara Oliver & Co Jewelry was great helping me find an engagement ring for my fiancée. Give her a call at Barbara Oliver and Co Jewelry 5820 Main Street Suite 311 Williamsville, NY (716) In a Directory: In a newspaper article or blog post:

Citation Examples (in order of importance) #1 Links on Business Name, Web URL or Keyword v Barbara Oliver and Co Jewelry Main Street Suite Williamsville, NY (716) Barbara Oliver and Co. Jewelry, 5820 Main Street Suite 311- Williamsville, NY 14221, your source for custom jewelry in Buffalo Barbara Oliver and Co. Jewelry(716)

How Do You Get Citation & Links? Boards you volunteer on Donations to charity Chamber of Commerce Mine Existing Links/Citations The New Currency of Business Relationships

How Do You Get Citation & Links? Scholarships Sponsor Events Training & Education Internships Partner with NFP Making Your Business Newsworthy Online

Who you are & where you are located What you do What you do better than anyone else What people are saying about you TRUST LOCATIO N Local Search = Brand

NAP Audit Claim Top Citations Get Local Citations Get Links by becoming Newsworthy Your To-Do List Make Local Work for You

Mike Blumenthal, LocalU.orgGetFiveStars.com