1. Mike Blumenthal, blumenthals.com/blog mike@blumenthals.com @mblumenthal LocalU.orgGetFiveStars.com

2. The Decline of Local Media

3. What is Local Search?

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

5. What is Local Search?

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

7. Why is Local Search Important The Buying Process

8. Sources:eMarketer

9. Why is Local Important

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

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

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

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

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

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

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

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

18. 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!”

19. Why is Local Search Important?

24. 1600 X 900

25. 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

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

27. How Does Google Assemble a Business Listing

28. LB C Data 1 Data2 Feed 1 Feed 2 Web1Web2User Edits Name YXXXXXX Address XXXXYY Phone YXXXXXXX Web XXX Category XXXX Reviews XXXX GeoInfo XXX Citations XXX Additiona l Details XXX LB C Data 1 Data2 Feed 1 Feed 2 Web1Web2User Edits Name YXXXXXX Address XXXXYY Phone YXXXXXXX Web XXX Category XXXX Reviews XXXX GeoInfo XXX Citations XXX Additiona l Details XXX LB C Data 1 Data2 Feed 1 Feed 2 Web1Web2User Edits Name YXXXXXX Address XXXXYY Phone YXXXXXXX Web XXX Category XXXX Reviews XXXX GeoInfo XXX Citations XXX Additiona l Details XXX LB C Data 1 Data2 Feed 1 Feed 2 Web1Web2User Edits Name YXXXXXX Address XXXXYY Phone YXXXXXXX Web XXX Category XXXX Reviews XXXX GeoInfo XXX Citations XXX Additiona l Details XXX LB C Data 1 Data2 Feed 1 Feed 2 Web1Web2User Edits Name YXXXXXX Address XXXXYY Phone YXXXXXXX Web XXX Category XXXX Reviews XXXX GeoInfo XXX Citations XXX Additiona l Details XXX LB C Data 1 Data2 Feed 1 Feed 2 Web1Web2User Edits Name YXXXXXX Address XXXXYY Phone YXXXXXXX Web XXX Category XXXX Reviews XXXX GeoInfo XXX Citations XXX Additiona l Details XXX LB C Data 1 Data2 Feed 1 Feed 2 Web1Web2User Edits Name YXXXXXX Address XXXXYY Phone YXXXXXXX Web XXX Category XXXX Reviews XXXX GeoInfo XXX Citations XXX Additiona l Details XXX MyBiz Dash. Data 1 Data 2 Feed 1 Feed 2 Your Web Site Web2User Edits Name YXXXXXX Address XXXXYY Phone YXXXXXXX Web XXX Category XXXX Reviews XXXX GeoInfo XXX Citations XXX Additiona l Details XXX

29. 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

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

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

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

33. Before You Start Provide Excellent Customer Service

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

35. 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?

36. Check for Problems NAP Audit - Moz.com/local

37. Check for Problems

38. NAP Audit - Google Maps Duplicates

39. 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

40. 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,

41. Providing a Baseline Presence

42. 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.)

43. Providing a Baseline Presence

48. Branded Search

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

50. Enhancing Your Standing Increase your Relevance & Prominence

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

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

53. 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

54. 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 716-204-1297 Barbara Oliver and Co Jewelry 5820 Main Street Suite 311 Williamsville, NY 14221 (716) 204-1297 In a Directory: In a newspaper article or blog post:

55. Citation Examples (in order of importance) #1 Links on Business Name, Web URL or Keyword v Barbara Oliver and Co Jewelry - 5820 Main Street Suite 311 - Williamsville, NY 14221-5776 - (716) 204-1297 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) 204-1297 http://www.barbaraoliverandco.com

56. 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

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

58. 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

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

60. Mike Blumenthal, blumenthals.com/blog mike@blumenthals.com @mblumenthal LocalU.orgGetFiveStars.com