In this presentation, we uncover ways your business can be found locally by using basic local SEO tactics.

1. Local SEO 101
An Introductory Guide to Local Search Engine
Optimization

2. Who is this guy?
Kaled Fattah | Online Marketing Specialist
@kalfatt
 Local Search Expert
 Focused on Search Engine Optimization
 Participates in the development of client strategy
and implementation for Search, Social
Media, Conversion Optimization, and Content
Marketing
 Fathom Ping Pong Doubles Champion

3. Local Search Engine Optimization is the practice
of improving the quantity and quality of traffic
from searches with geographic intent.
How is Local SEO different from Normal SEO?
Local SEO targets users on a local level rather than
nationally, subsequently rankings in geographic areas, online local
business listings, and local focused content are essential.
What types of businesses need Local SEO?
Any business with local customers. If a business has a physical
location, or local phone number, you should be doing local SEO.
What is Local SEO?

4. Why Local SEO is So Important
There are well over 10 billion unique searches done each
month, and that’s just in the United States! Of those searches,
• 20% of Desktop queries have local intent
• 50% of Mobile queries have local intent
There are OVER TWO BILLION unique Local searches per month on Google
from Desktop computers in the U.S. Google and Yahoo, and Bing have
made dramatic shifts in how they return results, and all the trends point to
Local.
Additionally, mobile search is exploding. Approximately one in five searches
is performed from a mobile device, and mobile searches primarily pull their
results from Local Search Engines. All of this is to say, the potential to attract
new customers via Local Search is tremendous.

5. Anatomy of Search Engine Results
For local searches, Google tends
to return results that include a
blend of both website and local
information, mostly from Google
+Local pages.
Since the Spring of 2012, Google
has significantly increased the
percentage of "Blended“ results
for local searches meaning it's
Important to claim & optimize
Google +Local profiles, and local
business listings.

6. Local Search Results
In addition to
basic business
information
(business name,
address, and
phone number,
local search results
display links to
Google+ pages,
reviews, directions,
business images,
and other Google
products such as
street view.

7. Top Local Search Ranking Factors
1. Physical Address in City of Search (Approximate to Centroid )
2. Proper Business Category Associations in Business Listings
3. Accurate & Complete Business Citations
4. Domain Authority of Website
5. Reviews – Velocity, Quantity, Keywords in Reviews.

8. Claim Your Local Business Listings
Claiming your listings gives you control over how the search
engines index you and prevents spammers from hijacking them.
This can also improve your search engine rankings and bring you
more traffic.

9. How to Check Your Local Listings
See how your business is listed on Google, Bing, and other major local
search engines. Getlsited.org and Yext.com provide free,
• Listing Snap Shots
• Listing Completion Reports
• Listing Accuracy Reports

10. Submitting Local Business Listings
• Categories – select relevant categories accurate
to your business.
• Consistent Business Information – use the exact name, address,
and phone number for all profiles. Include hours, payments
accepted, and other relevant details.
• Local Phone Number – if possible use a local phone number, some local
directories reject listings without local phone numbers.
• Optimized Business Descriptions – optimize description for location and
product/service keywords.
• Products/Services – list all relevant products and or services
• Service areas – if applicable specify service areas, this is feature is
available in Google+ Local that can help make your listing more relevant
to specific search areas.
• Logo, Photos, Videos
• Coupons & Special Offers

11. Google+ Local
Claiming Google+ Local is an imperative. As mentioned
earlier this listing is what appears in local search results on
Google. Google+ Local Listings ranking factors Include:
• Proper Category Associations
• Local Area Code on Place Page
• Product / Service and Location Keywords in Business Title
• Association of Photos with Page
• Product / Service and Location Keyword in Place Page Description
• Product / Service Keywords in Place Page Custom Attributes
• Number of Actions Taken by Searchers on a Place Page
• Association of Videos with Place Page
• Inclusion of Offer on Place Page

12. Top Citation Sources
The Best Local Citations by City and Category
Getlisted.org provides
recommendations for where to
get your business listed on local
websites and directories, and on
websites in your industry.

13. Universal Business Listings
UBL.org distributes your enhanced listing to the key underlying
databases that provide anchor data to major search platforms.
Other services:
Quick Local Listings Submission

14. Online Reviews
52% of users said that positive online reviews
make them more likely to use a local business
How Do I Get More People to Review My Business?
 Advertise and link to your profiles on the major search engines on
your own website.
 Create a “How to Leave a Review” Page on your site with detailed
instructions for visitors
 Include a link to a site where recipients can leave a review in the
signature of all email communications.
 If your customer has an obvious email address, such as @Gmail.com
or @Yahoo.com, simply ask them to review your business using that
particular search engine.
 Do not manipulate reviews!

15. Onsite Local SEO
Just as important as offsite efforts in Local SEO is an
optimized website.
 Titles, Meta Descriptions, and Headers –
optimized for location and product/service keywords
 Local content – targeted for location and product/service keywords
 Schema code – markup code allows search engines to easily identify and
categorize content, schema code should be used for business information
including address, phone numbers and can be used for such things as reviews
and recipes. your full business contact information in rich snippet format on the
site.
 HTML Onsite NAP matching +Local page NAP. It’s more important than ever
that Google be able to associate your +Local page with your website.
 KML File on Domain Name – KML files help validate accurate business contact
information.

16. The Ultimate Local Landing Page
“The Ultimate Local Landing Page”
is a resource guide I created for optimizing
onsite location page(s).
Consider all the local related
content you can include on a
location page to enhance your
visitors experience and to optimize for
search engines.

17. Local SEO Resources
• David Mihm for SEO Moz:
http://www.seomoz.org/users/profile/439609
• Local Search Ranking Factors:
http://www.davidmihm.com/local-search-ranking-
factors.shtml
• Mike Blumenthal’s Blog: http://blumenthals.com/blog/
• Search Engine Land’s Local SEO Column:
http://searchengineland.com/library/local-search/
• Andrew Shotland's Blog:
http://www.localseoguide.com/
• Nifty Marketing Local Search Blog:
http://niftymarketing.com/