This is my slide deck from SMX west on the Local Search Hard Tatics

1. Onsite Local SEO Tactics
for Conversion and Ranking
Mike Ramsey
NiftyMarketing.com
@NiftyMarketing
gplus.to/MikeRamsey

2. @NiftyMarketing
Solid Onsite
Tactics Will
Increase
Your…
1. Google Places Ranking
2. Organic Ranking

3. @NiftyMarketing
but
MOST
Importantly…
Onsite Tactics Increase Conversions

4. @NiftyMarketing
More Phone Calls
This is what you get by implementing onsite tactics

5. @NiftyMarketing
Less Time Playing Angry Birds at Work
This is what you have time to do because of increased calls

6. @NiftyMarketing
You Happy
Angry birds
Sad
With More Money
Our clients report on average 3 hours less per week playing
angry birds, angry birds rio, and angry birds seasons.

7. @NiftyMarketing
URL’s and Local
Search

8. @NiftyMarketing
For a Single Location Company….
Use the
HOME PAGE URL on
your Google Places
Listing

9. @NiftyMarketing
Determine your 5 category choices for Google places (and other
services added in the Additional Details Section)
Example: Yourwebsite.com/services/car-accident-attorney.html

10. @NiftyMarketing
1st Organic
Listing is
Service
Page
Position B
in Google
Places
Listing
Having 2 Pages Ranking is better than having 1

11. @NiftyMarketing
For a Multi Location Company….
Use a
Local Landing Page on
your Google Places
Listing
Exmaples: mycompany.com/utah/salt-lake-city/
mycompany.com/salt-lake-city/

12. @NiftyMarketing
Then Use your Home Pages OR service pages to
rank organically
1st Organic
Listing is
Home Page
Position C in
Google
Places Listing

13. @NiftyMarketing
Title Tags and
Meta Description

14. @NiftyMarketing
We looked at 50 companies in different markets
& categories who ranked position A in maps.
76% listed city/location in title tag
82% listed keyword/category in title tag
78% listed business name in title tag
Research from Friday, Feb 21st 2012

15. @NiftyMarketing
This is what I recommend:
I do think you need your phone in either the description or title.

16. @NiftyMarketing
Call to Action

17. @NiftyMarketing
Calls to action are the most common missing
element on local sites.
If visitors aren’t told what to do on your site…they get confused
and leave.

18. @NiftyMarketing
Make it BIG enough to matter!
Not this

19. @NiftyMarketing
Make it Phone and Form!

20. @NiftyMarketing
Never Stop Testing
Through testing calls to action we have increased clients
leads by 20-65%

21. @NiftyMarketing
Remember that is is easier to double your leads
with the traffic you already have.
Than to double your leads by doubling your
traffic in a local market.

22. @NiftyMarketing
NAP + MAP

23. @NiftyMarketing
Name, address, phon
e info and other
business info.
Custom Google
MyPlaces Map

24. @NiftyMarketing
1
3
Use the Tools
Custom Google
2 MyPlaces Map
Click Create Map
To create a custom map visit google.com/maps and follow
the above instructions.

25. @NiftyMarketing
Your NAP can be properly coded in both
Schema and hCard on a site.
hCard Address
Schema Address
in sidebar
2 is always better than 1. Especially when engines can’t
decide which one they want.

26. @NiftyMarketing
Use these tools to create the code
microformats.org/code/hcard/creator
schema-creator.org/

27. @NiftyMarketing
Correct markup could be a factor in getting
this…
A Map +Box on your organic listing (KML file could be a
factor as well)

28. @NiftyMarketing
KML File +
Geo Sitemap
KML = Keyhole Markup Language

29. @NiftyMarketing
KML FILE
Geo Sitemap
Tip: Use GeoSitemapGenerator.com to create these. EASY!

30. @NiftyMarketing
Are both
uploaded to your
site.
Geo Sitemap KML File
Creates This…
Is Submitted to..
Which lets
Google know
where this is..

31. @NiftyMarketing
KML data could be a factor in getting
“Landmark Status” in Google Maps…
TIP: If you’re a landmark in Google Maps, That probably means
they trust your location.

32. @NiftyMarketing
Add your geo sitemap + kml
file to your site sitemap to
guarantee that Google finds
it.
My Mother-in-Law always says, “If its worth doing it’s worth overdoing.”

33. @NiftyMarketing
Imagery That
Works

34. @NiftyMarketing
Images of you/your staff

35. @NiftyMarketing
Don’t do this…

36. @NiftyMarketing
A real review…

37. @NiftyMarketing
Images of your Location or Vehicles
Help searchers recognize and be comfortable with your local
business location/vehicles easily with website images.

38. @NiftyMarketing
Images of your Service or Product
Your imagery should show what the customers money gets.

39. @NiftyMarketing
Test Your Images effect on Conversion!
VS

40. @NiftyMarketing
Trust Symbols

41. @NiftyMarketing
National Trust Symbol

42. @NiftyMarketing
Industry Trust Symbol
Find by searching for “industry + certification” “council” etc.

43. @NiftyMarketing
Local Trust Symbol

44. @NiftyMarketing
Testimonials

45. @NiftyMarketing
Markup Your Testimonials
Use microformats.org/code/hreview/creator to learn the code.

46. @NiftyMarketing
Testimonials are not as trustworthy as 3rd
party reviews but…
+52%
Testimonial lead to a 52% Increase in CTR on a keyword

47. @NiftyMarketing
Here’s How…

48. @NiftyMarketing
WTF?
DOUBLE
STARS?

49. @NiftyMarketing
Test ALL your markup with this tool…
Use google.com/webmasters/tools/richsnippets to test.

50. @NiftyMarketing
Google+ Integration for Places
This one Spotted by: Mike Blumenthal (Professor Maps)
Use google.com/webmasters/tools/richsnippets to test.

51. @NiftyMarketing
How+ to Integrate for Places
1
2
Re=“author”
tag in Nav
Link to G+
3
Link to about
me page on G+
This one Spotted by: Linda Buquet
Use google.com/webmasters/tools/richsnippets to test.

52. @NiftyMarketing
Individual
Location Page
Map/Nap Calls to
action
Testimonial
Service/Locat
ion info
Reviews
Links
Trust
Symbols
Picture of Staff

53. Onsite Local SEO Tactics
for Conversion and Ranking
Mike Ramsey
Thank You!
NiftyMarketing.com
@NiftyMarketing
gplus.to/MikeRamsey