In this webinar we explore the main issues which Service Area Businesses (SABs) face with local search and how these can be overcome.
SABs often struggle to gain prominence in local search due to their lack of a physical location, or their reluctance to promote their location. Google+ comes up short when catering to the needs of SABs so just what can they do to gain traction in local SERPs and start winning new customers?
Webinar presenters:
We are joined by 2 people who have all (well most!) of the answers!
Matthew Hunt runs successful Toronto-based local consultancy Small Business Online Coach and handles search marketing for many SABs across a number of different sectors. Matt is a highly knowledgeable & engaging speaker and is a regular commentator on industry developments. He also contributes to the annual Local Search Ranking Factors Survey.
Thomas Ballantyne is Marketing Director of Bulwark Pest Control, a highly successful Pest Control business operating in 13 metropolitan areas across the US. Thomas has over 8 years experience of marketing an SAB business and is a regular speaker at search events and a contributor to the Local Ranking Factors Survey.
Agenda:
- Key Issues Facing SABs in Local Search
- Google+/Places Optimization (for SABs)
- Citation Tactics & Opportunities (for SABs)
- Review Generating Tactics (for SABs)
- On-Site Optimization, Content & Landing Page Strategy (for SABs)
Speakers:
- Matthew Hunt - Search Engine Marketing Expert - www.smallbusinessonlinecoach.com
- Thomas Ballantyne - Marketing Director - www.bulwarkpestcontrol.com
2. ‘Optimization for Service Area Businesses’
Agenda:
Key Issues Facing SABs in Local Search
Place-Page (Google+/Places) Optimization
On-Site Optimization
Citation Opportunities & Tactics
Reviews & Reputation
3 Top Tips
3. House keeping…
Live Q&A and chat Q&A
Webinar is being recorded
Recording available by Monday
No webcam view (boo…)
Slidedeck uploaded to slideshare.net
Follow up email with all details
4. Polls Running
Run 3 polls during the webinar
Sample of 500+ Marketers/SEOs/SMBs
Understand how YOU see these changes
Show the results at end of the Q&A
6. Hosts & Help
Myles Anderson
Linda Buquet
Colan Neilson
BrightLocal.com
Localsearchforum.com
Imprezziomarketing.com
7. 1st Poll
What are the 2 biggest
issues/frustrations with optimizing
an SAB?
8. Main challenges facing SABs
Location/Address visibility
Location Strategies
Ranking in widest / optimum service area
Citation building without address
Reputation Management
9. Place Page Optimization
Address display or hide
Virtual office / Alternative location use
Setting service area
Category Selection
14. Reviews & Reputation
Importance of Reputation
– Reputation is more than just reviews
Review strategy
– Review funnel
– Reviews ‘in the field’
– Engaging others in the business
15. Review Strategy – ‘inside track’
An ‘Insiders’ guide to establishing an
effective review strategy within an
SAB.
16. Higher review count = higher referral rate.
Highest Quantity
of online reviews
Top 3 Referral Rates –
Percent Rate over Average
Metro Area 1
Metro Area 2
Metro Area 1 - +3.83%
Metro Area 2 - +3.16%
Metro Area 3
Metro Area 3 - +0.40%
@Thos003
17. Reviews = Higher Customer Satisfaction
CSAT scores
Went up from
94% Recommended
to 97% Recommended
after asking for #reviews.
@Bulwark_Ext
@Thos003
18. My Review Strategy
1. Don’t Suck
2. Make it Personal
3. Ask when it’s hot
4. Fix bad reviews
@Thos003
21. Thomas’ Top 3 Tips
Know thy NAP
Best way to write address (Check Google)
Best page to use
Be Consistent
List NAP on your own site
Implement Review Strategy
Thomas Ballantyne
bulwarkpestcontrol.com
22. Matt’s Top 3 Tips
Clean NAP
– particularly for franchise – own those local phone numbers
Build Citations based on relevancy
– Get the standard top 50-75 citations
– Drip in 25-30 new ‘relevant’ citations/month (city & industry)
Unique pages of content for each area you serve
– search engines rank and index web pages not websites.
Matthew Hunt
smallbusinessonlinecoach.com
24. Poll 1 – What are the 2 biggest
issues/frustrations with optimizing an SAB?
30%
25%
26%
22%
20%
18%
15%
18%
Public NAP
Service Area
16%
10%
5%
0%
Reviews
Site Content
Citations
25. Poll 2 – Which of these NAP tactics do you use
right now?
50%
45%
40%
35%
30%
25%
20%
15%
10%
5%
0%
46%
21%
17%
10%
Virtual Office
Call Tracking
Nos.
Employees
Homes
6%
PO Box Add's None Of These
26. Poll 3 – Do you have a tried & tested review
review strategy?
45%
40%
42%
35%
30%
25%
27%
20%
15%
10%
16%
15%
5%
0%
Yes, It Works Well
Yes, But Not As
Hoped
Not Yet…
No
27. Upcoming Webinars
Jan (tbc) – Mobile Optimization for Local Businesses
– Gideon Rubin + 1 more
Jan (tbc) – ‘State of the Union’ for Local Search
Feb (tbc) – Optimal Reporting for Local SEOs
– Myles Anderson & Phil Britten
Feb (tbc) – Advanced G+ Optimization
– Linda Buquet
brightlocal.com/insidelocal
28. Recorded Webinars
Jul 10th – The State of Local Search
Jul 31st – Advanced Onsite Local SEO Techniques
Aug 14th – Effective Sales Strategies for Local Agenciesan
Sep 11th – Enhanced Citations for Local Search Greatness
Sep 25th – Reviews & Reputation Management
Nov 21st – Local Ranking Factors debate – Panel Debate
brightlocal.com/insidelocal