Max Minzer gives a presentation on local search marketing strategies. He emphasizes the importance of optimizing a business's website, Google+ local page, citations from other sites, and obtaining online reviews to improve local search visibility. While local search results depend on factors outside a business's control, Minzer provides best practices for the elements businesses can influence, such as claiming listings, updating information, and asking customers for reviews.

1. LOCAL SEARCH MARKETING
“YOU HAVE TO DO THE BEST WITH WHAT GOD
GAVE YOU” ~ MRS. GUMP

2. A.K.A. HOW TO RUN A MARKETING CAMPAIGN AND
REALIZE BUSINESS POTENTIAL IN LOCAL SEARCH

3. HELLO. MY NAME’S FORRE...

4. HELLO. MY NAME’S MAX. MAX MINZER.

5. MAX MINZER
OWNER, REENGAGE CONSULTING
HOST, MAX IMPACT
@MAXMINZER
+MAXMINZER
WWW.MAXMINZER.COM

6. LOCAL SEARCH

7. LOCAL SEARCH

8. LOCAL SEARCH

9. LOCAL SEARCH

10. LOCAL SEARCH

11. AND ‘CAUSE I WAS A GAZILLIONAIRE, AND I LIKED
DOING IT SO MUCH, I CUT THAT GRASS FOR FREE.

12. LET’S HIRE THIS GUY!

13. SEARCH RESULTS

14. RESULTS: LOCAL ADS

15. RESULTS: LOCAL MAP

16. RESULTS: ORGANIC RESULT

17. RESULTS: LOCAL RESULT

18. RESULTS: LOCAL PACK

19. RESULTS: CAROUSEL

20. RESULTS: BRANDED SEARCH

21. RESULTS: OTHER

22. I’M PRETTY TIRED...

23. GET A HAIRCUT, FORREST

24. WINNING IN LOCAL SEARCH!

25. GETS BETTER ON YOUR PHONE!

26. #WINNING

27. OK, COOL DOWN

28. MILLION DOLLAR WOUND THEY SAID...

29. MAMA ALWAYS SAID LOCAL SEARCH WAS LIKE A BOX OF
CHOCOLATES. YOU NEVER KNOW WHAT YOU’RE GONNA GET.

30. NO MAGIC FORMULA

31. HOWEVER, THERE ARE
BEST PRACTICES

32. THAT CAN MAKE A HUGE IMPACT

33. LOCAL SEARCH

34. WEBSITE

35. JUST STARTING OUT?

36. IN BUSINESS FOR A WHILE?
I THINK I’LL GO HOME NOW

37. WEBSITE:
YOUR BUSINESS HOME ONLINE

38. TAKE CARE OF “BASICS:”
CLEAR VALUE PROPOSITION - CLEAN DESIGN -
USER EXPERIENCE - SEARCH OPTIMIZATION
I GOTTA PEE!

39. OPTIMIZE LOCAL LANDING PAGES

40. OPTIMIZE LOCAL LANDING PAGES
BUSINESS NAME

41. OPTIMIZE LOCAL LANDING PAGES
BUSINESS ADDRESS

42. OPTIMIZE LOCAL LANDING PAGES
BUSINESS PHONE NUMBER

43. OPTIMIZE LOCAL LANDING PAGES
MAP EMBED

44. OPTIMIZE LOCAL LANDING PAGES
TRUST SIGNALS

45. OPTIMIZE LOCAL LANDING PAGES
LOCATION/SERVICE INFORMATION

46. MORE RESOURCES:
ANATOMY OF OPTIMAL LANDING PAGE
[MIKE RAMSEY]
ONPAGE OPTIMIZATION FOR LOCAL SEO
[MATTHEW HUNT]
DESIGNING BUSINESS LOCATION PAGES
[AARON WEICHE]
OPTIMIZE LOCAL LANDING PAGES

47. OPTIMIZE LOCAL LANDING PAGES
TECHNICAL: SCHEMA MARKUP

48. FEW MORE “LOCAL” TOUCHES
NAME/ADDRESS/PHONE IN FOOTER OR SIDEBAR

49. FEW MORE “LOCAL” TOUCHES
LOCAL SERVICE PAGES

50. THAT’S ALL I HAVE TO SAY ABOUT THAT

51. LOCAL SEARCH

52. GOOGLE+ LOCAL

53. I DON’T RECALL WHAT I GOT FOR MY FIRST CHRISTMAS… BUT I
DO REMEMBER THE FIRST TIME I HEARD THE SWEETEST VOICE
IN THE WIDE WORLD

54. WE WAS LIKE PEAS AND CARROTS,
GOOGLE AND I.

55. WE WAS LIKE PEAS AND CARROTS,
GOOGLE AND I.

56. GOOGLE+ LOCAL
OK - THAT’S MORE LIKE IT...

57. OK, OK - BACK TO PEAS AND CARROTS

58. HOW TO GET TO YOUR G+ PAGE

59. PLAN B: HOW TO GET TO YOUR G+ PAGE

60. CLAIM & VERIFY

61. CLAIM & VERIFY

62. *EXTRA*
SEARCH & CHECK FOR DUPLICATES (BAD, BAD, BAD) UNDER
SAME OR OLD NAMES, ADDRESSES OR PHONE NUMBERS
YOU TWINS?

63. OPTIMIZE YOUR GOOGLE+ PAGE

64. NOT THIS

65. BUT THIS

66. GOOGLE+ LOCAL PAGE
YOUR LANDING PAGE
YOUR CONTACT PAGE
YOUR ABOUT US PAGE
YOUR “LOVE AT FIRST SITE” PAGE
YOUR “HOW TRUSTWORTHY ARE YOU?” PAGE

67. UP-TO-DATE CONTACT INFO

68. CATEGORIES ARE CRITICAL

69. SHARE YOUR STORY HERE

70. NOT ALL YOUR KEYWORDS

71. ADD VISUALS

72. *OPTIONAL: SEE INSIDE

73. THAT’S ALL I HAVE TO SAY ABOUT THAT

74. LOCAL SEARCH

75. CITATIONS

76. CITATIONS:
BUSINESS LISTINGS & MENTIONS ONLINE

77. STRUCTURED CITATIONS/LISTINGS
1. SEARCH FOR
BUSINESS LISTINGS
1A. CHECK FOR
DUPLICATES
2. CLAIM EXISTING
(OR CREATE NEW)
3. UPDATE

78. DUPLICATES & INCONSISTENT NAP (NAME, ADDRESS, PHONE)
ARE HURTING YOUR LOCAL SEARCH VISIBILITY
-YOU TWINS?
- NO, WE ARE NOT RELATIONS, SIR.

79. MOZ.COM/BLOG/2013-LOCAL-SEARCH-ECOSYSTEM
STRUCTURED CITATIONS GET THEIR DATA FROM THESE 4.
CONSIDER GETTING ACCURATE LISTINGS THERE.

80. UNSTRUCTURED CITATIONS:
MENTIONS IN THE PRESS, LOCAL BLOG, ETC

81. THIS PART MIGHT BE COMPLICATED.
CONSIDER OUTSOURCING.
SOMETIMES, I GUESS THERE JUST AREN’T ENOUGH ROCKS

82. THAT’S ALL I HAVE TO SAY ABOUT THAT

83. THAT’S ALL I HAVE TO SAY ABOUT THAT
NOT REALLY

84. LOCAL CITATION BUILDING BEST PRACTICES
[PHIL ROZEK]
AUDIT AND FIX CITATIONS
[DARREN SHAW]
DEFINITIVE LIST OF LOCAL SEARCH CITATIONS
[PHIL ROZEK]
CITATION BUILDING STRATEGIES
[BENJAMIN BECK]
MORE RESOURCES FOR CITATIONS:

85. LOCAL SEARCH

86. REVIEWS
YOU DID GOOD, MOMMA!

87. MAMA ALWAYS HAD A WAY OF EXPLAINING
THINGS SO I COULD UNDERSTAND THEM.

88. YOU NEED ONLINE REVIEWS.

89. REPEAT WITH ME

90. PREVENTIVE

91. PREVENTIVE

92. PREVENTIVE

93. FORGET LOCAL SEARCH.
REVIEWS CAN RUIN YOUR BUSINESS.

94. YOU NEED A PREVENTIVE
REVIEW STRATEGY

95. GETTING FEW REVIEWS A MONTH WILL TAKE CARE
OF YOUR REPUTATION MANAGEMENT
MOMMA SAYS STUPID IS AS STUPID DOES.

96. BETTER QUALITY + QUANTITY OF REVIEWS
= POSITIVE SIGNALS TO SEARCH

97. WEBSITE REVIEW PAGE

98. ASK FOR REVIEWS & DIVERSIFY
ZIGZAG APPROACH
[PHIL ROZEK]

99. SPECIAL CASE:
CAN’T ASK FOR REVIEWS - AWARENESS ONLY

100. ASK VIA EMAIL
ISN’T THAT WHAT FORREST IS DOING HERE?
TELEPATHICALLY

101. ASK USING A HANDOUT
REVIEW HANDOUT GENERATOR

102. ASK USING A SERVICE

103. STARS WILL SHOW UP
ONCE YOU HAVE 5 REVIEWS

104. PREVENTIVE

105. THAT’S ALL I HAVE TO SAY ABOUT THAT

106. LOCAL SEARCH

107. MAMA ALWAYS SAID LOCAL SEARCH WAS LIKE A BOX OF
CHOCOLATES. YOU NEVER KNOW WHAT YOU’RE GONNA GET.
REMEMBER

108. SEARCH QUERY
DISTANCE
BUSINESS DENSITY
THINGS YOU HAVE NO
CONTROL OVER:

109. OUTSIDER

110. GOOGLE ADWORDS

111. TARGETED WEBSITE CONTENT

112. LOCAL SEARCH

113. TIME TO RUN

114. WHAT’S MY DESTINY, MAMA?
YOU’RE GONNA HAVE TO FIGURE THAT OUT FOR YOURSELF.

115. BUT… IF THERE’S ANYTHING YOU NEED, I WON’T
BE FAR AWAY

116. MAX MINZER
@MAXMINZER
+MAXMINZER
THANK YOU!
QUESTIONS?
MAX@MAXMINZER.COM