REPORT CARD. How to Tell if Your Agency Knows the Difference. Between Local SEO and Traditional SEO. Your Local SEO

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1 How to Tell if Your Agency Knows the Difference Between Local SEO and Traditional SEO Your Local SEO REPORT CARD Social + Local + Mobile

2 7,500,000 Monthly Local Searches Are You Converting Them to In-store Sales? Local SEO (search engine optimization) is fundamentally different than traditional SEO. Although they have similar goals, i.e. getting found in search, and strategy, i.e. optimizing the right signals across the web, the tactics and measurement are fundamentally different, including the sites you are optimizing for (Google and Bing for SEO; Google, Bing, Yelp, Yahoo, YP, etc. for local SEO). Many existing agencies have seen the opportunities to charge for local SEO, with 7.5 billion local searches a month and local online marketing growing at 18% year over year to over $40 billion. Often however their background is more in advertising, pay per click and traditional SEO, leading to mixed results for clients. Your Local SEO Report Card Here are 4 questions you should ask yourself to see if you are covering the basics of local SEO now: 1 2 Do you have separate, locally optimized pages on your website for each location? One 600+ QSR implemented this strategy and increased website visits by 125,000 per month! Are all your Google+ Local pages claimed and optimized with location specific keywords, YouTube videos, photos and all your brand assets? If not, your losing rank on 83% of local Google searches. Local SEO by the Numbers 87% of people who search for a type of local business, calls or goes within 24 hours 83% of local searches have Google s map on it powered by Google+Local 70% of Google+Local pages are unclaimed 16 20x Local SEO is 16-20x more cost effective 3 Can you change the most important local directories (Google+Local, Yelp, CitySearch, FourSquare, etc.) to reflect your national campaigns in real time? 88% of marketers who have run locally synchronized campaigns say it s a competitive advantage. Request a Free Local SEO Audit From the Experts Contact us at GetHelp@LocalVox.com 4 Can you see changes in Google AND Google+Local rankings for each location and separately see the traffic changes and # of actions (profile views, calls, requests for directions, etc.) across the leading directories? You can t manage what you can t measure...

3 Voted Top 5 SEO Tool - Entrepreneur Top 4 Ways To Improve Your SEO VentureBeat Top SEO Tools For Local Businesses Forbes If you answered no to any of the above questions, than it s time to have a conversation to explore more about what they are doing for local SEO and why. Understanding the nuances and complexities of local SEO takes time and expertise. There are multiple touch points for local - 50% of local searches occurring outside of traditional search engines and the majority of brand interactions are happening offsite. Given this, every local business from large multi-location retailers and brick and mortar brands to single location stores should understand what they are and are not getting from their existing SEO providers. 4 Questions to Ask Your SEO Agency Here are the questions you should ask to see if you provider understands the difference between local SEO and traditional SEO. 1. What s Your Long Term Strategy for Citation Building and Management? Richer Profile Listings Convert 5-10x the customers! Name Address Phone Website Description Photos Video Special Offers There s a lot of answers you should be looking for here. So here are some of the sub-questions to look out for. What information will I be able to submit on each site? Most services just allow you to update name, address, phone number and website. That s better than nothing mind you, but if you care about your brand on Yelp, Yahoo, CitySearch, Google+Local, etc. you better make sure to be able to add descriptions, photos, videos and special offers. We have seen that adding rich data to listings increase conversion by 5-10x both in showing up in more searches (on Yelp, Yahoo, etc.) because there is more descriptive data and in converting those searches into customers i.e. truly delivering your brand message.

4 Which local directories and sites will you submit to? Citations, listings on directories and throughout the web with your correct name, address, phone and website URL are crucial. On the basic side, you need the usual suspects, Google+Local, Yelp, Yahoo, Bing, CitySearch, YP etc., but citations are like link building in traditional SEO, the more high quality ones the better. There are hundreds of second-tier directories if not more - and that s for each of your locations. Continue to build out basic citations over time, especially on truly local and industry specific sites that Google+ Local cares about. How long will it take and how quickly can I make changes? If your SEO Agency uses data feed submission services like Localeze, UBL, Acxiom or Infogroup, it could take months and then it s a fingers crossed local SEO approach. A better approach is to have a direct API connection with rich brand messaging into the major ones where you care about your brand presence and manually claim the others so you have control to make changes if necessary on secondary sites. Will I have premium, claimed or owner verified accounts at the directories? Having owner verified or premium accounts is best on most sites, because they are more likely to come up on search and they offer more content to put on them (description, photos, etc.). But managing them individually can be a nightmare without the right infrastructure. What s their long-term management plan if they do claim or verify them?

5 2. What Changes Are Needed for My Website and Existing SEO Strategy? There are a lot of different changes that we recommend. The basics include updating metatags with location keywords, XML schema updates and individually optimized pages for each location. One 600+ location QSR just implemented individual location pages and saw a jump of 125,000 visits per month. Why? Because Google could now individually validate each Google+Local location programmatically. If the improved rankings led to 125,000 additional clicks to the website, the total customer impressions (placement in searches, clicks to directions, links to the Google+Local profile, etc.) were probably more than 10x that. This is why finding a local SEO expert as a partner is crucial. Link building should include location keywords and as an advanced technique, many local SEOs encourage building links to your business profiles on other sites so they rank better on local searches and you dominate the page. Make sure your agency has a complete answer and implementation game plan. How Important is My Website to Local SEO? One 600-Location Quick Service Restaurant Increased Website Visits By 125,000 Per Month Just By Implementing Optimized Location Pages. At Over $1 Per Click For Equivalent Ads, That s $1,500,000 In Annual Savings. 3. Do I Have to Do Anything Different on Social Media and Review Sites? Social signals like reviews will become even more important than they already are. You should have an online reputation management strategy to get more on Google+Local and Yelp. There is data that shows CitySearch reviews (surprising) are also impactful. Empower each local store to gather reviews, leverage your existing social media followings on Facebook and Twitter and make an honest plea to help. You d be surprised what type of response rates you will get from audiences already invested in your success. Secondly, you can t ignore Facebook. One study pegged Facebook location pages as 11% of local SEO searches. We think that s a bit high based on our client feedback and metrics, but Facebook is definitely relevant, especially as a citation signal to Google+Local. 63% Restaurants with 3.5 stars are 63% more likely to be full than those with just 3 stars. Star Power A 1 star difference on Yelp means 5-9% higher restaurant revenue 11% of local searches happen on Facebook

6 Make sure all your Facebook location pages are claimed and optimized and leverage those point audiences in aggregate to increase your social media reach and growth. As an example, one 1,500+ location QSR found that by aggregating it s local Facebook presences, it increased it s Facebook reach of 2 million likes by over 10%. Just be careful. Liking a location (more like a quick review) does not entail the same opt in to message frequency as liking your fan page. Messages should be occasional, more measured and critical to your local brand engagement efforts. It s even more poignant if it s localized. 4. How Will You Measure Progress and Results? Peter Drucker famously proclaimed, If you can t measure it, you can t manage it. Because so many of local consumer brand interactions occur off site (on a Google+Local or Yelp profile as an example), your existing website analytics infrastructure will not be sufficient to gauge success. Of course, you can look at referral visits from Yelp as an example, but recognize that most people directly call or go to a business from the Yelp profile rather than go to your website to get more information. Here is a list things you should demand to measure and understand success from a corporate level down to a location level: Google+Local rankings improvements for each location according to a set of industry keywords you define and cross referenced by zip, neighborhood (for dense urban areas) and city. Inventory of all directory listings, citations & links to them Actions taken on Google+Local (calls, directions, clicks) Directory performance (search impressions, profile reads, clicks to special offers) Location based search term referrals to your website (although Google is working hard to hide search terms from you and most brandinteractions occur offsite) Online reputation across directory sites (# of reviews, ratings, etc.)

7 Local SEO Test Results: Is it Time to Find a New SEO Vendor? Find Out How Buffalo Wild Wings Dominates Local Search Doubled March Madness Sales in less than a Year Added over 50 #1 rankings on Google Reached over 132,000 new customers If you have a brick and mortar business tied to local sales (vs. ecommerce), you can t ignore local SEO. There are 7.5 billion local searches per month, 50% are on mobile and 87% of mobile local searches result in a call or visit within 24 hours. That s a tremendous amount of in-store sales and brand message delivery you are ignoring if your current SEO provider doesn t give you what you need. It means that they haven t been paying attention to the overwhelming research in SEO trends. That s a bad sign. At that point, you have 2 options. Bring your vendor to where they need to be or find another way. The former seems to be a futile strategy unless somehow you had the SEO expertise in the relationship, access to the right tools and could convince them of the right tactics to take and manage to them. At that point, it would be easier to take the effort completely in-house. If the focus of your business is local commerce, as opposed to ecommerce, not delivering on local SEO is enough of a sin to abandon your SEO vendor. What they are doing doesn t address a large part of what will drive your bottom line. If you do run a significant ecommerce effort or there are other traditional SEO complexities that are important, the good news is that local SEO and traditional SEO efforts can co-exist without conflict. Location pages don t have to interfere with ecommerce pages. Directory cleanup and citation building only helps traditional SEO by creating a network of highly valued links to your website. In fact, it s a great link building strategy. LocalSearchDrs. works with several large ecommerce retailers where there is clean separation between SEO and local SEO with each effort benefiting the other. If you aren t satisfied with the answers from your agency or if you would like a free local SEO audit, contact LocalSearchDrs. and find a strategy that will work more effectively for you. Contact LocalSearchDrs. for a Free Local SEO Audit of Your Business

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