local search lawyernomics presentation
TRANSCRIPT
@MikeRamsey
The Basics of Local Search
Marketing and Beyond
@MikeRamsey NiftyLaw.com
Hard WayI like to learn the
CuriousBe
Lesson One
@M
ikeR
amse
y
The SERPS
Paid Ads
Local
Organic
@M
ikeR
amse
y
@M
ikeR
amse
y
The Pigeon Update
The Pigeon UpdateOrganic Algo Local Algo
LinksWebsite Structure
Content
ReviewsLocal Prominence
Distance
The Pigeon UpdateOrganic Algo Local Algo
LinksWebsite Structure
Content
ReviewsLocal Prominence
Distance
Same Page Ranking in Local+ Organic
No City Keyword
Localized Organic Results
Set to Suburb of LV
Tight Local Results
Doorway Page Update
Doorway Page Update
What do you notice about these updates?
@MikeRamsey
UsabilityHub
17% Local64% Organic11% Paid92% Above Fold
@MikeRamsey
@MikeRamsey
8% Local54% Organic23% Paid77% Above fold
@MikeRamsey
@MikeRamsey
@MikeRamsey
@MikeRamsey
Salt Lake CityHotel
@MikeRamsey
Denver Sushi
Website+ContentLinks+SharesLocal ListingsReviews+ Feedback
Local Discovery Online
Here’s A Book About It
bit.ly/localforlaw
PlayFor The Long Term
Lesson Two
@MikeRamsey
You can’t wait
Mike, how do we rank fast?
@MikeRamsey
I’m going to tell you a little secret…
@MikeRamsey
Spam
Panguin Tool
So…What should you do to continually grow?
Make Great Local Content
Local ContentDoesn’t just mean The written word
Less
on T
hre
e
@MikeRamsey
Local Conte
nt
Website
User Generated
reviews
Ads
Products
Location
Events
Images
Video
DataService
People
Tools
Design
Blog
NewsListings @MikeRamsey
Strategy
You really need acontinuous local
Lesson Three@MikeRamsey
IdentifyLocal Audien
ceCreate Goals
& Rules
Audit&
Analyze
Develop
TacticsCreateCalend
ar
Launch+
Promote
Measure&
Report
Refine&
Repeat
LocalStrategy
@MikeRamsey
IdentifyLocal Audien
ceCreate Goals
& Rules
Audit&
Analyze
Develop
TacticsCreateCalend
ar
Launch+
Promote
Measure&
Report
Refine&
Repeat
LocalStrategy
@MikeRamsey
@MikeRamsey
bit.ly/localsegments
@MikeRamsey
This tool lets you see personas by zip
Facebook Audience Insights Tool
@MikeRamsey
Google Keyword Tool
@MikeRamsey
Google Keyword Tool
@MikeRamsey
IdentifyLocal Audien
ceCreate Goals
& Rules
Audit&
Analyze
Develop
TacticsCreateCalend
ar
Launch+
Promote
Measure&
Report
Refine&
Repeat
LocalStrategy
@MikeRamsey
If I had 8 hours to chop down a tree, I would spend 6 hours sharpening my axe -Abe Lincoln
@MikeRamsey
Level of Risk
High Risk Low Risk
It’s critical for each person to know what their role is and how it fits into the larger process.
-Content Strategy For The Web
@MikeRamsey
“
IdentifyLocal Audien
ceCreate Goals
& Rules
Audit&
Analyze
Develop
TacticsCreateCalend
ar
Launch+
Promote
Measure&
Report
Refine&
Repeat
LocalStrategy
@MikeRamsey
Brightlocal.com
@MikeRamsey
Brightlocal.com
@MikeRamsey
Moz.com
Moz.com
Siteliner.com
@MikeRamsey
Buzzsumo.com
@MikeRamsey
IdentifyLocal Audien
ceCreate Goals
& Rules
Audit&
Analyze
Develop
TacticsCreateCalend
ar
Launch+
Promote
Measure&
Report
Refine&
Repeat
LocalStrategy
@MikeRamsey
Oh yeah.
@MikeRamsey
Remember This?
@MikeRamsey
Local Landing Page Content
Local Landing Page Content
@MikeRamsey
Built For Law Firms
@MikeRamsey
Local content is not about being unique…It’s about BEING localand useful. @MikeRamsey
Things that are local.Sports Teams + Schools Well Known PeopleGroups + Events
@MikeRamsey
News
Things that are usefulDirectionsLocal LawsDetails
@MikeRamsey
@MikeRamsey
@MikeRamsey
@MikeRamsey
You need to think like a local directory.
@MikeRamsey
Local Events
Local Lists
Local Questions
Local Activity
@MikeRamsey
Local Listings
@MikeRamsey
@MikeRamsey
@MikeRamsey
@MikeRamsey
@MikeRamsey
@MikeRamsey
@MikeRamsey
Moz.com/local
@MikeRamsey
Yext.com
@MikeRamsey
Custom Listings
bit.ly/niftylistings
Reviews@MikeRamsey
Make reviews part of your customer experience.
@MikeRamsey
Google My Business
At least it’s free @MikeRamsey
Google My Business
@MikeRamsey
@MikeRamsey
@MikeRamsey
@MikeRamsey
GetFiveStars.com
@MikeRamsey
GetFiveStars.com
Data showing how you are doing atgetting feedback
@MikeRamsey
Feedback onsite
@MikeRamsey
GetFiveStars.com
Feedback Form
@MikeRamsey
@MikeRamsey
You can’t improve what you don’t measure.
@MikeRamsey
IdentifyLocal Audien
ceCreate Goals
& Rules
Audit&
Analyze
Develop
TacticsCreateCalend
ar
Launch+
Promote
Measure&
Report
Refine&
Repeat
LocalStrategy
@MikeRamsey
@MikeRamsey
IdentifyLocal Audien
ceCreate Goals
& Rules
Audit&
Analyze
Develop
TacticsCreateCalend
ar
Launch+
Promote
Measure&
Report
Refine&
Repeat
LocalStrategy
@MikeRamsey
Facebook Ad tool
@MikeRamsey
IdentifyLocal Audien
ceCreate Goals
& Rules
Audit&
Analyze
Develop
TacticsCreateCalend
ar
Launch+
Promote
Measure&
Report
Refine&
Repeat
LocalStrategy
@MikeRamsey
Things to trackForms & Calls – What Page/words/location Traffic by locationOrganic, Referral, Paid Traffic Trends
@MikeRamsey
Entry Pages Keyword Group Rankings
IdentifyLocal Audien
ceCreate Goals
& Rules
Audit&
Analyze
Develop
TacticsCreateCalend
ar
Launch+
Promote
Measure&
Report
Refine&
Repeat
LocalStrategy
@MikeRamsey
You can’t fake being local.
@MikeRamsey
