taking local serp market share

Taking Local SERP Market Share:

Mixing Paid, Local, and Organic

Garrett Mehrguth, CEO

SERP Advertisment

Maps

Organic

● A new local market● SERP share is king● Marketing > SEO

AnalysisBreaking Down Local SERPS by Industry

● Animal Shelter● Automotive Store● Childcare Center● Dry Cleaning● Emergency

Services● Employment

Agency● Restaurant● Government Office

● Construction Business● Real Estate Agent● Doctor● Dentist● General Contractor● Travel Agency● Moving Company

Data: http://bit.ly/2fVV68i

Pay-Per-Click

PPC Strategy

● Start with 25% search Impression share

● Test for winners● Go 100% with winners

PPC The Value

PPC Tips for Local PPC

● Don’t launch PPC without custom landing page

● Go to local CC and hire a graphic design student

PPC Tips for Local PPC

● Have hero bar scroll with number

● Design for mobile first● CTA = Get Pricing Info● Scripts=http://bit.ly/

2eXgwwQ

PPCTips for local PPC

● Be hyper-local with ad copy

● Brands can’t compete with content/ad copy


● Third person ad copy○ “We Hired Them To Do Our AC

and It Was Perfect.”○ “They Truly Are OC’s Best

Plumber”○ “I Am a Raving Fan After Their

Customer Service. You Need to Try Them.”


● Use get directions as micro-conversion

● Use YoY revenue data to track it if needed

PPCMixing it together

● Advertise and create content for the “WHAT” stage of the buyer journey

PPCMixing it together

● Take ads out for keywords you already rank well for organically

MapsTips

● Fill out your entire GMB profile...DUH

MapsTips

● Get the most reviews○ Call○ Email○ Get 5 Stars○ Bribe employees

with $$$

MapsTips

● Use BrightLocal ● Link to location pages● Take photos and videos● Get categories right

SEO/Content/PR

SEO/Content/PRImprove Site Speed

● Slow sites ruin everything

● Get on WPengine● Buy a CDN● Put scripts in footer

(best = use GTM)● Ignore site speed

grades

SEO/Content/PRLink building locally

● Local link building is powerful when you treat it as community first.

● Think PR not Link● Businesses have done

just fine without links...

SEO/Content/PRReaching out to local magazines

● Search “KW + Location”

● Identify local sites that rank

● Build relationship with editor

SEO/Content/PRLocation Pages

● Requirements. ● Suppliers and Distributors. ● Why is what you do important to the local community?● How is your approach to it unique to this area? ● Resources for better buying experience? ● Tips for doing or selecting what you offer in that area?

SEO/Content/PRGuest Post

● Write for industry partners and link to your service or location pages

● Build links to pages not domains

Helpful post:http://bit.ly/2fVZVia

SEO/Content/PRCTR=More Leads

● Improve CTR for Core Pages○ (44+ 5-Star Reviews) ○ (Trusted by Your Neighbors) ○ (Voted Best … by Yelp)○ (Next to the Mission Viejo Mall) ○ (10% off First Time Customers)

SEO/Content/PRYelp

● Get your categories right

● Find what ranks organically and make sure you show up

● Get reviews

SEO/Content/PRScript

Hi Jon Doe,

I hope you had a great weekend. Did you ever have a chance to leave us a review? If not, we would really appreciate if you could leave us a stellar review on Yelp.You can find our page by typing: “directive consulting yelp” and clicking on the first link.

I hope you have a great week!

Thanks

SEO/Content/PRHARO

● Pitch on you. Not your services.○ Ex. Plumber can pitch on GA… “we

use GA to…” ○ Ex. Accountant can pitch on sales: “we

send letters to all micro-conversions...”

● Ask to link to service pages ○ Suggested URL: htttps://...

SEO/Content/PRMixing it all together

● Create ContentAroundConversion

s

SEO/Content/PRMixing it all together

● Test title copy on branded search terms

● Integrate across SEO & PPC

Social

SocialTips + Integration

● Local guides win○ 10+ Dog Trails in (your city/county)○ Dates for Under $20 in (your city/county)○ Farmers’ Markets in (your city/county)

That You Need to Visit This Weekend○ The Ultimate Guide To Craft Breweries in

(your city/county)


● Upload client list to create lookalike audience + retarget


● Add retargeting script to confirmation page to earn reviews at scale


● Promote your best reviews across FB and Twitter

THANK YOU!

Garrett Mehrguth, CEO