"LOCAL SEO STRATEGY: 10 Ways to Get Top Local SEO Listings in Google Maps"
Discover The Local SEO Map Strategies for Doctors, Lawyers, Chiropractors, Dentists And Professional Services Firms (So You Can Get More Customers, Clients, Patients and Grow Your Local Business Faster)
How Do You Get A Top Local Google Map Listing In Today's Competitive Market?
Today, I’m going to share all the things you must do to get top placement in Google Local Maps using localized search engine optimization strategies.
The word "local listing" is meant as the top positions in Google Local Organic (local natural search results), as well as Google Local Maps.
Examples from the internet marketing space:
“social media expert los angeles” (explicit regional search, organic) and “seo consulting los angeles” (explicit regional search, google map result, example seen above)
LOCAL SEO Tips Video - Original version for Google Maps Optimization
The Local SEO Challenge
Right now, most local business owners, and especially in competitive local markets like health, legal, financial, real estate ... they are experiencing major problems with reaching optimum local visibility and consistent client growth from local online marketing.
Would you like to get a rapid-fire local search engine check list?
Download my Local SEO checklist and optimize for Google Maps, local geo search and drive more traffic, customers to your brick-and-mortar store.
Case in point:
Last year, the UCI Center for Statistical Consulting in California teamed up with localseoguide.com to crunch and analyze numbers from a large study of learning how the Google local search algorithm works.
The findings were extensive, and without getting into all the details, local SEO were shown to focus on these 4 priorities below:
Here’s the short version of the local SEO study in terms of what business owners must focus on now, and ongoing:
- Set up a GMB (Google My Business) profile, configure & optimize
- Build and optimize the website(s)
- Build off-site local citations
- Create white hat link building programs
Another local search study (moz) revealed a number of core areas of focus:
Google’s local SEO black box has finally been opened.
However, most do not have time or ability to understand, execute and measure this work themselves.
So, they typically hire outside help.
This compounds the problem.
First, new (quality) clients are harder and harder to get. There is growing competition, and the awesome power of the web on smartphones, expansion of mobile apps, allows for higher levels of scrutiny and research comparisons only a click away, and at an instant. Just ask Siri.
Second, as internal staff struggle with onboarding new clients (phone etiquette, sales scripts, technology, follow-up), there is a lack of process which creates an even bigger problem as the practice or business need to grow. Salaries and customers don’t wait.
Third, an aging baby boomer population requires more care and incentives than ever. The demands on the local businesses increase.
Decrease In Local Traffic To Your Regional Business
If you are like most local business owners, you’ve recently noticed a dramatic decrease or have seen levels of stagnancy in client intakes.
This is because the local marketing and local listings are not only changing, but websites have stopped working for lead generation. Print media and Yellow pages used to work in the past, and owners try to keep up with the ever-changing Google landscape.
Spending more dollars on local marketing does not have a large contribution to overall profits, because of these and other contributing factors.
The Local Search Opportunity
Despite these setbacks, there are many who are doing well and building profitable businesses in local markets.
No matter where you are located, you can attract the right traffic in the right markets no matter what condition you are in currently.
Imagine what your business would look like if you had top listings in Google, and to triple leads in under 30 to 60 days?
This is what happened to a doctor recently in the plastic surgery market that we worked with.
The possibility of this change was significant. They are not the only ones doing this.
Imagine the traffic from local searches. Just one keyword has some 2,500 high-intent searchers inquiring about “that keyword” every day. That’s over 74,000 searches a month! It’s across a specific keyword market in a national search, but you get the idea.
And, according to Google, “more Google searches take place on mobile devices than on computers” – mobile usage and local engagement is here.
In another report from Hitwise and their “Mobile Search: Topics and Themes” study, they examined hundreds of millions of online search queries” across PCs, smartphones and tablets and created this online search report, by industry:
Mobile use varies during the day, and more research has been pulled by smartinsights.
Case Study: Health Industry - Plastic Surgeon - Research
Here’s an example of the keyword, “botox”.
We took the base keyword and checked it and associated terms and pulled data from many different sources. (Hint: big opportunities to optimize across your local, regional and social media eco-space)
We looked at these sources:
- Google related search synonyms
- YouTube suggested synonyms
- Amazon suggested synonyms
- Google suggest synonyms
- Google Adwords synonyms database
You can download the sample keyword extraction here. (approx. 1,200 keywords)
We then drilled down a bit, and into a specific locale, “botox boston” and clearly see the first 3 local map entries and then the organic SEO that follows (line 10 cut from picture):
There are steps to optimize your site, the user and sales experience – all while you get higher positions in Google local. It starts with understanding your demographic, your perfect customer and setting growth and revenue goals from your business.
Working with the end in mind and focusing on the one or two things that bring you money and happiness, you can leverage knowledge, technology and a process to build a legacy for your family and future owners!
Possible clients are more likely to seek out a business in their local market when they are listed in the top of local search results.
What would your business look like if you were to get in front of lots of these PERFECT customers?
(If you are a “techie SEO” and into SEO tools – you can download my local SEO checklist here.)
And, as you consume this information, make sure to get and set up a Google My Business account for your business here. You want to be there when your customers, clients or patients search for you on Google. The business benefits should be obvious.
How To Get Started With Local SEO
I’m addressing the topic of local SEO for doctors, dentists, lawyers and professional services in the local markets in this article.
However, these local SEO strategies apply across the board in all local business markets, from florists, financial services to realtors and real estate brokers.
NOTE: These are my comments from a special webinar that I put together for business professionals in the dentists, doctors, surgeons, chiropractors, attorney's area.
|I know how tough it is. I'm a business owner myself. I have a search marketing firm out there, helping small businesses to grow.
I study and write about these things.
In fact, I write for Entrepreneur magazine, Huffingtonpost, SearchEngineJournal and several others.
I've written a number of blogs. I have a new book that just came out just a while ago that's in the bookstores now, on SEO and social media and pay-per-click.
The truth though is this is not about me at all. This session and this webinar is all about helping you to make some changes. In some cases, perhaps even some small changes to make some pretty good in-roads in terms of new clients, acquisitions of those, on-boarding those clients but also creating more revenue, right? It's a win-win. We're going to take you through here today.
While I do speak about social media and other tactics, we're going to cover Facebook briefly, I'm not going to go too deeply on any of all of these.
As you probably have figured out, marketing has gotten complex, right? There's so much you can do. There's so many strategies. Every time, it seems like somebody has some new program to sell you.
|We're going to start out with a little bit of a backgrounder. That backgrounder is about you.
We're going to make some assumptions here. I think I'm going to be pretty dead on this slide here. Your ultimate goal is to attract more clients, right?
Not just any old clients. You want quality clients, you know? These are clients that pay, clients that keep coming back, clients that refer out, clients that talk about you and clients that pay.
The worst thing we know of in this industry or any industry is whiny clients. I personally don't like them. I like to stay away from those. I know the same is going to be true for you. More money, well, that's the benefit of having more clients.
If you have structured your business well and you don't have a massive amount of overhand, and you have basically set up financial systems and income streams to support it, well, not only can you make more money but your profits will increase. That's consistently over time.
|You don't need a smart marketing tactic that works today and for the next month, only to just die off. I mean you see them all the time, right? Don't do it. This is a long-term, steady-building, organic growth we're talking about. Then of course, I mean, let's get philosophical for a moment. You want to take more time off. It goes really hand-in-hand with the final point to the bottom there.
Have more fun. You know, when we were children, right, growing up, what was it all about? Just fun, fun, fun.
As the years went by and we got a little side-swiped by real life, right, things started to change. Perhaps some of you on this call, yes, you've lost a little bit of the dreaming, the fun. In some cases, some of you, yes, I'm in my profession. I have my own business, but I hate it. I need to change something.
|Well, I'm not going to get into life coaching or philosophical depth on this call.
Glad to take those questions and thoughts as well, but really, this is about local search marketing. In fact, since I mentioned questions, there is a form there. If you have questions along the way, take some notes on your notepad or paper but feel free. Send them in through the form there.
I'll be glad to answer you and help you out there. No worries at all. This is an assumption that we're making, and if I can hit these marks here today, then I think ... Well, I hope that I've done a pretty good job.
|The key to all of this is knowledge is not power. Application of knowledge is.
If you know all of this stuff and you're not applying it, well, you're just as good as your neighbor who's doing very little as well. You need to actually take these and implement them. The way that you do this is by assigning certain tasks to your self, right?
Goals are going to be very important to establish in terms of A, what are they? B, when can I get them done?
If you can assign yourself 30 to 60 minutes weekly, and by the way, these tasks are not complex. They're not tasks that all of a sudden, you're going to be thinking about trying to get these completed in your workday. No.
These can actually be done on a weekend. I talked about taking time off and have fun with your friends and family. This, as you're building out, might be just one of those, "Hey, guys. I'm going to go here and take some time because I need to take care of some tasks that Jon has described for me."
|If you can answer this truthfully and say, "Absolutely, I can commit to that," and remember, you may find that for some of you, some of the business, you are out of compliance in terms of Google Local and Google Local search, so you might have to spend a little more time initially only to balance it out.
This is a great starting point. Of course, if you have more time, hey, the more, the merrier, right? If you can do more and it's strategically aligned with your business, then I would advise you to take a look at that.
|Now, I wanted to create a bit of a storyline around this and a couple of scenarios.
Local SEO Business case for a dentistry
In scenario one here, I'm using the dentist as an example. You're out of dentistry school. You know all there is to know about dentistry, of course. You know, you're a cum laude and all of the credentials that you need to get out in the field. You've established an office, a name for yourself. You have your chair, right, equipment. You have the license with the city, with your local town. Whatever it might be. You're all set, but there's something missing. The patients, the clients, of course. You need that. You don't need just an initial seed but also long-term. We're going to talk about that long-term throughout this webinar. Initially, it just may be referrals, the word of mouth, WOM that you see there. Perhaps you took out some local newspaper ads or articles that you had pushed out there, posters, brochures, business cards.
|Certainly, as you're out in your community networking, the mixers and church affairs, community affairs, all this stuff allows you to be out there and basically promote. Promote is a big piece of it.
My favorite example is I'm a guitar player. Well, if I'm playing in my basement and I'm not promoting myself, and I'm not talking to people, then I'm just a guitar player playing in the basement. That's not very helpful. What we need to do is we need to get you out there. I'll talk about how you can do this for a small business, as you can in scenario two, a larger business. This could be now you, as you have progressed from school in those earlier years into maybe larger dentistry in this example. Perhaps you even have offices at east and west or expanded out in several regions in Los Angeles, well, now you have a different problem perhaps, right?
|Now the overhead is what's really killing you, plus internal procedures, lawsuits. This, suddenly, got more complex. You got more competitive as well now because you're in marketplaces where people really compete, right? The word of mouth still works. You want those referrals that needs to be an ongoing effort, but now, you need to expand perhaps your offline campaigns, right? How do you do it all? Well, again, you need a plan. You need good strategies and tactics that you can apply. What is the best way to serve this model? Well, what I'm about to describe for you are the 10 secrets, and a lot more after that but those 10 secrets will really help you get established to really compete quite well in any of these marketplaces, in any of these scenarios. Of course, it will be easier to rank, to show up in search engines in scenario one, which is that smaller marketplace.|
|Now, this is your new world, and we're going to take care of you here. Before we start, I want to continue by talking about some words that we use. It's not all, but these are certainly key terms that you'll hear come up again and again. I think it's useful for you to understand what they mean. SEO, search engine optimization, interesting. It's not actually optimizing search engines. It's optimizing web pages. What you do there is to make sure that it's search engine friendly, that the spiders and the robots can find you. The bots, but you want to make sure that you have engaging content that both your HTML, meaning the code behind the scenes, as well as the things you do see are quite friendly to users and search engines. Queries, simple. Searches, right? If I query or search for you, are you found?|
I talked a little bit about that, just a minute ago. That's your code. That's your content, so text, simply text. I mean search engines read text. Not images, not videos, not flash. They read the text and so it's the text that you see plus the code behind the scenes, and that is what renders your site. That is what displays our site. That's called HTML, right?
You don't have to worry about these technical aspects too much. In this course, we're going to cover the tactics that help you bring in more leads.
Incoming links, referrals, references, reviews, citations. You'll hear many different terms for this, but just suffice to know that those are important factors for ranking and for trust and authority-building.
Users, visitors, prospects, straightforward.
If you had searched for the recent global events in Google, you'll see real-time search. Reviews, references and timely updates help yield immediate results.
You hear the word citation in this local SEO, local search game because they are references and citations from local directories, from specific directories that work in your marketplace, from data aggregators, et cetera. You'll see how we build these out, or rather where you should get those from in this webinar.
|LBL, local business listing.
That's going to basically be referred to quite often here. It is the listing itself. It's the descriptions and the profile. Everything that goes into basically, your profile. Let's call it that. Universal search, blended search, you'll hear that. You know, this is common now. This has been out there for a while, but universal search is very powerful. Pictures, videos, news, books, products, everything blended into the search results. This is quite an opportunity for you. We're not going to cover that in this webinar today, but send me questions on it if you have it. Location-based search, cellphones, big deal. In fact, the VPO products local at Google, Marissa Mayer, stated just two, three weeks ago only that over the holidays, Christmas, new year's, the Google Maps rendering, meaning how many times the maps were shown bypassed desktop. People on cellphones out there during the holidays were finding restaurants and pizza places, local places from their cellphones.
|You want to make sure that you're there. You want to make sure that you're found, but also, there's many other opportunities I'm going to share with you here in a second, or sorry, in a few minutes towards the end. Keep in mind, it's going to be very important to be part of that cellphone revolution. Mobile, right? Mobile growth. Maps, Google maps, that's local. Okay. I'm with you. Personalization. If you're logged in with a Gmail account, you won't see necessarily drastic results here. If you're logged in with a Gmail account and you're building history and user patterns over time, certain searches and certainly if you've built this up yourself because you have this personal account set up, you're going to see listings show up higher in the search engine results. In fact, don't be confused by this because if you're logged in, and you're looking for yourself, you may be clapping your hands the day you see that hey, I'm number two. Only to find out oh, yes, I'm not because I'm logged into Gmail. There's a personalization factor going on.|
|Ranking, straightforward, but position within local search results. I hope this gives you a sense of the terms we use and what I use. Plus, if you use them and think about these, you'll sound a bit like a search marketer yourself, right? That's helpful. Here's a crazy slide. You know what? This is a few years old from my friend, Bruce Clay there. This talks about an important aspect of local search. It really is this. Here's the takeaway. If you see Google in there, it's not a single island that you should concern yourself with. There's many other players here. Info USA, ACXIOM, in the top middle and ACXIOM on the right. These are big data aggregators that you should actually be part of. Yes, your business should be in there, and you probably are. The takeaway is A, are you there? B, is all of your data consistent across these platforms? Specially, into Google, Yahoo! and Bing, right? You're trying to rank for that stuff. Well, you need to be. Now, this is one of those factors that they look at.|
|It gets down to your phone number, which is perhaps an easier way to track. If you have moved or your address is not right, you just need to make sure that this is correct. I'll show you some power tools here. That's part of our 10 secrets that will help you with this and that will allow this to happen for you.|
|Right before we go with the secrets, I'm going to just share a quick note about domains. It's pretty, obvious probably, but I needed to mention it. You see here, I talk about dentistlosangeles.com or dentistbeverlyhills.com. Much better than Bob's place. You know, what we're trying to do is we're using keywords here, which have received recently a lessening effect from Google. It used to be you could just buy an exact domain as it's called, and it would raise to the top. Well, they're making changes. They have made changes, so I wouldn't recommend it for that perspective, but people will remember Dentist Los Angeles, right, rather than some weird shorthand or Bob's Mouth Place. They may remember it, but it's not helpful because when you're out there handing out business cards, you have to tell them each time what this is all about. If you have a great domain, you can do a lot. This is a business discussion, so we can circle back. In fact, send me some questions on this if you have questions. We need a good domain.|
|Secret 1 of 10
Business listing in search city. This is simple. Go to google.com. Enter your business name. Question, "You there?" Okay, if you are there, does it look right? Does it look like the entries are correct? Well, you may have already registered, if not, I'm going to show you how to do that, but here's an example of where Google would have pulled data from InfoUSA today and ACXIOM and they've set up a mini profile already that's not certified or set up from you yet. You want to take a look and see if you're there, and then scan across Google, Bing, Superpages, Yelp. There's others and I'll share those with you, but just take a look. Are you there? Well, that's a great first step.
|Secret 2 – data consistency
Remember I talked about those data providers? You need the correct data sets across the board. They need to be consistent. Now, I mentioned UBL.org. That is actually a paid service. I think I should probably reverse that, but check the basics with getlisted.org first. That's a free service. All you need is your name and a ZIP code there. They will start scanning across Google, Yahoo! and Bing and also, I think, BOTW which is best of the Best Of The Web. Basically, not only will they sort of through a wizard step you through it, but it will tell you very quickly how deep your penetration is in terms of existence with those. For your local dentistry office, since I'm using that example here, you want to make sure that you're part of local niche directories. I'll show you an example of that later, but many of those are free.
|Finally, for those directories, when sign up off from the marketeers there, we'll send you an e-mail or a note about, "Hey, for a small fee, you can advertise. You can create banners, maybe even internally, some text ads that you can run." It's pay-per-click within that engine or within that directory. You should tread carefully here because often, what they'll do is they'll pitch you like crazy. It's not the first thing that I jump on. Let's put it that way. The paid area for that. I'd rather do a local paid on AdWords or Facebook before anything else. Make sure that you are aware of those. If you do consider it, make sure you understand what you're getting into. Again, it feels very pitchy for the areas that I've been working on. That's secret number two.|
|Secret 3 – Categories and associations, Google My Business
Number three here is okay, go to google.places.com, or sorry, places.google.com. I mean really just go to google and search for Google Places. Go in there. Make sure that you have set up your profile and assign the categories and associations. I'll show an example of this later, but you want to make sure that you belong to the right categories and have that rich, full, valid profile of everything that can have in there, plus the videos and photos. I mean you do need, essentially, to tell Google what you are all about. The more, the better in this case, you know, just like as you're building out the pages for SEO. The more skimpy and thin the pages, the less useful it is both to users and search engines. Now, everything that we do works in that way. I should make a side note here. Users first, search engine second, right?
|If you follow that model, you're going to win. It's not an overnight situation we're looking at here. This is a long-term building a strong business online that you can be proud of. If you build it for a long, long time, hey, you can even hand it over to your kids, right? They're not going to be squeamish about it or yayks, what did daddy do, or what did mommy do here?|
|Secret 4 - Local business listings
Just make sure that when you fill things out that you do it across the big three. Google and Bing and Yahoo!. When you do this, think in terms of getting all the data correct, you know? If you do this right, and depending on your marketplace, you may actually, within a week or two, actually see yourself from seemingly nowhere to page two or squeezing in on page one just from getting this right. I mean it's pretty powerful.
You're setting yourself up for a longer term course where you can build trust and authority, which is certainly very key.
|Secret 5 - product and service in the local business listing title
I'll show you an example of that, but if you're John Smith, don't just put John Smith DDS, but spell out the keywords. Make it a full rich title without spam. It's an accurate definition or description. It's not something where you go in and stuff keywords.
Now, people have tried a lot of different things here in terms of tweaking for the search engines. You may have done it and wow, it really works well. Only to 30 days later, a week later or three months take a hit. Again, don't chance it. This is not where you want to play.
|Secret 6 – off-page criteria & citation development
We talked about the links, the citations. Where do you get those from?
Are they trusted sources? Is it spamming networks where they come from adult sites, porn sites?
Well, it just is common sense. It's not going to make sense, right?
Those citations from the directories, from the local directories, from the data providers, from even regular websites, it's going to be very important and to build those over time and not spike them, right?
Build them organically.
For example, Local Chambers of Commerce, I'll just mention it. I don't think they have a link per se. It's a paid membership, but you have a chance to show your face there, to join up in a professional network. I talked about that earlier.
You need to be out there and as an active member of your community or at least be part of it. You don't have to be necessarily the lead of that, but you need to be part of it.
|Number 7 – customer reviews and feedback.
If there was one thing that I would probably urge you to do quickly, it's this: customer reviews.
Keep in mind, reputation management is a big, big deal. If you have 20 reviews, and 15 of those are all bad meaning this dentist sucks, to be honest with you, well then that's not great for you. Google doesn't care as much. That's 20 "good reviews," meaning that's reviews back to your site. The more you get reviewed, the better it is. The spiders will pick all these up. It doesn't have to be all from Google, right?
This could be Yelp and Superpages and other places where people have left reviews, local at Yahoo!, for instance, so volume is the key there and social proof.
UGC is just a fancier word for user-generated content. I talked a little bit about it. People who actually submit comments about you. I mean this is getting probably more advanced than you need to, but you can actually assign a username and have people actually add to your blog.
|Again, it's a completely different strategy. I wouldn't move on that, but the customer reviews, make sure you do it. In fact, I heard that somebody had a computer in their office who, after the patient is done, "Hey, listen. If you have an account, why don't you just log in and tell us what you think, and no pressure here, all right? Just get in there and review it."
Another is to put a review URL back on your business card as you hand it out. Put it right in your office on a big sticker somewhere on the wall, right? Don't be afraid to do this. People want to hide. I think it's actually a great opportunity to show that you care and that you can share, and you're not afraid of it. If you are afraid of it, well, maybe you're doing some behind the scenes in your visit to your entire office procedures and the way you deal with business and clients. We're not going to go there because that's just way too negative, right?
|Secret 8 – Deeper Reviews.
This just expands on what I said, but I needed to add this. Trusted reviews that goes to Yelp, Superpages, et cetera, these are going to be extremely valuable for you to get there. In fact, when you do this, don't just set up an opportunity to go up and review on Yelp alone. Everything needs to happen organically, is what I'm trying to say. Everything should look natural and common sense. If you have no reviews today, and all of a sudden, you have 50 reviews by the end of this week and they're all on Yelp, well, something is weird about that pattern.
|Plus if they're all, "This doctor is fantastic," and a short blurb and a link back, eventually, it's just going to be filtered. Google is smart. It can figure these things out. Also, if you're thinking, "Hey, I'll just have a bunch of my employees just Google their review or log into Google and review me," and you do it all this week, well from within the office, it's going to be the same IP address. It's going to look awfully suspicious, right? This is going to be an easy pattern for Google to check and discounted. Don't do any of all that. Just make it natural and go for it.|
|Secret 9 - Importance of on-page criteria.
This is what I call the regular ‘old’ SEO.
This is the code behind the scenes. It's the text, the tags, the title, description. All of those things that SEO is the cornerstones of SEO and synonyms and keywords. Basically here, we are not doing an SEO course. Only to suffice us to say that if you're searching for Dentist Los Angeles, and none of those keywords exist on the page, well that's just dumb, right? Makes sense. Get them on there and synonyms, you know, related terms. That's going to be very important. The contact info on the page, full numbers, geo site maps, site architecture. I'm not going to dive too much into this, but link are important. They ease on navigation and access and engagement. Our people just liking your site.
|I mean forget about the search engine for a second. Whip up your own site, you know? Show it to ten people. Show it to some friends of yours, some people in the office and just ask them this question. "Where would you click if you came to this site? Within two seconds, what seems to be the most prevalent option?" Clearly, there's going to be some that are just looking up for the phone number. They already know you, and they miss the phone number, but there's going to be new people that come on there to find you. What are they going to do? I'm going to show you a pretty horrendous example later, but we need an SEO-optimized page or website.|
|Secret 10 - full address info on contact page.
Don't hide that in text. Don't try to be cute here. This is the full name of the business, the address, phone number (local, no 800), all of it.
This is very important. This is not the place to list just three, four, five, six different offices. We're thinking in terms of segmentation. Silos is another term we use. You know, black and white. We don't want to go gray here. We want it to be very clear what is it that we're trying to optimize for. If it's one office, one location, then have a domain for that, a top-level domain. Have the content in text. Support it in that local environment. There's a little bit of money. It depends here if you are in a franchise network, but we're not going too deep on this now. You can send me a question on this if you have one.
|There are more things that we used to look at in local search, but we don't have to worry too much about it. There used to be this notion that if you are closer to the city centroid, which by the way, you can find if you go to maps.google.com and just type in the city. You'll see a little pin head or whatever that red little icon is, right? That's going to describe for you what the city centroid is. Postboxes, vacant lots, I mean these are spammy, what we call black hat spam where people are actually just moving postboxes close to the city, vacant lots, going out and finding just a vacant lot close to the city and just register that as an address. The bottom line here though is you don't really actually need a website. I'm sure you've seen it when you go out and search. You actually can be listed at the top there with no website and just Google Places. I don't recommend that if you're building a brand and you should be, and you're building a serious business and you should be. Just wanted to mention this.|
|Before I continue, let's review the starter tools.
You need to get yourself or to moz.com/local, localeze.com, UBL.org.
Those are paid, those last two I mentioned.
InfoUSA has some great services as well. Here's one.
Go into Google and just type in Google Keyword tool. The first result there is going to be that tool.
Just go ahead and type in your keywords for your business. You'll discover very quickly many, many keywords that are listed, that are associations for essentially, that main term that you typed in. It will give you some ideas for pages you can build out, perhaps even more keywords you can add to an existing page. Also, just expand your mind a little bit about how incredibly big this keyword space is and how important it is. I advise you to go and check these tools out, okay?
|We're going to dive into some examples. Remember, I talked about this? You know, you're in for a surprise here because I think if you show by what not to do, you'll learn a lot, right? Here we go.|
|Before we do it, let me just show you a quick display of what I'm talking about.
Dentist Los Angeles, right, in this example?
You see the top three listings first in the yellow highlight. On the right, you see the map and the paid listings, right? I guess that would be a ... Well, I don't know what carrier that would be, but it's top and right. In the middle there, it's organic. This is the local listings that are showing up with the phone numbers. You see the place, pages, et cetera. Actually, if we scrolled further down on this screenshot, which it is, so I can't scroll, but you'll see the natural organic listings. This is a blended result here that we're looking at in the paid organic or paid local and organic, but this is what we're looking at. Being in the top placements here is going to be more important then further down, of course. I mean it's basically people who are above the fold, you know, where you can actually see it right away.
|Now, here's an example of Alex Parsi. Alex, if this is you, sorry, but we're using you as an example. There's some great stuff in here and not so great stuff, but here's an example of owner-verified listing. See that little green checkbox across the picture with the sun and the big buildings? Well, he's been in here and he's verified Los Angeles Endodontics. He's set up some categories. Remember, we talked about the categories? There they are. Dentist, health medical, dentist, health medical, pain, so he's been expanding that categories area as well as notice at the bottom. The photos and the pictures. Well, this is exactly what I'm talking about. Starting to build out a pretty solid profile. Now, he has several things he hasn't put in here, but that's okay. Hopefully, he's building this out, but the truth is, Alex A. Parsi, DDS is not a great LBL, local business listing title.|
|That title should have a keyword in it or expansion of that DDS. In fact, Alex A. Parsi might be the thing that he puts in parenthesis or at the end. In truth, depending on some of the authority that he's built, he doesn't even need to put that in because by the time you put Alex A. Parsi, his site is going to show up by default. Google will know about it. This is the example of a profile, and if you want to set this up, just go to places.google.com yourself, right?|
|Here we go. Here's his website. Now, this is what I was talking about. Horrendous. Again, Alex, I apologize, but within seconds, can you tell me where I should click here? Well, I got to scan now. Where's the phone number? Oh, wait a second. It's over at ... Well, you have lost me already. Your phone number is not even very visible. I had to actually look for that the first time. If you were just to ask, "Does this show trust and authority? Does it engage me?" No.
If you look down at the code here, and I know several of you on the call is not going to be on the code, but just look at the code for a second with me. It says HTML and then head and then title, Los Angeles Downtown Endodontics, Dr. Alex Parsi, AA tech design.
What is that? Well, it certainly has nothing to do with his website in terms of trying to speak to keywords and relevancy. It's the firm probably that did this for him.
|I doubt they're trying to actually optimize for it. They could be as sneaky as that, but this is just very bad. The author, the page enter, exit, the generator. Yes, okay. AA tech design. Those are the guys that did it. The keywords, it's just full of keywords. It's not being used anymore, and you're giving away the keywords. You're trying to go forward to the competition. I mean it's pretty obvious, but it's not helpful. This is just a way of describing what not to do. Of course, when you get in here and you look at this, what is the sun and the building all about? Shouldn't that be a smiley face with white teeth? It just keeps me away from the site. I don't feel like these guys are very personal at all. In fact, if they had put a video here right smack in the middle with testimonials and just done that, that would be awesome, right?|
|What if I'm just doing research right now? Where is the ... I'd like to know them a little bit. Well, there is meet the doctor, but perhaps I just want to sign up and get some information from there. There's no e-mail box here. There's no way that I can sign up for a newsletter perhaps, very, very cold, distant kind of site. Don't like it. Did I say I didn't like it? Okay, I did.|
|Okay. Now, I'm going to read you all of this, but the site's here. This is actually the real secret. This is from Google engineers. The deal with the ranking factors as local. I'll explain this grid in a second, but right at the bottom, it says that the sites that are well-linked from other top-ranked results might get an initial ranking boost on some search queries. Well, the word might, right? There are no guarantees in this. That's why I want to drill this home. If there are people out there who call you or pitch you ... Yes, you know, I'll get you up there in a week or 30 days. It's basically BS because they have no way of knowing because Google changes all the time, right? We all know that. That's why you want to be careful with that.|
|Now, that grid that you see there is for Dentist Los Angeles. It turns out that the first, second and the fifth, you see the three check boxes at the top, they have an incoming link from YouTube. Now, videos are huge. It's the second largest search engine. Google being the first, and Google owns YouTube so why not, right? It's part of that universal search concept that I mentioned earlier. You can have videos showing up in results as well. Here, we clearly see these are indicators of success. The check boxes mean that the YouTube is actually a reference in the first, second and fifth position. Fox LA is the second one. The third, you have the Total Smile in number one. That's probably a reference in from another site they may have parted with, et cetera. Number four, remember I talked about those local niche directories? Well, here's one. Health profs, and it's the dentist category. Here's a link from those guys to the one that's listed in number four. Then, there's yellow pages in number six.|
|You want to think about getting a distribution and a diversity, essentially, from these different places. Again, this is ongoing, but it's easy to do with a little bit of work each week. Without further ado, let's dive into places and things.|
|Again, I'm going to pause here for a second, guys and just tell you, if it's been overwhelming thus far, don't worry because I'm going to show you the few first things that you need to start with. However, just like when you're doing research for any particular topic, if you know the landscape or the marketplace or the more 360-view into what you're looking at, you can carve this up into the slices that you need for that particular time period.
You don't have to do all of these, but it's important that you know. Plus, there's going to be someone new here who have perhaps done a lot of the things that I just spoke about, missing a few but then need some more ideas. Well, I'd like to extend that here. Facebook places, are you there?
Well, you should be.
Facebook.com/places, Gowalla, foursquare/.com businesses. That area allows you to deal with special mobile deals. Six million plus users, I believe now. Nothing to sneeze at, right? Review sites. I'm going to show you that in a second. Hotpot, that's another Google property. Groupon, collective buying power.
|Google also have now these, what they call, boost ads. Actually, it's a little bit different, but here are the 25-dollar tag ads. Google is actually calling. You may have received a call from Google and freaked out a little bit because they're actually calling you. I had an article on this that was picked up on New York Times at the beginning of the year, and yes, they are. It's an advertising trick. They're actually calling you up to push that particular model because it's one that they feel is valuable but also is attainable.
It's not a huge cost. Places.google.com/tags, special promos, et cetera, you want to check that out. Yext, business highlights, similar to what I just described. That goes into Yahoo!, Yelp, Map Quest, et cetera, Facebook ads, awesome. I mean you talk about the holy grail here. This would be it in terms of the demographics targeting the psychographics, the technographics. All of this stuff that really builds down to the most core of marketing. Who's your audience? Who could you target?
|If you throw a message out there to a bunch of folks who like antique cars, your dentist ads are not going to be very relevant to them, right? It's going to be basically a void, but if you can target down to the right people, the right audience with the right geo, not only are you doing yourself a great service, but you can get this at a very low cost right now. Google AdWords still extremely viable, of course. You must be there. You should do it. We call that paid search. When I say Google, that doesn't mean that you shouldn't be on Bing as well, which is Microsoft, but we like to start with Google. Listingslocal.yahoo.com, I talked about that. Get there. You know what? AdWords Call Metrics. This was introduced, I think, the latter part of 2010. This allows you to do one thing a little bit better, combined with Google Voice, is assign of phone number for your ad so that people can call in. You can track to see conversions from that. I mean that's pretty powerful.|
|There are many tools in this area. I'm not going to go into that. That goes way beyond the call metrics area, but if you ever wondered about that, you should check it out, right? Of course, just when I say paperwork, I mean we talk so much about online, you may already be doing offline stuff. What I'm talking about there is postcards, brochures, things that you receive or send out in the mail. Those also can invite reviews. Come on in. Get a discount for a particular service, and if you review us, and we'll give 10% off to your friend, et cetera. I mean you don't have to be too inventive there. I mean it's pretty straightforward. Listen, there's a lot of stuff you can do, right? With that said, let's dive into the following slide where I promise to you I'd share the top directories and the ones that are rated by most important.|
|Superpages on the left, Info USA. I mentioned Yellow pages in each industry sites, talked about that for the dentistry. Remember that example on Dentist Profs or Health Profs, right?
Localeze, Yelp, you want to be here and make sure that your data is consistent. The same with the review sites, and remember how I said spread them out, right? Not just one particular site. Well, go to Yelp. Use Yahoo!, Google, CitySearch, et cetera. If you're into JudysBook, maybe you should be, right? That's one of those particular review sites that maybe doesn't come up too often in your world. Well, I should also mention that when you're doing some of this, and again, not a lot of time here, but you're going to come across your competition. It's very easy to go out to some of these properties in Yahoo! and CitySearch. Type in their name. is Bob, Bob Smith and his dentistry showing up? See what he's doing and get a sense for it, right? Especially if he's ahead of you because you'll see that he'll probably have reviews from a wide variety of sources, including these review sites. Not just one.
|You know what? Here is a very important slide in terms of the money. We've talked about client getting up to this point. We're going to break a little bit from that. We're going to dive into the money side. I'm going to give you some very simple assumptions here and dealing basically with a 3,000-dollar booking. What that means is that if you are right now getting a thousand visitors to your website, and it's a 1% conversion, see the math there. Well, that's 10 new leads, essentially. If they convert to business at 3,000, well it's $30,000. Pretty simple, right? Now, the next below that is "the new model." The assumption here is that we have applied all these things that I just described. We get it to 66 visitors a day. Well, the math is easy. 2,000 times 1. Now, we're going to get into ... It's 60. For the year, that's $360,000 in your business. That's pretty exciting. Of course, you need to make sure that you have web analytics and conversion code in there.|
|If you look at this and think about, "Hmm, what can I do here," you can clearly increase the traffic, which this mode shows or you can stay within the same traffic number and just tune your website, your web pages. The one that we saw wasn't highly-tuned, right? There's a great book. I don't think I mentioned it, right? It's called Don't Make Me Think by Steve Krug. It's so great. I mean go to any of these websites. If they make you think, "hmm, where should I click? Where should I engage?" Well, guess what the user feels like, right? They're not going to do the same. They're not going to engage either. You might want to spend a little time on the website and tweak it out. Add some videos. Add some engagement forms. Have them take a quiz. There's many things you can do here to tweak it, so pretty exciting for this model. This is not talking about changing price points or selling more of a particular product. That's just exciting stuff that you can put on top of this, but wow, I would say this is pretty cool.|
|Final words before we get to exit this entire webinar. Again, I certainly appreciate you being with me all this time. It's time for you to get to work. Again, you could probably read it right there. I just put in, "Just do it." I mean it's the Nike slogan all over, right? You've heard it before. You know, we need to help you get by this, "Yes, I'll get to it whenever. I'll get to it next week," or "I don't know where to start, and so I'm not going to do anything." "Well, I'm too busy." I mean it's all this stuff we do, right? Frankly yes, if you are busy, that's good, but there are some things we can help you with. Hey, I just slid in my little help button here. If you want to press that help button, well, you can do it by going to that local strategy session. It's essentially more of me here, but we get to actually talk about your business and into your life a little bit to find out how I can help you personally.|
|I'm trying to keep this a very limited approach. I actually only have a certain number of people that I can take on, and 25 is currently the limit. There should be a link that you see on this page as well that you're going to click on. Then, you can do that any time. It opens up in a new window, but I'm going to continue just talking here for a little bit. I really do care, as I hope you've gotten a sense of to help you with your business. Also, I'm here to perhaps whip you a little bit, right, because you don't need another pretty face or hype messages. You're going to make it when in fact, you can make it but you have to actually do some work, right? That's what it gets down to. I know from my experience in dealing with businesses that out of 10 people that come in to want to take and do something, nine will do very little. One person or maybe half of the persons will actually do something. It's just the law that's been built out there.|
|Now, I don't think that's you. That's my hope. I'd really like to encourage you to visit this completely complimentary session. There is no hard sales or pitching or anything. In fact, when we hang up, I hope that you will hang up and say, "Wow, that was extremely helpful. I really enjoyed that." Anyway, we do also, this is very secondary here, but we have a group of like-minded people who also meet. That might be something you could consider at some point, but really for right now, you have some things to do, right? I just want to again, thank you.|
|Here's the pretty face I was talking about. Not, but the truth is the time spent here is of most concern. You have taken some time in your day to set aside to join me here. Time is the most precious asset, and I know this to be very true these days with my twin boys at four and my daughter at seven who are just growing by leaps and bounds. Can't wait to spend even more time in the future, but right now, we're having a lot of fun. I just did not want to waste your time, and hope this was helpful. If you'd like to take it a few steps further, then I invite you to join my completely complimentary local strategy session. If you want, I'm not sharing this in mass sign ups, but there is that link you see in the slide here, freewebinarsignups.com. If you liked it and you have another professional that might want to join up, I am running this again.|
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