Personal intro info slide

2. Personal intro info slide

3. Superhero definition

4. Local marketing has changed You have to adopt new tactics to stay competitive

5. Search engines crawl websites and save the content. When someone does a search, Google tries to return a list of the most relevant answers, Ranked in order of importance

6. SEO influences relevancy & importance But you can’t “game the system” like you could in recent years Now, it’s all about the content on your site You have to make your site for people, not for search engines

7. Your website is your first impression for most of your customers… How do your customers see you?

8. Gone are the days where you can just put up a website and compete. You can no longer have an isolated website… If customers can’t find your site in Google, it basically doesn’t exist.

9. Page One is a vicious battle for king of the hill. How many dealers are in each city? They all want to be on page one, And there aren’t always even 10 spots any more

10. Rankings will change multiple times daily, And thanks to personalization and localization, everyone will likely see different results anyway… So you can’t track rankings as a metric to prove SEO success.

11. I’m going to teach you how Local SEO is different from traditional SEO, And I’m going to give you the knowledge and tools to be a Local Search Superhero

12. Local Search: • - 1 out of every 3 Google searches is a local search • 4 out of 10 consumers use local search every day • 9 out of 10 smartphone searches end in an action

13. Local Search is different: • The “map pack” • The new Local Carousel • Assumed local intent • All result in a different set of search results driven by a different algorithm • (fed by different signals)

14. 2013 Local Search Ranking Factors By David Mihm of Moz (include URL to blog post)

15. 2013 Local Search Ranking Factors: 19.6% Place Page Signals 18.8% On Page Signals 16% Off Page Signals 14.4% Link Signals 10.3% Review Signals 6.3% Social Signals 6.1% Behavioral/Mobile signals 8.3% Personalization (will explain examples of each)

16. Google Places Page • Claim your page • In the process of merging systems (Places and Google+) • You can force a merge (explanation) • Now has phone support • Explain smaller cover image process

17. Google Places Page Optimization Tips • Categories • Address • Phone number • Description • Photos • Business name • Keywords in reviews

18. Google Places reviews now show up in a pop-up, isolated from page Strong review strategy is more important than ever

19. New Google Local Carousel • Doesn’t show car dealers (yet), but you should still prep for it • Start Google+ if you’re not using it already • Make sure the first photo you load is the one you want to use • Explain how photos are displayed • Contributes even more to lost keyword data (get ready to not track it anymore)

20. Google Authorship Associates content w/ a person Shows that person’s photo in search results - How to set up

21. Google Publisher markup Associates content with a business Shows more content on the right side of searches - How to set up

22. Citations: • NAP consistency is vital (explain NAP) • Explain Whitespark tool

23. On Site local optimization: • NAP on landing page matches Places NAP • City/state in landing page title tag • City/state in title tags throughout site • Product/service keyword in URL • City/state in landing page H1 • Schema markup

24. Website content • Update regularly • Blog! If you don’t have one, start one immediately • Blog frequently and on schedule

25. Content ideas: Google Analytics questions report Make your site a local expert Blog about your community Sponsor local events Write local event guides Review local businesses Conduct local interviews Create a local resource directory

26. Link signals: You have to be very careful after the Google Penguin update The quality and content of the site linking to you is important now Look for locally relevant sites and concentrate on those links

27. Reviews: 4 out of 5 customers will decide NOT to buy from you if you have bad reviews You can’t get good reviews if you suck. If you’re being shady, stop. Fix your dealership problems Or you’ll continue to get flamed. Customers won’t leave positive reviews unless you ask (but don’t ask for Yelp, it’s against the rules) Remove roadblocks and make it simple to get to your Google Places page to leave a review. Don’t ignore Yelp reviews, those are what power the reviews on Apple Maps (iPhones) DON’T FAKE REVIEWS! Don’t collect reviews on-site Don’t post Google reviews on your site, Google will pull duplicate reviews

28. Social Media: • 71% of consumers are more likely to purchase if referred by social media • Post regularly • Don’t shout, engage • Follow the 80/20 rule • Don’t blindly post links to vehicles from your inventory management system • Don’t do stupid stuff

29. Superhero Local SEO Tools: • moz.com (explain) • Semrush.com (explain) • Google Keyword Planner • Ubersuggest.org

30. Superhero Wordpress plugins: • Wordpress SEO by Yoast • Open Graph Metabox • Nrelate • Wordfence Security

31. Superhero Citation Tools • getlisted.org • Whitespark Local Citation Finder

32. Superhero Social Tools: • Sendible • Followerwonk • Rapportive

33. Superhero Extra Tools Google URL Builder and bit.ly combo Wistia video hosting (compared to YouTube) ReTargeter

34. And that’s how to be a Local Search Superhero!