Using the social web to get local search results.

1. Going Local
With Social
Using The Social Web to Get Local Results
@gyitsakalakis
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2. Gyi Tsakalakis founded AttorneySync and
EPL Digital to help lawyers and businesses
earn meaningful and valuable attention
online because that's where clients and
customers are looking.
Why can’t we be friends?
@gyitsakalakis
@gyitsakalakis 2

3. CONCEPT
@gyitsakalakis
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4. SOCIAL LOCAL
@gyitsakalakis 4

5. “The essence of social media is
really a public conversation
with your customers and
prospective customers.”
@gyitsakalakis 5

6. “The essence of the future of
local search is really a public
conversation with your
customers and prospective
customers.”
@gyitsakalakis 6

7. @gyitsakalakis 7

8. @gyi@tsagkyaitlsaakkisalakis 8

9. @gyitsakalakis 9

10. @gyitsakalakis 10

11. @gyitsakalakis 11

12. @gyitsakalakis 12

13. @gyitsakalakis 13

14. @gyitsakalakis 14

15. @gyitsakalakis 15

16. #1
@gyitsakalakis 16

17. Pizza Hut?
@gyitsakalakis 17

18. Consistent NAP is not
a substitute for being
awesome.
@gyitsakalakis 18

19. It takes a lot more work to
build trust than to lose it.
@gyitsakalakis 19

20. @gyitsakalakis 20

21. Are social signals direct
search ranking factors?
@gyitsakalakis
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22. @gyitsakalakis 22

23. Whether or not
social signals are
direct local
search ranking
factors isn’t
really the point.
@gyitsakalakis 23

24. “It’s not the actual social activity that
matters, but what happens as a result
of that activity.”
- AJ Kohn (Blind Five Year Old)
@gyitsakalakis 24

25. SURVEY
SAYS!!!
@gyitsakalakis 25

26. @gyitsakalakis
Overall Ranking Factors
Local Search Factors 2014 (MOZ)
On-page Signals 21%
Link Signals 18.30%
External Loc Signals 15.50%
My Business Signals 14.70%
Review Signals 9.80%
Personalization 8.40%
Behavior/Mob. Signals 6.90%
Social Signals 5.80%
David Mihm
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27. @gyitsakalakis
Overall Ranking Factors
Local Search Factors 2014 (MOZ)
On-page Signals 21%
Link Signals 18.30%
External Loc Signals 15.50%
My Business Signals 14.70%
Review Signals 9.80%
Personalization 8.40%
Behavior/Mob. Signals 6.90%
Social Signals 5.80%
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28. @gyitsakalakis
Overall Ranking Factors
Local Search Factors 2014 (MOZ)
On-page Signals 21%
Link Signals 18.30%
External Loc Signals 15.50%
My Business Signals 14.70%
Review Signals 9.80%
Personalization 8.40%
Behavior/Mob. Signals 6.90%
Social Signals 5.80%
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29. @gyitsakalakis
Overall Ranking Factors
Local Search Factors 2014 (MOZ)
On-page Signals 21%
Link Signals 18.30%
External Loc Signals 15.50%
My Business Signals 14.70%
Review Signals 9.80%
Personalization 8.40%
Behavior/Mob. Signals 6.90%
Social Signals 5.80%
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30. @gyitsakalakis
Overall Ranking Factors
Local Search Factors 2014 (MOZ)
On-page Signals 21%
Link Signals 18.30%
External Loc Signals 15.50%
My Business Signals 14.70%
Review Signals 9.80%
Personalization 8.40%
Behavior/Mob. Signals 6.90%
Social Signals 5.80%
~79%
30
????

31. Top 50 Localized Organic Factors
Top 50 Localized Organic Factors
City, State in Landing Page Title 1
Domain Authority of Website 2
Page Authority of Landing Page URL 3
Quality/Authority of Inbound Links to Domain 4
Quality/Authority of Inbound Links to Landing Page URL 5
Physical Address in City of Search 6
Quality/Authority of Structured Citations 7
Product / Service Keyword in Website URL 8
Click-Through Rate from Search Results 9
City, State in Landing Page H1/H2 Tags 10
@gyitsakalakis
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32. Top 50 Pack/Carousel Factors
Top 50 Pack/Carousel Factors
Physical Address in City of Search 1
Proper Category Associations 2
Consistency of Structured Citations 3
Quality/Authority of Structured Citations 4
HTML NAP Matching My Business Page NAP 5
Product / Service Keyword in Business Title 6
Domain Authority of Website 7
Proximity of Address to the Point of Search
(Searcher-Business Distance) 8
Individually Owner-verified My Business Page 9
Proximity of Address to Centroid 10
@gyitsakalakis
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33. Top 30 Difference-Making Factors in
@gyitsakalakis
Competitive Markets
Top 30 Difference-Making Factors in Competitive Markets
Domain Authority of Website 1
Consistency of Structured Citations 2
Quality/Authority of Inbound Links to Domain 3
Quality/Authority of Structured Citations 4
Proper Category Associations 5
Quality/Authority of Inbound Links to Landing Page URL 6
City, State in Landing Page Title 7
Physical Address in City of Search 8
Quantity of Native Google Maps Reviews (w/text) 9
Quality/Authority of Unstructured Citations (Newspaper Articles, Blog Posts) 10
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34. 10 Factors That Have Increased in
@gyitsakalakis
Importance Since Pigeon
10 Factors That Have Increased in Importance Since Pigeon
Domain Authority of Website 1
Proximity of Address to the Point of Search (Searcher-Business Distance) 2
Quality/Authority of Inbound Links to Domain 3
Quality/Authority of Inbound Links to Landing Page URL 4
Physical Address in City of Search 5
Quantity of Reviews by Authority Reviewers (e.g.Yelp Elite, Multiple Maps Reviewers,
etc) 6
Quality/Authority of Structured Citations 7
City, State in Landing Page Title 8
Click-Through Rate from Search Results 9
Page Authority of Landing Page URL 10
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35. Domain Authority of Website
“We calculate this metric by combining all
of our other link metrics— LINKING ROOT
DOMAINS, NUMBER OF TOTAL LINKS,
MOZRANK, MOZTRUST, ETC.—into a
single score.”
@gyitsakalakis
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- MOZ

36. “The essence of domain authority is
really a public conversation with your
customers, prospective customers and
other people.”
@gyitsakalakis 36

37. ACTION
@gyitsakalakis 37

38. How can I rank better
using social media?
@gyitsakalakis
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39. Convince people to search with
@gyitsakalakis
site:twitter.com
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40. @gyitsakalakis
Spam Your Google
My Business Page
H/T Andrew Shotland (@localseoguide)
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…

41. Get People to Circle You on G+
@gyitsakalakis
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42. @gyitsakalakis
Barnacle SEO
- Will Scott (@w2scott)
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Barnacle SEO: attaching oneself to a
large fixed object and waiting for the
customers to float by in the current.

43. url count rankings_analyzed coverage
findlaw.com 81 960 8.44%
lawyers.com 56 960 5.83%
google.com 53 960 5.52%
avvo.com 43 960 4.48%
wikipedia.org 40 960 4.17%
thumbtack.com 39 960 4.06%
yelp.com 20 960 2.08%
@gyitsakalakis 43

44. @gyitsakalakis 44

45. @gyitsakalakis 45

46. Example: Dangerous Intersections
@gyitsakalakis
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47. Organic Local Social Promotion
@gyitsakalakis 47

48. @gyitsakalakis 48

49. Paid Local Social Promotion
@gyitsakalakis
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1,312

50. Use Local Socially Promoted Content
@gyitsakalakis
To Build Links.
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51. Example: Chicago Bike Accident Map
@gyitsakalakis
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52. @gyitsakalakis 52

53. Optimizing Social Profiles With Local
@gyitsakalakis
Search In Mind.
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54. Find Local Influencers On The Social
@gyitsakalakis
Web.
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55. Future?
@gyitsakalakis 55

56. @gyitsakalakis 56

57. C@ogyfitfsaekaelak?is Beer? Questions? @gyitsakalaki57s