What Is Location Marketing and How Does It Work?

Presented by Mike Clay on 07/09/2018 2:00pm

Google MapsLocation Marketing (or maybe you've heard it referred to as Google Map Marketing) is when you market your business through, and leverage, Google Maps.

This strategy makes use of Google Maps’ functionality to make your business easier to find when your products or services are being searched for in search engines.

Google Maps can be a vital tool for businesses to target local customers. Combined with a skyscraper content template, a properly structured content silo, and primary website landing pages, you'll have a very powerful influence on your local market.

The Location Marketing Template

This webinar details the process for developing your location marketing strategy. We have touched upon location marketing in both our How to Use Content Templates to Reach Your SEO Goals and Best Google Maps Marketing Secrets Revealed webinars, and now it is time to dive into some specifics.

It is not just what you rank for, but finding out what you rank for that drives traffic that is key. ~Mike Clay Click To Tweet

Today, we'll show you how to create the location pages layout and where the pieces fit in the entire process. We'll be demonstrating how to map out, or structure a content page in such a way that you can, in essence, cut and paste the content into your location page and then be able to mimic the process for additional locations.

Listen closely and hear the technique that only a small percentage of SEO experts apply. This single technique can have a huge impact on your business by attracting the traffic from your competition and having them visit your website instead!

We will be working to ultimately develop a primary website landing page, explain the locations category and its URL path, and bring to light the minimum length of content we will need to create to increase our content relevancy in order to crush our competition.

Research Phase

  • Real Keyword Research
  • Real COmpetitive Research
  • Traffic Analysis

We can agree that a keyword that is not being searched for or is getting NO traffic is a waste of time trying to rank for.

When we placed the domain into the Digital Marketers ToolBox, the Toolbox revealed the keywords that drive traffic.

If your domain name comes back as a keyword that is driving traffic, then you can also see how much of your total traffic is being generated from that keyword. In our OwnWP member’s website, we see that 44% of the traffic that is coming to the site is being generated from the site name.

When you first start your research in the Market Segment area, you may choose to put in a market level keyword (this is sometimes coincidental with the Google categories).

For the purpose of this webinar, we did not bother with the market segment because our market segment was not specific enough for our actual industry. We went with a very focused keyword.

When you start with a market level keyword, you will need to filter through a lot of results to determine your more specific keywords. In our case, we already knew what our focus keyword was.

In reality, you will want to take your time and go through the filtering process because It is not just what you rank for, but finding out what you rank for that drives traffic that is key.

It is not just what you rank for, but finding out what you rank for that drives traffic that is key.

Once you have some data you do want to take a look at the volume and the competitiveness of that volume.

If your ROI off of a conversion is so low that it is going to cost you more money to do the work than what you can make back from it, you can determine if its worth the effort.

That is when the volume data can become important and matter to your process.

For example, it doesn’t matter if only 10 people visit your site a month and only one person buys if that one person is paying you $50,000! Now, if you have 200 visitor a month and 2 conversions in each month but you have spent your profit to get that traffic, then the volume of traffic is not worth anything to you long term.

Our research tool also has the ability to determine your ROI (Return on Investment) if you enter the product price per profit. This ROI is a calculation that can help you determine if a particular keyword has a financially sound likelihood of being a good investment to pursue. Insanely cool, huh?

What number makes a good volume per month number depends on all of your metrics. There is no sense investing in something that will cost you more money and work than what you will gain from pursuing the keyword. So, be sure to take your conversion rate into consideration as well as what amount of profit you will make.

That being said, as a general rule, 300 is typically a good starting point – just be sure to look, and take all of the other numbers into consideration as well.

Leveraging Our Competitors Data

We added the pages of our competitors to reveal what words our competition is ranking for, as well as how much of their traffic is being generated by that keyword.

Our tool shows us the name of the competitor, where they are ranking in Google, what their previous rank was, what the search volume for that keyword is, and most important it is showing what percentage of traffic goes to their site based on that keyword.

If a site has a high percentage of traffic going to their site on a single keyword, it means they don’t have much traffic at all because all of their traffic is from one single place.

When you look at the keywords that have a lower percentage of traffic but the site is ranking (especially if not on page one of Google) it means that it is likely YOU can rank for that keyword rather easily.

Optimizing Your Page

The site architecture that we use to build our new location marketing pages are laid out for us using Mike’s Digital Marketer Toolkit

The Digital Marketer Toolkit provides us with everything we need for our primary page which is going to be written using a Skyscraper content template.

  • Our H1 title
  • Suggested URL
  • How competitive it is
  • How many competing pages there are
  • How many (minimum) number of words you need on YOUR page to be more thematically relevant than your competitors
  • The search volume
  • The click-through rate
  • How many new customers you will gain (based on the conversion metrics provided)

We are provided the same information for our category keywords. Additionally, we find a list of our market segment and competitors keywords.

Pay particular attention to items highlighted in green or yellow to get the best results. And also the annual trend of the particular competitor keywords.

Depending on the difficulty rating, you may be able to rank better than your competitors for the keywords that they are currently ranking for. The more keywords that YOU rank for the fewer and more difficult it will be for your competition to rank for.

When creating content for your landing pages, keep in mind that an eight-minute video of you answering some of the thematically relevant content questions will easily provide you with around 3000 words once it has been transcribed.

Site Structure

  • Home Page – (optimize the page with derivates of the market
  • Services
    • Silo 1 – Silo the things you want to drive traffic too (individual services that fall into your market) [HOA Property Management]
    • Silo 2 [Community Management]
  • Blog
  • Locations
    • Location 2
    • Location 2

When you find a keyword that has less competing pages but with a massive amount of traffic and it is less thematically relevant, less competitive than a weaker keyword and you add it as a category on your skyscraper page, you will start to rank for that keyword and convert at a higher level. In doing this, you are converting for something that has traffic but your competitors have not figured that out. It is a disconnect that competitors have from their customers that you can use to become more powerful.

Structure of the of the Locations Page and Silo

Locations Page = Domain.com/locations

Landing Pages to Push URL: Push to the silo landing pages

  • <LP1>
  • <LP2>
  • NAP (Name, Address, Phone)
  • GMB (Google My Business) Map Listing URL

How to Create Your Maps

Open your Business location in Google Maps

Add the driving directions from the (new location) to your place of business

Click Hamburger Menu > Share or embed Map > copy the HTML

Landing Page structure

  • H1 tag = new location
  • About (new location)
  • Unique content – How to get easy unique content
    1. Google the new location
    2. grab content from Wikipedia and/or the official city page and the information about the geography
    3. copy content
    4. go to Google translate
    5. Paste it into the tool and translate to Polish, Welsh, Sedish or Dutch
    6. Copy the foriegn language and paste it into the tool and translate it back to English
    7. Clean it up a bit with Grammarly and 9 times out of ten you’ll have unique content to use on your page
  • Image
  • New location Values
  • Embedded Google Map
    • embed the directions of driving from your new locatio to your business location map listing
  • NAP (w/schema)
  • H2 Services we provide in the (new location)
    • URL to Silo 1 > USE KEYWORD AS ANCHOR
    • URL to Silo 1 Category> USE KEYWORD AS ANCHOR

150-200 words are good enough because we are not looking to rank this page – we are only attempting to get Google to index the pages.

Near the end of the page, you can add “the areas we serve” and list them. Then, you can wrap the list in a div tag and float it off the page if you do not want the list showing. Bots will still view this as content – relevant content that holds weight with Google.

Build a location page for every town that already pops a Google maps listing within about a 90-minute drive from your GMB page address.

Extra Tweaks to Seal the Deal

Header Schema

If you really want to dive in you can also add your schema sameas within the header.

Include:

  • GMB URL
  • Domain URL
  • FB Fan Page URL
  • Twitter URL

Locations in Social Media

Be sure to also include your NAP (as listed on your GMB location) to all of your social media accounts. That way when you add your schema to your header and it includes the sameas, Google recognizes it as the same in all of those networks.

RYS

RYS is a Google drive stack. Some of the most trusted, powerful, and easy-to-rank properties on the Internet belong to Google. Create branded Google properties and leverage this inherent trust to push your brand to the next level.

Use a Google property to give weight and link back to your landing page. Build a Google site and embed Google properties on that site and the only backlinks are contextual links back to your silo.

Building a Google property like this will take 8-9 hours to build it yourself or you can purchase a stack through SerpSpace for around $500.

The basic gist of it is that your Google property will have a URL something like: PrimaryKeyword.googlesites.com and then embedded properties on it that then link back to your silo.

Google Calendar Events Are Not Duplicate Content

Another trick is to use your Google calendar for weight. Create a separate calendar and schedule events for the locations.

  • Title: New Location Focus Call <add LIS keyword>
  • More Options
  • Location: Your Map listing
  • In the description, just add the link, not the entire embed code of the location. Also add the NAP, silo landing page link along with a 144-word description
  • Make it visible to everyone… public and share all data
  • Ping the Map listing

Google will index all of the events. They are not intended to rank but they will index and show up as citations from Google.

Links

With Google’s free online calendar, it?s easy to keep track of life?s important events all in one place.

 

Presenter Bio: Mike Clay

Mike Clay is a Digital Marketing Consultant. Mike founded Clay Digital Consulting - an Atlanta based firm of Marketing Consultants, in 2013. His team is highly trained in Digital Marketing and Branding. With skills ranging from graphics design to Neuro-Marketing, they push the limits to the cutting edge and work to be the innovators in the Digital Marketing industry.

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