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Local Search Optimization Basics

Local Search Optimization Basics

Recorded on May 26, 2016 with Kelsey Johnson

Learn about local search optimization, what it means, how it differs from traditional search engine marketing, and how to get started. In this webinar, online marketing coordinator Kelsey Johnson will walk you through how to claim your Google business profile, what it takes to get listed online, and how your NAP, social media, reviews, and having a mobile friendly website can influence your ranking.

Kelsey Johnson is an online marketing coordinator with ServeNow. She consults process servers and private investigators on best practices for Google business optimization and assists with citation building, listing verification, and support. Kelsey also designs mobile-friendly websites for small businesses and creates keyword-rich website content.

Watch the Webinar

This webinar was presented as a part of the ServeNowEDU Webinar series. To watch other previously recorded webinars and to register for upcoming webinars, visit ServeNowEDU.


Local Search Optimization from LegalTalkNet

Resources Mentioned in This Webinar

Local Search Optimization -- What does it mean?

Local search optimization means optimizing your business for the search engines.. essentially the new Yellow Pages.

  • Local versus organic rankings (local are in blue, organic in red)
  • You want people to be able to find your business easily online
  • Try to think of yourself as a consumer rather than a service provider. What do you search for online? Chinese food? Coffee shops? An electrician?

What Do You Need to Do?

Claim Your Local Listing

  1. Claim your Google Business Profile, will need to send out a PIN to your address (you can’t use a PO Box).
  2. Get listed online: This means creating and verifying yelp listings, yellow pages, manta, Bing, as well as your State’s process serving association and local news sources.
  3. Bing:, Yelp,, phone verifications sometimes. Be aware of Yext, you can sign up for it, but understand what it costs first. Consult a local search specialist to assist with Yext accounts.
  4. Make sure your Name, Local phone number, Address, and web domain are consistent everywhere
  5. Volunteer locally and make sure your Business name is mentioned online.

Why Hire a Local Search Optimization Specialist?

  • Get ranking
  • Manage citations
  • Up-front costs
  • Google expert
  • Avoid bad practices
  • Support/advice
Get Started Today!

Have a Mobile-Friendly and User-Friendly Site

  1. You can check this on Google. It matters for the search engines and also for a user-friendly experience.
  2. Make sure your phone number and hours are prominently displayed.
  3. Have “keyword rich” content. Write about process serving so the search engines know that’s what you do.
  4. No spelling or punctuation mistakes - ask several people to read over your site content for mistakes.

Social media

  1. Focus on the social media that is the most comfortable to you.
  2. Always claim and optimize your Facebook page: Fill out your address, phone number, and develop a url.
  3. If you like Twitter, LinkedIn, Pinterest, or Instagram, claim and use them if you like.


  1. A study by BrightLocal stated that: 88% Of Consumers Trust Online Reviews As Much As Personal Recommendations
  2. Send follow up emails after services to ask for a quick review.
  3. Your customers eyes will be drawn to the listings with reviews on them.
  4. Consumers Trust Online Reviews More Than Personal Recommendations


  1. Get Listed Online
  2. Upgrade Your Website
  3. Social Media
  4. Ask for Reviews
  5. Be an Awesome Process Server
  6. Profit!

Read more about Marketing for Process Servers:

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