local seo - how small businesses can compete

LOCAL SEOHOW SMALL BUSINESSES CAN COMPETE IN GOOGLE

Jared Banz | Hello@SumoLeap.com | @jaredbanz

WHAT IS LOCAL SEO?

WHY IS LOCAL SEO IMPORTANT?

1 | http://bit.ly/YP_Research2 | http://bit.ly/BrightLocal2014Research3 | http://bit.ly/GoogleThink2014

36%ofthesearchesstarted atageneralsearchengine.YellowPages – 2015 Local Search Research*

88%OfConsumersTrustOnlineReviewsAsMuchAsPersonalRecommendations.

1 | http://bit.ly/YP_Research2 | http://bit.ly/BrightLocal2014Research3 | http://bit.ly/GoogleThink2014

BrightLocal – 2014 Research*

36%ofthesearchesstarted atageneralsearchengine.YellowPages – 2015 Local Search Research*

SearchesLead50%OfMobileVisitorsToVisitStoresWithinOneDay.

88%OfConsumersTrustOnlineReviewsAsMuchAsPersonalRecommendations.

1 | http://bit.ly/YP_Research2 | http://bit.ly/BrightLocal2014Research3 | http://bit.ly/GoogleThink2014

BrightLocal – 2014 Research*

Google – 2014 Local Search Research*

36%ofthesearchesstarted atageneralsearchengine.YellowPages – 2015 Local Search Research*

WE SEARCH LOCALLY ALL THE TIME WITH THE INTENTION OF

MAKING AN QUICK PURCHASE.

THINK ABOUT IT…

WHEN IS THE LAST TIME YOU…

WHEN IS THE LAST TIME YOU…

Orderedtake-outwhiletraveling?

WHEN IS THE LAST TIME YOU…

Orderedtake-outwhiletraveling?

Needednewcarpetorplumbingservices?

WHEN IS THE LAST TIME YOU…

Orderedtake-outwhiletraveling?

Needednewcarpetorplumbingservices?

Insearchofanewdentist?

OKAY, SO IT’S IMPORTANT…

SO HOW DO I RANK FOR LOCAL-BASED SEARCHES??

LOCAL SEO RANKING FACTORSAccordingtoMoz(2015)

A publication of

InstructionalTemplate

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ON-PAGESIGNALS

LINKMETRICS

CITATIONS(VOLUME/ACCURACY)

moz.com/local-search-ranking-factors

Reviewsignals,socialsignals,userbehavior&personalizationwerealsofactorslisted.

Top Local Ranking Factors

ENOUGH TALK, LET’S DIG IN.

ON-PAGE SEOHOW DO YOU OPTIMIZE YOUR WEBSITE?

HOW TO OPTIMIZE YOUR WEBSITE!

KeywordresearchUseGoogle’sKeywordPlanner(Free)andSEMRush(Freemium)

HOW TO OPTIMIZE YOUR WEBSITE!

KeywordresearchUseGoogle’sKeywordPlanner(Free)andSEMRush(Freemium)

TitleTags,H1’s,AltTextsImplementtargetedkeywords…INCLUDEtargettedcity+state(i.e.ChiropractorinDayton,OH)

HOW TO OPTIMIZE YOUR WEBSITE!

KeywordresearchUseGoogle’sKeywordPlanner(Free)andSEMRush(Freemium)

TitleTags,H1’s,AltTextsImplementtargetedkeywords…INCLUDEtargettedcity+state(i.e.ChiropractorinDayton,OH)

Sitespeed+MobileFriendlyYourloadtimeshouldbeunder2.5secondsandyourwebsiteMUSTbemobilefriendly.

HOW TO OPTIMIZE YOUR WEBSITE!

KeywordresearchUseGoogle’sKeywordPlanner(Free)andSEMRush(Freemium)

TitleTags,H1’s,AltTextsImplementtargetedkeywords…INCLUDEtargettedcity+state(i.e.ChiropractorinDayton,OH)

Sitespeed+MobileFriendlyYourloadtimeshouldbeunder2.5secondsandyourwebsiteMUSTbemobilefriendly.

NAP+SchemaMarkupMakesureyouhaveyourcorrectaddress,hoursandemaillisted.Also,utilizeSchemamarkup.

HOW TO OPTIMIZE YOUR WEBSITE!

KeywordresearchUseGoogle’sKeywordPlanner(Free)andSEMRush(Freemium)

TitleTags,H1’s,AltTextsImplementtargetedkeywords…INCLUDEtargettedcity+state(i.e.ChiropractorinDayton,OH)

Sitespeed+MobileFriendlyYourloadtimeshouldbeunder2.5secondsandyourwebsiteMUSTbemobilefriendly.

NAP+SchemaMarkupMakesureyouhaveyourcorrectaddress,hoursandemaillisted.Also,utilizeSchemamarkup.

BuildGoodContentBuildquality(notquantity)industry-related/localcontent.

ON-PAGE EXAMPLE

LOCAL LINKSBUILDING YOUR WEBSITE’S AUTHORITY WITH LINKS

LINK BUILDING DOESN’T HAVE TO BE EVIL…

CREATIVITY IS HUGE FORLINK BUILDING…

BUT DON’T UNDERESTIMATE COMMUNITY INVOLVEMENT

COMMUNITY SPONSORSHIPS

LOCAL INTERVIEWS

MEET-UPS

GUEST BLOGGING

LOCAL GUIDES

CITATIONSCONSISTENTLY AND ACCURATELY DISPLAYING YOUR BUSINESS INFO

HOW DO YOU BUILD CITATIONS?

START BY CLAIMING MAJOR DIRECTORY LISTINGS AND INDUSTRY SPECIFIC LISTINGS.

GoogleMyBusiness

FacebookBingLocal

LinkedInYelp

Manta

CitySearchFactual

YahooLocalSuperPages

MAKE SURE YOU NAP IS CONSISTENT AND ACCURATE!

123OakdaleDrive123N.OakdaleDrive123N.OakdaleDr.123OakdaleDr.123OakdaleDr

MAKE SURE YOU NAP IS CONSISTENT AND ACCURATE!

123OakdaleDrive123N.OakdaleDrive123N.OakdaleDr.123OakdaleDr.123OakdaleDr

Eventheslightestvariationcancausemajorissues.

QUIZ TIME!!

HOW’D THEY DO WITH THEIR CITATIONS?

TOOLSMAKE LOCAL SEO MORE MANAGEABLE

GET A GREAT CITATION SNAPSHOT VIA YEXT.

Yextdoesagreatjobofidentifyingexistingcitations

(free).Idon’trecommendtheirannualservicehowever.

MOZ LOCAL IS ALSO A GREAT RESOURCE

EARLY ON.

MozLocalisanotherservicethatisgreatatidentifyingerrors.Theannualserviceisdecent,butnotmyfavorite.

BRIGHTLOCAL IS MY FAVORITE PAID TOOL FOR

LOCAL SEO.- CitationTracking- CitationBuilding- ReviewTracking- GoogleMyBusinessAnalysis- LocalKeywordRankChecking

HonorablementiongoestoWhiteSpark.

LOCAL SEO RECAP

Optimizeyourwebsitewithkeywords+city+state.

Buildqualitylinksatalocallevel.

BuildqualitycitationswithNAPconsistentlydisplayed

BONUS!Turbo-chargelistingsbybuildingareviewstrategy.

QUESTIONS?

THANK YOU!DOWNLOAD THE PRESENTATION

LET’S CONNECT!hello@sumoleap.com

@jaredbanz

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