how to maximize local search traffic this holiday season
TRANSCRIPT
How To Maximize Local Search Traffic
This Holiday Season
Moderator:
Chris McDonagh, Product Manager Marketing, DMD
Speakers:
Bill Connard, VP of Local Search Solutions, Rio SEO
Kippie Friedkin, Online Marketing Manager, Lane Bryant
@rio_seo / #rioseo
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Viewing Tips
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Today’s Presenters
Kippie Friedkin
Online Marketing Manager
Lane Bryant
Bill Connard
VP of Local Search Solutions Rio SEO
@rio_seo / #rioseo
Client results of after Penguin updates
5 essential elements for user experience
The 10 on-page local SEO best practices for success
Reporting and KPIs that you should be measuring
What You’ll Learn
LOCAL SEARCH IMPACT
ANALYSIS FROM CLIENT STUDY
@rio_seo / #rioseo
Post Algorithm Client Results
Up 4.7% from organic search
Up 25% from mobile organic search
Up 5% from organic search
Up 5% from mobile organic search
Up 11% from organic search
Up 17.5% from mobile organic searchUp 31% from organic search
Up 43% from mobile organic search
Auto
Retail
Home
Technology
*% based on July 2014 – October 2014
Before Penguin Present
Technology
Sporting Goods
Home
Auto
@rio_seo / #rioseo
Why Did These Clients Succeed?
• Google wants quality user
experiences for its results
• Google is looking for relevant
verification tags about
businesses
Local landing pages ✔
Mobile landing pages ✔
Correct business information ✔
Best practice local SEO ✔
Claimed map listings ✔
Verified citations in directories ✔
5 ESSENTIAL ELEMENTS FOR
USER EXPERIENCE
@rio_seo / #rioseo
Optimizing User Experience
1. Optimized environments for desktop,
tablet & mobile functionality
2. Name, address, phone number and
click-to-call on all pages
3. Driving directions and links to maps
included for quick access
4. Local business content relevant to
nearby searchers
5. Direct link from search map results to
optimized local pages
@rio_seo / #rioseo
1. Device Optimized Environments
• Responsive Design vs. Separate
‘Templates’
• Dependent on current site structure
• Layout and structure of mobile experience
• Device Recognition
• Direct users to best possible experience
• Communicate Separate Mobile Pages
• Pointing mobile and tablet canonical URL to
desktop landing page
• Ability to separate content and analytics
@rio_seo / #rioseo
2. Local Business Information
• Business Name
• Inject local city, neighborhood, zip
codes
• Location address
• Up-to-date including neighborhoods,
landmarks or locale
• Local phone numbers
• Click-to-call functionality
@rio_seo / #rioseo
3. Driving Directions & Links to
Maps
• Integrate driving directions
• Quick link to external maps
@rio_seo / #rioseo
4. Relevant Local Business Content
• Operating hours
• Events
• Company newsletter
• Coupons or Promotions
• Promote e-commerce
@rio_seo / #rioseo
5. Optimized Experience from Maps
• Direct link to local landing pages
• Local listings in search engines
• Yahoo!
• Bing
• Up-to-date local information
• Name
• Address
• Phone
• Categories
• Images
@rio_seo / #rioseo
Poll Question
If you are a local multi-location retailer, which of these user experiences are
you currently using? (Check all that apply):
• Optimization for desktop users
• Optimization for mobile web users
• Optimization for tablet users
• Responsive design
• Present local business information
• Include links to map and driving directions
• Integrate relevant local business content (hours, events, promotions, etc)
• Your local map listings go directly to a local landing page
• None of the above
10 ON-PAGE LOCAL SEO
BEST PRACTICES TO FOLLOW
@rio_seo / #rioseo
Top 10 Best On-page SEO Practices
1. Localized code-level meta tags
2. Schema markup for all local content
3. Optimized SEO elements, such as H1 tags
4. Customized local content with relevant information
5. Image naming with localized alt and title text
6. Localized anchor text for links
7. URL structure with keywords and location
8. Domain authority links to location finder and pages
9. External links from relevant directory pages
10. Webmaster tools and web analytics integration
@rio_seo / #rioseo
1. Localized Meta Elements
• Optimized local business names
• Keyword and locale in title
• Local business descriptions
• Keyword and locale in title
• Hyperlocal meta tagging
• City
• State
• Zip
@rio_seo / #rioseo
2. Integrate Local Schema Markup
• Schema markup for each location
• Proper “local business” classification
• Local business name
• Address
• City, state, zip
• Telephone #
• Local product schema markup
• Name, description, brand, price
• Opengraph and social markup
• Facebook, Google+, Twitter https://schema.org/
@rio_seo / #rioseo
3. Optimized SEO Elements
• Localized content headings
• H1, H2, etc.
• Local information in on-page content
• City, state, zip, neighborhood, landmark,
shopping center, cross streets
• Integrate rich media
• YouTube Videos
• Google Maps
• Social media like Facebook, Twitter, Google+
• Reviews and ratings from like Yelp!,
Foursquare etc.
@rio_seo / #rioseo
4. Localized Relevant Content
• Local coupons, menus, ordering, click-
to-call, form fills
• Local events, schedule appointments,
loyalty forms
• Buy online, ship-to-store functionality
• Google Maps “See Inside” View
@rio_seo / #rioseo
5. Local Image Optimizations
• Alt & title text for location images
• Business name
• City, state, zip, neighborhood
• Localized promotions or content
• Neighborhood events
• City or statewide sale
@rio_seo / #rioseo
6. Locally Targeted Text Links
• Localized anchor text
• Landing page links
• Store services links
• In-store department hyperlinks
• Breadcrumb trail optimization
• Links to driving directions and maps
Shops at Mission Viejo
title="PacSun Mission
Viejo CA | Shops at
Mission Viejo"
PacSun Irvine
title="PacSun Irvine | PacSun"
title="Get Google Map directions for
California PacSun at 71 Fortune
Drive Irvine CA 92618"
@rio_seo / #rioseo
7. Keyword & Local Based URLs
• Keyword optimized URLs
• Sub-domain or sub-folder
• Local content in URLs
• Business name
• Address
• State
• City
• Zip code
• Neighborhood
• Search term
@rio_seo / #rioseo
8. Domain Authority Value
• Location finder on main domain
• Faster path to crawling and
quality rankings
• Site-wide navigation links
@rio_seo / #rioseo
9. External Links from Directories
• Inbound links from online directories to
local pages
• Google+ Local
• Yahoo! Local
• Bing Maps
• Yelp!
• Foursquare
• YellowPages
• Merchant Circle
• & many more
@rio_seo / #rioseo
10. Analytics & Webmaster Tools
• Submit sitemaps to search engines
• Bing
• Implement Web Analytics
• Google Analytics
• Omniture
• Setup webmaster tools
• Bing
• Integrate Google assets
• Maps
• YouTube
@rio_seo / #rioseo
Poll Question
Which of the Top 10 local on-page SEP practices do you currently have in place? (Check all that apply):
• Localized code-level meta tags
• Schema markup for all local content
• Optimized SEO elements such as H1 tags
• Customized local content with relevant information
• Image naming with localized alt and title text
• Localized anchor text for links
• URL structure with keywords and location
• Domain authority links to location finder and pages
• External links from relevant directory pages
• Webmaster tools and web analytics integration
• None of the above
REPORTING AND KPIS THAT
YOU SHOULD BE MEASURING
@rio_seo / #rioseo
Local Search KPIs to Measure
• Essential local search metrics
• Website analytics
• Call tracking
• Click activities
• Conversion measurement
• Local ranking reporting
• Brand consistency on local citations
• What is a success?
• Increased traffic
• Increase in leads, form fills, appointments
• More conversions in-store or online
@rio_seo / #rioseo
Monitoring Local Data Consistency
• Track critical business information
• NAP (Name, address, phone #)
• Operating hours
• Services and products
• Categorization in directories
• Local URLs
• Additional contact information
• Scan and compare external networks
• Data aggregators
• Social networks
• Niche local online directories
• GPS devices
@rio_seo / #rioseo
Track Local Ranking by Location
• Hyperlocal rank across organic & local
• Organic rankings on search engines
• Local map rankings
• Organic ranking from third party
directories
• Yelp!
• Foursquare
• Insiderpages
• Whitepages
• And many more
@rio_seo / #rioseo
Reporting On Customer Reviews
• Determine review sites to track
• Google+
• Yahoo Local
• Yelp!
• Superpages
• Etc.
• Measure ratings over time
• Average ratings by site
• Rating by location, city, state, national
• Identify opportunities for improvement
@rio_seo / #rioseo
Creating Segmented Reports
• Define location set
• Individual locations
• By city, state, national
• Select store types and filters
• Combine data sources
• Cross-channel reporting
• Trending side-by-side
• Drill down to specific sources
• Create roll-up reports
• Compare multiple segments
• Overall local network reporting
• Trends over time
@rio_seo / #rioseo
Poll Question
What are currently measuring for your locations online when it comes to local search? (check all that apply)
• Website analytics for local landing pages
• Call tracking
• Click activities on local landing pages
• Conversion measurement from organic and local search
• Local ranking reporting by location
• Brand consistency on citations (local listings) in local ecosystem
• Monitoring customer reviews and ratings
• Have roll-up reporting that combines all of the above
• None of the above
@rio_seo / #rioseo
Summary - Final Takeaways
1. Clients using best practice local SEO saw an
average of 13% increase in organic traffic post
Penguin.
2. Optimize your local efforts for user experience
across devices and online directories.
3. Utilize top 10 practices for local SEO now to
gain the most impact from local search.
4. Implement local search roll-up reporting to
measure success from cross-channel efforts.
@rio_seo / #rioseo
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Thank You! Questions?
www.rioseo.com
www.lanebryant.com