local seo basics

25
Twitter: @AmplifySEM LOCAL SEO Hi! Thanks for checking out my presentation on Local SEO Ranking Factors. Look for these bubbles in the presentation for extra info from the actual presentation.

Upload: add3

Post on 01-Nov-2014

1.235 views

Category:

Documents


0 download

DESCRIPTION

Presentation on the basics of local SEO brick & mortar retailers. Covers ranking factors, business listings, NAP business info (name address phone number), using getlisted.org, and Google+ Local

TRANSCRIPT

Page 1: Local SEO Basics

Twitter: @AmplifySEM

LOCAL SEO

Hi! Thanks for checking out my presentation on Local SEO Ranking Factors. Look for these bubbles in the presentation for extra info from the actual presentation.

Page 2: Local SEO Basics

Twitter: @AmplifySEM

WHO IS THIS PERSON?

JESSICA WARD | DIRECTOR OF SEO• Focused on SEM / SEO since 2006• Participates in developing client-strategy for SEO, Social,

& PPC• Manages both B2B and B2C clients of varied industries

and sizes• @JessicaWardPDX

Page 3: Local SEO Basics

Twitter: @AmplifySEM

AMPLIFY INTERACTIVEOverview

Boutique Agency – All We Do is Search• Search Engine Optimization (SEO)• Pay Per Click (PPC) • Link Development & Site Marketing• Social Media Optimization• Web Analytics

2010 + 2011 AMA MAX AWARD – BEST SINGLE MEDIUM ADVERTISING CAMPAIGN

Clients benefit from industry experience and strategic perspective

• Established agency – Started 2003• Established experts – Ben Lloyd started in 1998• Experts: Speaker at Search Engine Strategies, SEMpdx & more• Results: Work wins awards• Approach: Established, proven strategies, tactics and

processes

Page 4: Local SEO Basics

Twitter: @AmplifySEM

WHAT ARE WE TALKING ABOUT?

• What is SEO?

• Local SEO Ranking Factors

• Domain Authority

• Business Listings

• Google+ Local

• ONE LINK TO RULE THEM ALL– http://bit.ly/WuOHug

Page 5: Local SEO Basics

Twitter: @AmplifySEM

WHAT IS SEO?

Page 6: Local SEO Basics

Twitter: @AmplifySEM

DEFINITION

“Search Engine Optimization (SEO) is the process of affecting the visibility of a website or a web page in a search engine’s ‘natural’ or un-paid (‘organic’) search results.” - Wikipedia

http://en.wikipedia.org/wiki/Search_engine_optimization

Page 7: Local SEO Basics

Twitter: @AmplifySEM

ORGANIC VS. PAID

Paid Search Results

Organic Search Results

This is something that a lot of non-search people get confused about. Paid search results are denoted by Google with “ads” or “sponsored by.”

Page 8: Local SEO Basics

Twitter: @AmplifySEM

SO HOW DO YOU RANK #1?

The next slide has the top 5ish Ranking Factors for Local SEO. There’s not enough room to have annotations so I’m doing it here.

The link at the bottom will bring you to a study by David Mihm that includes many more ranking factors for Local SEO. Check it out for additional ways to rank locally.

Page 9: Local SEO Basics

Twitter: @AmplifySEM

LOCAL SEARCH RANKING FACTORS1. Physical Address in City of Search

2. Proper Category Associations in Listings

3. Accurate & Consistent Business Citations

4. Domain Authority of Website

5. Google+ Local Reviews

http://www.davidmihm.com/local-search-ranking-factors.shtml

Page 10: Local SEO Basics

Twitter: @AmplifySEM

WHO’S AUTHORITY?

What is Authority and what makes a person or a company an authority in a topic?

The answer: Other people thinking they’re an authority in the topic! Domain authority is essentially other people believing your website, your company is an authority. They do this by mentioning you on the web and linking to your pages / content.

Page 11: Local SEO Basics

Twitter: @AmplifySEM

SEO: LINKS = AUTHORITY = RANKINGS

21%

21%15%11%

7%

7%

7%

6% 5%

Overall Ranking Algorithm

Page Level Link Metrics

Domain Level Link Authority

Page Level Keyword Usage

Domain Level Keyword Usage

Page Level Social Metrics

Domain Level Brand Metrics

Page Level Keyword Agnostic Fea-tures

Page Level Traffic/Query Data

Domain Level Keyword Agnostic Features

The takeaway? On-site optimization is critical, but links and other off-site factors are a tremendous part of the ranking algorithm-Source: 2011 SEOmoz study “Search Engine Ranking Factors”

Page 12: Local SEO Basics

Twitter: @AmplifySEM

• Blogging• Onsite engagement• Community building• Community participation

Social

• Directories• Competitive placement• Use content to build links

• Conversational (Comments, Q&A)• Outreach (PR, Guest Posts)

Links• Keyword targeting• Optimize existing content• ID content gaps & develop the right

content• Map content to the inbound marketing

sales funnelContent

• Bot & user accessibility• Canonicalization• URL structure• Page markup• Structured markup• Internal linking

Technical

SEO: AUTHORITY PYRAMIDTechnical is always important – no website, no rankings. Ideas are listed on ways to build on the technical aspects.

Page 13: Local SEO Basics

Twitter: @AmplifySEM

BUSINESS LISTINGS

Page 14: Local SEO Basics

Twitter: @AmplifySEM

WHERE TO PLACE LISTINGS?

Overwhelmed? We all are. Just find where your customers are and make sure you’re listed there.

Page 15: Local SEO Basics

Twitter: @AmplifySEM

BUSINESS LISTINGS IN SEARCH

Business Listings can help you dominate the search results – especially for your branded term!

Page 16: Local SEO Basics

Twitter: @AmplifySEM

CATEGORIESMake sure your categories are relevant and accurate to your business and use as many category slots as possible while being relevant.

Page 17: Local SEO Basics

Twitter: @AmplifySEM

CONSISTENT BUSINESS INFO

Name

Address

Phone

If you use LLC in your name, use it that way on your website and business listings. If you spell out 4th in your address, do it everywhere. Consistency is the name of the game!

Page 18: Local SEO Basics

Twitter: @AmplifySEM

GETLISTED.ORG

Page 19: Local SEO Basics

Twitter: @AmplifySEM

GOOGLE+ LOCAL

Page 20: Local SEO Basics

Twitter: @AmplifySEM

GOOGLE+ LOCAL

Page 21: Local SEO Basics

Twitter: @AmplifySEM

GOOGLE+ LOCAL PAGE Google+ content is being used in Google’s search results. If you don’t have a Google+ Page, you really need to create one!

Page 22: Local SEO Basics

Twitter: @AmplifySEM

REVIEWS

72% of consumers trust online reviews as much as personal recommendations

52% said that positive online reviews make them more likely to use a local businessThe Local Consumer Review Survey 2012 From Bright Local (4,500 surveyed)

Google Places didn’t let you respond to reviews. Google+ does and it’s wonderful!

Page 23: Local SEO Basics

Twitter: @AmplifySEM

TAKEAWAYS

Page 24: Local SEO Basics

Twitter: @AmplifySEM

RANKING FACTORS

• ONE LINK TO RULE THEM ALL– http://bit.ly/WuOHug

1. Physical Address in City of Search

2. Proper Category Associations in Listings

3. Accurate & Consistent Business Citations

4. Domain Authority of Website

5. Google+ Local Reviews

Page 25: Local SEO Basics

Twitter: @AmplifySEM

Thanks for your time!Questions?

That’s it! Thanks for taking a look at my presentation and feel free to send along feedback. =)