local seo - how small businesses can compete
TRANSCRIPT
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?
