local seo & small business
TRANSCRIPT
Local SEO & Small BusinessWins That Grow Your BusinessJacques Bouchard | @jacquesbouchard
@DragonSearch
About Me
• Digital Strategist @DragonSearch
• 9 Years in Digital• SEO & Content Strategy• Home Improvement & Recruiting
@DragonSearch
Your Digital Real Estate
• Website• Social Media• Reputation• Off-Site Content• E-mail Lists
@DragonSearch
A Local SEO’S Focus
• Local Targeting• User Experience• Conversions• Efficient Use Of
Time
@DragonSearch
Gather Your Data• Google Analytics• Webmaster Tools
@DragonSearch
Build Local Listings
@DragonSearch
Keyword Research
• Google Keyword Planner
• Use their language• Reference local towns
and cities• Don’t focus on rankings
@DragonSearch
Ensure Indexation
• No embedded text• Build rich content• Use common sense
@DragonSearch
<title>
• 55-56 Characters• Clickthrough Rate• Use Keywords
http://bit.ly/1GyHosD
@DragonSearch
Meta Description
• 155-156 Characters• Focus on getting
clicks• Keywords will bold• Not a ranking factor
@DragonSearch
Social Schema
• OpenGraph• TwitterCards• Rich Pins
@DragonSearch
With Social Schema
• More Visible• Clicks: +50%• Likes +60%• Engagements• Looks great
@DragonSearch
WithOUT Social Schema
• Random Image• Random Title• Scraped Description• Low Engagement• Less Visible
@DragonSearch
Traditional Schema
• Knowledge Graph• Enhanced Search• JSON-LD
Schema.org
@DragonSearch
Knowledge Graph
@DragonSearch
Social Media
• Easy to set up• Your audience is
there already• 24/7
Communication•
Personal/Personable
@DragonSearch
Which Is Best?
• Look at competition• Choose 1-2 that make sense
@DragonSearch
Preparedness Plan
• Best practices• Quality guidelines• Tone/Voice• Crisis Plan
@DragonSearch
Reputation Management
• 90% influenced by positive reviews
• 88% by negatives• 12% don’t use
reviews• 60% in B2B check
online reviews before purchasing
@DragonSearch
Key Sites
@DragonSearch
Yelp
A one-star increase in a Yelp restaurant rating improves revenue by 5%-9%.
* 2011 Harvard Business School Study
@DragonSearch
@DragonSearch
Reputation Best Practices
• Encourage reviews• Don’t incentivize
them• No fake reviews• Focus on 1-2 sites
@DragonSearch
Mobile
• Mobile: 50%+ search
• 94% search local, 84% take action on that
• 57% search weekly• 25% search daily• 50% visit within a
day --• 29% who visit
purchase
@DragonSearch
Mobile
Google search is now prioritized for mobile searchers, and the company now even uses a separate algorithm for mobile search.
http://bit.ly/1EVi9R3
@DragonSearch
“Mobilegeddon” – 1 Month
Source: Eric Enge, Stone Temple Consulting
@DragonSearch
The Cost Of Ignoring Mobile
@DragonSearch
Conversion Rate Optimization
• 1-second message
• Address & phone visible on all pages
• Click-to-call• Build local
credibility• No dead ends• Test it!
@DragonSearch
If You Can…• Blog (+55%
Traffic)• Share great blogs• Bring in bloggers• Make news• Team Up• E-mail marketing
http://bit.ly/1Snw6OA
@DragonSearch
Thank You!
Jacques BouchardE-mail: [email protected]: @jacquesbouchard
DragonSearchPhone: (212) 246-5087E-mail: [email protected]://www.dragonsearchmarketing.com