Post on 12-Nov-2014
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LOCALSEO
Local Marketing Secrets
www.SiteStrategics.com
Who We Are
Site Strategics understands the art and science of properly structuring your web, mobile and social media programs. The metrics of search engine optimization (SEO) are increasingly complex and our experts rule the tools that provide the research required to satisfy stringent new search engine requirements.
Site Strategics curtails its business to Indianapolis, Indiana – but also works nationwide.
AN indianapolis internet marketing Agency
www.SiteStrategics.com
About UsEarly adopters
Site Strategics was established in 2004, with a primary focus on web site development for small, medium and large businesses in Indiana that not only were appealing designs, but focused on Success!
We pride ourselves on our ability to manage the intricate balance between marketing strategies, media vehicle selection, campaign management, creative thinking and application.
All areas are carefully considered to maximize your advertising effort.
SEARCHOPTIMIZATION SEARCHMArk
etingSOCIALMANAGEMENT
mo
08day
20yr
04
WEBDEVELOPMENT
LOCALOPTIMIZATION
CONTENTMARKETINGAPPDEVELOP
MENT
www.SiteStrategics.com
ERIN SPARKSSenior SEO CONSULTANT
Erin sparks
Professional skills
Erin Sparks is the owner and president of Site Strategics, a company he founded in 2004 that specializes in high-end Web services for small, mid-sized and large businesses in a format and language they can afford and understand. The company’s goal is to not only help its clients look good on the Web but to also help them be found by potential customers.
SEO D ESI GN COD I NG SEM SOCI AL R AD I O Voice
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Erin SparksTHE DUDE
www.SiteStrategics.com
Our ShowWe love it – every
week
WWW.EDGEOFTHEWEDRADIO.COM
PODCASTS, VIDEOS : every Saturday
Local Landscape
Where your Customer is Looking
Search Engine Real Estate
PPC / SEM
Regular SEO
Search Engine Real Estate
Local SEO
Regular SEO
Search Engine Real Estate
Local SEO
Reviews
Search Engine Real Estate
Location Impacts Results
What Local SEO is:“The practice of improving the quantity and the quality of traffic from search queries with a geographic intent” - MOZ
LOCAL SEO IS CHANGING:
competitorsreviews
Google Venice update
personalized search
Google+ local
Moving Field
Google Pigeon update
www.companydomainname.com
Venice Update
The Google Venice Update
• February 27, 2012• Local Results Returned• Localized results could be
pushing your rankings down• You don’t even need to be
logged in to see local results
www.companydomainname.com
Venice Update
“Local Intent” search = local results
I’m not even logged into Google
How do I get in here? I want it!
www.companydomainname.com
PigeonUpdate
PIGEON UPDATE : JULY 24th, 2014
• Deep Impact for Web Results• Does impact local search results rankings • Some local businesses may notice an increase or decrease in web
site referrals, leads and business from the change.• Deeper into their web search capabilities, including the hundreds
of ranking signals they use in web search along with search features such as Knowledge Graph, spelling correction, synonyms and more.
www.companydomainname.com
PigeonUpdate
PIGEON UPDATE : JULY 24th, 2014What we see
• Local directory sites are getting better visibility in Google’s search results.• Google has fixed its “Yelp problem” and is now showing Yelp
pages at the top of search results when queries specifically include the word “Yelp.”• Well-known directory-style sites like Urbanspoon, TripAdvisor,
Yelp, and OpenTable
www.companydomainname.com
PigeonUpdate
JULY 24th, 2014What we see
• Similar things are happening on other search queries — but not all:• A search for “miami hotels” shows individual hotels in the carousel, followed by
nothing but directory-style pages in the organic results below — URLs from Hotels.com, TripAdvisor, Expedia, Kayak and even a list of hotels from Marriott’s website. Individual hotels don’t show until page two.
• A search for “chicago pizza” shows individual restaurants in both the carousel and almost completely through the first page of organic results.
• Searches for “dallas dentists” show several individual practices in the organic results, but “dallas restaurants” shows nothing but directory-style pages outside of the carousel.
Search Engine Land, Matt McGee, July 26
LOCAL SEO
www.SiteStrategics.com
What Affects Local SEO?
Getting LocalGrooming the results
On PageOptimization
Citations
Local Profiles
Reviews
Social Media
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ON-PAGE OPTIMIZATIONAffecting changes on your site and blog to reflect LOCAL references
TITLE TAGS & META
NAME, ADDRESS, PHONE NUMBER
CONTENT
BLOG
RICH SNIPPETS
Getting LocalGrooming the results
www.SiteStrategics.com
ON-PAGE OPTIMIZATIONAffecting changes on your site and blog to reflect LOCAL references
Getting LocalGrooming the results
Include your location in the title tag
TITLE TAGS & META
www.SiteStrategics.com
ON-PAGE OPTIMIZATIONAffecting changes on your site and blog to reflect LOCAL references
Getting LocalGrooming the results
TITLE TAGS & META
Include your location in the META DESCRIPTION
NAME, ADDRESS, PHONE NUMBER
CONTENT
NAME, ADDRESS, PHONE NUMBER
CONTENT
CONTENT : Most common placing for address is in the Footer >>
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ON-PAGE OPTIMIZATION
Getting LocalGrooming the results
How to use your Blog
BLOG
• Sponsoring a local event? Write about it
• Write about events in your area – are you involved?
• Include your location in posts mentioning your business directly
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ON-PAGE OPTIMIZATION
Getting LocalGrooming the results
How to use your Blog
Don’t Forget about Authorship
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ON-PAGE OPTIMIZATION
“Structured markup is a way of annotating information already on your website to help Google and others understand information more precisely.”
Getting LocalGrooming the results
RICH SNIPPETS
Place
Restaurant
Product
Review
Aggregate Review
Event
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ON-PAGE OPTIMIZATION
http://www.google.com/webmasters/tools/richsnippets
Getting LocalGrooming the results
RICH SNIPPETS : TESTING TOOL
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LOCAL SITES & PROFILESSites with Local Intent:
Getting LocalGrooming the results
www.SiteStrategics.com
LOCAL SITES & PROFILES
Getting LocalGrooming the results
Make sure your address is consistent across all profiles
www.SiteStrategics.com
LOCAL SITES & PROFILES
Getting LocalGrooming the results
www.SiteStrategics.com
LOCAL SITES & PROFILES
Getting LocalGrooming the results
Verify all of your profiles, by email or phone call
Fill in as much information as possible, all are important areas
Local Sites
Newspapers Local Press
TV Stations
Radio
Local Charities
Local Business
Directories
Your County Council
Social for Local
BRAND INTERACTION
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Social media
Getting LocalGrooming the results
GOOGLE LOCAL / MAPS
PINTEREST / FOURSQUARE / YOUTUBE / FLICKR
ALWAYS LINK TO YOUR SITE FROM YOUR ABOUT US SECTIONS
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Social media
Getting LocalGrooming the results
• Photos• Videos• Payment Options• links
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Social media
Getting LocalGrooming the results
GOOGLE LOCAL
• Get your business on Google Local• Verify with Google (phone call or
postcard)• Include all information about your
organizationG
VERIFY YOUR SITE ON GOOGLE+
VERIFY YOUR SITE ON GOOGLE+
VERIFY YOUR SITE ON GOOGLE+
www.SiteStrategics.com
REVIEWS
Getting LocalGrooming the results
• Major Factor In How Customers View Your Service
• Customers Look At That Before Even Seeing Your Site
• Weighing Factors : Negative Vs. Positive
• Top Salesman For Your Local Listings
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REVIEWS : DO’s
Getting LocalGrooming the results
• Be Prompt• Make it Easy• Follow up Your Initial Email• Be Creative
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REVIEWS : DOn’ts
Getting LocalGrooming the results
• DON’T offer an incentive• DON’T ask for Yelp Reviews• DON’T dictate what should be
written• DON’T send a link to review on
Google unless they have Gmail• DON’T pose as happy customers to
increase your review count
Don’t get angry if you receive a bad review
www.SiteStrategics.com
CITATIONS
“Citations are defined as “mentions” of your business name and address on other web pages, even if there no link to your website”
Getting LocalGrooming the results
www.SiteStrategics.com
CITATIONS
• Company Name, by itself.• Company name & phone
number.• Company name, phone
number, & address.• Company name, phone
number, address, & link.• etc.
Getting LocalGrooming the results
www.SiteStrategics.com
CITATIONS
• Structured Citations
• The most common citations are found on business listing sites like yellowpages.com, yelp.com, superpages.com, etc. These are referred to as structured citations.
Getting LocalGrooming the results
www.SiteStrategics.com
CITATIONS
• Unstructured Citations
• Citations can also often be found on blogs, newspaper websites, event listing websites, job websites, government sites, etc. These are referred to as unstructured citations and can be extremely valuable to your local rankings.
Getting LocalGrooming the results
www.SiteStrategics.com
CITATIONS
• HOW TO FIND THEM?
• USEFUL TOOLS:• Whitespark.us
Getting LocalGrooming the results
https://www.whitespark.ca/local-citation-finder
MOBILETHE LOCAL EFFECT
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Responsive web design (RWD) is a web design approach aimed at crafting sites to provide an optimal viewing experience—easy reading and navigation with a minimum of resizing, panning, and scrolling—across a wide range of devices (from desktop computer monitors to mobile phones). Mashable called 2013 the Year of Responsive Web Design
RESPONSIVEWHERE YOUR
CUSTOMER IS
www.SiteStrategics.com
March 18th Article in TheNextWeb.com:
NPD: US homes now hold over 500m Internet-connected devices with apps, at an average of 5.7 per household.
RESPONSIVEWHERE YOUR
CUSTOMER IS
www.SiteStrategics.com
Bounce rate• Although this may not be the most talked about component of SEO, bounce rate
it is still very important to your rankings. Search engines take note if a user
clicks on your website and immediately returns to the search engine page. To
search engines, this means that the user did not find what they were looking for
and, worse, your site may not be the best option to rank high for that term.
• If your mobile site does not include all of the content from your desktop site
users may become frustrated when trying to find something that does not exist
on their device. If you do not have a site optimized for mobile viewing users are
more likely to leave and return to the search engine to find a site that is easy to
read and navigate on their screen size.
RESPONSIVEWHERE YOUR
CUSTOMER IS
www.SiteStrategics.com
Best practices on mobile
SEO• Responsive web design. Considered industry best practice and is
recommended by Google. This includes using CSS media queries for
device rendering, and using uniformed HTML across all devices.
• Maximize Site Speed. A faster site will provide a better mobile user
experience.
• Sites first, apps later!. Apps are limited in their reach, while sites
will drive traffic. 50% of consumers would not recommend a
business with a bad mobile site, while 40% said they would use a
competing business if it provided a better mobile experience.
• Researching your mobile audience. Prior to creating your mobile
site, it is imperative to understand the wants and needs of whom
you are trying to reach.
• Optimize your mobile content. Mobile users are often on
the go and do not have the same goals as those sitting
behind a computer. Create custom mobile content to give
researchers exactly what are looking for.
• Accessible desktop pages to mobile searchers. Point blank:
An unreachable desktop page is unusable to mobile
searchers.
DO NOT:
• Separate mobile URLs.
RESPONSIVEWHERE YOUR
CUSTOMER IS
www.SiteStrategics.com
FREE MOBILE HEALTH CHECKhttp://www.smartinsights.com/mobile-healthcheck-go/(Sign up for Basic)
CRAZY EGGhttp://www.crazyegg.com/overview(Mobile Click Tracking Tool)
iPAD PEEKhttp://ipadpeek.com/
Tips for MobileGet started!
ready.mobi PAGE TESThttp://ready.mobi/launch.jsp?locale=en_EN
RESPONSIVEPXhttp://responsivepx.com/(Variable Screen Sizes)
MobileSearch
What about Mobile Search?
ROUGHLY 40% OF ALL MOBILE SEARCHES ON GOOGLE HAVE LOCAL INTENT
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DownloadeGet started!
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Contact UsLOVE TO TALK
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skype.com/SiteStrategics
youtube.com/SiteStrategics twitter.com/SiteStrategics
facebook.com/SiteStrategics
www.SiteStrategics.com
3725 East Southport RoadSuite AIndianapolis, IN 46227
info@sitestrategics.com
+1 317 882 8500
Site Strategics goal is to bring high-end Web services to small and mid-sized business owners in a format and language they can afford and understand. The Indianapolis company’s goal is to not only help its clients look good on the Web but to also help them be found by potential customers.
Contact UsWHERE WE ARE
www.SiteStrategics.com
Our ShowWe love it – every
week
WWW.EDGEOFTHEWEDRADIO.COM
PODCASTS, VIDEOS : every Saturday
Thank You