Date post: | 08-Jan-2017 |
Category: |
Marketing |
Upload: | jordan-kasteler |
View: | 672 times |
Download: | 2 times |
#pubcon
Adjusting Local Search Intent
Presented by:Jordan Kasteler
@JordanKasteler
#pubcon
Zero Moment of Truth
@JordanKasteler
#pubcon@JordanKasteler
Zero Moment of Truth
• Outdoor Banners
• TV/Radio/Print ads
• Transportation Signs
• Handout Literature
• Word-of-Mouth
Offline Online• Top-of-Funnel Content
• Banner Ads
#pubcon
Local Search
Did you know that 1 in 3 of all Google searches have local intent?
@JordanKasteler
#pubcon
Local Search
@JordanKasteler
#pubcon
Local Search
@JordanKasteler
#pubcon
Local Search
@JordanKasteler
Horizontal
Vertical
#pubcon
Location Search
@JordanKasteler
Then
Now • IP Address / Device GPS
• Location keywords
• URL Parameters: &near=cityname or Uule
• Proxy tool
#pubcon
Search Query Intent
@JordanKasteler
#pubcon
Search Query IntentInformational
80% of search volume
Non-commercial, non-transaction-oriented
Example: what is an XYZ?
Commercial Investigation10% of search volume
Research-oriented with implied conversion action
Example: XYZ vs ABC
Transactional10% of search volume
Explicit intent to complete a conversion action
Example: buy an XYZ@JordanKasteler
#pubcon
Location SEO
@JordanKasteler
#pubcon@JordanKasteler
Keyword-Based Optimization
Optimization Action: Incorporate keyword “XYZ” into page copy and important on-page elements.
Intent-Based Optimization
Optimization Action: Identify the primary topics and questions users are looking to answer when searching for “XYZ” and create content to address the user’s needs on the targeted landing page.
Intent Optimization
#pubcon
Local SEO
@JordanKasteler
#pubcon
Local SEO - NAP
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#pubcon
Local SEO – NAP Consistency
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#pubcon
Local SEO – NAP Formatting
@JordanKasteler
St vs StreetSTE vs SuiteDr vs DriveLn vs Lane
1-555-555-5555 vs 555.555.5555
#pubcon
NAP Aggregation Platforms
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#pubcon
Listing Completion
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#pubcon
Listing Reviews
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#pubcon
Quality of Local Reviews
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#pubcon
Quality of Local Reviews
@JordanKasteler
• All Positive Reviews Look Suspicious• Negative Reviews are Healthy but Should be Rare
#pubcon
Local Review Solicitation – Do’s
@JordanKasteler
• Do Earn Reviews• Do Remind of Online Presence
#pubcon
Local Review Solicitation – Don’t
@JordanKasteler
• Don’t Threaten Negative Reviewers• Don’t Incentivize Money or Services (e.g. Google+)• Don’t Ask for Reviews (e.g. Yelp)
• If You Do, Don’t Ask HOW to Rate or Review.
#pubcon
On-Page Local SEO
@JordanKasteler
• Structured Data• <address> HTML Markup• Clickable Phone Number• Optimized (Not Keyword Stuffed) Titles• Geo meta tags• Location Landing Pages/Regional content• Mobile-friendliness (tagging, responsive/adaptive, page load)
#pubcon
• External links are editorial votes• Quality trumps quantity
• NAP citations are the links of SEO• Quantity more important
Off-Page Mobile SEO
@JordanKasteler
#pubcon
Resources• Review Handout Generator• Local SEO Checklist
@JordanKasteler
#pubcon
Questions?
Presented by:Jordan Kasteler
@JordanKasteler
www.JordanKasteler.com