LSA Bootcamp Portland: SEO Fundamentals for Business Owners

@davidmihm © SEOmoz, Inc. 2015
SEO Fundamentals
Investing in Long-Term Digital Assets
DAVID MIHM
DIRECTOR OF LOCAL STRATEGY, MOZ
LOCAL SEARCH ASSOCIATION
PORTLAND, OR
NOVEMBER 1 2015

I. Key Local Search Concepts
II. Where to Focus
A. Optimizing Your Website
B. Maximizing Your Location
C. Building Your Digital Brand
I. Recap

Things Every Business Owner
Should Know about Local Search

Why local visibility is so important
What does local search look like?

“Convenience Store”
http://www.slideshare.net/randfish/the-seo-revolution-will-not-be-televised

PAID RESULTS … PPC
ORGANIC (“NATURAL”)
RESULTS … SEO
LOCAL (“PACK”) RESULTS
…LOCAL SEO

ORGANIC (“NATURAL”)
RESULTS … SEO
LOCAL (“PACK”) RESULTS
…LOCAL SEO

http://searchengineland.com/google-maps-explore-adds-curated-recommendations-new-features-229711

http://appleinsider.com/articles/15/06/16/apples-siri-spotlight-extend-google-like-search-inside-ios-9-apps-without-tracking-users

http://www.wired.com/2015/08/facebook-launches-m-new-kind-virtual-assistant/ http://marketingland.com/facebook-pushes-into-google-now-territory-with-updated-mobile-notifications-
148646

Things Every Business Owner
Should Know about Local Search
1. Mobile and Local are joined at the hip.
2. There are multiple algorithms at work.
3. Things are evolving rapidly.
4. Google is dominant but not the only
player.

So What Do I Focus On?

Running the best business you can.
(Seriously.)

But there ARE some local search
best-practices.

BRAND
WEBSITE LOCATION
Site Structure
Topical Relevance (Content)
Citations
Links
Reviews
Social Media
Your Local Search Foundation

Local Search Ranking Factors
https://moz.com/local-search-ranking-factors
LOCATION
WEBSITE
WEBSITE
BRAND

Optimizing Your Website

Structure
ContentTechnology/
Design
What makes a good website?

Slide courtesy of Aaron Weiche, GetFiveStars.com
RESPONSIVE DESIGN
• Site adjusts based
on device
• One site, one CMS
• Preferred technical
structure by Google
and Bing for mobile
Search: “Responsive
Wordpress Templates”
Technology / Design:
THINK MOBILE

ARE YOU “MOBILE-FRIENDLY?”
https://www.google.com/webmasters/tools/mobile-friendly/

ARE YOU “MOBILE-FRIENDLY?”
https://developers.google.com/speed/pagespeed/insights/

Structure
Usability
“Don’t make me think.”
• Clear navigation options
and labels
• Calls to action / next
steps
• Contact info right up top
(& bottom)
Hierarchy
Don’t bury the lead.
• Most important pages are
linked-to from homepage.
• Dedicated page for each
major business line
/product.
• Cross-link relevant pages.

Great Structure
HOMEPAGE
SUP Lessons About UsSUP GearSUP Boards
Beginner Stand Up
Paddle Lessons
Intermediate Stand
Up Paddle Lessons
Advanced Stand Up
Paddle Lessons
Naish Stand Up Paddle
Boards
Rivera Stand Up Paddle
Boards
Rusty Stand Up Paddle
Boards
SUP Wetsuits
SUP Paddles
SUP Fins
Locations
SUP in Bend
SUP in Portland
SUP in Eugene

Real World Example

The most neglected part of small business websites 
• Don’t do marketing. PROVIDE ANSWERS.
• ALL media – Text, photos, graphics, video, user-generated
content, reviews.
• YOUR photos – ditch the stock photography.
• Cover capabilities, process, experience … the stuff that
REALLY matters to your potential customer.
Content

Determine what page or section
of your website WINS you business.
What matters to your customer?
Make this your A+ content.
Remodeler = past projects (photos, video, text, details)
Restaurant = menu (description, photos for EVERY item, prep video)
CPA/Lawyer = Bio (about, experience, certifications, personal)
The King of YOUR Content

Not-so-great Content 

Better, with just a little effort!

What SHOULD your website rank for?
#1 Ask your customers.
Compile the top 10 questions your
sales staff, or customer service
staff are asked.
• Does your website
answer all of those 10?
• THESE are the pages you
should start optimizing around.

“printing services”
“document management services”
“document management services
Portland, OR”
SEARCHVOLUME/COMPETITIVENESS
# OF WORDS IN KEYWORD

Portland, OR”
Focus your website
optimization

Portland, OR”
Focus your website
optimization
Google will help you with
Local optimization!

#2 Ask Google.

Google Suggest

Google Related Keywords

Google Trends
http://www.google.com/trends/ “commercial printing” vs “document services”

Google Trends

WHERE should you use keywords?
– Title Tags
– Headlines
– Internal Links
– Remember: Your location is also a keyword!

WHAT are Title Tags?

Headlines and Internal Links



Headlines and Internal Links



BRAND
WEBSITE LOCATION
Site Structure
Topical Relevance (Content)
Citations
Your Local Search Foundation

Maximizing Your Location

Name
Address
Phone number
(Website)

[[Brand Name Here]] – Portland (SE Hawthorne) – Buy Blue Widgets In-Shop
http://www.bluewidgets.com/locations/seportland
Blue Widgets Store –
4423 SE Hawthorne
Portland, OR 97214
503 555-5555
Branch Manager: John Neville
John.neville@bluewidgets.com
See this location on Google Maps
To get to our office from Gresham
and Troutdale:
Take Burnside west to 82nd ave.
RECEIVE 10% OFF YOUR WIDGET WITH THIS AD
CALL 555-555-5555 AND MENTION THIS AD ([[COUPONNAME]])
Popular widgets carried by this store:
Indigo Widget
Baby Blue Widget
Navy Widget
“Got a great deal on my blue
widget!”
--Kristine Williams from
Woodstock
Have you been to our
Hawthorne location?
We love getting feedback!
Tell us about your experience
here
BLUE WIDGET BRANDING + NAVIGATION
Title tag should include
business name / brand
Business Name / Brand
should be in H1 tag
Code contact info
schema.org

https://mapsconnect.apple.com/
https://biz.yelp.com
https://www.facebook.com/business/products/pages/
https://business.google.com/

Between 20-40% of this is wrong.
You can manage listings on
each site individually.
An affordable solution @ $84/yr.

Building Your Digital Brand

“Your brand is what people say about you when
you’re not in the room.”
– Jeff Bezos, Amazon

Positive Brand Signals
• Links from local charities, schools, etc.
• Links from local content websites
• Links from local suppliers or retailers
• Links from industry blogs or content websites
• Content so good your customers are sharing it
on Facebook, Twitter, Instagram, etc.
• Reviews (covered by another speaker)

Recap

Recap
Prioritizing your resources
Maximize Your
Locations
NAP in schema.org.
Sign up for free
services on G,F,Y,A.
Distribute location
data via major
data aggregators.
Optimize Your
Website
What do your
customers ask
about?
What does Google
say customers are
asking about?
Use keywords in
key places: Titles,
links, headlines.
Build Your
Website
Mobile-friendly,
responsive
design.
Clear, intuitive
structure; prominent
contact info.
Unique content
that answers
questions and
represents YOU.
Build Your Digital
Brand
Links from charities
you contribute to.
Links from local and
industry business
partners.
Links from local and
industry content
websites.
Incredibly shareable
content.
Customer reviews.

Focus on long-term, owned
investments before you buy ads.
• Customer Relationships
• Website
• Location Information
• Partner Relationships

LSA Bootcamp Portland: SEO Fundamentals for Business Owners

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