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Local SEO Hotseat

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My "live critique" of two businesses at the Worcester Web Marketers meet-up (1/28/14). …

My "live critique" of two businesses at the Worcester Web Marketers meet-up (1/28/14).

The goal: give them practical next steps for improving their visibility in the Google+ Local (AKA Google Places) local search results.

The two businesses in the "Hotseat":

www.AbsoluteCleanOnline.com - Sturbridge, MA
www.ArmsbyAbbey.com - Worcester, MA

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  • 1. Local SEO Hotseat Phil Rozek LocalVisibilitySystem.com Worcester Web Marketers January 28, 2014
  • 2. Local SEO Hotseat What’s “local search”?
  • 3. Local SEO Hotseat What’s “local search”?
  • 4. Local SEO Hotseat What’s “local search”?
  • 5. Local SEO Hotseat What’s “local search”?
  • 6. Local SEO Hotseat What’s “local search”? There’s also… …but let’s focus on Google
  • 7. Local SEO Hotseat When can businesses rank in local Google?
  • 8. Local SEO Hotseat When can businesses rank in local Google? 3 basic considerations Location – where are they? Relevance – what do they offer? Prominence – are they any good? …a little more detail…
  • 9. Local SEO Hotseat When can businesses rank in local Google? “Location” Is your business in the city where Google thinks someone wants to find a business?
  • 10. Local SEO Hotseat When can businesses rank in local Google? “Location” factors 1) The address you use for Google Places 2) “Localness” of your site 3) How many local competitors are there
  • 11. Local SEO Hotseat When can businesses rank in local Google? “Relevance” Does Google think they’re searching for something in or near that city? Dentist Dentist salary = yes = no Restaurant reviews Restaurant financing = yes = no
  • 12. Local SEO Hotseat When can businesses rank in local Google? “Relevance” factors 1) Your Google Places categories 2) Your other categories (e.g. on YellowPages) 3) Your entire site (guts/content, title tags, page names, etc.) 4) Links and reviews
  • 13. Local SEO Hotseat When can businesses rank in local Google? “Prominence” Why should your business outrank others?
  • 14. Local SEO Hotseat When can businesses rank in local Google? “Prominence” factors 1) Citations – e.g listings on Yelp, CitySearch, etc. 2) Reviews – on Google+ and beyond 3) Links – mostly in tougher markets
  • 15. Local SEO Hotseat 4 basic steps
  • 16. Local SEO Hotseat 4 basic steps What you need to do: 1) Have a Google+ Local (AKA Places) page 2) Work on your other listings 3) Make your site “local” 4) Get reviews and maybe links
  • 17. Local SEO Hotseat Hotseat 1 (Sturbridge)
  • 18. Local SEO Hotseat Hotseat 1: Absolute Clean (Sturbridge, MA) “I did very little SEO because very few people look for my type of business online. “My primary customer is the facilities or purchasing manager for an office, school or medical building. They usually look for their janitorial services via their network." -Anthony Fors, Owner, Absolute Clean Online
  • 19. Local SEO Hotseat Hotseat 1: Absolute Clean (Sturbridge, MA)
  • 20. Local SEO Hotseat Hotseat 1: Absolute Clean (Sturbridge, MA) He could rank locally for: cleaning service commercial cleaning service house cleaning carpet cleaning etc…
  • 21. Local SEO Hotseat So how’s it going?
  • 22. Local SEO Hotseat Hotseat 1: Absolute Clean (Sturbridge, MA) Problem: no Google Places page
  • 23. Local SEO Hotseat Hotseat 1: Absolute Clean (Sturbridge, MA)
  • 24. Local SEO Hotseat Hotseat 1: Absolute Clean (Sturbridge, MA)
  • 25. Local SEO Hotseat Hotseat 1: Absolute Clean (Sturbridge, MA) Solution: create a Google Places page (AKA Google+ Local) google.com/business/placesforbusiness/
  • 26. Local SEO Hotseat Hotseat 1: Absolute Clean (Sturbridge, MA) Problem: no “citations”
  • 27. Local SEO Hotseat Hotseat 1: Absolute Clean (Sturbridge, MA)
  • 28. Local SEO Hotseat Hotseat 1: Absolute Clean (Sturbridge, MA)
  • 29. Local SEO Hotseat Hotseat 1: Absolute Clean (Sturbridge, MA)
  • 30. Local SEO Hotseat Hotseat 1: Absolute Clean (Sturbridge, MA)
  • 31. Local SEO Hotseat Hotseat 1: Absolute Clean (Sturbridge, MA) Solution: create listings on all those sites …and ideally more (use the Local Citation Finder tool).
  • 32. Local SEO Hotseat Hotseat 1: Absolute Clean (Sturbridge, MA) Problem: website isn’t “local”
  • 33. Local SEO Hotseat Hotseat 1: Absolute Clean (Sturbridge, MA) Solution: name / address / phone number on every page Must match what’s on Google & other listings:
  • 34. Local SEO Hotseat Hotseat 1: Absolute Clean (Sturbridge, MA)
  • 35. Local SEO Hotseat Hotseat 1: Absolute Clean (Sturbridge, MA) Problems with homepage: 1) It’s a blog 2) No mention of specific services 3) No mention of service area or location 4) No links to relevant pages
  • 36. Local SEO Hotseat Hotseat 1: Absolute Clean (Sturbridge, MA) Solutions for homepage: 1) Static page – same few paragraphs, always 2) Use that space to describe services 3) Describe where you are and where you serve 4) Link to “service” pages. Speaking of which…
  • 37. Local SEO Hotseat Hotseat 1: Absolute Clean (Sturbridge, MA) Other problem: thin site – not much info on services
  • 38. Local SEO Hotseat Hotseat 1: Absolute Clean (Sturbridge, MA) Problems with homepage: 1) It’s a blog 2) No mention of specific services 3) No mention of service area or location 4) No links to relevant pages
  • 39. Local SEO Hotseat Hotseat 1: Absolute Clean (Sturbridge, MA) Solution: create a page for each service
  • 40. Local SEO Hotseat Hotseat 1: Absolute Clean (Sturbridge, MA)
  • 41. Local SEO Hotseat Hotseat 1: Absolute Clean (Sturbridge, MA) Final Local Visibility Grade: D F - Google Places page F - Citations (i.e. business listings on other sites) C - Website F- Reviews
  • 42. Local SEO Hotseat Hotseat 2 (Worcester)
  • 43. Local SEO Hotseat Hotseat 2: Armsby Abbey (Worcester)
  • 44. Local SEO Hotseat Hotseat 2: Armsby Abbey (Worcester)
  • 45. Local SEO Hotseat Hotseat 2: Armsby Abbey (Worcester)
  • 46. Local SEO Hotseat Hotseat 2: Armsby Abbey (Worcester)
  • 47. Local SEO Hotseat
  • 48. Local SEO Hotseat Hotseat 2: Armsby Abbey (Worcester)
  • 49. Local SEO Hotseat Hotseat 2: Armsby Abbey (Worcester)
  • 50. Local SEO Hotseat Hotseat 2: Armsby Abbey (Worcester)
  • 51. Local SEO Hotseat Hotseat 2: Armsby Abbey (Worcester)
  • 52. Local SEO Hotseat Hotseat 2: Armsby Abbey (Worcester)
  • 53. Local SEO Hotseat Hotseat 2: Armsby Abbey (Worcester) So far… A+ - Google Places page B - Citations (i.e. business listings on other sites) …but what else?
  • 54. Local SEO Hotseat
  • 55. Local SEO Hotseat Hotseat 1: Absolute Clean (Sturbridge, MA) Strengths of homepage: 1) Static page – but with blog posts at bottom
  • 56. Local SEO Hotseat Hotseat 1: Absolute Clean (Sturbridge, MA) Strengths of homepage: 1) Static page – but with blog posts at bottom 2) Name / address / phone in footer
  • 57. Local SEO Hotseat Hotseat 1: Absolute Clean (Sturbridge, MA) Strengths of homepage: 1) Static page – but with blog posts at bottom 2) Name / address / phone in footer 3) Not spammy and stuffed with keywords
  • 58. Local SEO Hotseat Hotseat 1: Absolute Clean (Sturbridge, MA) Weaknesses of homepage: 1) Title tag <title>The Armsby Abbey - 144 North Main Street, Worcester, MA www.armsbyabbey.com 508.795.1012</title>
  • 59. Local SEO Hotseat Hotseat 1: Absolute Clean (Sturbridge, MA) Weaknesses of homepage: 1) Title tag 2) Better internal linking
  • 60. Local SEO Hotseat
  • 61. Local SEO Hotseat Hotseat 1: Absolute Clean (Sturbridge, MA) Other pages’ weaknesses:
  • 62. Local SEO Hotseat Hotseat 1: Absolute Clean (Sturbridge, MA) Could rank organically for “wine bar”…
  • 63. Local SEO Hotseat Hotseat 1: Absolute Clean (Sturbridge, MA) Other pages’ weaknesses:
  • 64. Local SEO Hotseat Hotseat 1: Absolute Clean (Sturbridge, MA) Could rank organically for “cheese shop”…
  • 65. Local SEO Hotseat How ‘bout reviews?
  • 66. Local SEO Hotseat Links?
  • 67. Local SEO Hotseat Hotseat 2: Armsby Abbey (Worcester) Final Local Visibility Grade: A / AA+ - Google Places page B - Citations (i.e. business listings on other sites) B - Website A+ - Reviews A - Links
  • 68. Local SEO Hotseat A few good tools
  • 69. Local SEO Hotseat Tools to help with your local SEO: GetListed.org Local Citation Finder Google Places Category Tool Google+ Review Handout Generator
  • 70. Local SEO Hotseat Thanks! Phil Rozek LocalVisibilitySystem.com

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