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Supercharge Your Local SEO      The Ultimate Guide            Luke Summerfield     The Inbound Marketing Specialist Savvy ...
Nice to Meet You!   Luke Summerfield   Inbound Marketing Specialist at Savvy Panda   •     9 years in Internet Marketing  ...
@SavvyPanda              #JWC12 #SEO@SavvyPanda#JWC12 #SEO
What We’re About to Tackle      Complete Guide to Local SEO:      •       Why is Local SEO Important?      •       Recent ...
1. Driving Website Visitors with              Inbound Marketing:              •   Blogging              •   SEO           ...
@SavvyPanda#JWC12 #SEO         Why is Local SEO Important?
Why Optimize for Local?       •      30% of queries have local intent       •      50% of mobile searches are local       ...
Why Optimize       for Local?         •    Local can outrank              organic listings         •    Levels the playing...
@SavvyPanda#JWC12 #SEO   ionadas.com Research Study
@SavvyPanda#JWC12 #SEO   ionadas.com Research Study
Panda – Feb 2011 (12%)       Poor Quality Websites       Penguin – April 24th 2012 (3.1%)       Black Hat SEO Tricks      ...
The Google’s   Making it Rain April 50 Pack: Domain diversity - more local orgs – freshness June/July 86-Pack: Panda refre...
@SavvyPanda#JWC12 #SEO
On-Site SEO                         Brad’s Speech                       Up Next in Room 3                            at 12...
Website Checklist - Basic         •    Name, address & phone (NAP) in footer              •   Link to Google+ Local &micro...
On-Page Checklist - Basic        •     Location based Longtail Keywords        •     Meta Description = 155 char.         ...
Avoid Over Optimization       (as per penguin update)         •    AvoidKeyword Stuffing         •    Image Alt Text Short...
@SavvyPanda#JWC12 #SEO
@SavvyPanda#JWC12 #SEO
@SavvyPanda#JWC12 #SEO
@SavvyPanda#JWC12 #SEO
Keep User Friendly & Usable    •     Keep user friendly    •     Easy to read text    •     Clean, clear and          conc...
Blogging
What’s Cool With Blogging?• Brings in traffic    • All blogs indexed• Gear towards local content    • Long tail local keyw...
Site Maps@SavvyPanda#JWC12 #SEO
Website Sitemap        •     Roadmap for Search              engine indexing        •     JoomlaUsers = XMAP        •     ...
Video Sitemap              •   Shows more detailed information              •   Can help index video SERP results with you...
Microdata                          Watch Ruth’s                            Speech@SavvyPanda#JWC12 #SEO
What is Microdata     •        Organized & Uniform way for interpreting text/data     •        Microdata (schema.org)     ...
External SEO@SavvyPanda#JWC12 #SEO
Strong vs Poor Links      BAD Links:      •       Link Networks      •       Buying Links (fiverr)      •       Article De...
How to Build Good Links?@SavvyPanda#JWC12 #SEO
Create Amazing    Content!     Wow & Impress People     • Get people excited to share &link     • People want to cite@Savv...
Link Bate: Grow Organic Links    • Top Lists    • Free Tools    • Resource Library    • Infographics    • Public Webinar  ...
Good Link Building        Good Links:        •     Guest Blogging        •     Interviews        •     Press Releases     ...
Google+ Local                 (formally Google Places)@SavvyPanda#JWC12 #SEO
… not to get confused …              Google+ Local            VS           Google+ Business Page@SavvyPanda#JWC12 #SEO
Why is Google+Local Key?@SavvyPanda#JWC12 #SEO
Google+ Local    • Validate and Enhance Google+ Business Page listing    • Claim and delete duplicate listings.    • Use e...
 sdfsdf@SavvyPanda#JWC12 #SEO
Directories@SavvyPanda#JWC12 #SEO
Major Directories              • Yelp              • Yahoo              • Bing              • Mapquest              • City...
Directory Checking Tools        Yext.com        GetListed.org        •     Claim Listing        •     Fill Out Fully      ...
@SavvyPanda#JWC12 #SEO
Citations@SavvyPanda#JWC12 #SEO
Citations          • Mentions of NAP on other websites              • No link required (but help)          • Affect Google...
Reviews@SavvyPanda#JWC12 #SEO
Reviews              • 5 reviews = stars on listing!              • Quality & quantity affect Places ranking              ...
Reviews              Ideas to Get Reviews:              • Email Signature              • Ask Top Clients              • CT...
Social Networks@SavvyPanda#JWC12 #SEO
Youtube         •    Mobile = old style         •    iFrames now              Indexing              Website’s             ...
Youtube@SavvyPanda#JWC12 #SEO
Panaromio              • Google prefers              • Show Up in Maps              • Optimize for Local              • Re...
Foursquare              For Beginner:              •   Encourage check-ins                  •   Spreads social awareness  ...
Twitter / Facebook              •   Post consistent, local content              •   Connect & share to the city           ...
G+ & Search Plus Your World        • Who has G+?        (anyone with any google account)        • Search        “Plus Your...
Local SEO For Mobile@SavvyPanda#JWC12 #SEO
Do You Feel  Mobile is Important?@SavvyPanda#JWC12 #SEO
Do You Have a@SavvyPanda Website? Mobile#JWC12 #SEO
Is your mobile website SEO optimized specifically For mobile?@SavvyPanda#JWC12 #SEO
50% of Local Searches Are Mobile       •      1-in-7 Searches are              Mobile (2011)              •   20% of all s...
@SavvyPanda#JWC12 #SEO
Mobile Website       •      Responsive              •   Preferred by Google – Farr June 6th 2012       •      Mobile Templ...
Mobile Keyword Strategy   •     Based on Immediate needs         •    Actionable in nature   •     Location & Category Spe...
Create a Mobile Site Map       Farr June 6th 2012       •      Communicates with              GoogleBot-Moble       •     ...
Conclusion@SavvyPanda#JWC12 #SEO
Key Takeaways              • Keep up to date on Google Updates              • Don’t over optimize, quality local content  ...
Your Homework #1                DownloadSlideDeckat:              SavvyPanda.com/LocalSEO@SavvyPanda#JWC12 #SEO
1. Driving Website Visitors with              Inbound Marketing:              •   Blogging              •   SEO           ...
@SavvyPanda#JWC12 #SEO
QUESTIONS?                        Have More Questions?                    Tweet them to me @SavvyPanda                    ...
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Supercharge Your Local SEO: The Complete Guide

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Luke, Inbound Marketing Specialist from Savvy Panda, local SEO speech from Joomla World Conference. 11/17/12

Download our free ebook: "Supercharge Your Joomla! Website with Inbound Marketing" at http://jInbound.com/eBook

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Transcript of "Supercharge Your Local SEO: The Complete Guide"

  1. 1. Supercharge Your Local SEO The Ultimate Guide Luke Summerfield The Inbound Marketing Specialist Savvy Panda
  2. 2. Nice to Meet You! Luke Summerfield Inbound Marketing Specialist at Savvy Panda • 9 years in Internet Marketing • Hubspot Inbound Marketing Certified VAR • Google Analytics / Adwords / HootsuiteCertified • Joomla Marketing Team & Magazine Business Writer • Purple Belt in JiuJitsu& Brown Belt in Judo • Joomla! Web Design, Inbound Marketing & SEO@SavvyPanda#JWC12 #SEO
  3. 3. @SavvyPanda #JWC12 #SEO@SavvyPanda#JWC12 #SEO
  4. 4. What We’re About to Tackle Complete Guide to Local SEO: • Why is Local SEO Important? • Recent Google Updates • On-Site / External SEO for Local • Social Connection to Local • Mobile SEO for Local Download Slides At: http://SavvyPanda.com/LocalSEO@SavvyPanda#JWC12 #SEO
  5. 5. 1. Driving Website Visitors with Inbound Marketing: • Blogging • SEO • Social Media • Email Marketing • Mobile Marketing • Adwords / PPC • Real World Efforts 2. Convert Visitors to Leads 3. Nurture & Convert Leads@SavvyPanda#JWC12 #SEO
  6. 6. @SavvyPanda#JWC12 #SEO Why is Local SEO Important?
  7. 7. Why Optimize for Local? • 30% of queries have local intent • 50% of mobile searches are local • 35% of Americans use search lookup local businesses • Social Media = ~3%@SavvyPanda#JWC12 #SEO
  8. 8. Why Optimize for Local? • Local can outrank organic listings • Levels the playing field • Cheaper • Geo targeting is key@SavvyPanda#JWC12 #SEO
  9. 9. @SavvyPanda#JWC12 #SEO ionadas.com Research Study
  10. 10. @SavvyPanda#JWC12 #SEO ionadas.com Research Study
  11. 11. Panda – Feb 2011 (12%) Poor Quality Websites Penguin – April 24th 2012 (3.1%) Black Hat SEO Tricks • Keyword stuffing • Un-natural links • Poor / purchased links • Keyword text bunches • Footer links@SavvyPanda#JWC12 #SEO
  12. 12. The Google’s Making it Rain April 50 Pack: Domain diversity - more local orgs – freshness June/July 86-Pack: Panda refresh – trusted sources – domain clustering Exact-Match Update (9/21/12) August/September 65-Pack: 7 SERPS – Knowledge Graph – Local Penguin #3 Refresh (10/5/12) Panda #21 Refresh (11/5/12) @SavvyPanda Seomoz.org/google-algorithm-change Mozcast.com #JWC12 #SEO@SavvyPanda#JWC12 #SEO
  13. 13. @SavvyPanda#JWC12 #SEO
  14. 14. On-Site SEO Brad’s Speech Up Next in Room 3 at 12:15@SavvyPanda#JWC12 #SEO
  15. 15. Website Checklist - Basic • Name, address & phone (NAP) in footer • Link to Google+ Local &microdata optimize • Clean and clear menu structure • Don’t double link content • No duplicate content or titles errors • Setup Google webmaster tools • Embed a Google Map on “contact us” page@SavvyPanda#JWC12 #SEO
  16. 16. On-Page Checklist - Basic • Location based Longtail Keywords • Meta Description = 155 char. • Engage & Connect with Local • Title with Keyword • Follow / No-follow links • Internal vs. External links@SavvyPanda#JWC12 #SEO
  17. 17. Avoid Over Optimization (as per penguin update) • AvoidKeyword Stuffing • Image Alt Text Short & Accurate • Anchor Text • Footer Text / Links • Page & Website Title Tag • Keep Diverse: (title, alt, anchor) • 60% Branded • 30% Keyword • 10% Exact Match@SavvyPanda#JWC12 #SEO
  18. 18. @SavvyPanda#JWC12 #SEO
  19. 19. @SavvyPanda#JWC12 #SEO
  20. 20. @SavvyPanda#JWC12 #SEO
  21. 21. @SavvyPanda#JWC12 #SEO
  22. 22. Keep User Friendly & Usable • Keep user friendly • Easy to read text • Clean, clear and concise • Don’t try & trick Google Don’t Lose Sight on Goals! (remember, you still need to convert visitors)@SavvyPanda#JWC12 #SEO
  23. 23. Blogging
  24. 24. What’s Cool With Blogging?• Brings in traffic • All blogs indexed• Gear towards local content • Long tail local keyword searches• Establishes authority & builds brand personality• Inbound links• Connects with audience• Low cost, high effort to be consistent
  25. 25. Site Maps@SavvyPanda#JWC12 #SEO
  26. 26. Website Sitemap • Roadmap for Search engine indexing • JoomlaUsers = XMAP • Check for errors (Google Webmaster) • Don’t have duplicate links • Index in both Google & Bing@SavvyPanda#JWC12 #SEO
  27. 27. Video Sitemap • Shows more detailed information • Can help index video SERP results with your domain instead of youtube@SavvyPanda#JWC12 #SEO
  28. 28. Microdata Watch Ruth’s Speech@SavvyPanda#JWC12 #SEO
  29. 29. What is Microdata • Organized & Uniform way for interpreting text/data • Microdata (schema.org) 30% CTR! • Hcard, microformat, etc. • Reviews, events, recipes, authors@SavvyPanda#JWC12 #SEO
  30. 30. External SEO@SavvyPanda#JWC12 #SEO
  31. 31. Strong vs Poor Links BAD Links: • Link Networks • Buying Links (fiverr) • Article Depots (ezine) Low Weighted Links: • Forum Posts • Comment Links • Client Footer Links • “Link to Friends” Lists@SavvyPanda#JWC12 #SEO
  32. 32. How to Build Good Links?@SavvyPanda#JWC12 #SEO
  33. 33. Create Amazing Content! Wow & Impress People • Get people excited to share &link • People want to cite@SavvyPanda#JWC12 #SEO
  34. 34. Link Bate: Grow Organic Links • Top Lists • Free Tools • Resource Library • Infographics • Public Webinar • In-Depth Article • Widget Embeds@SavvyPanda#JWC12 #SEO
  35. 35. Good Link Building Good Links: • Guest Blogging • Interviews • Press Releases • Sponsorships • Partnerships • Local Sites • OnMilwaukee • Journal Sentinel • Etc.@SavvyPanda#JWC12 #SEO
  36. 36. Google+ Local (formally Google Places)@SavvyPanda#JWC12 #SEO
  37. 37. … not to get confused … Google+ Local VS Google+ Business Page@SavvyPanda#JWC12 #SEO
  38. 38. Why is Google+Local Key?@SavvyPanda#JWC12 #SEO
  39. 39. Google+ Local • Validate and Enhance Google+ Business Page listing • Claim and delete duplicate listings. • Use exact business name as it is on maps & real world. • Do not add additional keywords in the title Details: • About section: Powerful + keyword + CTA • Create unique cover photo • Add high quality pictures + videos • Add Recommended Sites: • Services / Content Downloads • Reference Social Media Profiles@SavvyPanda#JWC12 #SEO
  40. 40.  sdfsdf@SavvyPanda#JWC12 #SEO
  41. 41. Directories@SavvyPanda#JWC12 #SEO
  42. 42. Major Directories • Yelp • Yahoo • Bing • Mapquest • CitySearch • Yellow Book etc …@SavvyPanda#JWC12 #SEO
  43. 43. Directory Checking Tools Yext.com GetListed.org • Claim Listing • Fill Out Fully • Keep Consistent@SavvyPanda#JWC12 #SEO
  44. 44. @SavvyPanda#JWC12 #SEO
  45. 45. Citations@SavvyPanda#JWC12 #SEO
  46. 46. Citations • Mentions of NAP on other websites • No link required (but help) • Affect Google+ Local rankings • The more the better = higher trust • Competitive Search: Business + “address” – site:URL@SavvyPanda#JWC12 #SEO
  47. 47. Reviews@SavvyPanda#JWC12 #SEO
  48. 48. Reviews • 5 reviews = stars on listing! • Quality & quantity affect Places ranking • Businesses with good reviews will benefit from the new Local SERPS. • 3rd Party Directories Good Too: Yelp, CitySearch, etc.@SavvyPanda#JWC12 #SEO
  49. 49. Reviews Ideas to Get Reviews: • Email Signature • Ask Top Clients • CTA in newsletter & websites • Check Blog Post Bit.ly/Jx4wKT DO NOT: • Fake/Paid reviews • Setup Review Computer@SavvyPanda#JWC12 #SEO
  50. 50. Social Networks@SavvyPanda#JWC12 #SEO
  51. 51. Youtube • Mobile = old style • iFrames now Indexing Website’s in SERPs • Video Captions • Video Sitemap@SavvyPanda#JWC12 #SEO
  52. 52. Youtube@SavvyPanda#JWC12 #SEO
  53. 53. Panaromio • Google prefers • Show Up in Maps • Optimize for Local • Replaced by G+? Flickr - Twitter - Instagram Business Pages@SavvyPanda#LocalSEO
  54. 54. Foursquare For Beginner: • Encourage check-ins • Spreads social awareness • Offer Specials • First time check-in • Loyalty special • Mayor • Yelp, G+ &Facebook check-ins … future search influence?@SavvyPanda#JWC12 #SEO
  55. 55. Twitter / Facebook • Post consistent, local content • Connect & share to the city • Local influencers in your niche • FollowerWonk.com / Klout • Hash tags for local events • Cross promotion with other local businesses SavvyPanda.com/Blog@SavvyPanda#JWC12 #SEO
  56. 56. G+ & Search Plus Your World • Who has G+? (anyone with any google account) • Search “Plus Your World” • Connections influence results • Big Impact on Search!@SavvyPanda#JWC12 #SEO
  57. 57. Local SEO For Mobile@SavvyPanda#JWC12 #SEO
  58. 58. Do You Feel Mobile is Important?@SavvyPanda#JWC12 #SEO
  59. 59. Do You Have a@SavvyPanda Website? Mobile#JWC12 #SEO
  60. 60. Is your mobile website SEO optimized specifically For mobile?@SavvyPanda#JWC12 #SEO
  61. 61. 50% of Local Searches Are Mobile • 1-in-7 Searches are Mobile (2011) • 20% of all search • 30% for Restaurants • Google Webinar: “Are You Mobile Ready?” • http://bit.ly/NX9OHg@SavvyPanda#JWC12 #SEO
  62. 62. @SavvyPanda#JWC12 #SEO
  63. 63. Mobile Website • Responsive • Preferred by Google – Farr June 6th 2012 • Mobile Template • Better UX • Tailor metadata for mobile • Site.comvsm.site.com • No Cloaking (via Matt Cutts) • Server-Side 301 redirect • Microdata - Location@SavvyPanda#JWC12 #SEO
  64. 64. Mobile Keyword Strategy • Based on Immediate needs • Actionable in nature • Location & Category Specific • Myth: Shorter Queries • Desktop &iPhone = 2.93 words@SavvyPanda#JWC12 #SEO
  65. 65. Create a Mobile Site Map Farr June 6th 2012 • Communicates with GoogleBot-Moble • What pages are important and which are mobile vs desktop • Helps with indexing on mobile search@SavvyPanda#JWC12 #SEO
  66. 66. Conclusion@SavvyPanda#JWC12 #SEO
  67. 67. Key Takeaways • Keep up to date on Google Updates • Don’t over optimize, quality local content • Claim all listings & keep consistent • Gain citations & inbound links (local sites) • Integrate social media • Have a solid mobile website@SavvyPanda#JWC12 #SEO
  68. 68. Your Homework #1 DownloadSlideDeckat: SavvyPanda.com/LocalSEO@SavvyPanda#JWC12 #SEO
  69. 69. 1. Driving Website Visitors with Inbound Marketing: • Blogging • SEO • Social Media • Email Marketing • Mobile Marketing • Adwords / PPC • Real World Efforts 2. Convert Visitors to Leads 3. Nurture & Convert Leads@SavvyPanda#JWC12 #SEO
  70. 70. @SavvyPanda#JWC12 #SEO
  71. 71. QUESTIONS? Have More Questions? Tweet them to me @SavvyPanda Or email Luke@SavvyPanda.comConnect with Me! (educational resources, links and content) @SavvyPanda FOLLOW ME NOW /GetSavvyPanda /SavvyPandaWeb
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