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Tim Resnik, Product Strategy Principal, Moz
@tresnik
Moz.com/Local/Zors
“The Internet is a breeding ground
for false information. Brands are
the solution, not the
problem…Bran...
Moz.com/Local/Zors
3
Moz.com/Local/Zors
Based on 20BN Desktop US Searches (May 2013, Comscore)
Local searches every month (U.S.)
Moz.com/Local/Zors
Moz.com/Local/Zors
Local on MobileLocal on Desktop
Source: Google Sources: Google, Bing
Sources: Kleiner, Perkins, Caufield, Byers; StatCounter Global Stats
Moz.com/Local/ZorsSource: Kleiner, Perkins, Caufield, Byers;
Moz.com/Local/Zors
“ROBO” Online influence is much bigger than e- / m-Commerce
http://www.deloitte.com/assets/Dcom-UnitedS...
Moz.com/Local/Zors
Number of optimization tips for franchisors in this
presentation
Moz.com/Local/Zors
Today’s Topics
 How big is the local search opportunity
 What is local search, why is it so complicat...
Moz.com/Local/Zors
Links Trust
Stuff on
your
page
+
= Your Search Engine Rank
Moz.com/Local/Zors
Moz.com/Local/Zors
On-page
Pertaining to content or source code on your site
<title>Your Page’s Title</title>
<h1>Your Pag...
Moz.com/Local/Zors
Google+ Local Page (formerly Google
Places)
A Page on Google+ specifically for businesses with a
physic...
Moz.com/Local/Zors
N.A.P. (+W.)
Refers to a business’s Name, Address, Phone number
(and website); the virtual thumbprint o...
Moz.com/Local/Zors
Citation
A mention or partial mention on the web of a local
business’s NAP
Moz.com/Local/Zors
Local Knowledge Graph
Google’s collection of structured data about
a local business (NAP, hours, pricin...
Moz.com/Local/Zors
Local Knowledge Graph
Moz.com/Local/Zors
1. Google+ Local Page Signals
2. External Signals
3. On-page Signals
Moz.com/Local/Zors
Google+ Local
Signals
Proper Category
Associations
Physical
Address in
City of Search
Completeness
of L...
Moz.com/Local/Zors
External Signals
NAP
Consistency
in Citations
Quality/Authority
of Citations
Quantity of
Citations
Moz.com/Local/Zors
On-page Signals
HTML NAP
Matching G+
Local NAP
G+ Local
Business
Title in
Title Tag
City/State
in Title...
Moz.com/Local/Zors
Link
Signals
Social Signals
Review
Signals
Behavioral
Signals
Personalization
Moz.com/Local/Zors
Today’s Topics
 How big is the local search opportunity
 What is local search, why is it so complicat...
Moz.com/Local/Zors
Today’s Topics
 5 local optimization steps to take today
Site structure
Local Google + Page optimizati...
Moz.com/Local/Zors
Get your store locator right!
Moz.com/Local/Zors
Looks great, but…
Moz.com/Local/Zors
…It’s in JavaScript and not crawler friendly
Moz.com/Local/Zors
1. Links to an
HTML directory of
all stores
2. Alerts crawlers
that there are
new pages
Moz.com/Local/Zors
Get your store pages right!
Moz.com/Local/Zors
If you have 20Locations how many pages do you need?
You need 20
separate
pages
Moz.com/Local/Zors
If you don’t link to
me, Google won’t
find me
Moz.com/Local/Zors
HOMEPAGE
Product Line 1 Product Line 2
Product 1
Product 2
Procut 3
Product 1
Product 2
Product 3
Locat...
Moz.com/Local/Zors
[[Brand Name Here]] – Portland (SE Hawthorne) – Buy Blue Widgets In-Shop
http://www.bluewidgets.com/sho...
Moz.com/Local/Zors
1. Title tag MUST include +Local business title
Moz.com/Local/Zors
2. URL should be short but include city name at minimum
Moz.com/Local/Zors
3. +Local Business Title should be in H1 tag
Moz.com/Local/Zors
4. Embedded MyPlaces map
Moz.com/Local/Zors
5. Collect feedback; also push people to prominent local review sites (Yelp,
Citysearch, G+, etc)
Moz.com/Local/Zors
6. Include nearby locations for organic linkjuice + stronger location scent
Moz.com/Local/Zors
6. Include nearby locations for organic linkjuice + stronger location scent
Moz.com/Local/Zors
7. Link to pages of products that are popular at this location
Moz.com/Local/Zors
8. Code contact info schema.org
Moz.com/Local/Zors
8. Code contact info schema.org
Moz.com/Local/Zors
9. Add Google+ Authorship to improve search click-through-rate
Moz.com/Local/Zors
9. Add Google+ Authorship to improve search click-through-rate
Improves click-
through-rate by
25 – 35%
Moz.com/Local/Zors
9. Add Google+ Authorship to improve search click-through-rate
Implementation is easy:
1. On unit-level...
Moz.com/Local/Zors
10. Make each page unique by creating rich content
Moz.com/Local/Zors
10. Make each page unique by creating rich content
Moz.com/Local/Zors
11. Own your branded search using rel=“publisher”
Moz.com/Local/Zors
11. Own your branded search using rel=“publisher”
Links entire website with a business page.
Moz.com/Local/Zors
Today’s Topics
 5 local optimization steps to take today
 Site structure
Local Google+ Page optimizat...
Moz.com/Local/Zors
Local SEO experts agree that proper category associations are the most
important ranking factor
Moz.com/Local/Zors
Pick the right categories: keep your categories as consistent as possible across
review sites and direc...
Moz.com/Local/Zors
Own your Local Knowledge Graph – Complete your profile
Moz.com/Local/Zors
Upload Images
Courtesy Todd Mintz: https://plus.google.com/+ToddMintz/posts/Sx68wqbVqry
Moz.com/Local/Zors
Today’s Topics
 5 local optimization steps to take today
 Site structure
 Local Google+ Page optimiz...
Moz.com/Local/Zors
User Visits Site
Navigates to
business page
Signs up for
account
Completes
Profile
Receives
confirmatio...
Moz.com/Local/Zors
User Visits
Business Page
Directly
Logs in with
Facebook
Smarter Review Process
Leaves
Review
Logs in w...
Moz.com/Local/Zors
Allows
Facebook
Logins
Full graphic courtesy of Phil Rozek
Moz.com/Local/Zors
YESNO
Accepts Facebook login
Send direct links
Send direct link
Existing Customers: Email Segmentation
Moz.com/Local/Zors
Pick “vertical” directories that rank organically for your target
keywords:
Moz.com/Local/Zors
Pick “vertical” directories that appear in the Local Knowledge
Graph
Moz.com/Local/Zors
Today’s Topics
 5 local optimization steps to take today
 Site structure
 Local Google + Page optimi...
Moz.com/Local/Zors
Moz.com/Local/Zors
Google Webmaster Tools can help you diagnose and repair issues w/ your site
Moz.com/Local/Zors
Google Analytics: Advanced Segmentation for Local Traffic
Inspired by Ed Reese and LocalU
Video not inc...
Moz.com/Local/Zors
Today’s Topics
 5 local optimization steps to take today
 Site structure
 Local Google + Page optimi...
Moz.com/Local/Zors
73% people lose trust in a brand when listing are
incorrect
2014 Placeable Survey of 1,000 people
Moz.com/Local/Zors
Up to 40% of business listing have inconsistent
or missing data
Moz.com/Local/Zors
Moz.com/Local/Zors
Moz.com/Local/Zors
Moz.com/Local/Zors
Moz.com/Local/Zors
Moz.com/Local/Zors
And don’t forget about phones.
Moz.com/Local/Zors
You CAN do this yourselves…
Moz.com/Local/Zors
Our product can also help.
Moz.com/Local/Zors
Corporate signs
up for Moz Local
Franchise owners
submit data to
corporate
Franchise owners
opt in to l...
Moz.com/Local/Zors
Today’s Topics
 How big is the local search opportunity
 What is local search, why is it so complicat...
Moz.com/Local/Zors
Zor
Zee
Zee
Zee
ZeeZee
Zee
Zee
Moz.com/Local/Zors
Moz.com/Local/Zors
BRAND
Moz.com/Local/Zors
ZOR’s STRENGTHS
• BRAND
• BUDGET
• SCALE
ZOR’s RESPONSIBILITY
• BRAND GUIDELINES
• FRANCHISE LOCATOR
• ...
Moz.com/Local/Zors
ZEE’s STRENGTHS
• BOOT’s ON THE
GROUND
• THE FACE OF THE
BRAND ZEE’s RESPONSIBILITY*
• LOCAL SOCIAL
CAM...
Moz.com/Local/Zors
“The Internet is a breeding ground
for false information. Brands are
the solution, not the
problem…Bran...
Moz.com/Local/Zors
- Eric Schmidt, Chairman, Google
Moz.com/Local/Zors
Onwards!
Contact me: tim@moz.com / @tresnik
Download this presentation:
Moz.com/Local/Zors
Moz.com/blog (corporate)
Localu.org (franchisees)
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Zors: dominate Google+ and local search in 2014

1,699

Published on

Are you a Zee or Zor? If yes, check out this presentation I did for FranTech 2014 about local search engine optimization. Understand how franchisors and franchisees can align together and best leverage local and national SEO to achieve optimal positions in local search engine results.

Published in: Marketing, Technology, Design

Transcript of "Zors: dominate Google+ and local search in 2014"

  1. 1. Tim Resnik, Product Strategy Principal, Moz @tresnik
  2. 2. Moz.com/Local/Zors “The Internet is a breeding ground for false information. Brands are the solution, not the problem…Brands are how you sort out the cesspool”
  3. 3. Moz.com/Local/Zors 3
  4. 4. Moz.com/Local/Zors Based on 20BN Desktop US Searches (May 2013, Comscore) Local searches every month (U.S.)
  5. 5. Moz.com/Local/Zors
  6. 6. Moz.com/Local/Zors Local on MobileLocal on Desktop Source: Google Sources: Google, Bing
  7. 7. Sources: Kleiner, Perkins, Caufield, Byers; StatCounter Global Stats
  8. 8. Moz.com/Local/ZorsSource: Kleiner, Perkins, Caufield, Byers;
  9. 9. Moz.com/Local/Zors “ROBO” Online influence is much bigger than e- / m-Commerce http://www.deloitte.com/assets/Dcom-UnitedStates/Local%20Assets/Documents/RetailDistribution/us_retail_Mobile-Influence-Factor_062712.pdf
  10. 10. Moz.com/Local/Zors Number of optimization tips for franchisors in this presentation
  11. 11. Moz.com/Local/Zors Today’s Topics  How big is the local search opportunity  What is local search, why is it so complicated  5 local optimization steps to take today  How to leverage the strengths of ZEES and ZORS
  12. 12. Moz.com/Local/Zors Links Trust Stuff on your page + = Your Search Engine Rank
  13. 13. Moz.com/Local/Zors
  14. 14. Moz.com/Local/Zors On-page Pertaining to content or source code on your site <title>Your Page’s Title</title> <h1>Your Page’s Most Important Heading</h1>
  15. 15. Moz.com/Local/Zors Google+ Local Page (formerly Google Places) A Page on Google+ specifically for businesses with a physical location
  16. 16. Moz.com/Local/Zors N.A.P. (+W.) Refers to a business’s Name, Address, Phone number (and website); the virtual thumbprint of a business
  17. 17. Moz.com/Local/Zors Citation A mention or partial mention on the web of a local business’s NAP
  18. 18. Moz.com/Local/Zors Local Knowledge Graph Google’s collection of structured data about a local business (NAP, hours, pricing, photos, etc.)
  19. 19. Moz.com/Local/Zors Local Knowledge Graph
  20. 20. Moz.com/Local/Zors 1. Google+ Local Page Signals 2. External Signals 3. On-page Signals
  21. 21. Moz.com/Local/Zors Google+ Local Signals Proper Category Associations Physical Address in City of Search Completeness of Local G+ Page
  22. 22. Moz.com/Local/Zors External Signals NAP Consistency in Citations Quality/Authority of Citations Quantity of Citations
  23. 23. Moz.com/Local/Zors On-page Signals HTML NAP Matching G+ Local NAP G+ Local Business Title in Title Tag City/State in Title Tag
  24. 24. Moz.com/Local/Zors Link Signals Social Signals Review Signals Behavioral Signals Personalization
  25. 25. Moz.com/Local/Zors Today’s Topics  How big is the local search opportunity  What is local search, why is it so complicated  5 local optimization steps to take today  How to leverage the strengths of ZEES and ZORS
  26. 26. Moz.com/Local/Zors Today’s Topics  5 local optimization steps to take today Site structure Local Google + Page optimization Smooth Reviews Know thyself (through data) NAP distribution and consistency
  27. 27. Moz.com/Local/Zors Get your store locator right!
  28. 28. Moz.com/Local/Zors Looks great, but…
  29. 29. Moz.com/Local/Zors …It’s in JavaScript and not crawler friendly
  30. 30. Moz.com/Local/Zors 1. Links to an HTML directory of all stores 2. Alerts crawlers that there are new pages
  31. 31. Moz.com/Local/Zors Get your store pages right!
  32. 32. Moz.com/Local/Zors If you have 20Locations how many pages do you need? You need 20 separate pages
  33. 33. Moz.com/Local/Zors If you don’t link to me, Google won’t find me
  34. 34. Moz.com/Local/Zors HOMEPAGE Product Line 1 Product Line 2 Product 1 Product 2 Procut 3 Product 1 Product 2 Product 3 Locations Boise, Idaho Seattle, WA Portland, OR Make sure you provide the engines a clear crawl path Link to locations have these products? Link to products that are available in these locations
  35. 35. Moz.com/Local/Zors [[Brand Name Here]] – Portland (SE Hawthorne) – Buy Blue Widgets In-Shop http://www.bluewidgets.com/shops/us/portland/hawthorne Blue Widgets, Inc. – Portland (SE Hawthorne) Blue Widgets Store – Hawthorne 2500 SE Hawthorne Blvd Portland, OR 97214 555 555-5555 Branch Manager: John Neville John.neville@bluewidgets.com See this location on Google Maps Nearest other Portland store locations: • Blue Widgets Portland (Gresham) • Blue Widgets Portland (Jantzen Beach) • Blue Widgets Beaverton 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 Gresham Have you been to our Hawthorne location? We love getting feedback! Tell us about your experience here BLUE WIDGET BRANDING + NAVIGATION Best Practices for Unit-level Pages
  36. 36. Moz.com/Local/Zors 1. Title tag MUST include +Local business title
  37. 37. Moz.com/Local/Zors 2. URL should be short but include city name at minimum
  38. 38. Moz.com/Local/Zors 3. +Local Business Title should be in H1 tag
  39. 39. Moz.com/Local/Zors 4. Embedded MyPlaces map
  40. 40. Moz.com/Local/Zors 5. Collect feedback; also push people to prominent local review sites (Yelp, Citysearch, G+, etc)
  41. 41. Moz.com/Local/Zors 6. Include nearby locations for organic linkjuice + stronger location scent
  42. 42. Moz.com/Local/Zors 6. Include nearby locations for organic linkjuice + stronger location scent
  43. 43. Moz.com/Local/Zors 7. Link to pages of products that are popular at this location
  44. 44. Moz.com/Local/Zors 8. Code contact info schema.org
  45. 45. Moz.com/Local/Zors 8. Code contact info schema.org
  46. 46. Moz.com/Local/Zors 9. Add Google+ Authorship to improve search click-through-rate
  47. 47. Moz.com/Local/Zors 9. Add Google+ Authorship to improve search click-through-rate Improves click- through-rate by 25 – 35%
  48. 48. Moz.com/Local/Zors 9. Add Google+ Authorship to improve search click-through-rate Implementation is easy: 1. On unit-level location page link to the “branch manager’s” Google + profile page 2. From your “branch manager’s” Google+ profile link to your website in the “contributor to” field in the about section
  49. 49. Moz.com/Local/Zors 10. Make each page unique by creating rich content
  50. 50. Moz.com/Local/Zors 10. Make each page unique by creating rich content
  51. 51. Moz.com/Local/Zors 11. Own your branded search using rel=“publisher”
  52. 52. Moz.com/Local/Zors 11. Own your branded search using rel=“publisher” Links entire website with a business page.
  53. 53. Moz.com/Local/Zors Today’s Topics  5 local optimization steps to take today  Site structure Local Google+ Page optimization Smooth reviews Know thyself (through data) NAP distribution and consistency
  54. 54. Moz.com/Local/Zors Local SEO experts agree that proper category associations are the most important ranking factor
  55. 55. Moz.com/Local/Zors Pick the right categories: keep your categories as consistent as possible across review sites and directories https://moz.com/local/categories/engine/google
  56. 56. Moz.com/Local/Zors Own your Local Knowledge Graph – Complete your profile
  57. 57. Moz.com/Local/Zors Upload Images Courtesy Todd Mintz: https://plus.google.com/+ToddMintz/posts/Sx68wqbVqry
  58. 58. Moz.com/Local/Zors Today’s Topics  5 local optimization steps to take today  Site structure  Local Google+ Page optimization Smooth Reviews Know thyself (through data) NAP distribution and consistency
  59. 59. Moz.com/Local/Zors User Visits Site Navigates to business page Signs up for account Completes Profile Receives confirmation email Confirms account Typical Review Process Leaves Review 1 2 3 4 56 7 8
  60. 60. Moz.com/Local/Zors User Visits Business Page Directly Logs in with Facebook Smarter Review Process Leaves Review Logs in with existing account 1 2 3
  61. 61. Moz.com/Local/Zors Allows Facebook Logins Full graphic courtesy of Phil Rozek
  62. 62. Moz.com/Local/Zors YESNO Accepts Facebook login Send direct links Send direct link Existing Customers: Email Segmentation
  63. 63. Moz.com/Local/Zors Pick “vertical” directories that rank organically for your target keywords:
  64. 64. Moz.com/Local/Zors Pick “vertical” directories that appear in the Local Knowledge Graph
  65. 65. Moz.com/Local/Zors Today’s Topics  5 local optimization steps to take today  Site structure  Local Google + Page optimization  Smooth Reviews Know thyself (through data) NAP distribution and consistency
  66. 66. Moz.com/Local/Zors
  67. 67. Moz.com/Local/Zors Google Webmaster Tools can help you diagnose and repair issues w/ your site
  68. 68. Moz.com/Local/Zors Google Analytics: Advanced Segmentation for Local Traffic Inspired by Ed Reese and LocalU Video not included
  69. 69. Moz.com/Local/Zors Today’s Topics  5 local optimization steps to take today  Site structure  Local Google + Page optimization  Smooth Reviews  Know thyself (through data) NAP distribution and consistency
  70. 70. Moz.com/Local/Zors 73% people lose trust in a brand when listing are incorrect 2014 Placeable Survey of 1,000 people
  71. 71. Moz.com/Local/Zors Up to 40% of business listing have inconsistent or missing data
  72. 72. Moz.com/Local/Zors
  73. 73. Moz.com/Local/Zors
  74. 74. Moz.com/Local/Zors
  75. 75. Moz.com/Local/Zors
  76. 76. Moz.com/Local/Zors
  77. 77. Moz.com/Local/Zors And don’t forget about phones.
  78. 78. Moz.com/Local/Zors You CAN do this yourselves…
  79. 79. Moz.com/Local/Zors Our product can also help.
  80. 80. Moz.com/Local/Zors Corporate signs up for Moz Local Franchise owners submit data to corporate Franchise owners opt in to location syndication Corporate submits spreadsheet of listings
  81. 81. Moz.com/Local/Zors Today’s Topics  How big is the local search opportunity  What is local search, why is it so complicated  5 local optimization steps to take today  How to leverage the strengths of ZEES and ZORS
  82. 82. Moz.com/Local/Zors Zor Zee Zee Zee ZeeZee Zee Zee
  83. 83. Moz.com/Local/Zors
  84. 84. Moz.com/Local/Zors BRAND
  85. 85. Moz.com/Local/Zors ZOR’s STRENGTHS • BRAND • BUDGET • SCALE ZOR’s RESPONSIBILITY • BRAND GUIDELINES • FRANCHISE LOCATOR • AUTHOR/PUBLISHER • LOCATION DATA • SUPPORT
  86. 86. Moz.com/Local/Zors ZEE’s STRENGTHS • BOOT’s ON THE GROUND • THE FACE OF THE BRAND ZEE’s RESPONSIBILITY* • LOCAL SOCIAL CAMPAIGNS • REVIEW PROGRAMS • LOCAL CONTENT * Managed with tight brand standards and guidance
  87. 87. Moz.com/Local/Zors “The Internet is a breeding ground for false information. Brands are the solution, not the problem…Brands are how you sort out the cesspool”
  88. 88. Moz.com/Local/Zors - Eric Schmidt, Chairman, Google
  89. 89. Moz.com/Local/Zors Onwards! Contact me: tim@moz.com / @tresnik Download this presentation:
  90. 90. Moz.com/Local/Zors Moz.com/blog (corporate) Localu.org (franchisees)
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