Zors:  dominate Google+ and local search in 2014
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Zors: dominate Google+ and local search in 2014

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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 ...

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.

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Zors:  dominate Google+ and local search in 2014 Zors: dominate Google+ and local search in 2014 Presentation Transcript

  • 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…Brands are how you sort out the cesspool”
  • 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-UnitedStates/Local%20Assets/Documents/RetailDistribution/us_retail_Mobile-Influence-Factor_062712.pdf
  • 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 complicated  5 local optimization steps to take today  How to leverage the strengths of ZEES and ZORS
  • 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 Page’s Most Important Heading</h1>
  • Moz.com/Local/Zors Google+ Local Page (formerly Google Places) A Page on Google+ specifically for businesses with a physical location
  • 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
  • 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, pricing, photos, etc.)
  • 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 Local G+ Page
  • 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 Tag
  • 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 complicated  5 local optimization steps to take today  How to leverage the strengths of ZEES and ZORS
  • 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
  • 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 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
  • 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
  • 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 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
  • 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 optimization Smooth reviews Know thyself (through data) NAP distribution and consistency
  • 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 directories https://moz.com/local/categories/engine/google
  • 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 optimization Smooth Reviews Know thyself (through data) NAP distribution and consistency
  • 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
  • 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
  • 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 optimization  Smooth Reviews Know thyself (through data) NAP distribution and consistency
  • 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 included
  • 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
  • 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 location syndication Corporate submits spreadsheet of listings
  • 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
  • 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 • AUTHOR/PUBLISHER • LOCATION DATA • SUPPORT
  • 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
  • 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”
  • 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)