eBook: Optimizing for Local Search
 

Like this? Share it with your network

Share

eBook: Optimizing for Local Search

on

  • 526 views

 

Statistics

Views

Total Views
526
Views on SlideShare
526
Embed Views
0

Actions

Likes
0
Downloads
9
Comments
0

0 Embeds 0

No embeds

Accessibility

Categories

Upload Details

Uploaded via as Adobe PDF

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

eBook: Optimizing for Local Search Presentation Transcript

  • 1. Optimizing for Local Search Learn how to use SEO tactics to out rank local competitors FREE eBOOK Authored by: Bridgeline Digital© 2012 Bridgeline Digital, Inc.The Digital Engagement Company 1
  • 2. Optimizing for Learn how to use SEO tactics to out rank local competitors Local Search Table of Contents Optimizing for Local Search On-Page Inbound Links for Local Search »  What is Local Search? »  Getting Inbound Links »  Localizing On-Page Content »  Online Local Directories »  Multiple Locations »  Citations Optimizing Meta Data for Local Search Reviews »  Title, Description & URLs »  Online Reviews »  Advertising Online Reviews Local Search In Google »  Large Organizations vs. Local Stores Keep Creating Content »  Local Listing v. Organic Listing »  Don’t Stop Writing »  Create Content that people want to share Optimizing Google Places & Other Directories »  Localizing On-Page Content© 2012 Bridgeline Digital, Inc.The Digital Engagement Company 2
  • 3. Optimizing for Local Search On-Page What is Local Search? »  Local Search goes by a lot of names (local optimization, localize, Google local, geo targeting, SEO local, etc.), but it’s all the same thing – the process of ranking in the search engines for a local area. »  When someone searches “sandwiches Chicago,” they’ll get very different results than someone that searches the same keyword in Detroit. »  Local Search is more important than you think – from small mom and pop shops to large corporate chains, local search gives everyone equal playing field. It’s not who’s the biggest here, it’s who’s the best - according to the “locals.”© 2012 Bridgeline Digital, Inc.The Digital Engagement Company 3
  • 4. Optimizing for Local Search On-Page Localizing On-Page Content »  Search Engines look to basic criteria when ranking businesses: 1 Prominently featuring your businesses 1 address and contact information is crucial. Mentioning the local area and other local attractions/features is crucial. Try to include local area keywords in main 2 headings, too. 2 »  Including hours of operations is important; Google will search and include details in its listing results. The UPS Store Local Chicago Website.© 2012 Bridgeline Digital, Inc.The Digital Engagement Company 4
  • 5. Optimizing for Local Search On-Page Multiple Locations »  When a company has multiple locations, it’s important to remember that unique content is vital to ranking in local search. You should personalize your content to speak to the local community – think weather, events, attractions, coupons, tax rate, etc. »  Start small – change one thing at a time – to track which content is driving traffic, improving your search engine rank, and move forward based on those results.© 2012 Bridgeline Digital, Inc.The Digital Engagement Company 5
  • 6. Optimizing Meta Data for Local Search Title, Description & URLs »  Other areas that you can optimize are page meta data and URLs. Much of this is common sense – if you’re a sandwich shop in Chicago, include so in your page title and and meta description. Try to include search terms within your URL to make your business more searchable (e.g. “sandwiches”).© 2012 Bridgeline Digital, Inc.The Digital Engagement Company 6
  • 7. Optimizing Google Places & Other Directories Localizing Content & Using Keywords 1 »  Be sure to take full advantage of anytime you have a chance to use keywords when setting up a local page. On Google Places, Google+ Pages, Yelp, etc., be sure you’re using both your keywords and city name. 2 »  Also, make sure your map is in the correct location and add photos/videos so that people can get a sense of your aesthetics before they arrive. 2 1 2 1© 2012 Bridgeline Digital, Inc.The Digital Engagement Company 7
  • 8. Local Search in Google Franchises & Dealer Networks vs. Mom & Pop Stores »  Notice how none of the top listed results are specific to sandwiches + Chicago? There’s a lot of opportunity here for everyone: 1 •  Larger corporate companies could optimize individual landing pages for each location they service and include local search terms. 2 •  Meanwhile, the true local 1 companies could optimize their titles and descriptions to include local search terms. 2 Everyone has a fair chance to rank – the big corporate companies, and the little local companies.© 2012 Bridgeline Digital, Inc.The Digital Engagement Company 8
  • 9. Local Search in Google Local Listing v. Organic Listing »  Organic listings are what you are used to seeing when you do any type of search. These results are affected during certain searches; for example, when searching for a celebrity, you may get results for images and videos as well. A search for a local restaurant is typically interrupted by local listings, as mentioned below. »  Local listings in Google are shown in the map window, and now also in organic results. When it comes to local searches, Google shows a few organic results, then a full menu of local listings. »  Remember, no matter the size of the organization, every business has the opportunity to rank for local listings and organic listings when it comes to local search.© 2012 Bridgeline Digital, Inc.The Digital Engagement Company 9
  • 10. Inbound Links for Local Search Getting Inbound Links »  As important as it is for on-page factors for local search, inbound links from local websites are also important to help your pages rank. »  Don’t forget about anchor text in links. If your page is targeting “Chicago sandwich shop,” be sure to include those keywords in the anchor text. »  Think about websites were you could acquire local links… »  Local Bloggers »  Local Businesses »  Local Directories »  Local Websites »  Local Online Magazines© 2012 Bridgeline Digital, Inc.The Digital Engagement Company 10
  • 11. Inbound Links for Local Search Getting Inbound Links 1 »  Then think about how links could be collected… »  Guest Posting »  Answering Questions »  Getting a Review »  Inviting a Local Blogger to Your Business 1 »  Remember that there is plenty of opportunities out there, you just have to find them. Head over to the Talk section on Yelp and search for your company name. If you see questions about your company, answer them! Search for something that pertains to your company; in this case, I may search “Chicago search.” This will give me results for “what to eat in Denver,” “best eats in Denver,” “going to Denver, what to eat,” etc. »  Also, do a search in Google using “company 2 2 name” city name – URL.com to find out who’s talking about you already…© 2012 Bridgeline Digital, Inc.The Digital Engagement Company 11
  • 12. Inbound Links for Local Search Online Local Directories »  One of the easiest ways to get started with local links is with free online local directories. »  Best of the Web Local »  Bing Local »  City Search »  DMOZ »  Google Places »  Hot Frog »  Local.com »  Localeze »  Super Pages »  Yahoo Local »  Yellow Pages »  Yelp »  Angie’s List »  …plus many, many more (including some that are specific to your area)!© 2012 Bridgeline Digital, Inc.The Digital Engagement Company 12
  • 13. Inbound Links for Local Search Citations »  When you are looking for local links, remember that your address is just as important off your page as it is on your page. The search engines look at citations – that is a reference to your business name that includes the address and phone number – to see how relevant your business is to a local area. »  When you’re looking for citations, think of your local chamber of commerce, local advertisements and directory listings. Even if the citation doesn’t include a link to your site, the search engines still use the listing as a ranking factor in the search engines. 1 »  Need other ideas? See who’s linking to your competitors site and see if you can get the same links and citations. 1© 2012 Bridgeline Digital, Inc.The Digital Engagement Company 13
  • 14. Reviews Online Reviews »  Google Places uses reviews from their own site and other sites to rank your business. From Yelp to City Search, you should be encouraging online reviews as often as possible. 1 »  Need some ideas on where your competitors are getting reviews from? Click on the reviews in Google search, then scroll to the bottom of all of the reviews. Here you can see all the reviews from around the web that are helping your competitors rank better in Google. 1© 2012 Bridgeline Digital, Inc.The Digital Engagement Company 14
  • 15. Reviews Advertising Online Reviews »  Think about ways you can encourage online reviews and interaction with your online brand. Here are some creative ways that other people have brought attention to their online review places…© 2012 Bridgeline Digital, Inc.The Digital Engagement Company 15
  • 16. Reviews Advertising Online Reviews »  From email to advertising on your site, you should be making it as easy as possible for people to find where you are online and where they can interact with your brand… Advertising Reviews in Email Advertising Reviews on Website 1234 W. 16th St. Seafood Seafood Chicago,IL 80228 (123)456-7890 Restaurant Restaurant Home Menu Location About Fall in Love With Denver’s Best Seafood View our Menu >> Thank You For Visiting Us Thanks for spending time with us. From raw oysters to the freshest seafood in Denver, we want to be your first choice. Save this email for 20% off your meal the next Make our Herb Crusted Denver, It’s Time to Fall In Love Salmon With Food time you visit. Welcome to Denver’s best Seafood Restaurant and top rated oyster bar. Come enjoy the views of the famous 16th street mall from our outdoor patio, while dining on food that’ll keep you begging for more.© 2012 Bridgeline Digital, Inc.The Digital Engagement Company 16
  • 17. Keep Creating Content Don’t Stop Writing »  You can’t just create content today and expect to stay on top of the search engines for the rest of the year. Search engines want fresh content - and lots of it. Plan on starting an editorial calendar around seasonal and local events, things that are important to your company and marketing efforts, or happenings around town. The calendar will help you stay on schedule and keep you writing from week to week, month to month. »  You may be thinking, “I can’t write random blog posts about my business?” That’s completely untrue. Be creative. If you own a sub shop, wax poetic about why your special sandwiches are better than your competitions. Then combine the posts with occasional coupons and special discounts to entice customers to come back.© 2012 Bridgeline Digital, Inc.The Digital Engagement Company 17
  • 18. Keep Creating Content Create Content that people want to share. »  You’ve probably heard the phrase “content is king,” but it can only be king if it’s being seen by people. This means that the content you create needs to be creative, unique, meaningful and attractive. You want people to see it, love it and share it – this creates distribution, which gives that content the ability to be king in the first place »  Grab your readers’ attention: If you wouldn’t share your own content with your social network, other people aren’t going to either. Your content should be conversational and worthy of being shared. Again, be creative and pull an audience in with relevant Good content from a knowledgeable source. You Content have a voice in your industry, use it and become a Thought Leader.© 2012 Bridgeline Digital, Inc.The Digital Engagement Company 18
  • 19. Thank You FREE eBOOK Authored by: Bridgeline Digital© 2012 Bridgeline Digital, Inc.The Digital Engagement Company 19