Insidelocal - Advanced Onsite Local SEO Techniques - July 31st 2013

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  • A lot of people want to use the home page but I don’ t think its good practice once someon clicks through – they have to keep searching the site for the location.
  • Insidelocal - Advanced Onsite Local SEO Techniques - July 31st 2013

    1. 1. July 31st 2013 ‘Advanced Onsite Local SEO Techniques’
    2. 2. ‘Advanced Onsite Local SEO Techniques’ Agenda: •Single location businesses •Multi-location businesses
    3. 3. Areas covered: •Meta content, tags, images • Essential landing page elements • Critical local search signals • Correct mark-up • Content & ‘Panda’ • Google Authorship ‘Advanced Onsite Local SEO Techniques’
    4. 4. Presentations & Q&A 1. Presentations – 50 mins 2. Q&A – 40 mins – Post questions in Qu module – Please keep them ‘on topic’ – Linda will answer some by text – We’ll try to answer as many as we can – Un-answered questions posted to LSF
    5. 5. House keeping… • Webinar is being recorded • Recording available in 2-3 days • No webcam view (boo…) • Slidedeck uploaded to slideshare.net • Follow up email with all details
    6. 6. Polls running… • We are running 4 Polls during the webinar • We want to know what’s happening in your search lives • Display on your screen at various times • Fingers on buzzers…60 seconds to answer • Results posted at the end
    7. 7. About ‘InsideLocal’ • BrightLocal & Local Search Forum • Bi-weekly webinar series • Hot issues, trends & opportunities • Great content, excellent speakers • Advanced, Informative & actionable • More webinars & dates at the end
    8. 8. Speakers Matthew Hunt smallbusinessonlinecoach.com Mike Ramsey Niftymarketing.com
    9. 9. Presenters Myles Anderson BrightLocal.com Linda Buquet Localsearchforum.com
    10. 10. Single Location Optimization Matthew Hunt smallbusinessonlinecoach.com matthew@smallbusinessonlinecoach.com ‘Advanced Onsite Local SEO Techniques’
    11. 11. www.SmallBusinessOnlineCoach.com
    12. 12. Onpage SEO isn’t calculus! www.SmallBusinessOnlineCoach.com
    13. 13. How can a single location business rank better in Google? www.SmallBusinessOnlineCoach.com
    14. 14. What are the ‘Basics’ for Local? •Keyword Research •Title Tag •Meta Description •Headline (H1 & H2) •Permalink (slug) •Body/Content Optimization (local mentions, NAP listed on page) •Local Markup (schema) •Review Markup •Author/Publisher Markup www.SmallBusinessOnlineCoach.com
    15. 15. Keyword Research You gotta know what keywords to show up for, so do some research! www.SmallBusinessOnlineCoach.com
    16. 16. Keyword Research Tools Keyword Planner From Google www.SmallBusinessOnlineCoach.com
    17. 17. www.SmallBusinessOnlineCoach.com Google Trends
    18. 18. Google Suggest & Google Related Terms www.SmallBusinessOnlineCoach.com Tools to do this super fast: http://keywordresearcher.org/ http://ubersuggest.org/
    19. 19. www.SmallBusinessOnlineCoach.com Kick-ass Free Tool: http://www.5minutesite.com/local_keywords.php - Helps make a tone of local keyword variations, perfect for Adwords campaigns, but is good for keyword research too!
    20. 20. www.SmallBusinessOnlineCoach.com Hi Five! Now that you know what keywords you want to rank for!
    21. 21. Title Tags •Write for humans •Make it contain Keyword Target •69 characters (measured in pixels not length) •Use | or – to separate •Don’t keyword stuff www.SmallBusinessOnlineCoach.com
    22. 22. Meta Descriptions •Has no real ranking power (except CTRs) •Write for humans, this is your chance to sell the click! •Make it contain Keyword b/c of bolding SERPs •155 characters •Don’t keyword stuff •Don’t forget about Facebook & Google+ www.SmallBusinessOnlineCoach.com Pro Tip – Add phone number in meta and title tags b/c it makes the phone # clickable in mobile SERPs!
    23. 23. www.SmallBusinessOnlineCoach.co m Headlines (H1 and H2 Tags) • Write for humans, • Make it attention grabbing • Make it contain keyword you are targeting • Make it make sense to your Title Tag (good for users & Adword’s QS) • H1’s can replace the Title Tag and can be used as sitelinks in Google
    24. 24. www.SmallBusinessOnlineCoach.co m Headlines can create sitelink SERP title
    25. 25. Permalink Structure Ugly permalink http://bobsplumbing.com/?p=123 Pretty permalink http://bobsplumbing.com/licensed-plumber-in-toronto Note – If you change your permalinks be sure to 301 the old pages to the new structure so you don’t lose any link juice www.SmallBusinessOnlineCoach.com
    26. 26. The Body aka – Content •Don’t keyword stuff! •Write for humans! •Use local “hooks” (i.e. local landmarks) •Use Google related terms for ideas • Try to have keyword in 1st sentence •Try to have keyword in last sentence •Have local modifiers in content •Use related terms in content www.SmallBusinessOnlineCoach.com
    27. 27. www.SmallBusinessOnlineCoach.com Don’t do this! Put more effort silly.
    28. 28. How to Make Location Page’s Content Unique •Keep sales message above fold •Case studies •Driving directions •Local landmarks & local businesses •Local sales rep’s bio or employee •Unique testimonial(s) •Unique photos, videos, etc •Local laws or regulations www.SmallBusinessOnlineCoach.com
    29. 29. Local Markup – With Pin Point Accuracy! Tell Google and ALL search engines exactly where you are with schema markup: <div itemscope itemtype=”http://schema.org/Plumber”> <span itemprop=”name”>Bob’s Plumbing</span> <div itemprop=”address” itemscope itemtype=”http://schema.org/PostalAddress”> <span itemprop=”streetAddress”>123 Main Street</span> <span itemprop=”addressLocality”>Toronto</span>, <span itemprop=”addressRegion”>ONTARIO</span> <span itemprop=”postalCode”>M4J1N2</span> </div> Phone: <span itemprop=”telephone”>416-777-4545</span> <a href=”http://googlemapsurl.com” itemprop=”maps”>URL of Map</a> </div> www.SmallBusinessOnlineCoach.com
    30. 30. Schema Review Markup Tell Google about your reviews: <div itemprop=”review” itemscope itemtype=”http://schema.org/Review”> <span itemprop=”name”>Value purchase</span> - by <span itemprop=”author”>Lucas</span>, <meta itemprop=”datePublished” content=”2011-03-25″>March 25, 2011 <div itemprop=”reviewRating” itemscope itemtype=”http://schema.org/Rating”> <meta itemprop=”worstRating” content = “1″/> <span itemprop=”ratingValue”>4</span>/ <span itemprop=”bestRating”>5</span>stars </div> Get bad boys like this: www.SmallBusinessOnlineCoach.com Pro Tip: Run reviews to rotate on page refreshes to increase chances of review markup to show up!
    31. 31. www.SmallBusinessOnlineCoach.co m Where does you eye go? Author markup rocks! Do It! https://plus.google.com/authorship
    32. 32. www.SmallBusinessOnlineCoach.com Test your mark-up with the google rich snippet testing tool. http://www.google.com/webmasters/tools/richsnippets
    33. 33. www.SmallBusinessOnlineCoach.co m Let’s Review: Contributes to rankings: •Title Tag •Meta Description •Headline (H1 & H2) •Permalink (slug) •Body/Content Optimization (have keywords in content, local mentions, etc) •Local Markup (schema or at least have NAP on the page) Contributes to higher CTRs: •Review Markup •Author/Publisher Markup
    34. 34. www.SmallBusinessOnlineCoach.com That’s all she wrote! Connect with me: https://twitter.com/smbusinesscoach http://www.smallbusinessonlinecoach.com Now you can rock it with local SEO!
    35. 35. Multi-Location Optimization Mike Ramsey Niftymarketing.com mike@niftymarketing.com ‘Advanced Onsite Local SEO Techniques’
    36. 36. @MikeRamsey
    37. 37. Onsite For @MikeRamsey
    38. 38. Microsite.com? Megasite.com? @MikeRamsey
    39. 39. @MikeRamsey
    40. 40. Keyword Research @MikeRamsey
    41. 41. @MikeRamsey
    42. 42. @MikeRamsey
    43. 43. Lots of Interest @MikeRamsey
    44. 44. @MikeRamsey
    45. 45. http://www.seerinteractive.com/blog/screaming-frog-guide @MikeRamsey
    46. 46. URL Structure www.yourbrand.com/ www.yourbrand.com/locations www.yourbrand.com/locations/state Hat Tip: Mary Bowling @MikeRamsey
    47. 47. @MikeRamsey
    48. 48. @MikeRamsey
    49. 49. @MikeRamsey
    50. 50. For a Multi Location Company…. Use a Local Landing Page on your Google Places Listing Use a Local Landing Page on your Google Places Listing @MikeRamsey
    51. 51. Then Use your Home Pages OR service pages to rank organically A in MapsA in Maps Organic homepage Organic homepage @MikeRamsey
    52. 52. Title Tags + Meta Description @MikeRamsey
    53. 53. @MikeRamsey
    54. 54. Title Tags + Meta Description SMART @MikeRamsey
    55. 55. Local @MikeRamsey
    56. 56. @MikeRamsey
    57. 57. @MikeRamsey
    58. 58. YES!!! @MikeRamsey
    59. 59. @MikeRamsey
    60. 60. TWINS FROM DIFFERENT PLACES @MikeRamsey
    61. 61. @MikeRamsey
    62. 62. @MikeRamsey
    63. 63. @MikeRamsey
    64. 64. @MikeRamsey
    65. 65. Website Markup @MikeRamsey
    66. 66. Test a LocationPage Test a LocationPage @MikeRamsey
    67. 67. @MikeRamsey
    68. 68. Review @MikeRamsey
    69. 69. Review @MikeRamsey
    70. 70. It works !?!?!?!?! @MikeRamsey
    71. 71. @MikeRamsey
    72. 72. @MikeRamsey
    73. 73. @MikeRamsey
    74. 74. bit.ly/localgrader @MikeRamsey
    75. 75. @MikeRamsey
    76. 76. Mike Ramsey Follow Me on Twitter @MikeRamsey @MikeRamsey
    77. 77. Questions?
    78. 78. Unanswered questions… • Post these on Local Search Forum • Speakers & Presenters will try to answer as many as possible www.localsearchforum.com/showthread.php?t=9353
    79. 79. InsideLocal: upcoming webinars • August 14th – Great sales strategies for local agencies – Laura Betterley & David Sprague • September 11th – Enhanced citation optimization – David Moceri, Myles Anderson + 1 more (tbc) • September 25th – Local Reputation Management – Don Campbell, Phil Rozek, Myles Anderson • October 9th – Google+ Local Advanced Troubleshooting – Linda Buquet + 2 more (tbc)
    80. 80. Register here… www.brightlocal.com/insidelocal www.localsearchforum.com/insideloc al-webinars
    81. 81. That’s all folks!

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