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College Lecture on Local SEO
College Lecture on Local SEO
College Lecture on Local SEO
College Lecture on Local SEO
College Lecture on Local SEO
College Lecture on Local SEO
College Lecture on Local SEO
College Lecture on Local SEO
College Lecture on Local SEO
College Lecture on Local SEO
College Lecture on Local SEO
College Lecture on Local SEO
College Lecture on Local SEO
College Lecture on Local SEO
College Lecture on Local SEO
College Lecture on Local SEO
College Lecture on Local SEO
College Lecture on Local SEO
College Lecture on Local SEO
College Lecture on Local SEO
College Lecture on Local SEO
College Lecture on Local SEO
College Lecture on Local SEO
College Lecture on Local SEO
College Lecture on Local SEO
College Lecture on Local SEO
College Lecture on Local SEO
College Lecture on Local SEO
College Lecture on Local SEO
College Lecture on Local SEO
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College Lecture on Local SEO

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Lecture for Palomar College Freshman on local SEO. Tried to cover strategy through implementation of a small local SEO campaign using a client as a case study.

Lecture for Palomar College Freshman on local SEO. Tried to cover strategy through implementation of a small local SEO campaign using a client as a case study.

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  • Solicit ideas from students on what to do next “oh and by the way we only have $2,000 a month to spend.
  • Not at the end with the sparkly stuff, although you’ll be tempted to and your client will probably want you to.
  • Not at the end with the sparkly stuff, although you’ll be tempted to and your client will probably want you to.
  • Kenichi Ohmae was a senior partner in McKinsey & Company, co-founder of its strategic management practice and developed the 3C's Model. Only by integrating the three C’s can a sustained competitive advantage exist. Maximize the corporation’s strengths relative to the competition.
  • If you have 30,000 visitors a month you can’t talk to them individually that’s the size of Petco park. Rather than defining visitors as a general composite of all 30,000 it is more helpful to develop a handful of specific characters, or personas
  • Why it matters: in general the higher on the page your result appears the more visitors it will receive from search engines
  • SEO is the process of improving the visibility of a website or a web page in search engines via the “natural” or un-paid search results.
  • SEO is the process of improving the visibility of a website or a web page in search engines via the “natural” or un-paid search results.
  • SEO is the process of improving the visibility of a website or a web page in search engines via the “natural” or un-paid search results. In a nutshell it is getting people to your website and getting them to take the action you want them to take.
  • WordpressStumbleUponLinkedinTwitterDiggRedditGoogle PlusFacebookMyspaceDeliciousNewsvineVimeoBloggerSlideShareSlashdotYouTubeBlinkListIMDBFlickrNetvibesLast.fmTechnorati
  • Transcript

    • 1.
    • 2. What we are going to cover today
      Case
      The Client
      Where to Start
      Data Gathering
      Strategy
      The 3 C’s Model
      Initial Hypothesis
      Goals & Objectives
      Target Audience
      Personas
      Tactics
      SERPs
      SEO Components
      Keyword Analysis
      Coding & Content
      Linkbuilding
      Local Factors
      Metrics
      Leading & Lagging
      The Future
      Trends
    • 3. The Client
      Scenario:
      “we’re are looking for someone to help us increase sales can you help us?”
    • 4. Where to Start
      Start by defining the target market and then do some research.
      Who do you want to reach?
      What are their demographics?
      What are their psycographics?
      What are their technographics?
    • 5. Where to Start
      Start by defining the target market and then do some research.
      Who do you want to reach?
      What are their demographics?
      gender, race, age, home ownership, employment status, location, etc.
      What are their psycographics?
      values, attitudes, interests, lifestyle, opinions
      What are their technographics?
      ownership, use patterns, and attitudes toward information, communication and entertainment
    • 6. Where can you get data
      Some good sources for data
      http://siteanalytics.compete.com/bmwusa.com/
      https://www.google.com/adplanner/?pli=1#siteSearch?uid=domain%253A%2520bmwusa.com&geo=US&lp=false
      http://www.forrester.com/empowered/tool_consumer.html
      http://boardreader.com/s/bmw%20service%20san%20diego.html
      https://adwords.google.com/select/KeywordToolExternal
      http://www.google.com/insights/search/
      http://www.google.com/analytics/
      http://factfinder2.census.gov/faces/nav/jsf/pages/index.xhtml
    • 7. On Strategy
      “Strategy without tactics is the slowest route to victory. Tactics without strategy is the noise before defeat.” – Sun Tzu
      “Rowing harder doesn’t help if the boat is headed in the wrong direction.”
      – Kenichi Ohmae
    • 8. The 3 C’s Model
      Company
      Customers
      Competitors
      Company – Service and repair center in Escondido, CA focusing on BMW, Audi…
       
      Customers – All German Auto’s customers break into three segments…
       
      Competitors – Competition from dealers and other local service centers is…
    • 9. Initial Hypothesis
      All German Auto’s most critical business problem is:
      Customer awareness.
      Our initial hypothesis to solve All German Auto’s most critical business problem is:
      Improve their local search engine rankings.
    • 10. All German Auto’s most critical business problem is:
      Customer awareness.
      Our initial hypothesis to solve All German Auto’s most critical business problem is:
      Improve their local search engine rankings.
      Initial Hypothesis
    • 11. Goals & Objectives
      Goals:
      Show up on the first page of search results
      Increase visits to our website and service appointments
      Objectives:
      Primary – First page organic ranking for all primary keywords.
      Secondary – Increase service appointments online by 30%.
    • 12. Target Audience
      #1 Target Customer
      Demographics – Single, female, Caucasian, age 25-34, college grad, earns $42-$65k
      Psychographics – values family, equality, social causes, image
      Technographics – uses iPhone, texts, only checks FB on her phone, watches TV vs internet
      #2 Target Customer
      Demographics – Married, male, Caucasian, age 35-42, masters, earns $50-$82k
      Psychographics – values family, friends, image, performance cars, politics
      Technographics – uses blackberry, texts, checks email on phone, watches prime time TV and surfs the internet on his desktop or iPad.
    • 13. Personas
    • 14. Tactics
      Recommended Initiatives
      Local Search Engine Optimization (SEO)
      Pay-per-click marketing
      Social Media Optimization
    • 15. Tactics
      Local Search Engine Optimization (SEO)
    • 16. Distribution of Clicks in SERPs
    • 17. A "Blended" Local Result
    • 18. A "Pure" Local Result
    • 19. Primary SEO Components
      source: SEOmoz
    • 20. Keyword Analysis
      https://adwords.google.com/select/KeywordToolExterna
      http://pro.seomoz.org/tools/keyword-difficulty
      http://www.google.com/analytics/
      http://www.google.com/insights/search/#q=bmw%2Caudi%2Cmercedes&geo=US-CA-825&cmpt=q
      http://www.carloan.com/keyvalue.html
    • 21. Coding & Content
    • 22. Linkbuilding
      # of unique backlinks
      Link quality (location)
      # of C-classes
      Backlink trust (source)
      Content quality
      Anchor text & type
      Pagerank
      http://pro.seomoz.org/tools/keyword-difficulty
      http://www.opensiteexplorer.org/
    • 23. Local Ranking Factors
      Physical Address in City of Search
      Manually Owner-verified Place Page
      Proper Category Associations
      Number of Traditional Citations
      Crawlable Address Matching Place Page Address
      Authority of Website Homepage
      Quality of Inbound Links to Website
      Crawlable Phone Number Matching Place Page Number
      Local Area Code on Place Page
      City, State in Places Landing Page Title
      http://maps.google.com/
      http://www.yelp.com/escondido-ca
    • 24. Metrics
      Leading Indicators
      The critical metrics which have a direct impact on performance. Leading indicators can typically be adjusted to proactively change performance.
      Social Media
      Engagement metrics on social media
      Search Engine Optimization
      Organic search engine rankings
       
      Paid Advertising – PPC
      Click through rate
      Lagging Indicators
      The metrics which are the result of a change in one or more leading indicators. Many times the lagging indicators are not unique to an industry or company. Lagging indicators can usually not be adjusted until after it is too late.
       
      Social Media
      Brand awareness
       
      Search Engine Optimization
      Traffic derived from organic search engine traffic
       
      Paid Advertising – PPC
      Conversion rate (sales)
    • 25. Trends
      Mobile will dominate
      QR and NFC will go mainstream
      AR will become more prominent
      Social will take over more of the SERPs
    • 26. Trends
    • 27. Trends
    • 28. Trends
    • 29. Trends
    • 30. Q + A
      We only have 1-2 opening for our internship program.
      Let me know by Oct 31 if you are interested.
      http://twitter.com/geakerson
      http://www.facebook.com/geakerson
      http://www.linkedin.com/in/garretakerson
      garret@motionstrand.com

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