In-Depth with Local SEO


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Basic-level presentation on Local SEO for O'Reilly Where Conference April 4th, 2012 by Rand Fishkin of SEOmoz

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In-Depth with Local SEO

  1. 1. In-Depth with Local SEO O’Reilly Where, April 4th, 2012Rand Fishkin | CEO
  2. 2. What is “Local” SEO
  3. 3. PPC/SEM Regular SEO
  4. 4. Regular SEOLocal SEO
  5. 5. Local SEO
  6. 6. Location Often Impacts Results
  7. 7. Specific Location(which Google often auto-detects) Location- Biased Results
  8. 8. Local SEO Defined The practice of improving the quantity and quality of traffic from search queries with a geographic intent.This broad definition doesn’t restrict Local SEO to Google + Bing or to only maps-style queries.
  9. 9. The Local SEO Process
  10. 10. Conduct Basic Keyword ResearchWatch exact vs.broad carefullyVia Google’s Adwords Keyword Research Tool
  11. 11. Investigate the Search Results Note where & how maps results vs. standard results appearThis can help inform which results to pursue with which tactics.
  12. 12. Evaluate Keyword CompetitionThis result set is clearly very non-competitive. There’s few reviews or even serious data for most of the listings.
  13. 13. Evaluate Keyword CompetitionThis set is the opposite. Everyone listed has hundreds of reviews and tons of information; very competitive to rank here.
  14. 14. Make Smart Keyword Targeting Choices High Volume (many searches/month) Low Competition Ideal Keywords! (weak sites/pages in the top 10) High Value (large % of visitors convert)Those terms & phrases that bring you high quality customers but aren’t tremendously competitive will be thebest place to start. Over time, you can and should pursue more challenging terms.
  15. 15. Website & Content Planning Homepage Recipes Page Menu/Cuisine Page In planning the website, you need to determine which pageshave been built and need to target keywords and which still need to be created to target new terms/phrases
  16. 16. Be Creative with Content Whenever Possible
  17. 17. Claim/Clean Structured CitationsList of Local Directories:
  18. 18. Create/Clean Unstructured Citations These listings don’t include the correct phone number and should be updatedExample Search Query Structure:“business+name”+”city”-zipcode
  19. 19. Best Practices for Local SEO
  20. 20. Accurate Data Across Every Listing Source Yelp, OpenTable, Amber’s website, Google Local, etc. should all have exactly the same details.Test
  21. 21. Strategic Selection of Listing CategoriesGreat tool to help: And an excellent blog post on the topic:
  22. 22. Completeness & Quality of ListingsFor each listing, it pays to manually provide the maximum amount of depth + detail possible.
  23. 23. Connection of Listings, Social Profiles & Website Smart move from Amber – linking to their social profiles and including their address info on those pages, too!Twitter, Facebook, Google+, FourSquare, CitySearch, Google Local, Yelp, UrbanSpoon and LinkedIn should all be claimed (at least).
  24. 24. Focus on Citation & Recommendation Growth 136K results! Excellent work.PRO Tip: Use searches like this on your competition to find all the places you can potentially get a citation.
  25. 25. Be Careful About Manipulating ReviewsGoogle, Yelp and all the major providers work hard to prevent manipulative/spammy reviews from showing up in the results.
  26. 26. Helpful Tools for Local SEO
  27. 27. Google AdWords Keyword Tool
  28. 28. Google MapMaker
  29. 29. Google Insights Geo Drill-Down
  30. 30. Verification Tool
  31. 31. Yext Local Search Scorecard
  32. 32. OpenSiteExplorer Link Analysis
  33. 33. Whitespark Local Citation Tool
  34. 34. RecommendedLocal SEO Resources
  35. 35. Google Places Help Forum!forum/business
  36. 36. Local Search Ranking Factors
  37. 37. Local SEO Ranking Correlations
  38. 38. OptiLocal Blog
  39. 39. Mike Blumenthal’s Blog
  40. 40. David Mihm’s Local SEO Blog
  41. 41. SearchEngineLand’s Local SEO Column
  42. 42. Rand Fishkin |
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