• Share
  • Email
  • Embed
  • Like
  • Save
  • Private Content
 

In-Depth with Local SEO

on

  • 11,730 views

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

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

Statistics

Views

Total Views
11,730
Views on SlideShare
11,046
Embed Views
684

Actions

Likes
41
Downloads
581
Comments
6

19 Embeds 684

http://www.conseilsmarketing.com 291
http://www.scoop.it 251
http://kkoitz.com 37
http://training.myprojectplans.com 30
http://www.stonepower.fr 26
http://www.paperblog.fr 9
http://us-w1.rockmelt.com 7
http://feeds.feedburner.com 7
https://twitter.com 6
http://www.twylah.com 4
http://localhost 3
http://pinterest.com 3
http://homebusinessideas101.blogspot.com 2
http://paper.li 2
https://si0.twimg.com 2
http://translate.googleusercontent.com 1
http://pigeindexeroff 1
http://pigeindexer2 1
http://www.linkedin.com 1
More...

Accessibility

Upload Details

Uploaded via as Microsoft PowerPoint

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

16 of 6 previous next Post a comment

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

    In-Depth with Local SEO In-Depth with Local SEO Presentation Transcript

    • In-Depth with Local SEO O’Reilly Where, April 4th, 2012Rand Fishkin | CEO http://bit.ly/mozlocalseo2012
    • What is “Local” SEO
    • PPC/SEM Regular SEO
    • Regular SEOLocal SEO
    • Local SEO
    • Location Often Impacts Results
    • Specific Location(which Google often auto-detects) Location- Biased Results
    • 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.
    • The Local SEO Process
    • Conduct Basic Keyword ResearchWatch exact vs.broad carefullyVia Google’s Adwords Keyword Research Tool
    • Investigate the Search Results Note where & how maps results vs. standard results appearThis can help inform which results to pursue with which tactics.
    • Evaluate Keyword CompetitionThis result set is clearly very non-competitive. There’s few reviews or even serious data for most of the listings.
    • Evaluate Keyword CompetitionThis set is the opposite. Everyone listed has hundreds of reviews and tons of information; very competitive to rank here.
    • 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.
    • 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
    • Be Creative with Content Whenever Possiblehttp://thisismadebyhand.com/film/the_knife_maker
    • Claim/Clean Structured CitationsList of Local Directories: http://blog.hubspot.com/blog/tabid/6307/bid/10322/The-Ultimate-List-50-Local-Business-Directories.aspx
    • Create/Clean Unstructured Citations These listings don’t include the correct phone number and should be updatedExample Search Query Structure: http://www.google.com/search?q=“business+name”+”city”-zipcode
    • Best Practices for Local SEO
    • Accurate Data Across Every Listing Source Yelp, OpenTable, Amber’s website, Google Local, etc. should all have exactly the same details.Test
    • Strategic Selection of Listing CategoriesGreat tool to help: http://blumenthals.com/index.php?Google_LBC_Categories. And an excellent blog post on the topic:http://www.visonthenet.com/selecting-the-most-profitable-categories-for-your-local-business-listing-1785.html
    • Completeness & Quality of ListingsFor each listing, it pays to manually provide the maximum amount of depth + detail possible.
    • 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).
    • 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.
    • Be Careful About Manipulating ReviewsGoogle, Yelp and all the major providers work hard to prevent manipulative/spammy reviews from showing up in the results.
    • Helpful Tools for Local SEO
    • Google AdWords Keyword Toolhttps://adwords.google.com/select/KeywordToolExternal
    • Google MapMakerhttp://www.google.com/mapmaker
    • Google Insights Geo Drill-Downhttp://www.google.com/insights/search
    • GetListed.org Verification Toolhttp://getlisted.org/
    • Yext Local Search Scorecardhttp://www.yext.com/diagnostic.html
    • OpenSiteExplorer Link Analysishttp://www.opensiteexplorer.org
    • Whitespark Local Citation Toolhttp://www.whitespark.ca/local-citation-finder
    • RecommendedLocal SEO Resources
    • Google Places Help Forumhttp://groups.google.com/a/googleproductforums.com/forum/#!forum/business
    • Local Search Ranking Factorshttp://www.davidmihm.com/local-search-ranking-factors.shtml
    • Local SEO Ranking Correlationshttp://bizible.com/local-search-ranking-factors/google-places-optimization
    • OptiLocal Bloghttp://www.optilocal.org/blog/
    • Mike Blumenthal’s Bloghttp://blumenthals.com/blog/
    • David Mihm’s Local SEO Bloghttp://www.davidmihm.com/blog/
    • SearchEngineLand’s Local SEO Columnhttp://searchengineland.com/library/local-search/
    • Rand Fishkin | CEO@randfishwww.seomoz.org/blogrand@seomoz.org http://bit.ly/mozlocalseo2012