How We Localize & Mobilize WP Sites - Pubcon 2013

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These are the slides from my Local / Mobile presentation from Tuesday morning at Pubcon Las Vegas 2013

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How We Localize & Mobilize WP Sites - Pubcon 2013

  1. 1. Localize and Mobilize Presented by: Scott Hendison Search Commander, Inc.
  2. 2. Scott Hendison • Started marketing online in 1998 selling software and computer repair services • Began online marketing for others in 2002 • Co-founded SEMpdx in Portland OR in 2006 • 9th Las Vegas Pubcon, and it’s an honor to be here on this panel!
  3. 3. What we do for local sites • Structured data use • Facilitate interaction w/ review sites • Gathering testimonials & ratings • Mobilization
  4. 4. What is Structured Data? • The search and data industries have come together to standardize, and make the sharing of information simpler. • Google recognizes schema.org, microformats, microdata, RDFa and even has a tool now in Webmster Tools called Data Highlighter
  5. 5. Structured Data =
  6. 6. Structured Data =
  7. 7. First Thing • We lookup the client address at the USPS, and change the address on the site to match. • For a single location business, we place the address in the footer of the site. • We ensure that we‘re presenting that info using the correct schema structured data
  8. 8. Schema • Schema.org provides a collection of html tags so webmasters can markup their pages in ways recognized by major search providers. • ‘Search providers‘ means not only G, Y and B, but everything from Global Positioning Systems like TomTom to services like Apple Maps
  9. 9. Schema
  10. 10. Schema
  11. 11. Schemacreator.org – by Raventools
  12. 12. Schemacreator.org – by Raventools
  13. 13. In WordPress, we put it in Footer.php To get it on one line, you can just put it in a table… <div align="center"><table><tr><td><div itemscope itemtype="http://schema.org/LocalBusiness"><div itemprop="name"><strong>Business Name</strong></div></td><td><div itemprop="address" itemscope itemtype="http://schema.org/PostalAddress"><span itemprop="streetAddress"> 1234 5th Street</span> <span itemprop="addressLocality">City</span>, <span itemprop="addressRegion">CA</span> <span itemprop="postalCode">12345</span></td></tr></table></div> </div> Business Name - 1234 5th Street Cityname, CA 12345
  14. 14. Then we create a better contact page
  15. 15. Local Search Contact Page • • • • • • • • Phone Address Hours Map Directions Contact form Lat / Long info Use structured data
  16. 16. Local Search SEO Contact Page
  17. 17. Local Search Contact Page
  18. 18. Local Search Contact Page
  19. 19. Local Search Contact Page
  20. 20. Local Search Contact Page
  21. 21. Local Search Contact Page
  22. 22. Local Search Contact Page
  23. 23. Local Search Contact Page
  24. 24. Local Search Contact Page ,LLC
  25. 25. Local Search Contact Page The free plug-in does not – • Support Multi-location (premium does) • Have a widget (premium does) • Add a KML Sitemap – (premium does not)
  26. 26. KML Sitemap • KML = Keyhole Markup Language • For expressing geographic information and visualization for telling apps like Google Earth, Maps, etc. exactly where you are located • May be overkill to use one, but is certainly can‘t hurt you, so why not make one?
  27. 27. KML Sitemap
  28. 28. KML Sitemap
  29. 29. KML Sitemap - Multilocation
  30. 30. KML Sitemap
  31. 31. KML Sitemap • Create a KML sitemap & upload to your site • Google no longer supports direct submission • Reference the KML sitemap file from your regular sitemap.xml file • Clicking on the locations.kml file will open it in Google Earth. • Data Overkill? Maybe, but why not do it?
  32. 32. Reviews
  33. 33. Reviews • • • • Facilitate user interaction w/ review sites Would you rather have a review than a link? Ask for them (despite what “they“ tell you) Send links, postcards, use QR codes on the tables and doors. • Make it easy for users to leave them by sending them to a specific feedback page
  34. 34. Reviews
  35. 35. Reviews
  36. 36. Testimonials
  37. 37. Testimonials • • • • Not to be confused with “reviews“ Just as important though Don‘t steal your content from review sites ;) Follow up post-sale with telephone interviews to ensure and improve customer satsfaction. • Use forms to gather customer info, then display it with schema / aggregate ratings
  38. 38. Testimonials
  39. 39. Testimonials • Schema rating scores are supposed to be for the review sites, and *not* for testimonials displayed on your own site. • However, I would ask... why not? • I see no problem with aggregating the ratings and presenting them in structured data. • We ARE doing this for clients, and IMO there‘s nothing wrong with doing so, if they‘re legit. • I‘m 100% positive... that I think so ;)
  40. 40. Plugins for Testimonials
  41. 41. Plugins for Testimonials
  42. 42. Plugins for Testimonials
  43. 43. Gather Testimonials
  44. 44. What did I want? • • • • • • • Easy for non-programmers (me) Shortcodes for use in the body or in widgets Customizable options for their display Customizable collection form Rating scale (for rich snippets / stars) Image upload for the testimonial writers Structured data output including aggregation Really, how hard could this be?
  45. 45. Testimonials Widget
  46. 46. Testimonials Widget
  47. 47. Testimonials Widget • I almost didn’t try it because “widget” was included in the name. • The free version NOW offers almost everything I need, and is just about perfected. • I bought the premium version because after our interactions, rating stars were integrated. • The pages pass the Rich Snippet Tester with flying colors, and pages are good looking, and easily styled with CSS
  48. 48. Highly Recommended
  49. 49. Mobilize
  50. 50. Mobilize • Responsive Design – I’m not a big fan because text is often too small for me. Responsive does NOT have to mean “eliminate pinch & zoom”! • Give me mobile CTA’s • Keep it fast! • Limit my navigation • Give me a full desktop view option • There are TONS of mobile option$
  51. 51. Mobilize
  52. 52. Mobilize – WP Touch
  53. 53. Mobilize – WP Touch
  54. 54. Mobilize – WP Touch
  55. 55. Mobilize – WP Touch
  56. 56. Mobilize – WP Touch
  57. 57. Mobilize – WP Touch
  58. 58. Mobilize – WP Touch
  59. 59. Mobilize – WP Touch • • • • Don’t forget to add Analytics code! Heavy customization is possible Pro version offers even more design options Tap to Call SHOULD be built in, but it’s not – <a href="555-555-5555">Tap to Call</a> Add the link in any post or page (Or add a class for styling) <a class="call" href="555-555-5555">Call Now!</a> .call { font-size:19px; font-style:italic; }
  60. 60. Mobilize – WP Touch
  61. 61. Thank You Scott Hendison - @shendison All the links: USPS lookup A few more extras: Schema.org Client Business Profile Sheet Schema Creator SEO Automatic Tools KML / Geo sitemap generator Local Keyword Tool Lat / Long tool Neighborhood Lookup Tool Local Search Contact Page Plugin Bright Local Google Structured Data Tool Infogroup Our Profiles - WP Plugin Localeze Testimonials Widget – WP Plugin Acxiom WP Touch for Mobile - WP Plugin

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