The NEW Local Search Strategies

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This is the slide deck of when I presented about the latest changed in local search marketing and how to fully optimize your website and places page to take advantages of the changes.

This is the slide deck of when I presented about the latest changed in local search marketing and how to fully optimize your website and places page to take advantages of the changes.

More in: Technology , Design
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Transcript

  • 1. Local Search Strategies
    New & Improved
  • 2. Local Algorithm Tweak
    About two months ago
    Fight map spam
    Strong presence in all aspects of the web
  • 3. Local Algorithm Tweak
  • 4. The Old Way
    Physical Location
    Optimized Google Places Page
    Accurate Citations
    NO WEBSITE
  • 5. The New Way
    Optimized Website
    Credibility (Links)
    Google Places Page
    Credibility
  • 6. Website Optimization (Best Practices)
    Landing Pages For Every Location
    Optimized (City/State & Topic/Category)
    Title Tags
    Meta Descriptions
    Header Tags
    Content
    Contact Information
    Phone Number & Address
    Link To Place Page
  • 7. Chick-fil-a
  • 8. Website Optimization
    Title Tag Optimization (65-70 characters)
    City/State & Topic/Category
    Chick-fil-a Restaurant in American Fork, Utah
  • 9. Website Optimization
    Meta Description (165-170 characters)
    City/State & Topic/Category
    Visit Chick-fil-a for breakfast, lunch, or dinner and experience the best chicken in the state of Utah. Restaurant Address: 183 N West State Road American Fork, Utah
  • 10. Website Optimization
    Meta Keywords
    Not needed, remove them
  • 11. Website Optimization
    Header Tags
    City/State & Topic/Category
    Body Content
    Build out to around 200-250 words and include City/State & Topic/Category
  • 12. Website Optimization
    Contact Information
    Exact match to the Place Page
    Exact match to other data sources/citations
  • 13. Website Optimization
    Link To Place Page
  • 14. Website Link Building (Best Practices)
    Good Distribution of Backlinks
    Authoritative links
    Anchor text is less of a factor
    Geographically relevant websites
  • 15. Place Page Optimization (Best Practices)
    Place Pages For Every Location
    Built Out & Optimized
    Verification
    Title
    Categories
    Phone Number & Address
    Photos & Videos
    Link To Relevant Landing Page
  • 16. Place Page Verification
    Get Verified
    Phone
    Post Card
  • 17. Place Page Title
    Optimize Title
    Don’t Use Categories
  • 18. Place Page Contact Information
    Contact Information
    Exact match to the web page
  • 19. Place Page Linking URL
    Link To Web Page
    Not Root URL
  • 20. Place Page Categories
    Expand Categories
    Up To 5
  • 21. Place Page Photos & Videos
    Photos & Videos
    Location
    Dining Area
    Play Place
    Employees
  • 22. Place Page Reviews
    Reviews Are HUGE
    Encourage customers to add reviews
    Encourage Facebook fans to add reviews
  • 23. Citation Building (Best Practices)
    Citation Building
    Mentions
    Address/Phone
    Yahoo/Bing Map Listings
    Yelp
    Four Square
    GetListed.org
    http://www.whitespark.ca/local-citation-finder/
  • 24. Other Ranking Factors
    Age of Place Page
    Proximity To Centroid (Center of Your City)
    Reviews Left On Third Party Websites (Yelp)
    KML Sitemaps
    Hotpot Ratings
    Activity On Foursquare, Facebook Places, Twitter Places
  • 25. Let’s Answer Some Questions