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How to Make Google Local Search Work for Your Businessm - IPIC SEO Workshop 2017


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81% of Shoppers Start Online. Are you getting their business? How to make changes to your website and online marketing strategy to increase your Google rankings and increase your local business.

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How to Make Google Local Search Work for Your Businessm - IPIC SEO Workshop 2017

  1. 1. 81% of Shoppers Start Online Are You Getting Their Business? BRITTANY MURPHY 502-532-1818
  2. 2. 81% of Shoppers Start Online Are You Getting Their Business? Get better online marketing with 2
  3. 3. Quick Survey  How many are doing SEO, or have a company doing SEO for them?  How long have you been doing SEO?  Anyone feel knowledgeable? 3
  4. 4. 92% of all consumers searching for local services or products start by looking online BrightLocal 4
  5. 5. 56% of local retailers have Not claimed their Google my business listing Local Search Association 5
  6. 6. What can you do NOW to improve your Local SEO 6
  7. 7. What is local seo? 7 It helps businesses promote their products and services to local customers at the exact time they're looking for a local business.
  8. 8. 8
  9. 9. Our Google My Business Listing  Are you claimed? 9
  10. 10. What are the benefits of Local SEO? 95% of people don’t go past the 1st page of search results 10
  11. 11. 11
  12. 12. What google says to Improve Rankings: Enter complete data Verify your location(s) Keep your hours accurate Manage and respond to reviews Add photos 12
  13. 13. The real Factors (thanks, Chuck Norris) 1. My Business Signals (Proximity, categories, keyword in business title, etc.) 19% 2. Link Signals (Inbound anchor text, linking domain authority, linking domain quantity, etc.) 17% 3. On-Page Signals (Presence of NAP, keywords in titles, domain authority, etc.) 14% 4. Citation Signals (IYP/aggregator NAP consistency, citation volume, etc.) 13% 5. Review Signals (Review quantity, review velocity, review diversity, etc.) 13% 6. Behavioral Signals (Click-through rate, mobile clicks to call, check-ins, etc.) 10% 7. Personalization 10% 8. Social Signals (Google engagement, Facebook engagement, Twitter engagement, etc.) 4% 13
  14. 14. changes We Have Seen Thus Far Increasing Importance 14
  15. 15. 15
  16. 16. 1. GMB Signals  Physical Address in City of Search has been the #1 local pack/finder ranking factor. BUT NOT ANYMORE! This CAN lead to poor results in most categories. I’m looking for the best lawyer in town, not the closest one.  Businesses with higher relevancy and prominence will rank in a wider radius around their business. 16
  17. 17. 1. GMB Signals 17  Factors – 19%  Age of GMB Listing very important – SO CLAIM NOW!  Photos with listing and updated pictures  Updated Business Hours – filtered out if not  Proper GMB Category listing (#3 ranking factor)  Add additional categories if needed:  Photo Lab  Camera Store  Photo Restoration Service  Photo Shop  DO NOT HAVE TO MANAGE GMB LISTING - but is it good to keep it updated  pictures, reviews, business hours on holidays
  18. 18. Claimyour Google My Business Listing  To claim listing -  Tips:  Use google account that you have control over so you can always have access.  Ex. Don’t use an employee’s account  If someone else has claimed your GMB then you can request ownership and potentially get that access back. 18
  19. 19. #2 Link Signals 19 Google is still leaning heavily on links as a primary measure of a business’ authority and prominence. Quality/Authority of Inbound Links to Domain increased from #12 to #4 factor
  20. 20. What is Link Building 20
  21. 21. How to Link Building Easyexamples:  Business directories (including dealer websites, chambers, BBB, etc.)  Any press or press releases (ask for link)  Guest post on other sites  Local sponsorships (5ks, etc.)  Website directories that offer listings of discounts, etc Don’t buy links from just anywhere – can get you in trouble! 21
  22. 22. Why not? Blogging Content Creation (Build links through great content) 22
  23. 23. Try Blogging/Content Creation Tips:  Write at least 500 words  Top content has 1500+ words  Target long-tail keywords  More content = more chances of ranking for more keywords  Optimize all blogs  Repurpose content (newsletters, social media, etc.) 23
  24. 24. Try Blogging/Content Creation 24 Content Ideas: Cost and Price questions Problems and issues (negative reviews) Versus or comparisons (If you were me what would you do? How do you compare to other companies?) Reviews of your own products and services, other companies, yelp, etc. The Bests (bests in your area) FAQs
  25. 25. #3 On-Page Signals Presence of NAP Keywords in titles Domain authority Etc. 14% 25
  26. 26. What is On-Page SEO? Page TargetingPhrase “PhotoRestoration” TITLE TAG: Photo Restoration services for old damaged pictures, City, State H1 HEADER TAG: How to Restore Old Photos with Photo Restoration BODY COPY: Photo Restoration can repair any damaged photo that you may have. Let our expert Photo Restoration service take bent, water damaged, or burned photos and bring them back to life. We can also use Photo Restoration to take any black and white photo, and add color to them! URL: Restoration ALT PHOTO TAG: Photo Restoration Before and After 26
  27. 27. What is On-Page SEO? Title Tag Meta Description Meta Tag Tips: • Add call to actions, benefits (free shipping, open 24/7, etc.) • Only 150 characters so use them wisely • Add unique meta description and title tag for each page 27
  28. 28. What is On-Page SEO? Title Tag Meta Description Meta Tag Tips: • Add call to actions, benefits (free shipping, open 24/7, etc.) • Only 150 characters so use them wisely • Add unique meta description and title tag for each page Products and services keywords, location, etc. 28
  29. 29. Try Keyword Research 29
  30. 30. Tips for Keyword Research (AdWords Keyword Planner) Use keyword search tool to: • make sure that you are using words that get searches and are also terms used by your customers • generate ideas and figure out search volume • o/KeywordPlanner 30
  31. 31. Tips for Keyword Research 2900 140 70 NUMBER OF SEARCHES FOR KEYWORD ENLARGEMENTS COMPARISON photo enlargements print enlargements picture enlargements Tips: • Look out for differences in similar terms but different search numbers • If a keyword is a technical term, also find out what customers would call it • Include your city, state if you’re targeting local 31
  32. 32. #4 Citation Signals  The emphasis on citations has seen some decline compared to links.  There is an increasing focus on quality over quantity of citations.  Still crucial to laying down a proper foundation in local search. We’re just getting smarter about how far you need to go with them. 32
  33. 33. Check your Google My Business Listing  Make sure info is correct - NAP, official business name, correct category – options: photo lab, photo shop, photo restoration service, photographer, passport photo processor, camera store, portrait studio. Choose as many as are relevant to biz. 33
  34. 34. Super Consistent NAP Name Address Phone # 34
  35. 35. How to have a Consistent NAP Tips: Make sure you have one consistent listing with all correct info No duplicates or incorrect listings Start with 4 aggregators 35
  36. 36. Where to check for Consistent NAP  Top 50 directories (make sure to manually fix) 36
  37. 37. Need help with a Consistent NAP? Unsure of where your citations stand? We can show you!  37
  38. 38. #5 Review Signals 38 • Review quantity • Review velocity • Review diversity • 13%
  39. 39. What about Reviews? Now a TOP local SEO ranking factor Get as many as possible Ask, ask, ask, ask Respond to them Google reviews #1 priority All other sites industry related second priority 39
  40. 40. Add a Review Funnel TIP: Create a Review Funnel 40
  41. 41. Add a Review Funnel Thumbs Down Thumbs Up 41
  42. 42. Ask and monitor Reviews Helpful Sites:    Review Scan:  Google Review Link Generator: link-generator  42
  43. 43. Respond to Reviews Respond to good AND bad reviews Tips on responding: 43
  44. 44. #6 Behavioral Signals Factors: Click-through rate Mobile clicks to call Check-ins 10% Ranking better will help get more click-through Reviews can help as well 44
  45. 45. #7 Personalization  Google is taking personalization based on the physical location of the searcher to the next level.  Based on Google usage analytics on every GMB listing, it will be almost impossible for business owners to understand what their true ranking really is.  I also see Google ramping up its advertising efforts to a new level to promote GMB listings in search results. 45
  46. 46. #8 Social Signals Factors: Google engagement Other Social engagement 4% (decreased) Make sure that if you post on social media you are creating shareable posts (ex. your blog) Get reviews 46
  47. 47. Advanced: Foundational vs Competitive  After completing all of the Foundational factors, there are the factors which are competitive difference- makers - factors that will move your rankings beyond your competitors.  You need BOTH. You probably won’t rank with only the foundation unless you’re in an extremely low- competition market, and you definitely won’t rank if you’re missing that foundation, no matter how many links you have. 47
  48. 48. simple as Pie 1. “You need to have a physical location in the city you’re trying to rank in, and it’s helpful for it to be close to the searcher. 2. Then, make sure to have the proper categories associated with your listing, and get your citations built and consistent on the most important sites. 3. Now, to really move the needle, focus on your on-page optimization, getting links and reviews.” 48
  49. 49. Negative Factors 1. Listing Detected at False Business Address 2. Incorrect Business Category 3. Reports of Violations on Your GMB Listing 4. Site Hacked/Presence of Malware 5. Mismatch NAP/Tracking Phone Numbers Across Data Ecosystem 6. Address is a PO Box, UPS Mail Store, or Other False Address 7. Presence of Multiple GMB Listings in the Same Category with Same Title & Address 8. GMB Listings with Same Address/Phone Marked as “Permanently Closed” 9. Presence of Businesses in the Same Category at the Same Address 10.Mismatch NAP/Tracking Phone Number on GMB Landing Page 49
  50. 50. Possible Future Changes – Entity Authority 50
  51. 51. #10 Link Building What links are Questions?? 51