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Chris Silversmith: Structure Local SEO

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Chris Silversmith discusses <structure> during State of Search 2015 in Dallas, TX on November 16, 2015

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Chris Silversmith: Structure Local SEO

  1. 1. @ArgentMedia Copyright 2015 @si1very Chris Silver Smith @si1very President & Strategist, Argent Media -
  2. 2. @ArgentMedia Copyright 2015 @si1very 2 • Founder of Argent Media search marketing agency providing SEO, Social Media Optimization & Online Reputation Management • Consulted for Fortune 500 & Internet Retailer 500 brands • Former SEO & Head of Tech Dept. for Verizon’s Superpages.com • 2 Patents Granted & 3 Patents Pending for Search & Display Technology • Columnist at SearchEngineLand.com at MarketingLand.com • Advisory Board Member for Thomson Reuters FindLaw and Universal Business Listing (“UBL”)
  3. 3. @ArgentMedia Copyright 2015 @si1very 3
  4. 4. @ArgentMedia Copyright 2015 @si1very 4 1. Relevance 2. Distance 3. Prominence  Keywords in Business Name  Keywords in Classic Website SEO  Business Category Match  Radius of Distance From City Centroid  City/ZIPcode Outline Regions  User’s Geolocation (IP address / cellphone)  Relative Popularity  PageRank  Mentions or “Citations”  “PlaceRank” – popularity of Location
  5. 5. @ArgentMedia Copyright 2015 @si1very 5 • Classic On-Site SEO Ranking Factors • Business Data Concordance • Local Citation / Link Building • Reviews & Ratings • Social Signals • Recent, Newer & Emerging Factors
  6. 6. @ArgentMedia Copyright 2015 @si1very 6 HTML Page Title (& descr. meta tag) Domain Name Keywords in Text Inlinks <title>Dallas Probate Attorneys - Estate Trust &amp; Will Dispute Lawyers - Dallas, Texas</title> <meta name="description" content="Burdette &amp; Rice. Probate and estate dispute attorneys in Dallas, Texas. Inheritance litigation, will contests and trust disputes under Texas law. Free consultation."/>dallasprobateattorneys.com Image Alt Text, Filenames <img class="boxpic" width="100" height="100" alt="Dallas Probate Lawyers“ src="http://www.dallasprobateattorneys.com/wp-content/uploads/ 2014/09/top-probate-attorneys-dallas.jpg" data-id="1382"> “Dallas” = 23 “Probate” = 22 “Lawyer” = 4 “Attorney” = 17
  7. 7. @ArgentMedia Copyright 2015 @si1very 7@ArgentMedia Copyright 2015 @si1very
  8. 8. @ArgentMedia Copyright 2015 @si1very 8 URL: http://calibercollision.com/locate-a-caliber-collision-center/colleyville/ <title>Colleyville Auto Body Repair &amp; Paint Shop | Caliber Collision</title> <meta name="description" content="Caliber Collision is the leading auto body repair and paint shop in Colleyville TX. Our services include car body work, paintless dent repair and more."/> <h1 itemprop="name">Auto Body Shop: Colleyville Location</h1> Body Text in Page: “We are here to serve Colleyville and the surrounding areas as the auto body repair shop of choice…”
  9. 9. @ArgentMedia Copyright 2015 @si1very • Lack of Spiderability to Individual Location Pages (AJAX-only or Flash-only Interfaces) • Non-Individualized Titles, Meta Descriptions, H1s • All Information Embedded in Map Info Boxes • No Individual Location Profile Pages 9
  10. 10. @ArgentMedia Copyright 2015 @si1very 10 Basic Business Listings Info from Data Aggregators: Acme Pipe Engineers 100 Ellum Street Dallas, Texas 77067 Phone: (000) 867-5309 Name Address Phone # URL Google Matches Business Listing Data Up With Websites’ Data
  11. 11. @ArgentMedia Copyright 2015 @si1very 11  Locate Incorrect/Inconsistent Data & Correct  Search By Business Name, Address & Phone Number  Remove Duplicate Listings  Correct Incorrect Name, Address, Phone, Categories…  Citation Auditing Tool: BrightLocal.com
  12. 12. @ArgentMedia Copyright 2015 @si1very 12 Top Aggregators – Help With Listing Distribution:  Neustar Localeze  Acxiom  Infogroup  Factual
  13. 13. @ArgentMedia Copyright 2015 @si1very 13 • Chamber of Commerce Website (and other member orgs) • Wi-Fi Hotspots • Geocache Locations • National Register & State Historical Marker Locations • Wikipedia Articles (business, building, shopping center, founder) • ATM Locations • Specialty Directories (Espanol, Chinese, Jewish, Christian, Green, etc.) • Pressed Penny Machines • Weather Monitoring Stations
  14. 14. @ArgentMedia Copyright 2015 @si1very 14 Well-Rated Businesses Often Rank High in SERPs
  15. 15. @ArgentMedia Copyright 2015 @si1very 15 High Reviews Aren’t Required For High Rankings
  16. 16. @ArgentMedia Copyright 2015 @si1very 16
  17. 17. @ArgentMedia Copyright 2015 @si1very 17 CTR in Search Results Is A Ranking Factor!
  18. 18. @ArgentMedia Copyright 2015 @si1very 18 Start With The Top National Directories
  19. 19. @ArgentMedia Copyright 2015 @si1very 19 Target Top Niche Directories In Your Industry
  20. 20. @ArgentMedia Copyright 2015 @si1very 20 Target Directories in Your Geo
  21. 21. @ArgentMedia Copyright 2015 @si1very 21
  22. 22. @ArgentMedia Copyright 2015 @si1very 22
  23. 23. @ArgentMedia Copyright 2015 @si1very 23 1. “You shouldn’t ask for customer reviews on Yelp” 2. “Don’t offer money or product to others to write reviews for your business or write negative reviews about a competitor” – G+ 3. “We discourage specialized review stations or kiosks set up at your place of business for the sole purpose of soliciting reviews”
  24. 24. @ArgentMedia Copyright 2015 @si1very 24
  25. 25. @ArgentMedia Copyright 2015 @si1very 25
  26. 26. @ArgentMedia Copyright 2015 @si1very 26
  27. 27. @ArgentMedia Copyright 2015 @si1very 27 Q: 1 social account, or multi?
  28. 28. @ArgentMedia Copyright 2015 @si1very 28@ArgentMedia Copyright 2015 @si1very
  29. 29. @ArgentMedia Copyright 2015 @si1very 29  Followers / Connections  # Updates  Replies / Likes  Recency / Frequency
  30. 30. @ArgentMedia Copyright 2015 @si1very 30 Facebook OpenGraph Markup and Twitter Cards
  31. 31. @ArgentMedia Copyright 2015 @si1very 31  Mobile-Friendly Web Design  HTTPS
  32. 32. @ArgentMedia Copyright 2015 @si1very 32 City Top-Level Domains
  33. 33. @ArgentMedia Copyright 2015 @si1very 33 Maptags – Example: http://mapta.gs/LocalSEO
  34. 34. @ArgentMedia Copyright 2015 @si1very 34 .MOBI – domain automatically provides directory listing & website Example: http://pilka.mobi/ Watch for Industry-Specific TLDs: Example: http://injuries.lawyer http://dallas.injuries.lawyer
  35. 35. @ArgentMedia Copyright 2015 @si1very 35 argentum@verizon.net twitter.com/si1very twitter.com/ArgentMedia ArgentMedia.com Search Engines are complex. Get qualified help.

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