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Local SEO & Small Business

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Slideshow deck used by Jacques Bouchard (@JacquesBouchard), Digital Marketing Manager at DragonSearch, when presenting to the Bethel Chamber of Commerce on 8/17/2015, focusing on how local businesses can use SEO and digital marketing to optimize their strategies.

Event hosted by the Bethel Chamber of Commerce (http://bethelchamber.com/m/events/view/Business-Education-Forum-Series-Mon-Aug-17th) and presented by DragonSearch (http://www.dragonsearchmarketing.com/).

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Local SEO & Small Business

  1. 1. Local SEO & Small Business Wins That Grow Your Business Jacques Bouchard | @jacquesbouchard
  2. 2. @DragonSearch About Me • Digital Strategist @DragonSearch • 9 Years in Digital • SEO & Content Strategy • Home Improvement & Recruiting jacques@dragonsearch.net
  3. 3. @DragonSearch Your Digital Real Estate • Website • Social Media • Reputation • Off-Site Content • E-mail Lists
  4. 4. @DragonSearch A Local SEO’S Focus • Local Targeting • User Experience • Conversions • Efficient Use Of Time
  5. 5. @DragonSearch Gather Your Data • Google Analytics • Webmaster Tools
  6. 6. @DragonSearch Build Local Listings
  7. 7. @DragonSearch Keyword Research • Google Keyword Planner •Use their language • Reference local towns and cities • Don’t focus on rankings
  8. 8. @DragonSearch Ensure Indexation • No embedded text • Build rich content • Use common sense
  9. 9. @DragonSearch <title> • 55-56 Characters • Clickthrough Rate • Use Keywords http://bit.ly/1GyHosD
  10. 10. @DragonSearch Meta Description • 155-156 Characters • Focus on getting clicks • Keywords will bold • Not a ranking factor
  11. 11. @DragonSearch Social Schema • OpenGraph • TwitterCards • Rich Pins
  12. 12. @DragonSearch With Social Schema • More Visible • Clicks: +50% • Likes +60% • Engagements • Looks great
  13. 13. @DragonSearch WithOUT Social Schema • Random Image • Random Title • Scraped Description • Low Engagement • Less Visible
  14. 14. @DragonSearch Traditional Schema • Knowledge Graph • Enhanced Search • JSON-LD Schema.org
  15. 15. @DragonSearch Knowledge Graph
  16. 16. @DragonSearch Social Media • Easy to set up • Your audience is there already • 24/7 Communication • Personal/Personable
  17. 17. @DragonSearch Which Is Best? • Look at competition • Choose 1-2 that make sense
  18. 18. @DragonSearch Preparedness Plan • Best practices • Quality guidelines • Tone/Voice • Crisis Plan
  19. 19. @DragonSearch Reputation Management • 90% influenced by positive reviews • 88% by negatives • 12% don’t use reviews • 60% in B2B check online reviews before purchasing
  20. 20. @DragonSearch Key Sites
  21. 21. @DragonSearch Yelp A one-star increase in a Yelp restaurant rating improves revenue by 5%-9%. * 2011 Harvard Business School Study
  22. 22. @DragonSearch
  23. 23. @DragonSearch Reputation Best Practices • Encourage reviews • Don’t incentivize them • No fake reviews • Focus on 1-2 sites
  24. 24. @DragonSearch Mobile • Mobile: 50%+ search • 94% search local, 84% take action on that • 57% search weekly • 25% search daily • 50% visit within a day -- • 29% who visit purchase
  25. 25. @DragonSearch Mobile Google search is now prioritized for mobile searchers, and the company now even uses a separate algorithm for mobile search. http://bit.ly/1EVi9R3
  26. 26. @DragonSearch “Mobilegeddon” – 1 Month Source: Eric Enge, Stone Temple Consulting
  27. 27. @DragonSearch The Cost Of Ignoring Mobile
  28. 28. @DragonSearch Conversion Rate Optimization • 1-second message • Address & phone visible on all pages • Click-to-call • Build local credibility • No dead ends • Test it!
  29. 29. @DragonSearch If You Can… • Blog (+55% Traffic) • Share great blogs • Bring in bloggers • Make news • Team Up • E-mail marketing http://bit.ly/1Snw6OA
  30. 30. @DragonSearch Thank You! Jacques Bouchard E-mail: jacques@dragonsearch.net Twitter: @jacquesbouchard DragonSearch Phone: (212) 246-5087 E-mail: hello@dragonsearch.net http://www.dragonsearchmarketing.com

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