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Emma North, Koozai: Catch The Pigeon – Local SEO in 2015

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Topic: Catch The Pigeon – Local SEO in 2015

- What was the Pigeon update and what has changed
- How to make sure you have optimised for Local SEO
- The importance of Google My Business and how to create a good profile
- Essential local tactics that you can no longer ignore
- Making sure you don’t miss your Mobile audience

Published in: Marketing
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Emma North, Koozai: Catch The Pigeon – Local SEO in 2015

  1. 1. Emma North Marketing within the Leisure Sector
  2. 2. @Koozai_Emma ON THE EDGE – London 2015 LOCAL SEO: HOW TO CATCH A PIGEON
  3. 3. LOCAL SEO has never been more important
  4. 4. Knowledge Graph Presence
  5. 5. Local Listing Results
  6. 6. Mobile Search Results
  7. 7. GOOGLE PIGEON changed everything
  8. 8. What is Google Pigeon?  A Google update designed to improve local and map results  Brings local results more in line with traditional ranking signals
  9. 9. When did it land?  July 2014 USA  December 2014 UK, Canada and Australia
  10. 10. LOCAL SEARCH Ranking Factors Source: moz.com
  11. 11. 1 3 2 4 5 On Page Optimisation Local Listings and Profiles Citations Social Media Reviews
  12. 12. ON-PAGE LOCAL OPTIMISATION
  13. 13. Page Titles & Meta Descriptions
  14. 14. Page Content
  15. 15. Site Footer
  16. 16. Contact Page
  17. 17. Multiple Locations?
  18. 18. ONLY WHEN IT’S NATURAL!
  19. 19. Schema Markup Code <div itemscope itemtype="http://schema.org/LocalBusiness"> <span itemprop="name">Koozai</span> <div itemprop="address" itemscope itemtype="http://schema.org/PostalAddress"> <span itemprop="streetAddress">50-52 Botley Road</span> <span itemprop="addressLocality">Southampton</span> <span itemprop="addressRegion">Hampshire</span> <span itemprop="postalCode">SO31 1BB</span> </div> Phone: <span itemprop="telephone">0845 453 1234</span> </div>
  20. 20. Address Rich Snippets
  21. 21. Test in Google Webmaster Tools
  22. 22. http://kooz.ai/Local-Schema Check it out here
  23. 23. LOCAL BUSINESS LISTINGS AND PROFILES
  24. 24. Scope and Scale
  25. 25. Local Listings
  26. 26. 1 3 2 Fill in as much information as possible Keep your address format consistent Verify all of your profiles
  27. 27. STRONG LOCAL CITATIONS
  28. 28. getlisted.org Citations are defined as “mentions” of your business name and address on other webpages, even if there is no link to your website
  29. 29. Often easier to earn than links Strong signal to search engines No risk of unnatural linking
  30. 30. Citations  Niche Directories  Local Blogs  Industry Publications  News Websites  Press Releases  Review Sites
  31. 31. OPTIMISING SOCIAL PROFILES FOR LOCAL
  32. 32. Facebook
  33. 33. Twitter
  34. 34. LinkedIn
  35. 35. Google My Business
  36. 36. BUSINESS REVIEWS
  37. 37. Don’t be embarrassed to ask for reviews
  38. 38. 1 3 2 Ways to encourage positive reviews Prompt follow up Clear CTAs on-site Make it easy
  39. 39. 1 3 2 4 5 DON’T offer incentives DON’T dictate DON’T get angry DON’T explicitly ask for Yelp reviews DON’T FAKE REVIEWS!
  40. 40. What are your competitors doing?
  41. 41. What business listings have your competitors secured?
  42. 42. Where are your competitors getting reviews?
  43. 43. What are they doing on their site and social profiles?
  44. 44. Don’t forget mobile
  45. 45. http://kooz.ai/Mob-Friendly Are you Mobile-Friendly?
  46. 46. Keep up to speed: READ, READ, READ.
  47. 47. Slow and steady wins the rankings
  48. 48. Emma’s Tip of the Talk Secure all the strong local business listings you can and always be consistent with your address format throughout your on-site and off-site citations.
  49. 49. Download our Guide Completely free. http://kooz.ai/Local-WP Simply visit this link:
  50. 50. Thanks for listening @Koozai_Emma Facebook.com/koozaiemma.north@koozai.com www.koozai.com 0845 485 4794
  51. 51. Marketing within the Leisure Sector Roundtable Question Have you built local SEO into your online strategy and is there more you could be doing?

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