Local SEO Hotseat

Phil Rozek
LocalVisibilitySystem.com

Worcester Web Marketers
January 28, 2014
Local SEO Hotseat

What’s “local search”?
Local SEO Hotseat
What’s “local search”?
Local SEO Hotseat
What’s “local search”?
Local SEO Hotseat
What’s “local search”?
Local SEO Hotseat
What’s “local search”?
There’s also…

…but let’s focus
on Google
Local SEO Hotseat

When can businesses rank
in local Google?
Local SEO Hotseat
When can businesses rank in local Google?
3 basic considerations
Location – where are they?
Relevance – ...
Local SEO Hotseat
When can businesses rank in local Google?
“Location”
Is your business in the city where Google
thinks so...
Local SEO Hotseat
When can businesses rank in local Google?
“Location” factors
1) The address you use for Google Places
2)...
Local SEO Hotseat
When can businesses rank in local Google?
“Relevance”
Does Google think they’re searching for
something ...
Local SEO Hotseat
When can businesses rank in local Google?
“Relevance” factors
1) Your Google Places categories
2) Your o...
Local SEO Hotseat
When can businesses rank in local Google?
“Prominence”
Why should your business outrank others?
Local SEO Hotseat
When can businesses rank in local Google?
“Prominence” factors
1) Citations
– e.g listings on Yelp, City...
Local SEO Hotseat

4 basic steps
Local SEO Hotseat
4 basic steps
What you need to do:
1) Have a Google+ Local (AKA Places) page
2) Work on your other listi...
Local SEO Hotseat

Hotseat 1

(Sturbridge)
Local SEO Hotseat
Hotseat 1: Absolute Clean (Sturbridge, MA)

“I did very little SEO because very few people look for my t...
Local SEO Hotseat
Hotseat 1: Absolute Clean (Sturbridge, MA)
Local SEO Hotseat
Hotseat 1: Absolute Clean (Sturbridge, MA)

He could rank locally for:
cleaning service
commercial clean...
Local SEO Hotseat

So how’s it going?
Local SEO Hotseat
Hotseat 1: Absolute Clean (Sturbridge, MA)

Problem: no Google Places page
Local SEO Hotseat
Hotseat 1: Absolute Clean (Sturbridge, MA)
Local SEO Hotseat
Hotseat 1: Absolute Clean (Sturbridge, MA)
Local SEO Hotseat
Hotseat 1: Absolute Clean (Sturbridge, MA)

Solution: create a Google Places page (AKA Google+ Local)
go...
Local SEO Hotseat
Hotseat 1: Absolute Clean (Sturbridge, MA)

Problem: no “citations”
Local SEO Hotseat
Hotseat 1: Absolute Clean (Sturbridge, MA)
Local SEO Hotseat
Hotseat 1: Absolute Clean (Sturbridge, MA)
Local SEO Hotseat
Hotseat 1: Absolute Clean (Sturbridge, MA)
Local SEO Hotseat
Hotseat 1: Absolute Clean (Sturbridge, MA)
Local SEO Hotseat
Hotseat 1: Absolute Clean (Sturbridge, MA)

Solution: create listings on all those sites

…and ideally m...
Local SEO Hotseat
Hotseat 1: Absolute Clean (Sturbridge, MA)

Problem: website isn’t “local”
Local SEO Hotseat
Hotseat 1: Absolute Clean (Sturbridge, MA)

Solution: name / address / phone number on every page
Must m...
Local SEO Hotseat
Hotseat 1: Absolute Clean (Sturbridge, MA)
Local SEO Hotseat
Hotseat 1: Absolute Clean (Sturbridge, MA)

Problems with homepage:
1) It’s a blog

2) No mention of spe...
Local SEO Hotseat
Hotseat 1: Absolute Clean (Sturbridge, MA)

Solutions for homepage:
1) Static page – same few paragraphs...
Local SEO Hotseat
Hotseat 1: Absolute Clean (Sturbridge, MA)

Other problem: thin site – not much info on services
Local SEO Hotseat
Hotseat 1: Absolute Clean (Sturbridge, MA)

Problems with homepage:
1) It’s a blog

2) No mention of spe...
Local SEO Hotseat
Hotseat 1: Absolute Clean (Sturbridge, MA)

Solution: create a page for each service
Local SEO Hotseat
Hotseat 1: Absolute Clean (Sturbridge, MA)
Local SEO Hotseat
Hotseat 1: Absolute Clean (Sturbridge, MA)

Final Local Visibility Grade: D
F - Google Places page

F - ...
Local SEO Hotseat

Hotseat 2

(Worcester)
Local SEO Hotseat
Hotseat 2: Armsby Abbey (Worcester)
Local SEO Hotseat
Hotseat 2: Armsby Abbey (Worcester)
Local SEO Hotseat
Hotseat 2: Armsby Abbey (Worcester)
Local SEO Hotseat
Hotseat 2: Armsby Abbey (Worcester)
Local SEO Hotseat
Local SEO Hotseat
Hotseat 2: Armsby Abbey (Worcester)
Local SEO Hotseat
Hotseat 2: Armsby Abbey (Worcester)
Local SEO Hotseat
Hotseat 2: Armsby Abbey (Worcester)
Local SEO Hotseat
Hotseat 2: Armsby Abbey (Worcester)
Local SEO Hotseat
Hotseat 2: Armsby Abbey (Worcester)
Local SEO Hotseat
Hotseat 2: Armsby Abbey (Worcester)

So far…
A+ - Google Places page

B - Citations (i.e. business listi...
Local SEO Hotseat
Local SEO Hotseat
Hotseat 1: Absolute Clean (Sturbridge, MA)

Strengths of homepage:
1) Static page – but with blog posts ...
Local SEO Hotseat
Hotseat 1: Absolute Clean (Sturbridge, MA)

Strengths of homepage:
1) Static page – but with blog posts ...
Local SEO Hotseat
Hotseat 1: Absolute Clean (Sturbridge, MA)

Strengths of homepage:
1) Static page – but with blog posts ...
Local SEO Hotseat
Hotseat 1: Absolute Clean (Sturbridge, MA)

Weaknesses of homepage:
1) Title tag

<title>The Armsby Abbe...
Local SEO Hotseat
Hotseat 1: Absolute Clean (Sturbridge, MA)

Weaknesses of homepage:
1) Title tag

2) Better internal lin...
Local SEO Hotseat
Local SEO Hotseat
Hotseat 1: Absolute Clean (Sturbridge, MA)
Other pages’ weaknesses:
Local SEO Hotseat
Hotseat 1: Absolute Clean (Sturbridge, MA)
Could rank organically for “wine bar”…
Local SEO Hotseat
Hotseat 1: Absolute Clean (Sturbridge, MA)
Other pages’ weaknesses:
Local SEO Hotseat
Hotseat 1: Absolute Clean (Sturbridge, MA)
Could rank organically for “cheese shop”…
Local SEO Hotseat

How ‘bout reviews?
Local SEO Hotseat

Links?
Local SEO Hotseat
Hotseat 2: Armsby Abbey (Worcester)

Final Local Visibility Grade: A / AA+ - Google Places page

B - Cit...
Local SEO Hotseat

A few good tools
Local SEO Hotseat

Tools to help with your local SEO:
GetListed.org

Local Citation Finder
Google Places Category Tool

Go...
Local SEO Hotseat

Thanks!
Phil Rozek
LocalVisibilitySystem.com
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Local SEO Hotseat

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My "live critique" of two businesses at the Worcester Web Marketers meet-up (1/28/14).

The goal: give them practical next steps for improving their visibility in the Google+ Local (AKA Google Places) local search results.

The two businesses in the "Hotseat":

www.AbsoluteCleanOnline.com - Sturbridge, MA
www.ArmsbyAbbey.com - Worcester, MA

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Local SEO Hotseat

  1. 1. Local SEO Hotseat Phil Rozek LocalVisibilitySystem.com Worcester Web Marketers January 28, 2014
  2. 2. Local SEO Hotseat What’s “local search”?
  3. 3. Local SEO Hotseat What’s “local search”?
  4. 4. Local SEO Hotseat What’s “local search”?
  5. 5. Local SEO Hotseat What’s “local search”?
  6. 6. Local SEO Hotseat What’s “local search”? There’s also… …but let’s focus on Google
  7. 7. Local SEO Hotseat When can businesses rank in local Google?
  8. 8. Local SEO Hotseat When can businesses rank in local Google? 3 basic considerations Location – where are they? Relevance – what do they offer? Prominence – are they any good? …a little more detail…
  9. 9. Local SEO Hotseat When can businesses rank in local Google? “Location” Is your business in the city where Google thinks someone wants to find a business?
  10. 10. Local SEO Hotseat When can businesses rank in local Google? “Location” factors 1) The address you use for Google Places 2) “Localness” of your site 3) How many local competitors are there
  11. 11. Local SEO Hotseat When can businesses rank in local Google? “Relevance” Does Google think they’re searching for something in or near that city? Dentist Dentist salary = yes = no Restaurant reviews Restaurant financing = yes = no
  12. 12. Local SEO Hotseat When can businesses rank in local Google? “Relevance” factors 1) Your Google Places categories 2) Your other categories (e.g. on YellowPages) 3) Your entire site (guts/content, title tags, page names, etc.) 4) Links and reviews
  13. 13. Local SEO Hotseat When can businesses rank in local Google? “Prominence” Why should your business outrank others?
  14. 14. Local SEO Hotseat When can businesses rank in local Google? “Prominence” factors 1) Citations – e.g listings on Yelp, CitySearch, etc. 2) Reviews – on Google+ and beyond 3) Links – mostly in tougher markets
  15. 15. Local SEO Hotseat 4 basic steps
  16. 16. Local SEO Hotseat 4 basic steps What you need to do: 1) Have a Google+ Local (AKA Places) page 2) Work on your other listings 3) Make your site “local” 4) Get reviews and maybe links
  17. 17. Local SEO Hotseat Hotseat 1 (Sturbridge)
  18. 18. Local SEO Hotseat Hotseat 1: Absolute Clean (Sturbridge, MA) “I did very little SEO because very few people look for my type of business online. “My primary customer is the facilities or purchasing manager for an office, school or medical building. They usually look for their janitorial services via their network." -Anthony Fors, Owner, Absolute Clean Online
  19. 19. Local SEO Hotseat Hotseat 1: Absolute Clean (Sturbridge, MA)
  20. 20. Local SEO Hotseat Hotseat 1: Absolute Clean (Sturbridge, MA) He could rank locally for: cleaning service commercial cleaning service house cleaning carpet cleaning etc…
  21. 21. Local SEO Hotseat So how’s it going?
  22. 22. Local SEO Hotseat Hotseat 1: Absolute Clean (Sturbridge, MA) Problem: no Google Places page
  23. 23. Local SEO Hotseat Hotseat 1: Absolute Clean (Sturbridge, MA)
  24. 24. Local SEO Hotseat Hotseat 1: Absolute Clean (Sturbridge, MA)
  25. 25. Local SEO Hotseat Hotseat 1: Absolute Clean (Sturbridge, MA) Solution: create a Google Places page (AKA Google+ Local) google.com/business/placesforbusiness/
  26. 26. Local SEO Hotseat Hotseat 1: Absolute Clean (Sturbridge, MA) Problem: no “citations”
  27. 27. Local SEO Hotseat Hotseat 1: Absolute Clean (Sturbridge, MA)
  28. 28. Local SEO Hotseat Hotseat 1: Absolute Clean (Sturbridge, MA)
  29. 29. Local SEO Hotseat Hotseat 1: Absolute Clean (Sturbridge, MA)
  30. 30. Local SEO Hotseat Hotseat 1: Absolute Clean (Sturbridge, MA)
  31. 31. Local SEO Hotseat Hotseat 1: Absolute Clean (Sturbridge, MA) Solution: create listings on all those sites …and ideally more (use the Local Citation Finder tool).
  32. 32. Local SEO Hotseat Hotseat 1: Absolute Clean (Sturbridge, MA) Problem: website isn’t “local”
  33. 33. Local SEO Hotseat Hotseat 1: Absolute Clean (Sturbridge, MA) Solution: name / address / phone number on every page Must match what’s on Google & other listings:
  34. 34. Local SEO Hotseat Hotseat 1: Absolute Clean (Sturbridge, MA)
  35. 35. Local SEO Hotseat Hotseat 1: Absolute Clean (Sturbridge, MA) Problems with homepage: 1) It’s a blog 2) No mention of specific services 3) No mention of service area or location 4) No links to relevant pages
  36. 36. Local SEO Hotseat Hotseat 1: Absolute Clean (Sturbridge, MA) Solutions for homepage: 1) Static page – same few paragraphs, always 2) Use that space to describe services 3) Describe where you are and where you serve 4) Link to “service” pages. Speaking of which…
  37. 37. Local SEO Hotseat Hotseat 1: Absolute Clean (Sturbridge, MA) Other problem: thin site – not much info on services
  38. 38. Local SEO Hotseat Hotseat 1: Absolute Clean (Sturbridge, MA) Problems with homepage: 1) It’s a blog 2) No mention of specific services 3) No mention of service area or location 4) No links to relevant pages
  39. 39. Local SEO Hotseat Hotseat 1: Absolute Clean (Sturbridge, MA) Solution: create a page for each service
  40. 40. Local SEO Hotseat Hotseat 1: Absolute Clean (Sturbridge, MA)
  41. 41. Local SEO Hotseat Hotseat 1: Absolute Clean (Sturbridge, MA) Final Local Visibility Grade: D F - Google Places page F - Citations (i.e. business listings on other sites) C - Website F- Reviews
  42. 42. Local SEO Hotseat Hotseat 2 (Worcester)
  43. 43. Local SEO Hotseat Hotseat 2: Armsby Abbey (Worcester)
  44. 44. Local SEO Hotseat Hotseat 2: Armsby Abbey (Worcester)
  45. 45. Local SEO Hotseat Hotseat 2: Armsby Abbey (Worcester)
  46. 46. Local SEO Hotseat Hotseat 2: Armsby Abbey (Worcester)
  47. 47. Local SEO Hotseat
  48. 48. Local SEO Hotseat Hotseat 2: Armsby Abbey (Worcester)
  49. 49. Local SEO Hotseat Hotseat 2: Armsby Abbey (Worcester)
  50. 50. Local SEO Hotseat Hotseat 2: Armsby Abbey (Worcester)
  51. 51. Local SEO Hotseat Hotseat 2: Armsby Abbey (Worcester)
  52. 52. Local SEO Hotseat Hotseat 2: Armsby Abbey (Worcester)
  53. 53. Local SEO Hotseat Hotseat 2: Armsby Abbey (Worcester) So far… A+ - Google Places page B - Citations (i.e. business listings on other sites) …but what else?
  54. 54. Local SEO Hotseat
  55. 55. Local SEO Hotseat Hotseat 1: Absolute Clean (Sturbridge, MA) Strengths of homepage: 1) Static page – but with blog posts at bottom
  56. 56. Local SEO Hotseat Hotseat 1: Absolute Clean (Sturbridge, MA) Strengths of homepage: 1) Static page – but with blog posts at bottom 2) Name / address / phone in footer
  57. 57. Local SEO Hotseat Hotseat 1: Absolute Clean (Sturbridge, MA) Strengths of homepage: 1) Static page – but with blog posts at bottom 2) Name / address / phone in footer 3) Not spammy and stuffed with keywords
  58. 58. Local SEO Hotseat Hotseat 1: Absolute Clean (Sturbridge, MA) Weaknesses of homepage: 1) Title tag <title>The Armsby Abbey - 144 North Main Street, Worcester, MA www.armsbyabbey.com 508.795.1012</title>
  59. 59. Local SEO Hotseat Hotseat 1: Absolute Clean (Sturbridge, MA) Weaknesses of homepage: 1) Title tag 2) Better internal linking
  60. 60. Local SEO Hotseat
  61. 61. Local SEO Hotseat Hotseat 1: Absolute Clean (Sturbridge, MA) Other pages’ weaknesses:
  62. 62. Local SEO Hotseat Hotseat 1: Absolute Clean (Sturbridge, MA) Could rank organically for “wine bar”…
  63. 63. Local SEO Hotseat Hotseat 1: Absolute Clean (Sturbridge, MA) Other pages’ weaknesses:
  64. 64. Local SEO Hotseat Hotseat 1: Absolute Clean (Sturbridge, MA) Could rank organically for “cheese shop”…
  65. 65. Local SEO Hotseat How ‘bout reviews?
  66. 66. Local SEO Hotseat Links?
  67. 67. Local SEO Hotseat Hotseat 2: Armsby Abbey (Worcester) Final Local Visibility Grade: A / AA+ - Google Places page B - Citations (i.e. business listings on other sites) B - Website A+ - Reviews A - Links
  68. 68. Local SEO Hotseat A few good tools
  69. 69. Local SEO Hotseat Tools to help with your local SEO: GetListed.org Local Citation Finder Google Places Category Tool Google+ Review Handout Generator
  70. 70. Local SEO Hotseat Thanks! Phil Rozek LocalVisibilitySystem.com

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