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A Marketer's Roadmap to Local SEO Success - MKEsearch 2018

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Are you a marketer looking for more insight into what local SEO is? Have you run into instances with your client where local SEO might be needed? Learn more in this presentation by Rachel Howe of Bite Sized Media.

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A Marketer's Roadmap to Local SEO Success - MKEsearch 2018

  1. 1. A Marketer’s Roadmap to Local SEO Success MKEsearch 2018
  2. 2. Today, we’ll talk about… AGENDA • A brief introduction of me • Local SEO: What it is & how marketers should be helping their clients • Measuring Success • Resources • Q&A
  3. 3. Who Am I? • Owner of Bite Sized Media • 8+ years of SEO experience • Local SEO & ecommerce marketing specialist • Fitness lover • Ex-marathoner • Corgi owner 
  4. 4. Owner
  5. 5. WHAT DOES BITE SIZED MEDIA DO? We help clients get found on Google Maps and manage their online reputation.
  6. 6. What is Local SEO? @bitesized_media #MKEsearch
  7. 7. WHAT IS LOCAL SEO? Local SEO is the practice of making your website and Google My Business listing found at the top of Google for your business/client’s target keywords in a specific geographic area(s).
  8. 8. WHAT IS LOCAL SEO? Local SEO Map Pack Local Organic
  9. 9. COMMON LOCAL SEO CHALLENGES • Your client wants to get found in the map pack on Google • Your client wants their website to come up in a very specific geographic area(s) for ‘x’ keyword(s) • Your client’s business is local but their location(s) aren’t set up on Google My Business • Your client’s local listings/online visibility is BANANAS You might need local SEO help if…
  10. 10. COMMON CHALLENGES FOR MARKETERS @bitesized_media #MKEsearch
  11. 11. COMMON SEO CHALLENGES Problem #1: Your client wants to get found in the map pack on Google
  12. 12. Sweet spot
  13. 13. How do you get in the “map pack”? • Creating, verifying and filling out your GMB listing (google.com/business) • Selecting descriptive/accurate categories • Filling out a business description • Including pictures and videos • Getting Google reviews!! #1 ranking factor is proximity to searcher – HINT: you can’t control this. So, what can you control?
  14. 14. Source: Moz.com
  15. 15. COMMON SEO CHALLENGES Problem #2: Your client serves a very specific geographic area(s)
  16. 16. COMMON SEO CHALLENGES 1. Create/optimize your client’s Google My Business listing 2. Get listed on top local directories – either manually or via software 1. Clean up any inconsistent/duplicate NAP (name, address, phone numbers) 3. Create a local landing page on client’s site for each business location 1. Pro tip: Include POI information 4. Get link & review building! Answer:
  17. 17. COMMON SEO CHALLENGES Source: Moz.com
  18. 18. Ways to review how many links you have / how to get more • Use Google – “link:” search operator • Invest in some SEO software like SEMrush • Be proactive about getting links to your website by straight-up asking (make sure its relevant / you’re providing value) • Pro Tip: It’s a good idea to think about developing your client’s involvement in local sponsorships as a local link building strategy
  19. 19. Source: whitespark.ca/resources
  20. 20. 1. Create a review/reputation management strategy 2. Build in time to address these issues every month 1. Pro Tip: whatever time you think it's going to take x 2 But, before you even touch reviews, two things:
  21. 21. COMMON SEO CHALLENGES Problem #3: Your client’s business location(s) aren’t set up on Google My Business
  22. 22. COMMON SEO CHALLENGES Answer: Get listed on Google My Business
  23. 23. COMMON SEO CHALLENGES Problem #4: Your client’s local listings/online visibility is BANANAS 1. Multiple addresses floating around with same business name 2. Using a P.O. box for an address 3. Old phone number listed on multiple sites 4. Tons of bad reviews with no follow up
  24. 24. COMMON SEO CHALLENGES Answer: Clean up the business’s NAP (name, address, phone) either manually or with software. Always say NO to P.O. boxes Help your client develop an online reputation management/review strategy.
  25. 25. Measuring Success @bitesized_media #MKEsearch
  26. 26. MEASURING SUCCESS It’s a must to have some type of software you’re using to track your client’s local visibility changes/improvement. Here are some I recommend checking out: • Brightlocal • Yext • SEMrush • Local Falcon - *NEW*
  27. 27. Resources @bitesized_media #MKEsearch
  28. 28. RESOURCES • https://whitespark.ca/resources • https://support.google.com/business/?hl=en • https://moz.com/local-search-ranking-factors • https://docs.google.com/spreadsheets/d/1FFCSQtSYn95bDlJCW93w46O _TXg5584TbEoMlBLU360/edit?usp=sharing • https://hyperlocalseoacademy.teachable.com Links
  29. 29. RESOURCES • Darren Shaw – Owner, Whitespark • David Mihm – Owner, Tidings • Joy Hawkins – Owner, Sterling Sky, Inc • Phil Rozek – Owner, Local Visibility System • Mike Blumenthal – Co-Founder, Get Five Stars Local SEO Thought Leaders
  30. 30. WHERE TO FIND ME @rachelmhowe bite-sizedmedia.com rachel@bite-sizedmedia.com
  31. 31. Q&A @bitesized_media #MKEsearch

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