Managing Reviews and Local SEO
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Managing reviews and local SEO for the 2019 DIY Tourism Conference in Asheville, NC
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Managing Reviews and Local SEO
- 1. Managing Reviews and Local SEO Rich Owings https://localiswhereitsat.com https://localiswhereitsat.com/presentations/
- 2. Local SEO Search Engine Optimization
- 3. What is local search? When someone searches to find something in a specific area — Lodging — Restaurants — Activities and events — Shopping and services 30-46%
- 7. Who benefits from local SEO? — Brick and mortar — Businesses without an address — Service area businesses (wedding photographer) — Home-based businesses (tour companies) — Hiding your address
- 9. 60% The percentage of mobile searches that don’t result in a click thru to a website
- 10. …for your business Google… the new home page
- 11. Claim it — Verify ownership — Post card — Phone — Google.com/business — Google My Business (GMB)
- 12. Home address
- 13. Home address
- 14. GMB — Fill in completely — Get engagement — Categories — Link to home page — Map pin
- 15. — Hours — Phone
- 20. — Highlights — Reviews from the Web — Q&A
- 21. — Highlights — Reviews from the Web — Q&A
- 23. — Reviews — People also search for — Website results
- 24. — Google Posts — Messaging
- 25. — Reserve with Google
- 28. Managing your GMB listing
- 29. Managing your GMB listing
- 30. — Fill in everything — Keep it up to date
- 31. — Watch your listing — Amenities & attributes
- 32. 60% Source: https://sparktoro.com/blog/the-future-of-seo-has-never-been-clearer-nor-more-ignored/
- 33. Resource links — Google Posts: https://www.brightlocal.com/ 2018/02/20/create-google-business- post-will-win-customers/ — Google Q&A: — https://gatherup.com/blog/google-q- get-know-googles-latest-local-feature/
- 34. Resource links — Google My Business support — https://twitter.com/GoogleMyBiz — https://www.facebook.com/ GoogleMyBusiness/
- 35. Google, etc.
- 37. Apple
- 38. Facebook
- 39. Facebook
- 45. Major listings — Fill in as much information as possible — Add photos
- 46. Google, etc.
- 48. Reviews
- 49. Reviews
- 50. Reviews • Ask for them • Ask everyone • Increase overall number, average rating & frequency • Business feedback • Use a feedback solicitation system
- 52. Reviews • Verbal • Printed card • Email • Text
- 53. Reviews • When to ask • Don’t just ask for Google reviews
- 54. Reviews
- 55. Negative Reviews
- 56. Negative Reviews • Who will leave a review? • Don’t be perfect • Don’t argue • Handle negative reviews with care • 3C’s - Compassion, Context, Correction
- 57. Other review tips • Don’t post or pay for fake reviews • Don’t ask employees to leave reviews • Don’t incentivize • Do reply
- 58. Yelp reviews
- 59. Yelp reviews Image via http://consumerlawmagazine.com/yelp-extortion-and-strong-arming-business-practice/
- 60. Yelp reviews
- 61. • Aggressive filtering • Don’t ask rule • Easy to have bad ratings • Hard to overcome Yelp reviews
- 62. • Drive traffic to your Yelp page • Email signature • Door stickers • Website badges Yelp reviews https://blog.yelp.com/2015/04/want-a-find-us- on-yelp-sticker-request-one-here
- 63. Yelp check-ins
- 65. • Find friends • Ask to leave photos Yelp reviews https://whitespark.ca/blog/how-to-get-yelp-reviews- that-wont-get-filtered-and-improve-your-rating/
- 66. Reviews • Influence rankings in Google • Influence rankings within Yelp • Influence rankings within TripAdvisor • Overall number, frequency & recency
- 67. Reviews on your website — Include testimonials — Better on home page
- 68. Reviews on your website
- 69. The secret to reviews • “Ask more and suck less”
- 71. On your website — Data source — Name, address, phone number (NAP) in text — Use keywords on your homepage — Location page with Google Map embed
- 72. Location pages
- 73. Location pages
- 78. Website — Prominent contact info — Optimize for conversions — Multiple ways to contact — Hours of operation — Offerings and Services — Home page text
- 79. Change happens — User experience — Expertise, authority and trust (EAT) signals
- 80. Website — User experience — How people use your site — Can they find the info they are looking for? — Menus, text, images
- 81. Website — User experience — Mobile optimized — >50% of all organic search — Tappable phone number — Make it fast!
- 83. Website
- 84. Change happens — Expertise, authority and trust (EAT) signals — YMYL
- 86. Website — Trust signals — HTTPS — Privacy policy — About page — Contact info — Memberships, certifications, licenses, etc. — Reviews and testimonials
- 87. Five components Google, etc. Reviews Backlinks Website
- 90. Backlinks — Local links are critical! — Mentions
- 91. Backlinks — Nonprofits — Bloggers — Referrals — COC / BBB — Discounts for seniors / veterans / students — Sponsor events, MeetUps — Sponsor youth athletics
- 93. Backlinks — Well functioning, attractive website — Great content
- 95. Citations
- 96. Citations • Address and phone number consistency • Can they drive traffic?
- 97. Citations • Claim them • Correct them • Fill them out thoroughly
- 99. One more thing Google Analytics (Acquisition > Overview)
- 100. One more thing
- 101. Defensible traffic
- 102. Defensible traffic — Review platforms — Referrals & partnerships — Paid ads — Email marketing