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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. 1. Managing Reviews and Local SEO Rich Owings https://localiswhereitsat.com https://localiswhereitsat.com/presentations/
  2. 2. Local SEO Search Engine Optimization
  3. 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%
  4. 4. 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
  5. 5. Five components Google, etc. ReviewsCitations Backlinks Website
  6. 6. 60% The percentage of mobile searches that don’t result in a click thru to a website
  7. 7. …for your business Google… the new home page
  8. 8. Claim it —  Verify ownership —  Post card —  Phone —  Google.com/business —  Google My Business (GMB)
  9. 9. Home address
  10. 10. Home address
  11. 11. GMB —  Fill in completely —  Get engagement —  Categories —  Link to home page —  Map pin
  12. 12. —  Hours —  Phone
  13. 13. —  Events —  Photos
  14. 14. —  Highlights —  Reviews from the Web —  Q&A
  15. 15. —  Highlights —  Reviews from the Web —  Q&A
  16. 16. —  Lists —  Reviews
  17. 17. —  Reviews —  People also search for —  Website results
  18. 18. —  Google Posts —  Messaging
  19. 19. —  Reserve with Google
  20. 20. Reserve with Google
  21. 21. Reserve with Google https://www.google.com/maps/reserve/partners
  22. 22. Managing your GMB listing
  23. 23. Managing your GMB listing
  24. 24. —  Fill in everything —  Keep it up to date
  25. 25. —  Watch your listing —  Amenities & attributes
  26. 26. 60% Source: https://sparktoro.com/blog/the-future-of-seo-has-never-been-clearer-nor-more-ignored/
  27. 27. 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/
  28. 28. Resource links — Google My Business support — https://twitter.com/GoogleMyBiz — https://www.facebook.com/ GoogleMyBusiness/
  29. 29. Google, etc.
  30. 30. Apple https://mapsconnect.apple.com/
  31. 31. Apple
  32. 32. Facebook
  33. 33. Facebook
  34. 34. Bing https://www.bingplaces.com/
  35. 35. Yelp https://biz.yelp.com/
  36. 36. Yelp https://biz.yelp.com/
  37. 37. TripAdvisor https://www.tripadvisor.com/Owners
  38. 38. TripAdvisor https://www.tripadvisor.com/Owners
  39. 39. Major listings — Fill in as much information as possible — Add photos
  40. 40. Google, etc.
  41. 41. Five components Google, etc. Reviews
  42. 42. Reviews
  43. 43. Reviews
  44. 44. Reviews •  Ask for them •  Ask everyone •  Increase overall number, average rating & frequency •  Business feedback •  Use a feedback solicitation system
  45. 45. Reviews https://whitespark.ca/google-review-link-generator/
  46. 46. Reviews •  Verbal •  Printed card •  Email •  Text
  47. 47. Reviews •  When to ask •  Don’t just ask for Google reviews
  48. 48. Reviews
  49. 49. Negative Reviews
  50. 50. Negative Reviews •  Who will leave a review? •  Don’t be perfect •  Don’t argue •  Handle negative reviews with care •  3C’s - Compassion, Context, Correction
  51. 51. Other review tips •  Don’t post or pay for fake reviews •  Don’t ask employees to leave reviews •  Don’t incentivize •  Do reply
  52. 52. Yelp reviews
  53. 53. Yelp reviews Image via http://consumerlawmagazine.com/yelp-extortion-and-strong-arming-business-practice/
  54. 54. Yelp reviews
  55. 55. •  Aggressive filtering •  Don’t ask rule •  Easy to have bad ratings •  Hard to overcome Yelp reviews
  56. 56. •  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
  57. 57. Yelp check-ins
  58. 58. Yelp check-ins https://biz.yelp.com/
  59. 59. •  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/
  60. 60. Reviews •  Influence rankings in Google •  Influence rankings within Yelp •  Influence rankings within TripAdvisor •  Overall number, frequency & recency
  61. 61. Reviews on your website — Include testimonials — Better on home page
  62. 62. Reviews on your website
  63. 63. The secret to reviews •  “Ask more and suck less”
  64. 64. Five components Google, etc. Reviews Website
  65. 65. On your website — Data source — Name, address, phone number (NAP) in text — Use keywords on your homepage — Location page with Google Map embed
  66. 66. Location pages
  67. 67. Location pages
  68. 68. Website — Prominent contact info — Optimize for conversions — Multiple ways to contact — Hours of operation — Offerings and Services — Home page text
  69. 69. Change happens — User experience — Expertise, authority and trust (EAT) signals
  70. 70. Website — User experience — How people use your site — Can they find the info they are looking for? — Menus, text, images
  71. 71. Website — User experience — Mobile optimized — >50% of all organic search — Tappable phone number — Make it fast!
  72. 72. Website Via https://www.thinkwithgoogle.com/data/mobile-site-abandonment-three-second-load/
  73. 73. Website
  74. 74. Change happens — Expertise, authority and trust (EAT) signals — YMYL
  75. 75. Website — Trust signals —  HTTPS
  76. 76. Website — Trust signals —  HTTPS —  Privacy policy —  About page —  Contact info —  Memberships, certifications, licenses, etc. —  Reviews and testimonials
  77. 77. Five components Google, etc. Reviews Backlinks Website
  78. 78. Backlinks — Map pack factors — Relevance — Proximity
  79. 79. Backlinks — Map pack factors — Relevance — Proximity — Prominence
  80. 80. Backlinks — Local links are critical! — Mentions
  81. 81. Backlinks — Nonprofits — Bloggers — Referrals — COC / BBB — Discounts for seniors / veterans / students — Sponsor events, MeetUps — Sponsor youth athletics
  82. 82. Backlinks — Community — Relationships
  83. 83. Backlinks — Well functioning, attractive website — Great content
  84. 84. Five components Google, etc. ReviewsCitations Backlinks Website
  85. 85. Citations
  86. 86. Citations •  Address and phone number consistency •  Can they drive traffic?
  87. 87. Citations •  Claim them •  Correct them •  Fill them out thoroughly
  88. 88. Five components Google, etc. ReviewsCitations Backlinks Website
  89. 89. One more thing Google Analytics (Acquisition > Overview)
  90. 90. One more thing
  91. 91. Defensible traffic
  92. 92. Defensible traffic — Review platforms — Referrals & partnerships — Paid ads — Email marketing
  93. 93. Email marketing Via https://www.campaignmonitor.com/blog/email-marketing/2016/01/70-email-marketing-stats-you-need-to-know/
  94. 94. Rich Owings https://localiswhereitsat.com rich@localiswhereitsat.com Twitter: @richowings https://localiswhereitsat.com/presentations/

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