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Seo goes-local-bmtcon-2020-final

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Local SEO presentation for 2020 Beer Marketing and Tourism Conference

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Seo goes-local-bmtcon-2020-final

  1. 1. SEO Goes Local Rich Owings https://localiswhereitsat.com https://localiswhereitsat.com/presentations/
  2. 2. Local SEO Search Engine Optimization
  3. 3.  Rankings & Conversions  5 Areas Impacting Local SEO  Google  What Matters Most What I’ll Cover
  4. 4. Proximity
  5. 5. Five components Google, etc. ReviewsCitations Backlinks Website
  6. 6. Five components Google, etc.
  7. 7. 60% The percentage of mobile searches that don’t result in a click thru to a website
  8. 8. …for your business Google… the new home page
  9. 9. Claim it  Verify ownership  Post card  Phone  Google.com/business  Google My Business (GMB)
  10. 10. Google My Business (GMB)
  11. 11.  Fill in completely  Get engagement  Categories  Link to home page
  12. 12.  Address
  13. 13. Hidden address
  14. 14.  Address  Hours  Texting  Tours  Phone  Suggest an edit
  15. 15.  Events
  16. 16. Reserve with Google https://www.google.com/maps/reserve/partners
  17. 17.  Photos
  18. 18.  Highlights
  19. 19.  Q&A
  20. 20.  Q&A
  21. 21.  Q&A
  22. 22.  Popular times
  23. 23.  Reviews
  24. 24.  Reviews  Description
  25. 25.  Related businesses
  26. 26.  Web results!
  27. 27.  But that’s not all…  Google Posts
  28. 28.  Keep it up to date  Watch your listing
  29. 29. 60%
  30. 30. 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/
  31. 31. Resource links Google My Business support https://twitter.com/GoogleMyBiz https://www.facebook.com/GoogleM yBusiness/
  32. 32. Google, etc.
  33. 33. Major listings Claim them Fill in as much information as possible Add photos
  34. 34. Apple https://mapsconnect.apple.com/
  35. 35. Apple https://mapsconnect.apple.com/
  36. 36. Facebook
  37. 37. Bing https://www.bingplaces.com/
  38. 38. Yelp https://biz.yelp.com/
  39. 39. TripAdvisor https://www.tripadvisor.com/Owners
  40. 40. Top ten lists
  41. 41. Five components Google, etc. Reviews
  42. 42. Reviews
  43. 43. Reviews
  44. 44. Reviews
  45. 45. Reviews • What draws clicks? • Average rating and number of reviews • What impacts rankings? • Number and frequency of reviews
  46. 46. Reviews • Ask as many people as you can • But how? • Email newsletter list
  47. 47. Reviews
  48. 48. Reviews
  49. 49. Reviews • Business feedback • Use a feedback solicitation system • GatherUp
  50. 50. Reviews
  51. 51. Reviews
  52. 52. Reviews https://whitespark.ca/google-review-link-generator/
  53. 53. Reviews • Verbal • Printed card • Email • Text • ???
  54. 54. Reviews • Don’t just ask for Google reviews • Ask for reviews on TripAdvisor, Untappd, Beer Advocate, etc.
  55. 55. Reviews
  56. 56. Negative Reviews
  57. 57. Negative Reviews • Don’t be perfect • Respond carefully and consider the audience
  58. 58. Other review tips • Don’t post or pay for fake reviews • Don’t ask employees to leave reviews • Don’t offer incentives • Do reply
  59. 59. Reviews • Influence rankings within Yelp and TripAdvisor • Influence rankings in Google • Overall number, frequency & recency
  60. 60. Five components Google, etc. Reviews Website
  61. 61. On your website •For users and for Google •Data source •Name, address, phone number •Use keywords on your homepage •Location page with Google Map embed
  62. 62. Location pages
  63. 63. Location pages
  64. 64. Website •Optimize for conversions •Hours of operation •FAQ
  65. 65. Website •User experience •Mobile optimized •Tappable directions •Make it fast!
  66. 66. Website Via https://www.thinkwithgoogle.com/data/mobile-site-abandonment-three-second-load/
  67. 67. Website
  68. 68. Website • HTTPS
  69. 69. Five components Google, etc. Reviews Backlinks Website
  70. 70. Backlinks •Prominence •Reviews •Local links are critical! •Mentions
  71. 71. Backlinks •Nonprofits •Bloggers •COC / BBB •Host or sponsor events, MeetUps •Sponsor youth or adult athletics
  72. 72. Backlinks •Community •Relationships
  73. 73. Five components Google, etc. ReviewsCitations Backlinks Website
  74. 74. Citations
  75. 75. Citations • Name, address and phone number (NAP) consistency • Can they drive traffic? • Niche citations
  76. 76. Citations • Claim them • Correct them • Fill them out thoroughly
  77. 77. Five components Google, etc. ReviewsCitations Backlinks Website
  78. 78. Top tips •Get more reviews •Use Google My Business features •Be on all major platforms •Home page text •Community involvement
  79. 79. Rich Owings https://localiswhereitsat.com rich@localiswhereitsat.com Twitter: @richowings https://localiswhereitsat.com/presentations/

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