Geo Targeting Your Content for Better Search Results

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Local SEO – Small and Medium Business Focus
Local search is increasingly important for businesses and their online reputations. Become a trusted local business in your market and learn how to increase customer engagement through this session.

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Geo Targeting Your Content for Better Search Results

  1. 1. Geo-Target Your Content Marketing Efforts to Yield Better Search Results
  2. 2. Victoria Edwards Digital Content Strategist
  3. 3. • @tallchickvic • linkedin.com/in/victorialedwards • victoria.edwards@floridablue.com • victoria-edwards.com Where you can find me…
  4. 4. When I am not working…
  5. 5. • 2013 & Beyond • Local Content Marketing • What You Can Do Today Overview
  6. 6. 2014 State of Search
  7. 7. History Lesson 1. SEO: Algorithm Updates Galore 2. Content: Secure Search was Implemented 3. Social Media: Hashtag Search
  8. 8. SEO In 2013 • No fewer than 15 Algorithm Updates!
  9. 9. Hummingbird
  10. 10. What Did Hummingbird Do? • Affected 90% of searches worldwide • Hummingbird allows the Google search engine to better do its job through an improvement in semantic search.
  11. 11. • How to better understand the user and their intent of what they are searching for. Semantic Search
  12. 12. As conversational search becomes the norm, Hummingbird lends to understanding to the intent of terms used in a query.
  13. 13. Another Thing That Happened… SECURE SEARCH
  14. 14. No More Keyword Data
  15. 15. Before…. • You could track data at a keyword level • Help build out keywords to build out your SEO Strategy
  16. 16. After….
  17. 17. Hashtag Search • Introduction of hashtag Search • Google+ now allows hashtags
  18. 18. What is it? • Along with standard search results for their query, the user will also get a live scrolling feed of public Google+ posts bearing the hashtag searched for and links to those hashtag feeds on Twitter and Facebook.
  19. 19. Everything You Learned in 2013 is Still Relevant, Just Amplified
  20. 20. Three Main Components of a Strong SEO Strategy: 1. Great high-quality content 2. That people want to link to 3. That gets people talking
  21. 21. Content Marketing is Bigger Than Ever!
  22. 22. “Content marketing will move from buzzword to mature marketing movement in 2014. From an SEO perspective, Google will be looking at companies that have robust content marketing efforts as a sign that they're the kind of business Google wants to support.” ~Jayson DeMers Search Engine Watch
  23. 23. Advantages of a Good Content Marketing Strategy • Regular, helpful content targeted at your audience. • Social signals from regular sharing and engagement. • Freshness or signs that your site is alive and growing. • Increasing authority connected to your body of work.
  24. 24. Local Content Marketing
  25. 25. How to Geo-Target • Keyword Strategy • Content Development • Promotion
  26. 26. Keyword Strategy • Where do the people live that you’re trying to target? • Build out keyword list (10-20) • Core keywords + location
  27. 27. Health Insurance + Location • Focus on brand  Florida Blue Center Tampa  Florida Blue Center Jacksonville • Focus on non-brand  Health insurance Tampa  Health insurance Jacksonville
  28. 28. Develop a Content Calendar
  29. 29. Content Calendar • Title of content (add location) • Keywords (Geo-focused) • Platform (social, web, blog, podcast…) • Audience • Date
  30. 30. Build Out Content • Build out valuable content utilizing those keywords • Types of content • Web pages • Blogs • Whitepapers • Video • Presentations (Slideshare) • Podcasts
  31. 31. Develop Conversational Content • Frequently Asked Questions • How-to • Why buy? • Why now? • Make sure it’s Geo Specific too!
  32. 32. Optimize Your Content • Place Keywords in: • Page Titles • Meta Description • On Page
  33. 33. Even Optimize Images • Make filename keyword friendly • Add keywords in image alt parameters • Add location
  34. 34. Image Example
  35. 35. Image Example
  36. 36. • Filename: healthbox-florida • Alt parameter: healthbox logo florida blue Image Example
  37. 37. Social Media • Optimize Facebook & Twitter Profiles with Geo-Targeted Keywords
  38. 38. Promote Your Content • Promote your content regularly in social media
  39. 39. Promoting in Twitter • Use location as Hashtag (#tampa, #newyork)
  40. 40. Title+ Blog image + Link + Hashtag Promoting in Twitter
  41. 41. Promoting in Facebook Text + Link + Hashtag + Upload Image
  42. 42. Google – Places for Business
  43. 43. Benefits of Google Places for Business • Shows up in Google Searches
  44. 44. Benefits of Google Places for Business • Can add accurate information • Hours of operation • Address • Website URL • Category
  45. 45. Benefits of Google Places for Business
  46. 46. • With targeted keywords • Can add anchor text which can link to your other digital assets
  47. 47. Bing Places
  48. 48. Local Social Media
  49. 49. Paid Advertising • Social Media Ads • Twitter • Facebook • LinkedIn
  50. 50. What You Can Do Today
  51. 51. Optimize Social Media Profiles • Add geo-targeted keywords in: • Profiles • Updates • Ads
  52. 52. Develop Your Content Calendar • Start to develop your content calendar • Make sure you’re focusing on location focused content
  53. 53. Develop Your Social Community
  54. 54. Develop Your Social Community • Followerwonk.com • Find people in your niche • Analyze followers
  55. 55. Start Promoting! • Promote deals (with hashtags) • Promote content(with hashtags) • Promote news (with hashtags)
  56. 56. Victoria Edwards • @tallchickvic • linkedin.com/victorialedwards • victoria.edwards@floridablue.com • victoria-edwards.com

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