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LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank
MAKING THE MOST OUT OF YOUR LOCAL SEO
SALUT PARIS
LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank
http://www.flickr.com/photos/mejanebastien/9265873446/
CE QUE J’Ai aPPRIS APRÈS + de 7 ANS en FAISANT DU
Référencement WEB …
JE M’APPELLE ALEYDA SOLIS,
INTERNATIONAL SEO CONSULTANT,
HEAD OF DIGITAL STRATEGY à WOORANK
LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank
combien de personnes font DU
RÉFÉRENCEMENT WEB LOCAL?
LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank
levez la main
LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank
Restaurant Français brasserie
WE HAVE LOCALIZED RESULTS EVERYWHERE NOW
THE LOCAL INTEGRATION GREW with the venice update
LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank
PACK/CAROUSEL LOCALIZED ORGANIC
LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank
MAPS RESULTS
BUT IT HASN’T STOPPED THERE
BUT IT HASN’T STOPPED THERE
LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank
Google+ local replacing
Google places
BUT IT HASN’T STOPPED THERE
LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank
Google+ local replacing
Google places
WITH MULTI-
USER
CAPABILITIES
BUT IT HASN’T STOPPED THERE
LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank
Google+ local replacing
Google placesGoogle+ Local launch
!
http://googleblog.blogspot.fr/2012/05/localnow-with-dash-of-zagat-and.html
BUT IT HASN’T STOPPED THERE
LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank
Incentivize ugc AND SOCIALIZATION
BUT IT HASN’T STOPPED THERE
LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank
Incentivize ugc AND SOCIALIZATION
BECOME A GOOGLE CITY EXPERT
!
https://www.google.com/local/contest/fr/cityexpert
BUT IT HASN’T STOPPED THERE
LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank
cross-device SYNC
BUT IT HASN’T STOPPED THERE
LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank
cross-device SYNC
New Local search experience across devices
!
http://insidesearch.blogspot.fr/2012/03/introducing-new-local-search-experience.html
BUT IT HASN’T STOPPED THERE
Local carousel
LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank
BUT IT HASN’T STOPPED THERE
Local carousel
LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank
local carousel LAUNCH
!
https://plus.google.com/+google/posts/KpsbyvHUotN
BUT IT HASN’T STOPPED THERE
LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank
ON-GOING SERPS LOOK AND FEEL CHANGES
BUT IT HASN’T STOPPED THERE
ON-GOING SERPS LOOK AND FEEL CHANGES
LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank
NEW LOCAL SERPS CHANGES
!
http://blumenthals.com/blog/2014/03/11/new-look-for-google-local-search-results/
IT’S TIME TO EVOLVE LOCAL BY DOING SOLOMO
LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank
Social
local
mobile
to own your local web presence
LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank
to own your local web presence
LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank
check out
!
http://blumenthals.com/web-equity-infographic
THE RECIPE FOR OUTSTANDING LOCAL SEARCH RESULTS
LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank
what ingredients do i need?
LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank
WHICH SIGNALS HELP THESE TO RANK
HIGHER?
THE RECIPE FOR OUTSTANDING LOCAL SEARCH RESULTS
LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank
THE RECIPE FOR OUTSTANDING LOCAL SEARCH RESULTS
AND THESE OTHERS?
THE 2013 LOCAL SEARCH RANKING FACTORS
LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank
Personalization (8.3%)
Place Page Signals (19.6%)
External Loc. Signals (16%)
On-page Signals (18.8%)
Link Signals (14.4%)
Review Signals (10.3%)
Social Signals (6.3%)
Behavioral/Mob. Signals (6.1%)
THE 2013 LOCAL SEARCH RANKING FACTORS
LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank
Personalization (8.3%)
Place Page Signals (19.6%)
External Loc. Signals (16%)
On-page Signals (18.8%)
Link Signals (14.4%)
Review Signals (10.3%)
Social Signals (6.3%)
Behavioral/Mob. Signals (6.1%)
THE 2013 LOCAL SEARCH RANKING FACTORS
LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank
Personalization (8.3%)
Place Page Signals (19.6%)
External Loc. Signals (16%)
On-page Signals (18.8%)
Link Signals (14.4%)
Review Signals (10.3%)
Social Signals (6.3%)
Behavioral/Mob. Signals (6.1%)
THE 2013 LOCAL SEARCH RANKING FACTORS
LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank
Personalization (8.3%)
Place Page Signals (19.6%)
External Loc. Signals (16%)
On-page Signals (18.8%)
Link Signals (14.4%)
Review Signals (10.3%)
Social Signals (6.3%)
Behavioral/Mob. Signals (6.1%)
THE 2013 LOCAL SEARCH RANKING FACTORS
LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank
Personalization (8.3%)
Place Page Signals (19.6%)
External Loc. Signals (16%)
On-page Signals (18.8%)
Link Signals (14.4%)
Review Signals (10.3%)
Social Signals (6.3%)
Behavioral/Mob. Signals (6.1%)
THE 2013 LOCAL SEARCH RANKING FACTORS
LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank
Personalization (8.3%)
Place Page Signals (19.6%)
External Loc. Signals (16%)
On-page Signals (18.8%)
Link Signals (14.4%)
Review Signals (10.3%)
Social Signals (6.3%)
Behavioral/Mob. Signals (6.1%)
TAKE A LOOK AT
!
http://moz.com/local-search-ranking-factors
THIS NEEDS SOME IN-DEPTH RESEARCH
LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank
WE NEED TO DIG AROUND THESE
1. PLACE PAGE SIGNALS
LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank
Place Page Signals (19.6%)
1. PLACE PAGE SIGNALS
LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank
create or claim PLACE PAGE FOR EACH
LOCATION, with RIGHT address
matching the one in your site
1
add relevant title,
description WITH KEYWORDS
AND THE RIGHT categorIES
2
VOLUME, DIVERSITY, VELOCITY
and ratings OF REVIEWS
3
photos publication
4
1. PLACE PAGE SIGNALS
LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank
create or claim PLACE PAGE FOR EACH
LOCATION, with RIGHT address
matching the one in your site
1
add relevant title,
description WITH KEYWORDS
AND THE RIGHT categorIES
2
VOLUME, DIVERSITY, VELOCITY
and ratings OF REVIEWS
3
photos publication
4
CONSISTENCY
IS KEY
LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank
1. PLACE PAGE SIGNALS
ASSOCIATE YOUR PLACE PAGE TO THE RIGHT
CATEGORIES BY REVISING THEM FIRST HERE
LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank
1. PLACE PAGE SIGNALS
ASSOCIATE YOUR PLACE PAGE TO THE RIGHT
CATEGORIES BY REVISING THEM FIRST HERE
GOOGLE PLACES FOR BUSINESS CATEGORY TOOL
!
http://blumenthals.com/Google_LBC_Categories
LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank
1. PLACE PAGE SIGNALS
Look for duplication and fix any
inconsistencies with your presence
LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank
1. PLACE PAGE SIGNALS
Look for duplication and fix any
inconsistencies with your presence
FAQ & steps to solve duplication
!
https://support.google.com/places/answer/183009?hl=en
LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank
1. PLACE PAGE SIGNALS
BEWARE OF CREATING GOOGLE+ PAGES FOR
BUSINESSES OR BRANDS INSTEAD OF LOCAL
AND HAVE DUPLICATION ISSUES
LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank
1. PLACE PAGE SIGNALS
BEWARE OF CREATING GOOGLE+ PAGES FOR
BUSINESSES OR BRANDS INSTEAD OF LOCAL
AND HAVE DUPLICATION ISSUES
MERGING GOOGLE+ PAGES ISSUES
!
http://localu.org/blog/merge-google-pages-usually-cant-now/
LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank
1. PLACE PAGE SIGNALS
USE LOCAL ANALYSIS TOOLS
LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank
1. PLACE PAGE SIGNALS
USE LOCAL ANALYSIS TOOLS
FREE LOCAL ANALYSIS - GOOGLE PLACES TOOL
!
http://www.51blocks.com/online-marketing-tools/free-local-analysis/
LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank
1. PLACE PAGE SIGNALS
use the bulk uploader carefully
LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank
1. PLACE PAGE SIGNALS
use the bulk uploader carefully
take a look at
!
https://support.google.com/places/answer/178024?hl=en
LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank
1. PLACE PAGE SIGNALS
ADD ADDITIONAL INFORMATION
ABOUT YOUR BUSINESSES LOCATION
LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank
1. PLACE PAGE SIGNALS
ADD ADDITIONAL INFORMATION
ABOUT YOUR BUSINESSES LOCATION
take a look at
!
http://www.google.com/mapmaker
2. ON PAGE SIGNALS
LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank
On-page Signals (18.8%)
LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank
a landing page for each location that
you want to rank for, IN A
HIERARCHICALLY ORGANIZED STRUCTURE
NAME OF SPECIFIC LOCATION
(neighborhood, city, area) IN
TITLE, META DESCRIPTION,
HEADING, CONTENT, url, ALT
DESCRIPTIONS
1
2
2. ON PAGE SIGNALS
LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank
NAME, ADDRESS, PHONE NUMBER
(LOCAL ONE) AND OPENING HOURS,
USING SCHEMA
3
EMBEDDED GOOGLE MAP REFERRING
TO GOOGLE+ LOCAL PAGE
4
2. ON PAGE SIGNALS
NAME, ADDRESS, PHONE NUMBER
(LOCAL ONE) AND OPENING HOURS,
USING SCHEMA
3
EMBEDDED GOOGLE MAP REFERRING
TO GOOGLE+ LOCAL PAGE
4
LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank
USE SCHEMA GENERATORS FOR LOCAL BUSINESS NAP
2. ON PAGE SIGNALS
NAME, ADDRESS, PHONE NUMBER
(LOCAL ONE) AND OPENING HOURS,
USING SCHEMA
3
EMBEDDED GOOGLE MAP REFERRING
TO GOOGLE+ LOCAL PAGE
4
LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank
USE SCHEMA GENERATORS FOR LOCAL BUSINESS NAP
USE THE FOLLOWING TOOLS
!
http://www.microdatagenerator.com/local-business-schema/
!
OR
!
http://localseoupdate.com/schema-generator/
2. ON PAGE SIGNALS
LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank
RELEVANT, attractive, descriptive, original, useful
content -guides, tools, news & resources-
2. ON PAGE SIGNALS
5
LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank
2. ON PAGE SIGNALS
ENABLE AND INCENTIVIZE
IN-PAGE REVIEWS
6
Organize events and feature
their information on your site too
7
LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank
2. ON PAGE SIGNALS
ENABLE AND INCENTIVIZE
IN-PAGE REVIEWS
6
Organize events and feature
their information on your site too
7
LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank
2. ON PAGE SIGNALS
ENABLE AND INCENTIVIZE
IN-PAGE REVIEWS
6
Organize events and feature
their information on your site too
7
USE SCHEMA TO DECLARE THEM
http://schema.org/
!
test them with
http://www.google.com/webmasters/tools/richsnippets
LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank
2. ON PAGE SIGNALS
FOLLOW-UP WITH YOUR LOCAL
RANKINGS USING BRIGHTLOCAL
LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank
2. ON PAGE SIGNALS
FOLLOW-UP WITH YOUR LOCAL
RANKINGS USING BRIGHTLOCAL
take a look at bright local here
!
http://www.brightlocal.com/
LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank
External Loc. Signals (16%)
3. reviews, EXTERNAL LOCATION & social SIGNALS
Social Signals (6.3%)
Review Signals (10.3%)
LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank
3. reviews, EXTERNAL LOCATION & social SIGNALS
REVISE YOUR CURRENT REVIEWS
AND CITATIONS… AND OPTIMIZE
THEM
LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank
3. reviews, EXTERNAL LOCATION & social SIGNALS
REVISE YOUR CURRENT REVIEWS
AND CITATIONS… AND OPTIMIZE
THEM
WOORANK LOCAL SECTION
!
http://www.woorank.com/
LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank
3. reviews, EXTERNAL LOCATION & social SIGNALS
BESIDES INCENTIVIZING YOUR GOOGLE+
NATIVE REVIEWS SEE WHERE THE EXTERNAL
ONES COME FROM
LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank
3. reviews, EXTERNAL LOCATION & social SIGNALS
IDENTIFY NEW CITATIONS
OPPORTUNITIES
LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank
3. reviews, EXTERNAL LOCATION & social SIGNALS
IDENTIFY NEW CITATIONS
OPPORTUNITIES
WHITESPARK LOCAL CITATION FINDER
!
http://www.whitespark.ca/local-citation-finder/
LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank
3. reviews, EXTERNAL LOCATION & social SIGNALS
IDENTIFY EXTERNAL CITATIONS AND REVIEWS BY
SETTING WEB ALERTS, SUBSCRIBE TO THEIR FEEDS
LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank
3. reviews, EXTERNAL LOCATION & social SIGNALS
IDENTIFY EXTERNAL CITATIONS AND REVIEWS BY
SETTING WEB ALERTS, SUBSCRIBE TO THEIR FEEDS
USE GOOGLE ALERTS OR TALK WALKER ALERTS
!
http://www.talkwalker.com/alerts
LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank
3. reviews, EXTERNAL LOCATION & social SIGNALS
find your industry local influencers &
develop A relationship WITH THEM
LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank
3. reviews, EXTERNAL LOCATION & social SIGNALS
find your industry local influencers &
develop A relationship WITH THEM
use tribalytics
!
http://www.tribalytics.com/
LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank
3. reviews, EXTERNAL LOCATION & social SIGNALS
collaborate with local media & blogs
LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank
3. reviews, EXTERNAL LOCATION & social SIGNALS
collaborate with local media & blogs
USE SIMILARWEB TO FIND them
!
http://www.similarweb.com/
3. reviews, EXTERNAL LOCATION & social SIGNALS
LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank
ORGANIZE LOCAL EVENTS, coupons &
PROMOTIONS IN RELEVANT LOCAL AND
INDUSTRY COMMUNITIES AND PLATFORMS
3. reviews, EXTERNAL LOCATION & social SIGNALS
LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank
ORGANIZE LOCAL EVENTS, coupons &
PROMOTIONS IN RELEVANT LOCAL AND
INDUSTRY COMMUNITIES AND PLATFORMS
USE
!
FROM YELP, PAGES JAUNES, VIA MICHELIN…
!
TO
!
FOURSQUARE, FACEBOOK…
3. reviews, EXTERNAL LOCATION & social SIGNALS
LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank
create locally relevant assets
Hey girl,
I’d like to be the
authority in your niche
3. reviews, EXTERNAL LOCATION & social SIGNALS
LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank
AND BECOME A LOCAL (OR GLOBAL?) AUTHORITY
4. BEHAVIORAL & MOBILE SIGNALS
LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank
Behavioral/Mob. Signals (6.1%)
LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank
4. BEHAVIORAL & MOBILE SIGNALS
mobile queries tend to be
highly localized
LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank
4. BEHAVIORAL & MOBILE SIGNALS
MOBILIZE YOUR LOCAL WEB PRESENCE
LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank
4. BEHAVIORAL & MOBILE SIGNALS
use an emulator or user agent
switcher to verify how your site is
shown in mobile devices
LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank
4. BEHAVIORAL & MOBILE SIGNALS
use an emulator or user agent
switcher to verify how your site is
shown in mobile devices
use
!
The Opera Mobile Emulator
http://www.opera.com/developer/mobile-emulator 

or


The Mobile Phone Emulator

http://www.mobilephoneemulator.com/
LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank
4. BEHAVIORAL & MOBILE SIGNALS
verify how smartphone / mobile bots
crawl your site
LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank
4. BEHAVIORAL & MOBILE SIGNALS
verify how smartphone / mobile bots
crawl your site
use
!
google webmaster tools
!
and
!
screaming frog
www.screamingfrog.co.uk/seo-spider/
LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank
4. BEHAVIORAL & MOBILE SIGNALS
LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank
4. BEHAVIORAL & MOBILE SIGNALS
take a look at
!
http://moz.com/blog/mobile-seo-process
!
AND
!
http://www.stateofdigital.com/mobile-seo-audit/
so much work, but the result is sooooo good
LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank
OH LÀ LÀ! C’EST FORMIDABLE
ARE YOU READY?
LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank
LOCAL SEARCH RESOURCES
LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank
local search resources
LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank
local search resources
LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank
USE THIS LOCAL SEO QUESTIONNAIRE
!
http://bit.ly/16AZg81
local search resources
LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank
local search resources
LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank
TAKE A LOOK AT
!
https://productforums.google.com/forum/#!forum/business
local search resources
LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank
local search resources
LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank
TAKE A LOOK AT
!
http://localsearchforum.catalystemarketing.com/
local search resources
LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank
local search resources
LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank
TAKE A LOOK AT
!
http://blumenthals.com/blog/
local search resources
LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank
local search resources
LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank
TAKE A LOOK AT
!
http://www.webmasterworld.com/local_search/4651479.htm
MERCI BEAUCOUP
VOUS AVEZ DES QUESTIONS?
LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank

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Making the Most out of your Local SEO at #SEOcamp Paris

  • 1. LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank MAKING THE MOST OUT OF YOUR LOCAL SEO
  • 2. SALUT PARIS LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank http://www.flickr.com/photos/mejanebastien/9265873446/
  • 3. CE QUE J’Ai aPPRIS APRÈS + de 7 ANS en FAISANT DU Référencement WEB … JE M’APPELLE ALEYDA SOLIS, INTERNATIONAL SEO CONSULTANT, HEAD OF DIGITAL STRATEGY à WOORANK LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank
  • 4. combien de personnes font DU RÉFÉRENCEMENT WEB LOCAL? LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank levez la main
  • 5. LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank Restaurant Français brasserie WE HAVE LOCALIZED RESULTS EVERYWHERE NOW
  • 6. THE LOCAL INTEGRATION GREW with the venice update LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank
  • 7. PACK/CAROUSEL LOCALIZED ORGANIC LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank MAPS RESULTS BUT IT HASN’T STOPPED THERE
  • 8. BUT IT HASN’T STOPPED THERE LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank Google+ local replacing Google places
  • 9. BUT IT HASN’T STOPPED THERE LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank Google+ local replacing Google places WITH MULTI- USER CAPABILITIES
  • 10. BUT IT HASN’T STOPPED THERE LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank Google+ local replacing Google placesGoogle+ Local launch ! http://googleblog.blogspot.fr/2012/05/localnow-with-dash-of-zagat-and.html
  • 11. BUT IT HASN’T STOPPED THERE LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank Incentivize ugc AND SOCIALIZATION
  • 12. BUT IT HASN’T STOPPED THERE LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank Incentivize ugc AND SOCIALIZATION BECOME A GOOGLE CITY EXPERT ! https://www.google.com/local/contest/fr/cityexpert
  • 13. BUT IT HASN’T STOPPED THERE LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank cross-device SYNC
  • 14. BUT IT HASN’T STOPPED THERE LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank cross-device SYNC New Local search experience across devices ! http://insidesearch.blogspot.fr/2012/03/introducing-new-local-search-experience.html
  • 15. BUT IT HASN’T STOPPED THERE Local carousel LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank
  • 16. BUT IT HASN’T STOPPED THERE Local carousel LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank local carousel LAUNCH ! https://plus.google.com/+google/posts/KpsbyvHUotN
  • 17. BUT IT HASN’T STOPPED THERE LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank ON-GOING SERPS LOOK AND FEEL CHANGES
  • 18. BUT IT HASN’T STOPPED THERE ON-GOING SERPS LOOK AND FEEL CHANGES LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank NEW LOCAL SERPS CHANGES ! http://blumenthals.com/blog/2014/03/11/new-look-for-google-local-search-results/
  • 19. IT’S TIME TO EVOLVE LOCAL BY DOING SOLOMO LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank Social local mobile
  • 20. to own your local web presence LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank
  • 21. to own your local web presence LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank check out ! http://blumenthals.com/web-equity-infographic
  • 22. THE RECIPE FOR OUTSTANDING LOCAL SEARCH RESULTS LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank what ingredients do i need?
  • 23. LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank WHICH SIGNALS HELP THESE TO RANK HIGHER? THE RECIPE FOR OUTSTANDING LOCAL SEARCH RESULTS
  • 24. LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank THE RECIPE FOR OUTSTANDING LOCAL SEARCH RESULTS AND THESE OTHERS?
  • 25. THE 2013 LOCAL SEARCH RANKING FACTORS LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank Personalization (8.3%) Place Page Signals (19.6%) External Loc. Signals (16%) On-page Signals (18.8%) Link Signals (14.4%) Review Signals (10.3%) Social Signals (6.3%) Behavioral/Mob. Signals (6.1%)
  • 26. THE 2013 LOCAL SEARCH RANKING FACTORS LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank Personalization (8.3%) Place Page Signals (19.6%) External Loc. Signals (16%) On-page Signals (18.8%) Link Signals (14.4%) Review Signals (10.3%) Social Signals (6.3%) Behavioral/Mob. Signals (6.1%)
  • 27. THE 2013 LOCAL SEARCH RANKING FACTORS LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank Personalization (8.3%) Place Page Signals (19.6%) External Loc. Signals (16%) On-page Signals (18.8%) Link Signals (14.4%) Review Signals (10.3%) Social Signals (6.3%) Behavioral/Mob. Signals (6.1%)
  • 28. THE 2013 LOCAL SEARCH RANKING FACTORS LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank Personalization (8.3%) Place Page Signals (19.6%) External Loc. Signals (16%) On-page Signals (18.8%) Link Signals (14.4%) Review Signals (10.3%) Social Signals (6.3%) Behavioral/Mob. Signals (6.1%)
  • 29. THE 2013 LOCAL SEARCH RANKING FACTORS LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank Personalization (8.3%) Place Page Signals (19.6%) External Loc. Signals (16%) On-page Signals (18.8%) Link Signals (14.4%) Review Signals (10.3%) Social Signals (6.3%) Behavioral/Mob. Signals (6.1%)
  • 30. THE 2013 LOCAL SEARCH RANKING FACTORS LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank Personalization (8.3%) Place Page Signals (19.6%) External Loc. Signals (16%) On-page Signals (18.8%) Link Signals (14.4%) Review Signals (10.3%) Social Signals (6.3%) Behavioral/Mob. Signals (6.1%) TAKE A LOOK AT ! http://moz.com/local-search-ranking-factors
  • 31. THIS NEEDS SOME IN-DEPTH RESEARCH LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank WE NEED TO DIG AROUND THESE
  • 32. 1. PLACE PAGE SIGNALS LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank Place Page Signals (19.6%)
  • 33. 1. PLACE PAGE SIGNALS LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank create or claim PLACE PAGE FOR EACH LOCATION, with RIGHT address matching the one in your site 1 add relevant title, description WITH KEYWORDS AND THE RIGHT categorIES 2 VOLUME, DIVERSITY, VELOCITY and ratings OF REVIEWS 3 photos publication 4
  • 34. 1. PLACE PAGE SIGNALS LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank create or claim PLACE PAGE FOR EACH LOCATION, with RIGHT address matching the one in your site 1 add relevant title, description WITH KEYWORDS AND THE RIGHT categorIES 2 VOLUME, DIVERSITY, VELOCITY and ratings OF REVIEWS 3 photos publication 4 CONSISTENCY IS KEY
  • 35. LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank 1. PLACE PAGE SIGNALS ASSOCIATE YOUR PLACE PAGE TO THE RIGHT CATEGORIES BY REVISING THEM FIRST HERE
  • 36. LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank 1. PLACE PAGE SIGNALS ASSOCIATE YOUR PLACE PAGE TO THE RIGHT CATEGORIES BY REVISING THEM FIRST HERE GOOGLE PLACES FOR BUSINESS CATEGORY TOOL ! http://blumenthals.com/Google_LBC_Categories
  • 37. LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank 1. PLACE PAGE SIGNALS Look for duplication and fix any inconsistencies with your presence
  • 38. LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank 1. PLACE PAGE SIGNALS Look for duplication and fix any inconsistencies with your presence FAQ & steps to solve duplication ! https://support.google.com/places/answer/183009?hl=en
  • 39. LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank 1. PLACE PAGE SIGNALS BEWARE OF CREATING GOOGLE+ PAGES FOR BUSINESSES OR BRANDS INSTEAD OF LOCAL AND HAVE DUPLICATION ISSUES
  • 40. LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank 1. PLACE PAGE SIGNALS BEWARE OF CREATING GOOGLE+ PAGES FOR BUSINESSES OR BRANDS INSTEAD OF LOCAL AND HAVE DUPLICATION ISSUES MERGING GOOGLE+ PAGES ISSUES ! http://localu.org/blog/merge-google-pages-usually-cant-now/
  • 41. LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank 1. PLACE PAGE SIGNALS USE LOCAL ANALYSIS TOOLS
  • 42. LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank 1. PLACE PAGE SIGNALS USE LOCAL ANALYSIS TOOLS FREE LOCAL ANALYSIS - GOOGLE PLACES TOOL ! http://www.51blocks.com/online-marketing-tools/free-local-analysis/
  • 43. LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank 1. PLACE PAGE SIGNALS use the bulk uploader carefully
  • 44. LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank 1. PLACE PAGE SIGNALS use the bulk uploader carefully take a look at ! https://support.google.com/places/answer/178024?hl=en
  • 45. LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank 1. PLACE PAGE SIGNALS ADD ADDITIONAL INFORMATION ABOUT YOUR BUSINESSES LOCATION
  • 46. LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank 1. PLACE PAGE SIGNALS ADD ADDITIONAL INFORMATION ABOUT YOUR BUSINESSES LOCATION take a look at ! http://www.google.com/mapmaker
  • 47. 2. ON PAGE SIGNALS LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank On-page Signals (18.8%)
  • 48. LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank a landing page for each location that you want to rank for, IN A HIERARCHICALLY ORGANIZED STRUCTURE NAME OF SPECIFIC LOCATION (neighborhood, city, area) IN TITLE, META DESCRIPTION, HEADING, CONTENT, url, ALT DESCRIPTIONS 1 2 2. ON PAGE SIGNALS
  • 49. LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank NAME, ADDRESS, PHONE NUMBER (LOCAL ONE) AND OPENING HOURS, USING SCHEMA 3 EMBEDDED GOOGLE MAP REFERRING TO GOOGLE+ LOCAL PAGE 4 2. ON PAGE SIGNALS
  • 50. NAME, ADDRESS, PHONE NUMBER (LOCAL ONE) AND OPENING HOURS, USING SCHEMA 3 EMBEDDED GOOGLE MAP REFERRING TO GOOGLE+ LOCAL PAGE 4 LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank USE SCHEMA GENERATORS FOR LOCAL BUSINESS NAP 2. ON PAGE SIGNALS
  • 51. NAME, ADDRESS, PHONE NUMBER (LOCAL ONE) AND OPENING HOURS, USING SCHEMA 3 EMBEDDED GOOGLE MAP REFERRING TO GOOGLE+ LOCAL PAGE 4 LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank USE SCHEMA GENERATORS FOR LOCAL BUSINESS NAP USE THE FOLLOWING TOOLS ! http://www.microdatagenerator.com/local-business-schema/ ! OR ! http://localseoupdate.com/schema-generator/ 2. ON PAGE SIGNALS
  • 52. LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank RELEVANT, attractive, descriptive, original, useful content -guides, tools, news & resources- 2. ON PAGE SIGNALS 5
  • 53. LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank 2. ON PAGE SIGNALS ENABLE AND INCENTIVIZE IN-PAGE REVIEWS 6 Organize events and feature their information on your site too 7
  • 54. LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank 2. ON PAGE SIGNALS ENABLE AND INCENTIVIZE IN-PAGE REVIEWS 6 Organize events and feature their information on your site too 7
  • 55. LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank 2. ON PAGE SIGNALS ENABLE AND INCENTIVIZE IN-PAGE REVIEWS 6 Organize events and feature their information on your site too 7 USE SCHEMA TO DECLARE THEM http://schema.org/ ! test them with http://www.google.com/webmasters/tools/richsnippets
  • 56. LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank 2. ON PAGE SIGNALS FOLLOW-UP WITH YOUR LOCAL RANKINGS USING BRIGHTLOCAL
  • 57. LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank 2. ON PAGE SIGNALS FOLLOW-UP WITH YOUR LOCAL RANKINGS USING BRIGHTLOCAL take a look at bright local here ! http://www.brightlocal.com/
  • 58. LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank External Loc. Signals (16%) 3. reviews, EXTERNAL LOCATION & social SIGNALS Social Signals (6.3%) Review Signals (10.3%)
  • 59. LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank 3. reviews, EXTERNAL LOCATION & social SIGNALS REVISE YOUR CURRENT REVIEWS AND CITATIONS… AND OPTIMIZE THEM
  • 60. LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank 3. reviews, EXTERNAL LOCATION & social SIGNALS REVISE YOUR CURRENT REVIEWS AND CITATIONS… AND OPTIMIZE THEM WOORANK LOCAL SECTION ! http://www.woorank.com/
  • 61. LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank 3. reviews, EXTERNAL LOCATION & social SIGNALS BESIDES INCENTIVIZING YOUR GOOGLE+ NATIVE REVIEWS SEE WHERE THE EXTERNAL ONES COME FROM
  • 62. LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank 3. reviews, EXTERNAL LOCATION & social SIGNALS IDENTIFY NEW CITATIONS OPPORTUNITIES
  • 63. LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank 3. reviews, EXTERNAL LOCATION & social SIGNALS IDENTIFY NEW CITATIONS OPPORTUNITIES WHITESPARK LOCAL CITATION FINDER ! http://www.whitespark.ca/local-citation-finder/
  • 64. LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank 3. reviews, EXTERNAL LOCATION & social SIGNALS IDENTIFY EXTERNAL CITATIONS AND REVIEWS BY SETTING WEB ALERTS, SUBSCRIBE TO THEIR FEEDS
  • 65. LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank 3. reviews, EXTERNAL LOCATION & social SIGNALS IDENTIFY EXTERNAL CITATIONS AND REVIEWS BY SETTING WEB ALERTS, SUBSCRIBE TO THEIR FEEDS USE GOOGLE ALERTS OR TALK WALKER ALERTS ! http://www.talkwalker.com/alerts
  • 66. LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank 3. reviews, EXTERNAL LOCATION & social SIGNALS find your industry local influencers & develop A relationship WITH THEM
  • 67. LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank 3. reviews, EXTERNAL LOCATION & social SIGNALS find your industry local influencers & develop A relationship WITH THEM use tribalytics ! http://www.tribalytics.com/
  • 68. LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank 3. reviews, EXTERNAL LOCATION & social SIGNALS collaborate with local media & blogs
  • 69. LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank 3. reviews, EXTERNAL LOCATION & social SIGNALS collaborate with local media & blogs USE SIMILARWEB TO FIND them ! http://www.similarweb.com/
  • 70. 3. reviews, EXTERNAL LOCATION & social SIGNALS LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank ORGANIZE LOCAL EVENTS, coupons & PROMOTIONS IN RELEVANT LOCAL AND INDUSTRY COMMUNITIES AND PLATFORMS
  • 71. 3. reviews, EXTERNAL LOCATION & social SIGNALS LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank ORGANIZE LOCAL EVENTS, coupons & PROMOTIONS IN RELEVANT LOCAL AND INDUSTRY COMMUNITIES AND PLATFORMS USE ! FROM YELP, PAGES JAUNES, VIA MICHELIN… ! TO ! FOURSQUARE, FACEBOOK…
  • 72. 3. reviews, EXTERNAL LOCATION & social SIGNALS LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank create locally relevant assets
  • 73. Hey girl, I’d like to be the authority in your niche 3. reviews, EXTERNAL LOCATION & social SIGNALS LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank AND BECOME A LOCAL (OR GLOBAL?) AUTHORITY
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  • 75. LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank 4. BEHAVIORAL & MOBILE SIGNALS mobile queries tend to be highly localized
  • 76. LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank 4. BEHAVIORAL & MOBILE SIGNALS MOBILIZE YOUR LOCAL WEB PRESENCE
  • 77. LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank 4. BEHAVIORAL & MOBILE SIGNALS use an emulator or user agent switcher to verify how your site is shown in mobile devices
  • 78. LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank 4. BEHAVIORAL & MOBILE SIGNALS use an emulator or user agent switcher to verify how your site is shown in mobile devices use ! The Opera Mobile Emulator http://www.opera.com/developer/mobile-emulator 
 or 
 The Mobile Phone Emulator
 http://www.mobilephoneemulator.com/
  • 79. LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank 4. BEHAVIORAL & MOBILE SIGNALS verify how smartphone / mobile bots crawl your site
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  • 87. local search resources LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank USE THIS LOCAL SEO QUESTIONNAIRE ! http://bit.ly/16AZg81
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  • 96. MERCI BEAUCOUP VOUS AVEZ DES QUESTIONS? LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank