Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Boston SearchLove How to Prioritize Your Local Search Work

8,812 views

Published on

Local search can add a mountain of additional tasks on top of your existing workload. How do you fit in these extra tasks when you’re already overwhelmed with everything else on your to do list? Darren will walk you through his detailed Local Ranking Blueprint, and show you which local search tasks are the most important, how long they will take, and which tasks can be pushed lower on your priority list.

Published in: Marketing
  • Be the first to comment

Boston SearchLove How to Prioritize Your Local Search Work

  1. 1. How To Prioritize Your Local Search Work DARREN SHAW
  2. 2. Darren Shaw Founder at Whitespark darren@whitespark.ca @EdmontonSEO
  3. 3. Can you do local SEO in only 3 hours?
  4. 4. Sure, you can do *some* work
  5. 5. Organic SEO • Keyword research • Website • Content • Links • Social • Reporting Local SEO • Keyword research • Website • Content • Links • Social • Reporting • Google+ Local Listing • Citation building • Citation audit/cleanup • Review acquisition Additional Work
  6. 6. Why Reviews?
  7. 7. VS Listings with reviews provide a better user experience
  8. 8. Google loves a good user experience
  9. 9. Get at least 5 Google+ Local Reviews Get 5 reviews, get the stars Nice
  10. 10. Get at least 5 Google+ Local Reviews http://www.whitespark.ca/review-handout-generator/
  11. 11. Get at least 5 Google+ Local Reviews http://www.whitespark.ca/review-handout-generator/
  12. 12. Get at least 5 Google+ Local Reviews http://www.whitespark.ca/review-handout-generator/
  13. 13. Get at least 5 Google+ Local Reviews http://getfivestars.com/
  14. 14. Get at least 5 Google+ Local Reviews http://getfivestars.com/
  15. 15. Get at least 5 Google+ Local Reviews http://getfivestars.com/
  16. 16. Get at least 5 Google+ Local Reviews
  17. 17. Get keywords in reviews
  18. 18. Increase awareness of Yelp
  19. 19. Increase awareness of Yelp To rank in Yelp 1) Get reviews 2) Get keywords in yelp reviews
  20. 20. Increase awareness of Yelp
  21. 21. Increase awareness of Yelp
  22. 22. Increase awareness of Yelp
  23. 23. Increase awareness of Yelp Awareness, NOT solicitation
  24. 24. Increase awareness of Yelp Awareness, NOT solicitation
  25. 25. Increase awareness of Yelp
  26. 26. Increase awareness of Yelp
  27. 27. Increase awareness of Yelp If only there was a way to find to find friends on Yelp
  28. 28. Increase awareness of Yelp Thanks Yelp!
  29. 29. Increase awareness of Yelp On your website
  30. 30. Increase awareness of Yelp In your email
  31. 31. Increase awareness of Yelp On your door
  32. 32. Increase awareness of Yelp In your business Download this printable sign I made! (I’m so proud) bit.ly/1lsv4m9
  33. 33. Diversify Review Sites GetFiveStars makes this easy
  34. 34. Reviews Highest value Lowest effort 2 minutes 15 minutes 15 minutes
  35. 35. Optimize the location landing page(s) Single location: link to homepage
  36. 36. Multi-location: link to a dedicated location page Optimize the location landing page(s)
  37. 37. Include city and primary keyword in the URL Optimize the location landing page(s)
  38. 38. Title tag 1) Include primary keyword. 2) Include city & state abbreviation 3) Include same business name as on Google listing Optimize the location landing page(s)
  39. 39. Add a couple of good paragraphs of "about us"/"this location" content. Optimize the location landing page(s)
  40. 40. Include name, address, and phone in schema.org Optimize the location landing page(s)
  41. 41. Embed a Google map, the right way Optimize the location landing page(s)
  42. 42. Embed a Google map, the right way Optimize the location landing page(s)
  43. 43. Embed a Google map, the right way Optimize the location landing page(s)
  44. 44. Write high-quality long form content on the services pages No. Just no.
  45. 45. Write high-quality long form content on the services pages OMG YES. 4500 words on DUI Law in Alberta pringlelaw.ca/practices/1-impaired-driving
  46. 46. Write high-quality long form content on the services pages It’s working out quite well for them #1 Organic #1 Local
  47. 47. Fix any technical problems Not enough time to cover it, but LMGTFY
  48. 48. Clean up duplicate listings
  49. 49. Clean up duplicate listings
  50. 50. Clean up duplicate listings
  51. 51. Clean up duplicate listings
  52. 52. Clean up duplicate listings
  53. 53. Clean up duplicate listings
  54. 54. Pick good categories
  55. 55. Don’t violate guidelines & don’t keyword spam Only use your official DBA name City in description can cause a ranking drop Don’t use a PO Box, UPS, or any kind of fake address. Don’t add anykeywords from your categories to the description It’s ok to add a link or two to the description, but don’t do any exact match anchors X X X Don’t include any of these words: bit.ly/1fPnlx3
  56. 56. Get 1 accurate & complete listing on the major data aggregators You really must be listed on all 4 of these
  57. 57. http://moz.com/learn/local/local-search-data-us Used with permission from David Mihm Get 1 accurate & complete listing on the major data aggregators
  58. 58. Go to http://www.expressupdate.com to find and remove incorrect listings. Clean up duplicates on the major data aggregators
  59. 59. Go to http://www.neustarlocaleze.biz to find and remove incorrect listings. Clean up duplicates on the major data aggregators
  60. 60. Go to https://mybusinesslistingmanager.myacxiom.com to find and remove incorrect listings. Clean up duplicates on the major data aggregators
  61. 61. Go to http://factual.com/data/t/placesto find and remove incorrect listings. Clean up duplicates on the major data aggregators
  62. 62. To update or remove: factual.com/contact Clean up duplicates on the major data aggregators
  63. 63. Get 1 accurate & complete listing on the second tier citation sites
  64. 64. On each of these sites, use the internal search function to find and remove incorrect listings. Clean up duplicates on the second tier citation sites
  65. 65. Get some quality unstructured citations Feature local artists at the business
  66. 66. Get some quality unstructured citations Host events at the business
  67. 67. Get some quality unstructured citations Offer student discounts
  68. 68. Get some quality unstructured citations http://www.localstampede.com/citation-building-strategies-list/ Tons of great ideas here:
  69. 69. Get a handful of city-specific and industry specific citations
  70. 70. Get 1 accurate and complete listing on the remaining top 50 citation sites
  71. 71. Clean up duplicates on the remaining top 50 citation sites
  72. 72. Get 1 accurate and complete listing, and remove duplicates on the remaining top 50 citation sites https://www.whitespark.ca/citation-audit-and-cleanup-service
  73. 73. [0047] When the document falls within the broad area (block 460--YES), then a location prominence score associated with the document may be determined (block 470). The location prominence score may be based on a set of factors that are unrelated to the geographical area over which the user is searching. In one implementation, the set of factors may include one or more of the following factors: (1) a score associated with an authoritative document; (2) the total number of documents referring to a business associated with the document; (3) the highest score of documents referring to the business; (4) the number of documents with reviews of the business; and (5) the number of information documents that mention the business. In other implementations, the set of factors may include additional or different factors. Get at least 1 super link
  74. 74. Get at least 1 super link SS Scholarship SS Sponsorship
  75. 75. Get at least 1 super link Their home page
  76. 76. Get at least 1 super link Their scholarship page
  77. 77. Get at least 1 super link Sponsorships 1. Boston inurl:sponsors 2. site:.eduboston supporters 3. site:.eduboston sponsors 4. site:.orgboston supporters 5. site:.orgboston sponsors 6. site:.k12.ca.us supporters 7. site:.k12.ca.us sponsors
  78. 78. Get a handful of local links http://www.localstampede.com/citation-building-strategies-list/ X
  79. 79. Clean up any spammy links
  80. 80. Get the typical basic links from citations, social profiles, etc
  81. 81. Download it here: bit.ly/1kmlOTk
  82. 82. What should you work on with 40 hours?
  83. 83. You can do it all (excluding serious technical issues and link cleanup)
  84. 84. What should you work on with 20 hours?
  85. 85. Reviews:32 minutes Website:4 hours - optimize the landing page - enhance content on a handful of services pages Google+ Local Listing:30 minutes Citations: 7 hours - data aggregators - 2nd tier - city-specific and industry-specific - prospect for and get 2 local sponsorship citation & link Links: 8 hours - get scholarship page up and do some outreach
  86. 86. What should you work on with 10 hours?
  87. 87. Reviews:32 minutes Website:4 hours - optimize the landing page - enhance content on a handful of services pages Google+ Local Listing:30 minutes Citations: 5 hours - data aggregators - 2nd tier - prospect for and get 1 local sponsorship citation & link
  88. 88. And what if you only have 3 hours?
  89. 89. Reviews:32 minutes Website:1 hour - optimize the landing page Google+ Local Listing:30 minutes Citations: 1 hour - data aggregators
  90. 90. Thanks. Any questions? DARREN SHAW darren@whitespark.ca @EdmontonSEO

×