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Local SEO – Getting your local
business on Google
By Steve Mortiboy
What we’ll learn
• Why local SEO is important to you
• How local SEO differs from normal SEO
• Basic procedures for optimi...
What is local SEO?
• Local SEO is the display of search results based
on our location
• For example:
Where’s my nearest Th...
Local search results
Local search result – In detail
Why is local SEO important?
• 72% of consumers who did a local search visited a
store within five miles - WordStream, 2016...
Local SEO ranking factors
• SEO title and meta description
• Directory listings and citation sites
• Google My Business
• ...
SEO titles and meta descriptions
SEO titles and meta descriptions
• Use an SEO plugin to set SEO titles and meta descriptions
• Follow Google’s quality gui...
Setting an SEO title and
description
Google Quality Guidelines
• Every page of content must have a title and description
• Every title and every description mu...
Directory listings and citation
sites
• Monitor directory listings for your business
• Claim your listings so you can requ...
Directory listing consistency
• When you find inconsistencies with directory listings fix
them
• Make sure your business n...
Google My Business
https://www.google.com/business/
Online reviews
• Reviews and star ratings affect customer behavior
• 70% of consumers will leave a review for a business
w...
Structured data markup
Structured data markup
https://developers.google.com/search/docs/guides/
https://search.google.com/structured-data/testing...
On-page SEO
On-page SEO involves:
• Good quality, well written content
• Optimize each page for a specific term
• H1 title...
Inbound links
• Commonly referred to as backlinking
• Good quality backlinks happen organically
• They are never created o...
Social media
• Create a Facebook page for your business
• Use Twitter to monitor your local community and tweet
about your...
What you can do next
• Review your current business listing on Google
• Does your business appear in the local search resu...
Questions?
• Support
• Security
• Performance
• Development
• Design
• SEO
Local SEO - Getting your local business on google
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Local SEO - Getting your local business on google

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My presentation from WordCamp Raleigh 2017. A beginners guide to how local SEO works

Published in: Internet
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Local SEO - Getting your local business on google

  1. 1. Local SEO – Getting your local business on Google By Steve Mortiboy
  2. 2. What we’ll learn • Why local SEO is important to you • How local SEO differs from normal SEO • Basic procedures for optimizing your site • External tools you can use • Where to go for help
  3. 3. What is local SEO? • Local SEO is the display of search results based on our location • For example: Where’s my nearest Thai restaurant -- or -- Find me dry cleaners near Raleigh NC
  4. 4. Local search results
  5. 5. Local search result – In detail
  6. 6. Why is local SEO important? • 72% of consumers who did a local search visited a store within five miles - WordStream, 2016 • 30% of mobile searches are related to a location - Google, 2016 • 28% of searches for something nearby result in a purchase - Google, 2016 Source: https://www.hubspot.com/marketing-statistics
  7. 7. Local SEO ranking factors • SEO title and meta description • Directory listings and citation sites • Google My Business • Reviews • Structured data markup • On page SEO • Inbound links • Social media
  8. 8. SEO titles and meta descriptions
  9. 9. SEO titles and meta descriptions • Use an SEO plugin to set SEO titles and meta descriptions • Follow Google’s quality guidelines for titles and descriptions https://semperplugins.com/documentation/quality-guidelines-for-seo-titles-and-descriptions/ • Don’t waste space on page names that aren’t helpful • Include the name of the city your business is in and/or the area your business serves • Focus on a targeted keyword and carefully place that keyword as close to the beginning of the tag as you can • You have one shot to get someone to click on your business in search results, don’t waste it. Write informative titles and descriptions
  10. 10. Setting an SEO title and description
  11. 11. Google Quality Guidelines • Every page of content must have a title and description • Every title and every description must be unique • Titles should be less than 65-70 characters • Descriptions should be less than 200-300 characters depending on whether the display 2 or 3 lines of text • Brand your titles • Titles and descriptions should be descriptive, no keyword stuffing • Fix problems as soon as they occur https://semperplugins.com/documentation/quality-guidelines-for-seo-titles-and-descriptions/
  12. 12. Directory listings and citation sites • Monitor directory listings for your business • Claim your listings so you can request changes • Not claiming these listings can hurt you • Seek out and list your business in directories and citation sites specific to your industry • Examples: Angieslist Findlaw Healthgrades Yelp
  13. 13. Directory listing consistency • When you find inconsistencies with directory listings fix them • Make sure your business name, address, phone number and any other information matches what’s on your website • You can use 3rd party tools such as Yext or Moz to help with this • Free listing scans: http://www.yext.com/pl/localseo/index.html https://moz.com/local/search
  14. 14. Google My Business https://www.google.com/business/
  15. 15. Online reviews • Reviews and star ratings affect customer behavior • 70% of consumers will leave a review for a business when asked • 84% of people trust online reviews as much as a personal recommendation 90% of consumers read just 10 reviews or fewer before they feel that they can trust a business Source: Search Engine Land
  16. 16. Structured data markup
  17. 17. Structured data markup https://developers.google.com/search/docs/guides/ https://search.google.com/structured-data/testing-tool/u/0/
  18. 18. On-page SEO On-page SEO involves: • Good quality, well written content • Optimize each page for a specific term • H1 titles – one on each page (usually your page/post title) • Good quality relevant images • Alt text on images • Mobile-friendly pages • Site speed – page load times of less than 3 seconds • Good site structure and navigation • Good internal linking
  19. 19. Inbound links • Commonly referred to as backlinking • Good quality backlinks happen organically • They are never created or manufactured • Good quality backlinks include: Social media sharing, Likes, Tweets, etc. Links from reviews Links from directories or citation sites Links from local media and business organizations Links from related businesses
  20. 20. Social media • Create a Facebook page for your business • Use Twitter to monitor your local community and tweet about your business • Use location social networks such as Foursquare so your customers can check in • Add sharing buttons on your site • Link from your website to your social profiles and vice versus • Make sure information on social media is consistent with what’s on your site and Google My Business • Respond to customers that message you and respond to reviews, both good and bad
  21. 21. What you can do next • Review your current business listing on Google • Does your business appear in the local search results? • Set up your Google My Business profile and make sure it’s complete and consistent • Get on social media, it will add more work but it should pay off. You need to be found! • Search the web for listings for your business, claim them and fix inconsistencies • Set good SEO titles and descriptions • Go through your website and perform on-page SEO • Ask your customers for reviews and respond to them
  22. 22. Questions?
  23. 23. • Support • Security • Performance • Development • Design • SEO

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