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Your Local Business Primer

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Presented at WordCamp Calgary 2016 (#wcyyc). In this talk, you’re going to walk away with a keen understanding of how to setup your website to be search friendly, and how to avoid some common WordPress mistakes that might make search engines dislike you!

Published in: Marketing

Your Local Business Primer

  1. 1. #wcyyc @danaditomaso#wcyyc @danaditomaso YOUR LOCAL BUSINESS PRIMER DANA DITOMASO
  2. 2. #wcyyc @danaditomaso#wcyyc @danaditomaso Why?
  3. 3. #wcyyc @danaditomaso You need to speak Google’s language.
  4. 4. #wcyyc @danaditomaso Google doesn’t care that you’re the biggest, oldest, or “best”.
  5. 5. #wcyyc @danaditomaso Google also doesn’t care for you to repeat the word “roofer” on your site 18 times.
  6. 6. #wcyyc @danaditomaso#wcyyc @danaditomaso Time to teach Google.
  7. 7. #wcyyc @danaditomaso#wcyyc @danaditomaso Let’s start with plugins.
  8. 8. #wcyyc @danaditomaso Yoast SEO
  9. 9. #wcyyc @danaditomaso A speed plugin (helps).
  10. 10. #wcyyc @danaditomaso Redirection.
  11. 11. #wcyyc @danaditomaso Your site must be mobile-friendly. https://www.google.ca/webmasters/tools/ mobile-friendly/
  12. 12. #wcyyc @danaditomaso#wcyyc @danaditomaso Things to do in Yoast
  13. 13. #wcyyc @danaditomaso 1. Configure everything.
  14. 14. #wcyyc @danaditomaso 2. Note when you make changes.
  15. 15. #wcyyc @danaditomaso 3. Make smart category & tag decisions.
  16. 16. #wcyyc @danaditomaso 4. Don’t waste Google’s time on stuff you don’t want to rank.
  17. 17. #wcyyc @danaditomaso 5. Submit your site map in Google Search Console.
  18. 18. #wcyyc @danaditomaso#wcyyc @danaditomaso Title tags matter.
  19. 19. #wcyyc @danaditomaso Stop making your home page title tag say “home”.
  20. 20. #wcyyc @danaditomaso#wcyyc @danaditomaso URLs matter.
  21. 21. #wcyyc @danaditomaso Please, please fix your permalinks.
  22. 22. #wcyyc @danaditomaso And use your redirects.
  23. 23. What happens without redirects.
  24. 24. #wcyyc @danaditomaso#wcyyc @danaditomaso Speed matters.
  25. 25. https://gtmetrix.com
  26. 26. Well this is awkward.
  27. 27. We see these problems all the time.
  28. 28. #wcyyc @danaditomaso#wcyyc @danaditomaso Schema matters.
  29. 29. #wcyyc @danaditomaso Schema tells the search engines what your data means.
  30. 30. https://developers.google.com/schemas/
  31. 31. #wcyyc @danaditomaso You can use a plugin. You don’t have to.
  32. 32. #wcyyc @danaditomaso Some common schemas.
  33. 33. https://www.google.com/webmasters/markup-helper/u/0/
  34. 34. Use the highlighter to mark up the right sections.
  35. 35. Grab the HTML you need.
  36. 36. #wcyyc @danaditomaso Or, use the schema.org website.
  37. 37. #wcyyc @danaditomaso#wcyyc @danaditomaso If you have a business address, you must use Local Business markup.
  38. 38. Nice hack for events. Thanks @whitespark! http://www.whitespark.ca/blog/post/82-how-to-get-google- calendar-events-in-the-search-results
  39. 39. #wcyyc @danaditomaso Protip: Check that it’s working.
  40. 40. You put your site in Google Search Console, right?
  41. 41. #wcyyc @danaditomaso#wcyyc @danaditomaso Set up goals.
  42. 42. https://en-ca.wordpress.org/plugins/gravity-forms-google- analytics-event-tracking/
  43. 43. Don’t forget to add your goal in Google Analytics.
  44. 44. #wcyyc @danaditomaso#wcyyc @danaditomaso Done everything?
  45. 45. #wcyyc @danaditomaso Now you can optimize your ALT tags.
  46. 46. #wcyyc @danaditomaso#wcyyc @danaditomaso THANK YOU! WANT MORE? KICKPOINT.CA/NEWSLETTER

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