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Mixwest 2014 Local SEO Strategies & Secrets

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A comprehensive presentation about Local SEO, the localized search engine marketing tactics that lead to easy consumer wins. Learn what you need to do and what you need to avoid in grooming your web site for best results on Google. Find out techniques to gain great consumer reviews, and why it is so important. Presenting a full list of steps to fully connect with attendees local business profiles, and what are best techniques to groom the listings.

Marketing methods have changed entirely in the last five years. Consumers and businesses alike increasingly rely on the Internet as their primary source of information. Without a strong and responsive web presence, you have no way to attract new customers.

Site Strategics understands the art and science of properly structuring your web, mobile and social media programs. The metrics of search engine optimization (SEO) are increasingly complex and our experts rule the tools that provide the research required to satisfy stringent new search engine requirements. Google certified owner Erin Sparks keeps up with the continually changing digital landscape and offers valuable insights on his weekly radio podcast, Edge of the Web.

Published in: Marketing
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Mixwest 2014 Local SEO Strategies & Secrets

  1. 1. Local Marketing Secrets
  2. 2. www.SiteStrategics.com Site Strategics understands the art and science of properly structuring your web, mobile and social media programs. The metrics of search engine optimization (SEO) are increasingly complex and our experts rule the tools that provide the research required to satisfy stringent new search engine requirements. Site Strategics curtails its business to Indianapolis, Indiana – but also works nationwide. AN indianapolis internet marketing Agency
  3. 3. www.SiteStrategics.com Early adopters Site Strategics was established in 2004, with a primary focus on web site development for small, medium and large businesses in Indiana that not only were appealing designs, but focused on Success! We pride ourselves on our ability to manage the intricate balance between marketing strategies, media vehicle selection, campaign management, creative thinking and application. All areas are carefully considered to maximize your advertising effort. SEARCHOPTIMIZA TION SEARCHMArketin gSOCIALMANAGEM ENT mo 08 day 20 yr 04 WEBDEVELOPMEN T LOCALOPTIMIZATI ON CONTENTMARKETI NGAPPDEVELOPMENT
  4. 4. www.SiteStrategics.com ERIN SPARKS Senior SEO CONSULTANT Erin sparks Professional skills Erin Sparks is the owner and president of Site Strategics, a company he founded in 2004 that specializes in high-end Web services for small, mid-sized and large businesses in a format and language they can afford and understand. The company’s goal is to not only help its clients look good on the Web but to also help them be found by potential customers. 93 60 65 83 65 80 SEO DESIGN CODING SEM SOCIAL RADIO VOICE THE DUDE
  5. 5. www.SiteStrategics.com We love it – every week  WWW.EDGEOFTHEWEDRADIO.COMPODCASTS, VIDEOS : every Saturday
  6. 6. Where your Customer is Looking
  7. 7. Search Engine Real Estate PPC / SEM Regular SEO
  8. 8. Search Engine Real Estate Local SEO Regular SEO
  9. 9. Search Engine Real Estate Local SEO Reviews
  10. 10. Search Engine Real Estate Location Impacts Results What Local SEO is: “The practice of improving the quantity and the quality of traffic from search queries with a geographic intent” - MOZ
  11. 11. LOCAL SEO IS CHANGING:
  12. 12. www.companydomainname. com The Google Venice Update • February 27, 2012 • Local Results Returned • Localized results could be pushing your rankings down • You don’t even need to be logged in to see local results
  13. 13. www.companydomainname. com “Local Intent”search = local results I’m not even logged into Google How do I get in here? I want it!
  14. 14. www.companydomainname. com PIGEON UPDATE : JULY 24th, 2014 • Deep Impact for Web Results • Does impact local search results rankings • Some local businesses may notice an increase or decrease in web site referrals, leads and business from the change. • Deeper into their web search capabilities, including the hundreds of ranking signals they use in web search along with search features such as Knowledge Graph, spelling correction, synonyms and more.
  15. 15. www.companydomainname. com PIGEON UPDATE : JULY 24th, 2014 What wesee • Local directory sites are getting better visibility in Google’s search results. • Google has fixed its “Yelp problem” and is now showing Yelp pages at the top of search results when queries specifically include the word “Yelp.” • Well-known directory-style sites like Urbanspoon, TripAdvisor, Yelp, and OpenTable
  16. 16. www.companydomainname. com JULY 24th, 2014 What wesee • Similar things are happening on other search queries — but not all: • A search for “miami hotels” shows individual hotels in the carousel, followed by nothing but directory-style pages in the organic results below — URLs from Hotels.com, TripAdvisor, Expedia, Kayak and even a list of hotels from Marriott’s website. Individual hotels don’t show until page two. • A search for “chicago pizza” shows individual restaurants in both the carousel and almost completely through the first page of organic results. • Searches for “dallas dentists” show several individual practices in the organic results, but “dallas restaurants” shows nothing but directory- style pages outside of the carousel. Search Engine Land, Matt McGee, July 26
  17. 17. LOCAL SEO
  18. 18. www.SiteStrategics.com What Affects Local SEO? Grooming the results
  19. 19. www.SiteStrategics.com ON-PAGE OPTIMIZATION Affecting changes on your site and blog to reflect LOCAL references TITLE TAGS & META NAME, ADDRESS, PHONE NUMBER CONTENT BLOG RICH SNIPPETS Grooming the results
  20. 20. www.SiteStrategics.com ON-PAGE OPTIMIZATION Affecting changes on your site and blog to reflect LOCAL references Grooming the results Include your location in the title tag TITLE TAGS & META
  21. 21. www.SiteStrategics.com ON-PAGE OPTIMIZATION Affecting changes on your site and blog to reflect LOCAL references Grooming the results TITLE TAGS & META Include your location in the META DESCRIPTION
  22. 22. NAME, ADDRESS, PHONE NUMBER CONTENT
  23. 23. NAME, ADDRESS, PHONE NUMBER CONTENT CONTENT : Most common placing for address is in the Footer >>
  24. 24. www.SiteStrategics.com ON-PAGE OPTIMIZATION Grooming the results How to use your Blog BLOG • Sponsoring a local event? Write about it • Write about events in your area – are you involved? • Include your location in posts mentioning your business directly
  25. 25. www.SiteStrategics.com ON-PAGE OPTIMIZATION Grooming the results How to use your Blog Don’t Forget about Authorship
  26. 26. www.SiteStrategics.com ON-PAGE OPTIMIZATION “Structured markup is a way of annotating information already on your website to help Google and others understand information more precisely.” Grooming the results RICH SNIPPETS Place Restaurant Product Review Aggregate Review Event
  27. 27. www.SiteStrategics.com ON-PAGE OPTIMIZATION http://www.google.com/webmasters/tools/richsnippets Grooming the results RICH SNIPPETS : TESTING TOOL
  28. 28. www.SiteStrategics.com LOCAL SITES & PROFILES Sites with Local Intent: Grooming the results
  29. 29. www.SiteStrategics.com LOCAL SITES & PROFILES Grooming the results Make sure your address is consistent across all profiles
  30. 30. www.SiteStrategics.com LOCAL SITES & PROFILES Grooming the results
  31. 31. www.SiteStrategics.com LOCAL SITES & PROFILES Grooming the results Verify all of your profiles, by email or phone call Fill in as much information as possible, all are important areas
  32. 32. Local Sites
  33. 33. Social for Local BRAND INTERACTION
  34. 34. www.SiteStrategics.com Social media Grooming the results FACEBOOK TWITTER GOOGLE LOCAL / MAPS PINTEREST / FOURSQUARE / YOUTUBE / FLICKR ALWAYS LINK TO YOUR SITE FROM YOUR ABOUT US SECTIONS
  35. 35. www.SiteStrategics.com Social media Grooming the results • Photos • Videos • Payment Options • links
  36. 36. www.SiteStrategics.com Social media Grooming the results GOOGLE LOCAL • Get your business on Google Local • Verify with Google (phone call or postcard) • Include all information about your organizationG
  37. 37. VERIFY YOUR SITE ON GOOGLE+
  38. 38. VERIFY YOUR SITE ON GOOGLE+
  39. 39. VERIFY YOUR SITE ON GOOGLE+
  40. 40. www.SiteStrategics.com REVIEWS Grooming the results • Major Factor In How Customers View Your Service • Customers Look At That Before Even Seeing Your Site • Weighing Factors : Negative Vs. Positive • Top Salesman For Your Local Listings
  41. 41. www.SiteStrategics.com REVIEWS : DO’s Grooming the results • Be Prompt • Make it Easy • Follow up Your Initial Email • Be Creative
  42. 42. www.SiteStrategics.com REVIEWS : DOn’ts Grooming the results • DON’T offer an incentive • DON’T ask for Yelp Reviews • DON’T dictate what should be written • DON’T send a link to review on Google unless they have Gmail • DON’T pose as happy customers to increase your review count
  43. 43. Don’t get angry if you receive a bad review
  44. 44. www.SiteStrategics.com CITATIONS “Citations are defined as “mentions” of your business name and address on other web pages, even if there no link to your website” Grooming the results
  45. 45. www.SiteStrategics.com CITATIONS • Company Name, by itself. • Company name & phone number. • Company name, phone number, & address. • Company name, phone number, address, & link. • etc. Grooming the results
  46. 46. www.SiteStrategics.com CITATIONS • Structured Citations • The most common citations are found on business listing sites like yellowpages.com, yelp.com, superpages.com, etc. These are referred to as structured citations. Grooming the results
  47. 47. www.SiteStrategics.com CITATIONS • Unstructured Citations • Citations can also often be found on blogs, newspaper websites, event listing websites, job websites, government sites, etc. These are referred to as unstructured citations and can be extremely valuable to your local rankings. Grooming the results
  48. 48. www.SiteStrategics.com CITATIONS • HOW TO FIND THEM? • USEFUL TOOLS: • Whitespark.us Grooming the results https://www.whitespark.ca/local-citation-finder
  49. 49. THE LOCAL EFFECT
  50. 50. www.SiteStrategics.com Responsive web design (RWD) is a web design approach aimed at crafting sites to provide an optimal viewing experience—easy reading and navigation with a minimum of resizing, panning, and scrolling—across a wide range of devices (from desktop computer monitors to mobile phones). Mashable called 2013 the Year of Responsive Web Design WHERE YOUR CUSTOMER IS
  51. 51. www.SiteStrategics.com March 18th Article in TheNextWeb.com: NPD: US homes now hold over 500m Internet-connected devices with apps, at an average of 5.7 per household. WHERE YOUR CUSTOMER IS
  52. 52. www.SiteStrategics.com Bounce rate • Although this may not be the most talked about component of SEO, bounce rate it is still very important to your rankings. Search engines take note if a user clicks on your website and immediately returns to the search engine page. To search engines, this means that the user did not find what they were looking for and, worse, your site may not be the best option to rank high for that term. • If your mobile site does not include all of the content from your desktop site users may become frustrated when trying to find something that does not exist on their device. If you do not have a site optimized for mobile viewing users are more likely to leave and return to the search engine to find a site that is easy to read and navigate on their screen size. WHERE YOUR CUSTOMER IS
  53. 53. www.SiteStrategics.com Best practices on mobile SEO • Responsive web design. Considered industry best practice and is recommended by Google. This includes using CSS media queries for device rendering, and using uniformed HTML across all devices. • Maximize Site Speed. A faster site will provide a better mobile user experience. • Sites first, apps later!. Apps are limited in their reach, while sites will drive traffic. 50% of consumers would not recommend a business with a bad mobile site, while 40% said they would use a competing business if it provided a better mobile experience. • Researching your mobile audience. Prior to creating your mobile site, it is imperative to understand the wants and needs of whom you are trying to reach. • Optimize your mobile content. Mobile users are often on the go and do not have the same goals as those sitting behind a computer. Create custom mobile content to give researchers exactly what are looking for. • Accessible desktop pages to mobile searchers. Point blank: An unreachable desktop page is unusable to mobile searchers. DO NOT: • Separate mobile URLs. WHERE YOUR CUSTOMER IS
  54. 54. www.SiteStrategics.com FREE MOBILE HEALTH CHECK http://www.smartinsights.com/mobile- healthcheck-go/ (Sign up for Basic) CRAZY EGG http://www.crazyegg.com/overview (Mobile Click Tracking Tool) iPAD PEEK http://ipadpeek.com/ Get started! ready.mobi PAGE TEST http://ready.mobi/launch.jsp?locale=en_EN RESPONSIVEPX http://responsivepx.com/ (Variable Screen Sizes)
  55. 55. Mobile Search
  56. 56. What about Mobile Search? ROUGHLY 40% OF ALL MOBILE SEARCHES ON GOOGLE HAVE LOCAL INTENT
  57. 57. www.SiteStrategics.com Get started! EDGE OF THE WEB RADIO SHOW DOWNLOAD THIS PRESENTATION
  58. 58. Give Us a Shout!
  59. 59. www.companydomainname. com LOVE TO TALK plus.google.com/+Sitestrategics Linkedin.com/SiteStrategics skype.com/SiteStrategics youtube.com/SiteStrategicstwitter.com/SiteStrategics facebook.com/SiteStrategics
  60. 60. www.SiteStrategics.com 3725 East Southport Road Suite A Indianapolis, IN 46227 info@sitestrategics.com +1 317 882 8500 Site Strategics goal is to bring high-end Web services to small and mid-sized business owners in a format and language they can afford and understand. The Indianapolis company’s goal is to not only help its clients look good on the Web but to also help them be found by potential customers. WHERE WE ARE
  61. 61. www.SiteStrategics.com We love it – every week  WWW.EDGEOFTHEWEDRADIO.COMPODCASTS, VIDEOS : every Saturday

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