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Local Search
ASDFAGENDA
•Local Search 101
•Name Addresses and Phone numbers (NAPs)
•Streamlined Platform Options
•Importance of Reviews & Platform Options
•On-Page/On-Site Local SEO
•Importance of Citations & Links
•Q&A
ASDFLOCAL SEARCH 101
ASDFLOCAL SEARCH 101
ASDFLOCAL SEARCH 101
ASDFLOCAL SEARCH 101
ASDFLOCAL SEARCH 101
ASDF
ASDFLOCAL SEARCH 101
ASDFLOCAL SEARCH 101
ASDFLOCAL SEARCH 101
ASDFName, Address, Phone # (NAP)
ASDFName, Address, Phone # (NAP)
ASDFName, Address, Phone # (NAP)
ASDFName, Address, Phone # (NAP)
St vs Street
STE vs Suite
Dr vs Drive
Ln vs Lane
1-800-555-5555 vs 800.555.5555
ASDFLOCAL PLATFORMS
ASDFLOCAL PLATFORMS
ASDFREVIEWS
ASDFREVIEWS
ASDFREVIEWS
• All Positive Reviews Look Suspicious
• Negative Reviews are Healthy but Should be Rare
• Don’t Threaten Negative Reviewers
• Don’t Incentivize Money or Services (e.g. Google+)
• Don’t Ask for Reviews (e.g. Yelp)
• If You Do, Don’t Ask HOW to Rate or Review.
REVIEWS – Don’t
ASDFREVIEWS - Do
• Do Earn Reviews
• Do Remind of Online Presence
o Badges
o Window Stickers
o Newsletters / Social Media
o Offline collateral (e.g. invoices/receipts)
ASDFREVIEWS - Services
ASDFON-PAGE/ON-SITE LOCAL SEO
•Structured Data
•NAP HTML Markup
•Titles
•Geo meta tags
•Regional content
•Neighborhood SEO
•Mobile-friendliness
ASDFSTRUCTURED DATA
•Schema.org Local Business
•Schema.org Postal Address
•Google Structured Data Markup Helper
ASDFNAP HTML MARKUP
•<address>COMPANY ADDRESS</address>
•Tel Attribute for Clickable Phone Numbers
ASDFTITLES
•No keyword stuffing!
ASDFGEO-META TAGS
• <meta name="zipcode" content="22630" />
• <meta name="city" content="washington dc, front royal" />
• <meta name="state" content="virginia" />
• <meta name="country" content="usa, united states of america" />
• <meta name="geo.placename" content="Front Royal, VA 22630, USA" />
• <meta name="geo.position" content="39.04708;-78.151628" />
• <meta name="geo.region" content="US-VA" />
• <meta name="ICBM" content=" 39.04708, -78.151628" />
ASDFREGIONAL CONTENT
•Unique landing page for every store
•Use neighborhood info on:
•Local listings, titles, descriptions, and site.
•Use unique info for that region:
•Recommended relevant local spots
•Local store photos
•Local event attendance/sponsorship
ASDFMOBILE-FRIENDLINESS
• Responsive Design
• If separate URLs:
• Redirect Desktop/Mobile Users Appropriately
• Use Tagging for Mobile and Desktop Versions
• Fast Loading
ASDFOFFSITE SEO: LINKS & CITATIONS
• External links are editorial votes
• Quality trumps quantity
• NAP citations are the links of SEO
• Quantity more important
ASDFResources Local Strategy Infographic
http://www.bitrebels.com/wp-
content/uploads/2013/03/local-seo-strategy-guide-
infographic.png
 Ultimate Guide to Local SEO
http://www.seomaverick.com.au/local-seo-ultimate-guide
 Scaling Local Landing Pages Video
http://moz.com/blog/scaling-geo-targeted-local-landing-
pages-that-really-rank-and-convert-whiteboard-Friday
 Neighborhood Local SEO
http://searchengineland.com/ready-googles-
neighborhood-algo-194161
 Guide to Mobile Technical SEO
http://searchengineland.com/the-definitive-guide-to-
mobile-technical-seo-166066
 Asking for Local SEO Reviews
http://searchengineland.com/ask-reviews-true-story-local-
seo-203254
 Local Search Ranking Factors
http://moz.com/local-search-ranking-factors
ASDFQUESTIONS?

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Local SEO Keys to Success

Editor's Notes

  1. http://searchenginewatch.com/article/2343577/Google-Local-Searches-Lead-50-of-Mobile-Users-to-Visit-Stores-Study https://www.thinkwithgoogle.com/research-studies/how-advertisers-can-extend-their-relevance-with-search.html
  2. http://searchenginewatch.com/article/2343577/Google-Local-Searches-Lead-50-of-Mobile-Users-to-Visit-Stores-Study https://www.thinkwithgoogle.com/research-studies/how-advertisers-can-extend-their-relevance-with-search.html
  3. http://searchenginewatch.com/article/2343577/Google-Local-Searches-Lead-50-of-Mobile-Users-to-Visit-Stores-Study https://www.thinkwithgoogle.com/research-studies/how-advertisers-can-extend-their-relevance-with-search.html
  4. https://www.thinkwithgoogle.com/micromoments
  5. http://moz.com/local-search-ranking-factors
  6. http://searchengineland.com/ask-reviews-true-story-local-seo-203254
  7. http://searchengineland.com/ask-reviews-true-story-local-seo-203254
  8. http://moz.com/blog/scaling-geo-targeted-local-landing-pages-that-really-rank-and-convert-whiteboard-Friday http://searchengineland.com/ready-googles-neighborhood-algo-194161
  9. http://searchengineland.com/the-definitive-guide-to-mobile-technical-seo-166066
  10. http://www.bitrebels.com/wp-content/uploads/2013/03/local-seo-strategy-guide-infographic.png http://www.seomaverick.com.au/local-seo-ultimate-guide