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Full link bundle: http://bit.ly/is-it-local

Review the most essential parts of SEO for small businesses including citations, maps, reviews, onsite content, links and more. Make sure your website is visible and useful to both people and search engines!

In this presentation you can expect to:
Learn how to get on Google,Bing and Apple maps;
Get a tour of the brand new Google My Business dashboard;
Learn about data providers

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Get on that Map: Local SEO Best Practices

  1. 1. Get on that Map: Local SEO George Freitag SEO Strategist @number1george
  2. 2. #PortentU #PortentU Get on that Map
  3. 3. bit.ly/is-it-local #PortentU Get on that Map
  4. 4. About me. (picture by @flashmurphy) #PortentU Get on that Map
  5. 5. #PortentU Get on that Map 2 Years at Portent 6 Years Web Consulting 1000+ Small Businesses Various internal and external trainings About me.
  6. 6. What We’ll Talk About #PortentU Get on that Map •  Why Local SEO is Important •  Most Important Profiles •  Directories and Citations •  Reviews But first…
  7. 7. #PortentU Get on that Map What it’s like as a small business owner
  8. 8. #PortentU Get on that Map YOU THE INTERNET
  9. 9. #PortentU Get on that Map
  10. 10. Local to the Rescue! #PortentU Get on that Map
  11. 11. You can outrank big companies #PortentU Get on that Map Local Co. (yay) Big Bank (boo!)
  12. 12. You can show up for super popular terms #PortentU Get on that Map
  13. 13. You can show up for super popular terms #PortentU Get on that Map
  14. 14. •  20 - 30% of desktop searches have local intent •  40 - 66% of mobile searches have local intent •  Mobile searches will overtake desktop in 2015 •  88% of consumers who search for a local business visit it within 24 hours. Local SEO Rules #PortentU Get on that Map
  15. 15. Local SEO Sucks #PortentU Get on that Map •  Different places show different results •  Different factors for different markets •  Constantly changing •  Influenced by location •  Listings get duplicated •  Listings get deleted
  16. 16. Local SEO is not just for SEO! #PortentU Get on that Map
  17. 17. On-site SEO #PortentU Get on that Map
  18. 18. Not going over basics #PortentU Get on that Map •  Relevant Content •  Keyword Research •  Code •  Links   None of that here.
  19. 19. What do you mean by Local? #PortentU Get on that Map
  20. 20. 20 We want to get here.
  21. 21. 21 And here.
  22. 22. 22 Also here.
  23. 23. 23 And here.
  24. 24. 24 Don’t forget here.
  25. 25. On-SEO for Local #PortentU Get on that Map •  Title Tag •  Contact Information •  Location pages for each storefront •  Links to Social/Review Sites   Basic Elements
  26. 26. 26 Recommended Title Tag Homepage Title: Business Name - Keyword, City Internal Pages Title: Keyword, City - Business Name
  27. 27. 27 Recommended Title Tag Basically, this:
  28. 28. 28 Don’t scan your menu!!
  29. 29. Phone Number #PortentU Get on that Map •  Phone Number goes on every page •  Be careful of tracking numbers •  Make sure that Google is indexing the local number, not the tracking number
  30. 30. Location Page #PortentU Get on that Map •  If you have multiple locations, each storefront should have its own page •  Title tag for each location page should target only that area.
  31. 31. Location Page #PortentU Get on that Map •  Location page should have full address listed as it is in other online directories. •  (This is called the N.A.P.)
  32. 32. .Knowing your N.A.P. Getting Consistent #PortentU Get on that Map
  33. 33. N.A.P. #PortentU Get on that Map Name Address Phone (Website too.) Arthur Bryant’s Barbeque 1727 Brooklyn Ave Kansas City, MO 64127 (816) 231-1123 http://www.arthurbryantsbbq.com
  34. 34. N.A.P. #PortentU Get on that Map Why is the NAP important? Search engines use the number of NAP is mentions as a metric for trust and popularity An incorrect NAP may mean the search engine won’t count the mention An incorrect NAP can cause duplicate locations
  35. 35. Business Profiles #PortentU Get on that Map •  Fill these out 100% •  Monitor them •  Check on them frequently
  36. 36. 36 Traditional Local Result
  37. 37. 37 When you hover, info appears
  38. 38. 38 Reviews are shown in popup
  39. 39. 39 Carousel Local Result
  40. 40. 40 SERP for Business Name …it takes to you to a SERP for the business name
  41. 41. 41
  42. 42. WHERE IS GOOGLE GETTING ALL THIS FROM? #PortentU Get on that Map
  43. 43. + Local Places for Businesses aka aka My Business
  44. 44. 44 Here is where it lives.
  45. 45. 45 But you can’t get to that. You’re Optimizing for this
  46. 46. 46 But you can’t get to that.
  47. 47. 47 Old Places Dashbaord
  48. 48. 48 google.com/business
  49. 49. 49 Google My Business Dashboard Edit Your Info
  50. 50. 50 Google My Business Dashboard
  51. 51. 51 Google My Business Dashboard Official Business Name (No Keywords) Move your Map Pin Use PHONE BOOK number (not tracking number) Website or Location Page (Depending on how many locations you have)
  52. 52. 52 Google My Business Dashboard Fill out all fields People respond to PHOTOS more than LOGOS Write a brief, unique description Check your work
  53. 53. Gross. z   If you don’t choose a photo Google will choose one for you.
  54. 54. 54 z  Make a status update on G+
  55. 55. 55 z  Insights
  56. 56. Insights #PortentU Get on that Map
  57. 57. 57 z  Insights
  58. 58. 58 z  Reviews
  59. 59. 59 z  Reviews Respond!
  60. 60. 60 z  Reviews “Thank you! Glad you we were able to help you!” “I’m sorry you had such a bad experience.”   Or  
  61. 61. 61 z  Reviews
  62. 62. 62 z  Google Analytics & YouTube
  63. 63. Google Local Tips #PortentU Get on that Map •  Make sure everything is filled out •  You can’t be in the carousel without a picture •  If you’re competitor has something in their Knowledge Graph box that you don’t, you need to add it to yours •  Don’t use microsites. Seriously. Don’t. Ever.
  64. 64. 64 z  Google Map Maker
  65. 65. 65 z  Delete Duplicates Click Edit
  66. 66. 66 z  Always explain
  67. 67. 67 z  Edit your business info Add Aliases Specify Suite/ Floor no.
  68. 68. 68 z  Always explain Always Explain
  69. 69. How to get approved in Map Maker #PortentU Get on that Map •  It’s like Wikipedia – you have to use it a lot •  Approve lots of changes to build your profile •  Be polite (“please and thank you”) •  Use preferred categories •  Follow directions •  If you have to, you can try asking for help in the forum.
  70. 70. 70 z  The Other Place
  71. 71. z  The Other Place
  72. 72. Why Yelp? #PortentU Get on that Map •  132 Million Monthly Users •  74,000 Business Accounts •  57 Million Reviews •  Largest Age Group on Yelp: 35-54 (36.4%) h$p://expandedramblings.com/index.php/yelp-­‐ sta:s:cs/  
  73. 73. Why Yelp? #PortentU Get on that Map Reason #1: Apple uses it.
  74. 74. Why Yelp? #PortentU Get on that Map Reason #2: Bing uses it.
  75. 75. 75 z  biz.yelp.com
  76. 76. 76 z  Yelp Business
  77. 77. 77 z  Yelp Business
  78. 78. 78 Lead Calculator
  79. 79. Yelp Reviews #PortentU Get on that Map
  80. 80. Yelp Reviews #PortentU Get on that Map •  Strictest Filter Ever •  Low level users usually are blocked
  81. 81. If reviews are blocked #PortentU Get on that Map
  82. 82. 82 z  View Rejected Reviews Click here
  83. 83. 83 z  Low level users get blocked Use these on your site
  84. 84. 84 z  Don’t try to trick Yelp
  85. 85. Yelp Tips #PortentU Get on that Map •  Make sure everything is filled out •  Upload lots of high-quality pictures •  Don’t try to trick it •  Manage Duplicates
  86. 86. 86 www.bingplaces.com
  87. 87. 87 Bing Places
  88. 88. 88 Bing Places
  89. 89. 89 Bing Places Goal: 100%
  90. 90. 90 Here’s where Bing Places lives. Official Business Name Move your Map Pin
  91. 91. 91 Specify Social Networks
  92. 92. Bing Places Tips #PortentU Get on that Map •  Make sure everything is filled out •  Upload lots of high-quality pictures •  Manage Duplicates
  93. 93. 93 z  Foursquare
  94. 94. Why Foursquare? #PortentU Get on that Map •  Primary provider for most Check-in Apps •  Recently struck a deal with Microsoft to power Windows and Mobile location data •  If you think you get any visibility from check-in apps, use Foursquare
  95. 95. 95 z  Facebook
  96. 96. Why Facebook? #PortentU Get on that Map •  Increased visibility on Facebook •  May be the provider for Instagram in the future •  High visibility within Facebook •  Reviews contained to Facebook
  97. 97. 97 z  If you’re located in another business Located inside another Place
  98. 98. 98 z  If you’re located in another business Choose existing Facebook page
  99. 99. Other places? #PortentU Get on that Map •  Search your business •  Search your service •  Identify directories that show up a lot
  100. 100. Anywhere Else? #PortentU Get on that Map
  101. 101. (Used with permission from @davidmihm; moz.com/local.)
  102. 102. (Used with permission from @davidmihm; moz.com/local.) ?
  103. 103. 103 z  Yext.com Free Business Scanner
  104. 104. 104 z  Yext Business Scanner
  105. 105. 105 z  Yext Business Scanner
  106. 106. 106 z  Yext Business Scanner Click “view listing” to change
  107. 107. 107 z  Moz Local Free Tool
  108. 108. Pick the most accurate 108 z  Moz Local Free Tool
  109. 109. 109 z  Moz Local Free Tool
  110. 110. Moz Local Free Tool See what’s off
  111. 111. 111 z  Moz Local Free Tool Check forduplicates
  112. 112. (Used with permission from @davidmihm; moz.com/local.)
  113. 113. Local Data Providers #PortentU Get on that Map Local Data Providers •  Localeze Neustar •  Infogroup •  Yext •  Acxiom •  Factual
  114. 114. Yext Powerlistings #PortentU Get on that Map Yext Paid Pros •  $199-$499/Year •  Direct Feeds into directories •  Very fast •  Changes many directories only it has access to
  115. 115. 115 z  Yext PowerListing Dashboard
  116. 116. #PortentU Get on that Map Yext Cons •  Expensive •  Doesn’t hit all directories •  Reverts if you cancel   Yext Powerlistings
  117. 117. 117 z  Moz Local Paid
  118. 118. Moz Local Paid #PortentU Get on that Map Moz Local Paid Pros •  $49/Year •  Feeds to other data providers –  Localeze Neustar –  Acxiom –  Infogroup –  Factual •  Monitors duplicates  
  119. 119. 119 z  Moz Local Submits via a CSV
  120. 120. 120 z  bit.ly/ez-moz-local
  121. 121. Moz Local Paid #PortentU Get on that Map Moz Local Paid Cons •  Slower since it goes through data providers •  You may still need to claim listings if they’re claimed by someone else •  Neustar and Acxiom revert if you cancel  
  122. 122. Learn the most important directories for your area moz.com/learn/local/ citations-by-city
  123. 123. Advanced Search #PortentU Get on that Map Use advanced searches to find inconsistencies •  site:example.com •  "phone number" •  " website.com" •  " business name " •  -site:example Combine them •  -site:example.com "phone number"
  124. 124. 124 z  Search for a phone number "(206) 242-2828" #PortentU Get on that Map
  125. 125. 125 z  Search for mentions of your site -inurl:gyrogeorge.com "georgesgyros.com" #PortentU Get on that Map
  126. 126. R EVIEWS GETTING REVIEWS AND MENTIONS REVIEWS? REVIEWS!
  127. 127. Why are Reviews Important? #PortentU Get on that Map People Trust Them
  128. 128. Why are Reviews Important? #PortentU Get on that Map They tend to rank higher
  129. 129. Why are Reviews Important? #PortentU Get on that Map    They can make or break you
  130. 130. Getting reviews #PortentU Get on that Map
  131. 131. HOW DO I GET GOOD REVIEWS ? #PortentU Get on that Map
  132. 132. BY PROVIDING EXCEPTIONAL AND MEMORABLE SERVICE #PortentU Get on that Map
  133. 133. BOOOO OOOOO OOOOO OOOOO OOOOO OOOOO OOOOO #PortentU Get on that Map
  134. 134. REVIEW TIPS #PortentU Get on that Map    DON’T DO THESE •  Put review computer/station in business •  Fake reviews •  Ask 3rd party to review •  Get a ton of reviews at once •  Incentivize reviews
  135. 135. 135 z  REMEMBER.
  136. 136. Review Tips #PortentU Get on that Map    Asking for Reviews In Person •  Thank customers for purchase •  Ask in person •  Follow up phone calls
  137. 137. Review Tips #PortentU Get on that Map    Signs on your counter
  138. 138. 138 z  Review Handout
  139. 139. Asking For Reviews #PortentU Get on that Map    (No one ever clicks on these)
  140. 140. Asking For Reviews Online #PortentU Get on that Map    Review Button
  141. 141. Asking For Reviews Online #PortentU Get on that Map    Review Button
  142. 142. “Barnacle” Reviews #PortentU Get on that Map     Review other businesses as your Google page to get more visibility.
  143. 143. 143 z  How to use G+ as a business #PortentU Get on that Map
  144. 144. 144 z  How to use G+ as a business #PortentU Get on that Map Use as business
  145. 145. 145 z  How to use G+ as a business #PortentU Get on that Map
  146. 146. 146 z  Write your review as a business #PortentU Get on that Map
  147. 147. 147 z  Host a Yelp Elite Event
  148. 148. 148 z  Email reminders and thank yous #PortentU Get on that Map mailchimp.com
  149. 149. 149 z  Always include social links in emails #PortentU Get on that Map
  150. 150. Social and Reviews #PortentU Get on that Map •  Thank customers for purchase •  Send customers to review pages through social •  Follow up with customers after the purchase •  Identify influencers •  Continue to provide outstanding service
  151. 151. 151 z  Find your community
  152. 152. Local SEO in 4 Steps #PortentU Get on that Map Have a focused website Fill out the right profiles Work with directory listings Have a review strategy
  153. 153. #PortentU Get on that Map It’s not about getting people to your website, You’re getting people to your doorstep. Local SEO
  154. 154. Prepared by George Freitag SEO Strategist @number1george bit.ly/is-it-local Thank Portent, Inc. 506 2nd Ave. Suite 1700 Seattle. WA 98104-2354 | Tel: 206.576.3740 YOU. #PortentU Get on that Map
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Full link bundle: http://bit.ly/is-it-local Review the most essential parts of SEO for small businesses including citations, maps, reviews, onsite content, links and more. Make sure your website is visible and useful to both people and search engines! In this presentation you can expect to: Learn how to get on Google,Bing and Apple maps; Get a tour of the brand new Google My Business dashboard; Learn about data providers

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