Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
Local SEO for Businesses of Any Size
October 2018
Presenter: Pam Ann Aungst
@PamAnnMarketing
sales@pamannmarketing.com 973-664-7775 2 PamAnnMarketing.com/Slides @PamAnnMarketing
Agenda
1. What is Local SEO?
2. How t...
sales@pamannmarketing.com 973-664-7775 3 PamAnnMarketing.com/Slides @PamAnnMarketing
Download Slides
Download these slides...
sales@pamannmarketing.com 973-664-7775 4 PamAnnMarketing.com/Slides @PamAnnMarketing
Hold Questions
To ensure that we get
...
sales@pamannmarketing.com 973-664-7775 5 PamAnnMarketing.com/Slides @PamAnnMarketing
About Me/Us
• Coding since 6 years ol...
sales@pamannmarketing.com 973-664-7775 6 PamAnnMarketing.com/Slides @PamAnnMarketing
What is Local SEO?
“Local SEO” primar...
sales@pamannmarketing.com 973-664-7775 7 PamAnnMarketing.com/Slides @PamAnnMarketing
What is Local SEO?
The contents of th...
sales@pamannmarketing.com 973-664-7775 8 PamAnnMarketing.com/Slides @PamAnnMarketing
What is Local SEO?
A company’s Google...
sales@pamannmarketing.com 973-664-7775 9 PamAnnMarketing.com/Slides @PamAnnMarketing
What is Local SEO?
There are a variet...
sales@pamannmarketing.com 973-664-7775 10 PamAnnMarketing.com/Slides @PamAnnMarketing
Google My Business Factors: Proximit...
sales@pamannmarketing.com 973-664-7775 11 PamAnnMarketing.com/Slides @PamAnnMarketing
Google My Business Factors: Proximit...
sales@pamannmarketing.com 973-664-7775 12 PamAnnMarketing.com/Slides @PamAnnMarketing
Google My Business Factors: Proximit...
sales@pamannmarketing.com 973-664-7775 13 PamAnnMarketing.com/Slides @PamAnnMarketing
Other Google My Business Factors
 F...
sales@pamannmarketing.com 973-664-7775 14 PamAnnMarketing.com/Slides @PamAnnMarketing
Link Factors
 Overall amount of hig...
sales@pamannmarketing.com 973-664-7775 15 PamAnnMarketing.com/Slides @PamAnnMarketing
On-Page Factors
 GMB name, address,...
sales@pamannmarketing.com 973-664-7775 16 PamAnnMarketing.com/Slides @PamAnnMarketing
On-Page Factors
 Keywords and locat...
sales@pamannmarketing.com 973-664-7775 17 PamAnnMarketing.com/Slides @PamAnnMarketing
On-Page Factors
 Website has a lot ...
sales@pamannmarketing.com 973-664-7775 18 PamAnnMarketing.com/Slides @PamAnnMarketing
On-Page Factors
 Website has high-q...
sales@pamannmarketing.com 973-664-7775 19 PamAnnMarketing.com/Slides @PamAnnMarketing
Do NOT Do This!
sales@pamannmarketing.com 973-664-7775 20 PamAnnMarketing.com/Slides @PamAnnMarketing
On-Page Factors
 Mobile-friendly (r...
sales@pamannmarketing.com 973-664-7775 21 PamAnnMarketing.com/Slides @PamAnnMarketing
On-Page Factors
 Fast-loading websi...
sales@pamannmarketing.com 973-664-7775 22 PamAnnMarketing.com/Slides @PamAnnMarketing
What is a Citation?
“A local citatio...
sales@pamannmarketing.com 973-664-7775 23 PamAnnMarketing.com/Slides @PamAnnMarketing
Citation Factors
 Quantity of Citat...
sales@pamannmarketing.com 973-664-7775 24 PamAnnMarketing.com/Slides @PamAnnMarketing
Citation Tools
Moz Local Yext Bright...
sales@pamannmarketing.com 973-664-7775 25 PamAnnMarketing.com/Slides @PamAnnMarketing
Data Aggregators
Local Data Aggregat...
sales@pamannmarketing.com 973-664-7775 26 PamAnnMarketing.com/Slides @PamAnnMarketing
Review Factors
 Number & Sentiment ...
sales@pamannmarketing.com 973-664-7775 27 PamAnnMarketing.com/Slides @PamAnnMarketing
Review Tips
 Always provide top-not...
sales@pamannmarketing.com 973-664-7775 28 PamAnnMarketing.com/Slides @PamAnnMarketing
Review Tips
 Do NOT solicit or buy ...
sales@pamannmarketing.com 973-664-7775 29 PamAnnMarketing.com/Slides @PamAnnMarketing
Behavior & Personalization Factors
...
sales@pamannmarketing.com 973-664-7775 30 PamAnnMarketing.com/Slides @PamAnnMarketing
Behavior & Personalization
• Write c...
sales@pamannmarketing.com 973-664-7775 31 PamAnnMarketing.com/Slides @PamAnnMarketing
Behavior & Personalization
• Ensure ...
sales@pamannmarketing.com 973-664-7775 32 PamAnnMarketing.com/Slides @PamAnnMarketing
Behavior & Personalization
Add new w...
sales@pamannmarketing.com 973-664-7775 33 PamAnnMarketing.com/Slides @PamAnnMarketing
Behavior & Personalization
• Publish...
sales@pamannmarketing.com 973-664-7775 34 PamAnnMarketing.com/Slides @PamAnnMarketing
Social Signals
• Build a strong soci...
sales@pamannmarketing.com 973-664-7775 35 PamAnnMarketing.com/Slides @PamAnnMarketing
Google My Business (GMB)
 Create or...
sales@pamannmarketing.com 973-664-7775 36 PamAnnMarketing.com/Slides @PamAnnMarketing
BrightLocal’s Top 25 Citations
 fac...
sales@pamannmarketing.com 973-664-7775 37 PamAnnMarketing.com/Slides @PamAnnMarketing
Download Slides
Download these slide...
Upcoming SlideShare
Loading in …5
×

Local SEO for Any Size Business

Local SEO is a very targeted online marketing approach. Millions of customers use local search every day to find the best local businesses in their area. Local SEO allows you to position your business on search engines so that your company gets found by potential customers who are searching for your services, in your area, right now!

Local SEO uses a variety of strategies, including: optimizing your Google My Business listing, generating localized content, obtaining online reviews, increasing domain authority, and getting your site listed in directories such as Yelp, Superpages, YP.com, and more.

This presentation will give an overview of the strategies you need to have in place to take advantage of Local SEO.

  • Be the first to comment

  • Be the first to like this

Local SEO for Any Size Business

  1. 1. Local SEO for Businesses of Any Size October 2018 Presenter: Pam Ann Aungst @PamAnnMarketing
  2. 2. sales@pamannmarketing.com 973-664-7775 2 PamAnnMarketing.com/Slides @PamAnnMarketing Agenda 1. What is Local SEO? 2. How to Improve Your Local SEO, including: • Optimizing Google My Business • Creating local listings • Generating localized content • Obtaining online reviews • Increasing domain authority
  3. 3. sales@pamannmarketing.com 973-664-7775 3 PamAnnMarketing.com/Slides @PamAnnMarketing Download Slides Download these slides at: PamAnnMarketing.com/Slides
  4. 4. sales@pamannmarketing.com 973-664-7775 4 PamAnnMarketing.com/Slides @PamAnnMarketing Hold Questions To ensure that we get through all of the material, please hold questions until the end. I’m also happy to answer further questions in the hallway after the session.
  5. 5. sales@pamannmarketing.com 973-664-7775 5 PamAnnMarketing.com/Slides @PamAnnMarketing About Me/Us • Coding since 6 years old • Creating websites since 1997 • Driving traffic to websites professionally since 2005 • Marketing MBA • Nationwide Conference Speaker • Guest-Lecturer at universities such as NYU and Centenary University • In business 7+ years • Provide services & training for SEO, PPC, and Google Analytics • Google-Certified Partner Agency • Won several awards • Recently launched private-label division (Stealth™ Search and Analytics) for reselling our services
  6. 6. sales@pamannmarketing.com 973-664-7775 6 PamAnnMarketing.com/Slides @PamAnnMarketing What is Local SEO? “Local SEO” primarily refers to optimizing a business to appear in the “local pack” on search results. The “local pack” is the section of local listings that typically appears below the text ads and above the organic (unpaid) results.
  7. 7. sales@pamannmarketing.com 973-664-7775 7 PamAnnMarketing.com/Slides @PamAnnMarketing What is Local SEO? The contents of the local pack are Google My Business listings. These are the same listings that are found on Google Maps.
  8. 8. sales@pamannmarketing.com 973-664-7775 8 PamAnnMarketing.com/Slides @PamAnnMarketing What is Local SEO? A company’s Google My Business Listing is also used to inform the “knowledge panel” that can come up on the right side of search results when a company is searched for by name.
  9. 9. sales@pamannmarketing.com 973-664-7775 9 PamAnnMarketing.com/Slides @PamAnnMarketing What is Local SEO? There are a variety of factors that impact a company’s position in the local pack.
  10. 10. sales@pamannmarketing.com 973-664-7775 10 PamAnnMarketing.com/Slides @PamAnnMarketing Google My Business Factors: Proximity The #1 strongest factor in determining which listings show up high in the local pack is proximity between the business location and the point of search. Point of search can either come from adding a location to a search (i.e. “Plumber Mahwah NJ”), or from the searcher’s current location.
  11. 11. sales@pamannmarketing.com 973-664-7775 11 PamAnnMarketing.com/Slides @PamAnnMarketing Google My Business Factors: Proximity To optimize for proximity, ensure that your business has a verified Google My Business listing. Don’t have a physical office? You can still create a GMB listing as a “service area business.” You CANNOT use mailbox rentals for a GMB listing. Create, verify, or manage GMB listings at: https://business.google.com/
  12. 12. sales@pamannmarketing.com 973-664-7775 12 PamAnnMarketing.com/Slides @PamAnnMarketing Google My Business Factors: Proximity Regular GMB Listing (Address Shown) Service Area Listing (Address Hidden) You own or rent your own physical office space You work from home You share office space with other companies (either traditional office space or coworking) AND have your own signage at the facility You rent JUST a mailbox (not office space) (PO Box, Mailboxes Etc., UPS Store, Virtual Office/Coworking facility) You rent space at a virtual office or coworking facility, but do not have your own signage there
  13. 13. sales@pamannmarketing.com 973-664-7775 13 PamAnnMarketing.com/Slides @PamAnnMarketing Other Google My Business Factors  Fully completed listing with photos  Proper business category selections  Local area code in phone number on GMB listing  Quantity and rating of reviews  Keywords and location name in business name* *Don’t fake this! You’re just in luck if your business name has good keywords and a location in it
  14. 14. sales@pamannmarketing.com 973-664-7775 14 PamAnnMarketing.com/Slides @PamAnnMarketing Link Factors  Overall amount of high- quality inbound links to your website  Amount of high-quality inbound links from local websites (i.e. local Patch sites, chambers of commerce, etc.)
  15. 15. sales@pamannmarketing.com 973-664-7775 15 PamAnnMarketing.com/Slides @PamAnnMarketing On-Page Factors  GMB name, address, and phone (“NAP”) matches address listed on website  NAP on website marked up with Schema.org markup
  16. 16. sales@pamannmarketing.com 973-664-7775 16 PamAnnMarketing.com/Slides @PamAnnMarketing On-Page Factors  Keywords and location in website title
  17. 17. sales@pamannmarketing.com 973-664-7775 17 PamAnnMarketing.com/Slides @PamAnnMarketing On-Page Factors  Website has a lot of high-quality content about the product/service
  18. 18. sales@pamannmarketing.com 973-664-7775 18 PamAnnMarketing.com/Slides @PamAnnMarketing On-Page Factors  Website has high-quality localized content* *Do NOT just create a bunch of similar/crappy pages about each location that you serve. Get creative and work location names into high-quality content like testimonials, case studies, and photo gallery image tags.
  19. 19. sales@pamannmarketing.com 973-664-7775 19 PamAnnMarketing.com/Slides @PamAnnMarketing Do NOT Do This!
  20. 20. sales@pamannmarketing.com 973-664-7775 20 PamAnnMarketing.com/Slides @PamAnnMarketing On-Page Factors  Mobile-friendly (responsive) website https://search.google.com/test/mobile-friendly
  21. 21. sales@pamannmarketing.com 973-664-7775 21 PamAnnMarketing.com/Slides @PamAnnMarketing On-Page Factors  Fast-loading website https://developers.google.com/ speed/pagespeed/insights/ https://www.webpagetest.org /lighthouse  Minimum Scores: 80 Mobile / 80 Desktop  Minimum ”Performance” Score: 65
  22. 22. sales@pamannmarketing.com 973-664-7775 22 PamAnnMarketing.com/Slides @PamAnnMarketing What is a Citation? “A local citation is any online mention of the name, address, and phone number for a local business.” -Moz
  23. 23. sales@pamannmarketing.com 973-664-7775 23 PamAnnMarketing.com/Slides @PamAnnMarketing Citation Factors  Quantity of Citations on High-Quality Sites  Completeness of Listings  Proper Business Category Selections  Consistency of Citation Data (NAP)  Lack of Duplicate Listings
  24. 24. sales@pamannmarketing.com 973-664-7775 24 PamAnnMarketing.com/Slides @PamAnnMarketing Citation Tools Moz Local Yext BrightLocal Whitespark Create Listings Automatically on partner sites + the 4 aggregators* Automatically on partner sites + 1 aggregator* Pay them to do it for you (per-listing fee + aggregator subscriptions) Pay them to do it for you (per- listing fee + aggregator subscriptions) Remove Duplicates On 10 partner sites* On 84 partner sites* Manually Manually Citation Monitoring & Reporting On 10 partner sites On 84 partner sites Yes, automatically for top 50 sites Manual Review Monitoring Included in Professional & Premium plans Included in highest- priced plan Yes, included with all monthly plans Available for extra monthly fee Best For… All businesses (easiest way to get in the aggregators + some other top sites Businesses that have a lot of data errors or duplicates to correct, or that need to build a lot of listings quickly All businesses should use for citation reporting / monitoring + review monitoring Businesses that have a lot of data errors or duplicates to correct Pricing $99 - $249 per year $199 - $999 per year $29 - $79/mo for monitoring, $3/listing for creation, $55/yr for top 4 aggregators $4 to $5/listing for creation, $279 to $679/location one- time for cleanup, $149/location one-time for top 4 aggregators*, $35 - $215/mo for review monitoring*Requires ongoing subscription to keep created/edited listings live
  25. 25. sales@pamannmarketing.com 973-664-7775 25 PamAnnMarketing.com/Slides @PamAnnMarketing Data Aggregators Local Data Aggregators push information about local businesses to other listing sites. The 4 main local aggregators are: • Infogroup • Factual • Acxiom • Localeze Moz Local or Bright Local offer the easiest ways to submit to the top 4 aggregators
  26. 26. sales@pamannmarketing.com 973-664-7775 26 PamAnnMarketing.com/Slides @PamAnnMarketing Review Factors  Number & Sentiment of GMB Reviews  Number & Sentiment of All Reviews on Web
  27. 27. sales@pamannmarketing.com 973-664-7775 27 PamAnnMarketing.com/Slides @PamAnnMarketing Review Tips  Always provide top-notch service.  Always ask for feedback. Direct negative feedback to a private survey, and positive feedback to GMB and/or other online sites.  No, you can’t delete negative reviews, but you can report negative reviews that violate the terms of that site.  Bury negative reviews with a high quantity of positive reviews. • 85% of people read reviews before trying a new business • 79% trust a positive review as much as a personal recommendation
  28. 28. sales@pamannmarketing.com 973-664-7775 28 PamAnnMarketing.com/Slides @PamAnnMarketing Review Tips  Do NOT solicit or buy fake reviews  Do NOT build a ton of reviews at once. Build them gradually at a natural pace.  Yes, Yelp’s review algorithm sucks, but it is what it is.  Solicit positive reviews from active Yelpers, those are more likely to not get filtered out than inactive Yelpers.
  29. 29. sales@pamannmarketing.com 973-664-7775 29 PamAnnMarketing.com/Slides @PamAnnMarketing Behavior & Personalization Factors  Click-through-rate from search results  Clicks-to-call on mobile local pack  Clicks on driving directions  Personalization of results  People who have visited your website before may see it appear higher in search results than new visitors
  30. 30. sales@pamannmarketing.com 973-664-7775 30 PamAnnMarketing.com/Slides @PamAnnMarketing Behavior & Personalization • Write catchy title tags & meta descriptions
  31. 31. sales@pamannmarketing.com 973-664-7775 31 PamAnnMarketing.com/Slides @PamAnnMarketing Behavior & Personalization • Ensure your website is user-friendly Ask friends/colleagues to use your website and give you feedback
  32. 32. sales@pamannmarketing.com 973-664-7775 32 PamAnnMarketing.com/Slides @PamAnnMarketing Behavior & Personalization Add new website content frequently (i.e. blog articles) to keep users coming back
  33. 33. sales@pamannmarketing.com 973-664-7775 33 PamAnnMarketing.com/Slides @PamAnnMarketing Behavior & Personalization • Publish posts, events, product sales, and offers on GMB
  34. 34. sales@pamannmarketing.com 973-664-7775 34 PamAnnMarketing.com/Slides @PamAnnMarketing Social Signals • Build a strong social media following • Share high-quality website content on social frequently
  35. 35. sales@pamannmarketing.com 973-664-7775 35 PamAnnMarketing.com/Slides @PamAnnMarketing Google My Business (GMB)  Create or verify listing  Ensure listing is 100% complete (including photos)  Use local phone number in listing On-Page  Ensure NAP (name, address, phone) on website matches NAP on GMB  Add Schema markup to NAP on site  Add keywords & location to website title tags (esp. homepage)  Add a lot of high-quality topical & local content (articles/case studies)  Ensure site is mobile-friendly & fast Citations  Add listings to top 50 sites + top 4 aggregators (manual or tools)  Ensure all listings are 100% complete  Ensure listings have proper business categories  Ensure NAP (name, address, phone) data is consistent across listings & avoid duplicate listings Behavioral Personalization  Write catchy title tags & meta descriptions  Ensure your website is user-friendly  Add new content frequently (i.e. blog articles)  Publish posts, events, product sales, and offers on GMB Links  Acquire links naturally from HIGH-QUALITY websites  Acquire links naturally acquire links from LOCAL websites Reviews  Always provide top-notch service & ask for feedback  Direct neg. feedback to a private survey, and positive feedback to GMB and/or other sites  Report negative reviews that violate terms  Bury neg. reviews with many positive reviews  NEVER solicit or buy fake reviews  NEVER build a ton of reviews at once  On Yelp, try to get reviews from active Yelpers ©2018 Pam Ann Marketing, LLC The 2018 Local SEO Checklist - by Pam Ann Marketing Social Signals  Build a strong social media following  Share high-quality website content
  36. 36. sales@pamannmarketing.com 973-664-7775 36 PamAnnMarketing.com/Slides @PamAnnMarketing BrightLocal’s Top 25 Citations  facebook.com  mapsconnect.apple.com  business.google.com  bingplaces.com  foursquare.com  mapquest.com  yelp.com  yellowpages.com  angieslist.com  merchantcircle.com  yellowbook.com  manta.com  superpages.com  kudzu.com  local.com  local.botw.org  spoke.com  chamberofcommerce.com  hotfrog.com  communitywalk.com  2findlocal.com  company.com  brownbook.net  tupalo.com  ibegin.com Top 4 Aggregators  expressupdate.com (Infogroup)  factual.com  acxiom.com  neustarlocaleze.biz Top 50 Citation Sites of 2018 + Top 4 Data Aggregators + Tools BrightLocal’s Top 26-50  worldweb.com  where2go.com  citysquares.com  ezlocal.com  ebusinesspages.com  cylex-usa.com  getfave.com  bizhwy.com  lacartes.com  myhuckleberry.com  hub.biz  cityinsider.com  wand.com  n49.com  yelloyello.com  opendi.us  fyple.com  us.bizadee.com  callupcontact.com  mysheriff.net  smartguy.com  finduslocal.com  nexport.com  wowcity.com  wherezit.com Source for Top 50 List: https://www.brightlocal.com/2018/0 2/08/top-50-local-citation-sites/#USA Top Local SEO Tools  moz.com/products/local  brightlocal.com  yext.com  whitespark.ca
  37. 37. sales@pamannmarketing.com 973-664-7775 37 PamAnnMarketing.com/Slides @PamAnnMarketing Download Slides Download these slides at: PamAnnMarketing.com/Slides

×