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Local SEO For The Small Business Owner

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Over 50% of search queries have local intent. Local search has become one of the most important aspects of search engine optimization for small and medium sized businesses.

Local SEO is the process of optimizing a business for specific products or services in a specific location. This month we'll get into the details of how to succeed with a local SEO strategy. Whether you have a single location or multiple locations, a local SEO strategy will help you bring in additional customers.

Small businesses have the same needs as big businesses, except without the budgets, resources, personnel, and time. What steps does a typical small business take to be in the right place at the right time when people are looking for them? We'll cover local from top to bottom including:

• Keyword Research & Targeting
• On-Page Factors
• Google My Business Listing
• Local Citations / NAP Listings
• Industry & Local Specific Links
• Reviews

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Local SEO For The Small Business Owner

  1. 1. PATRICK STOX https://www.linkedin.com/in/patrickstox @patrickstox http://www.TheeDesign.com LOCAL SEO
  2. 2. http://think.storage.googleapis.com/docs/how-advertisers-can-extend-their-relevance-with- search_infographics.pdf
  3. 3. https://moz.com/local-search-ranking-factors
  4. 4. KEYWORD RESEARCH & TARGETING https://adwords.google.com/KeywordPlanner http://keywordtool.io/ http://www.semrush.com/ https://ahrefs.com/positions-explorer
  5. 5. HYPERLOCAL & LOCATION Boylan Heights Brier Creek Cameron Park Cameron Village Capital District Fairmont Fayetteville Street Five Points Glenwood South Lassiter Mill Moore Square Mordecai North Hills Northeast Raleigh Oakwood Umstead Wade Warehouse District
  6. 6. ON-PAGE SEO Don’t expect to outrank companies with a physical presence in a city and who are active unless you put in the work
  7. 7. KEY ELEMENTS FOR SEO •TITLE TAG •HEADER TAGS •URL •CONTENT •IMAGE FILE NAME & ALT TEXT •SPEED •INTERNAL LINKING •ANCHOR TEXT •NAP
  8. 8. MOST ASKED QUESTIONS FOR STORES
  9. 9. KEY LANDING PAGE CONSIDERATIONS •HEADLINE •PAGE CONTENT •IMAGES •VIDEOS •TRUST INDICATORS •COLORS •DESIGN •LAYOUT •OFFER •USP •CALL TO ACTION
  10. 10. LOCAL CONTENT SILOS
  11. 11. SCHEMA MICRODATA & JSON-LD https://schema.org/ http://json-ld.org/
  12. 12. TYPES OF GOOGLE+ PAGES Personal Brand My Business
  13. 13. GOOGLE MY BUSINESS https://www.google.com/business Guidelines: https://support.google.com/business/answer/3038177 Contact: https://support.google.com/business/contactflow?hl=en
  14. 14. WHAT TO LOOK FOR •Business name •Address •Phone Number •Website •Categories •Hours •Good description (include links) •Profile Photo •Cover Photo (can be animated) •Other Photos •Email Address (on domain) •Claim custom URL when you can •Join Communities •Follow others •Links
  15. 15. MY BUSINESS INSIGHTS
  16. 16. LOCAL CITATIONS / NAP LISTINGS Parts of your business data including Name, Address, Phone #, but can also include data such as website, email, hours, etc.
  17. 17. https://moz.com/learn/local/local-search-data-us
  18. 18. EXPERT CITATION SURVEY •55% say accurate citations are 'critical' to local search ranking •71% say quality of citations is more important than quantity •45% say you should update existing citations before building new ones •57% say that it is 'very important' to merge or delete duplicate citations •Local Gov sites are rated the highest unstructured citation sites (20%) https://www.brightlocal.com/2015/03/12/expert-citation-survey-2015/
  19. 19. https://www.whitespark.ca/top-local-citation-sources-by-country
  20. 20. PREPARE FOR THE CALLS
  21. 21. TOOLS / SERVICES RoboForm LastPass Moz Local Yext WhiteSpark Bright Local Dupe Finder - http://www.michaelcottam.com/google- business-page-finder/ NAP Hunter: https://chrome.google.com/webstore/detail/nap- hunter/ligeiippheclogiddffemogcgpjmieao
  22. 22. MORE ABOUT CITATIONS Make sure your citations are on your site Citation cleanup and optimization often takes a second or third round Partial / Unstructured citations on sites such as social profiles, youtube videos, job ads, media, events, etc. What gets normalized in business data is okay!
  23. 23. INDUSTRY & LOCAL LINKS BBB, chamber, local directories, meetups, sponsorships, industry associations and organizations, events, charities, media mentions, university discounts or scholarships, jobs, awards, certifications, speaking engagements, coupons Find links of competitors: Ahrefs Open Site Explorer Majestic
  24. 24. REVIEWS
  25. 25. Trust “Millennials value crowd-sourced reviews over recommendations from family and friends.” -Duane Forrester of Bing
  26. 26. BEST PRACTICES AND TIPS • Start with google but don’t stop there! • On Google: 5 reviews to see stars, but still won’t get you a 5 star rating • Monitor and respond to reviews • Ask for reviews, review instruction sheets, redirects on domain, follow-up emails, satisfaction questionnaires
  27. 27. BAD PRACTICES OF SEO COMPANIES •They Promise #1 rankings or guarantee results •They say they have a guy at Google •They sell packages before they determine your needs •They use Call Tracking Numbers on Google My Business or important NAP listings •They setup their own site •They own your domain •They own your website or content •They don’t get your onsite SEO right •They don’t do redirects after a new design •Duplicating social posts •Duplicating page content •They won’t give you access to your Analytics •They don’t filter your Analytics spam •They don’t give you access to your AdWords •They don’t setup goal tracking •Link networks or PBNs •They don’t report on activities •They don’t ask questions about your business •They still use PageRank as a metric •They send lots of unsolicited emails •They have bad reviews
  28. 28. OTHER RESOURCES http://localseochecklist.org/ https://www.whitespark.ca/top-local-citation-sources-by-country https://moz.com/learn/local/citations-by-category https://www.brightlocal.com/2014/10/09/top-citation-sites/ http://synup.com/lists/ideas-to-generate-reviews.html http://localseochecklist.org/citation-submission-services/ http://synup.com/lists/citation-building.html
  29. 29. THANKS PATRICK STOX https://www.linkedin.com/in/patrickstox @patrickstox http://www.TheeDesign.com

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