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Search influence University - How To Boost Your Local Search Rankings

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In conjunction with New Orleans Tech Week 2016, Paula Keller presents "How To Boost Your Local Search Rankings". Ranging from on-site local optimizations to off-site local listing and review strategies, these ideas are great ways to improve your business's visibility to potential customers.

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Search influence University - How To Boost Your Local Search Rankings

  1. 1. Confidential, Property of Search Influence, LLC © 2016 HOW TO BOOST YOUR LOCAL SEARCH RANKINGS Paula Keller French Director of Account Management Workshop by
  2. 2. Search Influence 90 full and part-time employees 120 contract writers Google AdWords & Analytics Certified Staff Google Certified Partner ABOUT SEARCH INFLUENCE Reputation 2011 Inc. 500 honoree SEL Columnists, SMX, LocalU, Pubcon, mozcon, Searchfest and more Two decades in online media Best Places to Work, 2014 & 2016
  3. 3. WHAT KIND OF BUSINESSES NEED LOCAL SEO?
  4. 4. ANY BUSINESS THAT GETS SOME, OR ALL, OF ITS CLIENTS LOCALLY
  5. 5. Businesses that sell services or products to customers at their location B2C: BRICK AND MORTAR
  6. 6. Businesses that sell services or products to other businesses B2B
  7. 7. Businesses that sell services within a particular area SERVICE AREA BUSINESSES
  8. 8. GOOGLE MATTERS MOST
  9. 9. SEO SEARCH RANKINGS MATTER
  10. 10. THE BENEFITS OF LOCAL SEO
  11. 11. Local Search Results Organic Search Results Paid Search Results UNDERSTANDING THE SEARCH RESULTS “Natural” “Maps” or “Snack Pack” Google AdWords or “PPC” = = =
  12. 12. Local Search Results Organic Search Results Paid Search Results UNDERSTAND YOUR SEARCH RESULTS
  13. 13. Google’s Local Maps Pack Slims Down FROM 7 TO 3
  14. 14. Confidential, Property of Search Influence, LLC © 2016 WHAT’S CHANGED?
  15. 15. Confidential, Property of Search Influence, LLC © 2016 WHAT’S CHANGED? · Full address is no longer displayed · No more links to the business’ Google+ page · Business hours are now easily seen BEFORE AFTER
  16. 16. Confidential, Property of Search Influence, LLC © 2016 STAY COMPETITIVE IN THE NEW 3 PACK · Feed Google info about your business via Google My Business · Input ALL the info you can · Optimize your website’s on-page content for local search · Optimize your website’s off-site signals for local search · Earn local reviews on Google, Yelp, TripAdvisor, etc. · Earn links through offline marketing
  17. 17. UNDERSTANDING GOOGLE MY BUSINESS
  18. 18. · Google My Business 101 · Page Type Differentiation · Best Practices & Guidelines · Claiming and Verifying Google My Business Pages · Requesting Admin Access GMB 101: A CRASH COURSE
  19. 19. GOOGLE MY BUSINESS
  20. 20. DIFFERENTIATING BETWEEN PAGE TYPES WITH THE NEW GOOGLE MY BUSINESS Local (Storefront/Service Area) vs. Brand vs. Personal
  21. 21. LOCAL GOOGLE MY BUSINESS PAGE
  22. 22. · If verified, has a “checkmark” on main business page · ALWAYS has an address on the About page · NEVER displays an email address · Has a corresponding Maps listing GOOGLE MY BUSINESS LOCAL PAGE
  23. 23. If a Service Area Business does not serve its customers at its physical location, its address will not appear in Google Maps.
  24. 24. GOOGLE MY BUSINESS BRAND PAGE
  25. 25. GOOGLE MY BUSINESS BRAND PAGE · Will never have a checkmark next to name · May have an address · May have an email address · Does not integrate with Google Maps
  26. 26. PERSONAL GOOGLE PLUS PAGE
  27. 27. · Differences in the About section · Personal terminology: Education, Employment, Home, Lives in, Gender, etc. · No Verified checkmark on main page · You cannot “claim” a personal page · Does not have any integration with Google Maps PERSONAL GOOGLE PLUS PAGES
  28. 28. CLAIMING YOUR GOOGLE MY BUSINESS PAGE
  29. 29. WHAT IF MY GOOGLE MY BUSINESS PAGE IS VERIFIED?
  30. 30. CLAIM & UPDATE LOCAL LISTINGS
  31. 31. IMPORTANT LOCAL LISTING SOURCES INDIVIDUAL SITES · Bing · Yelp · Facebook · Apple Maps · Foursquare · YP · Superpages DATA DISTRIBUTORS · Acxiom · Factual · Localeze INDUSTRY SPECIFIC
  32. 32. ESTABLISH A CONSISTENT NAP + W Name Address Phone # Website
  33. 33. HOW TO GAIN MORE LOCAL REVIEWS
  34. 34. Source: https://www.brightlocal.com/2014/08/14/5-visual-stats-power-of-online-reviews/ WHY DO REVIEWS MATTER?
  35. 35. · Unique content is being added to the site regularly SEO BENEFITS · Online reviews on sites like Google+ and Yelp help with local rankings · Eye-catching Rich Snippets in SERPs
  36. 36. WHAT TO DO · Provide a section to leave reviews on your site · Request reviews from your customers! · Email marketing (newsletters, offers, post-purchase, post-visit, and confirmations) · In office signage · Business cards with URLs · Publish fake reviews under a false profile · Duplicate of review content · Reward customers for leaving a review WHAT NOT TO DO
  37. 37. WEBSITE OPTIMIZATION TACTICS FOR LOCAL
  38. 38. ON SITE CONTENT PAGE TITLES PAGE HEADINGS (H1) META DESCRIPTIONS FRIENDLY URL
  39. 39. ON SITE CONTENT ON-PAGE CONTENT SUBHEADINGS SUBHEADINGS
  40. 40. LOCATION OPTIMIZATIONS
  41. 41. TAKEAWAYS ● Any business that gets, some or all of its clients locally need Local SEO ● Update local listings - Consistency is key! ● Claim your Google My Business page ● Gain more local reviews ● Optimize your website for locally specific content + NAP reinforcement
  42. 42. THANK YOU! QUESTIONS? - PAULA KELLER FRENCH Search Influence 935 Gravier St STE 1300 New Orleans LA 70112 (504) 208-3900 ext 299 www.searchinfluence.com

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