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Onsite Local Search
Optimization Best Practices
Adam Dorfman, SIM Partners, @phixed
Image: http://knowyourmeme.com/memes/t...
@phixed
The Site
http://www.logansquareautorepair.com
@phixed
Technical Audit
@phixed
NAP Information and
Formatting
@phixed
NAP Information and
Formatting
The Good
• Local phone number (no 800#s!)
• Crawlable phone and address
• Hours of ...
@phixed
Domain Name, Site Hierarchy, & URL
Optimization
The Good
• Domain name = Business Name
• Keyword rich domain name
...
@phixed
Indexation / Duplicate Content / Redirects
The Good
• Fully indexed
• Minimal internal duplicate
content
The Bad
•...
@phixed
Faster page load times lead to increased engagement and
conversions and may improve organic ranking.
Page Speed
ht...
@phixed
The Good
• Prioritized visible content
• Reduced server response time
• Avoided redirects
The Bad
• Not minifying ...
@phixed
Internal Site Links
The Good
• Crawlable links with good
anchor text exist within
primary navigation
The Bad
• Few...
@phixed
Robots.txt / Sitemap.xml
The Good
• Robots.txt exists and isn’t
preventing indexing
• Sitemap.xml file exists
The ...
@phixed
Header Optimization
The Good
• Title tag, meta
descriptions exist
The Bad
• Title/Metas Not unique
from one anothe...
@phixed
Mobile
Experience
http://knowyourmeme.com/memes/the-good-the-bad-and-the-ugly/photos
@phixed
Mobile Experience
http://mobiletest.me/
@phixed
Mobile Experience
http://mobiletest.me/
UGLY
@phixed
Mobile Experience
http://mobiletest.me/
@phixed
Mobile Experience
http://mobiletest.me/
@phixed
Mobile Experience
http://mobiletest.me/
Bad
@phixed
Mobile Experience
The Good
• Mobile experience exists
• Responsive design
The Bad
• Mobile oriented calls to actio...
@phixed
Microformatting
@phixed
@phixed
Microformatting: Schema
Source: https://www.flickr.com/photos/danbri/5925660995/
@phixed
Microformatting: Schema
@phixed
Microformatting: Schema
@phixed
The Good
• Markup for auto repair
• Markup for offer
The Bad
• Review aggregate markup incomplete
The Ugly
• No sc...
@phixed
Creating Your Schema Markup
http://schema-creator.org/
@phixed
https://developers.google.com/structured-data/testing-tool/
Testing Your Schema Markup
@phixed
Schema for SMBs
Organization
Person
Postal Address
Business Type
Product
Coupons
Reviews
Breadcrumbs
Photos
Videos...
@phixed
Microformatting: Facebook Open Graph
@phixed
Microformatting: Facebook Open Graph
UGLY
@phixed
Microformatting: Facebook Open Graph
@phixed
Microformatting: Facebook Open Graph
@phixed
Using Twitter Cards allows webmasters to attach photos and
videos to tweets in order to drive traffic and revenue ...
@phixed
Using Twitter Cards allows webmasters to attach photos and
videos to tweets in order to drive traffic and revenue ...
@phixed
Microformatting: Twitter Cards
@phixed
Microformatting: Twitter Cards
Bad
@phixed
Microformatting: Twitter Cards
More Info
https://dev.twitter.com/cards/overview
http://searchengineland.com/use-tw...
@phixed
Microformatting: Twitter Cards
@phixed
Onsite Content
http://i1.kym-cdn.com/photos/images/facebook/000/856/103/d14.jpg
@phixed
Media Types
The Good
• Video from YouTube
channel embedded on
homepage
The Bad
• Video is generic
• No markup on v...
@phixed
Page Types
The Good
• The right pages exist on
the site
The Bad
• Content is generic and not
unique
The Ugly
• “Bl...
@phixed
Reviews
The Good
• Lots of positive reviews
• Schema implemented
properly
• Controlling reputation in
SERPs
The Ba...
@phixed
Call To Actions The Good
• Four solid call to actions
exist (Coupons, Appt,
Directions, Phone)
• Prominent call to...
@phixed
ThankYou!
Adam Dorfman
adorfman@simpartners.com
www.simpartners.com
http://knowyourmeme.com/photos/856378-the-good...
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The Good, The Bad, & The Ugly in Onsite Local Search Optimization

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Using a couple sites as a case study, we look at the onsite SEO factors that contribute to top performance in search engines. Microformatting, URLs, NAP, duplicate content, calls to actions, and much more covered.

Published in: Marketing
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The Good, The Bad, & The Ugly in Onsite Local Search Optimization

  1. 1. Onsite Local Search Optimization Best Practices Adam Dorfman, SIM Partners, @phixed Image: http://knowyourmeme.com/memes/the-good-the-bad-and-the-ugly
  2. 2. @phixed The Site http://www.logansquareautorepair.com
  3. 3. @phixed Technical Audit
  4. 4. @phixed NAP Information and Formatting
  5. 5. @phixed NAP Information and Formatting The Good • Local phone number (no 800#s!) • Crawlable phone and address • Hours of operation included • Easy to find on the homepage The Bad • Spread out and not collected together The Ugly • Business name inside an image More Info: http://www.bluecorona.com/faq/what-does-nap-stand-for-and-does-it-help-local-seo
  6. 6. @phixed Domain Name, Site Hierarchy, & URL Optimization The Good • Domain name = Business Name • Keyword rich domain name • Flat site hierarchy • “-” as word seperators • Logical sub-page names The Bad • Inconsistent capitalization More Information • http://www.localvisibilitysystem.com/2013/05/29/ how-to-name-your-local-landing-pages/ • https://yoast.com/site-structure-seo/ • http://moz.com/blog/15-seo-best-practices-for- structuring-urls
  7. 7. @phixed Indexation / Duplicate Content / Redirects The Good • Fully indexed • Minimal internal duplicate content The Bad • Some content sourced externally • No canonical tags The Ugly • 302 Redirects exist More Information • http://moz.com/learn/seo/duplicate-content • http://moz.com/learn/seo/redirection
  8. 8. @phixed Faster page load times lead to increased engagement and conversions and may improve organic ranking. Page Speed https://developers.google.com/speed/pagespeed/insights/
  9. 9. @phixed The Good • Prioritized visible content • Reduced server response time • Avoided redirects The Bad • Not minifying JavaScript • Not minifying CSS and HTML The Ugly • Not compressing resources • Not leveraging browsing caching Page Speed
  10. 10. @phixed Internal Site Links The Good • Crawlable links with good anchor text exist within primary navigation The Bad • Few in body content The Ugly • None in body content on homepage More Info • http://moz.com/learn/seo/internal- link • http://blog.hubspot.com/blog/tabid/ 6307/bid/31388/How-to-Use- Internal-Linking-to-Improve-Your- Website-s-SEO.aspx
  11. 11. @phixed Robots.txt / Sitemap.xml The Good • Robots.txt exists and isn’t preventing indexing • Sitemap.xml file exists The Bad • Sitemap.xml is outdated and missing indexed URLs More Info • http://www.rimmkaufman.com/blog/ robots-txt-best-practices-for- seo/03072012/ • http://googlewebmastercentral.blog spot.com/2014/10/best-practices- for-xml-sitemaps-rssatom.html
  12. 12. @phixed Header Optimization The Good • Title tag, meta descriptions exist The Bad • Title/Metas Not unique from one another • Internal page title tags not geo-specific The Interesting • Call tracking overlay JS discovered (Gold Star!) More Info • http://searchenginewatch.com/sew/ how-to/2067564/how-to-use-html- meta-tags
  13. 13. @phixed Mobile Experience http://knowyourmeme.com/memes/the-good-the-bad-and-the-ugly/photos
  14. 14. @phixed Mobile Experience http://mobiletest.me/
  15. 15. @phixed Mobile Experience http://mobiletest.me/ UGLY
  16. 16. @phixed Mobile Experience http://mobiletest.me/
  17. 17. @phixed Mobile Experience http://mobiletest.me/
  18. 18. @phixed Mobile Experience http://mobiletest.me/ Bad
  19. 19. @phixed Mobile Experience The Good • Mobile experience exists • Responsive design The Bad • Mobile oriented calls to action missing or hidden • Slow loading, unoptimized More Info • http://www.entrepreneur.com/article/231832 • https://developers.google.com/webmasters/m obile-sites/
  20. 20. @phixed Microformatting
  21. 21. @phixed
  22. 22. @phixed Microformatting: Schema Source: https://www.flickr.com/photos/danbri/5925660995/
  23. 23. @phixed Microformatting: Schema
  24. 24. @phixed Microformatting: Schema
  25. 25. @phixed The Good • Markup for auto repair • Markup for offer The Bad • Review aggregate markup incomplete The Ugly • No schema around the NAP • No schema around the hours of operation Schema Microdata
  26. 26. @phixed Creating Your Schema Markup http://schema-creator.org/
  27. 27. @phixed https://developers.google.com/structured-data/testing-tool/ Testing Your Schema Markup
  28. 28. @phixed Schema for SMBs Organization Person Postal Address Business Type Product Coupons Reviews Breadcrumbs Photos Videos Events Map http://www.searchenginejournal.com/how-to-use-schema- markup-for-local-seo/60245/ http://moz.com/ugc/getting-the-most-out-of-schemaorg- microformats http://searchengineland.com/13-semantic-markup-tips-for-2013- a-local-seo-checklist-143708
  29. 29. @phixed Microformatting: Facebook Open Graph
  30. 30. @phixed Microformatting: Facebook Open Graph UGLY
  31. 31. @phixed Microformatting: Facebook Open Graph
  32. 32. @phixed Microformatting: Facebook Open Graph
  33. 33. @phixed Using Twitter Cards allows webmasters to attach photos and videos to tweets in order to drive traffic and revenue to their sites More Info https://dev.twitter.com/cards/overview http://searchengineland.com/use-twitter-cards-for-branding-local-seo-166388 http://www.forbes.com/sites/jaysondemers/2014/03/20/the-definitive-guide-to-using-twitter-cards/ Microformatting: Twitter Cards
  34. 34. @phixed Using Twitter Cards allows webmasters to attach photos and videos to tweets in order to drive traffic and revenue to their sites More Info https://dev.twitter.com/cards/overview http://searchengineland.com/use-twitter-cards-for-branding-local-seo-166388 http://www.forbes.com/sites/jaysondemers/2014/03/20/the-definitive-guide-to-using-twitter-cards/ Microformatting: Twitter Cards UGLY
  35. 35. @phixed Microformatting: Twitter Cards
  36. 36. @phixed Microformatting: Twitter Cards Bad
  37. 37. @phixed Microformatting: Twitter Cards More Info https://dev.twitter.com/cards/overview http://searchengineland.com/use-twitter-cards-for-branding-local-seo-166388 http://www.forbes.com/sites/jaysondemers/2014/03/20/the-definitive-guide-to- using-twitter-cards/
  38. 38. @phixed Microformatting: Twitter Cards
  39. 39. @phixed Onsite Content http://i1.kym-cdn.com/photos/images/facebook/000/856/103/d14.jpg
  40. 40. @phixed Media Types The Good • Video from YouTube channel embedded on homepage The Bad • Video is generic • No markup on video The Ugly • No unique photos (all stock) More Info • https://support.google.com/webma sters/answer/2413309?hl=en • http://www.wix.com/blog/2014/07/o ptimize-images-for-websites/
  41. 41. @phixed Page Types The Good • The right pages exist on the site The Bad • Content is generic and not unique The Ugly • “Blog” page is from a Twitter feed for @cars4badcredit More Info • http://www.localvisibilitysystem.co m/2014/01/09/21-pages-a-small- local-business-site-needs-for-tip- top-local-visibility/
  42. 42. @phixed Reviews The Good • Lots of positive reviews • Schema implemented properly • Controlling reputation in SERPs The Bad • Filtered and pulled without attribution or links from 3rd party sources
  43. 43. @phixed Call To Actions The Good • Four solid call to actions exist (Coupons, Appt, Directions, Phone) • Prominent call to actions on homepage • Coupons have near-future expiration dates The Ugly • Call tracking number indexed by Google More Info • http://searchengineland.com/10 -simple-things-smb-websites- need-to-fix-before-seo-88585
  44. 44. @phixed ThankYou! Adam Dorfman adorfman@simpartners.com www.simpartners.com http://knowyourmeme.com/photos/856378-the-good-the-bad-and-the-ugly

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