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Advanced Local SEO - John Dessommes & Phillip Long
The document discusses advanced local SEO strategies, highlighting significant changes since 2014, such as Google My Business integration and the impact of local search on marketing. Key components include the importance of review signals, maintaining consistent NAP (Name, Address, Phone number) across platforms, and the role of structured data to enhance visibility. Additionally, it provides guidelines for responding to reviews and managing business listings effectively to improve local search rankings.
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Advanced Local SEO - John Dessommes & Phillip Long
- 1. Advanced Local SEO Wantto get found locally? Of course you do. John Dessommes and Phillip Long SEO Coordinator Marketing Sidekick #AgentCon16
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- 3. Local SEO Since2014 • Google My Business (6/14) - full integration of Places and Plus • Pigeon Update (7/14) - created closer ties between the local algorithm and organic algorithm(s) • The user is the new center - 2014 local search rankings factors by Moz • 3 pack (8/15) - more competitive, mobile friendly
- 4. Local Impact Local searchdrives more clicks than any other marketing channel
- 5. Local Packs 7 Pack= Good 3 Pack =
- 6. Local Packs Before –7 Pack After – 3 Pack
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- 8. Google My Business •Integrates Google Places, Google+, Google Analytics, AdWords Express and YouTube • Insights (stats) for Google+ page, manage reviews and Google Hangouts are in the same dashboard • Bulk location management added for businesses with more than one location
- 9. 2015 Local SearchRanking Factors Source: Moz.com
- 10. Review Signals According toMoz.com, review signals are 8.4% of the pie when it comes to local rankings. Review Signals • Quantity • Velocity • Diversity
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- 13. NAP • Stands forname, address and phone number • In text, use the exact name, address and phone number on your website, Google My Business and all business listings/citations • Format address on website with schema markup
- 14. NAP • Use samewebsite address for all citations • Use same logo for every business listing • Fill out every business listing completely • Add NAP anywhere you can
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- 17. Advanced Local SEO BeLike Charizard
- 18. Areas We Serve Navigation •Include key cities • Don’t overdo it URL Structure www.abc.com/city/insurance.aspx Flexibility for other city related pages www.abc.com/city/rates.aspx
- 19. Areas We Serve KeyPage Elements • City, state, major keyword in page title and H1 • Content quality and length (500+ words) • Schema markup • Google: structured data testing tool
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- 21. Locations Pages Key PageElements • Hours • Address/contact info • Directions/map • Social • Reviews • Other offices
- 22. Embed Google Map EmbedGoogle Map https://support.google.com/maps/answer/3544418
- 23. Google Map Maker •Google Map Maker allows you to add and update information on Google Maps and Google My Business • Use for rebrands if you don’t want any association with the old business • Use for deleting duplicate listings • For all other scenarios, use Google My Business
- 24. Google 360 Photos •High quality virtual tour shot by trusted photographer • Allows people to experience your location before they see it • Possible ranking boost
- 25. Schema/Structured Data • Improvesthe way your web pages display in the search results • Use https://schema.org/LocalBusiness to mark up your business name, address and phone number on your website • Use https://developers.google.com/structured- data/testing-tool/ to check if it was implemented correctly
- 26. Review Us Page KeyFeatures • Include several different sites • Multiple locations? Multiple options! • Link straight to ‘leave a review’ if possible
- 27. Review Us Page URLstructure: www.abc.com/reviews
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- 29. Google Reviews • 1stthree local results have 472% more reviews than results 4-6 • 80% of searchers trust online reviews as much as personal, word-of-mouth recommendations • Local listings with reviews get more clicks • 61% of searchers find local results more relevant • 50% of phone searchers and 34% of desktop searchers visit local businesses within 24 hours Source:ConversionSciences.com
- 30. How to GetReviews • Organically – be listed everywhere • Review page – on website • Handout – take our worksheet • Email – personal email, email marketing, signature • Snail mail – request/instructions • Video – walkthrough
- 31. How to GetReviews • Social media – use Facebook • QR code – on postcard, sticker or decal, back of business card • Phone call • Insert – included with your product • Mailed marketing materials – include insert • Encourage reviews in responses – be subtle • Ask other policyholder
- 32. How Not toGet Reviews DO NOT • Use a PC in your office for customers to leave reviews • Give money for reviews
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- 34. Responding to Reviews •Respond to all reviews on Google My Business and Yelp • Prove you care • Use reviews as business improvement tools • Negative reviews – own the issue, describe how future customers will not have this issue, offer to fix the issue
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- 36. Finding Duplicate Listings •Use internal search engine on business listing site • Use Google search operator • site: • site:yellowpages.com “abc insurance” “214 555 1212” • Search for all AKAs, previous addresses and phone numbers
- 37. New Location • Updatecitation data first (Moz, Yext, etc.) • Change business name of old GMB page • Don’t mark as closed • Update old website with new business name or 301 redirect old domain to relevant page on new website • Use ‘formerly known as’ on profiles • Don’t change old phone number • Get logins to all profiles, analytics and GWT
- 38. Local Backlinks • Chamberof Commerce • Charities • Local partners • Awards
- 39. Local SEO Questionnaire •Questionnaire is used to give your Local SEO person a clear picture of your agency and its goals.
- 40. Resources to Take LocalSEO Questionnaire Reviews Worksheet
- 41. Thank You Share yourthoughts with us using #AgentCon16
Editor's Notes
- #3 Phillip First we want to talk about what's changed over the past 2 years since our first conference. Google is constantly changing and tinkering with their search results and local search is no different. John will get us started.
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- #6 Phillip What’s better, a 6 pack? Or, a 3 pack? I think we all know the answer to that.
- #7 Phillip Google has reduced the number of agencies that show up in the local search. Remember the local search is below the ads, but above the organic listings.
- #8 Phillip Google has also changed Ad words several times in the past couple years. Used to have a yellow background Then there were ads on the right, but Google found that these ads were essentially worthless Now its just 4 ads at the top of the search, which takes up even more valuable real estate But, this is how Google makes its money, so its not too much of a surprise
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- #11 Phillip Recent research has shown the getting reviews doesn’t have a large impact on organic results. But they still have some say in your local results Quantity of reviews Velocity or consistency And diversity of where you get them
- #12 Phillip There are tons of business listing sites out there, and here are a few popular examples. Want to show up in google maps? You need a google my business page This link at the bottom can give you some great selection when it comes to business listings
- #13 Phillip Here is an example of some of the things whitespark can provide you
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- #18 Phillip This might not make sense to anyone, but the nerd in me liked it. We want to help you evolve your local seo, just like little charmander evolves in charizard.
- #19 Phillip Add it to your nav Keep it short and sweet, 10 tops Structure them the same, leaving flexibility Best if you only have a couple locations, helps you try and capture other traffic
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- #21 Phillip If you have several locations, you can do locations pages, which are very similar to areas we serve pages Photo of storefront/staff
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- #27 Phillip Have a dedicated Review us page on your site Other day in an auto repair shop, I noticed they had a placard that asked for reviews… Make it /reviews and link directly to review locations
- #28 Phillip Multiple sites
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- #38 Phillip Agencies are being acquired all the time. If you are doing the acquiring, keep these things in mind Update citation data in whatever tool you are using We like to create a welcome page for the old clients and point the old domain to it
- #39 Phillip Signals to Google that you are involved locally
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