Local SEO is a subset of search engine optimization (SEO) that focuses specifically on ranking for search results based on the searcher's location. In Loco for Local, Globe Runner's Senior SEO Strategist Bill Hartzer will talk about local SEO best practices, useful tips and insider secrets that you can use in making your website rank better in searches relevant to Fort Worth. Topics covered in Loco for Local include: 1. Local listings and citations: What they are, how to make them, how to maintain them 2. Simple changes you can make to your website to help it rank better 3. Online reviews: How they factor into search results and their impact on buyer decisions

1. 2016 SEO Meetup Fort Worth – Loco for Local: A Local SEO
Workshop
Loco for Local:
A Local SEO Workshop

2. 2016 SEO Meetup Fort Worth – Loco for Local: A Local SEO
Workshop
About Me
• Senior SEO Strategist, Globe Runner
• Founder, DFWSEM Association
• Brand Ambassador, Majestic.com
• Personal Blog: www.BillHartzer.com
• Practicing Organic/Natural SEO since 1996

3. 2016 SEO Meetup Fort Worth – Loco for Local: A Local SEO
Workshop
Overview
• Local Search Engine Ranking Factors
• Local listings and citations:
-- What they are
-- How to make them
-- How to maintain them
• Changes for your website to rank better
• Online reviews:
-- How they factor into search results
-- Their impact on buyer decisions

4. 2016 SEO Meetup Fort Worth – Loco for Local: A Local SEO
Workshop
Local Search Engine Results
Paid Ads
Local Listings
Organic Listings

5. 2016 SEO Meetup Fort Worth – Loco for Local: A Local SEO
Workshop
Local Search Engine Ranking Factors
Types of Ranking Factors:
• Local Listing Optimization
• Website signals
• Links to Website
• Reviews
• Social Media

6. 2016 SEO Meetup Fort Worth – Loco for Local: A Local SEO
Workshop
Local listings and citations

7. 2016 SEO Meetup Fort Worth – Loco for Local: A Local SEO
Workshop
How to get local listings, make citations
• Manual methods (sign up for each listing)
• Using a service (multiple listings for a fee)
• Each have their pluses, minuses:
- manual method, keep control over listings
- manual method, takes a lot of time
- using service, contract (no pay, lose control
- using service, saves time (time is money)
• Local Hotshot, Yext, Moz Local, Local Site Submit

8. 2016 SEO Meetup Fort Worth – Loco for Local: A Local SEO
Workshop
How to maintain local listings, citations
• Manual method, you make changes, updates
• Using a service, they make updates, changes for you
• Manual method, you keep track of reviews, etc.
- Set up Google alerts, monitor page changes
- ChangeDetection.com, monitor your local listings

9. 2016 SEO Meetup Fort Worth – Loco for Local: A Local SEO
Workshop
Online reviews

10. 2016 SEO Meetup Fort Worth – Loco for Local: A Local SEO
Workshop
How reviews factor into search results
Reviews Ranking Factors:
• Review Quantity
• Review Velocity
• Review Diversity

11. 2016 SEO Meetup Fort Worth – Loco for Local: A Local SEO
Workshop
Reviews' impact on buyer decisions
• 90% Read Online Reviews Before Visiting Business
• 88% Trust Online Reviews as much as personal recommendations.
• Customers likely to spend 31% more on a biz with Excellent reviews.
• 72% say that positive reviews make them trust a local business more.
• 92% will use a local business if it has at least a 4 Star rating.
• 86% will hesitate to purchase from a business with negative reviews.
• http://www.business2community.com/infographics/impact-online-reviews-customers-buying-decisions-infographic-
01280945#pOMjD0OtODil7ESB.97

12. 2016 SEO Meetup Fort Worth – Loco for Local: A Local SEO
Workshop
Changes for your website to rank better
• Add local address to your website.
• Address consistent with all citations and listings.
• Add Schema.org address markup on your site
• Add testimonial & review markup
• Add person markup on site.

13. 2016 SEO Meetup Fort Worth – Loco for Local: A Local SEO
Workshop
NAP Data on your Website
• Name, Address, Phone Number
• Consistency is highly important. Critical.
• Issues can arise:
-- How company name is spelled out
-- How street name is spelled
-- Suite number listed
-- Phone number listed (multiple phone lines?)

14. 2016 SEO Meetup Fort Worth – Loco for Local: A Local SEO
Workshop
Schema.org Markup
• Search engines got together, formed Schema.org
• Web standard for structured data
• Using structured data on your site helps rankings.
• Gives you leg up over competition (not using it).

15. 2016 SEO Meetup Fort Worth – Loco for Local: A Local SEO
Workshop
Address Markup
Full details here: https://schema.org/address

16. 2016 SEO Meetup Fort Worth – Loco for Local: A Local SEO
Workshop
Testimonial / Review Markup
Full details here: https://schema.org/Review

17. 2016 SEO Meetup Fort Worth – Loco for Local: A Local SEO
Workshop
"Person" Markup
Full details: http://schema.org/Person

18. 2016 SEO Meetup Fort Worth – Loco for Local: A Local SEO
Workshop
Coordinating Content & Social
• Important to coordinate
content on web site &
social media sites
• Post update on site, follow
up on social media
• Engagement on social
media helps search
rankings

19. 2016 SEO Meetup Fort Worth – Loco for Local: A Local SEO
Workshop
Local Hotshot Service
• Local listing, citation services
• Get Listed 100+ Directories, Maps, Other Sites
• Power Reviewer - helps collect reviews
• Website Design & Hosting Service

20. 2015 SEO Meetup Fort Worth – Performing an SEO Audit
Contact Me
Bill Hartzer
Senior SEO Strategist
Globe Runner SEO
Email: Bill@GlobeRunner.com
Mobile: (214) 236-4378
Office: (972) 538-0260
Web: https://globerunner.com
Blog: https://www.billhartzer.com
Twitter: @bhartzer
Facebook: http://www.facebook.com/bhartzer