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How to Increase Sales With Local SEO | #INBOUND16

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How To Increase Sales with Local SEO presented by Jack Jostes at HubSpot's 2016 INBOUND Conference in Boston, MA. Download the full slides + my Local SEO Gold Mine Resource list to get found by more local customers! http://www.ramblinjackson.com/inbound16/

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How to Increase Sales With Local SEO | #INBOUND16

  1. 1. #INBOUND16 HOW TO INCREASE SALES WITH LOCAL SEO Presented by: Jack Jostes
  2. 2. #INBOUND16
  3. 3. #INBOUND16
  4. 4. #INBOUND16 GETTING FOUND IS THE RESULT OF MANY SEPARATE, BUT RELATED ELEMENTS OF MARKETING CALLED LOCAL SEO.
  5. 5. #INBOUND16 Get today’s slides, links, + The Top 5 Local SEO Mistakes at ramblinjackson.com/inbound16 or text INBOUND16 to 442-22
  6. 6. #INBOUND16 WHO IS THIS GUY? Jack Jostes Ramblin Jackson President + CEO
  7. 7. #INBOUND16 WHO IS THIS GUY? Jack Jostes Ramblin Jackson President + CEO
  8. 8. #INBOUND16 1 INTRO TO LOCAL SEO
  9. 9. #INBOUND16
  10. 10. #INBOUND16
  11. 11. #INBOUND16
  12. 12. #INBOUND16
  13. 13. #INBOUND16
  14. 14. #INBOUND16
  15. 15. #INBOUND16
  16. 16. #INBOUND16 To get found, you need Local SEO
  17. 17. #INBOUND16 WHAT IS LOCAL SEO? Local SEO is simply Search Engine Optimization for Local Businesses.
  18. 18. #INBOUND16 CREATING YOUR ON-PAGE SEO STRATEGY2
  19. 19. #INBOUND16 ON PAGE SEO Website SEO
  20. 20. #INBOUND16
  21. 21. #INBOUND16 ON-PAGE SEO STARTS WITH SELECTING GREAT KEYWORDS
  22. 22. #INBOUND16 KEYWORD RESEARCH3
  23. 23. #INBOUND16 Selecting Profitable Keywords A good keyword: Strong monthly search volume.
  24. 24. #INBOUND16 A good keyword: Strong monthly search volume. Relevant to your service/product. Selecting Profitable Keywords
  25. 25. #INBOUND16 A good keyword: Strong monthly search volume. Relevant to your service/product. Realistic competition. Selecting Profitable Keywords
  26. 26. #INBOUND16 A good keyword: Strong monthly search volume. Relevant to your service/product. Realistic competition. Intent to hire a local human or store. Selecting Profitable Keywords
  27. 27. #INBOUND16 A good keyword: Strong monthly search volume. Relevant to your service/product. Realistic competition. Intent to hire a local human or store. Selecting Profitable Keywords
  28. 28. #INBOUND16 Pretend you’re a local spa offering skin care services, massage, and wellness services.
  29. 29. #INBOUND16 Phrase Match Competition Skin Care Products 90 0.86 Facials Denver 50 0.74 Average Searches Per Month (Denver Area) Which keyword looks like a better opportunity to target?
  30. 30. #INBOUND16 Tip: do a search and evaluate the results.
  31. 31. #INBOUND16 Advertisements for national brands
  32. 32. #INBOUND16 Advertisements for national brands Google Shopping Ads for national brands
  33. 33. #INBOUND16 Advertisements for national brands Google Shopping Ads for national brands Organic results for national brands
  34. 34. #INBOUND16 Advertisements for national brands Google Shopping Ads for national brands Organic results for national brands No local pack
  35. 35. #INBOUND16 Advertisements for local brand
  36. 36. #INBOUND16 Advertisements for local brand Snack pack for local businesses
  37. 37. #INBOUND16 Which keyword would be a better choice to target: “skin care products” or “facials Denver”
  38. 38. #INBOUND16 Phrase Match Competition Skin Care Products 90 0.86 Facials Denver 50 0.74 Average Searches Per Month (Denver Area) Don’t get too focused on the monthly search volume numbers…
  39. 39. #INBOUND16 Phrase Match Competition Skin Care Products 90 0.86 Facials Denver 50 0.74 Average Searches Per Month (Denver Area) Key takeaway: Target keywords that have the intent of someone looking for a local business.
  40. 40. #INBOUND16 Get into your client’s head. What would they search?
  41. 41. #INBOUND16 Firehaus Pilates Rachel Algra
  42. 42. #INBOUND16 Target Market Customer is in pain and needs rehab.
  43. 43. #INBOUND16 Target Market Customer is in pain and needs rehab. Has money to spend.
  44. 44. #INBOUND16 Target Market Customer is in pain and needs rehab. Has money to spend. Has time to exercise and attend class.
  45. 45. #INBOUND16
  46. 46. #INBOUND16 Pilates for Seniors Customer is in pain and needs rehab. Has money to spend. Has time. Has kids who are searching to help them.
  47. 47. #INBOUND16 Pilates for Seniors Customer is in pain and needs rehab. Has money to spend. Has time. Has kids who are searching to help them.
  48. 48. #INBOUND16 Pilates for Seniors Customer is in pain and needs rehab. Has money to spend. Has time. Has kids who are searching to help them.
  49. 49. #INBOUND16 Pilates for Seniors Customer is in pain and needs rehab. Has money to spend. Has time. Has kids who are searching to help them.
  50. 50. #INBOUND16
  51. 51. #INBOUND16
  52. 52. #INBOUND16 What’s the value of a page?
  53. 53. #INBOUND16
  54. 54. #INBOUND16
  55. 55. #INBOUND16 Key takeaway: Choose keywords that a profitable niche target market would search and build out individual pages for them.
  56. 56. #INBOUND16 Key takeaway: Each page of your website is an SEO opportunity for a niche market.
  57. 57. #INBOUND16 HOW MOBILE SEARCH HAS CHANGED LOCAL SEO FOREVER4
  58. 58. #INBOUND16 THERE HAS BEEN A 2.1X INCREASE IN MOBILE SEARCHES FOR “STORES OPEN NOW” OR “FOOD OPEN NOW” IN THE PAST YEAR.
  59. 59. #INBOUND16 How Google Determines Local Rankings “Local results are based primarily on relevance, distance, and prominence.” - Google My Business Support Page
  60. 60. #INBOUND16 NAP CONSISTENCY5
  61. 61. #INBOUND16
  62. 62. #INBOUND16 Local Directories, Apps, & NAP
  63. 63. #INBOUND16
  64. 64. #INBOUND164/4/16 Google Search Results for “tony p’s pizzeria” Inconsistent Citations Name Variation # 1
  65. 65. #INBOUND164/4/16 Google Search Results for “tony p’s pizzeria” Inconsistent Citations Name Variation # 1 Name Variation # 2
  66. 66. #INBOUND164/4/16 Google Search Results for “tony p’s pizzeria” Name Variation # 3 Inconsistent Citations Name Variation # 1 Name Variation # 2
  67. 67. 4/4/16 Google Search Results for “tony p’s pizzeria” Name Variation # 3 Name Variation # 4 Inconsistent Citations Name Variation # 1 Name Variation # 2
  68. 68. #INBOUND16
  69. 69. #INBOUND16 Find NAP Inconsistencies with Moz Local https://moz.com/local
  70. 70. #INBOUND16 FIND NAP INCONSISTENCIES WITH MOZ LOCAL
  71. 71. #INBOUND16 FIND NAP INCONSISTENCIES WITH MOZ LOCAL
  72. 72. #INBOUND16 FIND NAP INCONSISTENCIES WITH MANUAL SEARCHES Software won’t find everything. Use your eyeballs and manual searches too.
  73. 73. #INBOUND16 REVIEWS6
  74. 74. #INBOUND16 Reviews Influence Rankings + Purchasing Decisions
  75. 75. #INBOUND16 HOW REVIEWS INFLUENCE PURCHASING DECISIONS Customers are likely to spend 31% more on a business with a 5 star review. Bright Local
  76. 76. #INBOUND16 HOW REVIEWS INFLUENCE PURCHASING DECISIONS A one star increase on Yelp = 5 to 9 percent increase in revenue for restaurants. Harvard Business School 2016
  77. 77. #INBOUND16 Google sorts “best” searches based on reviews
  78. 78. #INBOUND16
  79. 79. #INBOUND16
  80. 80. #INBOUND16 The best way to get reviews….
  81. 81. #INBOUND16 The best way to get reviews…. Be excellent!
  82. 82. #INBOUND16 The best way to get reviews…. Ask For Them!
  83. 83. #INBOUND16 Collect reviews on your website!
  84. 84. #INBOUND16 SCHEMA7
  85. 85. #INBOUND16 Use Structured Data to present your data in search results
  86. 86. #INBOUND16 SCHEMA.ORG Schema.org is a collaborative, community activity with a mission to create, maintain, and promote schemas for structured data on the Internet, on web pages, in email messages, and beyond.
  87. 87. #INBOUND16 Example of Schema for local business Search results for “Minneapolis glass repair”
  88. 88. #INBOUND16 Example of Schema for local business Search results for “Minneapolis glass repair”
  89. 89. #INBOUND16 Local Business Schema with JSON-LD Use JSON-LD for your local business schema
  90. 90. #INBOUND16 • Business Name • Address • Phone Number • Email Address • Business Hours • Geo-location Information (coordinates and map) • Reviews • Logo • Business Description INFO YOU CAN INCLUDE IN YOUR LOCAL BUSINESS JSON-LD MARKUP • Social Profile Links via same as property. • Site Name • Additional useful local markup types include: • Products • Media (images and videos) • Events • Corporate Contacts • Sitelinks Search Box
  91. 91. #INBOUND16
  92. 92. #INBOUND16
  93. 93. #INBOUND16 Be careful! Follow Google’s Guidelines to a T. Follow Google’s Review Snippet Guidelines
  94. 94. #INBOUND16 GOOGLE REVIEW SNIPPET GUIDELINE UPDATE! Reviews must be user-generated on your site to be marked up.
  95. 95. #INBOUND16 GetFiveStars is Guideline-Compliant
  96. 96. #INBOUND16 LINKS8
  97. 97. #INBOUND16
  98. 98. #INBOUND16 Links represent trust and relationship
  99. 99. #INBOUND16 HAVING A HARD TIME LINK BUILDING? The number and quality of links pointing to your website from other websites is a huge part of Local SEO and is by far the area where most businesses struggle.
  100. 100. #INBOUND16 Here are a few places you can get links:
  101. 101. #INBOUND16 Your Chamber of Commerce
  102. 102. #INBOUND16 Industry Directories
  103. 103. #INBOUND16 Industry Directories http://www.downtownboston.org/things-to-do-in-downtown-boston/dining/french
  104. 104. #INBOUND16 Vendors' Websites
  105. 105. #INBOUND16 News and PR Opportunities
  106. 106. #INBOUND16 Don’t be skeezy
  107. 107. #INBOUND16 Don’t be skeezy
  108. 108. #INBOUND16 TIPS FOR MAKING THE SALE9
  109. 109. #INBOUND16
  110. 110. Mobile Hot Buttons
  111. 111. #INBOUND16 7% Open 30% Not Ready 30% Unconscious 30% Never 67% Who We're Targeting Too Crowded Don't Want Us 3% Active
  112. 112. #INBOUND16 Leverage Facebook Retargeting Ads
  113. 113. #INBOUND16 Inbound Sales Methodology
  114. 114. #INBOUND16 Deliver An Extraordinary Experience
  115. 115. #INBOUND16 Deliver An Extraordinary Experience
  116. 116. #INBOUND16 HACKS, TIPS, & TRICKS FOR HOW TO INCREASE SALES WITH LOCAL SEO10
  117. 117. #INBOUND16 KEY TAKEAWAY: Local SEO is simply Search Engine Optimization for Local Businesses. To get found, you need all aspects of Local SEO.
  118. 118. #INBOUND16 Phrase Match Competition Skin Care Products 90 0.86 Facials Denver 50 0.74 Average Searches Per Month (Denver Area) KEY TAKEAWAY: Target keywords that have the intent of someone looking for a local business.
  119. 119. #INBOUND16 Software won’t find everything. Use your eyeballs and manual searches too. KEY TAKEAWAY: Clean up your NAP citation with online tools and manual search.
  120. 120. #INBOUND16 KEY TAKEAWAY: Always hustle for reviews! Every single day.
  121. 121. #INBOUND16 KEY TAKEAWAY: Make sure to mark up your site for local schema using a tool like schema.org
  122. 122. #INBOUND16 KEY TAKEAWAY: Build high quality links for your website regularly.
  123. 123. #INBOUND16 KEY TAKEAWAY: Answer your phone and always provide a great experience!
  124. 124. #INBOUND16 Get today’s slides, links, + The Top 5 Local SEO Mistakes at ramblinjackson.com/inbound16 or text INBOUND16 to 442-22
  125. 125. #INBOUND16 @JackJostes

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