Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Local SEO Best Practices

60 views

Published on

Local SEO Best Practices presentation for DIY Tourism Marketing Conference in Asheville, NC

Published in: Marketing
  • Login to see the comments

Local SEO Best Practices

  1. 1. Local SEO Best Practices Rich Owings https://localiswhereitsat.com
  2. 2. Search Engine Optimization
  3. 3. What is local search? When someone searches to find something in a specific area —  Lodging —  Restaurants —  Activities and events —  Shopping and services 30-46%
  4. 4. Who benefits from local SEO? — Brick and mortar — Businesses without an address — Service area businesses — Home-based businesses — Hiding your address
  5. 5. Five components Google, etc. CitationsOn-site Links Reviews
  6. 6. Google business listing
  7. 7. Google.com/business
  8. 8. Google business listing
  9. 9. Google business listing
  10. 10. Google My Business
  11. 11. Fill in everything
  12. 12. Keep it up to date
  13. 13. Google business listing
  14. 14. Google business listing
  15. 15. Google business listing Source: https://sparktoro.com/blog/the-future-of-seo-has-never-been-clearer-nor-more-ignored/
  16. 16. Google business listing
  17. 17. Reserve with Google
  18. 18. Reserve with Google
  19. 19. Google Posts
  20. 20. Google Q&A
  21. 21. Events
  22. 22. Resource links — Google Posts — Google Q&A
  23. 23. Other Tips — One Google business listing per location — Choose appropriate categories — Complete your profile/optimize it — Add lots of high quality photos
  24. 24. Photos
  25. 25. Photos
  26. 26. Photos
  27. 27. Photos
  28. 28. Other Tips — One Google business listing per location — Choose appropriate categories — Complete your profile — Add lots of high quality photos — You can hide your address
  29. 29. Hiding your address
  30. 30. Hiding your address
  31. 31. Other Tips — Located inside another business? — Share an address? — Close to a competitor? — Google My Business support — https://twitter.com/GoogleMyBiz — https://www.facebook.com/ GoogleMyBusiness/
  32. 32. Google, etc.
  33. 33. Apple https://mapsconnect.apple.com/
  34. 34. Apple
  35. 35. Facebook
  36. 36. Facebook
  37. 37. Bing
  38. 38. Yelp
  39. 39. Yelp https://biz.yelp.com/
  40. 40. TripAdvisor
  41. 41. Major listings — Fill in as much information as possible — Add photos — No redirects — http vs https — www vs non-www — https://www.greenflashbrew.com/
  42. 42. Google, etc.
  43. 43. Five components Google, etc. Citations
  44. 44. Citations
  45. 45. Citations •  Consistency of NAP •  Check your listings at moz.com/local
  46. 46. Citations •  Claim them •  Fill them out thoroughly •  Eliminate duplicates •  Local and niche listings are important •  Which ones show up in searches?
  47. 47. Citations •  Data aggregators •  Old data
  48. 48. Citations Via https://whitespark.ca/local-search-ecosystem/
  49. 49. Citations •  Name less important •  Point of diminishing returns •  Are there lots of inconsistencies? •  Do you have very few citations? •  Are you in the map pack? •  Moz.com/local
  50. 50. Citations On your website •  NAP in text on every page
  51. 51. Barnacle SEO
  52. 52. Five components Google, etc. Citations Reviews
  53. 53. Reviews
  54. 54. Reviews •  Ask for them •  Review link generator •  Ask for feedback •  Use a feedback solicitation system
  55. 55. Negative Reviews
  56. 56. Negative Reviews •  Who will leave a review? •  Don’t be perfect •  Handle negative reviews with care
  57. 57. Other review tips •  Don’t post or pay for fake reviews •  Don’t ask employees to leave reviews •  Don’t incentivize
  58. 58. Yelp reviews
  59. 59. Yelp reviews Image via http://consumerlawmagazine.com/yelp-extortion-and-strong-arming-business-practice/
  60. 60. •  Aggressive filtering •  Don’t ask rule •  Easy to have bad ratings •  Hard to overcome Yelp reviews
  61. 61. Yelp reviews
  62. 62. Reviews •  Off-site trust signals for Google
  63. 63. Reviews on your website — Include testimonials — Better on home page
  64. 64. Reviews on your website
  65. 65. Leveraging reviews
  66. 66. Leveraging reviews
  67. 67. Leveraging reviews
  68. 68. Leveraging reviews •  Must be first-party reviews •  Schema markup
  69. 69. Five components Google, etc. Citations Links Reviews
  70. 70. Links — Local links are critical! — Map pack factors — Relevance — Proximity — Prominence
  71. 71. Links — Nonprofits — Bloggers — Referrals — COC / BBB — Discounts for seniors / veterans / students — Sponsor events — Sponsor youth athletics
  72. 72. Links
  73. 73. Links — Well functioning, attractive website — Great content
  74. 74. Five components Google, etc. CitationsOn-site Links Reviews
  75. 75. On your website — Data source — Name, address, phone number (NAP) in text — Use keywords on your homepage — Location page with Google Map embed
  76. 76. Location pages
  77. 77. Location pages
  78. 78. Website — Prominent contact info — Conversion optimization — Multiple ways to contact — Hours of operation — Offerings and Services
  79. 79. Change happens — User experience — Expertise, authority and trust (EAT) signals
  80. 80. Website — User experience — How people use your site — Can they find the info they are looking for? — Menus, text, images — Is it mobile-friendly? — Is it fast?
  81. 81. Website — Mobile optimized — >50% of all organic search — Google Mobile-friendly testing tool — Tappable phone number — Make it fast
  82. 82. Website Via https://www.thinkwithgoogle.com/data/mobile-site-abandonment-three-second-load/
  83. 83. Website
  84. 84. Page speed testing tools —  Pingdom —  WebPageTest —  GT Metrix —  Google Page Speed Insights —  Google Analytics (Behavior > Site Speed)
  85. 85. Website — Expertise, authority and trust (EAT) signals
  86. 86. Website — Trust signals —  HTTPS
  87. 87. Website — Trust signals —  HTTPS —  Privacy policy —  About page —  Contact info —  Memberships, certifications, licenses, etc. —  Reviews and testimonials
  88. 88. Five components Google, etc. CitationsOn-site Links Reviews
  89. 89. One more thing Google Analytics (Acquisition > Overview)
  90. 90. One more thing
  91. 91. Defensible traffic
  92. 92. Defensible traffic — Review platforms — Referrals — Paid ads — Email marketing
  93. 93. Email marketing Via https://www.campaignmonitor.com/blog/email-marketing/2016/01/70-email-marketing-stats-you-need-to-know/
  94. 94. Rich Owings https://localiswhereitsat.com rich@localiswhereitsat.com Twitter: @richowings

×