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.

Modern Seo for Local Search

49,744 views

Published on

SEO is constantly on the move. With the evolution of digital marketing, content, SEO and overwhelmingly big data, comes the need for a new approach to search marketing.
Keywords still matter because every bit traffic that comes from search engines like Google, Bing & Yahoo begins with the user typing some words into the search bar or speaking those words into SIRI or Google Voice Search.
But fast forward to today and were getting consistent reports confirming consumer distraction and preference for better experiences on the web.

It starts with understanding your audience. Some call this audience research, persona development or consumer analysis. What matters most is the insight gleaned from deeply studying your audience, what’s important to them, the questions they ask and how they consume and share information. This is the tip of the iceberg, use the slides to help you navigate the ever changing landscape.

Published in: Marketing

Modern Seo for Local Search

  1. 1. MODERN SEO FOR LOCAL DISCOVERYSETH PRICE VP, INDUSTRY RELATIONS AT PLACESTER
  2. 2. DIGITAL BREAD CRUMBS OF TRUSTYou don’t control your brand anymore, your customers do. Your brand is being shaped by online reviews, peer referrals, conversations on social networks and the content consumed by your socially connected customers. Seth Price @sethstuff
  3. 3. HANSEL & GRETEL HERE WE GO We need to create the breadcrumbs for discovery today. Otherwise it’s far too easy for our prospects and customers to get lost along the way Seth Price @sethstuff
  4. 4. In 2015 found that Google searches containing “near me” have multiplied 34 times since 2011 Seth Price @sethstuff PEOPLE NEED TO FIND SH*T
  5. 5. 3 Billion Searches on Google Every Day THERE ARE MORE THAN Seth Price @sethstuff how do i stand out?????
  6. 6. 50% Of Google Searches Are Mobile MORE THAN Seth Price @sethstuff
  7. 7. Forrester Research Seth Price @sethstuff “70-90 percent of the consumer journey happens online"
  8. 8. 
 WE’RE UP AGAINST STIFF 
 COMPSurprisingly, the competition is not always who you think it is. Seth Price @sethstuff
  9. 9. WE’RE DISTRACTED 
 BY PUPPIES Seth Price @sethstuff
  10. 10. CONSUMED WITH PUPPY LOVE Seth Price @sethstuff
  11. 11. CRAZY FOR LOL CATS Seth Price @sethstuff
  12. 12. ADDICTED TO TRAIN WRECKS Seth Price @sethstuff
  13. 13. ATTRACTED TO PEOPLE WRECKS Seth Price @sethstuff
  14. 14. POSSESSED WITH OUR PHONES Seth Price @sethstuff
  15. 15. WE’RE WORSE THAN GOLDFISH Seth Price @sethstuff The average human attention span in 2000 was 12 seconds, but by 2013 it was only 8 seconds (1 second shorter than a goldfish)
  16. 16. “We do a lot of one night stands in lead gen, not enough long term relationships." Michael King @ipullrank
  17. 17. GOOD SEO CREATES A PATH TO DISCOVERYSeth Price @sethstuff
  18. 18. IS IT ROCKET SCIENCE? Well…it requires some thinking, maybe even a lot of thinking. and a mindset shift to look at your brand from the customers perspective. Seth Price @sethstuff
  19. 19. START BY FOCUSING ON YOUR… CUSTOMERS AUDIENCE PEOPLE TRIBE Seth Price @sethstuff
  20. 20. Age, Education, Sex, Sexual orientation? Political party? Active? Activist? Environmentally conscious? Sports fan? Which one? Exercise? Vacation? Local, Domestic, International or never? Where do they shop for food? WholeFoods, Kmart? Do they get the news? TV, Online, Cable, RSS or Newspaper? Kindle or books? Flip phone, Android or iPhone? Dine out? Fast food or farm to table? Any children? How many and how old? If they don’t have children, why? Any pets? How many and what are they? What type of home do they currently live in? Who (if anyone) shares their home? WHAT DO THEY CARE ABOUT?
  21. 21. Seth Price @sethstuff HOW CAN YOU MAKE YOUR CUSTOMERS BETTER, HEALTHIER, RICHER, HAPPIER?
  22. 22. HOW
 CAN YOU
 CREATE
 VALUE
 ALONG
 THEIR JOURNEY? Seth Price @sethstuff
  23. 23. Seth Price Seth Price @sethstuff “Modern SEO is about creating value & the signals of trust all along the consumer’s journey"
  24. 24. COLLECT SEO PUZZLE PIECES Modern SEO is not one thing, it’s a series breadcrumbs that help consumers find their way to you. Seth Price @sethstuff
  25. 25. A WEBSITE TO DEMONSTRATE VALUE AND TRUST Seth Price @sethstuff
  26. 26. 
 CITATIONS FOR SEO
 GUIDE
 POSTS Seth Price @sethstuff
  27. 27. Seth Price @sethstuff
  28. 28. Seth Price @sethstuff
  29. 29. REVIEWS LIKE YOUR BUSINESS DEPENDS ON IT Seth Price @sethstuff
  30. 30. Seth Price @sethstuff “72% of online consumers say they will only do business with a company if they read a positive review."
  31. 31. 
 WHO WOULD YOU RATHER CHOOSE? Seth Price @sethstuff
  32. 32. KEY WORDS ARE STILL HOW
 PEOPLE
 SEARCHSeth Price @sethstuff
  33. 33. SEARCHES HAVE NICHES THAT 
 HAVE VALUABLE
 RICHES Seth Price @sethstuffvia @backlinko
  34. 34. GOOGLE KEYWORD PLANNER IS FULL OF GOODIES Seth Price @sethstuff
  35. 35. Seth Price @sethstuff
  36. 36. Seth Price @sethstuff
  37. 37. SOCIAL SIGNALS DRIVE DISCOVERY Seth Price @sethstuff Americans collectively check their phone upwards of 8 billion times per day.
  38. 38. Seth Price @sethstuff PLAN TO WIN Seth Price @sethstuff
  39. 39. @sethstuff @Placester
  40. 40. DON’T DO TOO MUCH AT ONCE OR YOU WILL FAIL Seth Price @sethstuff
  41. 41. “Marketing is a contest for peoples attention" Seth Godin Seth Price @sethstuff
  42. 42. 
 USE TOOLS TO HELP YOU MANAGE SOCIAL Seth Price @sethstuff + = + 
 USE TOOLS TO HELP YOU MANAGE SOCIAL
  43. 43. APPLY CONTENT MARKETING
 TO AMPLIFY TRUST Seth Price @sethstuff
  44. 44. @sethstuff - Content Marketing Institute
  45. 45. @sethstuff
  46. 46. SHOW TELL AND BE USEFUL Seth Price @sethstuff
  47. 47. IT ONLY WORKS IF YOU ACTUALLY DO THE WORK Seth Price @sethstuff
  48. 48. CONTENT PROMOTION IS A MUST ONCE YOU CREATE IT, YOU HAVE TO ACTIVELY PROMOTE. I HATE TO SAY IT, BUT CONTENT CREATION IS THE EASY PART. GETTING PEOPLE TO READ IT IS WORK. Seth Price @sethstuff
  49. 49. Make Those Around You Look Good SMS @ Plan Ahead Grow your influencer network before you need them. Co-Create with Them Nothing better than creating content with those you admire and sharing in the promotion and audience building. Share Their Expertise Classic, Dale Carnegie. We like to hear the sound of our own names. And more than that, we love it when our ideas are discovered by others. Make Them Successful Sounds counter intuitive, trust me on this one. If you help others succeed, I guarantee all ships will rise with the tide. Connect on Social Share their content, comment on their content, create content about them. Seth Price @sethstuff INFLUENCERS RULE!
  50. 50. Seth Price @sethstuff
  51. 51. ATOMIZE AND CREATE CONTENT
 FROM YOUR CONTENT Seth Price @sethstuff
  52. 52. Create an Awesome Pieces of Pillar Content Repurpose In Guest Posts Use pieces of your pillar content within your guest posts and link respectfully Make Lots of Sharables Images, slides, infographics that can be shared on Pinterest, Instagram, Twitter, Facebook & more… Voiceover into Video Make a video from your post, guest post or slides. For FB, YouTube & your site Write Umpteen Tweets Use different titles and different images to share your pillar posts on all the platforms that you focus on. Seth Price @sethstuff ATOMIZATION ROADMAP
  53. 53. SEO SUCCESS WON’T HAPPEN OVERNIGHT Seth Price @sethstuff
  54. 54. SAY HI… I DON’T BITE Placester Why I Get Up In The Morning If you’re a professional in Real Estate, we build amazing tech. Craft of Marketing Why I Stay Up At Night The blog and podcast where I share everything I learn about marketing. Speaking How I Share Have me come speak at your event. I’m on a mission to help others win. Seth Price @sethstuff

×