Supercharge Your Local SEOThe Ultimate Guide

Luke SummerfieldThe Inbound Marketing Specialist Savvy Panda

Nice to Meet You!Luke SummerfieldInbound Marketing Specialist at Savvy Panda

• 9 years in Internet Marketing

• Hubspot Inbound Marketing Certified VAR

• Google Analytics / Adwords / Hootsuite Certified

• Joomla Marketing Team & Magazine Business Writer

• Purple Belt in Jiu Jitsu & Brown Belt in Judo

• Joomla! Web Design, Inbound Marketing & SEO

@SavvyPanda#JWC12 #SEO

@SavvyPanda#JWC12 #SEO

@SavvyPanda#JWC12 #SEO

What We’re About to TackleComplete Guide to Local SEO:

• Why is Local SEO Important?

• Recent Google Updates

• On-Site / External SEO for Local

• Social Connection to Local

• Mobile SEO for Local

Download Slides At:

http://SavvyPanda.com/LocalSEO

@SavvyPanda#JWC12 #SEO

1. Driving Website Visitors with Inbound Marketing:

• Blogging• SEO• Social Media• Email Marketing• Mobile Marketing• Adwords / PPC• Real World Efforts

2. Convert Visitors to Leads

3. Nurture & Convert Leads

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Why is Local SEO Important?

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Why Optimize for Local?• 30% of queries have local intent

• 50% of mobile searches are local

• 35% of Americans usesearch lookup local businesses• Social Media = ~3%

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Why Optimizefor Local?

• Local can outrank organic listings

• Levels the playing field

• Cheaper

• Geo targeting is key

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ionadas.com Research Study@SavvyPanda#JWC12 #SEO

ionadas.com Research Study@SavvyPanda#JWC12 #SEO

Panda – Feb 2011 (12%)Poor Quality Websites

• Keyword stuffing

• Un-natural links

• Poor / purchased links

• Keyword text bunches

• Footer links

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Penguin – April 24th 2012 (3.1%)Black Hat SEO Tricks

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April 50 Pack: Domain diversity - more local orgs – freshness

June/July 86-Pack: Panda refresh – trusted sources – domain clustering

Exact-Match Update (9/21/12)

August/September 65-Pack: 7 SERPS – Knowledge Graph – Local

Penguin #3 Refresh (10/5/12) Panda #21 Refresh (11/5/12)

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The Google’sMaking it Rain

Seomoz.org/google-algorithm-change Mozcast.com

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On-Site SEO

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Brad’s SpeechUp Next in Room 3

at 12:15

Website Checklist - Basic• Name, address & phone (NAP) in footer

• Link to Google+ Local & microdata optimize

• Clean and clear menu structure• Don’t double link content

• No duplicate content or titles errors

• Setup Google webmaster tools

• Embed a Google Map on “contact us” page

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On-Page Checklist - Basic• Location based Longtail Keywords

• Meta Description = 155 char.• Engage & Connect with Local

• Title with Keyword

• Follow / No-follow links

• Internal vs. External links

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Avoid Over Optimization(as per penguin update)

• Avoid Keyword Stuffing• Image Alt Text Short & Accurate• Anchor Text• Footer Text / Links• Page & Website Title Tag

• Keep Diverse: (title, alt, anchor)

• 60% Branded• 30% Keyword• 10% Exact Match

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@SavvyPanda#JWC12 #SEO

@SavvyPanda#JWC12 #SEO

@SavvyPanda#JWC12 #SEO

@SavvyPanda#JWC12 #SEO

Keep User Friendly & Usable

• Keep user friendly

• Easy to read text

• Clean, clear and concise

• Don’t try & trick Google

Don’t Lose Sight on Goals!(remember, you still need to convert visitors)

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Blogging

What’s Cool With Blogging?

• Brings in traffic• All blogs indexed

• Gear towards local content• Long tail local keyword searches

• Establishes authority & builds brand personality

• Inbound links

• Connects with audience

• Low cost, high effort to be consistent

Site Maps

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Website Sitemap• Roadmap for Search

engine indexing

• Joomla Users = XMAP

• Check for errors (Google Webmaster)

• Don’t have duplicate links

• Index in both Google & Bing

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Video Sitemap• Shows more detailed information

• Can help index video SERP results with your domain instead of youtube

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Microdata

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Watch Ruth’s Speech

What is Microdata

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• Organized & Uniform way for interpreting text/data• Microdata (schema.org) 30% CTR!

• Hcard, microformat, etc.• Reviews, events, recipes, authors

External SEO

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Strong vs Poor LinksBAD Links:• Link Networks• Buying Links (fiverr)• Article Depots (ezine)

Low Weighted Links:• Forum Posts• Comment Links• Client Footer Links• “Link to Friends” Lists

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@SavvyPanda#JWC12 #SEO

How to Build Good Links?

Create AmazingContent!Wow & Impress People

• Get people excited to share & link

• People want to cite

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Link Bate: Grow Organic Links

• Top Lists

• Free Tools

• Resource Library

• Infographics

• Public Webinar

• In-Depth Article

• Widget Embeds

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Good Link BuildingGood Links:• Guest Blogging• Interviews• Press Releases• Sponsorships• Partnerships

• Local Sites• OnMilwaukee• Journal Sentinel• Etc.

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Google+ Local(formally Google Places)

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Google+ Local

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VS Google+ Business Page

… not to get confused …

Why is Google+ Local Key?

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Google+ Local• Validate and Enhance Google+ Business Page listing

• Claim and delete duplicate listings.

• Use exact business name as it is on maps & real world.

• Do not add additional keywords in the title

Details:• About section: Powerful + keyword + CTA

• Create unique cover photo

• Add high quality pictures + videos

• Add Recommended Sites:

• Services / Content Downloads

• Reference Social Media Profiles

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sdfsdf

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Directories

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Major Directories

• Yelp

• Yahoo

• Bing

• Mapquest

• CitySearch

• Yellow Book

etc …

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Directory Checking Tools

Yext.comGetListed.org

• Claim Listing

• Fill Out Fully

• Keep Consistent

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Citations

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Citations• Mentions of NAP on other websites• No link required (but help)

• Affect Google+ Local rankings

• The more the better = higher trust

• Competitive Search: Business + “address” – site:URL

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@SavvyPanda#JWC12 #SEO

Reviews

Reviews• 5 reviews = stars on listing!

• Quality & quantity affect Places ranking

• Businesses with good reviews will benefit from the new Local SERPS.

• 3rd Party Directories Good Too: Yelp, CitySearch, etc.

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ReviewsIdeas to Get Reviews:

• Email Signature

• Ask Top Clients

• CTA in newsletter & websites

• Check Blog Post Bit.ly/Jx4wKT

DO NOT:

• Fake/Paid reviews

• Setup Review Computer

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@SavvyPanda#JWC12 #SEO

Social Networks

Youtube• Mobile = old style

• iFrames now Indexing Website’s in SERPs

• Video Captions

• Video Sitemap

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Youtube

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Panaromio• Google prefers

• Show Up in Maps

• Optimize for Local

• Replaced by G+?

Flickr - Twitter - Instagram

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Business Pages

FoursquareFor Beginner:• Encourage check-ins

• Spreads social awareness

• Offer Specials• First time check-in• Loyalty special• Mayor

• Yelp, G+ & Facebook check-ins… future search influence?

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Twitter / Facebook• Post consistent, local content

• Connect & share to the city

• Local influencers in your niche• FollowerWonk.com / Klout

• Hash tags for local events

• Cross promotion with other local businesses

SavvyPanda.com/Blog

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G+ & Search Plus Your World

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• Who has G+?(anyone with any google account)

• Search “Plus Your World”

• Connections influence results

• Big Impact on Search!

Local SEO For Mobile

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Do You FeelMobile is Important?

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Do You Have aMobile Website?

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Is your mobile website SEO optimized specifically For mobile?

50% of Local Searches Are Mobile

• 1-in-7 Searches are Mobile (2011)

• 20% of all search• 30% for Restaurants

• Google Webinar: “Are You Mobile Ready?”• http://bit.ly/NX9OHg

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@SavvyPanda#JWC12 #SEO

Mobile Website• Responsive

• Preferred by Google – Farr June 6th 2012

• Mobile Template• Better UX• Tailor metadata for mobile

• Site.com vs m.site.com• No Cloaking (via Matt Cutts)• Server-Side 301 redirect

• Microdata - Location

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Mobile Keyword Strategy• Based on Immediate needs

• Actionable in nature

• Location & Category Specific

• Myth: Shorter Queries• Desktop & iPhone = 2.93 words

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Create a Mobile Site Map Farr June 6th 2012

• Communicates withGoogleBot-Moble

• What pages are important andwhich are mobile vs desktop

• Helps with indexing on mobilesearch

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Conclusion

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Key Takeaways

• Keep up to date on Google Updates

• Don’t over optimize, quality local content

• Claim all listings & keep consistent

• Gain citations & inbound links (local sites)

• Integrate social media

• Have a solid mobile website

@SavvyPanda#JWC12 #SEO

Your Homework #1

Download SlideDeck at: SavvyPanda.com/LocalSEO

@SavvyPanda#JWC12 #SEO

1. Driving Website Visitors with Inbound Marketing:

• Blogging• SEO• Social Media• Email Marketing• Mobile Marketing• Adwords / PPC• Real World Efforts

2. Convert Visitors to Leads

3. Nurture & Convert Leads

@SavvyPanda#JWC12 #SEO

@SavvyPanda#JWC12 #SEO

Connect with Me! (educational resources, links and content)

@SavvyPanda

/GetSavvyPanda

/SavvyPandaWeb

Have More Questions?Tweet them to me @SavvyPandaOr email Luke@SavvyPanda.com

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