Insidelocal - Advanced Onsite Local SEO Techniques - July 31st 2013
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Transcript of Insidelocal - Advanced Onsite Local SEO Techniques - July 31st 2013
July 31st 2013
‘Advanced Onsite Local SEO Techniques’
‘Advanced Onsite Local SEO Techniques’
Agenda:
•Single location businesses
•Multi-location businesses
Areas covered:
•Meta content, tags, images
• Essential landing page elements
• Critical local search signals
• Correct mark-up
• Content & ‘Panda’
• Google Authorship
‘Advanced Onsite Local SEO Techniques’
Presentations & Q&A
1. Presentations – 50 mins
2. Q&A – 40 mins– Post questions in Qu module– Please keep them ‘on topic’– Linda will answer some by text– We’ll try to answer as many as we can– Un-answered questions posted to LSF
House keeping…
• Webinar is being recorded
• Recording available in 2-3 days
• No webcam view (boo…)
• Slidedeck uploaded to slideshare.net
• Follow up email with all details
Polls running…
• We are running 4 Polls during the webinar
• We want to know what’s happening in your search lives
• Display on your screen at various times
• Fingers on buzzers…60 seconds to answer
• Results posted at the end
About ‘InsideLocal’
• BrightLocal & Local Search Forum
• Bi-weekly webinar series
• Hot issues, trends & opportunities
• Great content, excellent speakers
• Advanced, Informative & actionable
• More webinars & dates at the end
Speakers
Matthew Huntsmallbusinessonlinecoach.com Mike Ramsey
Niftymarketing.com
Presenters
Myles AndersonBrightLocal.com Linda Buquet
Localsearchforum.com
Single Location Optimization
Matthew Hunt
smallbusinessonlinecoach.com
Twitter: @smbusinesscoach
‘Advanced Onsite Local SEO Techniques’
www.SmallBusinessOnlineCoach.com
Onpage SEO isn’t calculus!
www.SmallBusinessOnlineCoach.com
How can a single location business rank better in Google?
The Basics Usually Win!
www.SmallBusinessOnlineCoach.com
What are the ‘Basics’ for Local?
•Keyword Research•Title Tag•Meta Description•Headline (H1 & H2)
•Permalink (slug)
•Body/Content Optimization (local mentions, NAP listed on page)
•Local Markup (schema)
•Review Markup•Author/Publisher Markup
www.SmallBusinessOnlineCoach.com
Keyword ResearchYou gotta know what keywords to show up for, so do some research!
www.SmallBusinessOnlineCoach.com
Keyword Research Tools
Keyword Planner From Google
www.SmallBusinessOnlineCoach.com
Google Suggest & Google Related Terms
www.SmallBusinessOnlineCoach.com
Tools to do this super fast:
http://keywordresearcher.org/
http://ubersuggest.org/
www.SmallBusinessOnlineCoach.com
Kick-ass Free Tool:
http://www.5minutesite.com/loc
al_keywords.php
- Helps make a tone of local
keyword variations, perfect for
Adwords campaigns, but is
good for keyword research too!
www.SmallBusinessOnlineCoach.com
Hi Five!
Now that you
know what
keywords you
want to rank for!
Title Tags
•Write for humans•Make it contain Keyword Target•69 characters (measured in pixels not length)•Use | or – to separate•Don’t keyword stuff
www.SmallBusinessOnlineCoach.com
Meta Descriptions
•Has no real ranking power (except CTRs)•Write for humans, this is your chance to sell the click!•Make it contain Keyword b/c of bolding SERPs•155 characters •Don’t keyword stuff•Don’t forget about Facebook & Google+
www.SmallBusinessOnlineCoach.com
Pro Tip – Add phone number in meta and title tags b/c it makes the phone # clickable in mobile SERPs!
www.SmallBusinessOnlineCoach.com
Headlines (H1 and H2 Tags)
• Write for humans,
• Make it attention grabbing
• Make it contain keyword you are targeting
• Make it make sense to your Title Tag (good for
users & Adword’s QS)
• H1’s can replace the Title Tag and can be used
as sitelinks in Google
www.SmallBusinessOnlineCoach.com
Headlines can create sitelink SERP title
Permalink Structure
Ugly permalink http://bobsplumbing.com/?p=123
Pretty permalink http://bobsplumbing.com/licensed-plumber-in-toronto
Note – If you change your permalinks be sure to 301 the old pages to the new structure so you don’t lose any link juice
www.SmallBusinessOnlineCoach.com
The Body aka – Content•Don’t keyword stuff!
•Write for humans!
•Use local “hooks” (i.e. local landmarks)
•Use Google related terms for ideas
• Try to have keyword in 1st sentence
•Try to have keyword in last sentence
•Have local modifiers in content
•Use related terms in content
www.SmallBusinessOnlineCoach.com
www.SmallBusinessOnlineCoach.com
Don’t do this!
Put more
effort silly.
How to Make Location Page’s Content Unique•Keep sales message above fold
•Case studies
•Driving directions
•Local landmarks & local businesses
•Local sales rep’s bio or employee
•Unique testimonial(s)
•Unique photos, videos, etc
•Local laws or regulations
www.SmallBusinessOnlineCoach.com
Local Markup – With Pin Point Accuracy! Tell Google and ALL search engines exactly where you are with schema markup:
<div itemscope itemtype=”http://schema.org/Plumber”>
<span itemprop=”name”>Bob’s Plumbing</span>
<div itemprop=”address” itemscope itemtype=”http://schema.org/PostalAddress”>
<span itemprop=”streetAddress”>123 Main Street</span>
<span itemprop=”addressLocality”>Toronto</span>,
<span itemprop=”addressRegion”>ONTARIO</span>
<span itemprop=”postalCode”>M4J1N2</span>
</div>
Phone: <span itemprop=”telephone”>416-777-4545</span>
<a href=”http://googlemapsurl.com” itemprop=”maps”>URL of Map</a>
</div>
www.SmallBusinessOnlineCoach.com
Schema Review Markup
Tell Google about your reviews:
<div itemprop=”review” itemscope itemtype=”http://schema.org/Review”>
<span itemprop=”name”>Value purchase</span> -
by <span itemprop=”author”>Lucas</span>,
<meta itemprop=”datePublished” content=”2011-03-25″>March 25, 2011
<div itemprop=”reviewRating” itemscope itemtype=”http://schema.org/Rating”>
<meta itemprop=”worstRating” content = “1″/>
<span itemprop=”ratingValue”>4</span>/
<span itemprop=”bestRating”>5</span>stars
</div>
Get bad boys like this:
www.SmallBusinessOnlineCoach.com
Pro Tip: Run reviews to
rotate on page refreshes to
increase chances of review
markup to show up!
www.SmallBusinessOnlineCoach.com
Where does you eye go?
Author markup rocks!
Do It!
https://plus.google.com/authorship
www.SmallBusinessOnlineCoach.com
Test your mark-up
with the google
rich snippet testing
tool.
http://www.google.com/webmasters/tools/richsnippets
www.SmallBusinessOnlineCoach.com
Let’s Review:
Contributes to rankings:
•Title Tag•Meta Description•Headline (H1 & H2)•Permalink (slug)•Body/Content Optimization (have keywords in content, local mentions, etc)•Local Markup (schema or at least have NAP on the page)
Contributes to higher CTRs:
•Review Markup•Author/Publisher Markup
www.SmallBusinessOnlineCoach.com
That’s all she wrote!
Connect with me:
https://twitter.com/smbusinesscoach
http://www.smallbusinessonlinecoach.com
Now you can rock
it with local SEO!
Multi-Location Optimization
Mike Ramsey
Niftymarketing.com
Twitter: @niftymarketing
‘Advanced Onsite Local SEO Techniques’
@MikeRamsey
Onsite
For
Multi-Location
Businesses
@MikeRamsey
Microsite.com?
Megasite.com?
Subdomain. Site.com?
@MikeRamsey
@MikeRamsey
Keyword Research
@MikeRamsey
@MikeRamsey
@MikeRamsey
Lots of
Interest
@MikeRamsey
Onsite
@MikeRamsey
http://www.seerinteractive.com/blog/screaming-frog-guide
@MikeRamsey
URL Structurewww.yourbrand.com/
www.yourbrand.com/locations
www.yourbrand.com/locations/state
www.yourbrand.com/locations/state/city
www.yourbrand.com/locations/state/city/neighborhood
Hat Tip: Mary Bowling
@MikeRamsey
@MikeRamsey
@MikeRamsey
@MikeRamsey
For a Multi Location Company….
Use a
Local Landing Page on your
Google Places Listing
Use a
Local Landing Page on your
Google Places Listing
@MikeRamsey
Then Use your Home Pages OR service pages to rank organically
A in MapsA in Maps
Organic
homepage
Organic
homepage
@MikeRamsey
Title Tags + Meta Description
@MikeRamsey
@MikeRamsey
Title Tags + Meta Description
SMART
@MikeRamsey
Local
Content
@MikeRamsey
@MikeRamsey
@MikeRamsey
YES!!!
@MikeRamsey
@MikeRamsey
TWINS FROM DIFFERENT PLACES
@MikeRamsey
@MikeRamsey
@MikeRamsey
@MikeRamsey
@MikeRamsey
Website
Markup
@MikeRamsey
Test a Location Page
Test a Location Page
@MikeRamsey
@MikeRamsey
Review
@MikeRamsey
Review
@MikeRamsey
It works
!?!?!?!?!
@MikeRamsey
@MikeRamsey
@MikeRamsey
@MikeRamsey
bit.ly/localgrader
@MikeRamsey
bit.ly/locallanding
@MikeRamsey
Mike Ramsey
Follow Me on Twitter @MikeRamsey
On Google+ at bit.ly/mikeramsey
@MikeRamsey
Questions?
Unanswered questions…
• Post these on Local Search Forum
• Speakers & Presenters will try to answer as many as possible
www.localsearchforum.com/showthread.php?t=9353
InsideLocal: upcoming webinars
• August 14th – Great sales strategies for local agencies– Laura Betterley & David Sprague
• September 11th – Enhanced citation optimization– David Moceri, Myles Anderson + 1 more (tbc)
• September 25th – Local Reputation Management– Don Campbell, Phil Rozek, Myles Anderson
• October 9th – Google+ Local Advanced Troubleshooting– Linda Buquet + 2 more (tbc)
Register here…
www.brightlocal.com/insidelocal
www.localsearchforum.com/insidelocal-webinars
That’s all folks!