Local SEO Tips and Best Practices

[Local Business] Search Engine Optimization (SEO) Tips and Best Practices December 14, 2015

Chris Raulf Digital Marketing Expert Founder & President Boulder SEO Marketing @swisschris www.linkedin.com/in/chrisraulf

www.boulderseomarke.ng.com|720.263.1736|[email protected]

AboutChrisandBoulderSEOMarke.ngChris•  BornandraisedinSwitzerland•  Twoamazingkids;lovesoccer,mountain

biking,hiking,yoga,rockclimbing...andcra=yColoradobeer

•  20+yearsindigitalmarkeBngBoulderSEOMarke.ng•  SEOTrainingandConsulBng•  SEOSiteAudits•  ContentMarkeBng•  SocialMediaMarkeBng•  OnlineLeadGeneraBon•  LinkedInTraining&More

www.boulderseomarke.ng.com|720.263.1736|[email protected]|@swisschris

My Co-Presenter John Bailey Founder & President Elevation Digital Marketing www.elevationdigitalmarketing.com www.linkedin.com/in/denverdigitalmarketing www.facebook.com/ElevationMarketing E: [email protected] Elevation Digital Marketing specializes in Search Engine Optimization, Social Media Management, and Content Marketing for small to medium sized local businesses. We’re truly passionate about understanding your audience and connecting you with your customers online to help grow your local business.


Where’sTheBestPlaceToHideADeadBody?


AGoalWithoutAPlanIsJustAWish.

AntoinedeSaint-Exupery(Frenchwriter;1900-1944)


Agenda•  IntroducBontoSEO•  HowtoidenBfytheiniBaltargetSEOkeywordsthat

peopleareactuallysearchingfor•  HowtoidenBfyandtakeadvantageofthe“lowhanging

fruit”keywordsthatalreadydrivetraffictoawebsite•  PuRngourkeywordstowork•  HowtoidenBfyhigh-qualityonlinedirectoriesandhow

toproperlyopBmizeabusinesslisBng•  HowtotakeadvantageofLinkedInandSlideSharefor

localbusinessSEO•  TrackandMeasure•  QuesBons&Answers


Ifyoudo…,thenthiscouldhappen:

SearchEngineOp.miza.on


SupplyDatabase(akasearchengines)

Demand


SEOisDead…LongLiveInboundMarke.ng

InboundMarkeBng

ContentMarkeBng

SocialMedia

MarkeBng

SearchEngine

OpBmizaBon


~250


~3

3-5 6-8

Google’sAlgorithm

Checkouttheen.reinfographicat:hcp://www.entrepreneur.com/ar.cle/226884

LocalSEO:FourImportantSignals

•  On-pageopBmizaBon->HelpGoogleunderstandwhoyouareandwhatyoudo!!

•  Backlinks

•  CitaBons/RecommendaBons

•  AccurateandCompleteBusinessLisBngs

•  Content


The5PillarsofSEO

1.  TechnicalHealthofWebsite2.  WebsiteFuncBonality3.  On-PageSearchEngine

OpBmizaBon4.  Off-PageSearchEngine

OpBmizaBon5.  SocialMediaMarkeBng

ContentMarke.ng

WhatisSEO?hbp://www.boulderseomarkeBng.com/what-is-search-engine-opBmizaBon-seo/


BuildYourDigitalMarke.ng“CreditScore”


SEORequiresaStrongTeamResources:•  SEOManager

–  Developstrategy–  Manageteamanddriveprocess–  Analyzedate

•  ContentCreator– Webcontent,blogposts,in-deptharBcles,whitepapers,casestudies,etc.

•  SocialMediaExpert–  Dra=andpublishsocialmediamessages–  Communitymanagement,etc.

•  Webmaster www.boulderseomarke.ng.com|720.263.1736|[email protected]|@swisschris

SEO:In-Housevs.Outsourcing

Itdepends:•  Time•  Resources•  Knowledge

OutsourcingSEO:•  Localvs.NaBonalvs.OverseasSEOagency•  Monthlyinvestment:

–  Local:$750+–  NaBonal:$1,250-$5,000+–  InternaBonal:$5,000+

•  Hourlyrate:$75-$300


hbps://support.google.com/webmasters/answer/35291?hl=en


The5PillarsofSearchEngineOp.miza.on

1.  TechnicalHealthofWebsite2.  WebsiteFuncBonality3.  On-PageSearchEngineOpBmizaBon

–  IniBallistoftargetSEOkeywords–  “Lowhangingfruit”keywords–  MetaTagsCreaBng

4.  Off-PageSearchEngineOpBmizaBon5.  SocialMediaMarkeBng

ContentMarke.ng


[QuickPoll]HaveYouDoneKeywordResearch?


Ini.alKeywordResearch

hbps://adwords.google.com/ko/KeywordPlanner/Home


DoYouKnowYour“LowHangingFruit”Keywords?

hbp://www.boulderseomarkeBng.com/webinar-seo-keyword-research-find-keywords-that-will-improve-search-traffic-to-your-website/


GoogleSearchConsole


BoostClick-Through-Rates(CTR)toYourWebsitebyCrea.ngOp.mizedMetaTags


Snippet

ComponentsofaSnippet


Op.mizeYourLocalBusinessinGoogleSearchConsole


WhatExactlyIsContentMarke.ng?•  ContentmarkeBng(alsoknownas"contentrecommendaBon")is

anymarkeBngformatthatinvolvesthecreaBonandsharingofmediaandpublishingcontentinordertoacquirecustomers.ThisinformaBoncanbepresentedinavarietyofformats,includingnews,video,whitepapers,e-books,infographics,casestudies,how-toguides,quesBonandanswerarBcles,photos,etc.

•  ContentmarkeBngisfocusednotonselling,butonsimplycommunicaBngwithcustomersandprospects.Theideaistoinspirebusinessandloyaltyfrombuyersbydelivering"consistent,ongoingvaluableinformaBon.“Source:hbp://en.wikipedia.org/wiki/Content_markeBng


ContentContentdevelopmentchallenges:•  Highqualitycontent/resources•  Enoughcontent/Bme•  CostTips:•  RepurposeexisBngcontent(contentinventory

spreadsheet)•  Findotherin-housecontentdevelopmentresources•  Outsourcecontentdevelopment


[QuickPoll]DoYouHaveaBlog?


ContentCrea.on


ContentCrea.on:Outsourcing


ContentCrea.on:OutsourcingPhase1:Ini.alOn-BoardingandProjectSetup

Ini.alInterviewandResearch–Theywanttolearnaboutyou,yourtargetmarketandwhatyouwanttoaccomplishwithyourcontentTheWriterAudi.onProcess–Basedonyourspecificindustryandneeds,theyusetheircrowd-sourcingtoolstosearchthousandsofwriterstoidenBfyahandfulofmatchingwritersBuildingaTrusted,ReliableWri.ngTeam–Youarepresentedwithacustom-wribensamplefromeachmatchingwritersoyoucanchoosewhichwritersyou’dliketoaddtoyourteam

Phase2:On-GoingProjectManagement

Keyword/TopicResearch–Comeupwithatargetlistofkeywordsandtopicstowriteabout.UsingKeywordResearchToolandotherresources.TitleDevelopment–Everymonthorquarter,developalistofinteresBng,compellingpageBtlesEditorialCalendarPlanning–AssigntargetpublishdatesforeachBtlesoyoucanviewadetailedpublishingscheduleAssignment,Produc.on,Edi.ng,andPublishing–ManagetheenBreproducBonandeditorialprocess.Deliverorpublishfinishedcontenttoyoursite.


ContentCrea.on:OutsourcingBenefits:ImmediateaccesstoSEOandresearchtools–withoutthelearningcurve.

•  IntegratedKeywordResearchTool:Theywillfindthebestkeywordsandtopicstohelpyouaccomplishyourgoals

•  TitleResearchandDevelopmentTool:TheyanalyzetrendingdatatodeterminethehobestBtlesinyoursegment

•  EditorialCalendar:Theywillplanoutyourcontentforyou–monthsinadvance


ContentCrea.on:OutsourcingWhat’sthecatch?


ContentisKingOp.mizedContentisKing


ContentOp.miza.onTipsü  OpBmizedmetatags:

•  Title[50-60characters]•  DescripBon[150-160characters]•  Keywords[2-4targetSEOkeywords]•  Alt/Images

ü  Blogposts:Atleast350-500wordsü  In-deptharBcles:1,000+wordsü  Includelinkstootherrelatedpagesonyoursiteandotherhighquality

websitesü  Ifpossible,addanimageandincludeanalttagwithatargetkeywordü  Placekeyword(s)inapplicableH1,H2&H3headingü  Trytoincludeanimportanttargetkeywordinthefirstparagraphaswellas

thelastandhyperlinkittoanapplicablepageü  Don’tforgettoincludeacalltoacBon!

•  Shareonsocialmedia•  Click/calltorequestaquote•  Downloadawhitepaper/viewwebinar,etc.

ü  SetupGoaltrackinginGoogleAnalyBcs


Off-PageOp.miza.on:Lis.ngsinSearchEngines

hbps://support.google.com/business/answer/3038177?hl=en


OpBmizedBusinessLisBngsinMajorSearchEngines

–  Google:•  hbps://www.google.com/business/•  hbps://www.google.com/+/business/

•  Yahoo!–  hbp://lisBngs.local.yahoo.com/basic.php

•  Bing–  hbps://www.bingplaces.com/

Off-PageOp.miza.on:Lis.ngsinSearchEngines


hbps://plus.google.com/+BoulderseomarkeBng/about

Google+BusinessLis.ng


hbps://www.gybo.com/faqwww.boulderseomarke.ng.com|720.263.1736|[email protected]|@swisschris

HighQualityDirectoryLis.ngs


HighQualityDirectoriesandBusinessLis.ngs

hbp://businessdirectory.bizjournals.com/denver/new-lisBng

Off-PageOp.miza.on:HighQualityDirectoriesandBusinessLis.ngsandReviews

Cita.ons/Recommenda.on

LinkedIn,SlideShareandSEO


LinkedInandSlideShareArePartofThreeoftheMostImportantGoogleRankingSignals:


QualityReferralTraffic


Op.mizingLinkedInCompanyPagesforSEO

✔Addanimageifpossible

✔3-4targetSEOkeywords✔90-100characters✔2-4targetSEOkeywords✔150-160characters

✔5-7targetSEOkeywords✔IncludevariaBonsifpossible

✔10-12targetSEOkeywords✔256characters

✔MakesuretofillintheappropriateinformaBon

SlideShare


hbp://www.socialmediaexaminer.com/improve-your-seo-with-linkedin-and-slideshare/


MeasureandManage


GotData?


ToolstoMeasureYourData


HowtoTrackYourData


KeywordRankTrackingTools•  GoogleSearchConsole:

hbps://www.google.com/webmasters/tools

•  SwissMadeMarkeBng:hbp://swissmademarkeBng.com/ranktracker/

•  MozRankTracker:hbp://moz.com/tools/rank-tracker

•  SEOBook:hbp://tools.seobook.com/rank-checkers/

•  SEOCentro:hbp://www.seocentro.com/tools/search-engines/keyword-posiBon.html

•  WhatsMySerp:hbp://www.whatsmyserp.com/serpcheck.php•  Plugins,etc.


UpcomingIn-PersonTrainingshbp://www.boulderseomarkeBng.com/seo-and-social-media-classes/upcoming-events/

AddiBonalResources

•  hbps://moz.com/blog/everybody-needs-local-seo

•  hbp://localseochecklist.org/resources.html

•  hbp://www.standardmarkeBng.com/2014/10/10-item-local-seo-checklist-2015/

•  hbp://thenextweb.com/insider/2015/07/30/the-ulBmate-guide-to-local-seo-ranking/

•  hbp://searchengineland.com/13-semanBc-markup-Bps-for-2013-a-local-seo-checklist-143708


Thank You! Questions?

December 14, 2015 Chris Raulf Digital Marketing Expert Founder & President Boulder SEO Marketing @swisschris www.linkedin.com/in/chrisraulf John Bailey Founder & President Elevation Digital Marketing www.elevationdigitalmarketing.com www.linkedin.com/in/denverdigitalmarketing www.facebook.com/ElevationMarketing E: [email protected]


Local SEO Tips and Best Practices

Small Business & Entrepreneurship

Transcript of Local SEO Tips and Best Practices