Onboarding Local SEO ClientsHow to set up local SEO clients for success, with Moz Local & CallRail

[ W E B I N A R ]

Presenters[ W E B I N A R ]

George Freitag

Product Evangelist, Moz Local

Mark Sullivan

Director of Partnerships,CallRail

Stat

2011 Founded

35,000 +Companies

U.S. &

Canada

User Centric

Call Tracking & Analytics for Data Driven Marketers

About CallRail[ W E B I N A R ]

Stat

2004 Founded

60,000 +Locations

Online Visibility

Tools

Moz Local

Products to Power your Online Visibility

About Moz[ W E B I N A R ]

What to expectUpcoming Events

Webinar Reminders

George schools us on NAP, Store Pages

Mark shares easy client wins on Meta Data, KPIs

Live Q & A with George & Mark

Upcoming Events• June 7 - Street Fight Summit West in San Francisco

• June 14 - CallRail Q & A with Mike Blumenthal

• June 19-21 - Unbounce CTAconf in Vancouver

• June 22-23 - SMX in Seattle

Reminders

Poll: answer questions

Q & A: ask questions

Webinar replay

Tweet: @MozLocal & @CallRail

First things first…

The Basics• What is your business name?• What is your business’ address?• What is your phone number?• What’s your website or store’s landing page?

Questions NAP

Your Business Information

• What is your business name?

• What is your business’ address?

• What is your phone number• What’s your website or

store’s landing page?

• Name• Address• Phone•website

Onsite check:Local info exists

Local info is crawlableLocal info is indexed

Offsite check:Local info exists

Local info is accurateLocal info isn’t duplicated

What you’re looking for

Onsite Check

Check for NAP on website• Is the contact information on the website?

• If you have one location, it should go on every page• If you have more than one location each store needs its own

page

Check for Location Info

Check Crawlability

Try

highlightin

g

contac

t info

Check Crawlability

Try dragging

the contact

information

Check Crawlability

Web

Develo

per

Plugin

If you have multiple stores pages

If you have multiple stores pagesThis isn’t

useful to Google

If you have multiple stores pages

Good for

people!

Good for robots!

Check Indexation• Use a crawler

Check Indexation• Use site:search in Google

Check Indexation• Use site:search for contact information

Offsite Check

Onsite check:Local info exists

Local info is crawlableLocal info is indexed

Offsite check:Local info exists

Local info is accurateLocal info isn’t duplicated

What you’re looking for

Check Major Platforms

Check Major Platforms

Check your vertical

Check Other Platforms

Use a Tool

Checking for Duplicates• “(555) 123-4567”• “555-123-4567”• “5551234567”• “555.123.4567”

Use a Tool

Last things to check• Have they ever moved?• Have they ever used a different phone number?• Have they changed names?

Stat

Review

2. Check for

NAP People3. Check for

Robots Offsite4. Check

Check major platforms and secondary platforms for inaccuracies

Be sure search engines can understand information

Be sure business information exists on website

Establish business information

1. Establish

Meta Data: It still matters.

Product/Services LengthGeo modifiers

3 Tips for Meta Titles

City, State

County (if applicable)

Think like a customer

DON’T GET GREEDY.

Expensive keywords

Think like a customer

BE PAGE SPECIFIC.

Lose biz name (if needed)

Aim to keep under 50

Think like a customer

LESS IS MORE.

Follow the winners

Follow the winners

Treat it as Ad Copy Include Call To Action

2 Tips for Meta Descriptions

A chance to convince searcher

Make it compelling

Include geo + product/service

Tell searcher how to respond

Write for humans

Phone Number helps NAP cons.

Follow the winners

NOTE: Onboarding at Scale

Use formulas, dynamic text, & frequent tests to get Meta Data right.

Establishing KPIs at Onboarding

What we want it to look like

Questions to ask• How will your client measure success?

• How deep in the funnel can you measure?

• Where are you starting from? What’s the baseline?

The reality of Local SEO KPIs

Traffic Inbound LeadsRankings

Your options

Great internal KPI

Not always the best client-facing metric

Always changing

+1 for tracking people

Misses non-website actions taken

Filter the spam!

Lower funnel metric

More challenging to implement

#1 client-facing metric

KPI Onboarding Steps

1. Agree on the right KPIs with your client.2. Establish a baseline everyone agrees on.3. Track everything.4. PROVE ROI with beautiful reporting.

Onboarding Local SEO ClientsHow to set up local SEO clients for success, with Moz Local & CallRail

[ W E B I N A R ]

Q & A

Onboarding Local SEO ClientsHow to set up local SEO clients for success, with Moz Local & CallRail

[ W E B I N A R ]

George Freitag

@georgefreitag

Mark Sullivan

@mpsulli

Q & A

Onboarding Local SEO ClientsHow to set up local SEO clients for success, with Moz Local & CallRail

Thank you!

[ W E B I N A R ]