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

matthew@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!

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Keyword Research Tools

Keyword Planner From Google

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www.SmallBusinessOnlineCoach.com

Google Trends

Google Suggest & Google Related Terms

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Tools to do this super fast:

http://keywordresearcher.org/

http://ubersuggest.org/

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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!

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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

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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+

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Pro Tip – Add phone number in meta and title tags b/c it makes the phone # clickable in mobile SERPs!

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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

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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

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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

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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

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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:

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Pro Tip: Run reviews to

rotate on page refreshes to

increase chances of review

markup to show up!

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Where does you eye go?

Author markup rocks!

Do It!

https://plus.google.com/authorship

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Test your mark-up

with the google

rich snippet testing

tool.

http://www.google.com/webmasters/tools/richsnippets

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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

mike@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!