insidelocal - advanced onsite local seo techniques - july 31st 2013

July 31st 2013

‘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


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

[email protected]

Twitter: @smbusinesscoach


www.SmallBusinessOnlineCoach.com

http://www.smallbusinessonlinecoach.com/

Onpage SEO isn’t calculus!



How can a single location business rank better in Google?

The Basics Usually Win!



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



Keyword ResearchYou gotta know what keywords to show up for, so do some research!



Keyword Research Tools

Keyword Planner From Google




Google Trends


Google Suggest & Google Related Terms


Tools to do this super fast:

http://keywordresearcher.org/

http://ubersuggest.org/


http://keywordresearcher.org/

http://ubersuggest.org/


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!


http://www.5minutesite.com/local_keywords.php

http://www.5minutesite.com/local_keywords.php


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


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+


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


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


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


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



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


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>


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:


Pro Tip: Run reviews to

rotate on page refreshes to

increase chances of review

markup to show up!


Where does you eye go?

Author markup rocks!

Do It!

https://plus.google.com/authorship


Test your mark-up

with the google

rich snippet testing

tool.

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


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


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

[email protected]

Twitter: @niftymarketing


@MikeRamsey

Onsite

For

Multi-Location

Businesses

@MikeRamsey

Microsite.com?

Megasite.com?

Subdomain. Site.com?

@MikeRamsey

@MikeRamsey

Keyword Research

@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

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

YES!!!

@MikeRamsey

@MikeRamsey

TWINS FROM DIFFERENT PLACES

@MikeRamsey

@MikeRamsey

Website

Markup

@MikeRamsey

Test a Location Page

Test a Location Page

@MikeRamsey

@MikeRamsey

Review

@MikeRamsey

It works

!?!?!?!?!

@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!