#sejthinktank: local seo for big brands w/steve wiideman

Local SEO: Case Studies from

Big BrandsSteve Wiideman, Search Engine Strategist

#SEJThinkTank@seosteve


Steve Wiideman: Projects

The Agency’s Agency:

1.Landing Page Optimization2.Links and Business Citations

3.Business Data Integrity4.Business Reviews and Ratings


Poll 1What do you believe to be the

most important factor of local SEO?

The right tools

A foundational 4-layer

action plan

A genius creative strategy

Cadence and discipline#SEJThinkTank

@seosteve

The Secret Recipe to #LSEO


The Right ToolsSTRATEGY EXECUTION REPORTING

1. Webmaster2. Content Writer3. Outreach / PR


The Foundational 4-Layer Action Plan

Data Sources Accuracy & Integrity

Content City & Property Level Templates

Profiles & CitationsRegional & Industry

Online Reputation Ratings & Reviews


DATA SOURCES


DATA SOURCES

www.seoroadmap.org/local-seo/


Local Content

Actual Store Landing Page

City Landing Page


Store Page Content1. Official Name (SEO)2. Verbatim Address & Phone

(SEO) 3. Store Hours & Current Status

(SEO)4. Personalization (UX)5. Google Map (SEO+UX)6. Call to Action (UX)7. Selling Proposition (UX)8. Trust Signals (UX)


Store Page Content (Keyword, City) 1. oil change, anaheim ca

2. exhaust repair, muffler repair3. brake repair, brake replacement4. tires, tire repair, tire

replacement5. heating repair, ac repair6. {keyword} near me7. {keyword} in {city, st}8. Other services offered here


Store Page Content1. Location Video

schema.org/VideoObject Video XML (title, meta, tags)

2. Semantic keywords automotive technician mechanic

3. Barnacle SEO / Online Reputation Improve visibility of Yelp profile Influence what appears for ‘reviews’


Content

Actual Store Landing Page

City Landing Page


Content: City-Level #HELPFUL1. Semantically Relevant

Storage = relocating, housing, city resources

2. Trust Signals External links to authoritative content (.gov, .edu)

3. Data We Already Have FAQ’s, storage statistics, regional (hyperlocal)

content


Profiles & Citations1. Search Engines

Google My Business, Yahoo! Local, Bing Places

2. Navigation MapQuest, Apple Maps, HERE Maps, Yandex, etc

3. Social-Local Yelp, Foursquare, Facebook, etc

4. Business Directories General business directories [meh], regional citations, industry listings


Profiles & Citations


Online Reputation

GoodExperienc

e?

SHARE

PoorExperienc

e?

WE CARE

1.Yes, without a doubt2.Maybe, if it wasn’t a lot of work

3.No, I don’t want more web traffic


Poll 2Would you trade a Saturday to getneighborhood businesses to link to

you?

IDEA:

Bi-Annual Community Volunteer Events (Saturday?) Ask neighboring business to get involved Ask neighboring business to help promote

(link/share)#SEJThinkTank

@seosteve

Genius Creative Strategy

1. Weekly Content Marketing Plan

2. Recurring Social & Video Campaign

3. College & Government Strategies


Genius Creative Strategy

Learn About Rich Answers:https://www.stonetemple.com/the-growth-of-rich-answers-in-googles-search-results/

https://www.stonetemple.com/the-growth-of-rich-answers-in-googles-search-results/




Cadence & Discipline

Monitor Weekly Results & Insights Test and Experiment


Monitor Weekly Results


Bulk Tests & Experiments

1. Test Group (30)2. Control Group

(30)3. Test Gap (~4

Mo)


Bulk Tests & Experiments

1. Test 1 Group (ALL)

2. Test 2 Group (200)

3. Control Group (200)

4. Test Gap (~2 Mo)


THANKS!

Get More Strategywww.SEORoadmap.org/sej/