zors: dominate google+ and local search in 2014
Post on 17-Sep-2014
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Are you a Zee or Zor? If yes, check out this presentation I did for FranTech 2014 about local search engine optimization. Understand how franchisors and franchisees can align together and best leverage local and national SEO to achieve optimal positions in local search engine results.TRANSCRIPT
Local SEO for Zees and Zors
Tim Resnik, Product Strategy Principal, Moz @tresnik
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“The Internet is a breeding ground for false information. Brands are the solution, not the problem…Brands are how you sort out the cesspool”
3 Moz.com/Local/Zors
Searches on Google per month?
100,000,000,000!
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Local Search in the U.S?
6,500,000,000Based on 20BN Desktop US Searches (May 2013, Comscore)
Local searches every month (U.S.)
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Local/Mobile Connection
Local on MobileLocal on Desktop
Source: Google
20%
Sources: Google, Bing
50%
Sources: Kleiner, Perkins, Caufield, Byers; StatCounter Global Stats
Moz.com/Local/Zors Source: Kleiner, Perkins, Caufield, Byers;
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“ROBO” Online influence is much bigger than e- / m-Commerce
http://www.deloitte.com/assets/Dcom-UnitedStates/Local%20Assets/Documents/RetailDistribution/us_retail_Mobile-Influence-Factor_062712.pdf
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34Number of optimization tips for franchisors in this
presentation
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Today’s Topics How big is the local search opportunity
What is local search, why is it so complicated
5 local optimization steps to take today
How to leverage the strengths of ZEES and ZORS
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Good Ol’ Organic Search
LinksTrust
Stuff on your page
+
= Your Search Engine Rank
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Local search: It’s Complicated
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Glossary of Terms
On-pagePertaining to content or source code on your site
<title>Your Page’s Title</title>
<h1>Your Page’s Most Important Heading</h1>
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Glossary of Terms
Google+ Local Page (formerly Google Places)A Page on Google+ specifically for businesses with a physical location
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Glossary of Terms
N.A.P. (+W.)Refers to a business’s Name, Address, Phone number (and website); the virtual thumbprint of a business
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Glossary of Terms
CitationA mention or partial mention on the web of a local business’s NAP
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Glossary of Terms
Local Knowledge GraphGoogle’s collection of structured data about a local business (NAP, hours, pricing, photos, etc.)
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Glossary of Terms
Local Knowledge Graph
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2013 Ranking Factors
1. Google+ Local Page Signals
2. External Signals
3. On-page Signals
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Google+ Local Signals
Proper Category Associations
Physical Address in
City of Search
Completeness of Local G+
Page
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External Signals
NAP Consistency in Citations
Quality/Authority of
Citations
Quantity of Citations
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On-page Signals
HTML NAP Matching G+
Local NAP
G+ Local Business Title in
Title Tag
City/State in Title Tag
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Other Important Factors
Link Signals
Social SignalsReview Signals
Behavioral Signals
Personalization
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Today’s Topics How big is the local search opportunity
What is local search, why is it so complicated
5 local optimization steps to take today
How to leverage the strengths of ZEES and ZORS
Moz.com/Local/Zors
Today’s Topics 5 local optimization steps to take today
Site structureLocal Google + Page optimizationSmooth ReviewsKnow thyself (through data)NAP distribution and consistency
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#1: Smart Website StructureGet your store locator right!
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#1: Smart Website Structure
Looks great, but…
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#1: Smart Website Structure
Not Li
ke
This!
…It’s in JavaScript and not crawler friendly
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#1: Smart Website Structure1. Links to an
HTML directory of all stores
2. Alerts crawlers that there are
new pages
Like T
his!
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#1: Smart Website Structure
Get your store pages right!
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#1: Smart Website Structure
If you have 20Locations how many pages do you need?
You need 20 separate
pages
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#1: Smart Website Structure
If you don’t link to me, Google won’t find me
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#1: Smart Website Structure
HOMEPAGE
Product Line 1 Product Line 2 Product 1
Product 2
Procut 3
Product 1
Product 2
Product 3
LocationsBoise, Idaho
Seattle, WA
Portland, OR
Make sure you provide the engines a clear crawl path
Link to locations have these products?
Link to products that are available in these
locations
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#1: Smart Website Structure
[[Brand Name Here]] – Portland (SE Hawthorne) – Buy Blue Widgets In-Shop
http://www.bluewidgets.com/shops/us/portland/hawthorne
Blue Widgets, Inc. – Portland (SE Hawthorne)Blue Widgets Store – Hawthorne2500 SE Hawthorne BlvdPortland, OR 97214555 555-5555
Branch Manager: John [email protected]
See this location on Google Maps
Nearest other Portland store locations:• Blue Widgets Portland (Gresham)• Blue Widgets Portland (Jantzen Beach)• Blue Widgets Beaverton
RECEIVE 10% OFF YOUR WIDGET WITH THIS ADCALL 555-555-5555 AND MENTION THIS AD ([[COUPONNAME]])
Popular widgets carried by this store:Indigo Widget Baby Blue WidgetNavy Widget
“Got a great deal on my blue widget!”--Kristine Williams from Gresham
Have you been to our Hawthorne location?We love getting feedback!
Tell us about your experience here
BLUE WIDGET BRANDING + NAVIGATION
Best Practices for Unit-level Pages
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#1: Smart Website Structure1. Title tag MUST include +Local business title
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#1: Smart Website Structure2. URL should be short but include city name at minimum
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#1: Smart Website Structure
3. +Local Business Title should be in H1 tag
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#1: Smart Website Structure
4. Embedded MyPlaces map
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#1: Smart Website Structure
5. Collect feedback; also push people to prominent local review sites (Yelp, Citysearch, G+, etc)
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#1: Smart Website Structure6. Include nearby locations for organic linkjuice + stronger location scent
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#1: Smart Website Structure6. Include nearby locations for organic linkjuice + stronger location scent
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#1: Smart Website Structure7. Link to pages of products that are popular at this location
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#1: Smart Website Structure
8. Code contact info schema.org
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#1: Smart Website Structure
8. Code contact info schema.org
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#1: Smart Website Structure
9. Add Google+ Authorship to improve search click-through-rate
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#1: Smart Website Structure
9. Add Google+ Authorship to improve search click-through-rate
Improves click-through-rate by 25 – 35%
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#1: Smart Website Structure
9. Add Google+ Authorship to improve search click-through-rate
Implementation is easy:
1. On unit-level location page link to the “branch manager’s” Google + profile page
2. From your “branch manager’s” Google+ profile link to your website in the “contributor to” field in the about section
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#1: Smart Website Structure
10. Make each page unique by creating rich content
Not Li
ke
This!
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#1: Smart Website Structure
10. Make each page unique by creating rich content
Like T
his!
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#1: Smart Website Structure11. Own your branded search using rel=“publisher”
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#1: Smart Website Structure11. Own your branded search using rel=“publisher”
Publisher
Links entire website with a business page.
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Today’s Topics 5 local optimization steps to take today
Site structureLocal Google+ Page optimizationSmooth reviewsKnow thyself (through data)NAP distribution and consistency
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#2: Local G+ Page Optimization
Local SEO experts agree that proper category associations are the most important ranking factor
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Pick the right categories: keep your categories as consistent as possible across review sites and directories
https://moz.com/local/categories/engine/google
#2: Local G+ Page Optimization
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Own your Local Knowledge Graph – Complete your profile
#2: Local G+ Page Optimization
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Upload Images
Courtesy Todd Mintz: https://plus.google.com/+ToddMintz/posts/Sx68wqbVqry
#2: Local G+ Page Optimization
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Today’s Topics 5 local optimization steps to take today
Site structure Local Google+ Page optimizationSmooth ReviewsKnow thyself (through data)NAP distribution and consistency
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#3: Focus on Reviews
User Visits SiteNavigates to business page
Signs up for account
Completes Profile
Receives confirmation email
Confirms account
Typical Review Process
Leaves Review
1 2 3 4
567
8
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#3: Focus on Reviews
User VisitsBusiness Page Directly
Logs in with Facebook
Smarter Review Process
Leaves Review
Logs in with existing account
1
2
3
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Allows Facebook LoginsFull graphic courtesy of Phil Rozek
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#3 Focus on Reviews
YESNO
Accepts Facebook login
Send direct linksSend direct link
Existing Customers: Email Segmentation
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#3: Focus on Reviews
Pick “vertical” directories that rank organically for your target keywords:
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#3: Focus on Reviews
Pick “vertical” directories that appear in the Local Knowledge Graph
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Today’s Topics 5 local optimization steps to take today
Site structure Local Google + Page optimization Smooth ReviewsKnow thyself (through data)NAP distribution and consistency
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#4: Know Thyself
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Google Webmaster Tools can help you diagnose and repair issues w/ your site
#4: Know Thyself
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#4: Know Thyself
Google Analytics: Advanced Segmentation for Local Traffic
Inspired by Ed Reese and LocalU
Video not included
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Today’s Topics 5 local optimization steps to take today
Site structure Local Google + Page optimization Smooth Reviews Know thyself (through data)NAP distribution and consistency
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#5 NAP Consistency
73% people lose trust in a brand when listing are incorrect
2014 Placeable Survey of 1,000 people
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Up to 40% of business listing have inconsistentor missing data
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And don’t forget about phones.
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You CAN do this yourselves…
Moz.com/Local/Zors Our product can also help.
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The Mechanics of Distribution
Corporate signs up for Moz
Local
Franchise owners submit
data to corporate
Franchise owners opt in
to location syndication
Corporate submits
spreadsheet of listings
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Today’s Topics How big is the local search opportunity
What is local search, why is it so complicated
5 local optimization steps to take today
How to leverage the strengths of ZEES and ZORS
Moz.com/Local/Zors
Zor
Zee
Zee
Zee
ZeeZee
Zee
Zee
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BRAND
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The Best of Both Worlds
ZOR’s STRENGTHS
• BRAND• BUDGET• SCALE
ZOR’s RESPONSIBILITY• BRAND GUIDELINES• FRANCHISE LOCATOR• AUTHOR/PUBLISHER• LOCATION DATA• SUPPORT
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The Best of Both Worlds
ZEE’s STRENGTHS
• BOOT’s ON THE GROUND
• THE FACE OF THE BRAND ZEE’s RESPONSIBILITY*
• LOCAL SOCIAL CAMPAIGNS
• REVIEW PROGRAMS • LOCAL CONTENT
* Managed with tight brand standards and guidance
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“The Internet is a breeding ground for false information. Brands are the solution, not the problem…Brands are how you sort out the cesspool”
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- Eric Schmidt, Chairman, Google
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Onwards!Contact me: [email protected] / @tresnik
Download this presentation:
http://www.slideshare.net/TMResnik
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Ongoing Education
Moz.com/blog (corporate) Localu.org (franchisees)