BMTC20: Marketing: SEO Goes Local

We have all heard of and are aware of Search Engine Optimization, or how to optimize your visibility on search engines. But brick-and-mortar businesses or just those with a defined target geography (which means most attendees of this conference) have special SEO considerations, called Local SEO. Expert Rich Owings from Local Is Where It’s At, will provide clear advice on the following subjects: optimizing your business listing on Google, getting found on iPhones via Apple Maps, improving your reviews and responding to negative reviews, and improving your own website for Local SEO. Completely updated for 2020, with all the latest strategies.

Transcript

1. SEO Goes Local Rich Owings https://localiswhereitsat.com https://localiswhereitsat.com/presentations/
2. Local SEO Search Engine Optimization
3. — Rankings & Conversions — 5 Areas Impacting Local SEO — Google — What Matters Most What I’ll Cover
5. Proximity
7. Five components Google, etc. Reviews Citations Backlinks Website
8. Five components Google, etc.
9. 60% The percentage of mobile searches that don’t result in a click thru to a website
10. …for your business Google… the new home page
11. Claim it — Verify ownership — Post card — Phone — Google.com/business — Google My Business (GMB)
12. Google My Business (GMB)
13. — Fill in completely — Get engagement — Categories — Link to home page
14. — Address
15. Hidden address
16. — Address — Hours — Texting — Tours — Phone — Suggest an edit
17. — Events
18. Reserve with Google https://www.google.com/maps/reserve/partners
19. — Photos
21. — Highlights
22. — Q&A
23. — Q&A
24. — Q&A
25. — Popular times
26. — Reviews
27. — Reviews — Description
28. — Related businesses
29. — Web results!
30. — But that’s not all… — Google Posts
31. — Keep it up to date — Watch your listing
32. 60%
33. Resource links —Google Posts: https://www.brightlocal.com/2018/02/2 0/create-google-business-post-will-win- customers/ —Google Q&A: —https://gatherup.com/blog/google-q- get-know-googles-latest-local-feature/
34. Resource links —Google My Business support —https://twitter.com/GoogleMyBiz —https://www.facebook.com/GoogleMy Business/
35. Google, etc.
36. Major listings —Claim them —Fill in as much information as possible —Add photos
37. Apple https://mapsconnect.apple.com/
38. Apple https://mapsconnect.apple.com/
39. Facebook
40. Bing https://www.bingplaces.com/
41. Yelp https://biz.yelp.com/
42. TripAdvisor https://www.tripadvisor.com/Owners
43. Top ten lists
44. Five components Google, etc. Reviews
45. Reviews
46. Reviews
47. Reviews
48. Reviews • What draws clicks? • Average rating and number of reviews • What impacts rankings? • Number and frequency of reviews
49. Reviews • Ask as many people as you can • But how? • Email newsletter list
50. Reviews
51. Reviews
52. Reviews • Business feedback • Use a feedback solicitation system • GatherUp
53. Reviews
54. Reviews
55. Reviews https://whitespark.ca/google-review-link-generator/
56. Reviews • Verbal • Printed card • Email • Text • ???
57. Reviews • Don’t just ask for Google reviews • Ask for reviews on TripAdvisor, Untappd, Beer Advocate, etc.
58. Reviews
59. Negative Reviews
60. Negative Reviews • Don’t be perfect • Respond carefully and consider the audience
61. Other review tips • Don’t post or pay for fake reviews • Don’t ask employees to leave reviews • Don’t offer incentives • Do reply
62. Reviews • Influence rankings within Yelp and TripAdvisor • Influence rankings in Google • Overall number, frequency & recency
63. Five components Google, etc. Reviews Website
64. On your website •For users and for Google •Data source •Name, address, phone number •Use keywords on your homepage •Location page with Google Map embed
65. Location pages
66. Location pages
67. Website •Optimize for conversions •Hours of operation •FAQ
68. Website •User experience •Mobile optimized •Tappable directions •Make it fast!
69. Website Via https://www.thinkwithgoogle.com/data/mobile-site-abandonment-three-second-load/
70. Website
71. Website • HTTPS
72. Five components Google, etc. Reviews Backlinks Website
73. Backlinks •Prominence •Reviews •Local links are critical! •Mentions
74. Backlinks •Nonprofits •Bloggers •COC / BBB •Host or sponsor events, MeetUps •Sponsor youth or adult athletics
75. Backlinks •Community •Relationships
76. Five components Google, etc. Reviews Citations Backlinks Website
77. Citations
78. Citations • Name, address and phone number (NAP) consistency • Can they drive traffic? • Niche citations
79. Citations • Claim them • Correct them • Fill them out thoroughly
80. Five components Google, etc. Reviews Citations Backlinks Website
81. Top tips •Get more reviews •Use Google My Business features •Be on all major platforms •Home page text •Community involvement
82. Rich Owings https://localiswhereitsat.com rich@localiswhereitsat.com Twitter: @richowings https://localiswhereitsat.com/presentations/