BMTC20: Marketing: SEO Goes Local

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.

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Zephyr Conferences

February 05, 2020
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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
  4. None
  5. Proximity

  6. None
  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

  20. None
  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/