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SEO Goes Local

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March 30, 2017
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SEO Goes Local

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Zephyr Conferences

March 30, 2017

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Transcript

  1. SEO Goes Local Rich Owings http://bit.ly/BMTSEO

  2. Q. Where’s the best place to hide a brewery? A.

    Page 2 of Google
  3. None
  4. None

  5. Image via Wikimedia.org Image via RottenTomatoes.com

  6. SEO vs Local SEO

  7. Local SEO

  8. Local Search Breweries Beer tour operators Bottle shops Suppliers Consultants

  9. Local Search Brick and mortar Service area businesses Home-based businesses

  10. Local Search 30%

  11. None
  12. None

  13. Local search Where do you rank? Map pack vs. organic

    Personalization Proximity matters Diversity of results

  14. Local search Wineries Sonoma Wineries

  15. What impacts local rankings Avoiding disasters What maEers

  16. Five components Major listings Website Reviews Links Citations

  17. Social Media Major listings Reviews Links Citations

  18. Major listngs

  19. Claim it

  20. Google.com/business

  21. Verification

  22. Verification

  23. Verification

  24. Verification

  25. Verification

  26. Verification Twitter.com/GoogleMyBiz Facebook.com/GoogleMyBusiness

  27. None
  28. None
  29. None

  30. Service Area Businesses

  31. Service Area Businesses

  32. None

  33. Complete your profile Proper category Link to your home page

    Add photos Keep an eye on your photos

  34. Profile photos

  35. Profile photos

  36. Profile photos

  37. Profile photos https://google.com/business

  38. None

  39. Apple https://mapsconnect.apple.com/

  40. Apple

  41. Bing????

  42. Bing

  43. Facebook

  44. None

  45. Yelp

  46. TripAdvisor

  47. None
  48. None

  49. Google, etc.

  50. Five components Major listings Website

  51. Websites

  52. Websites

  53. Websites Mobile-responsive 50-60%

  54. Websites Mobile-first indexing

  55. Websites

  56. “Google wants to be the presentation layer of the Internet”

    - Cindy Krum (@Suzzicks)

  57. Websites

  58. Websites A data source for search engines

  59. Websites A data source for search engines Name, address and

    phone number Google Map

  60. Websites

  61. Websites

  62. Websites

  63. Websites

  64. Websites

  65. Websites Schema markup

  66. Websites For people Hours Directions Contact info

  67. Websites

  68. Websites

  69. Websites

  70. Websites

  71. Websites What do you want people to do?

  72. Websites Image courtesy http://www.aqusagtechnologies.com/

  73. Websites Image courtesy https://www.whitechalkroad.com.au/blog/speed-proves-key-optimising-mobile-web-2017

  74. Websites Image source: http://backlinko.com/search-engine-ranking

  75. Websites

  76. Websites Sliders Slows your site Bad for SEO Distracting for

    visitors Too many messages Decreases conversions

  77. Websites http://shouldiuseacarousel.com/

  78. Five components Major listings Website Citations

  79. Citations

  80. Citations Name Address Phone number NAP consistency

  81. Citations Moz.com/local

  82. Citations When to take action Missing from map pack And

    address or phone number errors Revert

  83. Citations Moz.com/Local

  84. Citations Individual listings Target the right ones Claim listings Fix

    NAPs

  85. Citations

  86. Five components Major listings Website Links Citations

  87. Links Competition Local links

  88. Links Nonprofits/event sponsorship Local bloggers Related groups Chamber of Commerce

    Partners

  89. Five components Major listings Website Reviews Links Citations

  90. Reviews

  91. Reviews

  92. Reviews Reviews happen Do they matter to you? Stars matter

  93. Reviews

  94. Reviews Recency matters

  95. Reviews Best practices Feedback first Segment it

  96. Reviews Multiple review sites Image courtesy https://www.flickr.com/photos/jmunsworth/

  97. Reviews Multiple review sites Protects against algorithm shifts More customers

    Makes it easy to leave a review Reputation management

  98. Reviews

  99. Reviews Negative reviews Perfection hurts Policy violations

  100. Reviews Negative reviews Care Context Correction Be authentic

  101. Reviews Things to avoid Incentives Fake reviews Threats

  102. Five components Major listings Website Reviews Links Citations

  103. Social Media Major listings Reviews Links Citations

  104. Avoiding disasters

  105. Avoiding disasters

  106. Avoiding disasters

  107. Avoiding disasters

  108. Avoiding disasters

  109. Avoiding disasters

  110. Avoiding disasters Keep site updated User ID: Admin Backup Google

    Search Console

  111. Avoiding disasters

  112. Avoiding disasters

  113. Avoiding disasters

  114. Avoiding disasters Proper redirects

  115. Avoiding disasters

  116. Avoiding disasters

  117. Avoiding disasters

  118. Avoiding disasters Image courtesy https://www.flickr.com/photos/jmunsworth/

  119. Avoiding disasters

  120. What can drive business Be everywhere Correct category Reviews Website

    Fast Mobile-responsive Data source Customer-friendly

  121. [email protected] Twitter: @richowings Rich Owings http://bit.ly/BMTSEO Image courtesy http://www.keepcalm-o-matic.co.uk/p/keep-calm-and-brew-beer-17/

  122. [email protected] Twitter: @richowings Rich Owings http://bit.ly/BMTSEO