Confidential, Property of Search Influence, LLC © 2016 HOW TO BOOST YOUR LOCAL SEARCH RANKINGS Paula Keller French Director of Account Management Workshop by
Welcome message from author
This document is posted to help you gain knowledge. Please leave a comment to let me know what you think about it! Share it to your friends and learn new things together.
Transcript
Confidential, Property of Search Influence, LLC © 2016
HOW TO BOOST YOUR LOCAL SEARCH RANKINGS Paula Keller French
Director of Account Management
Workshop by
Search Influence90 full and part-time employees120 contract writersGoogle AdWords & Analytics Certified StaffGoogle Certified Partner
ABOUT SEARCH INFLUENCE
Reputation2011 Inc. 500 honoreeSEL Columnists, SMX, LocalU, Pubcon, mozcon, Searchfest and moreTwo decades in online mediaBest Places to Work, 2014 & 2016
WHAT KIND OF BUSINESSES NEED
LOCAL SEO?
ANY BUSINESS THAT GETS SOME, OR ALL, OF ITS CLIENTS LOCALLY
Businesses that sell services or products to customers at their
location
B2C: BRICK AND MORTAR
Businesses that sell services or products to other businesses
B2B
Businesses that sell services within a particular area
SERVICE AREA BUSINESSES
GOOGLEMATTERS
MOST
SEO SEARCH RANKINGS MATTER
THE BENEFITS OF LOCAL SEO
Local Search Results
Organic Search Results
Paid Search Results
UNDERSTANDING THE SEARCH RESULTS
“Natural”
“Maps”or
“Snack Pack”
Google AdWords or “PPC”
=
=
=
Local Search Results
Organic Search Results
Paid Search Results
UNDERSTAND YOUR SEARCH
RESULTS
Google’s Local Maps Pack Slims Down
FROM 7 TO 3
Confidential, Property of Search Influence, LLC © 2016
WHAT’S CHANGED?
Confidential, Property of Search Influence, LLC © 2016
WHAT’S CHANGED?· Full address is no longer displayed· No more links to the business’ Google+ page· Business hours are now easily seen
BEFORE
AFTER
Confidential, Property of Search Influence, LLC © 2016
STAY COMPETITIVE IN THE NEW 3 PACK
· Feed Google info about your business via Google My Business· Input ALL the info you can
· Optimize your website’s on-page content for local search
· Optimize your website’s off-site signals for local search
· Earn local reviews on Google, Yelp, TripAdvisor, etc.· Earn links through offline marketing
UNDERSTANDING GOOGLE MY BUSINESS
· Google My Business 101· Page Type Differentiation· Best Practices & Guidelines
· Claiming and Verifying Google My Business Pages· Requesting Admin Access
GMB 101: A CRASH COURSE
GOOGLE MY BUSINESS
DIFFERENTIATING BETWEEN PAGE TYPES WITH THE NEW GOOGLE MY BUSINESS
Local (Storefront/Service Area)
vs.
Brand
vs.
Personal
LOCAL GOOGLE MY BUSINESS PAGE
· If verified, has a “checkmark” on main business page
· ALWAYS has an address on the About page
· NEVER displays an email address
· Has a corresponding Maps listing
GOOGLE MY BUSINESS LOCAL PAGE
If a Service Area Business does not serve its customers at its physical location, its address will not appear in Google Maps.
GOOGLE MY BUSINESS BRAND PAGE
GOOGLE MY BUSINESS BRAND PAGE
· Will never have a checkmark next to name
· May have an address· May have an email
address
· Does not integrate with Google Maps
PERSONAL GOOGLE PLUS PAGE
· Differences in the About section· Personal terminology: Education,
Employment, Home, Lives in, Gender, etc.
· No Verified checkmark on main page
· You cannot “claim” a personal page
· Does not have any integration with Google Maps
PERSONAL GOOGLE PLUS PAGES
CLAIMING YOUR GOOGLE MY BUSINESS
PAGE
WHAT IF MY GOOGLE MY BUSINESS
PAGE IS VERIFIED?
CLAIM & UPDATE LOCAL LISTINGS
IMPORTANT LOCAL LISTING SOURCES
INDIVIDUAL SITES· Bing· Yelp· Facebook· Apple Maps· Foursquare· YP· Superpages
DATA DISTRIBUTORS· Acxiom· Factual· Localeze
INDUSTRY SPECIFIC
ESTABLISH A CONSISTENT NAP + WName
Address
Phone #
Website
HOW TO GAIN MORE LOCAL REVIEWS
Source: https://www.brightlocal.com/2014/08/14/5-visual-stats-power-of-online-reviews/
WHY DO REVIEWS MATTER?
· Unique content is being added to the site regularly
SEO BENEFITS
· Online reviews on sites like Google+ and Yelp help with local rankings
· Eye-catching Rich Snippets in SERPs
WHAT TO DO· Provide a section to leave reviews on your site· Request reviews from your customers!
· Email marketing (newsletters, offers, post-purchase, post-visit, and confirmations)
· In office signage· Business cards with URLs
· Publish fake reviews under a false profile· Duplicate of review content· Reward customers for leaving a review
WHAT NOT TO DO
WEBSITE OPTIMIZATION
TACTICS FOR LOCAL
ON SITE CONTENTPAGE TITLES
PAGE HEADINGS (H1)
META DESCRIPTIONS
FRIENDLY URL
ON SITE CONTENT
ON-PAGE CONTENT
SUBHEADINGS
SUBHEADINGS
LOCATION OPTIMIZATIONS
TAKEAWAYS● Any business that gets, some or all of its
clients locally need Local SEO
● Update local listings - Consistency is key!
● Claim your Google My Business page
● Gain more local reviews
● Optimize your website for locally specific content + NAP reinforcement
THANK YOU!QUESTIONS? - PAULA KELLER FRENCH
Search Influence935 Gravier St STE 1300New Orleans LA 70112(504) 208-3900 ext 299www.searchinfluence.com
Related Documents
