How We Localize & Mobilize WP Sites - Pubcon 2013

Localize and Mobilize
Presented by:
Scott Hendison
Search Commander, Inc.

Scott Hendison
• Started marketing online in 1998 selling
software and computer repair services
• Began online marketing for others in 2002
• Co-founded SEMpdx in Portland OR in 2006
• 9th Las Vegas Pubcon, and it’s an honor to be
here on this panel!

What we do for local sites
• Structured data use
• Facilitate interaction w/ review sites
• Gathering testimonials & ratings
• Mobilization

What is Structured Data?
• The search and data industries have come
together to standardize, and make the sharing
of information simpler.
• Google recognizes schema.org, microformats,
microdata, RDFa and even has a tool now in
Webmster Tools called Data Highlighter

First Thing
• We lookup the client address at the USPS, and
change the address on the site to match.
• For a single location business, we place the
address in the footer of the site.
• We ensure that we‘re presenting that info
using the correct schema structured data

Schema
• Schema.org provides a collection of html tags
so webmasters can markup their pages in ways
recognized by major search providers.
• ‘Search providers‘ means not only G, Y and B,
but everything from Global Positioning Systems
like TomTom to services like Apple Maps

Schemacreator.org – by Raventools

In WordPress, we put it in Footer.php
To get it on one line, you can just put it in a table…
<div align="center"><table><tr><td><div itemscope
itemtype="http://schema.org/LocalBusiness"><div itemprop="name"><strong>Business
Name</strong></div></td><td><div itemprop="address" itemscope
itemtype="http://schema.org/PostalAddress"><span itemprop="streetAddress"> 1234
5th Street</span> <span itemprop="addressLocality">City</span>, <span
itemprop="addressRegion">CA</span> <span
itemprop="postalCode">12345</span></td></tr></table></div>
</div>

Business Name - 1234 5th Street Cityname, CA 12345

Then we create a
better contact page

Local Search Contact Page
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Phone
Address
Hours
Map
Directions
Contact form
Lat / Long info
Use structured data


,LLC

The free plug-in does not –
• Support Multi-location (premium does)
• Have a widget (premium does)
• Add a KML Sitemap – (premium does not)

KML Sitemap
• KML = Keyhole Markup Language
• For expressing geographic information and
visualization for telling apps like Google Earth,
Maps, etc. exactly where you are located
• May be overkill to use one, but is certainly
can‘t hurt you, so why not make one?

KML Sitemap
• Create a KML sitemap & upload to your site
• Google no longer supports direct submission
• Reference the KML sitemap file from your
regular sitemap.xml file
• Clicking on the locations.kml file will open it in
Google Earth.
• Data Overkill? Maybe, but why not do it?

Reviews
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Facilitate user interaction w/ review sites
Would you rather have a review than a link?
Ask for them (despite what “they“ tell you)
Send links, postcards, use QR codes on the
tables and doors.
• Make it easy for users to leave them by sending
them to a specific feedback page

How We Localize & Mobilize WP Sites - Pubcon 2013

Testimonials
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Not to be confused with “reviews“
Just as important though
Don‘t steal your content from review sites ;)
Follow up post-sale with telephone interviews
to ensure and improve customer satsfaction.
• Use forms to gather customer info, then
display it with schema / aggregate ratings

Testimonials
• Schema rating scores are supposed to be for
the review sites, and *not* for testimonials
displayed on your own site.
• However, I would ask... why not?
• I see no problem with aggregating the ratings
and presenting them in structured data.
• We ARE doing this for clients, and IMO there‘s
nothing wrong with doing so, if they‘re legit.
• I‘m 100% positive... that I think so ;)

What did I want?
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Easy for non-programmers (me)
Shortcodes for use in the body or in widgets
Customizable options for their display
Customizable collection form
Rating scale (for rich snippets / stars)
Image upload for the testimonial writers
Structured data output including aggregation
Really, how hard could this be?

Testimonials Widget
• I almost didn’t try it because “widget” was
included in the name.
• The free version NOW offers almost everything
I need, and is just about perfected.
• I bought the premium version because after
our interactions, rating stars were integrated.
• The pages pass the Rich Snippet Tester with
flying colors, and pages are good looking, and
easily styled with CSS

Mobilize
• Responsive Design – I’m not a big fan because
text is often too small for me. Responsive does
NOT have to mean “eliminate pinch & zoom”!
• Give me mobile CTA’s
• Keep it fast!
• Limit my navigation
• Give me a full desktop view option
• There are TONS of mobile option$

Mobilize – WP Touch
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Don’t forget to add Analytics code!
Heavy customization is possible
Pro version offers even more design options
Tap to Call SHOULD be built in, but it’s not –
<a href="555-555-5555">Tap to Call</a>
Add the link in any post or page
(Or add a class for styling)
<a class="call" href="555-555-5555">Call Now!</a>
.call {
font-size:19px;
font-style:italic;
}

Thank You
Scott Hendison - @shendison
All the links:
USPS lookup

A few more extras:

Schema.org

Client Business Profile Sheet

Schema Creator

SEO Automatic Tools

KML / Geo sitemap generator

Local Keyword Tool

Lat / Long tool

Neighborhood Lookup Tool

Local Search Contact Page Plugin

Bright Local

Google Structured Data Tool

Infogroup

Our Profiles - WP Plugin

Localeze

Testimonials Widget – WP Plugin

Acxiom

WP Touch for Mobile - WP Plugin

How We Localize & Mobilize WP Sites - Pubcon 2013

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