Gain Local Online Visibility in 2018 and Beyond - Anvil Media
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The document outlines the importance of local SEO for businesses to improve visibility to local consumers, detailing local SEO statistics and ranking factors. It emphasizes the necessity of optimizing Google My Business listings, managing online reviews, and implementing local content and schema markup. A checklist is also provided to help businesses enhance their chances of succeeding in local search results.
Gain Local Online Visibility in 2018 and Beyond - Anvil Media
- 1. Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. Gain Local Online Visibility in 2018 and Beyond May 2018 Nic Jolin SEO Specialist nic@anvilmedia.com1
- 2. Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. Contents • What is Local • Local statistics and why you should care • Local ranking factors • Methods of local search optimization 2
- 3. Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. What is Local SEO? Local SEO entails optimizing your brand for better visibility for local audiences. Local businesses need Local SEO to appear for searches that include local modifiers. Many of the characteristics for Local SEO overlap with traditional SEO. Some of the unique local ranking factors: Google My Business Citations Reviews On-page signals (NAP, local keywords) Site structure and local markup 3
- 4. Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc.4 Local SEO Statistics v v97% 97% of consumers use the internet when researching local products and services 98% of search engine users end up choosing a business that is on page one of SERPs 18% of local searches generate a sale within 1 day 82% of smartphone users use search engines when looking for local businesses 98% 18% 82% 6.2 BILLION search queries per month have local intent! Mobile searches for ‘where to buy’ have grown 85% since 2015.
- 5. Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc.5 Local SEO Statistics v v50% 50% of consumers who conducted a local search on their phone visited a store within a day 34% of consumers who conducted a local search on their desktop visited a store within a day 78% of local-mobile searches result in offline purchases 71% of people surveyed say they confirm the location of a business before going for the first time 34% 78% 71% Seven out of ten customers visit a business or make in-store purchase based on info they found online 46% of all Google searches are local!
- 6. Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. Local Ranking Factors 6 Ranking factors pulled from MOZ
- 7. Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. Optimizing for Local Searches How to optimize your site and online visibility for local consumers 7
- 8. Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. Google My Business 8 What is Google My Business? GMB is a master dashboard where many aspects of a local businesses are pulled and displayed in Google SERPs. Local packs, maps, knowledge panels all pull information from a Google My Business listing. Verifying and editing business information will help customers find your business. 56% of local retailers have not claimed their Google My Business listing
- 9. Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. Benefits of Google My Business 9 Google My Business: Businesses with complete GMB information are twice as likely to be considered reputable by consumers Read and respond to reviews from customers. Can flag if review appears to be fake/spam Post photos. Listings with photos receive 42% more requests for driving directions and 35% more clicks to their website. It’s FREE!
- 10. Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. Optimizing Google My Business 10 Ensure GMB Listing is Optimized Make sure GMB is claimed and verified (https://www.google.com/business) Optimize with all pertinent business information • NAP • Business Hours • Quality images • Description of the company (750 characters, only 250 display in knowledge panel) • Ensure categories/labels are filled in • Provide website domain link Login and check GMB periodically to ensure nothing has been altered and information is accurate
- 11. Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. Citations Ensure business citations are correct across the web 11
- 12. Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. Citations 12 Citations are places where your business information (NAP) appear on the web. Certain data aggregators are known to be places where the NAP appears and where search engines learn about businesses. Common Data Aggregators: Yelp Yellow Pages Express Update Neustar Localeze My Business Listing Manager Factual Check NAP accuracy in these data aggregators
- 13. Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. Reviews Monitor and respond to reviews 13
- 14. Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. Reviews 14 The Significance of Reviews: 85% of consumers trust online reviews as much as personal recommendations 73% of consumers say they trust a local businesses with positive reviews 49% of consumers say they need at least a 4-star rating in order to trust a business 97% of consumers read online reviews for local businesses in 2017
- 15. Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. Reviews 15 The Significance of Reviews: Hansen Orthodontics office appears on the 3rd page of a local pack VAST majority of offices outranking them in local pack have stellar reviews Two – 1-star reviews One – 3-star review Five – 5-star reviews One response to negative Responding to reviews and encouraging reviews from satisfied customers is highly recommended Studies show 4.2-4.5 rating is ideal
- 16. Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. Local SEO – Onsite Content Ensure your website is optimized for local search 16
- 17. Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. Optimize Website for Local Search 17 Core Concept Traditional SEO elements matter in local search. Here we will discuss elements that are unique to local. Page titles – Page titles should include geo-modifiers such the city, state, address, region etc. Typically, the city name is the most important. Meta Descriptions – Include geo-modifiers Headings – Include geo-modifiers Page Copy – Include geo-modifiers
- 18. Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. Local Search Examples – Titles and Descriptions 18 Search Query: buy shoes portland oregon cooking classes san francisco tool rentals philadelphia kitchen appliances miami
- 19. Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. Subheadings and Page Copy 19 Number one result for “kitchen appliances Miami” includes Miami in the heading and page copy. Miami appears a grand total of 5 times on the page.
- 20. Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. Subheadings and Page Copy 20 Number one result for “cooking classes san francisco” includes San Francisco in the heading and page copy. San Francisco appears a grand total of 6 times on the page.
- 21. Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. Creating Local Content 21 Core Concept Creating content around local events, recreational activities, interviews with locals (local experts, celebrities etc) can help gain visibility for high-volume and more long-tail keywords. Learn what the local interests are and create content around those interests if possible. Using Next Adventure as an example…
- 22. Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. Creating Local Content 22 Next Adventure Next Adventure sells and rents outdoors equipment Much of the Pacific Northwest culture is centered around outdoors activities Next Adventure does an incredible job of typing their core business around the local interests
- 23. Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. Creating Local Content 23 Next Adventure blog content speaks to the core audience interest and drives significant traffic to the website
- 24. Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. Site Architecture Organize and optimize specific location pages 24
- 25. Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. Site Architecture 25 On individual location pages, include LocalBusiness markup from Schema.org (https://schema.org/LocalBusiness). Include the: • Address • Phone number • Opening hours if possible. Make sure there is an organized crawl path to all individual location pages.
- 26. Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. Local Schema 26 With local schema markup, you can tell search engines exactly what your business name is, your company logo, address, phone number, hours of operation and more. Never show NAP in image format. All business information should be in the form of crawlable, HTML text. Local schema markup will enhance your business listings in search engine results pages. Google Structured Data Markup Helper provides a simple way to generate schema code snippets that can be copied and pasted into the head section of a page.
- 27. Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. Crawl Path – Home Depot 27
- 28. Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. Local SEO Checklist 28 To enhance your chances of dominating local search, ensure the following items are marked off if applicable: Google My Business – Claim and optimize Page Content – Ensure page content including title, meta description, heading tags, body copy and images are optimized with local/geo modifiers (DON’T OVERDUE IT!) Citations – Check citations on data aggregators across the web Reviews – Pay attention to reviews positive and negative responding where necessary Local Schema – Utilize local schema markup Site Organization – Ensure every local page is unique and optimized for each location. Ensure there is a organized crawl path to every local page
- 29. Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. Thank You! anvilmedia.com29
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