Supercharge Your Local SEO: The Complete Guide
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This document is a comprehensive guide to enhancing local SEO, emphasizing its importance due to the prevalence of local searches and their influence on consumer behavior. It covers various strategies including on-site and external SEO techniques, the role of social media, and mobile optimization to improve search visibility. Additionally, it highlights the significance of consistent citations, reviews, and directory listings in boosting local rankings.
Supercharge Your Local SEO: The Complete Guide
- 1. Supercharge Your Local SEO The Ultimate Guide Luke Summerfield The Inbound Marketing Specialist Savvy Panda
- 2. Nice to Meet You! Luke Summerfield Inbound Marketing Specialist at Savvy Panda • 9 years in Internet Marketing • Hubspot Inbound Marketing Certified VAR • Google Analytics / Adwords / HootsuiteCertified • Joomla Marketing Team & Magazine Business Writer • Purple Belt in JiuJitsu& Brown Belt in Judo • Joomla! Web Design, Inbound Marketing & SEO @SavvyPanda #JWC12 #SEO
- 3. @SavvyPanda #JWC12 #SEO @SavvyPanda #JWC12 #SEO
- 4. What We’re About to Tackle Complete Guide to Local SEO: • Why is Local SEO Important? • Recent Google Updates • On-Site / External SEO for Local • Social Connection to Local • Mobile SEO for Local Download Slides At: http://SavvyPanda.com/LocalSEO @SavvyPanda #JWC12 #SEO
- 5. 1. Driving Website Visitors with Inbound Marketing: • Blogging • SEO • Social Media • Email Marketing • Mobile Marketing • Adwords / PPC • Real World Efforts 2. Convert Visitors to Leads 3. Nurture & Convert Leads @SavvyPanda #JWC12 #SEO
- 6. @SavvyPanda #JWC12 #SEO Why is Local SEO Important?
- 7. Why Optimize for Local? • 30% of queries have local intent • 50% of mobile searches are local • 35% of Americans use search lookup local businesses • Social Media = ~3% @SavvyPanda #JWC12 #SEO
- 8. Why Optimize for Local? • Local can outrank organic listings • Levels the playing field • Cheaper • Geo targeting is key @SavvyPanda #JWC12 #SEO
- 9. @SavvyPanda #JWC12 #SEO ionadas.com Research Study
- 10. @SavvyPanda #JWC12 #SEO ionadas.com Research Study
- 11. Panda – Feb 2011 (12%) Poor Quality Websites Penguin – April 24th 2012 (3.1%) Black Hat SEO Tricks • Keyword stuffing • Un-natural links • Poor / purchased links • Keyword text bunches • Footer links @SavvyPanda #JWC12 #SEO
- 12. The Google’s Making it Rain April 50 Pack: Domain diversity - more local orgs – freshness June/July 86-Pack: Panda refresh – trusted sources – domain clustering Exact-Match Update (9/21/12) August/September 65-Pack: 7 SERPS – Knowledge Graph – Local Penguin #3 Refresh (10/5/12) Panda #21 Refresh (11/5/12) @SavvyPanda Seomoz.org/google-algorithm-change Mozcast.com #JWC12 #SEO @SavvyPanda #JWC12 #SEO
- 14. On-Site SEO Brad’s Speech Up Next in Room 3 at 12:15 @SavvyPanda #JWC12 #SEO
- 15. Website Checklist - Basic • Name, address & phone (NAP) in footer • Link to Google+ Local µdata optimize • Clean and clear menu structure • Don’t double link content • No duplicate content or titles errors • Setup Google webmaster tools • Embed a Google Map on “contact us” page @SavvyPanda #JWC12 #SEO
- 16. On-Page Checklist - Basic • Location based Longtail Keywords • Meta Description = 155 char. • Engage & Connect with Local • Title with Keyword • Follow / No-follow links • Internal vs. External links @SavvyPanda #JWC12 #SEO
- 17. Avoid Over Optimization (as per penguin update) • AvoidKeyword Stuffing • Image Alt Text Short & Accurate • Anchor Text • Footer Text / Links • Page & Website Title Tag • Keep Diverse: (title, alt, anchor) • 60% Branded • 30% Keyword • 10% Exact Match @SavvyPanda #JWC12 #SEO
- 22. Keep User Friendly & Usable • Keep user friendly • Easy to read text • Clean, clear and concise • Don’t try & trick Google Don’t Lose Sight on Goals! (remember, you still need to convert visitors) @SavvyPanda #JWC12 #SEO
- 23. Blogging
- 24. What’s Cool With Blogging? • Brings in traffic • All blogs indexed • Gear towards local content • Long tail local keyword searches • Establishes authority & builds brand personality • Inbound links • Connects with audience • Low cost, high effort to be consistent
- 26. Website Sitemap • Roadmap for Search engine indexing • JoomlaUsers = XMAP • Check for errors (Google Webmaster) • Don’t have duplicate links • Index in both Google & Bing @SavvyPanda #JWC12 #SEO
- 27. Video Sitemap • Shows more detailed information • Can help index video SERP results with your domain instead of youtube @SavvyPanda #JWC12 #SEO
- 28. Microdata Watch Ruth’s Speech @SavvyPanda #JWC12 #SEO
- 29. What is Microdata • Organized & Uniform way for interpreting text/data • Microdata (schema.org) 30% CTR! • Hcard, microformat, etc. • Reviews, events, recipes, authors @SavvyPanda #JWC12 #SEO
- 31. Strong vs Poor Links BAD Links: • Link Networks • Buying Links (fiverr) • Article Depots (ezine) Low Weighted Links: • Forum Posts • Comment Links • Client Footer Links • “Link to Friends” Lists @SavvyPanda #JWC12 #SEO
- 32. How to Build Good Links? @SavvyPanda #JWC12 #SEO
- 33. Create Amazing Content! Wow & Impress People • Get people excited to share &link • People want to cite @SavvyPanda #JWC12 #SEO
- 34. Link Bate: Grow Organic Links • Top Lists • Free Tools • Resource Library • Infographics • Public Webinar • In-Depth Article • Widget Embeds @SavvyPanda #JWC12 #SEO
- 35. Good Link Building Good Links: • Guest Blogging • Interviews • Press Releases • Sponsorships • Partnerships • Local Sites • OnMilwaukee • Journal Sentinel • Etc. @SavvyPanda #JWC12 #SEO
- 36. Google+ Local (formally Google Places) @SavvyPanda #JWC12 #SEO
- 37. … not to get confused … Google+ Local VS Google+ Business Page @SavvyPanda #JWC12 #SEO
- 38. Why is Google+Local Key? @SavvyPanda #JWC12 #SEO
- 39. Google+ Local • Validate and Enhance Google+ Business Page listing • Claim and delete duplicate listings. • Use exact business name as it is on maps & real world. • Do not add additional keywords in the title Details: • About section: Powerful + keyword + CTA • Create unique cover photo • Add high quality pictures + videos • Add Recommended Sites: • Services / Content Downloads • Reference Social Media Profiles @SavvyPanda #JWC12 #SEO
- 42. Major Directories • Yelp • Yahoo • Bing • Mapquest • CitySearch • Yellow Book etc … @SavvyPanda #JWC12 #SEO
- 43. Directory Checking Tools Yext.com GetListed.org • Claim Listing • Fill Out Fully • Keep Consistent @SavvyPanda #JWC12 #SEO
- 46. Citations • Mentions of NAP on other websites • No link required (but help) • Affect Google+ Local rankings • The more the better = higher trust • Competitive Search: Business + “address” – site:URL @SavvyPanda #JWC12 #SEO
- 48. Reviews • 5 reviews = stars on listing! • Quality & quantity affect Places ranking • Businesses with good reviews will benefit from the new Local SERPS. • 3rd Party Directories Good Too: Yelp, CitySearch, etc. @SavvyPanda #JWC12 #SEO
- 49. Reviews Ideas to Get Reviews: • Email Signature • Ask Top Clients • CTA in newsletter & websites • Check Blog Post Bit.ly/Jx4wKT DO NOT: • Fake/Paid reviews • Setup Review Computer @SavvyPanda #JWC12 #SEO
- 51. Youtube • Mobile = old style • iFrames now Indexing Website’s in SERPs • Video Captions • Video Sitemap @SavvyPanda #JWC12 #SEO
- 53. Panaromio • Google prefers • Show Up in Maps • Optimize for Local • Replaced by G+? Flickr - Twitter - Instagram Business Pages @SavvyPanda #LocalSEO
- 54. Foursquare For Beginner: • Encourage check-ins • Spreads social awareness • Offer Specials • First time check-in • Loyalty special • Mayor • Yelp, G+ &Facebook check-ins … future search influence? @SavvyPanda #JWC12 #SEO
- 55. Twitter / Facebook • Post consistent, local content • Connect & share to the city • Local influencers in your niche • FollowerWonk.com / Klout • Hash tags for local events • Cross promotion with other local businesses SavvyPanda.com/Blog @SavvyPanda #JWC12 #SEO
- 56. G+ & Search Plus Your World • Who has G+? (anyone with any google account) • Search “Plus Your World” • Connections influence results • Big Impact on Search! @SavvyPanda #JWC12 #SEO
- 57. Local SEO For Mobile @SavvyPanda #JWC12 #SEO
- 58. Do You Feel Mobile is Important? @SavvyPanda #JWC12 #SEO
- 59. Do You Have a @SavvyPanda Website? Mobile #JWC12 #SEO
- 60. Is your mobile website SEO optimized specifically For mobile? @SavvyPanda #JWC12 #SEO
- 61. 50% of Local Searches Are Mobile • 1-in-7 Searches are Mobile (2011) • 20% of all search • 30% for Restaurants • Google Webinar: “Are You Mobile Ready?” • http://bit.ly/NX9OHg @SavvyPanda #JWC12 #SEO
- 63. Mobile Website • Responsive • Preferred by Google – Farr June 6th 2012 • Mobile Template • Better UX • Tailor metadata for mobile • Site.comvsm.site.com • No Cloaking (via Matt Cutts) • Server-Side 301 redirect • Microdata - Location @SavvyPanda #JWC12 #SEO
- 64. Mobile Keyword Strategy • Based on Immediate needs • Actionable in nature • Location & Category Specific • Myth: Shorter Queries • Desktop &iPhone = 2.93 words @SavvyPanda #JWC12 #SEO
- 65. Create a Mobile Site Map Farr June 6th 2012 • Communicates with GoogleBot-Moble • What pages are important and which are mobile vs desktop • Helps with indexing on mobile search @SavvyPanda #JWC12 #SEO
- 67. Key Takeaways • Keep up to date on Google Updates • Don’t over optimize, quality local content • Claim all listings & keep consistent • Gain citations & inbound links (local sites) • Integrate social media • Have a solid mobile website @SavvyPanda #JWC12 #SEO
- 68. Your Homework #1 DownloadSlideDeckat: SavvyPanda.com/LocalSEO @SavvyPanda #JWC12 #SEO
- 69. 1. Driving Website Visitors with Inbound Marketing: • Blogging • SEO • Social Media • Email Marketing • Mobile Marketing • Adwords / PPC • Real World Efforts 2. Convert Visitors to Leads 3. Nurture & Convert Leads @SavvyPanda #JWC12 #SEO
- 71. QUESTIONS? Have More Questions? Tweet them to me @SavvyPanda Or email Luke@SavvyPanda.com Connect with Me! (educational resources, links and content) @SavvyPanda FOLLOW ME NOW /GetSavvyPanda /SavvyPandaWeb