Luke, Inbound Marketing Specialist from Savvy Panda, local SEO speech from Joomla World Conference. 11/17/12
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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
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
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
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
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
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
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
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
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