The document discusses strategies for local SEO. It recommends optimizing place page signals by claiming and completing Google place pages for each location with accurate information. It also recommends optimizing on-page signals like using the location name prominently and embedding Google Maps. Further, it suggests optimizing external location signals like reviews, citations and social media presence to improve local search rankings.
Making the Most out of your Local SEO at #SEOcamp Paris
1. LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank
MAKING THE MOST OUT OF YOUR LOCAL SEO
2. SALUT PARIS
LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank
http://www.flickr.com/photos/mejanebastien/9265873446/
3. CE QUE J’Ai aPPRIS APRÈS + de 7 ANS en FAISANT DU
Référencement WEB …
JE M’APPELLE ALEYDA SOLIS,
INTERNATIONAL SEO CONSULTANT,
HEAD OF DIGITAL STRATEGY à WOORANK
LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank
4. combien de personnes font DU
RÉFÉRENCEMENT WEB LOCAL?
LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank
levez la main
5. LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank
Restaurant Français brasserie
WE HAVE LOCALIZED RESULTS EVERYWHERE NOW
6. THE LOCAL INTEGRATION GREW with the venice update
LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank
8. BUT IT HASN’T STOPPED THERE
LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank
Google+ local replacing
Google places
9. BUT IT HASN’T STOPPED THERE
LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank
Google+ local replacing
Google places
WITH MULTI-
USER
CAPABILITIES
10. BUT IT HASN’T STOPPED THERE
LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank
Google+ local replacing
Google placesGoogle+ Local launch
!
http://googleblog.blogspot.fr/2012/05/localnow-with-dash-of-zagat-and.html
11. BUT IT HASN’T STOPPED THERE
LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank
Incentivize ugc AND SOCIALIZATION
12. BUT IT HASN’T STOPPED THERE
LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank
Incentivize ugc AND SOCIALIZATION
BECOME A GOOGLE CITY EXPERT
!
https://www.google.com/local/contest/fr/cityexpert
13. BUT IT HASN’T STOPPED THERE
LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank
cross-device SYNC
14. BUT IT HASN’T STOPPED THERE
LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank
cross-device SYNC
New Local search experience across devices
!
http://insidesearch.blogspot.fr/2012/03/introducing-new-local-search-experience.html
15. BUT IT HASN’T STOPPED THERE
Local carousel
LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank
16. BUT IT HASN’T STOPPED THERE
Local carousel
LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank
local carousel LAUNCH
!
https://plus.google.com/+google/posts/KpsbyvHUotN
17. BUT IT HASN’T STOPPED THERE
LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank
ON-GOING SERPS LOOK AND FEEL CHANGES
18. BUT IT HASN’T STOPPED THERE
ON-GOING SERPS LOOK AND FEEL CHANGES
LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank
NEW LOCAL SERPS CHANGES
!
http://blumenthals.com/blog/2014/03/11/new-look-for-google-local-search-results/
19. IT’S TIME TO EVOLVE LOCAL BY DOING SOLOMO
LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank
Social
local
mobile
20. to own your local web presence
LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank
21. to own your local web presence
LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank
check out
!
http://blumenthals.com/web-equity-infographic
22. THE RECIPE FOR OUTSTANDING LOCAL SEARCH RESULTS
LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank
what ingredients do i need?
23. LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank
WHICH SIGNALS HELP THESE TO RANK
HIGHER?
THE RECIPE FOR OUTSTANDING LOCAL SEARCH RESULTS
24. LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank
THE RECIPE FOR OUTSTANDING LOCAL SEARCH RESULTS
AND THESE OTHERS?
25. THE 2013 LOCAL SEARCH RANKING FACTORS
LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank
Personalization (8.3%)
Place Page Signals (19.6%)
External Loc. Signals (16%)
On-page Signals (18.8%)
Link Signals (14.4%)
Review Signals (10.3%)
Social Signals (6.3%)
Behavioral/Mob. Signals (6.1%)
26. THE 2013 LOCAL SEARCH RANKING FACTORS
LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank
Personalization (8.3%)
Place Page Signals (19.6%)
External Loc. Signals (16%)
On-page Signals (18.8%)
Link Signals (14.4%)
Review Signals (10.3%)
Social Signals (6.3%)
Behavioral/Mob. Signals (6.1%)
27. THE 2013 LOCAL SEARCH RANKING FACTORS
LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank
Personalization (8.3%)
Place Page Signals (19.6%)
External Loc. Signals (16%)
On-page Signals (18.8%)
Link Signals (14.4%)
Review Signals (10.3%)
Social Signals (6.3%)
Behavioral/Mob. Signals (6.1%)
28. THE 2013 LOCAL SEARCH RANKING FACTORS
LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank
Personalization (8.3%)
Place Page Signals (19.6%)
External Loc. Signals (16%)
On-page Signals (18.8%)
Link Signals (14.4%)
Review Signals (10.3%)
Social Signals (6.3%)
Behavioral/Mob. Signals (6.1%)
29. THE 2013 LOCAL SEARCH RANKING FACTORS
LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank
Personalization (8.3%)
Place Page Signals (19.6%)
External Loc. Signals (16%)
On-page Signals (18.8%)
Link Signals (14.4%)
Review Signals (10.3%)
Social Signals (6.3%)
Behavioral/Mob. Signals (6.1%)
30. THE 2013 LOCAL SEARCH RANKING FACTORS
LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank
Personalization (8.3%)
Place Page Signals (19.6%)
External Loc. Signals (16%)
On-page Signals (18.8%)
Link Signals (14.4%)
Review Signals (10.3%)
Social Signals (6.3%)
Behavioral/Mob. Signals (6.1%)
TAKE A LOOK AT
!
http://moz.com/local-search-ranking-factors
31. THIS NEEDS SOME IN-DEPTH RESEARCH
LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank
WE NEED TO DIG AROUND THESE
32. 1. PLACE PAGE SIGNALS
LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank
Place Page Signals (19.6%)
33. 1. PLACE PAGE SIGNALS
LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank
create or claim PLACE PAGE FOR EACH
LOCATION, with RIGHT address
matching the one in your site
1
add relevant title,
description WITH KEYWORDS
AND THE RIGHT categorIES
2
VOLUME, DIVERSITY, VELOCITY
and ratings OF REVIEWS
3
photos publication
4
34. 1. PLACE PAGE SIGNALS
LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank
create or claim PLACE PAGE FOR EACH
LOCATION, with RIGHT address
matching the one in your site
1
add relevant title,
description WITH KEYWORDS
AND THE RIGHT categorIES
2
VOLUME, DIVERSITY, VELOCITY
and ratings OF REVIEWS
3
photos publication
4
CONSISTENCY
IS KEY
35. LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank
1. PLACE PAGE SIGNALS
ASSOCIATE YOUR PLACE PAGE TO THE RIGHT
CATEGORIES BY REVISING THEM FIRST HERE
36. LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank
1. PLACE PAGE SIGNALS
ASSOCIATE YOUR PLACE PAGE TO THE RIGHT
CATEGORIES BY REVISING THEM FIRST HERE
GOOGLE PLACES FOR BUSINESS CATEGORY TOOL
!
http://blumenthals.com/Google_LBC_Categories
37. LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank
1. PLACE PAGE SIGNALS
Look for duplication and fix any
inconsistencies with your presence
38. LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank
1. PLACE PAGE SIGNALS
Look for duplication and fix any
inconsistencies with your presence
FAQ & steps to solve duplication
!
https://support.google.com/places/answer/183009?hl=en
39. LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank
1. PLACE PAGE SIGNALS
BEWARE OF CREATING GOOGLE+ PAGES FOR
BUSINESSES OR BRANDS INSTEAD OF LOCAL
AND HAVE DUPLICATION ISSUES
40. LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank
1. PLACE PAGE SIGNALS
BEWARE OF CREATING GOOGLE+ PAGES FOR
BUSINESSES OR BRANDS INSTEAD OF LOCAL
AND HAVE DUPLICATION ISSUES
MERGING GOOGLE+ PAGES ISSUES
!
http://localu.org/blog/merge-google-pages-usually-cant-now/
41. LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank
1. PLACE PAGE SIGNALS
USE LOCAL ANALYSIS TOOLS
42. LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank
1. PLACE PAGE SIGNALS
USE LOCAL ANALYSIS TOOLS
FREE LOCAL ANALYSIS - GOOGLE PLACES TOOL
!
http://www.51blocks.com/online-marketing-tools/free-local-analysis/
43. LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank
1. PLACE PAGE SIGNALS
use the bulk uploader carefully
44. LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank
1. PLACE PAGE SIGNALS
use the bulk uploader carefully
take a look at
!
https://support.google.com/places/answer/178024?hl=en
45. LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank
1. PLACE PAGE SIGNALS
ADD ADDITIONAL INFORMATION
ABOUT YOUR BUSINESSES LOCATION
46. LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank
1. PLACE PAGE SIGNALS
ADD ADDITIONAL INFORMATION
ABOUT YOUR BUSINESSES LOCATION
take a look at
!
http://www.google.com/mapmaker
47. 2. ON PAGE SIGNALS
LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank
On-page Signals (18.8%)
48. LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank
a landing page for each location that
you want to rank for, IN A
HIERARCHICALLY ORGANIZED STRUCTURE
NAME OF SPECIFIC LOCATION
(neighborhood, city, area) IN
TITLE, META DESCRIPTION,
HEADING, CONTENT, url, ALT
DESCRIPTIONS
1
2
2. ON PAGE SIGNALS
49. LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank
NAME, ADDRESS, PHONE NUMBER
(LOCAL ONE) AND OPENING HOURS,
USING SCHEMA
3
EMBEDDED GOOGLE MAP REFERRING
TO GOOGLE+ LOCAL PAGE
4
2. ON PAGE SIGNALS
50. NAME, ADDRESS, PHONE NUMBER
(LOCAL ONE) AND OPENING HOURS,
USING SCHEMA
3
EMBEDDED GOOGLE MAP REFERRING
TO GOOGLE+ LOCAL PAGE
4
LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank
USE SCHEMA GENERATORS FOR LOCAL BUSINESS NAP
2. ON PAGE SIGNALS
51. NAME, ADDRESS, PHONE NUMBER
(LOCAL ONE) AND OPENING HOURS,
USING SCHEMA
3
EMBEDDED GOOGLE MAP REFERRING
TO GOOGLE+ LOCAL PAGE
4
LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank
USE SCHEMA GENERATORS FOR LOCAL BUSINESS NAP
USE THE FOLLOWING TOOLS
!
http://www.microdatagenerator.com/local-business-schema/
!
OR
!
http://localseoupdate.com/schema-generator/
2. ON PAGE SIGNALS
52. LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank
RELEVANT, attractive, descriptive, original, useful
content -guides, tools, news & resources-
2. ON PAGE SIGNALS
5
53. LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank
2. ON PAGE SIGNALS
ENABLE AND INCENTIVIZE
IN-PAGE REVIEWS
6
Organize events and feature
their information on your site too
7
54. LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank
2. ON PAGE SIGNALS
ENABLE AND INCENTIVIZE
IN-PAGE REVIEWS
6
Organize events and feature
their information on your site too
7
55. LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank
2. ON PAGE SIGNALS
ENABLE AND INCENTIVIZE
IN-PAGE REVIEWS
6
Organize events and feature
their information on your site too
7
USE SCHEMA TO DECLARE THEM
http://schema.org/
!
test them with
http://www.google.com/webmasters/tools/richsnippets
56. LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank
2. ON PAGE SIGNALS
FOLLOW-UP WITH YOUR LOCAL
RANKINGS USING BRIGHTLOCAL
57. LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank
2. ON PAGE SIGNALS
FOLLOW-UP WITH YOUR LOCAL
RANKINGS USING BRIGHTLOCAL
take a look at bright local here
!
http://www.brightlocal.com/
58. LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank
External Loc. Signals (16%)
3. reviews, EXTERNAL LOCATION & social SIGNALS
Social Signals (6.3%)
Review Signals (10.3%)
59. LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank
3. reviews, EXTERNAL LOCATION & social SIGNALS
REVISE YOUR CURRENT REVIEWS
AND CITATIONS… AND OPTIMIZE
THEM
60. LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank
3. reviews, EXTERNAL LOCATION & social SIGNALS
REVISE YOUR CURRENT REVIEWS
AND CITATIONS… AND OPTIMIZE
THEM
WOORANK LOCAL SECTION
!
http://www.woorank.com/
61. LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank
3. reviews, EXTERNAL LOCATION & social SIGNALS
BESIDES INCENTIVIZING YOUR GOOGLE+
NATIVE REVIEWS SEE WHERE THE EXTERNAL
ONES COME FROM
62. LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank
3. reviews, EXTERNAL LOCATION & social SIGNALS
IDENTIFY NEW CITATIONS
OPPORTUNITIES
63. LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank
3. reviews, EXTERNAL LOCATION & social SIGNALS
IDENTIFY NEW CITATIONS
OPPORTUNITIES
WHITESPARK LOCAL CITATION FINDER
!
http://www.whitespark.ca/local-citation-finder/
64. LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank
3. reviews, EXTERNAL LOCATION & social SIGNALS
IDENTIFY EXTERNAL CITATIONS AND REVIEWS BY
SETTING WEB ALERTS, SUBSCRIBE TO THEIR FEEDS
65. LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank
3. reviews, EXTERNAL LOCATION & social SIGNALS
IDENTIFY EXTERNAL CITATIONS AND REVIEWS BY
SETTING WEB ALERTS, SUBSCRIBE TO THEIR FEEDS
USE GOOGLE ALERTS OR TALK WALKER ALERTS
!
http://www.talkwalker.com/alerts
66. LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank
3. reviews, EXTERNAL LOCATION & social SIGNALS
find your industry local influencers &
develop A relationship WITH THEM
67. LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank
3. reviews, EXTERNAL LOCATION & social SIGNALS
find your industry local influencers &
develop A relationship WITH THEM
use tribalytics
!
http://www.tribalytics.com/
68. LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank
3. reviews, EXTERNAL LOCATION & social SIGNALS
collaborate with local media & blogs
69. LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank
3. reviews, EXTERNAL LOCATION & social SIGNALS
collaborate with local media & blogs
USE SIMILARWEB TO FIND them
!
http://www.similarweb.com/
70. 3. reviews, EXTERNAL LOCATION & social SIGNALS
LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank
ORGANIZE LOCAL EVENTS, coupons &
PROMOTIONS IN RELEVANT LOCAL AND
INDUSTRY COMMUNITIES AND PLATFORMS
71. 3. reviews, EXTERNAL LOCATION & social SIGNALS
LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank
ORGANIZE LOCAL EVENTS, coupons &
PROMOTIONS IN RELEVANT LOCAL AND
INDUSTRY COMMUNITIES AND PLATFORMS
USE
!
FROM YELP, PAGES JAUNES, VIA MICHELIN…
!
TO
!
FOURSQUARE, FACEBOOK…
72. 3. reviews, EXTERNAL LOCATION & social SIGNALS
LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank
create locally relevant assets
73. Hey girl,
I’d like to be the
authority in your niche
3. reviews, EXTERNAL LOCATION & social SIGNALS
LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank
AND BECOME A LOCAL (OR GLOBAL?) AUTHORITY
74. 4. BEHAVIORAL & MOBILE SIGNALS
LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank
Behavioral/Mob. Signals (6.1%)
75. LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank
4. BEHAVIORAL & MOBILE SIGNALS
mobile queries tend to be
highly localized
76. LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank
4. BEHAVIORAL & MOBILE SIGNALS
MOBILIZE YOUR LOCAL WEB PRESENCE
77. LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank
4. BEHAVIORAL & MOBILE SIGNALS
use an emulator or user agent
switcher to verify how your site is
shown in mobile devices
78. LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank
4. BEHAVIORAL & MOBILE SIGNALS
use an emulator or user agent
switcher to verify how your site is
shown in mobile devices
use
!
The Opera Mobile Emulator
http://www.opera.com/developer/mobile-emulator
or
The Mobile Phone Emulator
http://www.mobilephoneemulator.com/
79. LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank
4. BEHAVIORAL & MOBILE SIGNALS
verify how smartphone / mobile bots
crawl your site
80. LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank
4. BEHAVIORAL & MOBILE SIGNALS
verify how smartphone / mobile bots
crawl your site
use
!
google webmaster tools
!
and
!
screaming frog
www.screamingfrog.co.uk/seo-spider/
81. LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank
4. BEHAVIORAL & MOBILE SIGNALS
82. LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank
4. BEHAVIORAL & MOBILE SIGNALS
take a look at
!
http://moz.com/blog/mobile-seo-process
!
AND
!
http://www.stateofdigital.com/mobile-seo-audit/
83. so much work, but the result is sooooo good
LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank
OH LÀ LÀ! C’EST FORMIDABLE
89. local search resources
LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank
TAKE A LOOK AT
!
https://productforums.google.com/forum/#!forum/business
95. local search resources
LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank
TAKE A LOOK AT
!
http://www.webmasterworld.com/local_search/4651479.htm