Local SEO - Raleigh SEO meetup group March 2016
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Online Marketing and Brand presence - The big picture. Organic and Paid search elements broken down into their presence, search, conversion and loyalty components.
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Local SEO - Raleigh SEO meetup group March 2016
- 1. Local SEO | Raleigh SEO Meetup Group @LeadsNearby Raleigh SEO Meetup Group Local SEO | What You Need to Know March 15, 2016
- 2. Local SEO | Raleigh SEO Meetup Group @LeadsNearby Bob Misita CEO & Co-Founder, LeadsNearby Twitter: @LeadsNearby Website: www.leadsnearby.com
- 3. Local SEO | Raleigh SEO Meetup Group @LeadsNearby The BIG PICTURE of Local SEO @LeadsNearby
- 4. Local SEO | Raleigh SEO Meetup Group @LeadsNearby Local SEO is rapidly evolving… …Even as we put the finishing touches on this presentation, a new method is emerging: Google Posts While this presentation covers a lot of detail, it’s important to remember that as long as your optimization efforts always focus on answering the searchers’ questions, you (or your client) will rank well.
- 5. Local SEO | Raleigh SEO Meetup Group @LeadsNearby Section One: Paid = Immediate Leads
- 6. Local SEO | Raleigh SEO Meetup Group @LeadsNearby Step 1: Paid Methods
- 7. Local SEO | Raleigh SEO Meetup Group @LeadsNearby •Paid Listings Angie’s List Porch Yelp •PPC Google Bing Facebook (Impressions/CPM) •Paid Leads Industry Specific Home Advisor eLocal •Referral Programs Paid Methods
- 8. Local SEO | Raleigh SEO Meetup Group @LeadsNearby Section Two: Online Presence
- 9. Local SEO | Raleigh SEO Meetup Group @LeadsNearby Expertise
- 10. Local SEO | Raleigh SEO Meetup Group @LeadsNearby What is your online presence deemed to have Expertise in. Google Guidelines (http://static.googleusercontent.com/media/www.google.com/en//insides earch/howsearchworks/assets/searchqualityevaluatorguidelines.pdf ) •E-A-T •Mobile •Location •Needs Met Expertise
- 11. Local SEO | Raleigh SEO Meetup Group @LeadsNearby Step 2: Website Design
- 12. Local SEO | Raleigh SEO Meetup Group @LeadsNearby Tools to Check Page Speed: •Google PageSpeed Insights •Web Page Test •Pingdom •GT Metrics •Others Web Design Tools to Help Site Friendliness: •Search Console, Bing Webmaster Tools •Technical SEO-Web Developer Tools/Browser Extensions •Screaming Frog, Xenu
- 13. Local SEO | Raleigh SEO Meetup Group @LeadsNearby Step 3: Keyword Content
- 14. Local SEO | Raleigh SEO Meetup Group @LeadsNearby Remember to make use of best practices from October presentation: SEO Essentials & Google’s basic SEO guidelines Keyword Content Tools to Help with Keyword Research •SEM Rush •KW Finder •Spyfu •Google Trends & Keyword Planner
- 15. Local SEO | Raleigh SEO Meetup Group @LeadsNearby Step 4: Conversion Oriented
- 16. Local SEO | Raleigh SEO Meetup Group @LeadsNearby A Few Suggestions to Drive Conversion: •Primary Call to Action is Prominent (aka – Don’t Make me Think) •Text is easy to read/informative •Multiple Obvious Navigation Paths (Breadcrumbs) Conversion Rate Optimization Tools Include: •Lucky Orange •CrazyEgg •Optimizely •Unbounce •Visual Web Optimizer (VWO) Conversion Oriented
- 17. Local SEO | Raleigh SEO Meetup Group @LeadsNearby Step 5: Mobile
- 18. Local SEO | Raleigh SEO Meetup Group @LeadsNearby Mobile (or device independence) is a big deal… …Latest numbers suggest 60%+ searches are done on: •Smart Phones, Tablets, Laptops •Others--VR Devices, Cars, Google Glass…TBD Accelerated Mobile Pages (AMP) Test your site by going to Google on mobile device and look for Mobile Friendly next to the result Or enter your URL into Google’s Mobile Testing Tool See AMP results using g.co/ampdemo on mobile devices Mobile
- 19. Local SEO | Raleigh SEO Meetup Group @LeadsNearby Step 6: Content
- 20. Local SEO | Raleigh SEO Meetup Group @LeadsNearby Content is King Too many pages of thin content can be bad, (aka beware of thin content and Panda penalty). What content is good: •Unique •Helpful •Descriptive •Convinces Write content that describes your products, services and brand Content
- 21. Local SEO | Raleigh SEO Meetup Group @LeadsNearby Step 7: Localized Content
- 22. Local SEO | Raleigh SEO Meetup Group @LeadsNearby Publish fresh, geo-located content describing the solutions you provide (Keyword + Location) •Job Summary Information •Review Content A tool that can help automate this is Nearby Now Ensure this localized content is Schema formatted: Check with Google’s structured data testing tool Localized Content
- 23. Local SEO | Raleigh SEO Meetup Group @LeadsNearby Authority
- 24. Local SEO | Raleigh SEO Meetup Group @LeadsNearby How authoritative does the overall Internet community assess you. There are 2 components: domain authority and page authority Use a number of tools to check this: •MOZ Open Site Explorer •SEM Rush •Majestic •AHREFs Authority
- 25. Local SEO | Raleigh SEO Meetup Group @LeadsNearby Step 8: Social Media Profile
- 26. Local SEO | Raleigh SEO Meetup Group @LeadsNearby Set Up Profiles On: •Google Plus now Google my business •Facebook •YouTube •Twitter •LinkedIn •Instagram •Pinterest •Others depending on your industry Social Media Profile
- 27. Local SEO | Raleigh SEO Meetup Group @LeadsNearby Step 9: Review Profiles
- 28. Local SEO | Raleigh SEO Meetup Group @LeadsNearby Create & Claim Business Listings Depending on Industry: •Angie’s List •Yelp •Kudzu •Manta •YP •Apple Maps •Bing Places •Yahoo Small Business •Many Many More Review Profiles
- 29. Local SEO | Raleigh SEO Meetup Group @LeadsNearby Step 10: Consistent NAPw
- 30. Local SEO | Raleigh SEO Meetup Group @LeadsNearby External Component—Trusted feed aggregators: •Localeze •Acxiom •Infogroup •Factual Internal Component—Website: Make sure your home page and contact us page have your correct Name, Address and Phone Number represented using proper schema as well. Consistent NAPw Do this through: •Moz Local •Yext •Local Site Submit
- 31. Local SEO | Raleigh SEO Meetup Group @LeadsNearby Step 11: Additional Linking
- 32. Local SEO | Raleigh SEO Meetup Group @LeadsNearby There’s no shortcut to additional linking (sharable content) Beware of Penguin 3 Types of activities •Link reclamation •Outreach •Prospecting You need to earn links through: •Club Sponsorships •BBB & Chamber of Commerce •Industry Related Organizations •Affinity Programs Additional Linking Tools: •HelpAReporter •Outreachr •BuzzStream •Whitespark •And More
- 33. Local SEO | Raleigh SEO Meetup Group @LeadsNearby Trust
- 34. Local SEO | Raleigh SEO Meetup Group @LeadsNearby Trust is what your past customers have to say about you. It’s perhaps the single most important factor people use to determine which vendor to choose. Latest surveys suggest almost 90% of consumers check reviews before making a decision. That percentage has been consistent since 2013, when the first surveys came out. Trust
- 35. Local SEO | Raleigh SEO Meetup Group @LeadsNearby Step 12: Proactive Review Request
- 36. Local SEO | Raleigh SEO Meetup Group @LeadsNearby If you don’t request reviews, you can only expect to receive 1-5%. If you request reviews (and remove the login requirement) you can get upwards of 40%. There are a number of tools to request reviews: •Nearby Now •Customer Lobby •Demand Force Proactive Review Requests Even more if you focus on Products instead of Services
- 37. Local SEO | Raleigh SEO Meetup Group @LeadsNearby Step 13: Publish Reviews
- 38. Local SEO | Raleigh SEO Meetup Group @LeadsNearby You want your reviews to be published (native) in the 3 places people search: •Your site (using schema on Keyword + location pages). This gets you stars on serps. •Your social media sites (esp Facebook) •Your review business profiles Publish Reviews
- 39. Local SEO | Raleigh SEO Meetup Group @LeadsNearby Section Three: Conversion
- 40. Local SEO | Raleigh SEO Meetup Group @LeadsNearby Step 14: Conversion Funnel
- 41. Local SEO | Raleigh SEO Meetup Group @LeadsNearby In addition to being a professional brand representative, the purpose of your website is to actually convert prospects in three ways: •Webforms •Calls (or clicks to call) •Live Chat (interactive sessions) Remember to use the tools noted earlier Conversion Funnel
- 42. Local SEO | Raleigh SEO Meetup Group @LeadsNearby@LeadsNearby Section Four: Loyalty
- 43. Local SEO | Raleigh SEO Meetup Group @LeadsNearby Step 15: Retention @LeadsNearby
- 44. Local SEO | Raleigh SEO Meetup Group @LeadsNearby Use a combination of automated (like Mautic from the January Meetup) and manual processes to maintain contact with your customers after the product or service has been provided. Specifically: •Email •Coupons •Referral Programs Retention
- 45. Local SEO | Raleigh SEO Meetup Group @LeadsNearby The BIG PICTURE of Local SEO
- 46. Local SEO | Raleigh SEO Meetup Group @LeadsNearby Even as we’ve shown a very detailed look at the current state of local SEO, the ground continues to shift under our feet. We have to be prepared for the transitions to come. New things to consider: •Voice Search •Local Data Optimization The Future Picture of Local SEO
- 47. Local SEO | Raleigh SEO Meetup Group @LeadsNearby Thank You! LeadsNearby 10101 Division Drive Raleigh, NC 27603 Phone: 919-758-8420 Email: bob@leadsnearby.com Twitter: @LeadsNearby Website: www.leadsnearby.com
- 48. Local SEO | Raleigh SEO Meetup Group @LeadsNearby Questions?
Notes de l'éditeur
- Immediate Leads Come from Paid Methods: Paid Listings, Pay Per Click, Paid Leads, Referrals
- Section Two: Build your local ONLINE PRESENCE by showing your Expertise, Authority & Trust
- The following steps show your EXPERTISE:
- Step 2: Design - Build an SEO Friendly Website that ensures you have a fast page load speed for users & search engines.
- Step 3: Content - use the right keyword phrases on page and in your meta titles & descriptions.
- Step 4: Conversion - design your site so it is user friendly, which means it’s navigable and answers user’s questions.
- Step 5: Mobile - Ensure your site is device independent - aka - mobile friendly on smartphones, tablets and / or laptops
- Step 6:
- Step 7: Localized - Use a tool to generate geo-located content for your website that describes every job you and your team do every day.
- The following steps show your AUTHORITY:
- Step 8: Social - Create a Social Media profile for your business on Facebook, Twitter, LinkedIn, etc.
- Step 9: Review Profiles - Create & Claim Business Listings on public review sites, web directories and other profile sites.
- Step 10: NAPw - Ensure your name, address, phone number and website are consistent on your own website, on all of your business listings and your entire social media profile.
- Step 11: Additional Linking - Earn quality, industry-related, relevant backlinks that point to your site; make changes when that’s not the case. Link out from your website to quality, industry-related, relevant sites.
- The following step builds your TRUST:
- Step 12: Proactive Review Request - Use an online review tool that enables you to obtain reviews from your happiest customers.
- Step 13: Publish Reviews: Share your reviews on your own website, social media sites and business listing sites.
- Section Three: Focus on enabling your site’s visitors to contact you in the way that is most comfortable for them.
- Step 14: Conversion Funnel - Optimize your website with the proper conversion channels including phone calls, clicks to call, website forms & live chat functionality.
- Section Four: Once an opportunity converts into a customer, make sure you keep in touch with the customers you’ve served so they remain LOYAL customers
- Step 15: Retention - Use field service software to track what you’ve done for your customers, then ensure they get periodic emails and coupons from you to ensure they contact you again when the need additional services.