Insidelocal - Advanced Onsite Local SEO Techniques - July 31st 2013

July 31st
2013
‘Advanced Onsite Local SEO Techniques’

‘Advanced Onsite Local SEO
Techniques’
Agenda:
•Single location businesses
•Multi-location businesses

Areas covered:
•Meta content, tags, images
• Essential landing page elements
• Critical local search signals
• Correct mark-up
• Content & ‘Panda’
• Google Authorship
‘Advanced Onsite Local SEO
Techniques’

Presentations & Q&A
1. Presentations – 50 mins
2. Q&A – 40 mins
– Post questions in Qu module
– Please keep them ‘on topic’
– Linda will answer some by text
– We’ll try to answer as many as we can
– Un-answered questions posted to LSF

House keeping…
• Webinar is being recorded
• Recording available in 2-3 days
• No webcam view (boo…)
• Slidedeck uploaded to slideshare.net
• Follow up email with all details

Polls running…
• We are running 4 Polls during the webinar
• We want to know what’s happening in your
search lives
• Display on your screen at various times
• Fingers on buzzers…60 seconds to
answer
• Results posted at the end

About ‘InsideLocal’
• BrightLocal & Local Search Forum
• Bi-weekly webinar series
• Hot issues, trends & opportunities
• Great content, excellent speakers
• Advanced, Informative & actionable
• More webinars & dates at the end

Speakers
Matthew Hunt
smallbusinessonlinecoach.com Mike Ramsey
Niftymarketing.com

Presenters
Myles Anderson
BrightLocal.com
Linda Buquet
Localsearchforum.com

Single Location
Optimization
Matthew Hunt
smallbusinessonlinecoach.com
matthew@smallbusinessonlinecoach.com

www.SmallBusinessOnlineCoach.com

Onpage SEO isn’t calculus!

How can a single location business rank better in Google?

What are the ‘Basics’ for Local?
•Keyword Research
•Title Tag
•Meta Description
•Headline (H1 & H2)
•Permalink (slug)
•Body/Content Optimization (local mentions, NAP listed on page)
•Local Markup (schema)
•Review Markup
•Author/Publisher Markup

Keyword Research
You gotta know what keywords to show up for, so do some
research!

Keyword Research
Tools
Keyword Planner
From Google

Google Trends

Google Suggest & Google Related Terms
Tools to do this super fast:
http://keywordresearcher.org/
http://ubersuggest.org/

Kick-ass Free Tool:
http://www.5minutesite.com/local_keywords.php
- Helps make a tone of local
keyword variations, perfect for
Adwords campaigns, but is
good for keyword research too!

Hi Five!
Now that you
know what
keywords you
want to rank for!

Title Tags
•Write for humans
•Make it contain Keyword Target
•69 characters (measured in pixels not length)
•Use | or – to separate
•Don’t keyword stuff

Meta Descriptions
•Has no real ranking power (except CTRs)
•Write for humans, this is your chance to sell the click!
•Make it contain Keyword b/c of bolding SERPs
•155 characters
•Don’t keyword stuff
•Don’t forget about Facebook & Google+
Pro Tip – Add
phone number
in meta and title
tags b/c it
makes the
phone #
clickable in
mobile SERPs!

www.SmallBusinessOnlineCoach.co
m
Headlines (H1 and H2 Tags)
• Write for humans,
• Make it attention grabbing
• Make it contain keyword you are targeting
• Make it make sense to your Title Tag (good for
users & Adword’s QS)
• H1’s can replace the Title Tag and can be used
as sitelinks in Google

m
Headlines can create sitelink SERP title

Permalink Structure
Ugly permalink
http://bobsplumbing.com/?p=123
Pretty permalink
http://bobsplumbing.com/licensed-plumber-in-toronto
Note – If you change your permalinks be sure to 301 the old
pages to the new structure so you don’t lose any link juice

The Body aka – Content
•Don’t keyword stuff!
•Write for humans!
•Use local “hooks” (i.e. local landmarks)
•Use Google related terms for ideas
• Try to have keyword in 1st
sentence
•Try to have keyword in last sentence
•Have local modifiers in content
•Use related terms in content

Don’t do this!
Put more
effort silly.

How to Make Location Page’s Content Unique
•Keep sales message above fold
•Case studies
•Driving directions
•Local landmarks & local businesses
•Local sales rep’s bio or employee
•Unique testimonial(s)
•Unique photos, videos, etc
•Local laws or regulations

Local Markup – With Pin Point Accuracy!
Tell Google and ALL search engines exactly where you are with schema
markup:
<div itemscope itemtype=”http://schema.org/Plumber”>
<span itemprop=”name”>Bob’s Plumbing</span>
<div itemprop=”address” itemscope itemtype=”http://schema.org/PostalAddress”>
<span itemprop=”streetAddress”>123 Main Street</span>
<span itemprop=”addressLocality”>Toronto</span>,
<span itemprop=”addressRegion”>ONTARIO</span>
<span itemprop=”postalCode”>M4J1N2</span>
</div>
Phone: <span itemprop=”telephone”>416-777-4545</span>
<a href=”http://googlemapsurl.com” itemprop=”maps”>URL of Map</a>
</div>

Schema Review Markup
Tell Google about your reviews:
<div itemprop=”review” itemscope itemtype=”http://schema.org/Review”>
<span itemprop=”name”>Value purchase</span> -
by <span itemprop=”author”>Lucas</span>,
<meta itemprop=”datePublished” content=”2011-03-25″>March 25, 2011
<div itemprop=”reviewRating” itemscope itemtype=”http://schema.org/Rating”>
<meta itemprop=”worstRating” content = “1″/>
<span itemprop=”ratingValue”>4</span>/
<span itemprop=”bestRating”>5</span>stars
</div>
Get bad boys like this:
Pro Tip: Run reviews to
rotate on page refreshes to
increase chances of review
markup to show up!

m
Where does you eye go?
Author markup rocks!
Do It!
https://plus.google.com/authorship

Test your mark-up
with the google
rich snippet testing
tool.
http://www.google.com/webmasters/tools/richsnippets

m
Let’s Review:
Contributes to rankings:
•Title Tag
•Meta Description
•Headline (H1 & H2)
•Permalink (slug)
•Body/Content Optimization (have keywords in
content, local mentions, etc)
•Local Markup (schema or at least have NAP on
the page)
Contributes to higher CTRs:
•Review Markup
•Author/Publisher Markup

That’s all she wrote!
Connect with me:
https://twitter.com/smbusinesscoach
http://www.smallbusinessonlinecoach.com
Now you can rock
it with local SEO!

Multi-Location
Optimization
Mike Ramsey
Niftymarketing.com
mike@niftymarketing.com

Microsite.com?
Megasite.com?
@MikeRamsey

http://www.seerinteractive.com/blog/screaming-frog-guide
@MikeRamsey

URL Structure
www.yourbrand.com/
www.yourbrand.com/locations
www.yourbrand.com/locations/state
Hat Tip: Mary Bowling
@MikeRamsey

For a Multi Location Company….
Use a
Local Landing Page on your
Google Places Listing
Use a
Local Landing Page on your
Google Places Listing
@MikeRamsey

Then Use your Home Pages OR service pages to rank
organically
A in MapsA in Maps
Organic
homepage
Organic
homepage
@MikeRamsey

Title Tags + Meta Description
@MikeRamsey

Title Tags + Meta Description
SMART
@MikeRamsey

TWINS FROM DIFFERENT PLACES
@MikeRamsey

Test a LocationPage
Test a LocationPage
@MikeRamsey

It works
!?!?!?!?!
@MikeRamsey

bit.ly/localgrader
@MikeRamsey

Mike Ramsey
Follow Me on Twitter @MikeRamsey
@MikeRamsey

Unanswered questions…
• Post these on Local Search Forum
• Speakers & Presenters will try to answer as many
as possible
www.localsearchforum.com/showthread.php?t=9353

InsideLocal: upcoming webinars
• August 14th
– Great sales strategies for local agencies
– Laura Betterley & David Sprague
• September 11th
– Enhanced citation optimization
– David Moceri, Myles Anderson + 1 more (tbc)
• September 25th
– Local Reputation Management
– Don Campbell, Phil Rozek, Myles Anderson
• October 9th
– Google+ Local Advanced Troubleshooting
– Linda Buquet + 2 more (tbc)

Register here…
www.brightlocal.com/insidelocal
www.localsearchforum.com/insideloc
al-webinars

Insidelocal - Advanced Onsite Local SEO Techniques - July 31st 2013

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