Client Success Manager, Jeff Riddall, reviews local search best practices, as well as how social media and mobile are influencing and affecting local online visibility.
SEO for Revenue, Grow Your Business, Not Just Your Rankings - Dale Bertrand
Local Search Best Practices - gShift Client Success Webinar
1. WEB PRESENCE ANALYTICS
for BRANDS AND AGENCIES
Local Search Best Practices
Jeff Riddall
Client Success Manager,
gShift
jeff.riddall@gshiftlabs.com
@JRiddall
2. WEB PRESENCE
ANALYTICS
for BRANDS AND
Presenter
Jeff Riddall
• The very first gShift Client
Success Manager
• 10+ years experience in Web
marketing
• Journalism Major
• Blogger and Social Media Addict
• Hockey Dad jeff.riddall@gshiftlabs.com
@JRiddall
+ JRiddall
JRiddall on LinkedIn
3. WEB PRESENCE ANALYTICS
for BRANDS AND AGENCIES
Agenda
1. A little about gShift
2. SoLoMo
3. Best practice local search
recommendations.
Outcome
1. Ideas to give your business a local online
edge.
4. We make it simple for
brands to be massively
discovered in a social and
mobile world.
Processing billions of data
points for over 10,000+
brands across 22 countries.
WEB PRESENCE
ANALYTICS
5. Value Delivered
Mobile
Search Social
Web
Presence
Analytics
gShift collects this big data and owns this
imperative dataset:
Keyword Metrics – proprietary
Desktop/Mobile traffic analytics –
proprietary
Social Signals - proprietary
Backlinks – proprietary
Recommendations and Activities Tracking
WEB PRESENCE
ANALYTICS
7. Local Search
The Audience
Is Now
In Control
So(cial)Lo(cal)Mo(bile) has
changed the way people are
informed, consider and
purchase.
Companies have to monitor
and manage their presence
socially, locally and on
mobile.
WEB PRESENCE
ANALYTICS
8. Local Search
Best Practices
• On-Site Optimization
• Google + Local
• Content Marketing
• Social Media
• Backlinks
• The Mobile Factor
WEB PRESENCE
ANALYTICS
9. Onsite
Optimization
• Identify top ranking/visited
pages
• Identify a manageable number
of keywords you want to be
found for
• Optimize pages for keywords –
Leverage the gShift Page
Optimizer
• Title tags, Heading tags,
internal links, meta
descriptions
• Google and Bing Webmaster
tools – XML sitemap
• Schema for local businesses,
events, restaurant hours and
menu items *New* – Data
WEB PRESENCE
ANALYTICS
10. Google + Local
• Formerly Google Places
• Take ownership and complete
the required information – add
links to the introduction and to
related websites, social
accounts
• Link to your website and use
Google authorship if you
maintain a blog
• Seek out and monitor
customer reviews
WEB PRESENCE
ANALYTICS
11. Content
Marketing
• Create and distribute
original, relevant, value
added content, which links to
primary pages of your website
• Blogs, news, events, videos,
etc.
• Monitor content engagement
WEB PRESENCE
ANALYTICS
12. Social Media
• Identify appropriate social
media channels for your
business – Facebook, Google
+, Twitter, Foursquare
• Identify and follow relevant
local people or businesses
• Distribute your content with
Calls to Action and links to
relevant pages of your
website
• Monitor Social Signals by
content
• Listen
• Engage
WEB PRESENCE
ANALYTICS
13. Backlinks/Citation
s
• Backlinks do still matter
• Relevant local directories e.g.
Chamber of Commerce,
BBB.org
• Local review sites e.g. Yelp
• Links from local partner sites
• Links from relevant industry
sites
• Find links through the Top 50
Panel or Competitor’s
Backlinks in gShift
• Don’t simply link to your
Home Page – link to other
relevant pages where
appropriate WEB PRESENCE
ANALYTICS
14. Mobile
Socia
l
WEB PRESENCE
ANALYTICS
Mobile Traffic
• Upwards of 25% of gShift
client site visits are from
mobile devices
• Do you have a mobile-friendly
site?
• If you have or are creating a
separate mobile site, the
same optimization rules apply
in terms of Title Tags,
Heading Tags and internal
links
15. Mobile
Socia
l
WEB PRESENCE
ANALYTICS
Mobile Search
• We’re all lazy when we
search on a mobile device
• Shorter tail keywords and
GEO when typing
• Conversational search (voice
search). One of the key
drivers behind Google’s
recent Hummingbird update
• Expand your keyword list to
account for mobile search
• Understand the differences
when searching locally vs.
from another location
18. Special Promotions
Promotion requires a new 12-month term and expires May 1, 2014
Contact sales@gshiftlabs.com or your CSM for more details
WEB PRESENCE
ANALYTICS
Upgrade your gShift software subscription to the next tier
by May 1st, 2014 and receive 50% more keywords!
Find tier pricing at
http://www.gshiftlabs.com/product/pricing-set-up-tiers/
gShift lives at the data intersection of three overlapping, multi-billion dollar digital marketing worlds that on their own are complex to manage and report on. Content, Search and Social. When we bring these disciplines to together the challenge is amplified. There isn’t a solution on the market for agencies and marketers to buy to address these challenges. Social networks are now the distribution channels of brand content and social signals originating from content, impact SEO and discoverability by indicating authority, influence and relevancy of content. Brands are demanding measured results of their investments in content marketing and inbound marketing. gShift is a lifeline to 50,000 mid-market agencies that are challenged to orchestrate the monitoring and reporting complexity of this evolved digital marketing world. So how does it work?