Full link bundle: http://bit.ly/is-it-local
Review the most essential parts of SEO for small businesses including citations, maps, reviews, onsite content, links and more. Make sure your website is visible and useful to both people and search engines!
In this presentation you can expect to:
Learn how to get on Google,Bing and Apple maps;
Get a tour of the brand new Google My Business dashboard;
Learn about data providers
5. #PortentU
Get on that Map
2 Years at Portent
6 Years Web Consulting
1000+ Small Businesses
Various internal and external
trainings
About me.
6. What We’ll
Talk About
#PortentU
Get on that Map
• Why Local SEO is Important
• Most Important Profiles
• Directories and Citations
• Reviews
But first…
12. You can
show up for
super
popular
terms
#PortentU
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13. You can
show up for
super
popular
terms
#PortentU
Get on that Map
14. • 20 - 30% of desktop searches
have local intent
• 40 - 66% of mobile searches
have local intent
• Mobile searches will overtake
desktop in 2015
• 88% of consumers who search
for a local business visit it within
24 hours.
Local SEO
Rules
#PortentU
Get on that Map
15. Local SEO
Sucks
#PortentU
Get on that Map
• Different places show different results
• Different factors for different markets
• Constantly changing
• Influenced by location
• Listings get duplicated
• Listings get deleted
25. On-SEO for
Local
#PortentU
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• Title Tag
• Contact Information
• Location pages for each
storefront
• Links to Social/Review Sites
Basic Elements
29. Phone
Number
#PortentU
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• Phone Number goes on
every page
• Be careful of tracking
numbers
• Make sure that Google
is indexing the local
number, not the
tracking number
30. Location
Page
#PortentU
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• If you have multiple
locations, each storefront
should have its own page
• Title tag for each location
page should target only
that area.
31. Location
Page
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• Location page should have
full address listed as it is in
other online directories.
• (This is called the N.A.P.)
33. N.A.P.
#PortentU
Get on that Map
Name
Address
Phone
(Website too.)
Arthur Bryant’s Barbeque
1727 Brooklyn Ave
Kansas City, MO 64127
(816) 231-1123
http://www.arthurbryantsbbq.com
34. N.A.P.
#PortentU
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Why is the NAP
important?
Search engines use the number of
NAP is mentions as a metric for trust
and popularity
An incorrect NAP may mean the
search engine won’t count the
mention
An incorrect NAP can cause
duplicate locations
51. 51
Google My Business Dashboard
Official Business
Name
(No Keywords)
Move your Map Pin
Use PHONE BOOK
number (not tracking
number)
Website or Location
Page (Depending on
how many locations
you have)
52. 52
Google My Business Dashboard
Fill out all fields
People respond to
PHOTOS more than
LOGOS
Write a brief, unique
description
Check your work
53. Gross.
z
If you don’t choose a photo
Google will choose one for you.
63. Google
Local Tips
#PortentU
Get on that Map
• Make sure everything is filled out
• You can’t be in the carousel without a
picture
• If you’re competitor has something in
their Knowledge Graph box that you
don’t, you need to add it to yours
• Don’t use microsites. Seriously. Don’t.
Ever.
69. How to get
approved in
Map Maker
#PortentU
Get on that Map
• It’s like Wikipedia – you have to use it a lot
• Approve lots of changes to build your
profile
• Be polite (“please and thank you”)
• Use preferred categories
• Follow directions
• If you have to, you can try asking for help in
the forum.
72. Why Yelp?
#PortentU
Get on that Map
• 132 Million Monthly Users
• 74,000 Business Accounts
• 57 Million Reviews
• Largest Age Group on Yelp: 35-54
(36.4%)
h$p://expandedramblings.com/index.php/yelp-‐
sta:s:cs/
85. Yelp
Tips
#PortentU
Get on that Map
• Make sure everything is filled out
• Upload lots of high-quality pictures
• Don’t try to trick it
• Manage Duplicates
94. Why
Foursquare?
#PortentU
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• Primary provider for most Check-in
Apps
• Recently struck a deal with Microsoft to
power Windows and Mobile location
data
• If you think you get any visibility from
check-in apps, use Foursquare
96. Why
Facebook?
#PortentU
Get on that Map
• Increased visibility on Facebook
• May be the provider for Instagram in the
future
• High visibility within Facebook
• Reviews contained to Facebook
97. 97
z
If you’re located in another business
Located inside
another Place
98. 98
z
If you’re located in another business
Choose existing
Facebook page
114. Yext
Powerlistings
#PortentU
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Yext Paid Pros
• $199-$499/Year
• Direct Feeds into directories
• Very fast
• Changes many directories only it
has access to
118. Moz Local
Paid
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Moz Local Paid Pros
• $49/Year
• Feeds to other data providers
– Localeze Neustar
– Acxiom
– Infogroup
– Factual
• Monitors duplicates
121. Moz Local
Paid
#PortentU
Get on that Map
Moz Local Paid Cons
• Slower since it goes through data
providers
• You may still need to claim listings
if they’re claimed by someone else
• Neustar and Acxiom revert if you
cancel
123. Advanced
Search
#PortentU
Get on that Map
Use advanced searches to
find inconsistencies
• site:example.com
• "phone number"
• " website.com"
• " business name "
• -site:example
Combine them
• -site:example.com "phone number"
124. 124
z
Search for a phone number
"(206) 242-2828"
#PortentU
Get on that Map
125. 125
z
Search for mentions of your site
-inurl:gyrogeorge.com "georgesgyros.com"
#PortentU
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134. REVIEW
TIPS
#PortentU
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DON’T DO THESE
• Put review computer/station in business
• Fake reviews
• Ask 3rd party to review
• Get a ton of reviews at once
• Incentivize reviews
150. Social and
Reviews
#PortentU
Get on that Map
• Thank customers for
purchase
• Send customers to review
pages through social
• Follow up with customers
after the purchase
• Identify influencers
• Continue to provide
outstanding service
152. Local SEO
in 4 Steps
#PortentU
Get on that Map
Have a focused website
Fill out the right profiles
Work with directory listings
Have a review strategy
153. #PortentU
Get on that Map
It’s not about getting people
to your website,
You’re getting people to your
doorstep.
Local SEO
154. Prepared by
George Freitag
SEO Strategist
@number1george
bit.ly/is-it-local
Thank
Portent, Inc. 506 2nd Ave. Suite 1700 Seattle. WA 98104-2354 | Tel: 206.576.3740
YOU.
#PortentU
Get on that Map