Local SEO impacts small business. In this presentation, Derek Hanson of Emprise Media shares tips that help small businesses to up date their local business online. He covered things including claiming your local listing, website optimization, and building trust with customers and search engines.
2. About Emprise Media
• Started in 2010
• Small Business Marketing Agency
– Websites
– Search Engine Optimization
– Social Media Marketing
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3. Why Your Crazy Not To Use Local
• 61% of searches on smartphones are conduct
with local businesses online (comScore)
• Local Searches By Mobile are Expected to
Exceed Desktop By 2016 (comScore)
• Over 70% of local searches purchased the
product after search (comScore)
• 20% of Desktop Searches have local intent.
(Google)
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5. Goals
• Customers To Find Your Business Online
• Visit Your Site
• Buy Your Product
• They Like It
• They Do It Again
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6. Intent of Search
What are my customers looking for?
• Make a list based on knowledge
• What is your competition using (Visit their
website)
• Use a keyword tool
– Google keyword estimator (free)
– Example (Realtor, Real Estate Agent)
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9. Building Trust
• Google Is looking for Trust
– Domain Related Trust (Emails, address on website,
phone, etc.)
– Citations (Directories & Business Listings)
– Reviews
– Links (points to your domain as legitimate)
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10. Claiming Your Business
• Finding Your Business Online
• Accurate Information
• Photos & Videos
http://maps.google.com/help/maps/business
photos/
• Listings & Citations
• Reviews and Reputation
• Social Elements
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11. Find Your Business
• Google for Your Business By Name
• New Businesses Can Be Added
– https://www.google.com/services/
14. Building Trust - Accurate Information
• Accurate Name, Address and Phone Number
• Email With Domain Name (Establishing
Authority or Trust)
– service@your business.com, info@your biz.com
• Business Description without keyword stuffing
• Complete Listing of Categories
15. Building Trust - Links & Citations
• Links & Citations are your two most important
factors
• Places to Get these from
– Newspapers
– Directories
– Chambers & BBB
– Educational Sites
– Associations
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16. Building Trust With Directories
• Business Directories
• Places to Add Your Business
– Bing, Yahoo, Yelp, YP.com, SuperPages, LocalEze
Insider Pages, Hot Frog, City Search, etc...
• Keep Your listing information in description
the same.
• Getlisted.org (resource to see if you are
getting you information in the right places)
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17. Tools to Find Links to Build Trust
• SEOMOZ.org Open Site Explorer (free or paid)
• Whitespark.ca (paid)
• Google Alerts (free)
• Searches (Keywords + Related Term –Keyword
– Vinyl –Records (free)
• LinkDiagnosis.com ( Firefox Plugin) (free)
• FollowerWonk (free)
– Finding people you can contact to get a link to your
site.
Emprisemedia.com emprisemedia @emprisemedia
18. Building Trust - Reviews
• Ask For Reviews
– How to Get Them: Link from your website, email, post
cards, point of sale, receipts
– Benefits your business because they sell for you
• Velocity Of Reviews (How often reviews are made
can make an impact on local search)
• Negative Reviews
– Reply to the reviewer
– Make sure you reply when you aren’t mad
– Ask someone else to review your comment before you
send it
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21. SEO On Your Website
• Create Content (Builds Authority)
• Technical Issues
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22. Ideas To Help Build Content
• Create Fresh Relevant Content with Location
Specific Information
– Keeping a Blog
– Add Services/Products
– Locations
– Social
– Reviews
– News
– Share Images
– Videos
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23. Technical Site Factors
• URLs (your-website.com/keywords)
• Title Tags & Meta Description
• H1 Tags <h1> </h1>
• Duplicate Content (resolve)
• Micro Format Address (Schema)
• Content with Keywords ( Goes Back to Research)
• Site Map (XML site map search for xml generator)
– Include in root domain /sitemap.xml
• Webmaster Tools (free information to help know
if there are technical issues)
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24. URL Builds Trust
Local SEO
Organic SEO
Title Tag
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25. Trust Issues?
H1 Tag
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27. Schema/ Micro Formatting
• Schema.org
• Micro Formatting of information
• Provides Rich Information about information
that may not otherwise be described to the
search engines
• Events, Products, People, Reviews, and others
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30. How to Micro Format Address
<div itemscope itemtype="http://schema.org/LocalBusiness">
<h1><span itemprop="name">Emprise Media</span></h1>
<span itemprop="description"> A Beaverton SEO COmpany</span>
<div itemprop="address" itemscope
itemtype="http://schema.org/PostalAddress">
<span itemprop="streetAddress">17990 NW Fieldstone Dr.</span>
<span itemprop="addressLocality">Beaverton</span>,
<span itemprop="addressRegion">OR</span>
</div>
Phone: <span itemprop="telephone">503-705-0273</span>
</div>
Emprisemedia.com emprisemedia @emprisemedia
31.
32. Social Media
• 2011 63% of People said more likely to buy if they have a
social presence (comScore)
• Social Profile Optimization
– Twitter
• Include Location, engage community
– Facebook
• Claim Your Listing, regular updates
– Linkedin
• Optimize Links to Site & Create Company
– Google+
• We claimed this now just engage people
– Foursquare
– Gowalla
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33. Analyzing Data
• Google Analytics (free)
• Webmaster Tools (free)
• Google Places (free)
• Social Links (Bit.ly or some other service)
– Review the dats
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36. H1 Tag <h1></h1>
(think of this as your
Main point)
Image File Naming
Keyword.jpg
Rich Snippets (schema)
Address
Include Anchor Text
(links that have keywords)
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37. Improve Title Tags
Include a Meta Description (Call to Action,
think why someone should click)
Keyword Urls (keywords related to service/products)
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41. Happy Customers!
Happy Customers
• Goal in Having a search
engine website is to get
customers to your website
who
– Bought
– Liked It
– Reviewed It
– And Did It Again
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