Mixwest 2014 Local SEO Strategies & Secrets

www.SiteStrategics.com
Site Strategics understands the art and science of
properly structuring your web, mobile and social
media programs. The metrics of search engine
optimization (SEO) are increasingly complex and
our experts rule the tools that provide the
research required to satisfy stringent new search
engine requirements.
Site Strategics curtails its business to Indianapolis,
Indiana – but also works nationwide.
AN indianapolis internet marketing
Agency

Early adopters
Site Strategics was established in 2004, with a
primary focus on web site development for
small, medium and large businesses in Indiana
that not only were appealing designs, but
focused on Success!
We pride ourselves on our ability to manage the
intricate balance between marketing strategies,
media vehicle selection, campaign management,
creative thinking and application.
All areas are carefully considered to maximize
your advertising effort.
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ERIN SPARKS
Senior SEO
CONSULTANT
Erin sparks
Professional skills
Erin Sparks is the owner and president of Site Strategics, a
company he founded in 2004 that specializes in high-end
Web services for small, mid-sized and large businesses in a
format and language they can afford and understand. The
company’s goal is to not only help its clients look good on
the Web but to also help them be found by potential
customers.
93
60
65
83
65
80
SEO DESIGN CODING SEM SOCIAL RADIO
VOICE
THE DUDE

We love it – every week 
WWW.EDGEOFTHEWEDRADIO.COMPODCASTS, VIDEOS : every
Saturday

Where your Customer is Looking

Search Engine
Real Estate
PPC / SEM
Regular SEO

Search Engine
Real Estate
Local SEO
Regular SEO

Search Engine
Real Estate
Local SEO
Reviews

Search Engine
Real Estate
Location Impacts Results
What Local SEO is:
“The practice of improving the quantity and the quality of
traffic from search queries with a geographic intent” - MOZ

www.companydomainname.
com
The Google Venice Update
• February 27, 2012
• Local Results Returned
• Localized results could be
pushing your rankings down
• You don’t even need to be
logged in to see local results

com
“Local Intent”search = local results
I’m not even logged into Google
How do I get in
here? I want it!

com
PIGEON UPDATE : JULY 24th, 2014
• Deep Impact for Web Results
• Does impact local search results rankings
• Some local businesses may notice an increase or decrease in
web site referrals, leads and business from the change.
• Deeper into their web search capabilities, including the
hundreds of ranking signals they use in web search along with
search features such as Knowledge Graph, spelling correction,
synonyms and more.

com
PIGEON UPDATE : JULY 24th, 2014
What wesee
• Local directory sites are getting better visibility in Google’s
search results.
• Google has fixed its “Yelp problem” and is now showing Yelp
pages at the top of search results when queries specifically
include the word “Yelp.”
• Well-known directory-style sites like Urbanspoon, TripAdvisor,
Yelp, and OpenTable

com
JULY 24th, 2014
What wesee
• Similar things are happening on other search queries — but not all:
• A search for “miami hotels” shows individual hotels in the carousel,
followed by nothing but directory-style pages in the organic results below
— URLs from Hotels.com, TripAdvisor, Expedia, Kayak and even a list of
hotels from Marriott’s website. Individual hotels don’t show until page
two.
• A search for “chicago pizza” shows individual restaurants in both the
carousel and almost completely through the first page of organic results.
• Searches for “dallas dentists” show several individual practices in the
organic results, but “dallas restaurants” shows nothing but directory-
style pages outside of the carousel.
Search Engine Land, Matt McGee, July 26

What Affects Local SEO?
Grooming the results

ON-PAGE OPTIMIZATION
Affecting changes on your site and blog to reflect LOCAL references
TITLE TAGS & META
NAME, ADDRESS, PHONE NUMBER
CONTENT
BLOG
RICH SNIPPETS

Include your location in the title tag
TITLE TAGS & META

TITLE TAGS & META
Include your location in the META DESCRIPTION

CONTENT

CONTENT
CONTENT : Most common placing for address is in the Footer >>

How to use your Blog
BLOG
• Sponsoring a local event? Write about
it
• Write about events in your area – are
you involved?
• Include your location in posts
mentioning your business directly

How to use your Blog
Don’t Forget about Authorship

“Structured markup is a way of
annotating information already on
your website to help Google and
others understand information more
precisely.”
RICH SNIPPETS
Place
Restaurant
Product
Review
Aggregate Review
Event

http://www.google.com/webmasters/tools/richsnippets
RICH SNIPPETS : TESTING TOOL

LOCAL SITES & PROFILES
Sites with Local Intent:

Make sure your address is consistent across all profiles

Verify all of your profiles, by email or phone call
Fill in as much information as possible, all are important areas

Social for Local
BRAND INTERACTION

Social media
FACEBOOK
TWITTER
GOOGLE LOCAL / MAPS
PINTEREST / FOURSQUARE / YOUTUBE / FLICKR
ALWAYS LINK TO YOUR SITE FROM YOUR ABOUT US SECTIONS

Social media
• Photos
• Videos
• Payment Options
• links

Social media
GOOGLE LOCAL
• Get your business on Google Local
• Verify with Google (phone call or postcard)
• Include all information about your
organizationG

REVIEWS
• Major Factor In How Customers
View Your Service
• Customers Look At That Before
Even Seeing Your Site
• Weighing Factors : Negative Vs. Positive
• Top Salesman For Your Local Listings

REVIEWS : DO’s
• Be Prompt
• Make it Easy
• Follow up Your Initial Email
• Be Creative

REVIEWS : DOn’ts
• DON’T offer an incentive
• DON’T ask for Yelp Reviews
• DON’T dictate what should be written
• DON’T send a link to review on Google
unless they have Gmail
• DON’T pose as happy customers to
increase your review count

Don’t get angry if you receive a bad
review

CITATIONS
“Citations are defined as “mentions” of
your business name and address on
other web pages, even if there no link to
your website”

CITATIONS
• Company Name, by itself.
• Company name & phone number.
• Company name, phone number, &
address.
• Company name, phone number,
address, & link.
• etc.

CITATIONS
• Structured Citations
• The most common citations are
found on business listing sites like
yellowpages.com, yelp.com,
superpages.com, etc. These are
referred to as structured citations.

CITATIONS
• Unstructured Citations
• Citations can also often be found
on blogs, newspaper websites,
event listing websites, job
websites, government sites, etc.
These are referred to as
unstructured citations and can be
extremely valuable to your local
rankings.

CITATIONS
• HOW TO FIND THEM?
• USEFUL TOOLS:
• Whitespark.us
https://www.whitespark.ca/local-citation-finder

Responsive web design (RWD) is a web design approach aimed at crafting sites to provide an optimal viewing
experience—easy reading and navigation with a minimum of resizing, panning, and scrolling—across a wide range of
devices (from desktop computer monitors to mobile phones).
Mashable called 2013 the Year of Responsive Web Design
WHERE YOUR CUSTOMER IS

March 18th Article in
TheNextWeb.com:
NPD: US homes now
hold over 500m
Internet-connected
devices with apps, at an
average of 5.7 per
household.
WHERE YOUR
CUSTOMER IS

Bounce rate
• Although this may not be the most talked about component of SEO, bounce
rate it is still very important to your rankings. Search engines take note if a user
clicks on your website and immediately returns to the search engine page. To
search engines, this means that the user did not find what they were looking
for and, worse, your site may not be the best option to rank high for that term.
• If your mobile site does not include all of the content from your desktop site
users may become frustrated when trying to find something that does not exist
on their device. If you do not have a site optimized for mobile viewing users are
more likely to leave and return to the search engine to find a site that is easy to
read and navigate on their screen size.
WHERE YOUR
CUSTOMER IS

Best practices on mobile
SEO
• Responsive web design. Considered industry best practice and is
recommended by Google. This includes using CSS media queries
for device rendering, and using uniformed HTML across all
devices.
• Maximize Site Speed. A faster site will provide a better mobile
user experience.
• Sites first, apps later!. Apps are limited in their reach, while sites
will drive traffic. 50% of consumers would not recommend a
business with a bad mobile site, while 40% said they would use a
competing business if it provided a better mobile experience.
• Researching your mobile audience. Prior to creating your
mobile site, it is imperative to understand the wants and needs
of whom you are trying to reach.
• Optimize your mobile content. Mobile users are often on
the go and do not have the same goals as those sitting
behind a computer. Create custom mobile content to give
researchers exactly what are looking for.
• Accessible desktop pages to mobile searchers. Point blank:
An unreachable desktop page is unusable to mobile
searchers.
DO NOT:
• Separate mobile URLs.
WHERE YOUR
CUSTOMER IS

FREE MOBILE HEALTH
CHECK
http://www.smartinsights.com/mobile-
healthcheck-go/
(Sign up for Basic)
CRAZY EGG
http://www.crazyegg.com/overview
(Mobile Click Tracking Tool)
iPAD PEEK
http://ipadpeek.com/
Get started!
ready.mobi PAGE TEST
http://ready.mobi/launch.jsp?locale=en_EN
RESPONSIVEPX
http://responsivepx.com/
(Variable Screen Sizes)

What about Mobile Search?
ROUGHLY 40% OF ALL MOBILE SEARCHES
ON GOOGLE HAVE LOCAL INTENT

Get started!
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com
LOVE TO TALK
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facebook.com/SiteStrategics

3725 East Southport Road
Suite A
Indianapolis, IN 46227
info@sitestrategics.com
+1 317 882 8500
Site Strategics goal is to bring high-end Web services to small and mid-sized business owners in a format
and language they can afford and understand. The Indianapolis company’s goal is to not only help its
clients look good on the Web but to also help them be found by potential customers.
WHERE WE ARE

Mixwest 2014 Local SEO Strategies & Secrets

Mixwest 2014 Local SEO Strategies & Secrets

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