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The Quickly Evolving World of Local SEO
The document discusses the importance of local SEO and optimizing for local search. It covers key topics like the local search landscape, why local search matters given search intent statistics, optimizing local listings and profiles, monitoring and managing reviews, and integrating with Google+. The presenter emphasizes claiming and optimizing listings, addressing positive and negative reviews, and taking a holistic local SEO approach to rank locally and drive customers.
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The Quickly Evolving World of Local SEO
- 1. The Quickly Evolving Worldof Local SEO Presented by: Brooke Snow (@brooke_snow) Digital Strategist Anvil Media, Inc. 503.595.6050 ext 241 [email protected]
- 2. Agenda I. The LocalLandscape II. Why Local Search Matters III. Optimizing For Local IV. The Google+ Elephant in the Room V. Review Monitoring & Management
- 3.
- 4. What is alocal listing?
- 5.
- 6. Why are locallistings used? Read reviews… Get directions Find a phone number See pictures Research pricing …and more!
- 7.
- 8.
- 9. Local Based Services(LBS)
- 10. Then There AreFeeds…
- 11. Holistic Approach isa Must
- 12. Why Local SearchMatters
- 13. 20% of desktopqueries have a local intent 50%+ of mobile queries have a local intent
- 14. 5% Only of those usethe city or state within the search query 2% use terms such as neighborhoods 0.5% use zip codes
- 15. What do thesestats mean to you? You could be missing out on a lot of your potential traffic
- 16. Reviews Are Important Consumersare influenced by user reviews – one bad review can multiply quickly
- 17. Reviews and Trust 85%of consumers said they read online reviews for local businesses
- 18. Reviews and Trust 79%of consumers trust an online review as much as a recommendation from a friend
- 19. Reviews and Trust 73%of consumers said a positive review makes them trust a business more
- 20.
- 21. How do younot get lost in the crowd?
- 22. Key Steps forLocal SEO Claim Optimize Monitor
- 23.
- 24. Top Ranking Factors 1.Proper Category Associations 2. Physical Address in City of Search 3. Consistency of Structured Citations 4. Quality/Authority of Structure Citations 5. HTML NAP Matching Place Page NAP 6. Quantity of Structured Citations 7. Domain Authority of Website 8. Individually Owner-verified Local Plus Page 9. City, State in Places Landing Page Title 10. Proximity of Address to Centroid Source: http://moz.com/local-search-ranking-factors 24
- 25.
- 26. Listing Ranking Factors GoogleCitations Source: http://www.whitespark.ca/local-citation-finder 26
- 27. Key On-site Optimization Locationand Business Type in All Key Areas • Title Tag • Meta description • Headline (H1 tag) • Body Copy • URL 27
- 28. Key On-site Optimization SchemaMarkup Event Markup Example 28
- 29. Things to Avoid WhatNot to Do: • Have a listing for a location where a business is not at – like a P.O. Box • Stuffing your business name with keywords • Mis-matched NAP or tracking numbers • Incorrect business category • Multiple listings with same/similar business title and address • Reports of violations of your listing • Presence of malware on your website …basically anything that is seen as spammy Source: http://moz.com/local-search-ranking-factors 29
- 30. The Google+ Elephantin the Room
- 31.
- 32.
- 33. Review Monitoring &Management
- 34. Key Online ReviewTips & Tactics 1. Always monitor reviews 2. Address negative reviews in a timely manner (24 hours max) 3. Great customer service naturally creates better ratings 4. Identify themes within negative reviews and take appropriate action in order to improve as a company 5. Track competitive reviews for intelligence and insight 6. Always remember - reviews directly impact revenue
- 35. Respond to theNegative When to Respond You know your company is in the wrong The review is misstating facts You can tell the reviewer is mad at you and not just life How to Respond Be honest & calm Be transparent Offer something for their troubles (25% off their next purchase?) If needed – take the conversation offline
- 36. Respond to thePositive When to Respond When you get a rave review How to Respond Be gracious and humble Let them know you appreciate their business
- 37. Tools – SocialMention Search by keyword Set up Alerts Includes blogs, comments, news & more
- 38. Tools – Google& Yahoo Alerts Company or industry news directly to your inbox
- 39.
- 40. Recap • • • • • • If you’re noton Google+ - get on it! Be sure to claim and optimize your local profiles Optimize your website for local SEO Reviews influence customer behavior significantly Respond to both negative and positive reviews Be involved and engaged 40