Local SEO Tips and Best Practices

[Local Business] Search Engine Optimization (SEO) Tips and Best Practices December 14, 2015

Chris Raulf Digital Marketing Expert Founder & President Boulder SEO Marketing @swisschris www.linkedin.com/in/chrisraulf

www.boulderseomarke.ng.com|720.263.1736|chris@boulderseomarke.ng.com

AboutChrisandBoulderSEOMarke.ngChris•  BornandraisedinSwitzerland•  Twoamazingkids;lovesoccer,mountain

biking,hiking,yoga,rockclimbing...andcra=yColoradobeer

•  20+yearsindigitalmarkeBngBoulderSEOMarke.ng•  SEOTrainingandConsulBng•  SEOSiteAudits•  ContentMarkeBng•  SocialMediaMarkeBng•  OnlineLeadGeneraBon•  LinkedInTraining&More

www.boulderseomarke.ng.com|720.263.1736|chris@boulderseomarke.ng.com|@swisschris

My Co-Presenter John Bailey Founder & President Elevation Digital Marketing www.elevationdigitalmarketing.com www.linkedin.com/in/denverdigitalmarketing www.facebook.com/ElevationMarketing E: john@elevationdigitalmarketing.com Elevation Digital Marketing specializes in Search Engine Optimization, Social Media Management, and Content Marketing for small to medium sized local businesses. We’re truly passionate about understanding your audience and connecting you with your customers online to help grow your local business.

Where’sTheBestPlaceToHideADeadBody?

AGoalWithoutAPlanIsJustAWish.

AntoinedeSaint-Exupery(Frenchwriter;1900-1944)

Agenda•  IntroducBontoSEO•  HowtoidenBfytheiniBaltargetSEOkeywordsthat

peopleareactuallysearchingfor•  HowtoidenBfyandtakeadvantageofthe“lowhanging

fruit”keywordsthatalreadydrivetraffictoawebsite•  PuRngourkeywordstowork•  HowtoidenBfyhigh-qualityonlinedirectoriesandhow

toproperlyopBmizeabusinesslisBng•  HowtotakeadvantageofLinkedInandSlideSharefor

localbusinessSEO•  TrackandMeasure•  QuesBons&Answers

Ifyoudo…,thenthiscouldhappen:

SearchEngineOp.miza.on

SupplyDatabase(akasearchengines)

Demand

SEOisDead…LongLiveInboundMarke.ng

InboundMarkeBng

ContentMarkeBng

SocialMedia

MarkeBng

SearchEngine

OpBmizaBon

3-5 6-8

Google’sAlgorithm

Checkouttheen.reinfographicat:hcp://www.entrepreneur.com/ar.cle/226884

LocalSEO:FourImportantSignals

•  On-pageopBmizaBon->HelpGoogleunderstandwhoyouareandwhatyoudo!!

•  Backlinks

•  CitaBons/RecommendaBons

•  AccurateandCompleteBusinessLisBngs

•  Content

The5PillarsofSEO

1.  TechnicalHealthofWebsite2.  WebsiteFuncBonality3.  On-PageSearchEngine

OpBmizaBon4.  Off-PageSearchEngine

OpBmizaBon5.  SocialMediaMarkeBng

ContentMarke.ng

WhatisSEO?hbp://www.boulderseomarkeBng.com/what-is-search-engine-opBmizaBon-seo/

BuildYourDigitalMarke.ng“CreditScore”

SEORequiresaStrongTeamResources:•  SEOManager

–  Developstrategy–  Manageteamanddriveprocess–  Analyzedate

•  ContentCreator– Webcontent,blogposts,in-deptharBcles,whitepapers,casestudies,etc.

•  SocialMediaExpert–  Dra=andpublishsocialmediamessages–  Communitymanagement,etc.

•  Webmaster www.boulderseomarke.ng.com|720.263.1736|chris@boulderseomarke.ng.com|@swisschris

SEO:In-Housevs.Outsourcing

Itdepends:•  Time•  Resources•  Knowledge

OutsourcingSEO:•  Localvs.NaBonalvs.OverseasSEOagency•  Monthlyinvestment:

–  Local:$750+–  NaBonal:$1,250-$5,000+–  InternaBonal:$5,000+

•  Hourlyrate:$75-$300

hbps://support.google.com/webmasters/answer/35291?hl=en

The5PillarsofSearchEngineOp.miza.on

1.  TechnicalHealthofWebsite2.  WebsiteFuncBonality3.  On-PageSearchEngineOpBmizaBon

–  IniBallistoftargetSEOkeywords–  “Lowhangingfruit”keywords–  MetaTagsCreaBng

4.  Off-PageSearchEngineOpBmizaBon5.  SocialMediaMarkeBng

ContentMarke.ng

[QuickPoll]HaveYouDoneKeywordResearch?

Ini.alKeywordResearch

hbps://adwords.google.com/ko/KeywordPlanner/Home

DoYouKnowYour“LowHangingFruit”Keywords?

hbp://www.boulderseomarkeBng.com/webinar-seo-keyword-research-find-keywords-that-will-improve-search-traffic-to-your-website/

GoogleSearchConsole

BoostClick-Through-Rates(CTR)toYourWebsitebyCrea.ngOp.mizedMetaTags

Snippet

ComponentsofaSnippet

Op.mizeYourLocalBusinessinGoogleSearchConsole

WhatExactlyIsContentMarke.ng?•  ContentmarkeBng(alsoknownas"contentrecommendaBon")is

anymarkeBngformatthatinvolvesthecreaBonandsharingofmediaandpublishingcontentinordertoacquirecustomers.ThisinformaBoncanbepresentedinavarietyofformats,includingnews,video,whitepapers,e-books,infographics,casestudies,how-toguides,quesBonandanswerarBcles,photos,etc.

•  ContentmarkeBngisfocusednotonselling,butonsimplycommunicaBngwithcustomersandprospects.Theideaistoinspirebusinessandloyaltyfrombuyersbydelivering"consistent,ongoingvaluableinformaBon.“Source:hbp://en.wikipedia.org/wiki/Content_markeBng

ContentContentdevelopmentchallenges:•  Highqualitycontent/resources•  Enoughcontent/Bme•  CostTips:•  RepurposeexisBngcontent(contentinventory

spreadsheet)•  Findotherin-housecontentdevelopmentresources•  Outsourcecontentdevelopment

[QuickPoll]DoYouHaveaBlog?

ContentCrea.on

ContentCrea.on:Outsourcing

ContentCrea.on:OutsourcingPhase1:Ini.alOn-BoardingandProjectSetup

Ini.alInterviewandResearch–Theywanttolearnaboutyou,yourtargetmarketandwhatyouwanttoaccomplishwithyourcontentTheWriterAudi.onProcess–Basedonyourspecificindustryandneeds,theyusetheircrowd-sourcingtoolstosearchthousandsofwriterstoidenBfyahandfulofmatchingwritersBuildingaTrusted,ReliableWri.ngTeam–Youarepresentedwithacustom-wribensamplefromeachmatchingwritersoyoucanchoosewhichwritersyou’dliketoaddtoyourteam

Phase2:On-GoingProjectManagement

Keyword/TopicResearch–Comeupwithatargetlistofkeywordsandtopicstowriteabout.UsingKeywordResearchToolandotherresources.TitleDevelopment–Everymonthorquarter,developalistofinteresBng,compellingpageBtlesEditorialCalendarPlanning–AssigntargetpublishdatesforeachBtlesoyoucanviewadetailedpublishingscheduleAssignment,Produc.on,Edi.ng,andPublishing–ManagetheenBreproducBonandeditorialprocess.Deliverorpublishfinishedcontenttoyoursite.

ContentCrea.on:OutsourcingBenefits:ImmediateaccesstoSEOandresearchtools–withoutthelearningcurve.

•  IntegratedKeywordResearchTool:Theywillfindthebestkeywordsandtopicstohelpyouaccomplishyourgoals

•  TitleResearchandDevelopmentTool:TheyanalyzetrendingdatatodeterminethehobestBtlesinyoursegment

•  EditorialCalendar:Theywillplanoutyourcontentforyou–monthsinadvance

ContentCrea.on:OutsourcingWhat’sthecatch?

ContentisKingOp.mizedContentisKing

ContentOp.miza.onTipsü  OpBmizedmetatags:

•  Title[50-60characters]•  DescripBon[150-160characters]•  Keywords[2-4targetSEOkeywords]•  Alt/Images

ü  Blogposts:Atleast350-500wordsü  In-deptharBcles:1,000+wordsü  Includelinkstootherrelatedpagesonyoursiteandotherhighquality

websitesü  Ifpossible,addanimageandincludeanalttagwithatargetkeywordü  Placekeyword(s)inapplicableH1,H2&H3headingü  Trytoincludeanimportanttargetkeywordinthefirstparagraphaswellas

thelastandhyperlinkittoanapplicablepageü  Don’tforgettoincludeacalltoacBon!

•  Shareonsocialmedia•  Click/calltorequestaquote•  Downloadawhitepaper/viewwebinar,etc.

ü  SetupGoaltrackinginGoogleAnalyBcs

Off-PageOp.miza.on:Lis.ngsinSearchEngines

hbps://support.google.com/business/answer/3038177?hl=en

OpBmizedBusinessLisBngsinMajorSearchEngines

–  Google:•  hbps://www.google.com/business/•  hbps://www.google.com/+/business/

•  Yahoo!–  hbp://lisBngs.local.yahoo.com/basic.php

•  Bing–  hbps://www.bingplaces.com/

Off-PageOp.miza.on:Lis.ngsinSearchEngines

hbps://plus.google.com/+BoulderseomarkeBng/about

Google+BusinessLis.ng

hbps://www.gybo.com/faqwww.boulderseomarke.ng.com|720.263.1736|chris@boulderseomarke.ng.com|@swisschris

HighQualityDirectoryLis.ngs

HighQualityDirectoriesandBusinessLis.ngs

hbp://businessdirectory.bizjournals.com/denver/new-lisBng

Off-PageOp.miza.on:HighQualityDirectoriesandBusinessLis.ngsandReviews

Cita.ons/Recommenda.on

LinkedIn,SlideShareandSEO

LinkedInandSlideShareArePartofThreeoftheMostImportantGoogleRankingSignals:

QualityReferralTraffic

Op.mizingLinkedInCompanyPagesforSEO

✔Addanimageifpossible

✔3-4targetSEOkeywords✔90-100characters✔2-4targetSEOkeywords✔150-160characters

✔5-7targetSEOkeywords✔IncludevariaBonsifpossible

✔10-12targetSEOkeywords✔256characters

✔MakesuretofillintheappropriateinformaBon

SlideShare

hbp://www.socialmediaexaminer.com/improve-your-seo-with-linkedin-and-slideshare/

MeasureandManage

GotData?

ToolstoMeasureYourData

HowtoTrackYourData

KeywordRankTrackingTools•  GoogleSearchConsole:

hbps://www.google.com/webmasters/tools

•  SwissMadeMarkeBng:hbp://swissmademarkeBng.com/ranktracker/

•  MozRankTracker:hbp://moz.com/tools/rank-tracker

•  SEOBook:hbp://tools.seobook.com/rank-checkers/

•  SEOCentro:hbp://www.seocentro.com/tools/search-engines/keyword-posiBon.html

•  WhatsMySerp:hbp://www.whatsmyserp.com/serpcheck.php•  Plugins,etc.

UpcomingIn-PersonTrainingshbp://www.boulderseomarkeBng.com/seo-and-social-media-classes/upcoming-events/

AddiBonalResources

•  hbps://moz.com/blog/everybody-needs-local-seo

•  hbp://localseochecklist.org/resources.html

•  hbp://www.standardmarkeBng.com/2014/10/10-item-local-seo-checklist-2015/

•  hbp://thenextweb.com/insider/2015/07/30/the-ulBmate-guide-to-local-seo-ranking/

•  hbp://searchengineland.com/13-semanBc-markup-Bps-for-2013-a-local-seo-checklist-143708

Thank You! Questions?

December 14, 2015 Chris Raulf Digital Marketing Expert Founder & President Boulder SEO Marketing @swisschris www.linkedin.com/in/chrisraulf John Bailey Founder & President Elevation Digital Marketing www.elevationdigitalmarketing.com www.linkedin.com/in/denverdigitalmarketing www.facebook.com/ElevationMarketing E: john@elevationdigitalmarketing.com

Local SEO Tips and Best Practices

Small Business & Entrepreneurship

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