College Lecture on Local SEO

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    07-Nov-2014
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Lecture for Palomar College Freshman on local SEO. Tried to cover strategy through implementation of a small local SEO campaign using a client as a case study.

Transcript of College Lecture on Local SEO

  • 1.
  • 2. What we are going to cover today
    Case
    The Client
    Where to Start
    Data Gathering
    Strategy
    The 3 Cs Model
    Initial Hypothesis
    Goals & Objectives
    Target Audience
    Personas
    Tactics
    SERPs
    SEO Components
    Keyword Analysis
    Coding & Content
    Linkbuilding
    Local Factors
    Metrics
    Leading & Lagging
    The Future
    Trends
  • 3. The Client
    Scenario:
    were are looking for someone to help us increase sales can you help us?
  • 4. Where to Start
    Start by defining the target market and then do some research.
    Who do you want to reach?
    What are their demographics?
    What are their psycographics?
    What are their technographics?
  • 5. Where to Start
    Start by defining the target market and then do some research.
    Who do you want to reach?
    What are their demographics?
    gender, race, age, home ownership, employment status, location, etc.
    What are their psycographics?
    values, attitudes, interests, lifestyle, opinions
    What are their technographics?
    ownership, use patterns, and attitudes toward information, communication and entertainment
  • 6. Where can you get data
    Some good sources for data
    http://siteanalytics.compete.com/bmwusa.com/
    https://www.google.com/adplanner/?pli=1#siteSearch?uid=domain%253A%2520bmwusa.com&geo=US&lp=false
    http://www.forrester.com/empowered/tool_consumer.html
    http://boardreader.com/s/bmw%20service%20san%20diego.html
    https://adwords.google.com/select/KeywordToolExternal
    http://www.google.com/insights/search/
    http://www.google.com/analytics/
    http://factfinder2.census.gov/faces/nav/jsf/pages/index.xhtml
  • 7. On Strategy
    Strategy without tactics is the slowest route to victory. Tactics without strategy is the noise before defeat. Sun Tzu
    Rowing harder doesnt help if the boat is headed in the wrong direction.
    Kenichi Ohmae
  • 8. The 3 Cs Model
    Company
    Customers
    Competitors
    Company Service and repair center in Escondido, CA focusing on BMW, Audi

    Customers All German Autos customers break into three segments

    Competitors Competition from dealers and other local service centers is
  • 9. Initial Hypothesis
    All German Autos most critical business problem is:
    Customer awareness.
    Our initial hypothesis to solve All German Autos most critical business problem is:
    Improve their local search engine rankings.
  • 10. All German Autos most critical business problem is:
    Customer awareness.
    Our initial hypothesis to solve All German Autos most critical business problem is:
    Improve their local search engine rankings.
    Initial Hypothesis
  • 11. Goals & Objectives
    Goals:
    Show up on the first page of search results
    Increase visits to our website and service appointments
    Objectives:
    Primary First page organic ranking for all primary keywords.
    Secondary Increase service appointments online by 30%.
  • 12. Target Audience
    #1 Target Customer
    Demographics Single, female, Caucasian, age 25-34, college grad, earns $42-$65k
    Psychographics values family, equality, social causes, image
    Technographics uses iPhone, texts, only checks FB on her phone, watches TV vs internet
    #2 Target Customer
    Demographics Married, male, Caucasian, age 35-42, masters, earns $50-$82k
    Psychographics values family, friends, image, performance cars, politics
    Technographics uses blackberry, texts, checks email on phone, watches prime time TV and surfs the internet on his desktop or iPad.
  • 13. Personas
  • 14. Tactics
    Recommended Initiatives
    Local Search Engine Optimization (SEO)
    Pay-per-click marketing
    Social Media Optimization
  • 15. Tactics
    Local Search Engine Optimization (SEO)
  • 16. Distribution of Clicks in SERPs
  • 17. A "Blended" Local Result
  • 18. A "Pure" Local Result
  • 19. Primary SEO Components
    source: SEOmoz
  • 20. Keyword Analysis
    https://adwords.google.com/select/KeywordToolExterna
    http://pro.seomoz.org/tools/keyword-difficulty
    http://www.google.com/analytics/
    http://www.google.com/insights/search/#q=bmw%2Caudi%2Cmercedes&geo=US-CA-825&cmpt=q
    http://www.carloan.com/keyvalue.html
  • 21. Coding & Content
  • 22. Linkbuilding
    # of unique backlinks
    Link quality (location)
    # of C-classes
    Backlink trust (source)
    Content quality
    Anchor text & type
    Pagerank
    http://pro.seomoz.org/tools/keyword-difficulty
    http://www.opensiteexplorer.org/
  • 23. Local Ranking Factors
    Physical Address in City of Search
    Manually Owner-verified Place Page
    Proper Category Associations
    Number of Traditional Citations
    Crawlable Address Matching Place Page Address
    Authority of Website Homepage
    Quality of Inbound Links to Website
    Crawlable Phone Number Matching Place Page Number
    Local Area Code on Place Page
    City, State in Places Landing Page Title
    http://maps.google.com/
    http://www.yelp.com/escondido-ca
  • 24. Metrics
    Leading Indicators
    The critical metrics which have a direct impact on performance. Leading indicators can typically be adjusted to proactively change performance.
    Social Media
    Engagement metrics on social media
    Search Engine Optimization
    Organic search engine rankings

    Paid Advertising PPC
    Click through rate
    Lagging Indicators
    The metrics which are the result of a change in one or more leading indicators. Many times the lagging indicators are not unique to an industry or company. Lagging indicators can usually not be adjusted until after it is too late.

    Social Media
    Brand awareness

    Search Engine Optimization
    Traffic derived from organic search engine traffic

    Paid Advertising PPC
    Conversion rate (sales)
  • 25. Trends
    Mobile will dominate
    QR and NFC will go mainstream
    AR will become more prominent
    Social will take over more of the SERPs
  • 26. Trends
  • 27. Trends
  • 28. Trends
  • 29. Trends
  • 30. Q + A
    We only have 1-2 opening for our internship program.
    Let me know by Oct 31 if you are interested.
    http://twitter.com/geakerson
    http://www.facebook.com/geakerson
    http://www.linkedin.com/in/garretakerson
    garret@motionstrand.com