Local SEO Hotseat
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Transcript of Local SEO Hotseat
Local SEO Hotseat
Phil RozekLocalVisibilitySystem.com
Worcester Web MarketersJanuary 28, 2014
Local SEO Hotseat
What’s “local search”?
Local SEO Hotseat
What’s “local search”?
Local SEO Hotseat
What’s “local search”?
Local SEO Hotseat
What’s “local search”?
Local SEO Hotseat
What’s “local search”?
…but let’s focuson Google
There’s also…
Local SEO Hotseat
When can businesses rank in local Google?
Local SEO Hotseat
When can businesses rank in local Google?
Location – where are they?
Relevance – what do they offer?
Prominence – are they any good?
3 basic considerations
…a little more detail…
Local SEO Hotseat
When can businesses rank in local Google?
Is your business in the city where Google thinks someone wants to find a business?
“Location”
Local SEO Hotseat
When can businesses rank in local Google?
1) The address you use for Google Places
2) “Localness” of your site
3) How many local competitors are there
“Location” factors
Local SEO Hotseat
When can businesses rank in local Google?
Does Google think they’re searching for something in or near that city?
“Relevance”
Dentist = yesDentist salary = no
Restaurant reviews = yesRestaurant financing = no
Local SEO Hotseat
When can businesses rank in local Google?
1) Your Google Places categories
2) Your other categories (e.g. on YellowPages)
3) Your entire site(guts/content, title tags, page names, etc.)
4) Links and reviews
“Relevance” factors
Local SEO Hotseat
When can businesses rank in local Google?
Why should your business outrank others?
“Prominence”
Local SEO Hotseat
When can businesses rank in local Google?
1) Citations – e.g listings on Yelp, CitySearch, etc.
2) Reviews – on Google+ and beyond
3) Links – mostly in tougher markets
“Prominence” factors
Local SEO Hotseat
4 basic steps
Local SEO Hotseat
4 basic steps
1) Have a Google+ Local (AKA Places) page
2) Work on your other listings
3) Make your site “local”
4) Get reviews and maybe links
What you need to do:
Local SEO Hotseat
Hotseat 1
(Sturbridge)
Local SEO Hotseat
Hotseat 1: Absolute Clean (Sturbridge, MA)
“I did very little SEO because very few people look for my type of business online.
“My primary customer is the facilities or purchasing manager for an office, school or medical building. They usually look for their janitorial services via their network."
-Anthony Fors, Owner, Absolute Clean Online
Local SEO Hotseat
Hotseat 1: Absolute Clean (Sturbridge, MA)
Local SEO Hotseat
Hotseat 1: Absolute Clean (Sturbridge, MA)
He could rank locally for:
cleaning servicecommercial cleaning servicehouse cleaningcarpet cleaningetc…
Local SEO Hotseat
So how’s it going?
Local SEO Hotseat
Hotseat 1: Absolute Clean (Sturbridge, MA)
Problem: no Google Places page
Local SEO Hotseat
Hotseat 1: Absolute Clean (Sturbridge, MA)
Local SEO Hotseat
Hotseat 1: Absolute Clean (Sturbridge, MA)
Local SEO Hotseat
Hotseat 1: Absolute Clean (Sturbridge, MA)
Solution: create a Google Places page (AKA Google+ Local)
google.com/business/placesforbusiness/
Local SEO Hotseat
Hotseat 1: Absolute Clean (Sturbridge, MA)
Problem: no “citations”
Local SEO Hotseat
Hotseat 1: Absolute Clean (Sturbridge, MA)
Local SEO Hotseat
Hotseat 1: Absolute Clean (Sturbridge, MA)
Local SEO Hotseat
Hotseat 1: Absolute Clean (Sturbridge, MA)
Local SEO Hotseat
Hotseat 1: Absolute Clean (Sturbridge, MA)
Local SEO Hotseat
Hotseat 1: Absolute Clean (Sturbridge, MA)
Solution: create listings on all those sites
…and ideally more (use the Local Citation Finder tool).
Local SEO Hotseat
Hotseat 1: Absolute Clean (Sturbridge, MA)
Problem: website isn’t “local”
Local SEO Hotseat
Hotseat 1: Absolute Clean (Sturbridge, MA)
Solution: name / address / phone number on every page
Must match what’s on Google & other listings:
Local SEO Hotseat
Hotseat 1: Absolute Clean (Sturbridge, MA)
Local SEO Hotseat
Hotseat 1: Absolute Clean (Sturbridge, MA)
Problems with homepage:
1) It’s a blog
2) No mention of specific services
3) No mention of service area or location
4) No links to relevant pages
Local SEO Hotseat
Hotseat 1: Absolute Clean (Sturbridge, MA)
Solutions for homepage:
1) Static page – same few paragraphs, always
2) Use that space to describe services
3) Describe where you are and where you serve
4) Link to “service” pages. Speaking of which…
Local SEO Hotseat
Hotseat 1: Absolute Clean (Sturbridge, MA)
Other problem: thin site – not much info on services
Local SEO Hotseat
Hotseat 1: Absolute Clean (Sturbridge, MA)
Problems with homepage:
1) It’s a blog
2) No mention of specific services
3) No mention of service area or location
4) No links to relevant pages
Local SEO Hotseat
Hotseat 1: Absolute Clean (Sturbridge, MA)
Solution: create a page for each service
Local SEO Hotseat
Hotseat 1: Absolute Clean (Sturbridge, MA)
Local SEO Hotseat
Hotseat 1: Absolute Clean (Sturbridge, MA)
Final Local Visibility Grade: D
F - Google Places page
F - Citations (i.e. business listings on other sites)
C - Website
F- Reviews
Local SEO Hotseat
Hotseat 2
(Worcester)
Local SEO Hotseat
Hotseat 2: Armsby Abbey (Worcester)
Local SEO Hotseat
Hotseat 2: Armsby Abbey (Worcester)
Local SEO Hotseat
Hotseat 2: Armsby Abbey (Worcester)
Local SEO Hotseat
Hotseat 2: Armsby Abbey (Worcester)
Local SEO Hotseat
Local SEO Hotseat
Hotseat 2: Armsby Abbey (Worcester)
Local SEO Hotseat
Hotseat 2: Armsby Abbey (Worcester)
Local SEO Hotseat
Hotseat 2: Armsby Abbey (Worcester)
Local SEO Hotseat
Hotseat 2: Armsby Abbey (Worcester)
Local SEO Hotseat
Hotseat 2: Armsby Abbey (Worcester)
Local SEO Hotseat
Hotseat 2: Armsby Abbey (Worcester)
So far…
A+ - Google Places page
B - Citations (i.e. business listings on other sites)
…but what else?
Local SEO Hotseat
Local SEO Hotseat
Hotseat 1: Absolute Clean (Sturbridge, MA)
Strengths of homepage:
1) Static page – but with blog posts at bottom
Local SEO Hotseat
Hotseat 1: Absolute Clean (Sturbridge, MA)
Strengths of homepage:
1) Static page – but with blog posts at bottom
2) Name / address / phone in footer
Local SEO Hotseat
Hotseat 1: Absolute Clean (Sturbridge, MA)
Strengths of homepage:
1) Static page – but with blog posts at bottom
2) Name / address / phone in footer
3) Not spammy and stuffed with keywords
Local SEO Hotseat
Hotseat 1: Absolute Clean (Sturbridge, MA)
Weaknesses of homepage:
1) Title tag
<title>The Armsby Abbey - 144 North Main Street, Worcester, MAwww.armsbyabbey.com 508.795.1012</title>
Local SEO Hotseat
Hotseat 1: Absolute Clean (Sturbridge, MA)
Weaknesses of homepage:
1) Title tag
2) Better internal linking
Local SEO Hotseat
Local SEO Hotseat
Hotseat 1: Absolute Clean (Sturbridge, MA)
Other pages’ weaknesses:
Local SEO Hotseat
Hotseat 1: Absolute Clean (Sturbridge, MA)
Could rank organically for “wine bar”…
Local SEO Hotseat
Hotseat 1: Absolute Clean (Sturbridge, MA)
Other pages’ weaknesses:
Local SEO Hotseat
Hotseat 1: Absolute Clean (Sturbridge, MA)
Could rank organically for “cheese shop”…
Local SEO Hotseat
How ‘bout reviews?
Local SEO Hotseat
Links?
Local SEO Hotseat
Hotseat 2: Armsby Abbey (Worcester)
Final Local Visibility Grade: A / A-
A+ - Google Places page
B - Citations (i.e. business listings on other sites)
B - Website
A+ - Reviews
A - Links
Local SEO Hotseat
A few good tools
Local SEO Hotseat
Tools to help with your local SEO:
GetListed.org
Local Citation Finder
Google Places Category Tool
Google+ Review Handout Generator
Local SEO Hotseat
Thanks!
Phil RozekLocalVisibilitySystem.com