Making the Most out of your Local SEO at #SEOcamp Paris

LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank

MAKING THE MOST OUT OF YOUR LOCAL SEO

SALUT PARIS

LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorankhttp://www.flickr.com/photos/mejanebastien/9265873446/

CE QUE J’Ai aPPRIS APRÈS + de 7 ANS en FAISANT DU Référencement WEB …

JE M’APPELLE ALEYDA SOLIS, INTERNATIONAL SEO CONSULTANT,

HEAD OF DIGITAL STRATEGY à WOORANK


combien de personnes font DU RÉFÉRENCEMENT WEB LOCAL?


levez la main


Restaurant Français brasserie

WE HAVE LOCALIZED RESULTS EVERYWHERE NOW

THE LOCAL INTEGRATION GREW with the venice update


PACK/CAROUSEL LOCALIZED ORGANIC


MAPS RESULTS

BUT IT HASN’T STOPPED THERE



Google+ local replacing Google places



Google+ local replacing Google places

WITH MULTI-USER

CAPABILITIES



Google+ local replacing Google placesGoogle+ Local launch !

http://googleblog.blogspot.fr/2012/05/localnow-with-dash-of-zagat-and.html

http://googleblog.blogspot.fr/2012/05/localnow-with-dash-of-zagat-and.html



Incentivize ugc AND SOCIALIZATION



Incentivize ugc AND SOCIALIZATION

BECOME A GOOGLE CITY EXPERT !

https://www.google.com/local/contest/fr/cityexpert

https://www.google.com/local/contest/fr/cityexpert



cross-device SYNC



cross-device SYNC

New Local search experience across devices !

http://insidesearch.blogspot.fr/2012/03/introducing-new-local-search-experience.html

http://insidesearch.blogspot.fr/2012/03/introducing-new-local-search-experience.html


Local carousel



Local carousel


local carousel LAUNCH !

https://plus.google.com/+google/posts/KpsbyvHUotN

https://plus.google.com/+google/posts/KpsbyvHUotN



ON-GOING SERPS LOOK AND FEEL CHANGES


ON-GOING SERPS LOOK AND FEEL CHANGES


NEW LOCAL SERPS CHANGES !

http://blumenthals.com/blog/2014/03/11/new-look-for-google-local-search-results/

http://blumenthals.com/blog/2014/03/11/new-look-for-google-local-search-results/

IT’S TIME TO EVOLVE LOCAL BY DOING SOLOMO


Sociallocal

mobile

to own your local web presence


to own your local web presence


check out !

http://blumenthals.com/web-equity-infographic

http://blumenthals.com/web-equity-infographic

THE RECIPE FOR OUTSTANDING LOCAL SEARCH RESULTS


what ingredients do i need?


WHICH SIGNALS HELP THESE TO RANK HIGHER?




AND THESE OTHERS?

THE 2013 LOCAL SEARCH RANKING FACTORS


Personalization (8.3%)

Place Page Signals (19.6%)

External Loc. Signals (16%)

On-page Signals (18.8%)

Link Signals (14.4%)

Review Signals (10.3%)

Social Signals (6.3%)

Behavioral/Mob. Signals (6.1%)

THE 2013 LOCAL SEARCH RANKING FACTORS


Personalization (8.3%)




Link Signals (14.4%)




TAKE A LOOK AT !

http://moz.com/local-search-ranking-factors

http://moz.com/local-search-ranking-factors

THIS NEEDS SOME IN-DEPTH RESEARCH


WE NEED TO DIG AROUND THESE

1. PLACE PAGE SIGNALS





create or claim PLACE PAGE FOR EACH LOCATION, with RIGHT address matching the one in your site

1

add relevant title, description WITH KEYWORDS

AND THE RIGHT categorIES2

VOLUME, DIVERSITY, VELOCITY and ratings OF REVIEWS

3

photos publication

4



create or claim PLACE PAGE FOR EACH LOCATION, with RIGHT address matching the one in your site

1

add relevant title, description WITH KEYWORDS

AND THE RIGHT categorIES2

VOLUME, DIVERSITY, VELOCITY and ratings OF REVIEWS

3

photos publication

4

CONSISTENCY IS KEY



ASSOCIATE YOUR PLACE PAGE TO THE RIGHT CATEGORIES BY REVISING THEM FIRST HERE



ASSOCIATE YOUR PLACE PAGE TO THE RIGHT CATEGORIES BY REVISING THEM FIRST HERE

GOOGLE PLACES FOR BUSINESS CATEGORY TOOL !

http://blumenthals.com/Google_LBC_Categories

http://blumenthals.com/Google_LBC_Categories



Look for duplication and fix any inconsistencies with your presence



Look for duplication and fix any inconsistencies with your presence

FAQ & steps to solve duplication !

https://support.google.com/places/answer/183009?hl=en




BEWARE OF CREATING GOOGLE+ PAGES FOR BUSINESSES OR BRANDS INSTEAD OF LOCAL

AND HAVE DUPLICATION ISSUES



BEWARE OF CREATING GOOGLE+ PAGES FOR BUSINESSES OR BRANDS INSTEAD OF LOCAL

AND HAVE DUPLICATION ISSUES

MERGING GOOGLE+ PAGES ISSUES !

http://localu.org/blog/merge-google-pages-usually-cant-now/

http://localu.org/blog/merge-google-pages-usually-cant-now/



USE LOCAL ANALYSIS TOOLS



USE LOCAL ANALYSIS TOOLS

FREE LOCAL ANALYSIS - GOOGLE PLACES TOOL !

http://www.51blocks.com/online-marketing-tools/free-local-analysis/

http://www.51blocks.com/online-marketing-tools/free-local-analysis/



use the bulk uploader carefully



use the bulk uploader carefully

take a look at !





ADD ADDITIONAL INFORMATION ABOUT YOUR BUSINESSES LOCATION



ADD ADDITIONAL INFORMATION ABOUT YOUR BUSINESSES LOCATION

take a look at !

http://www.google.com/mapmaker

http://www.google.com/mapmaker

2. ON PAGE SIGNALS




a landing page for each location that you want to rank for, IN A

HIERARCHICALLY ORGANIZED STRUCTURE

NAME OF SPECIFIC LOCATION (neighborhood, city, area) IN

TITLE, META DESCRIPTION, HEADING, CONTENT, url, ALT

DESCRIPTIONS

1

2

2. ON PAGE SIGNALS


NAME, ADDRESS, PHONE NUMBER (LOCAL ONE) AND OPENING HOURS,

USING SCHEMA

3

EMBEDDED GOOGLE MAP REFERRING TO GOOGLE+ LOCAL PAGE

4

2. ON PAGE SIGNALS


USING SCHEMA

3


4


USE SCHEMA GENERATORS FOR LOCAL BUSINESS NAP

2. ON PAGE SIGNALS


USING SCHEMA

3


4


USE SCHEMA GENERATORS FOR LOCAL BUSINESS NAP

USE THE FOLLOWING TOOLS !

http://www.microdatagenerator.com/local-business-schema/ !

OR !

http://localseoupdate.com/schema-generator/

2. ON PAGE SIGNALS

http://www.microdatagenerator.com/local-business-schema/

http://localseoupdate.com/schema-generator/


RELEVANT, attractive, descriptive, original, useful content -guides, tools, news & resources-

2. ON PAGE SIGNALS

5


2. ON PAGE SIGNALS

ENABLE AND INCENTIVIZE IN-PAGE REVIEWS

6

Organize events and feature their information on your site too

7


2. ON PAGE SIGNALS

ENABLE AND INCENTIVIZE IN-PAGE REVIEWS

6

Organize events and feature their information on your site too

7

USE SCHEMA TO DECLARE THEM http://schema.org/

!

test them with http://www.google.com/webmasters/tools/richsnippets

http://schema.org/

http://www.google.com/webmasters/tools/richsnippets


2. ON PAGE SIGNALS

FOLLOW-UP WITH YOUR LOCAL RANKINGS USING BRIGHTLOCAL


2. ON PAGE SIGNALS

FOLLOW-UP WITH YOUR LOCAL RANKINGS USING BRIGHTLOCAL

take a look at bright local here !

http://www.brightlocal.com/

http://www.brightlocal.com/



3. reviews, EXTERNAL LOCATION & social SIGNALS





REVISE YOUR CURRENT REVIEWS AND CITATIONS… AND OPTIMIZE

THEM



REVISE YOUR CURRENT REVIEWS AND CITATIONS… AND OPTIMIZE

THEM

WOORANK LOCAL SECTION !

http://www.woorank.com/

http://www.woorank.com/



BESIDES INCENTIVIZING YOUR GOOGLE+ NATIVE REVIEWS SEE WHERE THE EXTERNAL

ONES COME FROM



IDENTIFY NEW CITATIONS OPPORTUNITIES



IDENTIFY NEW CITATIONS OPPORTUNITIES

WHITESPARK LOCAL CITATION FINDER !

http://www.whitespark.ca/local-citation-finder/

http://www.whitespark.ca/local-citation-finder/



IDENTIFY EXTERNAL CITATIONS AND REVIEWS BY SETTING WEB ALERTS, SUBSCRIBE TO THEIR FEEDS



IDENTIFY EXTERNAL CITATIONS AND REVIEWS BY SETTING WEB ALERTS, SUBSCRIBE TO THEIR FEEDS

USE GOOGLE ALERTS OR TALK WALKER ALERTS !

http://www.talkwalker.com/alerts

http://www.talkwalker.com/alerts



find your industry local influencers & develop A relationship WITH THEM



find your industry local influencers & develop A relationship WITH THEM

use tribalytics !

http://www.tribalytics.com/

http://www.tribalytics.com/



collaborate with local media & blogs



collaborate with local media & blogs

USE SIMILARWEB TO FIND them !

http://www.similarweb.com/

http://www.similarweb.com/



ORGANIZE LOCAL EVENTS, coupons & PROMOTIONS IN RELEVANT LOCAL AND

INDUSTRY COMMUNITIES AND PLATFORMS



ORGANIZE LOCAL EVENTS, coupons & PROMOTIONS IN RELEVANT LOCAL AND

INDUSTRY COMMUNITIES AND PLATFORMS

USE !

FROM YELP, PAGES JAUNES, VIA MICHELIN… !

TO !

FOURSQUARE, FACEBOOK…



create locally relevant assets

Hey girl, I’d like to be the

authority in your niche



AND BECOME A LOCAL (OR GLOBAL?) AUTHORITY

4. BEHAVIORAL & MOBILE SIGNALS





mobile queries tend to be highly localized



MOBILIZE YOUR LOCAL WEB PRESENCE



use an emulator or user agent switcher to verify how your site is

shown in mobile devices



use an emulator or user agent switcher to verify how your site is

shown in mobile devices

use !

The Opera Mobile Emulator http://www.opera.com/developer/mobile-emulator

or

The Mobile Phone Emulatorhttp://www.mobilephoneemulator.com/

http://www.opera.com/developer/mobile-emulator

http://www.mobilephoneemulator.com



verify how smartphone / mobile bots crawl your site



verify how smartphone / mobile bots crawl your site

use !

google webmaster tools !

and !

screaming frog www.screamingfrog.co.uk/seo-spider/

http://www.screamingfrog.co.uk/seo-spider/



take a look at !

http://moz.com/blog/mobile-seo-process !

AND !

http://www.stateofdigital.com/mobile-seo-audit/

http://moz.com/blog/mobile-seo-process

http://www.stateofdigital.com/mobile-seo-audit/

so much work, but the result is sooooo good


OH LÀ LÀ! C’EST FORMIDABLE

ARE YOU READY?


LOCAL SEARCH RESOURCES


local search resources




USE THIS LOCAL SEO QUESTIONNAIRE !

http://bit.ly/16AZg81

http://bit.ly/16AZg81



TAKE A LOOK AT !

https://productforums.google.com/forum/#!forum/business

https://productforums.google.com/forum/#!forum/business



TAKE A LOOK AT !

http://localsearchforum.catalystemarketing.com/

http://localsearchforum.catalystemarketing.com/



TAKE A LOOK AT !

http://blumenthals.com/blog/

http://blumenthals.com/blog/



TAKE A LOOK AT !

http://www.webmasterworld.com/local_search/4651479.htm

http://www.webmasterworld.com/local_search/4651479.htm

MERCI BEAUCOUP

VOUS AVEZ DES QUESTIONS?


Making the Most out of your Local SEO at #SEOcamp Paris

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