Supercharge Your SEO w/ Google Webmaster Tools (downloadable PDF version)
Supercharge Your Local SEO: The Complete Guide
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Transcript of Supercharge Your Local SEO: The Complete Guide
Supercharge Your Local SEOThe Ultimate Guide
Luke SummerfieldThe Inbound Marketing Specialist Savvy Panda
Nice to Meet You!Luke SummerfieldInbound Marketing Specialist at Savvy Panda
• 9 years in Internet Marketing
• Hubspot Inbound Marketing Certified VAR
• Google Analytics / Adwords / Hootsuite Certified
• Joomla Marketing Team & Magazine Business Writer
• Purple Belt in Jiu Jitsu & Brown Belt in Judo
• Joomla! Web Design, Inbound Marketing & SEO
@SavvyPanda#JWC12 #SEO
@SavvyPanda#JWC12 #SEO
@SavvyPanda#JWC12 #SEO
What We’re About to TackleComplete Guide to Local SEO:
• Why is Local SEO Important?
• Recent Google Updates
• On-Site / External SEO for Local
• Social Connection to Local
• Mobile SEO for Local
Download Slides At:
http://SavvyPanda.com/LocalSEO
@SavvyPanda#JWC12 #SEO
1. Driving Website Visitors with Inbound Marketing:
• Blogging• SEO• Social Media• Email Marketing• Mobile Marketing• Adwords / PPC• Real World Efforts
2. Convert Visitors to Leads
3. Nurture & Convert Leads
@SavvyPanda#JWC12 #SEO
Why is Local SEO Important?
@SavvyPanda#JWC12 #SEO
Why Optimize for Local?• 30% of queries have local intent
• 50% of mobile searches are local
• 35% of Americans usesearch lookup local businesses• Social Media = ~3%
@SavvyPanda#JWC12 #SEO
Why Optimizefor Local?
• Local can outrank organic listings
• Levels the playing field
• Cheaper
• Geo targeting is key
@SavvyPanda#JWC12 #SEO
ionadas.com Research Study@SavvyPanda#JWC12 #SEO
ionadas.com Research Study@SavvyPanda#JWC12 #SEO
Panda – Feb 2011 (12%)Poor Quality Websites
• Keyword stuffing
• Un-natural links
• Poor / purchased links
• Keyword text bunches
• Footer links
@SavvyPanda#JWC12 #SEO
Penguin – April 24th 2012 (3.1%)Black Hat SEO Tricks
@SavvyPanda#JWC12 #SEO
April 50 Pack: Domain diversity - more local orgs – freshness
June/July 86-Pack: Panda refresh – trusted sources – domain clustering
Exact-Match Update (9/21/12)
August/September 65-Pack: 7 SERPS – Knowledge Graph – Local
Penguin #3 Refresh (10/5/12) Panda #21 Refresh (11/5/12)
@SavvyPanda#JWC12 #SEO
The Google’sMaking it Rain
Seomoz.org/google-algorithm-change Mozcast.com
@SavvyPanda#JWC12 #SEO
On-Site SEO
@SavvyPanda#JWC12 #SEO
Brad’s SpeechUp Next in Room 3
at 12:15
Website Checklist - Basic• Name, address & phone (NAP) in footer
• Link to Google+ Local & microdata optimize
• Clean and clear menu structure• Don’t double link content
• No duplicate content or titles errors
• Setup Google webmaster tools
• Embed a Google Map on “contact us” page
@SavvyPanda#JWC12 #SEO
On-Page Checklist - Basic• Location based Longtail Keywords
• Meta Description = 155 char.• Engage & Connect with Local
• Title with Keyword
• Follow / No-follow links
• Internal vs. External links
@SavvyPanda#JWC12 #SEO
Avoid Over Optimization(as per penguin update)
• Avoid Keyword Stuffing• Image Alt Text Short & Accurate• Anchor Text• Footer Text / Links• Page & Website Title Tag
• Keep Diverse: (title, alt, anchor)
• 60% Branded• 30% Keyword• 10% Exact Match
@SavvyPanda#JWC12 #SEO
@SavvyPanda#JWC12 #SEO
@SavvyPanda#JWC12 #SEO
@SavvyPanda#JWC12 #SEO
@SavvyPanda#JWC12 #SEO
Keep User Friendly & Usable
• Keep user friendly
• Easy to read text
• Clean, clear and concise
• Don’t try & trick Google
Don’t Lose Sight on Goals!(remember, you still need to convert visitors)
@SavvyPanda#JWC12 #SEO
Blogging
What’s Cool With Blogging?
• Brings in traffic• All blogs indexed
• Gear towards local content• Long tail local keyword searches
• Establishes authority & builds brand personality
• Inbound links
• Connects with audience
• Low cost, high effort to be consistent
Site Maps
@SavvyPanda#JWC12 #SEO
Website Sitemap• Roadmap for Search
engine indexing
• Joomla Users = XMAP
• Check for errors (Google Webmaster)
• Don’t have duplicate links
• Index in both Google & Bing
@SavvyPanda#JWC12 #SEO
Video Sitemap• Shows more detailed information
• Can help index video SERP results with your domain instead of youtube
@SavvyPanda#JWC12 #SEO
Microdata
@SavvyPanda#JWC12 #SEO
Watch Ruth’s Speech
What is Microdata
@SavvyPanda#JWC12 #SEO
• Organized & Uniform way for interpreting text/data• Microdata (schema.org) 30% CTR!
• Hcard, microformat, etc.• Reviews, events, recipes, authors
External SEO
@SavvyPanda#JWC12 #SEO
Strong vs Poor LinksBAD Links:• Link Networks• Buying Links (fiverr)• Article Depots (ezine)
Low Weighted Links:• Forum Posts• Comment Links• Client Footer Links• “Link to Friends” Lists
@SavvyPanda#JWC12 #SEO
@SavvyPanda#JWC12 #SEO
How to Build Good Links?
Create AmazingContent!Wow & Impress People
• Get people excited to share & link
• People want to cite
@SavvyPanda#JWC12 #SEO
Link Bate: Grow Organic Links
• Top Lists
• Free Tools
• Resource Library
• Infographics
• Public Webinar
• In-Depth Article
• Widget Embeds
@SavvyPanda#JWC12 #SEO
Good Link BuildingGood Links:• Guest Blogging• Interviews• Press Releases• Sponsorships• Partnerships
• Local Sites• OnMilwaukee• Journal Sentinel• Etc.
@SavvyPanda#JWC12 #SEO
Google+ Local(formally Google Places)
@SavvyPanda#JWC12 #SEO
Google+ Local
@SavvyPanda#JWC12 #SEO
VS Google+ Business Page
… not to get confused …
Why is Google+ Local Key?
@SavvyPanda#JWC12 #SEO
Google+ Local• Validate and Enhance Google+ Business Page listing
• Claim and delete duplicate listings.
• Use exact business name as it is on maps & real world.
• Do not add additional keywords in the title
Details:• About section: Powerful + keyword + CTA
• Create unique cover photo
• Add high quality pictures + videos
• Add Recommended Sites:
• Services / Content Downloads
• Reference Social Media Profiles
@SavvyPanda#JWC12 #SEO
sdfsdf
@SavvyPanda#JWC12 #SEO
Directories
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Major Directories
• Yelp
• Yahoo
• Bing
• Mapquest
• CitySearch
• Yellow Book
etc …
@SavvyPanda#JWC12 #SEO
Directory Checking Tools
Yext.comGetListed.org
• Claim Listing
• Fill Out Fully
• Keep Consistent
@SavvyPanda#JWC12 #SEO
@SavvyPanda#JWC12 #SEO
Citations
@SavvyPanda#JWC12 #SEO
Citations• Mentions of NAP on other websites• No link required (but help)
• Affect Google+ Local rankings
• The more the better = higher trust
• Competitive Search: Business + “address” – site:URL
@SavvyPanda#JWC12 #SEO
@SavvyPanda#JWC12 #SEO
Reviews
Reviews• 5 reviews = stars on listing!
• Quality & quantity affect Places ranking
• Businesses with good reviews will benefit from the new Local SERPS.
• 3rd Party Directories Good Too: Yelp, CitySearch, etc.
@SavvyPanda#JWC12 #SEO
ReviewsIdeas to Get Reviews:
• Email Signature
• Ask Top Clients
• CTA in newsletter & websites
• Check Blog Post Bit.ly/Jx4wKT
DO NOT:
• Fake/Paid reviews
• Setup Review Computer
@SavvyPanda#JWC12 #SEO
@SavvyPanda#JWC12 #SEO
Social Networks
Youtube• Mobile = old style
• iFrames now Indexing Website’s in SERPs
• Video Captions
• Video Sitemap
@SavvyPanda#JWC12 #SEO
Youtube
@SavvyPanda#JWC12 #SEO
Panaromio• Google prefers
• Show Up in Maps
• Optimize for Local
• Replaced by G+?
Flickr - Twitter - Instagram
@SavvyPanda#LocalSEO
Business Pages
FoursquareFor Beginner:• Encourage check-ins
• Spreads social awareness
• Offer Specials• First time check-in• Loyalty special• Mayor
• Yelp, G+ & Facebook check-ins… future search influence?
@SavvyPanda#JWC12 #SEO
Twitter / Facebook• Post consistent, local content
• Connect & share to the city
• Local influencers in your niche• FollowerWonk.com / Klout
• Hash tags for local events
• Cross promotion with other local businesses
SavvyPanda.com/Blog
@SavvyPanda#JWC12 #SEO
G+ & Search Plus Your World
@SavvyPanda#JWC12 #SEO
• Who has G+?(anyone with any google account)
• Search “Plus Your World”
• Connections influence results
• Big Impact on Search!
Local SEO For Mobile
@SavvyPanda#JWC12 #SEO
@SavvyPanda#JWC12 #SEO
Do You FeelMobile is Important?
@SavvyPanda#JWC12 #SEO
Do You Have aMobile Website?
@SavvyPanda#JWC12 #SEO
Is your mobile website SEO optimized specifically For mobile?
50% of Local Searches Are Mobile
• 1-in-7 Searches are Mobile (2011)
• 20% of all search• 30% for Restaurants
• Google Webinar: “Are You Mobile Ready?”• http://bit.ly/NX9OHg
@SavvyPanda#JWC12 #SEO
@SavvyPanda#JWC12 #SEO
Mobile Website• Responsive
• Preferred by Google – Farr June 6th 2012
• Mobile Template• Better UX• Tailor metadata for mobile
• Site.com vs m.site.com• No Cloaking (via Matt Cutts)• Server-Side 301 redirect
• Microdata - Location
@SavvyPanda#JWC12 #SEO
Mobile Keyword Strategy• Based on Immediate needs
• Actionable in nature
• Location & Category Specific
• Myth: Shorter Queries• Desktop & iPhone = 2.93 words
@SavvyPanda#JWC12 #SEO
Create a Mobile Site Map Farr June 6th 2012
• Communicates withGoogleBot-Moble
• What pages are important andwhich are mobile vs desktop
• Helps with indexing on mobilesearch
@SavvyPanda#JWC12 #SEO
Conclusion
@SavvyPanda#JWC12 #SEO
Key Takeaways
• Keep up to date on Google Updates
• Don’t over optimize, quality local content
• Claim all listings & keep consistent
• Gain citations & inbound links (local sites)
• Integrate social media
• Have a solid mobile website
@SavvyPanda#JWC12 #SEO
Your Homework #1
Download SlideDeck at: SavvyPanda.com/LocalSEO
@SavvyPanda#JWC12 #SEO
1. Driving Website Visitors with Inbound Marketing:
• Blogging• SEO• Social Media• Email Marketing• Mobile Marketing• Adwords / PPC• Real World Efforts
2. Convert Visitors to Leads
3. Nurture & Convert Leads
@SavvyPanda#JWC12 #SEO
@SavvyPanda#JWC12 #SEO
Connect with Me! (educational resources, links and content)
@SavvyPanda
/GetSavvyPanda
/SavvyPandaWeb
Have More Questions?Tweet them to me @SavvyPandaOr email [email protected]
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