Zors: dominate Google+ and local search in 2014

90
Local SEO for Zees and Zors Tim Resnik, Product Strategy Principal, Moz @tresnik
  • date post

    17-Sep-2014
  • Category

    Marketing

  • view

    8
  • download

    3

description

Are you a Zee or Zor? If yes, check out this presentation I did for FranTech 2014 about local search engine optimization. Understand how franchisors and franchisees can align together and best leverage local and national SEO to achieve optimal positions in local search engine results.

Transcript of Zors: dominate Google+ and local search in 2014

Page 1: Zors:  dominate Google+ and local search in 2014

Local SEO for Zees and Zors

Tim Resnik, Product Strategy Principal, Moz @tresnik

Page 2: Zors:  dominate Google+ and local search in 2014

Moz.com/Local/Zors

“The Internet is a breeding ground for false information. Brands are the solution, not the problem…Brands are how you sort out the cesspool”

Page 3: Zors:  dominate Google+ and local search in 2014

3 Moz.com/Local/Zors

Searches on Google per month?

100,000,000,000!

Page 4: Zors:  dominate Google+ and local search in 2014

Moz.com/Local/Zors

Local Search in the U.S?

6,500,000,000Based on 20BN Desktop US Searches (May 2013, Comscore)

Local searches every month (U.S.)

Page 5: Zors:  dominate Google+ and local search in 2014

Moz.com/Local/Zors

Page 6: Zors:  dominate Google+ and local search in 2014

Moz.com/Local/Zors

Local/Mobile Connection

Local on MobileLocal on Desktop

Source: Google

20%

Sources: Google, Bing

50%

Page 7: Zors:  dominate Google+ and local search in 2014

Sources: Kleiner, Perkins, Caufield, Byers; StatCounter Global Stats

Page 8: Zors:  dominate Google+ and local search in 2014

Moz.com/Local/Zors Source: Kleiner, Perkins, Caufield, Byers;

Page 9: Zors:  dominate Google+ and local search in 2014

Moz.com/Local/Zors

“ROBO” Online influence is much bigger than e- / m-Commerce

http://www.deloitte.com/assets/Dcom-UnitedStates/Local%20Assets/Documents/RetailDistribution/us_retail_Mobile-Influence-Factor_062712.pdf

Page 10: Zors:  dominate Google+ and local search in 2014

Moz.com/Local/Zors

34Number of optimization tips for franchisors in this

presentation

Page 11: Zors:  dominate Google+ and local search in 2014

Moz.com/Local/Zors

Today’s Topics How big is the local search opportunity

What is local search, why is it so complicated

5 local optimization steps to take today

How to leverage the strengths of ZEES and ZORS

Page 12: Zors:  dominate Google+ and local search in 2014

Moz.com/Local/Zors

Good Ol’ Organic Search

LinksTrust

Stuff on your page

+

= Your Search Engine Rank

Page 13: Zors:  dominate Google+ and local search in 2014

Moz.com/Local/Zors

Local search: It’s Complicated

Page 14: Zors:  dominate Google+ and local search in 2014

Moz.com/Local/Zors

Glossary of Terms

On-pagePertaining to content or source code on your site

<title>Your Page’s Title</title>

<h1>Your Page’s Most Important Heading</h1>

Page 15: Zors:  dominate Google+ and local search in 2014

Moz.com/Local/Zors

Glossary of Terms

Google+ Local Page (formerly Google Places)A Page on Google+ specifically for businesses with a physical location

Page 16: Zors:  dominate Google+ and local search in 2014

Moz.com/Local/Zors

Glossary of Terms

N.A.P. (+W.)Refers to a business’s Name, Address, Phone number (and website); the virtual thumbprint of a business

Page 17: Zors:  dominate Google+ and local search in 2014

Moz.com/Local/Zors

Glossary of Terms

CitationA mention or partial mention on the web of a local business’s NAP

Page 18: Zors:  dominate Google+ and local search in 2014

Moz.com/Local/Zors

Glossary of Terms

Local Knowledge GraphGoogle’s collection of structured data about a local business (NAP, hours, pricing, photos, etc.)

Page 19: Zors:  dominate Google+ and local search in 2014

Moz.com/Local/Zors

Glossary of Terms

Local Knowledge Graph

Page 20: Zors:  dominate Google+ and local search in 2014

Moz.com/Local/Zors

2013 Ranking Factors

1. Google+ Local Page Signals

2. External Signals

3. On-page Signals

Page 21: Zors:  dominate Google+ and local search in 2014

Moz.com/Local/Zors

Google+ Local Signals

Proper Category Associations

Physical Address in

City of Search

Completeness of Local G+

Page

Page 22: Zors:  dominate Google+ and local search in 2014

Moz.com/Local/Zors

External Signals

NAP Consistency in Citations

Quality/Authority of

Citations

Quantity of Citations

Page 23: Zors:  dominate Google+ and local search in 2014

Moz.com/Local/Zors

On-page Signals

HTML NAP Matching G+

Local NAP

G+ Local Business Title in

Title Tag

City/State in Title Tag

Page 24: Zors:  dominate Google+ and local search in 2014

Moz.com/Local/Zors

Other Important Factors

Link Signals

Social SignalsReview Signals

Behavioral Signals

Personalization

Page 25: Zors:  dominate Google+ and local search in 2014

Moz.com/Local/Zors

Today’s Topics How big is the local search opportunity

What is local search, why is it so complicated

5 local optimization steps to take today

How to leverage the strengths of ZEES and ZORS

Page 26: Zors:  dominate Google+ and local search in 2014

Moz.com/Local/Zors

Today’s Topics 5 local optimization steps to take today

Site structureLocal Google + Page optimizationSmooth ReviewsKnow thyself (through data)NAP distribution and consistency

Page 27: Zors:  dominate Google+ and local search in 2014

Moz.com/Local/Zors

#1: Smart Website StructureGet your store locator right!

Page 28: Zors:  dominate Google+ and local search in 2014

Moz.com/Local/Zors

#1: Smart Website Structure

Looks great, but…

Page 29: Zors:  dominate Google+ and local search in 2014

Moz.com/Local/Zors

#1: Smart Website Structure

Not Li

ke

This!

…It’s in JavaScript and not crawler friendly

Page 30: Zors:  dominate Google+ and local search in 2014

Moz.com/Local/Zors

#1: Smart Website Structure1. Links to an

HTML directory of all stores

2. Alerts crawlers that there are

new pages

Like T

his!

Page 31: Zors:  dominate Google+ and local search in 2014

Moz.com/Local/Zors

#1: Smart Website Structure

Get your store pages right!

Page 32: Zors:  dominate Google+ and local search in 2014

Moz.com/Local/Zors

#1: Smart Website Structure

If you have 20Locations how many pages do you need?

You need 20 separate

pages

Page 33: Zors:  dominate Google+ and local search in 2014

Moz.com/Local/Zors

#1: Smart Website Structure

If you don’t link to me, Google won’t find me

Page 34: Zors:  dominate Google+ and local search in 2014

Moz.com/Local/Zors

#1: Smart Website Structure

HOMEPAGE

Product Line 1 Product Line 2 Product 1

Product 2

Procut 3

Product 1

Product 2

Product 3

LocationsBoise, Idaho

Seattle, WA

Portland, OR

Make sure you provide the engines a clear crawl path

Link to locations have these products?

Link to products that are available in these

locations

Page 35: Zors:  dominate Google+ and local search in 2014

Moz.com/Local/Zors

#1: Smart Website Structure

[[Brand Name Here]] – Portland (SE Hawthorne) – Buy Blue Widgets In-Shop

http://www.bluewidgets.com/shops/us/portland/hawthorne

Blue Widgets, Inc. – Portland (SE Hawthorne)Blue Widgets Store – Hawthorne2500 SE Hawthorne BlvdPortland, OR 97214555 555-5555

Branch Manager: John [email protected]

See this location on Google Maps

Nearest other Portland store locations:• Blue Widgets Portland (Gresham)• Blue Widgets Portland (Jantzen Beach)• Blue Widgets Beaverton

RECEIVE 10% OFF YOUR WIDGET WITH THIS ADCALL 555-555-5555 AND MENTION THIS AD ([[COUPONNAME]])

Popular widgets carried by this store:Indigo Widget Baby Blue WidgetNavy Widget

“Got a great deal on my blue widget!”--Kristine Williams from Gresham

Have you been to our Hawthorne location?We love getting feedback!

Tell us about your experience here

BLUE WIDGET BRANDING + NAVIGATION

Best Practices for Unit-level Pages

Page 36: Zors:  dominate Google+ and local search in 2014

Moz.com/Local/Zors

#1: Smart Website Structure1. Title tag MUST include +Local business title

Page 37: Zors:  dominate Google+ and local search in 2014

Moz.com/Local/Zors

#1: Smart Website Structure2. URL should be short but include city name at minimum

Page 38: Zors:  dominate Google+ and local search in 2014

Moz.com/Local/Zors

#1: Smart Website Structure

3. +Local Business Title should be in H1 tag

Page 39: Zors:  dominate Google+ and local search in 2014

Moz.com/Local/Zors

#1: Smart Website Structure

4. Embedded MyPlaces map

Page 40: Zors:  dominate Google+ and local search in 2014

Moz.com/Local/Zors

#1: Smart Website Structure

5. Collect feedback; also push people to prominent local review sites (Yelp, Citysearch, G+, etc)

Page 41: Zors:  dominate Google+ and local search in 2014

Moz.com/Local/Zors

#1: Smart Website Structure6. Include nearby locations for organic linkjuice + stronger location scent

Page 42: Zors:  dominate Google+ and local search in 2014

Moz.com/Local/Zors

#1: Smart Website Structure6. Include nearby locations for organic linkjuice + stronger location scent

Page 43: Zors:  dominate Google+ and local search in 2014

Moz.com/Local/Zors

#1: Smart Website Structure7. Link to pages of products that are popular at this location

Page 44: Zors:  dominate Google+ and local search in 2014

Moz.com/Local/Zors

#1: Smart Website Structure

8. Code contact info schema.org

Page 45: Zors:  dominate Google+ and local search in 2014

Moz.com/Local/Zors

#1: Smart Website Structure

8. Code contact info schema.org

Page 46: Zors:  dominate Google+ and local search in 2014

Moz.com/Local/Zors

#1: Smart Website Structure

9. Add Google+ Authorship to improve search click-through-rate

Page 47: Zors:  dominate Google+ and local search in 2014

Moz.com/Local/Zors

#1: Smart Website Structure

9. Add Google+ Authorship to improve search click-through-rate

Improves click-through-rate by 25 – 35%

Page 48: Zors:  dominate Google+ and local search in 2014

Moz.com/Local/Zors

#1: Smart Website Structure

9. Add Google+ Authorship to improve search click-through-rate

Implementation is easy:

1. On unit-level location page link to the “branch manager’s” Google + profile page

2. From your “branch manager’s” Google+ profile link to your website in the “contributor to” field in the about section

Page 49: Zors:  dominate Google+ and local search in 2014

Moz.com/Local/Zors

#1: Smart Website Structure

10. Make each page unique by creating rich content

Not Li

ke

This!

Page 50: Zors:  dominate Google+ and local search in 2014

Moz.com/Local/Zors

#1: Smart Website Structure

10. Make each page unique by creating rich content

Like T

his!

Page 51: Zors:  dominate Google+ and local search in 2014

Moz.com/Local/Zors

#1: Smart Website Structure11. Own your branded search using rel=“publisher”

Page 52: Zors:  dominate Google+ and local search in 2014

Moz.com/Local/Zors

#1: Smart Website Structure11. Own your branded search using rel=“publisher”

Publisher

Links entire website with a business page.

Page 53: Zors:  dominate Google+ and local search in 2014

Moz.com/Local/Zors

Today’s Topics 5 local optimization steps to take today

Site structureLocal Google+ Page optimizationSmooth reviewsKnow thyself (through data)NAP distribution and consistency

Page 54: Zors:  dominate Google+ and local search in 2014

Moz.com/Local/Zors

#2: Local G+ Page Optimization

Local SEO experts agree that proper category associations are the most important ranking factor

Page 55: Zors:  dominate Google+ and local search in 2014

Moz.com/Local/Zors

Pick the right categories: keep your categories as consistent as possible across review sites and directories

https://moz.com/local/categories/engine/google

#2: Local G+ Page Optimization

Page 56: Zors:  dominate Google+ and local search in 2014

Moz.com/Local/Zors

Own your Local Knowledge Graph – Complete your profile

#2: Local G+ Page Optimization

Page 57: Zors:  dominate Google+ and local search in 2014

Moz.com/Local/Zors

Upload Images

Courtesy Todd Mintz: https://plus.google.com/+ToddMintz/posts/Sx68wqbVqry

#2: Local G+ Page Optimization

Page 58: Zors:  dominate Google+ and local search in 2014

Moz.com/Local/Zors

Today’s Topics 5 local optimization steps to take today

Site structure Local Google+ Page optimizationSmooth ReviewsKnow thyself (through data)NAP distribution and consistency

Page 59: Zors:  dominate Google+ and local search in 2014

Moz.com/Local/Zors

#3: Focus on Reviews

User Visits SiteNavigates to business page

Signs up for account

Completes Profile

Receives confirmation email

Confirms account

Typical Review Process

Leaves Review

1 2 3 4

567

8

Page 60: Zors:  dominate Google+ and local search in 2014

Moz.com/Local/Zors

#3: Focus on Reviews

User VisitsBusiness Page Directly

Logs in with Facebook

Smarter Review Process

Leaves Review

Logs in with existing account

1

2

3

Page 62: Zors:  dominate Google+ and local search in 2014

Moz.com/Local/Zors

#3 Focus on Reviews

YESNO

Accepts Facebook login

Send direct linksSend direct link

Existing Customers: Email Segmentation

Page 63: Zors:  dominate Google+ and local search in 2014

Moz.com/Local/Zors

#3: Focus on Reviews

Pick “vertical” directories that rank organically for your target keywords:

Page 64: Zors:  dominate Google+ and local search in 2014

Moz.com/Local/Zors

#3: Focus on Reviews

Pick “vertical” directories that appear in the Local Knowledge Graph

Page 65: Zors:  dominate Google+ and local search in 2014

Moz.com/Local/Zors

Today’s Topics 5 local optimization steps to take today

Site structure Local Google + Page optimization Smooth ReviewsKnow thyself (through data)NAP distribution and consistency

Page 66: Zors:  dominate Google+ and local search in 2014

Moz.com/Local/Zors

#4: Know Thyself

Page 67: Zors:  dominate Google+ and local search in 2014

Moz.com/Local/Zors

Google Webmaster Tools can help you diagnose and repair issues w/ your site

#4: Know Thyself

Page 68: Zors:  dominate Google+ and local search in 2014

Moz.com/Local/Zors

#4: Know Thyself

Google Analytics: Advanced Segmentation for Local Traffic

Inspired by Ed Reese and LocalU

Video not included

Page 69: Zors:  dominate Google+ and local search in 2014

Moz.com/Local/Zors

Today’s Topics 5 local optimization steps to take today

Site structure Local Google + Page optimization Smooth Reviews Know thyself (through data)NAP distribution and consistency

Page 71: Zors:  dominate Google+ and local search in 2014

Moz.com/Local/Zors

Up to 40% of business listing have inconsistentor missing data

Page 72: Zors:  dominate Google+ and local search in 2014

Moz.com/Local/Zors

Page 73: Zors:  dominate Google+ and local search in 2014

Moz.com/Local/Zors

Page 74: Zors:  dominate Google+ and local search in 2014

Moz.com/Local/Zors

Page 75: Zors:  dominate Google+ and local search in 2014

Moz.com/Local/Zors

Page 76: Zors:  dominate Google+ and local search in 2014

Moz.com/Local/Zors

Page 77: Zors:  dominate Google+ and local search in 2014

Moz.com/Local/Zors

And don’t forget about phones.

Page 78: Zors:  dominate Google+ and local search in 2014

Moz.com/Local/Zors

You CAN do this yourselves…

Page 79: Zors:  dominate Google+ and local search in 2014

Moz.com/Local/Zors Our product can also help.

Page 80: Zors:  dominate Google+ and local search in 2014

Moz.com/Local/Zors

The Mechanics of Distribution

Corporate signs up for Moz

Local

Franchise owners submit

data to corporate

Franchise owners opt in

to location syndication

Corporate submits

spreadsheet of listings

Page 81: Zors:  dominate Google+ and local search in 2014

Moz.com/Local/Zors

Today’s Topics How big is the local search opportunity

What is local search, why is it so complicated

5 local optimization steps to take today

How to leverage the strengths of ZEES and ZORS

Page 82: Zors:  dominate Google+ and local search in 2014

Moz.com/Local/Zors

Zor

Zee

Zee

Zee

ZeeZee

Zee

Zee

Page 83: Zors:  dominate Google+ and local search in 2014

Moz.com/Local/Zors

Page 84: Zors:  dominate Google+ and local search in 2014

Moz.com/Local/Zors

BRAND

Page 85: Zors:  dominate Google+ and local search in 2014

Moz.com/Local/Zors

The Best of Both Worlds

ZOR’s STRENGTHS

• BRAND• BUDGET• SCALE

ZOR’s RESPONSIBILITY• BRAND GUIDELINES• FRANCHISE LOCATOR• AUTHOR/PUBLISHER• LOCATION DATA• SUPPORT

Page 86: Zors:  dominate Google+ and local search in 2014

Moz.com/Local/Zors

The Best of Both Worlds

ZEE’s STRENGTHS

• BOOT’s ON THE GROUND

• THE FACE OF THE BRAND ZEE’s RESPONSIBILITY*

• LOCAL SOCIAL CAMPAIGNS

• REVIEW PROGRAMS • LOCAL CONTENT

* Managed with tight brand standards and guidance

Page 87: Zors:  dominate Google+ and local search in 2014

Moz.com/Local/Zors

“The Internet is a breeding ground for false information. Brands are the solution, not the problem…Brands are how you sort out the cesspool”

Page 88: Zors:  dominate Google+ and local search in 2014

Moz.com/Local/Zors

- Eric Schmidt, Chairman, Google

Page 89: Zors:  dominate Google+ and local search in 2014

Moz.com/Local/Zors

Onwards!Contact me: [email protected] / @tresnik

Download this presentation:

http://www.slideshare.net/TMResnik

Page 90: Zors:  dominate Google+ and local search in 2014

Moz.com/Local/Zors

Ongoing Education

Moz.com/blog (corporate) Localu.org (franchisees)