Post on 16-Apr-2017
Get on that Map: Local SEO George Freitag SEO Strategist @number1george
#PortentU
#PortentU Get on that Map
bit.ly/is-it-local
#PortentU Get on that Map
About me.
(picture by @flashmurphy)
#PortentU Get on that Map
#PortentU Get on that Map
2 Years at Portent 6 Years Web Consulting 1000+ Small Businesses Various internal and external trainings
About me.
What We’ll Talk About
#PortentU Get on that Map
• Why Local SEO is Important
• Most Important Profiles
• Directories and Citations
• Reviews
But first…
#PortentU Get on that Map What it’s like as a small
business owner
#PortentU Get on that Map
YOU THE INTERNET
#PortentU Get on that Map
Local to the Rescue!
#PortentU Get on that Map
You can outrank big companies
#PortentU Get on that Map
Local Co. (yay)
Big Bank (boo!)
You can show up for super popular terms
#PortentU Get on that Map
You can show up for super popular terms
#PortentU Get on that Map
• 20 - 30% of desktop searches have local intent
• 40 - 66% of mobile searches have local intent
• Mobile searches will overtake desktop in 2015
• 88% of consumers who search for a local business visit it within 24 hours.
Local SEO Rules
#PortentU Get on that Map
Local SEO Sucks
#PortentU Get on that Map
• Different places show different results
• Different factors for different markets
• Constantly changing • Influenced by location
• Listings get duplicated
• Listings get deleted
Local SEO is not just for SEO!
#PortentU Get on that Map
On-site SEO
#PortentU Get on that Map
Not going over basics
#PortentU Get on that Map
• Relevant Content
• Keyword Research
• Code
• Links
None of that here.
What do you mean by Local?
#PortentU Get on that Map
20
We want to get here.
21
And here.
22
Also here.
23
And here.
24
Don’t forget here.
On-SEO for Local
#PortentU Get on that Map
• Title Tag
• Contact Information
• Location pages for each storefront
• Links to Social/Review Sites
Basic Elements
26
Recommended Title Tag
Homepage Title: Business Name - Keyword, City
Internal Pages Title: Keyword, City - Business Name
27
Recommended Title Tag
Basically, this:
28
Don’t scan your menu!!
Phone Number
#PortentU Get on that Map
• Phone Number goes on every page
• Be careful of tracking numbers • Make sure that Google
is indexing the local number, not the tracking number
Location Page
#PortentU Get on that Map
• If you have multiple locations, each storefront should have its own page
• Title tag for each location
page should target only that area.
Location Page
#PortentU Get on that Map
• Location page should have full address listed as it is in other online directories.
• (This is called the N.A.P.)
. Knowing your N.A.P. Getting Consistent
#PortentU Get on that Map
N.A.P.
#PortentU Get on that Map Name
Address Phone (Website too.) Arthur Bryant’s Barbeque 1727 Brooklyn Ave Kansas City, MO 64127 (816) 231-1123 http://www.arthurbryantsbbq.com
N.A.P.
#PortentU Get on that Map Why is the NAP
important? Search engines use the number of NAP is mentions as a metric for trust and popularity An incorrect NAP may mean the search engine won’t count the mention An incorrect NAP can cause duplicate locations
Business Profiles
#PortentU Get on that Map
• Fill these out 100%
• Monitor them
• Check on them frequently
36
Traditional Local Result
37
When you hover, info appears
38
Reviews are shown in popup
39
Carousel Local Result
40
SERP for Business Name
…it takes to you to a SERP for the business name
41
WHERE IS GOOGLE GETTING ALL THIS FROM?
#PortentU Get on that Map
+ Local
Places for Businesses
aka
aka
My Business
44
Here is where it lives.
45
But you can’t get to that.
You’re Optimizing for
this
46
But you can’t get to that.
47
Old Places Dashbaord
48
google.com/business
49
Google My Business Dashboard
Edit Your
Info
50
Google My Business Dashboard
51
Google My Business Dashboard
Official Business Name
(No Keywords)
Move your Map Pin
Use PHONE BOOK number (not tracking number)
Website or Location Page (Depending on how many locations you have)
52
Google My Business Dashboard
Fill out all fields
People respond to PHOTOS more than LOGOS
Write a brief, unique description
Check your work
Gross.
z If you don’t choose a photo Google will choose one for you.
54
z Make a status update on G+
55
z Insights
Insights
#PortentU Get on that Map
57
z Insights
58
z Reviews
59
z Reviews
Respond!
60
z Reviews
“Thank you! Glad you we were able to help you!”
“I’m sorry you had such a bad experience.”
Or
61
z Reviews
62
z Google Analytics & YouTube
Google Local Tips
#PortentU Get on that Map
• Make sure everything is filled out
• You can’t be in the carousel without a picture
• If you’re competitor has something in
their Knowledge Graph box that you don’t, you need to add it to yours
• Don’t use microsites. Seriously. Don’t. Ever.
64
z Google Map Maker
65
z Delete Duplicates
Click Edit
66
z Always explain
67
z Edit your business info
Add Aliases
Specify Suite/Floor no.
68
z Always explain
Always Explain
How to get approved in Map Maker
#PortentU Get on that Map
• It’s like Wikipedia – you have to use it a lot • Approve lots of changes to build your
profile • Be polite (“please and thank you”) • Use preferred categories • Follow directions • If you have to, you can try asking for help in
the forum.
70
z The Other Place
z The Other Place
Why Yelp?
#PortentU Get on that Map
• 132 Million Monthly Users
• 74,000 Business Accounts
• 57 Million Reviews
• Largest Age Group on Yelp: 35-54 (36.4%)
h$p://expandedramblings.com/index.php/yelp-‐sta:s:cs/
Why Yelp?
#PortentU Get on that Map Reason #1: Apple uses it.
Why Yelp?
#PortentU Get on that Map Reason #2: Bing uses it.
75
z biz.yelp.com
76
z Yelp Business
77
z Yelp Business
78
Lead Calculator
Yelp Reviews
#PortentU Get on that Map
Yelp Reviews
#PortentU Get on that Map
• Strictest Filter Ever
• Low level users usually are blocked
If reviews are blocked
#PortentU Get on that Map
82
z View Rejected Reviews
Click here
83
z Low level users get blocked
Use these on your site
84
z Don’t try to trick Yelp
Yelp Tips
#PortentU Get on that Map
• Make sure everything is filled out
• Upload lots of high-quality pictures • Don’t try to trick it
• Manage Duplicates
86
www.bingplaces.com
87
Bing Places
88
Bing Places
89
Bing Places
Goal: 100%
90
Here’s where Bing Places lives.
Official Business Name
Move your Map Pin
91
Specify Social Networks
Bing Places Tips
#PortentU Get on that Map
• Make sure everything is filled out
• Upload lots of high-quality pictures • Manage Duplicates
93
z Foursquare
Why Foursquare?
#PortentU Get on that Map
• Primary provider for most Check-in Apps
• Recently struck a deal with Microsoft to
power Windows and Mobile location data
• If you think you get any visibility from check-in apps, use Foursquare
95
z Facebook
Why Facebook?
#PortentU Get on that Map
• Increased visibility on Facebook
• May be the provider for Instagram in the future
• High visibility within Facebook
• Reviews contained to Facebook
97
z If you’re located in another business
Located inside
another Place
98
z If you’re located in another business
Choose existing
Facebook page
Other places?
#PortentU Get on that Map
• Search your business
• Search your service
• Identify directories that show up a lot
Anywhere Else?
#PortentU Get on that Map
(Used with permission from @davidmihm; moz.com/local.)
(Used with permission from @davidmihm; moz.com/local.)
?
103
z Yext.com
Free Business
Scanner
104
z Yext Business Scanner
105
z Yext Business Scanner
106
z Yext Business Scanner
Click “view listing” to
change
107
z Moz Local Free Tool
Pick the most accurate
108
z Moz Local Free Tool
109
z Moz Local Free Tool
Moz Local Free Tool
See what’s off
111
z Moz Local Free Tool
Check for duplicates
(Used with permission from @davidmihm; moz.com/local.)
Local Data Providers
#PortentU Get on that Map
Local Data Providers
• Localeze Neustar
• Infogroup
• Yext
• Acxiom
• Factual
Yext Powerlistings
#PortentU Get on that Map
Yext Paid Pros
• $199-$499/Year
• Direct Feeds into directories
• Very fast
• Changes many directories only it has access to
115
z Yext PowerListing Dashboard
#PortentU Get on that Map
Yext Cons
• Expensive
• Doesn’t hit all directories
• Reverts if you cancel
Yext Powerlistings
117
z Moz Local Paid
Moz Local Paid
#PortentU Get on that Map
Moz Local Paid Pros
• $49/Year
• Feeds to other data providers – Localeze Neustar
– Acxiom
– Infogroup
– Factual
• Monitors duplicates
119
z Moz Local Submits via a CSV
120
z bit.ly/ez-moz-local
Moz Local Paid
#PortentU Get on that Map
Moz Local Paid Cons
• Slower since it goes through data
providers
• You may still need to claim listings if they’re claimed by someone else
• Neustar and Acxiom revert if you cancel
Learn the most important directories for your area
moz.com/learn/local/ citations-by-city
Advanced Search
#PortentU Get on that Map
Use advanced searches to find inconsistencies
• site:example.com • "phone number" • " website.com" • " business name " • -site:example
Combine them • -site:example.com "phone number"
124
z Search for a phone number
"(206) 242-2828"
#PortentU Get on that Map
125
z Search for mentions of your site
-inurl:gyrogeorge.com "georgesgyros.com"
#PortentU Get on that Map
R EVIEWS GETTING REVIEWS AND MENTIONS REVIEWS? REVIEWS!
Why are Reviews Important?
#PortentU Get on that Map
People Trust Them
Why are Reviews Important?
#PortentU Get on that Map
They tend to rank higher
Why are Reviews Important?
#PortentU Get on that Map
They can make or break you
Getting reviews
#PortentU Get on that Map
HOW DO I GET GOOD REVIEWS ?
#PortentU Get on that Map
BY PROVIDING EXCEPTIONAL AND MEMORABLE SERVICE
#PortentU Get on that Map
BOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOO
#PortentU Get on that Map
REVIEW TIPS
#PortentU Get on that Map
DON’T DO THESE
• Put review computer/station in business
• Fake reviews
• Ask 3rd party to review
• Get a ton of reviews at once
• Incentivize reviews
135
z REMEMBER.
Review Tips
#PortentU Get on that Map
Asking for Reviews In Person
• Thank customers for purchase • Ask in person
• Follow up phone calls
Review Tips
#PortentU Get on that Map
Signs on your counter
138
z Review Handout
Asking For Reviews
#PortentU Get on that Map
(No one ever clicks on these)
Asking For Reviews Online
#PortentU Get on that Map
Review Button
Asking For Reviews Online
#PortentU Get on that Map
Review Button
“Barnacle” Reviews
#PortentU Get on that Map
Review other businesses as your Google page to get more visibility.
143
z How to use G+ as a business
#PortentU Get on that Map
144
z How to use G+ as a business
#PortentU Get on that Map
Use as business
145
z How to use G+ as a business
#PortentU Get on that Map
146
z Write your review as a business
#PortentU Get on that Map
147
z Host a Yelp Elite Event
148
z Email reminders and thank yous
#PortentU Get on that Map
mailchimp.com
149
z Always include social links in emails
#PortentU Get on that Map
Social and Reviews
#PortentU Get on that Map
• Thank customers for purchase
• Send customers to review pages through social
• Follow up with customers after the purchase
• Identify influencers
• Continue to provide outstanding service
151
z Find your community
Local SEO in 4 Steps
#PortentU Get on that Map
Have a focused website Fill out the right profiles Work with directory listings Have a review strategy
#PortentU Get on that Map
It’s not about getting people
to your website,
You’re getting people to your
doorstep.
Local SEO
Prepared by
George Freitag SEO Strategist @number1george bit.ly/is-it-local
Thank Portent, Inc. 506 2nd Ave. Suite 1700 Seattle. WA 98104-2354 | Tel: 206.576.3740
YOU.
#PortentU Get on that Map