Local SEO - Raleigh SEO meetup group March 2016

Local SEO | Raleigh SEO Meetup Group

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Raleigh SEO Meetup GroupLocal SEO | What You Need to KnowMarch 15, 2016

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Bob MisitaCEO & Co-Founder, LeadsNearby

Twitter: @LeadsNearby Website: www.leadsnearby.com

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The BIG PICTURE of Local SEO

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Local SEO is rapidly evolving…

…Even as we put the finishing touches on this presentation, a new method is emerging: Google Posts

While this presentation covers a lot of detail, it’s important to remember that as long as your optimization efforts always focus on answering the searchers’ questions, you (or your client) will rank well.

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Section One: Paid = Immediate Leads

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Step 1: Paid Methods

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•Paid ListingsAngie’s ListPorchYelp

•PPCGoogleBingFacebook (Impressions/CPM)

•Paid LeadsIndustry Specific

Home AdvisoreLocal

•Referral Programs

Paid Methods

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Section Two: Online Presence

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Expertise

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What is your online presence deemed to have Expertise in.

Google Guidelines (http://static.googleusercontent.com/media/www.google.com/en//insidesearch/howsearchworks/assets/searchqualityevaluatorguidelines.pdf )

•E-A-T•Mobile•Location•Needs Met

Expertise

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Step 2: Website Design

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Tools to Check Page Speed:•Google PageSpeed Insights•Web Page Test•Pingdom•GT Metrics•Others

Web Design

Tools to Help Site Friendliness:• Search Console, Bing

Webmaster Tools•Technical SEO-Web Developer

Tools/Browser Extensions • Screaming Frog, Xenu

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Step 3: Keyword Content

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Remember to make use of best practices from October presentation: SEO Essentials &Google’s basic SEO guidelines

Keyword ContentTools to Help with Keyword Research•SEM Rush•KW Finder•Spyfu•Google Trends & Keyword Planner

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Step 4: Conversion Oriented

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A Few Suggestions to Drive Conversion:•Primary Call to Action is Prominent (aka – Don’t Make me Think)•Text is easy to read/informative•Multiple Obvious Navigation Paths (Breadcrumbs)

Conversion Rate Optimization Tools Include:•Lucky Orange•CrazyEgg•Optimizely•Unbounce•Visual Web Optimizer (VWO)

Conversion Oriented

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Step 5: Mobile

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Mobile (or device independence) is a big deal……Latest numbers suggest 60%+ searches are done on:

•Smart Phones, Tablets, Laptops•Others--VR Devices, Cars, Google Glass…TBD

Accelerated Mobile Pages (AMP)Test your site by going to Google on mobile device and look for Mobile Friendly next to the resultOr enter your URL into Google’s Mobile Testing Tool

See AMP results using g.co/ampdemo on mobile devices

Mobile

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Step 6: Content

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Content is King Too many pages of thin content can be bad, (aka beware of thin content and Panda penalty).

What content is good:• Unique• Helpful• Descriptive• Convinces

Write content that describes your products, services and brand

Content

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Step 7: Localized Content

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Publish fresh, geo-located content describing the solutions you provide (Keyword + Location)•Job Summary Information•Review Content

A tool that can help automate this is Nearby Now

Ensure this localized content is Schema formatted:Check with

Google’s structured data testing tool

Localized Content

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Authority

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How authoritative does the overall Internet community assess you.

There are 2 components: domain authority and page authority

Use a number of tools to check this:•MOZ Open Site Explorer•SEM Rush•Majestic•AHREFs

Authority

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Step 8: Social Media Profile

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Set Up Profiles On:

•Google Plus now Google my business•Facebook•YouTube•Twitter•LinkedIn•Instagram•Pinterest•Others depending on your industry

Social Media Profile

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Step 9: Review Profiles

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Create & Claim Business Listings Depending on Industry:

•Angie’s List•Yelp•Kudzu•Manta•YP•Apple Maps•Bing Places•Yahoo Small Business•Many Many More

Review Profiles

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Step 10: Consistent NAPw

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External Component—Trusted feed aggregators:•Localeze•Acxiom•Infogroup•Factual

Internal Component—Website:Make sure your home page and contact us page have your correct Name, Address and Phone Number represented using proper schema as well.

Consistent NAPw

Do this through: •Moz Local•Yext•Local Site Submit

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Step 11: Additional Linking

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There’s no shortcut to additional linking (sharable content) Beware of Penguin3 Types of activities•Link reclamation•Outreach•Prospecting

You need to earn links through:•Club Sponsorships•BBB & Chamber of Commerce•Industry Related Organizations•Affinity Programs

Additional Linking

Tools: •HelpAReporter•Outreachr•BuzzStream•Whitespark•And More

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Trust is what your past customers have to say about you. It’s perhaps the single most important factor people use to determine which vendor to choose.

Latest surveys suggest almost 90% of consumers check reviews before making a decision. That percentage has been consistent since 2013, when the first surveys came out.

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Step 12: Proactive Review Request

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If you don’t request reviews, you can only expect to receive 1-5%.

If you request reviews (and remove the login requirement) you can get upwards of 40%.

There are a number of tools to request reviews:•Nearby Now•Customer Lobby•Demand Force

Proactive Review Requests

Even more if you focus on Products instead of Services

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Step 13: Publish Reviews

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You want your reviews to be published (native) in the 3 places people search:

•Your site (using schema on Keyword + location pages). This gets you stars on serps.•Your social media sites (esp Facebook)•Your review business profiles

Publish Reviews

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Section Three: Conversion

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Step 14: Conversion Funnel

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In addition to being a professional brand representative, the purpose of your website is to actually convert prospects in three ways:

•Webforms•Calls (or clicks to call)•Live Chat (interactive sessions)

Remember to use the tools noted earlier

Conversion Funnel

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Section Four: Loyalty

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Step 15: Retention

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Use a combination of automated (like Mautic from the January Meetup) and manual processes to maintain contact with your customers after the product or service has been provided.

Specifically:•Email•Coupons•Referral Programs

Retention

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The BIG PICTURE of Local SEO

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Even as we’ve shown a very detailed look at the current state of local SEO, the ground continues to shift under our feet. We have to be prepared for the transitions to come.

New things to consider:•Voice Search•Local Data Optimization

The Future Picture of Local SEO

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Thank You!

LeadsNearby10101 Division DriveRaleigh, NC 27603

Phone: 919-758-8420Email: bob@leadsnearby.com Twitter: @LeadsNearbyWebsite: www.leadsnearby.com

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Questions?

Local SEO - Raleigh SEO meetup group March 2016

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