Post on 17-Sep-2014
description
Local SEO for Zees and Zors
Tim Resnik, Product Strategy Principal, Moz @tresnik
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”
3 Moz.com/Local/Zors
Searches on Google per month?
100,000,000,000!
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Local Search in the U.S?
6,500,000,000Based on 20BN Desktop US Searches (May 2013, Comscore)
Local searches every month (U.S.)
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Local/Mobile Connection
Local on MobileLocal on Desktop
Source: Google
20%
Sources: Google, Bing
50%
Sources: Kleiner, Perkins, Caufield, Byers; StatCounter Global Stats
Moz.com/Local/Zors Source: Kleiner, Perkins, Caufield, Byers;
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“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
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34Number of optimization tips for franchisors in this
presentation
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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
Moz.com/Local/Zors
Good Ol’ Organic Search
LinksTrust
Stuff on your page
+
= Your Search Engine Rank
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Local search: It’s Complicated
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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>
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Glossary of Terms
Google+ Local Page (formerly Google Places)A Page on Google+ specifically for businesses with a physical location
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Glossary of Terms
N.A.P. (+W.)Refers to a business’s Name, Address, Phone number (and website); the virtual thumbprint of a business
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Glossary of Terms
CitationA mention or partial mention on the web of a local business’s NAP
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Glossary of Terms
Local Knowledge GraphGoogle’s collection of structured data about a local business (NAP, hours, pricing, photos, etc.)
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Glossary of Terms
Local Knowledge Graph
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2013 Ranking Factors
1. Google+ Local Page Signals
2. External Signals
3. On-page Signals
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Google+ Local Signals
Proper Category Associations
Physical Address in
City of Search
Completeness of Local G+
Page
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External Signals
NAP Consistency in Citations
Quality/Authority of
Citations
Quantity of Citations
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On-page Signals
HTML NAP Matching G+
Local NAP
G+ Local Business Title in
Title Tag
City/State in Title Tag
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Other Important Factors
Link Signals
Social SignalsReview Signals
Behavioral Signals
Personalization
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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
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
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#1: Smart Website StructureGet your store locator right!
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#1: Smart Website Structure
Looks great, but…
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#1: Smart Website Structure
Not Li
ke
This!
…It’s in JavaScript and not crawler friendly
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#1: Smart Website Structure1. Links to an
HTML directory of all stores
2. Alerts crawlers that there are
new pages
Like T
his!
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#1: Smart Website Structure
Get your store pages right!
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#1: Smart Website Structure
If you have 20Locations how many pages do you need?
You need 20 separate
pages
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#1: Smart Website Structure
If you don’t link to me, Google won’t find me
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#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
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#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 NevilleJohn.neville@bluewidgets.com
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
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#1: Smart Website Structure1. Title tag MUST include +Local business title
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#1: Smart Website Structure2. URL should be short but include city name at minimum
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#1: Smart Website Structure
3. +Local Business Title should be in H1 tag
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#1: Smart Website Structure
4. Embedded MyPlaces map
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#1: Smart Website Structure
5. Collect feedback; also push people to prominent local review sites (Yelp, Citysearch, G+, etc)
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#1: Smart Website Structure6. Include nearby locations for organic linkjuice + stronger location scent
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#1: Smart Website Structure6. Include nearby locations for organic linkjuice + stronger location scent
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#1: Smart Website Structure7. Link to pages of products that are popular at this location
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#1: Smart Website Structure
8. Code contact info schema.org
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#1: Smart Website Structure
8. Code contact info schema.org
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#1: Smart Website Structure
9. Add Google+ Authorship to improve search click-through-rate
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#1: Smart Website Structure
9. Add Google+ Authorship to improve search click-through-rate
Improves click-through-rate by 25 – 35%
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#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
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#1: Smart Website Structure
10. Make each page unique by creating rich content
Not Li
ke
This!
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#1: Smart Website Structure
10. Make each page unique by creating rich content
Like T
his!
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#1: Smart Website Structure11. Own your branded search using rel=“publisher”
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#1: Smart Website Structure11. Own your branded search using rel=“publisher”
Publisher
Links entire website with a business page.
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Today’s Topics 5 local optimization steps to take today
Site structureLocal Google+ Page optimizationSmooth reviewsKnow thyself (through data)NAP distribution and consistency
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#2: Local G+ Page Optimization
Local SEO experts agree that proper category associations are the most important ranking factor
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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
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Own your Local Knowledge Graph – Complete your profile
#2: Local G+ Page Optimization
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Upload Images
Courtesy Todd Mintz: https://plus.google.com/+ToddMintz/posts/Sx68wqbVqry
#2: Local G+ Page Optimization
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Today’s Topics 5 local optimization steps to take today
Site structure Local Google+ Page optimizationSmooth ReviewsKnow thyself (through data)NAP distribution and consistency
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#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
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#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
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Allows Facebook LoginsFull graphic courtesy of Phil Rozek
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#3 Focus on Reviews
YESNO
Accepts Facebook login
Send direct linksSend direct link
Existing Customers: Email Segmentation
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#3: Focus on Reviews
Pick “vertical” directories that rank organically for your target keywords:
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#3: Focus on Reviews
Pick “vertical” directories that appear in the Local Knowledge Graph
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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
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#4: Know Thyself
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Google Webmaster Tools can help you diagnose and repair issues w/ your site
#4: Know Thyself
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#4: Know Thyself
Google Analytics: Advanced Segmentation for Local Traffic
Inspired by Ed Reese and LocalU
Video not included
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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
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#5 NAP Consistency
73% people lose trust in a brand when listing are incorrect
2014 Placeable Survey of 1,000 people
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Up to 40% of business listing have inconsistentor missing data
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And don’t forget about phones.
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You CAN do this yourselves…
Moz.com/Local/Zors Our product can also help.
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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
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
Moz.com/Local/Zors
Zor
Zee
Zee
Zee
ZeeZee
Zee
Zee
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BRAND
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The Best of Both Worlds
ZOR’s STRENGTHS
• BRAND• BUDGET• SCALE
ZOR’s RESPONSIBILITY• BRAND GUIDELINES• FRANCHISE LOCATOR• AUTHOR/PUBLISHER• LOCATION DATA• SUPPORT
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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
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“The Internet is a breeding ground for false information. Brands are the solution, not the problem…Brands are how you sort out the cesspool”
Moz.com/Local/Zors
- Eric Schmidt, Chairman, Google
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Onwards!Contact me: tim@moz.com / @tresnik
Download this presentation:
http://www.slideshare.net/TMResnik
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Ongoing Education
Moz.com/blog (corporate) Localu.org (franchisees)