| #NewSEORules€¦ · Content Marketing Manager ReachLocal Inc. @TamWeintraub. ... keywords alone...

www.reachlocal.com | #NewSEORules


Speaker

Tamara WeintraubContent Marketing Manager

ReachLocal Inc.@TamWeintraub


• Traditional tactics lack

flexibility to meet search

engine changes

• Website rank for specific

keywords alone does not

equal success

• Results are not tied to true ROI

Source: ReachLocal S

urvey

of bu

sine

sses

say

the

ir

top

SEO cha

llen

ge

is cons

tant

cha

nge

Challenges of Traditional SEO


Factors of Modern SEO

A Modern, Optimized Website

Offsite Presence

Optimized Content

Results Oriented

www.reachlocal.com | #NewSEORuleswww.reachlocal.com | #NewSEORules

Rule 1

START YOUR STRATEGY

WITH A MODERN

WEBSITE


• Use a clean, easy-to-navigate site

built on modern technology

• Include helpful information about

business, products, and services

• Make sure it’s optimized for mobile

Use a Modern Design

& Helpful Info


Optimize It

To Get Contacts

• Design a site that asks visitorsto contact you

• Feature phone number,email, Web form, and chat

• Include a strongcall to action


Make Your Site

Work on Mobile

• Ensure it’s easy to view and useon any device, likesmartphones and tablets

• Non-mobile sites often get overlooked by search engines and consumers

• Responsive design is ideal

of consumers

search

for local

information

via mobile

Source: Neustar & Localeze Study


Rule 2

OPTIMIZE YOUR

SITE FOR SEARCH


Create Content That’s

Optimized for Search

• Search engines love recent,

relevant, authoritative content

• Frequent content posting can

boost site traffic and conversions


Build Your Topic List

• Search engines now understand what

you’re actually searching for

• No longer looking for

exact-match keywords

• Start with primary products or services

• Add geo-specific terms


Publish Fresh,

Relevant Content

• Set up a social-enabled blog

• Create and post unique

content 1-2x per week

• NEVER scrape content from

another site and pass off

as your own


Optimize Metadata &

Local Markup

• Content that sits in the code of your

pages, blog posts, and images

• Include top keywords and

accurate descriptions of what

the page is about

• Configure local semantic markup using a

language like Schema.org


Rule 3

DRIVE TRAFFIC FROM

SOCIAL SITES &

LOCAL LISTINGS


Own Your Presence

Across the Web

• Increases the amount of

information consumers find about

your business when

they search

• Consistency across listings and

sites boosts your website in

search results


Put Your Business on

Top Social Sites

• Claim your profiles on Facebook,

Twitter, LinkedIn, and Google+

• Optimize for your business name,

core topics, and location

• Link your pages and posts back

to your website

• Regularly post content that drives

likes and shares


Claim & Update Your

Local Listings

• Add business info to sites like Google, Bing,

Yahoo!, Yelp, + industry specific directories

• Add compelling content and images for

local searchers

• Make sure your information is consistent

across all sites

• Audit listings regularly for correct info


Rule 4

CONVERT CUSTOMERS

& TRACK RESULTS of companies

report unclear ROI

from their SEO.

Source: Webmarkting123


Respond Immediately

• Answer phone calls

right away and provide

great service

• Respond to new

inquiries within a day

(even web/email inquiries)


Follow Up Regularly

• Keep list of contacts who have

reached out to you

• Follow up regularly via phone

and/or email

• Offer discounts to entice hotter

leads to take action

• Use lead nurturing emails to stay in

front of leads not ready to buy

SEE UP TO

45% MORE LEAD GEN

ROI THAN THOSE WHO DON’T

Source: Marketing Sherpa


Track Leads &

Customers From SEO

• Use call recording and website

analytics to track the lead source

• Monitor which SEO leads convert

into customers

• Calculate lifetime customer value

to estimate ROI


Small Business

Success With SEO


Small Business

Success with SEO:

HRC Climate Control

• HVAC company sees best summer

ever thanks to SEO


Before After


SEO + Modern Website

= New Customers

• Used SEO firms in the past,

but website design always

too amateurish

• ReachLocal website gave

professional image they desired

• ReachSEO campaign for summer

2014 drove more new customers

than ever before


Keys to Success

Do we have a graphic we can use here? If not, maybe we can consolidate the 2 slides or put all bullets on one slide and then follow-up with a before and after slide

• Have patience. SEO takes time,

results don’t happen overnight

• SEO is meaningless if you can’t

convert visitors into customers

• Maintaining social media and

local listings improve SEO and

discoverability online


Rule 1: Have a modern, conversion-optimized, mobile-friendly website

Rule 2:Optimize your site content for organic and local search

Rule 3: Build your offsite presence with social and local listings

Rule 4:Turn SEO leads into customers and track results to determine ROI

THE NEW RULES FOR WINNING AT SEO


A Modern SEO Solution

ReachSite:

mobile-responsive website

ReachEdge:

lead conversion

software & tracking

ReachSEO:

integrated onsite & offsite SEO strategy

www.reachlocal.com | #RLModMKTG

Follow Us: reachlocal.com/social

Subscribe: http://blog.reachlocal.com Download: http://bit.ly/NewSEORules

ReachLocal Blog Ebooks

Learn more about ReachLocal’s Digital Marketing Solutions: www.reachlocal.com

http://reachlocal.com/DLLebook

http://legal.reachlocal.com



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| #NewSEORules€¦ · Content Marketing Manager ReachLocal Inc. @TamWeintraub. ... keywords alone...

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