how to prioritize your local search work - darren shaw - searchlove boston 2014
Post on 08-May-2015
1.423 Views
Preview:
TRANSCRIPT
How To Prioritize Your Local Search Work
DARREN SHAW
Darren ShawFounder at Whitespark
darren@whitespark.ca
@EdmontonSEO
Can you do local SEO in only 3 hours?
Sure, you can do*some* work
Organic SEO
• Keyword research• Website• Content• Links• Social• Reporting
Local SEO
• Keyword research• Website• Content• Links• Social• Reporting• Google+ Local Listing • Citation building• Citation audit/cleanup• Review acquisition
Additional Work
Why Reviews?
VS
Listings with reviews provide a better user experience
Google loves a good user experience
Get at least 5 Google+ Local Reviews
Get 5 reviews, get the stars
Nice
Get at least 5 Google+ Local Reviews
http://www.whitespark.ca/review-handout-generator/
Get at least 5 Google+ Local Reviews
http://www.whitespark.ca/review-handout-generator/
Get at least 5 Google+ Local Reviews
http://www.whitespark.ca/review-handout-generator/
Get at least 5 Google+ Local Reviews
http://getfivestars.com/
Get at least 5 Google+ Local Reviews
http://getfivestars.com/
Get at least 5 Google+ Local Reviews
http://getfivestars.com/
Get at least 5 Google+ Local Reviews
Get keywords in reviews
Increase awareness of Yelp
Increase awareness of Yelp
To rank in Yelp
1) Get reviews2) Get keywords
in yelp reviews
Increase awareness of Yelp
Increase awareness of Yelp
Increase awareness of Yelp
Increase awareness of Yelp
Awareness, NOT solicitation
Increase awareness of Yelp
Awareness, NOT solicitation
Increase awareness of Yelp
Increase awareness of Yelp
Increase awareness of Yelp
If only there was a way to findto find friends on Yelp
Increase awareness of Yelp
Thanks Yelp!
Increase awareness of Yelp
On your website
Increase awareness of Yelp
In your email
Increase awareness of Yelp
On your door
Increase awareness of Yelp
In your business
Download this printable sign I made! (I’m so proud)bit.ly/1lsv4m9
Diversify Review Sites
GetFiveStars makes this easy
ReviewsHighest valueLowest effort
2 minutes 15 minutes 15 minutes
Optimize the location landing page(s)
Single location: link to homepage
Multi-location: link to a dedicated location page
Optimize the location landing page(s)
Include city and primary keyword in the URL
Optimize the location landing page(s)
Title tag1) Include primary keyword.2) Include city & state abbreviation3) Include same business name as on Google listing
Optimize the location landing page(s)
Add a couple of good paragraphs of"about us"/"this location" content.
Optimize the location landing page(s)
Include name, address, and phone in schema.org
Optimize the location landing page(s)
Embed a Google map, the right way
Optimize the location landing page(s)
Embed a Google map, the right way
Optimize the location landing page(s)
Embed a Google map, the right way
Optimize the location landing page(s)
Write high-quality long form content on the services pages
No. Just no.
Write high-quality long form content on the services pages
OMG YES. 4500 words on DUI Law in Alberta
pringlelaw.ca/practices/1-impaired-driving
Write high-quality long form content on the services pages
It’s working out quite well for them
#1 Organic
#1 Local
Fix any technical problems
Not enough time to cover it, but LMGTFY
Clean up duplicate listings
Clean up duplicate listings
Clean up duplicate listings
Clean up duplicate listings
Clean up duplicate listings
Clean up duplicate listings
Pick good categories
Don’t violate guidelines & don’t keyword spamOnly use your official DBA
name
City in description can cause a ranking drop
Don’t use a PO Box, UPS, or any kind of fake address.
Don’t add any keywords from your categories to the
description
It’s ok to add a link or two to the description, but don’t do
any exact match anchors
X
X X
Don’t include any of these words: bit.ly/1fPnlx3
Get 1 accurate & complete listing on the major data aggregators
You really must be listed on all 4 of these
http://moz.com/learn/local/local-search-data-usUsed with permission from David Mihm
Get 1 accurate & complete listing on the major data aggregators
Go to http://www.expressupdate.com to find and remove incorrect listings.
Clean up duplicates on the major data aggregators
Go to http://www.neustarlocaleze.biz to find and remove incorrect listings.
Clean up duplicates on the major data aggregators
Go to https://mybusinesslistingmanager.myacxiom.com to find and remove incorrect listings.
Clean up duplicates on the major data aggregators
Go to http://factual.com/data/t/places to find and remove incorrect listings.
Clean up duplicates on the major data aggregators
To update or remove: factual.com/contact
Clean up duplicates on the major data aggregators
Get 1 accurate & complete listing on the second tier citation sites
On each of these sites, use the internal search function to find and remove incorrect listings.
Clean up duplicates on the second tier citation sites
Get some quality unstructured citations
Feature local artists at the business
Get some quality unstructured citations
Host events at the business
Get some quality unstructured citations
Offer student discounts
Get some quality unstructured citations
http://www.localstampede.com/citation-building-strategies-list/
Tons of great ideas here:
Get a handful of city-specific and industry specific citations
Get 1 accurate and complete listing on the remainingtop 50 citation sites
Clean up duplicates on the remaining top 50 citation sites
Get 1 accurate and complete listing, and remove duplicateson the remaining top 50 citation sites
https://www.whitespark.ca/citation-audit-and-cleanup-service
[0047] When the document falls within the broad area (block 460--YES), then a location prominence score associated with the document may be determined (block 470). The location prominence score may be based on a set of factors that are unrelated to the geographical area over which the user is searching. In one implementation, the set of factors may include one or more of the following factors: (1) a score associated with an authoritative document; (2) the total number of documents referring to a business associated with the document; (3) the highest score of documents referring to the business; (4) the number of documents with reviews of the business; and (5) the number of information documents that mention the business. In other implementations, the set of factors may include additional or different factors.
Get at least 1 super link
Get at least 1 super link
SS Scholarship SS Sponsorship
Get at least 1 super link
Their home page
Get at least 1 super link
Their scholarship page
Get at least 1 super link
Sponsorships
1. Boston inurl:sponsors2. site:.edu boston supporters3. site:.edu boston sponsors4. site:.org boston supporters5. site:.org boston sponsors6. site:.k12.ca.us supporters7. site:.k12.ca.us sponsors
Get a handful of local links
http://www.localstampede.com/citation-building-strategies-list/
XLINK
Clean up any spammy links
Get the typical basic links from citations, social profiles, etc
Download it here:bit.ly/1kmlOTk
What should youwork on with 40
hours?
You can do it all(excluding serious technical issues and link cleanup)
What should youwork on with 20
hours?
Reviews: 32 minutes
Website: 4 hours - optimize the landing page - enhance content on a handful of services pages
Google+ Local Listing: 30 minutes
Citations: 7 hours - data aggregators - 2nd tier - city-specific and industry-specific - prospect for and get 2 local sponsorship citation & link
Links: 8 hours - get scholarship page up and do some outreach
What should youwork on with 10
hours?
Reviews: 32 minutes
Website: 4 hours - optimize the landing page - enhance content on a handful of services pages
Google+ Local Listing: 30 minutes
Citations: 5 hours - data aggregators - 2nd tier - prospect for and get 1 local sponsorship citation & link
And what if you only have 3 hours?
Reviews: 32 minutes
Website: 1 hour - optimize the landing page
Google+ Local Listing: 30 minutes
Citations: 1 hour - data aggregators
Thanks.Any questions?
DARREN SHAW
darren@whitespark.ca
@EdmontonSEO
top related