implementing local search for entrepreneurs
DESCRIPTION
Boost qualified visitors to your SMB-sized website or blog by using the right tools and approach to find valuable keywords. Learn how to correctly implement both on-page and off-page SEO factors. Includes focus on Local SEO and links, citations, ratings and reviews and directories.TRANSCRIPT
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Small Business Search Optimization
– Keyword Research– On-Site Optimization– Local SEO
by Jim Spencer www.jbspartners.com
Biz 100 Tour, 2010
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on Twitter for the last 3 years, 7 months, 7 days, 3 hours37 minutes
Hi, I’m Jim
@fairminder
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• JBS Partners, since 2002• Web design & marketing firm.• Our web properties include: –www.JBSPartners.com –www.BlogWranglers.com –www.WebPageAdvisor.com –www.TweetAdvisor.com
Here’s were you will find me
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• Confirm SEO knowledge• See it’s largely Common Sense• Develop a process• Take away a few tools
Why this is worth your time
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Be Happy!!!
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• Why do you have a website?• What need are you fulfilling?• What question are you answering?
Where do we start?
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• Who is your audience?• What is your audience asking?• How do they ask the question?• What words do they use?
• Answer these questions in your keywords• Answer these questions in your copy
What are the Questions?
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You Don’t know any Keywords?
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• Ask how clients search• Your own Analytics• www.google.com/insights/search/# • www.google.com/trends • Google Key Word Tool • SEO Book Keyword Tool
Keyword Research Tools
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Google Trends
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SEO Book Keyword Tool
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SEO Book Keyword Tool 2
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What do I do with the Keywords?
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• Meta Title• Meta Description• Meta Keywords• Image Alt Title Attribute• Tool Tip• <address> tag
Meta Data and HTML
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• Page URL – no under scores or spaceswww.domain.com/baseball-caps/red
• Meta Title – 70 characters maxBaseball cap, base ball hats, red sox, red hats
• Meta Description – 155 characters max“RedSox Release new Red Baseball Cap
Style”
Major On-page Factors
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• Headline or Page Heading - <H1>Embroidered red baseball caps
• Text on the pageText about red baseball caps
• Sub HeadingsPersonalized red baseball caps
Major On-page Factors
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• Image captionsBig Papi sporting the latest red baseball cap
• Alt title attributesPersonalize red baseball cap worn by Big
Papi
• Tool TipNew red baseball cap
Major On-page Factors
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Meta Title
Meta Title
•Unique Meta Data on each and every page•Use meta data to inform, be clear, compel
Meta Title Example
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You mean there is more?
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• Set a primary URL – www or http://
• http://jbspartners.com/ resolves to http://www.jbspartners.com/
• Use 301 Permanent Redirects to condense variations.
• On XHTML docs include trailing "/" slash.
Redirects / Canonicalization
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• Keyword anchor text not “Click here” • Link to deep “Pillar” or “Evergreen” content• Minimize # of links on a page (-25)• Link out to helpful, authoritative sites
Internal Linking
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• ff-375_xl.jpg or red-baseball-cap.jpg• Include useful caption under the image• Use descriptive alt attribute text• Consider allowing Google Image Search in WMT
title="BlogWranglers Home "src="
http://www.jbspartners.com/wpcontent/uploads/blog-wranglers-home.jpg"
alt="A Free Theme Made for a Quick Decision" width="300" height="253" /></a><p class="wp-caption-text“>Custom Theme</p></div>
Image Optimization
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SEO
IS
GLOBAL
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GO
L O C A L
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Address Layout Example
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• Company Name and Service,• Street,• Street Address,• City,• Province/State,• Zip code• Country
• Use hCard format
Address format based on USPS
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• <div class="lsrfcontent"> <div class="address"> <div class="org"><a class="url" href="http://www.davidmihm.com">David Mihm, Inc.</a></div> <div class="adr"> <div class="street-address">1919 NW Quimby St<Br>Suite 402</div> <span class="locality">Portland</span>, <span class="region">OR</span> <span class="postal-code">97209</span> <div class="tel">(503) 560-2755</div> <div class="email"><a href="mailto:[email protected]">[email protected]</a></div> </div> </div> </div>
Address Example Code
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• Consistent use of contact information–Use a local phone exchange–Use keyword in business title if you can
• Also Include–Photos and Videos– Service description–Coupons
www.GetListed.com
Complete the Entire Profile
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• Yahoo Directory ($300)• Business.com ($300)• Joe Ant ($40)• Your Industry Directories
Top Directories that are not Free
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• Company name and contact info on a local Charity event website
• Chamber of Commerce member listing• Local paper or other media citation• These confirm and validate your location
Local Citations, not Links
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• Quality: .gov and .edu CAN trump .com• Quantity: No limit, but maintain quality• Claim your Google Places and other listings• Review Sites: Ask customers to rate and
review your business; Yelp, CitySearch, InsiderPages, Yahoo Local, JudysBook, OpenTable, DexKnows, SuperPages
Valuable Links and Citations
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• What problem do you solve?• Commons Sense Keyword list corroborated
by research using tools• On-page SEO factors; meta data• Off-page SEO factors; links, directories,
citations
Summary
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THANKS
This presentation will be available at http://www.jbspartners.com/
http://www.slideshare.net/jbspartners
I look forward to connecting with you [email protected]
781-640-8874http://twitter.com/fairminder