local is lekker: search marketing for local businesses
TRANSCRIPT
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Search for Local BusinessesLocal is Lekker!
© Jellyfish 2016
Durban SEO Meetup | January 2017
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A jellyfish walks into a bar…
Introduction
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About Jellyfish
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Jellyfish is a specialist digital agency that has
successfully implemented engaging and
performance focused marketing campaigns
online since 1999.
We are almost as old as Google!
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JFUS
BALTIMORE/NEW YORK
JFUK
LONDON/REIGATE/BRIGHTON
JFAP
IREP/TOKYO
JFSA
DURBAN
About Jellyfish
Established 1999
With 17 years experience
in digital marketing
300+ Staff based in six offices
Durban (SA), London (UK) Reigate (UK),
Brighton (UK), Baltimore (US) & Tokyo
We host industry leading events
Digital Journeys:
Digitaljourneys.jellyfish.co.za
Google Analytics Premium Authorised Reseller
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Selection of clients
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So much to ponder!
Local SEO is a vast subject that, like anything Google-y, is ever changing.
For brevity this presentation is an introduction to basic elements of local search.
Which is still a lot to ponder!
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What is local SEO?
SEO is the process of making sure all the online elements of your business are optimized so that your search result appears in front of an extremely relevant audience at a time when they're showing interest in your thing.
In the case of local SEO, that relevant audience is someone that is currently, or will be, in the same vicinity as your business.
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How does local SEO work?
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How does local SEO work?
When you enter a term into Google and hit
Submit, a lot happens simultaneously.
Google is going to check:
• If it has any historical information on you
• What searches you’ve been conducting
• If you have any cookies from previous
sessions
• What’s your physical location.
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How does Google know my location?
• IP address
• the public network you’re connected to
• your GPS data from a mobile device if you’re
allowing access.
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The 3 Types of local searches
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1. Contextual search
2. Inferred search
3. Intent search
I’m searching from Durban…
lukka!
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How to rank locally
The Local Search Landscape
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The top 5 local ranking factors
1. High quality Google My Business profile
2. Relevant on-page content
3. Listing your businesses name, address and
phone number around the web (citations)
4. Collecting great inbound links
5. Reviews
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Reviewing local 3-pack search results
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Reviewing local business card results
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The local search business card shows that Debbie’s GMB is setup
correctly
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Reviewing local business card search results
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The name/title is well optimised
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Reviewing local business card search results
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The business category is correctly defined
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Reviewing local business card search results
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The business address and phone number is correct
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Reviewing local business card search results
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The business hours are included
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Reviewing local business card search results
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Includes a link to Debbie’s website
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Reviewing local business card search results
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Debbie has added a few informative photos
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Reviewing local business card search results
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Debbie has one positive review
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Reviewing local organic search results
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The above organic listing has loads of local signals to make Google happy!
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The top 5 local ranking factors
1. High quality Google My Business profile
2. Relevant on-page content
3. Listing your businesses name, address and
phone number around the web (citations)
4. Collecting great inbound links
5. Reviews
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Help Google find you
On-Page Elements
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Keyword + topical signals
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Local keyword modifiers
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Local keyword modifiers is simply adding local signals to your site’s title
and description as well as on-page content.
This helps Google further identify the location of the business.
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Name, address and phone number (NAP)
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Name, address and phone number (NAP)
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The top 5 local ranking factors
1. High quality Google My Business profile
2. Relevant on-page content
3. Listing your businesses name, address and
phone number around the web (citations)
4. Collecting great inbound links
5. Reviews
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Verifying your location
Citations
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Example of a great citation
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Looking at competitors’ citations
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If Debbie was a competitor we could do a
simple Google search for “Debbie Cameron
Physiotherapy”
and Google will provide us with a list of places
around the web where our competitor’s NAP is
being listed.
We can then compare our competitors’
citations to our own and build citations on the
same site’s if they are worthwhile.
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The importance of the correct NAP
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The top 5 local ranking factors
1. High quality Google My Business profile
2. Relevant on-page content
3. Listing your businesses name, address and
phone number around the web (citations)
4. Collecting great inbound links
5. Reviews
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Get recommended
Inbound Links
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Local link building
• Links build from your geographical location will increase your rank in that area.
• Find and interact with authoritative sites that are established in your local community.
• A good starting point is to build out your businesses social media profiles ensuring that your business NAP is included
• Build relationships/partnerships with other local businesses/bloggers/radio stations etc.
• Sponsor local events• Partner up with local celebrities
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The top 5 local ranking factors
1. High quality Google My Business profile
2. Relevant on-page content
3. Listing your businesses name, address and
phone number around the web (citations)
4. Collecting great inbound links
5. Reviews
Durban SEO Meetup | January 201739
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Word of mouth is the best marketing
Reviews
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Google loves reviews
• Reviews have become an important decision making factor for customers
• Reviews also improve local listing click-through rate
• Acquire reviews consistently over a number of months, rather than in bursts
• Reviews act as digital word-of-mouth recommendations
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Money can buy you Google lurv
Paid local search
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Local search ads on desktop and mobile
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What it costs
You'll be charged a standard cost-per-click (CPC) for these types of clicks on local search ads:
• Get location detail clicks• Get direction clicks• Mobile clicks-to-call clicks• Website clicks
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Jellyfish SA
Unit 4, 9 Wedge Road,
KwaZulu-Natal, 3629
Thank You!
© Jellyfish 2017