local seo website optimization best practices
TRANSCRIPT
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Website Optimization
Basics for Local Search DominanceTrevor Weitzel // Local SEO Expert http://trevorjweitzel.com
@Trevor_Weitzel
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What Is SEO?
Trevor Weitzel // Local SEO Expert http://trevorjweitzel.com@Trevor_Weitzel
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“SEO is the process of making websites technically sound and contextually relevant for both the user AND the search engine in order to improve rankings, drive traffic and increase awareness in the search engines.”
Trevor Weitzel // Local SEO Expert http://trevorjweitzel.com@Trevor_Weitzel
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Your Website is Key to Your Rankings
Trevor Weitzel // Local SEO Expert http://trevorjweitzel.com@Trevor_Weitzel
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Survey Says...
Overall Ranking Factors From Moz.com
Trevor Weitzel // Local SEO Expert http://trevorjweitzel.com@Trevor_Weitzel
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On-Site Best Practices
Trevor Weitzel // Local SEO Expert http://trevorjweitzel.com@Trevor_Weitzel
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#1Have a decent amount of content on your homepage
Homepage holds all the link equity
Has best chance of ranking
Target the most important keywords
Trevor Weitzel // Local SEO Expert http://trevorjweitzel.com@Trevor_Weitzel
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Don’t Do This… (No Text)
Trevor Weitzel // Local SEO Expert http://trevorjweitzel.com@Trevor_Weitzel
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Do This...
Trevor Weitzel // Local SEO Expert http://trevorjweitzel.com@Trevor_Weitzel
● Solid word count● Keyword rich● Location specific● Services broken out● Scannable
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#2 Don’t use bulleted lists
One mention of a term isn’t going to make you rank
You can’t rank for content that isn’t there
Have a webpage for every service and location
Trevor Weitzel // Local SEO Expert http://trevorjweitzel.com@Trevor_Weitzel
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Bad
Trevor Weitzel // Local SEO Expert http://trevorjweitzel.com@Trevor_Weitzel
● No individual service pages, just bullets
● Can’t rank mentioning a term once
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Good
Trevor Weitzel // Local SEO Expert http://trevorjweitzel.com@Trevor_Weitzel
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#3 Don’t stop with the homepage
Consider breaking down services into sub-services
Cast a wider netHave plenty of quality content throughout the
site
Trevor Weitzel // Local SEO Expert http://trevorjweitzel.com@Trevor_Weitzel
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Quality Content
Go into detail
Provide the best and most thorough page possible
Trevor Weitzel // Local SEO Expert http://trevorjweitzel.com@Trevor_Weitzel
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#4DO THIS
domain.com/about-us/
domain.com/wedding-photography/
NOT THIS
domain.com/the-best-photography-studio-in-phoenix (this is spammy)
domain.com/index.php/11298774?=gclidtest (not keyword rich)
URL’s
Trevor Weitzel // Local SEO Expert http://trevorjweitzel.com@Trevor_Weitzel
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#5Title Tags
The 2nd most important ranking factor in SEO next to the content on the page
Trevor Weitzel // Local SEO Expert http://trevorjweitzel.com@Trevor_Weitzel
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Title Tags
You edit these in the HTML code
Google uses to identify the topic of a page
Not visible on the page but they appear in the search results
When keywords match the user’s query they are bolded
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Title Tags - Suggested Format
Keyword City | Business Name
Cosmetic Dentist in Phoenix | Harris Dental
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#6 Used to describe the page within the SERP
Meta Description
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Meta Description
Not visible on the page
Provides explanation of the contents of a page
Functions as ad copy
Can help drive Click-Throughs
When keywords match the user’s query they are bolded
Trevor Weitzel // Local SEO Expert http://trevorjweitzel.com@Trevor_Weitzel
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#7Meta Keywords
Trevor Weitzel // Local SEO Expert http://trevorjweitzel.com@Trevor_Weitzel
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Meta Keywords
Was actually a thing in 1998, but this meta tag is COMPLETELY ignored by search engines today
Trevor Weitzel // Local SEO Expert http://trevorjweitzel.com@Trevor_Weitzel
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#8 H1’s, H2’s & H3’s
Headings
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Headings (H1s, H2s & H3s)
Tweaking the headings without making them spammy can help
Identifies key topics on the page
H1
H2
H3
Trevor Weitzel // Local SEO Expert http://trevorjweitzel.com@Trevor_Weitzel
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#9Img Alt Attribute
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Img Alts
In the code, not on page
Used to describe the image
Don’t spam it
Can help to show up in Google Image Search
Alt= “Pediatric dentist in Phoenix”
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#10 Link related products and services within your content
Internal Linking
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#11Site Speed
Google is obsessed with speed
Your website must be fast or users will leave
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Site Speed
Trevor Weitzel // Local SEO Expert http://trevorjweitzel.com@Trevor_Weitzel
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#12 Users are mobile so businesses should be too
Mobile-Friendly
Trevor Weitzel // Local SEO Expert http://trevorjweitzel.com@Trevor_Weitzel
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Mobile-Friendly
Trevor Weitzel // Local SEO Expert http://trevorjweitzel.com@Trevor_Weitzel
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When in Doubt, Go Responsive
Responsive is better
Separate mobile sites can cause duplicate content issues
Trevor Weitzel // Local SEO Expert http://trevorjweitzel.com@Trevor_Weitzel
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#13NAP (Name, address & phone
number) info on every page of site
Markup NAP info with schema
Correctly embed a Google Map
Other Elements
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That’s It!You’re On Your Way To Search
Dominance.
Trevor Weitzel // Local SEO Expert http://trevorjweitzel.com@Trevor_Weitzel