the new local search strategies
DESCRIPTION
This is the slide deck of when I presented about the latest changed in local search marketing and how to fully optimize your website and places page to take advantages of the changes.TRANSCRIPT
Local Search Strategies
New & Improved
Local Algorithm Tweak
• About two months ago• Fight map spam• Strong presence in all aspects of the web
Local Algorithm Tweak
The Old Way
• Physical Location• Optimized Google Places Page• Accurate Citations
• NO WEBSITE
The New Way
• Optimized Website– Credibility (Links)
• Google Places Page– Credibility
Website Optimization (Best Practices)
• Landing Pages For Every Location• Optimized (City/State & Topic/Category)– Title Tags– Meta Descriptions– Header Tags– Content
• Contact Information– Phone Number & Address
• Link To Place Page
Chick-fil-a
Website Optimization
• Title Tag Optimization (65-70 characters)– City/State & Topic/Category
Chick-fil-a Restaurant in American Fork, Utah
Website Optimization
• Meta Description (165-170 characters)– City/State & Topic/Category
Visit Chick-fil-a for breakfast, lunch, or dinner and experience the best chicken in the state of Utah. Restaurant Address: 183 N West State Road American Fork, Utah
Website Optimization
• Meta Keywords– Not needed, remove them
Website Optimization• Header Tags
– City/State & Topic/Category
• Body Content– Build out to around 200-250
words and include City/State & Topic/Category
Website Optimization• Contact Information
– Exact match to the Place Page– Exact match to other data
sources/citations
Website Optimization• Link To Place Page
Website Link Building (Best Practices)
• Good Distribution of Backlinks– Authoritative links• Anchor text is less of a factor
– Geographically relevant websites
Place Page Optimization (Best Practices)
• Place Pages For Every Location• Built Out & Optimized– Verification– Title– Categories– Phone Number & Address– Photos & Videos
• Link To Relevant Landing Page
Place Page Verification• Get Verified
– Phone– Post Card
Place Page Title• Optimize Title
– Don’t Use Categories
Place Page Contact Information• Contact Information
– Exact match to the web page
Place Page Linking URL• Link To Web Page
– Not Root URL
Place Page Categories• Expand Categories
– Up To 5
Place Page Photos & Videos• Photos & Videos
– Location– Dining Area– Play Place– Employees
Place Page Reviews• Reviews Are HUGE
– Encourage customers to add reviews
– Encourage Facebook fans to add reviews
Citation Building (Best Practices)• Citation Building
– Mentions– Address/Phone
• Yahoo/Bing Map Listings• Yelp• Four Square
• GetListed.org• http://www.whitespark.ca/
local-citation-finder/
Other Ranking Factors
• Age of Place Page• Proximity To Centroid (Center of Your City)• Reviews Left On Third Party Websites (Yelp)• KML Sitemaps• Hotpot Ratings• Activity On Foursquare, Facebook Places,
Twitter Places
Let’s Answer Some Questions