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On June 12, 2012, Bryan Phelps, Director of SEO at SEO.com gave this presentation at SLCSEM.
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6 Step Blueprint to Local Search Success
About Us
SEO.com – Small Business & Enterprise SEO– SEO.com/blog– @SEOcom– Facebook.com/seocom– https://plus.google.com/100708209354527166980
Bryan Phelps – Director of SEO, Small Business– @BryanPhelps– Started SEO in 2005– Working with SMB’s since 2007– Directly & Indirectly worked with 5,000+ clients
6 Step Blueprint
When doesn’t it work?
1. Local Prominence2. Google+ Local (Places) is
Buggy3. Be Persistent
About Us
Step 1 – Setup, Research & Tracking
• Keyword Research– Cities (Provo Dentist)– Zips (Dentist 84065)– Local Lingo (Utah Valley Dentist)– Landmarks (Dentist near BYU)
• Website Tracking– Contact Form Goal
• Google Places Dashboard• Call Tracking – Play it Safe• Old School Tracking
Step 2 – The Essentials: Claim, Fix & Optimize
• Google Places• Google MapMaker• Bing• Yahoo• Localeze• D&B• Acxiom
• Best of the Web• Yelp• YellowPages• Infogroup• Citysearch• Superpages• Foursquare
Claim & Verify Yourself
Consistent Name, Address, Phone Number (NAP)
Step 3 – Get your Site Right
Step 3 – Get your Site Right
Step 3 – Get your Site Right
Specific to Local Search:• Venice Update – Local
Content• Schema• Crawlable NAP – consistent
with listings• Blended Local Results– Links– Domain Authority– Keyword Usage
Step 4 – More Citations
Step 4 – More Citations
• Avvo – Legal/Health• FindLaw - Legal• Health Grades – Health• Directories for every
industry• Local directories / media
Industry/GEO Specific
Also drives traffic, calls, customers.
Step 4 – More Citations
• Whitespark Local Citation Finder• Search Queries– Competitors– Pieces of your NAP to find citations to fix
• Unstructured Citations– Blogs– Forums– Partners Sites / Related Businesses– Look for Link Building + Citation Opportunities
Citation Tools & Tips
Step 5 – Review Strategy“Ask for reviews” alone isn’t a strategyFake reviews DEFINITELY isn’t a strategySet review outreach goals
Get creative:– Review kiosks– “Review Me” cards– Email Lists, especially Gmail accounts.– Followers from Social– Brand Advocates– Partners & Vendors– Incentives?
Infuse a “Get Reviewed” mentality among employees.
Step 6 – Local Meet Social
More Hype than Leads…usually.
Can’t ignore the Google+ Monster, especially with Google+ Local.
Expect social (reviews, circles, etc.) to become bigger in the local ranking algorithm.
Thank you!Bryan Phelps, SEO.com