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@davidmihm © SEOmoz, Inc. 2015
SEO FundamentalsInvesting in Long-Term Digital Assets
DAVID MIHMDIRECTOR OF LOCAL STRATEGY, MOZ
LOCAL SEARCH ASSOCIATIONPORTLAND, ORNOVEMBER 1 2015
I. Key Local Search Concepts
II. Where to FocusA. Optimizing Your WebsiteB. Maximizing Your LocationC. Building Your Digital Brand
III. Recap
@davidmihm © SEOmoz, Inc. 2015
Things Every Business OwnerShould Know about Local Search
@davidmihm © SEOmoz, Inc. 2015
Why local visibility is so important@davidmihm © SEOmoz, Inc. 2015
What does local search look like?
“Convenience Store”
@davidmihm © SEOmoz, Inc. 2015
http://www.slideshare.net/randfish/the-seo-revolution-will-not-be-televised
Why local visibility is so important@davidmihm © SEOmoz, Inc. 2015
PAID RESULTS … PPC
ORGANIC (“NATURAL”)RESULTS … SEO
LOCAL (“PACK”) RESULTS…LOCAL SEO
Why local visibility is so important@davidmihm © SEOmoz, Inc. 2015
PAID RESULTS … PPC
ORGANIC (“NATURAL”)RESULTS … SEO
LOCAL (“PACK”) RESULTS…LOCAL SEO
Why local visibility is so important@davidmihm © SEOmoz, Inc. 2015
ORGANIC (“NATURAL”)RESULTS … SEO
LOCAL (“PACK”) RESULTS…LOCAL SEO
http://searchengineland.com/google-maps-explore-adds-curated-recommendations-new-features-229711
@davidmihm © SEOmoz, Inc. 2015
@davidmihm © SEOmoz, Inc. 2015
@davidmihm © SEOmoz, Inc. 2015
http://appleinsider.com/articles/15/06/16/apples-siri-spotlight-extend-google-like-search-inside-ios-9-apps-without-tracking-users
@davidmihm © SEOmoz, Inc. 2015
http://www.wired.com/2015/08/facebook-launches-m-new-kind-virtual-assistant/ http://marketingland.com/facebook-pushes-into-google-now-territory-with-updated-mobile-notifications-148646
@davidmihm © SEOmoz, Inc. 2015
@davidmihm © SEOmoz, Inc. 2015
Things Every Business OwnerShould Know about Local Search
@davidmihm © SEOmoz, Inc. 2015
1. Mobile and Local are joined at the hip.2. There are multiple algorithms at work.3. Things are evolving rapidly.4. Google is dominant but not the only
player.
So What Do I Focus On?
@davidmihm © SEOmoz, Inc. 2015
So What Do I Focus On?
@davidmihm © SEOmoz, Inc. 2015
Running the best business you can. (Seriously.)
So What Do I Focus On?
@davidmihm © SEOmoz, Inc. 2015
But there ARE some local searchbest-practices.
BRAND
WEBSITE LOCATION
Site StructureTopical Relevance (Content)
CitationsLinks
ReviewsSocial Media
Your Local Search Foundation
@davidmihm © SEOmoz, Inc. 2015
Local Search Ranking Factors
https://moz.com/local-search-ranking-factors
LOCATION
WEBSITE
WEBSITE
BRAND
Optimizing Your Website
@davidmihm © SEOmoz, Inc. 2015
Structure
ContentTechnology/Design
@davidmihm © SEOmoz, Inc. 2015
What makes a good website?
@davidmihm © SEOmoz, Inc. 2015
Slide courtesy of Aaron Weiche, GetFiveStars.com
RESPONSIVE DESIGN• Site adjusts based
on device• One site, one CMS• Preferred technical
structure by Google and Bing for mobile
Search: “Responsive Wordpress Templates”
Technology / Design:
THINK MOBILE
@davidmihm © SEOmoz, Inc. 2015
Technology / Design:ARE YOU “MOBILE-FRIENDLY?”
https://www.google.com/webmasters/tools/mobile-friendly/
@davidmihm © SEOmoz, Inc. 2015
Technology / Design:ARE YOU “MOBILE-FRIENDLY?”
https://developers.google.com/speed/pagespeed/insights/
Structure
@davidmihm © SEOmoz, Inc. 2015
Usability“Don’t make me think.”
• Clear navigation options and labels
• Calls to action / next steps
• Contact info right up top (& bottom)
HierarchyDon’t bury the lead.
• Most important pages are linked-to from homepage.
• Dedicated page for each major business line /product.
• Cross-link relevant pages.
Great Structure
@davidmihm © SEOmoz, Inc. 2015
HOMEPAGE
SUP Lessons About UsSUP GearSUP BoardsBeginner Stand Up Paddle Lessons
Intermediate Stand Up Paddle Lessons
Advanced Stand Up Paddle Lessons
Naish Stand Up Paddle Boards
Rivera Stand Up Paddle Boards
Rusty Stand Up Paddle Boards
SUP Wetsuits
SUP Paddles
SUP Fins
LocationsSUP in Bend
SUP in Portland
SUP in Eugene
Great Structure
@davidmihm © SEOmoz, Inc. 2015
HOMEPAGE
SUP Lessons About UsSUP GearSUP BoardsBeginner Stand Up Paddle Lessons
Intermediate Stand Up Paddle Lessons
Advanced Stand Up Paddle Lessons
Naish Stand Up Paddle Boards
Rivera Stand Up Paddle Boards
Rusty Stand Up Paddle Boards
SUP Wetsuits
SUP Paddles
SUP Fins
LocationsSUP in Bend
SUP in Portland
SUP in Eugene
Real World Example
@davidmihm © SEOmoz, Inc. 2015
The most neglected part of small business websites
• Don’t do marketing. PROVIDE ANSWERS.
• ALL media – Text, photos, graphics, video, user-generated content, reviews.
• YOUR photos – ditch the stock photography.
• Cover capabilities, process, experience … the stuff that REALLY matters to your potential customer.
Content
@davidmihm © SEOmoz, Inc. 2015
Slide courtesy of Aaron Weiche, GetFiveStars.com
Determine what page or section of your website WINS you business.
What matters to your customer?Make this your A+ content.
Remodeler = past projects (photos, video, text, details)Restaurant = menu (description, photos for EVERY item, prep video)CPA/Lawyer = Bio (about, experience, certifications, personal)
Slide courtesy of Aaron Weiche, GetFiveStars.com
The King of YOUR Content
@davidmihm © SEOmoz, Inc. 2015
Not-so-great Content @davidmihm © SEOmoz, Inc. 2015
Better, with just a little effort!
@davidmihm © SEOmoz, Inc. 2015
Optimizing Your Website
@davidmihm © SEOmoz, Inc. 2015
What SHOULD your website rank for?#1 Ask your customers.
@davidmihm © SEOmoz, Inc. 2015
Compile the top 10 questions your sales staff, or customer service staff are asked. • Does your website
answer all of those 10?• THESE are the pages you
should start optimizing around.
What SHOULD your website rank for?
@davidmihm © SEOmoz, Inc. 2015
“printing services”
“document management services”
“document management servicesPortland, OR”
SEA
RC
H V
OLU
ME
/ CO
MPE
TITI
VEN
ESS
# OF WORDS IN KEYWORD
What SHOULD your website rank for?
@davidmihm © SEOmoz, Inc. 2015
“printing services”
“document management services”
“document management servicesPortland, OR”
SEA
RC
H V
OLU
ME
/ CO
MPE
TITI
VEN
ESS
# OF WORDS IN KEYWORD
Focus your websiteoptimization
What SHOULD your website rank for?
@davidmihm © SEOmoz, Inc. 2015
“document management services”
“document management servicesPortland, OR”
SEA
RC
H V
OLU
ME
/ CO
MPE
TITI
VEN
ESS
# OF WORDS IN KEYWORD
Focus your websiteoptimization
Google will help you withLocal optimization!
“printing services”
What SHOULD your website rank for?#2 Ask Google.
@davidmihm © SEOmoz, Inc. 2015
What SHOULD your website rank for?Google Suggest
@davidmihm © SEOmoz, Inc. 2015
What SHOULD your website rank for?Google Related Keywords
@davidmihm © SEOmoz, Inc. 2015
What SHOULD your website rank for?Google Trends
@davidmihm © SEOmoz, Inc. 2015
http://www.google.com/trends/ “commercial printing” vs “document services”
What SHOULD your website rank for?Google Trends
@davidmihm © SEOmoz, Inc. 2015
WHERE should you use keywords?
@davidmihm © SEOmoz, Inc. 2015
– Title Tags– Headlines– Internal Links
– Remember: Your location is also a keyword!
WHAT are Title Tags?
@davidmihm © SEOmoz, Inc. 2015
Headlines and Internal Links
@davidmihm © SEOmoz, Inc. 2015
Headlines and Internal Links
@davidmihm © SEOmoz, Inc. 2015
BRAND
WEBSITE LOCATION
Site StructureTopical Relevance (Content)
Citations
Your Local Search Foundation
Maximizing Your Location
@davidmihm © SEOmoz, Inc. 2015
@davidmihm © SEOmoz, Inc. 2015
NameAddressPhone number(Website)
[[Brand Name Here]] – Portland (SE Hawthorne) – Buy Blue Widgets In-Shophttp://www.bluewidgets.com/locations/seportland
Blue Widgets Store – 4423 SE HawthornePortland, OR 97214503 555-5555Branch Manager: John [email protected]
See this location on Google Maps
To get to our office from Gresham and Troutdale:Take Burnside west to 82nd ave.
RECEIVE 10% OFF YOUR WIDGET WITH THIS ADCALL 555-555-5555 AND MENTION THIS AD ([[COUPONNAME]])
Popular widgets carried by this store:Indigo WidgetBaby Blue WidgetNavy Widget
“Got a great deal on my blue widget!”--Kristine Williams from Woodstock
Have you been to our Hawthorne location?We love getting feedback!
Tell us about your experience here
BLUE WIDGET BRANDING + NAVIGATION
Title tag should include business name / brand
Business Name / Brand should be in H1 tag
Code contact info schema.org
@davidmihm © SEOmoz, Inc. 2015
https://mapsconnect.apple.com/
https://biz.yelp.com
https://www.facebook.com/business/products/pages/
https://business.google.com/
Between 20-40% of this is wrong.You can manage listings on
each site individually.
An affordable solution @ $84/yr.
@davidmihm © SEOmoz, Inc. 2015
@davidmihm © SEOmoz, Inc. 2015
Building Your Digital Brand
@davidmihm © SEOmoz, Inc. 2015
BRAND
WEBSITE LOCATION
Site StructureTopical Relevance (Content)
CitationsLinks
ReviewsSocial Media
Your Local Search Foundation
@davidmihm © SEOmoz, Inc. 2015
“Your brand is what people say about you when you’re not in the room.”– Jeff Bezos, Amazon
@davidmihm © SEOmoz, Inc. 2015
@davidmihm © SEOmoz, Inc. 2015
@davidmihm © SEOmoz, Inc. 2015
@davidmihm © SEOmoz, Inc. 2015
Positive Brand Signals
• Links from local charities, schools, etc.• Links from local content websites• Links from local suppliers or retailers• Links from industry blogs or content websites
• Content so good your customers are sharing it on Facebook, Twitter, Instagram, etc.
• Reviews (covered by another speaker)
@davidmihm © SEOmoz, Inc. 2015
Recap
@davidmihm © SEOmoz, Inc. 2015
Recap
Prioritizing your resources
Maximize YourLocations
NAP in schema.org.
Sign up for freeservices on G,F,Y,A.
Distribute locationdata via majordata aggregators.
Optimize YourWebsite
What do yourcustomers askabout?
What does Googlesay customers areasking about?
Use keywords inkey places: Titles,links, headlines.
Build YourWebsite
Mobile-friendly,responsivedesign.
Clear, intuitivestructure; prominentcontact info.
Unique contentthat answersquestions andrepresents YOU.
@davidmihm © SEOmoz, Inc. 2015
Build Your DigitalBrand
Links from charitiesyou contribute to.
Links from local andindustry businesspartners.
Links from local andindustry contentwebsites.
Incredibly shareablecontent.
Customer reviews.
BRAND
WEBSITE LOCATION
Site StructureTopical Relevance (Content)
CitationsLinks
ReviewsSocial Media
Your Local Search Foundation
Focus on long-term, owned investments before you buy ads.
• Customer Relationships• Website• Location Information• Partner Relationships
@davidmihm © SEOmoz, Inc. 2015