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Onboarding Local SEO ClientsHow to set up local SEO clients for success, with Moz Local & CallRail
[ W E B I N A R ]
Presenters[ W E B I N A R ]
George Freitag
Product Evangelist, Moz Local
Mark Sullivan
Director of Partnerships,CallRail
Stat
2011 Founded
35,000 +Companies
U.S. &
Canada
User Centric
Call Tracking & Analytics for Data Driven Marketers
About CallRail[ W E B I N A R ]
Stat
2004 Founded
60,000 +Locations
Online Visibility
Tools
Moz Local
Products to Power your Online Visibility
About Moz[ W E B I N A R ]
What to expectUpcoming Events
Webinar Reminders
George schools us on NAP, Store Pages
Mark shares easy client wins on Meta Data, KPIs
Live Q & A with George & Mark
Upcoming Events• June 7 - Street Fight Summit West in San Francisco
• June 14 - CallRail Q & A with Mike Blumenthal
• June 19-21 - Unbounce CTAconf in Vancouver
• June 22-23 - SMX in Seattle
Reminders
Poll: answer questions
Q & A: ask questions
Webinar replay
Tweet: @MozLocal & @CallRail
First things first…
The Basics• What is your business name?• What is your business’ address?• What is your phone number?• What’s your website or store’s landing page?
Questions NAP
Your Business Information
• What is your business name?
• What is your business’ address?
• What is your phone number• What’s your website or
store’s landing page?
• Name• Address• Phone•website
Onsite check:Local info exists
Local info is crawlableLocal info is indexed
Offsite check:Local info exists
Local info is accurateLocal info isn’t duplicated
What you’re looking for
Onsite Check
Check for NAP on website• Is the contact information on the website?
• If you have one location, it should go on every page• If you have more than one location each store needs its own
page
Check for Location Info
Check Crawlability
Try
highlightin
g
contac
t info
Check Crawlability
Try dragging
the contact
information
Check Crawlability
Web
Develo
per
Plugin
If you have multiple stores pages
If you have multiple stores pagesThis isn’t
useful to Google
If you have multiple stores pages
Good for
people!
Good for robots!
Check Indexation• Use a crawler
Check Indexation• Use site:search in Google
Check Indexation• Use site:search for contact information
Offsite Check
Onsite check:Local info exists
Local info is crawlableLocal info is indexed
Offsite check:Local info exists
Local info is accurateLocal info isn’t duplicated
What you’re looking for
Check Major Platforms
Check Major Platforms
Check your vertical
Check Other Platforms
Use a Tool
Checking for Duplicates• “(555) 123-4567”• “555-123-4567”• “5551234567”• “555.123.4567”
Use a Tool
Last things to check• Have they ever moved?• Have they ever used a different phone number?• Have they changed names?
Stat
Review
2. Check for
NAP People3. Check for
Robots Offsite4. Check
Check major platforms and secondary platforms for inaccuracies
Be sure search engines can understand information
Be sure business information exists on website
Establish business information
1. Establish
Meta Data: It still matters.
Product/Services LengthGeo modifiers
3 Tips for Meta Titles
City, State
County (if applicable)
Think like a customer
DON’T GET GREEDY.
Expensive keywords
Think like a customer
BE PAGE SPECIFIC.
Lose biz name (if needed)
Aim to keep under 50
Think like a customer
LESS IS MORE.
Follow the winners
Follow the winners
Treat it as Ad Copy Include Call To Action
2 Tips for Meta Descriptions
A chance to convince searcher
Make it compelling
Include geo + product/service
Tell searcher how to respond
Write for humans
Phone Number helps NAP cons.
Follow the winners
NOTE: Onboarding at Scale
Use formulas, dynamic text, & frequent tests to get Meta Data right.
Establishing KPIs at Onboarding
What we want it to look like
Questions to ask• How will your client measure success?
• How deep in the funnel can you measure?
• Where are you starting from? What’s the baseline?
The reality of Local SEO KPIs
Traffic Inbound LeadsRankings
Your options
Great internal KPI
Not always the best client-facing metric
Always changing
+1 for tracking people
Misses non-website actions taken
Filter the spam!
Lower funnel metric
More challenging to implement
#1 client-facing metric
KPI Onboarding Steps
1. Agree on the right KPIs with your client.2. Establish a baseline everyone agrees on.3. Track everything.4. PROVE ROI with beautiful reporting.
Onboarding Local SEO ClientsHow to set up local SEO clients for success, with Moz Local & CallRail
[ W E B I N A R ]
Q & A
Onboarding Local SEO ClientsHow to set up local SEO clients for success, with Moz Local & CallRail
[ W E B I N A R ]
George Freitag
@georgefreitag
Mark Sullivan
@mpsulli
Q & A
Onboarding Local SEO ClientsHow to set up local SEO clients for success, with Moz Local & CallRail
Thank you!
[ W E B I N A R ]