Supercharge Your Local SEO: The Complete Guide
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Luke, Inbound Marketing Specialist from Savvy Panda, local SEO speech from Joomla World Conference. 11/17/12 Download our free ebook: "Supercharge Your Joomla! Website with Inbound Marketing" at http://jInbound.com/eBook
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Supercharge Your Local SEO: The Complete Guide
- 1. Supercharge Your Local SEO The Ultimate Guide Luke Summerfield The Inbound Marketing Specialist Savvy Panda
- 2. Nice to Meet You! Luke Summerfield Inbound Marketing Specialist at Savvy Panda • 9 years in Internet Marketing • Hubspot Inbound Marketing Certified VAR • Google Analytics / Adwords / HootsuiteCertified • Joomla Marketing Team & Magazine Business Writer • Purple Belt in JiuJitsu& Brown Belt in Judo • Joomla! Web Design, Inbound Marketing & SEO @SavvyPanda #JWC12 #SEO
- 3. @SavvyPanda #JWC12 #SEO @SavvyPanda #JWC12 #SEO
- 4. What We’re About to Tackle Complete Guide to Local SEO: • Why is Local SEO Important? • Recent Google Updates • On-Site / External SEO for Local • Social Connection to Local • Mobile SEO for Local Download Slides At: http://SavvyPanda.com/LocalSEO @SavvyPanda #JWC12 #SEO
- 5. 1. Driving Website Visitors with Inbound Marketing: • Blogging • SEO • Social Media • Email Marketing • Mobile Marketing • Adwords / PPC • Real World Efforts 2. Convert Visitors to Leads 3. Nurture & Convert Leads @SavvyPanda #JWC12 #SEO
- 6. @SavvyPanda #JWC12 #SEO Why is Local SEO Important?
- 7. Why Optimize for Local? • 30% of queries have local intent • 50% of mobile searches are local • 35% of Americans use search lookup local businesses • Social Media = ~3% @SavvyPanda #JWC12 #SEO
- 8. Why Optimize for Local? • Local can outrank organic listings • Levels the playing field • Cheaper • Geo targeting is key @SavvyPanda #JWC12 #SEO
- 9. @SavvyPanda #JWC12 #SEO ionadas.com Research Study
- 10. @SavvyPanda #JWC12 #SEO ionadas.com Research Study
- 11. Panda – Feb 2011 (12%) Poor Quality Websites Penguin – April 24th 2012 (3.1%) Black Hat SEO Tricks • Keyword stuffing • Un-natural links • Poor / purchased links • Keyword text bunches • Footer links @SavvyPanda #JWC12 #SEO
- 12. The Google’s Making it Rain April 50 Pack: Domain diversity - more local orgs – freshness June/July 86-Pack: Panda refresh – trusted sources – domain clustering Exact-Match Update (9/21/12) August/September 65-Pack: 7 SERPS – Knowledge Graph – Local Penguin #3 Refresh (10/5/12) Panda #21 Refresh (11/5/12) @SavvyPanda Seomoz.org/google-algorithm-change Mozcast.com #JWC12 #SEO @SavvyPanda #JWC12 #SEO
- 14. On-Site SEO Brad’s Speech Up Next in Room 3 at 12:15 @SavvyPanda #JWC12 #SEO
- 15. Website Checklist - Basic • Name, address & phone (NAP) in footer • Link to Google+ Local µdata optimize • Clean and clear menu structure • Don’t double link content • No duplicate content or titles errors • Setup Google webmaster tools • Embed a Google Map on “contact us” page @SavvyPanda #JWC12 #SEO
- 16. On-Page Checklist - Basic • Location based Longtail Keywords • Meta Description = 155 char. • Engage & Connect with Local • Title with Keyword • Follow / No-follow links • Internal vs. External links @SavvyPanda #JWC12 #SEO
- 17. Avoid Over Optimization (as per penguin update) • AvoidKeyword Stuffing • Image Alt Text Short & Accurate • Anchor Text • Footer Text / Links • Page & Website Title Tag • Keep Diverse: (title, alt, anchor) • 60% Branded • 30% Keyword • 10% Exact Match @SavvyPanda #JWC12 #SEO
- 22. Keep User Friendly & Usable • Keep user friendly • Easy to read text • Clean, clear and concise • Don’t try & trick Google Don’t Lose Sight on Goals! (remember, you still need to convert visitors) @SavvyPanda #JWC12 #SEO
- 23. Blogging
- 24. What’s Cool With Blogging? • Brings in traffic • All blogs indexed • Gear towards local content • Long tail local keyword searches • Establishes authority & builds brand personality • Inbound links • Connects with audience • Low cost, high effort to be consistent
- 26. Website Sitemap • Roadmap for Search engine indexing • JoomlaUsers = XMAP • Check for errors (Google Webmaster) • Don’t have duplicate links • Index in both Google & Bing @SavvyPanda #JWC12 #SEO
- 27. Video Sitemap • Shows more detailed information • Can help index video SERP results with your domain instead of youtube @SavvyPanda #JWC12 #SEO
- 28. Microdata Watch Ruth’s Speech @SavvyPanda #JWC12 #SEO
- 29. What is Microdata • Organized & Uniform way for interpreting text/data • Microdata (schema.org) 30% CTR! • Hcard, microformat, etc. • Reviews, events, recipes, authors @SavvyPanda #JWC12 #SEO
- 31. Strong vs Poor Links BAD Links: • Link Networks • Buying Links (fiverr) • Article Depots (ezine) Low Weighted Links: • Forum Posts • Comment Links • Client Footer Links • “Link to Friends” Lists @SavvyPanda #JWC12 #SEO
- 32. How to Build Good Links? @SavvyPanda #JWC12 #SEO
- 33. Create Amazing Content! Wow & Impress People • Get people excited to share &link • People want to cite @SavvyPanda #JWC12 #SEO
- 34. Link Bate: Grow Organic Links • Top Lists • Free Tools • Resource Library • Infographics • Public Webinar • In-Depth Article • Widget Embeds @SavvyPanda #JWC12 #SEO
- 35. Good Link Building Good Links: • Guest Blogging • Interviews • Press Releases • Sponsorships • Partnerships • Local Sites • OnMilwaukee • Journal Sentinel • Etc. @SavvyPanda #JWC12 #SEO
- 36. Google+ Local (formally Google Places) @SavvyPanda #JWC12 #SEO
- 37. … not to get confused … Google+ Local VS Google+ Business Page @SavvyPanda #JWC12 #SEO
- 38. Why is Google+Local Key? @SavvyPanda #JWC12 #SEO
- 39. Google+ Local • Validate and Enhance Google+ Business Page listing • Claim and delete duplicate listings. • Use exact business name as it is on maps & real world. • Do not add additional keywords in the title Details: • About section: Powerful + keyword + CTA • Create unique cover photo • Add high quality pictures + videos • Add Recommended Sites: • Services / Content Downloads • Reference Social Media Profiles @SavvyPanda #JWC12 #SEO
- 42. Major Directories • Yelp • Yahoo • Bing • Mapquest • CitySearch • Yellow Book etc … @SavvyPanda #JWC12 #SEO
- 43. Directory Checking Tools Yext.com GetListed.org • Claim Listing • Fill Out Fully • Keep Consistent @SavvyPanda #JWC12 #SEO
- 46. Citations • Mentions of NAP on other websites • No link required (but help) • Affect Google+ Local rankings • The more the better = higher trust • Competitive Search: Business + “address” – site:URL @SavvyPanda #JWC12 #SEO
- 48. Reviews • 5 reviews = stars on listing! • Quality & quantity affect Places ranking • Businesses with good reviews will benefit from the new Local SERPS. • 3rd Party Directories Good Too: Yelp, CitySearch, etc. @SavvyPanda #JWC12 #SEO
- 49. Reviews Ideas to Get Reviews: • Email Signature • Ask Top Clients • CTA in newsletter & websites • Check Blog Post Bit.ly/Jx4wKT DO NOT: • Fake/Paid reviews • Setup Review Computer @SavvyPanda #JWC12 #SEO
- 51. Youtube • Mobile = old style • iFrames now Indexing Website’s in SERPs • Video Captions • Video Sitemap @SavvyPanda #JWC12 #SEO
- 53. Panaromio • Google prefers • Show Up in Maps • Optimize for Local • Replaced by G+? Flickr - Twitter - Instagram Business Pages @SavvyPanda #LocalSEO
- 54. Foursquare For Beginner: • Encourage check-ins • Spreads social awareness • Offer Specials • First time check-in • Loyalty special • Mayor • Yelp, G+ &Facebook check-ins … future search influence? @SavvyPanda #JWC12 #SEO
- 55. Twitter / Facebook • Post consistent, local content • Connect & share to the city • Local influencers in your niche • FollowerWonk.com / Klout • Hash tags for local events • Cross promotion with other local businesses SavvyPanda.com/Blog @SavvyPanda #JWC12 #SEO
- 56. G+ & Search Plus Your World • Who has G+? (anyone with any google account) • Search “Plus Your World” • Connections influence results • Big Impact on Search! @SavvyPanda #JWC12 #SEO
- 57. Local SEO For Mobile @SavvyPanda #JWC12 #SEO
- 58. Do You Feel Mobile is Important? @SavvyPanda #JWC12 #SEO
- 59. Do You Have a @SavvyPanda Website? Mobile #JWC12 #SEO
- 60. Is your mobile website SEO optimized specifically For mobile? @SavvyPanda #JWC12 #SEO
- 61. 50% of Local Searches Are Mobile • 1-in-7 Searches are Mobile (2011) • 20% of all search • 30% for Restaurants • Google Webinar: “Are You Mobile Ready?” • http://bit.ly/NX9OHg @SavvyPanda #JWC12 #SEO
- 63. Mobile Website • Responsive • Preferred by Google – Farr June 6th 2012 • Mobile Template • Better UX • Tailor metadata for mobile • Site.comvsm.site.com • No Cloaking (via Matt Cutts) • Server-Side 301 redirect • Microdata - Location @SavvyPanda #JWC12 #SEO
- 64. Mobile Keyword Strategy • Based on Immediate needs • Actionable in nature • Location & Category Specific • Myth: Shorter Queries • Desktop &iPhone = 2.93 words @SavvyPanda #JWC12 #SEO
- 65. Create a Mobile Site Map Farr June 6th 2012 • Communicates with GoogleBot-Moble • What pages are important and which are mobile vs desktop • Helps with indexing on mobile search @SavvyPanda #JWC12 #SEO
- 67. Key Takeaways • Keep up to date on Google Updates • Don’t over optimize, quality local content • Claim all listings & keep consistent • Gain citations & inbound links (local sites) • Integrate social media • Have a solid mobile website @SavvyPanda #JWC12 #SEO
- 68. Your Homework #1 DownloadSlideDeckat: SavvyPanda.com/LocalSEO @SavvyPanda #JWC12 #SEO
- 69. 1. Driving Website Visitors with Inbound Marketing: • Blogging • SEO • Social Media • Email Marketing • Mobile Marketing • Adwords / PPC • Real World Efforts 2. Convert Visitors to Leads 3. Nurture & Convert Leads @SavvyPanda #JWC12 #SEO
- 71. QUESTIONS? Have More Questions? Tweet them to me @SavvyPanda Or email Luke@SavvyPanda.com Connect with Me! (educational resources, links and content) @SavvyPanda FOLLOW ME NOW /GetSavvyPanda /SavvyPandaWeb