Local Search Engine Optimization (SEO) - Why, How, and Resources

Local SEO:
Why, How, and Resources

Why?
• Less Competition
– Target “location-specific” keywords
– Competition is just a handful of local businesses.
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• Easier Keyword Targeting
– Focus is on longtail keywords and geo-specific
keywords.
– Example: Instead of trying to rank for the keywords
“dentists,” with local SEO you’d be targeting “dentists
in Seattle,” which changes the whole equation of
competition and keyword targeting. With longtail and
geo-specific keywords targeted, keyword competition
is vastly reduced, making it easier to compete and
achieve top rankings.
Why?

• Better Conversions
– Smartphone users are more likely to convert quickly.
– This year, Nielsen reported that about 64% of
smartphone restaurant searches converted within an
hour.
– Mobile users have little patience for waiting for
websites to load.
– Local searches for local listings.
– Local businesses get better conversion rates through
local search results.
Why?

• Less On-site Optimization
– Local SEO is more about what is popularly called
“citations” — non-link mentions of your brand
name, address, and phone number, examples of
which include getting listed on directories and
obtaining good reviews.
– Traditional SEO techniques like a blog and quality
links from established local websites certainly
helps, but these are icing on the cake.
Why?

• Ready-Made Solutions
– Services help you automate and manages citations
across many directories
– Most local SEO companies use these services
– The time investment needed to get results is
substantially less than with traditional SEO.
Why?

• Faster Results
– Results in SEO cannot be guaranteed, but many
observers agree that local SEO efforts get faster
results. Less expenditure, because time is money.
Why?

• ROI and Ongoing Processes
– Most local businesses are physical service
providers
– People looking for the services in a particular city
are more likely to turn into customers faster.
– With less competition (in most cases), better
chances of listing on Google and other search
engines, and an optimized website, local
businesses can easily leverage the “trust” factor.
Why?

• Step 1: Research Keywords
– Google Keyword Tool - Free Tool
– Wordtracker’s Keyword Tool - Subscription Based
How?

• Step 2 – Create Social Profiles
– Top Social Media Platforms
• Facebook
• YouTube
• Pinterest
• Twitter
• Google+ - personal account and business page
• LinkedIn - personal account and business page
• About.Me
How?

• Step 3 – Create a NAP (Name, Address, Phone Number) Doc:
– Company Name
– Address
– Phone Number (local preferred)
– Website URL – include http://www.
– Hours of operation
– Company Tagline/Motto
– Year Established
– Categories – 5 max
– Short Description – 150 characters max
– Long Description – 800 characters max
– Special Associations and Rewards
– Brands Carried
– Social URL’s: See step 2
– Logo and other photos like a headshot – .jpg or .png
How?

• Step 4 – Citations, Citations, Citations
– Think of citations as link building for a physical
address. The more QUALITY citations you have
consistent with your NAP, the more authority
Google and other search engines will give to your
business address, and the more likely your
company will rank for the keywords you are trying
to rank for.
How?

• Step 5 – Reviews
– Reviews do matter but it’s important how you
obtain these reviews from customers. Offering a
customer or giving your customer an incentive to
leave a review for your business is a violation of
most local directory’s, including Google+ Local’s,
terms of service.
How?

• Step 6 – Onsite Optimization
– Create a unique title tag for each page of the site
– Title tags should be a max of 70 characters, and contain 1 main
keyword and the company name
– The title tag should accurately reflect the content on the page
– Create a custom meta description for each page
– Add your NAP to every page of the website
– Add some internal links (related blog posts, contact me, etc.)
– Re-evaluate your content, try to make it more local
– Add Google+ authorship markup
– Add Schema.org microdata
– Add a blog to your website
How?

• Step 7 – Blogging
– Google loves quality, authoritative, shareable
content. Each blog post you write has a chance of
ranking for the main keyword or post topic.
– Write about what is relevant or important to your
audience.
– Create content around targeted search phrases.
– Blog 1-4 times a month
How?

• Keyword/phrase Tools
– Google Adwords Keyword Tool
– Wordtracker’s Keyword Tool
• Local SEO trinity
– Google Places
– Bing Local
– Yahoo! Local
Resources

• Citation Resources
– Whitespark Citation Finder Tool.
– YEXT
– Search Engine Land Top 50 List.
– Yelp
Resources

• Blogging Resources
– WordPress - Free Blog Hosting
– WordPress - Free Blog Software to install on your
own website
– Tumblr - Free Blog Hosting
– Blogger - Free Blog Hosting
Resources

Local Search Engine Optimization (SEO) - Why, How, and Resources

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