Local SEO Best Practices
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Local SEO Best Practices presentation for DIY Tourism Marketing Conference in Asheville, NC
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Local SEO Best Practices
- 1. Local SEO Best Practices Rich Owings https://localiswhereitsat.com
- 3. What is local search? When someone searches to find something in a specific area — Lodging — Restaurants — Activities and events — Shopping and services 30-46%
- 6. Who benefits from local SEO? — Brick and mortar — Businesses without an address — Service area businesses — Home-based businesses — Hiding your address
- 14. Keep it up to date
- 18. Google business listing Source: https://sparktoro.com/blog/the-future-of-seo-has-never-been-clearer-nor-more-ignored/
- 22. Google Posts
- 23. Google Q&A
- 24. Events
- 26. Other Tips — One Google business listing per location — Choose appropriate categories — Complete your profile/optimize it — Add lots of high quality photos
- 27. Photos
- 28. Photos
- 29. Photos
- 30. Photos
- 31. Other Tips — One Google business listing per location — Choose appropriate categories — Complete your profile — Add lots of high quality photos — You can hide your address
- 34. Other Tips — Located inside another business? — Share an address? — Close to a competitor? — Google My Business support — https://twitter.com/GoogleMyBiz — https://www.facebook.com/ GoogleMyBusiness/
- 35. Google, etc.
- 37. Apple
- 38. Facebook
- 39. Facebook
- 40. Bing
- 41. Yelp
- 43. TripAdvisor
- 44. Major listings — Fill in as much information as possible — Add photos — No redirects — http vs https — www vs non-www — https://www.greenflashbrew.com/
- 45. Google, etc.
- 47. Citations
- 48. Citations • Consistency of NAP • Check your listings at moz.com/local
- 49. Citations • Claim them • Fill them out thoroughly • Eliminate duplicates • Local and niche listings are important • Which ones show up in searches?
- 50. Citations • Data aggregators • Old data
- 52. Citations • Name less important • Point of diminishing returns • Are there lots of inconsistencies? • Do you have very few citations? • Are you in the map pack? • Moz.com/local
- 53. Citations On your website • NAP in text on every page
- 54. Barnacle SEO
- 56. Reviews
- 57. Reviews • Ask for them • Review link generator • Ask for feedback • Use a feedback solicitation system
- 58. Negative Reviews
- 59. Negative Reviews • Who will leave a review? • Don’t be perfect • Handle negative reviews with care
- 60. Other review tips • Don’t post or pay for fake reviews • Don’t ask employees to leave reviews • Don’t incentivize
- 61. Yelp reviews
- 62. Yelp reviews Image via http://consumerlawmagazine.com/yelp-extortion-and-strong-arming-business-practice/
- 63. • Aggressive filtering • Don’t ask rule • Easy to have bad ratings • Hard to overcome Yelp reviews
- 64. Yelp reviews
- 65. Reviews • Off-site trust signals for Google
- 66. Reviews on your website — Include testimonials — Better on home page
- 67. Reviews on your website
- 71. Leveraging reviews • Must be first-party reviews • Schema markup
- 72. Five components Google, etc. Citations Links Reviews
- 73. Links — Local links are critical! — Map pack factors — Relevance — Proximity — Prominence
- 74. Links — Nonprofits — Bloggers — Referrals — COC / BBB — Discounts for seniors / veterans / students — Sponsor events — Sponsor youth athletics
- 75. Links
- 76. Links — Well functioning, attractive website — Great content
- 78. On your website — Data source — Name, address, phone number (NAP) in text — Use keywords on your homepage — Location page with Google Map embed
- 79. Location pages
- 80. Location pages
- 85. Website — Prominent contact info — Conversion optimization — Multiple ways to contact — Hours of operation — Offerings and Services
- 86. Change happens — User experience — Expertise, authority and trust (EAT) signals
- 87. Website — User experience — How people use your site — Can they find the info they are looking for? — Menus, text, images — Is it mobile-friendly? — Is it fast?
- 88. Website — Mobile optimized — >50% of all organic search — Google Mobile-friendly testing tool — Tappable phone number — Make it fast
- 90. Website
- 91. Page speed testing tools — Pingdom — WebPageTest — GT Metrix — Google Page Speed Insights — Google Analytics (Behavior > Site Speed)
- 92. Website — Expertise, authority and trust (EAT) signals
- 94. Website — Trust signals — HTTPS — Privacy policy — About page — Contact info — Memberships, certifications, licenses, etc. — Reviews and testimonials
- 96. One more thing Google Analytics (Acquisition > Overview)
- 97. One more thing
- 99. Defensible traffic — Review platforms — Referrals — Paid ads — Email marketing