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SearchCon 2015 | Local SEO Presentation with Matt Lacuesta

Matt Lacuesta discusses SEO

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SearchCon 2015 | Local SEO Presentation with Matt Lacuesta

  1. 1. :: ANALYTICS INSIGHTS Examining web analytics data is a critical initial step in the Foundational Inbound process. • cepamerica.com has Google Analytics installed and tracking; however, improvements should be made to the configuration: • Implement display support to enhance demographic data and enable remarketing. • Use segments and custom dashboard reports to set up consistent reporting measures. • Implement event tracking and goals to measure meaningful actions such as form submissions and phone calls (if integrated with phone tracking). • Use Tag Manager to consolidate tags within the site.
  2. 2. #searchcon @mattlacuesta BURNS MARKETING :: LOCAL SEARCH IN A CLICK AND MORTAR WORLD ::
  3. 3. #searchcon @mattlacuesta BURNS MARKETING :: PIGEON
  4. 4. #searchcon @mattlacuesta BURNS MARKETING :: STEPS
  5. 5. #searchcon @mattlacuesta BURNS MARKETING :: COMPETITION
  6. 6. #searchcon @mattlacuesta BURNS MARKETING :: SPREAD THE WORD
  7. 7. #searchcon @mattlacuesta BURNS MARKETING :: TOOLS
  8. 8. #searchcon @mattlacuesta BURNS MARKETING :: SHOW PEOPLE THE WAY
  9. 9. #searchcon @mattlacuesta BURNS MARKETING :: DIRECTORIES
  10. 10. #searchcon @mattlacuesta BURNS MARKETING :: LOCAL SEO HTTP://MOZ.COM/LOCAL-SEARCH-RANKING-FACTORS
  11. 11. #searchcon @mattlacuesta BURNS MARKETING :: ON-PAGE // QUICK TIPS TITLES: WEIGHT FORWARD
  12. 12. #searchcon @mattlacuesta BURNS MARKETING :: ON-PAGE // QUICK TIPS H1 & ALT TEXT
  13. 13. BURNS MARKETING#searchcon @mattlacuesta Images :: Use geo-targeted keywords in filenames.
  14. 14. #searchcon @mattlacuesta BURNS MARKETING :: ON-PAGE // QUICK TIPS META & URL
  15. 15. #searchcon @mattlacuesta BURNS MARKETING :: ON-PAGE // QUICK TIPS EMBED A GOOGLE MAP
  16. 16. BURNS MARKETING#searchcon @mattlacuesta Embed your map from your Google My Business page rather than standard maps
  17. 17. #searchcon @mattlacuesta BURNS MARKETING :: ON-PAGE // QUICK TIPS
  18. 18. #searchcon @mattlacuesta BURNS MARKETING :: CITATIONS NAP NAME | ADDRESS | PHONE
  19. 19. #searchcon @mattlacuesta BURNS MARKETING :: ON-PAGE // QUICK TIPS ADD SCHEMA MARKUP HTTPS://DEVELOPERS.GOOGLE.COM/STRUCTURED-DATA/TESTING-TOOL/
  20. 20. #searchcon @mattlacuesta BURNS MARKETING :: ON-PAGE // QUICK TIPS USE A LOCAL NUMBER
  21. 21. #searchcon @mattlacuesta BURNS MARKETING :: ON-PAGE // QUICK TIPS USE YOUR BLOG
  22. 22. #searchcon @mattlacuesta BURNS MARKETING :: CONTENT ENGAGING – BE UNIQUE
  23. 23. #searchcon @mattlacuesta BURNS MARKETING :: CONTENT FOCUSED ON LOCAL
  24. 24. #searchcon @mattlacuesta BURNS MARKETING :: CONTENT KEYWORD RESEARCH
  25. 25. BURNS MARKETING#searchcon @mattlacuesta Use wildcards (*) or (_) when using Google Suggest for keyword research.
  26. 26. #searchcon @mattlacuesta BURNS MARKETING :: CONTENT
  27. 27. #searchcon @mattlacuesta BURNS MARKETING :: CONTENT BUILD DEEP LINKS TO BLOG
  28. 28. #searchcon @mattlacuesta BURNS MARKETING :: LINKS
  29. 29. #searchcon @mattlacuesta BURNS MARKETING :: LINKS BUILD DEEP LINKS TO BLOG
  30. 30. #searchcon @mattlacuesta BURNS MARKETING :: LINKS COMPETITIVE BACKLINK ANALYSIS
  31. 31. #searchcon @mattlacuesta BURNS MARKETING :: LINKS GOOGLE ALERTS WWW.GOOGLE.COM/ALERTS
  32. 32. #searchcon @mattlacuesta BURNS MARKETING :: LINKS LINKBUILDING :: IT’S STILL A THING HTTP://MOZ.COM/BLOG/11-WAYS-LOCAL-BUSINESSES-CAN-GET-LINKS
  33. 33. #searchcon @mattlacuesta BURNS MARKETING :: CITATIONS NAP NAME | ADDRESS | PHONE
  34. 34. #searchcon @mattlacuesta BURNS MARKETING :: CITATIONS
  35. 35. #searchcon @mattlacuesta BURNS MARKETING :: CITATIONS
  36. 36. #searchcon @mattlacuesta BURNS MARKETING :: CITATIONS NAP INFO :: CONSISTENCY IS KEY
  37. 37. #searchcon @mattlacuesta BURNS MARKETING :: CITATIONS
  38. 38. #searchcon @mattlacuesta BURNS MARKETING :: CITATIONS
  39. 39. #searchcon @mattlacuesta BURNS MARKETING :: CITATIONS WWW.MOZ.COM/LOCAL/SEARCH
  40. 40. #searchcon @mattlacuesta BURNS MARKETING :: CITATIONS WHITESPARK.CA/LOCAL-CITATION-FINDER
  41. 41. #searchcon @mattlacuesta BURNS MARKETING :: GOOGLE MY BUSINESS
  42. 42. #searchcon @mattlacuesta BURNS MARKETING :: GOOGLE MY BUSINESS CLAIM YOUR LISTING
  43. 43. #searchcon @mattlacuesta BURNS MARKETING :: GOOGLE MY BUSINESS PHONE INSTRUCTIONS HTTPS://SUPPORT.GOOGLE.COM/BUSINESS/ANSWER/3039617?RD=1
  44. 44. #searchcon @mattlacuesta BURNS MARKETING :: GOOGLE MY BUSINESS FILL OUT YOUR PROFILE
  45. 45. BURNS MARKETING#searchcon @mattlacuesta Then fill it out some more!
  46. 46. #searchcon @mattlacuesta BURNS MARKETING :: GOOGLE MY BUSINESS FULLY FILL OUT YOUR DESCRIPTION
  47. 47. #searchcon @mattlacuesta BURNS MARKETING :: GOOGLE MY BUSINESS TAKE ADVANTAGE OF CATEGORIES
  48. 48. BURNS MARKETING#searchcon @mattlacuesta Make your own custom categories, but keep them relevant.
  49. 49. #searchcon @mattlacuesta BURNS MARKETING :: GOOGLE MY BUSINESS ADD AS MANY QUALITY PHOTOS AS POSSIBLE
  50. 50. #searchcon @mattlacuesta BURNS MARKETING :: GOOGLE MY BUSINESS
  51. 51. #searchcon @mattlacuesta BURNS MARKETING :: GOOGLE MY BUSINESS STAY ACTIVE AND PARTICIPATE
  52. 52. #searchcon @mattlacuesta BURNS MARKETING :: GOOGLE MY BUSINESS // RESPOND TO REVIEWS
  53. 53. #searchcon @mattlacuesta BURNS MARKETING :: GOOGLE MY BUSINESS // RESPOND TO REVIEWS
  54. 54. #searchcon @mattlacuesta BURNS MARKETING :: REVIEWS SHOULD BE PART OF YOUR EXPERIENCE
  55. 55. #searchcon @mattlacuesta BURNS MARKETING :: REVIEWS ASK FOR REVIEWS* *EXCEPT FOR YELP
  56. 56. BURNS MARKETING#searchcon @mattlacuesta Ask for reviews and send people to a SERP for your Yelp account. They can’t track that.
  57. 57. #searchcon @mattlacuesta BURNS MARKETING :: REVIEWS
  58. 58. #searchcon @mattlacuesta BURNS MARKETING :: REVIEWS BUILD A REVIEW SECTION ON YOUR SITE
  59. 59. BURNS MARKETING#searchcon @mattlacuesta Only use original reviews. If you copy them from Google My Business they’ll be taken down due to duplicate content.
  60. 60. #searchcon @mattlacuesta BURNS MARKETING :: THANKS

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