Local SEO and Local PPC: Pigeon, Paid, & Places
•Descargar como PPTX, PDF•
0 recomendaciones•1,299 vistas
Local Search is loco! Renee and Cassy break things down with the basics on how local search actually works, key ranking factors (citations, review, backlinks, on-page), and placement opportunities for organic and paid results. LOCAL PPC: - Setting up geo-targeting - Defining reach - Measuring performance - Adjusting bids (use data, duh) - Link Google My Business to AdWords LOCAL SEO: - Google Pigeon - Algorithm ranking factors - Claim citations - Verify Google My Business - Get reviews
Recomendados
Recomendados
Más contenido relacionado
Destacado
Destacado (6)
Similar a Local SEO and Local PPC: Pigeon, Paid, & Places
Similar a Local SEO and Local PPC: Pigeon, Paid, & Places (20)
Más de Renee Girard
Más de Renee Girard (6)
Último
Último (20)
Local SEO and Local PPC: Pigeon, Paid, & Places
- 1. INTRO TO LOCAL SEO & PPC MARCH 2015
- 2. 2@renee_girard @imcassy HELLO! I’M RENEE • Senior Organic Search Specialist • 3+ years digital marketing experience • Google Analytics certified • WordCamp MKE Speaker • B2B, B2C, professional association expertise • Avid puppy stalker
- 3. 3@renee_girard @imcassy HI THERE! I’M CASSY • Senior PPC Specialist • 6+ years digital marketing experience • Google AdWords certified • B2B & B2C clients • National & international experience • Business Marketing Association (BMA) Breakfast Workshop speaker • Collects band t-shirts
- 4. 2500+ EMPLOYEES 24 U.S. LOCATIONS OFFSHORE EUROPE, CHINA AND INDIA 800+ PET LOVERS WE ARE 38 TRIATHLETES $500 MM+ REVENUES
- 5. 5@renee_girard @imcassy AGENDA • Introduction • What is local? • Placement Opportunities • What is Pigeon? • SEO • Create & verify Google My Business • Optimize WordPress landing pages • Claim citations • Earn backlinks • Encourage reviews • PPC • Geo-targeting • Measuring geo-targets • Adjusting bids for geo-targets • Location ad extensions • Tools • Discussion
- 7. 7@renee_girard @imcassy WHAT IS LOCAL? Local search is the practice of increasing your visibility for localized and non-localized search queries based on proximity and other ranking factors.
- 8. 8@renee_girard @imcassy HOW LOCAL RESULTS ARE SERVED Physical location ● IP Address ○ Unique number assigned by Internet Service Providers to each computer connected to the Internet. ● Mobile device location (proximity) ○ GPS depends on signal and connection ○ Wi-Fi access range of a typical router ○ Google’s cell ID (cell tower) location database ■ Absence of Wi-Fi or GPS. Dependent on number of cell towers within an area along with available data
- 9. 9@renee_girard @imcassy HOW LOCAL RESULTS ARE SERVED Areas of interest ● Recent locations ○ Approximate physical location or location of interest based on a person’s past searches or physical location ■ Geo-targeted search queries ■ Country-specific domain ● Related cities ○ Nearby, closely related cities, suburbs, etc. that normally couldn't be targeted because of low population, insufficient data about the geographic area, or because city-level targeting isn't available.
- 10. 10@renee_girard @imcassy HOW DOES LOCAL WORK? ALGO LOCATION AREAS OF INTEREST
- 11. Source: http://selnd.com/1rfWU6V Hai! I iz Pigeon.
- 12. 12@renee_girard @imcassy GOOGLE “PIGEON” ALGORITHM Source: http://selnd.com/1rfWU6V • Born on July 24th, 2014 • Provides more useful, relevant and accurate local search results • Improves distance and location ranking parameters • Boosts local directories (Yelp) • More closely tied to traditional Google ranking signals • Introduced new Snack Pack • Cut down 7-packs • Still being updated
- 13. 13@renee_girard @imcassy PLACEMENT OPPORTUNITIES: LOCAL 3- OR 7-PACK Local 3-packs are quickly replacing 7-packs, especially on mobile.
- 15. 15@renee_girard @imcassy WHAT HAPPENED TO LOCAL CAROUSEL? The Google Local Carousel was recently removed and is no longer a placement opportunity for local results. Now, it only appears for select lists and collections, such as movies, music, amusement parks, and other points of interest.
- 16. 16@renee_girard @imcassy PLACEMENT OPPORTUNITIES: SNACK PACK The Google Snack Pack replaced the Carousel and includes the top 3 local results. It appears across all devices. Each category features filters and opens a new page with full local listings.
- 18. 18@renee_girard @imcassy IGNORE LOCAL SEARCH AT YOUR OWN RISK The opportunity cost of not doing local is less visibility across all devices, especially mobile, and essentially the loss of business to your competitors who are optimized for local searches.
- 19. 19@renee_girard @imcassy UNOFFICIAL LOCAL RANKING FACTORS REVIEWS 11% ON-PAGE 22% CITATIONS 56% BACKLINKS 11%
- 20. 20@renee_girard @imcassy GOOGLE MY BUSINESS RANKING FACTORS FOR LOCAL
- 22. 22@renee_girard @imcassy GOOGLE MY BUSINESS BASICS Suite of Tools • Business Pages • Brand Pages • Google+ • Maps Functionality • Bulk local uploads • +1 (Shares) • Food Reviews (Zagat) • Communities • Photos • Videos (YouTube) • Updates • Hangouts • Mobile app
- 23. 23@renee_girard @imcassy ❑ Product/service keyword in Google My Business title ❑ NAP of the landing page = NAP of Google My Business ❑ Local phone number ❑ Links to your website & other profiles ❑ Photos ❑ Reviews ❑ Hours of operation ❑ Proper Google My Business category association GOOGLE MY BUSINESS RECOMMENDED OPTIMIZATIONS ❑ Claim your Google My Business listings ❑ Must have physical location (no P.O. boxes) ❑ Must have local phone number (no toll free numbers) ❑ Must be able to see customers during all hours of operation ❑ Verify your listings (phone or snail mail) ❑ Manage reviews https://support.google.com/business/answer/3038177?hl=en
- 24. 24@renee_girard @imcassy PRIMARY CATEGORY IS NOW REQUIRED Log in Google My Business Center and select the primary category that best represents what your business is. All locations must share that one category.
- 25. 25@renee_girard @imcassy ON-PAGE RANKING FACTORS FOR LOCAL
- 26. 26@renee_girard @imcassy ❑ Individual landing pages (if multiple locations) ❑ Locally descriptive about us page (if single location) ❑ Schema.org markup ❑ Google Map embedded ❑ Landing Page NAP = Google My Business NAP ❑ City, State in title tag, H1/H2 tags & URL ❑ Product/service keyword in title tag, H1/H2 tags & URL ON PAGE RECOMMENDED CONTENT ❑ NAP (Name, Address, Phone Number) ❑ Hours of operation ❑ Unique location descriptions ❑ Parking/transit information ❑ Promotions ❑ Testimonials & other trust signals ❑ Images ❑ Links to reviews on claimed profiles for authoritative sources (Google, Yelp, etc.)
- 27. 27@renee_girard @imcassy LOCAL WORDPRESS PAGE MOCK UP http://www.sterlinglawyers.com/locations/menomonee-falls-wi
- 28. 28@renee_girard @imcassy OFF-PAGE RANKING FACTORS FOR LOCAL
- 29. 29@renee_girard @imcassy WHAT IS A CITATION? A citation is not a backlink. It is a mention of a business name in close proximity to its address, phone number, or both. Citations are used by search engines to weigh both the accuracy and popularity of businesses.
- 30. 30@renee_girard @imcassy UNSTRUCTURED VS. STRUCTURED CITATIONS Unstructured Citation: A mention of any part of your NAP (Name, Address or Phone number). Ex. – Blog post Structured Citation: A mention of your entire NAP (Name, Address and Phone Number). Ex. – Business listing sites
- 31. 31@renee_girard @imcassy ❑ Domain Authority of your entire site (1 – 100) ❑ Page Authority of your local landing page URL (1 – 100) ❑ Number of citations (both structured and unstructured) ❑ Consistency ❑ Number of backlinks ❑ Quality of backlink / citation sources OFF PAGE RECOMMENDED STRATEGIES ❑ Get citations ❑ Manual ❑ Paid services / tools ❑ Local data aggregators ❑ Claim social profiles ❑ Publish locally relevant content to attract backlinks ❑ Nearby local business guides ❑ Earn backlinks ❑ Local event sponsorships ❑ Chamber of Commerce ❑ Clean up duplicate/inconsistent local listingshttps://moz.com/local
- 32. 32@renee_girard @imcassy TOP REVIEW SITES FOR CONSUMERS Not all review sites are created equal.
- 33. 33@renee_girard @imcassy TOP CITATIONS FOR YOUR CITY
- 34. 34@renee_girard @imcassy GOOGLE MAP PACK REVIEW SOURCES
- 36. 36@renee_girard @imcassy GETTING REVIEWS IS HARD 78% of customers will never leave a review. Out of the customers who do give reviews, only 16% will give 1 to 5 reviews per year.
- 37. 37@renee_girard @imcassy ❑ Number of reviews ❑ Quality of reviews ❑ Domain Authority of review sites ❑ Diversity of review sites REVIEWS RECOMMENDED STRATEGIES ❑ Remind your customers to leave a review ❑ Respond promptly to reviews ❑ Manage your reviews with a tool like ReviewTrackers ❑ Automate review requests with software or through your ESP ❑ Always comply with the law - never pay for reviews! ❑ Know which review sites are most important to Google, for your industry, and your city https://www.whitespark.ca/review-handout-generator http://www.reviewtrackers.com
- 40. 40@renee_girard @imcassy GEO-TARGETING Location targeting helps focus advertising on areas where you'll find the right customers and restrict it in areas where you don't based upon performance.
- 41. 41@renee_girard @imcassy BASIC LOCATION SETTINGS ● Targeted locations ● Excluded locations ● Edit > Advanced Search
- 42. 42@renee_girard @imcassy BASIC LOCATION SETTINGS
- 43. 43@renee_girard @imcassy LOCATION OPTIONS (ADVANCED) ● Further refine traffic to selected location targets and exclusions ● Defining REACH
- 45. 45@renee_girard @imcassy MEASURING GEOGRAPHIC PERFORMANCE ❏ Select your location and click View location reports ❏ Geographic (physical location + location interest) ❏ User location (physical location only)
- 46. 46@renee_girard @imcassy MEASURING GEOGRAPHIC PERFORMANCE ❏ View performance by multiple location breakdown options ❏ Identify most important pre-click or post-click metrics based upon goals (visibility vs. goal completions/transactions) ❏ Increase/decrease bids by location
- 47. 47@renee_girard @imcassy ADJUSTING BIDS FOR LOCAL
- 48. 48@renee_girard @imcassy CALCULATING LOCATION BID ADJUSTMENTS Maximize leads or transactions at a particular cost-per- acquisition (CPA) or return-on-investment (ROI) level by setting bid adjustments to equalize target metrics across all locations. As a math formula, it looks like this: Location bid adjustment = 100% * ( ( Campaign goal ÷ Actual performance ) - 1 )
- 49. 49@renee_girard @imcassy CALCULATING LOCATION BID ADJUSTMENTS
- 50. 50@renee_girard @imcassy APPLYING BID ADJUSTMENTS ❏ Add new locations in campaign settings ❏ Input percentages under Bid adj. column, next to appropriate location ❏ If searcher meets location criteria, AdWords will increase/decrease bids based upon set percentages
- 51. 51@renee_girard @imcassy LOCATION AD EXTENSIONS
- 52. 52@renee_girard @imcassy LOCATION EXTENSIONS ● Location extensions show your business address, phone number, and a map marker with your ad text. ● On mobile, they include a link with directions to your business. ● Clicks on ads with location extensions cost a standard cost-per-click. On average, ads with location extensions generally see a 10% boost in clickthrough rate! Desktop Example Mobile Example
- 53. 53@renee_girard @imcassy SET UP LOCATION EXTENSIONS ● With same email address used to login and manage AdWords, set up Google My Business account ● Link Google My Business account to Google AdWords
- 54. 54@renee_girard @imcassy SET UP LOCATION EXTENSIONS Feature pulls locations associated to login email address
- 55. 55@renee_girard @imcassy SET UP LOCATION EXTENSIONS ● Syncing locations may take up to 24 hours ● Once synced, assign location(s) to campaigns ● If multiple locations, select one or more that apply per campaign
- 57. 57@renee_girard @imcassy LOCAL SEARCH RESOURCES Source: http://selnd.com/1rfWU6V ❑ Google My Business - www.google.com/business ❑ Moz Local Learning Center - moz.com/learn/local ❑ Whitespark - www.whitespark.ca/tools ❑ Andrew Shotland - www.localseoguide.com ❑ David Mihm - www.davidmihm.com ❑ Mike Blumenthal - blumenthals.com/blog ❑ Greg Gifford - www.slideshare.net/GregGifford
- 58. 58@renee_girard @imcassy WORDPRESS PLUGINS Source: http://selnd.com/1rfWU6V ❑ WPTouch (starting at $49) - wordpress.org/plugins/wptouch/ ❑ WordPress Local SEO - wordpress.org/plugins/dh-local-seo/ ❑ MapPress Easy Google Maps - wordpress.org/plugins/mappress-google-maps-for-wordpress ❑ WP Google Map Plugin - wordpress.org/plugins/wp-google- map-plugin ❑ Local Business SEO - wordpress.org/plugins/mdp-local- business-seo ❑ Yoast Local SEO Plugin ($69) - yoast.com/wordpress/plugins/local-seo
- 59. 59@renee_girard @imcassy LOCAL SEARCH TOOLS Source: http://selnd.com/1rfWU6V ❑ Google Local Business Category Tool - blumenthals.com/Google_LBC_Categories ❑ Moz Local ($99 listing / year) - moz.com/local ❑ Whitespark Local Citation Finder (starting at $20 / month) - whitespark.ca/local-citation-finder ❑ ReviewTrackers ($29 / month) - reviewtrackers.com ❑ Moz Local Category Research - moz.com/local/categories ❑ Schema.org Local Business Markup - schema.org/LocalBusiness ❑ Google Webmaster Tools Data Highlighter Tool - support.google.com/webmasters/answer/3106959?hl=en
- 60. 60@renee_girard @imcassy KEY TAKEAWAYS FOR LOCAL SEO VERIFY & OPTIMIZE GOOGLE MY BUSINESS PAGES CREATE & OPTIMIZE WORDPRESS PAGES CLAIM CITATIONS & SOCIAL PROFILES EARN BACKLINKS ENCOURAGE REVIEWS ONGOING ONE-TIME TASKS
- 61. 61@renee_girard @imcassy KEY TAKEAWAYS FOR YOU STAY UPDATED BE PATIENT REPORT/FIGHT SPAM DON’T IGNORE BRANDING