mnsearch summit - session - darren shaw - how to not suck at local seo
Post on 29-Oct-2014
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Darren Shaw
How to Not Suckat Local SEO
+DarrenShaw@DarrenShaw_
Reviews can be hugein some industries
VS
Listings with reviews provide a better user experience
Google loves a good user experience
These things suck
Buying reviews sucks
Don’t buy reviews. Seriously. There is no need.
Review stations suck
Don’t set up a review station
Having no reviews sucks
Don’t have no reviews
Getting all your reviews from one source sucks
Don’t get all your reviews from only one place
How to not suck at reviews
Get at least 5 Google+ Local Reviews
Get 5 Google reviews, get the stars
Nice
Get at least 5 Google+ Local Reviews
http://www.whitespark.ca/review-handout-generator/
Get at least 5 Google+ Local Reviews
http://www.whitespark.ca/review-handout-generator/
Get at least 5 Google+ Local Reviews
http://www.whitespark.ca/review-handout-generator/
Get at least 5 Google+ Local Reviews
http://www.whitespark.ca/review-handout-generator/
Get at least 5 Google+ Local Reviews
The mobile review handouts work amazingly well!
Get at least 5 Google+ Local Reviews
Get keywords in reviews
If friends and family are reviewing, ask them to mentionthe service or product.
Increase awareness of Yelp
Increase awareness of Yelp
To rank in Yelp
1) Get reviews2) Get keywords
in yelp reviews
Increase awareness of Yelp
Increase awareness of Yelp
Increase awareness of Yelp
Killing it!
Barnacle SEO
Credit to Will Scott of SearchInfluencefor coining the term. @w2scott
Barnacle SEO
How to do it
1) Claim and complete your Yelp listing
2) Get lots of reviews (keyword rich content)
3) Link to your listing from anywhere you can
4) It helps if the keyword is in the business name (because then it is added to the title tag)
Increase awareness of Yelp
Awareness, NOT solicitation
Increase awareness of Yelp
Awareness, NOT solicitation
Increase awareness of Yelp
Increase awareness of Yelp
Increase awareness of Yelp
If only there was a way to findto find friends on Yelp
Increase awareness of Yelp
Increase awareness of Yelp
Thanks Yelp!
Increase awareness of Yelp
On your website
Increase awareness of Yelp
In your email
Increase awareness of Yelp
On your door
Increase awareness of Yelp
On your counter
Download this printable sign I made! (I’m so proud)bit.ly/1lsv4m9
Diversify Review Sites
GetFiveStars makes this easy
Reviews
Super high valueSuper low effort
2 minutes 15 minutes 15 minutes
These things suck
Keyword stuffing sucks
Don’t spam the hell out of your landing pages
Keyword UseEdmonton: 32 timesPhotographer: 34 times
No content on the homepage sucks (really bad)
Don’t have a home page with no content
No services content sucks (really bad)
Don’t have a services page with only bullet points
Trying to keyword spam dozens of locations sucks
Don’t jam every town within 100 miles in the footer
Anchor text optimized footer links suck
Don’t stuff the footer with internal links
Pumping out low quality content sucks
Don’t fill your blog or site with useless thin content
Duplicate content sucks
Don’t have duplicate content all over the place
How to not suck at local website optimization
Fix any technical problems
I highly recommend Nick Leroy for this!
http://nickleroy.com/
Optimize the location landing page(s)
Single location: link to homepage
Multi-location: link to a dedicated location page
Optimize the location landing page(s)
Include city and primary keyword in the URL
Optimize the location landing page(s)
Title tag1) Include primary keyword.2) Include city & state abbreviation3) Include same business name as on Google listing
Optimize the location landing page(s)
Add a couple of good paragraphs of"about us"/"this location" content.
Optimize the location landing page(s)
Include name, address, and phone in schema.org
Optimize the location landing page(s)
Embed a Google map, the right way
Optimize the location landing page(s)
Embed a Google map, the right way
Optimize the location landing page(s)
Embed a Google map, the right way
Optimize the location landing page(s)
Write high-quality long form content on the services pages
OMG YES. 4500 words on DUI Law in Alberta
pringlelaw.ca/practices/1-impaired-driving
Write high-quality long form content on the services pages
It’s working out quite well for them
#1 Organic
#1 Local
Optimize the location landing page(s)
Read these posts by Aaron Weiche! http://bit.ly/1yTKgzT
These things suck
Spamming the description sucks
City in description can cause a ranking drop. For realz.
Don’t add any keywords from your categories to the
description
It’s ok to add a link or two to the description, but don’t do
any exact match anchors
X X
Using a PO box or fake address sucks
It’s against the guidelines. Use a real physical address.
Putting your map marker in the ocean sucks
This will seriously impact your ability to rank.
Image courtesy Linda Buquet: http://bit.ly/1pGmZLP
Using a call tracking number on your listing sucks
What?! Nooooooo.
Not a call tracking number.I just needed a screenshot.
Redirecting your listing’s URL sucks
Pretty sure that’s bad. I heard it was anyway.
Not a redirecting URL.I just needed a screenshot.
Category dilution sucks
Each additional category seems to reduce the effectivenessof the others. Stick to the core categories.
Having the wrong primary category sucks
We changed the primary category for a client and they wentfrom #11 in Places to #5 in the local pack.
How to not suck at optimizing your
Google+ Local listing
Clean up duplicate listings
Clean up duplicate listings
Clean up duplicate listings
Clean up duplicate listings
Clean up duplicate listings
Clean up duplicate listings
Add a descriptor then register the assumed name
People are reporting ranking jumps from adding descriptors.Never include a city name in the descriptor.
Business Name:
•Your title should reflect your business’s real-world title.
•In addition to your business’s real-world title, you may include a single descriptor that helps customers locate your business or understand what your business offers.
•Marketing taglines, phone numbers, store codes, or URLs are not valid descriptors.
•Examples of acceptable titles with descriptors (in italics for demonstration purposes) are "Starbucks Downtown" or "Joe’s Pizza Restaurant". Examples that would not be accepted would be "#1 Seattle Plumbing", "Joe’s Pizza Best Delivery" or "Joe’s Pizza Restaurant Dallas".
Add a descriptor then register the assumed name
You should “go legit” and register the name variation as anassumed name or DBA with your Secretary of State!
Add a descriptor then register the assumed name
There are even services for this. Only $99!
Pick good categories, and only the key categories
You must nail the primary category!
Write a good description for humans, not robots
Think of this like a meta description for your Google+ Locallisting. Won’t help rankings. Will help conversions.
These things suck
Building thousands of structured citations sucks
Once you get the core structured citations (150ish), the restare too low quality to bother with. Don’t waste your time.
This is ridiculous
Incomplete citations suck
Sad trombone :(
Incomplete citations suck
Trumpets! :)Not fully completing your citations is a major lost opportunity.
Call tracking numbers on your citations suck
There probably isn’t anything worse you could do to destroyyour chances of ranking in local.
I need a screenshot, so let’s just pretendthat’s a call tracking number ok?
Inconsistent citations suck
??Your Google listing
Stressing about 100% address consistency sucks
Google normalizes addresses, so variations like the ones above are no worries mate!
Street vs St
Northeast vs NE
Suite vs Ste
Floor vs Flr.
98115-8222 vs 98115
Stratford vs STRATFORD
(206) 729-1200 vs 206-729-1200
Duplicate citations suck
You gotta get the duplicates removed.
How to not suck at citations
Get 1 accurate & complete listing on the major data aggregators
You really must be listed on all 4 of these
http://moz.com/learn/local/local-search-data-usUsed with permission from David Mihm
Get 1 accurate & complete listing on the major data aggregators
Get 1 accurate & complete listing on the major data aggregators
Moz Local is pretty great for data aggregator distribution.
Go to http://www.expressupdate.com to find and remove incorrect listings.
Clean up duplicates on the major data aggregators
Go to http://www.neustarlocaleze.biz to find and remove incorrect listings.
Clean up duplicates on the major data aggregators
Go to https://mybusinesslistingmanager.myacxiom.com to find and remove incorrect listings.
Clean up duplicates on the major data aggregators
Go to http://factual.com/data/t/places to find and remove incorrect listings.
Clean up duplicates on the major data aggregators
To update or remove: factual.com/contact
Clean up duplicates on the major data aggregators
Get 1 accurate & complete listing on the second tier citation sites
On each of these sites, use the internal search function to find and remove incorrect listings.
Clean up duplicates on the second tier citation sites
Get some quality unstructured citations
Feature local artists at the business
Get some quality unstructured citations
Host events at the business
Get some quality unstructured citations
Offer student discounts
Get some quality unstructured citations
http://www.localstampede.com/citation-building-strategies-list/
Tons of great ideas here:
Get a handful of city-specific and industry specific citations
Get 1 accurate and complete listing on the remainingtop 50 citation sites
Clean up duplicates on the remaining top 50 citation sites
Get 1 accurate and complete listing, and remove duplicateson the remaining top 50 citation sites
https://www.whitespark.ca/citation-audit-and-cleanup-service
These things suck
Spammy links suck
I suspect everyone here already knows what kinds of links suck
1) Link directories
2) Cheap and crappy guest post links
3) Comment spam
4) Forum links
5) Blog network links
6) Etc.
How to not suck at local links
Clean up any spammy links
Do it yourself…
Clean up any spammy links
or, hire a professional
Get the typical basic links from citations, social profiles, etc
[0047] When the document falls within the broad area (block 460--YES), then a location prominence score associated with the document may be determined (block 470). The location prominence score may be based on a set of factors that are unrelated to the geographical area over which the user is searching. In one implementation, the set of factors may include one or more of the following factors: (1) a score associated with an authoritative document; (2) the total number of documents referring to a business associated with the document; (3) the highest score of documents referring to the business; (4) the number of documents with reviews of the business; and (5) the number of information documents that mention the business. In other implementations, the set of factors may include additional or different factors.
Get at least 1 super link
Get at least 1 super link
SS Scholarship SS Sponsorship
Get at least 1 super link
Their home page
Get at least 1 super link
Their scholarship page
Get at least 1 super link
Killing it!
Get at least 1 super link
Get at least 1 super link
Get at least 1 super link
Get at least 1 super link
Get at least 1 super link
Get at least 1 super link
Get at least 1 super link
Get at least 1 super link
Sponsorships
1. Boston inurl:sponsors2. site:.edu boston supporters3. site:.edu boston sponsors4. site:.org boston supporters5. site:.org boston sponsors6. site:.k12.ca.us supporters7. site:.k12.ca.us sponsors
Get a handful of local links
http://www.localstampede.com/citation-building-strategies-list/
XLINK
Thanks!Any questions?
+DarrenShaw@DarrenShaw_
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