optimizing for local search for rv dealers
Post on 10-Jul-2015
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SELL MORE RVS BY DOMINATING THE SEARCH ENGINES
WHY YOU ARE HERE TODAY
• You’ve seen competitors pick away at you online
• You want to attract new customers onto your lot
• You don’t want to break the bank
WHAT WE WILL COVER
1. Why is Search Engine Optimization so important and how big is the opportunity for RV dealers
2. What is Local Search Engine Optimization
3. SIX steps you can take to immediately start improving your local search engine presence
FIRST, LET’S DO THE
NUMBERS
100,000,000,000,000
A LOT OF YOUR
PEOPLE ARE
SEARCHING ON
6,500,000,000
BABY BOOMERS
MEAN BUSINESS
A LOT OF YOUR
CUSTOMERS ARE
SEARCHING ON
YOU WANT TO MEET
THEM IN PERSON
…SO DOES YOUR COMPETITION
50%
50%
“ROBO” Online influence is much bigger than e- / m-Commerce
http://www.deloitte.com/assets/Dcom-UnitedStates/Local%20Assets/Documents/RetailDistribution/us_retail_Mobile-Influence-Factor_062712.pdf
$20 B
TIME VS. AD DOLLARS SPENT
Source: Kleiner, Perkins, Caufield, Byers;
A LOT OF YOUR
CUSTOMERS ARE
ON THE GO
890
THE ONLY
CONSTANT IS
CHANGE
35
[SLIDESHARE]
WE WILL COVER
1. Why is Search Engine Optimization so important and how big is the opportunity for RV dealers
2. What is Local Search Engine Optimization
3. SIX steps you can take to immediately start improving your local search engine presence
THE BASICS OF
LOCAL SEARCH
THE REALLY OLD RANKING ALGO
Two proven tactics:
1.An advertising budget2.The alphabet
DO MORE OF EVERYTHING
Usually BEST OPPORTUNITY
FOR BRICK-AND-MORTAR
STORES
(also includes Mobile)
YOU MUST OPTIMIZE
FOR LOCAL,
ORGANIC, MOBILE
AND SOCIAL
THE BASICS OF ORGANIC SEARCH
LinksTrust
Stuff on your page
+
= Your Search Engine Rank
It’s all about optimizing websites
It’s all about optimizing locations
GLOSSARY OF TERMS
On-pagePertaining to content or source code on your site
<title>Your Page’s Title</title>
<h1>Your Page’s Most Important Heading</h1>
GLOSSARY OF TERMS
Google+ Local PageA Page on Google+ specifically for businesses with a physical location
GLOSSARY OF TERMS
N.A.P. (+W.)Refers to a business’s Name, Address, Phone number (and website); the virtual thumbprint of a business
GLOSSARY OF TERMS
CitationA mention or partial mention on the web of a local business’s NAP
GLOSSARY OF TERMS
Local Knowledge Graph
Google’s collection of structured data about a local business (NAP, hours, pricing, photos, etc.)
ANATOMY OF A SERP
Local Knowledge Graph
ANATOMY OF A SERP
PAID RESULTS … PPC
ORGANIC (“NATURAL”)RESULTS … SEO
LOCAL (“PACK”) RESULTS…LOCAL SEO
ANATOMY OF A SERP
PAID RESULTS … PPC
ORGANIC (“NATURAL”)RESULTS … SEO
LOCAL (“PACK”) RESULTS…LOCAL SEO
75%
ANATOMY A RESULT -- BLENDED
ANATOMY A RESULT -- BLENDED
WEBSITE INFORMATION –TITLE TAG
ANATOMY A RESULT -- BLENDED
GOOGLE+ LOCAL INFO
ANATOMY A RESULT -- BLENDED
PLACE / “Google My Business” INFO
WHY DOES THIS MATTER?
WEBSITE INFORMATION GOOGLE+ LOCAL INFOPLACE INFO
WEBSITE INFORMATION GOOGLE+ LOCAL INFO
PLACE INFO
WEBSITE INFORMATION
GOOGLE+ LOCAL INFOPLACE INFO
THE MORAL
1) Traditional SEO: Optimizing websites
Local SEO: Optimizing locations
2) Essential to have a physical location for long-term Local success.
3) Blended search means you have to do both Traditional AND Local SEO
2014 RANKING FACTORS
1. Google Place Info (Google My Business)
2. External Signals
3. On-page Signals
Google+ Local Signals
Proper Category Associations
Physical Address in
City of Search
Completeness of Local G+
Page
External Signals
NAP Consistency in Citations
Quality/Authority of Citations
Quantity of Citations
On-page Signals
HTML NAP Matching G+
Local NAP
G+ Local Business Title
in Title Tag
City/State in Title Tag
OTHER IMPORTANT SIGNALS
Link SignalsSocial Signals
Review Signals
Behavioral Signals
Personalization
WHAT WE WILL COVER
1. Why is Search Engine Optimization so important and how big is the opportunity for RV dealers
2. What is Local Search Engine Optimization
3. SIX steps you can take to immediately start improving your local search engine presence
6 LOCAL OPTIMIZATION TIPS FOR
RV DEALERS
START WITH
KEYWORD
RESEARCH#1
KEYWORDS: HOW IT WAS
“RVs”
“used travel trailers”
“used travel trailersLas Vegas, Nevada”
SEA
RC
H V
OLU
ME
/ C
OM
PET
ITIV
ENES
S
# OF WORDS IN KEYWORD
KEYWORDS: HEAD VS. LONG TAIL
THE BEST (AND QUICKEST) TOOLS
• Google Trends
• Google Suggest
GOOGLE TRENDS
GOOGLE TRENDS
SUGGEST
SUGGEST
Lead with a space
SITE OPTIMIZATION IS
YOUR FOUNDATION
#2
• #1: Smart Website Structure
If you don’t link to me, Google won’t find me
IT STARTS WITH SITE ARCHITECTURE
HOMEPAGE
Product Line 1 Product Line 2
Product 1
Product 2
Procut 3
Product 1
Product 2
Product 3
Locations
Boise, Idaho
Seattle, WA
Portland, OR
Make sure you provide the engines a clear crawl path
Link to locations that have these products?
Link to products that are available in these
locations
LOCATION PAGE BEST PRACTICES
[[Brand Name Here]] – Portland (SE Hawthorne) – Buy Blue Widgets In-Shop
http://www.bluewidgets.com/shops/us/portland/hawthorne
Blue Widgets, Inc. – Portland (SE Hawthorne)Blue Widgets Store – Hawthorne2500 SE Hawthorne BlvdPortland, OR 97214555 555-5555
Branch Manager: John NevilleJohn.neville@bluewidgets.com
See this location on Google Maps
Nearest other Portland store locations:• Blue Widgets Portland (Gresham)
• Blue Widgets Portland (Jantzen Beach)
• Blue Widgets Beaverton
RECEIVE 10% OFF YOUR WIDGET WITH THIS ADCALL 555-555-5555 AND MENTION THIS AD ([[COUPONNAME]])
Popular widgets carried by this store:
Indigo Widget Baby Blue Widget
Navy Widget
“Got a great deal on
my blue widget!”--Kristine Williams from
Gresham
Have you been to our
Hawthorne location?
We love getting feedback!
Tell us about your experience
here
BLUE WIDGET BRANDING + NAVIGATION
1. Title tag MUST include +Local business title
2. URL should be short but include city name at minimum
3. +Local Business Title should be in H1 tag
4. Embedded MyPlaces map
5. Collect feedback; also push people to prominent local review sites (Yelp, Citysearch, G+, etc)
6. Include nearby locations for organic linkjuice + stronger location scent
8. Code contact info schema.org
8. Code contact info schema.org
DEALING WITH MULTIPLE LOCATIONS
Get your store locator right!
DEALING WITH MULTIPLE LOCATIONS
Looks great, but…
DEALING WITH MULTIPLE LOCATIONS
…It’s in JavaScript and not crawler friendly
DEALING WITH MULTIPLE LOCATIONS
• #1: Smart Website Structure
DEALING WITH MULTIPLE LOCATIONS
Get your store pages right!
DEALING WITH MULTIPLE LOCATIONS
If you have 20Locations how many pages do you need?
You need 20 separate
pages
10. Make each page unique by creating rich content
OPTIMIZE
GOOGLE+
LOCAL PAGE#3
Local SEO experts agree that proper category associations are the most important ranking factor
Pick the right categories: keep your categories as consistent as possible across review sites
and directories
https://moz.com/local/categories/engine/google
Own your Branded Knowledge Graph – Rel=Publisher + Wikipedia
Courtesy Todd Mintz: https://plus.google.com/+ToddMintz/posts/Sx68wqbVqry
Own your LOCAL Knowledge Graph – Completeness is key!
SMOOTH
REVIEWS#4
TYPICAL REVIEW PROCESS IS CLUNKY
User Visits SiteNavigates to business page
Signs up for account
Completes Profile
Receives confirmation email
Confirms account
Leaves Review
1 2 3 4
567
8
USE A SMARTER REVIEW PROCESS
User VisitsBusiness Page Directly
Logs in with Facebook
Leaves Review
Logs in with existing account
1
2
3
Allows Facebook LoginsFull graphic courtesy of Phil Rozek
TARGET EXISTING CUSTOMERS
YESNO
Accepts Facebook login
Send direct linksSend direct link
Pick “vertical” directories that rank organically for your target keywords:
Pick “vertical” directories that appear in the Local Knowledge Graph
KNOW THYSELF
THROUGH
BETTER DATA#5
Google Webmaster Tools can help you diagnose and repair issues w/ your site
GET IT NOW – WEBMASTER TOOLS
http://google.com/webmasters - can help you diagnose and repair issues w/ your site
GET IT NOW – GOOGLE ANALYTICS
http://google.com/analytics - track how visitors get to you and what they do on your site
CITATIONS ARE
KING#6
73% people lose trust in a brand when listing are incorrect
2014 Placeable Survey of 1,000 people
Up to 40% of business listing have inconsistentor missing data
And don’t forget about phones.
AUDIT YOUR CITATIONS
https://moz.com/local/search - Check the consistency and completeness of listings
WHAT WE WILL COVER
1. Why is Search Engine Optimization so important and how big is the opportunity for RV dealers
2. What is Local Search Engine Optimization
3. SIX steps you can take to immediately start improving your local search engine presence
THE LONG ROAD AHEADTHE CHALLENGE AHEAD
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