solve 6 online marketing mistakes that cost your business money
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| 6 Local SEO Mistakes 1
6 Mistakes That Cost Multi-location Businesses Money
| 6 Local SEO Mistakes 2
Leverage these 8 effective digital marketing strategies for your multi-location business1. Start with mapping out the customer journey(s)2. Develop personas to understand how to talk to potential
buyers (Content and Offers)3. Create centralized paid media programs for dealers/retailers
with responsive landing pages 4. Fix a website’s technical foundation first, then focus on unique
content for each location (included)5. Optimize local search to support being found in the
geography - high purchase intent!6. Respond to digital inquiries with centralized contact center to
pre-qualify leads7. Leverage marketing automation to communicate with
prospects and customers8. Capture customer data to gain deeper insights about your
customer base
| 6 Local SEO Mistakes 3
Three Deep’s Experience with Brands with Location Based Businesses
These best practices apply to brands that sell through retail locations, franchises, field sales offices, dealers or independent contractors.
| 6 Local SEO Mistakes 4
Three Search Engine Algorithms
Paid
Local
Organic
| 6 Local SEO Mistakes 5
Local Search Keyword Intent
The intent of local searches is close to the bottom of the funnel – users are close to making a purchase, and it’s important to capture their attention.
Popular carpet colors for homes
Mohawk carpet dealer in St. Paul
Mohawk Scotchgard carpet pricing
| 6 Local SEO Mistakes 6
LOCAL SEARCH FACTS:• 1 in 5 searches on Google
are related to a location• 45% of local searches
have a purchase intent• 50% of all local searches
are on mobile devices
| 6 Local SEO Mistakes 7(picture)
Nate Plaunt – Digital Strategist and SEO Expert
| 6 Local SEO Mistakes 8
Agenda6 Local SEO Mistakes• What Is Local SEO? • Local SEO Mistakes and Fixes
1. Name, Address, Phone # Inconsistency2. Keyword Stuffing 3. Rouge Google my Business Pages4. Incorrectly Configuring Google My
Business5. Over-optimized Anchor Text6. Duplicate Content on Location Pages
• Recap• Questions
| 6 Local SEO Mistakes 9
WHAT IS LOCAL SEO?Local SEO is the process of making it as easy as possible for prospective customers to find information about your company online, either when they search specifically for your enterprise or for any businesses that provides particular goods and services nearby them.
Source: LocalU.org
| 6 Local SEO Mistakes 10
WHAT IS LOCAL SEO?
Enhancing the visibility of your business for queries with “local intent”
| 6 Local SEO Mistakes 11
GOOGLE LOCAL RANKINGS(RIGHT FROM THE HORSE’S MOUTH)
1. Relevance2. Distance3. Prominence
Source: https://support.google.com/business/answer/7091
| 6 Local SEO Mistakes 12
GOOGLE LOCAL RANKINGS
Relevance“Relevance refers to how well a local listing matches what someone is searching for. Adding complete and detailed business information can help Google better understand your business and match your listing to relevant searches.”
Source: https://support.google.com/business/answer/7091
| 6 Local SEO Mistakes 13
Distance“Just like it sounds–how far is each potential search result from the location term used in a search? If a user doesn't specify a location in their search, Google will calculate distance based on what’s known about their location.”
Source: https://support.google.com/business/answer/7091
GOOGLE LOCAL RANKINGS
| 6 Local SEO Mistakes 14
Prominence“Prominence refers to how well-known a business is. Some places are more prominent in the offline world, and search results try to reflect this in local ranking. Prominence is also based on information that Google has about a business from across the web (like links, articles, and directories). Google review count and score are factored into local search ranking: more reviews and positive ratings will probably improve a business's local ranking.”
Source: https://support.google.com/business/answer/7091
GOOGLE LOCAL RANKINGS
| 6 Local SEO Mistakes 15
LOCAL SEO RANKING FACTORS
Link signalsOn-page signalsGoogle My Business signalsExternal location signalsBehavioral signalsPersonalization signalsReview signals
| 6 Local SEO Mistakes 16
HOW YOU CAN DO THIS
• Ensure your contact info is present• Acquire relevant local links• Make sure your Google My Business page
is accurate and optimized• Consistent NAP (Name, Address, Phone #)• Create engaging, quality content• Make your site the best in your area• Ask for reviews!
TOP 6 LOCAL SEO MISTAKES
rank ings
| 6 Local SEO Mistakes 18
TOP 6 LOCAL SEO MISTAKES:
1. Name, Address, Phone # Inconsistency
2. Keyword Stuffing 3. Rouge Google my Business Pages4. Incorrectly Configuring Google My
Business5. Over-optimized Anchor Text6. Duplicate Content on Location Pages
1. NAME, ADDRESS, PHONE NUMBER INCONSISTENCY
| 6 Local SEO Mistakes 20
NAP Inconsistency
The #1 issue that I see is inconsistency across citations in • Name • Address• Phone Number
Getting this right takes time.www.brightlocal.com
| 6 Local SEO Mistakes 21
1. Call tracking numbers2. Business moved3. Improper Google My Business Page
setup4. Name change
NAP Inconsistency – How Can it Happen?
| 6 Local SEO Mistakes 22
As a business owner, you want to make sure you are getting a return on your marketing $$. • Call tracking numbers allow you to
see where those calls are originating from
• Do use call tracking on paid media campaigns
• DO NOT use call tracking on business listings (YP.com, CitySearch.com, etc.)
Call Tracking Number on Business Listings
| 6 Local SEO Mistakes 23
Call Tracking on Paid Search Ad
| 6 Local SEO Mistakes 24
Call Tracking Numbers on Citations
Likely a call tracking number causing inconsistencies in the NAP. Bad!
| 6 Local SEO Mistakes 25
Tools to Help You Solve This
• Moz Local• Bright Local
2. KEYWORD STUFFING
| 6 Local SEO Mistakes 27
• "Keyword stuffing" refers to the practice of loading a webpage with keywords or numbers in an attempt to manipulate a site's ranking in Google search results.
• Lists of phone numbers, blocks of text listing cities, repeating the same words or phrases too often – sounds unnatural
• “We sell custom cigar humidors. Our custom cigar humidors are handmade. If you’re thinking of buying a custom cigar humidor, please contact our custom cigar humidor specialists at custom.cigar.humidors@example.com.”
Keyword Stuffing the Footer
| 6 Local SEO Mistakes 28
Keyword Stuffed Footer
‘…loading a webpage with irrelevant keywords in an attempt to manipulate a site’s rankings “results in a negative user experience, and can harm your site's ranking.”’
| 6 Local SEO Mistakes 29
Tools to Help You Solve This
• Siteliner – Tool used to check for internal duplicate content
• http://offer.threedeepmarketing.com/anatomy-of-seo
3. ROGUE GOOGLE MY BUSINESS PROFILES
| 6 Local SEO Mistakes 31
Duplicate pages are almost always unintentional - usually created by:1. Not knowing a page already exists2. Business moves in real life and
doesn’t understand how to move digitally
3. Not understanding Google’s quality guidelines
Rogue Google My Business Pages
| 6 Local SEO Mistakes 32
Too Many GMB Profiles
| 6 Local SEO Mistakes 33
Too Many GMB Profiles
Yikes! 4 verified pages – which one should Google serve up?
| 6 Local SEO Mistakes 34
Tools to Help You Solve This
• Search in Google+• Log into your Google My Business
Account(s)• Comprehensive tutorial on moving your
GMB page: https://moz.com/ugc/local-seo-case-study-the-diary-of-an-address-change
4. INCORRECTLY CONFIGURING YOUR GOOGLE MY BUSINESS PAGE
| 6 Local SEO Mistakes 36
Top issues:1. Wrong category2. Too many categories3. Incomplete profile4. Setting up fake GMB pages
Incorrectly Configuring Your GMB Page
| 6 Local SEO Mistakes 37
Wrong GMB Categories• Use as few categories as possible to describe your
overall core business from the provided list.• Choose categories that are as specific as possible,
but representative of your main business.• Do not use categories solely as keywords
or to describe attributes of your business.
| 6 Local SEO Mistakes 38
Incomplete GMB Profile
Make sure to add ALL information necessary including photos of the business.
| 6 Local SEO Mistakes 39
Don’t Set up Fake GMB Pages
| 6 Local SEO Mistakes 40
• Google My Business• Moz Local
• Category Listing Tool• Bright Local
• Google My Business report
Tools to Help You Solve This
5. USE “MONEY KEYWORD” ANCHOR TEXT TOO FREQUENTLY
| 6 Local SEO Mistakes 42
The words used in the anchor text of a link to a page on your site helps search engines understand what that page is about.
However, over-optimizing your anchor text can have a detrimental effect on your rankings
Anchor Text
| 6 Local SEO Mistakes 43
• Google’s Webmaster Guidelines stresses that websites should not be built in an attempt to manipulate search engine rankings.
• There are many wedding rings on the market. If you want to have a wedding, you will have to pick the best ring. You will also need to buy flowers and a wedding dress.
Money Keyword Anchor Text
| 6 Local SEO Mistakes 44
Money Keyword Anchor Text
• Google values sites that are built for users, not search engines.
• So, build your site for your user.
• You’re better off optimizing the on page elements than creating a whole bunch of these types of internal links.
| 6 Local SEO Mistakes 45
Tools to Help You Solve This
• Internal Link Analyzer Tool• Check My Links Chrome plugin• PolishMyWriting.com
6. DUPLICATE CONTENT ON LOCATION PAGES
| 6 Local SEO Mistakes 47
Duplicate content is bad for a few different reasons:1. Creating duplicate content on your site causes
search engines to “choose” what they think the best version of that page is – which may not always be your idea of the best version.
2. It creates unnecessary internal competition for search terms – ultimately negatively affecting your overall rankings.
3. If Google believes that you are intentionally creating duplicate content in an attempt to manipulate the search engines, your site may be manually removed from Google’s index.
Duplicate Content
| 6 Local SEO Mistakes 48
Duplicate Content on Location Pages
| 6 Local SEO Mistakes 49
What Should You Do Instead?
| 6 Local SEO Mistakes 50
What Should You Do Instead?
| 6 Local SEO Mistakes 51
Tools to Help You Solve This
• Siteliner• Advanced
Google search operators (site:www.example.com/locations)
• http://offer.threedeepmarketing.com/anatomy-of-seo
BONUS:LOCAL SEO AND MOBILE
| 6 Local SEO Mistakes 53
Facts: • Google has independent ranking
algorithms for desktop and mobile searches
• Searches with “local intent” account for upwards of 50% of mobile/tablet searches
• Mobile results change depending on your physical location
• Mobile searches will only continue to grow in relation to desktop in the future
Local SEO and Mobile
| 6 Local SEO Mistakes 54
YOU NEED TO HAVE A WELL-OPTIMIZED
MOBILE EXPERIENCE TO COMPETE
LOCALLY!
What Does That Mean?
| 6 Local SEO Mistakes 55
• Google Mobile Friendly Test• search.google.com/search-console/mobile-frie
ndly •Google PageSpeed Insights
• developers.google.com/speed/pagespeed/insights
Tools to Help You Solve This
| 6 Local SEO Mistakes 56
Summary 6 Local SEO Mistakes1. Name, Address, Phone # Inconsistency2. Keyword Stuffing 3. Rouge Google my Business Pages4. Incorrectly Configuring Google My
Business5. Over-optimized Anchor Text6. Duplicate Content on Location PagesBONUS: Local SEO and Mobile
| 6 Local SEO Mistakes 57
Leverage these 8 effective digital marketing strategies for your multi-location business1. Start with mapping out the customer journey(s)2. Develop personas to understand how to talk to potential
buyers (Content and Offers)3. Create centralized paid media programs for dealers/retailers
with responsive landing pages 4. Fix a website’s technical foundation first, then focus on unique
content for each location (included)5. Optimize local search to support being found in the
geography - high purchase intent!6. Respond to digital inquiries with centralized contact center to
pre-qualify leads7. Leverage marketing automation to communicate with
prospects and customers8. Capture customer data to gain deeper insights about your
customer base
| 6 Local SEO Mistakes 58
Do You Need a Personal Trainer to Get You There?
| 6 Local SEO Mistakes 59
What To Do Next
• If you are a single location business, or have a centralized marketing team, odds are you DO NOT need a personal trainer. Follow these guidelines and fix this
• If you are a multi-location business without a centralized marketing team, odds are you DO need a personal trainer.
| 6 Local SEO Mistakes 60
Helping businesses grow through performance based digital marketing programs
Contributors:Nate PlauntDan Derosier
Three Deep Marketing289 5th St East, 2nd
floor St Paul, MN 55101(651) 789-7701
www.threedeepmarketing.com
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