ADVANCED
LOCAL SEOFor
AUTO DEALERS
Andrew ShotlandPresident
www.localseoguide.com
Advanced Local SEO Tactics Digital Dealer Conference 2015 www.localseoguide.com2
Advanced Local SEO Tactics Digital Dealer Conference 2015 www.localseoguide.com
Fun With Title Tags
3
Tracks Clicks, Average Position, CTR, Impressions
Advanced Local SEO Tactics Digital Dealer Conference 2015 www.localseoguide.com
Five Elements That Drive Clicks
Low Price Brand Freshness
SpeedVolume
Advanced Local SEO Tactics Digital Dealer Conference 2015 www.localseoguide.com
Low Price Titles
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Volume Titles
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Freshness Titles
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Speed Titles
Advanced Local SEO Tactics Digital Dealer Conference 2015 www.localseoguide.com
Brand Titles
Advanced Local SEO Tactics Digital Dealer Conference 2015 www.localseoguide.com
Examples
• Low price: “Audis for Sale Starting at $21,000 in
Pleasanton, CA”
• Volume: “Over 50 Audis for Sale in Pleasanton, CA”
• Freshness: “Used 2015 Audis for Sale in Pleasanton, CA”
• Speed: “Audis for Sale; One Hour Financing”
• Brand: “Palace Auto Center | Audis for Sale”
http://www.siegemedia.com/title-tags
Advanced Local SEO Tactics Digital Dealer Conference 2015 www.localseoguide.com
How Do You Rank Outside of Your
Physical Location?
Advanced Local SEO Tactics Digital Dealer Conference 2015 www.localseoguide.com
Service Area Pages!
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Make Sure Service Area Pages Have
Unique Content & Get Updated
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Add Some Citations &…
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Duplicate
Citations=REDRUM
Advanced Local SEO Tactics Digital Dealer Conference 2015 www.localseoguide.com
Citation TroubleshootingNo Listing!
Here’s How To Find Em!
• NAP Hunter ( Free Tool! )
• Moz Local
• www.yext.com
• Search plus.google.com/local for {Name} in {City}
• Search Google for “{Name}” | “{Address}” | “{Phone#}”
Advanced Local SEO Tactics Digital Dealer Conference 2015 www.localseoguide.com
Get to Know Google MapMakerhttp://mapmaker.google.com
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Google My Business
Support
• https://support.google.com/business/#contact=1&top
ic=4539639
• Hang up on India. Always try to get Ann Arbor!
Advanced Local SEO Tactics Digital Dealer Conference 2015 www.localseoguide.com
Track Clicks From Google
My Business Pages
Google Analytics URL Builder
Advanced Local SEO Tactics Digital Dealer Conference 2015 www.localseoguide.com
Track Clicks From Google
My Business Pages
Advanced Local SEO Tactics Digital Dealer Conference 2015 www.localseoguide.com
Use Vanity URLs To Track
Specific Landing Pages
• www.localseoguide.com/pleasanton
• www.localseoguide.com/pleasanton-service
• www.localseoguide.com/pleasanton-financing
Add canonical tags on the dupes specifying the main page as the
canonical:
<link rel=“canonical” href=“http://www.localseoguide.com/pleasanton”
Advanced Local SEO Tactics Digital Dealer Conference 2015 www.localseoguide.com
Check Google Analytics in a
Few Days
Acquisition > All Traffic > Source/Medium > Local
Business Listing
Advanced Local SEO Tactics Digital Dealer Conference 2015 www.localseoguide.com
How To Make Acquiring a
Location More Expensive
• Mark the old GMB page as “Closed”
• Shutdown the old website
• Don’t acquire the old phone number
• Don’t acquire logins to all business profiles,
analytics & GWT
Advanced Local SEO Tactics Digital Dealer Conference 2015 www.localseoguide.com
How To Acquire a New Location &
Not Screw Up the SEO (too much)
• Update all of your citation data first (we use a combo of Yext
& Moz Local)
• Change the biz name on the old GMB page(s). Do NOT mark
the old one as “closed”
• Either update the old site with the new business name or 301
redirect site to relevant location page on acquiring domain
• On all profiles/new site put “formerly known as” message to
capture searches for old brand
• Do not change the phone number if you can help it
Advanced Local SEO Tactics Digital Dealer Conference 2015 www.localseoguide.com
Tracking Phone #s
• Make sure your tracking # has been added to all of
your citations
• Use a local area code
• On site, only display organic tracking # to visitors
who come in via organic search, using javascript
• Or display tracking # in an image
Advanced Local SEO Tactics Digital Dealer Conference 2015 www.localseoguide.com
Target Service & Financing
Queries
Advanced Local SEO Tactics Digital Dealer Conference 2015 www.localseoguide.com
Don’t
Let
These
Loan
Sharks
Have All
The
Local
Fun!
Advanced Local SEO Tactics Digital Dealer Conference 2015 www.localseoguide.com
How To Target Service &
Financing Local Queries
• Set up Service & Finance departments as “Places
within a Place”
- Make them separate legal businesses
- Unique phone numbers
• Claim separate GMB pages for each with proper
categorization, description, etc.
• Put unique NAP on landing page for each department
• Make sure Title Tag, Description, h1 & body copy
targets geo-keywords
• Claim citation profiles for each department on top
citation sites
Advanced Local SEO Tactics Digital Dealer Conference 2015 www.localseoguide.com
Google 360 Photos
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Google 360 Photos
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Think Apple Maps Suck?
Advanced Local SEO Tactics Digital Dealer Conference 2015 www.localseoguide.com
You Know What Doesn’t
Suck?
700 MillioniPhones Sold Worldwide
(and let’s not forget about iPads, Macs & now Apple Watches)
http://ipod.about.com/od/glossary/f/how-many-iphones-sold.htm
Advanced Local SEO Tactics Digital Dealer Conference 2015 www.localseoguide.com
The Default Map for Almost
Every iOS Location App
Advanced Local SEO Tactics Digital Dealer Conference 2015 www.localseoguide.com
Advanced Local SEO Tactics Digital Dealer Conference 2015 www.localseoguide.com
Apple Maps Biz Profile
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No Photos?
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A picture is worth…
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Claim/Fix Your Business
https://mapsconnect.apple.com
Advanced Local SEO Tactics Digital Dealer Conference 2015 www.localseoguide.com
Update Your Profile
Advanced Local SEO Tactics Digital Dealer Conference 2015 www.localseoguide.com
Apple Maps Connect Tips
• Forwarded phone # cannot be verified
• Residential listings are not eligible
• No bulk or agency submission except yet
via yext.com
Advanced Local SEO Tactics Digital Dealer Conference 2015 www.localseoguide.com
Apple Maps Data Suppliers
Business Listings Reviews & Photos
http://www.neustarlocaleze.biz/directory/index.as
px
http://www.mybusinesslistingmanager.com/
http://www.factual.com/data/t/places
http://www.yext.com
Advanced Local SEO Tactics Digital Dealer Conference 2015 www.localseoguide.com
Listing Royally Screwed?
http://www.tomtom.com/mapshare/tools/ http://www.openstreetmap.org/
Advanced Local SEO Tactics Digital Dealer Conference 2015 www.localseoguide.com
AppleMapsMarketing.com
Advanced Local SEO Tactics Digital Dealer Conference 2015 www.localseoguide.com
A Little Late Night Reading…http://searchengineland.com/10-simple-things-smb-websites-need-to-fix-before-seo-
88585
http://searchengineland.com/small-business-redesigned-website-you-wont-believe-
what-horrible-seo-thing-happened-next-212829
http://searchengineland.com/ama-common-things-big-small-businesses-get-wrong-
local-seo-214778
http://searchengineland.com/google-places-ranking-factors-the-phd-version-114839
http://searchengineland.com/the-smb-guide-to-changing-business-names-seo-128939
http://searchengineland.com/how-to-create-content-when-youd-rather-be-doing-
something-else-126622
http://searchengineland.com/5-tips-for-responding-to-negative-customer-reviews-
online-102136
http://searchengineland.com/4-tips-for-success-with-seasonal-local-seo-88601
http://applemapsmarketing.com/2014/03/how-to-use-apple-maps-connect/
www.localseoguide.com/local-seo-tools/
Advanced Local SEO Tactics Digital Dealer Conference 2015 www.localseoguide.com
Thank You!
www.localseoguide.com
www.applemapsmarketing.com
Twitter: @localseoguide
+Andrew Shotland
This presentation available at
http://bit.ly/digital-dealer-local-seo