google maps – local seo – how to drive traffic from maps & mobile devices
TRANSCRIPT
LOCAL SEO
HOW TO DRIVE TRAFFIC FROM MAPS & MOBILE DEVICES
#DigiBuff@MrJonPayne
NOISY LITTLE MONKEY
• With a unique hybrid of search optimisation, social media marketing, creative flair and technical wizardry, we drive traffic, enquiries and sales
Specialising in online activity, maximising conversions from offline
SEARCH & SOCIAL MEDIA MARKETING
Over 100 businesses, charities and gov’t bodies in EU, USA & Africa
WHO’D TRUST A MONKEY?
“Highly Commended” in Dadis and Winner of “Best Innovation” in GR for a campaigns featuring UGC on YouTube, Facebook, Twitter, Google+
RECOGNISED FOR INNOVATION
OOH PRETTY CLIENTS, SHINY THINGS
YADDA YADDA YADDA
#DigiBuff@MrJonPayne
LOCAL SEO
WHO NEEDS IT?
#DigiBuff@MrJonPayne
YOUR TARGET MARKET
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MAIN CUSTOMER BASE
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EASY WINS
#DigiBuff@MrJonPayne
LOCAL SEO
WHEN DOES IT SHOW?
#DigiBuff@MrJonPayne
NOT LOCAL #DigiBuff@MrJonPayne
LOCAL #DigiBuff@MrJonPayne
NOT LOCAL #DigiBuff@MrJonPayne
LOCAL #DigiBuff@MrJonPayne
LOCAL #DigiBuff@MrJonPayne
LOCAL
#DigiBuff
LOCALNOW
#DigiBuff@MrJonPayne
TIME SPENT ON SCREEN TYPE PER DAY
http://www.millwardbrown.com/adreaction/2014/#/
GLOBAL
TIME SPENT ON SCREEN TYPE PER DAY
http://www.millwardbrown.com/adreaction/2014/#/
UK
DESIGNER?
You can come test your new website here: http://odlbristol.co.uk
WE GOT YO BACK
@MrJonPayne
YOU’RE INVITED
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IT’S FREE
@MrJonPayne
blackberryapple
pi
htc
lenovo
sonylg tvsamsung
motorola
kindle@MrJonPayne
HOW DO I SET MY LOCAL SEO UP?
AND MAKE IT OK
#DigiBuff@MrJonPayne
Image Credit
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PLAY THE GAME
Read the rest of these slides before you go ahead and do this…
GOOGLE MAKES LOCAL SEARCH FUN!
HOW DO I SET IT UP?
AND MAKE IT AWESOME?
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Image CreditLocal Ranking Factors by on Moz
RANKINGFACTORS
REAL WORLD SIGNALS
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BE A REAL BUSINESS
• A physical address in the city being searched• A “real” phone number. E.g. 0117 not 0800• This NAP* information featured clearly on your website
*Name, Address, Postcode
IN A REAL LOCATION
MY BUSINESS SIGNALS
#DigiBuff@MrJonPayne
BE ACCURATE & HONEST
• Proper category associations• NAP information EXACTLY as it appears on your website• Keyword in business title (E.g. BLB Solicitors)• Review quantity• Review velocity• Review diversity
Reviews don’t have to be on Google (although it helps to have some) it aggregates reviews from other sources too
DON’T SPAM (THAT MEANS YOU, SEO SHITS)
SIGNALS ON YOUR SITE
#DigiBuff@MrJonPayne
PAGE RELEVANCE + AUTHORITY
• Your location as a keyword in title tags and headlines• High-quality inbound links• Schema / Microformat mark up of your NAP on your site• Geositemaps / KML
Useful resources: http://moz.com/ugc/category/local-seo
PLUS SOME NERDY SHIZZLE
<h1 class="title">Bristol</h1><div itemscope="" itemtype="http://schema.org/LocalBusiness"><h2><span itemprop="name">Noisy Little Monkey Ltd</span></h2><p><span itemprop="description">Search Optimisation & Social Media Agency</span></p><div itemprop="address" itemscope="" itemtype="http://schema.org/PostalAddress"><span itemprop="streetAddress">C/O Aardman Animations, Gasferry Road</span>,<br><span itemprop="addressLocality">Bristol</span>,<br><span itemprop="addressCountry">GB</span></div><p>Phone: <span itemprop="telephone">0117 327 0171</span></p></div>
SIGNALS ON OTHER SITES
#DigiBuff@MrJonPayne
LINKS NOT THE MAIN DRIVER HERE
• Consistent, high-quality citations from sources that are: AuthoritativeTrustworthy
Industry-relevant
• Chambers of Commerce• Companies House• Regulatory bodies• Local Gov’t Directories• IYP (Quality ones)
• FIX DUPLICATE OR INACCURATE LISTINGS• GIVE THIS JOB SOMEONE ANALY RETENTIVE
Did I mention consistency or NAP?
Obviously, nice to have though
Image Credit
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@MrJonPayne
ODLbristol.co.uk