Localize and Mobilize

Presented by:Scott Hendison

Search Commander, Inc.

Scott Hendison

• Started marketing online in 1998 selling software and computer repair services

• Began online marketing for others in 2002

• Co-founded SEMpdx in Portland OR in 2006

• 9th Las Vegas Pubcon, and it’s an honor to be here on this panel!

What we do for local sites

• Structured data use

• Facilitate interaction w/ review sites

• Gathering testimonials & ratings

• Mobilization

What is Structured Data?

• The search and data industries have come together to standardize, and make the sharing of information simpler.

• Google recognizes schema.org, microformats, microdata, RDFa and even has a tool now in Webmster Tools called Data Highlighter

Structured Data =

Structured Data =

First Thing

• We lookup the client address at the USPS, and change the address on the site to match.

• For a single location business, we place the address in the footer of the site.

• We ensure that we‘re presenting that info using the correct schema structured data

Schema

• Schema.org provides a collection of html tags so webmasters can markup their pages in ways recognized by major search providers.

• ‘Search providers‘ means not only G, Y and B, but everything from Global Positioning Systems like TomTom to services like Apple Maps

Schema

Schema

Schemacreator.org – by Raventools

Schemacreator.org – by Raventools

In WordPress, we put it in Footer.php

<div align="center"><table><tr><td><div itemscope itemtype="http://schema.org/LocalBusiness"><div itemprop="name"><strong>Business Name</strong></div></td><td><div itemprop="address" itemscope itemtype="http://schema.org/PostalAddress"><span itemprop="streetAddress"> 1234 5th Street</span> <span itemprop="addressLocality">City</span>, <span itemprop="addressRegion">CA</span> <span itemprop="postalCode">12345</span></td></tr></table></div></div>

Business Name - 1234 5th Street Cityname, CA 12345

To get it on one line, you can just put it in a table…

Then we create a better contact page

Local Search Contact Page

• Phone• Address• Hours• Map• Directions• Contact form• Lat / Long info• Use structured data

Local Search SEO Contact Page

Local Search Contact Page

Local Search Contact Page

Local Search Contact Page

Local Search Contact Page

Local Search Contact Page

Local Search Contact Page

Local Search Contact Page

Local Search Contact Page

,LLC

Local Search Contact Page

The free plug-in does not –

• Support Multi-location (premium does)

• Have a widget (premium does)

• Add a KML Sitemap – (premium does not)

KML Sitemap

• KML = Keyhole Markup Language

• For expressing geographic information and visualization for telling apps like Google Earth, Maps, etc. exactly where you are located

• May be overkill to use one, but is certainly can‘t hurt you, so why not make one?

KML Sitemap

KML Sitemap

KML Sitemap - Multilocation

KML Sitemap

KML Sitemap

• Create a KML sitemap & upload to your site

• Google no longer supports direct submission

• Reference the KML sitemap file from your regular sitemap.xml file

• Clicking on the locations.kml file will open it in Google Earth.

• Data Overkill? Maybe, but why not do it?

Reviews

Reviews

• Facilitate user interaction w/ review sites• Would you rather have a review than a

link?• Ask for them (despite what “they“ tell

you)• Send links, postcards, use QR codes on

the tables and doors.• Make it easy for users to leave them by

sending them to a specific feedback page

Reviews

Reviews

Testimonials

Testimonials

• Not to be confused with “reviews“• Just as important though• Don‘t steal your content from review sites

;)• Follow up post-sale with telephone

interviews to ensure and improve customer satsfaction.

• Use forms to gather customer info, then display it with schema / aggregate ratings

Testimonials

Testimonials

• Schema rating scores are supposed to be for the review sites, and *not* for testimonials displayed on your own site.

• However, I would ask... why not? • I see no problem with aggregating the ratings

and presenting them in structured data. • We ARE doing this for clients, and IMO there‘s

nothing wrong with doing so, if they‘re legit.• I‘m 100% positive... that I think so ;)

Plugins for Testimonials

Plugins for Testimonials

Plugins for Testimonials

Gather Testimonials

What did I want?• Easy for non-programmers (me)• Shortcodes for use in the body or in widgets• Customizable options for their display• Customizable collection form• Rating scale (for rich snippets / stars)• Image upload for the testimonial writers• Structured data output including

aggregationReally, how hard could this be?

Testimonials Widget

Testimonials Widget

Testimonials Widget• I almost didn’t try it because “widget” was

included in the name.• The free version NOW offers almost everything

I need, and is just about perfected. • I bought the premium version because after

our interactions, rating stars were integrated. • The pages pass the Rich Snippet Tester with

flying colors, and pages are good looking, and easily styled with CSS

Highly Recommended

Mobilize

Mobilize• Responsive Design – I’m not a big fan

because text is often too small for me. Responsive does NOT have to mean “eliminate pinch & zoom”!

• Give me mobile CTA’s• Keep it fast!• Limit my navigation• Give me a full desktop view option• There are TONS of mobile option$

Mobilize

Mobilize – WP Touch

Mobilize – WP Touch

Mobilize – WP Touch

Mobilize – WP Touch

Mobilize – WP Touch

Mobilize – WP Touch

Mobilize – WP Touch

Mobilize – WP Touch

• Don’t forget to add Analytics code!• Heavy customization is possible• Pro version offers even more design options• Tap to Call SHOULD be built in, but it’s not –

<a href="555-555-5555">Tap to Call</a>Add the link in any post or page(Or add a class for styling)

<a class="call" href="555-555-5555">Call Now!</a> .call { font-size:19px; font-style:italic; }

Mobilize – WP Touch

Thank YouScott Hendison - @shendison

All the links:USPS lookup

Schema.org

Schema Creator

KML / Geo sitemap generator

Lat / Long tool

Local Search Contact Page Plugin

Google Structured Data Tool

Our Profiles - WP Plugin

Testimonials Widget – WP Plugin

WP Touch for Mobile - WP Plugin

A few more extras:

Client Business Profile Sheet

SEO Automatic Tools

Local Keyword Tool

Neighborhood Lookup Tool

Bright Local

Infogroup

Localeze

Acxiom