local seo vs seo: how should you market your local business online
DESCRIPTION
Learn the differences between SEO and Local SEO tactics. Capture more lead generation opportunities by supercharging your local rankings that many of your competitors don't know about.TRANSCRIPT
Local SEO vs. SEO
How should you market your local business online?
Anatomy of a Local Search Results Page
Knowledge Graph
Organic Results
Google Plus Local Profile
Google Sucks at Branding
• Google Maps • Google Local Business Center • Google Places • Google Plus Local
Ranking Factors for SEO
• Site Structure • Content OpGmized for Keywords • Links • Social Media Signals
All of these are found in Local SEO +
Local Search Ranking Factors
hKp://moz.com/local-‐search-‐ranking-‐factors
Local Search Ranking Factors Boiled Down
• Proper Categories in Google Plus Local Page – Most relevant and matches provided category – Best category first – Primary Category – As many categories as is relevant – Broad categories last
Local Search Ranking Factors Boiled Down
• CitaGon Sources – Business Directories – Quality citaGon sources over QuanGty – Bing Local, YP.com, Yelp…etc.
• Name, Address, Phone, WebSite (N.A.P.S.) – Consistency with Google Plus Local Profile – Perform search on past address and phone – Call forward numbers are killers
Call Forward Numbers are Killers!
Relevant CitaGons & Links = Win
Local Link Building
• Not an easy task • Local Newspapers • BBB – Chamber of Commerce • Sponsorships • ChariGes • Local Press Releases • Local Blogs • ExisGng RelaGonships – Vendors, Partners
Local CitaGon Building
• Same as Link Building • Think Digitally • Always look to turn a link into a Link + CitaGon
Reviews
• 5 Reviews to get the star aKribuGon • Consistent Reviews is a ranking factor • PosiGve Reviews will be a ranking factor
Local Content On Site
• Schema.org markup • LocaGon pages for more than one locaGon • N.A.P. on every page of site / Home Page • Google Maps on Contact Page • Place toll free numbers in .jpg – Mobile Issue? • KLM file to root directory -‐ overkill • Place reviews in Hreview format hKp://dagmarmarkeGng.com/add-‐hreview-‐website-‐hreview-‐creator/
Top 5 Filters and PenalGes
1. Penguin 2. Penguin 3. Penguin 4. Penguin 5. Panda
Penguin eats Panda for lunch
What a Penguin Penalty Looks like
Key Components of Penguin
• Over opGmized penalty • Links with Exact Match Keyword anchors – Low quality sites – High percentage of backlinks are low quality – High count of Exact Match keywords
Penguin Will Get You!
Penguin Recovery
• Removal of bad links – Proof of effort • Disavow Tool – Webmaster tools • Acquiring high quality links • More Content • Stop and review all SEO signals.
Panda Penalty
• Duplicate Content • Thin Content • High Ad RaGo • Content that is “Not consumable by users”.
Common Causes of Panda
• WordPress or CMS Taxonomy – Be careful with Categories, Tags and Authors
• Content wriKen for search engines. • Low word count on page. • Manufacture supplied product descripGons
How to Recover from Panda
• Have a Taxonomy strategy – Keep Tags and Categories separate – Or choose either Tags or Categories
• Write for Users not search engines • 300 + words per page • Add content to manufacturer supplied product descripGons