understanding seo and what a great website looks like
TRANSCRIPT
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Today’s Speakers
Bob SheehanSVP, Client Services
Randi AndersonVP, Customer Support
Agenda
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● How to do local SEO right
● Leverage multiple channels to win the online visibility game from local listings, web, mobile, reputation, and SEM
● Connect the 3 critical signals (recency, relevancy, and proximity) to increase search rankings and drive conversions
● Understand the link between your website, location, and reputation and how it drives brand awareness
Understanding SEO
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WWW
We Now Live in a Multi-Touch Customer Journey World
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Static Search
Proliferation of Web Services
Local Marketing to Location Marketing
1996-2006 2007-2015 2016-present
Keywords Content RecencyRelevancyProximity
Prominence
+ +
Local Search and Discovery Has Evolved Dramatically
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Paid Search
Local SEO
Organic SEO
Local Search Results Page
What is Google looking for?
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● To provide quality search results for its customers
● You help Google do just that when…
○ Geo-tagged content○ Mobile-friendly○ Cultivate a digital footprint
Search Signals
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Recency
Blog Posts
Social PostsDirectory Updates
Website
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Relevancy
Keywords
Rankings
GWT
Landing Pages
Schema
Google My Business
Proximity
NAP
Local Check-ins
Types of SEO
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Maps
Organic
Maps = Local SEO
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Local SEO Markup: What the visitor sees
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Local SEO Markup: What the Search Engine Sees
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Local SEO Markup
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Map Presence: note the importance of reviews
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Map Presence: note the option to see opening hours
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Organic = Content SEO
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● Website● Blog● Directories● Social Media● Images
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Paid Search
Local SEO
Organic SEO
Local Search Results Page
Analyzing Data
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Tools Google Offers
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Google Analytics
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Google Search Console: location signals
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Digging Deeper
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Image
Content
H2 Header
H1 Header
Optimizing various elements of a webpageTitle Tag
Links
Taking Action
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Use Data to Drive Content
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Build a Comprehensive Digital Footprint
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Figure out where the searches are, then match the content you create to those searches
Takeaway
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Q&A
If you’d like to learn more, please contact
Randi Anderson at [email protected]
