View
531
Download
2
Category
Preview:
Citation preview
#INBOUND16
HOW TO INCREASE SALES WITH LOCAL SEOPresented by: Jack Jostes
#INBOUND16
#INBOUND16
#INBOUND16
GETTING FOUND IS THE RESULT OF MANY SEPARATE, BUT RELATED ELEMENTS OF
MARKETING CALLED LOCAL SEO.
#INBOUND16
Get today’s slides, links, + The Top 5 Local SEO Mistakes at ramblinjackson.com/inbound16
or text INBOUND16 to 442-22
#INBOUND16
WHO IS THIS GUY?Jack Jostes Ramblin Jackson President + CEO
#INBOUND16
WHO IS THIS GUY?Jack Jostes Ramblin Jackson President + CEO
#INBOUND16
1 INTRO TO LOCAL SEO
#INBOUND16
#INBOUND16
#INBOUND16
#INBOUND16
#INBOUND16
#INBOUND16
#INBOUND16
#INBOUND16
To get found, you need Local SEO
#INBOUND16
WHAT IS LOCAL SEO? Local SEO is simply Search Engine Optimization for Local Businesses.
#INBOUND16
CREATING YOUR ON-PAGE SEO STRATEGY2
#INBOUND16
ON PAGE SEOWebsite SEO
#INBOUND16
#INBOUND16
ON-PAGE SEO STARTS WITH SELECTING GREAT KEYWORDS
#INBOUND16
KEYWORD RESEARCH 3
#INBOUND16
Selecting Profitable Keywords A good keyword: Strong monthly search volume.
#INBOUND16
A good keyword: Strong monthly search volume. Relevant to your service/product.
Selecting Profitable Keywords
#INBOUND16
A good keyword: Strong monthly search volume. Relevant to your service/product. Realistic competition.
Selecting Profitable Keywords
#INBOUND16
A good keyword: Strong monthly search volume. Relevant to your service/product. Realistic competition. Intent to hire a local human or store.
Selecting Profitable Keywords
#INBOUND16
A good keyword: Strong monthly search volume. Relevant to your service/product. Realistic competition. Intent to hire a local human or store.
Selecting Profitable Keywords
#INBOUND16
Pretend you’re a local spa offering skin care services, massage, and
wellness services.
#INBOUND16
Phrase Match Competition
Skin Care Products 90 0.86
Facials Denver 50 0.74
Average Searches Per Month (Denver Area)
Which keyword looks like a better opportunity to target?
#INBOUND16
Tip: do a search and evaluate the results.
#INBOUND16
Advertisements for national brands
#INBOUND16
Advertisements for national brands
Google Shopping Ads for national brands
#INBOUND16
Advertisements for national brands
Google Shopping Ads for national brands
Organic results for national brands
#INBOUND16
Advertisements for national brands
Google Shopping Ads for national brands
Organic results for national brands
No local pack
#INBOUND16
Advertisements for local brand
#INBOUND16
Advertisements for local brand
Snack pack for local businesses
#INBOUND16
Which keyword would be a better choice to target:
“skin care products” or “facials Denver”
#INBOUND16
Phrase Match Competition
Skin Care Products 90 0.86
Facials Denver 50 0.74
Average Searches Per Month (Denver Area)
Don’t get too focused on the monthly search volume numbers…
#INBOUND16
Phrase Match Competition
Skin Care Products 90 0.86
Facials Denver 50 0.74
Average Searches Per Month (Denver Area)
Key takeaway: Target keywords that have the intent of someone looking for a local business.
#INBOUND16
Get into your client’s head. What would they search?
#INBOUND16
Firehaus Pilates
Rachel Algra
#INBOUND16
Target Market Customer is in pain and needs rehab.
#INBOUND16
Target Market Customer is in pain and needs rehab. Has money to spend.
#INBOUND16
Target Market Customer is in pain and needs rehab. Has money to spend. Has time to exercise and attend class.
#INBOUND16
#INBOUND16
Pilates for Seniors Customer is in pain and needs rehab. Has money to spend. Has time. Has kids who are searching to help them.
#INBOUND16
Pilates for Seniors Customer is in pain and needs rehab. Has money to spend. Has time. Has kids who are searching to help them.
#INBOUND16
Pilates for Seniors Customer is in pain and needs rehab. Has money to spend. Has time. Has kids who are searching to help them.
#INBOUND16
Pilates for Seniors Customer is in pain and needs rehab. Has money to spend. Has time. Has kids who are searching to help them.
#INBOUND16
#INBOUND16
#INBOUND16
What’s the value of a page?
#INBOUND16
#INBOUND16
#INBOUND16
Key takeaway: Choose keywords that a profitable
niche target market would search and build out individual pages for them.
#INBOUND16
Key takeaway: Each page of your website is an SEO
opportunity for a niche market.
#INBOUND16
HOW MOBILE SEARCH HAS CHANGED LOCAL SEO FOREVER4
#INBOUND16
THERE HAS BEEN A 2.1X INCREASE IN
MOBILE SEARCHES FOR “STORES OPEN
NOW” OR “FOOD OPEN NOW” IN
THE PAST YEAR.
#INBOUND16
How Google Determines Local Rankings
“Local results are based primarily on relevance, distance, and prominence.”
- Google My Business Support Page
#INBOUND16
NAP CONSISTENCY5
#INBOUND16
#INBOUND16
Local Directories, Apps, & NAP
#INBOUND16
#INBOUND164/4/16 Google Search Results for “tony p’s pizzeria”
Inconsistent Citations
Name Variation # 1
#INBOUND164/4/16 Google Search Results for “tony p’s pizzeria”
Inconsistent Citations
Name Variation # 1
Name Variation # 2
#INBOUND164/4/16 Google Search Results for “tony p’s pizzeria”
Name Variation # 3
Inconsistent Citations
Name Variation # 1
Name Variation # 2
4/4/16 Google Search Results for “tony p’s pizzeria”
Name Variation # 3
Name Variation # 4
Inconsistent Citations
Name Variation # 1
Name Variation # 2
#INBOUND16
#INBOUND16
FIND NAP INCONSISTENCIES WITH MOZ LOCAL
#INBOUND16
FIND NAP INCONSISTENCIES WITH MOZ LOCAL
#INBOUND16
FIND NAP INCONSISTENCIES
WITH MANUAL SEARCHES Software won’t find
everything. Use your eyeballs and manual
searches too.
#INBOUND16
REVIEWS6
#INBOUND16
Reviews Influence Rankings + Purchasing Decisions
#INBOUND16
HOW REVIEWS INFLUENCE
PURCHASING DECISIONS Customers are likely
to spend 31% more on a business with a
5 star review.
Bright Local
#INBOUND16
HOW REVIEWS INFLUENCE
PURCHASING DECISIONS A one star increase on
Yelp = 5 to 9 percent increase in revenue
for restaurants.
Harvard Business School 2016
#INBOUND16
Google sorts “best” searches based on reviews
#INBOUND16
#INBOUND16
#INBOUND16
The best way to get reviews….
#INBOUND16
The best way to get reviews….
Be excellent!
#INBOUND16
The best way to get reviews….
Ask For Them!
#INBOUND16
Collect reviews on your website!
#INBOUND16
SCHEMA7
#INBOUND16
Use Structured Data to present your data in search results
#INBOUND16
SCHEMA.ORGSchema.org is a
collaborative, community activity with a mission to
create, maintain, and promote schemas for structured data on the
Internet, on web pages, in email messages, and
beyond.
#INBOUND16
Example of Schema for local business
Search results for “Minneapolis glass repair”
#INBOUND16
Example of Schema for local business
Search results for “Minneapolis glass repair”
#INBOUND16
Local Business Schema with JSON-LDUse JSON-LD for your local business schema
#INBOUND16
• Business Name • Address • Phone Number • Email Address • Business Hours • Geo-location Information
(coordinates and map) • Reviews • Logo • Business Description
INFO YOU CAN INCLUDE IN YOUR LOCAL BUSINESS JSON-LD MARKUP
• Social Profile Links via same as property.
• Site Name • Additional useful local
markup types include: • Products • Media (images and videos) • Events • Corporate Contacts • Sitelinks Search Box
#INBOUND16
#INBOUND16
#INBOUND16
Be careful! Follow Google’s Guidelines to a T.
Follow Google’s Review Snippet Guidelines
#INBOUND16
GOOGLE REVIEW SNIPPET GUIDELINE UPDATE!Reviews must be user-generated on your site to be marked up.
#INBOUND16
GetFiveStars is Guideline-Compliant
#INBOUND16
LINKS8
#INBOUND16
#INBOUND16
Links represent trust and relationship
#INBOUND16
HAVING A HARD TIME LINK BUILDING?The number and quality of links pointing to your website from other websites is a huge part of Local SEO and is by far the area where most businesses struggle.
#INBOUND16
Here are a few places you can get links:
#INBOUND16
Your Chamber of Commerce
#INBOUND16
Industry Directories
#INBOUND16
Industry Directories
http://www.downtownboston.org/things-to-do-in-downtown-boston/dining/french
#INBOUND16
Vendors' Websites
#INBOUND16
News and PR Opportunities
#INBOUND16
Don’t be skeezy
#INBOUND16
Don’t be skeezy
#INBOUND16
TIPS FOR MAKING THE SALE9
#INBOUND16
Mobile Hot
Buttons
#INBOUND16
7% Open 30% Not Ready 30% Unconscious 30% Never
67% Who We're
Targeting
Too Crowded
Don't Want Us
3% Active
#INBOUND16
Leverage Facebook Retargeting Ads
#INBOUND16
Inbound Sales Methodology
#INBOUND16
Deliver An Extraordinary Experience
#INBOUND16
Deliver An Extraordinary Experience
#INBOUND16
HACKS, TIPS, & TRICKS FOR HOW TO INCREASE SALES WITH LOCAL SEO10
#INBOUND16
KEY TAKEAWAY:Local SEO is simply Search Engine Optimization for Local Businesses.
To get found, you need all aspects of Local SEO.
#INBOUND16
Phrase Match Competition
Skin Care Products 90 0.86
Facials Denver 50 0.74
Average Searches Per Month (Denver Area)
KEY TAKEAWAY: Target keywords that have the intent of someone looking for a local business.
#INBOUND16
Software won’t find everything. Use your eyeballs and manual
searches too.
KEY TAKEAWAY:Clean up your NAP citation with online tools and manual search.
#INBOUND16
KEY TAKEAWAY: Always hustle for reviews!
Every single day.
#INBOUND16
KEY TAKEAWAY:Make sure to mark up your site for local schema using a tool like schema.org
#INBOUND16
KEY TAKEAWAY:Build high quality links for your website regularly.
#INBOUND16
KEY TAKEAWAY:Answer your phone and always provide a great experience!
#INBOUND16
Get today’s slides, links, + The Top 5 Local SEO Mistakes at ramblinjackson.com/inbound16
or text INBOUND16 to 442-22
#INBOUND16
@JackJostes
Recommended