6 Local SEO Mistakes That are Costing You Money

| 6 Local SEO Mistakes 1

6 Mistakes That Cost Multi-location Businesses Money


Leverage these 8 effective digital marketing strategies for your multi-location business1. Start with mapping out the customer journey(s)2. Develop personas to understand how to talk to potential

buyers (Content and Offers)3. Create centralized paid media programs for dealers/retailers

with responsive landing pages 4. Fix a website’s technical foundation first, then focus on unique

content for each location (included)5. Optimize local search to support being found in the

geography - high purchase intent!6. Respond to digital inquiries with centralized contact center to

pre-qualify leads7. Leverage marketing automation to communicate with

prospects and customers8. Capture customer data to gain deeper insights about your

customer base


Three Deep’s Experience with Brands with Location Based Businesses

These best practices apply to brands that sell through retail locations, franchises, field sales offices, dealers or independent contractors.


Three Search Engine Algorithms

Paid

Local

Organic


Local Search Keyword Intent

The intent of local searches is close to the bottom of the funnel – users are close to making a purchase, and it’s important to capture their attention.

Popular carpet colors for homes

Mohawk carpet dealer in St. Paul

Mohawk Scotchgard carpet pricing


LOCAL SEARCH FACTS:• 1 in 5 searches on Google

are related to a location• 45% of local searches

have a purchase intent• 50% of all local searches

are on mobile devices

| 6 Local SEO Mistakes 7(picture)

Nate Plaunt – Digital Strategist and SEO Expert


Agenda6 Local SEO Mistakes• What Is Local SEO? • Local SEO Mistakes and Fixes

1. Name, Address, Phone # Inconsistency2. Keyword Stuffing 3. Rouge Google my Business Pages4. Incorrectly Configuring Google My

Business5. Over-optimized Anchor Text6. Duplicate Content on Location Pages

• Recap• Questions


WHAT IS LOCAL SEO?Local SEO is the process of making it as easy as possible for prospective customers to find information about your company online, either when they search specifically for your enterprise or for any businesses that provides particular goods and services nearby them.

Source: LocalU.org


WHAT IS LOCAL SEO?

Enhancing the visibility of your business for queries with “local intent”


GOOGLE LOCAL RANKINGS(RIGHT FROM THE HORSE’S MOUTH)

1. Relevance2. Distance3. Prominence

Source: https://support.google.com/business/answer/7091


GOOGLE LOCAL RANKINGS

Relevance“Relevance refers to how well a local listing matches what someone is searching for. Adding complete and detailed business information can help Google better understand your business and match your listing to relevant searches.”



Distance“Just like it sounds–how far is each potential search result from the location term used in a search? If a user doesn't specify a location in their search, Google will calculate distance based on what’s known about their location.”




Prominence“Prominence refers to how well-known a business is. Some places are more prominent in the offline world, and search results try to reflect this in local ranking. Prominence is also based on information that Google has about a business from across the web (like links, articles, and directories). Google review count and score are factored into local search ranking: more reviews and positive ratings will probably improve a business's local ranking.”




LOCAL SEO RANKING FACTORS

Link signalsOn-page signalsGoogle My Business signalsExternal location signalsBehavioral signalsPersonalization signalsReview signals


HOW YOU CAN DO THIS

• Ensure your contact info is present• Acquire relevant local links• Make sure your Google My Business page

is accurate and optimized• Consistent NAP (Name, Address, Phone #)• Create engaging, quality content• Make your site the best in your area• Ask for reviews!

TOP 6 LOCAL SEO MISTAKES

rank ings


TOP 6 LOCAL SEO MISTAKES:

1. Name, Address, Phone # Inconsistency

2. Keyword Stuffing 3. Rouge Google my Business Pages4. Incorrectly Configuring Google My

Business5. Over-optimized Anchor Text6. Duplicate Content on Location Pages

1. NAME, ADDRESS, PHONE NUMBER INCONSISTENCY


NAP Inconsistency

The #1 issue that I see is inconsistency across citations in • Name • Address• Phone Number

Getting this right takes time.www.brightlocal.com

http://www.brightlocal.com/


1. Call tracking numbers2. Business moved3. Improper Google My Business Page

setup4. Name change

NAP Inconsistency – How Can it Happen?


As a business owner, you want to make sure you are getting a return on your marketing $$. • Call tracking numbers allow you to

see where those calls are originating from

• Do use call tracking on paid media campaigns

• DO NOT use call tracking on business listings (YP.com, CitySearch.com, etc.)

Call Tracking Number on Business Listings


Call Tracking on Paid Search Ad


Call Tracking Numbers on Citations

Likely a call tracking number causing inconsistencies in the NAP. Bad!


Tools to Help You Solve This

• Moz Local• Bright Local

2. KEYWORD STUFFING


• "Keyword stuffing" refers to the practice of loading a webpage with keywords or numbers in an attempt to manipulate a site's ranking in Google search results.

• Lists of phone numbers, blocks of text listing cities, repeating the same words or phrases too often – sounds unnatural

• “We sell custom cigar humidors. Our custom cigar humidors are handmade. If you’re thinking of buying a custom cigar humidor, please contact our custom cigar humidor specialists at [email protected].”

Keyword Stuffing the Footer


Keyword Stuffed Footer

‘…loading a webpage with irrelevant keywords in an attempt to manipulate a site’s rankings “results in a negative user experience, and can harm your site's ranking.”’



• Siteliner – Tool used to check for internal duplicate content

• http://offer.threedeepmarketing.com/anatomy-of-seo

http://offer.threedeepmarketing.com/anatomy-of-seo

3. ROGUE GOOGLE MY BUSINESS PROFILES


Duplicate pages are almost always unintentional - usually created by:1. Not knowing a page already exists2. Business moves in real life and

doesn’t understand how to move digitally

3. Not understanding Google’s quality guidelines

Rogue Google My Business Pages


Too Many GMB Profiles


Too Many GMB Profiles

Yikes! 4 verified pages – which one should Google serve up?



• Search in Google+• Log into your Google My Business

Account(s)• Comprehensive tutorial on moving your

GMB page: https://moz.com/ugc/local-seo-case-study-the-diary-of-an-address-change

https://moz.com/ugc/local-seo-case-study-the-diary-of-an-address-change

https://moz.com/ugc/local-seo-case-study-the-diary-of-an-address-change

4. INCORRECTLY CONFIGURING YOUR GOOGLE MY BUSINESS PAGE


Top issues:1. Wrong category2. Too many categories3. Incomplete profile4. Setting up fake GMB pages

Incorrectly Configuring Your GMB Page


Wrong GMB Categories• Use as few categories as possible to describe your

overall core business from the provided list.• Choose categories that are as specific as possible,

but representative of your main business.• Do not use categories solely as keywords

or to describe attributes of your business.


Incomplete GMB Profile

Make sure to add ALL information necessary including photos of the business.


Don’t Set up Fake GMB Pages


• Google My Business• Moz Local

• Category Listing Tool• Bright Local

• Google My Business report


https://moz.com/local

https://moz.com/local/categories

https://www.brightlocal.com/

5. USE “MONEY KEYWORD” ANCHOR TEXT TOO FREQUENTLY


The words used in the anchor text of a link to a page on your site helps search engines understand what that page is about.

However, over-optimizing your anchor text can have a detrimental effect on your rankings

Anchor Text


• Google’s Webmaster Guidelines stresses that websites should not be built in an attempt to manipulate search engine rankings.

• There are many wedding rings on the market. If you want to have a wedding, you will have to pick the best ring. You will also need to buy flowers and a wedding dress.

Money Keyword Anchor Text

http://www.example.com/






Money Keyword Anchor Text

• Google values sites that are built for users, not search engines.

• So, build your site for your user.

• You’re better off optimizing the on page elements than creating a whole bunch of these types of internal links.



• Internal Link Analyzer Tool• Check My Links Chrome plugin• PolishMyWriting.com

http://www.seoreviewtools.com/internal-link-analyzer/

https://chrome.google.com/webstore/detail/check-my-links/ojkcdipcgfaekbeaelaapakgnjflfglf?utm_source=chrome-app-launcher-info-dialog

6. DUPLICATE CONTENT ON LOCATION PAGES


Duplicate content is bad for a few different reasons:1. Creating duplicate content on your site causes

search engines to “choose” what they think the best version of that page is – which may not always be your idea of the best version.

2. It creates unnecessary internal competition for search terms – ultimately negatively affecting your overall rankings.

3. If Google believes that you are intentionally creating duplicate content in an attempt to manipulate the search engines, your site may be manually removed from Google’s index.

Duplicate Content


Duplicate Content on Location Pages


What Should You Do Instead?


What Should You Do Instead?



• Siteliner• Advanced

Google search operators (site:www.example.com/locations)

• http://offer.threedeepmarketing.com/anatomy-of-seo





BONUS:LOCAL SEO AND MOBILE


Facts: • Google has independent ranking

algorithms for desktop and mobile searches

• Searches with “local intent” account for upwards of 50% of mobile/tablet searches

• Mobile results change depending on your physical location

• Mobile searches will only continue to grow in relation to desktop in the future

Local SEO and Mobile


YOU NEED TO HAVE A WELL-OPTIMIZED

MOBILE EXPERIENCE TO COMPETE

LOCALLY!

What Does That Mean?


• Google Mobile Friendly Test• search.google.com/search-console/mobile-frie

ndly •Google PageSpeed Insights

• developers.google.com/speed/pagespeed/insights



Summary 6 Local SEO Mistakes1. Name, Address, Phone # Inconsistency2. Keyword Stuffing 3. Rouge Google my Business Pages4. Incorrectly Configuring Google My

Business5. Over-optimized Anchor Text6. Duplicate Content on Location PagesBONUS: Local SEO and Mobile


Leverage these 8 effective digital marketing strategies for your multi-location business1. Start with mapping out the customer journey(s)2. Develop personas to understand how to talk to potential

buyers (Content and Offers)3. Create centralized paid media programs for dealers/retailers

with responsive landing pages 4. Fix a website’s technical foundation first, then focus on unique

content for each location (included)5. Optimize local search to support being found in the

geography - high purchase intent!6. Respond to digital inquiries with centralized contact center to

pre-qualify leads7. Leverage marketing automation to communicate with

prospects and customers8. Capture customer data to gain deeper insights about your

customer base


Do You Need a Personal Trainer to Get You There?


What To Do Next

• If you are a single location business, or have a centralized marketing team, odds are you DO NOT need a personal trainer. Follow these guidelines and fix this

• If you are a multi-location business without a centralized marketing team, odds are you DO need a personal trainer.


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