How to Increase Sales With Local SEO | #INBOUND16

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HOW TO INCREASE SALES WITH LOCAL SEOPresented by: Jack Jostes

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GETTING FOUND IS THE RESULT OF MANY SEPARATE, BUT RELATED ELEMENTS OF

MARKETING CALLED LOCAL SEO.

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Get today’s slides, links, + The Top 5 Local SEO Mistakes at ramblinjackson.com/inbound16

or text INBOUND16 to 442-22

http://ramblinjackson.com/inbound16

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WHO IS THIS GUY?Jack Jostes Ramblin Jackson President + CEO

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WHO IS THIS GUY?Jack Jostes Ramblin Jackson President + CEO

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1 INTRO TO LOCAL SEO

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To get found, you need Local SEO

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WHAT IS LOCAL SEO? Local SEO is simply Search Engine Optimization for Local Businesses.

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CREATING YOUR ON-PAGE SEO STRATEGY2

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ON PAGE SEOWebsite SEO

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ON-PAGE SEO STARTS WITH SELECTING GREAT KEYWORDS

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KEYWORD RESEARCH 3

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Selecting Profitable Keywords A good keyword: Strong monthly search volume.

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A good keyword: Strong monthly search volume. Relevant to your service/product.

Selecting Profitable Keywords

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A good keyword: Strong monthly search volume. Relevant to your service/product. Realistic competition.


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A good keyword: Strong monthly search volume. Relevant to your service/product. Realistic competition. Intent to hire a local human or store.


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A good keyword: Strong monthly search volume. Relevant to your service/product. Realistic competition. Intent to hire a local human or store.


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Pretend you’re a local spa offering skin care services, massage, and

wellness services.

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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?

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Tip: do a search and evaluate the results.

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Advertisements for national brands

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Google Shopping Ads for national brands

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Organic results for national brands

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Organic results for national brands

No local pack

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Advertisements for local brand

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Advertisements for local brand

Snack pack for local businesses

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Which keyword would be a better choice to target:

“skin care products” or “facials Denver”

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Don’t get too focused on the monthly search volume numbers…

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Key takeaway: Target keywords that have the intent of someone looking for a local business.

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Get into your client’s head. What would they search?

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Firehaus Pilates

Rachel Algra

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Target Market Customer is in pain and needs rehab.

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Target Market Customer is in pain and needs rehab. Has money to spend.

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Target Market Customer is in pain and needs rehab. Has money to spend. Has time to exercise and attend class.

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Pilates for Seniors Customer is in pain and needs rehab. Has money to spend. Has time. Has kids who are searching to help them.

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What’s the value of a page?

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Key takeaway: Choose keywords that a profitable

niche target market would search and build out individual pages for them.

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Key takeaway: Each page of your website is an SEO

opportunity for a niche market.

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HOW MOBILE SEARCH HAS CHANGED LOCAL SEO FOREVER4

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THERE HAS BEEN A 2.1X INCREASE IN

MOBILE SEARCHES FOR “STORES OPEN

NOW” OR “FOOD OPEN NOW” IN

THE PAST YEAR.

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How Google Determines Local Rankings

“Local results are based primarily on relevance, distance, and prominence.”

- Google My Business Support Page

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NAP CONSISTENCY5

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Local Directories, Apps, & NAP

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#INBOUND164/4/16 Google Search Results for “tony p’s pizzeria”

Inconsistent Citations

Name Variation # 1



Name Variation # 1

Name Variation # 2


Name Variation # 3


Name Variation # 1

Name Variation # 2

4/4/16 Google Search Results for “tony p’s pizzeria”

Name Variation # 3

Name Variation # 4


Name Variation # 1

Name Variation # 2

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Find NAP Inconsistencies with Moz Local

https://moz.com/local

https://moz.com/local

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FIND NAP INCONSISTENCIES WITH MOZ LOCAL

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FIND NAP INCONSISTENCIES WITH MOZ LOCAL

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FIND NAP INCONSISTENCIES

WITH MANUAL SEARCHES Software won’t find

everything. Use your eyeballs and manual

searches too.

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REVIEWS6

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Reviews Influence Rankings + Purchasing Decisions

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HOW REVIEWS INFLUENCE

PURCHASING DECISIONS Customers are likely

to spend 31% more on a business with a

5 star review.

Bright Local

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HOW REVIEWS INFLUENCE

PURCHASING DECISIONS A one star increase on

Yelp = 5 to 9 percent increase in revenue

for restaurants.

Harvard Business School 2016

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Google sorts “best” searches based on reviews

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The best way to get reviews….

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Be excellent!

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Ask For Them!

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Collect reviews on your website!

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SCHEMA7

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Use Structured Data to present your data in search results

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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.

http://Schema.org

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Example of Schema for local business

Search results for “Minneapolis glass repair”

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Example of Schema for local business

Search results for “Minneapolis glass repair”

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Local Business Schema with JSON-LDUse JSON-LD for your local business schema

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• 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

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Be careful! Follow Google’s Guidelines to a T.

Follow Google’s Review Snippet Guidelines

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GOOGLE REVIEW SNIPPET GUIDELINE UPDATE!Reviews must be user-generated on your site to be marked up.

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GetFiveStars is Guideline-Compliant

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LINKS8

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Links represent trust and relationship

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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.

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Here are a few places you can get links:

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Your Chamber of Commerce

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Industry Directories

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Industry Directories

http://www.downtownboston.org/things-to-do-in-downtown-boston/dining/french

http://www.downtownboston.org/things-to-do-in-downtown-boston/dining/french

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Vendors' Websites

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News and PR Opportunities

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Don’t be skeezy

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Don’t be skeezy

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TIPS FOR MAKING THE SALE9

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Mobile Hot

Buttons

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7% Open 30% Not Ready 30% Unconscious 30% Never

67% Who We're

Targeting

Too Crowded

Don't Want Us

3% Active

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Leverage Facebook Retargeting Ads

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Inbound Sales Methodology

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Deliver An Extraordinary Experience

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Deliver An Extraordinary Experience

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HACKS, TIPS, & TRICKS FOR HOW TO INCREASE SALES WITH LOCAL SEO10

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KEY TAKEAWAY:Local SEO is simply Search Engine Optimization for Local Businesses.

To get found, you need all aspects of Local SEO.

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KEY TAKEAWAY: Target keywords that have the intent of someone looking for a local business.

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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.

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KEY TAKEAWAY: Always hustle for reviews!

Every single day.

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KEY TAKEAWAY:Make sure to mark up your site for local schema using a tool like schema.org

http://schema.org

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KEY TAKEAWAY:Build high quality links for your website regularly.

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KEY TAKEAWAY:Answer your phone and always provide a great experience!

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Get today’s slides, links, + The Top 5 Local SEO Mistakes at ramblinjackson.com/inbound16

or text INBOUND16 to 442-22

http://ramblinjackson.com/inbound16

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@JackJostes