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Local SEO impacts small business. In this presentation, Derek Hanson of Emprise Media shares tips that help small businesses to up date their local business online. He covered things including claiming your local listing, website optimization, and building trust with customers and search engines.
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Loco For Local [email protected]
About Emprise Media
• Started in 2010 • Small Business Marketing Agency – Websites– Search Engine Optimization– Social Media Marketing
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Why Your Crazy Not To Use Local
• 61% of searches on smartphones are conduct with local businesses online (comScore)
• Local Searches By Mobile are Expected to Exceed Desktop By 2016 (comScore)
• Over 70% of local searches purchased the product after search (comScore)
• 20% of Desktop Searches have local intent. (Google)
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What is Local SEO
Goals
• Customers To Find Your Business Online• Visit Your Site• Buy Your Product• They Like It• They Do It Again
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Intent of Search
What are my customers looking for?• Make a list based on knowledge• What is your competition using (Visit their
website)• Use a keyword tool– Google keyword estimator (free)– Example (Realtor, Real Estate Agent)
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• Google Is looking for Trust– Domain Related Trust (Emails, address on website,
phone, etc.)– Citations (Directories & Business Listings)– Reviews – Links (points to your domain as legitimate)
Building Trust
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Claiming Your Business
• Finding Your Business Online• Accurate Information• Photos & Videos
http://maps.google.com/help/maps/businessphotos/
• Listings & Citations• Reviews and Reputation• Social Elements
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Find Your Business
• Google for Your Business By Name• New Businesses Can Be Added– https://www.google.com/services/
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Claiming Your Business
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Building Trust - Accurate Information
• Accurate Name, Address and Phone Number• Email With Domain Name (Establishing
Authority or Trust)– service@your business.com, info@your biz.com
• Business Description without keyword stuffing• Complete Listing of Categories
Building Trust - Links & Citations
• Links & Citations are your two most important factors
• Places to Get these from– Newspapers– Directories– Chambers & BBB– Educational Sites– Associations
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Building Trust With Directories
• Business Directories• Places to Add Your Business– Bing, Yahoo, Yelp, YP.com, SuperPages, LocalEzeInsider Pages, Hot Frog, City Search, etc...
• Keep Your listing information in description the same.
• Getlisted.org (resource to see if you are getting you information in the right places)
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• SEOMOZ.org Open Site Explorer (free or paid)• Whitespark.ca (paid)• Google Alerts (free)• Searches (Keywords + Related Term –Keyword– Vinyl –Records (free)
• LinkDiagnosis.com ( Firefox Plugin) (free)• FollowerWonk (free)– Finding people you can contact to get a link to your
site.
Tools to Find Links to Build Trust
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Building Trust - Reviews
• Ask For Reviews– How to Get Them: Link from your website, email, post cards,
point of sale, receipts– Benefits your business because they sell for you
• Velocity Of Reviews (How often reviews are made can make an impact on local search)
• Negative Reviews – Reply to the reviewer– Make sure you reply when you aren’t mad– Ask someone else to review your comment before you send
it
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Building Trust Sells
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Location Effects Listing
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• Create Content (Builds Authority)• Technical Issues
SEO On Your Website
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• Create Fresh Relevant Content with Location Specific Information– Keeping a Blog – Add Services/Products– Locations– Social – Reviews– News– Share Images– Videos
Ideas To Help Build Content
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Technical Site Factors
• URLs (your-website.com/keywords)• Title Tags & Meta Description• H1 Tags <h1> </h1>• Duplicate Content (resolve)• Micro Format Address (Schema)• Content with Keywords ( Goes Back to Research)• Site Map (XML site map search for xml generator)– Include in root domain /sitemap.xml
• Webmaster Tools (free information to help know if there are technical issues)
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URL Builds Trust
Local SEO
Organic SEO
Title Tag
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Trust Issues?
H1 Tag
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Trust Issues?
Schema/ Micro Formatting • Schema.org• Micro Formatting of information• Provides Rich Information about information
that may not otherwise be described to the search engines
• Events, Products, People, Reviews, and others
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How to Micro Format Address
<div itemscope itemtype="http://schema.org/LocalBusiness"> <h1><span itemprop="name">Emprise Media</span></h1> <span itemprop="description"> A Beaverton SEO COmpany</span> <div itemprop="address" itemscope itemtype="http://schema.org/PostalAddress"> <span itemprop="streetAddress">17990 NW Fieldstone Dr.</span> <span itemprop="addressLocality">Beaverton</span>, <span itemprop="addressRegion">OR</span> </div> Phone: <span itemprop="telephone">503-705-0273</span></div>
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Social Media
• 2011 63% of People said more likely to buy if they have a social presence (comScore)
• Social Profile Optimization– Twitter
• Include Location, engage community
– Facebook• Claim Your Listing, regular updates
– Linkedin • Optimize Links to Site & Create Company
– Google+ • We claimed this now just engage people
– Foursquare– Gowalla
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• Google Analytics (free)• Webmaster Tools (free)• Google Places (free)• Social Links (Bit.ly or some other service)– Review the dats
Analyzing Data
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H1 Tag <h1></h1>(think of this as yourMain point)Image File NamingKeyword.jpgRich Snippets (schema)AddressInclude Anchor Text (links that have keywords)
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Improve Title TagsInclude a Meta Description (Call to Action,think why someone should click)Keyword Urls (keywords related to service/products)
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Happy Customers!
• Goal in Having a search engine website is to get customers to your website who– Bought– Liked It– Reviewed It– And Did It Again
Happy Customers
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Derek Hanson 503-705-0273
Emprise Media @dereklive derekhansonpdx
Thank You!
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