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SEO for Small Businesses, What Google Wants
FEBRUARY 28, 2017
SCORE LIVE Webinar
S p o n s o r e d b y :
BRAD KEYS: KEYNOTE PRESENTER
• Director of Sales & Strategy, 180fusion• Analyzes online marketing strategy for
business owners • Business 2 Community, MarketingProfs,
SEMRush and Hubspot Contributor• Regularly presents webinars and seminars
with Google on Search Engine Marketing
SEO for Small Businesses, What Google Wants
Local SEO Ranking Factors
My Business Signals External Location Signals
On-Page Signals Link Signals
Review Signals Social Signals
Behavioral/Mob. Signals Personalization
Google Local Business Signals (14.7%)
(Categories, Keyword in Business Title, Proximity, etc.)
External Location Signals (13.6%)
(IYP/aggregator NAP consistency, Citation Volume, etc.)
On-page Signals (20.3%)
(Presence of NAP, Keywords in Titles, Domain authority, etc.)
Link Signals (20.0%)
(Inbound anchor text, Linking domain authority, Linking domain quantity, etc.)
Review Signals (8.4%)
(Review quantity,, Review velocity, Review diversity, etc.)
Social Signals (5.0%)
(Google+ authority, Facebook likes, Twitter followers, etc.)
Behavioral/Mob. Signals (9.5%)
(Clickthrough rate, Mobile clicks to call, Check-ins, Offers, etc.)
Personalization (8.5%)
Important Localization Ranking Factors
Local URL Structure City, State in Landing Page Title
Service Keywords In Landing Page
Title
Service Keywords and GEO in Meta
Description
City, State in H1 / H2 Tags
Good Content with Keyword
Relevance for Service and
Geography
Name, Address & Phone Number
(NAP) Syndication
Optimized Mobile Site
Optimized Google My Business
Page
Optimize Page Speed / Load Times
Schema Surrounding Business
Address
Inbound Links from Industry Relevant
Sites
Inbound Links from Geo Relevant Sites
Inbound Links from Authority Sites
Number of Local Citations
Internal Linking and UX
Keyword Research
Select Target Keywords Based On
Keyword Relevance, Search Volume &
Profitability
Your Popularity Vs. Competitors
Number & Type of Competitors in Search
Results Pages
Your Rankings Vs. Competitors
Your Contents Availability &
Optimization Vs. Competitors
Your SEO Competitive Analysis With Target Keywords
Keyword Research (Examples)
“Head to Tail” Keyword Selection
Millions
100k
10k
Thousands
Hundreds
Tens
<5
Top 100 keywords
Top 500 keywords
Top 1k keywords
Top 10k keywords
Fat Head18.5% of
search traffic
Chunky
Middle11% of search
traffic
Long Tail
70% of all search traffic
y-
axisy-
axis
Number of monthly searches
Number of keywords
4 Pillars of Local Search
Relevance AuthorityLocalization User Experience
Relevance | On-Page SEO
Relevance AuthorityLocalization User Experience
Relevance
URL’s should be short and contain
keywords relevant to the page
content
Website should have a blog or other
type of content stream supplying fresh
and up-to-date content to users
SEO Landing pages should
have supporting pages (i.e.:
Blog content strategically
linking to them)
Image Optimization with Title and Alt
Tags that are keyword rich
SEO landing pages should
have 700+ words of content
with natural iterations of
keywords that is useful to the
end user
<H1> Tags are keyword
rich
Structured Data and Markup where
Possible
Meta Descriptions are compelling
for high click-through rates
Keyword Rich Title Tags
Onsite Page SEO
• Start title tag with your keyword
• Leverage SEO-Friendly URLs
• Wrap your title in an <h1> tag
• Wrap subheadings in H2 tags
• Drop your primary keyword in first 100 words
• Responsive design
• Use outbound links with no-follow
• Internal links
• Sprinkle Partial Match Keywords
• Image optimization
• Use social sharing buttons
• Post Long content
Add New Post
On-Page SEO Guide:Anatomy of a...
http://www.website.com/on-page-seo
Add Media
<H1>On-Page SEO Guide:
Anatomy of a Perfectly
Optimized Page <H1>
<H2>The Keysto On-Page
SEO <H2>
SEO
GUIDE
WIKIPEDIA.NET
VISIT OUR HELP PAGE
ON-PAGE OPTIMIZATION
Word count: 1,890
Optimized URL
Optimized
<H1> Tag
Image has keyword
Rich Coding
Optimized
<H2> TagWhitepaper for Lead
Gen
Strong Supportive
Content
SEO Meta Data
Optimized Title Tag
Relevant Meta
Description
Listing Markup /
Reviews
Blog Strategy
Decide on your
trophy keywords and
have fully optimized
SEO landing pages
dedicated to this
theme or keyword
cluster
Create blog posts or
articles on your site.
These articles
strategically link to
the SEO landing
pages with optimized
anchor text
Perform outreach;
building links and
mentions to these
blog posts on
topically relevant
websites
Share these blog
posts and links via
social media
channels
Build links directly to
the SEO landers and
home page of the site
for a natural and well
rounded linkscape
Authority | Off-Page SEO
Relevance AuthorityLocalization User Experience
Offsite SEO Authority & Backlinks
Our Content Marketing Process
Identify Publisher Brainstorm topics Pitch to publisher We write the article We insert your link
We deliver the article Editorial review Links are live Push Out via
Social Media
Channels
What Makes our Links Better?
What Makes Our Links Better? Quality Metrics
Publisher Quality – Ex. Mashable,
BusinessInsider.com, Huffingtonpost.com, Inc.com,
Technorati, and many more
Content Quality - Our team of writers is hand-selected
and rigorously vetted for quality of writing and
expertise on a broad range of topical expertise, we
pride ourselves on our ability to compose content
that’s interesting, share-worthy and highly relevant to
your client’s industry.
In-content Links- Most link building companies get
you links in the author bios. Not us. We get real,
contextual, relevant, in-content links that provide
long-lasting value.
Domain authority – Based on Moz’s domain
authority metric.
Relevance – We align our publishers with your
offering to achieve topical relevance.
Social Engagement – We work with publishers that
share and tweet our content.
Freshness – We work with publishers that publish
content regularly.
Uniqueness – All our content is 100% unique,
developed and written by our team of writers
specifically for you.
Localization | On and Off Page SEO
Relevance AuthorityLocalization User Experience
Google + Local Business Page
Google+ — account for 7 of the 8 most highly correlated
ranking factors in Google search results.
Only 25% of Business use Google+• Google+ is a key indicator to Google that you are a legitimate business
• Ensure you have current and up to date contact information
Google Local Business Page
Citations are defined as
“mentions” of your business name
and address on other webpages,
even if there is no link to your
website.
getlisted.org
Citations
News
Websites
Press
Releases
Review
Sites
Niche
Directories
Local
Blogs
Industry
Publications
Schema Markup Code
<div itemscope itemtype=“http://schema.org/LocalBusiness”><span itemprop=“name”>Discount Garage Doors</span><div itemprop=“address” itemscope
itemtype=“http://schema.org/PostalAddress”><span itemprop=“streetAddress”>15355 Fligh Path Dr.</span><span itemprop=“addressLocality”>Brooksville</span><span itemprop=“addressRegion”>Florida</span><span itemprop=“postalCode”>34604</span>
</div>
Phone: <span itemprop=“telephone”>866 420 3667</span>
</div>
User Experience
Website is Secure
(https://)
Leverage Accelerated
Mobile Pages (AMP)
Call-To-Action’s should
be prominent on SEO
landing pagesSite should not host
duplicate content
Website should be free
of broken internal and
external links
Pages should load fast
Pages must be mobile
responsive
Work with a SCORE Mentor
• Free, confidential mentoring throughout the United States
• 10,000+ volunteers
• Click on links in Related Resources widget (LIVE webinar only)
• Visit www.score.org/find-mentor
SCORE LIVE Webinars
• Weekly webinars on topics of interest to small business owners
• Speakers are prominent subject matter experts
• LIVE webinars and on-demand recordings
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