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Search Engine Optimization for Local Search. Mary Bowling Blog: www.MaryBowling.com Small Biz Marketing: www.IgnitorDigital.com. Twitter @ MaryBowling IgnitorDigital.com + MaryBBowling@gmail.com. About Me. Optimized!. MaryBowling.com.
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Search Engine Optimization for Local Search Mary Bowling Blog: www.MaryBowling.com Small Biz Marketing: www.IgnitorDigital.com Twitter @MaryBowling IgnitorDigital.com + MaryBBowling@gmail.com
About Me Optimized! MaryBowling.com LocalU.org IgnitorDigital.com I Consult, Train, Write and Do Twitter @MaryBowling IgnitorDigital.com + MaryBBowling@gmail.com
For Local Businesses • SEO is: • Making it easy as possible for people to find information about your business online wherever they may be looking for it Twitter @MaryBowling IgnitorDigital.com + MaryBBowling@gmail.com
To Achieve That • Create and improve YOUR WEBSITE so that it will rank highly on the Search Engine Results Pages (SERPs) to help potential customers find the business’ website • Create and improve BUSINESS LISTINGS in important local places across the web to help potential customers find the business’ information on other websites Twitter @MaryBowling IgnitorDigital.com + MaryBBowling@gmail.com
SEO Helps You Rank in 2 Ways LOCAL MAP PAID ADS PAID ADS ORGANIC RESULTS LOCAL RESULTS Twitter @MaryBowling IgnitorDigital.com + MaryBBowling@gmail.com
Google Gets the Clicks US Search Engine Market Share October 2013 Twitter @MaryBowling IgnitorDigital.com + MaryBBowling@gmail.com
Aim to Rank High on Page 1! #1 - 42.13% #2 - 11.90% #3 - 8.50% #4 - 6.06% #5 - 4.92% #6 - 4.05% #7 - 3.41% #8 - 3.01% #9 - 2.85% #10 - 2.99% Twitter @MaryBowling IgnitorDigital.com + MaryBBowling@gmail.com
The SEO Process • Pick the right keyword phrases • Decide which pages on our website to optimize for which terms • Implement the keyword phrases within the content of your web pages appropriately • Link between your own pages • Gain links and citations from other websites • Eliminate technical problems Twitter @MaryBowling IgnitorDigital.com + MaryBBowling@gmail.com
The Algorithms Twitter @MaryBowling IgnitorDigital.com + MaryBBowling@gmail.com
What the Search Engines Want To return the most useful - or relevant - answers for every search Twitter @MaryBowling IgnitorDigital.com + MaryBBowling@gmail.com
Relevance = Relative Location • Google knows where we are: • via automatic detection • via our settings and info in our Google account • The business’ location and distance from the searcher help Google determine usefulness. Twitter @MaryBowling IgnitorDigital.com + MaryBBowling@gmail.com
Google Algorithm Super-Simplified Twitter @MaryBowling IgnitorDigital.com + MaryBBowling@gmail.com
Relevance = Keywords in HTML titles and headline tags we place on our web pages: HTML page titles appear in the SERPS Headline tags (aka h tags) appear on the web page Twitter @MaryBowling IgnitorDigital.com + MaryBBowling@gmail.com
Relevance = Keywords in The text content we place on our pages Twitter @MaryBowling IgnitorDigital.com + MaryBBowling@gmail.com
Relevance = Keywords in The text in the links that point to our web pages (A link tells Search Engines and humans what the page it points to is about ) Twitter @MaryBowling IgnitorDigital.com + MaryBBowling@gmail.com
Recap on Relevance Signals • Our location in relationship to searcher’s location • Keywords in • page titles and html tags • Web site text • text in links pointing to web pages Twitter @MaryBowling IgnitorDigital.com + MaryBBowling@gmail.com
On-Site Optimization (What we put on our own pages) Twitter @MaryBowling IgnitorDigital.com + MaryBBowling@gmail.com
Start with Keywords We have total control over what we put on our own pages Twitter @MaryBowling IgnitorDigital.com + MaryBBowling@gmail.com
Which Keywords? Don’t Just Guess Keyword research = foundation of SEO It enables you to learn: • What terms? • Howmany searches? • How hard to rank? Twitter @MaryBowling IgnitorDigital.com + MaryBBowling@gmail.com
What Makes a Good Keyword? • Issomeone searching for that term likely to turn into a customer for your business? Those are the terms to optimize for! Twitter @MaryBowling IgnitorDigital.com + MaryBBowling@gmail.com
Use Google Suggest Twitter @MaryBowling IgnitorDigital.com + MaryBBowling@gmail.com
Use Google Trends To research keywords by location Add search terms Choose location Choose time period See Related searches Twitter @MaryBowling IgnitorDigital.com + MaryBBowling@gmail.com
Keyword List Tip Put your terms into a free tool* to get an idea of how many people are searching for it and how hard it might be to rank for it *see your materials for free tool list Twitter @MaryBowling IgnitorDigital.com + MaryBBowling@gmail.com
Keyword Mapping • Create a plan of how your keywords will be used to optimize your website • The higher up a page is in the site structure the more natural potential ranking power Twitter @MaryBowling IgnitorDigital.com + MaryBBowling@gmail.com
Match Pages to Keywords • There is no exact formula • What is that web page about? • What keyword term(s) best describe it? • How many people are searching for the term(s)? • How hard will it be to rank for the term(s)? • How much potential ranking power does the page have? • Most competitive terms = home page • Medium competitive terms = pages in main navigation • Leastcompetitive terms = blog posts and other pages Twitter @MaryBowling IgnitorDigital.com + MaryBBowling@gmail.com
Sample Keyword Map Twitter @MaryBowling IgnitorDigital.com + MaryBBowling@gmail.com
Where to Use Keywords • Use assigned keywords in the important TEXT areas of your pages: • URLs • HTML Page Titles • H1, H2 (headlines and subheads) • Text-based content • Navigation links • Other internal link text • Image file names, alt tags and captions Twitter @MaryBowling IgnitorDigital.com + MaryBBowling@gmail.com
HTML Page title URL H1 headline Navigation Links H2 subheadlines Content Image
Optimize Search Results When a page appears in the SERPs, people usually see: HTML Page title URL HTML metadescription Page title + Meta description + URL = “Free Ad” in the SERPs Twitter @MaryBowling IgnitorDigital.com + MaryBBowling@gmail.com
Check Your Ads! Twitter @MaryBowling IgnitorDigital.com + MaryBBowling@gmail.com
Make Your Ads Enticing • Focus on the searcher, who’s thinking: • What’s in it for me? • What problem can this help me solve? • Why should I go to this page instead of another? • Include a call to action : call today, get a free quote, get help, learn how, download , etc. • Ads read better if they are not cut off in the search results. Guidelines-including spaces and punctuation: • Page Title: No more than 65 characters • Meta Description: No more than 130 characters. Twitter @MaryBowling IgnitorDigital.com + MaryBBowling@gmail.com
Local Tips for Your Web Site Twitter @MaryBowling IgnitorDigital.com + MaryBBowling@gmail.com
Make Location Unmistakable Place your business name, full street address and local phone number on all pages of your website in text form Consider using www.Schema.orgmicrodata format for this: Twitter @MaryBowling IgnitorDigital.com + MaryBBowling@gmail.com
Check Web Site Crawlability If the Search Engines can’t find or crawl your pages, they cannot appear in the Search Results Is there is a large discrepancy between what Google sees and what you know is on the site? Can you find all of your most important pages? Twitter @MaryBowling IgnitorDigital.com + MaryBBowling@gmail.com
See What Google “Sees” Check your home page and all other important pages Twitter @MaryBowling IgnitorDigital.com + MaryBBowling@gmail.com
Internal Link Text • When linking from one of your pages to another, use descriptive link text to tell SE’s what page is about • Replace click here, view more, learn more, etc to location+keywordterms to point to the page optimized for those terms. • For a page optimized for DallasAccounting, change Click Hereto See all of our Dallas accounting servicesor Tax advice in Dallas and Plano • Mix up link text – don’t use the exact same term(s) over and over Twitter @MaryBowling IgnitorDigital.com + MaryBBowling@gmail.com
Recap:On Site Optimization • Pick the right keyword phrases • Map keywords to pages • Implement keywords on chosen pages • Make your “ads” enticing • Put location information in text form • Use internal links but don’t over do link text • Check site crawlability • Look at how Google “sees” your important pages Twitter @MaryBowling IgnitorDigital.com + MaryBBowling@gmail.com
Off-Site Optimization (aka Link building) Twitter @MaryBowling IgnitorDigital.com + MaryBBowling@gmail.com
Off-Page Optimization = Links Incoming Links Twitter @MaryBowling IgnitorDigital.com + MaryBBowling@gmail.com
Link = Votes • The more votes you get, the better, but quality counts and links from crummy sites hurt you Twitter @MaryBowling IgnitorDigital.com + MaryBBowling@gmail.com
Improve Existing Links • You can see links with this free tool: http://www.opensiteexplorer.org/ • Look at the pages that link to you • Is all the information correct? • Can you add more detail? Description, photos, videos, services, hours, payment types, etc. • Are you in the right categories? • Can you add a link? • Can you improve the link text? Twitter @MaryBowling IgnitorDigital.com + MaryBBowling@gmail.com
Links from Relationships • Business groups • Social groups • Charities • Sponsorships • Local school and college websites • Clients and partners • Businesses you already have referral relationships with Twitter @MaryBowling IgnitorDigital.com + MaryBBowling@gmail.com
Links from Local Directories • Yelp • Kudzu • CitySearch • InsiderPages • DiscoverOurTown • Topix • WCities • AngiesList • CitySquares • MerchantCircle • CityVoter • JudysBook • Foursquare • Internet Yellow Pages Pages Twitter @MaryBowling IgnitorDigital.com + MaryBBowling@gmail.com
Links from Local Sites • Better Business Bureau • Convention & Visitor’s Bureau • Local Media - Newspapers, Magazines, TV • Chamber of Commerce • Local Business Directories • Local city guides • Local blogs • Local and regional tourism sites Twitter @MaryBowling IgnitorDigital.com + MaryBBowling@gmail.com
Links from Niche Sites • Free Wifi • ATM • Minority-owned • Woman-owned • Non-profit • Other Languages • Maps • Adult only • Handicapped accessible • Blog Directories • Product Directories • Videos • Images • Coupons • In something • Near something • Kid-friendly • Pet friendly Twitter @MaryBowling IgnitorDigital.com + MaryBBowling@gmail.com
Links from Social Sites • Set Up Social Media Profiles here: • LinkedIn • Flickr • Facebook Fan Page • Twitter • FourSquare • YouTube Channel • Google+ profile Twitter @MaryBowling IgnitorDigital.com + MaryBBowling@gmail.com
Recap: The SEO Process • Pick the right keyword phrases • Decide which pages to optimize for which terms • Implement the keyword phrases appropriately on your pages • Link between your own pages using good words • Make sure the Search Engines can see your pages and what’s on them • Gain links from other websites – you cannot ignore this step! Twitter @MaryBowling IgnitorDigital.com + MaryBBowling@gmail.com
THANKS! • Mary Bowling • Twitter: @MaryBowling • Blog: www.MaryBowling.com • Google+: MaryBBowling@gmail.co • Get checklists: http://www.IgnitorDigital.com/DataManagement Twitter @MaryBowling IgnitorDigital.com + MaryBBowling@gmail.com
Twitter @MaryBowling IgnitorDigital.com + MaryBBowling@gmail.com
Twitter @MaryBowling IgnitorDigital.com + MaryBBowling@gmail.com