On-Site Strategies for Optimizing Your Local Business.

1. On-Site Strategies for Optimizing Your Local Business. sunclouddesign.com/talks

2. Search Engine Optimization (SEO) “Search engine optimization (SEO) is the process of affecting the visibility of a website or a web page in a search engine's "natural" or un-paid ("organic")search results. In general, the earlier (or higher ranked on the search results page), and more frequently a site appears in the search results list, the more visitors it will receive from the search engine's users.” Rule #1: Put People First

3. On-Site SEO for Local Business What Matters? • Keyword Research • Body • Headline (H1 and H2) • Content • Meta-Content • Permalink (slug) • Title Tags • Meta Description • Local Markup • Review Markup • Author/Publisher Markup • Design • Easy To Share • Device Friendly • Well-Coded Framework

4. On-Site SEO for Local Business • Keyword Research What keywords are people using to find your type of business? Tech Factors What keywords and phrases are popular and relevant in search engines? User Factors What keywords and phrases are people using to find stuff online?

5. On-Site SEO for Local Business 2. Body – Headlines (H1 and H2) Don’t keyword stuff! Write for humans! Contains keyword Makes sense with title tag For (Ro)bots Keyword importance and structure indicator For People Visitors find useful, relevant, & uniquely valuable information

6. On-Site SEO for Local Business 2. Body - Content Don’t keyword stuff! Don’t duplicate content Write for humans! Uniquely valuable Organized Links – internal and external Images Local mentions, NAP listed on page Use local “hooks”(i.e. local landmarks) Have local modifiers in content Keyword rich Try to have keyword in 1st sentence Try to have keyword in last sentence Use related terms in content For (Ro)bots Keyword importance and structure indicator For People Visitors find engaging, relevant, & uniquely valuable information

7. On-Site SEO for Local Business 3. Meta - Permalink (slug) Good: http://mybusiness.com/services Bad: http://mybusiness.com/?p=204 Note: If you change your permalinks be sure to 301 the old pages to the new structure so you don’t lose any link juice. For (Ro)bots Keyword importance and structure indicator For People Remembering, typing, and sharing pages.

8. On-Site SEO for Local Business 3. Meta - Title Tags • Write for humans • Don’t keyword stuff • Contain keyword target Consider adding phone # 69 Characters Use | or – to separate For (Ro)bots Keyword importance and structure indicator For People Search result title. Tweets and Pins.

9. On-Site SEO for Local Business 3. Meta - Meta Description Write for humans • Don’t keyword stuff • Contain keyword target (bold SERPS) • Consider adding phone # 155 Characters or less For (Ro)bots None. For People Search results. Google+ and Facebook.

10. On-Site SEO for Local Business 3. Meta - Local Markup (schema) Tell Google and ALL search engines exactly where you are with schema markup: <div itemscopeitemtype=”http://schema.org/Plumber”><span itemprop=”name”>Bob’s Plumbing</span><div itemprop=”address”itemscopeitemtype=”http://schema.org/PostalAddress”><span itemprop=”streetAddress”>123 Main Street</span><span itemprop=”addressLocality”>Toronto</span>,<span itemprop=”addressRegion”>ONTARIO</span><span itemprop=”postalCode”>M4J1N2</span></div>Phone: <span itemprop=”telephone”>416-777-4545</span><a href=”http://googlemapsurl.com”itemprop=”maps”>URL of Map</a></div> For (Ro)bots Tells search engines to rank you higher for searches performed in your area For People Visitors see you on maps and local searches.

11. On-Site SEO for Local Business 3. Meta - Review Markup <div itemprop=”review”itemscopeitemtype=”http://schema.org/Review”><span itemprop=”name”>Value purchase</span> -by <span itemprop=”author”>Lucas</span>,<meta itemprop=”datePublished” content=”2011-03-25″>March 25, 2011<div itemprop=”reviewRating”itemscopeitemtype=”http://schema.org/Rating”><meta itemprop=”worstRating” content = “1″/><span itemprop=”ratingValue”>4</span>/<span itemprop=”bestRating”>5</span>stars</div> For (Ro)bots May increase your search ranking For People Visitors instantly trust your result more than surrounding results

12. On-Site SEO for Local Business 3. Meta - Author Markup Use author markup to increase click rates For (Ro)bots May increase your search ranking For People Visitors instantly trust your result more than surrounding results

13. On-Site SEO for Local Business 3. Design A User Experience Issue IS an SEO Issue. • Design for Speed • - Clean, Modern Framework • Good Hosting • Caching • Design for Accessibility • Responsive or Mobile App • Easy to Share and Opt-In For (Ro)bots Load time For People Accessible, shareable, More engaging, loads fast

14. On-Site SEO for Local Business Markup Testing Test all of your markup with the google structured data testing tool: http://www.google.com/webmasters/tools/richsnippets

15. On-Site SEO for Local Business What Matters? • Keyword Research • Body • Headline (H1 and H2) • Content • Meta-Content • Permalink (slug) • Title Tags • Meta Description • Local Markup • Review Markup • Author/Publisher Markup • Design • Easy To Share • Device Friendly • Well-Coded Framework