1.
2016 SEO Meetup Fort Worth – Loco for Local: A Local SEO
Workshop
Loco for Local:
A Local SEO Workshop

2.
2016 SEO Meetup Fort Worth – Loco for Local: A Local SEO
Workshop
About Me
• Senior SEO Strategist, Globe Runner
• Founder, DFWSEM Association
• Brand Ambassador, Majestic.com
• Personal Blog: www.BillHartzer.com
• Practicing Organic/Natural SEO since 1996

3.
2016 SEO Meetup Fort Worth – Loco for Local: A Local SEO
Workshop
Overview
• Local Search Engine Ranking Factors
• Local listings and citations:
-- What they are
-- How to make them
-- How to maintain them
• Changes for your website to rank better
• Online reviews:
-- How they factor into search results
-- Their impact on buyer decisions

4.
2016 SEO Meetup Fort Worth – Loco for Local: A Local SEO
Workshop
Local Search Engine Results
Paid Ads
Local Listings
Organic Listings

5.
2016 SEO Meetup Fort Worth – Loco for Local: A Local SEO
Workshop
Local Search Engine Ranking Factors
Types of Ranking Factors:
• Local Listing Optimization
• Website signals
• Links to Website
• Reviews
• Social Media

6.
2016 SEO Meetup Fort Worth – Loco for Local: A Local SEO
Workshop
Local listings and citations

7.
2016 SEO Meetup Fort Worth – Loco for Local: A Local SEO
Workshop
How to get local listings, make citations
• Manual methods (sign up for each listing)
• Using a service (multiple listings for a fee)
• Each have their pluses, minuses:
- manual method, keep control over listings
- manual method, takes a lot of time
- using service, contract (no pay, lose control
- using service, saves time (time is money)
• Local Hotshot, Yext, Moz Local, Local Site Submit

8.
2016 SEO Meetup Fort Worth – Loco for Local: A Local SEO
Workshop
How to maintain local listings, citations
• Manual method, you make changes, updates
• Using a service, they make updates, changes for you
• Manual method, you keep track of reviews, etc.
- Set up Google alerts, monitor page changes
- ChangeDetection.com, monitor your local listings

9.
2016 SEO Meetup Fort Worth – Loco for Local: A Local SEO
Workshop
Online reviews

10.
2016 SEO Meetup Fort Worth – Loco for Local: A Local SEO
Workshop
How reviews factor into search results
Reviews Ranking Factors:
• Review Quantity
• Review Velocity
• Review Diversity

11.
2016 SEO Meetup Fort Worth – Loco for Local: A Local SEO
Workshop
Reviews' impact on buyer decisions
• 90% Read Online Reviews Before Visiting Business
• 88% Trust Online Reviews as much as personal recommendations.
• Customers likely to spend 31% more on a biz with Excellent reviews.
• 72% say that positive reviews make them trust a local business more.
• 92% will use a local business if it has at least a 4 Star rating.
• 86% will hesitate to purchase from a business with negative reviews.
• http://www.business2community.com/infographics/impact-online-reviews-customers-buying-decisions-infographic-
01280945#pOMjD0OtODil7ESB.97

12.
2016 SEO Meetup Fort Worth – Loco for Local: A Local SEO
Workshop
Changes for your website to rank better
• Add local address to your website.
• Address consistent with all citations and listings.
• Add Schema.org address markup on your site
• Add testimonial & review markup
• Add person markup on site.

13.
2016 SEO Meetup Fort Worth – Loco for Local: A Local SEO
Workshop
NAP Data on your Website
• Name, Address, Phone Number
• Consistency is highly important. Critical.
• Issues can arise:
-- How company name is spelled out
-- How street name is spelled
-- Suite number listed
-- Phone number listed (multiple phone lines?)

14.
2016 SEO Meetup Fort Worth – Loco for Local: A Local SEO
Workshop
Schema.org Markup
• Search engines got together, formed Schema.org
• Web standard for structured data
• Using structured data on your site helps rankings.
• Gives you leg up over competition (not using it).

15.
2016 SEO Meetup Fort Worth – Loco for Local: A Local SEO
Workshop
Address Markup
Full details here: https://schema.org/address

16.
2016 SEO Meetup Fort Worth – Loco for Local: A Local SEO
Workshop
Testimonial / Review Markup
Full details here: https://schema.org/Review

17.
2016 SEO Meetup Fort Worth – Loco for Local: A Local SEO
Workshop
"Person" Markup
Full details: http://schema.org/Person

18.
2016 SEO Meetup Fort Worth – Loco for Local: A Local SEO
Workshop
Coordinating Content & Social
• Important to coordinate
content on web site &
social media sites
• Post update on site, follow
up on social media
• Engagement on social
media helps search
rankings

19.
2016 SEO Meetup Fort Worth – Loco for Local: A Local SEO
Workshop
Local Hotshot Service
• Local listing, citation services
• Get Listed 100+ Directories, Maps, Other Sites
• Power Reviewer - helps collect reviews
• Website Design & Hosting Service

20.
2015 SEO Meetup Fort Worth – Performing an SEO Audit
Contact Me
Bill Hartzer
Senior SEO Strategist
Globe Runner SEO
Email: Bill@GlobeRunner.com
Mobile: (214) 236-4378
Office: (972) 538-0260
Web: https://globerunner.com
Blog: https://www.billhartzer.com
Twitter: @bhartzer
Facebook: http://www.facebook.com/bhartzer