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Semelhante a Local SEO - Getting your local business on google
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Local SEO - Getting your local business on google
- 1. Local SEO – Getting your local business on Google By Steve Mortiboy
- 2. What we’ll learn • Why local SEO is important to you • How local SEO differs from normal SEO • Basic procedures for optimizing your site • External tools you can use • Where to go for help
- 3. What is local SEO? • Local SEO is the display of search results based on our location • For example: Where’s my nearest Thai restaurant -- or -- Find me dry cleaners near Raleigh NC
- 5. Local search result – In detail
- 6. Why is local SEO important? • 72% of consumers who did a local search visited a store within five miles - WordStream, 2016 • 30% of mobile searches are related to a location - Google, 2016 • 28% of searches for something nearby result in a purchase - Google, 2016 Source: https://www.hubspot.com/marketing-statistics
- 7. Local SEO ranking factors • SEO title and meta description • Directory listings and citation sites • Google My Business • Reviews • Structured data markup • On page SEO • Inbound links • Social media
- 8. SEO titles and meta descriptions
- 9. SEO titles and meta descriptions • Use an SEO plugin to set SEO titles and meta descriptions • Follow Google’s quality guidelines for titles and descriptions https://semperplugins.com/documentation/quality-guidelines-for-seo-titles-and-descriptions/ • Don’t waste space on page names that aren’t helpful • Include the name of the city your business is in and/or the area your business serves • Focus on a targeted keyword and carefully place that keyword as close to the beginning of the tag as you can • You have one shot to get someone to click on your business in search results, don’t waste it. Write informative titles and descriptions
- 10. Setting an SEO title and description
- 11. Google Quality Guidelines • Every page of content must have a title and description • Every title and every description must be unique • Titles should be less than 65-70 characters • Descriptions should be less than 200-300 characters depending on whether the display 2 or 3 lines of text • Brand your titles • Titles and descriptions should be descriptive, no keyword stuffing • Fix problems as soon as they occur https://semperplugins.com/documentation/quality-guidelines-for-seo-titles-and-descriptions/
- 12. Directory listings and citation sites • Monitor directory listings for your business • Claim your listings so you can request changes • Not claiming these listings can hurt you • Seek out and list your business in directories and citation sites specific to your industry • Examples: Angieslist Findlaw Healthgrades Yelp
- 13. Directory listing consistency • When you find inconsistencies with directory listings fix them • Make sure your business name, address, phone number and any other information matches what’s on your website • You can use 3rd party tools such as Yext or Moz to help with this • Free listing scans: http://www.yext.com/pl/localseo/index.html https://moz.com/local/search
- 15. Online reviews • Reviews and star ratings affect customer behavior • 70% of consumers will leave a review for a business when asked • 84% of people trust online reviews as much as a personal recommendation 90% of consumers read just 10 reviews or fewer before they feel that they can trust a business Source: Search Engine Land
- 18. On-page SEO On-page SEO involves: • Good quality, well written content • Optimize each page for a specific term • H1 titles – one on each page (usually your page/post title) • Good quality relevant images • Alt text on images • Mobile-friendly pages • Site speed – page load times of less than 3 seconds • Good site structure and navigation • Good internal linking
- 19. Inbound links • Commonly referred to as backlinking • Good quality backlinks happen organically • They are never created or manufactured • Good quality backlinks include: Social media sharing, Likes, Tweets, etc. Links from reviews Links from directories or citation sites Links from local media and business organizations Links from related businesses
- 20. Social media • Create a Facebook page for your business • Use Twitter to monitor your local community and tweet about your business • Use location social networks such as Foursquare so your customers can check in • Add sharing buttons on your site • Link from your website to your social profiles and vice versus • Make sure information on social media is consistent with what’s on your site and Google My Business • Respond to customers that message you and respond to reviews, both good and bad
- 21. What you can do next • Review your current business listing on Google • Does your business appear in the local search results? • Set up your Google My Business profile and make sure it’s complete and consistent • Get on social media, it will add more work but it should pay off. You need to be found! • Search the web for listings for your business, claim them and fix inconsistencies • Set good SEO titles and descriptions • Go through your website and perform on-page SEO • Ask your customers for reviews and respond to them
- 22. Questions?
- 24. • Support • Security • Performance • Development • Design • SEO
Notas do Editor
- Welcome Introduction
- In this session I’ll discuss: Why local SEO is important to you How local SEO differs from normal SEO Basic procedures for optimizing your site External tools you can use Where to go for help
- So what exactly is local SEO? Local SEO is how search engines such as Google display location based results For example, if we search on Google for the nearest Thai restaurant to me then Google will determine my location based on GPS on my phone or the IP address or other information on my laptop and return the top results based on those closest to me Google’s not just working out which Thai restaurants are closest to me but also which are the best
- Here’s a screenshot of local search results You’ll typically see these above the organic search results You’ll typically see a map which you can click on which will open Google Maps You may see some rich snippet information about the businesses
- So let’s break down the search results we got from Google You can see the map and you can also see a filter and sort bar where I can filter by rating, price, or opening hours Below this we see the business search result and this is what I want to focus on This is a rich snippet It contains rating information which I can click on to see reviews It shows price information, two dollar signs It shows an image It shows distance from my location And it shows the opening or closing time Google has collected this information from a number of sources and displaying this information should make it easier for me to decide on where to eat tonight
- We all use our phones, tablets and laptops every day to search for things we’re interested in Our use of search engines increases when we’re looking for something locally According to these statistics typical behavior is for us to spend money when we search for something locally As an example, I just went on vacation for a few days. I visited two US cities and whilst I was there I used my phone constantly to search for local bars, restaurants and attractions. At many of those locations I spent money. My decision making involved looking at menus, reviews and photographs
- Here is the list of top ranking factors for local SEO Over the next few slides we’ll break this down and see how you can implement good strategies for local SEO
- SEO titles and meta descriptions are used by search engines to create the search result snippet shown here We use the title and descriptions in search result snippets to decide which result to click on Google has guidelines about quality, if you abide by these guidelines then you’re more likely to find Google use your titles and descriptions If Google doesn’t like your title or description, they’ll create their own which you may not like Always beware the dreaded ellipses The last result shows that the description has been cut off by the ellipses mid-sentence which is not useful to the person performing the search
- SEO titles and meta descriptions are still very important in SEO Search engines use good quality SEO titles and descriptions on your site to create the search result snippet You have one shot to get someone to click on your search result so carefully craft those SEO titles and descriptions and don’t waste space on unnecessary keywords Creating a good title and description is an art form so spend time on these Make sure you follow the quality guidelines set forth by Google, you can find these on our website at semperplugins.com/documentation Monitor your search results and make changes to avoid the dreaded ellipses that cut off long titles and descriptions Use your location in your title and description
- Our All in One SEO Pack plugin will help you craft good SEO titles and descriptions and abide by Google’s quality guidelines
- These are Google’s current quality guidelines for SEO titles and meta descriptions If you don’t follow these guidelines then you reduce the chance of Google using your title and description Even if you follow these to the letter you should understand that Google does not have to use your title tag or meta description in a search snippet The generation of search snippets is completely automated and takes into account both the content of a page as well as references to it that appear on the web Google recently changed the length of titles and descriptions in search results so be aware of this as this change may not affect your site yet
- Directories and citation sites are extremely important when you have a business You’ll find many different and sometimes obscure sites will pick up your business listing It’s important to ensure these listings are always consistent and up to date There’s nothing worse than having the wrong address or phone number out there on a directory site Directory and citation sites can also be business specific, for example: If you’re a plumber you’d want to be on Angielist If you’re a doctor you’d want to be on Healthgrades You can typically find these ranking highly for search terms related to your business How many times have you searched for a restaurant and Yelp has come up as the top result?
- Monitoring for and fixing inconsistencies with directory listings for your business is important Unfortunately it can also be time consuming and a pain in the rear end Discrepancies like misspellings, abbreviations, lack of suite number or wrong phone number can create havoc when Google can’t determine which information about your business is correct If Google’s not sure, they may display incorrect information, or not show your business at all in search results There are a number of free listings scan tools available, I’ve used both Yext and Moz
- Google My Business is probably the single most important tool you need to use It’s the off spring and replacement of Google Places and Google Plus You must add your business here and make sure you complete your business profile 100% Complete the verification process which involves receiving a postcard by mail to your business address The information here must exactly match your local government business registration information and it must exactly match what you have on your website Inconsistencies here can delay your verification and can cause real problems Never ever have multiple business listings for the same business entity Bing also has a comparable directory for local businesses called Bing Places for Business You should complete the same process there too
- Online reviews are used more and more by Google Displaying them in search results affects visitor behavior Consumers trust online reviews and take them into consideration when making a purchasing decision Consumers are more inclined to leave a review on sites like Facebook, Yelp, etc. Whether a review is good or bad, you should always respond Two places where you should focus on getting reviews are your business’s Facebook page and Google My Business page. These are big ones Google has indicated that high-quality, positive reviews from your customers will improve your visibility which is code for ranking
- Structured data markup, referred to as “schema markup” or “schema.org markup”, can be added to your website’s code to provide Google with more information about your business Google uses this to create rich snippets, search results that include more information than just the title and description This information can include products you sell, reviews you’ve collected, services you offer and so on There are specific plugins for different types of structured data markup For example, if you want markup for products then use a plugin such as WooCommerce The example here shows a rich snippet with product and rating markup Depending on what your business is about, you will want to find plugins that add the relevant structured data markup
- You can find more information including a gallery of rich snippets currently supported by Google and a testing tool on Google’s website
- On-page SEO is an important process you should be following for every page of content on your site This includes posts, custom post types, categories, tags, etc. Your number one priority is to write good quality content written for your audience, not for search engines Every page of content on your site should be about a specific term that is important to your business and for which you want to rank well Perform keyword research to determine what you want to rank for and then write your content about each term, try not to mix terms on pages or posts Create good H1 titles, these are usually your page or post titles You should have one and only one H1 title on every page of content on your site Use good quality images that are relevant to your business, avoid stock photos Add Alt text to all your images, this should be relevant to the image and the image should be relevant to the content on the page Make sure your site is fully mobile friendly, if it’s not then it will hurt you with mobile searches Make sure you optimize your site page load times, Google wants pages loading in under 3 seconds Create good page structure with parent and child pages and make sure your navigation menu matches your page structure Keep your main navigation simple Create good internal linking to build a path through your site with a way to capture your visitor as a lead
- Inbound links are links to your site from other websites on the Internet This is commonly referred to as backlinking There are bad backlinks which will hurt you and good backlinks which will help you Backlinks happen organically because someone read what you wrote and wanted to link to you or share it with their friend Good backlinks can include: Social media shares so make sure you add sharing buttons on your site in prominent locations so visitors can share your content with their networks Links from reviews on sites such as Google, Facebook, Bing, Yelp, Foursquare, etc. Links from directories and citation sites like those we covered earlier Links from local media, newspapers, radio stations, etc Links from local business organization such as the BBB or Chamber of Commerce Links from related business, my donut shop promotes your coffee shop because your coffee makes my donuts taste better These links may be reciprocal so you link to me and I’ll link to you
- Having a solid social media profile is just as important and making sure your listed in the right directories and on citation sites The level of traffic coming from social media is increasing and in some businesses it may be a better source of traffic than search engines You absolutely should have a Facebook page for your business You should use Twitter, Facebook and other social networks to monitor what’s happening in your town and promote your business Don’t miss out on some local event that’s happening that you could have been a part of Always make sure your business information on your social media profiles is consistent with what’s on your site and on Google My Business Make sure you link to your social media profiles from your site and post your content on them If you write a good post about your business then share it on your Facebook page and tweet it You can use our All in One SEO Pack plugin to set Open Graph meta that make your content look good when shared And always respond to your customers when they post on your social profiles, message you or leave reviews
- Here’s your homework Start with searching for your business on Google, do you show up in the local search results? Get your Google My Business profile set up and start using social media to promote your business and market your products or services Find those directory listings that are out there and fix anything that’s wrong. Remember consistency is extremely important if you want to appear on Google Work on your SEO titles and descriptions and monitor what your search snippets look like on Google Get working on your on-page SEO, start with the most important pages on your site Ask your customers for reviews and to like you on Facebook or follow you on Twitter Build a process you can follow regularly and be religious about this, you won’t rank if you don’t put in the time Ask a professional to help you with your SEO, or audit your site or provide you with training And remember, it takes time, you’re not going to rank #1 over night. It takes constant hard work to rank well and maintain your ranking