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Solve 6 Online Marketing Mistakes that Cost Your Business Money

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Consumers want answers and they search Google to find them. As a digital performance agency, we've uncovered 6 common local SEO mistakes most companies are making today. Solving these common errors could be the key to your future success.

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Solve 6 Online Marketing Mistakes that Cost Your Business Money

  1. 1. | 6 Local SEO Mistakes 1 6 Mistakes That Cost Multi-location Businesses Money
  2. 2. | 6 Local SEO Mistakes 2 Leverage these 8 effective digital marketing strategies for your multi-location business 1. Start with mapping out the customer journey(s) 2. Develop personas to understand how to talk to potential buyers (Content and Offers) 3. Create centralized paid media programs for dealers/retailers with responsive landing pages 4. Fix a website’s technical foundation first, then focus on unique content for each location (included) 5. Optimize local search to support being found in the geography - high purchase intent! 6. Respond to digital inquiries with centralized contact center to pre-qualify leads 7. Leverage marketing automation to communicate with prospects and customers 8. Capture customer data to gain deeper insights about your customer base
  3. 3. | 6 Local SEO Mistakes 3 Three Deep’s Experience with Brands with Location Based Businesses These best practices apply to brands that sell through retail locations, franchises, field sales offices, dealers or independent contractors.
  4. 4. | 6 Local SEO Mistakes 4 Three Search Engine Algorithms Paid Local Organic
  5. 5. | 6 Local SEO Mistakes 5 Local Search Keyword Intent The intent of local searches is close to the bottom of the funnel – users are close to making a purchase, and it’s important to capture their attention. Popular carpet colors for homes Mohawk carpet dealer in St. Paul Mohawk Scotchgard carpet pricing
  6. 6. | 6 Local SEO Mistakes 6 LOCAL SEARCH FACTS: • 1 in 5 searches on Google are related to a location • 45% of local searches have a purchase intent • 50% of all local searches are on mobile devices
  7. 7. | 6 Local SEO Mistakes 7 Nate Plaunt – Digital Strategist and SEO Expert
  8. 8. | 6 Local SEO Mistakes 8 Agenda 6 Local SEO Mistakes • What Is Local SEO? • Local SEO Mistakes and Fixes 1. Name, Address, Phone # Inconsistency 2. Keyword Stuffing 3. Rouge Google my Business Pages 4. Incorrectly Configuring Google My Business 5. Over-optimized Anchor Text 6. Duplicate Content on Location Pages • Recap • Questions
  9. 9. | 6 Local SEO Mistakes 9 WHAT IS LOCAL SEO? Local SEO is the process of making it as easy as possible for prospective customers to find information about your company online, either when they search specifically for your enterprise or for any businesses that provides particular goods and services nearby them. Source: LocalU.org
  10. 10. | 6 Local SEO Mistakes 10 WHAT IS LOCAL SEO? Enhancing the visibility of your business for queries with “local intent”
  11. 11. | 6 Local SEO Mistakes 11 GOOGLE LOCAL RANKINGS (RIGHT FROM THE HORSE’S MOUTH) 1. Relevance 2. Distance 3. Prominence Source: https://support.google.com/business/answer/7091
  12. 12. | 6 Local SEO Mistakes 12 GOOGLE LOCAL RANKINGS Relevance “Relevance refers to how well a local listing matches what someone is searching for. Adding complete and detailed business information can help Google better understand your business and match your listing to relevant searches.” Source: https://support.google.com/business/answer/7091
  13. 13. | 6 Local SEO Mistakes 13 Distance “Just like it sounds–how far is each potential search result from the location term used in a search? If a user doesn't specify a location in their search, Google will calculate distance based on what’s known about their location.” Source: https://support.google.com/business/answer/7091 GOOGLE LOCAL RANKINGS
  14. 14. | 6 Local SEO Mistakes 14 Prominence “Prominence refers to how well-known a business is. Some places are more prominent in the offline world, and search results try to reflect this in local ranking. Prominence is also based on information that Google has about a business from across the web (like links, articles, and directories). Google review count and score are factored into local search ranking: more reviews and positive ratings will probably improve a business's local ranking.” Source: https://support.google.com/business/answer/7091 GOOGLE LOCAL RANKINGS
  15. 15. | 6 Local SEO Mistakes 15 LOCAL SEO RANKING FACTORS Link signals On-page signals Google My Business signals External location signals Behavioral signals Personalization signals Review signals
  16. 16. | 6 Local SEO Mistakes 16 HOW YOU CAN DO THIS • Ensure your contact info is present • Acquire relevant local links • Make sure your Google My Business page is accurate and optimized • Consistent NAP (Name, Address, Phone #) • Create engaging, quality content • Make your site the best in your area • Ask for reviews!
  17. 17. TOP 6 LOCAL SEO MISTAKES
  18. 18. | 6 Local SEO Mistakes 18 TOP 6 LOCAL SEO MISTAKES: 1. Name, Address, Phone # Inconsistency 2. Keyword Stuffing 3. Rouge Google my Business Pages 4. Incorrectly Configuring Google My Business 5. Over-optimized Anchor Text 6. Duplicate Content on Location Pages
  19. 19. 1. NAME, ADDRESS, PHONE NUMBER INCONSISTENCY
  20. 20. | 6 Local SEO Mistakes 20 NAP Inconsistency The #1 issue that I see is inconsistency across citations in • Name • Address • Phone Number Getting this right takes time. www.brightlocal.com
  21. 21. | 6 Local SEO Mistakes 21 1. Call tracking numbers 2. Business moved 3. Improper Google My Business Page setup 4. Name change NAP Inconsistency – How Can it Happen?
  22. 22. | 6 Local SEO Mistakes 22 As a business owner, you want to make sure you are getting a return on your marketing $$. • Call tracking numbers allow you to see where those calls are originating from • Do use call tracking on paid media campaigns • DO NOT use call tracking on business listings (YP.com, CitySearch.com, etc.) Call Tracking Number on Business Listings
  23. 23. | 6 Local SEO Mistakes 23 Call Tracking on Paid Search Ad
  24. 24. | 6 Local SEO Mistakes 24 Call Tracking Numbers on Citations Likely a call tracking number causing inconsistencies in the NAP. Bad!
  25. 25. | 6 Local SEO Mistakes 25 Tools to Help You Solve This • Moz Local • Bright Local
  26. 26. 2. KEYWORD STUFFING
  27. 27. | 6 Local SEO Mistakes 27 • "Keyword stuffing" refers to the practice of loading a webpage with keywords or numbers in an attempt to manipulate a site's ranking in Google search results. • Lists of phone numbers, blocks of text listing cities, repeating the same words or phrases too often – sounds unnatural • “We sell custom cigar humidors. Our custom cigar humidors are handmade. If you’re thinking of buying a custom cigar humidor, please contact our custom cigar humidor specialists at custom.cigar.humidors@example.com.” Keyword Stuffing the Footer
  28. 28. | 6 Local SEO Mistakes 28 Keyword Stuffed Footer ‘…loading a webpage with irrelevant keywords in an attempt to manipulate a site’s rankings “results in a negative user experience, and can harm your site's ranking.”’
  29. 29. | 6 Local SEO Mistakes 29 Tools to Help You Solve This • Siteliner – Tool used to check for internal duplicate content • http://offer.threedeepmarketing.com/anatomy-of-seo
  30. 30. 3. ROGUE GOOGLE MY BUSINESS PROFILES
  31. 31. | 6 Local SEO Mistakes 31 Duplicate pages are almost always unintentional - usually created by: 1. Not knowing a page already exists 2. Business moves in real life and doesn’t understand how to move digitally 3. Not understanding Google’s quality guidelines Rogue Google My Business Pages
  32. 32. | 6 Local SEO Mistakes 32 Too Many GMB Profiles
  33. 33. | 6 Local SEO Mistakes 33 Too Many GMB Profiles Yikes! 4 verified pages – which one should Google serve up?
  34. 34. | 6 Local SEO Mistakes 34 Tools to Help You Solve This • Search in Google+ • Log into your Google My Business Account(s) • Comprehensive tutorial on moving your GMB page: https://moz.com/ugc/local- seo-case-study-the-diary-of-an-address- change
  35. 35. 4. INCORRECTLY CONFIGURING YOUR GOOGLE MY BUSINESS PAGE
  36. 36. | 6 Local SEO Mistakes 36 Top issues: 1. Wrong category 2. Too many categories 3. Incomplete profile 4. Setting up fake GMB pages Incorrectly Configuring Your GMB Page
  37. 37. | 6 Local SEO Mistakes 37 Wrong GMB Categories • Use as few categories as possible to describe your overall core business from the provided list. • Choose categories that are as specific as possible, but representative of your main business. • Do not use categories solely as keywords or to describe attributes of your business.
  38. 38. | 6 Local SEO Mistakes 38 Incomplete GMB Profile Make sure to add ALL information necessary including photos of the business.
  39. 39. | 6 Local SEO Mistakes 39 Don’t Set up Fake GMB Pages
  40. 40. | 6 Local SEO Mistakes 40 • Google My Business • Moz Local • Category Listing Tool • Bright Local • Google My Business report Tools to Help You Solve This
  41. 41. 5. USE “MONEY KEYWORD” ANCHOR TEXT TOO FREQUENTLY
  42. 42. | 6 Local SEO Mistakes 42 The words used in the anchor text of a link to a page on your site helps search engines understand what that page is about. However, over-optimizing your anchor text can have a detrimental effect on your rankings Anchor Text
  43. 43. | 6 Local SEO Mistakes 43 • Google’s Webmaster Guidelines stresses that websites should not be built in an attempt to manipulate search engine rankings. • There are many wedding rings on the market. If you want to have a wedding, you will have to pick the best ring. You will also need to buy flowers and a wedding dress. Money Keyword Anchor Text
  44. 44. | 6 Local SEO Mistakes 44 Money Keyword Anchor Text • Google values sites that are built for users, not search engines. • So, build your site for your user. • You’re better off optimizing the on page elements than creating a whole bunch of these types of internal links.
  45. 45. | 6 Local SEO Mistakes 45 Tools to Help You Solve This • Internal Link Analyzer Tool • Check My Links Chrome plugin • PolishMyWriting.com
  46. 46. 6. DUPLICATE CONTENT ON LOCATION PAGES
  47. 47. | 6 Local SEO Mistakes 47 Duplicate content is bad for a few different reasons: 1. Creating duplicate content on your site causes search engines to “choose” what they think the best version of that page is – which may not always be your idea of the best version. 2. It creates unnecessary internal competition for search terms – ultimately negatively affecting your overall rankings. 3. If Google believes that you are intentionally creating duplicate content in an attempt to manipulate the search engines, your site may be manually removed from Duplicate Content
  48. 48. | 6 Local SEO Mistakes 48 Duplicate Content on Location Pages
  49. 49. | 6 Local SEO Mistakes 49 What Should You Do Instead?
  50. 50. | 6 Local SEO Mistakes 50 What Should You Do Instead?
  51. 51. | 6 Local SEO Mistakes 51 Tools to Help You Solve This • Siteliner • Advanced Google search operators (site:www.exampl e.com/locations) • http://offer.threed eepmarketing.co m/anatomy-of-
  52. 52. BONUS: LOCAL SEO AND MOBILE
  53. 53. | 6 Local SEO Mistakes 53 Facts: • Google has independent ranking algorithms for desktop and mobile searches • Searches with “local intent” account for upwards of 50% of mobile/tablet searches • Mobile results change depending on your physical location • Mobile searches will only continue to grow Local SEO and Mobile
  54. 54. | 6 Local SEO Mistakes 54 YOU NEED TO HAVE A WELL-OPTIMIZED MOBILE EXPERIENCE TO COMPETE LOCALLY! What Does That Mean?
  55. 55. | 6 Local SEO Mistakes 55 • Google Mobile Friendly Test • search.google.com/search-console/mobile-friendly • Google PageSpeed Insights • developers.google.com/speed/pagespeed/insights Tools to Help You Solve This
  56. 56. | 6 Local SEO Mistakes 56 Summary 6 Local SEO Mistakes 1. Name, Address, Phone # Inconsistency 2. Keyword Stuffing 3. Rouge Google my Business Pages 4. Incorrectly Configuring Google My Business 5. Over-optimized Anchor Text 6. Duplicate Content on Location Pages BONUS: Local SEO and Mobile
  57. 57. | 6 Local SEO Mistakes 57 Leverage these 8 effective digital marketing strategies for your multi-location business 1. Start with mapping out the customer journey(s) 2. Develop personas to understand how to talk to potential buyers (Content and Offers) 3. Create centralized paid media programs for dealers/retailers with responsive landing pages 4. Fix a website’s technical foundation first, then focus on unique content for each location (included) 5. Optimize local search to support being found in the geography - high purchase intent! 6. Respond to digital inquiries with centralized contact center to pre-qualify leads 7. Leverage marketing automation to communicate with prospects and customers 8. Capture customer data to gain deeper insights about your customer base
  58. 58. | 6 Local SEO Mistakes 58 Do You Need a Personal Trainer to Get You There?
  59. 59. | 6 Local SEO Mistakes 59 What To Do Next • If you are a single location business, or have a centralized marketing team, odds are you DO NOT need a personal trainer. Follow these guidelines and fix this • If you are a multi-location business without a centralized marketing team, odds are you DO need a personal trainer.
  60. 60. | 6 Local SEO Mistakes 60 Helping businesses grow through performance based digital marketing programs Contributors: Nate Plaunt Dan Derosier Three Deep Marketing 289 5th St East, 2nd floor St Paul, MN 55101 (651) 789-7701 www.threedeepmarketing.co m

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