Website Optimization Basics for Local Targeted Websites (from #LocalU #Austin)

Local Search Engine Optimization Basics

Training for LocalU

November 4, 2014

About Tommy Landry

President, Return On NowSpecialty: Internet Marketing

SEO, SEM, Content, Social, Websites, Online Advertising, Web Analytics, Metrics

20+ Years Marketing13 Years SEO

9 Years SEM

Lifetime of Content & Social

11/3/2014Copyright 2009-2014, Austin Return On Now Internet

Marketing LLC. All Rights Reserved.2

Agenda

Basics of SEO

How Keywords Work

SEO Elements

How to Select Keywords



What is Search Engine Optimization?

SEO is the practice of enhancing your online visibility so you can be found as easily as possible via the search engines without paying for placement.



Reminder: SERP Placement

1. Local Business Listings

2. Your Website



32.8%

11.8%

10.7%

7.3%

3.5%

2.9%1.7%

0.7% 0.9%0.5%

1

2

3

4

5

6

7

8

9

10

Aim to Rank High on Page One

11/3/2014 6

Top 4 organic positions account for 63% of page 1

clicks

Source: http://blog.mediative.com/en/2014/10/06/organic-click-through-rates-2014/

Position 2014 CTR

1 32.8%2 11.8%3 10.7%4 7.3%5 3.5%6 2.9%7 1.7%8 0.7%9 0.9%10 0.5%

http://blog.mediative.com/en/2014/10/06/organic-click-through-rates-2014/

http://blog.mediative.com/en/2014/10/06/organic-click-through-rates-2014/

How Keywords Work



The Role of Keywords

Search engines operate on matching algorithmsUsers search with strings of text / numbers

Keywords are where the searches and algorithms meet

Pick keywords that real users look for (forget “ego” terms)

Combine with location when targeting:Austin Marketing Agency

Boston Pizza Restaurant

Skating Rinks in Springfield, IL11/3/2014

Copyright 2009-2014, Austin Return On Now Internet Marketing LLC. All Rights Reserved.

8

SEO Elements



SEO Elements

On-Page

Items you control on the actual website that impact ranking

Off-Page

Who links to you and how much authority that drives for your own website

Social

Social shares and the authority of the sharer, how trustworthy you are to Google as an individual

Technical

Performance, site structure, crawler management, etc.11/3/2014

Copyright 2009-2014, Austin Return On Now Internet Marketing LLC. All Rights Reserved.

10

SEO Elements: On-Page

Where you put keywords matters.

1. Page Title

2. Meta Description

3. H1 / H2 / H3 Tags

4. Body Copy (1% rule)

5. Image Alt-Tags

6. URL

7. NAP (Name / Address / Phone)





1. Page Title

2. Meta Description

3. H1 / H2 / H3 Tags


5. Image Alt-Tags

6. URL






1. Page Title

2. Meta Description

3. H1 / H2 / H3 Tags


5. Image Alt-Tags

6. URL






1. Page Title

2. Meta Description

3. H1 / H2 / H3 Tags


5. Image Alt-Tags

6. URL


http://returnonnow.com/2013/08/bid-adjustment-google-adwords-enhanced-campaigns/



SEO Elements: On-PageWhere you put keywords matters.

1. Page Title

2. Meta Description

3. H1 / H2 / H3 Tags


5. Image Alt-Tags

6. URL


Include in Persistent Content – Header / Footer – If Possible

Employ Semantic Markup (For More info: http://schema.org)



http://schema.org/

SEO Elements: Off-Page

Crawlers Use Links To Discover ContentInternal Links: Indicate What Pages Matter Most

External Links: Historically, “Votes of Approval”

How Links Impact RankingContext + Anchor Text: Brand, Keywords, Location

PageRank / Authority (aka “link juice”) – i.e. Quality vs. Quantity

VERY IMPORTANT FOR LOCAL: NAP Info MUST Be Consistent Across the Web



SEO Elements: Off-Page

Good Link Sources for Local SEOReputable Directories & Websites

Local: Yelp, Kudzu, CitySearch, SuperPages, Manta, Foursquare

Niche Specific: Focused on Your Industry

Local Targeted Sites Information Sources: Blogs, Newspapers

City/Business Associations: BBB, Chamber of Commerce, SBA

Local Partners: Charities You Support, Referral Partners

Social Media Profiles & PagesFacebook, Twitter, LinkedIn, etc.

Be Sure to Include Location In Bio / Description



SEO Elements: Social Matters Now

Top Variables Influencing Ranking (Search Metrics 2013 Study)



SEO Elements: Technical

Mobile Readiness

Page Load Time / Site Speed (1.5 seconds or less)

Overall Usability

Website Architecture / Ease of Crawl

XML Sitemap

Robots.txt File

404 Errors (Page Not Found) vs. 301 Redirects

Canonical Tags

Google Webmaster Tools Is Your Friend



How to Select Keywords



Keyword Research 101

Step 1: Identify Possible Topics

Step 2: Expand the ListStart Here: Google Keyword Planner

Other Research ToolsUbersuggest or Similar Online Tools

Google Suggest / Autocomplete

Google Trends

Step 3: Filter the ResultsTarget High Volume, Low Competition Keywords

Add Local Modifiers to Reduce Competition



Types of Keywords to Pursue

Source: Elliance / SEM Group under Creative Commons Attribution License



http://sem-group.net/search-engine-optimization-blog/how-to-use-long-tail-keywords-to-increase-conversions/

Build Keywords Into Architecture



Home Page Target Brand + Money Keyword

Category PageTarget More Competitive

Keywords


Keywords


Keywords


Keywords

Detail PageTarget “Long-Tail”

Keywords


Keywords


Keywords


Keywords


Keywords


Keywords


Keywords


Keywords

Most Powerful Page

Least Powerful Pages

Sample Architecture Table



Level Page URL Page Title Target Keywords

0 Home Page / COMPANY: Big Data Predictive Analytics Software for Oil and Gas Predictive Analytics, Big Data1 Products / Solution /complete-solution/ Predictive Modeling Software for Oil and Gas Industry - COMPANY Predictive Modeling, Oil and Gas Industry1 Coverage /coverage/ Shale Plays Coverage - Where We Operate - COMPANY Shale Play, Shale Plays2 Bakken /coverage/bakken/ Bakken Shale Reserves - Shale Play Covereage - COMPANY Bakken Shale2 Barnett /coverage/barnett/ Barnett Shale Reserves - Shale Play Covereage - COMPANY Barnett Shale2 Eagle Ford /coverage/eagle-ford/ Eagle Ford Shale Reserves - Shale Play Covereage - COMPANY Eagle Ford2 Marcellus /coverage/marcellus/ Marcellus Shale Reserves - Shale Play Covereage - COMPANY Marcellus Shale2 Permian /coverage/permian-basin/ Permian Basin Shale Reserves - Shale Play Covereage - COMPANY Permian Basin2 Other /coverage/other/ Other Shale Reserves - Shale Play Covereage - COMPANY Other Shale1 Partners /partners/ Technology, Science, and Engineering Partners - COMPANY Partners2 TIBCO Spotfire /partners/tibco-spotfire/ TIBCO Spotfire is a Partner of COMPANY TIBCO Spot1 Blog /blog/ COMPANY Blog - Oil & Gas Predictive Modeling and Analytics COMPANY Blog1 Company /company/ Company Information - COMPANY COMPANY Company Information2 About Us /company/about-us/ About COMPANY - Revolutionary Sub-Surface Oil and Gas Insights About COMPANY2 Leadership /company/leadership/ Management Team - Leadership - COMPANY Management Team2 Events /company/events/ Upcoming Industry Events - COMPANY Upcoming Industry2 Press /company/press/ Press Releases, Company News Coverage, Media Mentions - COMPANY Press Releases, News Coverage2 Contact Us /company/contact-COMPANY/ Contact COMPANY Contact COMPANY

How to Audit Your Own SEO



How Should I Audit My Website?

You Have Two Options:

1. Learn SEO and audit everything manually (page titles, meta descriptions, body copy, image alt-tags, etc.)

2. Use a free SEO audit tool (see next slide)



Free SEO Audit Tools

On-Page Audit Toolshttp://www.seoptimer.com/

http://www.seoworkers.com/tools/analyzer.html

Off-Page Link Audit Toolshttp://moz.com/researchtools/ose

https://ahrefs.com/

Website Crawlerhttp://www.screamingfrog.co.uk/seo-spider/



http://www.seoptimer.com/





http://moz.com/researchtools/ose

http://moz.com/researchtools/ose

https://ahrefs.com/

https://ahrefs.com/

http://www.screamingfrog.co.uk/seo-spider/

http://www.screamingfrog.co.uk/seo-spider/

Key Takeaways: Local SEO

1. Pick the Right Keywords and Target Local Derivatives

2. Optimize Where You Use Those Keywords on Your Website

3. Ensure Consistent Contact Information Across the Web

4. Pursue Opportunities to Earn Relevant Links to Your Website

5. Don’t Overlook the Impact of Social and Technical Factors



Thank you!

Tommy Landry, Return On Now

Where to find me:

TwitterMe: @tommy_landryBusiness: @ReturnOnNow

LinkedIn: www.linkedin.com/in/tommylandry/

Email: [email protected]

Website: http://ReturnOnNow.com

http://twitter.com/tommy_landry

http://twitter.com/tommy_landry

http://twitter.com/ReturnOnNow

http://twitter.com/ReturnOnNow

http://www.linkedin.com/in/tommylandry/

mailto:[email protected]

http://returnonnow.com/