Upload
kristopher-jones
View
771
Download
0
Embed Size (px)
Citation preview
Local Search 2015
Presented by:Kristopher B. JonesFounder and CEO,
LSEO.com
About meSerial Entrepreneur / Investor
• Founder of Pepperjam – sold to eBay• KBJ Capital – 15 investments• Founder / CEO of Digital Marketing
Services and Software Company LSEO.com
• Chairman of Internet Marketing Ninjas• Contributor to Forbes, Inc., Fast Company,
Business Insider, and others• SEO Visual Blueprint (100,000 copies sold)
What has changed• New Layout - 7 pack to 3 pack (less
organic real estate dedicated to local)
• Decoupling of Google+ (emphasis of GMB data)
• Addition of website button• Google testing pay to play local
(Home)
What matters less?• Google+• Quantity of links; reviews; citations
in favor of quality• Social queues, especially G+ 1’s
and circles• Proximity to centroid (location of
search matters more)
What matter most?Local SEO Fundamentals
• Links / Anchor Text• Geo cues• Citations / NAP Consistency• Title Tags• Domain Authority (History)• Optimized Google My Business Listing
(GMB)• Reviews and Ratings
Links to your website• Quality matters over quantity• Anchor text with location and / or
business descriptive keywords is positive• Link diversity matters• Generate localized links• Focus on industry relevant links over non• Links to your Google My Business page
also appear to be a ranking factor
Geographical Cues• Include City / State in Title Tags• Include City / State in GMB Landing
Page Title• Generate relevant content based on
your geography / neighborhood• Geo keyword in domain • City / State in H1 / H2 tags on GMB
page
Citations / NAP Consistency
• Inconsistent NAP information across citations is a negative ranking factor
• Quality of structured citations more important than quantity
• Always secure locally relevant citations• Unstructured citations from media appears
particularly powerful ranking factor• Ensure your website NAP is consistent with
GMB NAP
Title Tags• Use City / State in web and GMB
landing page titles• Use business descriptive keywords in
web and GMB titles• Title tags (and descriptions) must be
unique for each web page• Google ranks web pages, not
websites
Domain Authority• History / age of domain• Total # of inbound links• Quality of inbound links• Business description / geographical
relevance in domain may positively impact local ranking
Optimized Google My Business Page
• Verify your business• Maintain consistent NAP• Select appropriate business categories• Include geography and business
description in business title• Generate high authority and
geographically relevant links to page
Reviews and Ratings• Reviews / Ratings take up prominent real
estate in local 3 pack and finder • Positive reviews (4-5 ratings) drive clicks /
calls• Take proactive approach to getting
reviews• Most recent reviews should express
positive sentiment• Reviews with geographical and business
descriptive terms is positive
Additional considerations
Mobile• 88% of mobile users use the web
to search for local content• Site must be mobile-friendly• Pay attention to conversion rates
on mobile versus web• Focus as much as possible on click
to call functionality
Website• A website button is prominent in the
new 3 pack local SERPS layout• Generate lots of geographically relevant
and business descriptive content• Keep content fresh, useful, and
engaging• Make certain NAP is crawlable• Invest in a great (or better) domain
Thank you!Let’s Stay Connected:
- LinkedIn - in/internetceo- Facebook - /kbjcapital- Twitter - /krisjonescom- Instagram - /kbjcapital- E-mail – [email protected] kbjcapital.com / krisjones.com