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If you can see this slide, type your name and location into the chat!Testing, 1-2-3...
Jonathan Foster@thejfoster42http://jfosterwebdesign.com/
Local SEO Masterclass for Local Business OwnersA simple guide to getting more exposure, traffic and sales from Google
Who I am:Name: Jonathan FosterLocation: Elkton, KY (but well go with Clarksville, TN area)
Jonathan Foster@thejfoster42http://jfosterwebdesign.com/
What I Do:I help entrepreneurs grow their business through high-converting websites, SEO and content marketing
Jonathan Foster@thejfoster42http://jfosterwebdesign.com/
A Bit About Me:Started a magazine a friend at a young age
Jonathan Foster@thejfoster42http://jfosterwebdesign.com/
A Bit About Me:Stumbled upon web design through that magazine - pretty much got addicted after that
Jonathan Foster@thejfoster42http://jfosterwebdesign.com/
A Bit About Me:I took my first paying web design job at age 12
Jonathan Foster@thejfoster42http://jfosterwebdesign.com/
A Bit About Me:Kept learning and practicing web design all through school until I moved out and started really supporting myself on it
Jonathan Foster@thejfoster42http://jfosterwebdesign.com/
A Bit About Me:Eventually Blake and I parted ways, but I have continued doing SEO and web design ever since
Jonathan Foster@thejfoster42http://jfosterwebdesign.com/
A Bit About Me:It didnt take long for me to start scaling up my business and looking for new ways to grow
Jonathan Foster@thejfoster42http://jfosterwebdesign.com/
A Bit About Me:It didnt take long for me to start scaling up my business and looking for new ways to grow
Jonathan Foster@thejfoster42http://jfosterwebdesign.com/
A Bit About Me:Ive spent my time building up an extremely flexible and scalable remote agency
Jonathan Foster@thejfoster42http://jfosterwebdesign.com/
A Bit About Me:I love SEO because its difficult, its always changing, and it takes a lot of studying and hard work to really get good at it
Jonathan Foster@thejfoster42http://jfosterwebdesign.com/
And now here we are!
Jonathan Foster@thejfoster42http://jfosterwebdesign.com/
Setting good goals and setting expectations is the first step
Jonathan Foster@thejfoster42http://jfosterwebdesign.com/
Good SEO takes time, and you need solid goals to keep you on track
Jonathan Foster@thejfoster42http://jfosterwebdesign.com/
Understand WHY you are working on SEO, and exactly what are you working towards
Jonathan Foster@thejfoster42http://jfosterwebdesign.com/
Set very specific, aggressive goals that you can really measure
Jonathan Foster@thejfoster42http://jfosterwebdesign.com/
Make sure you can actually track your progress and gauge where you are on your goals
Jonathan Foster@thejfoster42http://jfosterwebdesign.com/
What gets measured gets managed.Peter Drucker
Jonathan Foster@thejfoster42http://jfosterwebdesign.com/
Wear your best white hat!
Jonathan Foster@thejfoster42http://jfosterwebdesign.com/
Black hat SEO:Manipulates Google rankings in dishonest waysUses spamCreates a bad company image and user experienceIt is honestly a lot harder than white hat
Jonathan Foster@thejfoster42http://jfosterwebdesign.com/
White hat SEO:Complies with Google TOS (makes it really hard to get penalized)Contributes to a great brand and user experienceBuilds relationships, builds value, and builds trustYou wont feel like a dirtbag at the end of the day
Jonathan Foster@thejfoster42http://jfosterwebdesign.com/
White hat SEO:No penalties!White hat is future-proof and wont hurt you anytime soonContributes to building up almost every other aspect of your branding
Jonathan Foster@thejfoster42http://jfosterwebdesign.com/
Local SEO Audits
Jonathan Foster@thejfoster42http://jfosterwebdesign.com/
Step 1: Decide how you want your business information displayed
Jonathan Foster@thejfoster42http://jfosterwebdesign.com/
Step 2: Question time!
Which 3 keywords would you like to rank for?Which of those 3 will make the biggest difference?What are your primary goals in SEO?Why are you doing SEO in the first place?
Jonathan Foster@thejfoster42http://jfosterwebdesign.com/
Step 4: Audit any 301 redirects too
Jonathan Foster@thejfoster42http://jfosterwebdesign.com/
Step 5: Set up a Google My Business page
Jonathan Foster@thejfoster42http://jfosterwebdesign.com/
Step 6: Make a note if you have changed any business info recently
Jonathan Foster@thejfoster42http://jfosterwebdesign.com/
Step 7: Are you indexed by Google?
Jonathan Foster@thejfoster42http://jfosterwebdesign.com/
Step 8: Have you had SEO done before? Review their work.
Jonathan Foster@thejfoster42http://jfosterwebdesign.com/
Step 9: Check your authority metrics
Jonathan Foster@thejfoster42http://jfosterwebdesign.com/
Youve just performed a basic SEO audit!
Jonathan Foster@thejfoster42http://jfosterwebdesign.com/
On-Page SEO Basics
Jonathan Foster@thejfoster42http://jfosterwebdesign.com/
On-page SEO refers to ranking signals that Google gets from your website itself
Jonathan Foster@thejfoster42http://jfosterwebdesign.com/
On-page is a HUGE factor in your rankings, so its a great first step and forms the base of later SEO
Jonathan Foster@thejfoster42http://jfosterwebdesign.com/
Include your name, address and phone number (NAP) on your website
Jonathan Foster@thejfoster42http://jfosterwebdesign.com/
Make sure your page titles include keywords for your location, business name and products/services
Jonathan Foster@thejfoster42http://jfosterwebdesign.com/
Write meta descriptions so that when users see you in Google, they want to visit your site
Jonathan Foster@thejfoster42http://jfosterwebdesign.com/
Try embedding a Google map on your site with directions to your office
Jonathan Foster@thejfoster42http://jfosterwebdesign.com/
Include prices and payments accepted to make it easier to do business with you
Jonathan Foster@thejfoster42http://jfosterwebdesign.com/
Use Schema data to list reviews on your website - but do so cautiously
Jonathan Foster@thejfoster42http://jfosterwebdesign.com/
Add ALT text to all of your images - include keywords wherever possible
Jonathan Foster@thejfoster42http://jfosterwebdesign.com/
Make sure your page loads quickly, and optimize your websites speed
Jonathan Foster@thejfoster42http://jfosterwebdesign.com/
DO NOT use keyword stuffing
Jonathan Foster@thejfoster42http://jfosterwebdesign.com/
Make sure search engines can actually see what is on your website
Jonathan Foster@thejfoster42http://jfosterwebdesign.com/
*Make your website mobile-responsive*
Jonathan Foster@thejfoster42http://jfosterwebdesign.com/
Centroid bias
Jonathan Foster@thejfoster42http://jfosterwebdesign.com/
Centroid bias makes businesses closer to the center of a city or near government buildings rank higher than those on the outskirts
Jonathan Foster@thejfoster42http://jfosterwebdesign.com/
Use centroid bias to your advantage: focus on competing with businesses that likely get a boost from centroid bias
Jonathan Foster@thejfoster42http://jfosterwebdesign.com/
Boost Behavioral Signals
Jonathan Foster@thejfoster42http://jfosterwebdesign.com/
Boost Behavioral Signals
Jonathan Foster@thejfoster42http://jfosterwebdesign.com/
Behavioral signals show Google how people interact with your site & your business - their behavior
Jonathan Foster@thejfoster42http://jfosterwebdesign.com/
Good web design boosts behavioral signals:Clean designMobile-friendly siteFast page loading timeDescriptive headings, titles etc.
Jonathan Foster@thejfoster42http://jfosterwebdesign.com/
Reviews are a huge indicator that your business is VALUABLE to local searchers
Jonathan Foster@thejfoster42http://jfosterwebdesign.com/
Reviews on your site can help CTR, and shows social proof - encouraging people to interact with your site more
Jonathan Foster@thejfoster42http://jfosterwebdesign.com/
Google My Business reviews set you apart from your competition in local search
Jonathan Foster@thejfoster42http://jfosterwebdesign.com/
So how do you get reviews?
Jonathan Foster@thejfoster42http://jfosterwebdesign.com/
Ask!
Try emailing past customers, asking new customers, and hinting at reviews in your office
Jonathan Foster@thejfoster42http://jfosterwebdesign.com/
Spreading the Word: Citations
Jonathan Foster@thejfoster42http://jfosterwebdesign.com/
Spreading the Word: Citations
Jonathan Foster@thejfoster42http://jfosterwebdesign.com/
Citations are business listings that show Google where you are located and who you are
Jonathan Foster@thejfoster42http://jfosterwebdesign.com/
Citations are business listings that show Google where you are located and who you are
Jonathan Foster@thejfoster42http://jfosterwebdesign.com/
All citations must be IDENTICAL in order to benefit your local SEO
Jonathan Foster@thejfoster42http://jfosterwebdesign.com/
Before you build citations, figure out EXACTLY how you want your information displayed/formatted
Jonathan Foster@thejfoster42http://jfosterwebdesign.com/
Use tools like Whitespark to track existing citations and find new ones
Jonathan Foster@thejfoster42http://jfosterwebdesign.com/
Look for high-authority, niche-specific citation sources to list your business in
Jonathan Foster@thejfoster42http://jfosterwebdesign.com/
Barnacle SEO
Jonathan Foster@thejfoster42http://jfosterwebdesign.com/
Sometimes a citation outranks your website...and theres no chance youre gonna outrank Yelp
Jonathan Foster@thejfoster42http://jfosterwebdesign.com/
The solution? Start doing some SEO on the citation!
Jonathan Foster@thejfoster42http://jfosterwebdesign.com/
Link building...
Jonathan Foster@thejfoster42http://jfosterwebdesign.com/
Link building...is not nearly as important as most people think
Jonathan Foster@thejfoster42http://jfosterwebdesign.com/
Backlinks are like references - the more references you have from trustworthy sites, the higher you rank
Jonathan Foster@thejfoster42http://jfosterwebdesign.com/
Only build links from relevant sources that are trustworthy
Jonathan Foster@thejfoster42http://jfosterwebdesign.com/
1 trustworthy link is far more valuable than 10 spam links
Jonathan Foster@thejfoster42http://jfosterwebdesign.com/
Competitor Analysis and Replication
Jonathan Foster@thejfoster42http://jfosterwebdesign.com/
Competitor replication is a super effective way to match and then beat your competitors in search
Jonathan Foster@thejfoster42http://jfosterwebdesign.com/
How to replicate competitors backlinks:
Jonathan Foster@thejfoster42http://jfosterwebdesign.com/
Step 1: Determine your main competitors
Jonathan Foster@thejfoster42http://jfosterwebdesign.com/
Step 2: Use Majestic SEO/Whitespark/other to view their backlinks
Jonathan Foster@thejfoster42http://jfosterwebdesign.com/
Step 3: Determine which links are from trustworthy sources, and which links you can replicate
Jonathan Foster@thejfoster42http://jfosterwebdesign.com/
Step 4: Replicate the most valuable links and watch your rankings climb!
Jonathan Foster@thejfoster42http://jfosterwebdesign.com/
Continued Success Through Content
Jonathan Foster@thejfoster42http://jfosterwebdesign.com/
In order to benefit from content, you have to be consistent - you need a strategy
Jonathan Foster@thejfoster42http://jfosterwebdesign.com/
Make sure that your content schedule is maintainable for you
Jonathan Foster@thejfoster42http://jfosterwebdesign.com/
Plan posts that will bring value to your customers - answer their questions and educate them
Jonathan Foster@thejfoster42http://jfosterwebdesign.com/
Sequence your posts carefully - build a foundation, and then build on it throughout the month
Jonathan Foster@thejfoster42http://jfosterwebdesign.com/
Allow time for your writing - dont rush it or you will sacrifice quality
Jonathan Foster@thejfoster42http://jfosterwebdesign.com/
Building traffic to your content:
Jonathan Foster@thejfoster42http://jfosterwebdesign.com/
1: Syndicate your content
Jonathan Foster@thejfoster42http://jfosterwebdesign.com/
2: Share your posts regularly, but also share other relevant content that is not self-promotional
Jonathan Foster@thejfoster42http://jfosterwebdesign.com/
3: Promote your content on Viral Content Buzz
Jonathan Foster@thejfoster42http://jfosterwebdesign.com/
3: Promote your content on Viral Content Buzz
Jonathan Foster@thejfoster42http://jfosterwebdesign.com/
4: Share your content in carefully targeted social groups
Jonathan Foster@thejfoster42http://jfosterwebdesign.com/
5: Rinse and repeat
Jonathan Foster@thejfoster42http://jfosterwebdesign.com/
Test this strategy for a few weeks, then adjust and add to it
Jonathan Foster@thejfoster42http://jfosterwebdesign.com/
Thinking Long-Term
Jonathan Foster@thejfoster42http://jfosterwebdesign.com/
Thinking Long-Term
Jonathan Foster@thejfoster42http://jfosterwebdesign.com/
Much of the work for local SEO is done within a few weeks...but some tasks must be done regularly
Jonathan Foster@thejfoster42http://jfosterwebdesign.com/
Much of the work for local SEO is done within a few weeks...but some tasks must be done regularly
Jonathan Foster@thejfoster42http://jfosterwebdesign.com/
Blogging: plan your posts 1 month at a time, and choose a publication schedule that fits your business
Jonathan Foster@thejfoster42http://jfosterwebdesign.com/
Competitor analysis: Keep an eye on your competitors, and audit their links every few months for new opportunities
Jonathan Foster@thejfoster42http://jfosterwebdesign.com/
Citations: New citations will always help. Take an hour or two per month to look for new opportunities you may have missed
Jonathan Foster@thejfoster42http://jfosterwebdesign.com/
Review your progress each month and adapt. Let your past experience inform your future success
Jonathan Foster@thejfoster42http://jfosterwebdesign.com/
That wasnt so bad, was it?
Jonathan Foster@thejfoster42http://jfosterwebdesign.com/
Want my help?http://jfosterwebdesign.com/apply
Free website design and SEO analysis when you mention this session :D
Jonathan Foster@thejfoster42http://jfosterwebdesign.com/
Questions?
Email me: [email protected]
Jonathan Foster@thejfoster42http://jfosterwebdesign.com/