LSA Bootcamp Portland: SEO Fundamentals for Business Owners

@davidmihm © SEOmoz, Inc. 2015

SEO FundamentalsInvesting in Long-Term Digital Assets

DAVID MIHMDIRECTOR OF LOCAL STRATEGY, MOZ

LOCAL SEARCH ASSOCIATIONPORTLAND, ORNOVEMBER 1 2015

I. Key Local Search Concepts

II. Where to FocusA. Optimizing Your WebsiteB. Maximizing Your LocationC. Building Your Digital Brand

III. Recap


Things Every Business OwnerShould Know about Local Search


Why local visibility is so important@davidmihm © SEOmoz, Inc. 2015

What does local search look like?

“Convenience Store”


http://www.slideshare.net/randfish/the-seo-revolution-will-not-be-televised


PAID RESULTS … PPC

ORGANIC (“NATURAL”)RESULTS … SEO

LOCAL (“PACK”) RESULTS…LOCAL SEO


PAID RESULTS … PPC






http://searchengineland.com/google-maps-explore-adds-curated-recommendations-new-features-229711




http://appleinsider.com/articles/15/06/16/apples-siri-spotlight-extend-google-like-search-inside-ios-9-apps-without-tracking-users


http://www.wired.com/2015/08/facebook-launches-m-new-kind-virtual-assistant/ http://marketingland.com/facebook-pushes-into-google-now-territory-with-updated-mobile-notifications-148646



Things Every Business OwnerShould Know about Local Search


1. Mobile and Local are joined at the hip.2. There are multiple algorithms at work.3. Things are evolving rapidly.4. Google is dominant but not the only

player.

So What Do I Focus On?




Running the best business you can. (Seriously.)



But there ARE some local searchbest-practices.

BRAND

WEBSITE LOCATION

Site StructureTopical Relevance (Content)

CitationsLinks

ReviewsSocial Media

Your Local Search Foundation


Local Search Ranking Factors

https://moz.com/local-search-ranking-factors

LOCATION

WEBSITE

WEBSITE

BRAND

Optimizing Your Website


Structure

ContentTechnology/Design


What makes a good website?


Slide courtesy of Aaron Weiche, GetFiveStars.com

RESPONSIVE DESIGN• Site adjusts based

on device• One site, one CMS• Preferred technical

structure by Google and Bing for mobile

Search: “Responsive Wordpress Templates”

Technology / Design:

THINK MOBILE


Technology / Design:ARE YOU “MOBILE-FRIENDLY?”

https://www.google.com/webmasters/tools/mobile-friendly/


Technology / Design:ARE YOU “MOBILE-FRIENDLY?”

https://developers.google.com/speed/pagespeed/insights/

Structure


Usability“Don’t make me think.”

• Clear navigation options and labels

• Calls to action / next steps

• Contact info right up top (& bottom)

HierarchyDon’t bury the lead.

• Most important pages are linked-to from homepage.

• Dedicated page for each major business line /product.

• Cross-link relevant pages.

Great Structure


HOMEPAGE

SUP Lessons About UsSUP GearSUP BoardsBeginner Stand Up Paddle Lessons

Intermediate Stand Up Paddle Lessons

Advanced Stand Up Paddle Lessons

Naish Stand Up Paddle Boards

Rivera Stand Up Paddle Boards

Rusty Stand Up Paddle Boards

SUP Wetsuits

SUP Paddles

SUP Fins

LocationsSUP in Bend

SUP in Portland

SUP in Eugene

Great Structure


HOMEPAGE

SUP Lessons About UsSUP GearSUP BoardsBeginner Stand Up Paddle Lessons

Intermediate Stand Up Paddle Lessons

Advanced Stand Up Paddle Lessons

Naish Stand Up Paddle Boards

Rivera Stand Up Paddle Boards

Rusty Stand Up Paddle Boards

SUP Wetsuits

SUP Paddles

SUP Fins

LocationsSUP in Bend

SUP in Portland

SUP in Eugene

Real World Example


The most neglected part of small business websites

• Don’t do marketing. PROVIDE ANSWERS.

• ALL media – Text, photos, graphics, video, user-generated content, reviews.

• YOUR photos – ditch the stock photography.

• Cover capabilities, process, experience … the stuff that REALLY matters to your potential customer.

Content



Determine what page or section of your website WINS you business.

What matters to your customer?Make this your A+ content.

Remodeler = past projects (photos, video, text, details)Restaurant = menu (description, photos for EVERY item, prep video)CPA/Lawyer = Bio (about, experience, certifications, personal)


The King of YOUR Content


Not-so-great Content @davidmihm © SEOmoz, Inc. 2015

Better, with just a little effort!


Optimizing Your Website


What SHOULD your website rank for?#1 Ask your customers.


Compile the top 10 questions your sales staff, or customer service staff are asked. • Does your website

answer all of those 10?• THESE are the pages you

should start optimizing around.

What SHOULD your website rank for?


“printing services”

“document management services”

“document management servicesPortland, OR”

SEA

RC

H V

OLU

ME

/ CO

MPE

TITI

VEN

ESS

# OF WORDS IN KEYWORD






SEA

RC

H V

OLU

ME

/ CO

MPE

TITI

VEN

ESS


Focus your websiteoptimization





SEA

RC

H V

OLU

ME

/ CO

MPE

TITI

VEN

ESS


Focus your websiteoptimization

Google will help you withLocal optimization!


What SHOULD your website rank for?#2 Ask Google.


What SHOULD your website rank for?Google Suggest


What SHOULD your website rank for?Google Related Keywords


What SHOULD your website rank for?Google Trends


http://www.google.com/trends/ “commercial printing” vs “document services”

What SHOULD your website rank for?Google Trends


WHERE should you use keywords?


– Title Tags– Headlines– Internal Links

– Remember: Your location is also a keyword!

WHAT are Title Tags?


Headlines and Internal Links


Headlines and Internal Links


BRAND

WEBSITE LOCATION


Citations


Maximizing Your Location



NameAddressPhone number(Website)

[[Brand Name Here]] – Portland (SE Hawthorne) – Buy Blue Widgets In-Shophttp://www.bluewidgets.com/locations/seportland

Blue Widgets Store – 4423 SE HawthornePortland, OR 97214503 555-5555Branch Manager: John [email protected]

See this location on Google Maps

To get to our office from Gresham and Troutdale:Take Burnside west to 82nd ave.

RECEIVE 10% OFF YOUR WIDGET WITH THIS ADCALL 555-555-5555 AND MENTION THIS AD ([[COUPONNAME]])

Popular widgets carried by this store:Indigo WidgetBaby Blue WidgetNavy Widget

“Got a great deal on my blue widget!”--Kristine Williams from Woodstock

Have you been to our Hawthorne location?We love getting feedback!

Tell us about your experience here

BLUE WIDGET BRANDING + NAVIGATION

Title tag should include business name / brand

Business Name / Brand should be in H1 tag

Code contact info schema.org

mailto:[email protected]


https://mapsconnect.apple.com/

https://biz.yelp.com

https://www.facebook.com/business/products/pages/

https://business.google.com/

Between 20-40% of this is wrong.You can manage listings on

each site individually.

An affordable solution @ $84/yr.



Building Your Digital Brand


BRAND

WEBSITE LOCATION


CitationsLinks

ReviewsSocial Media



“Your brand is what people say about you when you’re not in the room.”– Jeff Bezos, Amazon





Positive Brand Signals

• Links from local charities, schools, etc.• Links from local content websites• Links from local suppliers or retailers• Links from industry blogs or content websites

• Content so good your customers are sharing it on Facebook, Twitter, Instagram, etc.

• Reviews (covered by another speaker)


Recap


Recap

Prioritizing your resources

Maximize YourLocations

NAP in schema.org.

Sign up for freeservices on G,F,Y,A.

Distribute locationdata via majordata aggregators.

Optimize YourWebsite

What do yourcustomers askabout?

What does Googlesay customers areasking about?

Use keywords inkey places: Titles,links, headlines.

Build YourWebsite

Mobile-friendly,responsivedesign.

Clear, intuitivestructure; prominentcontact info.

Unique contentthat answersquestions andrepresents YOU.


Build Your DigitalBrand

Links from charitiesyou contribute to.

Links from local andindustry businesspartners.

Links from local andindustry contentwebsites.

Incredibly shareablecontent.

Customer reviews.

BRAND

WEBSITE LOCATION


CitationsLinks

ReviewsSocial Media


Focus on long-term, owned investments before you buy ads.

• Customer Relationships• Website• Location Information• Partner Relationships


© SEOmoz, Inc. 2015

Thank You!

DAVID [email protected]@DAVIDMIHM

Marketing

LSA Bootcamp Portland: SEO Fundamentals for Business Owners