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Local SEO: Case Studies from
Big BrandsSteve Wiideman, Search Engine Strategist
#SEJThinkTank@seosteve
#SEJThinkTank@seosteve
Steve Wiideman: Projects
The Agency’s Agency:
1.Landing Page Optimization2.Links and Business Citations
3.Business Data Integrity4.Business Reviews and Ratings
#SEJThinkTank@seosteve
Poll 1What do you believe to be the
most important factor of local SEO?
The right tools
A foundational 4-layer
action plan
A genius creative strategy
Cadence and discipline#SEJThinkTank
@seosteve
The Secret Recipe to #LSEO
#SEJThinkTank@seosteve
The Right ToolsSTRATEGY EXECUTION REPORTING
1. Webmaster2. Content Writer3. Outreach / PR
#SEJThinkTank@seosteve
The Foundational 4-Layer Action Plan
Data Sources Accuracy & Integrity
Content City & Property Level Templates
Profiles & CitationsRegional & Industry
Online Reputation Ratings & Reviews
#SEJThinkTank@seosteve
DATA SOURCES
#SEJThinkTank@seosteve
DATA SOURCES
#SEJThinkTank@seosteve
DATA SOURCES
www.seoroadmap.org/local-seo/
#SEJThinkTank@seosteve
Local Content
Actual Store Landing Page
City Landing Page
#SEJThinkTank@seosteve
Store Page Content1. Official Name (SEO)2. Verbatim Address & Phone
(SEO) 3. Store Hours & Current Status
(SEO)4. Personalization (UX)5. Google Map (SEO+UX)6. Call to Action (UX)7. Selling Proposition (UX)8. Trust Signals (UX)
#SEJThinkTank@seosteve
Store Page Content (Keyword, City) 1. oil change, anaheim ca
2. exhaust repair, muffler repair3. brake repair, brake replacement4. tires, tire repair, tire
replacement5. heating repair, ac repair6. {keyword} near me7. {keyword} in {city, st}8. Other services offered here
#SEJThinkTank@seosteve
Store Page Content1. Location Video
schema.org/VideoObject Video XML (title, meta, tags)
2. Semantic keywords automotive technician mechanic
3. Barnacle SEO / Online Reputation Improve visibility of Yelp profile Influence what appears for ‘reviews’
#SEJThinkTank@seosteve
Content
Actual Store Landing Page
City Landing Page
#SEJThinkTank@seosteve
Content: City-Level #HELPFUL1. Semantically Relevant
Storage = relocating, housing, city resources
2. Trust Signals External links to authoritative content (.gov, .edu)
3. Data We Already Have FAQ’s, storage statistics, regional (hyperlocal)
content
#SEJThinkTank@seosteve
Profiles & Citations1. Search Engines
Google My Business, Yahoo! Local, Bing Places
2. Navigation MapQuest, Apple Maps, HERE Maps, Yandex, etc
3. Social-Local Yelp, Foursquare, Facebook, etc
4. Business Directories General business directories [meh], regional citations, industry listings
#SEJThinkTank@seosteve
Profiles & Citations
#SEJThinkTank@seosteve
Profiles & Citations
#SEJThinkTank@seosteve
Profiles & Citations
#SEJThinkTank@seosteve
Online Reputation
GoodExperienc
e?
SHARE
PoorExperienc
e?
WE CARE
1.Yes, without a doubt2.Maybe, if it wasn’t a lot of work
3.No, I don’t want more web traffic
#SEJThinkTank@seosteve
Poll 2Would you trade a Saturday to getneighborhood businesses to link to
you?
IDEA:
Bi-Annual Community Volunteer Events (Saturday?) Ask neighboring business to get involved Ask neighboring business to help promote
(link/share)#SEJThinkTank
@seosteve
Genius Creative Strategy
1. Weekly Content Marketing Plan
2. Recurring Social & Video Campaign
3. College & Government Strategies
#SEJThinkTank@seosteve
Genius Creative Strategy
Learn About Rich Answers:https://www.stonetemple.com/the-growth-of-rich-answers-in-googles-search-results/
#SEJThinkTank@seosteve
Cadence & Discipline
Monitor Weekly Results & Insights Test and Experiment
#SEJThinkTank@seosteve
Monitor Weekly Results
#SEJThinkTank@seosteve
Monitor Weekly Results
#SEJThinkTank@seosteve
Bulk Tests & Experiments
1. Test Group (30)2. Control Group
(30)3. Test Gap (~4
Mo)
#SEJThinkTank@seosteve
Bulk Tests & Experiments
1. Test 1 Group (ALL)
2. Test 2 Group (200)
3. Control Group (200)
4. Test Gap (~2 Mo)
#SEJThinkTank@seosteve
THANKS!
Get More Strategywww.SEORoadmap.org/sej/