Matt Lacuesta discusses SEO

1. :: ANALYTICS INSIGHTS
Examining web analytics data is a critical initial step in the Foundational
Inbound process.
• cepamerica.com has Google Analytics installed and tracking; however, improvements
should be made to the configuration:
• Implement display support to enhance demographic data and enable
remarketing.
• Use segments and custom dashboard reports to set up consistent reporting
measures.
• Implement event tracking and goals to measure meaningful actions such as form
submissions and phone calls (if integrated with phone tracking).
• Use Tag Manager to consolidate tags within the site.

2. #searchcon @mattlacuesta BURNS MARKETING
:: LOCAL SEARCH IN A CLICK AND MORTAR WORLD ::

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:: PIGEON

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:: STEPS

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:: COMPETITION

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:: SPREAD THE WORD

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:: TOOLS

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:: SHOW PEOPLE THE WAY

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:: DIRECTORIES

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:: LOCAL SEO
HTTP://MOZ.COM/LOCAL-SEARCH-RANKING-FACTORS

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:: ON-PAGE // QUICK TIPS
TITLES: WEIGHT FORWARD

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:: ON-PAGE // QUICK TIPS
H1 & ALT TEXT

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Images :: Use geo-targeted
keywords in filenames.

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:: ON-PAGE // QUICK TIPS
META & URL

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:: ON-PAGE // QUICK TIPS
EMBED A GOOGLE MAP

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Embed your map from your
Google My Business page
rather than standard maps

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:: ON-PAGE // QUICK TIPS

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:: CITATIONS
NAP
NAME | ADDRESS | PHONE

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:: ON-PAGE // QUICK TIPS
ADD SCHEMA MARKUP
HTTPS://DEVELOPERS.GOOGLE.COM/STRUCTURED-DATA/TESTING-TOOL/

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:: ON-PAGE // QUICK TIPS
USE A LOCAL NUMBER

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:: ON-PAGE // QUICK TIPS
USE YOUR BLOG

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:: CONTENT
ENGAGING – BE UNIQUE

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:: CONTENT
FOCUSED ON LOCAL

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:: CONTENT
KEYWORD RESEARCH

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Use wildcards (*) or (_) when
using Google Suggest for
keyword research.

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:: CONTENT

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:: CONTENT
BUILD DEEP LINKS TO BLOG

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:: LINKS

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:: LINKS
BUILD DEEP LINKS TO BLOG

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:: LINKS
COMPETITIVE BACKLINK ANALYSIS

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:: LINKS
GOOGLE ALERTS
WWW.GOOGLE.COM/ALERTS

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:: LINKS
LINKBUILDING :: IT’S STILL A THING
HTTP://MOZ.COM/BLOG/11-WAYS-LOCAL-BUSINESSES-CAN-GET-LINKS

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:: CITATIONS
NAP
NAME | ADDRESS | PHONE

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:: CITATIONS

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:: CITATIONS

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:: CITATIONS
NAP INFO :: CONSISTENCY IS KEY

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:: CITATIONS

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:: CITATIONS

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:: CITATIONS
WWW.MOZ.COM/LOCAL/SEARCH

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:: CITATIONS
WHITESPARK.CA/LOCAL-CITATION-FINDER

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:: GOOGLE MY BUSINESS

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:: GOOGLE MY BUSINESS
CLAIM YOUR LISTING

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:: GOOGLE MY BUSINESS
PHONE INSTRUCTIONS
HTTPS://SUPPORT.GOOGLE.COM/BUSINESS/ANSWER/3039617?RD=1

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:: GOOGLE MY BUSINESS
FILL OUT YOUR PROFILE

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Then fill it out some more!

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:: GOOGLE MY BUSINESS
FULLY FILL OUT YOUR DESCRIPTION

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:: GOOGLE MY BUSINESS
TAKE ADVANTAGE OF CATEGORIES

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Make your own custom
categories, but keep them
relevant.

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:: GOOGLE MY BUSINESS
ADD AS MANY QUALITY PHOTOS AS POSSIBLE

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:: GOOGLE MY BUSINESS

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:: GOOGLE MY BUSINESS
STAY ACTIVE AND PARTICIPATE

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:: GOOGLE MY BUSINESS // RESPOND TO REVIEWS

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:: GOOGLE MY BUSINESS // RESPOND TO REVIEWS

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:: REVIEWS
SHOULD BE PART OF YOUR EXPERIENCE

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:: REVIEWS
ASK FOR REVIEWS*
*EXCEPT FOR YELP

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Ask for reviews and send
people to a SERP for your Yelp
account. They can’t track that.

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:: REVIEWS

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:: REVIEWS
BUILD A REVIEW SECTION ON YOUR SITE

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Only use original reviews. If you
copy them from Google My
Business they’ll be taken down
due to duplicate content.

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:: THANKS