The Shipyard Local SEO

1. THE SHIPYARD JOEL ACHESON LOCAL S.E.O.

2. Where should we focus our optimization efforts? Why is this site underperforming? How do I know if a change in performance was caused by a change I made? QUESTIONS ABOUT LOCAL SEO A MORE SYSTEMATIC TO ANSWER

3. TO ORGANIC SEARCH STRATEGY AVOIDING A CANNED APPROACH

4. SITUATIONAL DIFFERENCES UNDERSTANDING MOZ Local Rank Factors Shipyard Local Rank Factors MyBusiness Signals Local Networking NAP / Citations Domain Age On-Page Signals Cross-Linking Between Site & Social Profiles Link Signals Competing Site Online Behavioral Signals Online Reviews

5. VALIDATING CLAIMS PERFORMANCE MEASUREMENT

6. EXPERIMENTAL VALIDATION VALIDATING CLAIMS

7. STATISTICAL SIGNIFICANCE VALIDATING CLAIMS Top 5% Bottom 5%

8. STATISTICAL SIGNIFICANCE VALIDATING CLAIMS

11. STATISTICAL VALIDATION VALIDATING CLAIMS Domain Top 10 Appearances Domain Authority Facebook Shares Facebook Likes "+1s" Pinterest Shares Root Domain MozTrust External Links Linking Root Domains Linking C Blocks cargurus.com 752 61 3,875 1,340 145,000 614 6.8 35665 1169 951 autotrader.com 506 81 13,163 22,484 317,000 110 6.6 2625110 5574 2885 cars.com 451 84 5,439 15,167 2,300,000 416 6.8 2299291 8059 4680 edmunds.com 374 87 16,918 4,650 2,200,000 285 7.1 271562 15515 6682 columbus- oh.auto.com 273 56 0 0 0 30 5.6 71993 393 319 thecarconnection.com 242 74 323 490 378 6.3 3604348 3345 2051 kbb.com 202 88 17,857 9,695 1,800,000 240 7 257559 12070 55137 carfax.com 197 86 3,224 11,242 27 6.8 12048529 11082 2519 truecar.com 185 68 0 0 0 28 6.2 50245 1376 817

12. STATISTICAL VALIDATION VALIDATING CLAIMS Coefficients P-value Domain Authority -9.274 11% Home Page Authority -0.635 60% Root Domain Links -0.016 40% Total Links 0.000 35% Facebook Shares 0.000 79% Facebook Likes 0.038 7% "+1s" 0.000 84% Facebook Shares 0.000 16% LinkedIn Shares 0.061 2% Twitter Shares 0.007 9% Pinterest Shares -0.085 6% Google + Shares -0.011 4% Root Domain Authority 4.127 5% Root Domain MozRank -132.796 10% Root Domain MozTrust 270.993 0% Followed External Links 0.000 28%

13. STATISTICAL EXPERIMENTS VALIDATING CLAIMS

16. DEVELOPING A PROCESS 1. Break down questions about performance drivers into testable hypotheses 2. Gather Data a. Consider Independent, Intervening, and Dependent Variables b. Find Data Sources (Ginza, Search Console, Analytics, BuzzSumo, Server Logs...) c. Interrogate the validity of your data 3. Develop an experimental design (Keeping in mind issues with intervening variables, invalid causal inferences, and comparison validity issues) 4. Track Results Systematically 5. Run statistical tests (Pearson, Spearman, T Tests, Multiple Linear Regression) to test for relationships in the data using programs like Excel, R, Stata, SAS…

17. QUESTIONS?

18. LOCAL COMPETITOR TARGETED marketing STRATEGY

19. First, a few assumptions

20. You probably deal with online content

21. You know that people ﬁnding it is important - it basically doesn’t exist otherwise…

22. You probably have more than one campaign, location, etc. to deal with

23. You need to make good decisions quickly preferably based on real information

24. So you can SAY SMART THINGS like “We should create a video about our trail running shoe responsivey cushioning and place it in targeted ads and email campaigns for our Seattle audience.” “But in Asheville we should create images that highlight the durability of our shoes and leverage social media, forums, and search using keywords: ‘most durable shoes for trail,’ ‘long-lasting trail shoes,’ and ‘Appalachain trail shoes for men.’”

25. SEATTLE Top feature: CUSHIONING Best performing product: WILDHORSE 3 Highest converting campaign: SALLY MCRAE Top ranking keywords: RESPONSIVE CUSHIONING SHOES MOST STABLE TRAIL SHOES FOR WOMEN COMRFORTABLE TRAIL RUNNING SHOES ASHEVILLE Top feature: DURABILITY Best performing product: TERRA KIGER Highest converting campaign: SALLY MCRAE Top ranking keywords: MOST DURABLE SHOES FOR TRAIL LONG-LASTING TRAIL SHOES APPALACHAIN TRAIL SHOES FOR MEN

26. AND BASE THOSE RECOMMENDATIONS ON ‣ Comparing how features, products and campaigns perform ‣ Who your competitors are for each location and how that affects your content and traffic ‣ Which content and content types perform best for your audience ‣ How your target audience is searching for products, features, services, and brands in selected locations (how do keywords and search behavior differ) ‣ Are there topics you’re missing creating content for in specific locations

27. So we’re going to talk about: Using groups to get better insights and information about local and competitor data to up your marketing game. *Best of all, you can do it on a budget.

28. By creating GROUPS, you can easily compare ‣ Campaigns ‣ Messages ‣ Features ‣ Products ‣ Audiences across various locations and competitors

29. Creating groups Why groups? *Besides all the stuff I just said ‣ View your data your way, by what matters and makes sense to you ‣ Easier to handle multiple variables ‣ Quicker reporting

30. Creating groups What will we be able to do? ‣ Discover new keywords to track based on location and competitor content ‣ Figure out what content to create before you launch new products, services, campaigns, or messaging strategies ‣ Understand gaps in content both nationally and by location ‣ Find new competitors based on location ‣ Compare performance of keywords, content, and channel performance by location

31. STEP 1: Choose groups Examples of what you can create groups for ‣ Campaigns ‣ Messaging ‣ Products ‣ Features ‣ Audience types ‣ Content types ‣ Geographies ‣ Demographics ‣ Targeted accounts (ABM)

32. Creating groups What can I group? ‣ Keywords ‣ Content (onsite and oﬀsite) ‣ Competitors ‣ Locations

33. The most crucial part THE SETUP

34. Campaign Products Features Audiences Featured athlete: Sally McRae Nike Air Zoom Wildhorse Responsive cushioning Trail enthusiasts All-terrain quicknessd Nike Air Zoom Terra Kiger Traction Ultra marathoners Durability Casual trail runners Adaptive ﬁt An example: Nike trail running shoes These are all things I might want to be able to track and compare for marketing Nike trail running shoes, so we’ll create groups for each of them.

35. Campaign Products Features Audiences Featured athlete: Sally McRae Nike Air Zoom Wildhorse Responsive cushioning Trail enthusiasts All-terrain quicknessd Nike Air Zoom Terra Kiger Traction Ultra marathoners Durability Casual trail runners Adaptive ﬁt Comparing Features For purposes of showing how to get set up, we’ll talk about trying to look at trail running shoe features: responsive cushioning and durability

36. Each group needs two core components CONTENT KEYWORDS+ Building a group This is content you’ve created that you believe is relevant to the topic for the group The keywords selected reﬂect terms, phrases, products, etc. that are part of how people would ﬁnd this content, describe their wants and needs, or talk about the situation

37. vsDURABILITY CONTENT RESPONSIVE CUSHIONING KEYWORDS KEYWORDS KEYWORDS CONTENT KEYWORDS KEYWORDS KEYWORDS Comparing Features LANDING PAGE VIDEO BLOG POST VIDEO INTERVIEW LANDING PAGE

38. ADD CONTENT TO THE GROUP ‣ Using keyword matching regex rules you can set up groups that will automatically ﬁnd and add matching keywords based on AND, OR, and NOT speciﬁcations. ‣ This will also automatically add new content that matches these rules to the group as well.

39. ADD CONTENT TO THE GROUP ‣ You can isolate subdomains, folders, and other types here as well, such as /blog or   /trail-shoes/

40. ADD CONTENT TO THE GROUP ‣ Add content and targeted keywords manually to isolate URLs. This works for onsite and oﬀsite content.

41. ADD KEYWORDS TO THE GROUP ‣ Add keywords once, and they are applied to all content

42. DURABILITY CONTENT RESPONSIVE CUSHIONING KEYWORDS KEYWORDS KEYWORDS CONTENT KEYWORDS KEYWORDS KEYWORDS Repeat process for remaining groups LANDING PAGE VIDEO BLOG POST VIDEO INTERVIEW LANDING PAGE

43. CHOOSE LOCATIONS

44. CHOOSE COMPETITORS

45. GROUP COMPETITORS for easier comparisons and ﬁltering INDIRECT DIRECT ONLINE RETAILERS ZAPPOS EBAY JET RETAILERS DICKS FOOTLOCKER REI PUBLICATIONS RUNNINGSHOESGURU RUNNERSWORLD TRAILRUNNERWEEKLY OTHER BRANDS REEBOK BROOKS ASICS

46. NOW YOU’RE READY TO LEARN things& DO stuff

47. FIND NEW COMPETITORS

48. FIND NEW COMPETITORS by your groups

49. NEW COMPETITORS by group ‣ See exactly who is competing with you for traﬃc based on speciﬁc features, products, campaigns, messaging, etc. ‣ Group them by direct and indirect options so that you can understand their content and positioning better.

50. FIND COMPETITORS by individual target keyword

51. NEW COMPETITORS by keyword ‣ Isolate keywords and phrases ‣ Target by search volume, competition score, and rank

52. FIND COMPETITORS by location

53. STALK THEM Check out their overlapping keywords and what content they’ve created that’s ranking

54. VIEW COMPETING CONTENT This example shows the content for RunningShoesGuru.com that matches my group for “Feature - Durability” in “Trail Shoes”

55. VIEW COMPETING KEYWORDS individually and by group

56. VIEWING COMPETING KEYWORDS individually and by group This is a great way to learn:  ‣ What’s being created around speciﬁc topics before starting a campaign ‣ What types of content seem to be created frequently for certain keywords and groups - blogs, videos, image, landing page, etc. ‣ Total search volume for a group of terms versus competitors ‣ All content for a group that competitors are creating, which you can segment by feature, product, campaign, messaging, etc. ‣ What content your competitors are creating that meet target market needs by location

57. FIND MORE KEYWORDS by topic ‣ Consider both broad and speciﬁc topics to see what recommendations are made. ‣ Look for “adjacent topics” to see if terms related to your product appear.

58. FIND MORE KEYWORDS by content ‣ You can use your landing page or a competitor’s page ‣ Use direct and indirect competitor landing pages to see what types of content resonate

59. FINDING NEW KEYWORDS These are not only great keywords to consider tracking, but also ideas for new content, emails, social media conversations, forum posts, etc.

60. ERIN’S tricks

61. ERIN’S TRICKS CHALLENGE: You’re launching a new trail running shoe that is super durable You want to know What content is already out there How does durable trail shoe content rank in different markets What content should you create to rank for durable trail shoes

62. ERIN’S TRICKS QUESTION: What content is already out there about durable trail running shoes? Add locations relevant to your markets - Seattle - Portland - Asheville - San Francisco - Tacoma Run competitor discovery for durability + trail running shoes groups - Runningshoegurus.com - SeattleTrailRunnersClub - BestTrailShoes.com Expand their list of content by the durability group again to get a list of all relevant content Add keywords about durability to a group and keywords about trail running shoes to a group - Keyword discovery - Your own list

63. ERIN’S TRICKS QUESTION: How does durable trail shoe content rank in different markets? Add locations relevant to your markets - Seattle - Portland - Asheville - San Francisco - Tacoma Run competitor discovery for durability + trail running shoes groups - Runningshoegurus.com - SeattleTrailRunnersClub - BestTrailShoes.com View top performing keywords by durability group + trail shoe group + location Add keywords about durability to a group and keywords about trail running shoes to a group - Keyword discovery - Your own list

64. ERIN’S TRICKS QUESTION: What content should you create to rank for durable trail shoes? View competitor list by individual keyword or keyword group + location Find the competitor content most relevant to you Place URL of relevant competitor content into keyword discovery tool Take list of discovered keywords and sort by - Search volume - Competition score - Location - Keyword group Run competitor discovery for your tracked durability + trailing running shoe You get list of keywords that becomes: - Topics to create new content - Keywords to track for new campaigns, features, or products

65. THANK you ERIN ROBBINS | GINZAMETRICS | @TEXASGIRLERIN

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