Factors for local SEO 2013. Educational slides by Joshua Belland. See more information on Joshuabelland.com.

1. Local SEO
Houston Automotive Service

2. Agenda
 Local Search for the Automotive Service Industry
 Local Ranking Factors
 Creating a Google Place Page
 Structured Vs. Unstructured Citations
 On-Page Schema Markup
 Trusted Local Directories
 Recognizing Unstructured Citations
 Finding Unstructured Citations
 Benefits to Local Search

3. Houston Local Search for the
Automotive Service Industry
 Identifying Keywords:
 Houston Auto Repair: 9,900 local searches per month
 Automotive Repair Houston: 4,400 local searches per
month
 Houston Auto Service: 4,400 searches per month
 Three keywords combined: 18,700 Searches Per Month
 Organic Results: 87% of Clicks
 Top 2 Local Listing attract the most attention

4. Eye Tracking Heat Map
Top 2 Results

5. Creating a Google Place Page
 https://www.google.com/business/placesforbusiness/

6. Optimizing a Google Places
Page
 Choose Proper Categories
 Keyword in Title
 Address must be in the city you are optimizing for
 Add Pictures, Video, etc.
 Create Google Plus Page

7. Google + Page
 Local Directory Citations must be the same as the
information on Google +
 Add 10 unique photos keyword filled file names
 Verify address in Google Plus
 Share content with others
 Add business website link to Google + Page
 Fill out all information Google + ask for

8. Local Ranking Factors 2013
External Local
Signals
Source: Moz.com

9. Structured Citation Vs. Unstructured Citations
• A STRUCTURED CITATION is a mention of a business and
address AND/OR phone number on an Internet Yellow Pages
(IYP) or Directory Site.
• An UNSTRUCTURED CITATION is a mention of a business name
and address and/or phone number on a website that is not an
IYP site or other traditional directory.

10. 5 Ways to Attract Links
 Start a Fundraiser
 Host an Event
 Do a Survey
 Ask Partners
 Hire Interns

11. Local Search Strategy
Download Directory List
 Google Reviews (Real Ones)
 Google +1‟s
 Images on Google + Page
 Adds and Shares Google+
Bloggers/Foodies
Niche Directories
News
Schools (.edu)
NAP in hCard / Schema.org
Third Party Reviews
Best Local Search Report: http://www.davidmihm.com/local-search-ranking-factors.shtml
Google Reviews
Product/Service KW In Review
http://schema.org/LocalBusiness

12. This is a tools report done by
Analytics SEO comparing the
quality and amount of links
found by paid backlink analysis
tool providers.
http://www.analyticsseo.com/us/blog/
moz-vs-majesticseo-vs-ahrefs

13. Backlink Profile
Live Band Events Page
Podcasts

14. Unstructured Citation/Link AcquisitionFinding Structured Citations
Advanced Search Operators
• Inanchor: submit site
• Inurl: submit site
• Inanchor: list your business
• Inanchor: list business
• Intitle: business directory
• Intitle: directory “keyword”
• Inurl: directory “keyword”
https://sites.google.com/sit
e/gwebsearcheducation/adv
anced-operators
For full list of operators:
Finding Link Prospects:
• Houston Restaurant Reviews inurl:blog
• Pubs intitle:directory
• Bars intitle:directory
Niche BusinessDirectories
Bloggers/Foodies News
Schools
(.edu)

15. Schema.org
 Schema Tags are meant to help google identify the type
of content that is being displayed (i.e. Address, City,
State, Name of Business, Events, etc.)
 When content is wrapped in schema tags, it is
sometimes displayed in search engines giving the link
more visibility thus attracting more attention.
 http://schema.org/LocalBusiness
 Example of Schema Markup:
<div itemscope itemtype ="http://schema.org/Movie">
„Movie Name‟</div>

16. Presenter
Joshua Belland
SEO Platform Strategist
832-493-9925
www.learnseohouston.org
Joshua.Belland@analyticsseo.com
www.analyticsseo.com