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Tim Capper — Local SEO for Service-Area Businesses into 2021 | 5 Hours of Local SEO

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Tim Capper — Local SEO for Service-Area Businesses into 2021 | 5 Hours of Local SEO

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These slides were presented at the Semrush webinar "Local SEO for Service-Area Businesses into 2021 | 5 Hours of Local SEO". Video replay and transcript are available at https://www.semrush.com/webinars/local-seo-for-service-area-businesses-into-2021-or-5-hours-of-local-seo/

These slides were presented at the Semrush webinar "Local SEO for Service-Area Businesses into 2021 | 5 Hours of Local SEO". Video replay and transcript are available at https://www.semrush.com/webinars/local-seo-for-service-area-businesses-into-2021-or-5-hours-of-local-seo/

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Tim Capper — Local SEO for Service-Area Businesses into 2021 | 5 Hours of Local SEO

  1. 1. Local SEO for SAB’s into 2021 Tim Capper @GuideTwit
  2. 2. Optimising for 2021 Business Info ● Categories ● Service Areas ● Short Name ● UTM Tracking ● Products & Services ● Attributes Photos Posts Google My Business Guide: https://www.semrush.com/blog/google-my-business/
  3. 3. UTM Tracking You cannot make business decisions without correct information ! Set up UTM Tracking https://ga-dev-tools.appspot.com/campaign-url-builder/
  4. 4. Categories Time to Check your Categories ● PlePer Tools ● Insights ● GMBSpy
  5. 5. Service Areas Can you actually service the areas? Be Realistic! ● Your Location ● Expanded Location ● State / County ?
  6. 6. Multiple Locations Be Aware of Guidelines: You cannot use: ● Employee’s Addresses ● Virtual Offices You can: ● Create a franchise model
  7. 7. Short Name Set Your Short Name ● Send to Customers ● Send Review Shortlink Build Those Reviews
  8. 8. Products & Services Use what's appropriate depending on your business type! Services - Yes Products - You Decide
  9. 9. Attributes Look after your attributes, if you don't, GMB & Users will! ● On-Site Services ● Online Estimates ● Health & Safety
  10. 10. Photos Photos add credibility! Photos are viewed! Post high quality photos, photos can be repurposed into Posts
  11. 11. Posts Posts appear in search results. Posts can influence a longer tail search. Title Description Link
  12. 12. Optimising Your Site for 2021 ● Re-Evaluate Sites Target ● Add Value to Service Area Pages ● Update Your Structured Data Local SEO Checklist: https:/ /www.semrush.com/ebooks/get-into-the-local-pack/ Tim Capper @GuideTwit
  13. 13. Sites Targeting Top Line Pages to target the greater service area. Use Service Area pages to target areas within main area.
  14. 14. Add Value to Service Area Pages Service area pages should be unique to what services you provide to that area. Add value to service area pages by creating Work | Job Pages undertaken in the area.
  15. 15. Wok | Job Pages Standardise these pages structure and nest within correct service area pages. Every Job you do will naturally be targeting specific niche “jobs” and location. Provide accurate and in depth details of the job and what works were undertaken.
  16. 16. I Don't Have Work | Job Types? If your business does not provide an actual type of service that can be turned into a work | job styled pages - then standardised localised pages also still work. Don’t boilerplate them - they need to be unique!
  17. 17. Update | Add Structured Data Make sure your structured data is correct and running across site - this will help Google understand your business and the areas it serves. <script type="application/ld+json">{ "@context": "http://schema.org/", "@type": "TaxiService", "provider": { "@type": "LocalBusiness", "areaServed": "http://www.wikidata.org/entity/Q170263", "telephone": "0000 000000", "description": "Taxis in Area", "sameAs" : [ "https://www.facebook.com/", "https://twitter.com/" ], "image": "https://www.your-business.co.uk/image.jpg", "logo": "https://www.your-business.co.uk/logo.jpg", "additionalType": "https://en.wikipedia.org/wiki/Taxicab", "priceRange" : "Call or Book Online", "name": "Chester Taxi Services", "url": "https://www.your-business.co.uk/", "openingHours": "Mon-Sun 00:00-23:59", "hasMap": "https://www.google.com/maps?cid=12345678910111213", "address": { "@type": "PostalAddress", "addressLocality": "Chester", "addressRegion": "Cheshire", "additionalType":"https://www.wikidata.org/wiki/Q67287495" }, "location": { "@type": "Place", "geo": { "@type": "GeoCircle", "geoMidpoint": { "@type": "GeoCoordinates", "latitude": "53.2", "longitude": "-2.883333" }, "geoRadius": "50" } } }, "providerMobility": "dynamic" } </script> https://onlineownership.com/local-seo-tips-for-local-business-structured-data-markup/
  18. 18. Tackling Spam Depending on your vertical - tackling spammy competitors can lead to big gains. Identify Them: ● Name + Spam Keywords ● All to Website TLD ● Same Call Center ● Home Address ● Virtual Address
  19. 19. Report Spam Do Not: ● Suggest Edit from your GMB account Do: ● Use Spam Report https:/ /support.google.com/business/contact/business_redressal_form
  20. 20. Thanks for Watching Thanks to SEMrush Ask Your Questions…. GO ! https://twitter.com/GuideTwit https://onlineownership.com

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