Luke, Inbound Marketing Specialist from Savvy Panda, local SEO speech from Joomla World Conference. 11/17/12
Download our free ebook: "Supercharge Your Joomla! Website with Inbound Marketing" at http://jInbound.com/eBook
1. Supercharge Your Local SEO
The Ultimate Guide
Luke Summerfield
The Inbound Marketing Specialist Savvy Panda
2. Nice to Meet You!
Luke Summerfield
Inbound Marketing Specialist at Savvy Panda
• 9 years in Internet Marketing
• Hubspot Inbound Marketing Certified VAR
• Google Analytics / Adwords / HootsuiteCertified
• Joomla Marketing Team & Magazine Business Writer
• Purple Belt in JiuJitsu& Brown Belt in Judo
• Joomla! Web Design, Inbound Marketing & SEO
@SavvyPanda
#JWC12 #SEO
4. What We’re About to Tackle
Complete Guide to Local SEO:
• Why is Local SEO Important?
• Recent Google Updates
• On-Site / External SEO for Local
• Social Connection to Local
• Mobile SEO for Local
Download Slides At:
http://SavvyPanda.com/LocalSEO
@SavvyPanda
#JWC12 #SEO
5. 1. Driving Website Visitors with
Inbound Marketing:
• Blogging
• SEO
• Social Media
• Email Marketing
• Mobile Marketing
• Adwords / PPC
• Real World Efforts
2. Convert Visitors to Leads
3. Nurture & Convert Leads
@SavvyPanda
#JWC12 #SEO
7. Why Optimize for Local?
• 30% of queries have local intent
• 50% of mobile searches are local
• 35% of Americans use
search lookup local businesses
• Social Media = ~3%
@SavvyPanda
#JWC12 #SEO
8. Why Optimize
for Local?
• Local can outrank
organic listings
• Levels the playing field
• Cheaper
• Geo targeting is key
@SavvyPanda
#JWC12 #SEO
14. On-Site SEO
Brad’s Speech
Up Next in Room 3
at 12:15
@SavvyPanda
#JWC12 #SEO
15. Website Checklist - Basic
• Name, address & phone (NAP) in footer
• Link to Google+ Local µdata optimize
• Clean and clear menu structure
• Don’t double link content
• No duplicate content or titles errors
• Setup Google webmaster tools
• Embed a Google Map on “contact us” page
@SavvyPanda
#JWC12 #SEO
16. On-Page Checklist - Basic
• Location based Longtail Keywords
• Meta Description = 155 char.
• Engage & Connect with Local
• Title with Keyword
• Follow / No-follow links
• Internal vs. External links
@SavvyPanda
#JWC12 #SEO
17. Avoid Over Optimization
(as per penguin update)
• AvoidKeyword Stuffing
• Image Alt Text Short & Accurate
• Anchor Text
• Footer Text / Links
• Page & Website Title Tag
• Keep Diverse: (title, alt, anchor)
• 60% Branded
• 30% Keyword
• 10% Exact Match
@SavvyPanda
#JWC12 #SEO
22. Keep User Friendly & Usable
• Keep user friendly
• Easy to read text
• Clean, clear and
concise
• Don’t try & trick Google
Don’t Lose Sight on Goals!
(remember, you still need to convert visitors)
@SavvyPanda
#JWC12 #SEO
24. What’s Cool With Blogging?
• Brings in traffic
• All blogs indexed
• Gear towards local content
• Long tail local keyword searches
• Establishes authority &
builds brand personality
• Inbound links
• Connects with audience
• Low cost, high effort to be consistent
26. Website Sitemap
• Roadmap for Search
engine indexing
• JoomlaUsers = XMAP
• Check for errors
(Google Webmaster)
• Don’t have duplicate links
• Index in both Google
& Bing
@SavvyPanda
#JWC12 #SEO
27. Video Sitemap
• Shows more detailed information
• Can help index video SERP results with your
domain instead of youtube
@SavvyPanda
#JWC12 #SEO
39. Google+ Local
• Validate and Enhance Google+ Business Page listing
• Claim and delete duplicate listings.
• Use exact business name as it is on maps & real world.
• Do not add additional keywords in the title
Details:
• About section: Powerful + keyword + CTA
• Create unique cover photo
• Add high quality pictures + videos
• Add Recommended Sites:
• Services / Content Downloads
• Reference Social Media Profiles
@SavvyPanda
#JWC12 #SEO
46. Citations
• Mentions of NAP on other websites
• No link required (but help)
• Affect Google+ Local rankings
• The more the better = higher trust
• Competitive Search:
Business + “address” – site:URL
@SavvyPanda
#JWC12 #SEO
48. Reviews
• 5 reviews = stars on listing!
• Quality & quantity affect Places ranking
• Businesses with good reviews will
benefit from the new Local SERPS.
• 3rd Party Directories Good Too: Yelp, CitySearch, etc.
@SavvyPanda
#JWC12 #SEO
49. Reviews
Ideas to Get Reviews:
• Email Signature
• Ask Top Clients
• CTA in newsletter
& websites
• Check Blog Post Bit.ly/Jx4wKT
DO NOT:
• Fake/Paid reviews
• Setup Review Computer
@SavvyPanda
#JWC12 #SEO
53. Panaromio
• Google prefers
• Show Up in Maps
• Optimize for Local
• Replaced by G+?
Flickr - Twitter - Instagram
Business Pages
@SavvyPanda
#LocalSEO
54. Foursquare
For Beginner:
• Encourage check-ins
• Spreads social awareness
• Offer Specials
• First time check-in
• Loyalty special
• Mayor
• Yelp, G+ &Facebook check-ins
… future search influence?
@SavvyPanda
#JWC12 #SEO
55. Twitter / Facebook
• Post consistent, local content
• Connect & share to the city
• Local influencers in your niche
• FollowerWonk.com / Klout
• Hash tags for local events
• Cross promotion with other local businesses
SavvyPanda.com/Blog
@SavvyPanda
#JWC12 #SEO
56. G+ & Search Plus Your World
• Who has G+?
(anyone with any google account)
• Search
“Plus Your World”
• Connections
influence results
• Big Impact on Search!
@SavvyPanda
#JWC12 #SEO
58. Do You Feel
Mobile is Important?
@SavvyPanda
#JWC12 #SEO
59. Do You Have a
@SavvyPanda Website?
Mobile
#JWC12 #SEO
60. Is your mobile website SEO optimized specifically For mobile?
@SavvyPanda
#JWC12 #SEO
61. 50% of Local Searches Are Mobile
• 1-in-7 Searches are
Mobile (2011)
• 20% of all search
• 30% for Restaurants
• Google Webinar: “Are You Mobile Ready?”
• http://bit.ly/NX9OHg
@SavvyPanda
#JWC12 #SEO
63. Mobile Website
• Responsive
• Preferred by Google – Farr June 6th 2012
• Mobile Template
• Better UX
• Tailor metadata for mobile
• Site.comvsm.site.com
• No Cloaking (via Matt Cutts)
• Server-Side 301 redirect
• Microdata - Location
@SavvyPanda
#JWC12 #SEO
64. Mobile Keyword Strategy
• Based on Immediate needs
• Actionable in nature
• Location & Category Specific
• Myth: Shorter Queries
• Desktop &iPhone = 2.93 words
@SavvyPanda
#JWC12 #SEO
65. Create a Mobile Site Map
Farr June 6th 2012
• Communicates with
GoogleBot-Moble
• What pages are important and
which are mobile vs desktop
• Helps with indexing on mobile
search
@SavvyPanda
#JWC12 #SEO
67. Key Takeaways
• Keep up to date on Google Updates
• Don’t over optimize, quality local content
• Claim all listings & keep consistent
• Gain citations & inbound links (local sites)
• Integrate social media
• Have a solid mobile website
@SavvyPanda
#JWC12 #SEO
68. Your Homework #1
DownloadSlideDeckat:
SavvyPanda.com/LocalSEO
@SavvyPanda
#JWC12 #SEO
69. 1. Driving Website Visitors with
Inbound Marketing:
• Blogging
• SEO
• Social Media
• Email Marketing
• Mobile Marketing
• Adwords / PPC
• Real World Efforts
2. Convert Visitors to Leads
3. Nurture & Convert Leads
@SavvyPanda
#JWC12 #SEO
71. QUESTIONS?
Have More Questions?
Tweet them to me @SavvyPanda
Or email Luke@SavvyPanda.com
Connect with Me! (educational resources, links and content)
@SavvyPanda FOLLOW ME NOW
/GetSavvyPanda
/SavvyPandaWeb