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:: 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.
#searchcon @mattlacuesta BURNS MARKETING
:: LOCAL SEARCH IN A CLICK AND MORTAR WORLD ::
#searchcon @mattlacuesta BURNS MARKETING
:: PIGEON
#searchcon @mattlacuesta BURNS MARKETING
:: STEPS
#searchcon @mattlacuesta BURNS MARKETING
:: COMPETITION
#searchcon @mattlacuesta BURNS MARKETING
:: SPREAD THE WORD
#searchcon @mattlacuesta BURNS MARKETING
:: TOOLS
#searchcon @mattlacuesta BURNS MARKETING
:: SHOW PEOPLE THE WAY
#searchcon @mattlacuesta BURNS MARKETING
:: DIRECTORIES
#searchcon @mattlacuesta BURNS MARKETING
:: LOCAL SEO
HTTP://MOZ.COM/LOCAL-SEARCH-RANKING-FACTORS
#searchcon @mattlacuesta BURNS MARKETING
:: ON-PAGE // QUICK TIPS
TITLES: WEIGHT FORWARD
#searchcon @mattlacuesta BURNS MARKETING
:: ON-PAGE // QUICK TIPS
H1 & ALT TEXT
BURNS MARKETING#searchcon @mattlacuesta
Images :: Use geo-targeted
keywords in filenames.
#searchcon @mattlacuesta BURNS MARKETING
:: ON-PAGE // QUICK TIPS
META & URL
#searchcon @mattlacuesta BURNS MARKETING
:: ON-PAGE // QUICK TIPS
EMBED A GOOGLE MAP
BURNS MARKETING#searchcon @mattlacuesta
Embed your map from your
Google My Business page
rather than standard maps
#searchcon @mattlacuesta BURNS MARKETING
:: ON-PAGE // QUICK TIPS
#searchcon @mattlacuesta BURNS MARKETING
:: CITATIONS
NAP
NAME | ADDRESS | PHONE
#searchcon @mattlacuesta BURNS MARKETING
:: ON-PAGE // QUICK TIPS
ADD SCHEMA MARKUP
HTTPS://DEVELOPERS.GOOGLE.COM/STRUCTURED-DATA/TESTING-TOOL/
#searchcon @mattlacuesta BURNS MARKETING
:: ON-PAGE // QUICK TIPS
USE A LOCAL NUMBER
#searchcon @mattlacuesta BURNS MARKETING
:: ON-PAGE // QUICK TIPS
USE YOUR BLOG
#searchcon @mattlacuesta BURNS MARKETING
:: CONTENT
ENGAGING – BE UNIQUE
#searchcon @mattlacuesta BURNS MARKETING
:: CONTENT
FOCUSED ON LOCAL
#searchcon @mattlacuesta BURNS MARKETING
:: CONTENT
KEYWORD RESEARCH
BURNS MARKETING#searchcon @mattlacuesta
Use wildcards (*) or (_) when
using Google Suggest for
keyword research.
#searchcon @mattlacuesta BURNS MARKETING
:: CONTENT
#searchcon @mattlacuesta BURNS MARKETING
:: CONTENT
BUILD DEEP LINKS TO BLOG
#searchcon @mattlacuesta BURNS MARKETING
:: LINKS
#searchcon @mattlacuesta BURNS MARKETING
:: LINKS
BUILD DEEP LINKS TO BLOG
#searchcon @mattlacuesta BURNS MARKETING
:: LINKS
COMPETITIVE BACKLINK ANALYSIS
#searchcon @mattlacuesta BURNS MARKETING
:: LINKS
GOOGLE ALERTS
WWW.GOOGLE.COM/ALERTS
#searchcon @mattlacuesta BURNS MARKETING
:: LINKS
LINKBUILDING :: IT’S STILL A THING
HTTP://MOZ.COM/BLOG/11-WAYS-LOCAL-BUSINESSES-CAN-GET-LINKS
#searchcon @mattlacuesta BURNS MARKETING
:: CITATIONS
NAP
NAME | ADDRESS | PHONE
#searchcon @mattlacuesta BURNS MARKETING
:: CITATIONS
#searchcon @mattlacuesta BURNS MARKETING
:: CITATIONS
#searchcon @mattlacuesta BURNS MARKETING
:: CITATIONS
NAP INFO :: CONSISTENCY IS KEY
#searchcon @mattlacuesta BURNS MARKETING
:: CITATIONS
#searchcon @mattlacuesta BURNS MARKETING
:: CITATIONS
#searchcon @mattlacuesta BURNS MARKETING
:: CITATIONS
WWW.MOZ.COM/LOCAL/SEARCH
#searchcon @mattlacuesta BURNS MARKETING
:: CITATIONS
WHITESPARK.CA/LOCAL-CITATION-FINDER
#searchcon @mattlacuesta BURNS MARKETING
:: GOOGLE MY BUSINESS
#searchcon @mattlacuesta BURNS MARKETING
:: GOOGLE MY BUSINESS
CLAIM YOUR LISTING
#searchcon @mattlacuesta BURNS MARKETING
:: GOOGLE MY BUSINESS
PHONE INSTRUCTIONS
HTTPS://SUPPORT.GOOGLE.COM/BUSINESS/ANSWER/3039617?RD=1
#searchcon @mattlacuesta BURNS MARKETING
:: GOOGLE MY BUSINESS
FILL OUT YOUR PROFILE
BURNS MARKETING#searchcon @mattlacuesta
Then fill it out some more!
#searchcon @mattlacuesta BURNS MARKETING
:: GOOGLE MY BUSINESS
FULLY FILL OUT YOUR DESCRIPTION
#searchcon @mattlacuesta BURNS MARKETING
:: GOOGLE MY BUSINESS
TAKE ADVANTAGE OF CATEGORIES
BURNS MARKETING#searchcon @mattlacuesta
Make your own custom
categories, but keep them
relevant.
#searchcon @mattlacuesta BURNS MARKETING
:: GOOGLE MY BUSINESS
ADD AS MANY QUALITY PHOTOS AS POSSIBLE
#searchcon @mattlacuesta BURNS MARKETING
:: GOOGLE MY BUSINESS
#searchcon @mattlacuesta BURNS MARKETING
:: GOOGLE MY BUSINESS
STAY ACTIVE AND PARTICIPATE
#searchcon @mattlacuesta BURNS MARKETING
:: GOOGLE MY BUSINESS // RESPOND TO REVIEWS
#searchcon @mattlacuesta BURNS MARKETING
:: GOOGLE MY BUSINESS // RESPOND TO REVIEWS
#searchcon @mattlacuesta BURNS MARKETING
:: REVIEWS
SHOULD BE PART OF YOUR EXPERIENCE
#searchcon @mattlacuesta BURNS MARKETING
:: REVIEWS
ASK FOR REVIEWS*
*EXCEPT FOR YELP
BURNS MARKETING#searchcon @mattlacuesta
Ask for reviews and send
people to a SERP for your Yelp
account. They can’t track that.
#searchcon @mattlacuesta BURNS MARKETING
:: REVIEWS
#searchcon @mattlacuesta BURNS MARKETING
:: REVIEWS
BUILD A REVIEW SECTION ON YOUR SITE
BURNS MARKETING#searchcon @mattlacuesta
Only use original reviews. If you
copy them from Google My
Business they’ll be taken down
due to duplicate content.
#searchcon @mattlacuesta BURNS MARKETING
:: THANKS

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