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Hi! Thanks for checking out my presentation
on Local SEO Ranking Factors. Look for these
bubbles in the presentation for extra info
from the actual presentation.




                                     LOCAL SEO


                                      Twitter: @AmplifySEM
WHO IS THIS PERSON?
                       JESSICA WARD | DIRECTOR OF SEO
                       •   Focused on SEM / SEO since 2006
                       •   Participates in developing client-strategy for SEO, Social, & PPC
                       •   Manages both B2B and B2C clients of varied industries and sizes
                       •   @JessicaWardPDX




Twitter: @AmplifySEM
AMPLIFY INTERACTIVE
 Overview

  Boutique Agency – All We Do is Search
  • Search Engine Optimization (SEO)
  • Pay Per Click (PPC)
  • Link Development & Site Marketing
  • Social Media Optimization
  • Web Analytics
  2010 + 2011 AMA MAX AWARD – BEST SINGLE MEDIUM ADVERTISING CAMPAIGN

  Clients benefit from industry experience and strategic perspective
  • Established agency – Started 2003
  • Established experts – Ben Lloyd started in 1998
  • Experts: Speaker at Search Engine Strategies, SEMpdx & more
  • Results: Work wins awards
  • Approach: Established, proven strategies, tactics and processes

Twitter: @AmplifySEM
WHAT ARE WE TALKING ABOUT?
 • What is SEO?

 • Local SEO Ranking Factors

 • Domain Authority

 • Business Listings

 • Google+ Local

 • ONE LINK TO RULE THEM ALL
        – http://bit.ly/WuOHug

Twitter: @AmplifySEM
WHAT IS SEO?

Twitter: @AmplifySEM
DEFINITION
       “Search Engine Optimization (SEO) is
       the process of affecting the visibility
       of a website or a web page in a
       search engine‟s „natural‟ or un-paid
       („organic‟) search results.”
                                                           - Wikipedia




 http://en.wikipedia.org/wiki/Search_engine_optimization

Twitter: @AmplifySEM
This is something that a lot of non-
                                  search people get confused about.
 ORGANIC VS. PAID                 Paid search results are denoted by
                                  Google with “ads” or “sponsored by.”




                       Paid Search Results




                            Organic Search Results

Twitter: @AmplifySEM
The next slide has the top 5ish Ranking Factors for
                       Local SEO. There‟s not enough room to have
                       annotations so I‟m doing it here.

                       The link at the bottom will bring you to a study by
                       David Mihm that includes many more ranking
                       factors for Local SEO. Check it out for additional
                       ways to rank locally.




   SO HOW DO YOU RANK #1?

Twitter: @AmplifySEM
LOCAL SEARCH RANKING FACTORS
 1. Physical Address in City of Search

 2. Proper Category Associations in Listings

 3. Accurate & Consistent Business Citations

 4. Domain Authority of Website

 5. Google+ Local Reviews
 http://www.davidmihm.com/local-search-ranking-factors.shtml

Twitter: @AmplifySEM
What is Authority and what makes a person or a company an authority in a
                       topic?

                       The answer: Other people thinking they‟re an authority in the topic!
                       Domain authority is essentially other people believing your website, your
                       company is an authority. They do this by mentioning you on the web and
                       linking to your pages / content.




   WHO’S AUTHORITY?

Twitter: @AmplifySEM
SEO: LINKS = AUTHORITY = RANKINGS
                                        Overall Ranking Algorithm
                                                                       Page Level Link Metrics

                                                                       Domain Level Link Authority
                         6%       5%
                                                     21%               Page Level Keyword Usage
               7%
        7%                                                             Domain Level Keyword Usage

        7%                                                             Page Level Social Metrics
                                                                 21%
                 11%                                                   Domain Level Brand Metrics
                                      15%                              Page Level Keyword Agnostic Features

                                                                       Page Level Traffic/Query Data

                                                                       Domain Level Keyword Agnostic
                                                                       Features

    The takeaway? On-site optimization is critical, but links and other off-
    site factors are a tremendous part of the ranking algorithm
    -Source: 2011 SEOmoz study “Search Engine Ranking Factors”


Twitter: @AmplifySEM
SEO: AUTHORITY PYRAMID
Technical is always                   • Blogging
important – no website, no
rankings. Ideas are listed   Social   • Onsite engagement
                                      • Community building
                                      • Community participation
on ways to build on the
technical aspects.
                                               • Directories


                              Links
                                               • Competitive placement
                                               • Use content to build links
                                                 • Conversational (Comments, Q&A)
                                                 • Outreach (PR, Guest Posts)

                                                        • Keyword targeting
                                                        • Optimize existing content

                             Content                    • ID content gaps & develop the right
                                                          content
                                                        • Map content to the inbound marketing
                                                          sales funnel

                                                                  • Bot & user accessibility
                                                                  • Canonicalization

                           Technical                              • URL structure
                                                                  • Page markup
                                                                  • Structured markup
                                                                  • Internal linking

    Twitter: @AmplifySEM
BUSINESS LISTINGS

Twitter: @AmplifySEM
WHERE TO PLACE LISTINGS?




Overwhelmed? We all are. Just
find where your customers are
and make sure you‟re listed
there.
    Twitter: @AmplifySEM
BUSINESS LISTINGS IN SEARCH


                         Business Listings can help you
                         dominate the search results –
                         especially for your branded term!




Twitter: @AmplifySEM
Make sure your categories are

 CATEGORIES            relevant and accurate to your
                       business and use as many category
                       slots as possible while being
                       relevant.




Twitter: @AmplifySEM
CONSISTENT BUSINESS INFO
                            If you use LLC in your
                            name, use it that way on


                N ame
                            your website and business
                            listings. If you spell out
                            4th in your address, do it
                            everywhere. Consistency
                            is the name of the game!



                A ddress
                Phone
Twitter: @AmplifySEM
GETLISTED.ORG




Twitter: @AmplifySEM
GOOGLE+ LOCAL

Twitter: @AmplifySEM
GOOGLE+ LOCAL




Twitter: @AmplifySEM
GOOGLE+ LOCAL PAGE    Google+ content is being used
                       in Google‟s search results. If
                       you don‟t have a Google+ Page,
                       you really need to create one!




Twitter: @AmplifySEM
Google Places didn‟t let you
                                                                            respond to reviews. Google+
 REVIEWS                                                                    does and it‟s wonderful!




 72% of consumers trust online reviews as
 much as personal recommendations

 52% said that positive online reviews
 make them more likely to use a local
 business

 The Local Consumer Review Survey 2012 From Bright Local (4,500 surveyed)

Twitter: @AmplifySEM
TAKEAWAYS

Twitter: @AmplifySEM
RANKING FACTORS
 1. Physical Address in City of Search

 2. Proper Category Associations in Listings

 3. Accurate & Consistent Business Citations

 4. Domain Authority of Website

 5. Google+ Local Reviews

 • ONE LINK TO RULE THEM ALL
        – http://bit.ly/WuOHug
Twitter: @AmplifySEM
That‟s it! Thanks for taking a
                          look at my presentation and
                          feel free to send along
                          feedback. =)




Thanks for your time!
     Questions?



   Twitter: @AmplifySEM

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Local SEO Basics

  • 1. Hi! Thanks for checking out my presentation on Local SEO Ranking Factors. Look for these bubbles in the presentation for extra info from the actual presentation. LOCAL SEO Twitter: @AmplifySEM
  • 2. WHO IS THIS PERSON? JESSICA WARD | DIRECTOR OF SEO • Focused on SEM / SEO since 2006 • Participates in developing client-strategy for SEO, Social, & PPC • Manages both B2B and B2C clients of varied industries and sizes • @JessicaWardPDX Twitter: @AmplifySEM
  • 3. AMPLIFY INTERACTIVE Overview Boutique Agency – All We Do is Search • Search Engine Optimization (SEO) • Pay Per Click (PPC) • Link Development & Site Marketing • Social Media Optimization • Web Analytics 2010 + 2011 AMA MAX AWARD – BEST SINGLE MEDIUM ADVERTISING CAMPAIGN Clients benefit from industry experience and strategic perspective • Established agency – Started 2003 • Established experts – Ben Lloyd started in 1998 • Experts: Speaker at Search Engine Strategies, SEMpdx & more • Results: Work wins awards • Approach: Established, proven strategies, tactics and processes Twitter: @AmplifySEM
  • 4. WHAT ARE WE TALKING ABOUT? • What is SEO? • Local SEO Ranking Factors • Domain Authority • Business Listings • Google+ Local • ONE LINK TO RULE THEM ALL – http://bit.ly/WuOHug Twitter: @AmplifySEM
  • 5. WHAT IS SEO? Twitter: @AmplifySEM
  • 6. DEFINITION “Search Engine Optimization (SEO) is the process of affecting the visibility of a website or a web page in a search engine‟s „natural‟ or un-paid („organic‟) search results.” - Wikipedia http://en.wikipedia.org/wiki/Search_engine_optimization Twitter: @AmplifySEM
  • 7. This is something that a lot of non- search people get confused about. ORGANIC VS. PAID Paid search results are denoted by Google with “ads” or “sponsored by.” Paid Search Results Organic Search Results Twitter: @AmplifySEM
  • 8. The next slide has the top 5ish Ranking Factors for Local SEO. There‟s not enough room to have annotations so I‟m doing it here. The link at the bottom will bring you to a study by David Mihm that includes many more ranking factors for Local SEO. Check it out for additional ways to rank locally. SO HOW DO YOU RANK #1? Twitter: @AmplifySEM
  • 9. LOCAL SEARCH RANKING FACTORS 1. Physical Address in City of Search 2. Proper Category Associations in Listings 3. Accurate & Consistent Business Citations 4. Domain Authority of Website 5. Google+ Local Reviews http://www.davidmihm.com/local-search-ranking-factors.shtml Twitter: @AmplifySEM
  • 10. What is Authority and what makes a person or a company an authority in a topic? The answer: Other people thinking they‟re an authority in the topic! Domain authority is essentially other people believing your website, your company is an authority. They do this by mentioning you on the web and linking to your pages / content. WHO’S AUTHORITY? Twitter: @AmplifySEM
  • 11. SEO: LINKS = AUTHORITY = RANKINGS Overall Ranking Algorithm Page Level Link Metrics Domain Level Link Authority 6% 5% 21% Page Level Keyword Usage 7% 7% Domain Level Keyword Usage 7% Page Level Social Metrics 21% 11% Domain Level Brand Metrics 15% Page Level Keyword Agnostic Features Page Level Traffic/Query Data Domain Level Keyword Agnostic Features The takeaway? On-site optimization is critical, but links and other off- site factors are a tremendous part of the ranking algorithm -Source: 2011 SEOmoz study “Search Engine Ranking Factors” Twitter: @AmplifySEM
  • 12. SEO: AUTHORITY PYRAMID Technical is always • Blogging important – no website, no rankings. Ideas are listed Social • Onsite engagement • Community building • Community participation on ways to build on the technical aspects. • Directories Links • Competitive placement • Use content to build links • Conversational (Comments, Q&A) • Outreach (PR, Guest Posts) • Keyword targeting • Optimize existing content Content • ID content gaps & develop the right content • Map content to the inbound marketing sales funnel • Bot & user accessibility • Canonicalization Technical • URL structure • Page markup • Structured markup • Internal linking Twitter: @AmplifySEM
  • 14. WHERE TO PLACE LISTINGS? Overwhelmed? We all are. Just find where your customers are and make sure you‟re listed there. Twitter: @AmplifySEM
  • 15. BUSINESS LISTINGS IN SEARCH Business Listings can help you dominate the search results – especially for your branded term! Twitter: @AmplifySEM
  • 16. Make sure your categories are CATEGORIES relevant and accurate to your business and use as many category slots as possible while being relevant. Twitter: @AmplifySEM
  • 17. CONSISTENT BUSINESS INFO If you use LLC in your name, use it that way on N ame your website and business listings. If you spell out 4th in your address, do it everywhere. Consistency is the name of the game! A ddress Phone Twitter: @AmplifySEM
  • 21. GOOGLE+ LOCAL PAGE Google+ content is being used in Google‟s search results. If you don‟t have a Google+ Page, you really need to create one! Twitter: @AmplifySEM
  • 22. Google Places didn‟t let you respond to reviews. Google+ REVIEWS does and it‟s wonderful! 72% of consumers trust online reviews as much as personal recommendations 52% said that positive online reviews make them more likely to use a local business The Local Consumer Review Survey 2012 From Bright Local (4,500 surveyed) Twitter: @AmplifySEM
  • 24. RANKING FACTORS 1. Physical Address in City of Search 2. Proper Category Associations in Listings 3. Accurate & Consistent Business Citations 4. Domain Authority of Website 5. Google+ Local Reviews • ONE LINK TO RULE THEM ALL – http://bit.ly/WuOHug Twitter: @AmplifySEM
  • 25. That‟s it! Thanks for taking a look at my presentation and feel free to send along feedback. =) Thanks for your time! Questions? Twitter: @AmplifySEM

Notes de l'éditeur

  1. So as we realize that links are important for SEO in general, business listings are especially important for Local SEO.