WordCamp Notes: Local SEO The Old Fashioned Way - Jim Kaspari
local SEO vs global SEO
local = brick and mortar businesses providing services in the local area
google is not going to stop
the way they make money is by selling ads via the search engine
how will they continue selling ads? they need to be the #1 search engine everyone uses
they give us instant results that are applicable, valuable, etc
that's what we want our sites to be
"old fashioned way"
thinking like a human
walking into a store "like a human". what are the challenges they face? what do they want?
the basics -
keyword research - t, c, $
traffic, competition, monetization value (DIY, how-to, etc - sometimes you're gathering people that don't WANT TO buy something)
what if you have a business and there’s not enough traffic for it to be reported in google's tool?
then search more globally
in Folsom, maybe not many results on 'business coach', but you can expand the search and look across a bigger area
"what would you type into google to find products like mine?"
google loves SPECIFICITY
map keywords to pages/posts
have a "services" page
summary - optimize this for 1 keyword
optimize "marketing plans" for a different keyword
map the pages to the best keywords that you can form your keyword research
video - personal well scripted, inviting, valuable, interesting, branded, CTA, SEO links
each word in yr domain name is super important
if you don’t have a site yet, put all yr ideas on sticky notes, move them around until you get the most logical connections to give people the LEAST amount of clicks for where you want them to go
HAS to be responsive, mobile friendly, professional looking, etc.
site can be ranked #1, but if it's an antiquated look, traffic (and calls from new customers) will die off
design and professionalism is really important
quick load time
images should be properly sized, clear, professional but SMALL and load as fast as possible
same as videos
nobody likes "buffering..."
content - add value, REGULARLY
copy model, CTA
why be highly ranked if you can't get people to convert to customers
have an attention-grabbing headline
look at billboards, newspapers for examples.
want to grab people’s attention and build curiosity
related to the challenge/problem people have
then they know "oh, i'm in the right place" and "the author is compassionately relating to me"
what are the results? benefits? emotional feelings, shifts they'll get by working with you
an easy CTA o how to get started
people are so busy these days. if you have an irresistable giveaway, and people opt-in to your site, now you can follow up with them
make it easy - just name and email
then you can add value, follow up
nowadays it takes about SEVEN follow-ups for the conversion to be effective in business
local directory listings - NAPH
Yelp is really important
yext, agora compass
can see accuracy of local directory listings
5 star reviews - do’s and dont’s
ip address, > 20, get'em while they're excited
want at least 20 positive reviews
#1 marketing tool of all time -- WORD OF MOUTH
caring, from the heart, solving people’s problems
catch clients while they’re hot, ask them to do a quick review for you
have a template, customize it.
"so nice working with you, growing your business and getting these results. would you please take a quick moment and post a 5-star review on any of these links? it's okay to copy/paste to other sites”
reviews all from the same IP address will get filtered and don't count or show up
consider your target market
"rule of 5"
any time you add value, are funny, provide a resource, etc, you get 1 point
any time you try to SELL something, you get MINUS 5 points
keep your value positive
leverage content / time
took an outline, FAQ, started collecting info, wrote blogs as I’d think of things, get inspired
the blogs BECAME the book
then you can take a blog and create a video
can then syndicate the blog, do guest posts, have someone else rewrite it
create answers to frequently asked questions
PPC - google wants to sell pay per click
their algorithm might prefer people that do pay per click, maybe experiment with this
meta title - left side of yr brain
50 - 60 characters, pack this with keywords
meta description - right side of yr brain
what people read to see what they’ll click on in the top 3 results
flowery, use adjectives, include the keywords, what's unique special different or better about YOUR stuff?
sometimes will include the phone # in there
content should be relevant to the keywords, have the keywords throughout the content
use synonyms, different word order while you're weaving keywords into content
links - don't always want anchor text links
"folsom dentist" - link to home page, that's an anchor text links
generic link "click here" - google will look at content right/left of that to see what it's about
mixing up the link types will help make it look like a human, not something trying to work the system
images, alt tags
beautiful, invoke emotions, get people compelled to DO something
google is WORKING on image recognition, but for now make sure alt tags have keywords in them
Yoast SEO plugin
you want that "green light" on your posts
you don’t want green on EVERY page/post
mix it up
be a "human being"
google's algorith is looking for relevancy
things to help the crawlers know what the web pages are about
google also looks for scammers, people doing "affiliate links", that has a bad name now
don't use "black hat techniques", link farms, etc. - antiquated
"talking head" video
build that relationship, showing trust
people won't criticize you as much as you criticize yourself
- take a slide deck, content, it will take the keywords, amplify that, pull relevant images, create animations, background music, etc. can make a video in 15 minutes that's production ready!
create multiple videos
google owns youtube
can also do vimeo, etc.
but want to add a snippet in front/back so they’re different than the YouTube videos
have videos transcribed
can have a summary in the description box
always put a back-link to your site in the description
audio is really important
can get high quality lavaliere mic for 20 bucks
content IS conversion -
hint, add value, solve problems
blog posts - 300 to 500 words - FAQs
articles (300 - 500 words)
reviews or analysis 300 -- 500
audio or video 30 to 1hr in length
updates on social networks
email marketing copy
doesn't have to be 200+ pages
47 tips on SEO, what the experts don’t want you to know
sold this at conferences
google "how to create a kindle e-book"
can do it in an hour
step by step tutorials on line
books give credibility
people buying your book at $20 a pop is pretty cool!
want to find the sites you WANT o guest blog on
type type topic in, look for high ranking sites
"SEO quake" - tells you page rank, alexa rating, etc
article / video syndication
don't get overwhelmed. pick 1 thing at a time to improve
AVOID duplicate content at all costs!
not just "stealing other people's content"
don’t want to "compete against yourself"
3 different websites, make sure your content is unique
internal links to other things
even if it's just your contact page
if people scrape and steal your content, at least you'll have a backlink to your site
long tail keywords
market samurai is good for researching this
about 50 hours of training on there. hire someone else to do it if you don’t have the time
lots of tools AREN'T pulling form google’s db as well as they used to
google keeps changing their data
Moz is great, but a little pricey
meta box on the right side of google w/ company name, address, etc
that is "google my business"
local directory listing owned by google
validation process can be difficult but wel worth doing
even if you work from home!
have a physical address
keep it consistent across local directory listings
fill out EVERY field you can for angie’s list, yelp, whatever
give the search directories as much info as possible!