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SEO/ Local SEO Strategies. Strategies to improve exposure to your company’s website… By Mark J. Geyman OhioBiz.com and OhioBiz Web Consulting, LLC www.ohiobiz.com. Introduction: Mark’s Background. On the local Internet scene longer than I’d like to admit

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Seo local seo strategies

SEO/ Local SEO Strategies

Strategies to improve exposure to your company’s website…

By Mark J. Geyman

OhioBiz.com and OhioBiz Web Consulting, LLC

www.ohiobiz.com


Introduction mark s background

Introduction: Mark’s Background

On the local Internet scene longer than I’d like to admit

Started local business directory in 1995

Practicing SEO since 1997

Started OhioBiz.com directory in 2000

OhioBiz Web Consulting, LLC since March 2001


How does a search engine work

How Does A Search Engine Work?

Search engines employ intelligent program robots called crawlers or spider, which visit thousands of websites every hour and index pages according to their content.

These indexes are huge databases containing reference and links to the actual websites. The search engines look through this database and displays the results.


How does a search engine work1

How Does A Search Engine Work?

Google Instant


How does a search engine work2

How Does A Search Engine Work?

Google Instant

Search Engine Optimization (SEO) is not dead! Google has simply changed the approach that search engine marketers must take in order to get websites to appear higher in rankings and with their best foot forward.

Google claims Instant makes the experience more fast, fluid and fun.

The main components of Google Instant are:

Predictions

Instant Results

Scroll To Search


How does a search engine work3

How Does A Search Engine Work?

Google Instant

Google suggests or predicts what the user might be searching depending on each character the user types in the search query box.

The user can select what he is searching for by using the arrow keys and as the user makes the selection the search results keep on changing accordingly.

What is important to note is the speed with which it all takes place. Its fast and really fast. Google claims it can save 2-5 seconds per search.

Scrolling down may decrease over a period of time as user starts searching for more queries rather than more searches per query.

Google instant has not affected the rankings. The basics of the search are the same. So for whatever terms your site has been ranking it continues to rank for them on those search engine result pages (SERPs).


How does a search engine work4

How Does A Search Engine Work?

Google Instant

Ways to Ensure Rankings in Google Instant:

Include a primary keyword in your brand name

Start Thinking Like a Searcher

Include Google Suggest as a Keyword Research Tool

Get locally Optimized for Generic Keywords

Make sure Your Online Reputation is Clean

Dominate Search Results with Multimedia


Major search engine marketshare

Major Search Engine Marketshare


U s keyword breakdown by of clicks

U.S. Keyword breakdown by % of clicks


Word used per search query

Word used per search query:


What is seo

What is SEO??

SEO is the process of improving the volume or quality of traffic to a web site

from search engines via search results.

SEO aims to improve rankings for relevant keywords in search results.

Why are search engines so important?

Search engines are still the biggest resources of website traffic.

Higher traffic means more visitors.

More visitors means more customers and higher profits.


Why it matters

Why It Matters

SEO is important because it improves the odds of someone finding your

company online.

Online visibility can help your credibility and brand awareness

Think like your customers/clients, then verify how people search. SEO can

put you in front of the people looking for your products & services

Your online marketing efforts should be focused on an end results.

Make sure your website/landing pages make it easy for visitors to sign up,

join, request information, buy, or whatever else you seek.


Key phrase research meta tag generation

Key Phrase Research & Meta Tag Generation

RESEARCH ON KEY PHRASES

Find the best phrases that describes your business and products offered. The most searchable key phrase

terms by site visitors.

IMPROVE KEY PHRASE PROMINENCE, DENSITY & PROXIMITY

Key phrases at the top/beginning of your page. Total phrases contained within the total text and the

closeness between two or more phrases.

META TITLE TAG

Make attractive and easy to understand (65 – 75 characters max.). Use most

important key phrases first. Unique to content of page.

META DESCRIPTION TAGS

Describe the pages in one to two sentences. Include key phrases included in copy

of page.

META KEYWORD TAGS

No longer used by any of the major search engines.


Kei keyword effectiveness index

KEI – Keyword Effectiveness Index

Typically KEI is the ratio of the square of the searches upon a particular keyword in a day divided by the number of websites that are listed for that keyword. For example, a keyword that has 100 searches a day and for which Google shows 5000 websites would have a KEI of 2. (100 * 100 / 5000)

KEI = P^2

C


Google k eyword tool

Google Keyword Tool


The seo optimization process

The SEO Optimization Process

On-Page Optimization

Off-Page Optimization


On page seo

On-Page SEO

On-page optimization (on-page SEO) is what can be performed on

pages of a website to maximize its performance in the search engines

for targeted keywords related to on-page content

On-page optimization stands for all of the techniques and methods

used on your website that is hosted on a server

On-page optimization has an effect on your website listing in natural

results.

On-page factors are controlled by coding on website pages


On page seo elements

On-Page SEO Elements

Title tags

Meta tags

ALT tags

Header (H1, H2) tags

URL structure

Internal Linking

Anchor text

Relevant keywords near your inbound link

Content

Keyword density

Site maps (XML & HTML)

Usability


Title meta tags in source code

Title, Meta Tags in Source Code


H1 h2 heading alt tags anchor text

H1 & H2 Heading, ALT Tags & Anchor Text

H1 & H2 HEADING FORMAT

Applying H1 & H2 Tags in your source code will be helpful in achieving high

ranking

ALT TAGS

Most sites contain images. Where it makes sense, add text in Your ALT Tags

to describe the content of the graphics.

KEY PHRASE RICH ANCHOR TEXT

Anchor text for both external links and internal links is the powerful

element for search engine positioning.


Off page seo

Off-Page SEO

Off-page optimization (off-page SEO) is what can be done off the pages of a

website to maximize its performance in search engines for target keywords

related to the on-page content and keywords in off-page direct-links.

Off-page optimization is a very important part in search engine

optimization because it gives back links to you site and it requires a lot of

work.

It helps to maximize website performance in search engines for targeted key

phrases.


Off page seo opportunities

Off Page SEO Opportunities

Social Networking Sites (LinkedIn, Facebook, Twitter)

Search engine/Directory submission (DMOZ, Best of the Web)

Social Bookmarking submission (twitter, digg.com, del.icio.us)

Article submission (EzineZArticles.com, GoArticles)

Press Release submission (PRWeb, 24-7 PressRelease.com)

Blog Creation & Posting

Forums & Comment posting (signature links)


Link building

Link Building

WHAT IS LINK POPULARITY?

Link Popularity refers to the number of links pointing TO your site FROM

other sites on the Web.

Building links is one of the most important factors in getting top placement

on the major search engines.

WHY ARE LINKS SO IMPORTANT?

Inbound links are one of the most important factors for getting a high

keyword ranking,

Outbound links to quality and pertinent site are important as long as they

add value to the site visitor experience.

It’s not the quantity of links, but the quality of those links which is very

important.


Search engine ranking factors

Search Engine Ranking Factors

Keyword Use in Title Tag

Overall Popularity of Site – “Trust” & “Authority”

Anchor Text of Inbound Link

Age of Site

Internal Link Structure

Keyword use in Page Content

Outbound Links to Quality/Relevant Sites

Age of Page

Key Phrase Use in Heading Tags (H1, H2, H3)

Age of Link

190+ more


Useful seo resources

Useful SEO Resources

SearchEngineLand.com

SEOmoz.org

SEObook.com

BruceClay.com

Sphinn.com

SearchEngine Watch.com

HighRankings.com

SEMPO.org

MattCutts.com/blog

WebmasterRadio.fm (podcasts)

SERoundtable.com

WebProNews.com


Local search

Local Search

Developing your local mindset

SEO is about optimizing sites, local is about optimizing location

Consistency: name, address, phone number are critical (don’t use tracking

phone numbers, don’t stuff keywords into business name)

Building out business profile, you’re not creating an ad


2009 frequency of use breakout to retrieve local information

2009 Frequency of Use Breakout to retrieve Local Information


What type of website do you start your search

What type of website do you start your search?


Local search engine relationship chart

Local Search Engine Relationship Chart


Important data local search data providers

Important Data Local Search Data Providers

Update Your Business Listing for Accuracy:

InfoUSA – http://dbupdate.infousa.com/dbupdate/startupdate?bas_request=A

Acxiom –

http://www.mybusinesslistingmanager.com/

Localeze - https://webapp.localeze.com/extranet/addbusinessdesc.aspx


Primary source of local business information

Primary Source of Local Business Information

TMP Directional Marketing & comScore's Annual Local Search Study


Why is local search important

Why is Local Search Important?

Today there are well over 10 billion unique searches done each month, and that’s just in the United States! Of those searches:

40% of queries have Local intent *

5% use the city and/or state name

2% use informal terms, like neighborhoods

0.5% use zip codes

*(source: Ian White)


Local search results google

Local Search Results - Google


Local search results google1

Local Search Results - Google

Seven Optimization Strategies for Google Places:

Be sure that your business name, address, and phone number are absolutely

correct.

Use an engaging, keyword-loaded business description that will grab the

viewer. Include a Call to Action.

Fill out the categories for your business with as much accuracy as possible.

Photos and videos engage your prospect, so be sure to add them.

Get reviews about your business from your customers. As far as rankings go,

volume of reviews is more important than the number of stars.

Citations from other trusted providers (the references in the section titled

"More about this place") are one of the most important elements of your

listing, because they indicate to Google that you are a credible, established local

business.

Look up other websites in your industry to find opportunities where you can request a

citation (if not a link to your site) for your business.


The big 3 local business search centers

The Big 3 Local Business Search Centers

Google Places

http://www.google.com/places

Bing Local Listing Center

https://ssl.bing.com/listings/ListingCenter.aspx

Yahoo! Local Listing

http://listings.local.yahoo.com


Google places

Google Places

Optimize your Places listings

Use your main keyword phrase and complementary terms in your profile descriptions

Include: - your products and services - the brands you carry - the locations you serve

Choose – or create – the right categories (choose two/three existing categories, then create the

remaining two/three that apply to your local listing)

Create attributes (other information not already included – but DO NOT KEYWORD STUFF)

Get reviews!

Reviews are exactly what people (and Google) are looking for

Google pulls reviews from across the web (so it doesn’t matter where your customers leave them)

Come up with a system to encourage reviews by happy customers

Yahoo has mentioned after a certain number of reviews, they’ll start figuring out whether your

reviews are positive or negative


Additional to do items

Additional “To do” items…

Your website and the 7 pack

Use your website to build trust and reinforce you LBL info by: - linking to your Maps listing -  get links from local websites (Chamber of Commerce, etc.)

On-page optimization

Add location!!

Place full street address and phone number on every page of your website

Optimize your Contact/About page for business name/location

Standardize

Use same name, address, phone number everywhere

Go to sources of business data and standardize

Get listed on local directories

Check for Location Trust

Check data providers

Search for your business name

Search for your phone number

Search for your address


Local business yellow page sites

Local Business & Yellow Page Sites

Places to submit:

Local.com

MerchantCircle.com

Wire Fan (www.wirefan.com)

Mixx (www.mixx.com)

City Search (www.citysearch.com)

Super Pages (www.superpages.com)

Insider Pages (www.insiderpages.com)

Yelp (www.yelp.com)

Yellow Pages (www.yellowpages.com)

BrownBook.com

OhioBiz.com (of course!)


Seo process in a nutshell

SEO Process in A Nutshell

What is the purpose of your site? What are your site’s goals?

Identify your target audience

Discover your competitors and their target phrases

Find out keywords that your target audience uses

Build quality content, site structure and internal navigation with respect to

your site visitors first with keeping SEO and important key phrase usage in

mind.

Publicize your website (press releases, signature files, print materials,

postings)

Acquire external links to your website

Monitor your traffic (web stats software, Google Analytics)

Evaluate your results and make modification/tweaks on an on-going basis.


Thank you for your time

Thank you for your time!

Mark J. Geyman

Owner

OhioBiz.com / OhioBiz Web Consulting, LLC

216.381.1820

[email protected]

www.ohiobiz.com

LinkedIn: www.linkedin.com/in/markjgeyman


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