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Personal intro info slide. Superhero definition. Local marketing has changed You have to adopt new tactics to stay competitive. Search engines crawl websites and save the content. When someone does a search, Google tries to return a list of the most relevant answers,

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Presentation Transcript
slide4

Local marketing has changed

You have to adopt new tactics to stay competitive

slide5

Search engines crawl websites and save the content.

When someone does a search, Google tries to return a list of the most relevant answers,

Ranked in order of importance

slide6

SEO influences relevancy & importance

But you can’t “game the system” like you could in recent years

Now, it’s all about the content on your site

You have to make your site for people, not for search engines

slide7

Your website is your first impression for most of your customers…

How do your customers see you?

slide8

Gone are the days where you can just put up a website and compete.

You can no longer have an isolated website…

If customers can’t find your site in Google, it basically doesn’t exist.

slide9

Page One is a vicious battle for king of the hill.

How many dealers are in each city? They all want to be on page one,

And there aren’t always even 10 spots any more

slide10

Rankings will change multiple times daily,

And thanks to personalization and localization, everyone will likely see different results anyway…

So you can’t track rankings as a metric to prove SEO success.

slide11

I’m going to teach you how Local SEO is different from traditional SEO,

And I’m going to give you the knowledge and tools to be a Local Search Superhero

slide12

Local Search:

  • - 1 out of every 3 Google searches is a local search
  • 4 out of 10 consumers use local search every day
  • 9 out of 10 smartphone searches end in an action
slide13

Local Search is different:

  • The “map pack”
  • The new Local Carousel
  • Assumed local intent
  • All result in a different set of search results driven by a different algorithm
  • (fed by different signals)
slide14

2013 Local Search Ranking Factors

By David Mihm of Moz

(include URL to blog post)

slide15

2013 Local Search Ranking Factors:

19.6% Place Page Signals

18.8% On Page Signals

16% Off Page Signals

14.4% Link Signals

10.3% Review Signals

6.3% Social Signals

6.1% Behavioral/Mobile signals

8.3% Personalization

(will explain examples of each)

slide16

Google Places Page

  • Claim your page
  • In the process of merging systems (Places and Google+)
  • You can force a merge (explanation)
  • Now has phone support
  • Explain smaller cover image process
slide17

Google Places Page Optimization Tips

  • Categories
  • Address
  • Phone number
  • Description
  • Photos
  • Business name
  • Keywords in reviews
slide18

Google Places reviews now show up in a pop-up, isolated from page

Strong review strategy is more important than ever

slide19

New Google Local Carousel

  • Doesn’t show car dealers (yet), but you should still prep for it
  • Start Google+ if you’re not using it already
  • Make sure the first photo you load is the one you want to use
  • Explain how photos are displayed
  • Contributes even more to lost keyword data (get ready to not track it anymore)
slide20

Google Authorship

Associates content w/ a person

Shows that person’s photo in search results

- How to set up

slide21

Google Publisher markup

Associates content with a business

Shows more content on the right side of searches

- How to set up

slide22

Citations:

  • NAP consistency is vital (explain NAP)
  • Explain Whitespark tool
slide23

On Site local optimization:

  • NAP on landing page matches Places NAP
  • City/state in landing page title tag
  • City/state in title tags throughout site
  • Product/service keyword in URL
  • City/state in landing page H1
  • Schema markup
slide24

Website content

  • Update regularly
  • Blog! If you don’t have one, start one immediately
  • Blog frequently and on schedule
slide25

Content ideas:

Google Analytics questions report

Make your site a local expert

Blog about your community

Sponsor local events

Write local event guides

Review local businesses

Conduct local interviews

Create a local resource directory

slide26

Link signals:

You have to be very careful after the Google Penguin update

The quality and content of the site linking to you is important now

Look for locally relevant sites and concentrate on those links

slide27

Reviews:

4 out of 5 customers will decide NOT to buy from you if you have bad reviews

You can’t get good reviews if you suck. If you’re being shady, stop. Fix your dealership problems

Or you’ll continue to get flamed.

Customers won’t leave positive reviews unless you ask (but don’t ask for Yelp, it’s against the rules)

Remove roadblocks and make it simple to get to your Google Places page to leave a review.

Don’t ignore Yelp reviews, those are what power the reviews on Apple Maps (iPhones)

DON’T FAKE REVIEWS!

Don’t collect reviews on-site

Don’t post Google reviews on your site, Google will pull duplicate reviews

slide28

Social Media:

  • 71% of consumers are more likely to purchase if referred by social media
  • Post regularly
  • Don’t shout, engage
  • Follow the 80/20 rule
  • Don’t blindly post links to vehicles from your inventory management system
  • Don’t do stupid stuff
slide29

Superhero Local SEO Tools:

  • moz.com (explain)
  • Semrush.com (explain)
  • Google Keyword Planner
  • Ubersuggest.org
slide30

Superhero Wordpress plugins:

  • Wordpress SEO by Yoast
  • Open Graph Metabox
  • Nrelate
  • Wordfence Security
slide31

Superhero Citation Tools

  • getlisted.org
  • Whitespark Local Citation Finder
slide32

Superhero Social Tools:

  • Sendible
  • Followerwonk
  • Rapportive
slide33

Superhero Extra Tools

Google URL Builder and bit.ly combo

Wistia video hosting (compared to YouTube)

ReTargeter

slide34

And that’s how to be a

Local Search Superhero!

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