Making the most out of your local SEO

THE 2013 LOCAL SEARCH RANKING FACTORSLOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank Personalization 8.3% Place Page Signals 19.6% External Loc... THE 2013 LOCAL SEARCH RANKING FA

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LOCAL SEO AT #SEOCAMPUS PARIS by @aleyda from @woorank

MAKING THE MOST OUT OF YOUR LOCAL SEO

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SALUT PARIS

http://www.flickr.com/photos/mejanebastien/9265873446/

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CE QUE J’Ai aPPRIS APRÈS + de 7 ANS en FAISANT DU

Référencement WEB …

JE M’APPELLE ALEYDA SOLIS, INTERNATIONAL SEO CONSULTANT, HEAD OF DIGITAL STRATEGY à WOORANK

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combien de personnes font DU

RÉFÉRENCEMENT WEB LOCAL?

levez la main

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Restaurant Français brasserie

WE HAVE LOCALIZED RESULTS EVERYWHERE NOW

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THE LOCAL INTEGRATION GREW with the venice update

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PACK/CAROUSEL LOCALIZED ORGANIC

MAPS RESULTS

BUT IT HASN’T STOPPED THERE

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Google+ local replacing

Google places

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Google places

WITH USER CAPABILITIES

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MULTI-BUT IT HASN’T STOPPED THERE

Google places

Google+ Local launch

!

http://googleblog.blogspot.fr/2012/05/localnow-with-dash-of-zagat-and.html

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Incentivize ugc AND SOCIALIZATION

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Incentivize ugc AND SOCIALIZATION

BECOME A GOOGLE CITY EXPERT

!

https://www.google.com/local/contest/fr/cityexpert

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cross-device SYNC

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cross-device SYNC

New Local search experience across devices

!

http://insidesearch.blogspot.fr/2012/03/introducing-new-local-search-experience.html

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Local carousel

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Local carousel

local carousel LAUNCH

!

https://plus.google.com/+google/posts/KpsbyvHUotN

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ON-GOING SERPS LOOK AND FEEL CHANGES

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ON-GOING SERPS LOOK AND FEEL CHANGES

NEW LOCAL SERPS CHANGES

!

http://blumenthals.com/blog/2014/03/11/new-look-for-google-local-search-results/

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IT’S TIME TO EVOLVE LOCAL BY DOING SOLOMO

Social

local mobile

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to own your local web presence

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to own your local web presence

check out

!

http://blumenthals.com/web-equity-infographic

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THE RECIPE FOR OUTSTANDING LOCAL SEARCH RESULTS

what ingredients do i need?

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WHICH SIGNALS HELP THESE TO RANK

HIGHER?

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AND THESE OTHERS?

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THE 2013 LOCAL SEARCH RANKING FACTORS

Personalization (8.3%)

Place Page Signals (19.6%)

External Loc Signals (16%)

On-page Signals (18.8%)Link Signals (14.4%)

Review Signals (10.3%)

Social Signals (6.3%)Behavioral/Mob Signals (6.1%)

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TAKE A LOOK AT

!

http://moz.com/local-search-ranking-factors

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THIS NEEDS SOME IN-DEPTH RESEARCH

WE NEED TO DIG AROUND THESE

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1 PLACE PAGE SIGNALS

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create or claim PLACE PAGE FOR EACH

LOCATION, with RIGHT address

matching the one in your site

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create or claim PLACE PAGE FOR EACH

LOCATION, with RIGHT address

matching the one in your site

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ASSOCIATE YOUR PLACE PAGE TO THE RIGHT CATEGORIES BY REVISING THEM FIRST HERE

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ASSOCIATE YOUR PLACE PAGE TO THE RIGHT CATEGORIES BY REVISING THEM FIRST HERE

GOOGLE PLACES FOR BUSINESS CATEGORY TOOL

!

http://blumenthals.com/Google_LBC_Categories

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Look for duplication and fix any inconsistencies with your presence

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Look for duplication and fix any inconsistencies with your presence

FAQ & steps to solve duplication

!

https://support.google.com/places/answer/183009?hl=en

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BEWARE OF CREATING GOOGLE+ PAGES FOR BUSINESSES OR BRANDS INSTEAD OF LOCAL

AND HAVE DUPLICATION ISSUES

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BEWARE OF CREATING GOOGLE+ PAGES FOR BUSINESSES OR BRANDS INSTEAD OF LOCAL

AND HAVE DUPLICATION ISSUES

MERGING GOOGLE+ PAGES ISSUES

!

http://localu.org/blog/merge-google-pages-usually-cant-now/

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USE LOCAL ANALYSIS TOOLS

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USE LOCAL ANALYSIS TOOLS

FREE LOCAL ANALYSIS - GOOGLE PLACES TOOL

!

http://www.51blocks.com/online-marketing-tools/free-local-analysis/

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use the bulk uploader carefully

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use the bulk uploader carefully

take a look at

!

https://support.google.com/places/answer/178024?hl=en

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ADD ADDITIONAL INFORMATION ABOUT YOUR BUSINESSES LOCATION

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ADD ADDITIONAL INFORMATION ABOUT YOUR BUSINESSES LOCATION

take a look at

!

http://www.google.com/mapmaker

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2 ON PAGE SIGNALS

On-page Signals (18.8%)

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a landing page for each location that

you want to rank for, IN A

HIERARCHICALLY ORGANIZED STRUCTURE

NAME OF SPECIFIC LOCATION (neighborhood, city, area) IN TITLE, META DESCRIPTION, HEADING, CONTENT, url, ALT

DESCRIPTIONS

1

2

2 ON PAGE SIGNALS

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NAME, ADDRESS, PHONE NUMBER

(LOCAL ONE) AND OPENING HOURS,

USING SCHEMA

3

EMBEDDED GOOGLE MAP REFERRING

TO GOOGLE+ LOCAL PAGE

4

2 ON PAGE SIGNALS

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USING SCHEMA

3

4

USE SCHEMA GENERATORS FOR LOCAL BUSINESS NAP

2 ON PAGE SIGNALS

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USING SCHEMA

3

4

USE SCHEMA GENERATORS FOR LOCAL BUSINESS NAP

USE THE FOLLOWING TOOLS

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RELEVANT, attractive, descriptive, original, useful

content -guides, tools, news &

resources-2 ON PAGE SIGNALS

5

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2 ON PAGE SIGNALS

FOLLOW-UP WITH YOUR LOCAL RANKINGS USING BRIGHTLOCAL

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3 reviews, EXTERNAL LOCATION & social SIGNALS

Social Signals (6.3%)

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REVISE YOUR CURRENT REVIEWS AND CITATIONS… AND OPTIMIZE

THEM

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REVISE YOUR CURRENT REVIEWS AND CITATIONS… AND OPTIMIZE

THEM

WOORANK LOCAL SECTION

!

http://www.woorank.com/

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BESIDES INCENTIVIZING YOUR GOOGLE+

NATIVE REVIEWS SEE WHERE THE EXTERNAL

ONES COME FROM

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IDENTIFY NEW CITATIONS

OPPORTUNITIES

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IDENTIFY NEW CITATIONS

OPPORTUNITIES

WHITESPARK LOCAL CITATION FINDER

!

http://www.whitespark.ca/local-citation-finder/

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IDENTIFY EXTERNAL CITATIONS AND REVIEWS BY SETTING WEB ALERTS, SUBSCRIBE TO THEIR FEEDS

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IDENTIFY EXTERNAL CITATIONS AND REVIEWS BY SETTING WEB ALERTS, SUBSCRIBE TO THEIR FEEDS

USE GOOGLE ALERTS OR TALK WALKER ALERTS

!

http://www.talkwalker.com/alerts

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find your industry local influencers &

develop A relationship WITH THEM

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find your industry local influencers &

develop A relationship WITH THEM

use tribalytics

!

http://www.tribalytics.com/

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collaborate with local media & blogs

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collaborate with local media & blogs

USE SIMILARWEB TO FIND them

!

http://www.similarweb.com/

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ORGANIZE LOCAL EVENTS, coupons &

PROMOTIONS IN RELEVANT LOCAL AND INDUSTRY COMMUNITIES AND PLATFORMS

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ORGANIZE LOCAL EVENTS, coupons &

PROMOTIONS IN RELEVANT LOCAL AND INDUSTRY COMMUNITIES AND PLATFORMS

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create locally relevant assets

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Hey girl, I’d like to be the authority in your niche

AND BECOME A LOCAL (OR GLOBAL?) AUTHORITY

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4 BEHAVIORAL & MOBILE SIGNALS

Behavioral/Mob Signals (6.1%)

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mobile queries tend to be

highly localized

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MOBILIZE YOUR LOCAL WEB PRESENCE

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use an emulator or user agent switcher to verify how your site is

shown in mobile devices

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use an emulator or user agent switcher to verify how your site is

shown in mobile devices

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verify how smartphone / mobile bots

crawl your site

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verify how smartphone / mobile bots

crawl your site

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so much work, but the result is sooooo good

OH LÀ LÀ! C’EST FORMIDABLE

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ARE YOU READY?

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LOCAL SEARCH RESOURCES

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local search resources

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USE THIS LOCAL SEO QUESTIONNAIRE

!

http://bit.ly/16AZg81

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TAKE A LOOK AT

!

https://productforums.google.com/forum/#!forum/business

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TAKE A LOOK AT

!

http://localsearchforum.catalystemarketing.com/

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