Transcript Slide 1

Cat Food and Dancing Kangaroos
Tips and Tricks for Local Search Optimisation
London Book Fair
Earls Court, April 2013
© 2013 Booksellers Association
What does this number mean to you?
8 Point Checklist for Local Search
What is this?
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Cat Food?
Premium Cat Food?
High Quality Pet Food?
Organic Cat Food?
Diabetic Cat Food?
Low Fat Cat Food?
Top Notch Cat Nosh?
‘Storage containers’
Office archiving?
Kitchen boxes?
Moving house?
1. Close your ‘Keyword Gap’
• Primary keywords and combinations. Pick
your Top 10.
– ‘Indian Restaurant’, ‘Indian take away ’, ‘Curry
houses’, ‘Tandoori curry’, ‘ Indian food’, ‘Low
carb Indian Food’, ‘Balti curry’
• Tools (some free, some paid)
– Google Adwords, Trellian (Keyword Discovery),
Wordtracker, Market Samurai
• Monitor variations
– Google Analytics – focus on (a) traffic and (b)
conversion
– Google Alerts (Feedly, Talk Walker, Mention……)
– Twitter #hashtags
– Eyes and Ears
http://soovle.com
Google Alerts
Twitter ‘#hashtags’
What are you selling today?
© mirror.co.uk
2. Keep your website in synch
•
Business Details
– Prominent Phone Number and
Business Name & Address / Location
– Make your Descriptions descriptive
(<160 characters and unique to each
page!)
• Do the SEO basics
– Keywords, Titles, Headings, Internal
Links – use your keywords
– Clear Signposts and Calls to Action
(‘C2A’)
• Content
– Focus, focus, focus……
– Match to your keywords
© Lion & Unicorn Books
When did you last change
your window display?
3. Optimise your Google+ Local
Page
•
Claim your page and manage the
content
– It may have been ‘set up for you’ i.e.
‘without your knowledge’
– Address and phone number mark it as
‘unique’ to you
– Point ‘website’ to home page not an
inner page
– Select as many relevant categories as
possible (= your keywords!!!!)
– Populate with keyword rich content (but
without overcooking it)
– Add your logo, photos and video content
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Links to competitor pages appear at the
bottom of the page. Fill your profile to
push them ‘below the fold’
4.
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Solicit and manage reviews
Directly on Google+ or via third party
sites, or own site (e.g. LouderVoice)
– Yelp, Qype, Foursquare, Hive
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Ask for reviews (‘Be careful what you
wish for.....!!’)
– Set up a specific landing page for
customers to leave them
– Display prominently in store, via QR
code, on handouts e.g. cards
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Monitor and respond to any negative
comments. The response is more
valuable than the problem!
5. Build your links in the local area
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Build natural backlinks from other local wesbites
– Strong signals of website ‘authority’
– Chamber of Commerce, Local Associations, Partner
organisations, Events, Directories (Kellys, Thomson
Local, Hotfrog, Applegate), Newspapers, Local
‘What’s On’, local shops and businesses
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Look for sources that rank highly for your
keywords
– May offer free listings
– Copy your competitors (negate their advantage)
• “The objective is not to make your links look
natural. The objective is that your links are
natural”. Matt Cutts, Google
Technical content, froth and ‘dancing
kangaroos’
‘Top of Mind’
‘Optimised Content’
Know your onions
Have an opinion
Attract attention
Join In
6. Get into local social media
• Create your account / claim your page in the
major networks
– Facebook, Twitter, LinkedIn, YouTube
• Start with the basics
– Add icons to your website to your social
properties, help users to share your content
– Blog, based on your keywords
– Share local news content and items of interest
– Comment on things happening in your area
– Use keywords and #hashtags and tiny URLs to
linked content
• When you feel comfortable
– Set up Events on Facebook, videos on Youtube
– Run Contests, host Hangouts (and Webinars)
– Give and solicit feedback
7. Consider mobiles
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Check Google Analytics for ‘Devices’ and
‘Operating Systems’ used
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Responsive Design – Make sure your site is
‘mobile friendly’, or a ‘mobile specific’
version (high traffic pages)
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Provide free wifi and ensure you use mobile
services so customers can ‘check in’ e.g.
Foursquare, Facebook
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Keep your Google+ Local page up to date
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Put your phone number into the
Description tag to make it clickable from
search engine results pages
8. Measure and adjust
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Set up Funnels, Goals
and Conversion
Objectives in Google
Analytics
Set the baseline
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Traffic Keywords
Conversion Keywords
Top Pages
Traffic Sources
Device
Location
Time of Day
Measure at least every
week, watch for trends
and adjust as required
Check your ranking (type ‘ranking tool’ into
Google)
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http://www.seocentro.com/tools/search-engines/keywordposition.html
http://www.searchenginegenie.com/google-rank-checker.html
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Generating Targeted
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We’ve left time for questions at the
end of the presentation
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Noel Moriarty
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