The Killer Local SEO Blueprint Webby By The HOTH Who Is This For? - - PowerPoint PPT Presentation

STARTING SHORTLY:

The Killer Local SEO Blueprint Webby

By The HOTH

• Local business or have local clients
• Brick & Mortar or Service Based
• Want a straight easy way to rank for

local terms and in the map pack

• Struggled to get good local rankings

in the past - We’ll show you the formula

Who Is This For?

• We’re talking about:
• Any search result influenced by

localization

• Usually have map packs

What Is Local?

What Does Local Look Like?

Lots Of Different Styles 100% Ads Above The Fold Is Common

OK, Now Really…

Local 3 Pack “Snack Pack” Organic

Local SEO Affects More Than Just SERP Results

Affects Maps

Affects Mobile

Even Without A Geo-Modifier

Even Benign Terms!

OK, So Local Is Everywhere.

• Pure value training on exactly what you need to do to rank in the local map

pack and organically

• AND get more traffic, leads, and sales
• This will work for you if you follow this system
• When we’re finished you can take this and implement it immediately for you
• r your clients

My Promise For This Webinar

• I will answer any questions you have
• I’ll show you where to get these slides (lots of notes and tools in them)
• Plus an awesome bonus for staying until the party is over

Stick Around Until The End

Before We Get Started, Will This Work For You?

Appliance Repair Top Of Page 1 In Maps & Organic

Personal Loans: Number 1 In Organic From Nowhere

Dent Removal: #1 In Maps and Huge Organic Jumps

Sheds: #1 In Maps Still Climbing Organic

Handy Man: Top of Page 1 Organic & Local

Kitchens: From Bottom of Page 4 to Page 1

Sports Therapist: Top Of Page 1

High CPC Law Terms: Looks Like A Mountain

More Lawyer Mountains

Even More Lawyer Mountains

Sports Bar #3 in maps

Car repair #2 in maps

Event Catering #2 in maps

Florist #1 in maps

Car service #3 Major International City

Plumbing #3 in maps

iPhone Repair #1 in maps international

Locksmith #1 in maps

Were going to give you 100% of the system that makes this possible.

Ready?

What Has Changed Over The Last Few Years?

What Has Changed

• 2012 - Venice:
• Brought localized results with more terms, even without geo-modifiers
• 2014 - Pigeon:
• Maps rankings and organic rankings got stronger ties.
• SELand just made up this stupid name

What Has Changed

• 2015 - Snack Pack
• Google went from mostly 7 packs to 3 packs & variations
• 2015 - Mobilegeddon
• Punishes sites not made for mobile
• 2015 - Adwords Shakeup
• Removed sidebar ads and added 1 more ad to the top, more ad types
• 2016 - Possum:
• Broadened up the strictness of being in the city center

What Has Changed

• Basically, Local is always changing!
• Local has become more important and prevalent
• Mobile has become more important
• Organic has become intertwined with map results (blended algo)
• Maps are more competitive now that there is only the snack pack
• All previous names of Places, Google Plus+, has changed to “Google My

Business” / GMB

• Local can be complicated, but we will simplify it
• Doesn’t update like regular serps, can sometimes take longer, even months
• Every year, more complexity is added (Snack Packs, Blended Algos, Mobile,

New Ad Types)

• We’ll break down the most important things here

Local Overview

Let’s Take A Look At What’s Influencing Local Rankings NOW.

1st Case Study: Moz Local Search Factors

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

For Organic

• Pretty normal stuff here!
• Domain Authority (from Backlinks)
• Quality of Backlinks
• Diversity of Backlinks
• Good On-Site Optimization
• Relevant Content
• Easy Peasy

Basically, Do Good SEO :)

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

For Maps

• For stuff you can influence:
• Consist & Quality Citations
• Good GMB Optimization
• Domain Authority (Blended Algo)

2nd Case Study: Local SEO Guide & Places Scout Study

http://www.localseoguide.com/guides/2016-local-seo-ranking-factors/

Local SEO Guide + Places Scout Study

• Reviews are important
• The blended algo has

become more important

So Lots of Factors Influence Rankings

But What Does It Boil Down To?

What Really Matters

• Basically we need 4 things
• 1) Perfect GMB Optimization + Reviews
• 2) Awesome NAP Citations to power them
• 3) Good Organic OnPage for your main website
• 4) Awesome links to power it
• Everything works in harmony

Let’s Break It Down

Part 1: Perfect GMB Optimization

• Google My Business (used to be Google

Places, Google Plus+)

• This is what will rank in maps, local pack, etc
• Should be optimized to fullest extent
• Here’s how you do it
• (This changes all the time so don’t be alarmed

if it looks slightly different!)

GMB Optimization

https://www.google.com/business/

Start Here

Search For Your Business

• Find your location or add it
• Make sure the information is correct
• r correct it!
• You’ll need to verify by a post card
• If the info wasn’t correct, you may

need to re-verify

• Usually takes <2 weeks

GMB Optimization

• Find your location or add it
• You’ll need to verify by a post card

GMB Optimization

Verify With Postcard

Add Categories Use All!

***Look For Categories That Pull Map Results

Add Optimized Photos

• Last part: Ask for reviews!
• You can get a direct link to your review page by doing this:

GMB Optimization

Search Your Business Name Click this

Copy this URL When The Review Box Comes Up

GMB Set Up & Optimized? Check.

Part 2: Awesome Citations To Power Map Rankings

• NAP (Name, Address, Phone Number)
• Basically the “links” of local
• These need to be consistent
• Inconsistency kills a lot of campaigns

What Is A Citation?

• Always start with an audit
• Build custom local citations
• Build rich media citations
• Build social citations
• Build high quality links

Creating A Killer Local Campaign

• #1 Problem is incorrect or inconsistent citations
• Start by cataloging all existing citations
• Make sure there are no duplicates going forward

The Audit

• Write down all possibilities (previous names, addresses)
• Find citations by using just searching
• Use all variations in your search
• Catalog everything in a spreadsheet
• We have a very cheap service for this
• Inconsistency is one of the biggest issues

The Audit

This is why things can get messed up real quick

• Check the big 4 data aggregators
• Infogroup: http://www.expressupdate.com/search
• Neustar Localeze: http://www.neustarlocaleze.biz/directory/index.aspx
• Acxiom: http://www.myacxiom.com/
• Factual: http://www.factual.com/contact#update_add_business

The Audit

• Inconsistency? = You need cleanup!
• Usually this involves just manually

contacting each directory individually

• Claim them, update them, whatever

you have to do to create consistency

The Audit

• After you complete the audit,

you’ll want to build out citations

• A directory citation is basically a

profile on a site that houses your basic information. Think Yelp, Yellowpages etc.

• NAP

, descriptions, pictures, reviews etc.

Getting Citations

Page 1 is filled with directories. You should be there too!

• Hero Citations: Most widely used and powerful
• Moz put together the top citation sources
• By category: https://moz.com/learn/local/citations-by-category
• By city: https://moz.com/learn/local/citations-by-city

Getting Citations

• Hero Citations: Most widely used and powerful
• Moz put together the top citation sources
• By category: https://moz.com/learn/local/citations-by-category
• By city: https://moz.com/learn/local/citations-by-city

Getting Citations

• Next we want to find out what’s working
• Who’s ranking for your keywords
• And do it better!

Getting Citations

• Competitor Directories
• Use whitespark.ca
• Put in your city +

keyword

• Find out who is ranking,

checks their citations

• Compiles a list of
• pportunities

Getting Citations

• Optimizing Photos:
• Make the filename your keywords, change it up (match the photo)
• Use alt tags
• Geotag & EXIF - There are a few ways to do this, a decent one is

http://www.thexifer.net if you’re looking for online

• Upload to places like Flickr, Imgur
• Add links and citations

Rich Media Citations

• Videos:
• Name the file your keywords
• Geotag files when uploading on Youtube
• Add links to your site and NAP citations
• Upload to Youtube, Vimeo

Rich Media Citations

• Social Profiles:
• Facebook, Twitter, Tumblr,

Blogspot

• Claim your main accounts
• Get links & citations from these

high authority sites

Social Citations

Part 3: Perfect Local OnPage Setup

• Very similar to any other OnPage with a few extra suggestions
• Use main category and city from your GMB profile in title, H1 or H2 tag
• (This is usually your main keywords + City in title)

Organic OnPage

Make It Mobile Friendly!

https://www.google.com/webmasters/tools/mobile-friendly/

Add Schema With Yoast Local Plugin

https://yoast.com/wordpress/plugins/local-seo/

Embed a Map of Directions In Footer Or Contact Page

Part 4: Perfect Local Link Building

• Get great, natural backlinks to your site
• You will get good links from just building citations
• You can also acquire natural links through normal business activities like

conferences, events, sponsorships, groups

• For building links in higher competition niches, our #1 recommendation

going forward is guest posting

Organic Links

This is what is getting the vast majority of the results.

• 1) To Rank In Maps
• Make a Google My Business page & optimize
• Audit your citations (very important!)
• Build directory, rich media, social citations
• 3) To Rank Organically
• Optimize your OnPage, make mobile, Add schema
• Combine with diverse, awesome link building strategy

Let’s Bring It On Home

If you follow this, you will be golden!

• We claimed and optimized the #1 part of local SEO - The GMB Profile
• We made made a list of all current citations so we don’t duplicate
• We cleaned up any inconsistency
• We got authority citations & links via custom citation building
• (Plus now we’re listed in top directories where people search!)
• We combined that with good onpage optimization on our main website
• We build high quality links through citations and more
• This helps us rank in the snack pack, on maps, on mobile, and everywhere!

Do You See The Massive Benefit?

• The nitty gritty of citations is REALLY TEDIOUS + huge learning curve
• If you have inconsistent citations, cleaning them up is a huge waste of time
• Determining and building the citations isn’t easy
• Building fully optimized citations with every field filled out + optimized

photos and descriptions takes a LONG TIME

• You have to do it yourself or train someone (can’t mess this up)
• Let me ask you a question?

What Kinda Sucks Currently

Would you like some expert help with getting ranked?

• Does everything for local citation building and optimization we’ve talked

about to get you ranked in the maps

• Complete audit
• Custom Local Directory Citation Building from top directories
• Rich media citations: Complete Geo-Tagged EXIF-data Photos & Videos
• Social citations

HOTH Local

• Very different from most competitors
• Most do cookie cutter campaigns, just mass submit to a x number of

directories, keep you on monthly subscription

• With us, every campaign is custom, built for your business keywords and

location specifically

• We fully optimize every listing with no stone left unturned
• You own 100% of the citations, permanent, one time fee

HOTH Local

• Do NOTHING
• We do the audit, find all your current citations and any inconsistencies
• We do the research and determine the top directories
• We manually hand build perfect gold standard citations for you including

fully optimized everything from geo-tagged photos, leaving no field behind

• You get a 100% transparent white label report at the end

Your Job

Everything in 1 Super Organized, Beautiful Spreadsheet

Packages & Pricing One Time Fee

• We want to make this a no-brainer for you
• We said we would do something special

Bonus

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High CPC Lawyer Terms

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Q&A Want to book a consultation? TheHOTH.com/meet

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Thanks! Any More Questions? support@thehoth.com

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