Local Business sunclouddesigncomtalks Search Engine Optimization SEO Search engine optimization SEO is the process of affecting the visibility of a website or a web page in a search engines natural or unpaid organicsearch results In general the earlier or high ID: 129280
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Slide1
On-Site Strategies for Optimizing Your Local Business.
sunclouddesign.com/talksSlide2
Search Engine Optimization (SEO)
“
Search engine optimization
(SEO) is the process of affecting the visibility of a website or a web page in a search engine's "natural" or un-paid ("organic")search results. In general, the earlier (or higher ranked on the search results page), and more frequently a site appears in the search results list, the more visitors it will receive from the search engine's users.”
Rule #1: Put People FirstSlide3
On-Site SEO for Local Business
Keyword Research
Body
Headline (H1 and H2)ContentMeta-Content
Permalink (slug)
Title Tags
Meta DescriptionLocal MarkupReview MarkupAuthor/Publisher MarkupDesignEasy To ShareDevice FriendlyWell-Coded Framework
What Matters?Slide4
On-Site SEO for Local Business
Keyword Research
What keywords are people using to find your type of business?
Tech Factors
What keywords and phrases are popular and relevant in search engines?
User Factors
What keywords and phrases are people using to find stuff online?Slide5
On-Site SEO for Local Business
Don
’
t keyword stuff!Write for humans! Contains keywordMakes sense with title tag
2. Body – Headlines (H1
and H2)
For (Ro)bots
Keyword importance and structure indicator
For People
Visitors find useful, relevant, & uniquely valuable informationSlide6
On-Site SEO for Local Business
Don
’
t keyword stuff!Don’t duplicate contentWrite for humans! Uniquely valuableOrganized
Links – internal and external
Images
Local mentions, NAP listed on pageUse local “hooks” (i.e. local landmarks)Have local modifiers in contentKeyword richTry to have keyword in 1st sentence
Try to have keyword in last sentence
Use related terms in content
2.
Body - Content
For (Ro)bots
Keyword importance and structure indicator
For People
Visitors find engaging, relevant, & uniquely valuable informationSlide7
On-Site SEO for Local Business
3. Meta - Permalink (slug)
Good:
http://mybusiness.com/services
Bad:
http://mybusiness.com/?p=204
Note: If you change your permalinks be sure to 301 the old pages to the new structure so you don’t lose any link juice.For (Ro)botsKeyword importance and structure indicatorFor PeopleRemembering, typing, and sharing pages.Slide8
On-Site SEO for Local Business
3. Meta - Title Tags
Write for humans
Don’t keyword stuff
Contain keyword target
Consider adding
phone #69 CharactersUse | or – to separate
For (Ro)bots
Keyword importance and structure indicator
For People
Search result title. Tweets and Pins.Slide9
On-Site SEO for Local Business
3. Meta - Meta Description
Write for humans
Don’t keyword stuff
Contain keyword target (
bold SERPS)
Consider adding phone #155 Characters or less
For (Ro)bots
None.
For People
Search results. Google+ and
Facebook
.Slide10
On-Site SEO for Local Business
3. Meta - Local Markup (schema)
Tell Google and ALL search engines exactly where you are with schema markup:
<div itemscope itemtype=”http://schema.org/Plumber
”
>
<span itemprop=”name”>Bob’s Plumbing</span><div itemprop=”address” itemscope itemtype=”http://schema.org/PostalAddress
”
>
<span
itemprop
=
”
streetAddress
”
>123 Main Street</span>
<span
itemprop=”addressLocality”>Toronto</span>,<span itemprop=”addressRegion”
>ONTARIO</span>
<span
itemprop
=
”
postalCode
”
>M4J1N2</span>
</div>
Phone: <span
itemprop
=
”
telephone
”
>416-777-4545</span>
<a href=”http://googlemapsurl.com” itemprop=”maps”>URL of Map</a></div>
For (Ro)bots
Tells search engines to rank you higher for searches performed in your area
For People
Visitors see you on maps and local searches.Slide11
On-Site SEO for Local Business
3. Meta - Review Markup
<div
itemprop=”review” itemscope
itemtype
=
”http://schema.org/Review”><span itemprop=”name”>Value purchase</span> -by <span itemprop=”author”>Lucas</span>,<meta itemprop=”
datePublished
”
content=
”
2011-03-25″>March 25, 2011
<div
itemprop
=
”
reviewRating
” itemscope itemtype=”http://schema.org/Rating”><meta itemprop=
”
worstRating
”
content =
“
1″/>
<span
itemprop
=
”
ratingValue
”
>4</span>/
<span
itemprop
=
”bestRating”>5</span>stars</div>For (Ro)bots
May increase your search ranking
For People
Visitors instantly trust your result more than surrounding resultsSlide12
On-Site SEO for Local Business
3. Meta - Author Markup
Use author markup to increase click rates
For (Ro)bots
May increase your search ranking
For People
Visitors instantly trust your result more than surrounding resultsSlide13
On-Site SEO for Local Business
3. Design
For (Ro)bots
Load timeFor PeopleAccessible, shareable, More engaging, loads fast
Design for Speed
- Clean, Modern Framework
Good HostingCachingDesign for AccessibilityResponsive or Mobile App
Easy to Share and Opt-In
A User Experience Issue IS an SEO Issue.Slide14
On-Site SEO for Local Business
Markup Testing
Test all of your markup with the
google structured data testing tool:
http://www.google.com/webmasters/tools/richsnippets
Slide15
On-Site SEO for Local Business
Keyword Research
Body
Headline (H1 and H2)ContentMeta-Content
Permalink (slug)
Title Tags
Meta DescriptionLocal MarkupReview MarkupAuthor/Publisher MarkupDesignEasy To ShareDevice FriendlyWell-Coded Framework
What Matters?