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Local SEO Panel Search Engine Optimization – employing techniques that help your website rank higher in organic (natural) search results. What is SEO.

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Presentation on theme: "Local SEO Panel Search Engine Optimization – employing techniques that help your website rank higher in organic (natural) search results. What is SEO."— Presentation transcript:

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2 Local SEO Panel

3 Search Engine Optimization – employing techniques that help your website rank higher in organic (natural) search results. What is SEO

4 Organic Paid Organic vs. Paid Search Results

5 Local Search Results

6 Impact of Rankings on CTR On average, over 50% of users click on the first result on the page. From there we see a significant drop, with less than 1% of people clicking on the 8th link on the page. – Bing, 4/13

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8 Search Engines Google Places (Google+ Local) Bing Local Yahoo Local Ask Local Google, Bing, and Yahoo incorporate local results depending on query Locators SuperPages YellowPages FourSquare Yelp Local.com Manta Local Traffic Sources

9 Search Friendly Site On-Page Content Links + += High Rankings Link Architecture Text in hyperlinks Anchor text diversity Quality of link pages Relevance of link pages Content on link pages Local citations Social Media mentions Reviews Content Title tags Meta tags Headlines Bullet/numbered lists Bold and italic text Link text Body copy Keyword distribution NAP Images & video Rich media & PDFs Site Architecture Code base Robots.txt file XML sitemap Image hosting Site speed Folder structure Javascript, Flash, Ajax 200+ factors in Googles organic ranking algorithm * Formula constantly changing Local SEO Formula

10 Target local keywords like Omaha contractors or Omaha chiropractors Ask customers for reviews (Google Places, Yelp, etc.) Embed map of your location along with directions Social sharing icons NAP – name, address, phone in footer (local # and not 800 #) Get your business listed in local directories (consistent data!) Goal: show Google that you are a local, legit, brick and mortar business Key Points

11 A critical component of SEO is choosing the right keywords for optimization. If you are a law firm, you may be tempted to want your website to rank for lawyer, (a head term), but chances are you might have some trouble there… A keyword like omaha dui lawyer (a long-tail term) is a better target keyword. Sure, the number of people that search for this keyword will be much lower than the number that search for lawyer, but you are more likely to rank for this term, and the traffic is much more relevant to your business, resulting in a higher conversion rate. Keyword Selection

12 Traffic Measuring overall traffic to your website from organic search is something you should look at on a monthly basis at a minimum. To factor out seasonality, be sure to look at year-over-year sessions. Unique Keywords The number of unique (particularly non-branded) keywords driving traffic to your site is an important metric which indicates the health of your SEO efforts. You should see gradual increases in the number of unique keywords over time. Leads/ROI Web analytics tools like Google allow you to see how many conversions have occurred on your website as a result of organic search traffic and keywords, provided you have some way of tracking the desired customer action (contact form, order confirmation page, signup, etc.) Measuring Success

13 Questions?


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