Archive for August, 2011

Pay attention to your sitelinks and how they rank for local SEO

Friday, August 26th, 2011

local seo

Some of my local SEO musings for today:

If you rely on queries for business names to generate a lot of search traffic to your site, like most yellow pages sites do, you just got pushed way down the page, like Yelp appears in this example.  Local directory sites will need to beef up their review efforts to try to at least get attached to the Place Page result for these queries.

This may have made brand reputation management campaigns a bit easier.  Sites that want to push down bad results for brand queries can do strategic linkbuilding around URLs that are likely to get added as sitelinks (e.g. navigation links, URLs with decent inbound links, etc.).  That said, in doing a little (unscientific) research it does appear that sites with what I would consider weak brands are only displaying two sitelinks.  So go search for your brand and you may be able to get a quick idea of how strong it is in Google’s eyes.

Personal rep management campaigns also seem to benefit.  Check out this result O2business phones:

local seo

You can see the ‘corner the market’ strategy, right?

The moral of the story:

On the plus side, the sitelinks now give businesses even greater control on how they appear in the SERPs.  I fully expect to see further enhancements of this functionality where eventually the SERP looks more like a Place Page/Website/Plus combo than just a boring old SERP.

This means that unlike early fears, local SEO is a not the death of SEO operations but just another expanding opportunity, if you have the right guide.

Chuck Taft is an Asheville Local SEO expert who is the author of the book Topranked: The Straightforward Guide to Local SEO

Title tags and Local SEO

Tuesday, August 23rd, 2011

Asheville local SEO expert Chuck Taft blogs on title tags for local SEO:

We all know how important title tags are when it comes to SEO. Not only for ranking but it will also be the first piece of information a searcher will see about your site. I like to think of a title tag as a first date. You want to look better than you really are, and hope you can impress just enough to cover up future blemishes that someone might get to know.

So, the question is how do title tags translate on the local playing field? I am sure by now you have seen that when the integrated local results show up (aka the O-Pack) there are usually quite a few organic listings tied to a places pin like the followed…

Local titles

When the O-Pack came out, it was a big enough change to the locosphere that I decided that I needed to do some extensive research into what makes the pack tick. So, I put together a study of the following over the past few months…

28 Google Places listings that are ranking 1-7

28 Google Places listings that are ranking 50-56

Listings were examined from the following keywords:

  1. Chicago Personal Injury Lawyer
  2. New York Divorce Lawyer
  3. San Diego Dentist
  4. Dallas Dentist

In all I took 56 listings in 4 cities across the country in the law and dental categories. I generally find that these are well optimized categories in local search that have very little “luck” involved in rankings.  While the research covered 27 separate factors, one of the things I found most interesting has been the use of title tags.

Where Does Google Places Get the Title Tag From?

Generally speaking, the first 5 results in the O-Pack pull from the title tag of the website page that Google thinks is most relevant, and the remaining listings pull from the Business Name given in the Places account.

title tags

This was the case for all results that were examined in my research. I have seen a few exceptions to this, but only a few. So, bottom line, gone are the days where you could get by without a good website for a Google Places listing. You used to be able to rank a company who didn’t have a website, and you could work wonders with companies that had a website (Even if it was built with website tonight).  Now, not only does your title from your site populate on your Places listing, but it holds effect on rankings.

How Many Websites Had The Keyword Search Phrase In The Title Tag?

22 of the 28 High Ranking Places listings (79%) had the keywords in the website title tag.  Whereas 12 of the 28 Low Ranking Places listings (43%) had the keywords in the website title tag.

16 of the 28 High Ranking Places listings (57%) had the keywords first in the Title Tag.  8 of the 28 High Ranking Places listings (29%) had the keywords first in the Title Tag.

How many Listings have the Business Name in the Title Tag?

17 of the 28 High Ranking listings (61%) have the Business Name in the website Title Tag. 15 of the 28 Low Ranking Places listings (53%) have the Business Name in the website Title Tag.

All of this data is shown in the graph below….

Title tags

A few interesting observations…

When the O-Pack came out in late October, it didn’t take very long to realize that normal SEO ranking factors were now a very large part of local search. My studies have verified that to me. But, I also felt that there were some factors that were being overlooked.

Local Search is all about proving your local prominence through your Business Name, Address, and Phone Number. I couldn’t help but think that businesses would do well to include all of this information in a title tag.  Only 1 business had their phone number in the Title Tag. None had their address. But, as I looked deep into the listings (past the top 7 in each category) I didn’t see any listings that had this information. It simply hasn’t been done on a large scale.

So, I ran a few tests and they seemed to look a lot like this….

Local titles

The site in the first position doesn’t have a superior link profile, a higher pagerank, a crazy amount of citations, or anything else that would peg this listing in front of many others on this list. But they have the NAP information prominently displayed in a big way.  I haven’t shared this with many people as it isn’t something I can prove or disprove with the little data I have, but the results are interesting to say the least.

My Thoughts On A Title Tag For Local Search

For rankings, I think it is very apparent that having the keyword phrase listed is extremely important and probably at the first. This is new in local but simply a transfer from our normal good ol’ SEO factors.

For Recognition, I think that it is very important to include your business name on your home page title tag. Many people try to stuff a title with only keywords. But from a local search perspective, you should be advertising your business on a lot more places that just online and if they search, see your business name and recognize it from either friends, billboards, print, phone books, or anything else, then the chance of you getting the click/call will go up dramatically. Does a business name effect rankings? I don’t know, but it doesn’t hurt them and I definitely think it will help your click through rate if it is included in your Title.

For Best Results, if you are in the top 7 then you better get to the top 5. I would much rather have control over what a user sees as the title to my listing than letting Google show only the business name.

There is a lot more information that I have found interesting during my research of the O-Pack results from Link Profiles to Reviews, and Citations to Category choices. I will be publishing more in the coming weeks, and will probably release the data sheet for anyone to see what they can find as well.

Chuck Taft is a local SEO expert from Asheville, NC.

Critical local SEO tips from an Asheville expert

Saturday, August 20th, 2011

Local SEO is becoming a highly important skill nowadays with more and more companies starting to offer location based services. In my position as an Asheville local SEO expert I help a lot of companies get a quick jump start into the local SEO game. The old rules of SEO are just that, old, and small business owners need to pay attention to the latest trends in order to get ranked highly and draw more customers.

Even though there are lots of reasons for you to use local SEO, one of the most critical is that you can gain entry into less competitive but highly responsive markets. Since there will always be clients in your area, you can take advantage of local SEO no matter the type of business you run. Thus, you will be able to increase the size of your company in a new direction and find more targeted prospective clients.

local seo

It’s important that you get on Google and get your offline business profile made so it’ll be in their database. Registering with the three major search engines is easy, and be aware that they’ll call you so they can confirm your business address. Compared to the millions of offline businesses, there are very few profiles listed on the search engines, and that suggests people may not be aware of this. This simple step will help you with your local SEO efforts, and you really should do it asap.

If you want your site to be recognized on a local level then you need to be open about asking for reviews. You will be missing out on a lot of opportunities if you don’t use this strategy. The majority of the local sites are completely fine with your interacting with your customers and asking them to review you. So, why shouldn’t you enjoy all the advantages of this technique?

It’s simply an issue of taking enough time to ask your customers personally to provide a review for you. Of course, that doesn’t mean you have to go out and ask people face to face. All you have to do is put up a request such as “We would really appreciate it if you could post a short review of our business on Bing/Yahoo local / Google.”

This message could be put on your thank you page (after they contact you or sign up for your ezine), in your email signature and on your website. Your business will get more customers in time because these reviews, no matter whether they are great, horrid or ugly, will increase the credibility of your business.

Last but not the least; make sure you have your complete mailing address mentioned all over your site, on every page. You always want to provide convenience to your website visitors, and that will help if they want to know. Local SEO involves much more, but these practices will help you with your site visitors.

Chuck Taft is a local SEO expert in the Asheville, NC area.

How do you personalize online news to get only the stories you want?

Wednesday, August 17th, 2011

So much information, so little time. People often ask me, as a local Asheville SEO expert, how they can organize and stay on top of all the news that’s out there and comes in to them like a flood?

Below you’ll find five methods to help aggregate the news that’s important to you. You can find many more such tips and other important local SEO information in my new book ‘Top Ranked: The Straightforward Guide to Local SEO’

Some of these have been around for a while, such as Techmeme, but newer apps are also finding ways to leverage our social networks, focus on personalized and curated content, and enable DIY digital papers. I’ve organized the sections under the method by which news is aggregated.


Succinct News By Industry


Gabe Rivera’s Techmeme has been around for more than five years. It’s a go-to destination for a quick snapshot of the day’s top technology headlines. By using a combination of computer algorithm and human editorial review, the news aggregator highlights the hottest technology stories from around the web, as well as noteworthy tweets, all on a single page.

While Techmeme focuses on technology, its sister sites contribute additional resources: Mediagazer aggregates media news, memorandum tackles politics, and WeSmirch covers celebrity news. A great feature about all these sites is that they let you see how other outlets are covering a particular headline.


DIY News Aggregators


Flipboard is news-reading app that lets you create your own personalized news aggregator by incorporating your preferred sources, blogs and social networks.

Flipboard aims to emulate the experience of flipping through a magazine by presenting the content in a similar format. As you open Flipboard, you’re greeted by a content page of several blocks, each representing a section you can create (i.e. Facebook, Twitter, Google Reader or Tech News). Tapping on a block loads excerpts of that section’s content into a grid-like, visually pleasing, easy-to-read format. Depending on what sources you added, the excerpts may include images, videos or article excerpts. If you tap on an excerpt, the article will load its full version. Swiping the page lets you move to the next article, emulating the experience of flipping through the pages of a magazine.

Flipboard also enables you to retweet articles or share your thoughts via social networks, making it a “personalized, social magazine.” What I love about Flipboard is that it essentially acts as a hub for all the news I want to read, by letting me personalize by news source – be it a certain publication, an RSS feed in Google Reader or a Twitter list. For now, Flipboard is only available on the iPad.


News Curated from Your Social Networks


Since most major news outlets are connected to social networks, they can be easily organized by topic into lists, newsfeeds or circles on Twitter, Facebook and Google Plus, respectively.

LinkedIn Today is an example of news curated based on what your social networks are sharing. Launched in March 2011, LinkedIn Today is LinkedIn’s news recommendation service, curating stories it predicts will be most relevant for you.

Its recommendations are calculated by an algorithm that accounts for the news currently being shared by your LinkedIn connections in addition to the news being shared by related industry professionals. LinkedIn Today features more than 30 industries you can follow, such as public relations, semiconductors and computer software. For each industry you follow, LinkedIn Today will display the top handful of stories, the number of times the story has been shared, and who in your network has shared that story. It also lets you know if a story is trending in other industries that LinkedIn tracks, which enables you to determine cross-industry impact.

Particular noteworthy about LinkedIn Today is its focus on leveraging social networks. I pay attention to the links extracted by LinkedIn Today because they feature links shared by people I care about and trust.


Personalized Keyword-Specific Channels


When monitoring client-related and industry news, I subscribe to several Google Alerts that get sent directly to my inbox. In addition, I make specific news channels from of these keywords via aggregators like Google News and The Washington Post’s Trove, which lets you add a section/channel based on specified keywords.

Keyword-specific channels let you create your own personalized news channel for a specific topic that may not be easily accessible elsewhere. For example, I have an alert for “parallel programming” because few news outlets dedicate a section solely to this topic.


Industry-Specific, Customized e-Newsletters


Each morning, I love getting my (digital) hands on the SmartBrief newsletters delivered to my inbox. SmartBrief delivers a free daily summary of the most important industry news. Its editors hand-pick the top headlines from a variety of sources, and then summarize each story.

SmartBrief provides more than 100 email newsletters spanning 25 industries, such as business, technology, finance, education, healthcare and advertising. My favorites include social media, computing technology and education technology. I work across different industries such as education, computing and telecommunications, and each morning SmartBrief newsletters help me stay smart, save time and stay on top of industry news.


Conclusion


Which type of news aggregator is the best? It all depends on your needs and preferences. Do you prefer to receive your news via email, to spend time curating your own digital paper, or to check out the links your social networks have shared? I incorporate each of the above methods into my daily reading habits in one form or another, as I move between my inbox, iPhone and various social networks.

Which types of news aggregators do you use?

Chuck Taft is an Asheville local SEO expert.

Asheville online marketing expert Chuck Taft publishes Local SEO tips book

Thursday, August 11th, 2011

chuck taft asheville seo

Asheville professional marketing expert and SEO consultant Chuck Taft has just published his first book, full of local search engine marketing tips for any business that has a website and needs more customers to land on it.

‘Top Ranked: The Straightforward Guide to Local SEO’ is written with the average small to mid-size business owner in mind and contains everything they need to know about optimizing their commercial website in order to increase visits and sales. This new book contains tons of online marketing and web optimization strategies, most of which can be implemented by business owners immediately to improve site ranking as well as customer traffic and purchases.

Taft’s book includes plenty of hot and current tips and techniques for ranking on top search engines like Google and Yahoo, designing web pages optimized to a target audience, and maximizing social media presence the smart way. It also includes plenty of insight into internet marketing and how to analyze your web presence.

Most importantly, Taft’s book is specifically written to help businesses increase their local SEO presence. With all the major search engines such as Google focusing more and more on localization, and customers looking more and more for local results, this book is a treasure-trove of techniques and guidance for companies that might already have a web site and social media participation but aren’t yet fully integrated with powerful local SEO.

‘Top Ranked: The Straightforward Guide to Local SEO’ by Chuck Taft is available on Amazon.com and at all the finest bookstores such as Barnes & Noble.

Chuck Taft is an SEO and marketing expert who runs Green-Light-Strategies and SEO Pro Asheville, two consulting firms which specialize in SEO, local SEO, and web marketing strategies. He has successfully helped numerous businesses optimize their web presence and their properties and services online.

Chuck is an expert at not only getting companies top ranked but in converting their success to increased sales. As the web moves from a focus on SEO focus to total Search Engine Marketing (SEM) and internet strategies, Chuck is on the forefront of virtual marketing and positioned to help guide companies into the future.