How to Improve SEO and Google Ranking

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I think we're one for joining us sir this morning my name is Michael Smith I...
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I think we're one for joining us sir this morning my name is Michael Smith I am one of the directors of Oracle studio were a local web development and online marketing company based here in Townsville so today I want to cover a pretty basic and primary topic that I think applies to to any business essentially who who was trying to have a presence online and that is a local SEO so local SEO is local SEO so is that primarily it's it's for when you're wanting to attract customers looking for a specific service in your specific to your geographical region that you operate in so I'm just gonna I'm gonna bump across to I'll just put together a
Little PowerPoint presentation so I might just share this screen and we'll...
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little PowerPoint presentation so I might just share this screen and we'll press on alrighty so so local search marketing is anything that you do on the web with my physical business that makes face-to-face contact with its customers so I'm gonna I'm gonna share a little screen with you here it's a little bit scary and take the numbers here you know the grain of salt but I think there is some truth here so primarily I'm looking at these two all these three columns here and and this is the number of times a website visited based on its search engine result in google now it's across a very you know broad range of you know essentially the website out there but if you look primarily you know in these top
Sort of wonderful get most the traffic and really you know if you're sitting...
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sort of wonderful get most the traffic and really you know if you're sitting there on page two you know you really not be and you're not exposing yourself to the number of people searching for your services online so yeah a little bit scary but uh press on so the so what I've done today with this with this seminar is I found a really good article or a good collection of words on a website resource that I use a fair bit it's called Moore's comm and this is the link to the full article itself so I've I've gleamed a lot of the the wording from this article I think they say it right and it's my point so reinventing the wheel but it enables me to sort of talk you through the article and and then if you want to deep dive further into some of the other some of the
Topics that we cover there's this full resource available online so essentially...
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topics that we cover there's this full resource available online so essentially we can break up local search marketing into this pyramid the base the foundation is our is primarily our website how we optimize our website the quality of our website and our website's Authority and we'll cover these all of these and further detail next up is our is how our business is represented on one this third level is how we publish content and essentially you know we want to be continually pushing content out there on that and there on the web that links back to our business and our services and then this top one here is your competitive edge and finding finding those niche those those techniques and in topics that you can
Canvass might not might not be employment and and implementing those...
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canvass might not might not be employment and and implementing those all right so first of all the first topic is our guideline compliance and essentially a lot of your local SEO is going to be based around what Google and what I deemed to be correct and you know let's face it Google it was a be all and end all of search these days I mean like I think most people go to Google and so when Google says hey you know these are the guidelines for you to follow to be found in our platform and it's worthwhile paying attention to these and and following a lot so so I'll just read this the way you can sexualize and market your type of local business your based upon the guidelines representing your business on Google you google my business listing is the most important listing you build for your company failure to comply with Google's
Guidelines can result in ranking values and even listing takedowns so to play a...
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guidelines can result in ranking values and even listing takedowns so to play a smart you must be able to see your business the way Google does and follow the appropriate guidelines now if you want to read what those exact guidelines are just do a Google search for guidelines representing your business on Google and you will find you'll find a an article buried there so long the big takeaway here is that you must be transparent with everything that you do online these days it means everything you publish on the in the web about your business be transparent and it needs be consistent you know gone are the days where you can do sneaky little tricky things and try when you collect the system to improve your Google ranking Google's just way too smart in 2020 for those sort of tactics so you know you just got to keep it real all righty
So your Google my business listing so hopefully everyone's got one of these if...
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so your Google my business listing so hopefully everyone's got one of these if you haven't got one of these it's really easy to create one if you do a Google search for your business name you might see something like this pop up on the side now this is a business we've just started working with only this week and in terms of that Google search so you can see they've got their own their listings with optimize with photos and their logo and so on so forth but you may have one here and it may be really to be blank and where it says this little bit of text out here it'll say is this your business or something to that description click on that and then follow the links all the way we can go to google.com slash business to start process and you will need to have a Google account to do this so if you don't have one you need to create a
Google account as well to control over a gmail account all right so um so once...
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Google account as well to control over a gmail account all right so um so once you once you've created your account you need to make sure that all of your contact information your business descriptions your address map location is always up to date okay you want to you want to add your primary category and then a and then any subsequent subcategories so let's say like I was a dentist and you know and dentists was my primary category some of my subcategories might be things like teeth whitening dental implants cosmetic dentistry and so on so forth so that's that it helps you know Google understand all the different categories services that you belong to another good one that is potentially overlooked is on is setting up a short name so you'll find
This in under the info tab in your Google my business listing and and a...
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this in under the info tab in your Google my business listing and and a short name essentially like it enables you to create a short URL that you can then share with other businesses or people wanting to direct people directly to their to your Google my business profile so something like yo these guys it would be like G dot page /nq physio solutions and that would take the person directly to their today so they're a profile another cool thing is with short names is it enables you to create a short URL which you can then share assure you are sorry to take people directly to your Google my business reviews page so reviews I'll cover this reviews a little bit later the reviews are really good
Way of helping to improve your own your your local search rankings and and being...
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way of helping to improve your own your your local search rankings and and being able to get people to leave reviews good reviews hopefully that's going to go a long way so so you'll find in your Google my business again under the info tab will be a little a little button there I think I've got a trouble next screen to want to take people to to leave a review alright so the other things you want to do is make sure that you upload a logo a PNG file is is best if you do have that file format for your logo that's going to come up and sort of the clearest and as well as you want to be uploading you know business photos of things like your location like the front of your office or the front of your shop you've got a nice shot fit out examples of your services and also your team the whole whole idea of you know local
Search is to sort of I guess you know have that community that like a local...
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search is to sort of I guess you know have that community that like a local approach and and those are the sort of things that Google picks up and gives you a preference for in its rankings and you can also add in videos and virtual tools virtual tools are something that you know it's a little bit underrated and I do think I definitely help with your rankings and there's you can if you do go into your my business page there'll be an area where he searched for local VR content creators and I know you know the fellow enterprise member neilchampion at he is one of them so he can come wrong to your business and he can go through and you know take really cool 360 BR images of of your shop let's say and then you place them up onto your
Google my business page for you so and yeah so that's essentially what it looks...
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Google my business page for you so and yeah so that's essentially what it looks like in the Google search results as well alright so once you'll once you've got you google my business page up and running and I'm just you know give it a little bit of time you're gonna start seeing some data flow through and when you log into Google Google my business account there'll be a insights tab where you can sort of see graphs like this so insights will let you gain insights into how people are finding you including what type of keywords they're using and that's a really important thing which we'll touch on in a little bit see the number of people find you on Google search versus Google Maps see common actions that take place and they can be users for a visit your website requested directions or simply called you direct from your from the Google my business listing okay
And once you're alive if people leaving your reviews you want to try and respond...
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and once you're alive if people leaving your reviews you want to try and respond to those reviews as quickly as possible because your response time will actually you know have has some bearing in your overall search profile so if Google can see that your business is actively active in the in the marketplace in the community it's you know it's coming and it's gonna help you out so to make sure you're responding to those reviews and you know both positive and negative reviews essentially and you also want to be utilizing the post tool so this is one say it's a new tool but it's it's definitely underutilized it's probably only been out for a year or two now and post let you promote certain things about your business so they can be offers they can be you know just some business updates in this case here we've created one for NQ physio and it's and it's not day
That that promotes a blog that I've just posted to their to their website so...
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that that promotes a blog that I've just posted to their to their website so excuse me so that will learn and I'll show you my next spring where those clothes actually show up as well see you can add in comments or if you're on a retail type type business you can promote products as well so this is just a screenshot of a map view for the same my business Google my business profile you can see down here that's what I want to show you here from the Oasis is where your your posts will show up on the page and they will actually show up in in the normal you know Google search results as well which was down the other server and being able to fit it all onto the screen basically sit down here alright so so that's kind of like you you google my
Business profile in a nutshell it is super super important like I said before...
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business profile in a nutshell it is super super important like I said before Google's you know it is the authority on local search so it really pays to put time and effort into into making sure your Google my business page is optimized and it's full content as possible and you want to be making sure that you're going back to your Google my business page on on a you know on a regular basis to do things like like like doing posting or updating a business information as it changes uploading photos and whatnot so I can't can't stress that enough alright so I'm going to move on to site Authority will essentially gonna move on to your website and your website starts with site Authority and essentially asana
Thority is name is the page rank and the authority google gives your your domain...
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thority is name is the page rank and the authority google gives your your domain your website based on so so your website can accrue some authority simply by virtue of its age that's why see sometimes really poor websites still ranking quite high in Google simply because they've had a website for a very like very long time and there's not a lot of competitors in the market all the competitors also have really poor websites like sometimes you know age age of the domain does come into play but you can actively pursue Authority by only links in mentions of your business from quality relevant sources all right so beware of links with low quality scores or schemes that attempt to inflate link count with no concern relevance so that that point there primarily I think it is getting flushed
Out of industry a little bit but you know if you see SEO companies out there...
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out of industry a little bit but you know if you see SEO companies out there trying to promote their SEO services and for a few hundred dollars off this this point here is probably they're probably playing a big factor in that and all that's going to do is you may see a slight increase in your in your positioning and stuff like that but long term it's going to have significant ramifications so industry surveys indicate that the quality authority of links you earn have a major impact on search rankings okay and you can check your domain authority by going to to this this URL again this is all the Moors website where I'm getting a lot of these information on this webinar from this one here is a really good link you can just punch in your URL to your website check out your damn domain Authority see what sort of balance it
Links to you and little bits of pieces and and you can do things like check...
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links to you and little bits of pieces and and you can do things like check your domain you can be checking websites that they're linking to you so you know if a website is mentioning your business in a blog or something like that you can check that the domain authority of that of that blogging website and you can also check out your competitors and see what this cause alike so the next point here is site quality so if your website works quickly as sensible structure renders properly on all devices features high quality content it's free of malware or other malicious elements and is easily but easy for people to use you're meeting the basic quality goals now no amount of marketing can make up for poor user experience though on a website so you know you want to have a professional-looking website I
Know there's a lot of like DIY website builders out there you know like a...
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know there's a lot of like DIY website builders out there you know like a building platforms out there which might be good like I know from my experience of you know running a web company for a long long time well you know a good proportion of people come to us after taking the project themselves and then finding out that it's it's too complicated or they're not getting the you know the design look and feel that they want so you know like it is you know your website is a really important thing more and more people and going to the Internet to find services I think I wrote a stack that were they you know four out of five people you know use local search anything finding services that they're looking for in Google so you know it does pay to have a Google Website have it correctly have all of the right technologies and the functionalities in place and and also importantly to to create a smooth user experience for your customers to be able
To find the information that they need and and you know like some people may...
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to find the information that they need and and you know like some people may have had the skills the DIY skills to do something like that but a lot of the time you know it does pay to to reach out to a local web developer and get them on board to help you help me on my journey another thing actually that I thought I will just say is on this this malware and malicious item here I presume a lot of people have their websites built on WordPress perhaps or some other CMS platforms and and they can be targets for you know hacking a malicious activity and stuff like that so whilst it's fine to have your website built on there you need to be making sure that your website is free from from these sort of attacking attempts and sometimes they can be inserting code into the background that and links that Google are going to pick up on that you may not
Be aware of it could go from us and lots of months notice and that could be the...
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be aware of it could go from us and lots of months notice and that could be the reason why your Google rankings are you know moving further and further down the page because Google is owned is picking up data base and malicious content on your website so do you know keep keep your own keep your CMS software up-to-date and and there are a number about free online checking systems that you can use to run your domain in and just to make sure everything's that clean and up-to-date so so they're still on a site quality but this is just a basic checklist to make sure that you know if you're building a website in 2020 you know you or if you've got an old website they look to revamp but you know you want to be making sure you've got some of these that these key things here and anyone you know want to work with your web developer on on some of these
Things so first of all you know making sure that you could that the website is...
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things so first of all you know making sure that you could that the website is mobile friendly you know mobile responsive I'm sure you've heard that before and it is crucial you know in Google has explicitly said in the past and this is actively using our that it will place ranking preference on websites that are optimized for mobile viewing over websites there art similarly if you go onto your website you go to your website and it looks really really small and it's really hard and usable its chances are it hasn't been optimized from mobile it's free tools out there there's a Google mobile-friendly test okay and and that can just quickly tell you whether whether your website's optimized for Google foot historical for mobile or not and then there's also the Google PageSpeed insights now this one here it is like to think that you're going to
Have a website with a 100% score on Google's PageSpeed insights is just you...
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have a website with a 100% score on Google's PageSpeed insights is just you know it's unachievable and so however you can definitely use it as a guide when you when you put your domain into Google PageSpeed insights it's gonna give you a score for your mobile for mobile view as well as desktop view but the sort of things that are going to bring down your school significantly things that you may add your website to add functionality so it's about trying to find that balance so things like like an embedded YouTube video and embed a google map tracking codes like a Facebook pixel codes and and one of the big ones we've found is the the facebook Messenger chat widget as well so all of those things whilst writing great functionality to your website they're also slowing your website down now you could argue that you know like it's not
A massive digression of quality for the user but when it's speaking and...
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a massive digression of quality for the user but when it's speaking and analytically and something like Google PageSpeed in spices is evaluating your website those are the type of things that that that it's got a flag and say hey this is slowing it down this is slowing it down but yeah so at the end of the day you know you can use it as a guide and you know and definitely making run your domain through it and and you know you might just want to send that over to your web development and get them to firoozeh and you know and pick out and you know there are so things that they can do to improve it you know that's great but then you may have to live with you know you being dragged down because you've got certain things on your on your website that you don't want to part with okay so another big thing again you know Google wants to make sure that your website is secure the content that is passing through but forms are getting filled out all that data is secure and encrypted so
You can easily tell if your website is running or SSL certificate because it'll...
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you can easily tell if your website is running or SSL certificate because it'll start with HTTPS star B the the address there so you don't have that definitely get in touch with you or your web developer or your hosting company to get that rectifier because again you know and that will have a Google place more preference on some websites that run SSL Certificates the next thing is have a site map XML file so if you're using a content management system generally these things should be generated automatically for you you want to make sure though that you're putting a link to the to the sitemap file on your website somewhere and and this essentially just shows the shows the search engines a hierarchy you're going to break down all the pages on your website so it can smoothly crawl through
All of your pages and all your content and and successfully index your website...
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all of your pages and all your content and and successfully index your website include a privacy policy so yeah I mean like a lot of little web sites where we don't have these but they are important you know it does show that you you know you do care about your your website visitors privacy you know when they're visiting your website and and you also know you're gonna you know find when you're doing things like your Facebook advertising the Google Adwords that if they want to see a link to your privacy policy on your website to actually activate them and run that campaign so it is important to have that their Google search console so that's something that you would be relevant months have running for you or setup for you used to be called Google Webmaster Tools it's been renamed as Google search console and you know it's an important thing to have running on your website it's it's really handy because what it does is it gives you email alerts when
Your website is is forming outside of the guidelines outlined by Google so...
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your website is is forming outside of the guidelines outlined by Google so that might be something like a there's a dead link on your website like before a full page or it could be that you know the text is is too small to read on mobile devices all those sort of things so it's a really handy tool to have Rodney and and when you log into your Google search console you can also think see things like you know like tracking your website's performance this sort of works camping again with Google Analytics but you can see things like you know like that the top keywords people are using to find your website as well now obviously yeah if you've got a website definitely want to be having Google having Google Analytics run run in the background there and you should be actively logging in checking and checking be at the stats so as URL as you doing campaigns and publishing
Content watching blogs and stuff like that it's a great way to see you know to...
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content watching blogs and stuff like that it's a great way to see you know to track the traffic see how users interacting with your website after perhaps they view that landing page you know what other pages are they going on visiting you know all of those are really good knowledge items to to track and understand for when you're planning your next your next campaign or working out what type of things to target all right so moving along to - site optimization alright so the search engine optimization seo of your website aims to increase your organic non-paid search engine visibility by both technical and creative means by saying non-paid belong saying there is a you know what your google adwords advertising must also understand that local SEO consists of everything traditional SEO
Does plus geography so if you were let's say you had a women's clothing label...
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does plus geography so if you were let's say you had a women's clothing label business and you might be targeting keywords like women's clothing or women's fashion across all of Australia but if you were a local clothing retailer like here in Townsville you might be you might be targeting things like Townsville women's clothing Townsville women's fashion council okay we must understand the local experiences everything remember in other words local businesses websites don't just focus on keywords about products and services and topic site also highly featured terms relevant cities in which the business serves okay so keyword discovery so this is sort of the this is the rule the basis of how you structure your local SEO so
Keyword research is the process of finding analyze and actually search...
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keyword research is the process of finding analyze and actually search terms that people enter into search engines the insight can get into these actual search terms can help inform content strategy as well as your larger marketing strategy so an example keyword might be in my example simply words childhood dentist so I'm using the service and a geographical location right and that's you know if I had a dental practice that probably the number one keyword that I won't be tagged me all right so there's there's different ways to to you know to to find out or to to build a list of your your targeted keywords through your keyword discovery phase you know what's suggest starting with a with a spreadsheet or something like that and just like writing down and in all the different keywords you know potentially adding some notes as to why you've chosen that keyword
Essentially once you've built up a you know like a nest of keywords there you...
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essentially once you've built up a you know like a nest of keywords there you can then go forward and actually plan out how your website's going to be laid out but it's going to say one of the pages are going to add and so on so forth so one of the one of those really easy ways to just start building that that keyword list is simply just to user use the Google search engine so I've gone to google.com today you here and I've just typed in the word dentist Townsville and you would have you're saying it's before but essentially in Google's providing you as a list of suggesting keywords search terms and so from these we can glean you know some pretty interesting results and give you clues as to what we should be targeting you know this a dentist Townsel after pack is a really interesting one you know dentists council Russell Road bulk billing so these are is some other
Things that we they're gonna want to include in our our our search a keyword...
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things that we they're gonna want to include in our our our search a keyword socialist another area where we can use to find more keywords this one's a little bit more in-depth and it does require you to create a Google AdWords account and by virtue of having a Google my business account you're also going to have a Google Ads account so you want to be making sure you use think you know that that's saying that's going to count across a little bit Google Google services including in YouTube and Google calendars and anything else so so when you go into when you go into Google AdWords you can click onto the the tools and button up here and then look for the keyword planner tool and you don't have to have like an active Google AdWords campaign to use this tool little you can simply just create an account and just use this tool primarily just for the
Purpose of finding some appropriate keywords so I've typed into here Townsel...
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purpose of finding some appropriate keywords so I've typed into here Townsel dentist and then it's given me a range of potential keywords the average monthly searches that that particular keyword gets and also from a Google AdWords point of view you know for what if I was looking at potentially creating Google AdWords and targeting some of these keywords to serve up my hands they'll give me a bit of aerial a preview of what sort of money or can be looking to pay per click for that particular type of keyword so I've done something pretty broad here council dentist that's giving me things like bulk billing dentist emergency dentist accountable cheapest dentist townsville so there again are ways to to find out you keywords and then in the next screen I'm gonna go one further and I'm gonna
To hone in on one of those particular keywords that we have before our teeth...
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to hone in on one of those particular keywords that we have before our teeth why okay and then it can drill down further into well I mean like unfortunately in townsville we don't generate the amount search traffic that Google deems you know like I guess I'm good and high enough for them to rank on so I mean like definitely people in Council are going to be searching for like zoom teeth whitening talents or you know like if their other about sort of brands of teeth whitening you know they'll be searching for those no doubt in towns or however we're sort of we've got a look at these keyword ideas here and think all right well this one's that our racks really highly organically throughout in Australia I'm gonna add this to my to my local search keyword group alright so I hope everyone sit up got a little bit of insight into how you might go about
Trying to create a list of keywords that you want to go out and start targeting...
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trying to create a list of keywords that you want to go out and start targeting and creating content for the next job I'm going to talk about how we can start using your keywords and what you're going to be doing with your list so your keyword list should form the basis for the pages in your website you know that goes without saying ensure you have consistency in using the keywords for meta titles descriptions hey headlines and page copy you may have overworked meta title and essentially what a meta title is is if we look at this little snippet from a google search result essentially this one here is your meta title and then this text here is your meta description now if you've got a website and you know like a page from your website and is ranked in Google and you haven't you haven't given your
Explicitly given a description for your page Google's just going to pick you...
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explicitly given a description for your page Google's just going to pick you know the first 150 odd characters from from the start of your page essentially and blur that straight out into your Google service results so you're gonna be thinking like you Google to search results or like a you know they're like a directory of ads and you want to be using you want to be using but the wording in these in these descriptions to try and jump down to the user and to try and assure them that what they're looking for your website caters for so you know you work like a lot of little websites don't go through and they don't and they don't optimize the title and description for every single page but can tell you that if you go through and spend the time doing that it'll go a long way into your entire search engine rankings right and we want to be making sure that and obviously so
I obviously want to be making sure that we're using you know the keywords that...
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I obviously want to be making sure that we're using you know the keywords that were chosen in these descriptions you know - you know all sort of filters filters through to the top there and I want to be making sure that you know like any headlines we're using on the website in using our keywords and obviously inside our page copy as well from a from a like content architecture point of view we want to be making sure that we have a single page dedicated to each main service so you know like I see a lot of websites out there where you know like you've got you know there's a business and I've got a particular service and all they've got is a services page and then a little paragraph on each of their their main services there on the page now if you compared that to say we use a
Physiotherapy company in this case right so so find a physiotherapy website you...
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physiotherapy company in this case right so so find a physiotherapy website you know like my my top-level category might be something like our treatments and then I want to be making sure that each of my main services all have a single page so I'd have a page of physiotherapy would have a page on hydrotherapy I have a page on dry needling and all of those main services and then and then and what that does is it use those services a good chance to actually rank for that particular type of keyword and so fun thumb in need of you know I want to do some like hydrotherapy or something like that and I'm just socially in hydrotherapy Townsville was a good chance that the hydrotherapy page is that will rank higher than my home page because someone specifically looking for that type of service and it's certainly going to rank
A lot higher than the other and the other business where they've got a whole...
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a lot higher than the other and the other business where they've got a whole range of services all on the one page and hydrotherapy just makes one one small little part of that page by creating a single single page one single topic it really strengthens that that people at keyword and it gives it the best opportunity to you know for it to be found in search engine results alright so another another really good way to use your keywords both when you're setting up your website and then also you know over time because once you sort of built you you know like so your service page let's not like that you probably not going to be adding to them that frequently you know realistically but if you have something like a blog on your website that's some way that you can work here you know your keywords into the into more content on your website over time and consistently so so
You know you can write write blogs that gonna be you know what that your...
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you know you can write write blogs that gonna be you know what that your customers going to care about that your customers are going to be searching for for those people services or question and sorry answers to questions no they're they're really good topics to write your blogs on and and and once he once you create your blog's you want to be then distributing those you know like cross things like yeah you know like Facebook and LinkedIn any sort of social media channels as well as they can even reach out to you know to industry embodies the particular you know sector that you work in and you know provide them you could save them then you've got this resource here and you know with that mind linking to it but essentially you know having those having those keywords that you want to be targeting in amongst all of that content is gonna go a long way you know in strengthening the
Correlation between the keyword and your website okay so optimizing your homepage so we want...
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correlation between the keyword and your website okay so optimizing your homepage so we want to be making sure I'm not going to go into light into detail here you know you probably won't be you know talking directly with your web developer about you know the best way to organize this but some of the big big takeaway ones that are on making sure that you've got a h1 tag there's close to the top of the page as possible so your your your headings ranked from 1 through to 6 and heading one is the most important that's what Google phones in on when it's looking for the most explicit description of what this page is about so you know it was going back to the physio company again you know it might be something like you know your local council physio something like that we
Want to be saying the service and the end the geographic or keywords right...
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want to be saying the service and the end the geographic or keywords right have a good amount of copy on your homepage so you want to be so won't be aiming for sort of around 300 words of good copy obviously integrating your keywords onto the home page and you want to be you know it's still gonna look nice everything but you want to be trying to get those words as close to the top of the page as possible all right have you're working that which stands for the name address and phone number in the header footer or even both of your website I'm gonna get into that one pretty soon use lengths you know descend users to the main sections of the website so your homepage is really you know like it's it's the visual represent all of the pages that sit within your website so we wanna you know like you want to obviously be linking from your home page to your to your main services
You could consider adding some testimonials to the website Naviance...
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you could consider adding some testimonials to the website Naviance something like carousel format or something like that you want to be linking to your most recent blog so you might have links to the you know the most recent two or three blog articles on the website and obviously you always want to have a clear call-to-action you know you always want to you know you're gonna be thinking about this because you know you don't work there trying to attract visitors to your site but if they don't take action if they don't you know pick up the phone or either call you or send through an email inquiry you know that interaction essentially is as file has mode and you know foot for the rest of the website you know having a good linking structure and hierarchy of content you know I sort of covered that before in terms of laying out the different services and how you would lay those out in the navigation continue to optimize the URL the title tags
Continue to have your own app in the header and footer one thing you is...
44:23
continue to have your own app in the header and footer one thing you is worthwhile so the mentioning to your web developer and getting them to address to your website is adding some schema.org markup so this is I'm gonna get into the technicalities but essentially like it's a structured way that that collectively search engines like Google and Bing Yahoo and everyone used to to to to to sort of digest the content of your pages so this little like are you know they're then bite-sized little chunks of structured data and that would be like things like your name address phone number your your facebook URL things like that and and they just go on to help the search engines serve up the most relevant packages to to their users but it is a really underutilized area that's the gentleman it's definitely worthwhile spending some time to do it
You can you can go to the Google structured data make it helper tool it's a really cool...
45:24
you can you can go to the Google structured data make it helper tool it's a really cool cool little tool there to actually build your your scheme arts in the data if you're a business that operates in multiple locations obviously having a page on each one of those locations is super important for local search create local content and also don't use duplicate content so obviously it goes without saying but if you can if you can you know massage you know geographical terms like a nice accountable into your service pages you know in in essence you know like how a service or product you know can can interact and can be used in your service region is a great way to you know and getting the word like Townsell into your page copy to you look at content you may have heard that this is obviously a big no-no in the web
World so you can't just go to another website rip off all of that content and...
46:24
world so you can't just go to another website rip off all of that content and place it on the website and you think you've got some content you'll get penalized for that and it's certainly something that you shouldn't do and something that will be certainly detrimental to your rankings use links throughout your blog to create permission of information between your articles and your service pages okay so you want to be using your blog to you know if you're if you're blogging about people the service that you're that you guys offer you know you want to be linking from the blog to that service page to correct that that link there you know you might want to link to the contact page you know towards the end of the blog to create some sort of cool action to make someone take action and make contact alright so I went over the map before and I'll just going to this for clean a little bit more detail so then now is a common acronym for name address phone number these are three
Pieces of data that make up the core of your business information in the world...
47:26
pieces of data that make up the core of your business information in the world of local search and that can be found on your website on either another website like a business directory these are commonly referred - as citations now inconsistencies can miss direct customers costing you revenue further when search engines like Google encountered not variants they can become less trusting of the data they have about the company which can also result in lower local search rankings and and the final thing to avoid that inconsistency you want to border all the places your business is listed or mentioned and correct any variance from the data so essentially here you're like wherever your your business represented whether it be on things like Facebook or yellow pages listing or your local directories listing or your TripAdvisor listing or wherever you need to make
Sure there's really really important that all of those but wherever your...
48:27
sure there's really really important that all of those but wherever your businesses is sited across the internet they all match up and there's no note inconsistencies for your key contact information it's going to be a big driver in how your how your website comes up in your local search rankings so you want to be making sure that you know you and you want to make sure agencies only checking to make make sure that they're all up-to-date and there are there definitely are sort of like auditing tools out there that you can use to learn to identify some of your or all of your citations across the net so so you your nap breath so the core task of local SEO involves helping your nap spread across the Internet much of this work hinges on building structured citations local business listings on important platforms like Google my
Business Facebook Apple Maps being yellow pages and so on you can also...
49:29
business Facebook Apple Maps being yellow pages and so on you can also build important citations and popular niche directories that relate specifically to your local or Geographic industry so if you were like a builder you know you want to be making sure that your business is listed on like so master builders or HIA the breath of your nap can grow as your business and unstructured citations mentions on social platforms blogs news sites and other resources so the more mentions the more you know coverage your business has got across those type of platforms though you know the better it's going to be a number of both structured and unstructured citations you earn bullet is believed to have a positive impact on local search rankings as a search engine to find your businesses widely referenced across the web okay and you can do all this work manually or use the convenient tools that automate structured citation building in business directories an active location data
Management for you one that I did find the other day was his search for frog...
50:29
management for you one that I did find the other day was his search for frog digital presents skin it doesn't cover everything you know directory out there but it definitely helped with some major ones so that's a good free free one that you can use there okay all right so another another big thing that comes into play with your local search is your customer reviews so your customer reviews maybe the most influential internet factor for any local business it's estimated that 92% of consumers read online reviews and 68 8% state the positive reviews influenced their feelings of trust in a business having a strategy for encouraging customers to leave reviews on a variety of platforms the number of reviews you earn can directly impact local search engine rankings or positive and negative sentiments in those reviews can directly impact conversions and earnings review reply to reviews in a timely manner
Google actually times how long it takes you so it's an interesting long but it...
51:32
Google actually times how long it takes you so it's an interesting long but it is it is very true and as I mentioned before inside your Google my business dashboard you're going to find a little section that looks just like this and and that's that that's where you can find that link that you can you know add to an email to some of your customers to try and generate generate those reviews and you know what obviously with good reviews Carnales comes and reviews as well so it's you know like there's certain things that you could potentially do inside your you know your bricks mortar store to try and you know decrease the number of bad reviews because I unfortunately don't go away I want to try and channel those negative reviews into something that's not so public you know you could consider like putting that complaints like a complaint form or something on your website you could keep hanging something like a sign you know I can't
Have some sort of sign somewhere when you're you're sure to say that you know...
52:35
have some sort of sign somewhere when you're you're sure to say that you know if people are not you know not happy with the service or they've found something that isn't satisfactory you know to invite them to speak to one of your staff and trying to resolve the issue there and and then on the positive side you want to be incentivizing good reviews with your your loyal customers to try and build up build up those reviews you know like Google reviews I think it's probably the one that you want to be be focusing on because it you know it has you know that the biggest correlation with your Google search rankings so so like I said you know you might want to find that that that URL and and send send a nice little email out to customer to your loyal customers or whereas you you know completed a drug or a project for a custom I thank them for that and you can comcast in for a review as well okay so I know um you
Know Tom you know stuff pretty quickly but you know we want to do the comp the...
53:35
know Tom you know stuff pretty quickly but you know we want to do the comp the context of publishing and I guess having a publishing strategy so the moment any local business steps onto the web base actually become a publisher new communications with consumers may include the basic text content of the website a blog video image content for your response to a on to review and your social media this is a patient everything you published should engage customers and expose them to your brand search engines not only measure content quality but they but all so the way in which users interact with content meaning the content you produced should result in high levels of user engagement plus your high quality content may be shared by industry and consumer basis further promoting your business you must devote time and creativity into developing and executing
And publishing strategy as long as your company is in business so I didn't want...
54:36
and publishing strategy as long as your company is in business so I didn't want to go over some some SEO some YouTube tips on publishing because I do think YouTube is a really great platform to you know to create content and publish out there on the web and it's engaging and it's really good but I think I'm gonna have to well you know you can always go back to this this line here and and pause it and read some of these but I do find that that youtubers are a really good one here and there are some good tips on things to do when when you're publishing a YouTube video and then I'll move on to the competitive edge and hopefully we'll have time to transfer a few quick questions ok so so you can get all of your all of your optimization strategies in place and everything like that and but it's
Essentially you know sometimes it you might be saturated and you still can't...
55:39
essentially you know sometimes it you might be saturated and you still can't get up to that that's what that you're looking for so you got to employ techniques or strategies to give you that competitive edge so so it's that you know gain a competitive edge in a crowded marketplace requires a unique effort for each business based on discovering opportunities your rivals haven't yet explored so like an example might be something like you know if I was a tourism operator on Magnetic Island I might I might notice that none of my rivals from making videos about you know great free things to do on Magnetic Island so I could I can take that idea and I did then start producing some content about all the great for things that are magnetic island and then suddenly you know I can I can massage in some knots of the links and promotions
To to direct people to you know to to some of my my services that are paid for...
56:38
to to direct people to you know to to some of my my services that are paid for but you know essentially identifying those little little cracks in your in your own in your your local competitive market is is where you're gonna find ideas to find that kind of edge alright so I think that's sort of what wraps up I guess what I want to go over my BOB sort of scratch the surface for you giving you you know some some ideas and some insights as to how you might start play anymore your local search marketing there are there is obviously help out there as well you know if you do want professional helping in managing you know setting up and managing and maintaining your local search process can certainly give us a call and controllers around develop calm music towns electrical belt as well and yeah a lot open the floor there are any any
Questions at all no okay any questions that's good that's fine if you want to...
57:41
questions at all no okay any questions that's good that's fine if you want to if you do want to reach out to me my email address is Michael and my chal at oracle studio.com dot a you and you can reach us also online at www.viki do that are you alright thanks guys thanks for uh there is a question here how often should you aim to update your website yeah so that's a good question thanks Alina so as I mentioned before I mean like it's like you're probably not going to be updating like the services and you know your contact information that sort of stuff that frequently on your website so using something on the block that like a blog is a great way to create new fresh content on your
Website you know that's where you can be posting up your embedded YouTube videos...
58:47
website you know that's where you can be posting up your embedded YouTube videos and then you know and also obviously sharing sharing those those blog articles on your social profiles and I guess you want to be you know like a guest like so every three or four weeks might be a realistic you know time frame to try and post something on your website you know just show you Google that you're all so long you know difficulties of paying with your website and your inactive business and going back to just quickly that that other point I raised about the Google my business profile when you're posting a blog you also want to be creating a Google my business post to that blog on your Google my business page a man that has asked how often do you add to Google business I think I just sort of answered that question but but yeah I mean like certainly you know when content when you any of your information your nap changes
Or your service offer and change obviously update that on your Google...
59:48
or your service offer and change obviously update that on your Google business and in using the posting feature that's that's where you want to be actively posting if you can show that you are this like hyper local business and you're you're promoting an event or you're promoting updates for the company log posts that you're doing inside your Google my business page is going to go a really long way to to get in your business ranking higher in local search clickfunnels all right so let's that's kind of like going above and beyond what uh what I was going to go over here tell me but I essentially clicked on uh you know they're they're you're studying up things like goals like a websites though when people are visiting your website that you know you're tracking where that user is coming from whether it be like a Google ad or a Facebook ad or a YouTube and and then how they're and then you
Know that they're getting to the page and how they interacting with your...
01:00:58
know that they're getting to the page and how they interacting with your website after they've also visited that page whether they're taking an action through like a call to action for more or one of you but certainly if you want to want to reach out to me Tonya at some point breaking down we can definitely discuss that further and we can help you get something like that set up in the website no we're okay well I we might leave it there so a big thank you to Michael thank you for giving up your time today everyone hang on I know that everyone would really appreciate it and it looks like they've got a lot of research and what to do after this as always if you do have any questions at all then please feel free to reach out to us or go direct to Michael oracle student studios actually look after all
Of our websites here at sounds when apprised and towns on North Queensland...
01:01:58
of our websites here at sounds when apprised and towns on North Queensland and they're always willing to help out so if you do have any questions then please definitely give them a call or send an email as always this recording will be uploaded to our website later this afternoon and I will send an email with the link to that so if you do want to go back over anything you can and we will be sending out a survey as well but until our next webinar thank you all for attending and thank you Michael no thanks guys seal it up

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