Onsite Local Search Optimization Best Practices презентация

Содержание

Слайд 1Onsite Local Search Optimization Best Practices
Adam Dorfman, SIM Partners, @phixed
Image:

http://knowyourmeme.com/memes/the-good-the-bad-and-the-ugly

Слайд 2The Site
http://www.logansquareautorepair.com

Слайд 3Technical Audit

Слайд 4NAP Information and Formatting

Слайд 5NAP Information and Formatting
The Good
Local phone number (no 800#s!)
Crawlable phone and

address
Hours of operation included
Easy to find on the homepage

The Bad
Spread out and not collected together

The Ugly
Business name inside an image

More Info: http://www.bluecorona.com/faq/what-does-nap-stand-for-and-does-it-help-local-seo

Слайд 6Domain Name, Site Hierarchy, & URL Optimization
The Good
Domain name = Business

Name
Keyword rich domain name
Flat site hierarchy
“-” as word seperators
Logical sub-page names

The Bad
Inconsistent capitalization

More Information
http://www.localvisibilitysystem.com/2013/05/29/how-to-name-your-local-landing-pages/
https://yoast.com/site-structure-seo/
http://moz.com/blog/15-seo-best-practices-for-structuring-urls

Слайд 7Indexation / Duplicate Content / Redirects
The Good
Fully indexed
Minimal internal duplicate content

The

Bad
Some content sourced externally
No canonical tags

The Ugly
302 Redirects exist

More Information
http://moz.com/learn/seo/duplicate-content
http://moz.com/learn/seo/redirection


Слайд 8Faster page load times lead to increased engagement and conversions and

may improve organic ranking.












Page Speed

https://developers.google.com/speed/pagespeed/insights/

Слайд 9The Good
Prioritized visible content
Reduced server response time
Avoided redirects

The Bad
Not minifying JavaScript
Not

minifying CSS and HTML

The Ugly
Not compressing resources
Not leveraging browsing caching


Page Speed

Слайд 10Internal Site Links
The Good
Crawlable links with good anchor text exist within

primary navigation

The Bad
Few in body content

The Ugly
None in body content on homepage

More Info
http://moz.com/learn/seo/internal-link
http://blog.hubspot.com/blog/tabid/6307/bid/31388/How-to-Use-Internal-Linking-to-Improve-Your-Website-s-SEO.aspx

Слайд 11Robots.txt / Sitemap.xml
The Good
Robots.txt exists and isn’t preventing indexing
Sitemap.xml file exists

The

Bad
Sitemap.xml is outdated and missing indexed URLs


More Info
http://www.rimmkaufman.com/blog/robots-txt-best-practices-for-seo/03072012/
http://googlewebmastercentral.blogspot.com/2014/10/best-practices-for-xml-sitemaps-rssatom.html


Слайд 12Header Optimization
The Good
Title tag, meta descriptions exist

The Bad
Title/Metas Not unique from

one another
Internal page title tags not geo-specific

The Interesting
Call tracking overlay JS discovered (Gold Star!)

More Info
http://searchenginewatch.com/sew/how-to/2067564/how-to-use-html-meta-tags

Слайд 13Mobile
Experience
http://knowyourmeme.com/memes/the-good-the-bad-and-the-ugly/photos

Слайд 14Mobile Experience
http://mobiletest.me/

Слайд 15Mobile Experience
http://mobiletest.me/
UGLY

Слайд 16Mobile Experience
http://mobiletest.me/

Слайд 17Mobile Experience
http://mobiletest.me/

Слайд 18Mobile Experience
http://mobiletest.me/
Bad

Слайд 19Mobile Experience
The Good
Mobile experience exists
Responsive design

The Bad
Mobile oriented calls to action

missing or hidden
Slow loading, unoptimized

More Info
http://www.entrepreneur.com/article/231832
https://developers.google.com/webmasters/mobile-sites/

Слайд 20Microformatting

Слайд 22Microformatting: Schema
Source: https://www.flickr.com/photos/danbri/5925660995/

Слайд 23Microformatting: Schema

Слайд 24Microformatting: Schema

Слайд 25The Good
Markup for auto repair
Markup for offer

The Bad
Review aggregate markup incomplete



The Ugly
No schema around the NAP
No schema around the hours of operation

Schema Microdata

Слайд 26Creating Your Schema Markup
http://schema-creator.org/

Слайд 27https://developers.google.com/structured-data/testing-tool/
Testing Your Schema Markup

Слайд 28Schema for SMBs
Organization
Person
Postal Address
Business Type
Product
Coupons

Reviews
Breadcrumbs
Photos
Videos
Events
Map
http://www.searchenginejournal.com/how-to-use-schema-markup-for-local-seo/60245/
http://moz.com/ugc/getting-the-most-out-of-schemaorg-microformats
http://searchengineland.com/13-semantic-markup-tips-for-2013-a-local-seo-checklist-143708

Слайд 29Microformatting: Facebook Open Graph

Слайд 30Microformatting: Facebook Open Graph
UGLY

Слайд 31Microformatting: Facebook Open Graph

Слайд 32Microformatting: Facebook Open Graph

Слайд 33Using Twitter Cards allows webmasters to attach photos and videos to

tweets in order to drive traffic and revenue to their sites








More Info
https://dev.twitter.com/cards/overview
http://searchengineland.com/use-twitter-cards-for-branding-local-seo-166388
http://www.forbes.com/sites/jaysondemers/2014/03/20/the-definitive-guide-to-using-twitter-cards/

Microformatting: Twitter Cards

Слайд 34Using Twitter Cards allows webmasters to attach photos and videos to

tweets in order to drive traffic and revenue to their sites








More Info
https://dev.twitter.com/cards/overview
http://searchengineland.com/use-twitter-cards-for-branding-local-seo-166388
http://www.forbes.com/sites/jaysondemers/2014/03/20/the-definitive-guide-to-using-twitter-cards/

Microformatting: Twitter Cards

UGLY

Слайд 35Microformatting: Twitter Cards

Слайд 36Microformatting: Twitter Cards
Bad

Слайд 37Microformatting: Twitter Cards
More Info
https://dev.twitter.com/cards/overview
http://searchengineland.com/use-twitter-cards-for-branding-local-seo-166388
http://www.forbes.com/sites/jaysondemers/2014/03/20/the-definitive-guide-to-using-twitter-cards/

Слайд 38Microformatting: Twitter Cards

Слайд 39Onsite Content
http://i1.kym-cdn.com/photos/images/facebook/000/856/103/d14.jpg

Слайд 40Media Types
The Good
Video from YouTube channel embedded on homepage
The Bad
Video is

generic
No markup on video
The Ugly
No unique photos (all stock)
More Info
https://support.google.com/webmasters/answer/2413309?hl=en
http://www.wix.com/blog/2014/07/optimize-images-for-websites/

Слайд 41Page Types
The Good
The right pages exist on the site

The Bad
Content is

generic and not unique

The Ugly
“Blog” page is from a Twitter feed for @cars4badcredit

More Info
http://www.localvisibilitysystem.com/2014/01/09/21-pages-a-small-local-business-site-needs-for-tip-top-local-visibility/

Слайд 42Reviews
The Good
Lots of positive reviews
Schema implemented properly
Controlling reputation in SERPs

The Bad
Filtered

and pulled without attribution or links from 3rd party sources


Слайд 43Call To Actions
The Good
Four solid call to actions exist (Coupons, Appt,

Directions, Phone)
Prominent call to actions on homepage
Coupons have near-future expiration dates

The Ugly
Call tracking number indexed by Google

More Info
http://searchengineland.com/10-simple-things-smb-websites-need-to-fix-before-seo-88585

Слайд 44Thank You!
Adam Dorfman
adorfman@simpartners.com
www.simpartners.com
http://knowyourmeme.com/photos/856378-the-good-the-bad-and-the-ugly

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