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Onsite Local Search Optimization Best Practices

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Onsite Local Search Optimization Best Practices Adam Dorfman, SIM Partners, @phixed Image: http://knowyourmeme.com/memes/the-good-the-bad-and-the-ugly


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The Site http://www.logansquareautorepair.com


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Technical Audit


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NAP Information and Formatting


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NAP 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


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Domain 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


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Indexation / 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


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Faster page load times lead to increased engagement and conversions and may improve organic ranking. Page Speed https://developers.google.com/speed/pagespeed/insights/


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The 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


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Internal 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


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Robots.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


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Header 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


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


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Mobile Experience http://mobiletest.me/


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Mobile Experience http://mobiletest.me/ UGLY


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Mobile Experience http://mobiletest.me/


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Mobile Experience http://mobiletest.me/


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Mobile Experience http://mobiletest.me/ Bad


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Mobile 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/


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Microformatting


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


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Microformatting: Schema


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Microformatting: Schema


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The 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


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


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


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Schema 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


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Microformatting: Facebook Open Graph


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Microformatting: Facebook Open Graph UGLY


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Microformatting: Facebook Open Graph


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Microformatting: Facebook Open Graph


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Using 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


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Using 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


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Microformatting: Twitter Cards


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Microformatting: Twitter Cards Bad


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Microformatting: 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/


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Microformatting: Twitter Cards


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


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Media 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/


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Page 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/


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Reviews 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


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Call 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


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Thank 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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