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Podcast Episode #54 – Local Search Engine Optimization Case Study
Can a website really bring you more business and improve your bottom line? And what about this SEO you keep hearing about? Is it really possible for you to affect the traffic you get from search engines? You may be wondering if all this talk about search engine optimization is for real. In this episode of Power to the Small Business we help you answer those questions with a real-life case study.
At the end of 2009 Glenn Gabe of G-Squared Interactive in New Jersey had a contest in which he would help one small business optimize their website for local search. The winner was a small, one-person shop in New Jersey: Kati’s Kupcakes. Both Glenn and Kati will share with us what they did to KatisKupcakes.com and the impact it had on Kati’s business. It’s a clinic on what you should be doing for your website.
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LOCAL SEO CLINIC WITH GLENN GABE
The Four Pillars of Local Search Engine Optimization
I. Structure – Have a clean and crawl-able structure.
II. Content Optimization – Create and optimize content around target keywords that drive targeted traffic to your site.
III. Link-building & Promotion – Through core search engines, Internet yellow pages, social media, and blogging
IV. Analytics – Review and understand what is happening on your site. Set conversion goals.
If you don’t have a clean and crawl-able structure, you’re dead in the water. You can optimize content until the cows come home and you will never rank for anything.
THE BASIC STEPS OF LOCAL SEARCH
1. Provide accurate and consistent information to all the data providers like Axiom, InfoUSA, and the internet yellow pages.
- Business Name
- Phone Number
2. Update and provide accurate consistent data to the core search engines: Google, Yahoo, Bing.
- Create an account in the local business centers
- Verify your listing
- Input your custom content
- Make sure your address is consistent in all your data sources
3. Optimize your site by making sure it’s clean and crawl-able.
- Switch your site to WordPress or another search-friendly content management system.
4. Have a SEO technical audit done on your site if you can afford one.
5. Target the ‘long tail’ keywords through a blog and consistently adding content to you website.
6. Track your site with web analytics.
- Where visitors are coming from
- What you are ranking for
- Event Tracking