Getting a recommendation from a friend or family member can end up being one of the most powerful driving factors when it comes to you making or not making a purchase. This same power of suggestion is alive and well in the form of online local reviews. If you manage a small business or have clients who want more exposure in their local market, it is vital to start paying more attention to local reviews. Even if you have been active with them previously, there is always room for improvement. They can end up being the difference between a thriving online presence and a barren shell of a Google+ profile. Here are four reasons you need to pay more attention to local business reviews.
Correcting Past Mistakes
I recently began work with a client who is looking to turn around their online reputation. This process began with a new website and fresh content to help improve search ranking. However, one of the most glaring issues was there were some less than flattering online reviews present on an old Google+ profile. One of my major short-term goals for them is to get some fresh reviews that reflect the changes that have been made with the company. The first, and best, way to deal with negative online reviews is to make sure you are aware of them and develop a strategy to get new positive reviews in place.
It Will Build Up Your Business or Client
If you are dealing with your own business, it can still be a great boost to see a positive review on your listing or on a consumer review site. Actual reviews from customers can be a great morale boost and proof that your online strategy is paying dividends.
If you are working with clients, online reviews can be a powerful tool for measuring the success of your campaign, and for developing a long-term relationship with your client. Bringing more visitors and even increasing sales for a website you manage is a very good and measurable goal. However, giving your client’s customers a good experience, and having them want to share it with other potential customers, can end up being a difference maker when you are sharing the results of a campaign. If you are managing the SEO or online marketing for a company that has seen their online reviews grow during their time with you, I can almost guarantee they will be much easier to retain over the long-term.
Search Engines Will Like You – A Two Minute Case Study
It is a well-known fact that Google and the other search engines do attach weight to user reviews, Google +1’s, and other signals that a company or website is providing a quality experience. However, just how important are these reviews when it comes to SERP display and online marketing?
Here is a quick example to showcase the power of this information when it comes to Google ranking. If you search Landscaping Minneapolis, the first result you see should be Dean Bjorkstrand Inc. This company is one of my clients that has a great number of high quality reviews from clients. Not only does he have the top spot for this search term, but he has the most attractive map result with 34 Google reviews and a 4.9 rating. It is no coincidence that his reviews have helped push him to the top of the list for local results.
Customers Will Like You – Minute Two of the Two Minute Case Study
Online reviews can end up being a great way to help with search rank, but their intended purpose has always been to allow customers to share their experience with one another. Continuing with my previous example, search for Dean Bjorkstrand in your browser. Depending on your search settings you should be able to locate the same company from before. You will see a greatly expanded Google listing preview next to the standard search results. This includes reviews and snippets from them directly on the search results page. Also listed are additional reviews from different sites on the web. What better way to sell a businesses’ service than by having customers share their positive experience right on the Google search results?
A recent survey has found that Yelp is among the most trusted resources for consumer reviews with a high percentage of consumers utilizing this site very far into the purchasing process. It is vital to get your business or client exposure on these important mediums. Admittedly I would like to continue to improve my client’s Google reputation, and build a much stronger presence on Yelp and some other local listing site.
What have been your strategies for creating positive reviews and driving local SEO results? Also, feel free to give me a quick review of this article in the comments! Good luck and thanks for reading!
What’s Your SEO Theme?
If you haven’t looked into it before, it might be time to consider theme-based SEO. Refined and officially launched in 2010, the general concept has been around for far longer and acts as a natural extension to how sites are organized when good design practices are implemented. To make this easier to follow, I’ll break into bite-sized sections.
What Is It?
Theme-based SEO allows you to focus your SEO efforts on an overall topic or “theme”. You can cover a lot more ground and have the optimization appear as truly organic and natural. This is helpful in your onsite SEO efforts and Meta tags but absolutely game-changing when it comes to offsite SEO – including link building.
How Does It Work?
Instead of targeting a list of very specific keywords, and risking serious backlash for what Google calls “over-optimization”, you target keyword topics or themes. This is made even simpler by the fact that this is how most sites are already organized. Take a plumbing site for example. The home page probably talks about everything, but most interior pages will place a major focus of one or two topics like “plumbers”, “plumbing repair/services”, “drain cleaning”, etc.
What are Its Main Advantages?
Aside from appearing far more natural, theme-based SEO provides a lot more bang for your buck because a typical theme package costs about as much as a common 10-keyword SEO package but usually provides 40, 50, or more useful keywords. Just keep your expectations realistic. All 50 keywords are not going to be block-busters. In general, however, most people find that theme-based SEO provides 1.5 to 3 times the return on investment over traditional keyword-based packages.
How Do You Begin?
First you will want to research your products and/or services to select your keyword themes. If you have a Google AdWords account (even one with no funds) you can use the freely provided Google Keyword Planner tool at https://adwords.google.com/KeywordPlanner
If this is not an option, just Google “SEO keyword suggestions” and you will get plenty of options to help you find the best opportunities available. Worst case; stick to the biggest “core keywords” you already know and go from there.
What are Core Keywords?
A core keyword can be thought of as the lowest common denominator keyword grouping. Let’s say you are optimizing a site for a plumber in Indianapolis, Indiana. Your core keywords might include: plumbers Indianapolis (590), Indianapolis plumbers (320), plumber Indianapolis (320), Indianapolis plumber (170), plumbers Indianapolis IN (40), plumber Indianapolis IN (30) – and a few more.
What Kind of Search Volume can I Expect?
Before we go any further, let’s look at the numbers within the parentheses following each core keyword. This is the number of exact match searches performed on Google, per month, on average (total yearly search volume divided by 12). If you add these up, it’s 1,470 EXACT Match searches performed per month on average. That’s huge and it’s only 6 keywords!
What does “Exact Match” Mean and Why is This Important?
“Exact match” means that the person typing in the search query typed only those exact characters with nothing before, after, or in-between.
Do Long-Tail Keywords Count?
Absolutely! One example might be “plumbers in Indianapolis” (just adding the word “in” to the middle). That’s what we call a long-tail or “focused keyword” (using traditional theme-based SEO terminology). I’ll grab a dozen common ones and get a search volume count…
plumbers in Indianapolis (90), emergency plumber Indianapolis (50), 24 hour plumber Indianapolis (30), best plumbers in Indianapolis (30), plumber in Indianapolis (30), plumbers Indianapolis Indiana, (30), Indianapolis IN plumber (20), plumber Indianapolis Indiana (20), plumbers in Indianapolis IN (20), Indianapolis IN plumbers (10), plumber in Indianapolis IN (10), plumbers in Indianapolis Indiana (10)
How Does This Impact My Potential Target Market?
That’s another 350 exact match searches, which brings your potential up to 1,820. That’s at least 1,820 searches per month being done for your exact service in your exact location. And with another ten minutes of research you can easily find 30 additional focused keywords adding up to another 550. I just did it. That’s 2,370 potential searches per month (28,440 per year!) – in a single SEO theme.
You probably would not spend the money for a traditional SEO company’s 50 keyword pack to get all of these, but since you can get all of these as potential keywords in a single SEO theme – why not? The cost or time and effort investment is about the same as that original 10 pack traditional SEO package and the focus and rankings will fluctuate organically, which is what it’s all about.
Let’s do This! What’s Step 2?
Once you have your SEO themes figured out, it’s time to start optimizing. The trick here is to consider using multiple variations of your core and long-tail keywords as organically as possible. In other words; be natural. Just place the words in your text naturally, and don’t worry about using exact keyword phrases. In fact, say you have 500 words of text on the page – you will do better by having just a few mentions of “plumber”/ “plumbers” and a single mention of “repair”, “service”, “emergency”, “affordable” or any other focused keyword descriptor.
Once your text is written, refine it a bit to make sure you have not included any keywords too often. Most of all; make sure the text reads naturally and is meant for human readers. And keep in mind that humans want quick answers so put the main ideas toward the beginning of the page. I might start with:
“Need a reliable, affordable plumber in Indianapolis? Trust Jack’s Mechanical for all of your plumbing needs; both residential and commercial. Proudly serving Central Indiana since 1999, we…”
That’s less than 30 words; all carefully placed to answer the question the visitor has top of mind – and best of all it’s totally natural sounding and will pass Google’s natural text algorithm test with flying colors.
Next you should carefully consider what you want as your H1 tag (main heading). While it’s tempting to use something obvious like “Plumbers Indianapolis, IN”, it’s not very natural sounding. You can actually get more from an even simpler tag such as “Your Indianapolis Plumbers Since 1999″. It’s short and sweet and looks like a tagline you might find on a business card or letterhead. It’s natural sounding as a tagline.
On the back-end we have the Title and Description to think about (Don’t bother with the “keywords” tag). These should also appear natural – but don’t waste space with empty characters! Google has reduced its recommended character count in the title tag from 64 down to a maximum of 56 (including spaces) in order to better accommodate tablet devices and smart-phones.
For your page Title, keep it simple by separating topics with pipes (|) or dashes (-). Make sure you get the business name in as well as the main geography. Here’s an example:
Indianapolis Plumbers | Jacks Mechanical Plumbing Repair
By removing the apostrophe in Jack’s and adding “Plumbing Repair” to the company name, we stayed within 56 characters and included: 2 themes and the main geography. But this is just one possibility. It might have been more like this:
Jacks Mechanical – Plumbers Indianapolis, IN – Plumbing
You might even try using a more common name for the company. If you are locally known as “ack’s Plumbing”, use that…
Jacks Plumbing Indianapolis, IN | Emergency Plumbers
Spend some time deciding what aspects of the theme are most important to you (repair, emergency, cheap, fast, etc.) and work around that. The title is a very important aspect of your on-site SEO.
Ready for a shortcut? We already did this; well – mostly. Feel free to use the first 160 characters of your page text. That’s what Google will grab if you don’t have a title anyway. I would, however, suggest you make slight changes to get the most you can. For example:
“Need a reliable, affordable plumber in Indianapolis, IN? Trust Jack’s Mechanical for all your plumbing needs. From leaky pipes to drain cleaning, we do it all.”
You will see subtle changes in the first part and an entirely different second part. Bottom line… It’s all totally organic and naturally flowing text that Google LOVES.
Unfortunately, a “how to” on link building is an article (or book) in itself. What I can tell you here is that the anchor text (clickable words) used in theme-based SEO can be far less obvious than in traditional keyword-based SEO.
For example: Instead of the traditional “plumbers Indianapolis” we are used to seeing; theme-based SEO gets great results for multiple keywords at once, with something like “fast and affordable Indianapolis plumbers”.
That’s just one example. And, of course, the first example is almost always a paid link (and Google knows it) while the second is much more likely organic because people link like they speak.
Social Media Sites, Search Engines Ranked According to User Satisfaction