wiideman consulting: success stories for driving local value for your brand #lss2016

PRESENTATION: Success Stories for Driving Local Value for Your Brand

Steve  Wiideman  President  Wiideman  Consul1ng  Group  @seosteve  

#LSS2016  

#LSS2016  

Maximizing SEO and Usability at the City-Level

GOAL:

Improve Organic Rankings

#LSS2016  

Maximizing SEO and Usability at the City-Level

Critical Attributes: 1.  Local facility images 2.  Ratings 3.  Coupon / offer 4.  Call-to-action 5.  Google Map

#LSS2016  

Maximizing SEO and Usability at the City-Level

Helpful Attributes: 6.  FAQ’s 7.  Relocating info 8.  Proprietary stats 9.  Interactive guide 10. Markup / taxonomy 11. Clear heading

#LSS2016  

Maximizing SEO and Usability at the City-Level

What is Semantic to Storage?

#LSS2016  

Maximizing SEO and Usability at the City-Level

#LSS2016  

Maximizing SEO and Usability at the City-Level

#LSS2016  

Maximizing SEO and Usability at the City-Level

ü Critical UX Criteria ü Helpful (& Semantic) Content

#LSS2016  

Maximizing SEO and Usability at the City-Level

#LSS2016  

Streamlining Conversion & Tracking

GOALS:

Understand User Behavior and Improve Conversion Rate

#LSS2016  

Streamlining Conversion & Tracking

#LSS2016  

Streamlining Conversion & Tracking

#LSS2016  

Streamlining Conversion & Tracking

#LSS2016  

Streamlining Conversion & Tracking Action Items: q  Decide what to track

q  Create your categories, actions & labels

q  Schedule a monthly report q  Include inferences q  Include tests/experiments q  Include action items

q  Measure your results

#LSS2016  

Researching Problems Local Consumers Have

GOAL:

Create a Content Marketing Strategy That Attracts Links,

Sharing & Referral Traffic

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Researching Problems Local Consumers Have

AnswerThePublic.com

#LSS2016  

Researching Problems Local Consumers Have

Keyword   Avg.  Monthly  Searches  

how  to  store  a  fridge   30  

how  to  store  a  refrigerator  not  in  use   30  

refrigerator  storage  =ps   10  

how  to  store  a  fridge  when  not  in  use   10  

refrigerator  storage  guidelines   10  

how  to  store  a  fridge  in  storage   10  

how  to  store  a  refrigerator  in  the  garage   10  

#LSS2016  

Researching Problems Local Consumers Have

#LSS2016  

Researching Problems Local Consumers Have

#Helpful

#LSS2016  

Researching Problems Local Consumers Have

#Helpful

#LSS2016  

Researching Problems Local Consumers Have