I Want To Rank Beyond My Location: A Guide to How This Works

Posted by MiriamEllis

Staff at your agency get asked this question just about every day, and it’s a local SEO forum FAQ, too:

“I’m located in ‘x’, but how do I rank beyond that?”

In fact, this query is so popular, it deserves a good and thorough answer. I’ve written this article in the simplest terms possible so that you can instantly share it with even your least-technical clients.

We’ll break rankings down into five easy-to-grasp groups, and make sense out of how Google appears to bucket rankings for different types of users and queries. Your clients will come away with an understanding of what’s appropriate, what’s possible, and what’s typically impossible. It’s my hope that shooting this link over to all relevant clients will save your team a ton of time, and ensure that the brands you’re serving are standing on steady ground with some good education.

There’s nothing quite like education as a sturdy baseline for creating achievable goals, is there?

One hypothetical client’s story

We’ll illustrate our story by focusing in on a single fictitious business. La Tortilleria is a tortilla bakery located at 197 Fifth Avenue in San Rafael, Marin County, California, USA. San Rafael is a small city with a population of about 60,000. La Tortilleria vends directly to B2C customers, as well as distributing their handmade tortillas to a variety of B2B clients, like restaurants and grocery stores throughout Marin County.

La Tortilleria’s organic white corn tortillas are so delicious, the bakery recently got featured on a Food Network TV show. Then, they started getting calls from San Francisco, Sacramento, and even Los Angeles asking about their product. This business, which started out as a mom-and-pop shop, is now hoping to expand distribution beyond county borders.

When it comes to Google visibility, what is La Tortilleria eligible for, and is there some strategy they can employ to show up in many places for many kinds of searches? Let’s begin:

Group I: Hyperlocal rankings

Scenario

Your supreme chance of ranking in Google’s local pack results is typically in the neighborhood surrounding your business. For example, with the right strategy, La Tortilleria could expect to rank very well in the above downtown area of San Rafael surrounding their bakery. When searchers are physically located in this area or using search language like “tortilleria near me,” Google can hyper-localize the radius of the search to just a few city blocks when there are enough nearby options to make up a local pack.

Ask the client to consider:

  • What is my locale like? Am I in a big city, a small town, a rural area?
  • What is the competitive level of my market? Am I one of many businesses offering the same goods/services in my neighborhood, or am I one of the only businesses in my industry here?

Google’s local pack radius will vary greatly based on the answers to those two questions. For example, if there are 100 tortilla bakeries in San Rafael, Google doesn’t have to go very far to make up a local pack for a searcher standing on Fifth Avenue with their mobile phone. But, if La Tortilleria is one of only three such businesses in town, Google will have to reach further across the map to make up the pack. Meanwhile, in a truly rural area with few such businesses, Google’s smallest radius could span several towns, or if there simply aren’t enough options, not show a local pack in the results at all.

Strategy

To do well in the hyperlocal packs, tell your client their business should:

  • Create and claim a Google My Business listing, filling out as many fields as possible. Earn some reviews and respond to them
  • Build out local business listings on top local business information platforms, either manually or via a service like Moz Local.
  • Mention neighborhood names or other hyperlocal terms on the company website, including on whichever page of the site the Google listing points to.
  • If competition is strong in the neighborhood, invest in more advanced tactics like earning local linktations, developing more targeted hyperlocal content, using Google Posts to highlight neighborhood-oriented content, and managing Google Q&A to outdistance more sluggish competitors.

*Note that if you are marketing a multi-location enterprise, you’ll need to undertake this work for each location to get it ranking well at a hyperlocal level.

Group II: Local rankings

Scenario

These rankings are quite similar to the above but encompass an entire city. In fact, when we talk about local rankings, we are most often thinking about how a business ranks within its city of location. For example, how does La Tortilleria rank for searches like “tortilleria,” “tortilla shop,” or “tortillas san rafael” when a searcher is anywhere in that city, or traveling to that city from another locale?

If Google believes the intent of such searches is local (meaning that the searcher wants to find some tortillas to buy near them rather than just seeking general information about baked goods), they will make up a local pack of results. As we’ve covered, Google will customize these packs based on the searcher’s physical location in many instances, but a business that becomes authoritative enough can often rank across an entire city for multiple search phrases and searcher locales.

For instance, La Tortilleria might always rank #1 for “tortilla shop” when searchers on Fifth Avenue perform that search, but they could also rank #1 for “organic tortillas San Rafael” when locals in any part of that city or even out-of-towners do this lookup, if the business has built up enough authority surrounding this topic.

With the right strategy, every business has a very good chance of ranking locally in its city of physical location for some portion of its most desired search phrases.

Ask the client to consider:

  • Does my location + Google’s results behavior create small or large hurdles in my quest for city-wide rankings? When I look at the local packs I want to rank for, does Google appear to be clustering them too tightly in some part of the city to include my location in a different part of town? If so, can I overcome this?
  • What can I specialize in to set me apart? Is there some product, service, or desirable attribute my business can become particularly known for in my city over all other competitors? If I can’t compete for the biggest terms I’d like to rank for, are there smaller terms I could become dominant for city-wide?
  • How can I build my authority surrounding this special offering? What will be the most effective methodologies for becoming a household name in my community when people need the services I offer?

Your agency will face challenges surrounding this area of work. I was recently speaking with a business owner in Los Angeles who was disappointed that he wasn’t appearing for the large, lucrative search term “car service to LAX.” When we looked at the results together from various locations, we saw that Google’s radius for that term was tightly clustered around the airport. This company’s location was in a different neighborhood many miles away. In fact, it was only when we zoomed out on Google Maps to enlarge the search radius, or zoomed in on this company’s neighborhood, that we were able to see their listing appear in the local results.

This was a classic example of a big city with tons of brands offering nearly-identical services — it results in very stiff competition and tight local pack radius.

My advice in a tough scenario like this would revolve around one of these three things:

  • Becoming such a famous brand that the business could overcome Google’s famous bias
  • Specializing in some attribute that would enable them to seek rankings for less competitive keywords
  • Moving to an office near that “centroid” of business instead of in a distant neighborhood of the large city.

Your specific scenario may be easier, equal to, or even harder than this. Needless to say, a tortilla shop in a modestly-sized town does not face the same challenges as a car service in a metropolis. Your strategy will be based on your study of your market.

Strategy

Depending on the level of competition in the client’s market, tell them they will need to invest in some or all of the following:

  • Identify the keyword phrases you’re hoping to rank for using tools like Moz Keyword Explorer, Answer the Public, and Google Trends combined with organized collection and analysis of the real-world FAQs customers ask your staff.
  • Observe Google’s local pack behavior surrounding these phrases to discover how they are clustering results. Perform searches from devices in your own neighborhood and from other places around your city, as described in my recent post How to Find Your True Local Competitors. You can also experiment with tools like BrightLocal’s Local Search Results Checker.
  • Identify the top competitors in your city for your targeted phrases and then do a competitive audit of them.
  • Stack these discovered competitors up side-by-side with your business to see how their local search ranking factors may be stronger than yours. Improve your metrics so that they surpass those of the competitors, whether this surrounds Google My Business signals, Domain Authority, reputation, citation factors, website quality, or other elements.
  • If Google’s radius is tight for the most lucrative terms and your efforts to build authority so far aren’t enabling you to overcome it due to your location falling outside their reach, consider specialization in other smaller, but still valuable, search phrases. For instance, La Tortilleria could be the only bakery in San Rafael offering organic tortillas. A local business might significantly narrow the competition by being pet-friendly, open later, cheaper, faster, more staffed, women-led, serving specific dietary restrictions or other special needs, selling rarities, or bundling goods with expert advice. There are many ways to set yourself apart.
  • Finally, publicize your unique selling proposition. Highlight it on your website with great content. If it’s a big deal, make connections with local journalists and bloggers to try to make news. Use Google My Business attributes to feature it on your listing. Cross-sell with related local businesses and promote one another online. Talk it up on social media. Structure review requests to nudge customers towards mentioning your special offering in their reviews. Do everything you can to help your community and Google associate your brand name with your specialty.

Group III: Regional rankings

Scenario

This is where we typically hit our first really big hurdle, and where the real questions begin. La Tortilleria is located in San Rafael and has very good chances of ranking in relation to that city. But what if they want to expand to selling their product throughout Marin County, or even throughout several surrounding counties? Unless competition is very low, they are unlikely to rank in the local packs for searchers in neighboring cities like Novato, Mill Valley, or Corte Madera. What paths are open to them to increase their visibility beyond their city of location?

It’s at this juncture that agencies start hearing clients ask, “What can I do if I want to rank outside my city?” And it’s here that it’s most appropriate to respond with some questions clients need to be asking themselves.

Ask the client to consider:

  • Does my business model legitimately lend itself to transactions in multiple cities or counties? For example, am I just hoping that if my business in City A could rank in City B, people from that second location would travel to me? For instance, the fact that a dentist has some patients who come to their practice from other towns isn’t really something to build a strategy on. Consumers and Google won’t be excited by this. So, ask yourself: “Do I genuinely have a model that delivers goods/services to City B or has some other strong relationship to neighbors in those locales?”
  • Is there something I can do to build a physical footprint in cities where I lack a physical location? Short of opening additional branches, is there anything my business can do to build relationships with neighboring communities?

Strategy

  • First, know that it’s sometimes possible for a business in a less-competitive market to rank in nearby neighboring cities. If La Tortilleria is one of just 10 such businesses in Marin County, Google may well surface them in a local pack or the expanded local finder view for searchers in multiple neighboring towns because there is a paucity of options. However, as competition becomes denser, purely local rankings beyond city borders become increasingly rare. Google does not need to go outside of the city of San Francisco, for example, to make up complete local results sets for pizza, clothing, automotive services, attorneys, banks, dentists, etc. Assess the density of competition in your desired regional market.
  • If you determine that your business is something of a rarity in your county or similar geographical region, follow the strategy described above in the “Local Rankings” section and give it everything you’ve got so that you can become a dominant result in packs across nearby multiple cities. If competition is too high for this, keep reading.
  • If you determine that what you offer isn’t rare in your region, local pack rankings beyond your city borders may not be feasible. In this case, don’t waste money or time on unachievable goals. Rather, move the goalposts so that your marketing efforts outside of your city are targeting organic, social, paid, and offline visibility.
  • Determine whether your brand lends itself to growing face-to-face relationships with neighboring cities. La Tortilleria can send delivery persons to restaurants and grocery stores throughout its county. They can send their bakers to workshops, culinary schools, public schools, food festivals, expos, fairs, farmers markets, and a variety of events in multiple cities throughout their targeted region. They can sponsor regional events, teams, and organizations. They can cross-sell with a local salsa company, a chocolatier, a caterer. Determine what your brand’s resources are for expanding a real-world footprint within a specific region.
  • Once you’ve begun investing in building this footprint, publicize it. Write content, guest blog, make the news, share socially, advertise online, advertise in local print, radio, and TV media. Earn links, citations and social mentions online for what you are doing offline and grow your regional authority in Google’s eyes while you’re doing it.
  • If your brand is a traditional service area business, like a residential painting company with a single location that serves multiple cities, develops a website landing page for each city you serve. Make each page a showcase of your work in that city, with project features, customer reviews, localized tips, staff interviews, videos, photos, FAQs and more. As with brick-and-mortar models, your level of rarity will determine whether your single physical office can show up in the local packs for more than one city. If your geo-market is densely competitive, the main goal of your service city landing pages will be organic rankings, not local ones.

Group IV: State-wide rankings

Scenario

This is where our desired consumer base can no longer be considered truly local, though local packs may still occasionally come into play. In our continuing story, revenue significantly increased after La Tortilleria appeared on a popular TV show. Now they’ve scaled up their small kitchen to industrial strength in hopes of increasing trade across the state of California. Other examples might be an architectural firm that sends staff state-wide to design buildings or a photographer who accepts event engagements across the state.

What we’re not talking about here is a multi-location business. Any time you have a physical location, you can simply refer back to Groups I–III for strategy because you are truly in the local running any place you have a branch. But for the single location client with a state-wide offering, the quest for broad visibility begs some questions.

Ask the client to consider:

  • Are state-wide local pack results at all in evidence for my query or is this not the reality at all for my industry? For example, when I do a non-modified search just for “sports arena” in California, it’s interesting to see that Google is willing to make up a local pack of three famous venues spanning Sonora to San Diego (about 500 miles apart). Does Google return state-wide packs for my search terms, and is what I offer so rare that I might be included in them?
  • Does my business model genuinely lend itself to non-local queries and clients willing to travel far to transact with me or hire me from anywhere in the state? For example, it would be a matter of pure vanity for me to want my vacuum cleaner repair shop to rank state-wide, as people can easily access services like mine in their own towns. But, what if I’m marketing a true rara avis, like a famous performing arts company, a landmark museum, a world-class interior design consultancy, or a vintage electronics restoration business?
  • Whether Google returns state-wide local packs or only organic results for my targeted search terms, what can I do to be visible? What are my resources for setting myself apart?

Strategy

  • First, let’s take it for granted that you’ve got your basic local search strategy in place. You’re already doing everything we’ve covered above to build a strong hyperlocal, local, and regional digital and offline footprint.
  • If Google does return state-wide local packs for your search phrases, simply continue to amp up the known local pack signals we’ve already discussed, in hopes of becoming authoritative enough to be included.
  • If your phrases don’t return state-wide local packs, you will be competing against a big field for organic results visibility. In this case, you are likely to be best served by three things. Firstly, take publication on your website seriously. The more you can write about your offerings, the more of an authoritative resource you will become. Delve deeply into your company’s internal talent for developing magazine-quality content and bring in outside experts where necessary. Secondly, invest in link research tools like Moz Link Explorer to analyze which links are helping competitors to rank highly in the organic results for your desired terms and to discover where you need to get links to grow your visibility. Thirdly, seek out your state’s most trusted media sources and create a strategy for seeking publicity from them. Whether this comes down to radio, newspapers, TV shows, blogs, social platforms, or organizational publications, build your state-wide fame via inclusion.
  • If all else fails and you need to increase multi-regional visibility throughout your state, you will need to consider your resources for opening additional staffed offices in new locales.

Group V: National rankings & beyond

Scenario

Here, we encounter two common themes, neither of which fall within our concept of local search.

In the first instance, La Tortilleria is ready to go multi-state or nation-wide with its product, distributing goods outside of California as a national brand. The second is the commonly-encountered digital brand that is vending to a multi-state or national audience and is often frustrated by the fact that they are being outranked both in the local and organic results by physical, local companies in a variety of locations. In either case, the goals of both models can sometimes extend beyond country borders when businesses go multinational.

Ask the client to consider:

  • What is my business model? Am I selling B2B, B2C, or both?
  • Which marketing strategies will generate the brand recognition I need? Is my most critical asset my brand’s website, or other forms of off-and-online advertising? Am I like Wayfair, where my e-commerce sales are almost everything, bolstered by TV advertising? Or, am I like Pace Foods with a website offering little more than branding because distribution to other businesses is where my consumers find me?
  • Does my offering need to be regionalized to succeed? Perhaps La Tortilleria will need to start producing super-sized white flour tortillas to become a hit in Texas. McDonald’s offers SPAM in Hawaii and green chile cheeseburgers in New Mexico. Regional language variants, seasonality, and customs may require fine-tuning of campaigns.

Strategy

  • If your national brand hinges on B2C online sales, let me put the e-commerce SEO column of the Moz blog at your fingertips. Also highly recommended, E-commerce SEO: The Definitive Guide.
  • If your national brand revolves around getting your product on shelves, delve into Neilsen’s manufacturer/distributor resources and I’ve also found some good reading at MrCheckout.
  • If you are expanding beyond your country, read Moz’s basic definition of International SEO, then move on to An In-Depth Look at International SEO and The Ultimate Guide to International SEO.
  • This article can’t begin to cover all of the steps involved in growing a brand from local to an international scale, but in all scenarios, a unifying question will revolve around how to cope with the reality that Google will frequently rank local brands above or alongside your business for queries that matter to you. If your business has a single physical headquarters, then content, links, social, and paid advertising will be the tools at your disposal to compete as best you can. Rarity may be your greatest strength, as seen in the case of America’s sole organic tulip bulb grower, or authority, as in the case of this men’s grooming site ranking for all kinds of queries related to beards.
  • You’ll be wanting to rank for every user nationwide, but you’ll also need to be aware of who your competitors are at a local and regional level. This is why even national/international brands need some awareness of how local search works so that they can identify and audit strong local brands in target markets in order to compete with them in the organic SERPs, sometimes fine-tuning their offerings to appeal to regional needs and customs.
  • I often hear from digital-only brands that want to rank in every city in the nation for a virtual service. While this may be possible for a business with overwhelming authority and brand recognition (think Amazon), a company just starting out can set a more reasonable goal of analyzing a handful of major cities instead of thousands of them to see what it would take to get in the running with entrenched local and digital brands.
  • Finally, I want to mention one interesting and common national business model with its own challenges. In this category are tutoring businesses, nanny services, dog walking services, and other brands that have a national headquarters but whose employees or contractors are the ones providing face-to-face services. Owners ask if it’s possible to create multiple Google listings based on the home addresses of their workers so that they can achieve local pack rankings for what is, in fact, a locally-rendered service. The answer is that Google doesn’t approve of this tactic. So, where a local pack presence is essential, the brand must find a way to staff an office in each target region. Avoid virtual offices, which are explicitly forbidden, but there could be some leeway in exploring inexpensive co-working spaces staffed during stated business hours and where no other business in the same Google category is operating. A business that determines this model could work for them can then pop back up to Groups I-IV to see how far local search can take them.

Summing up

There may be no more important task in client-onboarding than setting correct expectations. Basing a strategy on what’s possible for each client’s business model will be the best guardian of your time and your client’s budget. To recap:

  1. Identify the client’s model.
  2. Investigate Google’s search behavior for the client’s important search phrases.
  3. Gauge the density of competition/rarity of the client’s offerings in the targeted area.
  4. Audit competitors to discover their strengths and weaknesses.
  5. Create a strategy for local, organic, social, paid, and offline marketing based on the above four factors.

For each client who asks you how to rank beyond their physical location, there will be a unique answer. The work your agency puts into finding that answer will make you an expert in their markets and a powerful ally in achieving their achievable goals.

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Reblogged 1 week ago from tracking.feedpress.it

Your 3-Step Guide to Creating a Successful Review Acquisition Strategy

Posted by McDermott

Wouldn’t it be nice if you had an easy way to learn about your competitor’s deepest and darkest secrets? An ethical way to peer inside their business — anytime you wanted?

Your competitor’s review portfolio provides you with just that. And conducting an audit of their portfolio will give you precious, must-have data that competitors are simply unwilling to share. It’s a treasure trove of secrets, pointing to your competitor’s strengths, weaknesses, goals, and objectives.

But how do you audit your competitor’s review portfolio? More importantly, how do you use this data to inform your review acquisition and marketing strategy?

I’ll show you how in three easy steps. Feel free to download this spreadsheet if you’d like to add data as we go along.

Why competitor review audits are essential

But first: What’s so special about the review audit anyway? At first glance, it might seem like more work than it’s worth. Your competitors have more (or less) reviews than you do, which means you’ll work harder — and if they add more reviews, you’ll have to put in more work to earn more reviews.  

Seems like the usual marketing arms race, right? Where you and your competitors are jockeying for first place.

Sophisticated agencies will know better. They see the competitor review audit for what it is: A chance to gain leverage, clarity, and intelligence from their most unwilling competitors. Because a competitor audit shows you:

  1. What competitor’s customers are unhappy about
  2. Your competitor’s desires, goals, fears and frustrations
  3. The core issues and challenges costing your competitors leads, sales and revenue
  4. The objections and risks that keep their prospects from buying
  5. Customer perception in the marketplace
  6. Why customers choose to work with your competitors specifically
  7. What customers want (but aren’t getting) from your competitors
  8. What needs to be done to grow your business exponentially
  9. Their customer’s knowledge/level of sophistication
  10. Changes in your competitor’s business (past, present, and future)

These details are are an exceptional opportunity in the right hands —it’s an indispensable assessment tool for local search agencies and their clients. Not to mention it’s a straightforward way to learn about your competitor’s deepest and darkest secrets: you have literal competitive intel from their customer’s perspective. 

Before you begin your audit…

You’ll want to take stock of the top three competitors in your local market. There are two ways to approach this. If you’re part of a smaller local market or you already have a list of competitors, start there. What if you’re a new business and you’re not fully established in your local market yet? Which competitors should you audit?

The businesses that are consistently listed in the local three pack or page one of the Google Maps search results, when you click ‘More Places’ on the local pack or the search results (page one) for your queries!

All set with your list of competitors? You’re ready to begin your audit!

Step #1: Assess their review profiles

You’ll want to take an inventory of your competitor’s review profiles. You’re looking for three types of review profiles:

  1. Mainstream reviews via large providers like Google, Facebook, and Yelp
  2. Industry-specific reviews via specialty sites like TripAdvisor for hotels, Avvo for attorneys or Healthgrades for doctors
  3. ‘Niche’ platforms like the BBB, Angie’s list, or Clutch.co

You also want to take note of a few cursory details.

  • Have competitors claimed each/all of their profiles?
  • How many reviews do they have?
  • Are the aggregate reviews on each platform – positive, neutral or negative?
  • What’s the overall sentiment for each profile – positive, neutral or negative?
  • How recent are their reviews?
  • How many of their reviews were received over the past one to three months?
  • Is their NAP data consistent across each of their profiles? Consistent across multiple locations?
  • Do their profile links lead to active and relevant pages? Any broken links?

You’re looking for inconsistencies. Outdated data, inaccurate details, 404 errors, etc.

Step #2: Search for their business + reviews

Let’s say you’re working with a client in the personal injury space. You’re analyzing the three competitors we mentioned earlier.

Where should you start?

First, you’ll want to gather a list of branded and unbranded keywords. You can use Moz’s Keyword Explorer or your keyword tool of choice to quickly suss out the organic keywords your competitors are using.

explorer personal injury

You can use a tool like the Permutator to rapidly expand your list of keywords. You can use this tool to identify missed opportunities or further refine the keywords in your list.

personal injury permutations

Head over to Google and run a search of the unbranded keywords in your list.

  • Best personal injury lawyer
  • Best personal injury lawyers near me
  • Best personal injury lawyers in Chicago
  • Best personal injury lawyers Chicago Loop
  • Chicagoland personal injury firm
  • Chicagoland personal injury firm in Chicago
  • Chicagoland personal injury firm near me
  • Chicagoland personal injury firms
  • Personal injury firm
  • Personal injury firm in Chicago
  • Personal injury firm near me
  • Personal injury firms

Next, run a search of the branded queries in your list

  • Staver Accident Injury Lawyers
  • Staver Accident Injury Lawyers reviews
  • Staver Accident Injury Lawyers testimonials
  • Staver Accident Injury Lawyers in Chicago
  • Salvi, Schostok & Pritchard
  • Salvi, Schostok & Pritchard reviews
  • Salvi, Schostok & Pritchard testimonials
  • Salvi, Schostok & Pritchard in Chicago

Take screenshots of the local three pack when it appears, whether it includes the competitors in your list or not.

salvi 3 pack

You also want to take screenshots of the knowledge panel and search results. There are all kinds of juicy data we can work with here! Use a descriptive file name so it’s easy to remember key details later.

rosenfeld knowledge panel + serps

Here’s a short list of the details you’re looking for:

  • Are aggregate reviews listed in the search results? Are these reviews positive, neutral or negative?
  • Are keywords used on review profiles, media (via images, videos or slides) and landing pages?
  • Citations/NAP data, is it consistent/inconsistent?
  • What types of content channels are used (e.g. keyword rich video testimonials via YouTube, on-site reviews, Facebook recommendations, etc.)?

Next, you’ll want to read through your competitor’s reviews. At this point, you’re looking to collect data. You’ll want:

  • Positive, neutral and negative reviews
  • Featured, highlighted or recommended reviews
  • To assess the general tone and quality of the reviews listed in each profile (are reviews shallow, detailed or comprehensive e.g. reviews with text, images and/or video?)
  • To gauge the ratio of positive-to-negative and neutral-to-negative reviews
  • To identify profiles that are potential outliers (e.g. unclaimed review profiles with no/poor reviews)

You’re looking for positive reviews…

rosenfeld reviews

…as well as neutral and negative reviews.

rosenfeld negative

The balanced, comprehensive inventory of each review profile gives us more data to work with later on.

You’ll want to run these audits at regular intervals. If you’re serving clients in a highly competitive market like insurance, real estate mortgage banking, you’ll want to run these audits more often.

Why is this important?

You already know the answer! You and your clients are playing a competitive game of moves and countermoves. If they’re smart, your competitors will eventually take note of the aggressive changes you’re making. They’ll quickly adapt, working to circumvent any advantage you’ve gained. If you’re using a review management tool, these details are simple to automate and easy to track on a recurring basis.

It’s not rocket science, but it does take work. Now we’ve arrived at the best part of our analysis.

Step #3: Using your audit to inform your review acquisition strategy

You’ve uncovered a significant amount of data in your competitor audit. How do we go about putting this valuable data to good use?

We ask questions!

Asking questions gives us a chance to dive deep into the data, uncovering insights that are actionable and useful. Here’s a list of sample questions you should be able to extract from your audit. Here’s what you’ll want to know.

Which competitor has:

  • The most reviews, per platform? The most reviews overall?
  • The largest amount of high-quality reviews (e.g. detailed four and five-star reviews)?
  • The largest amount of low-quality reviews (e.g. four and five-star reviews with little to no text)?
  • The largest amount of aggregate reviews listed in the search results?

These questions enable you to identify the review sites where your competitors are strongest/weakest. This is important because it helps you identify opportunities for quick wins and big gains.

Next, you’ll want to assess trends in your competitor’s reviews:

  • What motivates reviewers to share (e.g. satisfactory outcome, altruism, displeasure, etc.)?
  • Which customer objections appear repeatedly?
  • Do competitors respond to customer reviews? Do they respond more to positive, neutral, negative or all reviews?
  • How long does it take them to respond to a review?
  • How do competitors respond to negative reviews?
  • Do customers feel the business’ performance has improved or declined overall?
  • What desires, goals, fears, frustrations, and problems did customers bring into the relationship?
  • How did competitors handle these issues?
  • What risks did reviewers face in the relationship?
  • How sophisticated are their reviewers (e.g. educated and discerning buyer, experienced and unsure, clear and confident, etc.)
  • Which themes appear consistently in reviewer responses? (E.g. poor communication, open and transparent, patient and knowledgeable, etc.)

So, here’s the million-dollar question. How do you use these details to inform your review acquisition strategy? Imagine that we come across 25 to 35 reviews like these in our audit of a single competitor. Customers are consistently complaining about poor communication and poor follow-through in their reviews.

negative review personal injury

How can you help your clients capitalize on this problem? You…

  1. Brainstorm: You work with your law firm client to come up with a client “Bill of Rights.” They commit to daily and weekly communication with their clients or they take 25 percent off next month’s invoice. You interview, survey and conversion data to test the effectiveness of this risk reversal.
  2. Advertise: Your client uses their client “Bill of Rights” and their promise to communicate daily and weekly in your PPC and display campaigns. Click through rates begin to climb as the message begins to resonate with clients in the Chicagoland area.
  3. Re-target: Prospects who visit the website are added to a retargeting campaign. This campaign consists of four distinct ingredients (1.) A strong value proposition (2.) An irresistible offer (3.) Strong reviews showing your client communicates daily and weekly as promised (4.) Your clients produce extraordinary results for their clients. Using your client’s retargeting campaign, you drive prospects to relevant landing pages and review profiles.
  4. Convert: Your marketing strategy is effective. You’re able to convert a significant amount of prospects on your client’s behalf. You ensure that your client under promises and over delivers, producing extraordinary results and wowing their clients.
  5. Request: You set up a review funnel for your client. Their customers are invited to write a review via SMS and email autoresponder campaigns. Their clients are sent to a review landing page, where they’re directed to the appropriate review profile (e.g. Google My Business, Facebook recommendations, or Yelp reviews). Their clients are encouraged to share openly and honestly.
  6. Respond: You work with your client to respond to positive and negative reviews on their behalf. You work with your clients to maintain a 5:1 ratio. Five positive reviews for every negative review. You use review response protocols to provide reviewers with an appropriate, customized and empathetic response. Traffic and conversion rates skyrocket.

Can you see what’s happening? You’re using your competitor’s strategy to inform your own. Your clients continue to win whether their competitors win or lose. Here’s the significant part about competitor review audit. The possibilities are there. You can use their competitor’s success or failure to boost their marketing results. You can use this strategy with webinars, guest posts advertising, partnerships, workshops, and even events.

A chance to gain leverage, clarity, and insight

Don’t underestimate the power of conducting competitor review audits. It’s a powerful strategy, especially when combined with Review management tools as well as display and PPC intelligence tools like Moat, WordStream, and SpyFu. 

If you’re a boutique Local Search, SEO, or Marketing agency working with a variety of local clients, providing review management guidance can be an incredibly valuable supplemental service. In fact, according to Moz’s 2019 The State of Local SEO Industry Report, 91 percent of marketers believe that aspects of reviews, including ratings, quality, positive/negative sentiment, presence of keywords, and/or recency can impact local pack rankings. So if you’re providing local digital services and not touching on reviews, you’re probably doing your clients a disservice. 

Wrapping up

A competitor review audit gives you actionable data on your competitor’s strengths, weaknesses, goals, and objectives. With the right approach and consistent effort, your competitors will supply you with everything you need to inform and improve your client’s review acquisition strategy.

What other tips or tricks do you use to inform your review acquisition strategy?

Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don’t have time to hunt down but want to read!

Reblogged 2 weeks ago from tracking.feedpress.it

The One-Hour Guide to SEO, Part 2: Keyword Research – Whiteboard Friday

Posted by randfish

Before doing any SEO work, it’s important to get a handle on your keyword research. Aside from helping to inform your strategy and structure your content, you’ll get to know the needs of your searchers, the search demand landscape of the SERPs, and what kind of competition you’re up against.

In the second part of the One-Hour Guide to SEO, the inimitable Rand Fishkin covers what you need to know about the keyword research process, from understanding its goals to building your own keyword universe map. Enjoy!

Click on the whiteboard image above to open a high resolution version in a new tab!

Video Transcription

Howdy, Moz fans. Welcome to another portion of our special edition of Whiteboard Friday, the One-Hour Guide to SEO. This is Part II – Keyword Research. Hopefully you’ve already seen our SEO strategy session from last week. What we want to do in keyword research is talk about why keyword research is required. Why do I have to do this task prior to doing any SEO work?

The answer is fairly simple. If you don’t know which words and phrases people type into Google or YouTube or Amazon or Bing, whatever search engine you’re optimizing for, you’re not going to be able to know how to structure your content. You won’t be able to get into the searcher’s brain, into their head to imagine and empathize with them what they actually want from your content. You probably won’t do correct targeting, which will mean your competitors, who are doing keyword research, are choosing wise search phrases, wise words and terms and phrases that searchers are actually looking for, and you might be unfortunately optimizing for words and phrases that no one is actually looking for or not as many people are looking for or that are much more difficult than what you can actually rank for.

The goals of keyword research

So let’s talk about some of the big-picture goals of keyword research. 

Understand the search demand landscape so you can craft more optimal SEO strategies

First off, we are trying to understand the search demand landscape so we can craft better SEO strategies. Let me just paint a picture for you.

I was helping a startup here in Seattle, Washington, a number of years ago — this was probably a couple of years ago — called Crowd Cow. Crowd Cow is an awesome company. They basically will deliver beef from small ranchers and small farms straight to your doorstep. I personally am a big fan of steak, and I don’t really love the quality of the stuff that I can get from the store. I don’t love the mass-produced sort of industry around beef. I think there are a lot of Americans who feel that way. So working with small ranchers directly, where they’re sending it straight from their farms, is kind of an awesome thing.

But when we looked at the SEO picture for Crowd Cow, for this company, what we saw was that there was more search demand for competitors of theirs, people like Omaha Steaks, which you might have heard of. There was more search demand for them than there was for “buy steak online,” “buy beef online,” and “buy rib eye online.” Even things like just “shop for steak” or “steak online,” these broad keyword phrases, the branded terms of their competition had more search demand than all of the specific keywords, the unbranded generic keywords put together.

That is a very different picture from a world like “soccer jerseys,” where I spent a little bit of keyword research time today looking, and basically the brand names in that field do not have nearly as much search volume as the generic terms for soccer jerseys and custom soccer jerseys and football clubs’ particular jerseys. Those generic terms have much more volume, which is a totally different kind of SEO that you’re doing. One is very, “Oh, we need to build our brand. We need to go out into this marketplace and create demand.” The other one is, “Hey, we need to serve existing demand already.”

So you’ve got to understand your search demand landscape so that you can present to your executive team and your marketing team or your client or whoever it is, hey, this is what the search demand landscape looks like, and here’s what we can actually do for you. Here’s how much demand there is. Here’s what we can serve today versus we need to grow our brand.

Create a list of terms and phrases that match your marketing goals and are achievable in rankings

The next goal of keyword research, we want to create a list of terms and phrases that we can then use to match our marketing goals and achieve rankings. We want to make sure that the rankings that we promise, the keywords that we say we’re going to try and rank for actually have real demand and we can actually optimize for them and potentially rank for them. Or in the case where that’s not true, they’re too difficult or they’re too hard to rank for. Or organic results don’t really show up in those types of searches, and we should go after paid or maps or images or videos or some other type of search result.

Prioritize keyword investments so you do the most important, high-ROI work first

We also want to prioritize those keyword investments so we’re doing the most important work, the highest ROI work in our SEO universe first. There’s no point spending hours and months going after a bunch of keywords that if we had just chosen these other ones, we could have achieved much better results in a shorter period of time.

Match keywords to pages on your site to find the gaps

Finally, we want to take all the keywords that matter to us and match them to the pages on our site. If we don’t have matches, we need to create that content. If we do have matches but they are suboptimal, not doing a great job of answering that searcher’s query, well, we need to do that work as well. If we have a page that matches but we haven’t done our keyword optimization, which we’ll talk a little bit more about in a future video, we’ve got to do that too.

Understand the different varieties of search results

So an important part of understanding how search engines work — we’re going to start down here and then we’ll come back up — is to have this understanding that when you perform a query on a mobile device or a desktop device, Google shows you a vast variety of results. Ten or fifteen years ago this was not the case. We searched 15 years ago for “soccer jerseys,” what did we get? Ten blue links. I think, unfortunately, in the minds of many search marketers and many people who are unfamiliar with SEO, they still think of it that way. How do I rank number one? The answer is, well, there are a lot of things “number one” can mean today, and we need to be careful about what we’re optimizing for.

So if I search for “soccer jersey,” I get these shopping results from Macy’s and soccer.com and all these other places. Google sort has this sliding box of sponsored shopping results. Then they’ve got advertisements below that, notated with this tiny green ad box. Then below that, there are couple of organic results, what we would call classic SEO, 10 blue links-style organic results. There are two of those. Then there’s a box of maps results that show me local soccer stores in my region, which is a totally different kind of optimization, local SEO. So you need to make sure that you understand and that you can convey that understanding to everyone on your team that these different kinds of results mean different types of SEO.

Now I’ve done some work recently over the last few years with a company called Jumpshot. They collect clickstream data from millions of browsers around the world and millions of browsers here in the United States. So they are able to provide some broad overview numbers collectively across the billions of searches that are performed on Google every day in the United States.

Click-through rates differ between mobile and desktop

The click-through rates look something like this. For mobile devices, on average, paid results get 8.7% of all clicks, organic results get about 40%, a little under 40% of all clicks, and zero-click searches, where a searcher performs a query but doesn’t click anything, Google essentially either answers the results in there or the searcher is so unhappy with the potential results that they don’t bother taking anything, that is 62%. So the vast majority of searches on mobile are no-click searches.

On desktop, it’s a very different story. It’s sort of inverted. So paid is 5.6%. I think people are a little savvier about which result they should be clicking on desktop. Organic is 65%, so much, much higher than mobile. Zero-click searches is 34%, so considerably lower.

There are a lot more clicks happening on a desktop device. That being said, right now we think it’s around 60–40, meaning 60% of queries on Google, at least, happen on mobile and 40% happen on desktop, somewhere in those ranges. It might be a little higher or a little lower.

The search demand curve

Another important and critical thing to understand about the keyword research universe and how we do keyword research is that there’s a sort of search demand curve. So for any given universe of keywords, there is essentially a small number, maybe a few to a few dozen keywords that have millions or hundreds of thousands of searches every month. Something like “soccer” or “Seattle Sounders,” those have tens or hundreds of thousands, even millions of searches every month in the United States.

But people searching for “Sounders FC away jersey customizable,” there are very, very few searches per month, but there are millions, even billions of keywords like this. 

The long-tail: millions of keyword terms and phrases, low number of monthly searches

When Sundar Pichai, Google’s current CEO, was testifying before Congress just a few months ago, he told Congress that around 20% of all searches that Google receives each day they have never seen before. No one has ever performed them in the history of the search engines. I think maybe that number is closer to 18%. But that is just a remarkable sum, and it tells you about what we call the long tail of search demand, essentially tons and tons of keywords, millions or billions of keywords that are only searched for 1 time per month, 5 times per month, 10 times per month.

The chunky middle: thousands or tens of thousands of keywords with ~50–100 searches per month

If you want to get into this next layer, what we call the chunky middle in the SEO world, this is where there are thousands or tens of thousands of keywords potentially in your universe, but they only have between say 50 and a few hundred searches per month.

The fat head: a very few keywords with hundreds of thousands or millions of searches

Then this fat head has only a few keywords. There’s only one keyword like “soccer” or “soccer jersey,” which is actually probably more like the chunky middle, but it has hundreds of thousands or millions of searches. The fat head is higher competition and broader intent.

Searcher intent and keyword competition

What do I mean by broader intent? That means when someone performs a search for “soccer,” you don’t know what they’re looking for. The likelihood that they want a customizable soccer jersey right that moment is very, very small. They’re probably looking for something much broader, and it’s hard to know exactly their intent.

However, as you drift down into the chunky middle and into the long tail, where there are more keywords but fewer searches for each keyword, your competition gets much lower. There are fewer people trying to compete and rank for those, because they don’t know to optimize for them, and there’s more specific intent. “Customizable Sounders FC away jersey” is very clear. I know exactly what I want. I want to order a customizable jersey from the Seattle Sounders away, the particular colors that the away jersey has, and I want to be able to put my logo on there or my name on the back of it, what have you. So super specific intent.

Build a map of your own keyword universe

As a result, you need to figure out what the map of your universe looks like so that you can present that, and you need to be able to build a list that looks something like this. You should at the end of the keyword research process — we featured a screenshot from Moz’s Keyword Explorer, which is a tool that I really like to use and I find super helpful whenever I’m helping companies, even now that I have left Moz and been gone for a year, I still sort of use Keyword Explorer because the volume data is so good and it puts all the stuff together. However, there are two or three other tools that a lot of people like, one from Ahrefs, which I think also has the name Keyword Explorer, and one from SEMrush, which I like although some of the volume numbers, at least in the United States, are not as good as what I might hope for. There are a number of other tools that you could check out as well. A lot of people like Google Trends, which is totally free and interesting for some of that broad volume data.



So I might have terms like “soccer jersey,” “Sounders FC jersey”, and “custom soccer jersey Seattle Sounders.” Then I’ll have these columns: 

  • Volume, because I want to know how many people search for it; 
  • Difficulty, how hard will it be to rank. If it’s super difficult to rank and I have a brand-new website and I don’t have a lot of authority, well, maybe I should target some of these other ones first that are lower difficulty. 
  • Organic Click-through Rate, just like we talked about back here, there are different levels of click-through rate, and the tools, at least Moz’s Keyword Explorer tool uses Jumpshot data on a per keyword basis to estimate what percent of people are going to click the organic results. Should you optimize for it? Well, if the click-through rate is only 60%, pretend that instead of 100 searches, this only has 60 or 60 available searches for your organic clicks. Ninety-five percent, though, great, awesome. All four of those monthly searches are available to you.
  • Business Value, how useful is this to your business? 
  • Then set some type of priority to determine. So I might look at this list and say, “Hey, for my new soccer jersey website, this is the most important keyword. I want to go after “custom soccer jersey” for each team in the U.S., and then I’ll go after team jersey, and then I’ll go after “customizable away jerseys.” Then maybe I’ll go after “soccer jerseys,” because it’s just so competitive and so difficult to rank for. There’s a lot of volume, but the search intent is not as great. The business value to me is not as good, all those kinds of things.
  • Last, but not least, I want to know the types of searches that appear — organic, paid. Do images show up? Does shopping show up? Does video show up? Do maps results show up? If those other types of search results, like we talked about here, show up in there, I can do SEO to appear in those places too. That could yield, in certain keyword universes, a strategy that is very image centric or very video centric, which means I’ve got to do a lot of work on YouTube, or very map centric, which means I’ve got to do a lot of local SEO, or other kinds like this.

Once you build a keyword research list like this, you can begin the prioritization process and the true work of creating pages, mapping the pages you already have to the keywords that you’ve got, and optimizing in order to rank. We’ll talk about that in Part III next week. Take care.

Video transcription by Speechpad.com

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Reblogged 1 month ago from tracking.feedpress.it

B2B Local Search Marketing: A Guide to Hidden Opportunity

Posted by MiriamEllis

Is a local business you’re marketing missing out on a host of B2B opportunities? Do B2B brands even qualify for local SEO?

If I say “B2B” and you think “tech,” then you’re having the same problem I was finding reliable information about local search marketing for business-to-business models. While it’s true that SaaS companies like Moz, MailChimp, and Hootsuite are businesses which vend to other businesses, their transactions are primarily digital. These may be the types of companies that make best-of B2B lists, but today let’s explore another realm in which a physical business you promote is eligible to be marketed both locally and as a B2B.

Let’s determine your eligibility, find your B2B opportunities, identify tips specific to your business model, analyze an outreach email, explore your content with a checklist, and find an advantage for you in today’s article.

Seeing how Google sees you

First to determine whether Google would view your brand as a local business, answer these two questions:

  1. Does the business I’m marketing have a physical location that’s accessible to the public? This can’t be a PO Box or virtual office. It must be a real-world address.
  2. Does the business I’m marketing interact face-to-face with its customers?

If you answered “yes” to both questions, continue, because you’ve just met Google’s local business guidelines.

Seeing your B2B opportunity

Next, determine if there’s a component of your business that already serves or could be created to serve other businesses.

Not totally sure? Let’s look at Google’s categories.

Out of the 2,395 Google My Business Categories listed here, there are at least 1,270 categories applicable to B2B companies. These include companies that are by nature B2B (wholesalers, suppliers) and companies that are B2C but could have a B2B offering (restaurants, event sites). In other words, more than half of Google’s categories signal to B2B-friendly companies that local marketing is an opportunity.

Let’s look at some major groups of categories and see how they could be fine-tuned to serve executive needs instead of only consumer needs:

Food establishments (restaurants, cafes, food trucks, caterers, etc.) can create relationships with nearby employers by offering business lunch specials, delivery, corporate catering, banquet rooms, and related B2B services. This can work especially well for restaurants located in large business districts, but almost any food-related business could create a corporate offering that incentivizes loyalty.

Major attractions (museums, amusements, cultural centers, sports centers, etc.) can create corporate packages for local employers seeking fun group activities. Brands looking to reduce implicit bias may be especially interested in interacting with cultural groups and events.

Professional services (realty, financial, printing, consulting, tech, etc.) can be geared towards corporate needs as well as individuals. A realtor can sell commercial properties. A printer can create business signage. A computer repair shop can service offices.

Personal services (counseling, wellness, fitness, skill training, etc.) can become corporate services when employers bring in outside experts to improve company morale, education, or well-being.

Home services (carpet cleaning, landscaping, plumbing, contracting, security, etc.) can become commercial services when offered to other businesses. Office buildings need design, remodeling, and construction and many have lounges, kitchens, restrooms, and grounds that need janitorial and upkeep services. Many retailers need these services, too.

Entertainers (comedians, musicians, DJs, performance troupes, etc.) can move beyond private events to corporate ones with special package offerings. Many brands have days where children, family members, and even pets are welcomed to the workplace, and special activities are planned.

Retailers (clothing, gifts, equipment, furniture, etc.) can find numerous ways to supply businesses with gear, swag, electronics, furnishings, gift baskets, uniforms, and other necessities. For example, a kitchen store could vend breakfast china to a B&B, or an electronics store could offer special pricing for a purchase of new computers for an office.

Transportation and travel services (auto sales and maintenance, auto rentals, travel agencies, tour guides, charging stations, etc.) can create special packages for businesses. A car dealer could sell a fleet of vehicles to a food delivery service, or a garage could offer special pricing for maintaining food trucks. A travel agency could manage business trips.

As you can see, the possibilities are substantial, and this is all apart from businesses that are classic B2B models, like manufacturers, suppliers, and wholesalers who also have physical premises and meet face-to-face with their clients. See if you’ve been missing out on a lucrative opportunity by examining the following spreadsheet of every Google My Business Category I could find that is either straight-up B2B or could create a B2B offering:

See local B2B categories

The business I’m marketing qualifies. What’s next?

See which of these two groups you belong to: either a B2B company that hasn’t been doing local SEO, or a local business that hasn’t created a B2B offering yet. Then follow the set of foundational tips specific to your scenario.

If you’re marketing a B2B company that hasn’t been doing local SEO:

  1. Know that the goal of local SEO is to make you as visible as possible online to any neighbor searching for what you offer so that you can win as many transactions as possible.
  2. Read the Guidelines for Representing your business on Google to be 100% sure your business qualifies and to familiarize yourself with Google’s rules. Google is the dominant player in local search.
  3. Make sure your complete, accurate name, address, and phone number is included in the footer of your website and on the Contact Us page. If you have multiple locations, create a unique page on your website for each location, complete with its full contact information and useful text for website visitors. Make each of these pages as unique and persuasive as possible.
  4. Be sure the content on your website thoroughly describes your goods and services, and makes compelling offers about the value of choosing you.
  5. Make sure your website is friendly to mobile users. If you’re not sure, test it using Google’s free mobile-friendly test.
  6. Create a Google My Business profile for your business if you don’t already have one so that you can work towards ranking well in Google’s local results. If you do have a profile, be sure it is claimed, accurate, guideline-compliant and fully filled out. This cheat sheet guide explains all of the common components that can show up in your Google Business Profile when people search for your company by name.
  7. Do a free check of the health of your other major local business listings on Moz Check Listing. Correct errors and duplicate listings manually, or to save time and enable ongoing monitoring, purchase Moz Local so that it can do the work for you. Accurate local business listings support good local rankings and prevent customers from being misdirected and inconvenience.
  8. Ask for, monitor, and respond to all of your Google reviews to improve customer satisfaction and build a strong, lucrative reputation. Read the guidelines of any other platform (like Yelp or TripAdvisor) to know what is allowed in terms of review management.
  9. Build real-world relationships within the community you serve and explore them for opportunities to earn relevant links to your website. Strong, sensible links can help you increase both your organic and local search engine rankings. Join local business organizations and become a community advocate.
  10. Be as accessible as possible via social media, sharing with your community online in the places they typically socialize. Emphasize communication rather than selling in this environment.

If you’re marketing a local business that hasn’t created a B2B offering yet:

  1. Research your neighborhood and your community to determine what kinds of businesses are present around you. If you’re not sure, reach out to your local Chamber of Commerce or a local business association like AMIBA to see if they have data they can share with you. Doing searches like “Human Resources Event Seattle” or “People Ops Event Seattle” can bring up results like this one naming some key companies and staffers.
  2. Document your research. Create a spreadsheet with a column for why you feel a specific business might be a good fit for your service, and another column for their contact information.See if you can turn up direct contact info for the HR or People Ops team. Phone the business, if necessary, to acquire this information.
  3. Now, based on what you’ve learned, brainstorm an offering that might be appealing to this audience. Remember, you’re trying to entice other business owners and their staff with something that’s special for them and meets their needs..
  4. Next, write out your offering in as few words at possible, including all salient points (who you are, what you offer, why it solves a problem the business is likely to have, available proof of problem-solving, price range, a nice request to discuss further, and your complete contact info). Keep it short to respect how busy recipients are.
  5. Depending on your resources, plan outreach in manageable batches and keep track of outcomes.
  6. Be sure all of your online local SEO is representing you well, with the understanding that anyone seriously considering your offer is likely to check you out on the web. Be sure you’ve created a page on the site for your B2B offer. Be sure your website is navigable, optimized and persuasive, with clear contact information, and that your local business listings are accurate and thorough — hopefully with an abundance of good reviews to which you’ve gratefully responded.
  7. Now, begin outreach. In many cases this will be via email, using the text you’ve created, but if you’ve determined that an in-person visit is a better approach, invest a little in having your offer printed nicely so that you can give it to the staff at the place of business. Make the best impression you possibly can as a salesperson for your product.
  8. Give a reasonable amount of time for the business to review and decide on your offer. If you don’t hear back, follow up once. Ideally, you’re hoping for a reply with a request for more info. If you hear nothing in response to your follow-up, move on, as silence from the business is a signal of disinterest. Make note of the dates you outreached and try again after some time goes by, as things may have changed at the business by then. Do, however, avoid aggressive outreach as your business will appear to be spamming potential clients instead of helping them.

As indicated, these are foundational steps for both groups — the beginnings of your strategy rather than the ultimate lengths you may need to go to for your efforts to fully pay off. The amount of work you need to do depends largely on the level of your local competition.

B2B tips from Moz’s own Team Happy

Moz’s People Ops team is called Team Happy, and these wonderful folks handle everything from event and travel planning, to gift giving, to making sure people’s parking needs are met. Team Happy is responsible for creating an exceptional, fun, generous environment that functions smoothly for all Mozzers and visitors.

I asked Team Happy Manager of Operations, Ashlie Daulton, to share some tips for crafting successful B2B outreach when approaching a business like Moz. Ashlie explains:

  • We get lots of inquiry emails. Do some research into our company, help us see what we can benefit from, and how we can fit it in. We don’t accept every offer, but we try to stay open to exploring whether it’s a good fit for the office.
  • The more information we can get up front, the better! We are super busy in our day-to-day and we can get a lot of spam sometimes, so it can be hard to take vague email outreach seriously and not chalk it up to more spam. Be real, be direct in your outreach. Keeping it more person-to-person and less “sales pitchy” is usually key.
  • If we can get most of the information we need first, research the website/offers, and communicate our questions through emails until we feel a call is a good next step, that usually makes a good impression.

Finally, Ashlie let me know that her team comes to decisions thoughtfully, as will the People Ops folks at any reputable company. If your B2B outreach doesn’t meet with acceptance from a particular company, it would be a waste of your time and theirs to keep contacting them.

However, as mentioned above, a refusal one year doesn’t mean there couldn’t be opportunity at a later date if the company’s needs or your offer change to be a better fit. You may need to go through some refinements over the years, based on the feedback you receive and analyze, until you’ve got an offer that’s truly irresistible.

A sample B2B outreach email

La práctica hace al maestro.”
– Proverb

Practice makes perfect. Let’s do an exercise together in which we imagine ourselves running an awesome Oaxacan restaurant in Seattle that wants to grow the B2B side of our business. Let’s hypothesize that we’ve decided Moz would be a perfect client, and we’ve spent some time on the web learning about them. We’ve looked at their website, their blog, and have read some third-party news about the company.

We found an email address for Team Happy and we’ve crafted our outreach email. What follows is that email + Ashlie’s honest, summarized feedback to me (detailed below) about how our fictitious outreach would strike her team:

Good morning, Team Happy!

When was the last time Moz’s hardworking staff was treated to tacos made from grandmother’s own authentic recipe? I’m your neighbor Jose Morales, co-owner with my abuela of Tacos Morales, just down the street from you. Our Oaxacan-style Mexican food is:

– Locally sourced and prepared with love in our zero-waste kitchen
– 100% organic (better for Mozzers’ brains and happiness!) with traditional, vegan, and gluten-free options
– $6–$9 per plate

We know you have to feed tons of techies sometimes, and we can effortlessly cater meals of up to 500 Mozzers. The folks at another neighboring company, Zillow, say this about our beautiful food:

“The best handmade tortillas we’ve ever had. Just the right portions to feel full, but not bogged down for the afternoon’s workload. Perfect for corporate lunches and magically scrumptious!”

May I bring over a complimentary taco basket for a few of your teammates to try? Check out our menu here and please let me know if there would be a good day for you to sample the very best of Taco Morales. Thank you for your kind consideration and I hope I get the chance to personally make Team Happy even happier!

Your neighbors,
Jose y Lupita Morales
Tacos Morales
www.tacosmorales.com
222 2nd Street, Seattle – (206) 111-1111

Why this email works:

  • We’re an inclusive office, so the various dietary options catch our eye. Knowing price helps us decide if it’s a good fit for our budget.
  • The reference to tech feels personalized — they know our team and who we work with.
  • It’s great to know they can handle some larger events!
  • It instills trust to see a quote from a nearby, familiar company.
  • Samples are a nice way to get to know the product/service and how it feels to work with the B2B company.
  • The menu link, website link, and contact info ensure that we can do our own exploring to help us make a decision.

As the above outreach illustrates, Team Happy was most impressed by the elements of our sample email that provided key information about variety, price and capacity, useful links and contact data, trust signals in the form of a review from a well-known client, and a one-on-one personalized message.

Your business is unique, and the precise tone of your email will match both your company culture and the sensibilities of your potential clients. Regardless of industry, studying the above communication will give you some cues for creating your own from the viewpoint of speaking personally to another business with their needs in mind. Why not practice writing an email of your own today, then run it past an unbiased acquaintance to ask if it would persuade them to reply?

A checklist to guide your website content

Your site content speaks for you when a potential client wants to research you further before communicating one-on-one. Why invest both budget and heart in what you publish? Because 94% of B2B buyers reportedly conduct online investigation before purchasing a business solution. Unfortunately, the same study indicates that only 37% of these buyers are satisfied with the level of information provided by suppliers’ websites. Do you see a disconnect here?

Let’s look at the key landing pages of your website today and see how many of these boxes you can check off:

My content tells potential clients…

☑ What my business name, addresses, phone numbers, fax number, email addresses, driving directions, mapped locations, social and review profiles are

☑ What my products and services are and why they meet clients’ needs

☑ The complete details of my special offers for B2B clients, including my capacity for fulfillment

☑ What my pricing is like, so that I’m getting leads from qualified clients without wasting anyone’s time

☑ What my USP is — what makes my selling proposition unique and a better choice than my local competitors

☑ What my role is as a beneficial member of the local business community and the human community, including my professional relationships, philanthropy, sustainable practices, accreditations, awards, and other points of pride

☑ What others say about my company, including reviews and testimonials

☑ What my clients’ rights and guarantees are

☑ What value I place on my clients, via the quality, usefulness, and usability of my website and its content

If you found your content lacking any of these checklist elements, budget to build them. If writing is not your strong suit and your company isn’t large enough to have an in-house content team, hire help. A really good copywriter will partner up to tell the story of your business while also accurately portraying its unique voice. Expect to be deeply interviewed so that a rich narrative can emerge.

In sum, you want your website to be doing the talking for you 24 hours a day so that every question a potential B2B client has can be confidently answered, prompting the next step of personal outreach.

How to find your B2B advantage

Earlier, we spoke of the research you’ll do to analyze the business community you could be serving with your B2B offerings, and we covered how to be sure you’ve got the local digital marketing basics in place to showcase what you do on the web. Depending on your market, you could find that investment in either direction could represent an opportunity many of your competitors have overlooked.

For an even greater advantage, though, let’s look directly at your competitors. You can research them by:

  1. Visiting their websites to understand their services, products, pricing, hours, capacity, USP, etc.
  2. Visiting their physical premises, making inquiries by phone, or (if possible) making a purchase of their products/services to see how you like them and if there’s anything that could be done better
  3. Reading their negative reviews to see what their customers complain about
  4. Looking them up on social media, again to see what customers say and how the brand handles complaints
  5. Reading both positive and negative media coverage of the brand

Do you see any gaps? If you can dare to be different and fill them, you will have identified an important advantage. Perhaps you’ll be the only:

  • Commercial cleaning company in town that specializes in servicing the pet-friendly hospitality market
  • Restaurant offering a particular type of cuisine at scale
  • Major attraction with appealing discounts for large groups
  • Commercial printer open late at night for rush jobs
  • Yoga instructor specializing in reducing work-related stress/injuries

And if your city is large and highly competitive and there aren’t glaring gaps in available services, try to find a gap in service quality. Maybe there are several computer repair shops, but yours is the only one that works weekends. Maybe there are a multitude of travel agents, but your eco-tourism packages for corporations have won major awards. Maybe yours is just one of 400+ Chinese restaurants in San Francisco, but the only one to throw in a free bag of MeeMee’s sesame and almond cookies (a fortune cookie differentiator!) with every office delivery, giving a little uplift to hardworking staff.

Find your differentiator, put it in writing, put it to the fore of your sales process. And engineer it into consumer-centric language, so that hard candy buttons with chocolate inside them become the USP that “melts in your mouth, not in your hands,” solving a discovered pain point or need.

B2B marketing boils down to service

“No one is useless in this world who lightens the burdens of another.”

– Charles Dickens

We’re all in business to serve. We’re all helpers. At Moz, we make SEO easier for digital and local companies. At your brand, _________?

However you fill in that blank, you’re in the business of service. Whether you’re marketing a B2B that’s awakening to the need to invest in local SEO or a B2C on the verge of debuting your new business-to-business offering, your project boils down to the simple question,

“How can I help?”

Looking thoughtfully into your brand’s untapped capacities to serve your community, coupled with an authentic desire to help, is the best groundwork you can lay at the starting point for satisfaction at the finish line.

Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don’t have time to hunt down but want to read!

Reblogged 3 months ago from tracking.feedpress.it

The Guide to Building Linked Unstructured Citations for Local SEO

Posted by MiriamEllis

This article was written jointly in partnership with Kameron Jenkins. You can enjoy her previous articles here.


When you’ve accomplished step one in your local search marketing, how do you take step two?

You already know that any local business you market has to have the table stakes of accurate structured citations on major platforms like Facebook, Yelp, Infogroup, Acxiom, and YP.

But what can local SEO practitioners do once they’ve got these formal listings created and a system in place for managing them? Our customers often come to us once they’ve gotten well underway with Moz Local and ask, “What’s next? What can I do to move the needle?” This blog post will give you the actionable strategy and a complete step-by-step tutorial to answer this important question.

A quick refresher on citations

Listings on formal directories are called “structured citations.” When other types of platforms (like online news, blogs, best-of lists, etc.) reference a local business’ complete or partial contact information, that’s called an “unstructured citation.” And the best unstructured citations of all include links, of course!

For example, the San Francisco branch of a natural foods grocery store gets a linked unstructured citation from a major medical center in their city via a blog post about stocking a pantry with the right ingredients for healthier eating. Google and consumers encounter this reference and understand that trust and authority are being conveyed and earned.

The more often websites that are relevant to your location or industry link to you within their own content, the better your chances of ranking well in Google’s organic and local search engine results.

Why linked unstructured citations are growing in importance right now

Link building is as old as organic SEO. Structured citation building is as old as local SEO. Both practices have long sought to influence Google rankings. But a close read of the local search marketing community these days points up an increasing emphasis on the value of unstructured citations. In fact, local links were one of the top three takeaways from the 2018 Local Search Ranking Factors survey. Why is this?

  1. Google has become the dominant force in local consumer experiences, keeping as many actions as possible within their own interface instead of sending searchers to company websites. Because links influence rank within that interface, most local businesses enterprises will need to move beyond traditional structured citations to impress Google with mentions on a diverse variety of relevant websites. While structured citations are rightly referred to as “table stakes” for all local businesses, it’s the unstructured ones that can be competitive difference-makers in tough markets.
  2. Meanwhile, Google is increasingly monetizing local search results. A prime example of this is their Local Service Ads (LSA) program which acts as lead gen between Google and service area businesses like plumbing and housekeeping companies. Savvy local brands (including brick-and-mortar models) will see the way the wind is blowing with this and work to form non-Google-dependent sources of traffic and lead generation. A good linked unstructured citation on a highly relevant publication can drive business without having to pay Google a dime.

Your goal with linked unstructured citations is to build your community footprint and your authority simultaneously. All you need is the right tools for the research phase!

Fishing for opportunities with Link Intersect

For the sake of this tutorial, let’s choose at random a small B&B in Albuquerque — Bottger.com — as our hypothetical client. Let’s say that the innkeeper wants to know how the big Tribal resort casinos are earning publicity and links, in the hopes of finding opportunities for a smaller hospitality business, too. *Note that these aren’t absolutely direct competitors, but they share a city and an overall industry.

We’re going to use Moz’s Link Intersect tool to do this research for Bottger Mansion. This tool could help Bottger uncover all kinds of links and unstructured linked citation opportunities, depending on how it’s used. For example, the tool could surface:

  • Links that direct or near-direct competitors have, but that Bottger doesn’t
  • Locally relevant links from domains/pages about Bottger’s locale
  • Industry-relevant links from domains/pages about the hospitality industry

Step 1: Find the “big fish”

A client may already know who the “big fish” in their community are, or you can cast a net by identifying popular local events and seeing which businesses sponsor them. Sponsorships can be pricey, depending on the event, so if a local company sponsors a big event, it’s an indication that they’re a larger enterprise with the budget to pursue a wide array of creative PR ideas. Larger enterprises can serve as models for small business emulation, at scale.

In our case study, we know that Bottger is located in Albuquerque, so we decided to locate sponsors of the famous Albuquerque International Balloon Fiesta. Right away, we spotted two lavish Albuquerque resort-casinos — Isleta and Sandia. These are the “big fish” we want our smaller client to look to for inspiration.

Step 2: Input domains in Link Intersect

We’re going to compare Bottger’s domain to Isleta and Sandia’s domains. In Moz Pro, navigate to “Link Explorer” and then select “Link Intersect” from the left navigation. Input your domain in the top and the domains you want to mine link ideas from in the fields beneath, as depicted below.

Open Link Explorer in a new tab

Next to Bottger’s domain, we’ve selected “root domain” as that will show us all competitor links who haven’t linked to us at all. We’re also going to select “root domain” on the resort domains, so we can see all of their backlinks, rather than just links to particular pages on their sites.

Moz’s Link Intersect tool will let you compare your site with up to 5 competitors. It’s totally up to you how many sites you want to evaluate at once. If you’re just getting started with link building, you may want to start with just one domain, as this should yield plenty of link opportunities to start with. If you’ve already been doing some link building, you have more time to dedicate to link building, or you’d just generally rather have more options to work with, go ahead and put in multiple domains to compare.

Step 3: Find link opportunities

Once you’ve input your domain and your competitor(s) domains, click “Find Opportunities.” That will yield a list of sites that link to your competitors, but do not link to you.

In this example, we’re comparing our client’s domain against two other domains: A (Isleta) and B (Sandia). In the “Sites that intersect” column, you will see whether Site A has the link, Site B has it, or if they both have it.

Step 4: The link selection process

Now that we have a list of link ideas from Isleta and Sandia’s backlink profiles, it’s time to decide which ones might yield good opportunities for our B&B. That’s right — just because something is in a competitor’s link profile doesn’t necessarily mean you want it!

View the referring pages

The first step is to drill down and get more detail about links the big resorts have. Select the arrow to expand this section and view the exact page the link is coming from.

In this example, both Sandia and Isleta have links from the root domain marriott.com. By using the “expand” feature, we can see the exact pages those links are located on.

Identify follow or no-follow

You can use the MozBar Chrome plugin to view whether your competitor’s link is no-followed or followed. Since only followed links pass authority, you may want to prioritize those, but no-followed links can also have value in the form of generating traffic to your site and could get picked up by others who do eventually link to your site with a follow link.

Select the MozBar icon from your browser and click the pencil icon. If you want to see Followed links, select “Followed” and the MozBar will highlight these links on the page in green. To find No-Followed links, click “No-Followed” and MozBar will highlight these links on the page in pink.

Common types of links you’ll see in the profiles of local business websites

If this is your first foray into link building for local businesses, you may be unfamiliar with the types of sites you’ll see in Link Intersect. While no two link profiles are exactly the same, many local businesses use similar methods for building links, so there are some common categories to be aware of. Knowing these will help you decipher the results Link Intersect will show you.

Types of links and what you can do with them:

Press releases

Press release sites like PRweb.com and PRnewsire.com are fairly common among local businesses that want to spread the word about their initiatives. Whether someone at the business won an award or they started a new community outreach program, local businesses often pay companies like PRweb.com to distribute this news on their platform and to their partners. These are no-followed links (don’t pass link authority aka “SEO value”) but they can offer valuable traffic and could even get picked up by sites that do link with a follow link.

If your competitor is utilizing press releases, you may want to consider distributing your newsworthy information this way!

Structured citations / directories

One of the primary types of domains you’ll see in a local business’ backlink profile is directories — structured citation websites like yellowpages.com that list a business’ name, address, and phone number (NAP) with a link back to the business’ website. Because they’re self-created and not editorially given, like Press Releases, they are often no-followed. However, having consistent and accurate citations across major directory websites is a key foundational step in local search performance.

If you see these types of sites in Link Intersect, it may indicate your need for a listings management solution like Moz Local that can ensure your NAP is accurate and available across major directories. Typically, you’ll want to have these table stakes before focusing on unstructured linked citations.

News coverage

Another favorite among local businesses is local media coverage (or just media coverage in general — it’s not always local). HARO (Help a Reporter Out) is a popular service for connecting journalists to subject matter experts who may be valuable sources for their articles. The journalists will typically link your quote back to your website. Aside from services like HARO, local businesses would do well to make media contacts, such as forming relationships with local news correspondents. As news surfaces, they’ll start reaching out to you for comment!

If you see news coverage in your competitor’s backlink profile, you can get ideas of what types of publications want content and information that you can provide.

Local / industry coverage

Blogs, hobby sites, DIY sites, and other platforms can feature content that depicts city life or interest in a topic. For example, a chef might author a popular blog covering their dining experiences in San Francisco. For a local restaurant, being cited by this publication could be valuable.

If you see popular local or industry sites in your competitor’s backlink profile, it’s a good signal of opportunity for your business to build a relationship with the authors in hopes of gaining links.

Trade organizations

Most local businesses are affiliated with some type of governing/regulating body, trade organization, award organization, etc. Many of these organizations have websites themselves, and they often list the businesses they’re affiliated with.

If your competitor is involved with an organization, that means your business is likely suited to be involved as well! Use these links to get ideas of which organizations to join.

Community organizations

Community organizations are a great local validator for search engines, and many local businesses have taken notice. You’ll likely find these types of organizations’ websites in your competitor’s backlink profile, such as Chamber of Commerce websites or the local YMCA.

As a local business, your competitors are in the same locale as you, so take note of these community organizations and consider joining them. You’ll not only get the benefit of better community involvement, but you can get a link out of it too!

Sponsorships / event participation

Local businesses can sponsor, donate to, host or participate in community events, teams, and other cherished local resources, which can lead to both online and offline publicity.

Local businesses can earn great links from online press surrounding these groups and happening. If an event/team page highlights you, but doesn’t actually link to benefactors/participants, don’t be shy about politely requesting a link.

Scholarships / .edu sites

A popular strategy used by many local businesses and non-local businesses alike is scholarship link building. Businesses figured out that if they offered a scholarship, they could get a link back to their site on education websites, such as .edu domains. Everyone seemed to catch on — so much so that many schools stopped featuring these scholarships on their site. It’s also important to note that .edu domains don’t inherently have more value than domains on any other TLD.

If your business wants to offer a scholarship, that is a great thing! We encourage you to pursue this for the benefit it could offer students, rather than primarily for the purpose of gaining links. Scholarship link building has become very saturated, and could be a strategy with diminishing returns, so don’t put all your eggs in this basket, and do it first and foremost for students instead of links.

Other businesses

Businesses may sometimes partner with each other for mutually beneficial link opportunities. Co-marketing opportunities that are a byproduct of genuine relationships can present valuable link opportunities, but link exchanges are against Google’s quality guidelines.

Stay away from “you link to me, I’ll link to you” opportunities as Google can see it as an attempt to manipulate your site’s ranking in search, but don’t be afraid to pursue genuine connections with other businesses that can turn into linking opportunities.

Spam

Just because your competitor has that link doesn’t mean you want it too! In Link Intersect, pay attention to the domain’s Spam Score and DA. A high spam score and/or low DA can indicate that the link wouldn’t be valuable for your site, and may even harm it.

Also watch out for links generated from comments. If your competitor has links in their backlink profile coming from comments, you can safely ignore these as they do not present real opportunities for earning links that will move the needle in the right direction.

Now that you’re familiar with popular types of local backlinks and what you can do with them, let’s actually dig into Isleta and Sandia’s backlinks to see which might be good prospects for us.

Step 5: Imitation is the sincerest form of flattery

Both the Albuquerque Marriott and Hilton Garden Inn link to Isleta and Sandia on their “Local Things to Do” pages. This could be a great prospect for Bottger! In many cases, “things to do” pages will include lists of local restaurants, historic sites, attractions, shops, and more. Note how their addresses are included on the following pages, making them powerful linked unstructured citations. Bottger hosts fancy tea parties in a lovely setting, which could be a fun thing for tourists to do.

Isleta and Sandia also have links from a wedding website. If Bottger uses their property as a wedding venue, offers special wedding or engagement packages, or something similar, this could be a great prospect as well.

Link Intersect also yielded links to various travel guide websites. There are plenty of links on websites like these to local attractions. In the following example, you can see an Albuquerque travel guide that’s broken up by category, “hotels” being one of them:

Isleta and Sandia also have been featured in the Albuquerque Journal. In this example, a local reporter covered news that Isleta was opening expanded bingo and poker rooms. This seems to be a journalist who covers local businesses, so she could be a great connection to make!

Many other links in Isleta and Sandia’s backlink profiles came from sources like events websites, since these resorts are large enough to serve as the venue for major events like concerts and MMA matches. Although Bottger isn’t large enough to host an event of that magnitude, it could spark good ideas for link building opportunities in the future. Maybe Bottger could host a small community tea tasting event featuring locally sourced herbal teas and get in touch with a local reporter to promote it. Even competitor links that you can’t directly pursue can spark your creativity for related link building opportunities.

And let’s not forget how we found out about Isleta and Sandia in the first place: the Albuquerque International Balloon Fiesta! Event sponsors are featured on an “official sponsors” page with links to their websites. This is a classic, locally relevant opportunity for any Albuquerque business.

Step 6: Compile your link prospects in Link Tracking Lists

If you’re thinking, “This sounds great, but it also sounds like a lot of work. How am I ever going to keep track of all this?” — we’ve got you covered!

Moz Pro’s “Link Tracking Lists” was built for just this purpose.

In Link Intersect, you’ll see little check boxes next to all your competitors’ links. When you find one you want to target, check the box. When you’re done going through all the links and have checked the boxes next to the domains you want to pursue, click “Add to Link Tracking List” at the top right.

Since we’ve never done link building for Bottger before, we’re going to select “Create New List” from the dropdown, and label it something descriptive.

Make sure to put your client’s domain in the “target URL” field. For Step 3, since we’ve just selected the links we want to track from Link Intersect, those will already be populated in this field, so no further action is needed other than to click “Save.”

We’ll come back to Link Tracking Lists when we talk about outreach, but for now, all you need to know is that you can add the desirable competitor links (in our case, links from Isleta and Sandia) to Link Tracking lists straight from Link Intersect, making it easy to manage your data.

Step 7: Find out how to connect with your link prospects

Now it’s time to connect the dots: how do you go from knowing about your competitor’s links to getting those types of links for yourself?

There are three main ways you can get unstructured linked citations to your local business’ website, and those categories are what’s going to dictate the strategy you need to take to secure that opportunity for yourself.

  1. Self-created: Self-created links are like voting for yourself, so sites that accept these types of submissions, like Yelp.com, will NoFollow the link to your business’ website. Visitors are still referred to your website through that link, but the link doesn’t pass authority from Yelp.com to your domain. You should only get authority from a website if they link to you on their own (what Google calls “editorially placed” links). Neither NoFollow nor Follow links are inherently good or bad on their own. They are just intended for different purposes, and it’s the misuse of followed links that can get you in trouble with Google. We’ll talk more about that in a later section titled “Avoiding the bad fish: Risks of ignoring Google’s link scheme guidelines”
  2. Prompted by outreach: In many cases, people won’t know about your content until you tell them. These links are editorially placed by the site owner (not self-created), but the site owner was only made aware of your content because you reached out to them.
  3. Organically earned: Sometimes, you get links even without asking for them. If you have a popular piece of content on your site that receives lots of traffic, for example, people may link to that on their own because they find it valuable.

Since this tutorial is about proactively pursuing link opportunities, we’re going to focus on unstructured linked citations types one and two.

Articles

If your competitor has been featured in an article from say a local journalist or blogger, then your outreach will be focused on making a connection with that writer or publication for future link opportunities, rather than getting the exact link your competitor has. That’s because the article has already been written, so it’s unlikely that the writer will go back and edit their story just to add your link.

The one exception to this rule would be if the article links to your competitor, but your competitor’s link is now broken. In this scenario, you could reach out to the writer and say something like, “Hey! I notice in your article [article title] you link to [competitor’s link], but that link doesn’t seem to be working. I have similar content on my website [your URL]. If you find it valuable, please feel free to use it as a replacement for that broken link!”

Sometimes the contact information of the writer will be right next to the article, itself. For example:

If there’s no email address or contact form in the writer’s bio, you can usually find a link to one of their social media accounts, like Twitter, and you can connect with them there via a public or direct message. If you live in a small, tight-knit community, you may even be able to meet with the author in person.

Press releases

If you notice your competitors are issuing a lot of press releases and you want to try that out for yourself, you’ll likely need to sign up for an account, as these are a primarily self-serve platform. Most quality press release sites charge per release, and the price can differ depending on length.

Citations / directories

You’ll either want to sign up for a citation service like Moz Local that distributes your data to these types of listings programmatically, or if you do it manually, you’ll want to find the link to create your listings. Please note that your business may already be on the directory even if you haven’t set up a profile. Before creating a new listing, search for your business name and its variants, your phone number, and current and former addresses to see if there are existing listings you can claim and update.

Business websites

Most businesses will make it easy to contact them. If you’re trying to contact another business for the purpose of proposing teaming up for a co-marketing opportunity, look in their footer (the very bottom of the website). If there’s no contact information there, search for a “Contact Us” or “About” page. You may not find an email address, but you may be able to find a contact form or phone number. Below is an example from Albuquerque Little Theater, where they have contact information on the right and advertising information in the top navigation for businesses that are interested in taking out ads in their printed show programs. Not an unstructured linked citation, but a great way to get your business known to the community!

Organizations

Most organizations will make it easy for those who want to join, unless they are more exclusive or invitation-only. In the event that you do wish to get involved in an invitation-only organization that has no public-facing contact information, try viewing a member list and seeing if there’s anyone you know. Or maybe you know someone who can introduce you to one of the members. Genuine connections are key for this type of organization.

Step 8: Writing a good outreach email (for unstructured linked citations requiring outreach)

Outreach emails are necessary when the link opportunity you’re pursuing isn’t a link you could create yourself, or if the link source is one where you can’t make face-to-face contact with decision-makers. One of the most important questions you should be asking yourself for these opportunities is, “Why would this website link to me?”

Here’s how Bottger might go about sending an outreach email:

Greeting that matches the nature of the outreach target

“Hey Jill!” might be fine when outreaching to the author of a blog, while “Hello Ms. Smith” might be better for more professional outreach.

Introduction

Give a brief summary of who you are, what you do, and your interest in contacting them. For example: “I work with Bottger Mansion, a historic Bed & Breakfast in Old Town Albuquerque. I found your page about Albuquerque activities — you’ve really captured a lot of what Albuquerque has to offer!”

The ask, and the value add

This is where you’ll actually ask for the link. It’s a good idea here to add value. Don’t just ask for something; offer to give something back!

To continue the same example: “As long-time residents of Old Town, we’d love to provide you with a comprehensive list of activities in the city’s historic district! We feel an Old Town Activities list would be a great addition to your page. Bottger Mansion regularly hosts high tea, for example, which we’d love to let more people know about with a spot on your list!”

Close

Wish them well, thank them for their time, and sign off. Make sure that it’s easy for them to find information about you by including your full name, title, organization, and website/social links in your email signature.

Don’t be afraid to get on the phone, either! Hearing your voice can add a human element to the outreach attempt and offer a better conversion rate than a more impersonal email (we all get so many of those a day that ones from people we don’t know are easy to ignore).

And remember that local businesses have a particular advantage in accruing unstructured linked citations. Lively participation in the life of your community can continuously introduce you to decision-makers at popular local publications, paving the way towards neighborly outreach on your part. Learn to see the opportunities and think of ways your business can add value to the content that is being written about your town or city.

Step 9: Tracking your wins

Next-to-last, we’re going to jump back to Link Tracking Lists for a second, because that’s going to come in extremely handy here. Remember when we created the list with Sandia and Isleta’s links that we were interested in pursuing? Those will now show up when we go to Moz Pro > Link Explorer > Link Tracking Lists.

Every time Bottger successfully secures a link that they’ve added to their Link Tracking List, the red X in “Links to target URL?” column will turn blue, indicating that the site links to Bottger’s root domain. If we were pursuing links to individual pages, and a link prospect linked to our target page, the red X would turn green.

Another handy feature is the “Notes” dropdown. This allows you to keep track of your outreach attempts, which can be one of the trickiest parts about link building!

Avoiding the bad fish: Some words of caution before you get started

Before starting this process for yourself, familiarize yourself with these four risks so that your fishing trip doesn’t result in a basket of bad catches that could waste your resources or get your website penalized.

1. Risks of a “copy only” strategy

Link Intersect can be amazingly helpful for discovering new, relevant link opportunities for your local business, but link builders beware. If all you ever do is copy your competitors, the most you’ll ever achieve is becoming the second-best version of them. Use this method to keep tabs on strategies your competition is using, and even use it to spark your own creativity, but avoid copying everything your competitors do, and nothing else. Why be the second-best version of your competition when you can be the best version of yourself?

2. Risks of a “blindly follow” strategy

Comparing your site’s backlink profile with your direct competitors’ backlink profiles will return a list of links that they have and you don’t, but don’t use Link Intersect results as an exact checklist of links to pursue. Your competitors might have bad backlinks in their profile. For example, avoid pursuing opportunities from domains with a high Spam Score or low Domain or Page Authority (DA/PA). Learn more about how to evaluate sites by their Spam Score or DA/PA.

They might also have great backlinks that aren’t the right opportunity for your business, and those should be avoided too! Do you remember Isleta and Sandia’s links for events like MMA matches? If Bottger were to blindly take those resorts’ link profiles as directives, they might think they have to host a fight at their B&B, too!

Take what you find with a grain of salt. Evaluate every link opportunity on its own merit, rather than deeming it a good opportunity simply because your competitor has it.

3. Risks of an “apples to oranges” strategy

Choose the domains and pages you want to compare yourself against wisely. As a small local B&B, Bottger wouldn’t want to compare their backlink profile to that of Wikipedia or The New York Times, for example. Those sites are popular, but not relevant in any way to the types of unstructured linked citations Bottger would want to pursue, such as links that are locally relevant or industry-relevant.

In other words, just because a site is popular doesn’t mean it will yield relevant unstructured linked citation opportunities for you. Here in this tutorial, we’ve outlined one potential use-case for Link Intersect: finding unstructured linked citations your local business competitors have. However, this is not the only use for Link Intersect. Instead of comparing your site against competitors or near-competitors, you could compare it against:

If you know what types of links you’re trying to find, choosing sites to evaluate against your own should be a lot easier, and yield more relevant opportunities.

4. Risks of ignoring Google’s “link schemes” guidelines

If you’ve never embarked on link building before, we encourage you to read through Google’s quality guidelines for webmasters, specifically its section on “Link schemes.” If you were to distill those link guidelines down into a single principle, it would be: don’t create links for the purpose of manipulating your site’s ranking in Google search. That’s right. Google doesn’t want anyone embarking on any marketing initiatives solely for the purpose of improving their ranking. Google wants links to be the natural byproduct of the quality work you’re doing for your audience. Google can penalize sites that participate in activities such as:

  • Buying links that pass PageRank (“followed” links)
  • Excessive “you link to me and I’ll link to you” exchanges
  • Self-created followed links that weren’t editorially placed by the site owner

This underscores that the activities that are just good business, like being involved in the local community, are also the ones that can produce the links that Google likes. Sites owners might need a little nudge, which is why we’ve included a section on outreach, but that doesn’t mean the links are unnatural. Unstructured linked citations should be a byproduct of the good work local businesses are doing in their communities.

In conclusion

At Moz, we’re strong believers in authenticity, and there is no better pond for building meaningful marketing relationships than the local one. Focusing on unstructured linked citations can be viewed as a prompt to grow your community relationships — with journalists, bloggers, event hosts, business associations, and customers. It’s a chance for a real-world fishing trip that can reel in a basket of publicity for your local brand beyond what money can buy. Your genuine desire to serve and build community will stand you in good stead for the long haul.

Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don’t have time to hunt down but want to read!

Reblogged 5 months ago from tracking.feedpress.it

What’s an API? The marketer’s definitive guide is here!

I have a problem. At weddings, parties, or family gatherings, someone will generally ask what I do. “I’m a technical writer”, I reply. They look confused and then ask what that means. I find myself saying something about ‘documenting APIs’, at which point any audience I may have gathered has sidled away, keenly looking for their next canape.

 

Why is that? It’s probably because most people – certainly people who don’t work in any kind of IT-based business – don’t know what an API is. Moreover, most people don’t know what ‘API’ stands for.

API is an acronym and it stands for ‘application programming interface’. Explaining that doesn’t really help matters though! Let’s try with a very simple definition: an API is a set of functions and procedures that allow different computer systems to communicate with each other. That’s a bit better, but it still doesn’t really help visualize how one works. In which case, let’s go back to that canape – because the idea of food and restaurants serves well as an analogy for an API.

The API – an analogy

It’s best to think of an API as a menu that you’re given in a restaurant. A menu lists all the dishes and drinks on offer, and you request something off it if you want it returned to you from the kitchen or bar. If you order something that’s not on the menu, then the kitchen won’t be able to make it and can’t return it.

Now, think of two separate computer systems. How is data exchanged between them?

Answer: via an API. An API lists operations that can be used by one system to request data from the other system’s database. As with the menu though, if you request something that the API doesn’t list then the other system won’t be able to respond with it.

However, unlike a restaurant menu, you can do more with APIs than just ‘return ordered food’ (data) from ‘the kitchen’ (the other system’s database). An API can also let you send the other system new data, update existing data, and delete data (with a restaurant menu, you’ll be extremely hard-pressed to send any food that you’ve brought along yourself into the kitchen, or to force them to throw their food away!)

Chefs discussing menu on clipboard in commercial kitchen

 

So, there you have it. APIs work on a request/response cycle and they’re essentially the engine running under the internet’s hood, galvanizing all the online data connectivity that we’re constantly making use of.

For instance, APIs have enabled you to do all sorts of things, from ordering a pizza from your mobile phone using a food delivery app, to checking for the insurance deals on a price comparison site, to receiving a calendar notification that you’re due to check-in for a flight. Two or more systems are making this possible through the exchange of data via APIs.

The difference between private and open APIs

APIs can be used in different ways to facilitate different things. Some APIs are private ones, used solely within a company by that company’s software engineers to communicate between many different services and systems that make up the company’s overall infrastructure.

An open API (often referred to as a public API) is one that has been made available by a company for external users to consume. A company with a public API will have purposely designed their API to expose only a certain amount of services that their product offers (and not all, otherwise this would prove detrimental and a security risk), which will be documented online for software developers to make use of.

The better an API is designed and documented, the quicker a visiting developer can get up and running and start communicating with another system to build effective integrations.

APIs expand businesses

Public APIs are mutually beneficial. External developers get to extend their system or product by consuming the services of another company’s API, whilst the company offering the API benefit from lots of developers writing code and integrations that can be made public, shared – and in turn expands their product and business.

Shot of a man working in an office

 

Businesses are fast harnessing the money-making potential of APIs to expose those services and make data available to external audiences. This enables integration and creation of new revenue streams. For some companies, the API is the product, such as omnichannel communications platform service Comapi (a dotdigital company).

Why the dotmailer API benefits you – the marketer

dotmailer offers a powerful, flexible open API. As such, internal and external users consume our API for various reasons. It powers the premium eCommerce and CRM integrations that we offer, like Magento, MS Dynamics and Shopify Plus. It also allows partners and customers to develop and build their own custom integrations and technical solutions for the platform.

How does this benefit you? It means you can point your developers to our API documentation so they can start making some of your keenest marketing automation wishes come true! It enables them to quickly get to grips with our API and create code that not only gets data out of dotmailer, but gets your data in too – as well as automate various actions crucial to smarter marketing.

You’re no longer bound by the user interface of the app itself.

Find out more about how to use the dotmailer API by visiting our dedicated API support page.

Social media and global network concept.

What can I do to benefit from the API?

Let me provide you with a few common scenarios in which the API helps with custom marketing automation:

  • Import new signups to your site in real time: our API has several calls which means new signups are not only added to your CRM, they’re also added to dotmailer as contacts, so they can then be sent an automated welcome.
  • Import order data from your store so it can be used to send better targeted and personalized content: our API has a number of transactional data calls that enables you to not only import historical order data but to also schedule keeping this data up to date, as new purchases are made, and orders updated. Once this data is in, you can go on to create contact segments and, if you have it enabled on your account, use advanced personalization in content.
  • Export contacts’ email engagement data: our API features numerous calls that can export contacts’ key engagement data with your campaigns into your CRM, allowing you to create marketing lists and other actions to improve relevant targeting.

Get more automation tips and tricks from our free resources.

 

Hopefully the concept of an API is a lot clearer now, and you understand the benefits. In which case, back to that analogy before I leave you…

Feeling hungry for integration? Take a seat at the restaurant, bring along your developers, hand them that menu and put in your request.

In the meantime, I’ll wish you all ‘Bon API!’

See the dotmailer API in action: watch a super-quick demo.

The post What’s an API? The marketer’s definitive guide is here! appeared first on The Marketing Automation Blog.

Reblogged 7 months ago from blog.dotmailer.com

Follow the Local SEO Leaders: A Guide to Our Industry’s Best Publications

Posted by MiriamEllis

Change is the only constant in local SEO. As your local brand or local search marketing agency grows, you’ll be onboarding new hires. Whether they’re novices or adepts, they’ll need to keep up with continuous industry developments in order to make agile contributions to team strategy. Particularly if local SEO is new to someone, it saves training time if you can fast-track them on who to follow for the best news and analysis. This guide serves as a blueprint for that very purpose.

And even if you’re an old hand in the local SEM industry, you may find some sources here you’ve been overlooking that could add richness and depth to your ongoing education.

Two quick notes on what and how I’ve chosen:

  1. As the author of both of Moz’s newsletters (the Moz Top 10 and the Moz Local Top 7), I read an inordinate amount of SEO and local SEO content, but I could have missed your work. The list that follows represents my own, personal slate of the resources that have taught me the most. If you publish great local SEO information but you’re not on this list, my apologies, and if you write something truly awesome in future, you’re welcome to tweet at me. I’m always on the lookout for fresh and enlightening voices. My personal criteria for the publications I trust is that they are typically groundbreaking, thoughtful, investigative, and respectful of readers and subjects.
  2. Following the leaders is a useful practice, but not a stopping point. Even experts aren’t infallible. Rather than take industry advice at face value, do your own testing. Some of the most interesting local SEO discussions I’ve ever participated in have stemmed from people questioning standard best practices. So, while it’s smart to absorb the wisdom of experts, it’s even smarter to do your own experiments.

The best of local SEO news

Who reports fastest on Google updates, Knowledge Panel tweaks, and industry business?

Sterling Sky’s Timeline of Local SEO Changes is the industry’s premiere log of developments that impact local businesses and is continuously updated by Joy Hawkins + team.

Search Engine Roundtable has a proven track record of being among the first to report news that affects both local and digital businesses, thanks to the ongoing dedication of Barry Schwartz.

Street Fight is the best place on the web to read about mergers, acquisitions, the release of new technology, and other major happenings on the business side of local. I’m categorizing Street Fight under news, but they also offer good commentary, particularly the joint contributions of David Mihm and Mike Blumenthal.

LocalU’s Last Week in Local video and podcast series highlights Mike Blumenthal and Mary Bowling’s top picks of industry coverage most worthy of your attention. Comes with the bonus of expert commentary as they share their list.

TechCrunch also keeps a finger on the pulse of technology and business dealings that point to the future of local.

Search Engine Land’s local category is consistently swift in getting the word out about breaking industry news, with the help of multiple authors.

Adweek is a good source for reportage on retail and brand news, but there’s a limit to the number of articles you can read without a subscription. I often find them covering quirky stories that are absent from other publications I read.

The SEMPost’s local tab is another good place to check for local developments, chiefly covered by Jennifer Slegg.

Search Engine Journal’s local column also gets my vote for speedy delivery of breaking local stories.

Google’s main blog and the ThinkWithGoogle blog are musts to keep tabs on the search engine’s own developments, bearing in mind, of course, that these publications can be highly promotional of their products and worldview.

The best of local search marketing analysis

Who can you trust most to analyze the present and predict the future?

LocalU’s Deep Dive video series features what I consider to be the our industry’s most consistently insightful analysis of a variety of local marketing topics, discussed by learned faculty and guests.

The Moz Blog’s local category hosts a slate of gifted bloggers and professional editorial standards that result in truly in-depth treatment of local topics, presented with care and attention. As a veteran contributor to this publication, I can attest to how Moz inspires authors to aim high, and one of the nicest things that happened to our team in 2018 was being voted the #2 local SEO blog by BrightLocal’s survey respondents.

The Local Search Association’s Insider blog is one I turn to again and again, particularly for their excellent studies and quotable statistics.

Mike Blumenthal’s blog has earned a place of honor over many years as a key destination for breaking local developments and one-of-a-kind analysis. When Blumenthal talks, local people listen. One of the things I’ve prized for well over a decade in Mike’s writing is his ability to see things from a small business perspective, as opposed to simply standing in awe of big business and technology.

BrightLocal’s surveys and studies are some of the industry’s most cited and I look eagerly forward to their annual publication.

Whitespark’s blog doesn’t publish as frequently as I wish it did, but their posts by Darren Shaw and crew are always on extremely relevant topics and of high quality.

Sterling Sky’s blog is a relative newcomer, but the expertise Joy Hawkins and Colan Nielsen bring to their agency’s publication is making it a go-to resource for advice on some of the toughest aspects of local SEO.

Local Visibility System’s blog continues to please, with the thoughtful voice of Phil Rozek exploring themes you likely encounter in your day-to-day work as a local SEO.

The Local Search Forum is, hands down, the best free forum on the web to take your local mysteries and musings to. Founded by Linda Buquet, the ethos of the platform is approachable, friendly, and often fun, and high-level local SEOs frequently weigh in on hot topics.

Pro tip: In addition to the above tried-and-true resources, I frequently scan the online versions of city newspapers across the country for interesting local stories that add perspective to my vision of the challenges and successes of local businesses. Sometimes, too, publications like The Atlantic, Forbes, or Business Insider will publish pieces of a high journalistic quality with relevance to our industry. Check them out!

The best for specific local marketing disciplines

Here, I’ll break this down by subject or industry for easy scanning:

Reviews

  • GetFiveStars can’t be beat for insight into online reputation management, with Aaron Weiche and team delivering amazing case studies and memorable statistics. I literally have a document of quotes from their work that I refer to on a regular basis in my own writing.
  • Grade.us is my other ORM favorite for bright and lively coverage from authors like Garrett Sussman and Andrew McDermott.

Email marketing

  • Tidings’ vault contains a tiny but growing treasure trove of email marketing wisdom from David Mihm, whose former glory days spent in the trenches of local SEO make him especially attuned to our industry.

SABs

  • Tom Waddington’s blog is the must-read publication for service area businesses whose livelihoods are being impacted by Google’s Local Service Ads program in an increasing number of categories and cities.

Automotive marketing

  • DealerOn’s blog is the real deal when it comes to automotive local SEO, with Greg Gifford teaching memorable lessons in an enjoyable way.

Legal marketing

  • JurisDigital brings the the educated voices of Casey Meraz and team to the highly-specialized field of attorney marketing.

Hospitality marketing

Independent businesses

Link building

  • Nifty Marketing’s blog has earned my trust for its nifty local link building ideas and case studies.
  • ZipSprout belongs here, too, because of their focus on local sponsorships, which are a favorite local link building methodology. Check them out for blog posts and podcasts.

Schema + other markup

  • Touchpoint Digital Marketing doesn’t publish much on their own website, but look anywhere you can for David Deering’s writings on markup. LocalU and Moz are good places to search for his expertise.

Patents

  • SEO by the Sea has proffered years to matchless analysis of Google patents that frequently impact local businesses or point to future possible developments.

Best local search industry newsletters

Get the latest news and tips delivered right to your inbox by signing up for these fine free newsletters:

Follow the local SEO leaders on Twitter

What an easy way to track what industry adepts are thinking and sharing, up-to-the-minute! Following this list of professionals (alphabetized by first name) will fill up your social calendar with juicy local tidbits. Keep in mind that many of these folks either own or work for agencies or publishers you can follow, too.

Aaron Weiche
Adam Dorfman
Andrew Shotland
Ben Fisher
Bernadette Coleman
Bill Slawski
Brian Barwig
Carrie Hill
Casey Meraz
Cindy Krum
Colan Nielsen
DJ Baxter
Dan Leibson
Dana DiTomaso
Dani Owens
Darren Shaw
Dave DiGreggorio
David Mihm
Don Campbell
Garrett Sussman
Glenn Gabe
Greg Gifford
Greg Sterling
Jennifer Slegg
Joel Headley
Joy Hawkins
Mary Bowling
Mike Blumenthal
Mike Ramsey
Miriam Ellis
Phil Rozek
Sherry Bonelli
Thibault Adda
Tim Capper
Tom Waddington

Share what you learn

How about your voice? How do you get it heard in the local SEO industry? The answer is simple: share what you learn with others. Each of the people and publications on my list has earned a place there because, at one time or another, they have taught me something they learned from their own work. Some tips:

  • Our industry has become a sizeable niche, but there is always room for new, interesting voices
  • Experiment and publish — consistent publication of your findings is the best way I know of to become a trusted source of information
  • Don’t be afraid of making mistakes, so long as you are willing to own them
  • Socialize — attend events, amplify the work of colleagues you admire, reach out in real ways to others to share your common work interest while also respecting busy schedules

Local SEO is a little bit like jazz, in which we’re all riffing off the same chord progressions created by Google, Facebook, Yelp, other major platforms, and the needs of clients. Mike Blumenthal plays a note about a jeweler whose WOMM is driving the majority of her customers. You take that note and turn it around for someone in the auto industry, yielding an unexpected insight. Someone else takes your insight and creates a print handout to bolster a loyalty program.

Everyone ends up learning in this virtuous, democratic cycle, so go ahead — start sharing! A zest for contribution is a step towards leadership and your observations could be music to the industry’s ears.

Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don’t have time to hunt down but want to read!

Reblogged 8 months ago from tracking.feedpress.it

Rewriting the Beginner’s Guide to SEO, Chapter 2: Crawling, Indexing, and Ranking

Posted by BritneyMuller

It’s been a few months since our last share of our work-in-progress rewrite of the Beginner’s Guide to SEO, but after a brief hiatus, we’re back to share our draft of Chapter Two with you! This wouldn’t have been possible without the help of Kameron Jenkins, who has thoughtfully contributed her great talent for wordsmithing throughout this piece.

This is your resource, the guide that likely kicked off your interest in and knowledge of SEO, and we want to do right by you. You left amazingly helpful commentary on our outline and draft of Chapter One, and we’d be honored if you would take the time to let us know what you think of Chapter Two in the comments below.


Chapter 2: How Search Engines Work – Crawling, Indexing, and Ranking

First, show up.

As we mentioned in Chapter 1, search engines are answer machines. They exist to discover, understand, and organize the internet’s content in order to offer the most relevant results to the questions searchers are asking.

In order to show up in search results, your content needs to first be visible to search engines. It’s arguably the most important piece of the SEO puzzle: If your site can’t be found, there’s no way you’ll ever show up in the SERPs (Search Engine Results Page).

How do search engines work?

Search engines have three primary functions:

  1. Crawl: Scour the Internet for content, looking over the code/content for each URL they find.
  2. Index: Store and organize the content found during the crawling process. Once a page is in the index, it’s in the running to be displayed as a result to relevant queries.
  3. Rank: Provide the pieces of content that will best answer a searcher’s query. Order the search results by the most helpful to a particular query.

What is search engine crawling?

Crawling, is the discovery process in which search engines send out a team of robots (known as crawlers or spiders) to find new and updated content. Content can vary — it could be a webpage, an image, a video, a PDF, etc. — but regardless of the format, content is discovered by links.

The bot starts out by fetching a few web pages, and then follows the links on those webpages to find new URLs. By hopping along this path of links, crawlers are able to find new content and add it to their index — a massive database of discovered URLs — to later be retrieved when a searcher is seeking information that the content on that URL is a good match for.

What is a search engine index?

Search engines process and store information they find in an index, a huge database of all the content they’ve discovered and deem good enough to serve up to searchers.

Search engine ranking

When someone performs a search, search engines scour their index for highly relevant content and then orders that content in the hopes of solving the searcher’s query. This ordering of search results by relevance is known as ranking. In general, you can assume that the higher a website is ranked, the more relevant the search engine believes that site is to the query.

It’s possible to block search engine crawlers from part or all of your site, or instruct search engines to avoid storing certain pages in their index. While there can be reasons for doing this, if you want your content found by searchers, you have to first make sure it’s accessible to crawlers and is indexable. Otherwise, it’s as good as invisible.

By the end of this chapter, you’ll have the context you need to work with the search engine, rather than against it!

Note: In SEO, not all search engines are equal

Many beginners wonder about the relative importance of particular search engines. Most people know that Google has the largest market share, but how important it is to optimize for Bing, Yahoo, and others? The truth is that despite the existence of more than 30 major web search engines, the SEO community really only pays attention to Google. Why? The short answer is that Google is where the vast majority of people search the web. If we include Google Images, Google Maps, and YouTube (a Google property), more than 90% of web searches happen on Google — that’s nearly 20 times Bing and Yahoo combined.

Crawling: Can search engines find your site?

As you’ve just learned, making sure your site gets crawled and indexed is a prerequisite for showing up in the SERPs. First things first: You can check to see how many and which pages of your website have been indexed by Google using “site:yourdomain.com“, an advanced search operator.

Head to Google and type “site:yourdomain.com” into the search bar. This will return results Google has in its index for the site specified:

The number of results Google displays (see “About __ results” above) isn’t exact, but it does give you a solid idea of which pages are indexed on your site and how they are currently showing up in search results.

For more accurate results, monitor and use the Index Coverage report in Google Search Console. You can sign up for a free Google Search Console account if you don’t currently have one. With this tool, you can submit sitemaps for your site and monitor how many submitted pages have actually been added to Google’s index, among other things.

If you’re not showing up anywhere in the search results, there are a few possible reasons why:

  • Your site is brand new and hasn’t been crawled yet.
  • Your site isn’t linked to from any external websites.
  • Your site’s navigation makes it hard for a robot to crawl it effectively.
  • Your site contains some basic code called crawler directives that is blocking search engines.
  • Your site has been penalized by Google for spammy tactics.

If your site doesn’t have any other sites linking to it, you still might be able to get it indexed by submitting your XML sitemap in Google Search Console or manually submitting individual URLs to Google. There’s no guarantee they’ll include a submitted URL in their index, but it’s worth a try!

Can search engines see your whole site?

Sometimes a search engine will be able to find parts of your site by crawling, but other pages or sections might be obscured for one reason or another. It’s important to make sure that search engines are able to discover all the content you want indexed, and not just your homepage.

Ask yourself this: Can the bot crawl through your website, and not just to it?

Is your content hidden behind login forms?

If you require users to log in, fill out forms, or answer surveys before accessing certain content, search engines won’t see those protected pages. A crawler is definitely not going to log in.

Are you relying on search forms?

Robots cannot use search forms. Some individuals believe that if they place a search box on their site, search engines will be able to find everything that their visitors search for.

Is text hidden within non-text content?

Non-text media forms (images, video, GIFs, etc.) should not be used to display text that you wish to be indexed. While search engines are getting better at recognizing images, there’s no guarantee they will be able to read and understand it just yet. It’s always best to add text within the <HTML> markup of your webpage.

Can search engines follow your site navigation?

Just as a crawler needs to discover your site via links from other sites, it needs a path of links on your own site to guide it from page to page. If you’ve got a page you want search engines to find but it isn’t linked to from any other pages, it’s as good as invisible. Many sites make the critical mistake of structuring their navigation in ways that are inaccessible to search engines, hindering their ability to get listed in search results.

Common navigation mistakes that can keep crawlers from seeing all of your site:

  • Having a mobile navigation that shows different results than your desktop navigation
  • Any type of navigation where the menu items are not in the HTML, such as JavaScript-enabled navigations. Google has gotten much better at crawling and understanding Javascript, but it’s still not a perfect process. The more surefire way to ensure something gets found, understood, and indexed by Google is by putting it in the HTML.
  • Personalization, or showing unique navigation to a specific type of visitor versus others, could appear to be cloaking to a search engine crawler
  • Forgetting to link to a primary page on your website through your navigation — remember, links are the paths crawlers follow to new pages!

This is why it’s essential that your website has a clear navigation and helpful URL folder structures.

Information architecture

Information architecture is the practice of organizing and labeling content on a website to improve efficiency and fundability for users. The best information architecture is intuitive, meaning that users shouldn’t have to think very hard to flow through your website or to find something.

Your site should also have a useful 404 (page not found) page for when a visitor clicks on a dead link or mistypes a URL. The best 404 pages allow users to click back into your site so they don’t bounce off just because they tried to access a nonexistent link.

Tell search engines how to crawl your site

In addition to making sure crawlers can reach your most important pages, it’s also pertinent to note that you’ll have pages on your site you don’t want them to find. These might include things like old URLs that have thin content, duplicate URLs (such as sort-and-filter parameters for e-commerce), special promo code pages, staging or test pages, and so on.

Blocking pages from search engines can also help crawlers prioritize your most important pages and maximize your crawl budget (the average number of pages a search engine bot will crawl on your site).

Crawler directives allow you to control what you want Googlebot to crawl and index using a robots.txt file, meta tag, sitemap.xml file, or Google Search Console.

Robots.txt

Robots.txt files are located in the root directory of websites (ex. yourdomain.com/robots.txt) and suggest which parts of your site search engines should and shouldn’t crawl via specific robots.txt directives. This is a great solution when trying to block search engines from non-private pages on your site.

You wouldn’t want to block private/sensitive pages from being crawled here because the file is easily accessible by users and bots.

Pro tip:

  • If Googlebot can’t find a robots.txt file for a site (40X HTTP status code), it proceeds to crawl the site.
  • If Googlebot finds a robots.txt file for a site (20X HTTP status code), it will usually abide by the suggestions and proceed to crawl the site.
  • If Googlebot finds neither a 20X or a 40X HTTP status code (ex. a 501 server error) it can’t determine if you have a robots.txt file or not and won’t crawl your site.

Meta directives

The two types of meta directives are the meta robots tag (more commonly used) and the x-robots-tag. Each provides crawlers with stronger instructions on how to crawl and index a URL’s content.

The x-robots tag provides more flexibility and functionality if you want to block search engines at scale because you can use regular expressions, block non-HTML files, and apply sitewide noindex tags.

These are the best options for blocking more sensitive*/private URLs from search engines.

*For very sensitive URLs, it is best practice to remove them from or require a secure login to view the pages.

WordPress Tip: In Dashboard > Settings > Reading, make sure the “Search Engine Visibility” box is not checked. This blocks search engines from coming to your site via your robots.txt file!

Avoid these common pitfalls, and you’ll have clean, crawlable content that will allow bots easy access to your pages.

Once you’ve ensured your site has been crawled, the next order of business is to make sure it can be indexed. That’s right — just because your site can be discovered and crawled by a search engine doesn’t necessarily mean that it will be stored in their index. Read on to learn about how indexing works and how you can make sure your site makes it into this all-important database.

Sitemaps

A sitemap is just what it sounds like: a list of URLs on your site that crawlers can use to discover and index your content. One of the easiest ways to ensure Google is finding your highest priority pages is to create a file that meets Google’s standards and submit it through Google Search Console. While submitting a sitemap doesn’t replace the need for good site navigation, it can certainly help crawlers follow a path to all of your important pages.

Google Search Console

Some sites (most common with e-commerce) make the same content available on multiple different URLs by appending certain parameters to URLs. If you’ve ever shopped online, you’ve likely narrowed down your search via filters. For example, you may search for “shoes” on Amazon, and then refine your search by size, color, and style. Each time you refine, the URL changes slightly. How does Google know which version of the URL to serve to searchers? Google does a pretty good job at figuring out the representative URL on its own, but you can use the URL Parameters feature in Google Search Console to tell Google exactly how you want them to treat your pages.

Indexing: How do search engines understand and remember your site?

Once you’ve ensured your site has been crawled, the next order of business is to make sure it can be indexed. That’s right — just because your site can be discovered and crawled by a search engine doesn’t necessarily mean that it will be stored in their index. In the previous section on crawling, we discussed how search engines discover your web pages. The index is where your discovered pages are stored. After a crawler finds a page, the search engine renders it just like a browser would. In the process of doing so, the search engine analyzes that page’s contents. All of that information is stored in its index.

Read on to learn about how indexing works and how you can make sure your site makes it into this all-important database.

Can I see how a Googlebot crawler sees my pages?

Yes, the cached version of your page will reflect a snapshot of the last time googlebot crawled it.

Google crawls and caches web pages at different frequencies. More established, well-known sites that post frequently like https://www.nytimes.com will be crawled more frequently than the much-less-famous website for Roger the Mozbot’s side hustle, http://www.rogerlovescupcakes.com (if only it were real…)

You can view what your cached version of a page looks like by clicking the drop-down arrow next to the URL in the SERP and choosing “Cached”:

You can also view the text-only version of your site to determine if your important content is being crawled and cached effectively.

Are pages ever removed from the index?

Yes, pages can be removed from the index! Some of the main reasons why a URL might be removed include:

  • The URL is returning a “not found” error (4XX) or server error (5XX) – This could be accidental (the page was moved and a 301 redirect was not set up) or intentional (the page was deleted and 404ed in order to get it removed from the index)
  • The URL had a noindex meta tag added – This tag can be added by site owners to instruct the search engine to omit the page from its index.
  • The URL has been manually penalized for violating the search engine’s Webmaster Guidelines and, as a result, was removed from the index.
  • The URL has been blocked from crawling with the addition of a password required before visitors can access the page.

If you believe that a page on your website that was previously in Google’s index is no longer showing up, you can manually submit the URL to Google by navigating to the “Submit URL” tool in Search Console.

Ranking: How do search engines rank URLs?

How do search engines ensure that when someone types a query into the search bar, they get relevant results in return? That process is known as ranking, or the ordering of search results by most relevant to least relevant to a particular query.

To determine relevance, search engines use algorithms, a process or formula by which stored information is retrieved and ordered in meaningful ways. These algorithms have gone through many changes over the years in order to improve the quality of search results. Google, for example, makes algorithm adjustments every day — some of these updates are minor quality tweaks, whereas others are core/broad algorithm updates deployed to tackle a specific issue, like Penguin to tackle link spam. Check out our Google Algorithm Change History for a list of both confirmed and unconfirmed Google updates going back to the year 2000.

Why does the algorithm change so often? Is Google just trying to keep us on our toes? While Google doesn’t always reveal specifics as to why they do what they do, we do know that Google’s aim when making algorithm adjustments is to improve overall search quality. That’s why, in response to algorithm update questions, Google will answer with something along the lines of: “We’re making quality updates all the time.” This indicates that, if your site suffered after an algorithm adjustment, compare it against Google’s Quality Guidelines or Search Quality Rater Guidelines, both are very telling in terms of what search engines want.

What do search engines want?

Search engines have always wanted the same thing: to provide useful answers to searcher’s questions in the most helpful formats. If that’s true, then why does it appear that SEO is different now than in years past?

Think about it in terms of someone learning a new language.

At first, their understanding of the language is very rudimentary — “See Spot Run.” Over time, their understanding starts to deepen, and they learn semantics—- the meaning behind language and the relationship between words and phrases. Eventually, with enough practice, the student knows the language well enough to even understand nuance, and is able to provide answers to even vague or incomplete questions.

When search engines were just beginning to learn our language, it was much easier to game the system by using tricks and tactics that actually go against quality guidelines. Take keyword stuffing, for example. If you wanted to rank for a particular keyword like “funny jokes,” you might add the words “funny jokes” a bunch of times onto your page, and make it bold, in hopes of boosting your ranking for that term:

Welcome to funny jokes! We tell the funniest jokes in the world. Funny jokes are fun and crazy. Your funny joke awaits. Sit back and read funny jokes because funny jokes can make you happy and funnier. Some funny favorite funny jokes.

This tactic made for terrible user experiences, and instead of laughing at funny jokes, people were bombarded by annoying, hard-to-read text. It may have worked in the past, but this is never what search engines wanted.

The role links play in SEO

When we talk about links, we could mean two things. Backlinks or “inbound links” are links from other websites that point to your website, while internal links are links on your own site that point to your other pages (on the same site).

Links have historically played a big role in SEO. Very early on, search engines needed help figuring out which URLs were more trustworthy than others to help them determine how to rank search results. Calculating the number of links pointing to any given site helped them do this.

Backlinks work very similarly to real life WOM (Word-Of-Mouth) referrals. Let’s take a hypothetical coffee shop, Jenny’s Coffee, as an example:

  • Referrals from others = good sign of authority
    Example: Many different people have all told you that Jenny’s Coffee is the best in town
  • Referrals from yourself = biased, so not a good sign of authority
    Example: Jenny claims that Jenny’s Coffee is the best in town
  • Referrals from irrelevant or low-quality sources = not a good sign of authority and could even get you flagged for spam
    Example: Jenny paid to have people who have never visited her coffee shop tell others how good it is.
  • No referrals = unclear authority
    Example: Jenny’s Coffee might be good, but you’ve been unable to find anyone who has an opinion so you can’t be sure.

This is why PageRank was created. PageRank (part of Google’s core algorithm) is a link analysis algorithm named after one of Google’s founders, Larry Page. PageRank estimates the importance of a web page by measuring the quality and quantity of links pointing to it. The assumption is that the more relevant, important, and trustworthy a web page is, the more links it will have earned.

The more natural backlinks you have from high-authority (trusted) websites, the better your odds are to rank higher within search results.

The role content plays in SEO

There would be no point to links if they didn’t direct searchers to something. That something is content! Content is more than just words; it’s anything meant to be consumed by searchers — there’s video content, image content, and of course, text. If search engines are answer machines, content is the means by which the engines deliver those answers.

Any time someone performs a search, there are thousands of possible results, so how do search engines decide which pages the searcher is going to find valuable? A big part of determining where your page will rank for a given query is how well the content on your page matches the query’s intent. In other words, does this page match the words that were searched and help fulfill the task the searcher was trying to accomplish?

Because of this focus on user satisfaction and task accomplishment, there’s no strict benchmarks on how long your content should be, how many times it should contain a keyword, or what you put in your header tags. All those can play a role in how well a page performs in search, but the focus should be on the users who will be reading the content.

Today, with hundreds or even thousands of ranking signals, the top three have stayed fairly consistent: links to your website (which serve as a third-party credibility signals), on-page content (quality content that fulfills a searcher’s intent), and RankBrain.

What is RankBrain?

RankBrain is the machine learning component of Google’s core algorithm. Machine learning is a computer program that continues to improve its predictions over time through new observations and training data. In other words, it’s always learning, and because it’s always learning, search results should be constantly improving.

For example, if RankBrain notices a lower ranking URL providing a better result to users than the higher ranking URLs, you can bet that RankBrain will adjust those results, moving the more relevant result higher and demoting the lesser relevant pages as a byproduct.

Like most things with the search engine, we don’t know exactly what comprises RankBrain, but apparently, neither do the folks at Google.

What does this mean for SEOs?

Because Google will continue leveraging RankBrain to promote the most relevant, helpful content, we need to focus on fulfilling searcher intent more than ever before. Provide the best possible information and experience for searchers who might land on your page, and you’ve taken a big first step to performing well in a RankBrain world.

Engagement metrics: correlation, causation, or both?

With Google rankings, engagement metrics are most likely part correlation and part causation.

When we say engagement metrics, we mean data that represents how searchers interact with your site from search results. This includes things like:

  • Clicks (visits from search)
  • Time on page (amount of time the visitor spent on a page before leaving it)
  • Bounce rate (the percentage of all website sessions where users viewed only one page)
  • Pogo-sticking (clicking on an organic result and then quickly returning to the SERP to choose another result)

Many tests, including Moz’s own ranking factor survey, have indicated that engagement metrics correlate with higher ranking, but causation has been hotly debated. Are good engagement metrics just indicative of highly ranked sites? Or are sites ranked highly because they possess good engagement metrics?

What Google has said

While they’ve never used the term “direct ranking signal,” Google has been clear that they absolutely use click data to modify the SERP for particular queries.

According to Google’s former Chief of Search Quality, Udi Manber:

“The ranking itself is affected by the click data. If we discover that, for a particular query, 80% of people click on #2 and only 10% click on #1, after a while we figure out probably #2 is the one people want, so we’ll switch it.”

Another comment from former Google engineer Edmond Lau corroborates this:

“It’s pretty clear that any reasonable search engine would use click data on their own results to feed back into ranking to improve the quality of search results. The actual mechanics of how click data is used is often proprietary, but Google makes it obvious that it uses click data with its patents on systems like rank-adjusted content items.”

Because Google needs to maintain and improve search quality, it seems inevitable that engagement metrics are more than correlation, but it would appear that Google falls short of calling engagement metrics a “ranking signal” because those metrics are used to improve search quality, and the rank of individual URLs is just a byproduct of that.

What tests have confirmed

Various tests have confirmed that Google will adjust SERP order in response to searcher engagement:

  • Rand Fishkin’s 2014 test resulted in a #7 result moving up to the #1 spot after getting around 200 people to click on the URL from the SERP. Interestingly, ranking improvement seemed to be isolated to the location of the people who visited the link. The rank position spiked in the US, where many participants were located, whereas it remained lower on the page in Google Canada, Google Australia, etc.
  • Larry Kim’s comparison of top pages and their average dwell time pre- and post-RankBrain seemed to indicate that the machine-learning component of Google’s algorithm demotes the rank position of pages that people don’t spend as much time on.
  • Darren Shaw’s testing has shown user behavior’s impact on local search and map pack results as well.

Since user engagement metrics are clearly used to adjust the SERPs for quality, and rank position changes as a byproduct, it’s safe to say that SEOs should optimize for engagement. Engagement doesn’t change the objective quality of your web page, but rather your value to searchers relative to other results for that query. That’s why, after no changes to your page or its backlinks, it could decline in rankings if searchers’ behaviors indicates they like other pages better.

In terms of ranking web pages, engagement metrics act like a fact-checker. Objective factors such as links and content first rank the page, then engagement metrics help Google adjust if they didn’t get it right.

The evolution of search results

Back when search engines lacked a lot of the sophistication they have today, the term “10 blue links” was coined to describe the flat structure of the SERP. Any time a search was performed, Google would return a page with 10 organic results, each in the same format.

In this search landscape, holding the #1 spot was the holy grail of SEO. But then something happened. Google began adding results in new formats on their search result pages, called SERP features. Some of these SERP features include:

  • Paid advertisements
  • Featured snippets
  • People Also Ask boxes
  • Local (map) pack
  • Knowledge panel
  • Sitelinks

And Google is adding new ones all the time. It even experimented with “zero-result SERPs,” a phenomenon where only one result from the Knowledge Graph was displayed on the SERP with no results below it except for an option to “view more results.”

The addition of these features caused some initial panic for two main reasons. For one, many of these features caused organic results to be pushed down further on the SERP. Another byproduct is that fewer searchers are clicking on the organic results since more queries are being answered on the SERP itself.

So why would Google do this? It all goes back to the search experience. User behavior indicates that some queries are better satisfied by different content formats. Notice how the different types of SERP features match the different types of query intents.

Query Intent

Possible SERP Feature Triggered

Informational

Featured Snippet

Informational with one answer

Knowledge Graph / Instant Answer

Local

Map Pack

Transactional

Shopping

We’ll talk more about intent in Chapter 3, but for now, it’s important to know that answers can be delivered to searchers in a wide array of formats, and how you structure your content can impact the format in which it appears in search.

Localized search

A search engine like Google has its own proprietary index of local business listings, from which it creates local search results.

If you are performing local SEO work for a business that has a physical location customers can visit (ex: dentist) or for a business that travels to visit their customers (ex: plumber), make sure that you claim, verify, and optimize a free Google My Business Listing.

When it comes to localized search results, Google uses three main factors to determine ranking:

  1. Relevance
  2. Distance
  3. Prominence

Relevance

Relevance is how well a local business matches what the searcher is looking for. To ensure that the business is doing everything it can to be relevant to searchers, make sure the business’ information is thoroughly and accurately filled out.

Distance

Google use your geo-location to better serve you local results. Local search results are extremely sensitive to proximity, which refers to the location of the searcher and/or the location specified in the query (if the searcher included one).

Organic search results are sensitive to a searcher’s location, though seldom as pronounced as in local pack results.

Prominence

With prominence as a factor, Google is looking to reward businesses that are well-known in the real world. In addition to a business’ offline prominence, Google also looks to some online factors to determine local ranking, such as:

Reviews

The number of Google reviews a local business receives, and the sentiment of those reviews, have a notable impact on their ability to rank in local results.

Citations

A “business citation” or “business listing” is a web-based reference to a local business’ “NAP” (name, address, phone number) on a localized platform (Yelp, Acxiom, YP, Infogroup, Localeze, etc.).

Local rankings are influenced by the number and consistency of local business citations. Google pulls data from a wide variety of sources in continuously making up its local business index. When Google finds multiple consistent references to a business’s name, location, and phone number it strengthens Google’s “trust” in the validity of that data. This then leads to Google being able to show the business with a higher degree of confidence. Google also uses information from other sources on the web, such as links and articles.

Check a local business’ citation accuracy here.

Organic ranking

SEO best practices also apply to local SEO, since Google also considers a website’s position in organic search results when determining local ranking.

In the next chapter, you’ll learn on-page best practices that will help Google and users better understand your content.

[Bonus!] Local engagement

Although not listed by Google as a local ranking determiner, the role of engagement is only going to increase as time goes on. Google continues to enrich local results by incorporating real-world data like popular times to visit and average length of visits…

Screenshot of Google SERP result for a local business showing busy times of day

…and even provides searchers with the ability to ask the business questions!

Screenshot of the Questions & Answers portion of a local Google SERP result

Undoubtedly now more than ever before, local results are being influenced by real-world data. This interactivity is how searchers interact with and respond to local businesses, rather than purely static (and game-able) information like links and citations.

Since Google wants to deliver the best, most relevant local businesses to searchers, it makes perfect sense for them to use real time engagement metrics to determine quality and relevance.


You don’t have to know the ins and outs of Google’s algorithm (that remains a mystery!), but by now you should have a great baseline knowledge of how the search engine finds, interprets, stores, and ranks content. Armed with that knowledge, let’s learn about choosing the keywords your content will target!

Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don’t have time to hunt down but want to read!

Reblogged 9 months ago from tracking.feedpress.it

The Local SEO&rsquo;s Guide to the Buy Local Phenomenon: A Competitive Advantage for Clients

Posted by MiriamEllis

Photo credit: Michelle Shirley

What if a single conversation with one of your small local business clients could spark activity that would lead to an increase in their YOY sales of more than 7%, as opposed to only 4% if you don’t have the conversation? What if this chat could triple the amount of spending that stays in their town, reduce pollution in their community, improve their neighbors’ health, and strengthen democracy?

What if the brass ring of content dev, link opportunities, consumer sentiment and realtime local inventory is just waiting for you to grab it, on a ride we just haven’t taken yet, in a setting we’re just not talking about?

Let’s travel a different road today, one that parallels our industry’s typical conversation about citations, reviews, markup, and Google My Business. As a 15-year sailor on the Local SEO ship, I love all this stuff, but, like you, I’m experiencing a merging of online goals with offline realities, a heightened awareness of how in-store is where local business successes are born and bred, before they become mirrored on the web.

At Moz, our SaaS tools serve businesses of every kind: Digital, bricks-and-mortar, SABs, enterprises, mid-market agencies, big brands, and bootstrappers. But today, I’m going to go as small and as local as possible, speaking directly to independently-owned local businesses and their marketers about the buy local/shop local/go local movement and what I’ve learned about its potential to deliver meaningful and far-reaching successes. Frankly, I think you’ll be as amazed as I’ve been.

At the very least, I hope reading this article will inspire you to have a conversation with your local business clients about what this growing phenomenon could do for them and for their communities. Successful clients, after all, are the very best kind to have.

What is the Buy Local movement all about?

What’s the big idea?

You’re familiar with the concept of there being power in numbers. A single independent business lacks the resources and clout to determine the local decisions and policies that affect it. Should Walmart or Target be invited to set up shop in town? Should the crumbling building on Main St. be renovated or demolished? Which safety and cultural services should be supported with funding? The family running the small grocery store has little say, but if they join together with the folks running the bakery, the community credit union, the animal shelter, and the bookstore … then they begin to have a stronger voice.

Who does this?

Buy Local programs formalize the process of independently-owned businesses joining together to educate their communities about the considerable benefits to nearly everyone of living in a thriving local economy. These efforts can be initiated by merchants, Chambers of Commerce, grassroots citizen groups, or others. They can be assisted and supported by non-profit organizations like the American Independent Business Alliance (AMIBA) and the Institute for Local Self-Reliance (ILSR).

What are the goals?

Through signage, educational events, media promotions, and other forms of marketing, most Buy Local campaigns share some or all of these goals:

  • Increase local wealth that recirculates within the community
  • Preserve local character
  • Build community
  • Create good jobs
  • Have a say in policy-making
  • Decrease environmental impacts
  • Support entrepreneurship
  • Improve diversity/variety
  • Compete with big businesses

Do Buy Local campaigns actually work?

Yes – research indicates that, if managed correctly, these programs yield a variety of benefits to both merchants and residents. Consider these findings:

1) Healthy YOY sales advantages

ILSR conducted a national survey of independent businesses to gauge YOY sales patterns. 2016 respondents reported a good increase in sales across the board, but with a significant difference which AMIBA sums up:

“Businesses in communities with a sustained grassroots “buy independent/buy local” campaign reported a strong 7.4% sales increase, nearly doubling the 4.2% gain for those in areas without such an alliance.”

2) Keeping spending local

The analysts at Civic Economics conducted surveys of 10 cities to gauge the local financial impacts of independents vs. chain retailers, yielding a series of graphics like this one:

While statistics vary from community to community, the overall pattern is one of significantly greater local recirculation of wealth in the independent vs. chain environment. These patterns can be put to good use by Buy Local campaigns with the goal of increasing community-sustaining wealth.

3) Keeping communities employed and safe

Few communities can safely afford the loss of jobs and tax revenue documented in a second Civic Economics study which details the impacts of Americans’ Amazon habit, state by state and across the nation:

While the recent supreme court ruling allowing states to tax e-commerce models could improve some of these dire numbers, towns and cities with Buy Local alliances can speak plainly: Lack of tax revenue that leads to lack of funding for emergency services like fire departments is simply unsafe and unsustainable. A study done a few years back found that ⅔ of volunteer firefighters in the US report that their departments are underfunded with 86% of these heroic workers having to dip into their own pockets to buy supplies to keep their stations going. As I jot these statistics down, there is a runaway 10,000 acre wildfire burning a couple of hours north of me…

Meanwhile, Inc.com is pointing out,

“According to the Bureau of Labor Statistics, since the end of the Great Recession, small businesses have created 62 percent of all net new private-sector jobs. Among those jobs, 66 percent were created by existing businesses, while 34 percent were generated through new establishments (adjusted for establishment closings and job losses)”.

When communities have Go Local-style business alliances, they are capitalizing on the ability to create jobs, increase sales, and build up tax revenue that could make a serious difference not just to local unemployment rates, but to local safety.

4) Shaping policy

In terms of empowering communities to shape policy, there are many anecdotes to choose from, but one of the most celebrated surrounds a landmark study conducted by the Austin Independent Business Alliance which documented community impacts of spending at the local book and music stores vs. a proposed Borders. Their findings were compelling enough to convince the city not to give a $2.1 million subsidy to the now-defunct corporation.

5) Improving the local environment

A single statistic here is incredibly eye opening. According to the US Department of Transportation, shopping-related driving per household more than tripled between 1969-2009.

All you have to do is picture to yourself the centralized location of mainstreet businesses vs. big boxes on the outskirts of town to imagine how city planning has contributed to this stunning rise in time spent on the road. When residents can walk or bike to make daily purchases, the positive environmental impacts are obvious.

6) Improving residents’ health and well-being

A recent Cigna survey of 20,000 Americans found that nearly half of them always or sometimes feel lonely, lacking in significant face-to-face interactions with others. Why does this matter? Because the American Psychological Association finds that you have a 50% less chance of dying prematurely if you have quality social interactions.

There’s a reason author Jan Karon’s “Mitford” series about life in a small town in North Carolina has been a string of NY Times Best Sellers; readers and reviewers continuously state that they yearn to live someplace like this fictitious community with the slogan “Mitford takes care of its own”. In the novels, the lives of residents, independent merchants, and “outsiders” interweave, in good times and bad, creating a support network many Americans envy.

This societal setup must be a winner, as well as a bestseller, because the Cambridge Journal of Regions published a paper in which they propose that the concentration of small businesses in a given community can be equated with levels of public health.

Beyond the theory that eating fresh and local is good for you, it turns out that knowing your farmer, your banker, your grocer could help you live longer.

7) Realizing big-picture goals

Speaking of memorable stories, this video from ILSR does a good job of detailing one view of the ultimate impacts independent business alliances can have on shaping community futures:

https://www.youtube.com/watch?time_continue=150&=&v=kDw4dZLSDXg

I interviewed author and AMIBA co-founder, Jeff Milchen, about the good things that can happen when independents join hands. He summed it up,

“The results really speak for themselves when you look at what the impact of public education for local alliances has been in terms of shifting culture. It’s a great investment for independent businesses to partner with other independents, to do things they can’t do individually. Forming these partnerships can help them compete with the online giants.”

Getting going with a Go Local campaign, the right way

If sharing some of the above with clients has made them receptive to further exploration of what involvement in an independent business alliance might do for them, here are the next steps to take:

  1. First, find out if a Go Local/Shop Local/Buy Local/Stay Local campaign already exists in the business’ community. If so, the client can join up.
  2. If not, contact AMIBA. The good folks there will know if other local business owners in the client’s community have already expressed interest in creating an alliance. They can help connect the interested parties up.
  3. I highly, highly recommend reading through Amiba’s nice, free primer covering just about everything you need to know about Go Local campaigns.
  4. Encourage the client to publicize their intent to create an alliance if none exists in their community. Do an op ed in the local print news, put it on social media sites, talk to neighbors. This can prompt outreach from potential allies in the effort.
  5. A given group can determine to go it alone, but it may be better to rely on the past experience of others who have already created successful campaigns. AMIBA offers a variety of paid community training modules, including expert speakers, workshops, and on-site consultations. Each community can write in to request a quote for a training plan that will work best for them. The organization also offers a wealth of free educational materials on their website.
  6. According to AMIBA’s Jeff Milchen, a typical Buy Local campaign takes about 3-4 months to get going.

It’s important to know that Go Local campaigns can fail, due to poor execution. Here is a roundup of practices all alliances should focus on to avoid the most common pitfalls:

  1. Codify the definition of a “local” business as being independently-owned-and-run, or else big chain inclusion will anger some members and cause them to leave.
  2. Emphasize all forms of local patronage; campaigns that stick too closely to words like “buy” or “shop” overlook the small banks, service area businesses, and other models that are an integral part of the independent local economy.
  3. Ensure diversity in leadership; an alliance that fails to reflect the resources of age, race, gender/identity, political views, economics and other factors may wind up perishing from narrow viewpoints. On a related note, AMIBA has been particularly active in advocating for business communities to rid themselves of bigotry. Strong communities welcome everyone.
  4. Do the math of what success looks like; education is a major contributing factor to forging a strong alliance, based on projected numbers of what campaigns can yield in concrete benefits for both merchants and residents.
  5. Differentiate inventory and offerings so that independently-owned businesses offer something of added value which patrons can’t easily replicate online; this could be specialty local products, face-to-face time with expert staff, or other benefits.
  6. Take the high road in inspiring the community to increase local spending; campaigns should not rely on vilifying big and online businesses or asking for patronage out of pity. In other words, guilt-tripping locals because they do some of their shopping at Walmart or Amazon isn’t a good strategy. Even a 10% shift towards local spending can have positive impacts for a community!
  7. Clearly assess community resources; not every town, city, or district hosts the necessary mix of independent businesses to create a strong campaign. For example, approximately 2.2% of the US population live in “food deserts”, many miles from a grocery store. These areas may lack other local businesses, as well, and their communities may need to create grassroots campaigns surrounding neighborhood gardens, mobile markets, private investors and other creative solutions.

In sum, success significantly depends on having clear definitions, clear goals, diverse participants and a proud identity as independents, devoid of shaming tactics.

Circling back to the Web — our native heath!

So, let’s say that your incoming client is now participating in a Buy Local program. Awesome! Now, where do we go from here?

In speaking with Jeff Milchen, I asked what he has seen in terms of digital marketing being used to promote the businesses involved in Buy Local campaigns. He said that, while some alliances have workshops, it’s a work in progress and something he hopes to see grow in the future.

As a Local SEO, that future is now for you and your fortunate clients. Here are some ways I see this working out beautifully:

Basic data distribution and consistency

Small local businesses can sometimes be unaware of inconsistent or absent local business listings, because the owners are just so busy. The quickest way I know to demo this scenario is to plug the company name and zip into the free Moz Check Listing tool to show them how they’re doing on the majors. Correct data errors and fill in the blanks, either manually, or, using affordable software like Moz Local. You’ll also want to be sure the client has a presence on any geo or industry-specific directories and platforms. It’s something your agency can really help with!

A hyperlocalized content powerhouse

Build proud content around the company’s involvement in the Buy Local program.

  • Write about all of the economic, environmental, and societal benefits residents can support by patronizing the business.
  • Motivated independents take time to know their customers. There are stories in this. Write about the customers and their needs. I’ve even seen independent restaurants naming menu items after beloved patrons. Get personal. Build community.
  • Don’t forget that even small towns can be powerful points of interest for tourists. Create a warm welcome for travelers, and for new neighbors, too!

Link building opportunities of a lifetime

Local business alliances form strong B2B bonds.

  • Find relationships with related businesses that can sprout links. For example, the caterer knows the wedding cake baker, who knows the professional seamstress, who knows the minister, who knows the DJ, who knows the florist.
  • Dive deep into opportunities for sponsoring local organizations, teams and events, hosting and participating in workshops and conferences, offering scholarships and special deals.
  • Make fast friends with local media. Be newsworthy.

A wellspring of sentiment

Independents form strong business-to-community bonds.

  • When a business really knows its customers, asking for online reviews is so much easier. In some communities, it may be necessary to teach customers how to leave reviews, but once you get a strategy going for this, the rest is gravy.
  • It’s also a natural fit for asking for written and video testimonials to be published on the company website.
  • Don’t forget the power of Word of Mouth Marketing, while you’re at it. Loyal patrons are an incredible asset.
  • The one drawback could be if your business model is one of a sensitive nature. Tight-knit communities can be ones in which residents may be more desirous of protecting their privacy.

Digitize inventory easily

30% of consumers say they’d buy from a local store instead of online if they knew the store was nearby (Google). Over half of consumers prefer to shop in-store to interact with products (Local Search Association). Over 63% of consumers would rather buy from a company they consider to be authentic over the competition (Bright Local).

It all adds up to the need for highly-authentic independently-owned businesses to have an online presence that signals to Internet users that they stock desired products. For many small, local brands, going full e-commerce on their website is simply too big of an implementation and management task. It’s a problem that’s dogged this particular business sector for years. And it’s why I got excited when the folks at AMIBA told me to check out Pointy.

Pointy offers a physical device that small business owners can attach to their barcode scanner to have their products ported to a Pointy-controlled webpage. But, that’s not all. Pointy integrates with the “See What’s In Store” inventory function of Google My Business Knowledge Panels. Check out Talbot’s Toyland in San Mateo, CA for a live example.

Pointy is a startup, but one that is exciting enough to have received angel investing from the founder of WordPress and the co-founder of Google Maps. Looks like a real winner to me, and it could provide a genuine answer for brick-and-mortar independents who have found their sales staggering in the wake of Amazon and other big digital brands.

Local SEOs have an important part to play

Satisfaction in work is a thing to be cherished. If the independent business movement speaks to you, bringing your local search marketing skills to these alliances and small brands could make more of your work days really good days.

The scenario could be an especially good fit for agencies that have specialized in city or state marketing. For example, one of our Moz Community members confines his projects to South Carolina. Imagine him taking it on the road a bit, hosting and attending workshops for towns across the state that are ready to revitalize main street. An energetic client roster could certainly result if someone like him could show local banks, grocery stores, retail shops and restaurants how to use the power of the local web!

Reading America

Our industry is living and working in complex times.

The bad news is, a current Bush-Biden poll finds that 8/10 US residents are “somewhat” or “very” concerned about the state of democracy in our nation.

The not-so-bad news is that citizen ingenuity for discovering solutions and opportunities is still going strong. We need only look as far as the runaway success of the TV show “Fixer Upper”, which drew 5.21 million viewers in its fourth season as the second-largest telecast of Q2 of that year. The show surrounded the revitalization of dilapidated homes and businesses in and around Waco, Texas, and has turned the entire town into a major tourist destination, pulling in millions of annual visitors and landing book deals, a magazine, and the Magnolia Home furnishing line for its entrepreneurial hosts.

While not every town can (or would want to) experience what is being called the “Magnolia effect”, channels like HGTV and the DIY network are heavily capitalizing on the rebirth of American communities, and private citizens are taking matters into their own hands.

There’s the family who moved from Washington D.C. to Water Valley, Mississippi, bought part of the decaying main street and began to refurbish it. I found the video story of this completely riveting, and look at the Yelp reviews of the amazing grocery store and lunch counter these folks are operating now. The market carries local products, including hoop cheese and milk from the first dairy anyone had opened in 50 years in the state.

There are the half-dozen millennials who are helping turn New Providence, Iowa into a place young families can live and work again. There’s Corning, NY, Greensburg, KS, Colorado Springs, CO, and so many more places where people are eagerly looking to strengthen community sufficiency and sustainability.

Some marketing firms are visionary forerunners in this phenomenon, like Deluxe, which has sponsored the Small Business Revolution show, doing mainstreet makeovers that are bringing towns back to life. There could be a place out there somewhere on the map of the country, just waiting for your agency to fill it.

The best news is that change is possible. A recent study in Science magazine states that the tipping point for a minority group to change a majority viewpoint is 25% of the population. This is welcome news at a time when 80% of citizens are feeling doubtful about the state of our democracy. There are 28 million small businesses in the United States – an astonishing potential educational force – if communities can be taught what a vote with their dollar can do in terms of giving them a voice. As Jeff Milchen told me:

One of the most inspiring things is when we see local organizations helping residents to be more engaged in the future of their community. Most communities feel somewhat powerless. When you see towns realize they have the ability to shift public policy to support their own community, that’s empowering.”

Sometimes, the extremes of our industry can make our society and our democracy hard to read. On the one hand, the largest brands developing AI, checkout-less shopping, driverless cars, same-day delivery via robotics, and the gig economy win applause at conferences.

On the other hand, the public is increasingly hearing the stories of employees at these same companies who are protesting Microsoft developing face recognition for ICE, Google’s development of AI drone footage analysis for the Pentagon, working conditions at Amazon warehouses that allegedly preclude bathroom breaks and have put people in the hospital, and the various outcomes of the “Walmart Effect”.

The Buy Local movement is poised in time at this interesting moment, in which our democracy gets to choose. Gigs or unions? Know your robot or know your farmer? Convenience or compassion? Is it either/or? Can it be both?

Both big and small brands have a major role to play in answering these timely questions and shaping the ethics of our economy. Big brands, after all, have tremendous resources for raising the bar for ethical business practices. Your agency likely wants to serve both types of clients, but it’s all to the good if all business sectors remember that the real choosers are the “consumers”, the everyday folks voting with their dollars.

I know that it can be hard to find good news sometimes. But I’m hoping what you’ve read today gifts you with a feeling of optimism that you can take to the office, take to your independently-owned local business clients, and maybe even help take to their communities. Spark a conversation today and you may stumble upon a meaningful competitive advantage for your agency and its most local customers.

Every year, local SEOs are delving deeper and deeper into the offline realities of the brands they serve, large and small. We’re learning so much, together. It’s sometimes a heartbreaker, but always an honor, being part of this local journey.

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The Guide to Local Sponsorship Marketing – The 2018 Edition

Posted by Claudia0428

For most Moz readers, local marketing means content, reviews, AdWords, local listings, and of course citations. If you’re a larger brand, you might be doing outdoor, radio, print, and television advertising as well. Today we’re here to humbly submit that local sponsorships remain the most-overlooked and opportunity-rich channel, and they build real local connections for both large brands and small business alike.

This article is the second edition of the ZipSprout team’s guide to local sponsorships. We wrote the first edition in 2016 after a few months of securing local sponsorship campaigns for a handful of clients. Since then, we’ve tripled our client roster and we’ve worked with more than 8,000 local organizations, donating nearly $1,000,000 in local sponsorships to 1,300+ opportunities. Since then we’ve also learned how to build campaigns for local presence.

So we knew the guide was due for a reboot.

One of our most significant learnings of the past two years is the understanding of local sponsorships as a channel in their own right. They can be directed toward local SEO or local marketing campaigns, but sponsorships are their own breed of local connection — and just like content campaigns, local PR campaigns, or review management, local sponsorships have their own set of conventions and best practices.

This article is meant for anyone with an eye toward local sponsorships as a marketing channel. Agencies and enterprise organizations may find it particularly helpful, but we’re big believers in encouraging smaller local businesses to engage in sponsorships too. Get out there and meet your neighbors!


The what & why of local sponsorships

Local events, nonprofits, and associations constitute a disjointed but very real network of opportunities. Unlike other channels, local sponsorships aren’t accessible from a single platform, but we’ve found that many sponsorships share similarities. This makes it possible to develop processes that work for campaigns in any metro area.

Local sponsorships are also a unique channel in that the benefits can range from the digital to the analog: from local links to a booth, from social posts to signage on a soccer field. The common thread is joining the community by partnering with local organizations, but the benefits themselves vary widely.

We’ve identified and track 24 unique benefits of sponsorships related to local marketing:

  1. Ad (full or partial)
  2. Advertising on event app
  3. Blog post featuring sponsor
  4. Booth, tent, or table at event
  5. Event named for sponsor
  6. Guest post on organization blog
  7. Inclusion in press release
  8. Link in email newsletter
  9. Link on website
  10. Logo on event t-shirt or other swag
  11. Logo on signage
  12. Logo or name on website
  13. Media spots (television/radio/newspaper)
  14. Mention in email newsletter
  15. Mention in publicity materials, such as programs & other printed materials
  16. Networking opportunity
  17. Physical thing (building, etc.) named for sponsor
  18. Social media mention
  19. Speaking opportunity at event
  20. Sponsor & sponsor’s employees receive discounts on services/products/events
  21. Sponsor can donate merchandise for goodie bags
  22. Sponsored post (on blog or online magazine)
  23. Tickets to event
  24. Verbal recognition

There are probably more, but in our experience most benefits fall into these core categories. That said, these benefits aren’t necessarily for everyone…

Who shouldn’t do local sponsorships?

1. Don’t do local sponsorships if you need fast turnaround.

Campaigns can take 1–3 months from launch until fulfillment. If you’re in a hurry to see a return, just increase your search ad budget.

2. Don’t do local sponsorships if you’re not okay with the branding component.

Local link building can certainly be measured, as can coupon usage, email addresses gathered for a drawing, etc… But measuring local brand lift still isn’t a perfect art form. Leave pure attribution to digital ads.

3. Don’t do local sponsorships with a “one size fits all” expectation.

The great thing about local events and opportunities is their diversity. While some components can be scaled, others require high touch outreach, more similar to a PR campaign.

Considerations for agencies vs brands in local sponsorship campaigns

Agencies, especially if they’re creating sponsorship campaigns for multiple clients, can cast a wide net and select from the best opportunities that return. Even if a potential partnership isn’t a good fit for a current client, they may work for a client down the road. Brands, on the other hand, need to be a little more goal and mission-focused during prospecting and outreach. If they’re reaching out to organizations that are clearly a bad fit, they’re wasting everyone’s time.

Brands also need to be more careful because they have a consumer-facing image to protect. As with any outreach campaign, there are dos and don’ts and best practices that all should follow (DO be respectful; DON’T over-email), but brands especially have more to lose from an outreach faux pas.


Our process

Outreach

Once we’ve identified local organizations in a given metro area, we recommend reaching out with an email to introduce ourselves and learn more about sponsorship opportunities. In two years, the ZipSprout team has A/B tested 100 different email templates.

With these initial emails, we’re trying to inform without confusing or scaring away potential new partners. Some templates have resulted in local organizations thinking we’re asking them for sponsorship money or that we want to charge them for a service. Oops! A/B tests have helped to find the best wording for clarity and, in turn, response rate.

Here are some of our learnings:

1. Mentioning location matters.

We reached out to almost 1,000 Chicago organizations in the spring of 2017. When we mentioned Chicago in the email, the response rate increased by 20%.

2. Emails sent to organizations who already had sponsorship info on their websites were most successful if the email acknowledged the onsite sponsorship info and asked for confirmation.

These are also our most successful outreach attempts, likely because these organizations are actively looking for sponsors (as signified by having sponsorship info on their site). Further, by demonstrating that we’ve been on their site, we’re signaling a higher level of intent.

3. Whether or not we included an outreacher phone number in email signatures had no effect on response rate.

If anything, response rates were higher for emails with no phone number in signature, at 41% compared with 40.2%.

4. Shorter is better when it comes to outreach emails.

Consider the following two emails:

EMAIL A


Hi [NAME],

I sent an email last week, but in case you missed it, I figured I’d follow up. 🙂

I work to help corporate clients find local sponsorships. We’re an agency that helps our business clients identify and sponsor local organizations like [ORG NAME]. We’re paid by businesses who are looking for local sponsorships.

Often, local organizations are overlooked, so my company, ZipSprout, works for businesses who want to sponsor locally, but aren’t sure who to partner with. To that end, I’d love to learn more about [ORG NAME] and see what sponsorship opportunities you have available. Is there a PDF or list of cost and benefits you can share over email or a phone call?


Thanks,

___

EMAIL B

Hi [NAME],

I sent an email last week, but in case you missed it, I figured I’d follow up. 🙂

I’d love to learn more about [ORG NAME] and see what sponsorships you have available. Is there a PDF or list of cost and benefits you can share over email or a phone call?


Thanks,

___

In an 800-email test, Email B performed 30% better than Email A.

Matchmaking: How can I choose a sponsorship opportunity that fits my brand?

There are many ways to evaluate potential sponsorships.

These are the questions that help us match organizations with clients:

  • Who is your brand targeting (women, senior citizens, family-friendly, dog owners, new parents)?
  • Do you want to tie your brand with a particular cause (eco-friendly, professional associations, awareness foundations, advocacy groups)?
  • Is your campaign based on location? Are you launching your brand in a particular city? A particular zip code?
  • What is your total budget and per-sponsorship range? A top max price or a price range is a useful parameter — and perhaps the most important.

Once the campaign goals are determined, we filter through opportunities based partially on their online presence. We look at Domain Authority, location, website aesthetics, and other sponsors (competitors and non-competitors) in addition to Reach Score (details below).

Further, we review backlinks, organic traffic, and referring domains. We make sure that this nonprofit partnership is not spammy or funky from an SEO perspective and that is a frequently visited website. A small organization may not have all the juicy digital metrics, but by gauging event attendance or measuring organic traffic we can further identify solid prospects that could have been missed otherwise.

We also look at social media presence; event attendance, event dates and how responsive these organizations or event organizers are. Responsiveness, we have learned, is a CRITICAL variable. It can be the determining point of your link going live in 48 hours or less, as opposed to 6+ months from payment.

Reach Score

From a numbers perspective, Domain Authority is a good way to appreciate the value of a website, but it doesn’t tell the whole story when it comes to local marketing. To help fill in the gaps we created Reach Score, which combines virtual measures (like Domain Authority) with social measures (friends/followers) and physical measures (event attendance). The score ranks entities based on their metro area, so we’re not comparing the reach of an organization in Louisville, KY to one in NYC.

As of March 2018, we have about 8,000 organizations with valid Reach Scores across four metro areas — Raleigh/Durham, Boston, Houston, and Chicago. The average Reach Score is 37 out of 100. Of the 34 types of organizations that we track, the most common is Event Venue/Company (average Reach Score of 38), followed by Advocacy Groups (43) and Sports Teams/Clubs/Leagues (22). The types of organizations with the highest Reach Scores are Local Government (64), Museums (63), and Parks and Recreation (55).

Thanks to Reach Score, we’ve found differences between organizations from city to city as well. In Raleigh-Durham, the entities with the highest reach tend to be government-related organizations, such as Chambers of Commerce and Parks & Rec Departments.

In Boston, the highest reach tends to fall to arts organizations, such as music ensembles, as well as professional associations. This score serves as a good reminder that each metro area has a unique community of local organizations. (Read more about our Reach Score findings here.)

Fulfillment

Our campaigns used to take several months to complete, from contract to final sponsorship. Now our average fulfillment rate is 18.7 days, regardless of our project size! Staying (politely) on top of the communication with the nonprofit organizations was the main driver for this improvement.

We find further that the first 48 hours from sending a notification of sponsorship on behalf of your brand are crucial to speedy campaigns. Be ready to award the sponsorship funds in a timely manner and follow up with a phone call or an email, checking in to see if these funds have been received.

It’s okay to ask when can you expect the sponsorship digital benefits to go live and how to streamline the process for any other deliverables needed to complete the sponsorship.

Applying these simple best practices, our team has been able to run a campaign in a week or less.

Two important concepts to remember about the sponsorship channel from the fulfillment perspective:

  1. It’s difficult to fulfill. If your city project involves any more than two or three sponsorships, you’re in for multiple hours of follow ups, reminders, phone calls, etc. There is the desire from most local organizations to honor their sponsors and keep them happy. That said, we’ve learned that keeping the momentum going serves as an important reminder for the nonprofit. This can involve phone call reminders and emails for links to go live and other benefits to come through. Again, be polite and respectful.
  2. It’s SO worth all the effort though! It shows that your brand cares. A sponsorship campaign is a fantastic way to get in front of your target audience in areas that have a special meaning at a personal level. And not in a broad general scope, but locally. Locally sponsoring a beach cleanup in Santa Monica gives you the opportunity to impact a highly localized audience with a very particular cause in mind that would ultimately affect their everyday life, as opposed to partnering with a huge foundation advocating for clean oceans.

Enhancing a local campaign

Some prefer to use local sponsorships as a link building effort, but there are ways — and ample benefit — to going far beyond the link.

Local event attendance

So, so many local sponsorship campaigns come with the opportunity for event attendance. We currently have 11,345 opportunities in our database (62.2% of our total inventory) that feature events: 5Ks, galas, performances, parades, and even a rubber ducky derby or two! If you’re able to send local team members, find opportunities that match your target audience and test it out — and bring your camera so your social and brand team will have material for publication. If local team members aren’t an option, consider working with a notable and ambitious startup such as Field Day, which can send locals out on behalf of your brand. We’ve spoken with them on several occasions and found them adaptable and wonderful to work with.

Coupons/invitations

One client, FunBrands, used local sponsorships as a way to reach out to locals ahead of stores’ grand re-openings (read the full case study here).

For another client, we created unique coupons for each local organization, using print and social media posts for distribution.

An example coupon — use codes to track attribution back to an event.


Conclusion: Local sponsorships are a channel

Sponsorships are an actionable strategy that contribute to your local rankings, while providing unprecedented opportunities for community engagement and neighborly branding. We hope that this updated guide will provide a strong operational overview along with realistic expectations — and even inspirations — for a local sponsorship campaign in your target cities.

Last but not least: As with all outreach campaigns, please remember to be human. Keep in mind that local engagements are the living extension of your brand in the real world. And if somehow this article wasn’t enough, we just finished up The Local Sponsorship Playbook. Every purchase comes with a 30-minute consultation with the author. We hope everyone chooses to get out, get local, and join the community in the channel that truly benefits everyone.

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Reblogged 1 year ago from tracking.feedpress.it