Episode 39: Top 10 Must Have Elements for a High Ranking Location Page

There are a lot of factors that go into a high ranking, high converting landing page that caters to a location.  We’ve catered to this topic in the past, but this was a great fresher for us.  We break it down and what we discussed will definitely help with your geo efforts, even if there are just 2-3 elements you were missing before.

All Transcriptions are provided by rev.com – please excuse any editing afterwards we may have missed

Paul Warren:                     (music). Hi, I’m Paul Warren.

Ryan Klein:                         And I’m Ryan Klein.

Paul Warren:                     And this is another episode of SEO is Dead and Other Lies. Ryan, how are you doing on this glorious day?

Ryan Klein:                         Dude, I’m tired.

Paul Warren:                     So tired, man. I am tired. I’ve had a busy, busy week.

Ryan Klein:                         I’ve had one of the more tumultuous weeks of my fledgling career. There’s just a lot of things going on. Just tired physically, emotionally, but you know what? We have somewhat of a fan base. A listener base. And you got to stick to a weekly. You got to make sacrifices. You’re not going to be 100% all the time. But I think that this topic is about 100% to make up for the enthusiasm.

Paul Warren:                     I think that thanks for the pep talk there. I think everyone’s going to be excited. This is actually is very useful. It’s even useful even to me now because what we’re going to be talking about is I have to deal with optimizing these things on a daily basis. And if you’re a large business or even a small business, this is going to be important to listen to. Let’s get right into what we’re talking about today. And we came across this article on Search Engine Journal, a great website. I don’t get any money or anything so I’m just pitching because I-

Ryan Klein:                         Everyone knows, Paul, that we don’t get money from anything.

Paul Warren:                     Yes.

Ryan Klein:                         All right.

Paul Warren:                     We no longer need money.

Ryan Klein:                         What SEOs don’t do things in content without getting money? I guess us.

Paul Warren:                     It really goes against everything we stand for in doing this for free.

Ryan Klein:                         Actually, that’s a good point. I feel so philanthropic.

Paul Warren:                     Philanthropic.

Ryan Klein:                         That’s how you say it. Paul, you don’t say it so slowly like that. You would say it like a normal person. But that’s how it’s said. Today we’re going to be covering the 10 elements that make a killer location page. And we’re going to be walking through some of the ones added on this list. I actually agree with all of these. And this is just a good checklist if you have a local landing page. You have a local business. Whatever. You want to appear in those maps. Make sure that you’re crossing all the T’s and dotting the I’s and following what’s on this list.

Paul Warren:                     Exactly. We’ll go through these 10. I agree with you. I already browsed through it and I agree with all of them. And I’m sure by the end we may even have a couple of our own. But we talk a lot about local for obvious reasons. The click-through is through the roof for those searches. The service-oriented businesses with there’s maps. Of course, there’s a huge click-through and there’s a huge reason or desire to be placed there. As we know, as far as the correlation between being featured on maps has lots to do with authority of the pages being linked to. But also, it’s important that the page that it links to is also killer. That’s what the article is saying a little bit about.

Ryan Klein:                         That’s great. You want to kill it with awesomeness. And so let’s go ahead and start with … This isn’t in any particular order. They’re all important.

Paul Warren:                     Do you want to bounce around?

Ryan Klein:                         No. They organized it for us so let’s just start there at the top.

Paul Warren:                     Will you do the first we’ll alternate like we always do.

Ryan Klein:                         We have number 10, and that is the presence of your NAP or your name, address, and phone number. If you don’t know what that is check back in some of our older podcasts, we’ve covered exactly what it is. But I’m also going to explain it right now too. It’s just your name, address, and phone number on the page that can be crawled. And you want it to be consistent everywhere. Whatever you have in Google My Business as your name, address, and phone number, you want it to match of the landing page on your website for that location.

Paul Warren:                     Pretty simple. We see NAP a lot. Typically, in the past, we got a little bit more complex with it. Talking about how NAP cohesiveness with citations and drive trees. Right now we’re just simply saying that NAP has to be very prominent especially on the location page.

Ryan Klein:                         And there are some exceptions. Let’s say maybe you have some tracking numbers out there, Google My Business does give you the option to add in tracking numbers just for this exact reason. But if you’re not tracking a bunch of calls coming in from 20 different locations, you’re not sending those calls to a call center or anything like that, just keep it simple. And whatever your business number is make that the same as on Google My Business as you have on your website landing page for your location.

Paul Warren:                     Cool advice.

Ryan Klein:                         All right.

Paul Warren:                     Very good.

Ryan Klein:                         Take us onto the next one. You’re at 10 so where am I at nine now even though I’m not looking at the number nine?

Paul Warren:                     You’re at nine.

Ryan Klein:                         Cool. Photos. Photos especially for a location page I completely agree. Right here we’re going to break it down into three topics within photos. Interior photos, exterior photos, and how to optimize your image metadata. Let’s start with the interior. I agree it is a no-brainer. People often times do want to see what’s going on in the office. Whether it be building business anything like that. I agree some interior photos are pretty cool. I mean, it’s pretty straight forward. I don’t know, do you want to elaborate on that what interior photo is?

Paul Warren:                     Well, we’ll say this isn’t even into the optimizing of the photos yet because we’re going to get into that. But just having photos it’s giving the expectation to whoever is searching you looking you up that they’re in the right place. They see a photo and it doesn’t look like a dump and it’s nice they’re probably going to want to go there. Just to have good photos of your location and stuff. And people also sometimes they tend to get lost. Sometimes maps isn’t super accurate. Maybe you have a suite in a building and it’s complicated for people to figure that out. But just provide that. Just provide good photos to give explanations of how to get there.

Ryan Klein:                         Also, Google’s also been doing that the 360 tours. I mean, that’s been around forever. I don’t know. Do you ever advise anyone to do that? I don’t know if it’s worth dropping the money. I’m not sure it depends.

Paul Warren:                     On G&B if you have the money to do it, I advise doing it. I think anytime you can utilize the stuff that they give you just go ahead and do it. I actually believe that Google rewards businesses that utilize the tool to its fullest potential.

Ryan Klein:                         I mean, they do spend a lot of time creating that network of license or qualified or certified 360 video production people.

Paul Warren:                     The downside of utilizing all the stuff in G&B though is often they’ll remove it after you’ve put all the work into it.

Ryan Klein:                         Oh, no.

Paul Warren:                     They had product categories and all the stuff and sometimes they’ll remove it for that type of business. Or, they’ll just get rid of it altogether. That is one of the things. But I don’t think having good photos that’s not really ever going to go away.

Ryan Klein:                         I definitely agree with exterior. Just a nice shot of the outside when people are rolling through, and they’re getting close by, and they see some of your signage, and they know what to expect from the building. That’s always helpful. I mean, that’s a user experiencing for sure.

Paul Warren:                     Another thing to keep in mind too is that a lot of times edits and changes and stuff to your site are manually reviewed by just someone that’s part of Googles local guides. And so having that information making it easy for them to see that and approve whatever changes are not approved changes. Stuff is changed all the time to G&B listings. Google does it algorithmically … It’s a big word. Just making sure you have clear stuff in there can help out with that process too.

Ryan Klein:                         That is a big word for a big guy.

Paul Warren:                     It’s great. Heavenly.

Ryan Klein:                         One thing I want to mention here is these local pages it’s insinuating the fact you’re creating the local page for every single place you actually have a physical location. I do a lot of geo content strategies where people don’t necessarily have a location a physical office virtual office whatever in the area. But they still service the area or they might still have potential clients that would be interested. For example, if you have a client or you’re a business in Orlando but you serve a 20-mile radius and you like making Geo pages which is fine. It’s a good content strategy.

And then you have pages for Winter Park which is right next to Orlando but no office but you have a landing page. Instead of these interior and exterior photos of no office, at least you want to have some images that help someone relate to the area. Imagine you find an iconic free to use picture of the downtown area of the city and put it on the page, you want something aesthetic at least that associates it with the location if you plan on doing geo without a physical office.

Paul Warren:                     And on top of that, if people land on the page you want them to stay on the page for an appropriate amount of time. You don’t want them to just bounce right out. Giving them more things to look at can increase the time on page. And those metrics are important even when it comes to local. You have to have some organic rankings if you want to be in the map pack there. It’s all adding into it. Let’s talk a little bit about optimizing now.

Ryan Klein:                         This may be the most interesting part of this entire podcast because I mean, I’m a lot more involved with this lately. Because it used to be all the image text news used to talk about that and it’s just one of those things you do off your checkmark your checklist. But this has much broader implications now.

Paul Warren:                     Well, go ahead and just go right into it, man.

Ryan Klein:                         Sure. Optimizing your image metadata. Back in the day or still to this day all image text simply if an image didn’t load and we’d have to alt text and describe what the image was. Should it not be loaded? Or, if someone could not see the image for different reasons. All imaged text if it’s an image of a baby holding an apple, you’d say that and it would say, “Picture of baby holding an apple.” That’s all text. But now there’s other things you can do with images like title, description, and even this is almost verbatim GPS coordinates. What is the significance of that poll besides alt text?

Paul Warren:                     Well, the debate is still raging on if adding geotagging to images gives you a boost or not and local. But I would say do it because it’s not going to hurt. All it could do is potentially give it. But whether or not that actually helps [inaudible 00:11:14] is widely discussed in our [inaudible 00:11:17].

Ryan Klein:                         It is widely discussed but what’s interesting is my team actually has been testing it for quite some time, and we’ve isolated some of the optimization we’ve done for maps to just up do an image metadata, and we’ve seen slight boosts. And I’ll say I don’t think it was a coincidence, I think that there is a little bit of a correlation now personally.

Paul Warren:                     I would definitely do it. And then making sure you too have geo-specific alt text in there, in general, is important. You’d be surprised how many websites just have whatever the stock image title is. And when you download it from whatever site you get the image from. Always just give yourself one more opportunity to establish a local identity to that page everywhere that you can.

Ryan Klein:                         Once you do this little bit of additional optimization free images you’re going to put them on your landing page, of course, and then also upload it to your Google My Business listing as well. Do it both places.

Paul Warren:                     One last thing about image optimization and this is something that’s overlooked a lot by the layman here, is you want to make sure it’s optimized for load speed. Because that’s one of the things later on in our checklist we’re going to talk about. But if you’re uploading a really giant image and it’s not set to … You don’t want it to take forever to load. You want to just scale that thing down and optimize it for that.

Ryan Klein:                         That’s just a great rule of thumb for any landing page for sure. People are just dead guilty of just having horrible homepages with sliders and huge images. I mean, there’s almost no scenario where you should have any image no matter how crystal clear or how freaking crazy it is. It should be over a megabyte. I mean, really you’re trying to keep these to 250 kilobytes or less.

Paul Warren:                     Just good rule of thumb across your website, in general, but since we’re talking about local landing pages make sure you are now on this too. We’re moving on. Moving on down the list. We’re going to go to number eight and that’s having a good business description on your page. When I talk about that then I’m not going to super … I’m going to disagree with this author a little bit here.

Ryan Klein:                         I completely disagree and I’ll tell you why in a second.

Paul Warren:                     I will. Because he says, “You need super unique content from each page.” Well, in an ideal world that’s great but what if you have 500 locations. And they’re pretty forgiving when it comes to local content. They, obviously, they don’t want you to have word for word every single location page having the exact same content. Just spicing it up a little bit with different location-based info. The h1’s, the h2’s throughout the text. It doesn’t have to be … I wouldn’t make it 10% unique to 90% it’s the same across the board, but it doesn’t need to be 100% unique on every single page.

Ryan Klein:                         And so the example being given here is how there is … This looks like what it’s about probably 500, 600 words and it’s a Geo page. And all they did was swap out the cities. And they’re saying that this shouldn’t work this is a mistake. Each location should be completely unique. And just like you were saying, I mean, how do you do it for 500 pages. Or, 500 different cities. I mean, we’ve talked about this in other podcasts. I’ve launched websites that literally created a page automatically for thousands of cities. 20, 30,000s and the majority will rank.

Now, don’t get me wrong, this isn’t going to work for competitive keywords. It’s not going to work for insert city criminal lawyers. Insert city real estate agent. But if it’s insert city gutter repair or gutter installation. Insert city HALO photo booth, it is going to work. And it’s not only going to work it’s going to be the top three. This still is an issue technically from Google which frankly I also hope they don’t fix anytime soon. But complete uniqueness is not absolutely necessary. And it’s been proven still to this day that swapping cities is okay.

Paul Warren:                     And it’s not so much that we’re disagreeing, it’s that Google is … Just go to the SERPs and look.

Ryan Klein:                         That’s just how it is. It’s not a mistake it’s an approach that people do when they have national campaigns and it works. I mean, think about it this way. Almost every single directory I mean, even tons of directories are guilty of doing the same thing. They literally have the same canned content, they switch out cities. And directories rank for their craft all day every day forever. And it’s just because it piggybacks off their massive authority. That’s why it ranks.

Paul Warren:                     And what’s interesting too is even in this article he says, “Oh, this is a mistake. All they did was swap out the location for each page.” But he doesn’t say, “Is it?” He’s not like, “See how they don’t rank for any of these pages.”

Ryan Klein:                         It probably does. It depends on the industry but this would work in many, many, many industries. It’s just how it is. Sorry. People if they service every single city in the United States and they want to do a geo strategy like this, every page is not going to be unique. It’s simple as that.

Paul Warren:                     I would say that maybe this person hasn’t worked on something that’s at the enterprise-level.

Ryan Klein:                         They haven’t launched pages that create auto-created 50,000 city pages in less than 10 minutes.

Paul Warren:                     Look at oil change businesses. There’s large chains of those that have hundreds and hundreds of locations. And it’s like oh, unique services for each one. Well, they change oil that’s all they do. There isn’t unique services that you can talk about on each of those pages. If you have the opportunity to write unique pages and unique services, by all means, do it. It’s only going to help you. But I think just take that with a grain of salt.

Ryan Klein:                         I think that if you’re in a specific area and your radius is 15 or 20 cities, you’ll be able to write unique stuff. If you start getting into the hundreds, no. What are you going to do spend thousands of dollars writing unique content? Plus, Geo pages tend … They’re susceptible to fluff more than any other page you can possibly have. It’s just like, “Oh, I need a page for I don’t know Houston.” It’s like, “Cool. Houston. Man, are you in Houston, are you a Texans fans or a Astros fan.” It’s just like what are you going to write about? It’s a freaking other city. It’s just the service is they don’t change per city typically.

Paul Warren:                     A hot tip here. Let’s say you have this situation and you want some unique stuff on there. One of the things I did and a lot of places are starting to do is you add areas served. Areas within a geographical radius around that location that you serve. And you have good keywords with city names. Or, if you’re in Orlando I’d say, “Well, we also serve Winter Park and we Altamonte,” or whatever. That’s an easy thing to put on there. And there’s a little more unique content that you have.

Ryan Klein:                         I think one thing that I’d want to do if I wanted to be more involved in certain geographies if I was doing a huge blanket thing but there’s some territories where I really wanted to stand out. I’d go in and I’d write a small degree of uniqueness to maybe make it a little more of a difference. And I don’t think it would help really for an SEO standpoint. I’d want it to help a little bit more from converting from a user experience standpoint.

Paul Warren:                     Yes. All right. And so now let’s jump on down to [inaudible 00:19:25]. Oh, called CTAs.

Ryan Klein:                         We love CTAs.

Paul Warren:                     Number seven or six.

Ryan Klein:                         You’re working the opposite direction and confusing yourself. Call to action. CTAs are very important.

Paul Warren:                     And he says in this is call to action is marketing 101. I got to agree. What else are you doing? Why do you have the site if it’s just … You just want people to read it and feel good about where they’re at that’s fine I guess. But generally, you want someone to take some action when they come to your website. That leads to money for you.

Ryan Klein:                         Oh, yeah.

Paul Warren:                     Having a really clear and defined CTA of what you want them to do is going to help them do it.

Ryan Klein:                         One thing to keep in mind about Geo page, I mean they’re way more lenient towards conversion than informational. The point of the page is essentially to convert people in the area that you’re trying to target. You’re not really offering a ton of information. It’s going to be very straight forward. Your informational pages are more about FAQ service pages. Geo pages are summing up some of those things for a respected area but trying to convert them. If you don’t have a CTA in these pages it’s a total waste of time.

Paul Warren:                     If you’re trying to copy a blueprint, if you load a Google My Business page and the information they provide for someone to convert. Because think about how many conversions happen without anyone even going to your website. They just happen through Google My Business. Through the maps listing or whatever. They can click and directly call you. Or, they can get directions. That’s a pretty good blueprint of what to follow.

Ryan Klein:                         Actually, that’s a really good point. I mean, since it’s local-oriented and Google My Business is the local product for businesses when you go on that what do you see? You’re seeing some reviews. And you’re seeing when they’re open their schedule. You’re seeing a few other things. Pictures. Imagine just doing that and you’re just elaborating on it a little bit. That’s it. Maybe some more images, a little bit more descriptive about what you offer, and then I mean, absolutely if that’s the case we’re huge on reviews, of course. You should always feature some badges with all your reviews and then testimonials and maybe a few of these things. I don’t want to get too ahead. But that just reminded me that

Paul Warren:                     I completely agree.

Ryan Klein:                         And then think of the categories that are available on Google My Business as opportunities for you to talk about keyword wise on those pages.

Paul Warren:                     Imagine it’s almost like your Google My Business but it’s featured and stylized in the fashion of more your website with more information. I mean, I don’t see how that formula wouldn’t be perfect.

Ryan Klein:                         I mean, Google’s pretty good at getting people to convert and they’ve figured out the formula so you might as well copy it.

Paul Warren:                     Just copy everything.

Ryan Klein:                         How do you get to the top of the mountain by climbing [inaudible 00:22:35].

Paul Warren:                     You got it.

Ryan Klein:                         All right.

Paul Warren:                     Build it. Cool.

Ryan Klein:                         Number five. This one’s easy to know the number.

Paul Warren:                     It’s five because we’re in the middle now. It don’t matter if you’re working up, down, down, up. Directions to business. That makes complete sense because Google My Business, of course, you have a pen and you have a little bit of map that they can move around with. But this an opportunity to do a little bit more … What were they called? They’re called relative and actual directions. Wait, what were the terms for that? Do you remember you’re in high school and it’s there’s two ways to give directions? It’s the actual address and then there’s the relative where it’s, make a left at the ice cream parlor. You’re going to see-

Ryan Klein:                         I would link out to the directions for Google My Business. You can deal with that. And then I would also write out how to get there from like a major road in your [inaudible 00:23:35].

Paul Warren:                     I agree especially if you’re a business where you have people that are sometimes they do get lost or they’re they’re just like, “Oh, this isn’t the easiest place to find.” I mean, if you’re going to write way more relative directions. But it’s a great opportunity to throw more keywords in there. I’m sure semantically it shows that you’re writing about more geo-location-based stuff and who knows how far that could possibly go.

Ryan Klein:                         And it’s also an opportunity more unique in content.

Paul Warren:                     You could just read about the directions for 500 words.

Ryan Klein:                         There you go.

Paul Warren:                     Just be like, “If you’re coming from north if you’re coming north-northwest.”

Ryan Klein:                         We didn’t cover this actually in [inaudible 00:24:16] from a word count. No less than 400.

Paul Warren:                     They’re a little bit shorter pages. I mean, historically as far as my experience it’s really hard to avoid fluff on Geo pages. But with standards. There’s a lot of articles and blogs for writing that are 700, 800 words nowadays. And I know location pages are very, very difficult to get to that. Nor is it even almost necessary. But there definitely has to be a minimum and I’d say at least 400.

Ryan Klein:                         That’s a good rule of thumb there. Let’s go to number four. And this is actually, in my opinion, one of the more important ones. And a lot of businesses that have a ton of locations don’t do this at all.

Paul Warren:                     I’ve been doing this for a long time.

Ryan Klein:                         It’s hard to scale it. That’s embed your Google My Business map.

Paul Warren:                     Always. Always.

Ryan Klein:                         That’s right.

Paul Warren:                     And a lot of companies they use an API with something that isn’t from Google. Wiki Maps or something. Wiki commons or something.

Ryan Klein:                         Wikipedia Maps.

Paul Warren:                     I mean, it looks like a Google Map and everything and it shows the location and all that stuff. But when you actually embed this map you’re building links one to the map. And Google My Business which is great because you need as many links as possible to that listing. But it powers it up and gives it a little more juice.

Ryan Klein:                         The power-up. Agreed. I mean, a lot of these things … It’s one of those things where it’s not anyone thing that makes a big difference but once you do all of them you’re definitely separating yourself from competition. And embedded map is certainly one of those things.

Paul Warren:                     I want to say the reason this guy gave for doing it isn’t why I would do it at all.

Ryan Klein:                         One thing about embedded map that you do have to be careful of is that it pulls in more information besides your location. There are times I see it and this person did it correctly. But they have really bad reviews. What happens is it pulls it in, but it actually pulls in your reviews I think almost always as well because it’s API and it’s pulling in all the information. While it’s a good practice to do for location-based pages without a doubt, if you have crappy reviews they are going to get pulled in too. That’s just more of a I guess infamous for you to get a review.

Paul Warren:                     They set it to use Google Maps API but that cost money. It costs a lot of money.

Ryan Klein:                         Oh, is that what you’re saying it’s a custom map solution. I mean, you just go to your location and you go to share and then the share I think is where you find the embed.

Paul Warren:                     And that’s free.

Ryan Klein:                         And then it’s free. And then you can do dimensions however you want. If you’re nifty with the dimensions and you have really bad reviews, you could probably even cover up your own reviews.

Paul Warren:                     You can do custom dimensions and just embed the map only. If you do it right you’re not going to have the problem.

Ryan Klein:                         But you should have good reviews anyway. And if you ever want to have good reviews, please refer to our podcast we did about four weeks ago.

Paul Warren:                     Or, check out our soon to be published article.

Ryan Klein:                         Oh, yeah.

Paul Warren:                     Should we talk about?

Ryan Klein:                         No. Let’s save that for the end. We have a couple things we have to talk about at the end. Good things. Very good things.

Paul Warren:                     All right. Going down to number three.

Ryan Klein:                         I was confused. Am I on this one?

Paul Warren:                     Title and meta description.

Ryan Klein:                         No, you skipped schema, dude.

Paul Warren:                     Oh, I did. Sorry. Well, going down to number three.

Ryan Klein:                         Literally, there’s schema, and I don’t even want to talk about. I’m still exhausted from a week ago. We did a whole podcast it was about 40 minutes on schema. But just as a refresher, this particular article is saying local business markup. It doesn’t have to be that one. A lot of different schema has spaces for location and geography and coordinates. And a lot of other stuff. This one might be true. It might be some of this. It might be some of that. But schema if you want to know the ins and outs, we did the podcast a week ago. Otherwise, I’m personally not going to go into it a whole bunch. I mean, you go to schema.org find out what your options are. Local business is one. Hello. Hello. Oh no, you dropped. Oh my God, weird. (silence).

Paul Warren:                     All right. We’re back. I’ll just cut it. Local schema.

Ryan Klein:                         We just did a whole podcast about that a week ago.

Paul Warren:                     I don’t want to talk about that again. Just know that you need the local business markup and there’s specific business types for your business, mark that up too. And the hours. There’s a bunch of stuff in there. But we already did a whole podcast on it. It was our last podcast, actually.

Ryan Klein:                         It was that last podcast I think it was at least a half an hour. If you have any trouble go to schema.org or do a Google search and copy and paste in people’s examples. Refer to the podcast. It is intimidating at first glance but it’s really just a frankly copy and pasting and switching out a few fields. But schema is very important for local. Very, very important.

Paul Warren:                     Very. Very.

Ryan Klein:                         In this list that we’re going over if you isolate one thing to do that’s most important, I’d be … I don’t know if it’d be number one but it’d probably be the top three.

Paul Warren:                     Boom. Let’s move on. Now we have number seven.

Ryan Klein:                         The numbers are so wacky, dude.

Paul Warren:                     Way backwards. Whatever.

Ryan Klein:                         Three.

Paul Warren:                     Number three.

Ryan Klein:                         Just say three.

Paul Warren:                     Title and meta description. Now, this is also SEO 101. You want to have in your title and I don’t mean your h1. I’m talking about your SEO page title. You want to have what the keyword is that you’re after and then the store name. Or, the location. We’ll use Orlando. I don’t know. It’s criminal defense attorney, Orlando, Florida. I always have the state in there as well. I’ve always found that to be useful.

Ryan Klein:                         I agree especially since there’s a Wilmington, Delaware and a Wilmington, South Carolina, so you want to just make sure that you differentiate. For Geo pages title and descriptions very straightforward. Title is always going to have some city and state. Meta description is going to mention it again.

Paul Warren:                     Easy peasy.

Ryan Klein:                         101. Simple.

Paul Warren:                     You always want to have your brand name in there because honestly, Google changes the page titles whenever they want anyways.

Ryan Klein:                         Typical.

Paul Warren:                     Hell, it doesn’t mean it’s going to display that. I always end up with the pipe and then I end up with the brand name afterwards. But geo-specific keywords. Your city and then the main keyword, what the page is about. Keep it pretty simple. And then meta descriptions. Hey, you’re not going to rank any better from them but hey, you might influence some click-through rates. I’ve seen people change them pretty regularly to include offers or deals or whatever. Again, this is also the Google will make it what it wants to make it just by you telling it. But don’t leave it blank. That’s crazy.

Ryan Klein:                         That’s pure crazy. I mean, what would happen is just pulling the beginning of your text, which may be relevant or not.

Paul Warren:                     I might do that anyways. Don’t leave it blank.

Ryan Klein:                         Great. Moving along.

Paul Warren:                     All right.

Ryan Klein:                         I guess I can do it. I’ll give you a break. I know you’ve just been doing a lot of talking. Internal linking is number two. Linking you could be referring to all sorts of different things internal. I think a lot of this could be internal linking is also external linking. In this situation, I think it’s almost all internal. But there’s definitely external if you’re talking about social.

Paul Warren:                     That’s true. We’ll look at it on both sides. Internal linking to your own site. Actually, I think this is one of the things you can do to increase your rankings the most is by creating a nice little like silo of pages that all link to each other. One thing I do too is if I have other locations and that city area or even in that state, I actually link to those from that page. And it just creates a much stronger little geo location silo. But always do that. And then if you have location-specific social profiles definitely link out to those. It’s just one more thing for Google to crawl and see your NAP on.

Ryan Klein:                         Exactly. Very straightforward. Again, we like to start with the complicated stuff, front-load it, and then we’re going to wind down with some of the real easy stuff. This last one it ain’t uncomplicated I’ll put it that way. And that’s load speeds. I’m not going to get into too much on how you can actually have better load speeds because a lot of that you might want to work with your dev on if you have one. If you’re a small enough website you’re probably not going to really have too much of an issue with this. But if your page loads real slow, that is a ranking factor for sure. Along with not having a mobile-friendly website. I don’t even know anyone that doesn’t have a mobile-friendly website at this point in time. That’s serious about-

Paul Warren:                     You’d have to be a real jerk.

Ryan Klein:                         But you want to be making sure that you have good page load speeds especially compared to your competition. Googles page speed insight that’s a good place … They’ll walk you through some of the things that you can do to update that. But going back to what we said earlier about the images, one of the biggest things that slows down page load times is too big of an image for what you have loaded in there.

Paul Warren:                     You don’t remember talking about that in the beginning? You’re just reinforcing it.

Ryan Klein:                         Reinforcing it. Load speed this is not exclusive to Geo pages whatsoever your local page. This is literally for every single page on your website. It’s almost always going to start with images and probably plugins. And then server.

Paul Warren:                     Pesky JavaScript things.

Ryan Klein:                         Hosting. We’ve talked about this in the past too. But this is something that’s just truly important for every page, not just this page. But I agree. And then as far as some of our own takes our hot takes, mobile optimization, what you’re discussing. I completely agree. I think that user experience on the Geo page is a little bit different. It’s important to get some things … Maybe even the flow of the page is a little bit more important. Having people have the ability to contact you above the fold I think is probably a little bit better on the Geo page. You treat it, in my opinion, much more like a conversion page instead of an informational page. Even though you have a lot of the great things G&B has, you’re still going to have your hours and then images and reviews. All that stuff. I look at it more like a conversion page. And there’s ways that you approach that differently for both desktop and mobile.

Paul Warren:                     I mean, you’re almost thinking of it as this is the bottom of the funnel. People that come to local pages have a much higher purchase intent then if you’re just reaching a random page on a website that doesn’t have anything local about it. Think of it as how do I get people to convert from this page to you. Maybe that’s providing some social proof on there. Some good reviews that you have. That you definitely want to be collecting your own reviews. We did a broadcast about that in the past. But this is a good place to show some of those reviews on there. [inaudible 00:41:59] are the reviews too are great to have. Things from Yelp or Google My Business if you can display those on there I would definitely do it.

Ryan Klein:                         I’ve always treated local pages a little bit different. I like the idea of maybe being a little bit oriented with something extra pictures of the business especially if it’s somewhere people plan on spending time at. A restaurant, or a bar, or a nice doctor’s office dentist. All that stuff. Something I might consider a little bit more for Geo pages especially if they have offices and an actual location.

And then if you’re doing the geo approach, just to reiterate, where it’s more areas that you serve and not so much that you have an office or a satellite office. It’s good to include a fair use image of maybe something that associates the page with the city. If you’re building pages for certain areas around it and there’s a city hall or there’s a nice downtown area or there’s some monument or anything associates with the area, I like to include that there too. It’s one of those quick aesthetic ways people are relating to the page based off of that landmark. I think that’s important.

Paul Warren:                     I think anytime you can increase the local connectivity. Is that a thing? We’ll make it a thing. Increase that your pages and your business is in that location. Take advantage of it and do it.

Ryan Klein:                         Cool. Anything else you can think of to make a totally kick-ass local landing page for both SEO and both for conversion user experience?

Paul Warren:                     Just I think the real key is to just start doing it. Start adding these things. Don’t wait. Don’t wait until you’re dropping out a map pack or you’re gone altogether.

Ryan Klein:                         I completely agree. And I don’t think that businesses do this enough. I mean, there’s some businesses that have four, six, 10 offices and they don’t even have dedicated pages for each of them. Even with G&B. That’s a start. That’s the no-brainer. But also people will create a list of areas we serve and they include 10, 15, 20 cities. Just create pages for them. And don’t feel back if they’re not 100 unique. Truly don’t. Don’t.

Paul Warren:                     Just look at the SERPs. Go look at the rankings for things and you’ll see where this … This guy is completely accurate here with those thoughts.

Ryan Klein:                         I mean, I think I mentioned on the podcast already but just really consider this. The biggest directories in the world don’t have unique content on their respected pages and they have thousands and thousands of city pages. And they don’t even offer any value. It literally contradicts and more recent content algorithm updates. It defies the logic that Google’s telling people what they have to do.

Paul Warren:                     They try and get you to do a lot of stuff all the time because it’s in their interest. Just think about that. I mean, I think that covered everything. I think we have one little announcement that we were going to talk about.

Ryan Klein:                         I think a few.

Paul Warren:                     We have a few announce-

Ryan Klein:                         Just to get people amped up for what we have the next couple weeks. One thing I do want to say is a shout out to you, bud for keeping us both accountable. Because we really haven’t been missing weeks lately.

Paul Warren:                     I know we’ve been on top of this.

Ryan Klein:                         We have. We’re discussing the idea of doing two a week. And I think if we had a few people emailing us. Just three people email us and say, “You should do it two week,” I’ll do it. All you need is just a little bit of validation. We don’t even need that much.

Paul Warren:                     And you’re listening and you want us to do two a week, hit us up at seoisdeadandotherlies@gmail.com and send us an email and say, “Do it.” Also, if you want us to talk about specific subjects hit us up there too. We’re always open to suggestions and different show ideas.

Ryan Klein:                         If you shoot me an email and you say, “Ryan, Paul, I love this. I listen all the time. I just need this I need it. It’s insatiable. I can’t believe you only post once a week.” I’m going to take that into strong consideration.

Paul Warren:                     I mean, one time a guy emailed us and said that we didn’t suck, which was the best compliment.

Ryan Klein:                         Not sucking is-

Paul Warren:                     He’s like, “I’ve listened to a lot of podcasts about SEO, and you guys don’t suck.” And I was like, “That’s some fucking good social proof right there.”

Ryan Klein:                         I’ve also listened to some other podcasts to know what’s out there. And I’m like, “This sucks a little bit.” And I’m the least bias person.

Paul Warren:                     If you want to listen to a podcast that doesn’t suck, hit like or subscribe.

Ryan Klein:                         Right on. Right on. Tell your friends and family.

Paul Warren:                     But the other thing I want to say, do you know when this is going live?

Ryan Klein:                         What this podcast?

Paul Warren:                     No. The article.

Ryan Klein:                         Oh, sure. There is a pretty prominent figure in the world of digital marketing out there that is probably going to be doing a couple shoutouts for us in the upcoming …

Paul Warren:                     Oh, no, no not that. I mean, the Forbes.

Ryan Klein:                         That is what I’m talking about.

Paul Warren:                     Oh, that’s it. Oh. I thought you were talking about our interview that we have coming up.

Ryan Klein:                         Oh, what is that?

Paul Warren:                     You know. Actually, we have something in the works. We’re interviewing someone that’s pretty big in the digital marketing space later in August. Actually, early in August. It’s coming up pretty soon.

Ryan Klein:                         My calendar looks good to me. I’ll be there. I think I’ll be there.

Paul Warren:                     All right. We and our mighty podcast here, SEO is Dead and Other Lies is going to … Maybe it’ll be a blurp. I don’t know. At least a link but we’re going to be in Forbes. We got that going.

Ryan Klein:                         We will officially be in Forbes. We’ll have a nice link back to build up the authority of probably our pod being our actual domain seoisdeadcast.com which we still have to finish. We have that going. And then a shout out, a truly well-known guest that I’m excited to see how that goes. Because they’ve done a lot of podcasting as well from my understanding. And then we actually have a couple cool ideas for some upcoming podcasts as well.

Paul Warren:                     Big things on the horizon.

Ryan Klein:                         We’re going to do one where … I think we mentioned this just in conversation, a fleeting topic. But I’ve been responding to about 10 or 15 proposals from people overseas and we’re going to do an interesting podcast about what that looks like.

Paul Warren:                     I’m so excited to talk about this theme of our … Can we do it at our next podcast you think?

Ryan Klein:                         I’ll probably start getting proposals back pretty soon.

Paul Warren:                     All right. I’ll drop it right now. If you’ve worked in digital marketing for any amount of time or registered a domain even, you’ve  probably gotten some emails from some seedy companies out there offering digital marketing services. Well, you know what, we went down the rabbit hole guys. We’re actually talking to them and we’re seeing what they can offer. And we’re just going to see what happens. How much of a scam is it really?

Ryan Klein:                         It’s what everyone’s probably maybe thought of or maybe you haven’t because it went to your spam or you just deleted it and you’re like, “There’s no way I’m doing this.” But I’m personally going to respond to … I think I already did but I probably have more. I think a minimum of 15 people that want to do SEO and websites. I’m going to get proposals and then I’m going to narrow down a few. And then that’s one podcast. And I think I’ve narrowed down a few. And I think in a long series and I’m probably going to document it and do some videos and do some blogs and whatnot. I think I’m going to hire a few of them to do some projects and just see what happen. Someone over there and, obviously, there’s a language barrier and honestly, I don’t know what the breadth of their knowledge is. But can they truly build a pretty cool functional website for $300?

Paul Warren:                     Let’s find out.

Ryan Klein:                         Actually, I already have found that out. I’ve worked with people that can. Maybe that’s not as good of an example. But can they truly do some SEO that has some movement for $150, $200 a month? Is it possible?

Paul Warren:                     If you ever wondered if you could get a good digital marketing services while still being asked to send some money to a prince so they can forward you a bunch of money, then you’re going to know because that’s the scams [crosstalk 00:50:29].

Ryan Klein:                         We already tried that scam and it worked and that’s why we’re filthy rich. That’s why we don’t ask for any money on here because we already got $14 million from the prince of [Akenia 00:50:37].

Paul Warren:                     This is a working man’s podcast, buddy, we’re not rich.

Ryan Klein:                         Oh, yeah I forgot.

Paul Warren:                     Anyways, but good things coming up on horizon. We’re excited about it. And I think all our listeners out there we appreciate all you guys. We’ve launched past the 2,000 download mark and we’re marching forward towards 10,000. And we couldn’t do without you guys so we really appreciate it.

Ryan Klein:                         It takes people and not bots and not random traffic from Italy as you’re aware of.

Paul Warren:                     I hoped it was a person from Italy.

Ryan Klein:                         No. We haven’t done anything to inflate the numbers so we’re pretty happy about where it’s going.

Paul Warren:                     It’s pretty good. But be sure to like, share, subscribe anywhere that you see that or any episodes. We just want to grow that base and provide you guys with more useful content.

Ryan Klein:                         We just want to make this better and better and become more skilled and confident speakers and podcasters so you derive more and more value.

Paul Warren:                     All right. Well, thanks so much for listening guys. I’m Paul Warren.

Ryan Klein:                         And I’m Ryan Klein.

Paul Warren:                     And this has been another episode of SEO is Dead and Other Lies.

Ryan Klein:                         Bye.

Paul Warren:                     Bye.

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