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Local, Lead Generation & eCommerce SEO Cheat Sheet by

Local SEO, Lead Gen SEO, eCommerce SEO
seo

LOCAL SEO - What we do and why we do it

Create a page for each separate service provided
Having a separate page dedicated to each service allows us to optimise that page heavily around the target keywords in a way that you can't with all the services listed on one page
Key service pages to have 300+ words of content
Insuff­icient content will decrease the chances of the page ranking highly. If compet­itors have 500 words, build 600-700 words of meaningful content. Use LSI keywords.
Create Local Service Landing Pages
Allow us to rank for searchers looking for <SE­RVI­CE> when searching from <LO­CAT­ION> as well as searching <LO­CAT­ION> <SE­RVI­CE> (eg, North Sydney Plumbers).
Google My Business Optimi­­sation
Greatly helps improve legitimacy in Googles eyes if they can send a postcard somewhere and have it be received by someone. Optimise by having 5-10+ images, approp­­riate category and tags chosen.
Build Direct­ories / Citations
Improve NAP (Name, Address, Phone) consis­tency to reiterate to Google that the company is legitimate and helps rank for local terms
Clean up and fix incorrect direct­ories / citations
Incorrect NAP confuses Google. Keeping these correct is important. We can reach out to websites to fix up incorrect directory listings.
Link Build to key service / location pages
Rank higher for keywords related to service / location. This along with content is going to be the primary boost to keyword rankings.

Modifiers

Specific Services
Computer Repair, Virus Removal, Malware Removal, Computer Upgrades, Printer Instal­lation
Brand
Fujitsu Air Condit­ioner, Samsung Air Condit­ioner
Greater Region
Hunter Region, Greater Sydney
Area/D­istrict
Northern Beaches, Sydney Metro
Price
Cheap, Affordable
Trust Builders
Reviews, Testim­onials, Case Studies, Before and Afters
Consider creating pages with <MO­DIF­IER­S> <SE­RVI­CE> <LO­CAT­ION­>, eg, Cheap Air Condit­ioning Instal­lation North Sydney

Local SEO Landing Pages

Build local landing pages only for the most important cities­/lo­cat­ions.
Make sure the pages are unique.
Feature your landing pages in the main naviga­tion.
Be sure to provide all the inform­ation a customer needs to achieve their goal.
Include Multiple CTAs - Ensure the Phone Number, Email Address and Quote Form are all prominent and don't ask for more inform­ation than is needed (unless you are happy to get less conver­sions).

Google Wants:
--Location & Branch details available on individual pages
--Location pages are crawlable by Google
--Info­rmation should be presented in an easy to understand format
--Use Schema (Struc­tured Data Markup)
--Must be mobile friendly

Include:
Address
Business Hours
Phone Numbers
Services Available at the location

URL Structure:
/locat­ions/ - list all service areas
/locat­ion­s/n­ort­her­n-b­eaches/ - list all locations serviced in a region­/area
/locat­ion­s/n­ort­her­n-b­eac­hes­/manly/ - specific city/s­uburb location page

Useful, Unique, Quality Content:
-Truly unique descri­ption of the services you provide and how they relate to the location
-Customer Reviews - Use Schema to try for rich snippets (star ratings) in search results.
-Maps - A custom Google Map to show the service area
-Photos - Photos of jobs taken in the target location can be geo-tagged and included in a gallery of local work.
-Direc­tions or parking details - where relevant, include.
-Clients - Any high profile clients you work with in the area
 

Lead Gen SEO - What we do and why we do it

Key service pages to have 300+ words of content
Insuff­­icient content will decrease the chances of the page ranking highly. If compet­­itors have 500 words, build 600-700 words of meaningful content. Use LSI keywords.
Create a page for each service provided
Having a separate page dedicated to each service allows us to optimise that page heavily around the target keywords in a way that you can't with all the services listed on one page
Include Customer Service Content
Ensure that CTAs (call-­to-­act­ions) are prominent and visible
Making CTA buttons bigger, phone number text bigger, highlight the contact us page in the top menu a colour that stands out, email addresses to be clickable.
Google My Business Optimi­sation
Greatly helps improve legitimacy in Googles eyes if they can send a postcard somewhere and have it be received by someone. Optimise by having 5-10+ images, approp­riate category and tags chosen.
Build Domain Rating - Direct­ories, Socials and Link Building
Links improve DR. Direct­ories are easily attainable and help reiterate NAP. Every company that is serious about what they do should be on social media (minimum Facebook). Link building improves DR and helps rank for specific groups of keywords.
Contact Form on every page where relevant
Signif­icantly improve Conversion Rates by making people not have to click (issue #1) and wait 3-5 seconds (issue #2) to let them convert.

Modifiers

Specific Services
Computer Repair, Virus Removal, Malware Removal, Computer Upgrades, Printer Instal­lation
Brand
Fujitsu Air Condit­ioner, Samsung Air Condit­ioner
Greater Region
Hunter Region, Greater Sydney
Area/D­istrict
Northern Beaches, Sydney Metro
Price
Cheap, Affordable
Trust Builders
Reviews, Testim­onials, Case Studies, Before and Afters
Best / Top
Best Air Condit­ioners, Top Air Condit­ioner Brands, Award-­Winning Air Condit­ioner Brands
Altern­atives to
Compet­itor, Competitor Product

Common Pitfalls / Tips

Check CTAs, Contact Forms / Checkout Actu­ally Work
Changed the URL of a page? Ensure you 301 redirect /old-n­ame.html to /new-n­ame.html or you'll lose your rankings

eCommerce SEO - What we do and why we do it

Find low hanging fruit
Find products that are ranking on the bottom of page one or high on page 2 and link build to them to increase rankings to quickly get extra sales revenue. Do the same for catego­rie­s/s­ubc­ate­gories.
Create additional categories and subcat­egories (KWR&M)
See Modifiers & Types below for ideas. Wherever you have 2+ products that can be catego­rised in a specific way, create a category or subcat­egory for them and add 300 words of content to the page.
Link build to top level categories / profitable subcat­egories
Focusing top level categories gives 'link equity' to all the subcat­ego­ries. Subcat­egories are good targets for profitable niche subcat­ego­ries.
Product Names include Modifiers, SKU, etc
1.75 Carat Princess Cut Diamond Engagement Ring in 14k White Gold PCDER­1.7­514kWG allows the product to rank for lots of long tail keywords
Optimise Priori­ty/­Pro­fitable Products
150+ words of content. Include specif­ica­tions of product. Potentially Find Product Questions on eBay or Amazon and include them in FAQs or your product descri­ption.

Shop By / Subcat­egory ideas

Modifiers
Stretchy Jeans, Faded Jeans
Types
Red Delicious Apples, Granny Smith Apples, Fuji Apples
Brands
Nike Shoes, Asics Shoes,
Styles
Mini Dresses, Maxi Dresses, Skater Dresses
Colours
Red Dresses, Green Dresses
Sizes
Small, Medium, Large, Size 32, etc.
Gender
Mens, Womens, Boys, Girls, Male, Female, Don't Assume My Gender
By Activity
For Hiking, For Camping, For Cooking
Body Descri­ptive
Curvy, Plus Size, Wide Legged
Weights / Volume
1L, 1kg, 2kg, 100g, 250g, 1 Litre, 1 Kilogram, 100 grams
Quantity
10 pack, 25 pack, 100 pack
Lifestyle
Geeky, Nerdy, Cross Fit, Gym Goer
Age / Age Range
For 7 Year Olds, Kid(s), Teenag­er(s), Adult(s)
Group
Baseball Team, Football Team
Timeframes
1 Month, 3 Days, Last Season
Seasons
Spring, Summer
Holidays
Halloween, Christmas, Valentines Day
By Occasi­on/­Event
Baby Shower Gifts, Wedding Gifts, Birthday Gifts, Back To School
Profession
For IT Profes­sio­nals, For Pro Gamers
Altern­atives To/For or Faux
Bread, Milk, Fur
By Location
In Sydney, Melbourne Based, Northern Beaches, Manly, Bondi
Materials
Denim, Cotton, Metal, Wood
Friend­ly/­Saf­e/C­omp­atible
Vegan Friendly, Kid Safe, Animal Safe, Apple Compat­ible, Windows Compatible
Price
Cheap, Afford­able, Under $100, Under $1000
Versions
Version 1, V2, Windows 7, Windows 8
If someone searches for Flavoured Vodkas, both you and the customer would prefer to land on a page dedicated to your Flavoured Vodka range instead of having to navigate to the page or use a filter, so create it!

Landing Page Tips

Craft Attractive Meta Descri­ptions
It's unikely to attract much attention from the search results pages if you do not craft a good meta descri­ption to get users onto your site in the first place! You have 230 characters to make your first impression.
Page Headlines
Keep them clear, concise, mentioning the servic­e/offer and benefits.
Call-t­o-A­ctions and Buttons
Use a strong CTA. They should stand out, be big, bright and above the fold. Use the right colours for your CTAs
Trust Indicators
Logos of well-r­eco­gnised brands, Google My Business scores, Trust Pilot, Yotpo, Product Review, SSL Certif­icate Verifi­cation.
Unique Selling Points (USPs)
Free Shipping, Same Day Shipping, Money Back Guarantee,
Form Fields
Only ask for inform­ation that is absolutely necessary. Need more leads? Have fewer fields. Need more qualified leads? Add more fields.
Images and Video
Use them where possible. Pages must have at LEAST one image. Video helps improve dwell time.
Go easy on external links
Citing sources? Perhaps consider footnotes instead of text external links to keep people on YOUR website instead of others
Reduce Visitor Anxiety
Safe Shopping Seals, Logos of Trade Associ­ations, payment methods available
Social Sharing Buttons
Use them and make them prominent but not intrusive.
Video Explainers
Can increase conversion rates by up to 80%
Improve Your Bounce Rate
No pop-ups, external links open in new tabs, have clear and simple navigation
Mobile First -> Tablet -> Desktop
Optimise your website and pages for Mobile first, then tablets, then desktop.
Page Speed Is Key
1 second delay in page speed can result in a 7% reduction in conver­sions
A/B Test
Consider using A/B Testing tools like Optimizely to test different images, headlines, CTAs, etc.
Slideshows on all pages
Put Yourself In Your Customers Shoes
Set yourself a task of finding a specific product, adding it to your cart, checking out. Is it easy or compli­cated?
Indust­ry-­tar­geted Content
87% of prospects say that content targeted to their industry is more valuable.
Impeccable Grammar
Website grammar needs to be flawless.

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