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Localize and Mobilize
Presented by:
Scott Hendison
Search Commander, Inc.
Scott Hendison
• Started marketing online in 1998 selling
software and computer repair services
• Began online marketing for others in 2002
• Co-founded SEMpdx in Portland OR in 2006
• 9th Las Vegas Pubcon, and it’s an honor to be
here on this panel!
What we do for local sites
• Structured data use
• Facilitate interaction w/ review sites
• Gathering testimonials & ratings
• Mobilization
What is Structured Data?
• The search and data industries have come
together to standardize, and make the sharing
of information simpler.
• Google recognizes schema.org, microformats,
microdata, RDFa and even has a tool now in
Webmster Tools called Data Highlighter

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Structured Data =
Structured Data =
First Thing
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change the address on the site to match.
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In WordPress, we put it in Footer.php
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<div align="center"><table><tr><td><div itemscope
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itemtype="http://schema.org/PostalAddress"><span itemprop="streetAddress"> 1234
5th Street</span> <span itemprop="addressLocality">City</span>, <span
itemprop="addressRegion">CA</span> <span
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</div>

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better contact page
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•
•
•
•
•
•
•
•

Phone
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•
•
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•
•
•
•

Don’t forget to add Analytics code!
Heavy customization is possible
Pro version offers even more design options
Tap to Call SHOULD be built in, but it’s not ��
<a href="555-555-5555">Tap to Call</a>
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Thank You
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How We Localize & Mobilize WP Sites - Pubcon 2013

  • 1. Localize and Mobilize Presented by: Scott Hendison Search Commander, Inc.
  • 2. Scott Hendison • Started marketing online in 1998 selling software and computer repair services • Began online marketing for others in 2002 • Co-founded SEMpdx in Portland OR in 2006 • 9th Las Vegas Pubcon, and it’s an honor to be here on this panel!
  • 3. What we do for local sites • Structured data use • Facilitate interaction w/ review sites • Gathering testimonials & ratings • Mobilization
  • 4. What is Structured Data? • The search and data industries have come together to standardize, and make the sharing of information simpler. • Google recognizes schema.org, microformats, microdata, RDFa and even has a tool now in Webmster Tools called Data Highlighter
  • 7. First Thing • We lookup the client address at the USPS, and change the address on the site to match. • For a single location business, we place the address in the footer of the site. • We ensure that we‘re presenting that info using the correct schema structured data
  • 8. Schema • Schema.org provides a collection of html tags so webmasters can markup their pages in ways recognized by major search providers. • ‘Search providers‘ means not only G, Y and B, but everything from Global Positioning Systems like TomTom to services like Apple Maps
  • 13. In WordPress, we put it in Footer.php To get it on one line, you can just put it in a table… <div align="center"><table><tr><td><div itemscope itemtype="http://schema.org/LocalBusiness"><div itemprop="name"><strong>Business Name</strong></div></td><td><div itemprop="address" itemscope itemtype="http://schema.org/PostalAddress"><span itemprop="streetAddress"> 1234 5th Street</span> <span itemprop="addressLocality">City</span>, <span itemprop="addressRegion">CA</span> <span itemprop="postalCode">12345</span></td></tr></table></div> </div> Business Name - 1234 5th Street Cityname, CA 12345
  • 14. Then we create a better contact page
  • 15. Local Search Contact Page • • • • • • • • Phone Address Hours Map Directions Contact form Lat / Long info Use structured data
  • 16. Local Search SEO Contact Page
  • 24. Local Search Contact Page ,LLC
  • 25. Local Search Contact Page The free plug-in does not – • Support Multi-location (premium does) • Have a widget (premium does) • Add a KML Sitemap – (premium does not)
  • 26. KML Sitemap • KML = Keyhole Markup Language • For expressing geographic information and visualization for telling apps like Google Earth, Maps, etc. exactly where you are located • May be overkill to use one, but is certainly can‘t hurt you, so why not make one?
  • 29. KML Sitemap - Multilocation
  • 31. KML Sitemap • Create a KML sitemap & upload to your site • Google no longer supports direct submission • Reference the KML sitemap file from your regular sitemap.xml file • Clicking on the locations.kml file will open it in Google Earth. • Data Overkill? Maybe, but why not do it?
  • 33. Reviews • • • • Facilitate user interaction w/ review sites Would you rather have a review than a link? Ask for them (despite what “they“ tell you) Send links, postcards, use QR codes on the tables and doors. • Make it easy for users to leave them by sending them to a specific feedback page
  • 40. Testimonials • • • • Not to be confused with “reviews“ Just as important though Don‘t steal your content from review sites ;) Follow up post-sale with telephone interviews to ensure and improve customer satsfaction. • Use forms to gather customer info, then display it with schema / aggregate ratings
  • 42. Testimonials • Schema rating scores are supposed to be for the review sites, and *not* for testimonials displayed on your own site. • However, I would ask... why not? • I see no problem with aggregating the ratings and presenting them in structured data. • We ARE doing this for clients, and IMO there‘s nothing wrong with doing so, if they‘re legit. • I‘m 100% positive... that I think so ;)
  • 47. What did I want? • • • • • • • Easy for non-programmers (me) Shortcodes for use in the body or in widgets Customizable options for their display Customizable collection form Rating scale (for rich snippets / stars) Image upload for the testimonial writers Structured data output including aggregation Really, how hard could this be?
  • 50. Testimonials Widget • I almost didn’t try it because “widget” was included in the name. • The free version NOW offers almost everything I need, and is just about perfected. • I bought the premium version because after our interactions, rating stars were integrated. • The pages pass the Rich Snippet Tester with flying colors, and pages are good looking, and easily styled with CSS
  • 53. Mobilize • Responsive Design – I’m not a big fan because text is often too small for me. Responsive does NOT have to mean “eliminate pinch & zoom”! • Give me mobile CTA’s • Keep it fast! • Limit my navigation • Give me a full desktop view option • There are TONS of mobile option$
  • 62. Mobilize – WP Touch • • • • Don’t forget to add Analytics code! Heavy customization is possible Pro version offers even more design options Tap to Call SHOULD be built in, but it’s not – <a href="555-555-5555">Tap to Call</a> Add the link in any post or page (Or add a class for styling) <a class="call" href="555-555-5555">Call Now!</a> .call { font-size:19px; font-style:italic; }
  • 64. Thank You Scott Hendison - @shendison All the links: USPS lookup A few more extras: Schema.org Client Business Profile Sheet Schema Creator SEO Automatic Tools KML / Geo sitemap generator Local Keyword Tool Lat / Long tool Neighborhood Lookup Tool Local Search Contact Page Plugin Bright Local Google Structured Data Tool Infogroup Our Profiles - WP Plugin Localeze Testimonials Widget – WP Plugin Acxiom WP Touch for Mobile - WP Plugin