Seo sito Silo

Guida avanzata all’ottimizzazione del tuo sito per i motori di ricerca

Volume 10/30

Posizionare il tuo sito nelle prime posizioni di Google può garantirti migliaia di visite gratuite – ogni anno – di potenziali clienti interessati ai tuoi servizi.

Un aspetto da sempre molto importante per migliorare il posizionamento SEO del tuo sito e delle tue foto (incredibilmente sottovalutato dai fotografi!) riguarda proprio l’ottimizzazione delle immagini online.

In questa guida ci concentreremo perciò su alcune strategie avanzate per rendere le tue foto appetibili ai motori di ricerca e ottenere più visibilità a costo zero da qui ai prossimi anni.

Questa guida è per te se:

Hai già un sito fotografico e vorresti migliorarne il suo posizionamento sui motori di ricerca per essere trovato più facilmente dai clienti, a costo zero

Non sai come ottimizzare le immagini per acquisire più visibilità online

Vuoi comparire nelle prime posizioni di Google per determinate ricerche degli utenti anche se operi in settori molto competitivi

Segreti e trucchi (alcuni semi-sconosciuti) per sfruttare le tue immagini nel posizionamento sui motori di ricerca e scalare rapidamente le classifiche di Google

1 - Inizia Qui

Innanzitutto è importante che comprendi questo: le guide operative sono dei “piani d’esecuzione” incentrati sulla velocità d’implementazione e sulla praticità.

Non sono quindi i classici corsi pieni di concetti ridondanti e di mille parole che poi magari alla fine impieghi mesi o intere settimane per metterli in pratica.

Detto in altre parole: ogni guida operativa ti spiega come padroneggiare al meglio uno specifico aspetto della tua attività di fotografo attraverso la messa in pratica di una serie di azioni passo passo.

Per far questo, ho buttato via l’80% di teoria che non serve a nulla e ho distillato per te solo quel 20% di azioni che davvero ti aiutano a raggiungere uno specifico risultato.

Questo per un semplice motivo: se non metti in pratica ciò che impari, resterai sempre al punto di partenza e la tua attività di fotografo non decollerà mai veramente!

Ecco adesso come ottenere il massimo da questo corso:

  • Leggi la guida per intero, guarda tutti i video, e avanza di lezione in lezione (senza saltarle)
  • Non passare alla lezione successiva se prima non hai completato quella precedente. Questo ti aiuterà a mettere “le mani in pasta” come si suol dire, ed evitare di non mettere in pratica nulla di ciò che imparerai
  • Se alla fine di una specifica lezione trovi dei link che rimandano ad altre risorse esterne (esempio: casi studio, template, tool e strumenti), hai 2 possibilità: 
    1. Puoi saltare direttamente alle risorse consigliate per poi tornare qui e riprendere dall’ultima lezione che avevi completato
    2. Puoi decidere di visionare le risorse solo dopo aver completato tutte le singole lezioni

Come avrai già intuito, le guide sono state pensate per darti la massima flessibilità d’uso (infatti ognuno di noi apprendere in modo differente).

Proprio per questo motivo, in fondo ad ogni guida troverai il riepilogo di tutte le risorse consigliate (casi studio, template, checklist e tool).

Una volta completato il corso è perciò importante che prendi visione anche delle risorse che ancora non hai utilizzato o studiato.

Infine, dai un’occhiata all’immagine qui sotto per capire come usare l’interfaccia grafica:

  1. Le sezioni in cui è divisa la guida
  2. Le lezioni – Ogni sezione è a sua volta suddivisa in una serie di step successivi da completare passo passo
  3. Le frecce – Clicca sui bottoni per aprire e chiudere le singole lezioni
  4. Le risorse consigliate – Alla fine di ogni guida troverai il riepilogo delle risorse consigliate, raggruppate per tipologia

2 - Introduzione

So, here are the KEY features your website needs to have:

 

  • Integrated with Google Maps and Google My Business (essential)

 

  • Multiple landing pages optimised for individual keywords organised in a silo structure.

 

This may sound a bit complicated to some of you (there’s a full explanation inside the Galaxy Club Members Area for you), but basically…

This is what a Silo Website Structure looks like (and, believe me, Google LOVES this):

 

P2, P3 = page 2, page 3 – there could be 100s!

 

On Topskips.com, the website I created in 2003, I went from something like 10 pages to over 10,000 pages to dominate the skip hire market nationally in the UK.

 

The arrows indicate LINKs from one page to the next, which gives Google a clear PATH which it can go through at SPEED and UNDERSTAND what your website is all about easily.

 

Let’s say you are a dentist operating in a local town.

You will have a number of keyword markets you need to be attacking online, such as: Dentists + TOWN

Dental Implants + TOWN Teeth Whitening + TOWN

Deep Root Canal Treatment + TOWN

 

Each of these keyword markets represents a SILO that requires an INDIVIDUAL landing page on your website.

 

More than that, each Silo has other LONG TAIL KEYWORDS that need their own landing page as well.

 

On top of that, each of these pages needs linking in a way that speeds up the process of Google INDEXING them.

 

Here’s a snippet from a talk I did at the British Library on how long tail keyword SEO helped me generate over £50m/$70m:

 

WATCH IT ON YOUTUBE HERE – fatter me with no beard ☺: https://www.youtube.com/watch?v=m7fDC5CsPQQ

 

So, let’s take “Dental Implants” as an example keyword in Google Suggest – the bit where Google displays other related keywords when you do a search, like this:

 

As I’m in Ireland whilst writing this, you can see a few things of interest here:

 

  • This PROVES the power of GEO LONGTAIL KEYWORDS such as “dental implants cork”, “dental implants galway”

 

 

  • We are seeing other keywords in there that will require their own pages, such as “cheap dental implants + TOWN” (you might not choose this if you sell a premium service), “full mouth dental implants + TOWN”, “dental implants TOWN reviews”

 

We can go further with this using a great tool called UberSuggest (recently bought by Neil Patel) here:

 

https://neilpatel.com/ubersuggest/

 

This will throw up a TON of other keywords that may match your services. All you have to do is add + TOWN to the end of them, then organise them into thematically related groups i.e. SILOs:

 

 

 

See:

 

Dental hygienist + TOWN Emergency dentist + TOWN Oral surgeon + TOWN Family dentistry + TOWN

 

Are you starting to get it?

 

Don’t worry too much about the Search Volume, CPC (cost per click), or Competition data – they are just indicators for us that give us a guide to what’s most popular.

 

Your local search traffic will be nowhere near these figures, but they are a good indicator of general popularity, which is likely to be replicated locally.

 

The CPC column does show you one thing – how much VALUE there is in ranking for these keywords.

 

For example, the CPC on Google Ads for “dental implants” is about $10.

 

If you could get 1000 clicks in a month under a dental implants keyword from GMB and organic listings, you just saved $10,000!

3 - A che punto sei

Local SEO: Outrank 99.9% Of People After This Video (real examples)

https://rankingacademy.co.uk/how-to/7-google-search-hacks-to-knock-local-seo-competition-out/

FINDING OUT HOW MANY OF YOUR WEB PAGES ARE INDEXED IN GOOGLE

To do this, type the following search command in the Google search box

Site:

Straight after it, enter your webs site address, or any address. Let’s take the example of a plumber I have found here and copy its web address and stick that straight after the side command. Make sure you don’t leave any space there and press enter. Google will show you how many pages it has in its index for this business. In this example, there are 79 pages. And If I quickly scroll through the results and compare them with the website, I can see that each page seems to be index properly.

Why is this useful?

For many reasons

Firstly, it allows you to see to see if all the pages you have created are being indexed in google and can be found by potential customers. Have a look at this dentist’s website called bracken barret for example.

It looks very professionally done and has quite a lot of pages. If you click on their procedures section there seems to be a bunch of pages at the bottom about the services they provide such as bridges, veneers, crown, whitening etc… these pages would be perfect for search engine optimisation.

So let’s have a look at what Google has in its index for this dentist.

Go to the google search, type

site:

and then copy the web address of this website.

There seem to be 77 pages altogether.

And when I start inspecting the results all I can see is pages related to their team, their team members, charity and news and some other irrelevant stuff.  I can’t find anything related to the services that they provide as indicated on their website.   This tells me there is a major issue with the way this website is built. But more importantly, there is no chance in hell these guys would ever be found by anyone searching for teeth whitening or veneers, or anything like that since Google doesn’t even know this is a service they provide because it can’t find the pages.

I use this “site” command in google regularly because it gives me a good idea about the site I am dealing with in a matter of seconds and compare it with the existing competition, so I know what I am up against.

Try this with your own website and make sure all your pages are indexed properly.

4 - Parole Chiave: la strategia

5 - Ottimizzare le altre pagine

Setting Up Your Main Local Website

Local Site Checklists
We’re not covering everything in super fine detail, but if you want a big awesome checklist, see the Local SEO Checklist here. This has pretty much everything in one nice place!

Now let’s get into the main elements and important factors:

Perfect Local Site Structure

What do you do if you don’t have an office or building in every city, but you still want to rank everywhere in your service area?

We see a lot of people that have the idea to set up fake offices / phone numbers to get Google Local listings in different cities. The problem is that it requires verification (They usually send you a postcard or call you) and it’s a pain in the ass.

So instead, we suggest that you just build out landing pages on your site for the areas that you want to rank for. Your main website is your chance to rank in any city / suburb / area that you want!

All you need to do is get out your keyword research and build out pages for each area that you want, like this:

  • yourbrandname.com/chicago-plumbing/
  • yourbrandname.com/glendale-plumbing/
  • yourbrandname.com/mundelein-plumbing/

Now that we have the pages built, let’s talk about how to optimize them for search.

Local Site On-Site Optimization

First, we’re going to take our local keyword research report which most likely has a lot of similar terms in it and we’re going to start combing them naturally into longer phrases so that we can rank for more long tails and variations, while at the same time avoiding over-optimization penalties.

Combine Terms To Make Variations / Long Tails & Avoid Over Optimization
Instead of repeating your same keywords in your title, h1, meta etc, use the synonyms or the variations that we came up with. You can combine the phrases to create longer / more complete phrases.

For instance if we have a list like this:

  • roofing contractor
  • Chicago roofing contractor
  • roofing repair

We can turn it into a title tag like “The Best Roofing Repair Contractor in Chicago”

Then instead of repeating the same thing in our h1s, description, etc, we can combine other phrases that we have.

  • residential roof repair
  • roof company
  • gutter contractor

Turns into “Need a residential roof repair company or gutter contractor? Call us today at XXX-XXXX.

See how we combined the terms into one sentence and we don’t repeat the exact same words? This will help us rank for more long-tail terms and help avoid over optimization. Now you want to try to do this as naturally as possible and don’t just keep jamming these everywhere. Try and mix it up + include lots of other text on the page.

Add-Ons
Then, add in terms that will help users to click on search results like best, top, reviews, etc.

“The Best Roofing Repair Contractor in Chicago”

Add Non-Geo-Modified Phrases from KW Planner Local Search
Also use non-geo modified terms / phrases we got from Google KW Planner local search. Here’s how:

1. Go into Google Keyword Planner
2. Select “search for new keywords and adgroup ideas”
3. Under targeting choose the areas that you want.

You’ll find a bunch of terms / ideas that you can use on the page. These are non-geo modified terms that may not be obvious, but are being searched by people in your target area. You might find terms or phrases like “dentist near me” or “invisalign cost” or “how much do braces cost” (for a Dentist).

Google Keyword Planner Research

 

6 Easy Ways To Get Original Content On Local Pages

On of the main problems of building out local landing pages is that many times, especially for service based businesses, you don’t have much to say differently about your services in these different areas, so it’s hard to create original content.

In Google’s current search algo, some websites are getting away with just generating the same content on each page and changing the title tags and h1s to the city name / location and still ranking. The duplicate content penalty doesn’t apply to local the same way as it does to other search results. But with that said, I don’t suggest just copying the same content for each landing page, because we don’t believe it’s going to work forever.

However, if you want to try it, just buy another domain for $10 and go for it! (more properties the better baby!).

Here’s 6 easy ways to create custom content for local landing pages:

1. Local Relevant Info
Information about the area that relates to your service.

2. Info about your service specifically in that area
Your business’s history in the area, why you like the area, what services your provide at that location.

3. Info about the office, building, management team
You can include employee bios etc.

4. Location specific rich media
Pictures, videos, descriptions of office there, work that you’ve done in the area, or about the suburb in general that pertains to your work

5. Reviews
Get reviews from customers in that area, or reviews of work you’ve done in that area

6. Maps & Directions
Maps of the area, directions to your office etc.

8 Key Elements Of Your Local Landing Page

Here are all the main elements that you ever local landing page should contain:

1. Keywords in main elements
Variations of your keywords / longtails not repeating in your title, h1s, etc + location

2. NAP
Have your name, address, phone number in schema markup

3. Map
Map of your location (google map embed)

4. Content
Including service information, staff info, building info, service in that area + pictures of everything.

5. Trust symbols
Trust symbols of organizations your a part of, BBB accreditation, etc.

6. Contact Form
HUGE Contact Form on right hand side.

7. Big CTA
Tell people what to do – call you, email you, fill out a form, print your coupon, etc.

8. Links to directories for that specific location
Review links or links to local specific pages.

In pratica il concetto chiave è: ottimizza ogni pagina come se fosse la homepage, usando i criteri visti nella guida su Google My Business

RANK IN GOOGLE FOR MULTIPLE LOCATIONS

Learn how to rank your business in Google for multiple locations even where you don’t have a physical address so you can extend your reach further afield.

Video Transcript

Local SEO tutorial – The secrets to rank in Google for multiple locations (even where you have no address)

So, your business is continuously showing up in the Google map pack for your city or service area for some great keywords. And since this is driving a big chunk of visitors to your site, you naturally want your business to also be listed in the Google map pack for the bordering cities or nearby areas.

The bad news is, Google ranks local businesses in the map pack based on the proximity of the searcher.

So, unless you have a legitimate business address in each area you are targeting where you can claim a Google my business page, there is little to no chance your business will be listed in the map pack for those areas.

The good news is, it is still possible to target top rankings in Google’s search results for cities or neighbourhoods where you don’t have a business address.

How? By targeting what I would call “classic local organic results” which still generate a huge number of clicks and potentially many visitors to your site.

But there are many pitfalls to avoid if you want to get maximum visibility.

In today’s video I am going to show you what the best approach is to claim the top spots in organic results for areas where you can’t have a google my business page, so you can get more visitors and more leads.

I’m luc durand the founder of ranking academy.co.uk where I help small business owners like you with their marketing efforts for better online visibility step by step and click by click

If you are new to my channel, why don’t you subscribe today and click the bell button, so you don’t miss any of my future videos.  And if you like this tutorial please give ma thumbs up as it will be very helpful for me to grow my channel

The key to ranking in local organic results where you don’t have a business address is to create what is known as a “city landing page” for the city or area you are targeting. But not any “city landing page”.  let me start by showing you what you mustn’t do using this chartered surveyor’s website as an example.

Here is a typical city landing page you might have come across

With this page, this business is clearly targeting anyone searching for the keyword “chartered surveyor” in the Chelsea area which for those of you who don’t know, is in London.

Let’s now have a look at another one of their pages which is targeting visitors searching for the same keyword but this time in the city of Chesham.

Are you starting to see something strange?

Maybe not, so let’s have a look at a third page to be sure, which is still targeting the same Keyword, “chartered surveyor”, in another area of London called Chiltern place.

Is it clearer? These pages are simply identical. The only thing that makes them slightly different is the location being mentioned once in the heading, once in the paragraph once in the url and once in the page title.

This is a prime example of what you mustn’t do when you want your business to rank in local organic results. And although you may still see some of these pages popping up in Google search results from time to time, it is a very bad strategy for many reasons:

The biggest reason of all is that Google will consider these pages as doorway pages.

Doorway pages are, according to Google, pages that have been created to rank highly for specific search queries.”

Example of such pages are “pages targeted at specific regions or cities that funnel users to one page”

This means that at best, these pages will be ignored by google, at worst, your entire site might be penalised by Google, and believe me, you don’t want that.

And if the risk of being penalised by Google is not a good enough reason for you to stay away from this strategy here are another few.

Staying with our chartered surveyor example, if I navigate to their “area covered” section I unearth an absolute monster.

These guys have created a “city landing page” practically for each service they provide and combined them with each location, resulting in the creation of over 350 doorway pages.

Beside the fact it must have taken a fair amount of time to create these dumb pages, any changes they will want to make to their website in the future, such as changing their site structure, will be a huge task.

Any visitor coming across these pages will not see a lot of value in them and are likely to bounce…

Since the content is literally the same on every page and it’s likely to be a copy and paste job, one mistake in the master copy and you’ll end up correcting hundreds of pages…one after the other.

There are plenty of other reasons I could talk about here why you shouldn’t do this, but I think these are more than enough to make you understand it is a bad idea.

So how should you build an effective “city landing page?”

You need to create a page that is unique with high-quality content which is relevant to the city or area you are targeting.

Let’s break each element you need to include on your page one by one, starting with:

Your page title or also known as Meta title which is what will be displayed in Google search results.

The recommendation here is to include the keyword you would like to be found for, use your most valued keywords, along with the city or the area you are targeting, and finish off with your business name.

Use this handy little tool to preview if your title will fit in Google search results https://blog.spotibo.com/serp-preview-tool/

Moving on to your meta description, try to encourage searchers to click on your site by crafting an appealing description. Here is an example of a description for our emergency electrician in Brooklyn. Try including your targeted city in there as well. It won’t make your site rank higher but it will be bolded in the results if people search for it.

You can also test the description in our handy tool.

Both your meta title and meta description are bits of HTML code in the header of your webpage. If you don’t know how to change them, get in touch with your web developer.

Next thing we are going to cover is the URL

There are two ways of approaching this. You can either include your keyword and city as part of your URL like this

http://www.nycelectrician/electrician-brooklyn

Since URLs are an SEO signal, including both the keyword and city in there may help you rank higher.

The other option is to add the location you are targeting only, right after your business main domain.

http://www.nycelectrician/brooklyn

I would recommend this approach based on how Google sees some links with excessive keywords in them as potentially being a little suspicious, plus it’s a lot cleaner and easier to read.

Once again, you can check your URL in our handy tool.

Let’s now move on to the content of the page itself.

For this I have created a dummy page for our emergency electrician in Brooklyn and I’m going to cover each element one by one you should be considering.

You can use this as an example if you want to but be as creative as you want to be.

Let’s start with our page heading

Include once again your main keyword along with the location

Add a little introductory paragraph underneath if you want to make it a little bit more appealing.

A little further down the page, add a description of what your business is all about including information such as when your business was founded, the type of services you offer, how long you’ve been operating in the area, if you’ve done any work for any well know local establishment (don’t forget to mention them) ,. What your USPs are in this specific area. Anything you can think of that will be very specific to the area you are trying to cover.

I also like to add a google map in there that is specific to the area, pulled straight from Google. As you can see, it also mentions Brooklyn in there.

If you are aware of any advice or new regulation related to your industry that may affect the local community, add it also in there.

Add examples of work you have completed in this area. Use images or even better videos and add a description of what you did there. Before and after pictures also work very well there.

You might also want to mention the address of where the job was completed as part of the description

Add testimonials from customers you have worked for in the targeted area. Try to get unique testimonials which are not on any other platform like google or yelp and include a picture of them as well, if you can. This will give credibility to your business and build trust with potential viewers.

if there are any specific members of your team dedicated to this area you can make a quick introduction video of them. If you don’t have a video, use a picture and add a description.

It will give your potential clients the opportunity to meet them before they turn up at their door which is very reassuring.

Add further credibility and reassurance with any satisfaction guarantee statement or official qualification type.

Add an FAQ section. Collect all the most relevant questions related to the targeted area your customers ask and add them to the page.

Add any local events in which you or your company take part.

Consider adding an offer in the form of a discount or a coupon to anyone who lives in the community.

Finish the page off with a final call to action, add your business address, your phone number, your email address, maybe some form of payment you take, and your operating hours.

If you want to see how the page works go to rankingacademy.co.uk/Brooklyn where you can browse the content of the page and maybe find some inspiration there.

There are another couple of very important steps you need to consider before adding location pages to you site.

First, make sure you build a dedicated page for each and every service that you provide and from each service page, link to your location page. Look at this example from the handyman company for their home remodelling service.

Once your location pages are built, you might want to add a menu in your navigation such as “areas covered” or “service areas” with sub menu to each location page to make it easy for the users as well as search engines to crawl your pages.

That’s it for today, as you can see there is a lot of work involved for just one page so don’t set out to take over the world and build tons of them because you will spread yourself very thin. Less is best so start with 1 or 2 and see how you get on.

>> Risorse Correlate

Guide Operative e Approfondimenti