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:
- Puoi saltare direttamente alle risorse consigliate per poi tornare qui e riprendere dall’ultima lezione che avevi completato
- 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:
- Le sezioni in cui è divisa la guida
- Le lezioni – Ogni sezione è a sua volta suddivisa in una serie di step successivi da completare passo passo
- Le frecce – Clicca sui bottoni per aprire e chiudere le singole lezioni
- Le risorse consigliate – Alla fine di ogni guida troverai il riepilogo delle risorse consigliate, raggruppate per tipologia
2 - Introduzione
What is Local SEO?
A local SEO approach makes it easier for nearby consumers to discover local businesses. It improves a website’s visibility, increases relevant web traffic, and drives revenue by connecting businesses with local shoppers. For brick-and-mortar locations, ideal customers are those who are interested in their specific product or service and their specific location.
Effective SEO involves targeting industry specific keywords (terms like organic coffee, shoe sale and dog walker) as well as location-based terms such as city names, neighborhoods and regions. Local SEO also encompasses factors that don’t play a major role in traditional SEO, such as Google My Business, local directories and proximity to the searcher. A business that invests in local SEO is more likely to attract customers to their website as well as to their business location.
Local SEO vs Traditional SEO
So how does local SEO differ from traditional SEO? Whether a business already has the basics of SEO in place or is starting a new campaign from scratch, there are several reasons to target local search terms as well as industry-related keywords.
Conventional SEO works by using keywords, site design, link building, reputation management and social signals to help a website rank for keywords that their audience is searching for on Google. Local SEO takes these concepts a step further by targeting customers located nearby through geographical search terms. The most notable difference is the utilization of local keywords, NAP data, reviews and citations in local SEO to target nearby consumers.
The difference between local SEO and traditional SEO might seem small, but it is significant. Some business owners make the mistake of assuming a traditional SEO strategy is enough to help them reach local customers and clients. Although traditional SEO is still essential to online marketing, SEO without a targeted local approach will only serve to broaden a business’ web presence rather than allowing it to hone in on its desired target market.
The Benefits of Local SEO
Focusing on local SEO allows businesses to:
- Target local customers
- Attract mobile consumers
- Rank higher in local search results
- Build brand awareness
- Drive web traffic
- Grow customer base
- Increase profits
There are six main areas of local search based on Local Search Ranking Factors where you need to focus your main efforts and that will have the biggest impact:
- Google My Business
Primary Factors that Influence Local SEO Ranking
Google My Business
Claiming and updating a company’s GMB listing is a crucial step toward maintaining a consistent, polished web presence and boosting local SEO ranking. We’ll talk in more detail about Google My Business in the next section.
Any online mention of a local business is called a citation. Citations can include a link to the website but don’t always. Common citation sources include local directories such as Yellow Pages, Yelp! and Judy’s Book.
Stands for name, address and phone number. Both the quality and quantity of directory listings affect local SEO, but NAP consistency is the most important characteristic.
The diversity and veracity of customer reviews and ratings provides search engines and consumers with candid feedback about the business.
Social media platforms like Facebook, Twitter and LinkedIn allow companies to develop more personal relationships with customers and cultivate social proof that can influence search engine results.
Search engines look at the authority and relevance of the websites that link to a company’s website. When it comes to backlinks quality trumps quantity, because any connection to untrustworthy websites will raise red flags for search engines.
The Cycle of Clicks and Local SEO Ranking
The more clicks a website receives, the better.
There are two reasons for this. The first is obvious – more clicks means more website visitors, higher engagement, more conversions and more new customers. The second reason is that receiving clicks positively affects a company’s local SEO. The more customers that visit and spend time exploring a website, the better that site will rank on Google, because the search engine recognizes that those visitors found value in the site’s content. Basically, more clicks leads to better SEO ranking, which leads to more visibility, which leads to more clicks.
How Competition Affects Local SEO Ranking
It’s considerably easier for a company with less local competition to improve its ranking than it is for a business with lots of local competitors. In order to evaluate a company’s local ranking, take a look at the local competition. Niche practitioners will find it easier to reach the top of local SERPs than more mainstream businesses. Regardless of how fierce the competition is, maintaining an updated web presence and staying on top of major algorithm updates is crucial.
Google’s Local SEO Algorithm Updates
Google is a perfectionist. The algorithms used by the search engine giant are constantly evolving and improving. Sometimes the updates are so minor and gradual that no one notices, and sometimes the updates are sudden and significant enough to send the SEO community into a frenzy.
Google is constantly improving its methods to serve up the best, most relevant local results to searchers. Regular algorithm updates make it easier for Google to identify and penalize scammers, which is great for consumers. However, the frequent updates can also present challenges for legitimate businesses attempting to stay up-to-date on local SEO best practices.
Some of Google’s updates that seriously influenced local SEO include:
- Local 3-Pack
- Penguin Real-Time
Google Pigeon Update
In July 2014 Google rolled out the Pigeon algorithm update to improve the quality of local search results. Pigeon gives preference to local businesses by customizing search results to the user’s specific location. The algorithm calculates a customer’s proximity to nearby businesses that match their search query to serve up the most targeted results possible. Pigeon is designed to benefit users – especially those performing searches on mobile devices – and local businesses that properly optimize for local SEO.
Google My Business
No business can land a spot in the local pack without a verified Google My Business listing, so it’s necessary to create or claim the business’ listing ASAP.
Businesses located in the city they serve are given priority, so setting up shop in the same place the business targets customers is ideal. However, to better serve mobile users who Google on-the-go, 3-pack results also change based on the searcher’s exact location.
Online business listings are vital to local search results. Certain directories are more influential and relevant in specific cities or states, so each business should tailor its strategy to ensure an up-to-date presence on the most authoritative local directories.
Increasing interaction with the business listing – either by improving the website’s click-through rate or click-to-calls on mobile – signals to Google that the business is relevant to local consumers.
The name, address and contact information on every page of a business’ website should exactly match the details on its Google My Business listing and other listings.
Companies with strong branding, a user-friendly web design and unique content are more likely to be rewarded with a spot in the local pack.
RankBrain and the Role of Artificial Intelligence in Local SEO
In 2015, Google integrated artificial intelligence (AI) into its search engine. RankBrain allows AI technology to complement Google’s intricate algorithms to return even more accurate search results based on the user’s intent. RankBrain makes it possible for Google to consider the thought process behind a consumer’s search terms rather than just the surface-level meaning of the words entered into the search bar. RankBrain analyzes the meaning behind keywords and weighs information learned from previous search activity to display the most targeted results possible.
Businesses with a strong content marketing plan in place are likely already creating content that RankBrain will find valuable. However, websites that practice keyword stuffing or intentionally publish content that appeals to search engine crawlers but not to real people will not impress Google’s AI. Rather than trying to predict how RankBrain will perceive the content, local businesses should focus on providing value to their customers. After all, any updates to RankBrain will only make it more intelligent, more human-like and more capable of differentiating between low-quality spam and high-quality content.
Tips for Content RankBrain Will Love
Think like a consumer. Get inside the target audience’s head, find out what they are searching for and tailor the website’s content accordingly.
Focus on solving problems and answering questions. Frame content in terms of how it benefits the reader rather than just boasting about the business.
Talk to real people. Ask existing customers what common questions and concerns they have about the business or industry. Internal sources, like sales staff or account managers, can also provide insight into consumer behaviors.
Learn from social media. Take notice of what type of posts receive the most engagement and build a content strategy around that.
As Google continues to release algorithm updates and introduce new approaches, brands, agencies and SMBs should strive to broaden their understanding of local search and use that knowledge to develop an effective local strategy.
You Are What You E-A-T
Good content can be measured according to E-A-T, or expertise, authoritativeness and trustworthiness. E-A-T is one factor that determines page quality, along with others such as main content, information accuracy and website reputation. The higher the page quality, the more likely a site/page will place higher in consumer search.
Main content now comes in many formats from traditional copy to videos, shopping carts and online games. To lead to higher rankings, each of these components must demonstrate expertise, authoritativeness and trustworthiness.
Whether a site is about gossip, games, or classified as YMYL (Your Money Your Life), all must possess “everyday expertise” according to Google. In this case, experts (or those who possess authoritativeness and trustworthiness) are people who have invested time and care into developing themselves or their craft.
Good, solid content has long played a role in establishing a website’s authority, and Google’s Search Quality Evaluator Guidelines reveal just how true this is.
Google Penguin Real-Time Update
Google has folded Penguin into the Google core algorithm
Ti faccio risparmiare migliaia di euro che pagheresti per un’agenzia SEO in locale.
According to Google themselves: “Google My Business is a free and easy-to-use tool for businesses and organizations to manage their online presence across Google, including Search and Maps. By verifying and editing your business information, you can both help customers find you and tell them the story of your business. – Manage how your business information appears across Google, including Search and Maps, using Google My Business—for free. – Interact with customers new and old and tell them the story of your business. Google My Business is a free tool that lets you manage how your local business appears across Google products, like Maps and Search. If you run a business that serves customers at a particular location, or you serve customers within a designated service area, Google My Business can help people find you. Verified businesses on Google are twice as likely to be considered reputable by users. Imagine yourself in the shoes of a potential customer. This customer is three blocks from your storefront and looking for exactly what you do best in the neighborhood—maybe they’ve seen your sign or heard about your business from a friend. If they search for your services on Google, what will they find? Maintaining your business presence on Google My Business can help customers discover the products and services you provide, contact you, and find your location. And it’s all free.”
1.Why Google My Business (GMB)?
Basically: those that take FULL control of their GMB listings in 2018 are going to be 1000%s ahead of their local competition.
This is life and death for local businesses, especially as the Google AI plays out its plan on the MOST important device in your customer’s hand: their SMART phone.
Google has ramped up its old Google Local/Business Service and is already making
SERIOUSLY huge inroads into dominating Local Business Listings.
It’s going to put an unrecoverable massive dent into Yell.com, Yelp.com, GoldenPages and all the other directory sites that have had it so good for so long.
In the Summer of 2018, Google have made RADICAL changes to the features of their GMB which most people have NO IDEA about.
This document is where you get a MASSIVE competitive advantage
Anche e soprattutto per un motivo: i tuoi concorrenti non lo fanno.
GOOGLE MY BUSINESS: MAIN ADVANTAGES
✅ Easy to use
It will only take you a few minutes to configure your account and enhance the visibility of your business on the Internet.
✅ It’s important for SEO
If you include all the info about your business, links to your social media profiles, etc. on Google My Business, it will help you to rank higher on search results.
The business info and card on Google My Business will make easier to reach potential customers.
✅ Build trust with your customers
You can manage all the business information displayed on Google and discover the users that search content about your business with Google My Business.
When this information is verified by the brand, users will trust the business more. It’s an easy way to let potential customers learn about your company.
✅ Increase visibility and geolocation
Google My Business is the perfect tool to manage how your business will show on Google. When someone searches something related to your business, a box to the right of the search result might display with information about your business.
These knowledge panels also appear on Google Maps when someone is searching on the area or somewhere close to your business location.
Consumer ROPO behavior (Research Online Purchase Offline)
• 90% of consumers are looking for information online before going to the store
• ¼ of search engines queries are local
Type 1: Direct Access (name or address)
• Type 2: Discovery (category, product, service)
Breve video tutorial su: fotografo ritratto milano e fotografo ritratto generico (con addirittura i risultati local che appaiono prima di quelli organici).
Il 72% dei click è per i primi 3 risultati su SERP.
Inoltre è importante apparire nei primi 3 del GMB listing
In this case, I have highlighted the Top 3 which, in my world, we refer to as The 3-Pack, for obvious reasons.
Being in The 3-Pack is really what you should be aiming for because that’s where the VAST majority of local traffic is.
And did you pick up on that line from Google above…?
“This customer is three blocks from your storefront and looking for exactly what you do best in the neighbourhood”
This is where GMB differs massively from traditional SEO and Google Ads (formerly
The magic of GMB is on mobile devices – they know if your customers are near to your
location, which affects how often you show up, but they only know that you are the best
result to actually show if you have a number of things most of your competition will NOT have (this list is the most valuable part of this whole guide, so soak it up):
1. A VERIFIED listing
2. A 100% completed profile
3.Target keywords in your descriptions
4. A wide range of keyword optimised images
5. At least one keyword-optimised video
6. More citations than your competitors (uber-important)
7. Backlinks to your listing and citations (i.e. links from other websites – this passes
“authority” on to your listing and makes it rank higher)
8. Lots of lovely and genuine REVIEWS
How Google determines local ranking
Local results are based primarily on relevance, distance, and prominence. These factors are combined to help find the best match for your search. For example, Google algorithms might decide that a business that’s farther away from your location is more likely to have what you’re looking for than a business that’s closer, and therefore rank it higher in local results.
Relevance refers to how well a local listing matches what someone is searching for. Adding complete and detailed business information can help Google better understand your
business and match your listing to relevant searches.
Just like it sounds–how far is each potential search result from the location term used in a search? If a user doesn’t specify a location in their search, Google will calculate distance
based on what’s known about their location.
Prominence refers to how well-known a business is. Some places are more prominent in the offline world, and search results try to reflect this in local ranking. For example, famous museums, landmark hotels, or well-known store brands that are familiar to many people are also likely to be prominent in local search results.
Prominence is also based on information that Google has about a business from across the web (like links, articles, and directories). Google review count and score are factored into local search ranking: more reviews and positive ratings will probably improve a business’s local ranking. Your position in web results is also a factor, so SEO best practices also apply to local search optimization.
There’s no way to request or pay for a better local ranking on Google. We do our best to
keep the details of the search algorithm confidential to make the ranking system as fair as possible for everyone.”
So in short, I’m laying out an ORDER of operations to which you should follow when starting a new Google My Business / Google Maps listing.
You may be surprised that when you do just a couple of the top items on this list you might rank without even completing the list and that’s a great feeling!
3 - Fare il SETUP
Questi passaggi ti insegneranno come configurare la tua attività da zero sul Google My Business.
- Vai a Google My Business e utilizza il tuo indirizzo Gmail per accedere al servizio.
- Inserisci tutte le informazioni di base necessarie, come nome dell’azienda, paese, codice postale ed indirizzo (assicurati che l’indirizzo sia preciso, ne avrai bisogno in seguito nel processo di verifica).
- Indica se consegni beni e servizi ai clienti fisicamente in negozio o se fai consegne
- Se lavori da casa tua e non vuoi che il tuo indirizzo sia pubblicamente disponibile, seleziona “Nascondi il mio indirizzo”, tuttavia sarebbe meglio per il posizionamento indicarla
- Scegli la categoria della tua attività (ad esempio se pizzeria, se parrucchiere, se meccanico etc etc). Assicurati che la selezione che stai facendo corrisponda alla tua attività in modo accurato perché questo indicherà a Google in quali ricerche la tua attività deve uscire.
- Scegli un’opzione di verifica tra quelle disponibili.
Come verificare la tua attività su Google My Business
La verifica della tua scheda di attività commerciale è necessaria per gestire le informazioni visualizzate in Ricerca, Maps e altre piattaforme Google.
Ciò consentirà all’algoritmo di Google di assicurarsi che le informazioni siano corrette e solo tu come proprietario o gestore puoi accedervi.
Il modo più efficace secondo il mio modesto parere, seppur quello più lento è quello di utilizzare la cartolina.
Google vi invierà una cartolina con un codice ed un link al quale dovrete collegarvi per fare la verifica
When you create a Google My Business listing the accuracy of the information you provide is paramount.
The way you format the name, address and phone number of your business
For example “Mercer & Sons, Plumbing” is very different to “Mercer and Son ” MUST be the sameas all other places that your business is mentioned online. plumbing.
Google will struggle to recognise these two names and descriptions as the same business.
|PRO TIP: To avoid making mistakes just use the business details that are on your business cards. Apply the same format everywhere you list your business online. Your business cards can be used as a template. Sounds funny? Fifty percent of small businesses list their business details inaccurately.|
Come impostare nome (e scalare velocemente le classifiche):
Strategia fantastica: rimuovere gli spammer: https://www.youtube.com/watch?v=Ek88S-gGJ6s
Se digiti fotografo matrimonio roma come vedi i primi ad apparire sono fotografi che magari non hanno il numero maggiore di recensioni.
Es: Francesco Russotto
È uno spammer!!!
Google monitora anche come le persone interagiscono con il tuo brand.
Inserisci una emojii nel tuo brand name: https://youtu.be/llVpJ3roWrk?t=1308
Se invece stai iniziando ora e devi ancora scegliere un nome?
Ranking signal number 5#
Location keyword in your Google my business title.
This is a very easy to understand signal.
If your business name happens to include your location, you will benefit from a significant ranking boost in google maps.
Here is a great example:
If I look for a dentist in Twickenham the top result is a business called “Twickenham dental care” which legitimately includes the keyword location in its name.
A lot of local business owners have understood this concept very well and add location keywords as part of their business title even though their legal name doesn’t include any reference to their location. This will often help them rank in the google map pack unfairly.
Here is an example of a business doing just that.
If I search for a solicitor in Brighton, the first result that comes up is, Burt Brill & Cardens Solicitors Brighton
But if I check what their legal name is, it’s simply Burt Brill & Cardens Solicitors. There is no mention of their location as part of their name which means they are gaming the system.
This is totally against Google’s guidelines and is seen as spam as it falsely represents their business in Google search results.
If you find one of your competitors doing such thing watch my video on how to fight back against those spammers
If you are only starting out and have yet to decide what you will call your business, I strongly recommend you consider including your location as part of your name.
Ranking signal n# 4
Is the service you offer or product that you sale part of your Google my business title?
Just like the location keyword, having your product or service keyword as part of you title in Google my business is a strong signal to Google. It’s even stronger than having your location in there.
When I search for “Cardiff electrician” for instance, the Google map pack displays three businesses, all of which have their service “electrician” as part of their title.
These businesses have also combined it with their location keyword, “Cardiff” which gives them a great advantage against potential competitors and that’s why they rank highly in the map pack.
Once again, you need to adhere to Google’s guidelines and not add any keyword in your business title to gain an unfair advantage.
Following a closer inspection of the results, only one of these businesses is using its name genuinely. 24-hour electricians Cardiff. The other two, AARDEE and RYLEC have clearly added both the location and service in their Google my business listing to game the system.
The recommendation here would, once again be, if you are just starting out, make sure you choose a business name that includes your service or product along with your location as it is a deadly combination to rank in the map pack.
Includere la tua attività in una categoria precisa non solo aiuterà gli utenti a trovarti ma modificherà anche le opzioni disponibili nel tuo account Google My Business. Ad esempio, se sei un ristorante, avrai anche un’opzione per aggiungere un link al tuo menu. Per gli hotel le opzioni ad esempio sono moltissime.
Choose your business category.
This is one of the factors that affect your local ranking. Depending on which category you choose, Google will show you in local search results to people looking for it. In Google My Business you may choose one primary category and several secondary categories.
Tip: The primary category should describe your business as a whole. It’s better to be specific, and choose “Italian restaurant” instead of “Restaurant”. Secondary categories may be used to let customers know which other services you provide, for example, “Delivery Restaurant” or “Bar”. If you hesitate about which primary category you should choose, search for your competitors and see what categories they have selected.
Quante categorie dovresti scegliere per Google My Business?
Un errore che fanno in molti è scegliere molte molte categorie di attività anche non attinenti. Questo non aiuta Google anzi lo disorienta. Anche se verrà visualizzata una sola categoria principale quando le persone vedranno la tua scheda nei risultati di ricerca, l’aggiunta di diverse categorie aiuterà sia te che Google.
Google comprenderà meglio la tua area di competenza e la tua scheda potrebbe essere mostrata a più persone alla ricerca di servizi correlati.
Numero di telefono
Inserisci qui il numero della tua società o attività commerciale. Google utilizza queste informazioni per confermare il tuo NAP (name, address e phone number), quindi è necessario che questo numero corrisponda a tutti gli altri elenchi quando si costruiscono citazioni.
Add the contact details that will be displayed on your GMB Listing.
This is obviously crucial information which will help drive your customers to your website and easily convert. Make sure that your contact details are correct and accurate across other platforms including TripAdvisor, Facebook, Yelp, and your website. In case any inconsistencies are found, Google might penalize your listing in search rankings.
Inserisci correttamente il tuo sito e non dimenticare di installare Analytics per tenere sotto controllo il traffico che arriva dal Mybusiness anche se Google ti mostrerà sulla mail sempre dei report mensili.
URL degli appuntamenti
Se si utilizza una pagina web per prendere appuntamenti è necessario aggiungerlo qui.
Questi possono variare da cose come “ingresso accessibile in sedia a rotelle” o “attività guidata da donne” a “lingue parlate”.
Assicurati di selezionare quelli che si riferiscono perfettamente alla tua attività e togliere invece quelli non esatti. Presta attenzione perchè Google sta ora chiedendo agli utenti “Local Guide” di compilare le informazioni mancanti. Se quindi una local guide sbaglia a scrivere qualcosa sulla tua attività potresti trovartela nella tua scheda.
Descrizione dell’attività e parole chiave di Google Mybusiness
Cerca di preparare una descrizione che soddisfi i futuri clienti e che ovviamente sia un pochino SEO friendly. Che cosa significa Seo friendly? Beh che contenga i terminio le parole chiave con cui la tua attività o altre simili vengono ricercate sul motore di ricerca. Inoltre prepara un testo coinvolgente che inviti alla famosa call to action il futuro cliente.
Informazioni specifiche sul tuo settore
A seconda del tuo settore, avrai diverse opzioni da riempire e sfruttare. Se sei un hotel, puoi aggiungere un modo in cui le persone possono prenotare una stanza usando uno dei portali in cui sei elencato (booking, expedia, hotels, etc etc) o se sei un ristorante, puoi aggiungere un link al tuo menu.
Data di apertura
Non c’è bisogno di entrare in molti dettagli su questo. Basta compilare l’anno e il mese in cui hai aperto la tua attività.
Orario attività e giornate di chiusura
Assicurati di valorizzare nella maniera corretta le ore in cui la tua attività sarà aperta. Non assegnare la posizione come aperto sempre se sei un semplice ufficio o esercizio commerciale con orari da ufficio. Le persone potrebbero chiamare mentre sei chiuso e potrebbero rilasciare delle recensioni negative.
Valorizza i giorni festivi ogni anno. Ad esempio ricordati di valorizzare i giorni festivi variabili come ad esempio la Pasqua. E’ importante che i giorni siano valorizzati bene perchè Google capirà che la tua scheda è fatta meglio di quella di un competitor e la favorirà nei risultati di ricerca.
Questa sezione è una delle nuove opzioni aggiunte in Google My Business. Questo è disponibile solo per un numero limitato di tipi di business.
Riempi questo con tutti i servizi che offri, i loro prezzi e le informazioni dettagliate e non preoccuparti se non vengono visualizzati accanto alla tua attività nei risultati di ricerca.
5 (f). Service Section (add keywords!)
Under Services, you can add a Section Name
Eg. For Brian, we added Knock Airport Transfers because that’s the local airport for him
And in the Item Description Section, you can add keywords like this:
Basic Business Information
- Business name
- Use the same business name as on your signs, business cards and legal documents.
- Do NOT spam your business name with cities, search terms, taglines or anything else. It is against Google’s terms of service and could lead to listing problems or suspension in the future.
- Business categories
- Make sure the primary category best represents your business. It is the only one that people see on your business listing.
- Take advantage of additional categories and add as many as apply to your business.
- Do NOT use categories if they do not directly apply to your business.
- Business location
- Only enter a physical address if customers actually visit your place of business.
- Use a free tool like Smarty Streetsto make sure your address is properly formatted.
- Put the physical street address in the first line and put suite numbers in the second line.
- Service area
- Only enter this if you serve customers at their location (service area businesses). Some businesses serve customers both at their place of business and at their customer’s location.
- Enter the cities, postal codes or regions that you service. Note that no matter how big a service area you set, it is still unlikely to appear in a search result greater than 20 miles away.
- Business hours
- Enter regular hours of operation when customers can actually do business with you.
- Add special hours for holidays, special closures, or other times when your business is not open. See How to Set Holiday Hours in Google My Business, Yelp and Bingfor more information.
- If you are a seasonal business, remove all operating hours when closed, and re-enter them when you open again.
Website and Appointment URLs*
- Properly format your URLs
- All URLs must be live at the time you enter them into Google My Business.
- Use https:// or http:// and include or omit the www as appropriate.
- Add Google Analytics UTM tracking codes to your URL. This helps you see in Google Analytics how many people came to your website from your GMB listing.
- Go the Google Campaign URL Builder.
- Copy and paste your website URL.
- Use googleas the campaign source.
- Use localas the campaign medium.
- Usea location ID as the campaign name. If you only have one location, just use something like 1 as the campaign name. This helps differentiate traffic on your website for various locations.
- Use primary,appointment, menu, as the content variable as appropriate.
- Website URL
- For single location businesses, use the homepage of your website.
- For multi-location businesses, use the specific page for each location.
- Example website URL with UTM tracking: https://localmarketinginstitute.com/?utm_source=google&utm_medium=local&utm_campaign=1&utm_content=primary
- Appointment URL
- Use this to link to your contact page or an online appointment system.
- Certain types of businesses can instead use Reserve with Google to integrate specific booking systems into their Google My Business account.
- Example appointment URL with UTM tracking: https://localmarketinginstitute.com/contact/?utm_source=google&utm_medium=local&utm_campaign=1&utm_content=appointment
- Menu URL (Restaurants)
- Restaurants can also add a special URL to link to their menu.
- Must link to a page on your website. Links directly to PDFs are not supported.
- Instead of linking to the menu on your website, restaurants may want to directly add their menu to the GMB listing.
- Example menu URL with UTM tracking: https://www.jaxfishhouse.com/fort-collins/menus/dinner?utm_source=google&utm_medium=local&utm_campaign=1&utm_content=menu
- Booking and Ordering Service URLs
- Certain booking and ordering links may appear in your listing automatically. These are done through Google’s partnerships with 3rd party providers and you cannot directly edit them in your GMB listing.
- To remove or fix these links, you must contact the specific 3rd party provider and make your request.
Services / Menu / Products
- Only available for certain types of service businesses (dentists, attorneys, insurance agents, hotels, marketing agencies, and others)
- Only shows up for end users in the Google Maps app right now.
- Create separate sections for the different categories of services you offer.
- Create a separate service for each specific service you offer.
- Enter the appropriate name and price of each service.
- Add a description of each service up to 1000 characters. Take advantage of this space to describe each service for customers using rich keywords.
- Only available for restaurant-type businesses.
- Only shows up for end users in the Google Maps app right now.
- Use this in addition to a link to your menu on your website.
- Create separate sections for each section of your menu.
- Create a separate menu items within each section.
- Enter the appropriate name and price of each menu item.
- Use the same description of your menu item as you do in your actual menu up to 1000 characters.
- Only available for certain types of retail-oriented businesses.
- It may not be practical to include every product or product category that your business carries. Focus on just the most important products and categories.
- Create separate collections for each product category you’d like to feature.
- Enter the collection name.
- Add a collection description up to 1000 characters. Take advantage of this space to describe each collection / product category using rich keywords.
- Create individual products within each categories.
- Enter the product name and price (price ranges are not supported).
- Add a product description up to 1000 characters. We recommend using the same description that you would use in your product catalog.
- Business-Defined Attributes (Objective Attributes)
- These are attributes that you can explicitly set for your business. Attributes vary by business category and can include items like: Women Owned, Wheelchair Accessible, Restroom, Languages Spoken, Outdoor Seating, Happy Hour, etc.
- Go to your listing in Google My Business.
- Click “Info” and then click “Attributes”.
- Select as many attributes as apply to your business. Do not spam these attributes as Google has been known to confirm these by asking Google users to submit subjective attributes (see below).
- User-Defined Attributes (Subjective Attributes)
- Subjective attributes are crowd-sourced from people Google believes might know about your business. Google asks questions like “Is there a wheelchair accessible entrance here?” “Is the parking here free?” and even asks people which images they think are more helpful.
- You cannot control the subjective attributes Google asks about your business, nor the responses that people might give.
- Certain types of businesses can monitor subjective attributes by using the Insights tab in your Google My Business listing.
Google My Business Subjective Attributes
- The business description is an open text area that you can use to tell potential customers more about your business. It appears in both desktop and mobile web search, but does not appear on the Google Maps app.
- Go to your listing in Google My Business.
- Click “Info” and then click “Description”.
- You can write a description of up to 750 characters, however, only the first 244 characters display on your Google listing unless the visitor clicks “More”.
- Recommendations for business descriptions:
- Think about what you’d want your customers to know most about your business. Pretend they know nothing about you.
- Use the most important terms that potential customers might be looking for, but do not keyword stuff. It is not believed that Google uses the description field as a factor in search rankings. However, a well-written description could help convert someone looking at your listing into a customer.
- Don’t use all-caps, emojis or other “gimmicky character use”.
- Do not focus on promotions, prices or sales. Tell people about your business instead.
- Do not use any URLs.
What if you don’t have a specific office location?
That’s not a problem. It’s really useful to have a Google business listing even if you don’t have a specific address where you’d want people to visit (studio, office, headquarters, etc.)
Most solo photographers taking freelance jobs and then working from home fall into this category.
In one of the examples above, notice the location is just set to “New York”:
Google’s FAQ confirms this:
“Can I still use Google My Business if I don’t have a store front? Absolutely. Whether you’re a home-based business or a service-area business, you can list your details to appear on Google with or without an address.”
It’s such a prominent box that can appear to the right of Google search results, that it’s incredibly useful even if you don’t have a precise location.
4 - Come salire nelle ricerche
Ranking Element 1: Address
If you want to get high rankings for keywords that are related to a particular city, then your business should be located in that city.
If you want to be found for local searches in Dallas then your business must have a physical address in Dallas.
Ranking Element 2: business strategy
You must make sure that your business is listed in the correct category in Google MyBusiness. If you’re a wedding photographer then your website should not be listed in the portrait photography category. You can specify the correct category when you submit your website to Google MyBusiness.
Ranking Element 3: citation of your business
Citations (also called “web references” or “business listings”) are mentions of your business name, address and phone number on other web pages, even if these web pages do not link to your website.
For example, a yellow pages directory or the local chamber of commerce might list your business without linking to your website. The more citations your business has, the more likely it is that it will be listed for local searches.
Citations have a similar effect on local searches as backlinks have on regular website listings. Try to get your website address listed on as many websites as possible to show Google that your business is real.
Ranking Element 4: data consistency
Your business name, address and phone number, known as your NAP data, have to be consistent across the different websites that list your business. If your business is listed with different information on multiple websites this can diminish the trust factor of your photography business being legitimate and will affect your local rankings.
Ranking Element 5: postive reviews
Google MyBusiness is basically a recommendation search engine. They recommend local restaurants, plumbers, hotels, etc. in the search results. If the recommended businesses offer poor products and poor services, then people wouldn’t continue to use Google MyBusiness.
Positive reviews and ratings help Google to gain more confidence in your company. The more positive reviews your company has, the better. Encourage your customers to write a positive review if they are satisfied with your products and services.
Ranking Element 6: proximity to the searched location
If your business is located near to the searched location, then it is more likely that it will be displayed in the search results.
If you have a wedding photography business operating from an address in Dallas, then it’s likely that Google will show your Google MyBusiness listing for search terms such as “wedding photographers in Dallas.”
4 - Come ottimizzare le foto
Once all your images are uploaded, you can assess which photos are performing the best for your business over time to help you select the most appropriate photos each time. Google My Business provides useful insight here: navigate to ‘Photo Views’ and then the ‘Photo Quantity’ graph tabs from the dashboard. Here, you can see your own photo data compared to the photo data of other businesses in the same sector.
This will show you things like:
- Your total number of photos
- Number of photo views
- Number of customer photos
- Total number of customer photo views
From these insights you can tell just how well your photos are performing against competitors, and how popular your images are—whether self-produced or provided by customers. This will, in turn, let you push image types that perform and drop those that don’t yield results.
4 - Le recensioni
For local businesses, it’s no longer enough to rank. Your presence in the SERPs has to stand out in order to attract new customers. Reviews play a critical part in a business’ ability to differentiate from the competition and can impact rankings.
The Impact of Reviews:
- Listings with reviews instantly stand out because they have the golden stars.
- Google showcases your reviews in the branded KP and also adds review highlights.
- Google also features a section of reviews around the web giving your total reviews and average rating, which means if you have reviews from other third party sites (or even on your website) then your KP will expand further.
- Reviews can bring in more business and provide valuable feedback.
What You Need to Know
While other reviews sites discourage businesses from growing their reviews, Google wants you to grow yours; however, they do want you to be ethical in the methods you use to acquire more reviews.
Secondo ricerche recenti, per superare un tuo competitor nella ricerche locali su GMB, devi avere almeno una volta e mezzo il suo numero di recensioni.
Se chi ti precede ne ha 10, tu ne devi avere almeno 15.
- You cannot pay for review or bribe a customer to leave a review.
- You cannot review gate – if you are using a review platform or any review software to encourage customer feedback, you have to provide all users the option to leave online reviews. No moving the negative/unhappy experiences to a different landing page.
- You cannot review your own business.
- You cannot post a negative review about an ex-employer.
- You cannot post a harmful review about a competitor.
- Read all of the guidelines here.
Feedback Survey + Modifica Recensione per parola chiave + Invio Richiesta Recensione + link generatore Google REVIEWS
Guarda il video: https://youtu.be/llVpJ3roWrk?t=1044
How to Ask for Reviews
If you aren’t already asking for reviews, here are a few suggestions to help you grow your Google Maps and GMB reviews.
Importante: chiedile solo ai clienti che già sai sono entusiasti. Non a tutti.
Subito dopo aver effettuato il servizio o consegnato il prodotto. Non fare passare tempo.
Chiedigli a voce se sono disposti, specificando sempre il motivo. Il perchè devono farlo.
Se acconsentono, inviagli il link su Whats App preceduto da un messaggio vocale (più personale).
Poi mandagli anche una mail come memorandum, inserendo il vocale o un video anche nella mail.
Ask via Email:
Create your own email template asking for your customer to leave you a review and link to your GMB listing. Things to consider
- Consider including a question in your subject – “Hey Bob, could you please leave us a review?”
- Make sure you take the time to personalize the email, incorporate the customer name.
- Enhance with emoji’s – there’s a real debate on this as some people see it as spam, but you could consider incorporating an emoji.
- Make your ask for a review even better, by encouraging customers to leave specifics and keywords in their reviews.
Here’s an example of a template you could use as a starting point:
Hello [Customer Name]
It was a pleasure working with you on your project. Thank you for your business!
Online reviews from awesome customers like you help others to feel confident about choosing [the business name], and will really help us grow our business. Could you take 60 seconds to leave us a review on [review site]? Here’s a [direct link].
Wondering what to write about?
The best reviews offer a wealth of detail and a helpful tip or two, for others considering our services. Here are some questions that should give you some ideas about what to write about:
- What service did we complete for you?
- Which location did you have this service at? (That might help you get city into the review.)
- How did we do?
- What do you like about working with us?
- Have you tried any other products or services?
- Did you work with any specific people you’d like to mention?
- How do we compare to other services you’ve tried?
- Are there any tips you would offer others about our business?
I would really appreciate your review. The more detail you can provide, the better, but we’d love a shortened punch review just as well if you’re short on time or inspiration. Thank you in advance for helping us out.
If you aren’t certain how to generate your review link, we have a tool that sends your customer directly to the review section of your GMB listing, which helps eliminate a few steps.
Come usare il link universale: https://youtu.be/0W5q1X42y44?t=254
Ideas for where to place your review link:
- You could add it to your email signature.
- Send it in your review email.
- Have it on your website.
- Text it to customers who opt-in to receive texts from your business.
- Add it to receipts.
Ask via a Company Branded Handout:
We have the Review Handout Generator ( a free tool that we created with Phil Rozek), that generates step-by-step instructions for your customers on how to leave you a review via desktop or the Maps app. You can print this out and give a copy to customers following a transaction or service, or keep as a PDF and send via email. If you wanted to go even further, you could send this handout along with a with a thank you for your business card via mail.
Subject line: Your feedback is important to us
Email body copy
Dear [customer’s name]
It was our sincere pleasure to provide our service for you recently. We truly appreciate your business, support and more specifically your feedback.
We take feedback from our customers very seriously as it allows us to continuously improve upon our services.
As a local business, we rely enormously on positive word of mouth and would be grateful if you could take a minute or two of your time to write a quick Google review for our business.
We would be grateful if you could share your experience by submitting a review using the link below.
[insert your link here]
Not sure about what to write?
Below are a few suggestions that may help you with your creative flow.
- What service/product did we provide to you and what did you like best about it?
- Which one of our branches did you visit?
- Who in our team looked after you? (feel free to mention their name, they will be very flattered)
- Which service do you think makes us different from our competitors?
- What would you tell your friends or colleagues about us?
- Is there any way we can improve some of our services/product? if so which ones and how?
We appreciate your time and look forward to seeing you at your next visit.
Thanks again for choosing [Name of your business]
[Sign your name]
Respond to Your Reviews
Respond to reviews both negative and positive in GMB. In fact Google released an update back in 2018 to notify reviewers when a business responds. If you’re not sure how to respond or need a little inspiration check out this post for ideas. Businesses that respond to reviews enjoy better ratings, see positive impacts in their SEO, and their responses help set the tone for future clients.
Google wants you to respond and reply to reviews, which is why they have expanded the options available for business owners to respond quickly, and from many different apps and locations.
Where You Can Reply to Google Reviews:
- The Google My Business Desktop Dashboard – sign in and click on the reviews section, and select reply to any review.
- From your branded Knowledge Panel (Business Profile) in search results – as long as you’re logged in to the Google account that manages your business listing, you can click on Reviews in the Knowledge Panel, and select reply to any of the reviews.
- The Google My Business App on mobile devices – allows you to respond under the Customers tab. Again, just select the review and then type your response on behalf of the business.
- Google Maps on Desktop – as of February 13, 2019 you can respond to any review directly in Maps. Just search your business name in maps, click Reviews, and click Reply next to the review you’d like to respond to.
Additional Tips for Review Management
- There are issues for spam regulation and fake reviews in GMB, being aware of this is important, but also not every negative review is a fake or spammed review. If you are proactive in managing your online reputation then it’s going to be easier to grow your online reviews, and have more consistent, real reviews from customers that will strongly out number any fake reviews. If you have a legitimate fake review – then you can follow these steps for requesting the removal of the review. Just be sure to have the necessary proof and not a “he said/she said” argument to backup your fake review claim.
- Be consistent with your request for reviews and feedback.
- People don’t’ want your business to be perfect, we don’t live in a 5 star world. 3-5 stars is fantastic. Try to remember this in your quest for the best rating.
Add Keywords to Reply: https://youtu.be/llVpJ3roWrk?t=1233
5 - Scrivere post per GMB
Quoting Elizabeth who brought this up in the comments section: “It’s a short blurb that you can add a photo to and a CTA and it shows up at the bottom of your GMB [listing]. The post expires after 7 days and you’ll get an email prompting you to make a new post. This is a great way to keep your GMB [listing] fresh and updated and it helps significantly with SEO.”
The great thing about Google Posts is that when a potential customer searches for a particular business on Google, the Post shows up front-and-center in the business’ Knowledge Panel:
A Google My Business Post can include an image, copy, a Call To Action (CTA) and a URL that you can use to link to a landing page or your website. Each Post has a limit of 300 words, but only the first 100 characters (or fewer) of the Post appear in the business’ Knowledge Panel.
ADVANTAGES OF POSTING ON GMB
- It broadcasts your business.Everything you post on your Google My Business listing will help your services, offers, etc. to reach more people. These publications are shared directly on Google and everybody can see them.
- Improve your local SEO. Google My Business is connected to Google Search and Maps directly. Your listing helps you to rank better in the most popular search engine in the world.
- Increase visibility. You will be easily found on the Internet, reaching a wider audience that will see your business and posts.
Step 2: Include all the information from your post
The structure is simple but useful:
The size of the images varies depending on the number of active posts.
If you only have one publication active, Google recommends a minimum size of 400 x 300 pixels.
On the other hand, if you have more than one post published on Google My Business, you should adapt the format of your images to Google’s box of 800 x 600 pixels.
This part is key to capture the attention of users. Depending on the type of publication you have in mind, you can add a striking tittle, description or quote. Be creative.
It is the URL “inviting” to visit to your event page, post or offer. You will know how successful a publication has been by monitoring the number of clicks to this link.
Add a call-to-action button stating for example: “more information”, “book”, “register”, etc. It will help you to get more interactions.
Add a call-to-action and encourage visitors to contact you. Which options do you have?
- “Book online”
- “Ask online”
- “More information”
- “Call now”
Step 3: Post expiration
Use your publication to keep your audience up to date. However, be aware that your publications will be removed after 7 days.
Important: Posts must be updated. You must include any changes to your publications, for example, a change in the schedule should be reflected on your publications. The best way to keep them up to date is to publish frequently on Google My Business.
Dopo che un post termina il suo periodo di visibilità, viene archiviato ma gli utenti possono comunque recuperare i posto più vecchi mostrati in una stringa carosello quando l’utente clicca sul post corrente.
Pochi fotografi sanno inoltre che Google mette a disposizione anche uno Strumento di Ricerca Avanzata sempre relativo alle immagini (Advanced Image Search) che permette addirittura di cercare immagini usando parametri come:
- Stringhe di testo
- Attributi descrittivi
- E molto altro…
Qui sotto trovi appunto una schermata.
SOME TIPS FOR YOUR GOOGLE MY BUSINESS POSTS
➡️ Use between 150 to 300 characters.
You have 58 characters for your title. Try to be concise to send a clear message to your audience.
➡️ Use the keywords that will help to position your business on Google
Make sure you use the right keywords on your posts. The SEO of each GMB post will help to position your brand on Google Search.
➡️ Use the right tone
Always use the appropriate tone on your posts, publishing is a direct channel with your potential customers, and you should use the same language on all your social media platforms.
6. Use Keywords In Post Description Make sure to make Posts about the keywords you want to rank for in Google. This is a little more advanced. To learn what keywords customers are using in Google for your industry use the free tool Uber Suggest: https://neilpatel.com/ubersuggest/
➡️ Make sure your landing page is in line with your post
The landing pages that the CTAs from your posts lead your users to should be in line with the message you want to send. It doesn’t make sense to put a CTA button saying “Register” if in the landing page there isn’t a registration form.
Here are some general Google My Business Post tips:
- Stick with 80-100 words per Post. (Even though you’re allowed to write up to 300 words, depending on the device, not all those characters will be visible, and the number of characters displayed will vary – especially between mobile and desktop devices.)
- Following SEO best practices, make sure to put keywords and the most important message towards the front of the paragraph of your Post.
- The best image size for your Google Post is 750 x 750 and the image should be centered so that it will still look good if it gets cropped. Don’t upload an image that’s smaller than 250 x 250 — it won’t be accepted. Be sure to preview the post before publishing. If you are not happy with the way your image looks, try uploading a 400 x 300 image.
- If your image has text on it, keep in mind that the text may get cut off on mobile devices. When possible it’s best to just stick with an image with no text on it.
- Remember, a Post is your opportunity to talk directly to your customers, so speak semantically and use a “real-world” conversational tone in your copy.
- Make sure the landing page you send visitors to matches the content of the Post and meets a visitor’s expectations.
Create Kick-Butt Content
Sometimes the hardest part is coming up with content. Here are some quick Post content ideas to get your creative juices going:
- Give a quick summary of your latest blog post and link to it.
- Mention upcoming tradeshow or events you will be featured or have a booth at.
- New video on YouTube? Link to it.
- Feature one of your favorite employees – and explain whythey’re your favorite.
- Highlight a new product or feature of a product or service you offer.
- Having a sale or special offer? Make that offer available to your future customers!
- Something going on in your local community? Get engaged and help promote what’s going on in your local area.
- Do you have any business news you’d like to share? GMB Posts are the place to do it!
- Have a job opening? Posts make a great “Help Wanted” signs.
- Does your biz support a local or national charity? Show your support and try and get contributions for the charity through GMB Posts.
- Post location-specific information, like changes to your business hours, emergency closures due to weather, etc.
- Show off your 5-star reviews with Small Thanks with Google.
- Running a contest or give-away? This is a fun place to promote it.
The possibilities are endless!
Strategia Avanzata di Post
Find out what questions people ask the most with answer the public https://answerthepublic.com/
Questions and Answers
Launched in August of 2017 the Questions and Answers section is vastly underutilized by business owners. If you are not monitoring this and responding as a business, it can result in misinformation about your business, irrelevant/off-topic questions, or worse create reputation issues; this is a crowd-sourced feature and any user can ask questions and provide answers, the idea is to provide searchers with even more details about a business and help influence their decision to make a purchase or book an appointment.
What you need to know about this feature:
- This feature has prominent placement in a branded Knowledge Panel.
It’s crowd-sourced information, so you can’t control what people ask or what other people say in return, however; you can write response from the business. Google moderates the questions.
- It can become a reputation management issue as some users can spam questions, use it to complain about business or share grievances, and there’s always the risk of Internet trolls.
- Google will suggestion answers to questions users are asking as they type. The suggested answers that show up are sourced from customer reviews. This is a pretty big deal, what your customers are saying is at the forefront over any company responses. As a business owner it is critical to create your own list of top questions with corresponding answers to address your audiences questions before they even have to ask. You may also benefit from encouraging customers to use keywords in their reviews.
- Questions can be “liked” and voted up – so if there are really good questions in there, that you want potential searchers to see, you should “like it” as it can influence it’s position. Pro-tip via Greg Gifford: “If a question gets 3 upvotes, it will appear in the GMB profile panel.“
- To ask/respond as the business owner, your listing has to be verified, you have to have Manager access, and be logged in. To use the feature you just go to your branded Knowledge Panel in search results on desktop or mobile.
What You Need to Do as a Business Owner:
- Monitor & Respond to Questions
You should be monitoring these questions. Make sure you check off the option in your settings to receive email alerts about Q&A’s.
Our Reputation Builder software provides Google Q&A monitoring as well, business owners receive an email alert when new questions and answers are added. You can manage your questions and answers by updating the status to open, closed, or reported, see all the answers, and click to view/respond to a specific question on your listing. Learn more about Google’s Q&A and our Reputation Builder monitoring feature here.
Respond to the questions – provide answers to users, even if someone else has already given the correct information. Seeing a direct response from a business owner will help validate the other responses, and it’s an engagement opportunity with a potential customer.
- Report Spam, Inappropriate, or Off topic Questions
If you are getting spam, off-topic, or inappropriate questions, report them. The only way to help keep your profile clean is by maintaining it.
- Address Complaints & Comments
If a user has left a complaint or comment about the business rather than a question, you can approach this the same way you would a negative review. Users have the ability to edit or remove comments, so there’s a chance that once you help in finding a solution the comment/complaint could be removed.
- Create Your Own FAQs
Get all your FAQs into your listing. If you already have a list of frequently asked questions on your own website, add them to your listing. Source the questions and answers in advance and have them there for searchers.
5 - Ottimizzare il sito
Ottimizzare GMB ti porta vantaggi anche nel ranking del sito e viceversa.
servizio fotografio matrimonio
Colizzi è primo su GMB ed è terzo col sito in organico dopo matrimonio.com
fotografo ritratto milano
Studio Fotografio Ds Visuals è primo su GMb e terzo in organico
fotografo pubblicitario torino
Federico Balmas è primo su GMb e anche in organico
So, here are the KEY features your website needs to have:
(a) Integrated with Google Maps and Google My Business (essential)
(b) Multiple landing pages optimised for individual keywords organised in a silo
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):
Adesso non è il momento per il SILO. Lo riprenderemo nella guida: SILO- SITO
Step 1 – Start With The Home Page (1 Minutes Or Less)
Regardless of the specifics of the website, every local SEO audit should start with the assessment of the home page.
Most websites have similar local SEO problems, and they all can be found right at the home page. Once you are done with the home page, you can quickly browse through other important pages such as Services and Contact Us.
Make sure it’s mobile friendly by visiting https://search.google.com/test/mobile-friendly
A. Check The Home Page For A Title Tag
Title tags are simple HTML tags that tell search engine crawlers what the page is about. Since we are talking about the home page, it must have a title tag that
- Contains the name of business
- Contains the business location (preferred)
- Describes the service/product in 2-3 words
An ideal title tag should have the following format:
Include your business category title and city in your headline, and several other areas
around your homepage.
How To Check The Home Page For A Title Tag?
Alternatively, you can manually check the home page for a title tag by looking at the source code of the page. The keyboard shortcuts for this action are:
- Google Chrome on Windows – Ctrl + U
- Safari on Mac OS – Command + Option + U
- Others – Right Click > View Source/View Page Source
B. Check The Home Page For Headings
A well-optimised home page should contain appropriate heading tags. You can check all the heading tags by taking a quick look at the HTML source code (see the point above).
C. Check The Images For Alt Text
While you are going through the HTML source code, check whether the on-page images are formatted properly. Every image must have an appropriate alt text that preferably also contains the name of the business.
Da questo minuto: https://youtu.be/_2P-l57clHg?t=1066
+ strategia keyword for homepage:
Parti dalla categoria principale, e usa ubersuggest di Neil Patel per inserire in homepage varianti.
Embed a Youtube video on your page that’s titled “Business Name: Category Title, City,
Poi: carica un video su Youtube (perchè Google possiede Youtube) riguardo la tua attività. Puòe ssere un video di qualsiasi tipo. Anche delle semplici slide a scorrimento create con Powerpoint.
Come ridenominare il video:
Nome attività + Categoria + Location + Indirizzo
Nome attività: NAP
Include a “Proudly Serving” section that lists the cities or neighborhoods you service,
and link each city name to that city’s official website
Linka le città che servi in homepage alle pagine ufficiali di ciascuna città; https://youtu.be/_2P-l57clHg?t=1332
Strategia Google MAP:
You should also include an embedded Google Map, and a link to driving directions.
Strategia Schema Markup:
Per WordPress estrailo dal video.
Per altri siti: https://www.thehoth.com/blog/local-schema-markup/
In pratica il concetto chiave è: ottimizza ogni pagina come se fosse la homepage, usando i criteri visti prima.
Come nominare le pagine:
- Città servite
Di certo devi creare almeno una pagina che rimanda alla tua location principale.
Queste pagine non devono apparire necessariamente nel menu in alto, ma i link a queste pagine interne possono essere inseriti ad esempio nel footer, o nella homepage in fondo sotto la voce “città servite” o “dove operiamo”.
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:
Now that we have the pages built, let’s talk about how to optimize them for search.
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
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
Have your name, address, phone number in schema markup
Map of your location (google map embed)
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.
(Extra) Tutorial: come monitorare le visite al tuo sito che provengono dai click su cellulare di GMB
#12 Study Your Insight Queries 26:45
Little more advanced. See what type of searches your business is showing for. Type those into Google, see where you rank in the local 3 pack. Make posts about these keywords.
You can create ads directly from your Google My Business Listing via Smart Campaigns. Going through easy steps, you can create a pay-per-click campaign in no time.
You may be interested in the article “PPC for Local Business”.
If you’d like to promote your business on Google, contact us for professional advice. Our experienced team will work with you to create a campaign that is tailored to your business and reaches your goals.
5 - Ottimizzare le Citazioni
Da pag. 22 di questo: https://synup.com/material/local-seo-super-guide.pdf?utm_source=hs_automation&utm_medium=email&utm_content=72062761&_hsenc=p2ANqtz–py891azhrh_m9w5CJ_bykX0-0eL_jrk71uACblNgCXTjej_zbC5LyX1gpM0ZN4MmDqN-nMVuYr8U-G0M2Mn50FPY0TQ&_hsmi=72062761
Search engines use citations (among many other SEO
factors) to gauge the online reputation of a business.
Therefore, the more quality online citations that a
business has, the higher the placement in local search
engine results pages.
- Sito Web/Blog
- Sito esterno
- Directory (YELP)
- Profilo Facebook
Why do local citations matter?
Local citations significantly influence two scenarios relating to local businesses:
Local citations either positively or negatively impact local search engine rankings. The number of citations a business accrues, the accuracy of the data they feature, and the quality of the platforms they exist on all influence rankings.
Search engines like Google amass data about each business. If what they encounter is accurate, the search engine trusts the validity of the data, which is believed to strengthen the business’ chance of ranking well. However, if the data search engines encounter is inconsistent, this trust is eroded, lessening ranking opportunities.
Local citations either positively or negatively impact consumers. Accurate citations help people discover a local business, which can result in web, phone, and foot traffic, culminating in transactions. Inaccurate citations, however, can misdirect customers, leading to loss of reputation and revenue.”
Building Consistent Citations Across the Web Improves Local Search Placement
Higher Website Ranking. Search engines use citations to keep tabs on how often a business is mentioned online. Businesses with more citations are regarded as more important and can therefore be ranked higher in SERPs.
More Traffic. A better ranking means increased visibility in local search results, so even citations that don’t include backlinks can drive traffic and improve local presence.
Added Trust. Citations help a business earn the trust of search engines and customers alike. Consistent local citations help search engines verify that the business information is correct and mentions of a business on high-authority websites endorse the brand with consumers.
Although a citation can consist of nothing more than a mention of the business name, when creating or claiming any business profile or online listing, be sure to include the following four critical pieces of information.
As mentioned earlier, the above info is often referred to as NAP. All mentions of a business’ NAP online must be kept as consistent as possible around the web. Maintaining only the most important business listings (such as a GMB listing) is not
enough. It’s true that directories can vary in importance, with directories related to a business’ industry and location being especially influential. But since any incorrect citation reflects badly on the business, maximum local SEO value requires
1. The branded trading name of the business.
2. The physical address of the brick-and-mortar business.
3. The local telephone number, complete with area code.
4. The website URL for the business (if it has a website).
Another factor that influences the effectiveness of citations (in addition to quality and quantity) is NAP consistency, referring to name, address and phone number. Local search rankings are directly impacted by citation accuracy, so it’s crucial that the information found across the web perfectly matches the name, address and phone number listed on the business website.
Tips to Improve NAP Consistency
- Always ensure NAP information is correct in new business listings.
- Use a combination of APIs and manual directory submissions to disseminate accurate NAP data across the web.
- List a physical location on the website.
- Use a local phone number rather than a 1-800 number.
- Make sure the contact information on the company’s website can be easily crawled by search engines and easily read by humans. For instance, don’t include the NAP as part of an image that search engines cannot decipher.
- Use schema markup to identify your important data for search engines.
The importance of maintaining correct, consistent NAP across local citations, directories, websites and social media profiles cannot be overstated. Inaccurate NAP can damage local SEO and the business’ reputation by leading to lower rankings, less visibility and reduced trust. Perform regular citation audits to ensure the listing is up-to-date and consistent with other mentions of the business online.
Social Media Tips for Local Businesses
- Include NAP information and a link to the business’ website in the listing bio or description.
Problema della consistenza:
When the listings for a business are already present on various directories across the web, then there’s a significant chance discrepancies exist.
- Misspelled words
- Varying website URLs
- Old or wrong phone numbers and addresses
- Variations in the business name
Come agire per riparare
Start by listing all the possible variations in the NAP. You’ll want to create a spreadsheet and write down the correct name, address and phone number of the business along with a list of all the possible variations that you can think of, including common misspellings, mistyped numbers, or old names, numbers and addresses
Has the business changed phone numbers or used other numbers?
Has the business moved or changed addresses?
Has the business changed the website address?
Does the business have any other locations? (The data could be mixed up between them.)
Find Bad Data Using Google Advanced Search Operators
Before you resort to using paid tools to audit local citations, there are a number of methods you can use to track down the most important issues. One of the first places to turn is Google itself, where you can make use of various advanced search operators to help find problematic citations. Although a fair amount of trial and error is involved here, you’ll need to use the search engine to search for the variations in the business NAP that you documented earlier.
If the business has ever changed its phone number or address, you
should also conduct searches for the business name and its old address
– any citation that shows up needs to be updated. Refer to the list of
possibilities you wrote down previously in your spreadsheet, as well as
any that came to light in previous searches.
When searching via Google, ensure that each element (the name,
address and phone number) is kept in quotation marks so that Google
searches for the exact terms entered. Use a minus symbol before a
quoted element to exclude it entirely from the search results. (The
search style rules for other search engines may differ slightly.)
Format as follows:
A search to include: “33452 Westfield Avenue” +“555-987-6543”
A search to exclude: “33452 Westfield Avenue” -“555-987-6543”
“Business Name” +”Address” +”Phone”
“Studio Fotografico DS Visuals” + “02 3651 2939” + “Via Stilicone, 31, 20154 Milano MI”
Fai vedere vari test togliendo o aggiungendo l’indirizzo (o modificandolo) e il numero di telefono. Scoprirai che c’è un problema d’indirizzo.
Another effective way to identify problematic data is to use the “site:” operator. In this way, you can search specific websites and online directories for mentions of the business and ensure their accuracy. Once armed with a list of the most important
local citation sources that include the business name, search in Google using the following format:
Site: yelp.com “business name”
Find Citations with Incorrect Business Names
Search for the correct phone number, followed by the name of the business in quotation marks preceded by a minus symbol. Doing so will exclude results with the business’ name, thus helping you find citations that mention the business’ phone number, but an incorrect name.
“555-987-6543” -“West Michigan Transmissions”
Digitando: “0236512939” -“Studio Fotografico DS Visuals” Google restituisce risultati di citazioni con nomi differenti rispetto a “Studio Fotografico DS Visuals.
In order to find other citations (that may or may not be correct), you
can search for the business name and address, or business name and
You will want to make sure and find all correct citations, too. Simply enter
the city name, ZIP code, business name and phone number in the search
bar. For a more precise search, use quotation marks and plus symbols.
“Studio Fotografico DS Visuals” -“0236512939”
Google restituisce citazioni del nome che non sono accompagnate dal numero di telefono (da aggiungere) o il cui numero è formattato in modo differente! Inconsistenza.
Find Additional Citations Using these Search Queries
“Part of business name” “Phone Number” -“800 number” example:
“Advice Local” -“214-310-1356” -“855-714-7634”
As you discover different numbers, exclude them from the query to refine the results:
“Part of business name” -“Phone Number” -“800 number” -“1st Found Number”
Look for same phone number and different addresses:
“Part of business name” -“Phone Number” -“Part of the address”
Just like with the phone number, as you find different addresses, exclude them from the query to refine results:
“Part of business name” -“Phone Number” -“Part of the address” -“Part of address 2”
Cerca numeri di telefono vecchi che hai usato
Cerca indirizzi vecchi
DETERMINE WHAT CITATIONS NEED A CLEANUP
Before you begin the cleanup portion of the audit, it is important to firmly establish priorities.
If there are hundreds, or even thousands of problematic citations online, make sure that you focus primarily on the ones listed on the most popular websites, as well as those that are specific to the industry and geographical location first.
Google normalizes the address variations it finds on the web, so you may have some issues documented that you really don’t need to be concerned with. Make sure that you check for the normalized address with this address validation tool that uses the
In some situations, the only practical way to modify a local citation is to email the website in question a request. Make sure that you conduct any such correspondence from the business’ email address. Some may not reply, while others may charge a
fee to fix any citations. You will have to deal with each case individually, depending on the importance of the source.
Come scovare le procedure per aggiornare i dati per siti specifici
Template per chiedere la modifica dei dati:
o Whom It May Concern;
Thank you for taking the time to read my email. I am hoping you can help me or direct me to the appropriate person. My name is [insert name], and I am in charge of local internet marketing at [insert client business name] – [insert business URL.
We have recently done a citation audit and we see that some of our business data on your site is now outdated. Here is the link to our profile on your site. [insert link to directory profile]. Unfortunately, we no longer have logins for this profile, and so we are hoping you might be able to update it for us.
The correct information should read:
[insert correct data]
Please let me know once you have made the corrections.
Thank you in advance.
[insert client business name]
Where to Get Local Citations
There are a variety of websites that act as citation sources for local businesses. When it comes to building up a strong web presence, businesses should submit listings to a range of well-known, trusted sources such as data aggregators, business directories, review sites and social media platforms.
Recommended Sources for Building Local Citations
Data Aggregators – These data providers collect and distribute business information online. As a source of information for many directories and search engines, data aggregators are a driving force in the business data ecosystem.
Local Directories – Some local directories generate business listings based on data received from aggregators like InfoGroup and Acxiom. New businesses should submit identical listings to relevant directories and verify their NAP information whenever a listing already exists.
Review Sites – Either industry-related or location-based review sites can provide citations if the correct address and phone number is listed alongside the business name. Customer reviews are also a valuable ranking factor taken into account by search engines.
Social Media Platforms – On top of boosting customer engagement, branded social media accounts provide an opportunity for citations. Make sure the address, contact information and website displayed on the business’ LinkedIn, Twitter and Facebook is accurate and complete. For visually-driven companies, a presence on Instagram, Pinterest and YouTube can also provide citation sources
Other Local Citation Sources
- Local blogs
- Chamber of Commerce websites
- Business associations
The best citation sources vary slightly between different industries and locales. Researching where a business’ competitors are listed can help identify which websites provide the most relevant citations for a given industry. Potential vertical citation sources include industry-specific directories, relevant blogs and consumer forums.
Examples of vertical niches include healthcare, restaurants, automotive, plumbing companies, lawyers, and so on. It’s easier for robots and algorithms to understand the nature of such businesses and what they offer when they are listed on authoritative, niche directory sites.
Balancing Citation Quality and Quantity
While there are plenty of websites that provide citations, it’s important to be able to recognize the difference between high-value and low-value sources. Search engines will be more impressed by mentions on a reputable government website than a listing on an outdated directory full of unrelated backlinks. So don’t lose sight of how quality affects local SEO in an attempt to increase the number of citations for a business, as too many low-quality mentions can cancel out the local SEO boost gained from a few, selective high-quality citations.
Strategia operativa (1): Il potere delle sponsorizzazioni
Ricerca principale: intitle:sponsors “città”
All’url aggiungi: &num=100
Espotra i risultati in file csv con la moz bar
Prospecting for Sponsorship Opportunities
Here are some queries you can use to find these opportunities.
- (city) inurl:sponsors
- (city) inurl:partners
- (city) inurl:donors
- (city) inurl:sponsorship
- (city) inurl:donate
- (city) inurl:donations
- (city) intitle:sponsors
- (city) intitle:partners
- (city) intitle:donors
- (city) intitle:sponsorship
- (city) intitle:donate
- (city) intitle:donations
Run each query, then go scroll through the results looking at each page. Add any decent looking opportunities to a spreadsheet with these columns:
For only 1 credit (free trial includes a credit), you can save yourself a ton of time by running a Link Prospector query to find sponsorship opportunities in your city. Simply choose the sponsorship/donation type and enter your city as the keyword.
When you get your results, click the button to add Moz metrics to the report, and export it to excel. BOOM – sponsorship prospecting done. You’ll still need to work through the spreadsheet assessing the opportunities, but it sure beats slogging through search results.
Ad esempio per le organizzazioni no-profit puoi proporre un budget di 50/100€ in cambio di un link.
One quick and easy sponsorship link you can get in almost any city of reasonable size is from Meetup.com. Phil Rozek wrote a great post on this topic. To find these sponsorship opportunities, run this query:
site:meetup.com “this group does not have sponsors right now” (city)
These sponsorships will get you a link but also give you brand exposure to a local audience. Ask to have your name, address, and phone number included to get the citation as well. Most Meetup groups do not have a sponsor and creating an account and reaching out to the group admin is quick and easy. Sometimes your sponsorship costs can be as simple as offering to buy pizza once a month for the meetup. Mmmm, pizza.
Why are these important?
Getting featured by any of these local resources may yield you some very authoritative .edu, .org, and .gov links.
One local link building case study cited on Moz, where the owner opened a local scholarship, got featured in their local paper, and even got so far as to get a link from the Wall Street Journal.
Even better, participating actively in these local events not only gives your local SEO a boost, it will increase your local visibility—and, if you deliver your projects right, boost your reputation within your local community.
What establishment would the locals rather support? The business that keeps posting about how good they are on their blog and on social media, but have yet to make any connection with their locality, or the business with an active presence and consistently makes a positive impact to the community?
Finding local listings to get linked to
Let’s head straight to what’s new: finding your locally targeted leads. Whitespark has created a list of the top 50 local citation sites by country that you can refer to.
If that comprehensive list failed to cover everything you need, you can also find more local leads by mining on Google.
Below are combinations of queries you can use for business listings and directories:
[location] business listings
[location] business directory
[business type keyword] business listings [location]
[business type keyword] business directory [location]
[business type keyword] directory [location]
For trade organizations:
[location] [business type keyword] alliance
[location] [business type keyword] association
[location] [business type keyword] council
[location] [business type keyword] society
You can usually find lists of these associations all grouped together for you with this query:
- (state) (keyword) intitle:associations
Strategies to get local links
Gather the results of your search into a spreadsheet and organize by priority—which ones to connect with first, depending on their relevance and influence.
- Reach out to get your business listed in the most relevant business directories. (Or use our citation building service.
- Join the most active, massive, trade-based organizations related to your business.
- Partner with charities, non-profit organizations, or schools. Offer services, sponsorships, scholarships, or even an office space to host their events.
- Participate in or spearhead community events.
- Mine your connections to set up an interview with prominent local figures (such as elected officials) then pitch it to your local newspapers.
- Network with local bloggers and other small businesses in your area. Choose which ones are the most relevant connections, and open up a link or promotion exchange.
- Open a mentoring program, whether for the community or for local schools
- Speak at your alma mater’s next events, or, even better, grant an interview.
Once you do any of these things, pitch the announcement or story to your local newspaper.
Linkclump per copiare e incollare link in automatico salvandoli da qualche parte, (utile soprattutto quando stai verificando la consistenza).
Servizi di whitespark a pagamento:
- Local Seo Audit (199€)
- Citations Builder (5€ a link)
I highly recommend The Hoth for building your citations & backlinks using their Hoth
5 - Bonus Tips (Strategie Avanzate)
Aggiungi alla fine di ogni mail: nome su Google + Direzioni che puntano a google Map