Optimizing Website for Local Search, UNAP, Voice Search, Backlinks & Tools – ECT 16, Mike Hoyles
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Optimizing Website for Local Search, UNAP, Voice Search, Backlinks & Tools – ECT 16, Mike Hoyles


So a part of web search and map search is
also local data. You want to have what’s called your UNAP. U-N-A-P That’s URL, Name, Address, Phone number. U-N-A-P If you have physical locations, hours of operation,
etc – it’s VERY important to have this information readily accessible so THAT Google
can provide users with your pinned location, destination information from wherever they
are and how to get to you.  
Lastly, voice search is getting massive. When you ask Siri or Alexa or Google Home
a question, the answer it is reading back to you most of the time is structured data.  
Try it out. Right now. Ask, “How do I tie a tie?” The answer will most likely say, “On the
website blahblah.com, it says…” – so that’s structured data that it’s reading. It’s going to extrapolate that paragraph,
highlight it, sometimes you’ll see it’s called position zero, but on the Google search
results page, sometimes above all the search results is enlarged text by Google. So that’s often referred to as knowledge
base or position zero. As, if this search were typed into Google,
pulling that answer out and putting it above any of the website rankings. So type the same questions you ask a voice
assistant into a traditional Google web search and you’ll see what I mean. They will be the same answers. Try it with 3 or 4 different questions. Usually age related questions, like how old
is Tom Cruise, will just spit back a number. But anything with more details will be extrapolated
meta data or structured data and that’s what is provided as a voice answer. So you need to make that YOUR search result. Not your competitors.  
So just to round out the on site factors, the things that are within your control, I
put Peter Morville’s honeycomb up on the board, because the idea behind any content
creation of course, especially for your website, is to attract, engage and convert. So at the core of this honeycomb is “valuable”. Are your website visitors or your customers
finding your content valuable. Is it useful, desirable, accessible, credible,
findable and finally usable. So that is not mine. That of course, is Peter Morville’s honeycomb. However, a brilliant rule of thumb when you’re
considering all of your onsite factors and the content that is within your control. Finishing up on off site factors – things
that we can only indirectly control, or influence, at best. These again are third party websites, blogs,
reviews, social media posts, etc.  
One of the most important aspects of off site content is understanding how many sites out
there point inbound to yours. I touched on it when I said please stop deleting
pages because essentially it’s going to hurt your ranking – of course it is. As a ranking factor, this one is a big one,
however it’s not just volume of links pointing back, it’s quality as well as quantity.  
If you had just one link from Apple.com – it is potentially worth a thousand links from
other sites that don’t have the same impact or authority as Apple. Understanding how to best influence your inbound
links in a skill worth knowing. You can have a strategy for reaching out to
influential bloggers in your industry. Once you know the sites that are pointing
in, what you can do with that information is endless. You can contact authors, you can write your
own articles, you can write press releases that are pointing in to third party reviews,
which in turn, once you publish a press release, now those websites are pointing back into
yours. So press releases and articles are phenomenal
ways of garnering additional back links into your site. I recommend PR.com. I’ve had fantastic success with them. They offer different tiers in their press
release announcements, but the end result is within a matter of a few hours, you have
hit aggregators all over the internet, now with valuable, inbound links pointing back
into your website, with those targeted, relevant, keyword rich words that you or somebody on
your team or your agency partners would have written for you.  
There are tools such as SEMrush or even MOZ.com or a dozen more really easy, somewhat basic
tools that can show you, and economical tools, they’re not that expensive, that will show
you what your footprint looks like online – as well as your competitors. It’ll find valuable sites that are pointing
traffic to competitors, or reviewing competitors and pointing traffic to your competition,
so you can contact them and have them review your products. See where you stack up against your competitor
websites with things like domain authority and your total inbound links. Having the right tools can absolutely help
you hit the ground running and make the biggest impact right away.

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