How To Use Trello For Doing Local SEO Tasks (Part 3) | John Shea | Skillshare

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How To Use Trello For Doing Local SEO Tasks (Part 3)

teacher avatar John Shea, Entrepreneur, Gamer, Metal Music Fanatic

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Topics include illustration, design, photography, and more

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Taught by industry leaders & working professionals
Topics include illustration, design, photography, and more

Lessons in This Class

6 Lessons (27m)
    • 1. Introduction

    • 2. Marketers Center Services

    • 3. Schema

    • 4. Content

    • 5. Google Shares

    • 6. Brightlocal Reports

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About This Class

*Part 3*

In this multi-part course I'm going to walk you through how I use a project management system called Trello to work on local SEO tasks for my clients.

This board covers some beginner and advanced SEO tactics you can use to start getting local businesses better results with being found in the local map pack on Google. 

Meet Your Teacher

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John Shea

Entrepreneur, Gamer, Metal Music Fanatic


I am an entrepreneur, gamer, podcaster, metal music fanatic and blogger. I'm always trying to stay up to date with the latest trends and changes in the constant growing world of SEO & Digital Marketing.

I blog at sharing what's working for me today in the world of online marketing. 

I originally started learning about online marketing as a way to generate additional income, I enjoy connecting with others and helping people achieve their goals.

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1. Introduction: they John here in real quick Before we continue on through this course, I just wanted to make sure that you've already watched Part one before. You continue through this, I've actually split this particular course up into separate parts. So you want to make sure you go back, watch part one first, and then enroll in all the other parts of each course to get the entire experience for learning how to go out there and use trouble boards to do your local s CEO tasks? Thanks again for watching. 2. Marketers Center Services: Okay, So in this video, you know, up to this point, we've covered quite a bit. I'm going to go through and actually cover a Siris of a lot of the task that you'll be seeing throughout months. One through six, and a lot of this stuff we're gonna be able to outsource through a platform called Marketer Center. Depending on where you're watching this content, I may have already covered marketer center, but, um, in this video, I'm really gonna go in depth into it and show you each of these tasks and how I would go about outsourcing them. Why? You might want to do that. And technically, this is stuff you could do yourself. But you're gonna find that spending the money with marketer center is just gonna be, you know, really, to save you a lot of time. So the first thing in month one is to actually go and set up an account. If you head over the marketer center dot com, there is the ability to get signed up on here. I'll leave a link so you can actually get 5% off all of your orders, and you will be able to sign up right away normally have to request an invite. So I'm gonna actually go sign in and I'll show you exactly what I'd be doing. This is the back end dashboard. And basically, what you have is this managed clients piece you can do Add new clients and you're gonna want to put in your client website business name, business address, and again make sure that this is also following that same name, address, phone number, consistency like you would have done with, like being in Google. My business is balls, apple maps, the phone number. And you could put in a brief description as well as a category. Maybe like Plummer or painter, whatever it is that they do. And that's pretty much all that. This task is here, so it's very simple. That's all you're really doing in month one? Um, actually, no, I'm sorry. There is one other piece here. Marketers center, social foundation. So what that service is you have these products and services here. You can go through and actually, um, view any of these services ultimately, but let me go to services offered, and I will show you what they are. There is actually Let's see under organic SDO here, the very bottom social foundations you can click on Mawr Info and essentially, what this is is they'll go out and they've got one of four different services under this where they'll build social sites for starting around $30. They've got over 250 of them. There was a register profile and get your business set up on there so this could be a site like Twitter or Facebook or Google Plus or YouTube. There's hundreds of these randomly social sites out there where you can do this. So this is basically going to be huge for, you know, setting up a lot of these social sites so you can share content, having a presence on the sites, things like that. And they kind of give you some ideas of why it's beneficial, claiming real estate things like that. So this sales page kind of gives you an idea of everything. Um, if we go back, what I like to do is I order what's called the Content kings, and then you can check this office. You do that. If I were to order this, go back here into order new services a time I would select the client. I don't have any here into this account. And then I could dio social foundations. And then you would check content kings. And if you look here in the bottom right, you'll see it's $25 to do this. So very, very simple, straightforward. You'll want to set up all the other stuff here like they can also do. I have T t t networks, which isn't if this, then that network. So that's something that they could set up for you as well. If you want to do some syndication stuff and they have a video which covers that, but ultimately you have pretty much everything you could possibly need in terms of social profile pages. Um, now, the next thing that will be able to do with Marketers Center is you can order citations. Citations are basically business listings that you could get a business listed on. This is especially important for local S CEO, So the more of these listings you have, the better not only having more of them but having listings on some of the more powerful ones, as well as having the consistency on them. So you're really looking at three things. They're looking at the volume of them being listed on the biggest ones, the most important ones. Some of these could be like yell for Facebook. Those are like really big ones and then also having the consistency so you could be listed on 300 of them. But if you've got different phone numbers everywhere, different addresses or business names that it's really not helping you, you could also be listed on 50 really good ones and maybe have, like, really inconsistent stuff. And that's really not gonna help you, either. So you could kind of have most clients are gonna be kind of in a different mix. They might not have a lot of them. They could have a ton of them, but they could be a mess. Maybe they have a lot of them, but there are really bad sites, like stuff that isn't really all that great or powerful. So ultimately, with in months to what we end up doing, is ordering what's called big citations, and that hits a lot of the bigger ones. So if we go to services offered you all, we got a big citations, you can get more info and, um, starts around $30 they show you a list of some of the big ones. And they compare to some of the other networks that charge similar costs. Like next. You know, it's cost like over $250. It's huge. So you get 25 major sites for just $30.1 time. Where is a lot of these air like monthly, and there's a little bit more manual work. But again, they're doing the manual work. So you know, this is a really good one toe go out there and grab, especially for the cost. You can see that they list some of the ones here like Yelp, Yahoo being Facebook, Hot frog. Better Business bureau, super pages there some of the rule big ones. So they talk about some case studies, and you know how this really helps. So I do highly recommend doing this in that second month to really get them started and then moving forward, you know, as they call it here, the big brother of what they call hyper local citations. So if we take a look, that must be a bad link. We see if we go back to the view all hyperlocal citations. So here it is here that starts around $40. You can also download a sample to see that they look like thes. They're gonna be a little bit more focused on what's going on with the particular business or the particular area. As to what? Um, you know that this type of business might be like located. So if you had a plumbing company, let's just say we go in order hyper local citations and they're based out of Boston. They may get some citations that air, you know, from companies in the Boston area as well as stuff that's also related to plumbing. So that's kind of what the hyper local is. You'll pay a little bit more for that. But if you look back on my template, I do that in month 45 and six. So I'm kind of just mentioning, you know, ordering right now. Have it saying big citations. But I'll actually edit that, and you could put in um, I'll actually have that changed a hyper local. I need to edit that. But I would basically start with the big, big citations and then order the hyper local ones moving forward. And that way you're kind of doing a little bit more on that angle. The only other thing in marketer center that I've been doing is in Month four. We talk about rich media on structured citations, which is basically like a package where you can go and they will create, like a video for you, and they'll put it out there, get syndicated in all these different platforms and websites, and that's gonna really help get some extra links back to your client site. So these are some really great things that you can outsource that really aren't going to take a ton of time. Um, it's a little bit of money, but obviously it's a really good thing that you could be doing for your clients to help them get ahead in search. 3. Schema: Okay, so we just covered marketer center and one of the other mean pieces that I talk about doing in month one is setting up what's called schema markup without going into tons of detail. Here, I will leave a link below this video where I can reference some data on this and is a really good local SDO article that I have bookmarked. I'll leave a link to that. That really explains this much more in depth. But a lot of people, you know, when I read articles about this stuff on the Internet, they just make it really confusing and generally just kind of hard. Teoh really figure out. So I'm gonna show you exactly what I do for schema markup inside the trouble aboard, you have a couple of things. You've got a template and you've also got the structure data testing tool. So first off this template, this actually does have a real business fully set up in here. I didn't fill in blank, So you're just gonna be able to take this and pretty much change everything. Just make sure that you change all the information needed. Essentially, what I do is add this into somewhere on the home page that's gonna be apparent usually in, like, a footer widget of some kind within WordPress. And this is gonna allow you to give Google some data about the business instead of going out there and trying to use these generator tools. All you really need to do is make some slight changes to how this is all set up. So we'll go through it now and I'll explain everything. So the name this is the name of the business Really simple. You are ill. You are all of the business. And in fact, I'm gonna take this euro. I'll show you how it's incorporated on this site. Here. In a bit, um, address type. We leave, that is the default. And then you have your first address line the city. You've got your state code, your postal code, and then you get your phone number. So you wanna change this out here where it's got the 1 to 15 and also changed out here, which is what's going to display on the website itself and then you want to upload a logo of some kind for the business? Just a link to the logo I would probably get it hosted somewhere. You know, it's gonna be fine. In this case, you can see it's hosted on their site. So I just got the native your l A link to their Google plus business page. I just linked it to the about us page, and then this is actually an embedded map link that you can get from Google. So if we were to go to Google Maps and you put in an address, I'll show you exactly how to get this. I'll just use, um here. I just went to Dave and Buster's so that showed up in my search history. If I wanted to get this, I would just do share, and you're gonna have share link and then in bed map. So you actually want the share link in that area here, so you can see it's got the longitude and latitude and all this other junk stuff in the U. R. L So you're gonna look up the business address that you're doing this for, and then you're going to grab the share link and copy that, and that's what's going to go into this particular section here for this Euro and then you have your geo coordinates, which is the same thing you got here. So basically, you're gonna copy this line here from the act that's going to go in this field, and then you're gonna have the minus negative or whatever it may be depending on the location. You don't want to take anything after that. Anything after the comma in this, like the 17 Z. I don't want that. So that's going to go here. You can see it's, you know, Longitude and then opening hours. This could be a little bit tricky. Um, in the Arctic, along in a link. It explains how to set all this up. But generally, if you have someone that's 24 hours, it's gonna be a little easier. You can see here. This is kind of just, um if I have m o through s you basically it's got, um, you know, pretty much open all day. So I'm not really specifying any any specific time with this one. But in the article link, it kind of goes over how you had set up, You know, if someone was, like eight oclock to 5 p.m. Monday through Friday, it's all gonna be in there and then I've got an embedded map link. You don't necessarily have to include us in this section, but I do recommend having it, at least on the contact US page of the website. And this is simply in this case, it would just be this other link here for in bed map and you can also adjust as need be. You know, if the map is really two big will go over to that, get CMC site and I'll show you. So if we look all the way at the bottom right here, you can see there's the schema markup here. There's the phone number, the Monday through Sunday and then you've got the map there at the bottom right, which honestly, could have been adjusted a little bit better. And then you have read our reviews and, um, the rating of the service. So let me show you what happens here. So this is the rest. You want to make sure that this has place otherwise you could get flagged by Google is having like spamming markup. We actually ran into a problem with that. And from here, you've then got again your Google plus business page you could do this is just kind of a reference. And then what we do is actually adding this aggregate rating so you can basically take specific rating. In this case, they had seven reviews at the time of doing this on Google my business. And if you were to take this you Earl, I'll show you what this does. If you throw it into Google, you can see all these sub pages, anything other than the home page. It now includes a rating inside the search results, and the reason this is so good is that it's really going to stand out when it comes to specific content that, you know, just happens to show up. You can see we're targeting all these like plumber in city terms. Um, you know, if we were, this is pretty specific self. I bet if I type this in, there's a good chance that they're probably ranking for that. So they are ranking. But for whatever reason, it's not actually showing the it's not actually showing the reading, but generally that's what's gonna happen is the rating will show up on some of the search results like you see here and that's what that's going to do. So pretty much all you're really doing is adding that in the footer and adjusting as need be, you have toe make some slight changes, depending on the site. But at worst case, I would say at least put this on at the contact us page. And you know, this really is basic contact information. So be good for Google to read this. And this is gonna help with your local s CEO. The other thing you can do is once you finish this Onley, take this your l again to confirm that it's actually good. Let's go back. You can go to this structure data testing tool. And what this allows you to do is put in the website you are l can do run tests. And now you get to see Here is the mark up here for a tree, a C business. So you can see Here's all the data that we just inputted that's all, not site. And here is the place data for the aggregate ratings. So that's basically what's coming back and pulling on this information. These other two here are actually coming from Theo Stasio plug in. They read some stuff here like Facebook and whatnot, so this is really gonna help. Google loves to see this stuff, And if there's a problem with the way you do the mark up, this tool is going to tell you that there's an issue. They would say errors or warnings or whatever the case. So this is a really great way that you can have mark up to your site and really help Ah client show it better in the search results, especially once they've started to get some reviews. You can also do the reviews if you had something else to aggregate from maybe like a Facebook page or a yelp page, anything else that's gaining reviews that you could reference. You could also do the markup, but you want to be careful not to. You know, I wouldn't just throw in a random number and not have some sort of link referencing that otherwise Google might flag you for it, because technically, you're the one going in and marking that. So again, check out the article that I link, and then I hope you understand this a little bit more, but ultimately fairly straightforward. Just use this temple and make sure to change everything out. It's needed 4. Content: Okay, So the next thing I like to do for clients on depending on the amount of money they're actually spending you could really use. This is one area to kind of take away or add, depending on what you decide to do. So typically, when, um, you know, I was working with a lot of clients, we would be doing four pieces of content a month at the $1000 level and anyone who is that , like a 300 or $500 level, they would be getting two pieces of content. You could also just not do this at all, because technically, it isn't necessarily required to rank someone local map pack. But if you're gonna be doing either local business or even national s CEO, you do need to be doing content. Because otherwise, how is Google supposed to know? You know, to rank a site, they need to have some form of page or specific piece of content that's targeting a key word in order for you to be able to rank it. I'm not going to go through this whole lesson on on Page Seo here, but I'm gonna give you really just some basics that you can kind of follow along with and give you an idea of how this works. Generally, what I would do is go out and outsource this piece of the work and I'll show you a site we can do that with. So here's an example of a good example of how this works, but I like to do is target a specific service and then a city. So in this case, you can see the service in this example is generator installation and the city is go shin in New York. So very, very specific. Targeting generator installation Goche in You can see that this company has the title tag is basically got that exact phrasing in it. The u. R l has that exact phrasing in it. And again, you've got looking for generator installation in and then all these cities listed. So you get something very, very specific. And that's why this rink so well And then again, we have our schema markup that I showed you in the last video. So this this listing just stands out like a sore thumb, and you can even see another particular page even rank for that same term, and this is actually a sister company to that. Same to this Jones client here. So they have content that just shows up everywhere for this particular term there clearly, just completely dominating for that particular search phrase. So this is a really great thing that you can show the clients. I mean, you can go out and get some of this stuff done with content. What I recommend you do is, um, without making this really complex for yourself, head over to a site called I writer, and what you basically want to do is get signed up for an account that's going to allow you to order content. You can give them a key words that you could find out what keywords your clients going after. And you could basically just order the content as needed, pretty much depending on the number of words in the standard of the person writing it. They've got different standard kind of quality levels. I guess you can say standard premium elite elite. Plus, it's gonna make the rate go way up so you can see like an elite, plus 1000 words of $65 where his standard is like 7 50 So generally what you're looking at here is, um, you want to get probably go with something, like, at least like the premium I would say, Um but they could pretty much do just about anything you could imagine. Here. There's thousands of writers on this platform and they have everything built into the system where you can actually give them keywords. And most of the people understand their writing this stuff for SDO purposes, um, so without going into too, too much more detail. Three idea with this is that every month they're doing some level of content. It's a really nice way to add, in addition to someone's sight, again not required, but a nice little optional thing there. I'll include a link to an on page S CEO article so you can understand that, Um, in fact, I will look it up now so you can see if I do a search for on Page s CEO. There's an awesome article here by Brian Deane of Back Link. Oh, and this is basically the concept of what you would want someone to follow. So I figured I'd at least just point this out. There's a whole section here that just goes over everything that you need and what really should be in the content. So this would be something you could reference. Maybe when you goto I raider or if for some reason you decide you want to write this article these articles yourself This would be just kind of the general guideline of what you want to follow when writing that content. 5. Google Shares: Okay, so the next thing we have on the list is to go out there and actually create some unique posts here with Google. What you can do is basically go on the Google Plus Page for the business and simply just reiterate some content. Maybe you can utilize some of the content here if that's not automatically already being posted from some of the set up here I talked about with buffer and jetpack. You could also share anything. Really. This is sort of a general status update. I like to use things like coupon pages, anything that might be relevant news that's related to maybe the geographic area of where the business is located. In a typical stuff that you might see on social media for business, you condone when you go to put these posts up on Google, you can also add in things like hashtags keywords that you could incorporate maybe about the business like pound plumber, things like that. If it was a plumbing business, anything really that is relevant to, you know, the business here I mentioned even hashtag should be included for shares with industry related keywords, and generally I just put in something to say share a few times a month again. Some of this should be automated if you went and set up buffer and jetpack. But again, you know, if you do some manual stuff you can add in those hashtags And that's something that I believe can help with local SDO. And it just looks, you know, to Google like you're a little bit more active and participating in their social networks, which, I believe you know, can help with visibility for business. So that's something I kind of included in This board is more of an optional. You could do it, you know, each month just maybe share a couple status updates. 6. Brightlocal Reports: Okay, So another piece that you would have noticed here moving in a month to is I talk about reporting with a tool called bright Local. Now, this is entirely optional. Obviously, if you have another tool that you prefer to use, you could always use that and just switch switch out whatever tool you've decided to use for rank tracking or just reporting with your clients, Um, I'm basically gonna just cover everything there is to know about, um, bright local very briefly in this video for what I'm doing on this trail aboard. So the first real peace is things bright local reporting page configuration. And this is essentially going in and setting up all of the different reports within bright local. You may also find that when you're working with your clients, you may decide that you don't want to report on all these things in particular. I found that reporting on citations consort of just open up a potential opportunity there where clients are gonna be asking, you know, why aren't the citations cleaned up and, you know, citations air basically like business listings and having the consistency be cleaned up? Among those citations I know we talked about that a little bit. So if you really like opening up a client to showing them the issues, then that becomes something that you have to get fixed and, you know it becomes more of a problem. So I'm gonna log in here. I've actually got a example. Bright local account with a client in here. I've already got loaded. The entire thing isn't set up, but I can give you a pretty good idea of how this would work. So once you're logged in, you basically have your single client within bright local and within bright local. You have all these different reports, like ranking reports citation tracking a citation campaign, which would be them adding citations and fixing them for you Reviews and ratings for the business. Google my business set up a local search audit Google analytics as well Azaz social, which you know interacts with like Facebook and Twitter. So what you can do is if you go into the settings tab. Bright local fairly recently added this white label style dashboard and if I hit open your URL, you're going to see that The report here is local marketing reports dot com and then anything that you activate or run a report on, you're gonna be able to go in and see. Um, you know, see all this, and you can also whitely label this with your own logo. So instead of having bright local here could be your own agency logo. And, you know, right here you'll have any of the reports that you've configured right now. I don't have most of them configured with this client. If I click on Citation tracking this will give you one example. So you can see this is like a dashboard with it can see the citation problems with this particular business so you can choose what to show the clients. And essentially, this particular task is going through and setting up all these bright local reports and then choosing what you decide to show your client. Um and then from there, there's also really optional. You can set up what's called a review biz badge. Um, I might have an example. I could show you. Uh, here's an insurance company I once worked with you. See if they're still using it on their blawg and I'll show you an example of what it looks like. So if I go over to their blawg, they could have very well removed. This sort of doing this off the cuff. So, yeah, they kept it in. You can see leave us a review. And there's this review biz badge that I got from bright local that has links still, like their Google plus business page Facebook, Twitter, Yelp. And then you can add in your own little white labelled. I put in insurance marketing services by frozen weight media and you know, I linked back to my agency site when I was working with this insurance agency. So this is a nice little cool perk you could add into the business website. Um, and beyond that, anything with bright local. I think that's the biggest piece here. The only other thing I'll mention is talk about creating this performance report and sending that to the client. But, um, you could technically just use this dashboard as your you know, kind of as your performance measure. You know, you don't really necessarily have to do all these extra things, so that's actually what I recommend doing, and that's gonna really allow you to report data to your clients in terms of what's going on and throw in some of these extras like Google Analytics, Twitter, Facebook activity and, um, you know, generally get all that started. You can actually get started with bright locals well, on free trial. It doesn't cost any money to get started. You get a I think it's like a 30 day or a 14 day free trial. I forget what they're doing now, but you can at least test this out. You know, some of your first clients were on them through here. And then, if you decide upgrade, I believe plans started around $30 a month.