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Local SEO

web sites

Building the E-A-T Profile

Expertise, Authoritativeness, Trustworthiness

Voice & Map Search

Voice search is one of the fastest-growing search options. Voice search distribution to Amazon Alex, Apple Siri and Google Assistant ecosystems is exploding.

Here are some tactics you can start right now to jump your search results with voice.

Encourage your staff and students to do these as well.

1. Every time you drive to your school, ask for directions to Your School.

2. Once you arrive, keep the search going for at least five minutes. This tells Google that you as spending time there.

3. After you end the search, take a few photographs and video of the interior and exterior. 

4. Search to see what questions people are asking in searches.

Creating "EAT" Signals

Local SEO is all about creating signals. Your goal is to have a variety of strategies to generate these signals year-round.

You want to create signals that position you and your school with Expertise, Authoritativeness, and Trustworthiness (EAT).

The fastest way to accomplish this is what we’re covering in these Empower Kickboxing Marketing sections. 

The top of the list is and always will be media attention. Anytime you have a positive mention in the media, that elevates you EAT reputation. 

Everything we will be teaching you about marketing with be built around the EAT strategy.

Website Design

For a new school/site select a keyword + city domain name or the name of the school. This is where many schools make the mistake of using their style as part of the domain. For example, It’s much better to snatch up your school name in all major formats like .com, .org, .net.

Website Layout

We recommend the silo layout for your site.

Suggested Plugins

All-In-One SEO

Auto Terms of Service

Google XML Sitemap

WP Fastest Cache

Header, Footer and Posts

Geo Tag each page to a specific city and state.

Go to:

Type in your city, state, and school address.

Scroll down tosee the code.

Copy and paste it into the header. You can do more than one city.


A WordPress Widget is a small block that performs a specific function. You can add these widgets in sidebars also known as widget-ready areas on your web page.

Add a Sidebar Widget

  1. Dashboard/Appearance/Widget

  2. Select the Text Widget

  3. Check Sidebar,

  4. Title=Contact Us

  5. Add the contact info for your school.

Map widget

Get Code for Google Maps

  1. Go to\maps

  2. Type in the name and address of your school

  3. Click on Share

  4. Click on Embed Map

Check For Mobile Optimization

Google puts a strong emphasis on mobile optimized websites.

Contact Us Page

Make it easy for visitors to your site to connect with you. Use the Contact Form 7 plugin to create the form

Optimizing Your Site

Your website is the modern day storefront. Just like you sweep the side walk in front of your school, you want to make sure your website has an appealling look and feel. Too many school get caught up in credentials and style. Stick to the benefits the students will experience at your school.

Use real students

Get a professional photographer/videographer to shoot your happy, smiling, and sweaty students in action. This was shot in 1990. She was a student and I took her to the photograper’s studio where he shot dozens of great shots just like this.

Have shots of classes in mid-kick or punch. Avoid the standard handshake with a ceritificate or belt shot. 

You DO NOT want to use stock images. 

Include imagery permission in waivers

 Make sure that your liaibilty waivers have a clause granting permission for the school to use the image or video of a student on promotional platforms such as ads and social media.

Optimize Pages

Almost every page you add to the website needs to be optimized for the search engines. The content itself needs to be interesting and of value to the visitor to the site while at the same time telling the search engines that your site is relevant to the search terms.

Every page needs the following components:

  • H1 Tag this is the title of the page/post

  • H2 and H3 tags within the page/post

  • External Links

    • –  Keywords – Citation Sites (created earlier)

    • –  Authority sites such as Wikipedia

  • Internal Links

  • NAP Every Page

  • Images optimized

  • Social Media Icons

Link out to high traffic sites

Create external links on terms that may not be familiar to the reader. This especially applies when using acronyms. 

At least one link should be to Wikipedia (one of the highest authority sites on Google).

At least one keyword on the page needs to link to a citation site that you built earlier in the setup process.

Internal Links

This is extremely important and should never be left out. On the Website Design section, we discussed the silo concept for building a website.

We demonstrated linking from the posts back to the keyword pages and the keyword pages linking to the home page. There should also be links between blog posts.

Your internal page links should be on keywords for the post. Each link needs to be a different keyword.

The rule of thumb is one keyword link to every 200 words. Wikipedia is a great place to look for related keywords to use for linking.

Opt-In Boxes & Offer

Opt-In Boxes are areas on your website for visitors to communicate with you. 

A lead magnet is when you offer something in exchange for their email and name. For instance, a FREE Report on Pre-Attack Indicators.

A CTA (call to action) can also be an offer of a free or discounted class or classes.

Use Contact Form 7 to create the optin. Add the code to a sidebar widget.

Essential Items

NAP stands for name, address and phone number. This needs to be at the bottom of every page/post.

Geo-Tag your images and video and give them an Alt Tag. Alt tags describe what the image is and it’s used for the visually impaired. 

Search engines cannot read an image so the Alt Tag also tells the search engine what the image is about.

Google puts a ton of weight on good Alt Tags, so make sure they are complete. You can work in keywords as part of the Alt Tag as well.

There should be one image for every 400 500 words.

Social Media Icons

There are several plugins that will add social media icons to your pages. Look at the reviews and the last time the plugin was updated when selecting one for the site.

Keyword Pages

Your site needs a page for each main keyword (3-5 keywords). The name of the page should match the categories you added to your GMB listing as closely as possible.

Ensure your content on pages are unique by running them through


According to Google, predominance on the web is one of the major factors that affect local search rankings. Predominance is how many places is your client listed on the web and what directories are linking to your website.

NOTE: This is tedious work that you can outsource to our team.

What is a Citation?

A citation is simply the name, address and phone number of the business often referred to as the NAP.

It is extremely important that this information be consistent i.e. matches GMB – on all sites where the business is located. This is what allows Google to “connect” all of these listings to your GMB account.


Your Competition

  1. Type the main keyword + the city in the search box.

  2. Note the first school listed in the Google 3 pack.

  3. Copy and paste the school name into the search box.

  4. Other places the school is listed will be displayed on the page.

  5. Make a note of these websites on a spreadsheet.

  6. Repeat the process for the second and third listing in the 3 pack for the keyword.

Create a Citation

  1. Type the name of your school in the browser.
  2. Copy the URL where your school is listed.
  3. Claim and correct as many listings as you can.
  4. You MUST ensure that your name, address, and phone are ALWAYS the same. Hawk Road is not the same as Hawk Rd. Each listing MUST be exact.
  5. There are sites that “scrape” the information from their Google listing. This will typically NOT be the same, so you have to clean them up or outsource the projects.

Optimize Your Citation

Enter as much information as you can in each citation.

Geo-tagging your images and videos adds precise global positioning data, such as specific latitude and longitude. Use

Name each image and video with your school name and a keyword. tampamartialartsforkids.jpg


Quantity of Citations


The number of citations you will need depends on the competitiveness of the keyword. For some small to medium-sized cities, you can get by with 30 40 citations.

Some of the citation sites will require phone verification.


Image Citation Sites

Some sites have powerful SEO juice by just using images. Be sure to geo-tag your images and post them to:

Upload 10 images to Flickr.

Upload 10 images to PhotoBucket.

Create at least one Pinterest Board.

Add 10 images to Pinterest.

Bing/Yelp Listing

Bing is the 4th largest search engine and often preferred by the baby boomer generation. This is just one more place where you can be found online and only takes a few minutes to set up.

Yelp is fast becoming a search engine also. Reviews from Yelp are posted to Bing.

Create A Bing Account

  2. Click “Sign In” on the upper right-hand corner of the page.
  3. Choose Microsoft Account.
  4. Enter your Gmail account and click Next.
  5. You will be asked to create a new Microsoft account if there is no account associated with the email address you used.
  6. Enter the code sent to the email address you used to create the account and click on “Next.”
  7. Enter the captcha code, click on “Next,” and you are all set.

Add Listing To Bing

Complete your user profile. Then click “Submit.

Search for an existing listing via phone number

Click Create New Business

Complete address do not need to add website if you have not created one yet.

Hide address if needed.

Add as many categories as are relevant.

Select the primary category.

Add a description. Click “Next.”

Add phone number and email address.


Add 9 optimized images (size must be at least 480×360).

Click “Next.” 

Add business hours.

Click “Submit”

Like Google you will receive a post card with a verification code.

Verify Bing Listing

  1. GotoBingPlaces.comandlogin

  2. It will take you to the verification page

  3. Enter the pin that was sent to you


Once the listing is verified, you can go back and make changes to the listing.

Claim an Existing BING Listing


  2. Search for your school by name.

  3. Click “is this your business?”
  4. Complete the listing details.
  5. If the phone number stays the same as it on the listing, you can verify via phone.
  6. If you changed the phone number, you can verify by email or postcard.

Create Yelp Account – Already Listed

Go to

Search for your school by name and location.

Click on your listing.


Create a free business account – enter email.

Complete the signup box.

The next screen is they will call the number listed. They will provide a 4 digit code and you need to call the client with the code for them to enter when the call comes in.

Optimize Your Existing YELP Listing

Once your listing has been verified, they will try to sell you ads click No Thanksand proceed to the listing.

  1. Go to your email and confirm the email address

  2. A series of screens will be displayed to complete your business information

    a. Add hours
    b. Add description

    c. Add business history, etc (skip any steps you don’t have the info)

3. If you did not add images in step 2, you can add with the images and video option.


Be as complete as you can without paying for extra options.
Search Yelp and locate your business. Record the link on your spreadsheet.

Create a New YELP Listing

If you search and do not find a listing, you will need to create a user account.

Click the button in the upper right to Sign Up for Yelp.

Sign up with the name, email used for citations, and password.

You can skip the phone number and profile image.

Verify the email that is sent to the email address you used.

Once you are logged in you can search for your school.

Scroll down the page and look for your school.

Confirm that it is your school.

Complete the business information.

Use copy and paste from your notepad doc to make sure it is exactly the same as Google.

Once you have completed, Yelp will ask you to create a business account. You will then be asked to phone verify.