Local SEO 101 - DemandQuest SEO Training

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This presentation covers some of the basics of Local Search Engine Optimization. …

This presentation covers some of the basics of Local Search Engine Optimization.


Follow me on Twitter at @scott_dodge.

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  • 1. ANY QUESTIONS FROM LAST CLASS?Feel free to ask anything about whatwe covered in the last class.
  • 2. HOMEWORKPlease:- Identify a few competitors of yours that in yourmind, are doing a good job of SEO.- Applying what we went through last week,identify three things that your site can improveupon, and how you would go about improvingthem.We’ll use this in the hands-on Q&A portion oftoday’s class.
  • 3. WHAT IS LOCAL SEARCH?Local Search is the process of searchingfor local businesses in search engines 4
  • 4. WHAT IS LOCAL SEARCH?Any query with local intent is a local search5
  • 5. WHAT IS LOCAL SEO?Local SEO is the process ofimproving the positionof your website and/orPlaces Page in the searchengines6
  • 6. WHY DO LOCAL SEO?What’s missing here?7
  • 7. Why, the Bulldog of course8
  • 8. WHY DO LOCAL SEO?Google is increasingly displaying local searchresults in queries with local intent9
  • 9. Local results are gaining more real estate in theSERP10
  • 10. KEY PLAYERS IN LOCAL SEARCHThese are our main focus areas in Local SEO11
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  • 13. LOCAL SEO IS ACTUALLY SUPER COMPLICATEDIt’s really not as simple as it seems14
  • 14. EVERYTHING HINGES ON NAP CONSISTENCYNot this, but… 15Every day at Noon
  • 15. NAP CONSISTENCYThis!Name, Address, and Phone Number 16NameAddressPhone
  • 16. NAP CONSISTENCYHere’s what Google sees when their trusteddata sources have conflicting information.17Three Deep Marketing180 East Fifth, Ste 910St Paul, MN 55101651-789-7701Three Deep marketing,Inc180 Fifth St E, Suite 910Saint Paul, MN, 55101651-789-77023 Deep Marketing2211 E Old Address StNorth Saint Paul, MN 55132651-992-8855Three Deep Marketing Inc180 5th Street East #910St Paul, MN 55111612-888-9999Four Deep Marketing LLCDave’s House, BasementBlaine, MN 60463Dave’s Home #??????????????????????
  • 17. NAP CONSISTENCYAaaaaand here’s what Google sees when thesetrusted sources have consistent information.18Three Deep Marketing180 E Fifth St, Ste 910St Paul, MN 55101651-789-7701Three Deep Marketing180 E Fifth St, Ste 910St Paul, MN 55101651-789-7701Three Deep Marketing180 E Fifth St, Ste 910St Paul, MN 55101651-789-7701Three Deep Marketing180 E Fifth St, Ste 910St Paul, MN 55101651-789-7701Three Deep Marketing180 E Fifth St, Ste 910St Paul, MN 55101651-789-7701Three Deep Marketing180 E Fifth St, Ste 910St Paul, MN 55101651-789-7701BINGO
  • 18. WEBSITE AUTHORITYGoogle’s local algorithm is increasingly takinginto account the authority of your linkedwebsite. 19
  • 19. AND MANY OTHER FACTORSFactors such as on-page signals, schemamarkup, quantity of structured citations, andmore are all taken in to account. 20
  • 20. 1) Places Page2) On – Site3) Off – Site4) Reviews21
  • 21. GOOGLE PLACES PAGEThis is the data that you provide Google aboutyour business, such as Name, Address,Phone number, categories, and more.22
  • 22. PLACES PAGE FACTORSThe most critical places page factors to havecorrect involve your location, categoryassociations, and verification status. 23
  • 23. OFF – SITE DATA SOURCESThese are business directories, dataaggregators, and other sources that haveinformation about your business. 24
  • 24. OFF - SITE FACTORSThe most critical off-site factors are quantity andquality of citations, links to the domain, andothers. 25
  • 25. ON – SITE SIGNALSThis is information on your website that providesadditional signals about where yourbusiness is located, what you offer, andhow to reach you.26
  • 26. ON – SITE FACTORSThe most important on-page factors includedomain authority, use of location on-site, anda matching, marked-up NAP. 27
  • 27. REVIEWSThis is where your customers weigh in andpublicly talk about your business, and howwell you do your services. 28
  • 28. REVIEW FACTORSThe most critical review factors have to do withquantity and quality of reviews, with use ofproduct/service/location in the review. 29
  • 29. OVERALL FACTORSIn aggregate, the most important factors aredominated on the places page level, with ablend of other factors in the top 10. 30
  • 30. DON’T DO THESE THINGSDoing any of these limits the overallperformance of your business in local search.31
  • 31. 32
  • 32. NAP CONSISTENCY CHALLENGESSome of these data sources have home officesthat look like this.33
  • 33. WE DON’T CARE ABOUT YOUR SALES PITCHThey are utterly relentless with their salesactivities.All of it is irrelevant. 34“Pay extra forenhanced listingsto engage withyour customers”NOPE“Upgrade todisplay socialfeeds in yourbusinessprofile!”DON’TCARE“Add in offers tobring extrasales”NO WAY
  • 34. WE DON’T EVEN CARE ABOUT USERSIt’s all about the robots.35WE ONLY CARE WHAT GOOGLE SEES
  • 35. LOCAL SEO CHALLENGESBasically, Google trusts these data sources TOOMUCH – meaning that in order to clean up baddata, we have to sit through sales pitch after salespitch after sales pitch after sales pitch after sales pitch after sales pitch after salespitch36
  • 36. LOCAL SEO CHALLENGESGoogle will actually overwrite your data ifcertain trusted partners have conflicting data.37Three Deep Marketing180 E Fifth St, Ste 910St Paul, MN 55101651-789-7701Three Deep Marketing1122 11th Ave E #120St Paul, MN 55106763-898-5006… A third party datasource surely knows morethan the business owner!Right??!?!
  • 37. UPDATES TAKE FOREVER TO SHOW RESULTSPlaces page updates can take up to two weeks.Low-ranking sites can take up to six months.Major data sources can take up to ninemonths.38
  • 38. LOCAL SEO IS FUN!Regardless of these challenges, Local can be areal rollercoaster.39
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