Making Local work is a document about optimizing local SEO produced by Mark Mitchell. It recommends that companies 1) define who owns local SEO, 2) understand the impact of local SEO and ensure proper measurement technology, and 3) create locally driven content that is more than just a store locator page. The document stresses understanding that local SEO will constantly change and having a content strategy beyond just navigational pages.

1. Making Local work
15th October 2012
Produced by Mark Mitchell,
Director of Client Services EMEA, Brightedge
@searchmitch

2. Quick Introduction @searchmitch

3. It’s more than just updating Google Places

4. 1. Define who owns Local SEO

5. 2. Understand impact of local and ensure measurement
technology is in place

6. 3. Create locally driven content…more than just a store
locator page

7. 4. Plan for Local, relevant, engaging content
Blog Informative Social
Navigational Community Regular

8. 5. Understand it will change all the time

9. 3 closing statements from today
a) Understand the role of local
b) Measurement of opportunity with clear owners
c) Have a content strategy that is more than just
navigational