1. WHAT ABOUT US?
Local SEO and Multi-Location Brands
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2. OBLIGATORY PROMOTIONAL
SLIDE
Local SEO Guide is a full service SEO agency
I run local
We have some great clients
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3. STATE OF THE UNION
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4. IS THE UNION STRONG?
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5. GOOGLE’S PRODUCT IS STILL
BROKEN
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17. SMALL TACTICS, BIG RESULTS
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Page level optimization results
1,991 keywords in position #1 to 13,493 keywords in
position #1
5,005 keywords in positions #2-5 to 28,751 keywords
in position #2-5
Citation optimization results
11,686 keywords ranking in position #1 to 14,569
keywords in position #1.
18. EVEN STEEL BENDS TO LOCAL
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19. ARE YOU OPTIMIZING FOR
IMPLICIT GEO LOCATION?
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Number of queries containing “near me” or
“nearby” have doubled in the past year.
20. HERE IS HOW ONE SITE IS
DOING IT
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http://www.tripadvisor.com/Restaurants
21. SERIOUSLY, I HAVE TO MAKE
THE CASE FOR CITATIONS?
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22. WHAT ARE THE FACTS ON THE
GROUND?
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23. DUNKIN’ DUPES
1,239 locations
48 Keywords per location
59,329 data points checked on a weekly basis
8,115 true duplicate or incorrect listings
suppressed across 37 publishers
23Twitter: @danleibon Email: dan@localseoguide.com
24. METHODOLOGY
All keywords were geo-located by zip as there are
multiple locations per city.
Donuts
Location set to 92627
Explicit geo-location was called out both before
and after the term.
Donuts Costa Mesa
Costa Mesa Donuts
This is the first large scale study to demonstrate a
direct correlation between citation consistency and
Google My Business ranking.
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26. STUFF HAPPENED
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Local / 3 Pack Progress by Pack Type and Position Counts
3 Pack #1 Local Pack A 3 Pack #2 Local Pack B 3 Pack #3 Local Pack C Local Pack D Local Pack E Local Pack F
27. LOTS OF AMAZING STUFF
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Local / 3 Pack Progress by Pack Type and Position Counts
3 Pack #1 Local Pack A 3 Pack #2 Local Pack B 3 Pack #3 Local Pack C Local Pack D Local Pack E Local Pack F
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3 Pack #1 Local Pack A 3 Pack #2 Local Pack B 3 Pack #3 Local Pack C Local Pack D Local Pack E Local Pack F Total
Overall Gain by Pack Type and Position Counts
Gain % Gain
28. AND EVEN THINGS WE DIDN’T
EXPECT
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Rank Changes within Local or 3 Pack
Series1
29. TAKEAWAYS
29Twitter: @danleibon Email: dan@localseoguide.com
Enforcing citation consistency and removing
duplicates produced a net 23% increase in
pack presence.
This brand has an anemic SEO strategy
No indexable page per location
No Google My Business optimization
Don’t measure GMB traffic
30. BUT WAIT, THERE’S MORE!
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31. IT’S ALL ABOUT THE LINKS
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33. ABT – ALWAYS BE TESTING
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Biggest benefit that brands have other then
their strong domain is the number of locations.
Micro-understanding of the algo allows for
deploying tactics at scale.
36. ARE YOU PAYING ATTENTION
TO FACEBOOK?
36Twitter: @danleibon Email: dan@localseoguide.com
37. IF NOTHING ELSE DO THESE 5
THINGS
Get a good local SEO quarterback
Make sure your on-domain location pages are
well optimized
Optimize your listings GMB, AM and Facebook
Clean-up the local data mess
Build links
37Twitter: @danleibon Email: dan@localseoguide.com
