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Local Search - SEO for 2017 and Beyond

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Presentation on the local search landscape from the past to what is working now to what we can expect in the future.

Credit to David Mihm, Mike Blumenthal, Moz, Darren Shaw, Andrew Shotland

Slides done by: Jason Wright

Published in: Marketing
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Local Search - SEO for 2017 and Beyond

  1. 1. Local Search SEO for 2017 and Beyond Kevin Chow Director of Search, Webfor @chowzer24
  2. 2. @chowzer24
  3. 3. @chowzer24
  4. 4. @chowzer24
  5. 5. @chowzer24
  6. 6. @chowzer24
  7. 7. @chowzer24 Hurley 7M Visitors to 15.8M Visitors Board Shorts (27k): Page 12 to Position 8 Sonoma Outfitters 500 Visitors to 12k Visitors Outranked REI for 70% of all key terms Le Cordon Bleu 24k Visitors to 69.6k Visitors 3,900 kw rankings to 28,600 kw rankings Original Watermen 231 Visitors to 1400 Visitors 93 kw rankings to 1600 kw rankings Coca-Cola 75k Visitors to 154k Visitors 2,600 kw rankings to 9,100 kw rankings Fox Sports West 651k Visitors to 8.1M Visitors 160k kw rankings to 259k kw rankings
  8. 8. @chowzer24 Agenda ● What we've been told ● What has been working ● Future of local search ● Data Aggregators ● Centroids ● Roadblocks ● Virtual Locations ● Reputation
  9. 9. What We’ve Been Told @chowzer24
  10. 10. Keyword + Location in Content @chowzer24
  11. 11. Link to Google My Business from your Website @chowzer24
  12. 12. Get as Many Citations as Possible @chowzer24
  13. 13. Get as Many High Star Reviews as Possible @chowzer24
  14. 14. GMB PROFILE FULLY FILLED OUT @chowzer24
  15. 15. Put your Name Address Phone Number in the Footer @chowzer24
  16. 16. Implement HCard on Name Address Phone Number @chowzer24
  17. 17. Contact Us Page Title Tag MUST include City, State @chowzer24
  18. 18. CENTROID @chowzer24
  19. 19. The centroid is always located in the center of downtown and the closer your Business is to downtown, the EASIER it is to rank. @chowzer24
  20. 20. @chowzer24 What Has Been Working
  21. 21. GOOGLE MY BUSINESS @chowzer24
  22. 22. Listing Correct NAP @chowzer24
  23. 23. Listing Correct Categories @chowzer24
  24. 24. Profile Filled Out Fully @chowzer24
  25. 25. High Rated Reviews @chowzer24
  26. 26. NAME . ADDRESS . PHONE @chowzer24
  27. 27. JSON-LD @chowzer24
  28. 28. 10 NAP Allowed in Footer @chowzer24
  29. 29. Consistent NAP @chowzer24
  30. 30. CITATIONS @chowzer24
  31. 31. Quantity of Citations @chowzer24
  32. 32. Quality Citation Links @chowzer24
  33. 33. Consistent Citations @chowzer24
  34. 34. SEARCH ENGINE OPTIMIZATION @chowzer24
  35. 35. Quality Content @chowzer24
  36. 36. On-Page SEO @chowzer24
  37. 37. Backlink w/City in Anchor Text @chowzer24
  38. 38. @chowzer24 Future of Local Search
  39. 39. WHERE IS GOOGLE TAKING US? @chowzer24
  40. 40. Paid to Play Geo Location (IP/Mobile) Mobile Search Index First @chowzer24
  41. 41. Minimum 1 Review for Star Rating Packless Reviews/Reputation Management @chowzer24
  42. 42. Voice Search Rank Brain @chowzer24
  43. 43. Importance of Local Links Citation Consistency @chowzer24
  44. 44. @chowzer24
  45. 45. @chowzer24
  46. 46. @chowzer24 Data Aggregators
  47. 47. Neustar/Localeze UBL Yext @chowzer24
  48. 48. @chowzer24
  49. 49. ● Citation by Industry ● Citation by Location ● Citation by Country (50 Citation Sources) WHITESPARK RESOURCES @chowzer24
  50. 50. @chowzer24 Centroids
  51. 51. ● The Centroids are NOT always Located Downtown ● Desktop Search: The Centroid is Located where the Cluster Grouping is for each Vertical ● Mobile Search: The User is the Centroid @chowzer24
  52. 52. @chowzer24 Roadblocks
  53. 53. On-Page Optimization ● Title Tag ● Meta Description ● Quality + Engaging Content ● Optimized Image Name + Alt Text ● Internal Links ● External Links ● Schema @chowzer24
  54. 54. ● Quality Citations ● Citations based on Location ● Citations based on Industry ● Citation Consistency @chowzer24
  55. 55. ● Lack of Links ● GMB Categories ● Using P.O. Box ● Reviews @chowzer24
  56. 56. @chowzer24 Virtual Locations
  57. 57. ● DO NOT share the same Suite Number with other Companies ● Do not use P.O. Box, UPS Store, Mailbox etc. ● Link to City Contact Us Page ● Citation Building ● Unique Address ● Unique Local Phone Number ● Full GMB Profile @chowzer24
  58. 58. @chowzer24 Reputation
  59. 59. @chowzer24
  60. 60. Takeaways @chowzer24
  61. 61. Update Google My Business NAP Main Category Fill Out the Entire Profile Purchase Citations Localeze & UBL Whitesparks Location & Industry Citations @chowzer24
  62. 62. @chowzer24 ● On-Page SEO ● Consistent Citation ● Quality Citations ● Local Link Building ● High Rating Reviews ● Schema
  63. 63. @chowzer24 Tools ● Google Keyword Planner ● SEMRush ○ Audit ○ Link Building ○ Keyword Research ● Schema - (https://webcode.tools/microdata-generator) ● Rank Checker by Location (https://www.brightlocal.com/local-search-results-checker/) ● ScreamingFrog
  64. 64. thanks! @chowzer24

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