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Being Locally Reachable With Local Search

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Halide Ebcinoglu's presentation at the Hallo.Digital event in Karlsruhe (Germany) on the importance of optimizing for Local Search. Find here our local search optimization tips, best practices, interesting facts & more.

#hallodigital19

~ For more support, listen to Halide's podcast episode: https://kubix.digital/podcast/podcast-about-local-seo

Published in: Marketing
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Being Locally Reachable With Local Search

  1. 1. Being Locally Reachable With Local Search Halide Ebcinoglu - Kubix Digital & Women.Digital Co-Founder
  2. 2. Halide aka Holly ● 14 Years Experience in SEM & SEO ● Co-Founder Kubix.Digital ● Empowerment Officer Women.Digital ● https://twitter.com/HalideEbcinoglu
  3. 3. What Exactly is a Localized Query? Rent a bike in Karlsruhe Wine shop Karlsruhe Cafes nearby Edeka Old slaughterhouse Souvenir shop Wine shop Karlsruhe 16:15 o’clock Cafes nearby 14:30 o’clock Old slaughterhouse 11:05 o’clock
  4. 4. Organic Local Results Google Local Pack Google Snack Pack Google 3 Pack
  5. 5. Back then: Google Local Packs used to lead directly to the website. Today, it leads to the Local Finder.
  6. 6. Google Local Pack Google Local Finder
  7. 7. Google is sending less traffic from local search to the websites !
  8. 8. ... In fact, the Local Finder provides all the information you need ● Directions ● Website ● Address ● Opening hours ● Phone number ● Photos ● Reviews ● Questions & Answers ● Website content ● And more ...
  9. 9. Local search results can appear on different devices and apps ● Google Mobile ● Google Assistant ● Google Maps
  10. 10. Google Ads local search ad Google Local Pack
  11. 11. Almost every 2nd search, is a local search ! Source: www.thinkwithgoogle.com
  12. 12. More statistics! ➔ 86% of users search on Google Maps to find the location of a company ➔ 76% of local searches result in a phone call ➔ 78% of local mobile searches leads to an offline purchase Source: www.thinkwithgoogle.com
  13. 13. So How Can You Become More Visible Locally?
  14. 14. Local Ranking Factors Source: https://moz.com/local-search-ranking-factors
  15. 15. Proximity to the searcher as a ranking factor ! The good thing: With proximity as a ranking factor, every company is guaranteed to be listed at some point
  16. 16. GMB entry as a ranking factor ! In the last 2 years, Google has made many profound changes, which reinforces the importance of GMB for Local Search.
  17. 17. Your GMB profile is your new homepage - In any case: provide only correct and current information. No spam, quality counts ! For spam report here: https://support.google.com/business/contact/busin ess_redressal_form
  18. 18. Name Address Phone: Data consistency is exceptional in local optimization: NAP should be consistent everywhere ● Hamburger Straße - Incorrect spelling ● Hamburgerstraße - Incorrect spelling ● Hamburger Str. - Google’s preferred spelling
  19. 19. Make sure that the company name is spelled correctly (keyword stuffing doesn’t do much good)
  20. 20. Important: Phone number must be standard and machine-readable DIN Norm 030 12345-67 +49 30 12345-67 ITU Norm (030) 12345 67 +49 30 1234567 +49 (0)30 12345-67 !!!
  21. 21. What if... You have a home office? Or have multiple addresses? Or have a mobile business, eg. food carts? Or have no address at all? ● For home office indicate your home address ● With multiple addresses you can specify all or only the main address as separate GMB ● If you are mobile or have no address, you can not open a GMB account!
  22. 22. GMB website links can not only bring relevant traffic, but also important online conversions!
  23. 23. Important: Track your GMB website traffic in analytics with UTM parameters ?utm_source=google&utm_medium=organic&utm_ca mpaign=gmb
  24. 24. New: Direct messages via GMB now possible. But beware: new messages should be regularly checked and answered.
  25. 25. Select a category: Are you a photographer or a marketing agency? When you type in the category, Google adds the most relevant options to the field
  26. 26. Tip: If you don't know exactly what the GMB category is called, have a look at the competition !
  27. 27. Visually spice up GMB with photos: Photos should be relevant, but also diverse
  28. 28. GMB as social media marketing? GMB posts can... ● improve your ranking ● bring additional traffic to your website ● help you stand out from the competition
  29. 29. New: Google Post Mentions now appear in the Local Pack and can positively influence rankings and CTR
  30. 30. New: Products can also be shown on mobile phones now, and redirect users to the online shop.
  31. 31. Tip: Ideas for posts and products can be found in the GMB Insights Report !
  32. 32. Reviews are among the most important ranking factors: ● High customer satisfaction ● KWs in reviews are important ● Answer all reviews carefully ● Answer all reviews; negative reviews that have not been answered are rated twice as bad.
  33. 33. 56% of local websites have no GMB entry yet Source: https://www.brandmuscle.com/download-2018-state-local-marketing-report
  34. 34. On-Page ranking factors ! How can we optimize web pages for better local visibility?
  35. 35. A good keyword research is half the battle ! It depends on the 'SiLs'...
  36. 36. By creating local landing pages, you can optimize for any local search ● website.com/local-1 ● website.com/local-2 ● website.com/local-3 ● ...
  37. 37. Title Tag & Meta Descriptions are still very important, so optimize them as locally as possible
  38. 38. To be locally visible, you need more than just good content ● Local info ● NAP ● Google Map ● Opening hours ● Photos ● Testimonials & reviews ● Local offers, events, etc. ● Contact person ● ...
  39. 39. New: Relevant keywords from the page contents are now also displayed in the Local Pack; good for ranking & CTR
  40. 40. Add Structured Data: ● Opening hours ● NAP ● Menu ● Events ● Ratings ● ... Events Schema Mark Up
  41. 41. Optimization for local search and optimization for mobile go hand in hand !
  42. 42. Quelle: www.thinkwithgoogle.com
  43. 43. Off-Page ranking factors ! How can I increase my local awareness? Link signals and citations are still very important!
  44. 44. Local mentions are important! But must be indicated correctly. ● Maps, eg. Apple Maps ● Business directory (the local phonebook, Yellow Pages…) ● Social media (FB, Yelp…) ● Local directories
  45. 45. Tip: Manually search for faulty citations: Missing Info Wrong Info
  46. 46. Tip: Or search for potential citations: ● Karlsruhe intitle: “Yellow Pages” ● Use Whitespark Citations Finder
  47. 47. Citations as backlinks are of course even better, however: The more relevant, the better!
  48. 48. Link building is not easy! Generating good content and being locally active makes it easier. ● Organize local meetups ● Sponsor local events ● Participate in local charities ● Write for local blogs ● Sponsoring local clubs ● etc.
  49. 49. Key Takeaways 1. Relevance 2. Proximity 3. Prominence “Without local SEO, we are doomed to fail. Without SEO for mobile we are almost dead !”
  50. 50. Questions? halide@kubix.digital
  51. 51. About Kubix Digital References: Deichmann, KIA, METRO, Mavi, Sandvik Coromant, Muzzy BBC We are an International SEM & SEM Agency We work boutique and customer- oriented

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