SEO Goes Local
Rich Owings
https://localiswhereitsat.com
https://localiswhereitsat.com/presentations/

Local SEO
Search Engine Optimization

 Rankings & Conversions
 5 Areas Impacting Local SEO
 Google
 What Matters Most
What I’ll Cover

Proximity

Five components
Google, etc.
ReviewsCitations
Backlinks Website

Five components
Google, etc.

60%
The percentage of
mobile searches
that don’t result in
a click thru to a
website

…for your
business
Google…
the new home
page

Claim it
 Verify ownership
 Post card
 Phone
 Google.com/business
 Google My Business
(GMB)

Google My Business (GMB)

 Fill in completely
 Get engagement
 Categories
 Link to home page

 Address

Hidden address

 Address
 Hours
 Texting
 Tours
 Phone
 Suggest an edit

 Events

Reserve with Google
https://www.google.com/maps/reserve/partners

 Photos

 Highlights

 Q&A

 Q&A

 Q&A

 Popular times

 Reviews

 Reviews
 Description

 Related businesses

 Web results!

 But that’s not all…
 Google Posts

 Keep it up to date
 Watch your listing

60%

Resource links
Google Posts:
https://www.brightlocal.com/2018/02/
20/create-google-business-post-will-
win-customers/
Google Q&A:
https://gatherup.com/blog/google-q-
get-know-googles-latest-local-feature/

Resource links
Google My Business support
https://twitter.com/GoogleMyBiz
https://www.facebook.com/GoogleM
yBusiness/

Google, etc.

Major listings
Claim them
Fill in as much information as possible
Add photos

Apple
https://mapsconnect.apple.com/

Apple
https://mapsconnect.apple.com/

Facebook

Bing
https://www.bingplaces.com/

Yelp
https://biz.yelp.com/

TripAdvisor
https://www.tripadvisor.com/Owners

Top ten lists

Five components
Google, etc.
Reviews

Reviews

Reviews

Reviews

Reviews
• What draws clicks?
• Average rating and number of reviews
• What impacts rankings?
• Number and frequency of reviews

Reviews
• Ask as many people as you can
• But how?
• Email newsletter list

Reviews

Reviews

Reviews
• Business feedback
• Use a feedback solicitation system
• GatherUp

Reviews

Reviews

Reviews
https://whitespark.ca/google-review-link-generator/

Reviews
• Verbal
• Printed card
• Email
• Text
• ???

Reviews
• Don’t just ask for Google reviews
• Ask for reviews on TripAdvisor, Untappd, Beer
Advocate, etc.

Reviews

Negative Reviews

Negative Reviews
• Don’t be perfect
• Respond carefully and consider the audience

Other review tips
• Don’t post or pay for fake reviews
• Don’t ask employees to leave reviews
• Don’t offer incentives
• Do reply

Reviews
• Influence rankings within Yelp and TripAdvisor
• Influence rankings in Google
• Overall number, frequency & recency

Five components
Google, etc.
Reviews
Website

On your website
•For users and for Google
•Data source
•Name, address, phone number
•Use keywords on your homepage
•Location page with Google Map embed

Location pages

Location pages

Website
•Optimize for conversions
•Hours of operation
•FAQ

Website
•User experience
•Mobile optimized
•Tappable directions
•Make it fast!

Website
Via https://www.thinkwithgoogle.com/data/mobile-site-abandonment-three-second-load/

Website

Website
• HTTPS

Five components
Google, etc.
Reviews
Backlinks Website

Backlinks
•Prominence
•Reviews
•Local links are critical!
•Mentions

Backlinks
•Nonprofits
•Bloggers
•COC / BBB
•Host or sponsor events, MeetUps
•Sponsor youth or adult athletics

Backlinks
•Community
•Relationships

Five components
Google, etc.
ReviewsCitations
Backlinks Website

Citations

Citations
• Name, address and phone number (NAP) consistency
• Can they drive traffic?
• Niche citations

Citations
• Claim them
• Correct them
• Fill them out thoroughly

Five components
Google, etc.
ReviewsCitations
Backlinks Website

Top tips
•Get more reviews
•Use Google My Business features
•Be on all major platforms
•Home page text
•Community involvement

Rich Owings
https://localiswhereitsat.com
rich@localiswhereitsat.com
Twitter: @richowings
https://localiswhereitsat.com/presentations/