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Local Search Without
Physical Premises
Sam Nemzer
Local search
=
Local packs
No physical premises
=
No local packs
According to Google My
Business guidelines
Therefore…
No physical premises
=
No local search
Local search
!=
Local packs
This is Local Search
This is Local Search
This is Local Search
There is so much more to local search
than local packs
No physical locations, so local packs are
impossible
Competing in SERPs that often have local
packs
Often have location-based category
pages
PPC is Local
Search
PPC is Local
Search
(Especially on
mobile)
Organic is
Local Search
5 Tactics
1. Put user-focussed content on category pages
2. Get the level of granularity right
3. Sidestep local packs by ...
5 Tactics
1. Put user-focussed content on category pages
2. Get the level of granularity right
3. Sidestep local packs by ...
Add content
● Add more unique content by writing it
○ Hard to scale
○ Limited effectiveness - Google has been discouraging...
Pull in Third Party data
programmableweb.com
Pull in 3rd Party Data
Use Proprietary Data
Use Proprietary Data
How can you do this on your site?
How can you do this on your site?
Automatically generated data in content
is great, but don’t abuse it
5 Tactics
1. Put user-focussed content on category pages
2. Get the level of granularity right
3. Sidestep local packs by ...
How granular should your location pages be?
Property listings site:
1. Country
2. County
3. City
4. Borough
5. Postcode Ar...
Do your research
How much traffic is each location level
getting?
How are people searching in your
industry?
Do you need location pages at all?
explicit aspect of query
iPhone user, at home, in Birmingham
implicit aspect of query
“sell my car”
TIME
TOTALSIGNALINFORMATION
implicit signal
explicit signal
5 Tactics
1. Put user-focussed content on category pages
2. Get the level of granularity right
3. Sidestep local packs by ...
If You Can’t Rank For “roses delivery London”...
Target “rose colour meanings”
This might not get you a conversion
straight away
But you can build brand recognition
And you can use retargeting to reduce
CPCs
5 Tactics
1. Put user-focussed content on category pages
2. Get the level of granularity right
3. Sidestep local packs by ...
Stand out in the SERP
It’s simpler than you might think
Microdata JSON-LD
5 Tactics
1. Put user-focussed content on category pages
2. Get the level of granularity right
3. Sidestep local packs by ...
Intelligent personal assistants take local
packs out of the equation completely
You can do this!
You can do this!
Things you can start tomorrow
1. Find API data to pull into category pages
2. Find out how people are searching by locatio...
Local SEO without physical premises
Local SEO without physical premises
Local SEO without physical premises
Local SEO without physical premises
Local SEO without physical premises
Local SEO without physical premises
Local SEO without physical premises
Local SEO without physical premises
Local SEO without physical premises
Local SEO without physical premises
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Local SEO without physical premises

When most people talk about local SEO, they are talking about how to rank well in Local Packs. The problem is that Local Packs are off the table for online-only businesses.

This doesn't mean that local search isn't an option though. If you extend local search to mean all search with a location-specific intent, it can be expanded to include PPC and organic search.

This presentation gives you five tactics to succeed in local search, even if your business doesn't have a physical premises.

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Local SEO without physical premises

  1. 1. Local Search Without Physical Premises Sam Nemzer
  2. 2. Local search = Local packs
  3. 3. No physical premises = No local packs
  4. 4. According to Google My Business guidelines
  5. 5. Therefore… No physical premises = No local search
  6. 6. Local search != Local packs
  7. 7. This is Local Search
  8. 8. This is Local Search
  9. 9. This is Local Search
  10. 10. There is so much more to local search than local packs
  11. 11. No physical locations, so local packs are impossible
  12. 12. Competing in SERPs that often have local packs
  13. 13. Often have location-based category pages
  14. 14. PPC is Local Search
  15. 15. PPC is Local Search (Especially on mobile)
  16. 16. Organic is Local Search
  17. 17. 5 Tactics 1. Put user-focussed content on category pages 2. Get the level of granularity right 3. Sidestep local packs by targeting high in the funnel 4. Use structured data to stand out 5. Make the most of Intelligent Personal Assistants
  18. 18. 5 Tactics 1. Put user-focussed content on category pages 2. Get the level of granularity right 3. Sidestep local packs by targeting high in the funnel 4. Use structured data to stand out 5. Make the most of Intelligent Personal Assistants
  19. 19. Add content ● Add more unique content by writing it ○ Hard to scale ○ Limited effectiveness - Google has been discouraging the use of ‘supplementary content’ in its latest search rater guidelines
  20. 20. Pull in Third Party data programmableweb.com
  21. 21. Pull in 3rd Party Data
  22. 22. Use Proprietary Data
  23. 23. Use Proprietary Data
  24. 24. How can you do this on your site?
  25. 25. How can you do this on your site?
  26. 26. Automatically generated data in content is great, but don’t abuse it
  27. 27. 5 Tactics 1. Put user-focussed content on category pages 2. Get the level of granularity right 3. Sidestep local packs by targeting high in the funnel 4. Use structured data to stand out 5. Make the most of Intelligent Personal Assistants
  28. 28. How granular should your location pages be? Property listings site: 1. Country 2. County 3. City 4. Borough 5. Postcode Area 6. Area 7. Street 8. Postcode Job Site: 1. Region 2. County 3. City
  29. 29. Do your research
  30. 30. How much traffic is each location level getting?
  31. 31. How are people searching in your industry?
  32. 32. Do you need location pages at all?
  33. 33. explicit aspect of query iPhone user, at home, in Birmingham implicit aspect of query “sell my car”
  34. 34. TIME TOTALSIGNALINFORMATION implicit signal explicit signal
  35. 35. 5 Tactics 1. Put user-focussed content on category pages 2. Get the level of granularity right 3. Sidestep local packs by targeting high in the funnel 4. Use structured data to stand out 5. Make the most of Intelligent Personal Assistants
  36. 36. If You Can’t Rank For “roses delivery London”...
  37. 37. Target “rose colour meanings”
  38. 38. This might not get you a conversion straight away
  39. 39. But you can build brand recognition
  40. 40. And you can use retargeting to reduce CPCs
  41. 41. 5 Tactics 1. Put user-focussed content on category pages 2. Get the level of granularity right 3. Sidestep local packs by targeting high in the funnel 4. Use structured data to stand out 5. Make the most of Intelligent Personal Assistants
  42. 42. Stand out in the SERP
  43. 43. It’s simpler than you might think Microdata JSON-LD
  44. 44. 5 Tactics 1. Put user-focussed content on category pages 2. Get the level of granularity right 3. Sidestep local packs by targeting high in the funnel 4. Use structured data to stand out 5. Make the most of Intelligent Personal Assistants
  45. 45. Intelligent personal assistants take local packs out of the equation completely
  46. 46. You can do this!
  47. 47. You can do this!
  48. 48. Things you can start tomorrow 1. Find API data to pull into category pages 2. Find out how people are searching by location 3. Find content gaps to exploit 4. Add structured data 5. Integrate your app (or start the process of building one)

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