Loren Baker, founder of SEO Journal and co-founder of Foundation Digital, discusses the evolution of SEO since its inception in 2003, emphasizing the importance of understanding Google's dynamic search results and local signals. He outlines strategies for tracking localized rankings, building content tailored to specific regions, and leveraging local citations to enhance SEO performance. The document concludes with insights into engaging local influencers and encouraging audience interaction through Q&A.

2. Loren Baker
Founder of SEJ, Co- Founder of Foundation Digital
• Founded SEJ in 2003 as an SEO and Search News
Blog.
• Six Figure Blog by 2006.
• Acquired by Alpha Brand Media in 2010
• Expanded into Media Property with Video
Production, Conferences, Webinars and Team of 10+
Staff.• Co-Founder of Foundation Digital, a boutique digital
marketing agency with specialization in data driven
integrated marketing solutions.
• SEO, Social Media, Content Marketing.
• Enterprise Clients: ESPN, American Eagle…
• Mid Sized Businesses.

3. What You’ll Learn Today
1. Modern Google - How Google Dynamic Results based on
Query
2. Localization – Every City Sees Different Google Results
3. Tracking & Competition – Identifying Competitors in Local
Markets
4. Technical SEO – Make Sure Your Site Can Compete
5. Building Local Signals – Local Links are Your Friend
6. Local Content & Outreach – The Key to Competing Virtually
7. Q&A – 20 Minutes for Audience Questions

5. Google Rank Tracking
• Google Rank Tracking (along with traffic) is the
traditional cornerstone of SEO Metrics
• Many SEO tools, however, only look at one set of data;
Google USA
• Google Search Results are personalized down to the
device and zip-code AND Google serves content
ABOVE rankings.
• Ranking numbers alone mean nothing, the true value
of ranking and SERP data is the competitive landscape,
and how you fare.

6. Google Knowledge Graph

7. Knowledge Graph + News OneBox + QDF

8. Google Knowledge Graph + Snippets

9. Poll #1: Which of your rankings do you
track?
 I only track one set of rankings
 I track various sets based on location
 I don't track rankings at all and use
Google Webmaster Tools

10. Google Knowledge Graph + Snippets

11. Google Knowledge Graph + SnippetsGoogle Results Default to User
Town or Zipcode

12. Google Knowledge Graph + SnippetsGoogle Localization (Not Local SEO)
Online Transactional Sites and Local Informational Destinations
Los Angeles! Ft. Worth, Texas

13. Google Knowledge Graph + SnippetsGoogle Localization (Not Local SEO)
Hybrid Brick & Mortar and Local Directories
Los Angeles! Ft. Worth, Texas

14. Google Knowledge Graph + SnippetsHow to Track Localized Rankings
Not very many tools track Google Localized Rankings. But here are 3 paid
technologies that do:
• SEMRush
• Searchmetrics
• Authority Labs

15. Google Knowledge Graph + SnippetsSet Up Local Tracking at City Level

16. Google Knowledge Graph + SnippetsUse SERP Snapshots to Gauge Competition
Local competition in
SERPS Snapshot

17. Google Knowledge Graph + Snippets
Poll Question #2: Does your SEO rank
tracking tool track local SERPS?
 Yes
 No
 I don't know.

18. Google Knowledge Graph + SnippetsLocalized Tactics for Competing
• Local Page Content
• City Guides / City Pages
• Geographic Hierarchy Structure
• Nested URL Structure
• Local Citations
• Content for Local Influencers

20. Create a Geographical Hierarchy
Give Googlebot a Logical & Controlled Way to Crawl Links

21. Create a Nested Geo URL Structure
Map out a Breadcrumb Structure in URLs

22. Utilize Local Schema.org
Add Rich Data for Google & Other Resources

23. Poll Question #3: Does your competition
change based on where people search?
 Yes
 No
 I don't know

24. Google Knowledge Graph + Snippets

25. Google Knowledge Graph + SnippetsBuilding content on the city / state level
that is unique to each page.

26. Google Knowledge Graph + SnippetsLook! City Guides Rank
Rich Local Guides Rank for Rich Local Queries.
airbnb Neighborhoods

28. Update Links in Local Profiles
Local Social Profiles Must Link to Local Pages

29. Google Serves Links From Local Profiles
Local Social Profiles Must Link to Local Pages
Reason #2 Why Local Links must be
used in social profiles is because
Google is serving Google+ Local
Knowledge Graph info for companies
ABOVE the Google Results for
branded searches on mobile devices.
Driving users to homepage is not
only bad User Experience, but bad for
conversion.

30. Build Links! Local Citations
Links & Citations in Local Resources
Research Local Resources by Keyword

31. Build Links! Local Citations
Links & Citations in Local Resources
Take action by
submitting or editing
profiles through the
tool.
Allows for running of
competitive intel on where
other businesses are listing
their local profiles, or not.

32. Produce Content Local Influencers Will Like,
Link & Share!

33. Outreach - Find Local Influencers In Your
Topic

34. Dig Deeper to Find More Sites
(Who Link to Them)

35. Q&A

36. Let’s Connect!
/lorenbaker
@lorenbaker
#SEJthinktank
loren@searchenginejournal.com