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Local SEO:
Case Studies from
Big Brands
Steve Wiideman, Search Engine Strategist
#SEJThinkTank
@seosteve
#SEJThinkTank
@seosteve
Steve Wiideman: Projects
The Agency’s Agency:
1.Landing Page Optimization
2.Links and Business Citations
3.Business Data Integrity
4.Business Reviews and Ratings
#SEJTh...
 The right tools
 A foundational 4-layer action plan
 A genius creative strategy
 Cadence and discipline
#SEJThinkTank...
#SEJThinkTank
@seosteve
The Right Tools
STRATEGY EXECUTION REPORTING
1. Webmaster
2. Content Writer
3. Outreach / PR
#SEJThinkTank
@seosteve
The Foundational 4-Layer Action Plan
 Data Sources
Accuracy & Integrity
 Content
City & Property...
#SEJThinkTank
@seosteve
DATA SOURCES
#SEJThinkTank
@seosteve
DATA SOURCES
#SEJThinkTank
@seosteve
DATA SOURCES
www.seoroadmap.org/local-seo/
#SEJThinkTank
@seosteve
Local Content
Actual Store
Landing Page
City Landing
Page
#SEJThinkTank
@seosteve
Store Page Content
1. Official Name (SEO)
2. Verbatim Address & Phone (SEO)
3. Store Hours & Curre...
#SEJThinkTank
@seosteve
Store Page Content (Keyword, City)
1. oil change, anaheim ca
2. exhaust repair, muffler repair
3. ...
#SEJThinkTank
@seosteve
Store Page Content
1. Location Video
 schema.org/VideoObject
 Video XML (title, meta, tags)
2. S...
#SEJThinkTank
@seosteve
Content
Actual Store
Landing Page
City Landing
Page
#SEJThinkTank
@seosteve
Content: City-Level
#HELPFUL
1. Semantically Relevant
 Storage = relocating, housing, city resour...
#SEJThinkTank
@seosteve
Profiles & Citations
1. Search Engines
 Google My Business, Yahoo! Local, Bing Places
2. Navigati...
#SEJThinkTank
@seosteve
Profiles & Citations
#SEJThinkTank
@seosteve
Profiles & Citations
#SEJThinkTank
@seosteve
Profiles & Citations
#SEJThinkTank
@seosteve
Online Reputation
Good
Experience?
SHARE
Poor
Experience?
WE CARE
1.Yes, without a doubt
2.Maybe, if it wasn’t a lot of work
3.No, I don’t want more web traffic
#SEJThinkTank
@seosteve
Pol...
IDEA:
Bi-Annual Community Volunteer Events (Saturday?)
 Ask neighboring business to get involved
 Ask neighboring busine...
1. Weekly Content Marketing Plan
2. Recurring Social & Video Campaign
3. College & Government Strategies
#SEJThinkTank
@se...
#SEJThinkTank
@seosteve
Cadence & Discipline
 Monitor Weekly Results & Insights
 Test and Experiment
#SEJThinkTank
@seosteve
Monitor Weekly Results
#SEJThinkTank
@seosteve
Monitor Weekly Results
#SEJThinkTank
@seosteve
Bulk Tests & Experiments
1. Test Group (30)
2. Control Group (30)
3. Test Gap (~4 Mo)
#SEJThinkTank
@seosteve
Bulk Tests & Experiments
1. Test 1 Group (ALL)
2. Test 2 Group (200)
3. Control Group (200)
4. Tes...
#SEJThinkTank
@seosteve
THANKS!
Get More Strategy
www.SEORoadmap.org/sej/
#SEJThinkTank: Local SEO for Big Brands w/Steve Wiideman
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#SEJThinkTank: Local SEO for Big Brands w/Steve Wiideman

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Ever wonder how big brands like Public Storage and Skechers, handle SEO for every store in their franchise? These franchises follow a simple 4-tier system to maximize search engine visibility, a system Steve shared during our most recent #SEJThinkTank webinar.

Published in: Marketing

#SEJThinkTank: Local SEO for Big Brands w/Steve Wiideman

  1. 1. Local SEO: Case Studies from Big Brands Steve Wiideman, Search Engine Strategist #SEJThinkTank @seosteve
  2. 2. #SEJThinkTank @seosteve Steve Wiideman: Projects The Agency’s Agency:
  3. 3. 1.Landing Page Optimization 2.Links and Business Citations 3.Business Data Integrity 4.Business Reviews and Ratings #SEJThinkTank @seosteve Poll 1 What do you believe to be the most important factor of local SEO?
  4. 4.  The right tools  A foundational 4-layer action plan  A genius creative strategy  Cadence and discipline #SEJThinkTank @seosteve The Secret Recipe to #LSEO
  5. 5. #SEJThinkTank @seosteve The Right Tools STRATEGY EXECUTION REPORTING 1. Webmaster 2. Content Writer 3. Outreach / PR
  6. 6. #SEJThinkTank @seosteve The Foundational 4-Layer Action Plan  Data Sources Accuracy & Integrity  Content City & Property Level Templates  Profiles & Citations Regional & Industry  Online Reputation Ratings & Reviews
  7. 7. #SEJThinkTank @seosteve DATA SOURCES
  8. 8. #SEJThinkTank @seosteve DATA SOURCES
  9. 9. #SEJThinkTank @seosteve DATA SOURCES www.seoroadmap.org/local-seo/
  10. 10. #SEJThinkTank @seosteve Local Content Actual Store Landing Page City Landing Page
  11. 11. #SEJThinkTank @seosteve Store Page Content 1. Official Name (SEO) 2. Verbatim Address & Phone (SEO) 3. Store Hours & Current Status (SEO) 4. Personalization (UX) 5. Google Map (SEO+UX) 6. Call to Action (UX) 7. Selling Proposition (UX) 8. Trust Signals (UX)
  12. 12. #SEJThinkTank @seosteve Store Page Content (Keyword, City) 1. oil change, anaheim ca 2. exhaust repair, muffler repair 3. brake repair, brake replacement 4. tires, tire repair, tire replacement 5. heating repair, ac repair 6. {keyword} near me 7. {keyword} in {city, st} 8. Other services offered here
  13. 13. #SEJThinkTank @seosteve Store Page Content 1. Location Video  schema.org/VideoObject  Video XML (title, meta, tags) 2. Semantic keywords  automotive technician  mechanic 3. Barnacle SEO / Online Reputation  Improve visibility of Yelp profile  Influence what appears for ‘reviews’
  14. 14. #SEJThinkTank @seosteve Content Actual Store Landing Page City Landing Page
  15. 15. #SEJThinkTank @seosteve Content: City-Level #HELPFUL 1. Semantically Relevant  Storage = relocating, housing, city resources 2. Trust Signals  External links to authoritative content (.gov, .edu) 3. Data We Already Have  FAQ’s, storage statistics, regional (hyperlocal) content
  16. 16. #SEJThinkTank @seosteve Profiles & Citations 1. Search Engines  Google My Business, Yahoo! Local, Bing Places 2. Navigation  MapQuest, Apple Maps, HERE Maps, Yandex, etc 3. Social-Local  Yelp, Foursquare, Facebook, etc 4. Business Directories  General business directories [meh], regional citations, industry listings
  17. 17. #SEJThinkTank @seosteve Profiles & Citations
  18. 18. #SEJThinkTank @seosteve Profiles & Citations
  19. 19. #SEJThinkTank @seosteve Profiles & Citations
  20. 20. #SEJThinkTank @seosteve Online Reputation Good Experience? SHARE Poor Experience? WE CARE
  21. 21. 1.Yes, without a doubt 2.Maybe, if it wasn’t a lot of work 3.No, I don’t want more web traffic #SEJThinkTank @seosteve Poll 2 Would you trade a Saturday to get neighborhood businesses to link to you?
  22. 22. IDEA: Bi-Annual Community Volunteer Events (Saturday?)  Ask neighboring business to get involved  Ask neighboring business to help promote (link/share) #SEJThinkTank @seosteve Genius Creative Strategy
  23. 23. 1. Weekly Content Marketing Plan 2. Recurring Social & Video Campaign 3. College & Government Strategies #SEJThinkTank @seosteve Genius Creative Strategy Learn About Rich Answers: https://www.stonetemple.com/the-growth-of-rich-answers-in-googles-search-results/
  24. 24. #SEJThinkTank @seosteve Cadence & Discipline  Monitor Weekly Results & Insights  Test and Experiment
  25. 25. #SEJThinkTank @seosteve Monitor Weekly Results
  26. 26. #SEJThinkTank @seosteve Monitor Weekly Results
  27. 27. #SEJThinkTank @seosteve Bulk Tests & Experiments 1. Test Group (30) 2. Control Group (30) 3. Test Gap (~4 Mo)
  28. 28. #SEJThinkTank @seosteve Bulk Tests & Experiments 1. Test 1 Group (ALL) 2. Test 2 Group (200) 3. Control Group (200) 4. Test Gap (~2 Mo)
  29. 29. #SEJThinkTank @seosteve THANKS! Get More Strategy www.SEORoadmap.org/sej/

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