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Local SEO
Guide
THE CASE
OF
THE MYSTERIOUS
LOCAL ENTITIES!
IN
Andrew Shotland 9.29.15
www.localseoguide.com @localseoguide.com
About LocalSEOGuide.com
2
10 Years of Enterprise & Multi-Location SEO
www.localseoguide.com @localseoguide.com
The Knowledge Graph Is
Brilliant!...
www.localseoguide.com @localseoguide.com
…like a 2-year-old…
www.localseoguide.com @localseoguide.com
www.localseoguide.com @localseoguide.com
www.localseoguide.com @localseoguide.com
Or Is It?
7
www.localseoguide.com @localseoguide.com
Q: When Is A Closed GMB
Listing Not Closed?
8
http://www.localseoguide.com/why-is...
www.localseoguide.com @localseoguide.com
Q: Why Is a Cat Pic Showing On
This Auto Dealer's GMB Listing?!
9
www.localseoguide.com @localseoguide.com
Say Hello To Google Image
Search…
10
www.localseoguide.com @localseoguide.com
Enter a Mr. Gregory Wood…
11
www.localseoguide.com @localseoguide.com
Where in the World is Gregory Wood?
12
www.localseoguide.com @localseoguide.com
Search Me?
13
www.localseoguide.com @localseoguide.com
Get Out of the Damned
Rabbit Hole!
www.localseoguide.com @localseoguide.com
www.localseoguide.com @localseoguide.com
Multiple reports from multiple ip addresses please!
www.localseoguide.com @localseoguide.com
…and Voila!
17
www.localseoguide.com @localseoguide.com
Regional Brands Beware!
18
www.localseoguide.com @localseoguide.com
Hello 301 Redirect!
http://www.yext.com/podiatrists/listing/sf-feet-san-francisco...
www.localseoguide.com @localseoguide.com
…and Voila!
20
www.localseoguide.com @localseoguide.com
Q: Why The Hell Don't We Rank #1 for
“local seo company pleasanton, ca”?
21
www.localseoguide.com @localseoguide.com
#1 & #2 in Organic
22
www.localseoguide.com @localseoguide.com
Backlinks?
23
www.localseoguide.com @localseoguide.com
Not Really Optimized for Local
•  No address on site
•  No LocalBusiness schema
•...
www.localseoguide.com @localseoguide.com
Oh Yeah…Plenty o’ N.A.P. Issues
25
www.localseoguide.com @localseoguide.com
Mystery:
Can We Rank #1
Without Fixing Bad
NAP Data?
26
www.localseoguide.com @localseoguide.com
Your Basic Keyword SPAM…
27
31
Aug!
www.localseoguide.com @localseoguide.com
Changed GMB Landing
Page
28
3
Sep!
www.localseoguide.com @localseoguide.com
Organic!
www.localseoguide.com @localseoguide.com
And Here’s What Happened When
We Did That for 300 Client GMB
Pages…
30
www.localseoguide.com @localseoguide.com
Got “Pleasanton SEO” link!
31
4
Sep!
www.localseoguide.com @localseoguide.com
Added Address to /contact
32
8
Sep!
www.localseoguide.com @localseoguide.com
Added Address to GMB Landing Page
33
9
Sep!
www.localseoguide.com @localseoguide.com
Changed G+ Link to LSG GMB
Page
34
11
Sep!
www.localseoguide.com @localseoguide.com
Locked in #2!
35
11
Sep!
www.localseoguide.com @localseoguide.com
Added Sameas Schema to
Connect Site to GMB
36
11
Sep!
www.localseoguide.com @localseoguide.com
More Links!
37
12
Sep!
www.localseoguide.com @localseoguide.com
#1!13
Sep!
…Out of Market…
www.localseoguide.com @localseoguide.com
Getting Desperate…
39
14
Sep!
www.localseoguide.com @localseoguide.com
Victory!?
40
17
Sep!
www.localseoguide.com @localseoguide.com
Still Bouncing Around…
41
www.localseoguide.com @localseoguide.com
Removed All Links to Personal GMB Page &
Removed LSG Reference From GMB…
42
18
Se...
www.localseoguide.com @localseoguide.com
Conclusions
•  Local SEO Was Hard Enough With Bad NAP
Issues
•  Add on Knowledge ...
www.localseoguide.com @localseoguide.com
#LEO
Thank You!
LocalLEOGuide.comS!
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Local SEO Guide In The Case of the Mysterious Local Entities By Andrew Shotland

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From the Search Marketing Expo - SMX East Conference in New York City, NY, September 29 - October 1, 2015. SESSION: Sherlock Goes Local: How We Solved 3 Local Ranking Mysteries. PRESENTATION: Local SEO Guide In The Case of the Mysterious Local Entities - Given by Andrew Shotland, @localseoguide, President - Local SEO Guide Inc. #SMX #11C

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Local SEO Guide In The Case of the Mysterious Local Entities By Andrew Shotland

  1. 1. Local SEO Guide THE CASE OF THE MYSTERIOUS LOCAL ENTITIES! IN Andrew Shotland 9.29.15
  2. 2. www.localseoguide.com @localseoguide.com About LocalSEOGuide.com 2 10 Years of Enterprise & Multi-Location SEO
  3. 3. www.localseoguide.com @localseoguide.com The Knowledge Graph Is Brilliant!...
  4. 4. www.localseoguide.com @localseoguide.com …like a 2-year-old…
  5. 5. www.localseoguide.com @localseoguide.com
  6. 6. www.localseoguide.com @localseoguide.com
  7. 7. www.localseoguide.com @localseoguide.com Or Is It? 7
  8. 8. www.localseoguide.com @localseoguide.com Q: When Is A Closed GMB Listing Not Closed? 8 http://www.localseoguide.com/why-is-this-closed-listing-not-like-other-closed-listings/
  9. 9. www.localseoguide.com @localseoguide.com Q: Why Is a Cat Pic Showing On This Auto Dealer's GMB Listing?! 9
  10. 10. www.localseoguide.com @localseoguide.com Say Hello To Google Image Search… 10
  11. 11. www.localseoguide.com @localseoguide.com Enter a Mr. Gregory Wood… 11
  12. 12. www.localseoguide.com @localseoguide.com Where in the World is Gregory Wood? 12
  13. 13. www.localseoguide.com @localseoguide.com Search Me? 13
  14. 14. www.localseoguide.com @localseoguide.com Get Out of the Damned Rabbit Hole!
  15. 15. www.localseoguide.com @localseoguide.com
  16. 16. www.localseoguide.com @localseoguide.com Multiple reports from multiple ip addresses please!
  17. 17. www.localseoguide.com @localseoguide.com …and Voila! 17
  18. 18. www.localseoguide.com @localseoguide.com Regional Brands Beware! 18
  19. 19. www.localseoguide.com @localseoguide.com Hello 301 Redirect! http://www.yext.com/podiatrists/listing/sf-feet-san-francisco-california.html http://www.yext.com/ 19 301
  20. 20. www.localseoguide.com @localseoguide.com …and Voila! 20
  21. 21. www.localseoguide.com @localseoguide.com Q: Why The Hell Don't We Rank #1 for “local seo company pleasanton, ca”? 21
  22. 22. www.localseoguide.com @localseoguide.com #1 & #2 in Organic 22
  23. 23. www.localseoguide.com @localseoguide.com Backlinks? 23
  24. 24. www.localseoguide.com @localseoguide.com Not Really Optimized for Local •  No address on site •  No LocalBusiness schema •  GMB landing page = home page not /pleasanton-ca-seo-company/ •  No “Pleasanton” anchor text •  Kind of Embarrassing! 24
  25. 25. www.localseoguide.com @localseoguide.com Oh Yeah…Plenty o’ N.A.P. Issues 25
  26. 26. www.localseoguide.com @localseoguide.com Mystery: Can We Rank #1 Without Fixing Bad NAP Data? 26
  27. 27. www.localseoguide.com @localseoguide.com Your Basic Keyword SPAM… 27 31 Aug!
  28. 28. www.localseoguide.com @localseoguide.com Changed GMB Landing Page 28 3 Sep!
  29. 29. www.localseoguide.com @localseoguide.com Organic!
  30. 30. www.localseoguide.com @localseoguide.com And Here’s What Happened When We Did That for 300 Client GMB Pages… 30
  31. 31. www.localseoguide.com @localseoguide.com Got “Pleasanton SEO” link! 31 4 Sep!
  32. 32. www.localseoguide.com @localseoguide.com Added Address to /contact 32 8 Sep!
  33. 33. www.localseoguide.com @localseoguide.com Added Address to GMB Landing Page 33 9 Sep!
  34. 34. www.localseoguide.com @localseoguide.com Changed G+ Link to LSG GMB Page 34 11 Sep!
  35. 35. www.localseoguide.com @localseoguide.com Locked in #2! 35 11 Sep!
  36. 36. www.localseoguide.com @localseoguide.com Added Sameas Schema to Connect Site to GMB 36 11 Sep!
  37. 37. www.localseoguide.com @localseoguide.com More Links! 37 12 Sep!
  38. 38. www.localseoguide.com @localseoguide.com #1!13 Sep! …Out of Market…
  39. 39. www.localseoguide.com @localseoguide.com Getting Desperate… 39 14 Sep!
  40. 40. www.localseoguide.com @localseoguide.com Victory!? 40 17 Sep!
  41. 41. www.localseoguide.com @localseoguide.com Still Bouncing Around… 41
  42. 42. www.localseoguide.com @localseoguide.com Removed All Links to Personal GMB Page & Removed LSG Reference From GMB… 42 18 Sep!
  43. 43. www.localseoguide.com @localseoguide.com Conclusions •  Local SEO Was Hard Enough With Bad NAP Issues •  Add on Knowledge Graph and You are Looking at Endless Series of Problems •  Acquired Businesses/Rebrands Have To Work Even Harder to Overcome & Grow •  IpsoFacto: We Are No Longer “Local SEO’s”, We Are Now “Local Entity Optimizers”… 43
  44. 44. www.localseoguide.com @localseoguide.com #LEO Thank You! LocalLEOGuide.comS!

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