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Reverse Engineering Google's Local Search Algorithm By Dan Leibson

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From the SMX East Conference in New York City,Oct 24-26, 2017. SESSION: The Definitive Guide To Local Search Ranking Factors. PRESENTATION: Reverse Engineering Google's Local Search Algorithm - Given by Dan Leibson, @danleibson. #SMX #12C1

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Reverse Engineering Google's Local Search Algorithm By Dan Leibson

  1. 1. #SMX #12C1 @danleibson dan@localseoguide.com What Local SEO Ranking Factors Really Matter? TITLE SLIDE ALTERNATIVE LAYOUT w/ *EXAMPLE* IMAGE (SWAP IN YOUR OWN AS NEEDED) THANK YOU! SEE YOU AT THE NEXT #SMX Reverse Engineering Google’s Local Search Algorithm
  2. 2. #SMX #12C1 @danleibson dan@localseoguide.com What Local SEO Ranking Factors Really Matter? TITLE SLIDE ALTERNATIVE LAYOUT w/ *EXAMPLE* IMAGE (SWAP IN YOUR OWN AS NEEDED) THANK YOU! SEE YOU AT THE NEXT #SMX Reverse Engineering Google’s Local Search Algorithm
  3. 3. #SMX #12C1 @danleibson dan@localseoguide.com About Us 10 Insane Years of: § Enterprise SEO Audits § Local SEO § White Label SEO § Agency Process Consulting § Unblocking Robots.txt Files § Buying you drinks
  4. 4. #SMX #12C1 @danleibson dan@localseoguide.com Obligatory Client Slide
  5. 5. #SMX #12C1 @danleibson dan@localseoguide.com The Quest for the Perfect Local SEO Ranking Factors TITLE SLIDE ALTERNATIVE LAYOUT w/ *EXAMPLE* IMAGE (SWAP IN YOUR OWN AS NEEDED) THANK YOU! SEE YOU AT THE NEXT #SMX Reverse Engineering Google’s Local Search Algorithm
  6. 6. #SMX #12C1 @danleibson dan@localseoguide.com A Method To the Madness TITLE SLIDE ALTERNATIVE LAYOUT w/ *EXAMPLE* IMAGE (SWAP IN YOUR OWN AS NEEDED) THANK YOU! SEE YOU AT THE NEXT #SMX Reverse Engineering Google’s Local Search Algorithm
  7. 7. #SMX #12C1 @danleibson dan@localseoguide.com A Method To the Madness
  8. 8. #SMX #12C1 @danleibson dan@localseoguide.com For more detailed explanation go to localseoguide.com/local-seo-ranking-factors-methodology/
  9. 9. #SMX #12C1 @danleibson dan@localseoguide.com TITLE SLIDE ALTERNATIVE LAYOUT w/ *EXAMPLE* IMAGE (SWAP IN YOUR OWN AS NEEDED) THANK YOU! SEE YOU AT THE NEXT #SMX Reverse Engineering Google’s Local Search Algorithm Great Partners
  10. 10. #SMX #12C1 @danleibson dan@localseoguide.com THANK YOU! SEE YOU AT THE NEXT #SMX Reverse Engineering Google’s Local Search Algorithm Ordinal Ranking Factors
  11. 11. #SMX #12C1 @danleibson dan@localseoguide.com THANK YOU! SEE YOU AT THE NEXT #SMX Reverse Engineering Google’s Local Search Algorithm Categorical Ranking Factors
  12. 12. #SMX #12C1 @danleibson dan@localseoguide.com THANK YOU! SEE YOU AT THE NEXT #SMX Reverse Engineering Google’s Local Search Algorithm Huh?
  13. 13. #SMX #12C1 @danleibson dan@localseoguide.com Strong Correlation with Local Pack Rankings GMB “AUTHORITY” • GMB Reviews • GMB Photos • Keyword in Business Name BACKLINKS • Majestic AC Rank, Trust Flow, etc. • Google Toolbar PageRank • #/% Backlinks w City in Anchor Text • #/% Backlinks w Keyword in Anchor Text WEBSITE FACTORS • # Words on GMB Landing Page • # Images on GMB Landing Page
  14. 14. #SMX #12C1 @danleibson dan@localseoguide.com THANK YOU! SEE YOU AT THE NEXT #SMX Reverse Engineering Google’s Local Search Algorithm Citations
  15. 15. #SMX #12C1 @danleibson dan@localseoguide.com THANK YOU! SEE YOU AT THE NEXT #SMX Reverse Engineering Google’s Local Search Algorithm Citations
  16. 16. #SMX #12C1 @danleibson dan@localseoguide.com What Can you Do Tomorrow? What http://www.localseoguide.com/enforced-nap-consistency-scale-happened/ How http://www.localseoguide.com/our-citation-stack/
  17. 17. #SMX #12C1 @danleibson dan@localseoguide.com THANK YOU! SEE YOU AT THE NEXT #SMX Reverse Engineering Google’s Local Search Algorithm Links
  18. 18. #SMX #12C1 @danleibson dan@localseoguide.com THANK YOU! SEE YOU AT THE NEXT #SMX Reverse Engineering Google’s Local Search Algorithm Links
  19. 19. #SMX #12C1 @danleibson dan@localseoguide.com The Leagues Aren’t So Little Links to Domain Links to GMB Landing Page Mean 1,919,907 18,963 Median 1,264 24 Multi-location brands have ~200-300 citations per location. At 500 locations that is 150,000 links pointed at their most important page template, their location pages.
  20. 20. #SMX #12C1 @danleibson dan@localseoguide.com THANK YOU! SEE YOU AT THE NEXT #SMX Reverse Engineering Google’s Local Search Algorithm Organic Algo > Local Algo
  21. 21. #SMX #12C1 @danleibson dan@localseoguide.com THANK YOU! SEE YOU AT THE NEXT #SMX Reverse Engineering Google’s Local Search Algorithm Websites Matter A Lot
  22. 22. #SMX #12C1 @danleibson dan@localseoguide.com Location Pages Don’t Cannibalize Store Locators LOCATOR ONLY • Mean # Of Terms: 2,462 • Median # of Terms: 2,325 LOCATOR + Locations Pages • Mean # Of Terms: 3,583 • Median # of Terms: 2,394
  23. 23. #SMX #12C1 @danleibson dan@localseoguide.com With A Page Per Location You Will Rank for More Terms LOCATOR + Locations Pages • Median # of Terms Per Location Page: 23 • Median # of Terms Per Location Page Template: 3,412 • Median # of Terms Across Locator and Location Pages: 2,438 • Median # of Terms Combined Locator/Location Page: 5,760 LOCATOR Only • Median # of terms for Locators: 2,325 Brands with Location/Locator Rank for 3,435 More Terms then Those With Locators Alone.
  24. 24. #SMX #12C1 @danleibson dan@localseoguide.com Real SEO Heroes Level: Wix https://www.rei.com/stores/huntington-beach.html http://www.homedepot.com/l/Costa-Mesa/CA/Costa-Mesa/92626/6664 http://www.wholefoodsmarket.com/stores/tustin
  25. 25. #SMX #12C1 @danleibson dan@localseoguide.com THANK YOU! SEE YOU AT THE NEXT #SMX Reverse Engineering Google’s Local Search Algorithm Location Location Location
  26. 26. #SMX #12C1 @danleibson dan@localseoguide.com THANK YOU! SEE YOU AT THE NEXT #SMX Reverse Engineering Google’s Local Search Algorithm Location Location Location QueryType Example Backlink w/City in AnchorText Majestic AC Rank KW in Business Name Distance From Searcher IMPLICIT TACOS HIGH HIGH LOW *VERY HIGH EXPLICIT TACOS IN SAN JOSE SAN JOSETACOS VERY HIGH VERY HIGH VERY HIGH LOW
  27. 27. #SMX #12C1 @danleibson dan@localseoguide.com Let’s Dive Into The Proximity Code
  28. 28. #SMX #12C1 @danleibson dan@localseoguide.com Time To Get A New Job
  29. 29. #SMX #12C1 @danleibson dan@localseoguide.com What Can You Do Tomorrow?
  30. 30. #SMX #12C1 @danleibson dan@localseoguide.com PSYCH!
  31. 31. #SMX #12C1 @danleibson dan@localseoguide.com There Has To Be More To It
  32. 32. #SMX #12C1 @danleibson dan@localseoguide.com These Only Look Like They Are In Ascending Order
  33. 33. #SMX #12C1 @danleibson dan@localseoguide.com Where Were These Two?
  34. 34. #SMX #12C1 @danleibson dan@localseoguide.com http://www.localseoguide.com/proximity-the-number-1-local-seo-ranking-sub-factor
  35. 35. #SMX #12C1 @danleibson dan@localseoguide.com Trimodal Algo in One Screenshot http://www.localseoguide.com/trimodal-local-ranking-algo-one-screenshot/
  36. 36. #SMX #12C1 @danleibson dan@localseoguide.com THANK YOU! SEE YOU AT THE NEXT #SMX Reverse Engineering Google’s Local Search Algorithm What may not work?
  37. 37. #SMX #12C1 @danleibson dan@localseoguide.com Low Correlation to Local Pack Rankings OFF-SITE • Avg. # of Citation Backlinks • # of Verified Citations • Avg. Domain Authority of Citations • Avg. Google Rating • GMB Phone # Matches Website • Google +1s ! ! ! WEBSITE • Moz Domain & Page Authority • Keyword in H1 of GMB Landing Page • Keyword Density of GMB Landing Page • City & State in URL & <title> • HTTPS URL • Has Flash #DUH
  38. 38. #SMX #12C1 @danleibson dan@localseoguide.com Near Me Factors: http://www.localseoguide.com/near-local-seo-ranking-factors/
  39. 39. #SMX #12C1 @danleibson dan@localseoguide.com Links, not just Location -0.08 -0.12-0.12-0.040.00 Near Me Ordinal LINKGMB OFF-SITE LOCALWEBSITE Google Reviews Backlinks With City In Anchor Text % Backlinks With City In Anchor Text Profile Views Backlinks With City State In Anchor Text % Backlinks With City State In Anchor Text Total Reviews Followers Modified Google Rating Photos Average Rating
  40. 40. #SMX #12C1 @danleibson dan@localseoguide.com Not so Near Me 0.50 1.00 1.250.750.00 0.25 Near Me Categorical LINKGMB OFF-SITE LOCALWEBSITE Organic Rank Binary City in Title City & State in Title Physical Address In City of Search
  41. 41. #SMX #12C1 @danleibson dan@localseoguide.com What Correlated with Who Now? STRONG CORRELATION: # of Native Google Reviews # Backlinks w City in Anchor Text % Backlinks w City in Anchor Text GMB Photos Google Rating WEAK CORRELATION: City in <title> City & State in <title> % Backlinks w City in Anchor Text GMB Photos Google Rating
  42. 42. #SMX #12C1 @danleibson dan@localseoguide.com What Can You Do Tomorrow?
  43. 43. #SMX #12C1 @danleibson dan@localseoguide.com THANK YOU! SEE YOU AT THE NEXT #SMX Reverse Engineering Google’s Local Search Algorithm So Many Choices, so Little Time!
  44. 44. #SMX #12C1 @danleibson dan@localseoguide.com THANK YOU! SEE YOU AT THE NEXT #SMX Reverse Engineering Google’s Local Search Algorithm Prioritize Investment
  45. 45. #SMX #12C1 @danleibson dan@localseoguide.com Coming Soon
  46. 46. #SMX #12C1 @danleibson dan@localseoguide.com Check out the whole study at localseoguide.com/2016-local-seo-ranking-factors/ TITLE SLIDE ALTERNATIVE LAYOUT w/ *EXAMPLE* IMAGE (SWAP IN YOUR OWN AS NEEDED) THANK YOU! SEE YOU AT THE NEXT #SMX

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