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The Case Of The Hidden Merchants by Mary Bowling

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From the SMX East Conference in New York City, September 29-October1, 2015. SESSION: Sherlock Goes Local: How We Solved 3 Local Ranking Mysteries - Given by Mary Bowling, @MaryBowling - Search Engine News, Local SEO. #SMX #11C

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The Case Of The Hidden Merchants by Mary Bowling

  1. 1. #SMX #11C @MaryBowling The Case of the Hidden Merchants Mary Bowling
  2. 2. #SMX #11C @MaryBowling Sherlock Holmes Consulting Detective
  3. 3. #SMX #11C @MaryBowling My name is Sherlock Holmes. It is my business to know what other people don’t know.
  4. 4. #SMX #11C @MaryBowling Let us hear the suspicions. I will look after the proofs. “This website is better than the ones that are ranking.”
  5. 5. #SMX #11C @MaryBowling Is there any other point to which you would wish to draw my attention? “We’ve tried EVERYTHING and still can’t get this site to rank well in local search!”
  6. 6. #SMX #11C @MaryBowling
  7. 7. #SMX #11C @MaryBowling I have no data yet. It is a capital mistake to theorise before one has data.
  8. 8. #SMX #11C @MaryBowling
  9. 9. #SMX #11C @MaryBowling SERPs GMB Listing Location Web Site NAP + URL InLinks Competitors Technical
  10. 10. #SMX #11C @MaryBowling SERPs As Expected? In Google In Google Maps
  11. 11. #SMX #11C @MaryBowling SERPs Ranking? #3 in Google #23 inGoogle Maps
  12. 12. #SMX #11C @MaryBowling Technical Robots.txt XML Sitemap Webmaster Tools Site: search
  13. 13. #SMX #11C @MaryBowling Categories Correct? Best primary All applicable No marginal GMB Listing
  14. 14. #SMX #11C @MaryBowling GMB Listing Find All Categories
  15. 15. #SMX #11C @MaryBowling GMB Listing Guideline Violations? Guidelines for representing your business on Google: https://support.google.com/ business/answer/3038177? hl=en
  16. 16. #SMX #11C @MaryBowling Duplicate Listings? Search G+ for Name(s) + location(s) Name(s) + phone(s) Phone GMB Listing
  17. 17. #SMX #11C @MaryBowling Map Pin EXACTLY Correct? ZOOM, ZOOM ZOOM GMB Listing
  18. 18. #SMX #11C @MaryBowling NAP + URL Correct?GMB Listing
  19. 19. #SMX #11C @MaryBowling Location Faking It?
  20. 20. #SMX #11C @MaryBowling Location Address in “Right” City?
  21. 21. #SMX #11C @MaryBowling Location Within Map Radius? Baltimore, YES Salisbury, NO
  22. 22. #SMX #11C @MaryBowling Location Biz and Address Pins Match?
  23. 23. #SMX #11C @MaryBowling Location Biz and Address Pins Match?
  24. 24. #SMX #11C @MaryBowling Location Trouble at Google Mapmaker?
  25. 25. #SMX #11C @MaryBowling Web Site <title>Maryland Personal Injury Lawyer | Baltimore Injury Attorney | Washington DC Lawyers | Miller & Zois</title> On-Page Opti for Geo terms?
  26. 26. #SMX #11C @MaryBowling Web Site On-Page Optimization Aligned?
  27. 27. #SMX #11C @MaryBowling Web Site More Than One Site?
  28. 28. #SMX #11C @MaryBowling Web Site More Than One Site? “JD Law is only mentioned 2 times on this page in text form. John Doe Law is clearly visible to human reviewers in the header. There are 16 instances of James Smith in text on the page. This page is also associated with James Smith’s Google Plus page which has no mention on it, except in reviews, of JD Law or John Doe Law. There are 2 footer links pointing to the home page and contact page that refer to the Law Offices of James Smith. The plus link at the bottom right goes to David Johnson’s plus page.” Real business name is Joe Doe Law, but has a second site using JD Law as business name.
  29. 29. #SMX #11C @MaryBowling Web Site Adequate Unique Content?
  30. 30. #SMX #11C @MaryBowling Web Site NAP Matches GMB?
  31. 31. #SMX #11C @MaryBowling Web Site NAP Matches GMB? <title>Contact Busk Family Dentistry | (509) 662-8156 | 222 Mission Street, Wenatchee, WA 98801 </title>
  32. 32. #SMX #11C @MaryBowling NAP + URL Check Moz Local
  33. 33. #SMX #11C @MaryBowling NAP + URL Check Yext
  34. 34. #SMX #11C @MaryBowling Where links are from What anchor text says Manual penalties Webmaster Tools Algorithmic penalties Panguin Tool InLinks http://barracuda.digital/panguin-tool/ Link Profile?
  35. 35. #SMX #11C @MaryBowling Address in city Location within map area More and/or better links A “superlink” More media attention More targeted focus Competitors Do Competitors Have Advantages You Must Work Harder to Overcome? Keywords in biz name Keywords in URL More and/or better content Better on-page opti Active and savvy on social
  36. 36. #SMX #11C @MaryBowling
  37. 37. #SMX #11C @MaryBowling
  38. 38. #SMX #11C @MaryBowling www.searchenginenews.com/smx Education never ends…

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