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Location-Free
Local SEO
MozCon 2018
Local SEO, but
@THCapper
Not just coffee shops
@THCapper
@THCapper
Ecommerce
Recruitment
Healthcare
@THCapper
Cars
Real estate
Tradespeople
So, not this
PO Boxes or post boxes
located at remote locations
are not acceptable
https://support.google.com/business/answer/3038177
@THCapper
And not this either
@THCapper
Local landing pages
@THCapper
Even when it isn’t explicit
@THCapper
Today’s topic
Surprisingly universal
@THCapper
@THCapper
Today’s topic
Surprisingly universal
Hardly ever covered
@THCapper
@THCapper
Today’s topic
Surprisingly universal
Hardly ever covered
Easy framework, high ROI
@THCapper
@THCapper
@THCapper
@THCapper
Is this right for you?
What do you need?
How to make it work
@THCapper
Why should you care?
@THCapper
@THCapper@THCapper
3
reasons
@THCapper
1. You might need this
@THCapper
@THCapper
1. You might need this
2.This is raw, unfiltered
SEO
@THCapper
@THCapper
1. You might need this
2.This is raw, unfiltered
SEO
3.There’s a lot to learn
about Google here
@THCapper
Is this right for you?
What do you need?
How to make it work
Do you need
local landing pages?
@THCapper
Well, what does
Google think?
@THCapper
@THCapper
4
steps
@THCapper
@THCapper
Step 1
Keyword Research
(sorry)
@THCapper
@THCapper
https://www.distilled.net/u/keyword-research/
https://www.distilled.net/resources/beginner-guide-to-ahrefs-
keyw...
@THCapper@THCapper
Step 2
Categorise Queries
@THCapper
Example: SEO job board
Implicitly local
Total volume 700
Examples
●“SEO
vacancies”
●“SEO jobs”
●“Jobs in
SEO”
@THCapper
Example: SEO job board
Implicitly local Explicitly local
Total volume 700 500
Examples
●“SEO
vacancies”
●“SEO jo...
@THCapper
Example: SEO job board
Implicitly local Explicitly local “Near me”
Total volume 700 500 10
Examples
●“SEO
vacanc...
@THCapper@THCapper
Step 3
Categorise Results
Back of envelope version
@THCapper
@THCapper
Local page
Local business
@THCapper
Count result types
on 3-10 SERPs
@THCapper
@THCapper
Or, a more sophisticated
approach
@THCapper
@THCapper
You could use
a CTR curve and
thousands of KWs
@THCapper
@THCapper
Easiest places to get this data?
Excel + Screaming Frog to sort results
Location in
URL?
Location in
domain?
Location in
title?
Local page
e.g.
Indeed.com/...
@THCapper
Step 4
Assessing the field
@THCapper
@THCapper
Visibility share: SEO jobs
Implicitly local Explicitly local “Near me”
Total volume 700 500 10
Local businesses ...
@THCapper
Visibility share: SEO jobs
Implicitly local Explicitly local “Near me”
Total volume 700 500 10
Local businesses ...
@THCapper
Visibility share: SEO jobs
Implicitly local Explicitly local “Near me”
Total volume 700 500 10
Local businesses ...
@THCapper
Visibility share: SEO jobs
Implicitly local Explicitly local “Near me”
Total volume 700 500 10
Local businesses ...
Is this right for you?
What do you need?
How to make it work
Which pages should you have?
@THCapper
You have to be careful
@THCapper
@THCapper
A lot of sites just take a
location database
@THCapper
@THCapper
“Flowers delivered to Thursford”
@THCapper
Inane lies
● “Located in the heart of Thursford your local florist shop…”
@THCapper
~10 houses and a barn, you mean?
@THCapper
Inane lies
● “Located in the heart of Thursford your local florist shop has an expert
knowledge and are very acc...
@THCapper
Inane lies
● “Located in the heart of Thursford your local florist shop has an expert
knowledge and are very acc...
@THCapper
Inane lies
● “Located in the heart of Thursford your local florist shop has an expert
knowledge and are very acc...
@THCapper
Inane lies
● “Located in the heart of Thursford your local florist shop has an expert
knowledge and are very acc...
@THCapper
PSA:
Even good SEO copy
can be negative
@THCapper
@THCapper@THCapper
@THCapper
Or worse yet
@THCapper
https://twitter.com/thetafferboy/status/993160050708533251
@THCapper
Dangers of scaling too fast
Inane lies
@THCapper
Dangers of scaling too fast
Inane lies Rogue indexation
@THCapper
Dangers of scaling too fast
Inane lies
Panda issues
Rogue indexation
@THCapper
Dangers of scaling too fast
Inane lies
Panda issues
Rogue indexation
Too many pages
@THCapper
Dangers of scaling too fast
Inane lies
Panda issues
Logistics
Rogue indexation
Too many pages
@THCapper
Sort by volume,
start at the top
@THCapper
@THCapper
Location-specific
rank tracking
@THCapper
What do you need?
Is this right for you?
How to make it work
Implementation concerns
@THCapper
Internal linking
@THCapper
@THCapper
Old methods
are looking shaky
@THCapper
Noindex, follow
@THCapper
@THCapper
https://youtu.be/9GNg8R-X8LQ?t=54m51s
“noindex,follow”
is kind of the same as a
“noindex,nofollow”
@THCapper
Which leaves
you with this
@THCapper
https://twitter.com/JohnMu/status/1012242757660954625
If you check internal
linking with tools,
make sure to tes...
@THCapper
On-page copy
@THCapper
@THCapper
Try to be useful & scalable
Common purchases in the area
@THCapper
Try to be useful & scalable
Common purchases in the area
Pricing comparison vs other locations
@THCapper
Try to be useful & scalable
Common purchases in the area
Pricing comparison vs other locations
Nearest branches ...
@THCapper
https://www.arenaflowers.com/delivery/london
@THCapper
Bonus: This is also cheaper!
@THCapper
@THCapper
Please don’t use
“Near me”
@THCapper
What have we learned today?
@THCapper
If you remember three things
1. Go out and look at some SERPs, apply the framework
@THCapper
If you remember three things
1. Go out and look at some SERPs, apply the framework
● Keywords: Implicitly Local,...
@THCapper
If you remember three things
1. Go out and look at some SERPs, apply the framework
● Keywords: Implicitly Local,...
@THCapper
If you remember three things
1. Go out and look at some SERPs, apply the framework
● Keywords: Implicitly Local,...
Thank You
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Location-Free Local SEO

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A talk about ranking for local terms when you don't have physical premises

Published in: Marketing
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Location-Free Local SEO

  1. 1. Location-Free Local SEO MozCon 2018
  2. 2. Local SEO, but @THCapper
  3. 3. Not just coffee shops @THCapper
  4. 4. @THCapper Ecommerce Recruitment Healthcare @THCapper Cars Real estate Tradespeople
  5. 5. So, not this
  6. 6. PO Boxes or post boxes located at remote locations are not acceptable https://support.google.com/business/answer/3038177
  7. 7. @THCapper And not this either
  8. 8. @THCapper Local landing pages
  9. 9. @THCapper Even when it isn’t explicit
  10. 10. @THCapper Today’s topic Surprisingly universal @THCapper
  11. 11. @THCapper Today’s topic Surprisingly universal Hardly ever covered @THCapper
  12. 12. @THCapper Today’s topic Surprisingly universal Hardly ever covered Easy framework, high ROI @THCapper
  13. 13. @THCapper
  14. 14. @THCapper
  15. 15. @THCapper
  16. 16. Is this right for you? What do you need? How to make it work
  17. 17. @THCapper Why should you care? @THCapper
  18. 18. @THCapper@THCapper 3 reasons
  19. 19. @THCapper 1. You might need this @THCapper
  20. 20. @THCapper 1. You might need this 2.This is raw, unfiltered SEO @THCapper
  21. 21. @THCapper 1. You might need this 2.This is raw, unfiltered SEO 3.There’s a lot to learn about Google here @THCapper
  22. 22. Is this right for you? What do you need? How to make it work
  23. 23. Do you need local landing pages?
  24. 24. @THCapper Well, what does Google think? @THCapper
  25. 25. @THCapper 4 steps @THCapper
  26. 26. @THCapper Step 1 Keyword Research (sorry) @THCapper
  27. 27. @THCapper https://www.distilled.net/u/keyword-research/ https://www.distilled.net/resources/beginner-guide-to-ahrefs- keyword-research/
  28. 28. @THCapper@THCapper Step 2 Categorise Queries
  29. 29. @THCapper Example: SEO job board Implicitly local Total volume 700 Examples ●“SEO vacancies” ●“SEO jobs” ●“Jobs in SEO”
  30. 30. @THCapper Example: SEO job board Implicitly local Explicitly local Total volume 700 500 Examples ●“SEO vacancies” ●“SEO jobs” ●“Jobs in SEO” ●“SEO jobs in London” ●“SEO jobs in Birmingham”
  31. 31. @THCapper Example: SEO job board Implicitly local Explicitly local “Near me” Total volume 700 500 10 Examples ●“SEO vacancies” ●“SEO jobs” ●“Jobs in SEO” ●“SEO jobs in London” ●“SEO jobs in Birmingham” ●“SEO jobs near me”
  32. 32. @THCapper@THCapper Step 3 Categorise Results
  33. 33. Back of envelope version @THCapper
  34. 34. @THCapper Local page Local business
  35. 35. @THCapper Count result types on 3-10 SERPs @THCapper
  36. 36. @THCapper Or, a more sophisticated approach @THCapper
  37. 37. @THCapper You could use a CTR curve and thousands of KWs @THCapper
  38. 38. @THCapper Easiest places to get this data?
  39. 39. Excel + Screaming Frog to sort results Location in URL? Location in domain? Location in title? Local page e.g. Indeed.com/london National page e.g. Indeed.com/SEO Yes No Yes No Yes No Local business e.g. Seattlejobs.com
  40. 40. @THCapper Step 4 Assessing the field @THCapper
  41. 41. @THCapper Visibility share: SEO jobs Implicitly local Explicitly local “Near me” Total volume 700 500 10 Local businesses 0% 0% 0% Local pages 15% 88% 9% National pages 85% 12% 91%
  42. 42. @THCapper Visibility share: SEO jobs Implicitly local Explicitly local “Near me” Total volume 700 500 10 Local businesses 0% 0% 0% Local pages 15% 88% 9% National pages 85% 12% 91%
  43. 43. @THCapper Visibility share: SEO jobs Implicitly local Explicitly local “Near me” Total volume 700 500 10 Local businesses 0% 0% 0% Local pages 15% 88% 9% National pages 85% 12% 91%
  44. 44. @THCapper Visibility share: SEO jobs Implicitly local Explicitly local “Near me” Total volume 700 500 10 Local businesses 0% 0% 0% Local pages 15% 88% 9% National pages 85% 12% 91%
  45. 45. Is this right for you? What do you need? How to make it work
  46. 46. Which pages should you have?
  47. 47. @THCapper You have to be careful @THCapper
  48. 48. @THCapper A lot of sites just take a location database @THCapper
  49. 49. @THCapper “Flowers delivered to Thursford”
  50. 50. @THCapper Inane lies ● “Located in the heart of Thursford your local florist shop…”
  51. 51. @THCapper ~10 houses and a barn, you mean?
  52. 52. @THCapper Inane lies ● “Located in the heart of Thursford your local florist shop has an expert knowledge and are very accustomed with the immediate area and arranging flowers for delivery to and further away.”
  53. 53. @THCapper Inane lies ● “Located in the heart of Thursford your local florist shop has an expert knowledge and are very accustomed with the immediate area and arranging flowers for delivery to and further away.” ● “But you can rest assured that our Thursford local flower shop to take care in your flower delivery, whatever the occasion. Thursford”
  54. 54. @THCapper Inane lies ● “Located in the heart of Thursford your local florist shop has an expert knowledge and are very accustomed with the immediate area and arranging flowers for delivery to and further away.” ● “But you can rest assured that our Thursford local flower shop to take care in your flower delivery, whatever the occasion. Thursford” ● “With our in-depth local knowledge of Thursford where we deliver gorgeous flowers right across town”
  55. 55. @THCapper Inane lies ● “Located in the heart of Thursford your local florist shop has an expert knowledge and are very accustomed with the immediate area and arranging flowers for delivery to and further away.” ● “But you can rest assured that our Thursford local flower shop to take care in your flower delivery, whatever the occasion. Thursford” ● “With our in-depth local knowledge of Thursford where we deliver gorgeous flowers right across town” ● “If you know where you are sending flowers, we also deliver to .”
  56. 56. @THCapper PSA: Even good SEO copy can be negative @THCapper
  57. 57. @THCapper@THCapper
  58. 58. @THCapper Or worse yet @THCapper
  59. 59. https://twitter.com/thetafferboy/status/993160050708533251
  60. 60. @THCapper Dangers of scaling too fast Inane lies
  61. 61. @THCapper Dangers of scaling too fast Inane lies Rogue indexation
  62. 62. @THCapper Dangers of scaling too fast Inane lies Panda issues Rogue indexation
  63. 63. @THCapper Dangers of scaling too fast Inane lies Panda issues Rogue indexation Too many pages
  64. 64. @THCapper Dangers of scaling too fast Inane lies Panda issues Logistics Rogue indexation Too many pages
  65. 65. @THCapper Sort by volume, start at the top @THCapper
  66. 66. @THCapper Location-specific rank tracking @THCapper
  67. 67. What do you need? Is this right for you? How to make it work
  68. 68. Implementation concerns
  69. 69. @THCapper Internal linking @THCapper
  70. 70. @THCapper Old methods are looking shaky @THCapper
  71. 71. Noindex, follow @THCapper
  72. 72. @THCapper https://youtu.be/9GNg8R-X8LQ?t=54m51s “noindex,follow” is kind of the same as a “noindex,nofollow”
  73. 73. @THCapper Which leaves you with this
  74. 74. @THCapper https://twitter.com/JohnMu/status/1012242757660954625 If you check internal linking with tools, make sure to test with a mobile UA too.
  75. 75. @THCapper On-page copy @THCapper
  76. 76. @THCapper Try to be useful & scalable Common purchases in the area
  77. 77. @THCapper Try to be useful & scalable Common purchases in the area Pricing comparison vs other locations
  78. 78. @THCapper Try to be useful & scalable Common purchases in the area Pricing comparison vs other locations Nearest branches & their opening times
  79. 79. @THCapper https://www.arenaflowers.com/delivery/london
  80. 80. @THCapper Bonus: This is also cheaper! @THCapper
  81. 81. @THCapper Please don’t use “Near me” @THCapper
  82. 82. What have we learned today?
  83. 83. @THCapper If you remember three things 1. Go out and look at some SERPs, apply the framework
  84. 84. @THCapper If you remember three things 1. Go out and look at some SERPs, apply the framework ● Keywords: Implicitly Local, Explicitly Local, “Near me” ● Competitors: Local Pages, National Pages, Local Businesses
  85. 85. @THCapper If you remember three things 1. Go out and look at some SERPs, apply the framework ● Keywords: Implicitly Local, Explicitly Local, “Near me” ● Competitors: Local Pages, National Pages, Local Businesses 2. Stop mucking about with your on-page copy
  86. 86. @THCapper If you remember three things 1. Go out and look at some SERPs, apply the framework ● Keywords: Implicitly Local, Explicitly Local, “Near me” ● Competitors: Local Pages, National Pages, Local Businesses 2. Stop mucking about with your on-page copy 3. Start small & dip your toes in the water
  87. 87. Thank You

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