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Local Intent - Pubcon Austin 2016


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All about local intent in search. Learn about local SEO in 2016.

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Local Intent - Pubcon Austin 2016

  1. 1. #pubcon Adjusting Local Search Intent Presented by: Jordan Kasteler @JordanKasteler
  2. 2. #pubcon Zero Moment of Truth @JordanKasteler
  3. 3. #pubcon @JordanKasteler Zero Moment of Truth • Outdoor Banners • TV/Radio/Print ads • Transportation Signs • Handout Literature • Word-of-Mouth Offline Online • Top-of-Funnel Content • Banner Ads
  4. 4. #pubcon Local Search Did you know that 1 in 3 of all Google searches have local intent? @JordanKasteler
  5. 5. #pubcon Local Search @JordanKasteler
  6. 6. #pubcon Local Search @JordanKasteler
  7. 7. #pubcon Local Search @JordanKasteler Horizontal Vertical
  8. 8. #pubcon Location Search @JordanKasteler Then Now• IP Address / Device GPS • Location keywords • URL Parameters: &near=cityname or Uule • Proxy tool
  9. 9. #pubcon Search Query Intent @JordanKasteler
  10. 10. #pubcon Search Query Intent Informational 80% of search volume Non-commercial, non-transaction-oriented Example: what is an XYZ? Commercial Investigation 10% of search volume Research-oriented with implied conversion action Example: XYZ vs ABC Transactional 10% of search volume Explicit intent to complete a conversion action Example: buy an XYZ @JordanKasteler
  11. 11. #pubcon Location SEO @JordanKasteler
  12. 12. #pubcon @JordanKasteler Keyword-Based Optimization Optimization Action: Incorporate keyword “XYZ” into page copy and important on-page elements. Intent-Based Optimization Optimization Action: Identify the primary topics and questions users are looking to answer when searching for “XYZ” and create content to address the user’s needs on the targeted landing page. Intent Optimization
  13. 13. #pubcon Local SEO @JordanKasteler
  14. 14. #pubcon Local SEO - NAP @JordanKasteler
  15. 15. #pubcon Local SEO – NAP Consistency @JordanKasteler
  16. 16. #pubcon Local SEO – NAP Formatting @JordanKasteler St vs Street STE vs Suite Dr vs Drive Ln vs Lane 1-555-555-5555 vs 555.555.5555
  17. 17. #pubcon NAP Aggregation Platforms @JordanKasteler
  18. 18. #pubcon Listing Completion @JordanKasteler
  19. 19. #pubcon Listing Reviews @JordanKasteler
  20. 20. #pubcon Quality of Local Reviews @JordanKasteler
  21. 21. #pubcon Quality of Local Reviews @JordanKasteler • All Positive Reviews Look Suspicious • Negative Reviews are Healthy but Should be Rare
  22. 22. #pubcon Local Review Solicitation – Do’s @JordanKasteler • Do Earn Reviews • Do Remind of Online Presence
  23. 23. #pubcon Local Review Solicitation – Don’t @JordanKasteler • Don’t Threaten Negative Reviewers • Don’t Incentivize Money or Services (e.g. Google+) • Don’t Ask for Reviews (e.g. Yelp) • If You Do, Don’t Ask HOW to Rate or Review.
  24. 24. #pubcon On-Page Local SEO @JordanKasteler • Structured Data • <address> HTML Markup • Clickable Phone Number • Optimized (Not Keyword Stuffed) Titles • Geo meta tags • Location Landing Pages/Regional content • Mobile-friendliness (tagging, responsive/adaptive, page load)
  25. 25. #pubcon • External links are editorial votes • Quality trumps quantity • NAP citations are the links of SEO • Quantity more important Off-Page Mobile SEO @JordanKasteler
  26. 26. #pubcon Resources • Review Handout Generator • Local SEO Checklist @JordanKasteler
  27. 27. #pubcon Questions? Presented by: Jordan Kasteler @JordanKasteler