Andrew Shotland Arival 2017 conference SEO deck

1. Andrew Shotland
CEO, LOCALSEOGUIDE.COM
THE SO-CALLED
SCIENCE OF SEARCH
ARIVAL CONFERENCE
VEGAS! 2017

2. WHERE DO CUSTOMERS
COME FROM?
Channel Fortune 500
“Brands”
“Who?”
Media
“Who?”
eCommerce
B2B
SEO 41% 77% 20% 13%
Direct 33% 12% 16% 31%
Paid 14% 5% 46% 53%
Email 11% 4% 17% 2%
Social 1% 2% 1% 1%
Source: LocalSEOGuide.com Channel Study 2017
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3. Channel Fortune 500
“Brands”
“Who?”
Media
“Who?”
eCommerce
B2B
SEO $ $$ $$ $
Direct $$$$ $ $$ $$$
Paid $$$$ $$$$ $$$$ $$$$
Email $$$$ $$$$ $$$$ $$$$
Social $$$ $$$ $$ $$
SO WHERE DO WE INVEST?
Source: LocalSEOGuide.com Conversations w Cheap Clients 2006-2017
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5. DO NO
EVIL
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6. GOOGLE MY BUSINESS – KNOWLEDGE PANEL
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7. GOOGLE MY BUSINESS – LOCAL PACKS
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8. REVIEWS
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9. INSTANT ANSWERS
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10. RELATED QUESTIONS
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12. LOCAL SEO 101
BACK IN THE DAY
CONTENT + TECH + LINKS
= RANKINGS
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13. LOCAL CITATIONS
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15. HOW DO YOU RANK IN GOOGLE’S LOCAL PACK?
GMB “AUTHORITY”
• GMB Reviews
• GMB Photos
• Keyword in Business Name
BACKLINKS
• Quality
• Quantity
• #/% Backlinks w City in Anchor Text
• #/% Backlinks w Keyword in Anchor Text
WEBSITE FACTORS
• # Words on GMB Landing
Page
• # Images on GMB Landing
Page
http://www.localseoguide.com/guides/local-seo-ranking-factors/
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16. HOW TO OPTIMIZE YOUR
GOOGLE MY BUSINESS PAGE
1. Claim and make sure info is correct
2. Pick the correct categories
3. Add photos, descriptions, hours and anything else relevant
4. Link your GMB page directly to your most relevant website page
5. Find and delete duplicate listings
6. Find and delete old business names
7. Encourage your customers to leave reviews on Google and ask questions via
GMB
8. Make sure you local citations data is consistent with your GMB data and the info
on your website
9. Check your listings regularly-make sure Google hasn’t changed them!
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17. WHAT CAN HAPPEN WHEN YOU
FIX YOUR LOCAL CITATIONS
http://www.localseoguide.com/enforced-nap-consistency-scale-happened/
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18. CONTENT: PUBLISH OR PERISH!
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19. http://www.localseoguide.com/how-to-update-your-internet-yellow-pages-listings-for-free/
FAQs
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20. OPTIMIZE CONTENT THAT ALREADY RANKS WELL
http://www.showmelocal.com/profile.aspx?bid=365755
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21. https://www.thumbtack.com/tx/dallas/tree-trimming/
USE YOUR WORDS…
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22. ARE YOUR TITLES THE BEST?
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23. ARE YOU SELLING ME IN THE
SERPS?
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24. http://www.localseoguide.com/near-local-seo-ranking-factors/
ARE YOU “NEAR ME?”
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27. NEED A LIFT?
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28. ARE YOU FIGHTING FOR YOUR FAIR SHARE?
https://www.yellowpages.com/dallas-tx/bars-showing-the-mayweather-fight-tonight-in-newark-
delaware
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30. •Book luxury hotels on JetSetter
•See expert hotel photos on Oyster.com
•Book the best restaurants with TheFork
•Book tours and attraction tickets on Viator
•Read cruise reviews on Cruise Critic
•Read travel guides at SmarterTravel
•Get airline seating charts on Seat Guru
•Find airfare deals at Airfarewatchdog
•Find vacation rentals on FlipKey
•Search for holiday rentals on Holiday Lettings
•Find a vacation home on Vacation Home Rentals
•Plan a family vacation on Family Vacation Critic
THINK OUTSIDE OF YOUR BRAND’S BOX
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31. THINGS TO DO…
1. Get Attention
2. Answer Questions on Your Site, On Google, On Everywhere
3. Understand What Your Customers (Consumers and Advertisers)
Are Searching For
4. Always Be Testing & Tweaking
5. Don’t Just Rely On a Single Website, or a Single SEO Tactic
6. Go Responsive!
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32. THE BEST SEO INVESTMENT IS
CREATING A PRODUCT/SERVICE
YOUR CUSTOMERS WANT…
…and then knowing how to squeeze every last drop of
SEO out of it.
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33. THANK YOU!
andrew@localseoguide.com
Presentation at www.localseoguide.com/arival
@localseoguide
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