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Building a Brand With
Local SEO 

Ant Robinson // Uberall
https://www.slideshare.net/
antrobbo
@antrobbo
2
The challenges high street
brands need to overcome
BA
Accurate, Anxiety
Free Local
Customer Actions
Search
Discovery
Engagement
Action
Photos Hours Location Phone
Links Directions Inventory
Store Visit
Website E-Commerce Locator Local Pages
Color but natural
Avoid clutter
Avoid tech (mobile phones…)
Authenticity / real life
Friendly and fresh
No black and white or sepia
No pictures that are too busy, no
unnecessary detail
Instead of showing technology show benefits
No staged pictures (avoid stock images)
No triste, nostalgic or aggressive images
3
Use this space to add images to this
slide. When doing this, please take
into account this guidelines for image
selection:
Local search shows
the highest
purchasing intent
Buying and footfall conversion rates are higher for local
search than any other channel, leading to lower Cost Per
Acquisition for those companies in control of their local
presence.
76%
of local searches
Result in a purchase
Within 24 hours
of Google 3 Pack
Engagement results in
a visit within 24 hours
28%
A Stella Performance in London …
The user journey is effortless
4
5
In Manchester, not so much… 
The Knowledge Graph & Directions lead to Harvey Nichols Knightsbridge
6
Of the 8 local search ranking factors:
• 6 specifically relate to entity credibility development
• 1 to onsite development
• And 1 has a foot in both camps
Entity development is the key to Local SEO
7
Moz/Whitespark 3 Pack Ranking Factors    
GMB Signals
25%
Link Signals
16%
Review Signals
15%
On-Page Signals
14%
Citation Signals
11%
Behavioural Signals
10%
Personalisation
6%
Social Signals
3%
Local SEO
Ranking Factors
in 2019
8
25% of the Local SEO Ranking Factors - Example Brewers
Source: https://www.brewers.co.uk/stores/abingdon/ABD
Google My Business (GMB) Signals - 25%
9
GMB Signals - Account Optimisation
10
GMB Signals - Account Optimisation
The start of developing entity facilitates non brand quarry ranking.
Category, Services and Brands are essential entity elements
11
Link Signals - 16%
Your directory and newspaper ecosystem should be predominantly rel=nofollow local links directly to location landing
pages, facilitating high ranking and not affecting organic SEO campaigns
Source: https://www.brewers.co.uk/stores/abingdon/ABD
12Source: https://local.standard.co.uk/company/438346385440769
Linking to individual location landing pages is essential
13
3. Review Signals - 15%
Reviews are a straight forward quality signal Google
uses to asses an entity’s quality
The volume and sentiment of reviews are obviously
important, however it is essential that ALL reviews are
answered professionally in a very strict timely manner
- certainly within an hour during office opening times. 
It is also local SEO Best Practice to initiate Q&As
within a Brands GMB Account
14
Citation Signals - 16.5%
Citations provide search engines with a
place to verify a brand’s Name, Address
& Phone Numbers - it’s essential they’re
identical
15
Status Checking your Brand locations, can often be the wake up call a brand needs to raise the priority of location marketing 
Checking Citation presence & accuracy is simple
16
Social Signals - 2%
Having an appropriately structured (Parent/child) social media
accounts and active Q&As are essential for Local SEO, as this
demonstrates investment in the brand and significantly assists
with behavioural signals.

UK Entity Development Ecosystem
17
MAPS:
Apple MapsGoogle Maps TomTom bing Maps HERENavmii
SOCIAL: AGGREGATORS:
Google
MyBusiness
FoursquareFaceboo
k
Instagram Yelp
DIRECTORIES:
NEWSPAPERS: CAR OEMS:
Factual
VWAudi Mercede
s
Fiat Toyota GMFordBMW
whereto iGlobalOpenemi Touch Local Scoot
The
Scotsman
Yalwacyclex MantaHotfrog
acompio My Local
Services
Show Me
Local
TupaloBrownbookUber Finde OffenWaze jelloo Yellbo Guidelocal
abclocalinfoisinfo InfobelCitipages
The
Independent
Central Index
Tripadvisor
18
On-Page Signals - 13%
Structured Data 
• Business Category, NAP, Opening Times &
breadcrumbs must be wrapped in any of
the main Structured Data formats

Mobile First Approach
Server
• Time to First Byte
Page Load Speed
• 5 Second Snapshot (JavaScript) 
• Full Render Time
JavaScript vs HTML5

19
Local Personalisation - 8.0%
Introduce a short paragraph of localised copy and
location specific product lines onto location landing
pages is necessary for competitive search terms and
located in densely populated areas  

https://www.brewers.co.uk/stores/abingdon/ABDSource:
20
Behavioural Signals - 9.5%
• Each query produces one of two 3-Pack design
layouts. 
• Depending of the search query reviews may be
incorporated
• To positively impact click through rates it is
essential to:
• Choose an exterior photo (or a map icon)
21
Citation Signals - 10%
Citations provide Google with a verification feedback
loop for location accuracy. Hence Google continues
to place to strong emphasis on a band’s Name
Address & Phone Numbers (NAP)
It’s still essential that NAP details are IDENTICAL
22
Moz/Whitespark 3 Pack Ranking Factors    
GMB Signals
25%
Link Signals
16%
Review Signals
15%
On-Page Signals
14%
Citation Signals
11%
Behavioural Signals
10%
Personalisation
6%
Social Signals
3%
Local SEO
Ranking Factors
in 2019
Uberall Berlin
Hussitenstraße 32-33 13355
Berlin, Germany
+49-30-208 479 320
Uberall London
1 St Katharine’s Way London
E1W 1UN, UK
+44-20-3769 3000
z
Uberall San Francisco
600 California St, San Francisco
CA 94108, USA
+1-415-463-7064
z
Uberall Paris
Regus - Paris Saint Lazare 28 Rue de
Londres 75009 Paris, France
+33-1-8122 1243
Uberall Amsterdam
Weteringschans 109
1017 SB Amsterdam, Netherlands
+31-20-707 36 85
Uberall Cape Town
128 Saint Georges Str
Simon's Town 7995, South Africa
+27-213002396
Ant Robinson
Senior Solutions Engineer
antony.robinson@uberall.com
@antrobbo

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Ant robinson brighton seo final

  • 1. Building a Brand With Local SEO 
 Ant Robinson // Uberall https://www.slideshare.net/ antrobbo @antrobbo
  • 2. 2 The challenges high street brands need to overcome BA Accurate, Anxiety Free Local Customer Actions Search Discovery Engagement Action Photos Hours Location Phone Links Directions Inventory Store Visit Website E-Commerce Locator Local Pages
  • 3. Color but natural Avoid clutter Avoid tech (mobile phones…) Authenticity / real life Friendly and fresh No black and white or sepia No pictures that are too busy, no unnecessary detail Instead of showing technology show benefits No staged pictures (avoid stock images) No triste, nostalgic or aggressive images 3 Use this space to add images to this slide. When doing this, please take into account this guidelines for image selection: Local search shows the highest purchasing intent Buying and footfall conversion rates are higher for local search than any other channel, leading to lower Cost Per Acquisition for those companies in control of their local presence. 76% of local searches Result in a purchase Within 24 hours of Google 3 Pack Engagement results in a visit within 24 hours 28%
  • 4. A Stella Performance in London … The user journey is effortless 4
  • 5. 5 In Manchester, not so much…  The Knowledge Graph & Directions lead to Harvey Nichols Knightsbridge
  • 6. 6 Of the 8 local search ranking factors: • 6 specifically relate to entity credibility development • 1 to onsite development • And 1 has a foot in both camps Entity development is the key to Local SEO
  • 7. 7 Moz/Whitespark 3 Pack Ranking Factors     GMB Signals 25% Link Signals 16% Review Signals 15% On-Page Signals 14% Citation Signals 11% Behavioural Signals 10% Personalisation 6% Social Signals 3% Local SEO Ranking Factors in 2019
  • 8. 8 25% of the Local SEO Ranking Factors - Example Brewers Source: https://www.brewers.co.uk/stores/abingdon/ABD Google My Business (GMB) Signals - 25%
  • 9. 9 GMB Signals - Account Optimisation
  • 10. 10 GMB Signals - Account Optimisation The start of developing entity facilitates non brand quarry ranking. Category, Services and Brands are essential entity elements
  • 11. 11 Link Signals - 16% Your directory and newspaper ecosystem should be predominantly rel=nofollow local links directly to location landing pages, facilitating high ranking and not affecting organic SEO campaigns Source: https://www.brewers.co.uk/stores/abingdon/ABD
  • 12. 12Source: https://local.standard.co.uk/company/438346385440769 Linking to individual location landing pages is essential
  • 13. 13 3. Review Signals - 15% Reviews are a straight forward quality signal Google uses to asses an entity’s quality The volume and sentiment of reviews are obviously important, however it is essential that ALL reviews are answered professionally in a very strict timely manner - certainly within an hour during office opening times.  It is also local SEO Best Practice to initiate Q&As within a Brands GMB Account
  • 14. 14 Citation Signals - 16.5% Citations provide search engines with a place to verify a brand’s Name, Address & Phone Numbers - it’s essential they’re identical
  • 15. 15 Status Checking your Brand locations, can often be the wake up call a brand needs to raise the priority of location marketing  Checking Citation presence & accuracy is simple
  • 16. 16 Social Signals - 2% Having an appropriately structured (Parent/child) social media accounts and active Q&As are essential for Local SEO, as this demonstrates investment in the brand and significantly assists with behavioural signals.

  • 17. UK Entity Development Ecosystem 17 MAPS: Apple MapsGoogle Maps TomTom bing Maps HERENavmii SOCIAL: AGGREGATORS: Google MyBusiness FoursquareFaceboo k Instagram Yelp DIRECTORIES: NEWSPAPERS: CAR OEMS: Factual VWAudi Mercede s Fiat Toyota GMFordBMW whereto iGlobalOpenemi Touch Local Scoot The Scotsman Yalwacyclex MantaHotfrog acompio My Local Services Show Me Local TupaloBrownbookUber Finde OffenWaze jelloo Yellbo Guidelocal abclocalinfoisinfo InfobelCitipages The Independent Central Index Tripadvisor
  • 18. 18 On-Page Signals - 13% Structured Data  • Business Category, NAP, Opening Times & breadcrumbs must be wrapped in any of the main Structured Data formats
 Mobile First Approach Server • Time to First Byte Page Load Speed • 5 Second Snapshot (JavaScript)  • Full Render Time JavaScript vs HTML5

  • 19. 19 Local Personalisation - 8.0% Introduce a short paragraph of localised copy and location specific product lines onto location landing pages is necessary for competitive search terms and located in densely populated areas  
 https://www.brewers.co.uk/stores/abingdon/ABDSource:
  • 20. 20 Behavioural Signals - 9.5% • Each query produces one of two 3-Pack design layouts.  • Depending of the search query reviews may be incorporated • To positively impact click through rates it is essential to: • Choose an exterior photo (or a map icon)
  • 21. 21 Citation Signals - 10% Citations provide Google with a verification feedback loop for location accuracy. Hence Google continues to place to strong emphasis on a band’s Name Address & Phone Numbers (NAP) It’s still essential that NAP details are IDENTICAL
  • 22. 22 Moz/Whitespark 3 Pack Ranking Factors     GMB Signals 25% Link Signals 16% Review Signals 15% On-Page Signals 14% Citation Signals 11% Behavioural Signals 10% Personalisation 6% Social Signals 3% Local SEO Ranking Factors in 2019
  • 23. Uberall Berlin Hussitenstraße 32-33 13355 Berlin, Germany +49-30-208 479 320 Uberall London 1 St Katharine’s Way London E1W 1UN, UK +44-20-3769 3000 z Uberall San Francisco 600 California St, San Francisco CA 94108, USA +1-415-463-7064 z Uberall Paris Regus - Paris Saint Lazare 28 Rue de Londres 75009 Paris, France +33-1-8122 1243 Uberall Amsterdam Weteringschans 109 1017 SB Amsterdam, Netherlands +31-20-707 36 85 Uberall Cape Town 128 Saint Georges Str Simon's Town 7995, South Africa +27-213002396 Ant Robinson Senior Solutions Engineer antony.robinson@uberall.com @antrobbo