Brighton SEO September 2019: Using `Local seo to build entities, by delivering effortless online to offline user journeys.

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