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What About Us? Local SEO & Multi-Location Businesses

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Most discussion about local SEO revolves around SMBs, but what about multi-location brands? They aren't just large SMBs and have challenges and benefits that aren't often talked about when it comes to a local SEO strategy.

Published in: Marketing

What About Us? Local SEO & Multi-Location Businesses

  1. 1. WHAT ABOUT US? Local SEO and Multi-Location Brands 1Twitter: @danleibson Email: dan@localseoguide.com
  2. 2. OBLIGATORY PROMOTIONAL SLIDE Local SEO Guide is a full service SEO agency I run local We have some great clients Twitter: @danleibson Email: dan@localseoguide.com 2
  3. 3. STATE OF THE UNION Twitter: @danleibson Email: dan@localseoguide.com 3
  4. 4. IS THE UNION STRONG? Twitter: @danleibson Email: dan@localseoguide.com 4
  5. 5. GOOGLE’S PRODUCT IS STILL BROKEN Twitter: @danleibson Email: dan@localseoguide.com 5
  6. 6. MARKETERS MARKETING MARKETING Twitter: @danleibson Email: dan@localseoguide.com 6
  7. 7. THE SKY ISN’T FALLING Twitter: @danleibson Email: dan@localseoguide.com 7
  8. 8. I HAVE A CASE OF SOLOMO Twitter: @danleibson Email: dan@localseoguide.com 8
  9. 9. WHAT ABOUT MULTI- LOCATION? Twitter: @danleibson Email: dan@localseoguide.com 9
  10. 10. SOLUTIONS AREN’T SIMPLE Twitter: @danleibson Email: dan@localseoguide.com 10
  11. 11. BEST PRACTICES AREN’T Twitter: @danleibson Email: dan@localseoguide.com 11
  12. 12. BRANDING, #THESTRUGGLEISREAL Twitter: @danleibson Email: dan@localseoguide.com 12 http://www.localseoguide.com/why-is-this-closed-listing-not-like-other- closed-listings/
  13. 13. IMAGE CLEANUP 101 Twitter: @danleibson Email: dan@localseoguide.com 13
  14. 14. THIS IS TOTALLY NOT OBFUSCATED Twitter: @danleibson Email: dan@localseoguide.com 14
  15. 15. FINALLY Twitter: @danleibson Email: dan@localseoguide.com 15
  16. 16. STOP IGNORING LOCAL ORGANIC SEO 16Twitter: @danleibson Email: dan@localseoguide.com
  17. 17. SMALL TACTICS, BIG RESULTS 17Twitter: @danleibson Email: dan@localseoguide.com Page level optimization results 1,991 keywords in position #1 to 13,493 keywords in position #1 5,005 keywords in positions #2-5 to 28,751 keywords in position #2-5 Citation optimization results 11,686 keywords ranking in position #1 to 14,569 keywords in position #1.
  18. 18. EVEN STEEL BENDS TO LOCAL 18Twitter: @danleibson Email: dan@localseoguide.com
  19. 19. ARE YOU OPTIMIZING FOR IMPLICIT GEO LOCATION? 19Twitter: @danleibson Email: dan@localseoguide.com Number of queries containing “near me” or “nearby” have doubled in the past year.
  20. 20. HERE IS HOW ONE SITE IS DOING IT 20Twitter: @danleibson Email: dan@localseoguide.com http://www.tripadvisor.com/Restaurants
  21. 21. SERIOUSLY, I HAVE TO MAKE THE CASE FOR CITATIONS? 21Twitter: @danleibson Email: dan@localseoguide.com
  22. 22. WHAT ARE THE FACTS ON THE GROUND? 22Twitter: @danleibson Email: dan@localseoguide.com
  23. 23. DUNKIN’ DUPES 1,239 locations 48 Keywords per location 59,329 data points checked on a weekly basis 8,115 true duplicate or incorrect listings suppressed across 37 publishers 23Twitter: @danleibson Email: dan@localseoguide.com
  24. 24. METHODOLOGY All keywords were geo-located by zip as there are multiple locations per city.  Donuts  Location set to 92627 Explicit geo-location was called out both before and after the term.  Donuts Costa Mesa  Costa Mesa Donuts This is the first large scale study to demonstrate a direct correlation between citation consistency and Google My Business ranking. 24Twitter: @danleibson Email: dan@localseoguide.com
  25. 25. SERIOUSLY, WHA HAPPENED? 25Twitter: @danleibson Email: dan@localseoguide.com
  26. 26. STUFF HAPPENED 26Twitter: @danleibson Email: dan@localseoguide.com 0 2000 4000 6000 8000 10000 12000 12/21/14 12/28/14 1/4/15 1/11/15 1/18/15 1/25/15 2/1/15 2/8/15 2/15/15 2/22/15 3/1/15 3/8/15 3/15/15 Local / 3 Pack Progress by Pack Type and Position Counts 3 Pack #1 Local Pack A 3 Pack #2 Local Pack B 3 Pack #3 Local Pack C Local Pack D Local Pack E Local Pack F
  27. 27. LOTS OF AMAZING STUFF 27Twitter: @danleibson Email: dan@localseoguide.com 0 2000 4000 6000 8000 10000 12000 12/21/14 12/28/14 1/4/15 1/11/15 1/18/15 1/25/15 2/1/15 2/8/15 2/15/15 2/22/15 3/1/15 3/8/15 3/15/15 Local / 3 Pack Progress by Pack Type and Position Counts 3 Pack #1 Local Pack A 3 Pack #2 Local Pack B 3 Pack #3 Local Pack C Local Pack D Local Pack E Local Pack F -1000 -500 0 500 1000 1500 2000 -100% -50% 0% 50% 100% 150% 200% 3 Pack #1 Local Pack A 3 Pack #2 Local Pack B 3 Pack #3 Local Pack C Local Pack D Local Pack E Local Pack F Total Overall Gain by Pack Type and Position Counts Gain % Gain
  28. 28. AND EVEN THINGS WE DIDN’T EXPECT 28Twitter: @danleibson Email: dan@localseoguide.com 0 500 1000 1500 2000 2500 3000 3500 4000 Positive 6 Positive 5 Positive 4 Positive 3 Positive 2 Positive 1 Zero Change Negative 1 Negative 2 Negative 3 Negative 4 Negative 5 Negative 6 Rank Changes within Local or 3 Pack Series1
  29. 29. TAKEAWAYS 29Twitter: @danleibson Email: dan@localseoguide.com Enforcing citation consistency and removing duplicates produced a net 23% increase in pack presence. This brand has an anemic SEO strategy No indexable page per location No Google My Business optimization Don’t measure GMB traffic
  30. 30. BUT WAIT, THERE’S MORE! 30Twitter: @danleibson Email: dan@localseoguide.com
  31. 31. IT’S ALL ABOUT THE LINKS 31Twitter: @danleibson Email: dan@localseoguide.com
  32. 32. DAE INTERNAL LINKS? 32Twitter: @danleibson Email: dan@localseoguide.com
  33. 33. ABT – ALWAYS BE TESTING 33Twitter: @danleibson Email: dan@localseoguide.com Biggest benefit that brands have other then their strong domain is the number of locations. Micro-understanding of the algo allows for deploying tactics at scale.
  34. 34. TEST SCHEMA BEYOND LOCALBUSINESS 34Twitter: @danleibson Email: dan@localseoguide.com
  35. 35. UNLIKE SMBS BRANDS CAN’T IGNORE IOS 35Twitter: @danleibson Email: dan@localseoguide.com https://twitter.com/asymco/status/659112817275 072513
  36. 36. ARE YOU PAYING ATTENTION TO FACEBOOK? 36Twitter: @danleibson Email: dan@localseoguide.com
  37. 37. IF NOTHING ELSE DO THESE 5 THINGS Get a good local SEO quarterback Make sure your on-domain location pages are well optimized Optimize your listings GMB, AM and Facebook Clean-up the local data mess Build links 37Twitter: @danleibson Email: dan@localseoguide.com
  38. 38. THANKS! 38Twitter: @danleibson Email: dan@localseoguide.com

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