Darren Shaw - BrightonSEO 2019 - Can You Rank in Local Without a Website?
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Case study where Darren has taken a business with zero internet presence to ranking fairly well in the local packs around the city. Step through the local SEO work and see what kind of impact it had on the rankings.
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Darren Shaw - BrightonSEO 2019 - Can You Rank in Local Without a Website?
- 6. @DarrenShaw_ NONE of the 113 submissions were a clean slate Dec 9, 2018
- 8. @DarrenShaw_ Did some information gathering Dec 20, 2018
- 9. @DarrenShaw_ Did some keyword “research” Dec 20, 2018
- 10. @DarrenShaw_ Base terms plus modifiers Dec 20, 2018
- 11. GMB Setup
- 12. @DarrenShaw_ Created the GMB listing Dec 20, 2018
- 13. @DarrenShaw_ “Optimized” the GMB listing The categories are really the only thing to optimize Dec 20, 2018
- 14. @DarrenShaw_ But also, fill out every field and regularly use every feature
- 15. @DarrenShaw_ Ok, I cheated and created a GMB website Dec 20, 2018
- 16. Things I like about the GMB site: It looks decent enough
- 17. Things I like about the GMB site: Simple and easy for a business to use
- 18. Things I like about the GMB site: Feed content directly into the Knowledge Graph? Disclaimer: This is pure speculation
- 19. Things I like about the GMB site: Posts and reviews are automatically added to the page Fresh content!
- 20. HOT TIP!(maybe?) Even if you have a website, still create and add content to the website in GMB @DarrenShaw_
- 21. @DarrenShaw_ 2 weeks and no postcard, but I had the phone verification option! Jan 9, 2019
- 22. @DarrenShaw_ 2 weeks and no postcard, but I had the phone verification option! Jan 9, 2019
- 23. HOT TIP! If the receptionist throws out the postcard, check for the phone verification option after 2 weeks @DarrenShaw_
- 24. @DarrenShaw_ I didn’t like the URL https://fc-developments-custom-home-builder.business.site Jan 10, 2019
- 25. @DarrenShaw_ So I bought a domain right in GMB Jan 10, 2019
- 26. Rank Tracking
- 27. @DarrenShaw_ Welp, that was easy. Ranking #1! Jan 11, 2019 But, long tail keyword And I live only a few blocks away
- 28. To get a better sense of rankings, track from different locations around the city
- 31. @DarrenShaw_ I had our citation team build 100 citations Jan 15, 2019
- 32. HOT TIP! Use a different phone number for citation building to avoid all the annoying sales calls from crap directories @DarrenShaw_
- 34. @DarrenShaw_ Just add it as an additional # in GMB
- 35. 12 calls
- 36. 8 from sales people
- 37. 2 from me (testing)
- 38. “Welcome to Canadian Business Phonebook”
- 39. One guy who Googled to find the number
- 40. @DarrenShaw_ One month later, did the citations impact rankings? Feb 11, 2019
- 41. More Content
- 42. @DarrenShaw_ Added a bit more content to the site Mar 6, 2019
- 43. @DarrenShaw_ The next day, the first ORGANIC rankings appeared Feb 11, 2019 Added extra content
- 45. Are the citations providing any benefit if the pages aren’t indexed in Google? @DarrenShaw_
- 46. @DarrenShaw_ Added links to all the citation URLs to the GMB website Mar 8, 2019
- 48. @DarrenShaw_ March 12th - No real change to indexation And results differ at different run times. Hmm.
- 49. @DarrenShaw_ March 12th - No real change to indexation And results differ at different run times. Hmm.
- 50. @DarrenShaw_ Hmm… This page has zero authority to pass to the citations…
- 51. @DarrenShaw_
- 52. @DarrenShaw_ So I tried this on March 12th
- 53. @DarrenShaw_ This also did nothing but Matthew Woodward got some sweet affiliate $bux
- 54. @DarrenShaw_ Well this doesn’t look good. L Started with indexation Rankings declining
- 55. There was a big algo update on March 12th… ¯_( )_/¯ @DarrenShaw_
- 56. Ok, let’s try to index from higher authority domain
- 57. Submitted the page for indexing through Search Console
- 58. BOOM! Indexation rate DOUBLED the next day
- 59. @DarrenShaw_ Rankings seemed to respond the next day too!
- 60. @DarrenShaw_ And rankings have been on the rise since (But, reviews and links are now also contributing) Added the whitespark.ca indexation page
- 62. @DarrenShaw_ Added service areas for each postcode I’m tracking Feb 19, 2019
- 63. @DarrenShaw_ Maybe some impact? Could be other factors Added the service areas
- 64. @DarrenShaw_ To be sure, I took them out on April 5 Apr 5, 2019
- 65. @DarrenShaw_ Rankings were not impacted by removal Removed the service areas
- 66. Google Posts
- 67. @DarrenShaw_ Started pumping out Google Posts daily Feb 24, 2019
- 68. @DarrenShaw_ Rankings maybe responded a bit? Feb 24, 2019 Started adding posts daily
- 69. Reviews
- 70. Mar 7, 2019
- 71. @DarrenShaw_ Got our first review! Mar 14, 2019
- 72. @DarrenShaw_ Two more the next day! Mar 15, 2019
- 73. @DarrenShaw_ How did the reviews impact rankings? Got 3 reviews
- 74. Links
- 75. @DarrenShaw_ Have you seen this? https://twitter.com/GrindstoneSEO/status/1087836159969914880
- 76. @DarrenShaw_ (H)igh (A)uthority (D)omain (R)elavant
- 77. @DarrenShaw_ Branded or URL anchors only
- 79. Mar 19, 2019 I needed links in a jiffy @DarrenShaw_
- 80. Mar 19, 2019 What a guy @DarrenShaw_
- 85. @DarrenShaw_ How did the links impact rankings? First link 3 more
- 86. It’s not one specific activity, it’s the aggregate of all of activities that will move the needle. @DarrenShaw_
- 87. @DarrenShaw_ Can you rank in local without a website? Yes, but you’ll only get so far. Content and links contribute significantly and will expand radius you can rank in