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The Case
Study
@DarrenShaw_
Nov 9, 2018
@DarrenShaw_
Nov 9, 2018
@DarrenShaw_
Nov 9, 2018
@DarrenShaw_
NONE of the 113 submissions
were a clean slate
Dec 9, 2018
@DarrenShaw_
FC Developments!
Dec 15, 2018
@DarrenShaw_
Did some information gathering
Dec 20, 2018
@DarrenShaw_
Did some keyword “research”
Dec 20, 2018
@DarrenShaw_
Base terms plus modifiers
Dec 20, 2018
GMB Setup
@DarrenShaw_
Created the GMB listing
Dec 20, 2018
@DarrenShaw_
“Optimized” the GMB listing
The categories are really the only thing to optimize
Dec 20, 2018
@DarrenShaw_
But also, fill out every
field and regularly use
every feature
@DarrenShaw_
Ok, I cheated and created a GMB website
Dec 20, 2018
Things I like about the GMB site:
It looks decent enough
Things I like about the GMB site:
Simple and easy for a business to use
Things I like about the GMB site:
Feed content directly into the Knowledge Graph?
Disclaimer:
This is pure
speculation
Things I like about the GMB site:
Posts and reviews are automatically added to the page
Fresh content!
HOT TIP!(maybe?)
Even if you have a website, still
create and add content to the
website in GMB
@DarrenShaw_
@DarrenShaw_
2 weeks and no postcard, but I had
the phone verification option!
Jan 9, 2019
@DarrenShaw_
2 weeks and no postcard, but I had
the phone verification option!
Jan 9, 2019
HOT TIP!
If the receptionist throws out the
postcard, check for the phone
verification option after 2 weeks
@DarrenShaw_
@DarrenShaw_
I didn’t like the URL
https://fc-developments-custom-home-builder.business.site
Jan 10, 2019
@DarrenShaw_
So I bought a domain right in GMB
Jan 10, 2019
Rank
Tracking
@DarrenShaw_
Welp, that was easy. Ranking #1!
Jan 11, 2019
But,
long tail
keyword
And I live
only a
few
blocks
away
To get a better sense of rankings, track from
different locations around the city
Citation
Building
@DarrenShaw_
I had our citation team build 100 citations
Jan 15, 2019
HOT TIP!
Use a different phone number for
citation building to avoid all the
annoying sales calls from crap
directories
@D...
BUT MY NAP
CONSISTENCIES!!
@DarrenShaw_
@DarrenShaw_
Just add it as an additional # in GMB
12 calls
8 from sales people
2 from me (testing)
“Welcome to Canadian
Business Phonebook”
One guy who Googled
to find the number
@DarrenShaw_
One month later, did the citations impact rankings?
Feb 11, 2019
More
Content
@DarrenShaw_
Added a bit more content to the site
Mar 6, 2019
@DarrenShaw_
The next day, the first ORGANIC rankings appeared
Feb 11, 2019
Added extra content
Citation
Indexing
Are the citations providing
any benefit if the pages
aren’t indexed in Google?
@DarrenShaw_
@DarrenShaw_
Added links to
all the citation
URLs to the
GMB website
Mar 8, 2019
Greenlane Script
https://www.greenlanemarketing.com/tools/google-indexation-tester/
@DarrenShaw_
March 12th - No real change to indexation
And results differ at different run times. Hmm.
@DarrenShaw_
March 12th - No real change to indexation
And results differ at different run times. Hmm.
@DarrenShaw_
Hmm…
This page has
zero authority
to pass to the
citations…
@DarrenShaw_
@DarrenShaw_
So I tried this on March 12th
@DarrenShaw_
This also did nothing
but Matthew Woodward got some sweet affiliate $bux
@DarrenShaw_
Well this doesn’t look good. L
Started with indexation Rankings declining
There was a big algo update
on March 12th…
¯_( )_/¯
@DarrenShaw_
Ok, let’s try to index from higher authority domain
Submitted the page for indexing through Search Console
BOOM! Indexation rate DOUBLED the next day
@DarrenShaw_
Rankings seemed to respond the next day too!
@DarrenShaw_
And rankings have been on the rise since
(But, reviews and links are now also contributing)
Added the whitesp...
Service
Area Test
@DarrenShaw_
Added service areas for each postcode I’m tracking
Feb 19, 2019
@DarrenShaw_
Maybe some impact? Could be other factors
Added the
service areas
@DarrenShaw_
To be sure, I took them out on April 5
Apr 5, 2019
@DarrenShaw_
Rankings were not impacted by removal
Removed the
service areas
Google
Posts
@DarrenShaw_
Started pumping out Google Posts daily
Feb 24, 2019
@DarrenShaw_
Rankings maybe responded a bit?
Feb 24, 2019
Started adding posts daily
Reviews
Mar 7, 2019
@DarrenShaw_
Got our first review!
Mar 14, 2019
@DarrenShaw_
Two more the next day!
Mar 15, 2019
@DarrenShaw_
How did the reviews impact rankings?
Got 3 reviews
Links
@DarrenShaw_
Have you seen this?
https://twitter.com/GrindstoneSEO/status/1087836159969914880
@DarrenShaw_
(H)igh (A)uthority (D)omain (R)elavant
@DarrenShaw_
Branded or URL anchors only
@DarrenShaw_
LINKS!
Mar 19, 2019
I needed links in a jiffy
@DarrenShaw_
Mar 19, 2019
What a guy
@DarrenShaw_
@DarrenShaw_
LINKS!
Mar 29, 2019
@DarrenShaw_
LINKS!
Apr 1, 2019
@DarrenShaw_
LINKS!
Apr 1, 2019
@DarrenShaw_
LINKS!
Apr 1, 2019
@DarrenShaw_
How did the links impact rankings?
First link 3 more
It’s not one specific activity,
it’s the aggregate of all of
activities that will move the
needle.
@DarrenShaw_
@DarrenShaw_
Can you rank in local without a website?
Yes, but you’ll only get so far.
Content and links contribute
signif...
THANK YOU!
Darren Shaw
Whitespark.ca
@DarrenShaw_
Darren Shaw - BrightonSEO 2019 - Can You Rank in Local Without a Website?
Darren Shaw - BrightonSEO 2019 - Can You Rank in Local Without a Website?
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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?

  1. 1. The Case Study
  2. 2. @DarrenShaw_ Nov 9, 2018
  3. 3. @DarrenShaw_ Nov 9, 2018
  4. 4. @DarrenShaw_ Nov 9, 2018
  5. 5. @DarrenShaw_ NONE of the 113 submissions were a clean slate Dec 9, 2018
  6. 6. @DarrenShaw_ FC Developments! Dec 15, 2018
  7. 7. @DarrenShaw_ Did some information gathering Dec 20, 2018
  8. 8. @DarrenShaw_ Did some keyword “research” Dec 20, 2018
  9. 9. @DarrenShaw_ Base terms plus modifiers Dec 20, 2018
  10. 10. GMB Setup
  11. 11. @DarrenShaw_ Created the GMB listing Dec 20, 2018
  12. 12. @DarrenShaw_ “Optimized” the GMB listing The categories are really the only thing to optimize Dec 20, 2018
  13. 13. @DarrenShaw_ But also, fill out every field and regularly use every feature
  14. 14. @DarrenShaw_ Ok, I cheated and created a GMB website Dec 20, 2018
  15. 15. Things I like about the GMB site: It looks decent enough
  16. 16. Things I like about the GMB site: Simple and easy for a business to use
  17. 17. Things I like about the GMB site: Feed content directly into the Knowledge Graph? Disclaimer: This is pure speculation
  18. 18. Things I like about the GMB site: Posts and reviews are automatically added to the page Fresh content!
  19. 19. HOT TIP!(maybe?) Even if you have a website, still create and add content to the website in GMB @DarrenShaw_
  20. 20. @DarrenShaw_ 2 weeks and no postcard, but I had the phone verification option! Jan 9, 2019
  21. 21. @DarrenShaw_ 2 weeks and no postcard, but I had the phone verification option! Jan 9, 2019
  22. 22. HOT TIP! If the receptionist throws out the postcard, check for the phone verification option after 2 weeks @DarrenShaw_
  23. 23. @DarrenShaw_ I didn’t like the URL https://fc-developments-custom-home-builder.business.site Jan 10, 2019
  24. 24. @DarrenShaw_ So I bought a domain right in GMB Jan 10, 2019
  25. 25. Rank Tracking
  26. 26. @DarrenShaw_ Welp, that was easy. Ranking #1! Jan 11, 2019 But, long tail keyword And I live only a few blocks away
  27. 27. To get a better sense of rankings, track from different locations around the city
  28. 28. Citation Building
  29. 29. @DarrenShaw_ I had our citation team build 100 citations Jan 15, 2019
  30. 30. HOT TIP! Use a different phone number for citation building to avoid all the annoying sales calls from crap directories @DarrenShaw_
  31. 31. BUT MY NAP CONSISTENCIES!! @DarrenShaw_
  32. 32. @DarrenShaw_ Just add it as an additional # in GMB
  33. 33. 12 calls
  34. 34. 8 from sales people
  35. 35. 2 from me (testing)
  36. 36. “Welcome to Canadian Business Phonebook”
  37. 37. One guy who Googled to find the number
  38. 38. @DarrenShaw_ One month later, did the citations impact rankings? Feb 11, 2019
  39. 39. More Content
  40. 40. @DarrenShaw_ Added a bit more content to the site Mar 6, 2019
  41. 41. @DarrenShaw_ The next day, the first ORGANIC rankings appeared Feb 11, 2019 Added extra content
  42. 42. Citation Indexing
  43. 43. Are the citations providing any benefit if the pages aren’t indexed in Google? @DarrenShaw_
  44. 44. @DarrenShaw_ Added links to all the citation URLs to the GMB website Mar 8, 2019
  45. 45. Greenlane Script https://www.greenlanemarketing.com/tools/google-indexation-tester/
  46. 46. @DarrenShaw_ March 12th - No real change to indexation And results differ at different run times. Hmm.
  47. 47. @DarrenShaw_ March 12th - No real change to indexation And results differ at different run times. Hmm.
  48. 48. @DarrenShaw_ Hmm… This page has zero authority to pass to the citations…
  49. 49. @DarrenShaw_
  50. 50. @DarrenShaw_ So I tried this on March 12th
  51. 51. @DarrenShaw_ This also did nothing but Matthew Woodward got some sweet affiliate $bux
  52. 52. @DarrenShaw_ Well this doesn’t look good. L Started with indexation Rankings declining
  53. 53. There was a big algo update on March 12th… ¯_( )_/¯ @DarrenShaw_
  54. 54. Ok, let’s try to index from higher authority domain
  55. 55. Submitted the page for indexing through Search Console
  56. 56. BOOM! Indexation rate DOUBLED the next day
  57. 57. @DarrenShaw_ Rankings seemed to respond the next day too!
  58. 58. @DarrenShaw_ And rankings have been on the rise since (But, reviews and links are now also contributing) Added the whitespark.ca indexation page
  59. 59. Service Area Test
  60. 60. @DarrenShaw_ Added service areas for each postcode I’m tracking Feb 19, 2019
  61. 61. @DarrenShaw_ Maybe some impact? Could be other factors Added the service areas
  62. 62. @DarrenShaw_ To be sure, I took them out on April 5 Apr 5, 2019
  63. 63. @DarrenShaw_ Rankings were not impacted by removal Removed the service areas
  64. 64. Google Posts
  65. 65. @DarrenShaw_ Started pumping out Google Posts daily Feb 24, 2019
  66. 66. @DarrenShaw_ Rankings maybe responded a bit? Feb 24, 2019 Started adding posts daily
  67. 67. Reviews
  68. 68. Mar 7, 2019
  69. 69. @DarrenShaw_ Got our first review! Mar 14, 2019
  70. 70. @DarrenShaw_ Two more the next day! Mar 15, 2019
  71. 71. @DarrenShaw_ How did the reviews impact rankings? Got 3 reviews
  72. 72. Links
  73. 73. @DarrenShaw_ Have you seen this? https://twitter.com/GrindstoneSEO/status/1087836159969914880
  74. 74. @DarrenShaw_ (H)igh (A)uthority (D)omain (R)elavant
  75. 75. @DarrenShaw_ Branded or URL anchors only
  76. 76. @DarrenShaw_ LINKS!
  77. 77. Mar 19, 2019 I needed links in a jiffy @DarrenShaw_
  78. 78. Mar 19, 2019 What a guy @DarrenShaw_
  79. 79. @DarrenShaw_ LINKS! Mar 29, 2019
  80. 80. @DarrenShaw_ LINKS! Apr 1, 2019
  81. 81. @DarrenShaw_ LINKS! Apr 1, 2019
  82. 82. @DarrenShaw_ LINKS! Apr 1, 2019
  83. 83. @DarrenShaw_ How did the links impact rankings? First link 3 more
  84. 84. It’s not one specific activity, it’s the aggregate of all of activities that will move the needle. @DarrenShaw_
  85. 85. @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
  86. 86. THANK YOU! Darren Shaw Whitespark.ca @DarrenShaw_

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