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A physical address is a strategic asset in local search

Different ways to leverage a physical address in local search. Brands with a physical high-street presence have a strategic advantage in local search over brands that do not. This presentation talks about different types of local presence scenarios and how to leverage them in search, including: concession brands, service area businesses and conventional retail premises.

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A physical address is a strategic
asset in search!
How to leverage an address in search
David Whatley
Managing Director & Founder
MiShop.local Ltd.
 In Local SEO & LLO since 2010
 Consultant since 2000
What are we going to look at?
1. The drivers of local search
2. The difference between Citation Building & Listing Optimisation
3. Why NAP consistency is important
4. How different types of business can leverage their address
What do we mean by Local Search?
Local
3
Stack
What do we mean by Local Search?
Local
3
Stack
Searchable Universe
Location is a HUGE filter
KEYWORDS
LOCATION
RESULTS

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A physical address is a strategic asset in local search

  • 1. A physical address is a strategic asset in search! How to leverage an address in search
  • 2. David Whatley Managing Director & Founder MiShop.local Ltd.  In Local SEO & LLO since 2010  Consultant since 2000
  • 3. What are we going to look at? 1. The drivers of local search 2. The difference between Citation Building & Listing Optimisation 3. Why NAP consistency is important 4. How different types of business can leverage their address
  • 4. What do we mean by Local Search? Local 3 Stack
  • 5. What do we mean by Local Search? Local 3 Stack
  • 6. Searchable Universe Location is a HUGE filter KEYWORDS LOCATION RESULTS
  • 7. 1. The drivers of local search
  • 8. Distance Relevance Prominence Drivers LOCAL CITATIONS & LISTING SITES On Category Consistent NAP Influenced by Content Customer Reviews Off-Site Local Search Drivers
  • 9. 2. Citation Building & Local Listing Optimisation What’s the difference?
  • 10.  Sites with strong local references that list NAP details  Not necessarily a listing site.  Local Interest / Community / Clubs / Schools / Church , etc.  Brand sites e.g. local stockists Local Citations Local Listings Local Citations & Local Listings are not necessarily the same  On-line and off-line NAP listing sites / directories.  May be Location or Sector specific
  • 11. there is no single authority site or distributor BUT There are hundreds of Local Citation & Listing Sites
  • 12. Identify, claim & optimise local citations Ensure your NAP is correct on local listings YOU need to……..
  • 13. It depends! Quality or Quantity? Old Business – Quantity New Business – Quality
  • 14. 3. Why is NAP consistency so important?
  • 15. Who lives at this address? The address is fixed BUT everything else can change
  • 17. NAP Anchor = Authority
  • 18. Old listings need replacing
  • 19. Google tries to organise NAP data …NOT clean it!
  • 20. Do you suffer from NAPpy Rash? Old NAP listings can be a pain in the bum!
  • 21. 4. How different types of business can leverage their address
  • 22.  Retail  Concessions  Offices / Depot  Service Area Business There are four types of business address You go to them They come to you You might go to them
  • 23. Retail Retail Store X NAP STORE X Name Store X Address 1 High Street A Town SW1 1AB Phone Number 01273 123456 URL www.storex.com X
  • 24. Concessions BA DC X Retail Store X Concession Brands A B C D
  • 25. Concessions – NAP Listings NAP STORE X Concession Brand A Concession Brand B Concession Brand C Concession Brand D Name Store X Brand A Brand B Brand C Brand D Address 1 High Street A Town SW1 1AB 1 High Street Store X A Town SW1 1AB 1 High Street Store X A Town SW1 1AB 1 High Street Store X A Town SW1 1AB 1 High Street Store X A Town SW1 1AB Phone Number 01273 123456 01273 456789 01273 232323 01273 454545 01273 787878 URL www.storex.com www.branda.com www.brandb.com www.brandc.com www.brandd.com 1 Store – 5 Different NAP Listings Same Address Different Names Different Phone Number Different URL 1 2 3 4 5
  • 26. Mixed - Retail / Depot AND Service Area X Retail / Depot Service Area Business You come to us We come to you  S 
  • 27. 1 Store/ Depot – 2 Different NAP Listings 1 2 Mixed - Retail / Depot AND Service Area NAP STORE X SAB Brand S Name Store X Service S Address 1 High Street A Town SW1 1AB 1 High Street A Town SW1 1AB Phone Number 01273 123456 01273 456789 URL www.storex.com www.brands.com Type Retail Service Area Business Category Retail Service Same Address Different Names Different Number Different URL Different Classification HIDDEN Different Category
  • 28. Thought of the day  Local search needs clearly differentiate NAP & URLs for different Brands and Service Lines at the same address  Are you leveraging your address to its full potential?  Are you listing your brands and services lines correctly?
  • 29. Local Listing Optimisation for National Chains Franchises Agencies SEOs White Label