Patrick Langridge talks at Digital Henley #5 on Wednesday 20th July regarding how SEO can significantly impact how your business operates, and how businesses succeed or fail depending on how they approach the question of SEO's role in personalising their commercial activity.

1. Digital Henley – July ‘16
Patrick Langridge
Head of SEO
@patlangridge
patrick.langridge@screamingfrog.co.u
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MachineLearning&LocalSEO: TheFuture
ofPersonalisedSearch

2. HistoryLesson
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3. GoogleToday
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4. GoogleToday
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5. Plumber
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6. Venice(2012)&Pidgeon(2014)
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7. WhyDoesThisMatter?
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8. LocalSEOBestPractices
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Build really really really good location landing pages.
Unique, descriptive, rich, relevant and locally focused content.
Compliment text with images, videos, infographics, CTA’s.
List areas/towns/villages covered by a service orshop - maps.
Use local data to create compelling stories.
Customerreviews/testimonials, case studies fromspecific
locations.
Use local staff/managers/engineers to help create unique
content.
Showcase local community involvement/sponsorship/events.
Include local offers, specials and news.
Considerlocal forums forUGC, but only if manageable!
Internal linking, meta data page alignment, geo-targeting if

9. LocalSEOSuccess
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10. LocalSEORankingFactors
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11. PersonalisationFactors
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 Location
 Device
 Browser
 OS
 Time Of Day
 Search History
 Logged In vs Logged Out
 Variety – CTRtesting
 Information vs Purchasing
 Knowledge Graph
 AnswerBoxes
 Carousels
 Contextual Relevancy

12. GoogleWorried?
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13. SearchQueriesbyEngine(USA)
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14. Threats
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15. RankBrain
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16. RankBrain
@patlangridg
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http://bit.ly/twoalgo

17. Questions?
Thankyou!
@patlangridge
patrick.langridge@screamingfrog.co.uk
www.screamingfrog.co.uk