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1. Weekly SEO Training
April 11, 2019
Focus Today: Local SEO

2. Roadmap
1. What is Local SEO?
2. When Would You Use a Local SEO Strategy?
3. Types of Local Searches
4. Local SEO Ranking Factors
5. The Importance of Google Maps
6. Q&A
7. Homework
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3. What is Local SEO?
An SEO approach where you focus your optimization on
a defined geographical area, like a city or region
Ex: Katy, Texas OR the Energy Corridor
Similar to National SEO, but with a few key differences
and applications
Three Key Areas of Focus: Relevance, Proximity, and
Prominence
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4. When Would You Use a Local SEO Strategy?
Local SEO is best for:
• Brick and mortar businesses that serve a local clientele
• Any website or brand that only serves people locally
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5. Why Use a Local SEO Strategy?
Local customers use the Internet to find local businesses
– 46% of all Google searches are local
– 64% of local customers use search engines & directories as
their main way to find local businesses
– 50% of local mobile searchers look for business information
– 78% of local mobile searches result in an offline purchase
*Stats provided by Bright Local
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6. Other Reasons Why Local SEO is Important
• Local search marketing is highly targeted and timely
– A business can be present when a customer needs their
services
• Local search marketing provides a high ROI compared
to other types of marketing
• Local compliments mobile search well and is designed
for people on the go
• Low barrier of entry
• 85% of customers trust online business reviews as
much as personal recommendations
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7. Types of Local Searches
1. Keyword Only
Examples include “hotel” or “hotel reservations”
2. Keyword & Location
Examples include “hotel katy” or “best hotel in Katy”
3. Mobile Based Searches
Search results based on proximity
4. Proximity Searches
Examples include “hotels near me” or “3-star hotel near me”
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8. The Local Search Engine Results Page
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9. Closer Inspection of Map Pack
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Reviews
Location
Business Attributes
Even local search results
and map packs can vary
between different search
queries

10. Key Local SEO Factors
1. Authority
2. Keyword Focus
3. Presence of Name, Address, and Phone Data
4. Google MyBusiness Optimization
5. Presence of High Quality Citations
6. Website User Behavior
7. Reviews
8. Social Media Signals
These factors, combined, influence your local presence
and visibility online
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11. Factor 1: Online Authority
• The authority of your website matters
• Key Factors for Website Authority include
1. Improving your website’s overall SEO
2. Building backlinks to your website
3. Ensuring all of your website pages are crawlable
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12. Factor 4: Google MyBusiness
Key Factors for a GMB Profile:
• Include good images and/or
videos of your office or place of
business
• Make sure your business info is
accurate (location info, opening
hours, category, attributes,
etc.)
• Get happy customers to write
reviews on your profile
• Use keywords in your business
description
Google MyBusiness Listing Example
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13. Factor 5: Business Citations
• Business citations are external references to your
company’s NAP info
• Proper business citations provide confirmation
that you have a legitimate business
• Popular citations sites include:
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14. Factor 7: Reviews
• The quality and quantity of reviews for your business
• NEVER use fake reviews!
• ALWAYS respond to reviews, good or bad
• Prioritize collecting reviews on Google MyBusiness, Trip Advisor,
Yelp, Bookings.com, Facebook, and other important directories for
that location
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15. Factor 8: Social Media Signals
• Establish a presence on social media by engaging
with customers. Get them excited about your
business!
• Popular platforms like Facebook, Twitter,
Instagram, Pinterest, LinkedIn, etc.
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16. The Importance of Google Maps
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17. Google Map Pack Key Stats
• These three local pack results
will receive about 32.3% of all
clicks for this term
• #1 Position: 17.3% of all clicks
• #2 Position: 12% of all clicks
• #3 Position: 2.9% of all clicks
• These figures do not include
people calling directly from
their mobile device
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18. Google Map Pack on Mobile Device
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19. Relevance, Proximity, and Prominence Revisited
• Relevance - Ensure your business is relevant for
the proper terms that your target customers are
using. Keyword optimization for your website and
Google MyBusiness profile are key here
• Proximity – Specify the locations you serve. Utilize
city, neighborhood, or area pages if the locations
you serve cover a wide geographical area
• Prominence – Your company’s prominence, both
online and offline
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20. Other Recommendations
• Backlinks – Start with citation websites, move on to local
websites, then to regional websites
• Leverage YouTube – YouTube videos can rank very quickly in the
search results
• Consider Creating Your Own Asset
– Element Houston Katy Mini Site
– Houston Travelers Mini Sites
• Build Influence on Relevant Authority Websites
– Travel Guide on TripAdvisor
– Expedia Blogger
– Medium
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21. Q&A
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