2018 Seattle Localogy: Google is Not Your Home Page — Local SEO for Your Actual Website

Google is NOT your new home page
Google is not your new home alone movie
Google is not your new home business
Google is not your new home final walkthrough checklist
Google is not your new home harry and meghan
Google is not your new home loan calculator
Google is not your new home meme
Google is not your new home near me
Google is not your new home prayer
Google is not your new home who dis
Andrew Shotland
CEO, localseoguide.com
LSA Localogy Seattle
11.09.18
Google Is NOT Your New Home Page Localogy Seattle 11.09.18 www.localseoguide.com 1www.localseoguide.com

Google Is NOT Your New Home Page Localogy Seattle 11.09.18 www.localseoguide.com 2
seo giveth and seo taketh…
0
1000000
2000000
3000000
4000000
5000000
6000000
Jan-04
Apr-04
Jul-04
Oct-04
Jan-05
Apr-05
Jul-05
Oct-05
Jan-06
Apr-06
Jul-06
Google Traffic
http://web.archive.org/web/20170622144022/http://www.insiderpages.com/

obligatory impressive clients slide

• Some Local SERPology
• 2018 GMB Ranking Factors Study Preview
• Stuff You Shouldn’t Do To Your Site
• Stuff You Should Do To Your Site
• Profit!
the agenda

this is local search

Mattresses SERP
“Above the fold”

Mattresses SERP
“Below the fold”

this is unfortunately local search

when serps go local
https://www.localseoguide.com/seriously-track-your-google-my-business-pages/

gmb ranking factors
GMB “AUTHORITY”
• GMB Reviews
• GMB Photos
• Keyword in Business Name
BACKLINKS
• Quality
• Quantity
• #/% Backlinks w City in Anchor Text
• #/% Backlinks w Keyword in Anchor Text
WEBSITE FACTORS
• # Words on GMB Landing
Page
• # Images on GMB Landing
Page
http://www.localseoguide.com/guides/local-seo-ranking-factors/

ranking factors vary by vertical
Content Links Citations Reviews
Retail
Legal
Finance
Health & Beauty
Grocery
Hospitality

Site Estimated Monthly US SEO Traffic*
TripAdvisor.com 186MM
Yelp.com 184MM
Zillow.com 45MM
YellowPages.com 30MM
is local organic dead
*Source: SEMRush.com

serp intent

strategery

Google Is NOT Your New Home Page Localogy Seattle 11.09.18 www.localseoguide.com
brand traffic cannibalization
Adwords Brand Targeting Starts
33% decline in organic
15

brand revenue cannibalization
Adwords Brand Targeting Starts
~ -$50K/week
Sale
16

be careful with redesigns/rebrands

reincarnation

bad modern design

good modern design

server-side rendering for dummies
https://www.localseoguide.com/server-side-rendering-for-dummies/

seo smoke testing
https://www.localseoguide.com/seo-smoke-tests-for-dynamic-rendering/
1. Test new site before launch
2. Allow test pages in robots.txt
3. Verify in GSC & Fetch as Google
4. Can you see content in F&R - both
views?
5. Request Indexing
6. Search for exact match text
7. Pro Tip: Use gibberish

is your site crawlable

tech out of control

do not fear skynet…

use change monitoring tools
SEORadar.com
Also:
Botify.com
ContentAnalytics.com
Deepcrawl.com
Littlewarden.com
ScreamingFrog.com
SiteBulb.com

make your own tools

geotargeting = seo death
Google Cache of Lawyers.ca
What Users See What Google Sees

make your site “usable”

duplicate content

meh, structured data
https://www.localseoguide.com/structured-data-can-mehseo/

hey now, structured data
https://schema.org/Corporation
https://searchengineland.com/bizarre-review-
schema-implementation-spotlights-gaps-googles-
guidelines-rich-results-really-work-289691

content
Site # of
Articles
2017
# of
Articles
2018
Avvo 15,000+ 30,000+
Upcounsel 0 7,000+

start answering questions

not just any content

It needs to be “good” content

full funnel content
-What is the DMCA?
-What is a copyright?
-Is it illegal to torrent music?
-What are California’s copyright laws?
-What are my rights in an IP suite?
-What do I do if I get caught torrenting music?
-How much does it cost to fight a copyright lawsuit.
-How do I fight a copyright lawsuit
-How do I settle a copyright lawsuit
-Copyright attorney
-Best copyright attorney near me
-Hire a copyright attorney
-Best copyright attorneyy near me open 24/7

hub & spoke content strategy

lawyer says what

avoid topical overlap

custom search engine
https://cse.google.com/cse/create/new
https://cse.google.com/cse?cx=0066755474
76682760317:zewb27qejv8

• Answer in first paragraph
• Supplemental content follows
• Anticipate the next “questions”
and add the answers or link to
them
• Review SERPs to see how
Google wants to display answers
answer the “questions”
Maybe you should use a graph on your page?

bake co-occurrence keywords in
Manhattan
If you looked at 1,000,000,000 documents that contained the word “Manhattan” what
other words would you expect to find?
• New York City
• Wall Street
• Hudson River
• World Trade Center
• United States
• Greenwich Village
• Central Park
• Rockefeller Center
• Times Square
• Empire State Building
• Manhattan Island
• East River
• Square miles
• City in the world

and watch it rise
All I did was add some relevant phrases to this URL here.
Took about 5 minutes
https://www.localseoguide.com/best-local-business-directories-seo/

backlinks for seo
On-Page SEO Links From Other Sites

what else is content good for?
Step 1) Come Up With A Campaign/Pitch
Step 2) Identify Target Terms and URLs (GSC/SEMrush)
Step 3) Scrape SERPs
Step 4) Find Target Sites
Step 5) Get emails/contact URLs
Step 6) Do outreach
Step 7) Convert, establish ongoing relationships
Step 8) Profit

come up with your own damn pitch

identify target terms & urls

scrape serps

find target sites

get emails & contact urls

avoid crap pitches
https://blog.hubspot.com/marketing/email-outreach-elements-scripts

and profit

meh, links

build this into the process

cheap, easy stuff please

the best title tags

expand taxonomy, carefully

strategically sell in the serps

date your competition

how to fight with seo
https://www.yellowpages.com/dal
las-tx/bars-showing-the-
mayweather-fight-tonight-in-
newark-delaware

internal linking ftw
CEO: “Links on homepage not good for
conversion so we removed them”
Me: “Hmmm, maybe put those links back?”

the “near me” strategy
https://www.localseoguide.com/near-local-seo-ranking-factors/

think outside your box
•Book luxury hotels on JetSetter
•See expert hotel photos on Oyster.com
•Book the best restaurants with TheFork
•Book tours and attraction tickets on Viator
•Read cruise reviews on Cruise Critic
•Read travel guides at SmarterTravel
•Get airline seating charts on Seat Guru
•Find airfare deals at Airfarewatchdog
•Find vacation rentals on FlipKey
•Search for holiday rentals on Holiday Lettings
•Find a vacation home on Vacation Home Rentals
•Plan a family vacation on Family Vacation Critic

• Google IS squeezing you out of organic results
• But there is still HUGE opportunity for the “crumbs”
• Sites will need relevant experiences for each vertical they
want to compete in
• For SEO, Google is NOT your competition
to sum up
65

Andrew Shotland
Andrew@localseoguide.com
https://twitter.com/localseoguide
www.localseoguide.com/blog
www.localseoguide.com/contact
thank you!

2018 Seattle Localogy: Google is Not Your Home Page — Local SEO for Your Actual Website

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2018 Seattle Localogy: Google is Not Your Home Page — Local SEO for Your Actual Website