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Darren Shaw - BrightonSEO 2019 - Can You Rank in Local Without a Website?
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
Darren Shaw - BrightonSEO 2019 - Can You Rank in Local Without a Website?
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
@DarrenShaw_
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 whitespark.ca
indexation page
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
significantly and will expand radius
you can rank in
THANK YOU!
Darren Shaw
Whitespark.ca
@DarrenShaw_

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