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sprk.it/mozcon2019
The Case
Study
#mozcon @DarrenShaw_
Nov 9, 2018
#mozcon @DarrenShaw_
Nov 9, 2018
#mozcon @DarrenShaw_
NONE of the 113 submissions
were a clean slate
Dec 9, 2018
#mozcon @DarrenShaw_
FC Developments!
Dec 15, 2018
#mozcon @DarrenShaw_
Did some information gathering
Dec 20, 2018
#mozcon @DarrenShaw_
Did some keyword “research”
Dec 20, 2018
#mozcon @DarrenShaw_
Base terms plus modifiers
Dec 20, 2018
GMB
Setup
#mozcon @DarrenShaw_
Created the GMB listing
Dec 20, 2018
#mozcon @DarrenShaw_
“Optimized” the GMB listing
The categories are really the only thing to optimize
Dec 20, 2018
#mozcon @DarrenShaw_
But also, fill out every
field and regularly use all
features for engagement
signals and conversions
#mozcon @DarrenShaw_
Is a GMB website good enough to rank?
Dec 20, 2018
Things I like about the GMB site:
It looks decent enough
#mozcon @DarrenShaw_
Things I like about the GMB site:
Simple and easy for a business to use
#mozcon @DarrenShaw_
Things I like about the GMB site:
Feed content directly into the Knowledge Graph?
Disclaimer:
This is pure
speculation
#mozcon @DarrenShaw_
Things I like about the GMB site:
Posts and reviews are automatically added to the page
Fresh content!
#mozcon @DarrenShaw_
HOT TIP!(maybe?)
Even if you have a website, you
might still want to create and add
content to the website in GMB
#mozcon @DarrenShaw_
#mozcon @DarrenShaw_
I didn’t like the URL
https://fc-developments-custom-home-builder.business.site
Jan 10, 2019
#mozcon @DarrenShaw_
So I bought a domain right in GMB
Jan 10, 2019
Rank
Tracking
#mozcon @DarrenShaw_
Welp, that was easy. Ranking #1!
Jan 11, 2019
#mozcon @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
#mozcon @DarrenShaw_
Citation
Building
#mozcon @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
#mozcon @DarrenShaw_
#mozcon @DarrenShaw_
Um… what about NAP consistency?
#mozcon @DarrenShaw_
Just add it as an additional # in GMB
18 calls
All from sales people
#mozcon @DarrenShaw_
One month later, did the citations impact rankings?
Feb 11, 2019
More
Content
#mozcon @DarrenShaw_
Added a bit more content to the site
Mar 6, 2019
#mozcon @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?
#mozcon @DarrenShaw_
#mozcon @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/
#mozcon @DarrenShaw_
March 12th - No real change to indexation
And results differ at different run times. Hmm.
#mozcon @DarrenShaw_
March 12th - No real change to indexation
And results differ at different run times. Hmm.
#mozcon @DarrenShaw_
Hmm…
This GMB site
has zero
authority to
pass to the
citations…
#mozcon @DarrenShaw_
#mozcon @DarrenShaw_
So I tried this on March 12th
#mozcon @DarrenShaw_
This also did nothing
but Matthew Woodward got some sweet affiliate $bux
Ok, let’s try to index from a higher authority domain
Submitted the page for indexing through Search Console
#mozcon @DarrenShaw_
BOOM! Indexation rate DOUBLED the next day
#mozcon @DarrenShaw_
#mozcon @DarrenShaw_
Rankings seemed to respond the next day too!
#mozcon @DarrenShaw_
And rankings have been on the rise since
(though, reviews and links are now also contributing)
Added the whitespark.ca
indexation page
Service Area
Test
#mozcon @DarrenShaw_
Added service areas for each postcode I’m tracking
Feb 19, 2019
#mozcon @DarrenShaw_
Maybe some impact? Could be other factors
Added the
service areas
#mozcon @DarrenShaw_
To be sure, I took them out on April 5
Apr 5, 2019
#mozcon @DarrenShaw_
Rankings were not impacted by removal
Removed the
service areas
Google
Posts
#mozcon @DarrenShaw_
Started pumping out Google Posts daily
Feb 24, 2019
#mozcon @DarrenShaw_
Rankings maybe responded a bit?
Started adding posts daily
Reviews
Mar 14, 2019
#mozcon @DarrenShaw_
#mozcon @DarrenShaw_
Got our first review!
Mar 14, 2019
#mozcon @DarrenShaw_
Two more the next day!
Mar 15, 2019
#mozcon @DarrenShaw_
How did the reviews impact rankings?
Got 3 reviews Nice
Links
#mozcon @DarrenShaw_
Have you seen this?
https://twitter.com/GrindstoneSEO/status/1087836159969914880
#mozcon @DarrenShaw_
(H)igh (A)uthority (D)omain (R)elavant
#mozcon @DarrenShaw_
Branded or URL anchors only
#mozcon @DarrenShaw_
LINKS!
#mozcon @DarrenShaw_
LINKS!
Mar 29, 2019
#mozcon @DarrenShaw_
LINKS!
Apr 1, 2019
#mozcon @DarrenShaw_
LINKS!
Apr 1, 2019
#mozcon @DarrenShaw_
LINKS!
Apr 1, 2019
#mozcon @DarrenShaw_
How did the links impact rankings?
First link 3 more
WOW!
#mozcon @DarrenShaw_
#mozcon @DarrenShaw_
No impact?
1 11 1 1 1 1 1 3 1
12 new links from industry and city specific sites
#mozcon @DarrenShaw_
SAD TROMBONE
Still nothing as of July 5th
#mozcon @DarrenShaw_
Theory: the law of diminishing returns
Links
Rankings
Reached parity with competition?
We don’t need more links.
To progress further, we need
to improve in other areas.
#mozcon @DarrenShaw_
New Website
#mozcon @DarrenShaw_
#mozcon @DarrenShaw_
Re-indexed via Search Console
#mozcon @DarrenShaw_
Google:
Launched new site
Takeaways
Don't just track local rankings
from the city centre. Track
from multiple zip codes
around the city.
01
#mozcon @DarrenShaw_
02To get the full value from
your citations, ensure
they're indexed.
#mozcon @DarrenShaw_
The service area section in
GMB will not help you rank in
those areas.03
#mozcon @DarrenShaw_
04Invest in a Google review
strategy. They have an
impact.
#mozcon @DarrenShaw_
Whoa. Those first few
links, hey?
05
#mozcon @DarrenShaw_
06Any individual strategy will
eventually hit a point of
diminishing returns.
#mozcon @DarrenShaw_
A full website is better
than a GMB single-pager.
OBVS.07
#mozcon @DarrenShaw_
08It’s not one specific activity, it’s
the aggregate of all activities
that will move the needle.
#mozcon @DarrenShaw_

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