Darren Shaw - BrightonSEO 2019 - Can You Rank in Local Without a We...

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

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

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
@D...

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 whitesp...

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
signif...

THANK YOU!
Darren Shaw
Whitespark.ca
@DarrenShaw_

Share Slideshare

LinkedIn
Facebook
Twitter

Embed

Size (px)

Show related Slideshows at end

WordPress Shortcode

Link

Share
Email

2024 Trend Updates: What Really Wor... by Search Engine Jou... 1036216 views
Storytelling For The Web: Integrate... by Chiara Aliotta 948112 views
Artificial Intelligence, Data and C... by OECD Directorate ... 870219 views
How to Leverage AI to Boost Employe... by SocialHRCamp 365506 views
2024 State of Marketing Report – by... by Marius Sescu 207694 views
Everything You Need To Know About C... by Expeed Software 227895 views

View on Slideshare

1 of 88 Ad

View on Slideshare

1 of 88 Ad