Over the past few years, SEO has gone from a secret marketing tactic to a foundational marketing strategy all of its own. Now that everyone is doing SEO, what can you do to set yourself apart from your competitors? Using real-world U.K. examples, George will show how to use local tactics like citation building, duplicate management, and local landing pages, as the differentiator in your search strategy.

1. Getting Ahead of the Curve:
Leveraging Local Search in the U.K.

2. Who is this guy?
George Freitag
SEO Strategist
@georgefreitag
@MozLocal

3. But first…

4. Remember this?

5. Keyword
Research
Content
Creation
Link &
Authority
Building
Your SEO Strategy

6. The problem with this…

7. Keyword Research

8. Create Content

9. Links & Authority Building

11. Organic Results

12. Organic Results

13. Organic Results

14. Organic Results

15. Organic Results

16. It’s not just about
being first anymore

17. Mobile Friendliness

18. Mobile Friendliness

19. Mobile Friendly Tag
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_
_
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20. Mobile Friendly Test
www.google.co.uk/webmasters/tools/
mobile-friendly

21. Mobile Friendly Test

22. Accelerated Mobile Pages
• Mobile content hosted by
Google
• Sacrifices functionality for
speed
• Relevant for publisher sites

23. Schema and
Rich Snippets

24. Schema Markup

25. Schema Markup
Microdata
JSON-LD

26. Schema Markup

27. developers.google.com/search/docs/
guides/enhance-site
Schema Markup

28. Firebase.google.com/docs/app-indexing/
Schema Markup
firebase.google.com/docs/
app-indexing/
developers.google.com/search/
docs/data-types/
sitelinks-searchbox

29. Answer Box Optimization

30. Organic Results

31. Answer Box Optimization

32. Answer Box Optimization

33. Answer Box Optimization

34. Answer Box Optimization

35. Local Optimization

36. Local Search Results

37. Traditional SEO Factors
Relevancy = Content on page
Popularity = Links to page
Trust = Quality of links to page

38. Local SEO Factors
Relevancy = Location, Categories
Popularity = Activity, Mentions
Trust = Citation Sources

39. Local Ranking Factors
https://moz.com/local-search-ranking-factors

40. Local Ecosystem
Maps
Phone books
Service
Directories
Local News Sites Review Sites
(User Data)
Crawl Data
Data
Aggregators

41. Local Ecosystem

42. Local Search Results

43. “clothing store” near London
Position 1 in Pack

44. Position 2 in Pack
“clothing store” near London

45. Position 3 in Pack
“clothing store” near London

46. Position 4 in Pack
“clothing store” near London

47. Position 5 in Pack
“clothing store” near London

48. Position 6 in Pack
“clothing store” near London

49. “clothing stores” in London
• 1/6 had a Facebook page
• 2/3 of Pack results had at least 75% of
major data sources
• 2/3 of Pack results had no duplicates
• Pack ”runners-up” missing at least 6 of
11 major providers
Top 6 Local Results

50. Reviews
Survey of 100 UK Businesses:
47% of businesses in 3 Pack had
over 5 reviews
39% of businesses just below
3 pack (ranking 4-6 in local
results) had over 5 reviews

51. • All things you can get
Reviews
https://www.brightlocal.com/learn/local-consumer-review-survey/

52. • No reviews, no clicks!
Reviews
Research by Casey Meraz – @caseymeraz
https://moz.com/blog/the-new-snack-pack-where-users-clicking-how-you-can-win

53. Putting it all together

54. Embrace the differentiators

55. Embrace the differentiators

56. • Be mobile friendly
• Markup content with Schema
• Identify unique SERP opportunities
• Leverage local when possible
Putting it all together
WIN!!

57. Thanks You!
George Freitag
@georgefreitag
@MozLocal
george@moz.com