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Google Local Vs Organic SEO
Their similarities and differences.
David Whatley
Managing Director & Founder
MiShop.local Ltd.
 In Local SEO & LLO since 2010
 Consultant since 2000
What do we mean by “Organic SEO” and “Google Local”?
Organic
Local
Google + Local / Google My Business
Searchable Universe
LOCATION
Location is a HUGE filter
RESULTS
KEYWORD
SEARCH
What are we going to look at?
Compare Google Local SEO and Organic SEO for:
 Onsite
 Offsite
 Social
1. Onsite Similarities and Differences
Organic Google Local
Big algorithm updates.
Well documented, e.g. Panda, Penguin
Big updates mainly cosmetic, but also algo
updates (e.g. Pigeon). Not well documented.
Helping Google index a site -
architecture, sitemap, flow of link juice.
Helping Google index a location -
Google+ Local page, Categories and Content
Schema Markup, NAP Microdata.
Simple algorithm to determine relevance:
local keywords, address and phone number.
Complex algorithm to determine
quality and relevance: LSI, LDA etc.
Different Similar
How pigeons see the world
Links are the main offsite signal Citations are the main offsite signal
Relevancy of linking site important Relevancy of listing site is less important
Domain authority and trust Domain authority and trust
Diversity of keyword anchors important Consistency in NAP and Categories important.
Quality over quantity Quality over quantity
Organic Google Local
2. Offsite Similarities and Differences
Different Similar Same
Distance
Relevance
Prominence
Drivers
LOCAL
LISTING SITES
On
Category
Address
Influenced by
Content
Customer
Reviews
Off-Site Local Search Drivers
Local Listing Sites
Opening Hours
Name
Address 1
Address 2
Address 3
Phone: 01273 123456
Email: info@yourwebsite.com
Business Description
Products & Services
Reviews
www.yourwebsite.com
Shoes, Training Shoes, Nike
Mon – 9.00 to 17.30
Tue - 9.00 to 17.30
Wed - 9.00 to 18.00
Social Media
Photos
Name
Address
Phone Number
Content
Category
Customer Reviews
 Fix old listings before adding new ones.
 Fix listings before Google and Bing!
 Tell the branches!
Top Tips for Local Listing Optimisation
Social signals Reviews associated with NAP
Viral factor - fast - current Steady and regular reviews good
Sudden influx bad
Google + Local and trusted local
listing sites
Facebook, Twitter, Google+, Blog
Likes, Shares, Mentions, etc
Fresh reviews important
History of reviews better
Freshness and quantity important
Organic Google Local
3. Social Similarities and Differences
Different Similar
Reviews (associated with the NAP) provide local key-word fodder
3. Social
15%
12%
33%
24%
15%
14%
11%
30%
25%
20%
1
STRONGLY DISSAGREE
2 3 4 5
STRONGLY AGREE
I write reviews when I'm HAPPY with the service I write reviews when I'm UNHAPPY with the service
Unhappy customers are more likely to write reviews
Really unhappy customers go out of their way to write reviews
Same scathing
review.
3 different places
If service is good –
customers will pay you a compliment.
If service is bad –
they’ll “pay you back” with a bad review.
Focus on ServiceEmbrace Reviews
Top 3 Takeaways for Local SEO
Onsite – NAP and Schema
Offsite - NAP and Category consistency (on local listing sites).
Social – Customers reviews (on local listing sites).
#mishoplocal
info@mishoplocal.co.uk
01273 987498
www.mishoplocal.co.uk

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Google Local vs Organic SEO - Comparing and contrasting the similarities and differences between Local Search and Organic Search.

  • 1. Google Local Vs Organic SEO Their similarities and differences.
  • 2. David Whatley Managing Director & Founder MiShop.local Ltd.  In Local SEO & LLO since 2010  Consultant since 2000
  • 3. What do we mean by “Organic SEO” and “Google Local”? Organic Local
  • 4. Google + Local / Google My Business
  • 5. Searchable Universe LOCATION Location is a HUGE filter RESULTS KEYWORD SEARCH
  • 6. What are we going to look at? Compare Google Local SEO and Organic SEO for:  Onsite  Offsite  Social
  • 7. 1. Onsite Similarities and Differences Organic Google Local Big algorithm updates. Well documented, e.g. Panda, Penguin Big updates mainly cosmetic, but also algo updates (e.g. Pigeon). Not well documented. Helping Google index a site - architecture, sitemap, flow of link juice. Helping Google index a location - Google+ Local page, Categories and Content Schema Markup, NAP Microdata. Simple algorithm to determine relevance: local keywords, address and phone number. Complex algorithm to determine quality and relevance: LSI, LDA etc. Different Similar
  • 8. How pigeons see the world
  • 9. Links are the main offsite signal Citations are the main offsite signal Relevancy of linking site important Relevancy of listing site is less important Domain authority and trust Domain authority and trust Diversity of keyword anchors important Consistency in NAP and Categories important. Quality over quantity Quality over quantity Organic Google Local 2. Offsite Similarities and Differences Different Similar Same
  • 11. Local Listing Sites Opening Hours Name Address 1 Address 2 Address 3 Phone: 01273 123456 Email: info@yourwebsite.com Business Description Products & Services Reviews www.yourwebsite.com Shoes, Training Shoes, Nike Mon – 9.00 to 17.30 Tue - 9.00 to 17.30 Wed - 9.00 to 18.00 Social Media Photos Name Address Phone Number Content Category Customer Reviews
  • 12.  Fix old listings before adding new ones.  Fix listings before Google and Bing!  Tell the branches! Top Tips for Local Listing Optimisation
  • 13. Social signals Reviews associated with NAP Viral factor - fast - current Steady and regular reviews good Sudden influx bad Google + Local and trusted local listing sites Facebook, Twitter, Google+, Blog Likes, Shares, Mentions, etc Fresh reviews important History of reviews better Freshness and quantity important Organic Google Local 3. Social Similarities and Differences Different Similar
  • 14. Reviews (associated with the NAP) provide local key-word fodder 3. Social
  • 15. 15% 12% 33% 24% 15% 14% 11% 30% 25% 20% 1 STRONGLY DISSAGREE 2 3 4 5 STRONGLY AGREE I write reviews when I'm HAPPY with the service I write reviews when I'm UNHAPPY with the service Unhappy customers are more likely to write reviews
  • 16. Really unhappy customers go out of their way to write reviews Same scathing review. 3 different places
  • 17. If service is good – customers will pay you a compliment. If service is bad – they’ll “pay you back” with a bad review. Focus on ServiceEmbrace Reviews
  • 18. Top 3 Takeaways for Local SEO Onsite – NAP and Schema Offsite - NAP and Category consistency (on local listing sites). Social – Customers reviews (on local listing sites).

Editor's Notes

  1. WHERE and HOW your business is listed can affect your overall local search performance AND brand reputation, which is where local listing optimisation can help.
  2. Organic SEO – non-paid search listings, without localised contact details. This could be national or local keywords. Google Local – has been branded Google Places, Google+ Local, and now Google My Business. As soon as you specify a location OR Google deems that your search is local, the results are very different. Local Search is different to conventional organic search
  3. YOU’RE EITHER THERE OR YOU’RE NOT! An Address is a Strategic Advantage in local search location is a major filters for search – basically if Google deems your search ‘local’, it will immediately filter out all those search results that are not located in that vicinity. The fuzzy edges indicate that Google decides on what passes through the filter based on “VICINITY” to a given location according to your NAP Whereas it is possible to appear in organic search for Keyword search locations, it is significantly more difficult to appear in organic if the search is done by post code, or an area. For example, I can optimise a keyword on a website for “brighton”, but if someone enters “patcham” – which is part of Brighton- it will not appear in an organic keyword search, but it could appear in a local search IF the address is correctly set-up. This presents a strategic advantage to businesses that are able to leverage a local address.
  4. We’re going to compare the similarities and differences between local SEO and Organic SEO for On-site, Off-site and Social drivers.