SlideShare a Scribd company logo
Being Locally
Reachable With
Local Search
Halide Ebcinoglu -
Kubix Digital & Women.Digital Co-Founder
Halide aka Holly
● 14 Years Experience in SEM & SEO
● Co-Founder Kubix.Digital
● Empowerment Officer Women.Digital
● https://twitter.com/HalideEbcinoglu
What Exactly is a Localized
Query?
Rent a bike in Karlsruhe
Wine shop Karlsruhe
Cafes nearby
Edeka
Old slaughterhouse
Souvenir shop
Wine shop
Karlsruhe
16:15 o’clock
Cafes nearby
14:30 o’clock
Old
slaughterhouse
11:05 o’clock
Organic Local Results
Google Local Pack
Google Snack Pack
Google 3 Pack
Back then:
Google Local Packs used to lead
directly to the website. Today, it leads
to the Local Finder.
Google Local Pack Google Local Finder
Google is sending less traffic
from local search to the
websites !
... In fact, the Local Finder
provides all the information you
need
● Directions
● Website
● Address
● Opening hours
● Phone number
● Photos
● Reviews
● Questions & Answers
● Website content
● And more ...
Local search results can
appear on different devices
and apps
● Google Mobile
● Google Assistant
● Google Maps
Google Ads local search ad
Google Local Pack
Almost every 2nd
search, is a local
search !
Source: www.thinkwithgoogle.com
More statistics!
➔ 86% of users search on Google
Maps to find the location of a
company
➔ 76% of local searches result in
a phone call
➔ 78% of local mobile searches
leads to an offline purchase
Source: www.thinkwithgoogle.com
So How Can You Become
More Visible Locally?
Local Ranking
Factors
Source: https://moz.com/local-search-ranking-factors
Proximity to the
searcher as a
ranking factor !
The good thing: With proximity
as a ranking factor, every
company is guaranteed to be
listed at some point
GMB entry as a
ranking factor !
In the last 2 years, Google has
made many profound changes,
which reinforces the
importance of GMB for Local
Search.
Your GMB profile is your
new homepage -
In any case: provide only
correct and current
information.
No spam, quality counts !
For spam report here:
https://support.google.com/business/contact/busin
ess_redressal_form
Name Address Phone:
Data consistency is
exceptional in local
optimization:
NAP should be consistent
everywhere
● Hamburger Straße - Incorrect spelling
● Hamburgerstraße - Incorrect spelling
● Hamburger Str. - Google’s preferred spelling
Make sure that the
company name is spelled
correctly
(keyword stuffing doesn’t
do much good)
Important:
Phone number must be
standard and
machine-readable
DIN Norm
030 12345-67
+49 30 12345-67
ITU Norm
(030) 12345 67
+49 30 1234567
+49 (0)30 12345-67 !!!
What if...
You have a home office?
Or have multiple addresses?
Or have a mobile business, eg.
food carts?
Or have no address at all?
● For home office indicate your home address
● With multiple addresses you can specify all or
only the main address as separate GMB
● If you are mobile or have no address, you can
not open a GMB account!
GMB website links can not
only bring relevant traffic,
but also important online
conversions!
Important:
Track your GMB website
traffic in analytics with
UTM parameters
?utm_source=google&utm_medium=organic&utm_ca
mpaign=gmb
New:
Direct messages via GMB
now possible.
But beware: new
messages should be
regularly checked and
answered.
Select a category:
Are you a photographer or
a marketing agency?
When you type in the
category, Google adds the
most relevant options to
the field
Tip:
If you don't know exactly
what the GMB category is
called, have a look at the
competition !
Visually spice up GMB
with photos:
Photos should be
relevant, but also diverse
GMB as social media
marketing?
GMB posts can...
● improve your ranking
● bring additional traffic to your
website
● help you stand out from the
competition
New:
Google Post Mentions
now appear in the Local
Pack and can positively
influence rankings and
CTR
New:
Products can also be
shown on mobile phones
now, and redirect users to
the online shop.
Tip:
Ideas for posts and
products can be found in
the GMB Insights Report !
Reviews are among the
most important ranking
factors:
● High customer satisfaction
● KWs in reviews are important
● Answer all reviews carefully
● Answer all reviews; negative
reviews that have not been
answered are rated twice as bad.
56% of local websites have
no GMB entry yet
Source: https://www.brandmuscle.com/download-2018-state-local-marketing-report
On-Page ranking
factors !
How can we optimize web
pages for better local visibility?
A good keyword research
is half the battle !
It depends on the 'SiLs'...
By creating local landing
pages, you can optimize
for any local search
● website.com/local-1
● website.com/local-2
● website.com/local-3
● ...
Title Tag & Meta
Descriptions are still very
important, so optimize
them as locally as
possible
To be locally visible, you
need more than just good
content
● Local info
● NAP
● Google Map
● Opening hours
● Photos
● Testimonials & reviews
● Local offers, events, etc.
● Contact person
● ...
New:
Relevant keywords from
the page contents are
now also displayed in the
Local Pack;
good for ranking & CTR
Add Structured Data:
● Opening hours
● NAP
● Menu
● Events
● Ratings
● ...
Events Schema Mark Up
Optimization for
local search and
optimization for mobile go
hand in hand !
Quelle: www.thinkwithgoogle.com
Off-Page ranking
factors !
How can I increase my local
awareness?
Link signals and citations are
still very important!
Local mentions are
important! But must be
indicated correctly.
● Maps, eg. Apple Maps
● Business directory (the local
phonebook, Yellow Pages…)
● Social media (FB, Yelp…)
● Local directories
Tip:
Manually search for faulty
citations:
Missing Info
Wrong Info
Tip:
Or search for potential
citations:
● Karlsruhe intitle: “Yellow Pages”
● Use Whitespark Citations Finder
Citations as backlinks are of
course even better,
however:
The more relevant, the
better!
Link building is not easy!
Generating good content
and being locally active
makes it easier.
● Organize local meetups
● Sponsor local events
● Participate in local charities
● Write for local blogs
● Sponsoring local clubs
● etc.
Key Takeaways
1. Relevance
2. Proximity
3. Prominence
“Without local SEO, we are doomed to fail.
Without SEO for mobile we are almost
dead !”
Questions?
halide@kubix.digital
About Kubix Digital
References:
Deichmann, KIA,
METRO, Mavi,
Sandvik Coromant,
Muzzy BBC
We are an
International SEM
& SEM Agency
We work
boutique and
customer-
oriented

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Local Search Strategies in SEO

  • 1. Being Locally Reachable With Local Search Halide Ebcinoglu - Kubix Digital & Women.Digital Co-Founder
  • 2. Halide aka Holly ● 14 Years Experience in SEM & SEO ● Co-Founder Kubix.Digital ● Empowerment Officer Women.Digital ● https://twitter.com/HalideEbcinoglu
  • 3. What Exactly is a Localized Query? Rent a bike in Karlsruhe Wine shop Karlsruhe Cafes nearby Edeka Old slaughterhouse Souvenir shop Wine shop Karlsruhe 16:15 o’clock Cafes nearby 14:30 o’clock Old slaughterhouse 11:05 o’clock
  • 4. Organic Local Results Google Local Pack Google Snack Pack Google 3 Pack
  • 5. Back then: Google Local Packs used to lead directly to the website. Today, it leads to the Local Finder.
  • 6. Google Local Pack Google Local Finder
  • 7. Google is sending less traffic from local search to the websites !
  • 8. ... In fact, the Local Finder provides all the information you need ● Directions ● Website ● Address ● Opening hours ● Phone number ● Photos ● Reviews ● Questions & Answers ● Website content ● And more ...
  • 9. Local search results can appear on different devices and apps ● Google Mobile ● Google Assistant ● Google Maps
  • 10. Google Ads local search ad Google Local Pack
  • 11. Almost every 2nd search, is a local search ! Source: www.thinkwithgoogle.com
  • 12. More statistics! ➔ 86% of users search on Google Maps to find the location of a company ➔ 76% of local searches result in a phone call ➔ 78% of local mobile searches leads to an offline purchase Source: www.thinkwithgoogle.com
  • 13. So How Can You Become More Visible Locally?
  • 15. Proximity to the searcher as a ranking factor ! The good thing: With proximity as a ranking factor, every company is guaranteed to be listed at some point
  • 16.
  • 17. GMB entry as a ranking factor ! In the last 2 years, Google has made many profound changes, which reinforces the importance of GMB for Local Search.
  • 18. Your GMB profile is your new homepage - In any case: provide only correct and current information. No spam, quality counts ! For spam report here: https://support.google.com/business/contact/busin ess_redressal_form
  • 19. Name Address Phone: Data consistency is exceptional in local optimization: NAP should be consistent everywhere ● Hamburger Straße - Incorrect spelling ● Hamburgerstraße - Incorrect spelling ● Hamburger Str. - Google’s preferred spelling
  • 20. Make sure that the company name is spelled correctly (keyword stuffing doesn’t do much good)
  • 21. Important: Phone number must be standard and machine-readable DIN Norm 030 12345-67 +49 30 12345-67 ITU Norm (030) 12345 67 +49 30 1234567 +49 (0)30 12345-67 !!!
  • 22. What if... You have a home office? Or have multiple addresses? Or have a mobile business, eg. food carts? Or have no address at all? ● For home office indicate your home address ● With multiple addresses you can specify all or only the main address as separate GMB ● If you are mobile or have no address, you can not open a GMB account!
  • 23. GMB website links can not only bring relevant traffic, but also important online conversions!
  • 24. Important: Track your GMB website traffic in analytics with UTM parameters ?utm_source=google&utm_medium=organic&utm_ca mpaign=gmb
  • 25. New: Direct messages via GMB now possible. But beware: new messages should be regularly checked and answered.
  • 26. Select a category: Are you a photographer or a marketing agency? When you type in the category, Google adds the most relevant options to the field
  • 27. Tip: If you don't know exactly what the GMB category is called, have a look at the competition !
  • 28. Visually spice up GMB with photos: Photos should be relevant, but also diverse
  • 29. GMB as social media marketing? GMB posts can... ● improve your ranking ● bring additional traffic to your website ● help you stand out from the competition
  • 30. New: Google Post Mentions now appear in the Local Pack and can positively influence rankings and CTR
  • 31. New: Products can also be shown on mobile phones now, and redirect users to the online shop.
  • 32. Tip: Ideas for posts and products can be found in the GMB Insights Report !
  • 33. Reviews are among the most important ranking factors: ● High customer satisfaction ● KWs in reviews are important ● Answer all reviews carefully ● Answer all reviews; negative reviews that have not been answered are rated twice as bad.
  • 34. 56% of local websites have no GMB entry yet Source: https://www.brandmuscle.com/download-2018-state-local-marketing-report
  • 35. On-Page ranking factors ! How can we optimize web pages for better local visibility?
  • 36. A good keyword research is half the battle ! It depends on the 'SiLs'...
  • 37. By creating local landing pages, you can optimize for any local search ● website.com/local-1 ● website.com/local-2 ● website.com/local-3 ● ...
  • 38. Title Tag & Meta Descriptions are still very important, so optimize them as locally as possible
  • 39. To be locally visible, you need more than just good content ● Local info ● NAP ● Google Map ● Opening hours ● Photos ● Testimonials & reviews ● Local offers, events, etc. ● Contact person ● ...
  • 40. New: Relevant keywords from the page contents are now also displayed in the Local Pack; good for ranking & CTR
  • 41. Add Structured Data: ● Opening hours ● NAP ● Menu ● Events ● Ratings ● ... Events Schema Mark Up
  • 42. Optimization for local search and optimization for mobile go hand in hand !
  • 44. Off-Page ranking factors ! How can I increase my local awareness? Link signals and citations are still very important!
  • 45. Local mentions are important! But must be indicated correctly. ● Maps, eg. Apple Maps ● Business directory (the local phonebook, Yellow Pages…) ● Social media (FB, Yelp…) ● Local directories
  • 46. Tip: Manually search for faulty citations: Missing Info Wrong Info
  • 47. Tip: Or search for potential citations: ● Karlsruhe intitle: “Yellow Pages” ● Use Whitespark Citations Finder
  • 48. Citations as backlinks are of course even better, however: The more relevant, the better!
  • 49. Link building is not easy! Generating good content and being locally active makes it easier. ● Organize local meetups ● Sponsor local events ● Participate in local charities ● Write for local blogs ● Sponsoring local clubs ● etc.
  • 50. Key Takeaways 1. Relevance 2. Proximity 3. Prominence “Without local SEO, we are doomed to fail. Without SEO for mobile we are almost dead !”
  • 52. About Kubix Digital References: Deichmann, KIA, METRO, Mavi, Sandvik Coromant, Muzzy BBC We are an International SEM & SEM Agency We work boutique and customer- oriented