The document is a presentation on local SEO, covering key concepts such as user intent, location-based searches, and mobile optimization. It outlines steps for businesses to improve their local search presence and emphasizes the need for effective information management, website optimization, and tracking progress through tools like Google Analytics and Moz Local. The agenda includes discussions on user intent, the importance of local content, and resources for ongoing learning in the field of local SEO.

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Local SEO Made Simple

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Andy Thomson
SEO Specialist
@andythomson99
Today’s Presenters
Taylor Pettis
Sr. Marketing
Manager
@tpettis
linkd.in/1dsZJAa

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Agenda
• What is SEO?
• What is Local SEO?
• Key Elements of Local
• Three Deep’s Local SEO
• How is Your Customer Searching
• Where to Start
• Ongoing Steps
• Questions

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What is SEO?

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What is Local SEO?

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Key Elements
1. User Intent
2. Location Based
3. Mobile Focused
4. Changing fast
What is Local SEO?

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• Navigational
• Informational
• Commercial (note: a commercial query is an
informational search with future business
implications – i.e., comparison searches)
• Transactional
Source: https://searchenginewatch.com/sew/how-to/2234448/keywords-are-dead-long-live-user-intent
User Intent

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The location of the searching device is the
Centroid, the center of the search area
Location Based

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Google is designed
for mobile devices
Mobile Focused

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Changing Fast
Photo Credit to Joy Hawkins at Imprezzio Marketing

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Diary of an Address Change
https://moz.com/ugc/local-seo-case-study-the-diary-of-an-address-change

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Diary of an Address Change

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How is Your Customer Searching?
Minneapolis St. Paul

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How is Your Customer Searching?

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How is Your Customer Searching?
Brick Oven Pizza Parlors

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How is Your Customer Searching?

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1. What kind of business are you?
2. What is your current situation?
3. What needs to be done?
Where to Start?

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Where to Start?

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Where to Start?

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Get your information together
https://moz.com/blog/ultimate-local-seo-audit

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Website Optimization

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Name, Address, and Phone Number (NAP)
Local SEO and Schema.org

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http://business.google.com
• Combines and manages Google properties
• Google+, YouTube, Google Maps
Google My Business

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Facebook

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Use Google Analytics
Sign up for Moz Local or other tools
Tracking Progress

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Use Google Analytics
Audience > Geo > Location > Country > State
Compare Date Range
Tracking Progress

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Use Moz Local
Tracking Progress

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Managing Citations
• Don’t be afraid to call the help line
• Close outdated and merge when possible
Fine Tuning

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Encourage – Don’t Incentivize
• Add to schema when appropriate
Reviews

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Local-focused content
• Target neighborhoods when appropriate
• Use these tips for concepts
Create Content

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Read Blogs, Watch Webinars
People to watch:
• Mirriam Ellis
• Phil Rozek
• Casey Meraz
• Three Deep!
Stay Up-to-Date

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Anatomy of Local SEO E-Book
SEO Scan for first 10
companies interested
Free E-Book

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Questions?