Location authority: growing your business in local search

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Location authority is the fuel that drives rankings in Google local / Google Maps search results. Learn how local SEO success is powered by local authority.

LOCATION AUTHORITY
The ranking power, or fuel that drives rankings, for any local business or location in
Google local / Google Maps search results.
In other words, the more location authority your business has, the higher it will rank in
Google local search results.

Why is location authority important?
Google says more searches are now conducted on mobile phones than desktop
(Google Inside Adwords, May 05, 2015)
80% of local searches on mobile phones convert / result in offline sales (in store visits,
phone calls) --- 18% of those lead to a new sale within one day
68% mobile consumers use the ‘Get Directions’ or ‘Call’ button
50% of local mobile visitors to your mobile site visit your store / location within one day

Why is location authority important?
Near me search growth fueled by mobile
Most popular ‘near me’ searches
lawyers near me
dentist near me
grocery store near me
gas station near me
hair salons near me
movie theater near me
restaurants near me

http://bit.ly/2yoL6JU
Link to Google Maps search results / distance & relevance & how
location authority impacts geofence radius

1. Verify your Google My
Business Listing / Google
Maps listing
Ex: Google your business name and
city / location
Example of non-verified:
http://bit.ly/2jIcb7W
Example of verified:
http://bit.ly/2wFwfsv
How To Build Location Authority:

How To Build Location Authority:
2. Citation Distribution
Key distribution partners:
● Yext
● Moz Local
● Sweet IQ
● Niche category specific
○ Legal
○ Medical
○ Dental
○ Sports
○ Home services

How To Build Location Authority:
3. Onsite / Location Signals
● Schema language
● Keyphrase to page alignment
within top tier pages
● Optimized homepage & meta
data
● Location signals

Examples 1: McRae Family Dental
Core keyword phrase: dentist in athens ga
Hundreds of sub-topical keyword phrases in the dental market
space such as: teeth whitening, dentures, dental implants, root
canal, etc...
The Impact of Location Authority

Link: http://bit.ly/2w5mV1G
The Impact of Location Authority

Examples 1: Shumaker, Loop, & Kendrick
Core keyword phrase: commercial transactions lawyer
71 core practice areas, 5 locations in the U.S. equates to potentially
tens of thousands of keyword phrase variations in Google

Link: http://bit.ly/2sjtEpp
The Impact of Location Authority

With countless avenues to take to reach your audience online, there’s an equal amount of ways to botch that split second chance of resonating with it. Recent studies have shown internet users have become increasingly numb to banner ads. So, how do you connect with the right past visitors of your site at the right time? With careful planning and a sound strategy, remarketing can be a powerful tool for re-engaging with your audience. Learn some of the remarketing basics and a few advanced tactics with Davis Baker’s “Re-engaging with Remarketing”. Davis Baker is the PPC Team Lead at Forthea Interactive. He specializes in PPC planning, strategy & management, display, remarketing and web analytics. As a PPC veteran of six years, he enjoys studying the work of ad legends Ogilvy, Burnett, Trott, Abbot & McElligot and finding ways to apply their ideals to digital advertising.

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Location authority: growing your business in local search

1. LOCATION AUTHORITY The ranking power, or fuel that drives rankings, for any local business or location in Google local / Google Maps search results. In other words, the more location authority your business has, the higher it will rank in Google local search results.

2. Why is location authority important? Google says more searches are now conducted on mobile phones than desktop (Google Inside Adwords, May 05, 2015) 80% of local searches on mobile phones convert / result in offline sales (in store visits, phone calls) --- 18% of those lead to a new sale within one day 68% mobile consumers use the ‘Get Directions’ or ‘Call’ button 50% of local mobile visitors to your mobile site visit your store / location within one day

3. Why is location authority important? Near me search growth fueled by mobile Most popular ‘near me’ searches lawyers near me dentist near me grocery store near me gas station near me hair salons near me movie theater near me restaurants near me

4. 75% of initial action after search

5. http://bit.ly/2yoL6JU Link to Google Maps search results / distance & relevance & how location authority impacts geofence radius

6. 1. Verify your Google My Business Listing / Google Maps listing Ex: Google your business name and city / location Example of non-verified: http://bit.ly/2jIcb7W Example of verified: http://bit.ly/2wFwfsv How To Build Location Authority:

7. How To Build Location Authority: 2. Citation Distribution Key distribution partners: ● Yext ● Moz Local ● Sweet IQ ● Niche category specific ○ Legal ○ Medical ○ Dental ○ Sports ○ Home services

8. How To Build Location Authority: 3. Onsite / Location Signals ● Schema language ● Keyphrase to page alignment within top tier pages ● Optimized homepage & meta data ● Location signals

9. Examples 1: McRae Family Dental Core keyword phrase: dentist in athens ga Hundreds of sub-topical keyword phrases in the dental market space such as: teeth whitening, dentures, dental implants, root canal, etc... The Impact of Location Authority

10. Link: http://bit.ly/2w5mV1G The Impact of Location Authority

11. Examples 1: Shumaker, Loop, & Kendrick Core keyword phrase: commercial transactions lawyer 71 core practice areas, 5 locations in the U.S. equates to potentially tens of thousands of keyword phrase variations in Google

12. Link: http://bit.ly/2sjtEpp The Impact of Location Authority

Location authority: growing your business in local search

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