SlideShare a Scribd company logo
Location-Free
Local SEO
MozCon 2018
Local SEO, but
@THCapper
Not just coffee shops
@THCapper
@THCapper
Ecommerce
Recruitment
Healthcare
@THCapper
Cars
Real estate
Tradespeople
So, not this
PO Boxes or post boxes
located at remote locations
are not acceptable
https://support.google.com/business/answer/3038177
@THCapper
And not this either
@THCapper
Local landing pages
@THCapper
Even when it isn’t explicit
@THCapper
Today’s topic
Surprisingly universal
@THCapper
@THCapper
Today’s topic
Surprisingly universal
Hardly ever covered
@THCapper
@THCapper
Today’s topic
Surprisingly universal
Hardly ever covered
Easy framework, high ROI
@THCapper
@THCapper
@THCapper
@THCapper
Is this right for you?
What do you need?
How to make it work
@THCapper
Why should you care?
@THCapper
@THCapper@THCapper
3
reasons
@THCapper
1. You might need this
@THCapper
@THCapper
1. You might need this
2.This is raw, unfiltered
SEO
@THCapper
@THCapper
1. You might need this
2.This is raw, unfiltered
SEO
3.There’s a lot to learn
about Google here
@THCapper
Is this right for you?
What do you need?
How to make it work
Do you need
local landing pages?
@THCapper
Well, what does
Google think?
@THCapper
@THCapper
4
steps
@THCapper
@THCapper
Step 1
Keyword Research
(sorry)
@THCapper
@THCapper
https://www.distilled.net/u/keyword-research/
https://www.distilled.net/resources/beginner-guide-to-ahrefs-
keyword-research/
@THCapper@THCapper
Step 2
Categorise Queries
@THCapper
Example: SEO job board
Implicitly local
Total volume 700
Examples
●“SEO
vacancies”
●“SEO jobs”
●“Jobs in
SEO”
@THCapper
Example: SEO job board
Implicitly local Explicitly local
Total volume 700 500
Examples
●“SEO
vacancies”
●“SEO jobs”
●“Jobs in
SEO”
●“SEO jobs in
London”
●“SEO jobs in
Birmingham”
@THCapper
Example: SEO job board
Implicitly local Explicitly local “Near me”
Total volume 700 500 10
Examples
●“SEO
vacancies”
●“SEO jobs”
●“Jobs in
SEO”
●“SEO jobs in
London”
●“SEO jobs in
Birmingham”
●“SEO jobs
near me”
@THCapper@THCapper
Step 3
Categorise Results
Back of envelope version
@THCapper
@THCapper
Local page
Local business
@THCapper
Count result types
on 3-10 SERPs
@THCapper
@THCapper
Or, a more sophisticated
approach
@THCapper
@THCapper
You could use
a CTR curve and
thousands of KWs
@THCapper
@THCapper
Easiest places to get this data?
Excel + Screaming Frog to sort results
Location in
URL?
Location in
domain?
Location in
title?
Local page
e.g.
Indeed.com/london
National page
e.g.
Indeed.com/SEO
Yes
No
Yes
No
Yes
No
Local business
e.g.
Seattlejobs.com
@THCapper
Step 4
Assessing the field
@THCapper
@THCapper
Visibility share: SEO jobs
Implicitly local Explicitly local “Near me”
Total volume 700 500 10
Local businesses 0% 0% 0%
Local pages 15% 88% 9%
National pages 85% 12% 91%
@THCapper
Visibility share: SEO jobs
Implicitly local Explicitly local “Near me”
Total volume 700 500 10
Local businesses 0% 0% 0%
Local pages 15% 88% 9%
National pages 85% 12% 91%
@THCapper
Visibility share: SEO jobs
Implicitly local Explicitly local “Near me”
Total volume 700 500 10
Local businesses 0% 0% 0%
Local pages 15% 88% 9%
National pages 85% 12% 91%
@THCapper
Visibility share: SEO jobs
Implicitly local Explicitly local “Near me”
Total volume 700 500 10
Local businesses 0% 0% 0%
Local pages 15% 88% 9%
National pages 85% 12% 91%
Is this right for you?
What do you need?
How to make it work
Which pages should you have?
@THCapper
You have to be careful
@THCapper
@THCapper
A lot of sites just take a
location database
@THCapper
@THCapper
“Flowers delivered to Thursford”
@THCapper
Inane lies
● “Located in the heart of Thursford your local florist shop…”
@THCapper
~10 houses and a barn, you mean?
@THCapper
Inane lies
● “Located in the heart of Thursford your local florist shop has an expert
knowledge and are very accustomed with the immediate area and arranging
flowers for delivery to and further away.”
@THCapper
Inane lies
● “Located in the heart of Thursford your local florist shop has an expert
knowledge and are very accustomed with the immediate area and arranging
flowers for delivery to and further away.”
● “But you can rest assured that our Thursford local flower shop to take care in
your flower delivery, whatever the occasion. Thursford”
@THCapper
Inane lies
● “Located in the heart of Thursford your local florist shop has an expert
knowledge and are very accustomed with the immediate area and arranging
flowers for delivery to and further away.”
● “But you can rest assured that our Thursford local flower shop to take care in
your flower delivery, whatever the occasion. Thursford”
● “With our in-depth local knowledge of Thursford where we deliver gorgeous
flowers right across town”
@THCapper
Inane lies
● “Located in the heart of Thursford your local florist shop has an expert
knowledge and are very accustomed with the immediate area and arranging
flowers for delivery to and further away.”
● “But you can rest assured that our Thursford local flower shop to take care in
your flower delivery, whatever the occasion. Thursford”
● “With our in-depth local knowledge of Thursford where we deliver gorgeous
flowers right across town”
● “If you know where you are sending flowers, we also deliver to .”
@THCapper
PSA:
Even good SEO copy
can be negative
@THCapper
@THCapper@THCapper
@THCapper
Or worse yet
@THCapper
https://twitter.com/thetafferboy/status/993160050708533251
@THCapper
Dangers of scaling too fast
Inane lies
@THCapper
Dangers of scaling too fast
Inane lies Rogue indexation
@THCapper
Dangers of scaling too fast
Inane lies
Panda issues
Rogue indexation
@THCapper
Dangers of scaling too fast
Inane lies
Panda issues
Rogue indexation
Too many pages
@THCapper
Dangers of scaling too fast
Inane lies
Panda issues
Logistics
Rogue indexation
Too many pages
@THCapper
Sort by volume,
start at the top
@THCapper
@THCapper
Location-specific
rank tracking
@THCapper
What do you need?
Is this right for you?
How to make it work
Implementation concerns
@THCapper
Internal linking
@THCapper
@THCapper
Old methods
are looking shaky
@THCapper
Noindex, follow
@THCapper
@THCapper
https://youtu.be/9GNg8R-X8LQ?t=54m51s
“noindex,follow”
is kind of the same as a
“noindex,nofollow”
@THCapper
Which leaves
you with this
@THCapper
https://twitter.com/JohnMu/status/1012242757660954625
If you check internal
linking with tools,
make sure to test with
a mobile UA too.
@THCapper
On-page copy
@THCapper
@THCapper
Try to be useful & scalable
Common purchases in the area
@THCapper
Try to be useful & scalable
Common purchases in the area
Pricing comparison vs other locations
@THCapper
Try to be useful & scalable
Common purchases in the area
Pricing comparison vs other locations
Nearest branches & their opening times
@THCapper
https://www.arenaflowers.com/delivery/london
@THCapper
Bonus: This is also cheaper!
@THCapper
@THCapper
Please don’t use
“Near me”
@THCapper
What have we learned today?
@THCapper
If you remember three things
1. Go out and look at some SERPs, apply the framework
@THCapper
If you remember three things
1. Go out and look at some SERPs, apply the framework
● Keywords: Implicitly Local, Explicitly Local, “Near me”
● Competitors: Local Pages, National Pages, Local Businesses
@THCapper
If you remember three things
1. Go out and look at some SERPs, apply the framework
● Keywords: Implicitly Local, Explicitly Local, “Near me”
● Competitors: Local Pages, National Pages, Local Businesses
2. Stop mucking about with your on-page copy
@THCapper
If you remember three things
1. Go out and look at some SERPs, apply the framework
● Keywords: Implicitly Local, Explicitly Local, “Near me”
● Competitors: Local Pages, National Pages, Local Businesses
2. Stop mucking about with your on-page copy
3. Start small & dip your toes in the water
Thank You

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