LSA19: Creating a Data-Driven Local SEO Strategy

This session was presented at the LSA19 event in Dana Point, California, February 25-27, 2019.

Creating a Data-
Driven Local
SEO Strategy
Cori Graft
Seer Interactive

What You Will Learn Today
1. How to collect local search data
2. How to analyze local search data &
ranking factors
3. How to create a local search strategy
based on that data
#LSA19 @corigraft | Seer Interactive

“Data Driven”
#LSA19 @corigraft | Seer Interactive

© 2017 Seer Interactive • All Rights Reserved • Page 4
Why do you need to understand the
search landscape?
#LSA19 @corigraft | Seer Interactive

Know who you’re up against
Know what “winners” look like
Set realistic expectations
#LSA19 @corigraft | Seer Interactive

© 2017 Seer Interactive • All Rights Reserved • Page 6
…and also make more money.
#LSA19 @corigraft | Seer Interactive

© 2017 Seer Interactive • All Rights Reserved • Page 7
So how do we get this started?
#LSA19 @corigraft | Seer Interactive

Start with keyword research
#LSA19 @corigraft | Seer Interactive

© 2017 Seer Interactive • All Rights Reserved • Page 9
Then… Scrape. Everything.
#LSA19 @corigraft | Seer Interactive

Organic Search Data – Top 20
Competitors, People Also Ask
● Location
● Regional Monthly Search Volume
● Rank
● Result Type (map, organic, shopping, etc)
● Ranking URL
● People Also Ask
● Related Searches
#LSA19 @corigraft | Seer Interactive

● Distance from Ctr
● GMB Listing
● GMB Categories
● Google Reviews &
Ratings
● GMB Photos?
● Google Q&A
● Yelp Page, Reviews &
Ratings
● FB Likes, Reviews
● Backlinks
● Lat/Long
Local Pack & Maps Competitive
Analysis
#LSA19 @corigraft | Seer Interactive

© 2017 Seer Interactive • All Rights Reserved • Page 12
Analyze the Data
#LSA19 @corigraft | Seer Interactive

Analyze the Data
Power BI free download link:
 https://seer.is/LSA19-PBI
Link to sample Places Scout dataset:
 https://seer.is/LSA19-Places-Scout
Seer’s Power BI Basics for SEO & PPC Marketers:
 https://seer.is/LSA19-Learn
#LSA19 @corigraft | Seer Interactive

Which ranking
factors matter
most, and how
do they affect
each other?
#LSA19 @corigraft | Seer Interactive

Who owns the most SERP real estate for my
keyword set?
#LSA19 @corigraft | Seer Interactive

How important is proximity to the search
location?
#LSA19 @corigraft | Seer Interactive

What issues did
customers face
when working
with competitors?
What did they like
about working
with us?
#LSA19 @corigraft | Seer Interactive

© 2017 Seer Interactive • All Rights Reserved • Page 18
What did we find
in the data?
#LSA19 @corigraft | Seer Interactive

© 2017 Seer Interactive • All Rights Reserved • Page 19
Reviewed 582 zip codes in 49 areas…..
Average distance of
business from
searcher = 1.6 miles
#LSA19 @corigraft | Seer Interactive

© 2017 Seer Interactive • All Rights Reserved • Page 20
94% of listings in the
pack had the word
“bank” in their
business name
#LSA19 @corigraft | Seer Interactive

Two competitors owned 37% of the Local Pack
Competitor A
Competitor B
BANK A
BANK B
#LSA19 @corigraft | Seer Interactive

BANK A Top ranking banks
have more reviews,
but not necessarily
better ratings
#LSA19 @corigraft | Seer Interactive

Individual Location Pages dominate
organic page 1 results
91%Location
Page
Homepage
#LSA19 @corigraft | Seer Interactive

© 2017 Seer Interactive • All Rights Reserved • Page 24
Now that you have your insights….
It’s time to develop your strategy
#LSA19 @corigraft | Seer Interactive

Changed our
client’s
category from
‘broker’ to
‘lender,’ saw
immediate
improvement
#LSA19 @corigraft | Seer Interactive

#LSA19 @corigraft | Seer Interactive
Analyze reviews
in low-
performing
districts and
take action to
address in-store
challenges

Look at
Q&As for
content
inspiration
#LSA19 @corigraft | Seer Interactive

Build citations
or earn
placements on
sites that
already rank
well organically
#LSA19 @corigraft | Seer Interactive

Local Ads
My location
Utilize local
ads to “rank”
when you’re
physically too
far away
#LSA19 @corigraft | Seer Interactive

© 2017 Seer Interactive • All Rights Reserved • Page 30
Even utilize the data for
market expansion
#LSA19 @corigraft | Seer Interactive

© 2017 Seer Interactive • All Rights Reserved • Page 31
1. Collect Local Search Data
1. Analyze Your Local Search Data & Ranking
Factors
1. Create Your Local Search Strategy Based
on Data
To Recap
1. Collect as much data as possible
2. Nerd out and analyze it using the tool of
your choice
3. Apply your knowledge of the industry to
create an action plan from that data
#LSA19 @corigraft | Seer Interactive

© 2017 Seer Interactive • All Rights Reserved • Page 32
Questions?
Contact me at CoriG@seerinteractive.com
#LSA19 @corigraft | Seer Interactive

Resources
Power BI free download link:
 https://seer.is/LSA19-PBI
Link to sample Places Scout dataset:
 https://seer.is/LSA19-Places-Scout
Seer’s Power BI Basics for SEO & PPC Marketers:
 https://seer.is/LSA19-Learn
#LSA19 @corigraft | Seer Interactive

http://www.iamseo.biz/ultimate-local-seo-package/ The methods of back in the day just do not work anymore, or might I say barely work and still only give little effect. Gone are the days where then you can simply blast out 1000’s of links to your website and cash in, also you cannot depend on old school link pyramids. Blog commenting by itself is no longer powerful enough to rank you on TOP. Things have changed and we have to Adapt or Die! Today I will show you a breakthrough Local SEO Package that has incorporated the top most effective SEO Marketing technics into a flexible continues SEO Package.

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