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

1. Local Ranking Factors
2019
Darren Shaw
Founder, Whitespark
@DarrenShaw_

2. Local Search Has
Changed

3. Tightening of proximity
in local results
@DarrenShaw_

4. Google is sending less
traffic to websites
@DarrenShaw_

5. Proximity to
searcher

7. clothing stores

8. restaurants

9. pest control

10. GOOD NEWS!
With the extreme emphasis on
proximity, every businesses will
rank somewhere

11. But it might only be at the exact
point of your location

12. GOOD NEWS!
You can overcome proximity bias
and expand your radius with
strong local search signals

13. This auto dealer is
doing much better

14. Even when you zoom
out to 500m

15. 1km

16. And even at 1kmThey rank well across a
huge area

17. Compared to Southgate Audi who is
only ranking close to their location

18. Google is sending
less traffic to
websites from local
results

19. Local pack links
used to go to the
website
@DarrenShaw_

20. Now they go to the Local Finder
@DarrenShaw_

21. And the Local
Finder has all
the info you
need

22. Just some of the GMB features
released in the past 2 years.
Google Posts
Description
Services
GMB Websites
Messaging
VideosQ & A
@DarrenShaw_

23. And these features drive leads
In a case study done by
Get Five Stars, they found
that 70% of KPIs were
happening
On Google.
https://www.getfivestars.com/blog/case-
study-key-performance-indicators-local-digital-
marketing/
@DarrenShaw_

24. The Local Search
Ranking Factors

26. The Contributors
Adam Dorfman
Andrew Shotland
Andy Kuiper
Andy Monte
Ben Fisher
Blake Denman
Brian Barwig
Brian Smith
Carrie Hill
Casey Meraz
Colan Neilson
Conrad Saam
Cori Graft
Dan Leibson
Dana DiTomaso
Darren Shaw
David Mihm
David Wallace
Dev Basu
Eric Rohrback
Greg Gifford
Gyi Tsakalakis
Joel Headley
Joy Hawkins
Lisa Kolb
Marcus Miller
Mary Bowling
Mike Blumenthal
Miriam Ellis
Nick Pierno
Nyagoslav Zhekov
Phil Rozek
Tim Capper
Will Scott

27. How the survey works

28. Local Pack/Finder

29. Local Pack

30. Local Finder

31. Local Pack/Finder Results
@DarrenShaw_

32. Signals Increasing in Importance
@DarrenShaw_

33. Signals Decreasing in Importance
@DarrenShaw_

34. Local Organic

35. Local Organic

36. Local Organic Results
@DarrenShaw_

37. Foundational Factors
vs
Competitive Difference
Makers

38. Foundational Factors
Proper GMB Categories
Citation Consistency
Verified and Complete GMB Listing
Mobile-friendly Site
@DarrenShaw_

39. Category Confusion

40. Get your categories right

41. Competitive Difference Makers
Links & Reviews
@DarrenShaw_

42. What are the contributors
focusing on more?

43. Quality/Authority of
Inbound Links to
Domain
Focusing on More
@DarrenShaw_

44. Quantity of Google Posts
Posted
Focusing on More
@DarrenShaw_

45. Quantity of Native
Google Reviews With Text
Focusing on More
@DarrenShaw_

46. Topical
(Product/Service)
Keyword Relevance of
Domain Content
Focusing on More
@DarrenShaw_

47. Association of Videos
with GMB Location
Focusing on More
@DarrenShaw_

48. Association of Photos with
GMB Listing
Focusing on More
@DarrenShaw_

49. Volume of Content on
GMB Landing Page
@DarrenShaw_
Focusing on More

50. @DarrenShaw_
Quantity of Inbound Links
to Landing Page URL from
Industry-Relevant
Domains
Focusing on More

51. Reference to Location
Specific Entities on GMB
Landing Page
@DarrenShaw_
Focusing on More

52. @DarrenShaw_
Quantity of Inbound
Links to Domain from
Locally-Relevant
Domains
Focusing on More

53. Focusing on less?

54. @DarrenShaw_
Citations and Social
No Surprise

55. The Commentary

56. What are some
strategies/tactics that are
working particularly well
for you at the moment?

57. “Google Posts! We've seen gains for clients in
competitive niches after consistent posting. The
posts don't have to link to their site, but it appears
that they should be topical and posted consistently.”
– Dana Damtaso

58. Increase Rankings
Google Posts
@DarrenShaw_

59. https://searchengineland.com/google-posts-impact-ranking-case-study-285668

60. Increase Engagement
Signals
Google Posts
@DarrenShaw_

61. Google Posts
@DarrenShaw_
Are a competitive advantage
Most businesses are not doing them

62. Drive Direct Conversions
Google Posts
@DarrenShaw_

63. Although, CTR went down when they moved Posts
down
Joel Headley’s presentation
from Local U Advanced

65. Dan will show you all the Google Posts tips

66. “In the search results I look at regularly, I continue to
see reviews playing a larger and larger role.”
- David Mihm

67. If you haven’t gotten
serious about reviews…
@DarrenShaw_

69. GOLDEN RULE
Ask every customer

70. PLATINUM RULE
Always follow up

71. Diversify. Don’t only ask for reviews on Google.

72. Incentivize employees, not customers

73. All the review tips:
https://whitespark.ca/blog/convert-local-searchers-into-customers-with-reviews/

74. “When spammers are beating you or ranking for
keywords they shouldn't, you can really have a
positive impact on local pack rankings just by
reporting spam.” - Casey Meraz

75. @DarrenShaw_ +DarrenShaw
Look at these assholes
I’d be
annoyed if
this was
my client

76. Look at these assholes
@DarrenShaw_

77. Check the website for their actual name
@DarrenShaw_

78. Find the listing in Google Maps and suggest an edit
@DarrenShaw_

79. If you’re a Local Guide, your edit may get approved quickly
I got this
email 2
minutes
after I made
the edit
@DarrenShaw_

80. WHO’S THE ASSHOLE NOW?!
@DarrenShaw_

81. “Good old fashioned link building seems to have
improved pack performance even more this year
than in recent memory” - Cori Graft

82. Local
Sponsorships

83. One search to rule them all

84. Add &num=100 to the query

85. Export to CSV with the Moz Bar

87. Local Business
Associations

88. Industry
Associations

89. What are some
strategies/tactics that
used to work well, but
don’t seem to work
anymore?

90. CITATIONS

91. “Citations don't move the needle like they used to.
While they seem to be a necessary foundation,
they're insufficient to really make differences in
search.” – Joel Headley

92. If you only had
time/budget to invest in
ONE area of local search,
which would you choose?

93. If you only had time/budget to
invest in ONE area of local search,
which would you choose?
10
7
6
44
2
1

94. What are some methods
you’re using to try to
influence behavioral
factors, if any?

95. The Future of Local Search: Entity Authority
@DarrenShaw_
Tidings.com/vault/local-ranking-2020.html

96. The Future of Local Search: Entity Authority
@DarrenShaw_

97. The Future of Local Search: Entity Authority
@DarrenShaw_

98. How can you influence
behavioral factors?
@DarrenShaw_

99. Stars in the SERPs = More clicks

100. How to do it
https://whitespark.ca/blog/how-to-use-aggregate-review-schema-to-get-stars-in-the-serps/

101. The business with the most
reviews gets the most clicks
Whoa

102. “Tell people to search for a business on Google to get
a coupon/discount/add-on that you're offering via
Google Posts on your Local Knowledge Panel.”
- Mary Bowling

103. Any comments about
where you see Google is
headed in the future?

104. Increased emphasis on
behavioral factors
@DarrenShaw_
The Future of Local

105. More saturation of the
SERPs with ads
@DarrenShaw_
The Future of Local

106. Keeping users on Google
and sending less traffic to
websites
The Future of Local
@DarrenShaw_

107. Implementing more
features to take a cut
of transactions
@DarrenShaw_
The Future of Local

108. “Court”
- Phil Rozek
Any comments about where you see Google is
headed in the future?

109. Thank you!
Darren Shaw
Founder, Whitespark
@DarrenShaw_