View Kevin Madden's presentation from Rio SEO's Local Search Summit (LSS2017) as he explores several case studies that unveil the local discovery and how to target locally first.

1. Uncovering Local Discovery
Kevin Madden
VR, Digital Strategy
Wheelhouse DMG
@kmadden

2. Old Search Paradigm: Millions of Unique Keywords
The Fat Head
Chunky Middle
The Long Tail

3. • Is a media company; 87% of revenue from ad sales
• Ad Sales exist because of best in class CX
• Google CX is based on optimization and machine learning
• Our bargain with Google improves CX and improves retention

4. We expose our intentions before we get results

5. Mobile Spearheadeds the Contextual Query
o Location
o Gmail Meta Data
o Device Info
o Historical Queries
o Historical Interests
o Historical Locations
o All of the Above + The Future*

6. New Search Paradigm: Context is King!
Need
Need + Implied Context
Need + Implied & Declared Context
Known Context AND Conversion Probability

7. Location Consolidation Case Study
-
20,000
40,000
60,000
80,000
100,000
120,000
140,000
160,000
180,000
-
10,000
20,000
30,000
40,000
50,000
60,000
70,000
80,000
90,000
Jan-14
Feb-14
Mar-14
Apr-14
May-14
Jun-14
Jul-14
Aug-14
Sep-14
Oct-14
Nov-14
Dec-14
Jan-15
Feb-15
Mar-15
Apr-15
May-15
Jun-15
Jul-15
Aug-15
Sep-15
Oct-15
Nov-15
Dec-15
Jan-16
Feb-16
Mar-16
Apr-16
May-16
Jun-16
Jul-16
Aug-16
Sep-16
Oct-16
Nov-16
Dec-16
Jan-17
Swedish Organic Traffic
Services Locations HP Total

8. Location Consolidation Case Study
In 3x Years….
Divested from “National” Keywords
Doubled Down on Location Entities
Total Keywords Declined 25%
Total Traffic Increased 60%
-
20,000
40,000
60,000
80,000
100,000
120,000
140,000
160,000
180,000
-
10,000
20,000
30,000
40,000
50,000
60,000
70,000
80,000
90,000
Jan-14
Feb-14
Mar-14
Apr-14
May-14
Jun-14
Jul-14
Aug-14
Sep-14
Oct-14
Nov-14
Dec-14
Jan-15
Feb-15
Mar-15
Apr-15
May-15
Jun-15
Jul-15
Aug-15
Sep-15
Oct-15
Nov-15
Dec-15
Jan-16
Feb-16
Mar-16
Apr-16
May-16
Jun-16
Jul-16
Aug-16
Sep-16
Oct-16
Nov-16
Dec-16
Jan-17
Swedish Organic Traffic
Services Locations HP Total

9. Locations First!
When we put our “global” keywords
behind our locations we lost traditional
visibility via Google Search Console
Recovery
92%
Discovery
8%

10. RIO Helped us Understand our Discovery
Recovery
92%
Discovery
8%

11. Clarity: Users are engaging before they ever touch us
Random period sample

12. Wheelhouse / RIO / Swedish Takeaways
• Target Locally First
• Google Search Console is Limited
• Context Facilitates Discovery
• This is all intuitive to the end user
Local
67%
Organic
33%
Current Discovery Traffic Share