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Loren Baker
Founder of SEJ, Co- Founder of Foundation Digital
• Founded SEJ in 2003 as an SEO and Search News
Blog.
• Six Figure Blog by 2006.
• Acquired by Alpha Brand Media in 2010
• Expanded into Media Property with Video
Production, Conferences, Webinars and Team of 10+
Staff.• Co-Founder of Foundation Digital, a boutique digital
marketing agency with specialization in data driven
integrated marketing solutions.
• SEO, Social Media, Content Marketing.
• Enterprise Clients: ESPN, American Eagle…
• Mid Sized Businesses.
What You’ll Learn Today
1. Modern Google - How Google Dynamic Results based on
Query
2. Localization – Every City Sees Different Google Results
3. Tracking & Competition – Identifying Competitors in Local
Markets
4. Technical SEO – Make Sure Your Site Can Compete
5. Building Local Signals – Local Links are Your Friend
6. Local Content & Outreach – The Key to Competing Virtually
7. Q&A – 20 Minutes for Audience Questions
Google Rank Tracking
• Google Rank Tracking (along with traffic) is the
traditional cornerstone of SEO Metrics
• Many SEO tools, however, only look at one set of data;
Google USA
• Google Search Results are personalized down to the
device and zip-code AND Google serves content
ABOVE rankings.
• Ranking numbers alone mean nothing, the true value
of ranking and SERP data is the competitive landscape,
and how you fare.
Google Knowledge Graph
Knowledge Graph + News OneBox + QDF
Google Knowledge Graph + Snippets
Poll #1: Which of your rankings do you
track?
 I only track one set of rankings
 I track various sets based on location
 I don't track rankings at all and use
Google Webmaster Tools
Google Knowledge Graph + Snippets
Google Knowledge Graph + SnippetsGoogle Results Default to User
Town or Zipcode
Google Knowledge Graph + SnippetsGoogle Localization (Not Local SEO)
Online Transactional Sites and Local Informational Destinations
Los Angeles! Ft. Worth, Texas
Google Knowledge Graph + SnippetsGoogle Localization (Not Local SEO)
Hybrid Brick & Mortar and Local Directories
Los Angeles! Ft. Worth, Texas
Google Knowledge Graph + SnippetsHow to Track Localized Rankings
Not very many tools track Google Localized Rankings. But here are 3 paid
technologies that do:
• SEMRush
• Searchmetrics
• Authority Labs
Google Knowledge Graph + SnippetsSet Up Local Tracking at City Level
Google Knowledge Graph + SnippetsUse SERP Snapshots to Gauge Competition
Local competition in
SERPS Snapshot
Google Knowledge Graph + Snippets
Poll Question #2: Does your SEO rank
tracking tool track local SERPS?
 Yes
 No
 I don't know.
Google Knowledge Graph + SnippetsLocalized Tactics for Competing
• Local Page Content
• City Guides / City Pages
• Geographic Hierarchy Structure
• Nested URL Structure
• Local Citations
• Content for Local Influencers
Create a Geographical Hierarchy
Give Googlebot a Logical & Controlled Way to Crawl Links
Create a Nested Geo URL Structure
Map out a Breadcrumb Structure in URLs
Utilize Local Schema.org
Add Rich Data for Google & Other Resources
Poll Question #3: Does your competition
change based on where people search?
 Yes
 No
 I don't know
Google Knowledge Graph + Snippets
Google Knowledge Graph + SnippetsBuilding content on the city / state level
that is unique to each page.
Google Knowledge Graph + SnippetsLook! City Guides Rank
Rich Local Guides Rank for Rich Local Queries.
airbnb Neighborhoods
Update Links in Local Profiles
Local Social Profiles Must Link to Local Pages
Google Serves Links From Local Profiles
Local Social Profiles Must Link to Local Pages
Reason #2 Why Local Links must be
used in social profiles is because
Google is serving Google+ Local
Knowledge Graph info for companies
ABOVE the Google Results for
branded searches on mobile devices.
Driving users to homepage is not
only bad User Experience, but bad for
conversion.
Build Links! Local Citations
Links & Citations in Local Resources
Research Local Resources by Keyword
Build Links! Local Citations
Links & Citations in Local Resources
Take action by
submitting or editing
profiles through the
tool.
Allows for running of
competitive intel on where
other businesses are listing
their local profiles, or not.
Produce Content Local Influencers Will Like,
Link & Share!
Outreach - Find Local Influencers In Your
Topic
Dig Deeper to Find More Sites
(Who Link to Them)
Q&A
Let’s Connect!
/lorenbaker
@lorenbaker
#SEJthinktank
loren@searchenginejournal.com

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#SEJThinkTank Understanding Dynamic Google SEO

  • 1.
  • 2. Loren Baker Founder of SEJ, Co- Founder of Foundation Digital • Founded SEJ in 2003 as an SEO and Search News Blog. • Six Figure Blog by 2006. • Acquired by Alpha Brand Media in 2010 • Expanded into Media Property with Video Production, Conferences, Webinars and Team of 10+ Staff.• Co-Founder of Foundation Digital, a boutique digital marketing agency with specialization in data driven integrated marketing solutions. • SEO, Social Media, Content Marketing. • Enterprise Clients: ESPN, American Eagle… • Mid Sized Businesses.
  • 3. What You’ll Learn Today 1. Modern Google - How Google Dynamic Results based on Query 2. Localization – Every City Sees Different Google Results 3. Tracking & Competition – Identifying Competitors in Local Markets 4. Technical SEO – Make Sure Your Site Can Compete 5. Building Local Signals – Local Links are Your Friend 6. Local Content & Outreach – The Key to Competing Virtually 7. Q&A – 20 Minutes for Audience Questions
  • 4.
  • 5. Google Rank Tracking • Google Rank Tracking (along with traffic) is the traditional cornerstone of SEO Metrics • Many SEO tools, however, only look at one set of data; Google USA • Google Search Results are personalized down to the device and zip-code AND Google serves content ABOVE rankings. • Ranking numbers alone mean nothing, the true value of ranking and SERP data is the competitive landscape, and how you fare.
  • 7. Knowledge Graph + News OneBox + QDF
  • 9. Poll #1: Which of your rankings do you track?  I only track one set of rankings  I track various sets based on location  I don't track rankings at all and use Google Webmaster Tools
  • 11. Google Knowledge Graph + SnippetsGoogle Results Default to User Town or Zipcode
  • 12. Google Knowledge Graph + SnippetsGoogle Localization (Not Local SEO) Online Transactional Sites and Local Informational Destinations Los Angeles! Ft. Worth, Texas
  • 13. Google Knowledge Graph + SnippetsGoogle Localization (Not Local SEO) Hybrid Brick & Mortar and Local Directories Los Angeles! Ft. Worth, Texas
  • 14. Google Knowledge Graph + SnippetsHow to Track Localized Rankings Not very many tools track Google Localized Rankings. But here are 3 paid technologies that do: • SEMRush • Searchmetrics • Authority Labs
  • 15. Google Knowledge Graph + SnippetsSet Up Local Tracking at City Level
  • 16. Google Knowledge Graph + SnippetsUse SERP Snapshots to Gauge Competition Local competition in SERPS Snapshot
  • 17. Google Knowledge Graph + Snippets Poll Question #2: Does your SEO rank tracking tool track local SERPS?  Yes  No  I don't know.
  • 18. Google Knowledge Graph + SnippetsLocalized Tactics for Competing • Local Page Content • City Guides / City Pages • Geographic Hierarchy Structure • Nested URL Structure • Local Citations • Content for Local Influencers
  • 19.
  • 20. Create a Geographical Hierarchy Give Googlebot a Logical & Controlled Way to Crawl Links
  • 21. Create a Nested Geo URL Structure Map out a Breadcrumb Structure in URLs
  • 22. Utilize Local Schema.org Add Rich Data for Google & Other Resources
  • 23. Poll Question #3: Does your competition change based on where people search?  Yes  No  I don't know
  • 25. Google Knowledge Graph + SnippetsBuilding content on the city / state level that is unique to each page.
  • 26. Google Knowledge Graph + SnippetsLook! City Guides Rank Rich Local Guides Rank for Rich Local Queries. airbnb Neighborhoods
  • 27.
  • 28. Update Links in Local Profiles Local Social Profiles Must Link to Local Pages
  • 29. Google Serves Links From Local Profiles Local Social Profiles Must Link to Local Pages Reason #2 Why Local Links must be used in social profiles is because Google is serving Google+ Local Knowledge Graph info for companies ABOVE the Google Results for branded searches on mobile devices. Driving users to homepage is not only bad User Experience, but bad for conversion.
  • 30. Build Links! Local Citations Links & Citations in Local Resources Research Local Resources by Keyword
  • 31. Build Links! Local Citations Links & Citations in Local Resources Take action by submitting or editing profiles through the tool. Allows for running of competitive intel on where other businesses are listing their local profiles, or not.
  • 32. Produce Content Local Influencers Will Like, Link & Share!
  • 33. Outreach - Find Local Influencers In Your Topic
  • 34. Dig Deeper to Find More Sites (Who Link to Them)
  • 35. Q&A