These slides were presented at the Semrush webinar "Local SEO for Service-Area Businesses into 2021 | 5 Hours of Local SEO". Video replay and transcript are available at https://www.semrush.com/webinars/local-seo-for-service-area-businesses-into-2021-or-5-hours-of-local-seo/

1. Local SEO for SAB’s
into 2021
Tim Capper @GuideTwit

2. Optimising for 2021
Business Info
● Categories
● Service Areas
● Short Name
● UTM Tracking
● Products & Services
● Attributes
Photos
Posts
Google My Business Guide:
https://www.semrush.com/blog/google-my-business/

3. UTM Tracking
You cannot make business
decisions without correct
information !
Set up UTM Tracking
https://ga-dev-tools.appspot.com/campaign-url-builder/

4. Categories
Time to Check your Categories
● PlePer Tools
● Insights
● GMBSpy

5. Service Areas
Can you actually service the areas?
Be Realistic!
● Your Location
● Expanded Location
● State / County ?

6. Multiple Locations
Be Aware of Guidelines:
You cannot use:
● Employee’s Addresses
● Virtual Offices
You can:
● Create a franchise model

7. Short Name
Set Your Short Name
● Send to Customers
● Send Review Shortlink
Build Those Reviews

8. Products & Services
Use what's appropriate depending on
your business type!
Services - Yes
Products - You Decide

9. Attributes
Look after your attributes, if you don't,
GMB & Users will!
● On-Site Services
● Online Estimates
● Health & Safety

10. Photos
Photos add credibility!
Photos are viewed!
Post high quality photos, photos can
be repurposed into Posts

11. Posts
Posts appear in search results.
Posts can influence a longer tail
search.
Title
Description
Link

12. Optimising Your Site for 2021
● Re-Evaluate Sites Target
● Add Value to Service Area Pages
● Update Your Structured Data
Local SEO Checklist:
https:/
/www.semrush.com/ebooks/get-into-the-local-pack/
Tim Capper @GuideTwit

13. Sites Targeting
Top Line Pages to target the greater
service area.
Use Service Area pages to target
areas within main area.

14. Add Value to Service Area Pages
Service area pages should be unique
to what services you provide to that
area.
Add value to service area pages by
creating Work | Job Pages undertaken
in the area.

15. Wok | Job Pages
Standardise these pages structure and
nest within correct service area pages.
Every Job you do will naturally be
targeting specific niche “jobs” and
location.
Provide accurate and in depth details of
the job and what works were undertaken.

16. I Don't Have Work | Job Types?
If your business does not provide an
actual type of service that can be
turned into a work | job styled pages -
then standardised localised pages
also still work.
Don’t boilerplate them - they need to
be unique!

17. Update | Add Structured Data
Make sure your structured data is
correct and running across site - this
will help Google understand your
business and the areas it serves.
<script type="application/ld+json">{
"@context": "http://schema.org/",
"@type": "TaxiService",
"provider": {
"@type": "LocalBusiness",
"areaServed": "http://www.wikidata.org/entity/Q170263",
"telephone": "0000 000000",
"description": "Taxis in Area",
"sameAs" : [
"https://www.facebook.com/",
"https://twitter.com/"
],
"image": "https://www.your-business.co.uk/image.jpg",
"logo": "https://www.your-business.co.uk/logo.jpg",
"additionalType": "https://en.wikipedia.org/wiki/Taxicab",
"priceRange" : "Call or Book Online",
"name": "Chester Taxi Services",
"url": "https://www.your-business.co.uk/",
"openingHours": "Mon-Sun 00:00-23:59",
"hasMap": "https://www.google.com/maps?cid=12345678910111213",
"address": {
"@type": "PostalAddress",
"addressLocality": "Chester",
"addressRegion": "Cheshire",
"additionalType":"https://www.wikidata.org/wiki/Q67287495"
},
"location": {
"@type": "Place",
"geo": {
"@type": "GeoCircle",
"geoMidpoint": {
"@type": "GeoCoordinates",
"latitude": "53.2",
"longitude": "-2.883333"
},
"geoRadius": "50"
}
}
},
"providerMobility": "dynamic"
}
</script>
https://onlineownership.com/local-seo-tips-for-local-business-structured-data-markup/

18. Tackling Spam
Depending on your vertical - tackling
spammy competitors can lead to big
gains.
Identify Them:
● Name + Spam Keywords
● All to Website TLD
● Same Call Center
● Home Address
● Virtual Address

19. Report Spam
Do Not:
● Suggest Edit from your GMB
account
Do:
● Use Spam Report
https:/
/support.google.com/business/contact/business_redressal_form

20. Thanks for Watching
Thanks to SEMrush
Ask Your Questions…. GO !
https://twitter.com/GuideTwit
https://onlineownership.com