SEO Benelux Conference 2024 - How to dominate the Local SERP - Clarissa Filius

The presentation is titled "How to Dominate the Local SERP" and was prepared for the SEO Benelux Conference 2024. The primary focus is on Local SEO strategies, with an emphasis on the growing importance of "near me" searches in the Netherlands and Belgium. It explores the limitations of traditional SEO tools in tracking Google Maps data and converting that data into store visits or revenue.

The presentation provides a brief history of local search algorithms, noting that while the algorithm hasn't changed much since 2004, the interface has evolved significantly. It outlines key concepts such as relevance, distance, and prominence, which continue to influence local search rankings.

The core strategy presented revolves around a 3-step method for dominating the Local SERP:

Optimizing Google Business Profiles (GBP) – including ensuring completeness of the profile for SEO and conversion rate optimization (CRO).

Creating Local Landing Pages – to improve visibility in local organic results and boost relevance with location-specific content.
Building Business Citations – focusing on Name, Address, Phone Number (NAP) consistency across various platforms to increase prominence.

Throughout the slides, there is a clear emphasis on practical SEO tactics, such as tracking links with UTM codes, optimizing business categories, encouraging reviews, and local link-building. The presentation concludes by stressing the need for testing strategies, especially for businesses with multiple locations, to dominate the local pack and organic listings.

Transcript

2. @clarissafilius iodigital.com How to dominate the local SERP Local SEO is still underestimated by many marketers, even though “near me” searches kept growing The Netherlands Belgium
3. A L In many cases it gets overlooked, as regular SEO tools do not track Google Maps data. @clarissafilius iodigital.com How to dominate the local SERP
4. A L And translating this data into an increase in actual store visitors or revenue is even harder... @clarissafilius iodigital.com How to dominate the local SERP
5. According to our own research only 19% of businesses fully optimized their profiles @clarissafilius iodigital.com How to dominate the local SERP iodigital.com/nl/insights/whitepapers/local-seo-benchmark-report
6. Let’s go back in time for a moment…. How to dominate the local SERP- History @clarissafilius iodigital.com But first..
7. Since Google filed its patent in 2004, the local search algorithm hasn’t changed much @clarissafilius iodigital.com How to dominate the local SERP- History
8. Relevance Distance Prominence @clarissafilius iodigital.com How to dominate the local SERP- History
9. A L While the algorithm itself hasn’t evolved much, the interface certainly has. @clarissafilius iodigital.com How to dominate the local SERP- History
10. A L @clarissafilius #SEOBenelux 10 How to dominate the local SERP
11. A L @clarissafilius iodigital.com How to dominate the local SERP- History
12. A L @clarissafilius iodigital.com How to dominate the local SERP- History
13. A L In 2021 it swapped from GMB to GBP, since when we can manage our profiles directly the SERP @clarissafilius iodigital.com How to dominate the local SERP- History
14. A Lwe can even Still .. more features are appearing.We can even use emoji in maps @clarissafilius iodigital.com How to dominate the local SERP- History
15. What I mean with Local SERP How to dominate the local SERP – What I mean with Local SERP @clarissafilius iodigital.com
16. Searches for queries with a local intent. @clarissafilius iodigital.com
17. It also shows for all queries combined with location or “near me” @clarissafilius iodigital.com
18. The local SERP changes based on your location. @clarissafilius iodigital.com
19. You notice by Google showing the location clearly. @clarissafilius iodigital.com
20. There are many different views @clarissafilius iodigital.com
21. There are multiple elements you can claim… (even if you’re not a local business) @clarissafilius iodigital.com How to dominate the local SERP – What I mean with Local SERP
22. Local pack @clarissafilius iodigital.com
23. Local organic results Local pack @clarissafilius iodigital.com
24. Local pack Places sites Local organic results @clarissafilius iodigital.com
25. Places sites @clarissafilius iodigital.com
26. Places sites @clarissafilius iodigital.com
27. Places sites seems to have fully replaced Find results on box @clarissafilius iodigital.com
28. In the future we may also be dealing with AIO including local results @clarissafilius iodigital.com
29. In the future we may also be dealing with AIO including local results @clarissafilius iodigital.com
30. @clarissafilius iodigital.com How to dominate the local SERP –The 3-step method It’s time to leverage the FULL potential of the Local SERP
31. A L to domina te Here’s the three key factors you need Optimized Google Business Profile Local Landing Pages Business citations across the web @clarissafilius iodigital.com How to dominate the local SERP –The 3-step method
32. Step 1: optimize GBP @clarissafilius iodigital.com How to dominate the local SERP –The 3-step method
33. A L to domina te Start with identifying the right local keywords The main indicator of local intent is for a query to show a local pack @clarissafilius iodigital.com How to dominate the local SERP –The 3-step method Image source: Semrush
34. It’s important to realize that rankings are dependent on location @clarissafilius iodigital.com How to dominate the local SERP –The 3-step method Image source: LocalFalcon
35. Change coordinates in Chrome to view the local search results. @clarissafilius iodigital.com How to dominate the local SERP –The 3-step method
36. Optimizing does not mean stuffing your GBP with keywords @clarissafilius iodigital.com How to dominate the local SERP –The 3-step method
37. It means making your GBP as complete as possible for both SEO and CRO @clarissafilius iodigital.com How to dominate the local SERP –The 3-step method
38. The right category is essential, so check what competitors are using if you search for your main keyword(s) https://bit.ly/3Y5gEkQ Check categories @clarissafilius iodigital.com How to dominate the local SERP –The 3-step method
39. Getting more reviews is essential, as they boost visibility in many ways (please also respond to them) @clarissafilius iodigital.com How to dominate the local SERP –The 3-step method
40. @clarissafilius iodigital.com How to dominate the local SERP –The 3-step method • Business name • Description • Images & video • Products • Services • Posts • FAQ • Amenities • Etc..
41. Including keywords in GBP elements will increase relevance for these search queries @clarissafilius iodigital.com How to dominate the local SERP –The 3-step method Relevance
42. If you do this correctly, GBP even gets personalized based on the search query. @clarissafilius #SEOBenelux 42
43. Make sure you track all GBP-links with UTM-codes utm_source=gbp utm_medium=organic utm_campaign=location-antwerp-1 @clarissafilius iodigital.com How to dominate the local SERP –The 3-step method
44. Step 2: local landing pages @clarissafilius iodigital.com How to dominate the local SERP –The 3-step method
45. Local landing pages are a must if you want to show in the blue links @clarissafilius iodigital.com How to dominate the local SERP –The 3-step method Image source: Uberall
46. Also include local business schema and other relevant page elements @clarissafilius iodigital.com How to dominate the local SERP –The 3-step method
47. If you have many locations, create city overview pages that link to pages related to specific locations Amsterdam Amsterdam Oost Amsterdam West Amsterdam Zuid Amsterdam Zuid-Oost @clarissafilius iodigital.com How to dominate the local SERP –The 3-step method
48. Finally, build local links to your pages to increase positions. Local page Local website Local website @clarissafilius iodigital.com How to dominate the local SERP –The 3-step method Check out my previous slides: https://bit.ly/4gYGZcW
49. Step 3: collect citations @clarissafilius iodigital.com How to dominate the local SERP –The 3-step method
50. For the local pack links don’t matter, NAP citations do, @clarissafilius iodigital.com How to dominate the local SERP –The 3-step method
51. Check which ones are showing for your keywords and make sure your business is included. @clarissafilius iodigital.com How to dominate the local SERP –The 3-step method
52. Also identify where competitors are listed by searching for their business name or address. @clarissafilius iodigital.com How to dominate the local SERP –The 3-step method
53. Citations will make you show up in Google Places AND boost relevance & prominence of your GBP @clarissafilius iodigital.com How to dominate the local SERP –The 3-step method Relevance Prominence
54. There are many tools that can help build and maintain citations. @clarissafilius iodigital.com How to dominate the local SERP –The 3-step method
55. Make sure keep a proper administration if you start building citations manually @clarissafilius iodigital.com How to dominate the local SERP –The 3-step method https://bit.ly/3Udslor
56. Finally: A/B test strategies if you can, especially if you have many locations 56 @clarissafilius iodigital.com How to dominate the local SERP –The 3-step method
57. Following this method your business will dominate the local SERP @clarissafilius iodigital.com How to dominate the local SERP –The 3-step method
58. 58 #1 position organic! #1 local pack! Citations and local page listed in GBP profile! Listed in “sites for places” @clarissafilius iodigital.com How to dominate the local SERP –The 3-step method
59. Doing this can have a direct impact on search traffic, footfall and revenue @clarissafilius iodigital.com How to dominate the local SERP Examples of individual local pages getting traffic from the local SERP
60. Key insights: 60 @clarissafilius iodigital.com 1. Local search is underestimated 2. Optimize GBP, local pages & citations 3. Test different strategies iodigital.com/nl/insights/whitepapers/local-seo-benchmark-report
61. Thank you! @clarissafilius iodigital.com Follow me on LinkedIn linkedin.com/in/clarissafilius/
62. Key insights: @clarissafilius #SEOBenelux 62 Hoe optimaliseer je pagina's voor Search Intent | intro Image source: https://www.ghibli.jp/