The 4-Step Process for a Scalable and Measurable Local SEO strategy

@clarissafilius The 4-Step Process for a Scalable and Measurable Local
SEO strategy Clarissa Filius // Booming

@clarissafilius Who am I? Clarissa Filius Senior SEO Specialist at
Booming @clarissafilius /i/clarissafilius

@clarissafilius Today I’m talking about ranking in the local pack.
Local 3- pack

@clarissafilius

@clarissafilius Local intent keywords: • “cat food” • “dog food”
+ [city] • “pet stores near me” • “cat grooming”

@clarissafilius I If you offer what people search for, your
location should rank in the local pack.

@clarissafilius I And when they click your listing it should
convert.

@clarissafilius Add descriptions, respond to reviews, push promotional posts, add
NAP citations..

@clarissafilius

@clarissafilius Don’t believe blogs.

@clarissafilius Don’t believe blogs. Don’t believe me.

@clarissafilius Don’t believe them. Don’t believe me. Test it yourself.

@clarissafilius Updating 300 locations with 50 citations per location….

@clarissafilius

@clarissafilius You need a process that’s clear and scalable.

@clarissafilius Step 0. Decide whether you need a tool or
not.

@clarissafilius A tool is an investment so you might have
to proof value first.

@clarissafilius It’s not just for SEO. It’s mainly for location
management.

@clarissafilius Incorrect store info leads to angry customers and bad
reviews. Negative reviews = lower rankings + bad reputation

@clarissafilius Incomplete store information leads to angry customers. Negative reviews
= lower rankings + bad reputation

@clarissafilius A location management tool isn't mandatory for local SEO.
It does makes it easier.

@clarissafilius Integrate different systems and create a single source of
truth.

@clarissafilius If you want to scale, you need the right
people in the right place.

@clarissafilius

@clarissafilius You can’t go without basic data. • Opening hours
• Addresses • Location ID’s • Phone numbers

@clarissafilius Make sure listings are claimed and verified.

@clarissafilius Use bulk verification to verify them all at once.

@clarissafilius

@clarissafilius Determine objectives and KPIs before you optimize anything.

@clarissafilius • Authority and brand reputation • Actual store visits
• Store sales • Lead generation • Distribute local promotions • Online sales • ..?

@clarissafilius GMB insights are not enough.

@clarissafilius UTM tag everything. Not just website clicks, but also
appointments, posts, products.

@clarissafilius

@clarissafilius But that's just basic. Also track stuff like booked
appointments and actual store traffic (if you can)

@clarissafilius Track everything you need to measure local SEO success.

@clarissafilius Local keyword research is leading. Remember, not every keyword
shows local pack results.

@clarissafilius Every region has different keywords, search volumes and results.

@clarissafilius

@clarissafilius Determine focus keywords: • (local) search volume • competition
• commercial interest (products, services, etc.) • ...

@clarissafilius

@clarissafilius You don’t have to optimize every single thing. It
depends on your goals. • Basic information • Business names • Descriptions • Promotions • Photography • Products • Services • Appointment links • .. • etc..

@clarissafilius “Yeah, I want to add perfect photography to all
of my GMB locations”

@clarissafilius There isn’t a generic best practice. Test, test, test!

@clarissafilius Prepare a roadmap for optimization and set priorities.

@clarissafilius Use bulk upload to update location data.

@clarissafilius GMB is not just about rankings, it’s also about
conversion and reputation.

@clarissafilius

@clarissafilius Having the right NAP citations and local links is
key for success.

@clarissafilius NAP-citations come in many forms: • Company name •
Company name & address • Company name & phone number. • Company name, phone number, & address • Company name, phone number, & website • Company name, & website. • Phone number. • etc...

@clarissafilius Find opportunities, prioritize, create accounts, wait for mails, verify
accounts, add citations, repeat.

@clarissafilius Don’t just add new citations. Update what you already
have.

@clarissafilius Search operators to try: • “address” • “business name”
• [phone number] + “business name” • “address” + [phone number]

@clarissafilius Try different strategies to learn what works. • Generic
directories • Local directories • Niche directories • Local blogs • News sites • Sponsorships • Local events • Jobboards • Social profiles • Navigational apps • Data aggregators

@clarissafilius Keep track of your citations and accounts.

@clarissafilius

@clarissafilius SEO is always about testing and scaling. Run your
own tests and scale what works.

@clarissafilius The 4-Step Process for a Scalable and Measurable Local
SEO Strategy Clarissa Filius // Booming // THANK YOU

The 4-Step Process for a Scalable and Measurabl...

The 4-Step Process for a Scalable and Measurable Local SEO strategy

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