The Perfect Local SEO Page

How you can build the perfect local page by focusing on two key elements.

1. User Feedback
2. Local SEO Ranking Factors

Transcript

1. James Foley How to build the perfect local page James Foley DENTSU linkedin.com/in/jamesfoley5/ @JamesFoley21
2. James Foley, dentsu [ [ [ [ Local SEO is vital to brick and mortar businesses Users are looking for in-store experiences 17% of searches contain a local pack “Near me” keyword searches are up 56% YoY 76% of customers who search “near me” visit a business within a day
3. James Foley, dentsu Today I’m going to talk about how we created the perfect local page for Mint Velvet.
4. James Foley, dentsu Local SEO presented significant opportunity for Mint Velvet. 579k # 97 £3.5m Current Avg. Ranking Yearly Traffic Opportunity Yearly Revenue Opportunity
5. James Foley, dentsu Mint Velvet missed key local features Full opening hours Key store information Interactive map Videos Specific local landing pages
6. James Foley, dentsu Mint Velvet have just one page live trying to rank for 453 local keywords. https://mintvelvet.com/pages/store-locator
7. James Foley, dentsu How we built the perfect local page
8. James Foley, dentsu The process on a page Conduct keyword research analysis ANALYSIS CREATION Do a competitor review on SemRush, to identify immediate opportunities Conduct heat mapping, live feedback sessions and journey mapping Create wireframe Optimise content UX designer creates page design based on wireframe and feedback Ideation session Analyse findings. How do we fix these problems? Begin rapid prototyping TESTING Debrief Content is published Monitor SEO performance Deep dive into results
9. James Foley, dentsu Build pages with the user in mind BEHAVOUR ANALYSIS USER TEST BEFORE USER TEST AFTER 20% Positive 80% Negative 80% 70% of users thought the copy was untidy and too long. of users wanted the map to be interactive. ?
10. James Foley, dentsu How do you create the perfect local page? User feedback Local SEO ranking factors + Page elements should be based on either:
11. James Foley, dentsu 14 tips to create the perfect local page.
12. James Foley, dentsu Check your competitor's traffic for immediate opportunities. TIP #1 M&S has a local section with 261.6k visits/year 3,000+ local pages
13. James Foley, dentsu Build separate location landing pages. TIP #2 https://mintvelvet.com/pages/store-locator/manchester https://mintvelvet.com/pages/store-locator/london https://mintvelvet.com/pages/store-locator/brighton https://mintvelvet.com/pages/store-locator/leeds https://mintvelvet.com/pages/store-locator/cheshire-oaks https://mintvelvet.com/pages/store-locator/liverpool https://mintvelvet.com/pages/store-locator/cobham https://mintvelvet.com/pages/store-locator/petersfield https://mintvelvet.com/pages/store-locator/york https://mintvelvet.com/pages/store-locator/ilkley https://mintvelvet.com/pages/store-locator/harrogate Local SEO ranking factor User feedback James Foley
14. James Foley, dentsu Ensure NAP (Name, Address, Phone) data is above the fold. TIP #3 Local SEO ranking factor User feedback
15. James Foley, dentsu Brand + Locator in Header. TIP #4 Local SEO ranking factor User feedback
16. James Foley, dentsu Include target keywords are included in your title tag. TIP #5 Local SEO ranking factor User feedback
17. James Foley, dentsu Ensure there is a functional map. TIP #6 Local SEO ranking factor User feedback
18. James Foley, dentsu Store type Accessibility Experiences Store Services Directions link Nearest train station Key store information is above the fold. TIP #7 Local SEO ranking factor User feedback
19. James Foley, dentsu Full opening hours are displayed on the page. TIP #8 Bank Holiday hours Temporary closure/reopening info Instore services hours Click & Collect Hours Local SEO ranking factor User feedback
20. James Foley, dentsu Ensure you have unique content for each page. TIP #9 Local SEO ranking factor User feedback
21. James Foley, dentsu FAQs for customers and to rank for more SERP features. TIP #10 Local SEO ranking factor User feedback
22. James Foley, dentsu Adding internal links for Related pages & nearby stores will help improve rankings TIP #11 Local SEO ranking factor User feedback
23. James Foley, dentsu Include in-store events. TIP #12 Local SEO ranking factor User feedback
24. James Foley, dentsu Add videos TIP #13 Local SEO ranking factor User feedback
25. James Foley, dentsu Add user testimony/reviews. TIP #14 Local SEO ranking factor User feedback
26. James Foley, dentsu The perfect local page..
27. James Foley, dentsu Full opening hours Key store information Interactive map Videos Specific local landing pages Before
28. James Foley, dentsu
29. James Foley, dentsu Build pages with the user in mind BEHAVOUR ANALYSIS USER TEST BEFORE USER TEST AFTER 20% Positive 80% Negative 80% 70% of users thought the copy was untidy and too long. of users wanted the map to be interactive. 90% 100% of users in the test found everything they needed. of users said it was easy or very easy to find the opening hours.
30. James Foley, dentsu Takeaways
31. James Foley, dentsu What you can implement next week. Go to SEMRush and filter the URLs for your competitor local pages to identify immediate opportunities Ensure your target keywords are in your title tags for quick ranking improvements NAP & stores details are above the fold on page Make sure full opening hours are added to your local pages Add internal links for related stores & pages Add in FAQs
32. James Foley, dentsu What to include in your roadmap for next year. Build pages for all your local stores. Conduct user insights to learn more about how your users are interacting on your local pages. Add videos
33. James Foley Thank you for listening! James Foley DENTSU linkedin.com/in/jamesfoley5/ @JamesFoley21