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@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
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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
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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
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According to our own research only 19% of businesses
fully optimized their profiles
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How to dominate the local SERP
iodigital.com/nl/insights/whitepapers/local-seo-benchmark-report
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Let’s go back in time for
a moment….
How to dominate the local SERP- History
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But first..
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Since Google filed its patent in 2004, the local search
algorithm hasn’t changed much
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How to dominate the local SERP- History
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Relevance Distance Prominence
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How to dominate the local SERP- History
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A L
While the algorithm itself
hasn’t evolved much, the
interface certainly has.
@clarissafilius iodigital.com
How to dominate the local SERP- History
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A L
@clarissafilius #SEOBenelux
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How to dominate the local SERP
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A L
@clarissafilius iodigital.com
How to dominate the local SERP- History
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A L
@clarissafilius iodigital.com
How to dominate the local SERP- History
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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
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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
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What I mean
with Local SERP
How to dominate the local SERP – What I mean with Local SERP
@clarissafilius iodigital.com
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Searches for
queries with
a local
intent.
@clarissafilius iodigital.com
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It also shows
for all queries
combined
with location
or “near me”
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The local SERP
changes based
on your
location.
@clarissafilius iodigital.com
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You notice by
Google
showing the
location
clearly.
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There are
many
different
views
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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
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Local pack
@clarissafilius iodigital.com
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Local organic results
Local pack
@clarissafilius iodigital.com
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Local pack
Places sites
Local organic results
@clarissafilius iodigital.com
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Places sites
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Places sites
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Places sites
seems to have
fully replaced
Find results on
box
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In the future
we may also
be dealing
with AIO
including local
results
@clarissafilius iodigital.com
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In the future
we may also
be dealing
with AIO
including local
results
@clarissafilius iodigital.com
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@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
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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
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How to dominate the local SERP –The 3-step method
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Step 1: optimize GBP
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How to dominate the local SERP –The 3-step method
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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
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It’s important to realize that rankings are
dependent on location
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How to dominate the local SERP –The 3-step method
Image source: LocalFalcon
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Change
coordinates
in Chrome to
view the
local search
results.
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How to dominate the local SERP –The 3-step method
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Optimizing does not mean stuffing your GBP
with keywords
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How to dominate the local SERP –The 3-step method
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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
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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
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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
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@clarissafilius iodigital.com
How to dominate the local SERP –The 3-step method
• Business name
• Description
• Images & video
• Products
• Services
• Posts
• FAQ
• Amenities
• Etc..
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Including
keywords in GBP
elements will
increase relevance
for these search
queries
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How to dominate the local SERP –The 3-step method
Relevance
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If you do this
correctly, GBP even
gets personalized
based on the search
query.
@clarissafilius #SEOBenelux
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Make sure you track all GBP-links with
UTM-codes
utm_source=gbp
utm_medium=organic
utm_campaign=location-antwerp-1
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How to dominate the local SERP –The 3-step method
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Step 2: local landing
pages
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How to dominate the local SERP –The 3-step method
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Local landing pages are a must if you want to
show in the blue links
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How to dominate the local SERP –The 3-step method
Image source: Uberall
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Also include local business schema and other
relevant page elements
@clarissafilius iodigital.com
How to dominate the local SERP –The 3-step method
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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
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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
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Step 3: collect citations
@clarissafilius iodigital.com
How to dominate the local SERP –The 3-step method
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For the local pack
links don’t matter,
NAP citations do,
@clarissafilius iodigital.com
How to dominate the local SERP –The 3-step method
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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
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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
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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
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There are many
tools that can help
build and maintain
citations.
@clarissafilius iodigital.com
How to dominate the local SERP –The 3-step method
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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
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Finally: A/B test
strategies if you
can, especially if
you have many
locations
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@clarissafilius iodigital.com
How to dominate the local SERP –The 3-step method
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Following this method your
business will dominate the local
SERP
@clarissafilius iodigital.com
How to dominate the local SERP –The 3-step method
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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
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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
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Key insights:
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@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
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Thank you!
@clarissafilius iodigital.com
Follow me on LinkedIn
linkedin.com/in/clarissafilius/
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Key insights:
@clarissafilius #SEOBenelux
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Hoe optimaliseer je pagina's voor Search Intent | intro
Image source: https://www.ghibli.jp/