#WMTC18: SEO Goes Local

Local Search Engine Optimization is the process of optimizing your online business to be discoverable via local organic search. Find out how you can optimize your local SEO by using your physical location and specific location keywords that non-local users can use to find you.

Session presented by Andrew Shotland, Local SEO Guide

Transcript

1. what is Google doing? what is Google doing to my business what is Google doing with my customers what is Google doing with my data what is Google doing with voice search what is Google doing with artificial intelligence what is Google doing to our brains what is Google doing next Andrew Shotland CEO, localseoguide.com Wine Marketing & Tourism Conference Santa Rosa, CA 10.24.18 What is Google Doing Next? WMTC 2018 www.localseoguide.com 1 www.localseoguide.com
2. • The evolution of Google & Local SEO • Where is Google heading? • What can you do to rank better? • Local SEO Ranking Factors • Things you can do this week What is Google Doing Next? WMTC 2018 www.localseoguide.com 2 the agenda
3. used to be ten blue links What is Google Doing Next? WMTC 2018 www.localseoguide.com 3
4. 1. Uncomplicated website 2. Pages that target search queries 3. Links from other sites with keywords in link text 4. Local “citations” (listings on Yelp, YP.com, etc.) 5. More links 6. Rinse 7. Repeat What is Google Doing Next? WMTC 2018 www.localseoguide.com how we used to do seo 4
5. What is Google Doing Next? WMTC 2018 www.localseoguide.com saw lots of searches for this 5
6. What is Google Doing Next? WMTC 2018 www.localseoguide.com mobile share of organic search engine visits 6
7. What is Google Doing Next? WMTC 2018 www.localseoguide.com hires new CFO 7
8. What is Google Doing Next? WMTC 2018 www.localseoguide.com thinks ads are content https://www.edwords.nl/2014/04/27/steeds-meer-ruimte-adwords-ten-koste-van-seo/ 8
9. What is Google Doing Next? WMTC 2018 www.localseoguide.com best napa wine tours 9
10. What is Google Doing Next? WMTC 2018 www.localseoguide.com sonoma wine tour 10
11. What is Google Doing Next? WMTC 2018 www.localseoguide.com 11 napa valley wine tour packages
12. What is Google Doing Next? WMTC 2018 www.localseoguide.com 12 how much does it cost to go wine tasting?
13. What is Google Doing Next? WMTC 2018 www.localseoguide.com things to do in Sonoma county this weekend 13
14. What is Google Doing Next? WMTC 2018 www.localseoguide.com local knowledge panel 14
15. What is Google Doing Next? WMTC 2018 www.localseoguide.com local knowledge panel on mobile 15
16. What is Google Doing Next? WMTC 2018 www.localseoguide.com is tracking how people use your biz 16
17. What is Google Doing Next? WMTC 2018 www.localseoguide.com is training us https://www.thinkwithgoogle.com/consumer-insights/local-search-mobile-search-micro-moments/ 17
18. What is Google Doing Next? WMTC 2018 www.localseoguide.com the weather https://www.thinkwithgoogle.com/consumer-insights/local-search-mobile-search-micro-moments/ 18
19. What is Google Doing Next? WMTC 2018 www.localseoguide.com home 19
20. What is Google Doing Next? WMTC 2018 www.localseoguide.com what are you doing next 20
21. What is Google Doing Next? WMTC 2018 www.localseoguide.com zero results 21
22. What is Google Doing Next? WMTC 2018 www.localseoguide.com evolution of local serp topography 22
23. What is Google Doing Next? WMTC 2018 www.localseoguide.com is your new home page https://www.getfivestars.com/blog/google-as-the-new-home-page/ 23
24. What is Google Doing Next? WMTC 2018 www.localseoguide.com what do people look at https://www.marketingprofs.com/charts/2017/31849/eye-tracking-study-how-consumers-view-google-search-results-for-hotels 24
25. • Ads • Your Website • GMB Information • Knowledge Panel Images • Google Posts • Google Q&A • Your Business Info on Other Sites!!!!! • Reviews What is Google Doing Next? WMTC 2018 www.localseoguide.com what can you influence/control 25
26. What is Google Doing Next? WMTC 2018 www.localseoguide.com brand traffic cannibalization Adwords Brand Targeting Starts 33% decline in organic 26
27. What is Google Doing Next? WMTC 2018 www.localseoguide.com brand revenue cannibalization Adwords Brand Targeting Starts ~ -$50K/week Sale 27
28. What is Google Doing Next? WMTC 2018 www.localseoguide.com your website 28
29. What is Google Doing Next? WMTC 2018 www.localseoguide.com 29 optimize your content Add “Semantically Relevant” Phrases: • Small group • Fine wine • Wine train • St. Helena • Tasting rooms • Tours and tastings • Wine tasting experience • Group tours • Private tour • Castello di amorosa • Wood fired • Winery tours • Wine country • Full day • Napa valley wine • Napa wine tour • Guided tour
30. What is Google Doing Next? WMTC 2018 www.localseoguide.com 30 eliminate topical overlap
31. What is Google Doing Next? WMTC 2018 www.localseoguide.com 31 eliminate topical overlap
32. What is Google Doing Next? WMTC 2018 www.localseoguide.com 32 start answering questions
33. What is Google Doing Next? WMTC 2018 www.localseoguide.com 33 find new content ideas
34. What is Google Doing Next? WMTC 2018 www.localseoguide.com reviews 34
35. What is Google Doing Next? WMTC 2018 www.localseoguide.com 35 integrate review generation into your business https://www.localseoguide.com/local-seo-tools
36. What is Google Doing Next? WMTC 2018 www.localseoguide.com 36 structured data https://search.google.com/structured-data/testing-tool/u/0/#url=https%3A%2F%2Fwww.platypustours.com%2Fcomments.php https://schema.org/reviews https://schema.org/Event https://schema.org/LocalBusiness
37. What is Google Doing Next? WMTC 2018 www.localseoguide.com 37 how backlinks help seo
38. What is Google Doing Next? WMTC 2018 www.localseoguide.com my business 38
39. What is Google Doing Next? WMTC 2018 www.localseoguide.com knowledge panel images 39
40. What is Google Doing Next? WMTC 2018 www.localseoguide.com google my business posts 40
41. What is Google Doing Next? WMTC 2018 www.localseoguide.com business messaging 41
42. What is Google Doing Next? WMTC 2018 www.localseoguide.com q&a 42
43. What is Google Doing Next? WMTC 2018 www.localseoguide.com q&a gone wild… 43
44. What is Google Doing Next? WMTC 2018 www.localseoguide.com 44 your business info on other sites
45. What is Google Doing Next? WMTC 2018 www.localseoguide.com bad business info 45
46. What is Google Doing Next? WMTC 2018 www.localseoguide.com 1300 location test Here’s where we fixed stuff 46
47. What is Google Doing Next? WMTC 2018 www.localseoguide.com does fixing listings always work? No! 47
48. What is Google Doing Next? WMTC 2018 www.localseoguide.com 48 keeps changing
49. What is Google Doing Next? WMTC 2018 www.localseoguide.com 49 60+ changes this year alone! 0 2 4 6 8 10 12 14 January February March April May June July August September Google Local SERP Changes (2018) https://www.sterlingsky.ca/google-local-changes
50. What is Google Doing Next? WMTC 2018 www.localseoguide.com how to rank well in Google 3,000+ Queries What happens when you take: 100,000 Local Businesses 100+Factors 2 PhDs… 50 https://www.localseoguide.com/guides/local-seo-ranking-factors/
51. What is Google Doing Next? WMTC 2018 www.localseoguide.com correlates with good local rankings GMB “AUTHORITY” • GMB Reviews • GMB Photos • Keyword in Business Name BACKLINKS • Site “Quality” • #/% Backlinks w City in Link Text • #/% Backlinks w Keyword in Link Text WEBSITE FACTORS • # Words on GMB Landing Page • # Images on GMB Landing Page 51
52. Get It Right & Move On Ongoing Website Content/Content Optimization Google My Business Links Local Citations Reviews Structured Data Engagement/GMB Posts What is Google Doing Next? WMTC 2018 www.localseoguide.com what tactics do we invest in 52
53. What is Google Doing Next? WMTC 2018 www.localseoguide.com 53 service area businesses & proximity
54. What is Google Doing Next? WMTC 2018 www.localseoguide.com 54 the “near me” strategy https://www.localseoguide.com/near-local-seo-ranking-factors/
55. • Make sure all of your locations have Google My Business pages • Add as much as possible to your GMB pages: Photos, Videos, Description, Services, Products, Hours, etc. • Make sure local citations link to the right page • Make sure your NAP is consistent throughout the web • Check if you are the only one buying ads for your brand queries • Update <title> on GMB landing pages • Near Me strategy • Add GMB Posts regularly • Check if there are questions on your GMB Q&A • Think about how you can get links from partners and how you can get more engagement with your customers What is Google Doing Next? WMTC 2018 www.localseoguide.com stuff you can do this week 55
56. What is Google Doing Next? WMTC 2018 www.localseoguide.com 56 stuff you need to start thinking about
57. Andrew Shotland Andrew@localseoguide.com https://twitter.com/localseoguide www.localseoguide.com/blog www.localseoguide.com/contact What is Google Doing Next? WMTC 2018 www.localseoguide.com 57 thank you!