Local SEO: Beyond Google My Business - Dan Leibson (MnSummit 2019)
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These days, almost all discussion of local search revolves around GMB. However, this is a concept that needs to change. As more searches crave more local results, Google will continue to deliver those across its platform. How do you increase your search market share beyond GMB? And just what do you do with GMB after you have exhausted your options?
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Local SEO: Beyond Google My Business - Dan Leibson (MnSummit 2019)
- 1. Dan Leibson VP, LOCALSEOGUIDE.COM Local SEO Beyond Google My Business 06.21.19
- 2. Hi, I’m Dan! • This is Harper, wearing a Darth Vader mask • 11+ year veteran of search • VP, Search at Local SEO Guide • Local SEO Guide: • Will buy you a beer • Is a boutique, full service, agency • Likes getting under the hood to solve complicated search problems. @danleibson 2
- 3. • And this is Arielle (born 2/17) • This is a face many SEO’s will be familiar with • 11+ year veteran of search • VP, Search at Local SEO Guide • Local SEO Guide: • Will buy you a beer • Is a boutique, full service, agency • Likes getting under the hood to solve complicated search problems. @danleibson 3 Hi, I’m Dan!
- 4. My MozCon pitch was terrible Local SEO Beyond Google My Business @danleibson 4
- 5. Local SEO Beyond Google My Business @danleibson 5
- 6. Local <> Just GMB Local SEO Beyond Google My Business @danleibson 6
- 7. This Is A Local SERP Local SEO Beyond Google My Business @danleibson 7
- 8. Here’s The Local Part... Local SEO Beyond Google My Business @danleibson 8 Screen 2
- 9. And Here... Local SEO Beyond Google My Business @danleibson 9 Screen 3
- 10. SERP Localization at Scale Local SEO Beyond Google My Business @danleibson 10
- 11. Growth Rate of Packs in the Jobs Query Space Local SEO Beyond Google My Business @danleibson 11
- 12. Google “O&O’s” By Screen for ”Mattresses” Screen Desktop Mobile 1 • Search Ads: 60% • PLAs: 40% • PLAs: 100% 2 • Local Pack: 60% • PLAs: 25% • Search Ads: 50% • Map Ads: 50% 3 • Organic Results: 100% • Local Pack 75% • Organic Results: 25% Local SEO Beyond Google My Business @danleibson 12 Green = “Free”/Organic Red = 😱
- 13. Local SEO Beyond Google My Business @danleibson 13
- 14. If These So-Called “Brands” Can Do It... Local SEO Beyond Google My Business @danleibson 14 Source:SEMRush.com
- 15. Of Course These Are Local Retailer SERPs... Local SEO Beyond Google My Business @danleibson 15
- 16. And These Are Local Services SERPs... Local SEO Beyond Google My Business @danleibson 16
- 17. And These Are Local SERPs! Local SEO Beyond Google My Business @danleibson 17
- 18. Opportunity: Rewrite Location Pages • Buy geographic data to inject from Nielsen Metro Data (alternate names for city, nearest school, etc.) • Do annual store surveys • Keyword research by store based geographic preferences • The more regular the updates, the better it’ll do • INCLUDE KEYWORDS Local SEO Beyond Google My Business @danleibson 18
- 19. PAGE REWRITES CAN WORK Local SEO Beyond Google My Business @danleibson Location 1 Location 2 Location 4 Location 3 Within weeks of rewriting, these pages started ranking for a wider variety of keywords 19
- 20. Opportunity: Link to e-comm Categories From Location Pages Local SEO Beyond Google My Business @danleibson 20
- 21. Opportunity: Geo-Cat Pages Local SEO Beyond Google My Business @danleibson 21 https://www.uhaul.com/Locations/Self-Storage-near-Pleasanton-CA-94566/815026/
- 22. Opportunity: Events on Location Pages Local SEO Beyond Google My Business @danleibson 22
- 23. Next-Level Location Pages Local SEO Beyond Google My Business @danleibson https://www.homedepot.com/l/Pleasanton/CA/Pleasanton/94588/629 LocalBusiness Markup w Aggregate Rating Events Prominently Displayed Geo-specific Priority Categories Old-Fashioned Keyword Stuffing Links to Priority Geo+Department URLs 23
- 24. Next-Level Location Pages Part II Local SEO Beyond Google My Business @danleibson Custom Geo Text with POI Info Boilerplate Seasonal Promo Copy with Links to Priority Cats 24
- 25. Next-Level Location Pages Part III Local SEO Beyond Google My Business @danleibson UGC Priority Cats 25
- 26. Next Level Location Pages Part IV: GeoCats Local SEO Beyond Google My Business @danleibson https://www.homedepot.com/l/Pleasanton/CA/Pleasanton/94588/629/services 26
- 27. Local SEO Beyond Google My Business @danleibson 27
- 28. How Local SEO Works...Kind Of Local SEO Beyond Google My Business @danleibson 28
- 29. 1. Website Local SEO Beyond Google My Business @danleibson 29 https://www.lingscars.com/
- 30. 2. Targeted Landing Pages/Content Local SEO Beyond Google My Business @danleibson 30 https://www.localseoguide.com/san-ramon-seo-company/
- 31. 3. Google My Business Page Local SEO Beyond Google My Business @danleibson 31
- 32. 4. Local Citations Local SEO Beyond Google My Business @danleibson 32
- 33. 5. Links Local SEO Beyond Google My Business @danleibson 33 https://royrevill.com/the-seo-monopoly-hangover/
- 34. 6. Reviews Local SEO Beyond Google My Business @danleibson 34
- 35. 7. Oh Yeah...Let’s Not Forget Proximity... Local SEO Beyond Google My Business @danleibson 35
- 36. Profit Local SEO Beyond Google My Business @danleibson 36
- 37. GMB: MORE THAN JUST LOCAL PACKS 37Local SEO Beyond Google My Business @danleibson
- 38. 38 GMB: KNOWLEDGE PANEL Local SEO Beyond Google My Business @danleibson
- 39. Reviews 39Local SEO Beyond Google My Business @danleibson
- 40. “Reviews” 40Local SEO Beyond Google My Business @danleibson
- 41. Local Service Ads 41Local SEO Beyond Google My Business @danleibson
- 42. Transactions 42Local SEO Beyond Google My Business @danleibson
- 43. Filters/Mobile Images 43Local SEO Beyond Google My Business @danleibson
- 44. Products 44Local SEO Beyond Google My Business @danleibson
- 45. GMB Posts Local SEO Beyond Google My Business @danleibson 45 WTF?!??!?!?!?
- 46. GMB Features Launched in Past 2 Years • Posts • Offers • Services • Description • Q&A • Websites • Videos • Messaging • Local Service Ads • Products • App 46Local SEO Beyond Google My Business @danleibson
- 47. These Features Drive Leads Local SEO Beyond Google My Business @danleibson https://www.getfivestars.com/blog/google-as-the-new-home-page/ In this case study, 70% of KPIs happened on Google... 47
- 48. 2019 Local SEO Ranking Factors! Local SEO Beyond Google My Business @danleibson 100,000+ Local Businesses 3,000+ Queries 100+ Factors 2 PhDs 48
- 49. Top Correlating Factors! Correlation Rank Factor 1 Distance from Center of Search 2 Total Additional Organic Rankings 3 # of Reviews w Keyword 4 >0 Google Reviews 5 % of Reviews w Keyword 6 # of Reviews Not Responded To 7 Avg. Yearly Reviews 8 # of Reviews w Likes Local SEO Beyond Google My Business @danleibson TLDR: Organic + Reviews 49
- 50. But Overall, The Factors Have Not Changed Much Local SEO Beyond Google My Business @danleibson GMB “AUTHORITY” • GMB Reviews • GMB Photos • Keyword in Business Name BACKLINKS • Quality • Quantity • #/% Backlinks w City in Anchor Text • #/% Backlinks w Keyword in Anchor Text WEBSITE FACTORS • # Words on GMB Landing Page • # Images on GMB Landing Page http://www.localseoguide.com/guides/local-seo-ranking-factors/ 50
- 51. Factors Vary By Vertical! Local SEO Beyond Google My Business @danleibson Content Links Citations Reviews Retail Content Links Citations Reviews Legal Content Links Citations Reviews Finance Content Links Citations Reviews Health & Beauty Content Links Citations Reviews Grocery Content Links Citations Reviews Hospitality 51
- 52. Most Ratings Are Either +4 or 0 Local SEO Beyond Google My Business @danleibson 52
- 53. Most Businesses Don’t Respond To Any of Their Reviews Local SEO Beyond Google My Business @danleibson 53
- 54. Most Businesses Have Crap for Links Local SEO Beyond Google My Business @danleibson 54
- 55. Is Keyword In Business Name Dead? Local SEO Beyond Google My Business @danleibson Factor Corollaries Keyword in Meta Description 0.01 Keyword in Meta Keywords 0.01 Keyword in Business Name 0.01 .0.01 = Low/No Correlation With Local Pack Rankings 55
- 56. Let’s recap Local SEO Beyond Google My Business @danleibson 56
- 57. Don’t cry about it Local SEO Beyond Google My Business @danleibson 57