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@MaryBowlingIgnitorDigital.com
Local Search Experience Optimization
@MaryBowling
LOCAL SEO
@MaryBowlingIgnitorDigital.com
@MaryBowlingIgnitorDigital.com
@MaryBowlingIgnitorDigital.com
1.Links
2. Content
3.RankBrain
@MaryBowlingIgnitorDigital.com
@MaryBowlingIgnitorDigital.com
@MaryBowlingIgnitorDigital.com
Machine learning applied to the
hummingbird algorithm to
predict the best search results
as determined by searcher
behavior feedback
For Local Search
@MaryBowlingIgnitorDigital.com
http://www.slideshare.net/randfish/onsite-seo-in-2015-an-elegant-weapon-for-a-
more-civilized-marketer/45-OK_Maybe_in_the_futureBut
@MaryBowlingIgnitorDigital.com
Visibility
AttractionEngagement
Virtuous Content Cycle
@MaryBowlingIgnitorDigital.com
AttractionEngagement
Virtuous Content Cycle
1st Page Rankings
@MaryBowlingIgnitorDigital.com
Clicks to
contentEngagement
Virtuous Content Cycle
1st Page Rankings
@MaryBowlingIgnitorDigital.com
1st Page Rankings
Good Clicks
Low
Bounce
Backs
Virtuous Content Cycle
@MaryBowlingIgnitorDigital.com
Maximize Searcher Attraction
@MaryBowlingIgnitorDigital.com
7 Steps for Local Search Experience
Optimization
@MaryBowlingIgnitorDigital.com
#1
Maximize Local Knowledge Panels
#1
@MaryBowlingIgnitorDigital.com
@MaryBowlingIgnitorDigital.com
https://www.gybo.com/downloads/search-listing-research.pdf
@MaryBowlingIgnitorDigital.com
Photos in Google Listings
https://www.gybo.com/downloads/verification-benefits.pdf
+42% requests for directions
+35% clicks to website
@MaryBowlingIgnitorDigital.com
Google Business Photos
https://www.google.com/maps/streetview/trusted/
@MaryBowlingIgnitorDigital.com
https://www.google.com/maps/streetview/trusted/
Google Business Photos
@MaryBowlingIgnitorDigital.com
Phone Photospheres
https://support.google.com/maps/answer/6273385?hl=en&ref_topic=6275604
@MaryBowlingIgnitorDigital.com
Phone Photospheres
http://geojournalism.org/2015/02/create-immersive-photo-experiences-with-google-photo-sphere/
@MaryBowlingIgnitorDigital.com
#1
Improve Free Ads
#2
@MaryBowlingIgnitorDigital.com
@MaryBowlingIgnitorDigital.com
@MaryBowlingIgnitorDigital.com
@MaryBowlingIgnitorDigital.com
@MaryBowlingIgnitorDigital.com
@MaryBowlingIgnitorDigital.com
#1
Use Schema
#3
@MaryBowlingIgnitorDigital.com
Use Schema Everywhere
@MaryBowlingIgnitorDigital.com
Use JSON-LD
http://www.whitespark.ca/blog/post/62-the-json-ld-markup-guide-to-local-
business-schema
@MaryBowlingIgnitorDigital.com
#1
Maximize Barnacle SEO
#4
@MaryBowlingIgnitorDigital.com
3 SMB listings
7 opportunities on
5 different sites
@MaryBowlingIgnitorDigital.com
Barnacle onto Apps
@MaryBowlingIgnitorDigital.com
Use App Promotions
@MaryBowlingIgnitorDigital.com
Provide Rich Content
@MaryBowlingIgnitorDigital.com
@MaryBowlingIgnitorDigital.com
#1
Get Stars in the SERPs
#5
@MaryBowlingIgnitorDigital.com
“I am
overwhelmed
with call volume.”
-Brad Salmon
@MaryBowlingIgnitorDigital.com
@MaryBowlingIgnitorDigital.com
Stars in the SERPs
@MaryBowlingIgnitorDigital.com
Reviews in Google Listings
+144% requests for directions
+360% clicks to website
@MaryBowlingIgnitorDigital.com
>10%
@MaryBowlingIgnitorDigital.com
@MaryBowlingIgnitorDigital.com
#1
Improve Reputation
#6
@MaryBowlingIgnitorDigital.com
Improve Review Sentiment
https://moz.com/local-search-ranking-factors
@MaryBowlingIgnitorDigital.com
https://static.googleusercontent.com/media/www.google.com/en//insidesearch/
howsearchworks/assets/searchqualityevaluatorguidelines.pdf
“The evaluators base their ratings
on guidelines we give them; the
guidelines reflect what Google
thinks search users want.”
Search Quality Evaluator Guidelines
@MaryBowlingIgnitorDigital.com
“It is also important to read
the reviews because the
content of the reviews matter,
not just the number.”
@MaryBowlingIgnitorDigital.com
Commit to Continual Improvement
@MaryBowlingIgnitorDigital.com
• Positive ratings and reviews across the internet
• Listed and reviewed/rated on authority sites for
industry (barnacle sites and apps)
• Authorship on authority sites for industry/locale
• Positive opinions from expert and elite reviewers
• Awards conveying expertise and crowd
sentiment
• Media/local media mentions
Improve Business Reputation
@MaryBowlingIgnitorDigital.com
#1
Improve Existing Content
#7
@MaryBowlingIgnitorDigital.com
Do a Content Audit
https://moz.com/blog/content-audit-tutorial
@MaryBowlingIgnitorDigital.com
Check Engagement
75% of sessions
@MaryBowlingIgnitorDigital.com
Not Useful to Users
@MaryBowlingIgnitorDigital.com
<title>Clockwork Home Services&trade;</title>
Non-Optimized
@MaryBowlingIgnitorDigital.com
Photo Galleries
@MaryBowlingIgnitorDigital.com
Too Thin
@MaryBowlingIgnitorDigital.com
Not Useful to Users
@MaryBowlingIgnitorDigital.com
Quality Content For Local
@MaryBowlingIgnitorDigital.com
Top Page Quality Considerations
Expertise
Authority
Trustworthiness
@MaryBowlingIgnitorDigital.com
E-A-T is Based On
Quality and quantity of main content
• time, effort, expertise, and talent/skill required
• functionality of features
• needs met – content satisfies query
Info on website
• person/people responsible for site & their expertise
• customer service info (YMYL)
Reputation of site/business/author
• reviews & ratings, associations, awards, recommendations
• authorship
@MaryBowlingIgnitorDigital.com
Aim for
LOCALIZED
excellence
@MaryBowlingIgnitorDigital.com
@MaryBowlingIgnitorDigital.com
@MaryBowlingIgnitorDigital.com
@MaryBowlingIgnitorDigital.com
@MaryBowlingIgnitorDigital.com
How Much Buy In?
@MaryBowlingIgnitorDigital.com
Start with the Business’ Story
Motivations
USP
People
History
Experiences
Anecdotes
@MaryBowlingIgnitorDigital.com
Ask the Right Questions
Best dog parks in Weymouth?
Most common allergies in Boston?
Most popular pizza in Cambridge?
Heartworm risk in eastern Massachusetts?
Safe disposal of antifreeze in Mattapan?
Permits needed to build a lap pool in Roxbury?
@MaryBowlingIgnitorDigital.com
Ask the Right People
Owner/manager
Sales
Customer service
Receptionists
Call center
Technicians
@MaryBowlingIgnitorDigital.com
Do What’s Easiest for Them
@MaryBowlingIgnitorDigital.com
When It’s Easiest for Them
@MaryBowlingIgnitorDigital.com
Recording’s Easy
Free voice recorder apps for
iPhones and Android let you record
long messages
https://play.google.com/store/apps/details?id
=com.hnsoft.media.bestvoicerecord&hl=en
https://itunes.apple.com/us/app/voice-
recorder-free/id685310398?mt=8
@MaryBowlingIgnitorDigital.com
Use Google Keep
Easy to:
Keep
Share
Send
Save
Transcribe
Photos
Lists
Reminders
Notes
@MaryBowlingIgnitorDigital.com
Opportunity
Opportunity Knocking
@MaryBowlingIgnitorDigital.com
Bigger Brands
“…expect websites of large companies
and organizations to put a great deal
of effort into creating a good user
experience”
@MaryBowlingIgnitorDigital.com
Genuine
Little Brands
Trusted
Well-liked
Straight
talk
@MaryBowlingIgnitorDigital.com
Real Photos
@MaryBowlingIgnitorDigital.com
Optimizing Your People
@MaryBowlingIgnitorDigital.com
Engagement: “People” Content
Who’s going to be using lasers on
my eyeballs?
@MaryBowling
@MaryBowlingIgnitorDigital.com
@MaryBowlingIgnitorDigital.com
How Much?
@MaryBowlingIgnitorDigital.com
@MaryBowlingIgnitorDigital.com
Projects/Case Studies
@MaryBowlingIgnitorDigital.com
Projects/Case Studies
@MaryBowlingIgnitorDigital.com
“It really doesn’t matter if we are
pleasing algorithms designed to
please people or pleasing people
directly.”
-Will Critchlow
Distilled
Local Search Experience Optimization
@MaryBowlingIgnitorDigital.com
Thanks!

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