what about us? local seo & multi-location businesses

WHAT ABOUT US?

Local SEO and Multi-Location Brands

Twitter: @danleibson Email: dan@localseoguide.com

OBLIGATORY PROMOTIONAL SLIDE

Local SEO Guide is a full service SEO agency I run localWe have some great clients

STATE OF THE UNION

IS THE UNION STRONG?

GOOGLE’S PRODUCT IS STILL BROKEN

MARKETERS MARKETING MARKETING

THE SKY ISN’T FALLING

I HAVE A CASE OF SOLOMO

WHAT ABOUT MULTI-LOCATION?

SOLUTIONS AREN’T SIMPLE

BEST PRACTICES AREN’T

BRANDING, #THESTRUGGLEISREAL

http://www.localseoguide.com/why-is-this-closed-listing-not-like-other-closed-listings/

IMAGE CLEANUP 101

THIS IS TOTALLY NOT OBFUSCATED

FINALLY

STOP IGNORING LOCAL ORGANIC SEO

SMALL TACTICS, BIG RESULTS

Page level optimization results1,991 keywords in position #1 to 13,493 keywords in position #1

5,005 keywords in positions #2-5 to 28,751 keywords in position #2-5

Citation optimization results11,686 keywords ranking in position #1 to 14,569 keywords in position #1.

EVEN STEEL BENDS TO LOCAL

ARE YOU OPTIMIZING FOR IMPLICIT GEO LOCATION?

Number of queries containing “near me” or “nearby” have doubled in the past year.

HERE IS HOW ONE SITE IS DOING IT

http://www.tripadvisor.com/Restaurants

SERIOUSLY, I HAVE TO MAKE THE CASE FOR

CITATIONS?

WHAT ARE THE FACTS ON THE GROUND?

DUNKIN’ DUPES1,239 locations

48 Keywords per location

59,329 data points checked on a weekly basis

8,115 true duplicate or incorrect listings suppressed across 37 publishers

METHODOLOGYAll keywords were geo-located by zip as there are multiple locations per city.DonutsLocation set to 92627

Explicit geo-location was called out both before and after the term.Donuts Costa MesaCosta Mesa Donuts

This is the first large scale study to demonstrate a direct correlation between citation consistency and Google My Business ranking.

SERIOUSLY, WHA HAPPENED?

STUFF HAPPENED

12/21/14 12/28/14 1/4/15 1/11/15 1/18/15 1/25/15 2/1/15 2/8/15 2/15/15 2/22/15 3/1/15 3/8/15 3/15/150

2000400060008000

1000012000

Local / 3 Pack Progress by Pack Type and Position Counts

3 Pack #1 Local Pack A 3 Pack #2 Local Pack B 3 Pack #3Local Pack C Local Pack D Local Pack E Local Pack F

LOTS OF AMAZING STUFF

12/21/14 12/28/14 1/4/15 1/11/15 1/18/15 1/25/15 2/1/15 2/8/15 2/15/15 2/22/15 3/1/15 3/8/15 3/15/150

2000400060008000

1000012000

Local / 3 Pack Progress by Pack Type and Position Counts

3 Pack #1 Local Pack A 3 Pack #2 Local Pack B 3 Pack #3Local Pack C Local Pack D Local Pack E Local Pack F

3 Pack #1 Local Pack A

3 Pack #2 Local Pack B

3 Pack #3 Local Pack C

Local Pack D

Local Pack E

Local Pack F

Total-100%

-50%0%

50%100%150%200%

-1000-5000500100015002000

Overall Gain by Pack Type and Position Counts

Gain % Gain

AND EVEN THINGS WE DIDN’T EXPECT

Positive 6 Positive 5 Positive 4 Positive 3 Positive 2 Positive 1 Zero Change

Negative 1

Negative 2

Negative 3

Negative 4

Negative 5

Negative 6

1000150020002500300035004000

Rank Changes within Local or 3 Pack

Series1

TAKEAWAYS

Enforcing citation consistency and removing duplicates produced a net 23% increase in pack presence.

This brand has an anemic SEO strategyNo indexable page per locationNo Google My Business optimizationDon’t measure GMB traffic

BUT WAIT, THERE’S MORE!

IT’S ALL ABOUT THE LINKS

DAE INTERNAL LINKS?

ABT – ALWAYS BE TESTING

Biggest benefit that brands have other then their strong domain is the number of locations.

Micro-understanding of the algo allows for deploying tactics at scale.

TEST SCHEMA BEYOND LOCALBUSINESS

UNLIKE SMBS BRANDS CAN’T IGNORE IOS

https://twitter.com/asymco/status/659112817275072513

ARE YOU PAYING ATTENTION TO FACEBOOK?

IF NOTHING ELSE DO THESE 5 THINGS

Get a good local SEO quarterback

Make sure your on-domain location pages are well optimized

Optimize your listings GMB, AM and Facebook

Clean-up the local data mess

Build linksTwitter: @danleibson Email: dan@localseoguide.com

THANKS!

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