google local vs organic seo - comparing and contrasting the similarities and differences between...
DESCRIPTION
Local SEO v's Organic SEO - their Similarities and Differences Comparing and contrasting the on-line, off-line and social drivers of local search and organic SEO to highlight their similarities and differences. A useful insight into where you need to put your energy for successful local SEO including: Schema markup, Microdata, Local Citations, NAP consistency, Category Consistency and Customer Reviews in Local Listing Sites. Also provides top tips on local listing optimisation.TRANSCRIPT
Google Local Vs Organic SEO
Their similarities and differences.
Head of SEO & Paid AdvertisingCountrywide Plc.
In Local SEO since 2010 In SEO since 2006
David Whatley
Managing Director & Founder MiShop.local Ltd.
In Local SEO & LLO since 2010 Consultant since 2000
James Robinson
What do we mean by “Organic SEO” and “Google Local”?
Organic
Local
Google + Local / Google My Business
Searchable Universe
LOCATION
Location is a HUGE filter
RESULTS
KEYWORD SEARCH
What are we going to look at?
Compare Google Local SEO and Organic SEO for:
Onsite
Offsite
Social
1. Onsite Similarities and Differences
Organic Google Local
Big algorithm updates. Well documented, e.g. Panda, Penguin
Big updates mainly cosmetic, but also algo updates (e.g. Pigeon). Not well documented.
Helping Google index a site - architecture, sitemap, flow of link juice.
Helping Google index a location -Google+ Local page, Categories and ContentSchema Markup, NAP Microdata.
Simple algorithm to determine relevance: local keywords, address and phone number.
Complex algorithm to determine quality and relevance: LSI, LDA etc.
Different Similar
How pigeons see the world
Links are the main offsite signal Citations are the main offsite signal
Relevancy of linking site important Relevancy of listing site is less important
Domain authority and trust Domain authority and trust
Diversity of keyword anchors important Consistency in NAP and Categories important.
Quality over quantity Quality over quantity
Organic Google Local
2. Offsite Similarities and Differences
Different Similar Same
Distance
Relevance
Prominence
Drivers
LOCAL
LISTING SITES
On
Category
Address
Influenced by
Content
Customer Reviews
Off-Site Local Search Drivers
Local Listing Sites
Opening Hours
NameAddress 1Address 2Address 3
Phone: 01273 123456
Email: [email protected]
Business Description
Products & Services
Reviews
www.yourwebsite.com
Shoes, Training Shoes, Nike
Mon – 9.00 to 17.30Tue - 9.00 to 17.30Wed - 9.00 to 18.00
Social Media
Photos
Name
Address
Phone Number
Content
Category
Customer Reviews
Fix old listings before adding new ones.
Fix listings before Google and Bing!
Tell the branches!
Top Tips for Local Listing Optimisation
Social signals Reviews associated with NAP
Viral factor - fast - current Steady and regular reviews good Sudden influx bad
Google + Local and trusted local listing sites
Facebook, Twitter, Google+, BlogLikes, Shares, Mentions, etc
Fresh reviews importantHistory of reviews betterFreshness and quantity important
Organic Google Local
3. Social Similarities and Differences
Different Similar
Reviews (associated with the NAP) provide local key-word fodder
3. Social
1S t r o n g ly Dissag r ee
2 3 4 5 S t r o n g ly A g r ee
15%
12%
33%
24%
15%
14%
11%
30%
25%
20%
I write reviews when I'm HAPPY with the service I write reviews when I'm UNHAPPY with the service
Unhappy customers are more likely to write reviews
Really unhappy customers go out of their way to write reviews
Same scathing review.
3 different places
If service is good – customers will pay you a compliment.
If service is bad – they’ll “pay you back” with a bad review.
Focus on ServiceEmbrace Reviews
Top 3 Takeaways for Local SEO
Onsite – NAP and Schema
Offsite - NAP and Category consistency (on local listing sites).
Social – Customers reviews (on local listing sites).
