Energize Your SEO for

Local Results

#localSEO

Michael StrickerU.S. Marketing Director, SEMrush

• Leading competitive research tool for digital marketing

• Agency, consulting and web design studio experience

• Guided hundreds of successful digital marketing campaigns

• Millions of impressions to enterprise web-based businesses

• Strategize, plan and act, using creative concepts, scalable

processes and do-able tactics to achieve business goals.

• Speaker: ClickZ Live, Etail, and SMX East.

• Author: blogs such as CIO.com, Business2Community,

SEMrush.com and publications including Philadelphia

Inquirer and Philly Ad News.

#localSEO

Loren BakerFounder of SEJ, Co- Founder of Foundation Digital

• Founded SEJ in 2003 as an SEO and Search News Blog.

• Six Figure Blog by 2006.

• Acquired by Alpha Brand Media in 2010

• Expanded into Media Property with Video Production,

Conferences, Webinars and Team of 10+ Staff.

• Co-Founder of Foundation Digital, a boutique digital

marketing agency with specialization in data driven

integrated marketing solutions.

• SEO, Social Media, Content Marketing.

• Enterprise Clients: ESPN, American Eagle…

• Mid Sized Businesses.

#localSEO

Poll(s)#localSEO

What You’ll Learn Today

1. Modern Google - How Google Dynamic Results based on Query

2. Localization – Every City Sees Different Google Results

3. Tracking & Competition – Identifying Competitors in Local Markets

4. Technical SEO – Make Sure Your Site Can Compete

5. Building Local Signals – Local Links are Your Friend

6. Local Content & Outreach – The Key to Competing Virtually

7. Q&A – 20 Minutes for Audience Questions

#localSEO

#localSEO

Google Rank Tracking• Google Rank Tracking (along with traffic) is the traditional

cornerstone of SEO Metrics

• Many SEO tools, however, only look at one set of data; Google

USA

• Google Search Results are personalized down to the device and

zip-code AND Google serves content ABOVE rankings.

• Ranking numbers alone mean nothing, the true value of ranking

and SERP data is the competitive landscape, and how you fare.

#localSEO

Google Knowledge Graph#localSEO

Knowledge Graph + News OneBox + QDF #localSEO

Google Knowledge Graph + Snippets#localSEO

Poll #1: Which of your rankings do you track? I only track one set of rankings I track various sets based on location I don't track rankings at all and use

Google Webmaster Tools

#localSEO

Google Knowledge Graph + Snippets#localSEO

Google Knowledge Graph + SnippetsGoogle Results Default to User’s

Town or Zipcode

#localSEO

Google Knowledge Graph + SnippetsGoogle Localization (Not Local SEO)Online Transactional Sites and Local Informational Destinations

Los Angeles! Ft. Worth, Texas

Google Knowledge Graph + SnippetsGoogle Localization (Not Local SEO)Hybrid Brick & Mortar and Local Directories

Los Angeles! Ft. Worth, Texas

Google Knowledge Graph + SnippetsHow to Track Localized RankingsNot very many tools track Google Localized Rankings.

But here are 3 paid technologies that do:

• SEMRush

• Searchmetrics

• Authority Labs

#localSEO

Google Knowledge Graph + SnippetsSet Up Local Tracking at City Level#localSEO

Google Knowledge Graph + SnippetsUse SERP Snapshots to Gauge Competition

Local competition in

SERPS Snapshot

#localSEO

Google Knowledge Graph + Snippets#localSEO

Google Knowledge Graph + SnippetsLocalized Tactics for Competing

• Local Page Content

• City Guides / City Pages

• Geographic Hierarchy Structure

• Nested URL Structure

• Local Citations

• Content for Local Influencers

#localSEO

#localSEO

Create a Geographical HierarchyGive Googlebot a Logical & Controlled Way to Crawl Links

#localSEO

Create a Nested Geo URL StructureMap out a Breadcrumb Structure in URLs

#localSEO

Utilize Local Schema.orgAdd Rich Data for Google & Other Resources

#localSEO

#localSEO

Google Knowledge Graph + Snippets#localSEO

Google Knowledge Graph + SnippetsBuilding content on the city / state level

that is unique to each page.

#localSEO

Google Knowledge Graph + SnippetsLook! City Guides RankRich Local Guides Rank for Rich Local Queries.

airbnb Neighborhoods

#localSEO

#localSEO

Update Links in Local ProfilesLocal Social Profiles Must Link to Local Pages

#localSEO

Google Serves Links From Local ProfilesLocal Social Profiles Must Link to Local Pages

Reason #2 Why Local Links must be used

in social profiles is because Google is

serving Google+ Local Knowledge Graph

info for companies ABOVE the Google

Results for branded searches on mobile

devices.

Driving users to homepage is not only bad

User Experience, but bad for conversion.

#localSEO

Build Links! Local CitationsLinks & Citations in Local Resources

Research Local Resources by Keyword

#localSEO

Build Links! Local CitationsLinks & Citations in Local Resources

Take action by submitting

or editing profiles through

the tool.

Allows for running of competitive

intel on where other businesses are

listing their local profiles, or not.

#localSEO

Produce Content Local Influencers Will Like,

Link & Share!

#localSEO

Outreach - Find Local Influencers In Your Topic#localSEO

Dig Deeper to Find More Sites

(Who Link to Them)

#localSEO

Offers#localSEO

- One hour free link consultation

Only for qualified attendees

-10% off infographic design services from Foundation Digital.

30 Day FREE trial of SEMrush Guru

http://bit.ly/SEMrushFREE30-BAKEROffer only active for 7 days—Activate now!

Q&A

#localSEO

Let’s Connect!/lorenbaker

@lorenbaker

/sejournal

#localSEO