Local SEO without physical premises
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When most people talk about local SEO, they are talking about how to rank well in Local Packs. The problem is that Local Packs are off the table for online-only businesses. This doesn't mean that local search isn't an option though. If you extend local search to mean all search with a location-specific intent, it can be expanded to include PPC and organic search. This presentation gives you five tactics to succeed in local search, even if your business doesn't have a physical premises.
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Local SEO without physical premises
- 1. Local Search Without Physical Premises Sam Nemzer
- 8. No physical premises = No local packs
- 9. According to Google My Business guidelines
- 10. Therefore… No physical premises = No local search
- 13. This is Local Search
- 14. This is Local Search
- 15. This is Local Search
- 16. There is so much more to local search than local packs
- 17. No physical locations, so local packs are impossible
- 18. Competing in SERPs that often have local packs
- 19. Often have location-based category pages
- 21. PPC is Local Search (Especially on mobile)
- 23. 5 Tactics 1. Put user-focussed content on category pages 2. Get the level of granularity right 3. Sidestep local packs by targeting high in the funnel 4. Use structured data to stand out 5. Make the most of Intelligent Personal Assistants
- 24. 5 Tactics 1. Put user-focussed content on category pages 2. Get the level of granularity right 3. Sidestep local packs by targeting high in the funnel 4. Use structured data to stand out 5. Make the most of Intelligent Personal Assistants
- 25. Add content ● Add more unique content by writing it ○ Hard to scale ○ Limited effectiveness - Google has been discouraging the use of ‘supplementary content’ in its latest search rater guidelines
- 26. Pull in Third Party data programmableweb.com
- 27. Pull in 3rd Party Data
- 32. How can you do this on your site?
- 33. How can you do this on your site?
- 34. Automatically generated data in content is great, but don’t abuse it
- 35. 5 Tactics 1. Put user-focussed content on category pages 2. Get the level of granularity right 3. Sidestep local packs by targeting high in the funnel 4. Use structured data to stand out 5. Make the most of Intelligent Personal Assistants
- 36. How granular should your location pages be? Property listings site: 1. Country 2. County 3. City 4. Borough 5. Postcode Area 6. Area 7. Street 8. Postcode Job Site: 1. Region 2. County 3. City
- 37. Do your research
- 38. How much traffic is each location level getting?
- 39. How are people searching in your industry?
- 40. Do you need location pages at all?
- 41. explicit aspect of query iPhone user, at home, in Birmingham implicit aspect of query “sell my car”
- 43. 5 Tactics 1. Put user-focussed content on category pages 2. Get the level of granularity right 3. Sidestep local packs by targeting high in the funnel 4. Use structured data to stand out 5. Make the most of Intelligent Personal Assistants
- 44. If You Can’t Rank For “roses delivery London”...
- 45. Target “rose colour meanings”
- 46. This might not get you a conversion straight away
- 47. But you can build brand recognition
- 48. And you can use retargeting to reduce CPCs
- 49. 5 Tactics 1. Put user-focussed content on category pages 2. Get the level of granularity right 3. Sidestep local packs by targeting high in the funnel 4. Use structured data to stand out 5. Make the most of Intelligent Personal Assistants
- 50. Stand out in the SERP
- 51. It’s simpler than you might think Microdata JSON-LD
- 52. 5 Tactics 1. Put user-focussed content on category pages 2. Get the level of granularity right 3. Sidestep local packs by targeting high in the funnel 4. Use structured data to stand out 5. Make the most of Intelligent Personal Assistants
- 53. Intelligent personal assistants take local packs out of the equation completely
- 56. You can do this!
- 57. You can do this!
- 58. Things you can start tomorrow 1. Find API data to pull into category pages 2. Find out how people are searching by location 3. Find content gaps to exploit 4. Add structured data 5. Integrate your app (or start the process of building one)