Google Local vs Organic SEO - Comparing and contrasting the similarities and differences between Local Search and Organic Search.
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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.
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Google Local vs Organic SEO - Comparing and contrasting the similarities and differences between Local Search and Organic Search.
- 1. Google Local Vs Organic SEO Their similarities and differences.
- 2. David Whatley Managing Director & Founder MiShop.local Ltd. In Local SEO & LLO since 2010 Consultant since 2000
- 3. What do we mean by “Organic SEO” and “Google Local”? Organic Local
- 4. Google + Local / Google My Business
- 5. Searchable Universe LOCATION Location is a HUGE filter RESULTS KEYWORD SEARCH
- 6. What are we going to look at? Compare Google Local SEO and Organic SEO for: Onsite Offsite Social
- 7. 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 Content Schema 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
- 8. How pigeons see the world
- 9. 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
- 10. Distance Relevance Prominence Drivers LOCAL LISTING SITES On Category Address Influenced by Content Customer Reviews Off-Site Local Search Drivers
- 11. Local Listing Sites Opening Hours Name Address 1 Address 2 Address 3 Phone: 01273 123456 Email: info@yourwebsite.com Business Description Products & Services Reviews www.yourwebsite.com Shoes, Training Shoes, Nike Mon – 9.00 to 17.30 Tue - 9.00 to 17.30 Wed - 9.00 to 18.00 Social Media Photos Name Address Phone Number Content Category Customer Reviews
- 12. Fix old listings before adding new ones. Fix listings before Google and Bing! Tell the branches! Top Tips for Local Listing Optimisation
- 13. 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+, Blog Likes, Shares, Mentions, etc Fresh reviews important History of reviews better Freshness and quantity important Organic Google Local 3. Social Similarities and Differences Different Similar
- 14. Reviews (associated with the NAP) provide local key-word fodder 3. Social
- 15. 15% 12% 33% 24% 15% 14% 11% 30% 25% 20% 1 STRONGLY DISSAGREE 2 3 4 5 STRONGLY AGREE 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
- 16. Really unhappy customers go out of their way to write reviews Same scathing review. 3 different places
- 17. 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
- 18. 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).
Notes de l'éditeur
- WHERE and HOW your business is listed can affect your overall local search performance AND brand reputation, which is where local listing optimisation can help.
- Organic SEO – non-paid search listings, without localised contact details. This could be national or local keywords. Google Local – has been branded Google Places, Google+ Local, and now Google My Business. As soon as you specify a location OR Google deems that your search is local, the results are very different. Local Search is different to conventional organic search
- YOU’RE EITHER THERE OR YOU’RE NOT! An Address is a Strategic Advantage in local search location is a major filters for search – basically if Google deems your search ‘local’, it will immediately filter out all those search results that are not located in that vicinity. The fuzzy edges indicate that Google decides on what passes through the filter based on “VICINITY” to a given location according to your NAP Whereas it is possible to appear in organic search for Keyword search locations, it is significantly more difficult to appear in organic if the search is done by post code, or an area. For example, I can optimise a keyword on a website for “brighton”, but if someone enters “patcham” – which is part of Brighton- it will not appear in an organic keyword search, but it could appear in a local search IF the address is correctly set-up. This presents a strategic advantage to businesses that are able to leverage a local address.
- We’re going to compare the similarities and differences between local SEO and Organic SEO for On-site, Off-site and Social drivers.