Topic: Catch The Pigeon – Local SEO in 2015 - What was the Pigeon update and what has changed - How to make sure you have optimised for Local SEO - The importance of Google My Business and how to create a good profile - Essential local tactics that you can no longer ignore - Making sure you don’t miss your Mobile audience

1. Emma North
Marketing within the Leisure Sector

2. @Koozai_Emma
ON THE EDGE – London 2015
LOCAL SEO: HOW TO
CATCH A PIGEON

3. LOCAL
SEO
has never
been more
important

4. Knowledge Graph Presence

5. Local Listing Results

6. Mobile Search Results

7. GOOGLE
PIGEON
changed
everything

8. What is Google Pigeon?
 A Google update designed to
improve local and map results
 Brings local results more in line with
traditional ranking signals

9. When did it land?
 July 2014
USA
 December 2014
UK, Canada and Australia

10. LOCAL
SEARCH
Ranking
Factors
Source: moz.com

11. 1
3
2
4
5
On Page Optimisation
Local Listings and Profiles
Citations
Social Media
Reviews

12. ON-PAGE
LOCAL OPTIMISATION

13. Page Titles & Meta Descriptions

14. Page Content

15. Site Footer

16. Contact Page

17. Multiple Locations?

19. ONLY WHEN IT’S NATURAL!

21. Schema Markup Code
<div itemscope itemtype="http://schema.org/LocalBusiness">
<span itemprop="name">Koozai</span>
<div itemprop="address" itemscope
itemtype="http://schema.org/PostalAddress">
<span itemprop="streetAddress">50-52 Botley Road</span>
<span itemprop="addressLocality">Southampton</span>
<span itemprop="addressRegion">Hampshire</span>
<span itemprop="postalCode">SO31 1BB</span>
</div>
Phone: <span itemprop="telephone">0845 453 1234</span>
</div>

22. Address Rich Snippets

24. Test in Google Webmaster Tools

25. http://kooz.ai/Local-Schema
Check it out here

26. LOCAL BUSINESS
LISTINGS AND
PROFILES

27. Scope and Scale

28. Local Listings

29. 1
3
2
Fill in as much information as possible
Keep your address format consistent
Verify all of your profiles

30. STRONG
LOCAL
CITATIONS

31. getlisted.org
Citations are defined as “mentions” of your
business name and address on other
webpages, even if there is no link to your
website

32. Often easier to
earn than links
Strong signal to
search engines
No risk of
unnatural linking

33. Citations
 Niche Directories
 Local Blogs
 Industry Publications
 News Websites
 Press Releases
 Review Sites

34. OPTIMISING SOCIAL
PROFILES FOR LOCAL

35. Facebook

36. Twitter

37. LinkedIn

38. Google My Business

40. BUSINESS
REVIEWS

42. Don’t be embarrassed to ask for reviews

43. 1
3
2
Ways to
encourage
positive reviews
Prompt follow up
Clear CTAs on-site
Make it easy

44. 1
3
2
4
5
DON’T offer incentives
DON’T dictate
DON’T get angry
DON’T explicitly ask for Yelp reviews
DON’T FAKE REVIEWS!

45. What are your competitors doing?

46. What business listings have your
competitors secured?

47. Where are your competitors getting
reviews?

48. What are they doing on their site and
social profiles?

49. Don’t forget mobile

51. http://kooz.ai/Mob-Friendly
Are you Mobile-Friendly?

52. Keep up to speed:
READ, READ, READ.

53. Slow and steady wins the rankings

54. Emma’s Tip of the Talk
Secure all the strong local
business listings you can and
always be consistent with your
address format throughout your
on-site and off-site citations.

55. Download
our Guide
Completely free.
http://kooz.ai/Local-WP
Simply visit this link:

57. Thanks
for listening
@Koozai_Emma
Facebook.com/koozaiemma.north@koozai.com
www.koozai.com
0845 485 4794

58. Marketing within the Leisure Sector
Roundtable Question
Have you built local SEO into your online strategy and is
there more you could be doing?