Local search, SEO, and more

1. #pubcon
Adjusting Local Search Intent
Presented by:
Jordan Kasteler
@JordanKasteler

2. #pubcon
Zero Moment of Truth
@JordanKasteler

3. #pubcon
@JordanKasteler
Zero Moment of Truth
• Outdoor Banners
• TV/Radio/Print ads
• Transportation Signs
• Handout Literature
• Word-of-Mouth
Offline Online
• Top-of-Funnel Content
• Banner Ads

4. #pubcon
Local Search
Did you know that 1 in 3 of all Google searches have local intent?
@JordanKasteler

5. #pubcon
Local Search
@JordanKasteler

6. #pubcon
Local Search
@JordanKasteler

7. #pubcon
Local Search
@JordanKasteler
Horizontal
Vertical

8. #pubcon
Location Search
@JordanKasteler
Then
Now• IP Address / Device GPS
• Location keywords
• URL Parameters: &near=cityname or Uule
• Proxy tool

9. #pubcon
Search Query Intent
@JordanKasteler

10. #pubcon
Search Query Intent
Informational
80% of search volume
Non-commercial, non-transaction-oriented
Example: what is an XYZ?
Commercial Investigation
10% of search volume
Research-oriented with implied conversion action
Example: XYZ vs ABC
Transactional
10% of search volume
Explicit intent to complete a conversion action
Example: buy an XYZ
@JordanKasteler

11. #pubcon
Location SEO
@JordanKasteler

12. #pubcon
@JordanKasteler
Keyword-Based Optimization
Optimization Action: Incorporate
keyword “XYZ” into page copy and
important on-page elements.
Intent-Based Optimization
Optimization Action: Identify the primary
topics and questions users are looking to
answer when searching for “XYZ” and
create content to address the user’s needs
on the targeted landing page.
Intent Optimization

13. #pubcon
Local SEO
@JordanKasteler

14. #pubcon
Local SEO - NAP
@JordanKasteler

15. #pubcon
Local SEO – NAP Consistency
@JordanKasteler

16. #pubcon
Local SEO – NAP Formatting
@JordanKasteler
St vs Street
STE vs Suite
Dr vs Drive
Ln vs Lane
1-555-555-5555 vs 555.555.5555

17. #pubcon
NAP Aggregation Platforms
@JordanKasteler

18. #pubcon
Listing Completion
@JordanKasteler

19. #pubcon
Listing Reviews
@JordanKasteler

20. #pubcon
Quality of Local Reviews
@JordanKasteler

21. #pubcon
Quality of Local Reviews
@JordanKasteler
• All Positive Reviews Look Suspicious
• Negative Reviews are Healthy but Should be Rare

22. #pubcon
Local Review Solicitation – Do’s
@JordanKasteler
• Do Earn Reviews
• Do Remind of Online Presence

23. #pubcon
Local Review Solicitation – Don’t
@JordanKasteler
• Don’t Threaten Negative Reviewers
• Don’t Incentivize Money or Services (e.g. Google+)
• Don’t Ask for Reviews (e.g. Yelp)
• If You Do, Don’t Ask HOW to Rate or Review.

24. #pubcon
On-Page Local SEO
@JordanKasteler
• Structured Data
• <address> HTML Markup
• Clickable Phone Number
• Optimized (Not Keyword Stuffed) Titles
• Geo meta tags
• Location Landing Pages/Regional content
• Mobile-friendliness (tagging, responsive/adaptive, page load)

25. #pubcon
• External links are editorial votes
• Quality trumps quantity
• NAP citations are the links of SEO
• Quantity more important
Off-Page Mobile SEO
@JordanKasteler

26. #pubcon
Questions?
Presented by:
Jordan Kasteler
@JordanKasteler
www.JordanKasteler.com