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Darren Shaw - BrightonSEO 2019 - Can You Rank in Local Without a Website?

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Case study where Darren has taken a business with zero internet presence to ranking fairly well in the local packs around the city. Step through the local SEO work and see what kind of impact it had on the rankings.

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Darren Shaw - BrightonSEO 2019 - Can You Rank in Local Without a Website?

  1. 1. The Case Study
  2. 2. @DarrenShaw_ Nov 9, 2018
  3. 3. @DarrenShaw_ Nov 9, 2018
  4. 4. @DarrenShaw_ Nov 9, 2018
  5. 5. @DarrenShaw_ NONE of the 113 submissions were a clean slate Dec 9, 2018
  6. 6. @DarrenShaw_ FC Developments! Dec 15, 2018
  7. 7. @DarrenShaw_ Did some information gathering Dec 20, 2018
  8. 8. @DarrenShaw_ Did some keyword “research” Dec 20, 2018
  9. 9. @DarrenShaw_ Base terms plus modifiers Dec 20, 2018
  10. 10. GMB Setup
  11. 11. @DarrenShaw_ Created the GMB listing Dec 20, 2018
  12. 12. @DarrenShaw_ “Optimized” the GMB listing The categories are really the only thing to optimize Dec 20, 2018
  13. 13. @DarrenShaw_ But also, fill out every field and regularly use every feature
  14. 14. @DarrenShaw_ Ok, I cheated and created a GMB website Dec 20, 2018
  15. 15. Things I like about the GMB site: It looks decent enough
  16. 16. Things I like about the GMB site: Simple and easy for a business to use
  17. 17. Things I like about the GMB site: Feed content directly into the Knowledge Graph? Disclaimer: This is pure speculation
  18. 18. Things I like about the GMB site: Posts and reviews are automatically added to the page Fresh content!
  19. 19. HOT TIP!(maybe?) Even if you have a website, still create and add content to the website in GMB @DarrenShaw_
  20. 20. @DarrenShaw_ 2 weeks and no postcard, but I had the phone verification option! Jan 9, 2019
  21. 21. @DarrenShaw_ 2 weeks and no postcard, but I had the phone verification option! Jan 9, 2019
  22. 22. HOT TIP! If the receptionist throws out the postcard, check for the phone verification option after 2 weeks @DarrenShaw_
  23. 23. @DarrenShaw_ I didn’t like the URL https://fc-developments-custom-home-builder.business.site Jan 10, 2019
  24. 24. @DarrenShaw_ So I bought a domain right in GMB Jan 10, 2019
  25. 25. Rank Tracking
  26. 26. @DarrenShaw_ Welp, that was easy. Ranking #1! Jan 11, 2019 But, long tail keyword And I live only a few blocks away
  27. 27. To get a better sense of rankings, track from different locations around the city
  28. 28. Citation Building
  29. 29. @DarrenShaw_ I had our citation team build 100 citations Jan 15, 2019
  30. 30. HOT TIP! Use a different phone number for citation building to avoid all the annoying sales calls from crap directories @DarrenShaw_
  31. 31. BUT MY NAP CONSISTENCIES!! @DarrenShaw_
  32. 32. @DarrenShaw_ Just add it as an additional # in GMB
  33. 33. 12 calls
  34. 34. 8 from sales people
  35. 35. 2 from me (testing)
  36. 36. “Welcome to Canadian Business Phonebook”
  37. 37. One guy who Googled to find the number
  38. 38. @DarrenShaw_ One month later, did the citations impact rankings? Feb 11, 2019
  39. 39. More Content
  40. 40. @DarrenShaw_ Added a bit more content to the site Mar 6, 2019
  41. 41. @DarrenShaw_ The next day, the first ORGANIC rankings appeared Feb 11, 2019 Added extra content
  42. 42. Citation Indexing
  43. 43. Are the citations providing any benefit if the pages aren’t indexed in Google? @DarrenShaw_
  44. 44. @DarrenShaw_ Added links to all the citation URLs to the GMB website Mar 8, 2019
  45. 45. Greenlane Script https://www.greenlanemarketing.com/tools/google-indexation-tester/
  46. 46. @DarrenShaw_ March 12th - No real change to indexation And results differ at different run times. Hmm.
  47. 47. @DarrenShaw_ March 12th - No real change to indexation And results differ at different run times. Hmm.
  48. 48. @DarrenShaw_ Hmm… This page has zero authority to pass to the citations…
  49. 49. @DarrenShaw_
  50. 50. @DarrenShaw_ So I tried this on March 12th
  51. 51. @DarrenShaw_ This also did nothing but Matthew Woodward got some sweet affiliate $bux
  52. 52. @DarrenShaw_ Well this doesn’t look good. L Started with indexation Rankings declining
  53. 53. There was a big algo update on March 12th… ¯_( )_/¯ @DarrenShaw_
  54. 54. Ok, let’s try to index from higher authority domain
  55. 55. Submitted the page for indexing through Search Console
  56. 56. BOOM! Indexation rate DOUBLED the next day
  57. 57. @DarrenShaw_ Rankings seemed to respond the next day too!
  58. 58. @DarrenShaw_ And rankings have been on the rise since (But, reviews and links are now also contributing) Added the whitespark.ca indexation page
  59. 59. Service Area Test
  60. 60. @DarrenShaw_ Added service areas for each postcode I’m tracking Feb 19, 2019
  61. 61. @DarrenShaw_ Maybe some impact? Could be other factors Added the service areas
  62. 62. @DarrenShaw_ To be sure, I took them out on April 5 Apr 5, 2019
  63. 63. @DarrenShaw_ Rankings were not impacted by removal Removed the service areas
  64. 64. Google Posts
  65. 65. @DarrenShaw_ Started pumping out Google Posts daily Feb 24, 2019
  66. 66. @DarrenShaw_ Rankings maybe responded a bit? Feb 24, 2019 Started adding posts daily
  67. 67. Reviews
  68. 68. Mar 7, 2019
  69. 69. @DarrenShaw_ Got our first review! Mar 14, 2019
  70. 70. @DarrenShaw_ Two more the next day! Mar 15, 2019
  71. 71. @DarrenShaw_ How did the reviews impact rankings? Got 3 reviews
  72. 72. Links
  73. 73. @DarrenShaw_ Have you seen this? https://twitter.com/GrindstoneSEO/status/1087836159969914880
  74. 74. @DarrenShaw_ (H)igh (A)uthority (D)omain (R)elavant
  75. 75. @DarrenShaw_ Branded or URL anchors only
  76. 76. @DarrenShaw_ LINKS!
  77. 77. Mar 19, 2019 I needed links in a jiffy @DarrenShaw_
  78. 78. Mar 19, 2019 What a guy @DarrenShaw_
  79. 79. @DarrenShaw_ LINKS! Mar 29, 2019
  80. 80. @DarrenShaw_ LINKS! Apr 1, 2019
  81. 81. @DarrenShaw_ LINKS! Apr 1, 2019
  82. 82. @DarrenShaw_ LINKS! Apr 1, 2019
  83. 83. @DarrenShaw_ How did the links impact rankings? First link 3 more
  84. 84. It’s not one specific activity, it’s the aggregate of all of activities that will move the needle. @DarrenShaw_
  85. 85. @DarrenShaw_ Can you rank in local without a website? Yes, but you’ll only get so far. Content and links contribute significantly and will expand radius you can rank in
  86. 86. THANK YOU! Darren Shaw Whitespark.ca @DarrenShaw_

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