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Google Local Vs Organic SEO
Their similarities and differences.
David Whatley
Managing Director & Founder
MiShop.local Ltd.
 In Local SEO & LLO since 2010
 Consultant since 2000
What do we mean by “Organic SEO” and “Google Local”?
Organic
Local
Google + Local / Google My Business
Searchable Universe
LOCATION
Location is a HUGE filter
RESULTS
KEYWORD
SEARCH
What are we going to look at?
Compare Google Local SEO and Organic SEO for:
 Onsite
 Offsite
 Social
1. Onsite Similarities and Differences
Organic Google Local
Big algorithm updates.
Well documented, e.g. Panda, Penguin
Bi...
How pigeons see the world
Links are the main offsite signal Citations are the main offsite signal
Relevancy of linking site important Relevancy of l...
Distance
Relevance
Prominence
Drivers
LOCAL
LISTING SITES
On
Category
Address
Influenced by
Content
Customer
Reviews
Off-S...
Local Listing Sites
Opening Hours
Name
Address 1
Address 2
Address 3
Phone: 01273 123456
Email: info@yourwebsite.com
Busin...
 Fix old listings before adding new ones.
 Fix listings before Google and Bing!
 Tell the branches!
Top Tips for Local ...
Social signals Reviews associated with NAP
Viral factor - fast - current Steady and regular reviews good
Sudden influx bad...
Reviews (associated with the NAP) provide local key-word fodder
3. Social
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 th...
Really unhappy customers go out of their way to write reviews
Same scathing
review.
3 different places
If service is good –
customers will pay you a compliment.
If service is bad –
they’ll “pay you back” with a bad review.
Fo...
Top 3 Takeaways for Local SEO
Onsite – NAP and Schema
Offsite - NAP and Category consistency (on local listing sites).
...
#mishoplocal
info@mishoplocal.co.uk
01273 987498
www.mishoplocal.co.uk
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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.

Publié dans : Internet
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Google Local vs Organic SEO - Comparing and contrasting the similarities and differences between Local Search and Organic Search.

  1. 1. Google Local Vs Organic SEO Their similarities and differences.
  2. 2. David Whatley Managing Director & Founder MiShop.local Ltd.  In Local SEO & LLO since 2010  Consultant since 2000
  3. 3. What do we mean by “Organic SEO” and “Google Local”? Organic Local
  4. 4. Google + Local / Google My Business
  5. 5. Searchable Universe LOCATION Location is a HUGE filter RESULTS KEYWORD SEARCH
  6. 6. What are we going to look at? Compare Google Local SEO and Organic SEO for:  Onsite  Offsite  Social
  7. 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. 8. How pigeons see the world
  9. 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. 10. Distance Relevance Prominence Drivers LOCAL LISTING SITES On Category Address Influenced by Content Customer Reviews Off-Site Local Search Drivers
  11. 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. 12.  Fix old listings before adding new ones.  Fix listings before Google and Bing!  Tell the branches! Top Tips for Local Listing Optimisation
  13. 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. 14. Reviews (associated with the NAP) provide local key-word fodder 3. Social
  15. 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. 16. Really unhappy customers go out of their way to write reviews Same scathing review. 3 different places
  17. 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. 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).
  19. 19. #mishoplocal info@mishoplocal.co.uk 01273 987498 www.mishoplocal.co.uk

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