SEO visibility is no longer about one type of ranking. SERPs have undergone a revolutionary change in presentation. Google now serves different results based on query themes, the location of the user, personalization, devices used, and types of content available. Loren Baker will show you how to track your domain's performance for these different opportunities. Plus, he'll share successful methods you can use to create an integrated digital strategy to support overall search, social, local, and branding goals. In this webinar, you will learn: -How Google results differ by location for local and national queries -How to track different SERPS based on geo-location Tactics that small businesses, service-area businesses, virtual businesses and enterprises can implement to rank -How to build powerful links, rich with local signals

1. Energize Your SEO for
Local Results
#localSEO

2. Michael Stricker
U.S. Marketing Director, SEMrush
• Leading competitive research tool for digital marketing
• Agency, consulting and web design studio experience
• Guided hundreds of successful digital marketing campaigns
• Millions of impressions to enterprise web-based businesses
• Strategize, plan and act, using creative concepts, scalable
processes and do-able tactics to achieve business goals.
• Speaker: ClickZ Live, Etail, and SMX East.
• Author: blogs such as CIO.com, Business2Community,
SEMrush.com and publications including Philadelphia
Inquirer and Philly Ad News.
#localSEO

3. Loren Baker
Founder of SEJ, Co- Founder of Foundation Digital
• Founded SEJ in 2003 as an SEO and Search News Blog.
• Six Figure Blog by 2006.
• Acquired by Alpha Brand Media in 2010
• Expanded into Media Property with Video Production,
Conferences, Webinars and Team of 10+ Staff.
• Co-Founder of Foundation Digital, a boutique digital
marketing agency with specialization in data driven
integrated marketing solutions.
• SEO, Social Media, Content Marketing.
• Enterprise Clients: ESPN, American Eagle…
• Mid Sized Businesses.
#localSEO

4. Poll(s)
#localSEO

5. What You’ll Learn Today
1. Modern Google - How Google Dynamic Results based on Query
2. Localization – Every City Sees Different Google Results
3. Tracking & Competition – Identifying Competitors in Local Markets
4. Technical SEO – Make Sure Your Site Can Compete
5. Building Local Signals – Local Links are Your Friend
6. Local Content & Outreach – The Key to Competing Virtually
7. Q&A – 20 Minutes for Audience Questions
#localSEO

6. #localSEO

7. Google Rank Tracking
• Google Rank Tracking (along with traffic) is the traditional
cornerstone of SEO Metrics
• Many SEO tools, however, only look at one set of data; Google
USA
• Google Search Results are personalized down to the device and
zip-code AND Google serves content ABOVE rankings.
• Ranking numbers alone mean nothing, the true value of ranking
and SERP data is the competitive landscape, and how you fare.
#localSEO

8. Google Knowledge Graph
#localSEO

9. Knowledge Graph + News OneBox + QDF
#localSEO

10. Google Knowledge Graph + Snippets
#localSEO

11. Poll #1: Which of your rankings do you
track?
 I only track one set of rankings
 I track various sets based on location
 I don't track rankings at all and use
Google Webmaster Tools
#localSEO

12. Google Knowledge Graph + Snippets
#localSEO

13. Google Knowledge Graph + SnippetsGoogle Results Default to User’s
Town or Zipcode
#localSEO

14. Google Knowledge Graph + SnippetsGoogle Localization (Not Local SEO)
Online Transactional Sites and Local Informational Destinations
Los Angeles! Ft. Worth, Texas

15. Google Knowledge Graph + SnippetsGoogle Localization (Not Local SEO)
Hybrid Brick & Mortar and Local Directories
Los Angeles! Ft. Worth, Texas

16. Google Knowledge Graph + SnippetsHow to Track Localized Rankings
Not very many tools track Google Localized Rankings.
But here are 3 paid technologies that do:
• SEMRush
• Searchmetrics
• Authority Labs
#localSEO

17. Google Knowledge Graph + SnippetsSet Up Local Tracking at City Level
#localSEO

18. Google Knowledge Graph + SnippetsUse SERP Snapshots to Gauge Competition
Local competition in
SERPS Snapshot
#localSEO

19. Google Knowledge Graph + Snippets
#localSEO

20. Google Knowledge Graph + SnippetsLocalized Tactics for Competing
• Local Page Content
• City Guides / City Pages
• Geographic Hierarchy Structure
• Nested URL Structure
• Local Citations
• Content for Local Influencers
#localSEO

21. #localSEO

22. Create a Geographical Hierarchy
Give Googlebot a Logical & Controlled Way to Crawl Links
#localSEO

23. Create a Nested Geo URL Structure
Map out a Breadcrumb Structure in URLs
#localSEO

24. Utilize Local Schema.org
Add Rich Data for Google & Other Resources
#localSEO

25. #localSEO

26. Google Knowledge Graph + Snippets
#localSEO

27. Google Knowledge Graph + SnippetsBuilding content on the city / state level
that is unique to each page.
#localSEO

28. Google Knowledge Graph + SnippetsLook! City Guides Rank
Rich Local Guides Rank for Rich Local Queries.
airbnb Neighborhoods
#localSEO

29. #localSEO

30. Update Links in Local Profiles
Local Social Profiles Must Link to Local Pages
#localSEO

31. Google Serves Links From Local Profiles
Local Social Profiles Must Link to Local Pages
Reason #2 Why Local Links must be used
in social profiles is because Google is
serving Google+ Local Knowledge Graph
info for companies ABOVE the Google
Results for branded searches on mobile
devices.
Driving users to homepage is not only bad
User Experience, but bad for conversion.
#localSEO

32. Build Links! Local Citations
Links & Citations in Local Resources
Research Local Resources by Keyword
#localSEO

33. Build Links! Local Citations
Links & Citations in Local Resources
Take action by submitting
or editing profiles through
the tool.
Allows for running of competitive
intel on where other businesses are
listing their local profiles, or not.
#localSEO

34. Produce Content Local Influencers Will Like,
Link & Share!
#localSEO

35. Outreach - Find Local Influencers In Your Topic
#localSEO

36. Dig Deeper to Find More Sites
(Who Link to Them)
#localSEO

37. Offers
#localSEO
- One hour free link consultation
Only for qualified attendees
-10% off infographic design services from Foundation Digital.
30 Day FREE trial of SEMrush Guru
http://bit.ly/SEMrushFREE30-BAKER
Offer only active for 7 days—Activate now!

38. Q&A
#localSEO

39. Let’s Connect!
/lorenbaker
@lorenbaker
/sejournal
#localSEO