This document summarizes a presentation by Jellyfish, a digital marketing agency, about local SEO. It discusses how local searches work based on location data and introduces the top five factors for local SEO rankings: having a complete Google My Business profile, relevant on-page content with local keywords, citations of the business across the web, links from local domains, and positive reviews. It then explores each of these factors in more detail and how to optimize for local SEO.
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A jellyfish walks into a bar…
Introduction
3. About Jellyfish
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Jellyfish is a specialist digital agency that has
successfully implemented engaging and
performance focused marketing campaigns
online since 1999.
We are almost as old as Google!
6. So much to ponder!
Local SEO is a vast subject that, like anything
Google-y, is ever changing.
For brevity this presentation is an introduction to
basic elements of local search.
Which is still a lot to ponder!
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7. What is local SEO?
SEO is the process of making sure all the online
elements of your business are optimized so that
your search result appears in front of an extremely
relevant audience at a time when they're showing
interest in your thing.
In the case of local SEO, that relevant audience is
someone that is currently, or will be, in the same
vicinity as your business.
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8. How does local SEO work?
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9. How does local SEO work?
When you enter a term into Google and hit
Submit, a lot happens simultaneously.
Google is going to check:
• If it has any historical information on you
• What searches you’ve been conducting
• If you have any cookies from previous
sessions
• What’s your physical location.
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10. How does Google know my location?
• IP address
• the public network you’re connected to
• your GPS data from a mobile device if you’re
allowing access.
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11. The 3 Types of local searches
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1. Contextual search
2. Inferred search
3. Intent search
I’m searching from Durban…
lukka!
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How to rank locally
The Local Search Landscape
13. The top 5 local ranking factors
1. High quality Google My Business profile
2. Relevant on-page content
3. Listing your businesses name, address and
phone number around the web (citations)
4. Collecting great inbound links
5. Reviews
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24. Reviewing local organic search results
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The above organic listing has loads of local signals to make Google happy!
25. The top 5 local ranking factors
1. High quality Google My Business profile
2. Relevant on-page content
3. Listing your businesses name, address and
phone number around the web (citations)
4. Collecting great inbound links
5. Reviews
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Help Google find you
On-Page Elements
28. Local keyword modifiers
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Local keyword modifiers is simply adding local signals to your site’s title
and description as well as on-page content.
This helps Google further identify the location of the business.
29. Name, address and phone number (NAP)
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30. Name, address and phone number (NAP)
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31. The top 5 local ranking factors
1. High quality Google My Business profile
2. Relevant on-page content
3. Listing your businesses name, address and
phone number around the web (citations)
4. Collecting great inbound links
5. Reviews
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Verifying your location
Citations
33. Example of a great citation
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34. Looking at competitors’ citations
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If Debbie was a competitor we could do a
simple Google search for “Debbie Cameron
Physiotherapy”
and Google will provide us with a list of places
around the web where our competitor’s NAP is
being listed.
We can then compare our competitors’
citations to our own and build citations on the
same site’s if they are worthwhile.
35. The importance of the correct NAP
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36. The top 5 local ranking factors
1. High quality Google My Business profile
2. Relevant on-page content
3. Listing your businesses name, address and
phone number around the web (citations)
4. Collecting great inbound links
5. Reviews
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38. Local link building
• Links build from your geographical location will increase
your rank in that area.
• Find and interact with authoritative sites that are
established in your local community.
• A good starting point is to build out your businesses social
media profiles ensuring that your business NAP is included
• Build relationships/partnerships with other local
businesses/bloggers/radio stations etc.
• Sponsor local events
• Partner up with local celebrities
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39. The top 5 local ranking factors
1. High quality Google My Business profile
2. Relevant on-page content
3. Listing your businesses name, address and
phone number around the web (citations)
4. Collecting great inbound links
5. Reviews
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Word of mouth is the best marketing
Reviews
41. Google loves reviews
• Reviews have become an important decision
making factor for customers
• Reviews also improve local listing click-through
rate
• Acquire reviews consistently over a number of
months, rather than in bursts
• Reviews act as digital word-of-mouth
recommendations
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Money can buy you Google lurv
Paid local search
43. Local search ads on desktop and mobile
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44. What it costs
You'll be charged a standard cost-per-click (CPC) for these
types of clicks on local search ads:
• Get location detail clicks
• Get direction clicks
• Mobile clicks-to-call clicks
• Website clicks
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