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Search for Local Businesses
Local is Lekker!
© Jellyfish 2016
Durban SEO Meetup | January 2017
Durban SEO Meetup | January 20172
A jellyfish walks into a bar…
Introduction
About Jellyfish
Durban SEO Meetup | January 20173
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!
JFUS
BALTIMORE/NEW YORK
JFUK
LONDON/REIGATE/BRIGHTON
JFAP
IREP/TOKYO
JFSA
DURBAN
About Jellyfish
Established 1999
With 17 years experience
in digital marketing
300+ Staff based in six offices
Durban (SA), London (UK) Reigate (UK),
Brighton (UK), Baltimore (US) & Tokyo
We host industry leading events
Digital Journeys:
Digitaljourneys.jellyfish.co.za
Google Analytics Premium Authorised Reseller
Durban SEO Meetup | January 20174
Selection of clients
Durban SEO Meetup | January 20175
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!
Durban SEO Meetup | January 20176
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.
Durban SEO Meetup | January 20177
How does local SEO work?
Durban SEO Meetup | January 20178
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.
Durban SEO Meetup | January 20179
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.
Durban SEO Meetup | January 201710
The 3 Types of local searches
Durban SEO Meetup | January 201711
1. Contextual search
2. Inferred search
3. Intent search
I’m searching from Durban…
lukka!
Durban SEO Meetup | January 201712
How to rank locally
The Local Search Landscape
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
Durban SEO Meetup | January 201713
Reviewing local 3-pack search results
Durban SEO Meetup | January 201714
Reviewing local business card results
Durban SEO Meetup | January 201715
The local search business card shows that Debbie’s GMB is setup
correctly
Reviewing local business card search results
Durban SEO Meetup | January 201716
The name/title is well optimised
Reviewing local business card search results
Durban SEO Meetup | January 201717
The business category is correctly defined
Reviewing local business card search results
Durban SEO Meetup | January 201718
The business address and phone number is correct
Reviewing local business card search results
Durban SEO Meetup | January 201719
The business hours are included
Reviewing local business card search results
Durban SEO Meetup | January 201720
Includes a link to Debbie’s website
Reviewing local business card search results
Durban SEO Meetup | January 201721
Debbie has added a few informative photos
Reviewing local business card search results
Durban SEO Meetup | January 201722
Debbie has one positive review
Durban SEO Meetup | January 201723
www.google.com/business
Reviewing local organic search results
Durban SEO Meetup | January 201724
The above organic listing has loads of local signals to make Google happy!
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
Durban SEO Meetup | January 201725
Durban SEO Meetup | January 201726
Help Google find you
On-Page Elements
Keyword + topical signals
Durban SEO Meetup | January 201727
Local keyword modifiers
Durban SEO Meetup | January 201728
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.
Name, address and phone number (NAP)
Durban SEO Meetup | January 201729
Name, address and phone number (NAP)
Durban SEO Meetup | January 201730
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
Durban SEO Meetup | January 201731
Durban SEO Meetup | January 201732
Verifying your location
Citations
Example of a great citation
Durban SEO Meetup | January 201733
Looking at competitors’ citations
Durban SEO Meetup | January 201734
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.
The importance of the correct NAP
Durban SEO Meetup | January 201735
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
Durban SEO Meetup | January 201736
Durban SEO Meetup | January 201737
Get recommended
Inbound Links
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
Durban SEO Meetup | January 201738
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
Durban SEO Meetup | January 201739
Durban SEO Meetup | January 201740
Word of mouth is the best marketing
Reviews
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
Durban SEO Meetup | January 201741
Durban SEO Meetup | January 201742
Money can buy you Google lurv
Paid local search
Local search ads on desktop and mobile
Durban SEO Meetup | January 201743
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
Durban SEO Meetup | January 201744
Jellyfish SA
Unit 4, 9 Wedge Road,
KwaZulu-Natal, 3629
Thank You!
© Jellyfish 2017

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Local is Lekker: Search Marketing for Local Businesses

  • 1. Search for Local Businesses Local is Lekker! © Jellyfish 2016 Durban SEO Meetup | January 2017
  • 2. Durban SEO Meetup | January 20172 A jellyfish walks into a bar… Introduction
  • 3. About Jellyfish Durban SEO Meetup | January 20173 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!
  • 4. JFUS BALTIMORE/NEW YORK JFUK LONDON/REIGATE/BRIGHTON JFAP IREP/TOKYO JFSA DURBAN About Jellyfish Established 1999 With 17 years experience in digital marketing 300+ Staff based in six offices Durban (SA), London (UK) Reigate (UK), Brighton (UK), Baltimore (US) & Tokyo We host industry leading events Digital Journeys: Digitaljourneys.jellyfish.co.za Google Analytics Premium Authorised Reseller Durban SEO Meetup | January 20174
  • 5. Selection of clients Durban SEO Meetup | January 20175
  • 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! Durban SEO Meetup | January 20176
  • 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. Durban SEO Meetup | January 20177
  • 8. How does local SEO work? Durban SEO Meetup | January 20178
  • 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. Durban SEO Meetup | January 20179
  • 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. Durban SEO Meetup | January 201710
  • 11. The 3 Types of local searches Durban SEO Meetup | January 201711 1. Contextual search 2. Inferred search 3. Intent search I’m searching from Durban… lukka!
  • 12. Durban SEO Meetup | January 201712 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 Durban SEO Meetup | January 201713
  • 14. Reviewing local 3-pack search results Durban SEO Meetup | January 201714
  • 15. Reviewing local business card results Durban SEO Meetup | January 201715 The local search business card shows that Debbie’s GMB is setup correctly
  • 16. Reviewing local business card search results Durban SEO Meetup | January 201716 The name/title is well optimised
  • 17. Reviewing local business card search results Durban SEO Meetup | January 201717 The business category is correctly defined
  • 18. Reviewing local business card search results Durban SEO Meetup | January 201718 The business address and phone number is correct
  • 19. Reviewing local business card search results Durban SEO Meetup | January 201719 The business hours are included
  • 20. Reviewing local business card search results Durban SEO Meetup | January 201720 Includes a link to Debbie’s website
  • 21. Reviewing local business card search results Durban SEO Meetup | January 201721 Debbie has added a few informative photos
  • 22. Reviewing local business card search results Durban SEO Meetup | January 201722 Debbie has one positive review
  • 23. Durban SEO Meetup | January 201723 www.google.com/business
  • 24. Reviewing local organic search results Durban SEO Meetup | January 201724 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 Durban SEO Meetup | January 201725
  • 26. Durban SEO Meetup | January 201726 Help Google find you On-Page Elements
  • 27. Keyword + topical signals Durban SEO Meetup | January 201727
  • 28. Local keyword modifiers Durban SEO Meetup | January 201728 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) Durban SEO Meetup | January 201729
  • 30. Name, address and phone number (NAP) Durban SEO Meetup | January 201730
  • 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 Durban SEO Meetup | January 201731
  • 32. Durban SEO Meetup | January 201732 Verifying your location Citations
  • 33. Example of a great citation Durban SEO Meetup | January 201733
  • 34. Looking at competitors’ citations Durban SEO Meetup | January 201734 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 Durban SEO Meetup | January 201735
  • 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 Durban SEO Meetup | January 201736
  • 37. Durban SEO Meetup | January 201737 Get recommended Inbound Links
  • 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 Durban SEO Meetup | January 201738
  • 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 Durban SEO Meetup | January 201739
  • 40. Durban SEO Meetup | January 201740 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 Durban SEO Meetup | January 201741
  • 42. Durban SEO Meetup | January 201742 Money can buy you Google lurv Paid local search
  • 43. Local search ads on desktop and mobile Durban SEO Meetup | January 201743
  • 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 Durban SEO Meetup | January 201744
  • 45. Jellyfish SA Unit 4, 9 Wedge Road, KwaZulu-Natal, 3629 Thank You! © Jellyfish 2017