#SEJThinkTank Understanding Dynamic Google SEO

Loren BakerFounder 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.

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

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.

Google Knowledge Graph

Knowledge Graph + News OneBox + QDF

Google Knowledge Graph + Snippets

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

Google Knowledge Graph + Snippets

Google Knowledge Graph + SnippetsGoogle Results Default to User Town or Zipcode

Google Knowledge Graph + SnippetsGoogle Localization (Not Local SEO)Online Transactional Sites and Local Informational Destinations

Los Angeles! Ft. Worth, Texas

Google Knowledge Graph + SnippetsGoogle Localization (Not Local SEO)Hybrid Brick & Mortar and Local Directories

Los Angeles! Ft. Worth, Texas

Google Knowledge Graph + SnippetsHow to Track Localized RankingsNot very many tools track Google Localized Rankings. But here are 3 paid

technologies that do:

• SEMRush

• Searchmetrics

• Authority Labs

Google Knowledge Graph + SnippetsSet Up Local Tracking at City Level

Google Knowledge Graph + SnippetsUse SERP Snapshots to Gauge Competition

Local competition in SERPS Snapshot

Google Knowledge Graph + Snippets

Poll Question #2: Does your SEO rank tracking tool track local SERPS? Yes No I don't know.

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

Create a Geographical HierarchyGive Googlebot a Logical & Controlled Way to Crawl Links

Create a Nested Geo URL StructureMap out a Breadcrumb Structure in URLs

Utilize Local Schema.orgAdd Rich Data for Google & Other Resources

Poll Question #3: Does your competition change based on where people search? Yes No I don't know

Google Knowledge Graph + Snippets

Google Knowledge Graph + SnippetsBuilding content on the city / state levelthat is unique to each page.

Google Knowledge Graph + SnippetsLook! City Guides RankRich Local Guides Rank for Rich Local Queries.

airbnb Neighborhoods

Update Links in Local ProfilesLocal Social Profiles Must Link to Local Pages

Google Serves Links From Local ProfilesLocal 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.

Build Links! Local CitationsLinks & Citations in Local Resources

Research Local Resources by Keyword

Build Links! Local CitationsLinks & 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.

Produce Content Local Influencers Will Like, Link & Share!

Outreach - Find Local Influencers In Your Topic

Dig Deeper to Find More Sites(Who Link to Them)

Q&A

Let’s Connect!/lorenbaker

@lorenbaker

#SEJthinktank

loren@searchenginejournal.com