Local is Lekker: Search Marketing for Local Businesses

Search for Local BusinessesLocal is Lekker!

© Jellyfish 2016

Durban SEO Meetup | January 2017


A jellyfish walks into a bar…

Introduction

About Jellyfish


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


Selection of clients


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!


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.


How does local SEO work?


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.


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.


The 3 Types of local searches


1. Contextual search

2. Inferred search

3. Intent search

I’m searching from Durban…

lukka!


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


Reviewing local 3-pack search results


Reviewing local business card results


The local search business card shows that Debbie’s GMB is setup

correctly

Reviewing local business card search results


The name/title is well optimised



The business category is correctly defined



The business address and phone number is correct



The business hours are included



Includes a link to Debbie’s website



Debbie has added a few informative photos



Debbie has one positive review


www.google.com/business

http://www.google.com/business

Reviewing local organic search results


The above organic listing has loads of local signals to make Google happy!







5. Reviews



Help Google find you

On-Page Elements

Keyword + topical signals


Local keyword modifiers


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)


Name, address and phone number (NAP)








5. Reviews



Verifying your location

Citations

Example of a great citation


Looking at competitors’ citations


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








5. Reviews



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








5. Reviews



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



Money can buy you Google lurv

Paid local search

Local search ads on desktop and mobile


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


Jellyfish SA

Unit 4, 9 Wedge Road,

KwaZulu-Natal, 3629

Thank You!

© Jellyfish 2017