Getting Ahead of the Curve: Leveraging Local Search in the U.K.
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Transcript of Getting Ahead of the Curve: Leveraging Local Search in the U.K.
![Page 1: Getting Ahead of the Curve: Leveraging Local Search in the U.K.](https://reader031.fdocuments.us/reader031/viewer/2022030210/58a62fa31a28ab416c8b68c7/html5/thumbnails/1.jpg)
Getting Ahead of the Curve: Leveraging Local Search in the U.K.
![Page 2: Getting Ahead of the Curve: Leveraging Local Search in the U.K.](https://reader031.fdocuments.us/reader031/viewer/2022030210/58a62fa31a28ab416c8b68c7/html5/thumbnails/2.jpg)
Who is this guy?
George FreitagSEO Strategist
@georgefreitag@MozLocal
![Page 3: Getting Ahead of the Curve: Leveraging Local Search in the U.K.](https://reader031.fdocuments.us/reader031/viewer/2022030210/58a62fa31a28ab416c8b68c7/html5/thumbnails/3.jpg)
But first…
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Remember this?
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Keyword Research
Content Creation
Link & Authority Building
Your SEO Strategy
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The problem with this…
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Keyword Research
![Page 8: Getting Ahead of the Curve: Leveraging Local Search in the U.K.](https://reader031.fdocuments.us/reader031/viewer/2022030210/58a62fa31a28ab416c8b68c7/html5/thumbnails/8.jpg)
Create Content
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Links & Authority Building
![Page 10: Getting Ahead of the Curve: Leveraging Local Search in the U.K.](https://reader031.fdocuments.us/reader031/viewer/2022030210/58a62fa31a28ab416c8b68c7/html5/thumbnails/10.jpg)
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Organic Results
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Organic Results
![Page 13: Getting Ahead of the Curve: Leveraging Local Search in the U.K.](https://reader031.fdocuments.us/reader031/viewer/2022030210/58a62fa31a28ab416c8b68c7/html5/thumbnails/13.jpg)
Organic Results
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Organic Results
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Organic Results
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It’s not just about being first anymore
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Mobile Friendliness
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Mobile Friendliness
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Mobile Friendly Tag
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Mobile Friendly Test
www.google.co.uk/webmasters/tools/mobile-friendly
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Mobile Friendly Test
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Accelerated Mobile Pages
• Mobile content hosted by Google
• Sacrifices functionality for speed
• Relevant for publisher sites
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Schema and Rich Snippets
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Schema Markup
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Schema Markup
Microdata
JSON-LD
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Schema Markup
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developers.google.com/search/docs/guides/enhance-site
Schema Markup
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Firebase.google.com/docs/app-indexing/
Schema Markup
firebase.google.com/docs/app-indexing/
developers.google.com/search/docs/data-types/sitelinks-searchbox
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Answer Box Optimization
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Organic Results
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Answer Box Optimization
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Answer Box Optimization
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Answer Box Optimization
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Answer Box Optimization
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Local Optimization
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Local Search Results
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Traditional SEO Factors
Relevancy = Content on page
Popularity = Links to page
Trust = Quality of links to page
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Local SEO Factors
Relevancy = Location, Categories
Popularity = Activity, Mentions
Trust = Citation Sources
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Local Ranking Factors
https://moz.com/local-search-ranking-factors
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Local Ecosystem
Maps
Phone books
Service DirectoriesLocal News Sites Review Sites
(User Data)
Crawl Data
Data Aggregators
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Local Ecosystem
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Local Search Results
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“clothing store” near LondonPosition 1 in Pack
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Position 2 in Pack
“clothing store” near London
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Position 3 in Pack
“clothing store” near London
![Page 46: Getting Ahead of the Curve: Leveraging Local Search in the U.K.](https://reader031.fdocuments.us/reader031/viewer/2022030210/58a62fa31a28ab416c8b68c7/html5/thumbnails/46.jpg)
Position 4 in Pack
“clothing store” near London
![Page 47: Getting Ahead of the Curve: Leveraging Local Search in the U.K.](https://reader031.fdocuments.us/reader031/viewer/2022030210/58a62fa31a28ab416c8b68c7/html5/thumbnails/47.jpg)
Position 5 in Pack
“clothing store” near London
![Page 48: Getting Ahead of the Curve: Leveraging Local Search in the U.K.](https://reader031.fdocuments.us/reader031/viewer/2022030210/58a62fa31a28ab416c8b68c7/html5/thumbnails/48.jpg)
Position 6 in Pack
“clothing store” near London
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“clothing stores” in London• 1/6 had a Facebook page• 2/3 of Pack results had at least 75% of
major data sources• 2/3 of Pack results had no duplicates• Pack ”runners-up” missing at least 6 of
11 major providers
Top 6 Local Results
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Reviews
Survey of 100 UK Businesses:
47% of businesses in 3 Pack had over 5 reviews
39% of businesses just below 3 pack (ranking 4-6 in local results) had over 5 reviews
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• All things you can get
Reviews
https://www.brightlocal.com/learn/local-consumer-review-survey/
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• No reviews, no clicks!
Reviews
Research by Casey Meraz – @caseymerazhttps://moz.com/blog/the-new-snack-pack-where-users-clicking-how-you-can-win
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Putting it all together
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Embrace the differentiators
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Embrace the differentiators
![Page 56: Getting Ahead of the Curve: Leveraging Local Search in the U.K.](https://reader031.fdocuments.us/reader031/viewer/2022030210/58a62fa31a28ab416c8b68c7/html5/thumbnails/56.jpg)
• Be mobile friendly• Markup content with Schema• Identify unique SERP opportunities• Leverage local when possible
Putting it all together
WIN!!