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