Google Local vs Organic Seo - Comparing and contrasting the similarities and differences between...
-
Upload
mishoplocal-ltd -
Category
Internet
-
view
784 -
download
0
description
Transcript of Google Local vs Organic Seo - Comparing and contrasting the similarities and differences between...
![Page 1: Google Local vs Organic Seo - Comparing and contrasting the similarities and differences between Local Search and Organic Search.](https://reader036.fdocuments.in/reader036/viewer/2022062614/5469329faf79596a1b8b6aaf/html5/thumbnails/1.jpg)
Google Local Vs Organic SEO
Their similarities and differences.
![Page 2: Google Local vs Organic Seo - Comparing and contrasting the similarities and differences between Local Search and Organic Search.](https://reader036.fdocuments.in/reader036/viewer/2022062614/5469329faf79596a1b8b6aaf/html5/thumbnails/2.jpg)
Head of SEO & Paid AdvertisingCountrywide Plc.
In Local SEO since 2010 In SEO since 2006
David Whatley
Managing Director & Founder MiShop.local Ltd.
In Local SEO & LLO since 2010 Consultant since 2000
James Robinson
![Page 3: Google Local vs Organic Seo - Comparing and contrasting the similarities and differences between Local Search and Organic Search.](https://reader036.fdocuments.in/reader036/viewer/2022062614/5469329faf79596a1b8b6aaf/html5/thumbnails/3.jpg)
What do we mean by “Organic SEO” and “Google Local”?
Organic
Local
![Page 4: Google Local vs Organic Seo - Comparing and contrasting the similarities and differences between Local Search and Organic Search.](https://reader036.fdocuments.in/reader036/viewer/2022062614/5469329faf79596a1b8b6aaf/html5/thumbnails/4.jpg)
Google + Local / Google My Business
![Page 5: Google Local vs Organic Seo - Comparing and contrasting the similarities and differences between Local Search and Organic Search.](https://reader036.fdocuments.in/reader036/viewer/2022062614/5469329faf79596a1b8b6aaf/html5/thumbnails/5.jpg)
Searchable Universe
LOCATION
Location is a HUGE filter
RESULTS
KEYWORD SEARCH
![Page 6: Google Local vs Organic Seo - Comparing and contrasting the similarities and differences between Local Search and Organic Search.](https://reader036.fdocuments.in/reader036/viewer/2022062614/5469329faf79596a1b8b6aaf/html5/thumbnails/6.jpg)
What are we going to look at?
Compare Google Local SEO and Organic SEO for:
Onsite
Offsite
Social
![Page 7: Google Local vs Organic Seo - Comparing and contrasting the similarities and differences between Local Search and Organic Search.](https://reader036.fdocuments.in/reader036/viewer/2022062614/5469329faf79596a1b8b6aaf/html5/thumbnails/7.jpg)
1. Onsite Similarities and Differences
Organic Google Local
Big algorithm updates. Well documented, e.g. Panda, Penguin
Big updates mainly cosmetic, but also algo updates (e.g. Pigeon). Not well documented.
Helping Google index a site - architecture, sitemap, flow of link juice.
Helping Google index a location -Google+ Local page, Categories and ContentSchema Markup, NAP Microdata.
Simple algorithm to determine relevance: local keywords, address and phone number.
Complex algorithm to determine quality and relevance: LSI, LDA etc.
Different Similar
![Page 8: Google Local vs Organic Seo - Comparing and contrasting the similarities and differences between Local Search and Organic Search.](https://reader036.fdocuments.in/reader036/viewer/2022062614/5469329faf79596a1b8b6aaf/html5/thumbnails/8.jpg)
How pigeons see the world
![Page 9: Google Local vs Organic Seo - Comparing and contrasting the similarities and differences between Local Search and Organic Search.](https://reader036.fdocuments.in/reader036/viewer/2022062614/5469329faf79596a1b8b6aaf/html5/thumbnails/9.jpg)
Links are the main offsite signal Citations are the main offsite signal
Relevancy of linking site important Relevancy of listing site is less important
Domain authority and trust Domain authority and trust
Diversity of keyword anchors important Consistency in NAP and Categories important.
Quality over quantity Quality over quantity
Organic Google Local
2. Offsite Similarities and Differences
Different Similar Same
![Page 10: Google Local vs Organic Seo - Comparing and contrasting the similarities and differences between Local Search and Organic Search.](https://reader036.fdocuments.in/reader036/viewer/2022062614/5469329faf79596a1b8b6aaf/html5/thumbnails/10.jpg)
Distance
Relevance
Prominence
Drivers
LOCAL
LISTING SITES
On
Category
Address
Influenced by
Content
Customer Reviews
Off-Site Local Search Drivers
![Page 11: Google Local vs Organic Seo - Comparing and contrasting the similarities and differences between Local Search and Organic Search.](https://reader036.fdocuments.in/reader036/viewer/2022062614/5469329faf79596a1b8b6aaf/html5/thumbnails/11.jpg)
Local Listing Sites
Opening Hours
NameAddress 1Address 2Address 3
Phone: 01273 123456
Email: [email protected]
Business Description
Products & Services
Reviews
www.yourwebsite.com
Shoes, Training Shoes, Nike
Mon – 9.00 to 17.30Tue - 9.00 to 17.30Wed - 9.00 to 18.00
Social Media
Photos
Name
Address
Phone Number
Content
Category
Customer Reviews
![Page 12: Google Local vs Organic Seo - Comparing and contrasting the similarities and differences between Local Search and Organic Search.](https://reader036.fdocuments.in/reader036/viewer/2022062614/5469329faf79596a1b8b6aaf/html5/thumbnails/12.jpg)
Fix old listings before adding new ones.
Fix listings before Google and Bing!
Tell the branches!
Top Tips for Local Listing Optimisation
![Page 13: Google Local vs Organic Seo - Comparing and contrasting the similarities and differences between Local Search and Organic Search.](https://reader036.fdocuments.in/reader036/viewer/2022062614/5469329faf79596a1b8b6aaf/html5/thumbnails/13.jpg)
Social signals Reviews associated with NAP
Viral factor - fast - current Steady and regular reviews good Sudden influx bad
Google + Local and trusted local listing sites
Facebook, Twitter, Google+, BlogLikes, Shares, Mentions, etc
Fresh reviews importantHistory of reviews betterFreshness and quantity important
Organic Google Local
3. Social Similarities and Differences
Different Similar
![Page 14: Google Local vs Organic Seo - Comparing and contrasting the similarities and differences between Local Search and Organic Search.](https://reader036.fdocuments.in/reader036/viewer/2022062614/5469329faf79596a1b8b6aaf/html5/thumbnails/14.jpg)
Reviews (associated with the NAP) provide local key-word fodder
3. Social
![Page 15: Google Local vs Organic Seo - Comparing and contrasting the similarities and differences between Local Search and Organic Search.](https://reader036.fdocuments.in/reader036/viewer/2022062614/5469329faf79596a1b8b6aaf/html5/thumbnails/15.jpg)
1S t r o n g ly Dissag r ee
2 3 4 5 S t r o n g ly A g r ee
15%
12%
33%
24%
15%
14%
11%
30%
25%
20%
I write reviews when I'm HAPPY with the service I write reviews when I'm UNHAPPY with the service
Unhappy customers are more likely to write reviews
![Page 16: Google Local vs Organic Seo - Comparing and contrasting the similarities and differences between Local Search and Organic Search.](https://reader036.fdocuments.in/reader036/viewer/2022062614/5469329faf79596a1b8b6aaf/html5/thumbnails/16.jpg)
Really unhappy customers go out of their way to write reviews
Same scathing review.
3 different places
![Page 17: Google Local vs Organic Seo - Comparing and contrasting the similarities and differences between Local Search and Organic Search.](https://reader036.fdocuments.in/reader036/viewer/2022062614/5469329faf79596a1b8b6aaf/html5/thumbnails/17.jpg)
If service is good – customers will pay you a compliment.
If service is bad – they’ll “pay you back” with a bad review.
Focus on ServiceEmbrace Reviews
![Page 18: Google Local vs Organic Seo - Comparing and contrasting the similarities and differences between Local Search and Organic Search.](https://reader036.fdocuments.in/reader036/viewer/2022062614/5469329faf79596a1b8b6aaf/html5/thumbnails/18.jpg)
Top 3 Takeaways for Local SEO
Onsite – NAP and Schema
Offsite - NAP and Category consistency (on local listing sites).
Social – Customers reviews (on local listing sites).