Google Local vs Organic Seo - Comparing and contrasting the similarities and differences between Local Search and Organic Search.

Google Local Vs Organic SEO

Their similarities and differences.

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

What do we mean by “Organic SEO” and “Google Local”?

Organic

Local

Google + Local / Google My Business

Searchable Universe

LOCATION

Location is a HUGE filter

RESULTS

KEYWORD SEARCH

What are we going to look at?

Compare Google Local SEO and Organic SEO for:

Onsite

Offsite

Social

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

How pigeons see the world

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

Distance

Relevance

Prominence

Drivers

LOCAL

LISTING SITES

On

Category

Address

Influenced by

Content

Customer Reviews

Off-Site Local Search Drivers

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

Fix old listings before adding new ones.

Fix listings before Google and Bing!

Tell the branches!

Top Tips for Local Listing Optimisation

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

Reviews (associated with the NAP) provide local key-word fodder

3. Social

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

Really unhappy customers go out of their way to write reviews

Same scathing review.

3 different places

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

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).

#[email protected]

01273 987498www.mishoplocal.co.uk