These days, almost all discussion of local search revolves around GMB. However, this is a concept that needs to change. As more searches crave more local results, Google will continue to deliver those across its platform. How do you increase your search market share beyond GMB? And just what do you do with GMB after you have exhausted your options?

1. Dan Leibson
VP, LOCALSEOGUIDE.COM
Local SEO Beyond
Google My Business
06.21.19

2. Hi, I’m Dan!
• This is Harper, wearing a Darth
Vader mask
• 11+ year veteran of search
• VP, Search at Local SEO Guide
• Local SEO Guide:
• Will buy you a beer
• Is a boutique, full service, agency
• Likes getting under the hood to solve
complicated search problems.
@danleibson 2

3. • And this is Arielle (born 2/17)
• This is a face many SEO’s will be
familiar with
• 11+ year veteran of search
• VP, Search at Local SEO Guide
• Local SEO Guide:
• Will buy you a beer
• Is a boutique, full service, agency
• Likes getting under the hood to solve
complicated search problems.
@danleibson 3
Hi, I’m Dan!

4. My MozCon pitch was terrible
Local SEO Beyond Google My Business @danleibson 4

5. Local SEO Beyond Google My Business @danleibson 5

6. Local <> Just GMB
Local SEO Beyond Google My Business @danleibson 6

7. This Is A Local SERP
Local SEO Beyond Google My Business @danleibson 7

8. Here’s The Local Part...
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Screen 2

9. And Here...
Local SEO Beyond Google My Business @danleibson 9
Screen 3

10. SERP Localization at Scale
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11. Growth Rate of Packs in the Jobs
Query Space
Local SEO Beyond Google My Business @danleibson 11

12. Google “O&O’s” By Screen for
”Mattresses”
Screen Desktop Mobile
1 • Search Ads: 60%
• PLAs: 40%
• PLAs: 100%
2 • Local Pack: 60%
• PLAs: 25%
• Search Ads: 50%
• Map Ads: 50%
3 • Organic Results: 100% • Local Pack 75%
• Organic Results: 25%
Local SEO Beyond Google My Business @danleibson 12
Green = “Free”/Organic Red = 😱

13. Local SEO Beyond Google My Business @danleibson 13

14. If These So-Called “Brands” Can Do
It...
Local SEO Beyond Google My Business @danleibson 14
Source:SEMRush.com

15. Of Course These Are Local Retailer
SERPs...
Local SEO Beyond Google My Business @danleibson 15

16. And These Are Local Services
SERPs...
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17. And These Are Local SERPs!
Local SEO Beyond Google My Business @danleibson 17

18. Opportunity: Rewrite Location Pages
• Buy geographic data to inject from
Nielsen Metro Data (alternate names
for city, nearest school, etc.)
• Do annual store surveys
• Keyword research by store based
geographic preferences
• The more regular the updates, the
better it’ll do
• INCLUDE KEYWORDS
Local SEO Beyond Google My Business @danleibson 18

19. PAGE REWRITES CAN WORK
Local SEO Beyond Google My Business @danleibson
Location 1 Location 2
Location 4
Location 3
Within weeks of rewriting, these pages started ranking for a wider variety of keywords
19

20. Opportunity: Link to e-comm
Categories From Location Pages
Local SEO Beyond Google My Business @danleibson 20

21. Opportunity: Geo-Cat Pages
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https://www.uhaul.com/Locations/Self-Storage-near-Pleasanton-CA-94566/815026/

22. Opportunity: Events on Location
Pages
Local SEO Beyond Google My Business @danleibson 22

23. Next-Level Location Pages
Local SEO Beyond Google My Business @danleibson
https://www.homedepot.com/l/Pleasanton/CA/Pleasanton/94588/629
LocalBusiness Markup w
Aggregate Rating
Events Prominently
Displayed
Geo-specific Priority
Categories
Old-Fashioned
Keyword Stuffing
Links to Priority
Geo+Department
URLs
23

24. Next-Level Location Pages Part II
Local SEO Beyond Google My Business @danleibson
Custom Geo Text
with POI Info
Boilerplate Seasonal
Promo Copy with
Links to Priority Cats
24

25. Next-Level Location Pages Part III
Local SEO Beyond Google My Business @danleibson
UGC
Priority Cats
25

26. Next Level Location Pages Part IV:
GeoCats
Local SEO Beyond Google My Business @danleibson
https://www.homedepot.com/l/Pleasanton/CA/Pleasanton/94588/629/services
26

27. Local SEO Beyond Google My Business @danleibson 27

28. How Local SEO Works...Kind Of
Local SEO Beyond Google My Business @danleibson 28

29. 1. Website
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https://www.lingscars.com/

30. 2. Targeted Landing Pages/Content
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https://www.localseoguide.com/san-ramon-seo-company/

31. 3. Google My Business Page
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32. 4. Local Citations
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33. 5. Links
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https://royrevill.com/the-seo-monopoly-hangover/

34. 6. Reviews
Local SEO Beyond Google My Business @danleibson 34

35. 7. Oh Yeah...Let’s Not Forget
Proximity...
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36. Profit
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37. GMB: MORE THAN JUST LOCAL PACKS
37Local SEO Beyond Google My Business @danleibson

38. 38
GMB: KNOWLEDGE PANEL
Local SEO Beyond Google My Business @danleibson

39. Reviews
39Local SEO Beyond Google My Business @danleibson

40. “Reviews”
40Local SEO Beyond Google My Business @danleibson

41. Local Service Ads
41Local SEO Beyond Google My Business @danleibson

42. Transactions
42Local SEO Beyond Google My Business @danleibson

43. Filters/Mobile Images
43Local SEO Beyond Google My Business @danleibson

44. Products
44Local SEO Beyond Google My Business @danleibson

45. GMB Posts
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WTF?!??!?!?!?

46. GMB Features Launched in Past 2 Years
• Posts
• Offers
• Services
• Description
• Q&A
• Websites
• Videos
• Messaging
• Local Service
Ads
• Products
• App
46Local SEO Beyond Google My Business @danleibson

47. These Features Drive Leads
Local SEO Beyond Google My Business @danleibson
https://www.getfivestars.com/blog/google-as-the-new-home-page/
In this case
study, 70% of
KPIs happened
on Google...
47

48. 2019 Local SEO Ranking Factors!
Local SEO Beyond Google My Business @danleibson
100,000+ Local Businesses
3,000+ Queries
100+ Factors
2 PhDs
48

49. Top Correlating Factors!
Correlation Rank Factor
1 Distance from Center of Search
2 Total Additional Organic Rankings
3 # of Reviews w Keyword
4 >0 Google Reviews
5 % of Reviews w Keyword
6 # of Reviews Not Responded To
7 Avg. Yearly Reviews
8 # of Reviews w Likes
Local SEO Beyond Google My Business @danleibson
TLDR: Organic + Reviews
49

50. But Overall, The Factors Have Not
Changed Much
Local SEO Beyond Google My Business @danleibson
GMB “AUTHORITY”
• GMB Reviews
• GMB Photos
• Keyword in Business Name
BACKLINKS
• Quality
• Quantity
• #/% Backlinks w City in Anchor Text
• #/% Backlinks w Keyword in Anchor Text
WEBSITE FACTORS
• # Words on GMB Landing
Page
• # Images on GMB Landing
Page
http://www.localseoguide.com/guides/local-seo-ranking-factors/
50

51. Factors Vary By Vertical!
Local SEO Beyond Google My Business @danleibson
Content Links Citations Reviews
Retail
Content Links Citations Reviews
Legal
Content Links Citations Reviews
Finance
Content Links Citations Reviews
Health & Beauty
Content Links Citations Reviews
Grocery
Content Links Citations Reviews
Hospitality
51

52. Most Ratings Are Either +4 or 0
Local SEO Beyond Google My Business @danleibson 52

53. Most Businesses Don’t Respond To
Any of Their Reviews
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54. Most Businesses Have Crap for Links
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55. Is Keyword In Business Name Dead?
Local SEO Beyond Google My Business @danleibson
Factor Corollaries
Keyword in Meta Description 0.01
Keyword in Meta Keywords 0.01
Keyword in Business Name 0.01
.0.01 = Low/No Correlation With
Local Pack Rankings
55

56. Let’s recap
Local SEO Beyond Google My Business @danleibson 56

57. Don’t cry about it
Local SEO Beyond Google My Business @danleibson 57