From the SMX West Conference in San Jose, California, March 21-23, 2017. SESSION: The Definitive Guide To Local Search Ranking Factors. PRESENTATION: Reverse Engineering Google's Local Search Algorithm: What Local SEO Ranking Factors Really Matter - Given by Andrew Shotland, @localseoguide & Dan Leibson, @danleibson - Local SEO Guide. #SMX #11C1
Unraveling the Mystery of The Circleville Letters.pptx
Reverse Engineering Google's Local Search Algorithm: What Local SEO Ranking Factors Really Matter By Andrew Shotland and Dan Leibson
1. #SMX #11C1
@danleibson
@localseoguide
What Local SEO Ranking Factors Really Matter?
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Reverse Engineering Google’s Local
Search Algorithm
2. #SMX #11C1
@danleibson
@localseoguide
What Local SEO Ranking Factors Really Matter?
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Reverse Engineering Google’s Local
Search Algorithm
3. #SMX #11C1
@danleibson
@localseoguide
About Us
10 Insane Years of:
§ Enterprise SEO Audits
§ Local SEO
§ White Label SEO
§ Agency Process Consulting
§ Unblocking Robots.txt Files
§ Buying you drinks
4. #SMX #11C1
@danleibson
@localseoguide
§ Andrew Shotland, CEO
A pain medication-dependent,
misanthropic SEO who’s seen one
too many site migration gone
bad…
§ Dan Leibson, VP of Local
A hotshot SEO with a mysterious
past and a chip on his shoulder.
About Us
6. #SMX #11C1
@danleibson
@localseoguide
The Quest for the Perfect Local SEO Ranking Factors
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Reverse Engineering Google’s Local
Search Algorithm
7. #SMX #11C1
@danleibson
@localseoguide
A Method To the Madness
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Reverse Engineering Google’s Local
Search Algorithm
10. #SMX #11C1
@danleibson
@localseoguide
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Reverse Engineering Google’s Local
Search Algorithm
Great Partners
14. #SMX #11C1
@danleibson
@localseoguide
Strong Correlation with Local Pack Rankings
GMB “AUTHORITY”
• GMB Reviews
• GMB Photos
• Keyword in Business Name
BACKLINKS
• Majestic AC Rank, Trust Flow, etc.
• Google Toolbar PageRank
• #/% Backlinks w City in Anchor Text
• #/% Backlinks w Keyword in Anchor Text
WEBSITE FACTORS
• # Words on GMB Landing Page
• # Images on GMB Landing Page
17. #SMX #11C1
@danleibson
@localseoguide
What Can you Do Tomorrow?
What
http://www.localseoguide.com/enforced-nap-consistency-scale-happened/
How
http://www.localseoguide.com/our-citation-stack/
22. #SMX #11C1
@danleibson
@localseoguide
Location Pages Don’t Cannibalize Store Locators
LOCATOR ONLY
• Mean # Of Terms: 2,462
• Median # of Terms: 2,325
LOCATOR + Locations Pages
• Mean # Of Terms: 3,583
• Median # of Terms: 2,394
23. #SMX #11C1
@danleibson
@localseoguide
With A Page Per Location You Will Rank for More Terms
LOCATOR + Locations Pages
• Median # of Terms Per Location Page: 23
• Median # of Terms Per Location Page Template: 3,412
• Median # of Terms Across Locator and Location Pages: 2,438
• Median # of Terms Combined Locator/Location Page: 5,760
LOCATOR Only
• Median # of terms for Locators: 2,325
Brands with Location/Locator Rank for 3,435
More Terms then Those With Locators Alone.
24. #SMX #11C1
@danleibson
@localseoguide
Real SEO Heroes Level: Wix
https://www.rei.com/stores/huntington-beach.html
http://www.homedepot.com/l/Costa-Mesa/CA/Costa-Mesa/92626/6664
http://www.wholefoodsmarket.com/stores/tustin
26. #SMX #11C1
@danleibson
@localseoguide
THANK YOU!
SEE YOU AT THE NEXT #SMX
Reverse Engineering Google’s Local
Search Algorithm
Location Location Location
QueryType Example Backlink
w/City in
AnchorText
Majestic AC
Rank
KW in Business
Name
Distance From
Searcher
IMPLICIT TACOS HIGH HIGH LOW *VERY HIGH
EXPLICIT TACOS IN SAN JOSE
SAN JOSETACOS
VERY HIGH VERY HIGH VERY HIGH LOW
38. #SMX #11C1
@danleibson
@localseoguide
Links, not just Location
-0.08 -0.12-0.12-0.040.00
Near Me Ordinal LINKGMB OFF-SITE LOCALWEBSITE
Google Reviews
Backlinks With City In Anchor Text
% Backlinks With City In Anchor Text
Profile Views
Backlinks With City State In Anchor Text
% Backlinks With City State In Anchor Text
Total Reviews
Followers Modified
Google Rating
Photos
Average Rating
39. #SMX #11C1
@danleibson
@localseoguide
Not so Near Me
0.50 1.00 1.250.750.00 0.25
Near Me Categorical LINKGMB OFF-SITE LOCALWEBSITE
Organic Rank Binary
City in Title
City & State in Title
Physical Address In City of Search
40. #SMX #11C1
@danleibson
@localseoguide
What Correlated with Who Now?
STRONG CORRELATION:
# of Native Google Reviews
# Backlinks w City in Anchor Text
% Backlinks w City in Anchor Text
GMB Photos
Google Rating
WEAK CORRELATION:
City in <title>
City & State in <title>
% Backlinks w City in Anchor Text
GMB Photos
Google Rating
45. #SMX #11C1
@danleibson
@localseoguide
Check out the whole study at localseoguide.com/2016-local-seo-ranking-factors/
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