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Local Search 2015
Presented by:
Kristopher B. Jones
Founder and CEO,
LSEO.com
About me
Serial Entrepreneur / Investor
• Founder of Pepperjam – sold to eBay
• KBJ Capital – 15 investments
• Founder / CEO of Digital Marketing
Services and Software Company LSEO.com
• Chairman of Internet Marketing Ninjas
• Contributor to Forbes, Inc., Fast
Company, Business Insider, and others
• SEO Visual Blueprint (100,000 copies sold)
What has changed
• New Layout - 7 pack to 3 pack (less
organic real estate dedicated to local)
• Decoupling of Google+ (emphasis of
GMB data)
• Addition of website button
• Google testing pay to play local (Home)
What matters less?
• Google+
• Quantity of links; reviews; citations in
favor of quality
• Social queues, especially G+ 1’s and
circles
• Proximity to centroid (location of
search matters more)
What matter most?
Local SEO Fundamentals
• Links / Anchor Text
• Geo cues
• Citations / NAP Consistency
• Title Tags
• Domain Authority (History)
• Optimized Google My Business Listing (GMB)
• Reviews and Ratings
Links to your website
• Quality matters over quantity
• Anchor text with location and / or business
descriptive keywords is positive
• Link diversity matters
• Generate localized links
• Focus on industry relevant links over non
• Links to your Google My Business page also
appear to be a ranking factor
Geographical Cues
• Include City / State in Title Tags
• Include City / State in GMB Landing Page
Title
• Generate relevant content based on your
geography / neighborhood
• Geo keyword in domain
• City / State in H1 / H2 tags on GMB page
Citations / NAP Consistency
• Inconsistent NAP information across citations
is a negative ranking factor
• Quality of structured citations more
important than quantity
• Always secure locally relevant citations
• Unstructured citations from media appears
particularly powerful ranking factor
• Ensure your website NAP is consistent with
GMB NAP
Title Tags
• Use City / State in web and GMB
landing page titles
• Use business descriptive keywords in
web and GMB titles
• Title tags (and descriptions) must be
unique for each web page
• Google ranks web pages, not websites
Domain Authority
• History / age of domain
• Total # of inbound links
• Quality of inbound links
• Business description / geographical
relevance in domain may positively
impact local ranking
Optimized Google My Business Page
• Verify your business
• Maintain consistent NAP
• Select appropriate business categories
• Include geography and business
description in business title
• Generate high authority and
geographically relevant links to page
Reviews and Ratings
• Reviews / Ratings take up prominent real
estate in local 3 pack and finder
• Positive reviews (4-5 ratings) drive clicks /
calls
• Take proactive approach to getting reviews
• Most recent reviews should express positive
sentiment
• Reviews with geographical and business
descriptive terms is positive
Additional considerations
Mobile
• 88% of mobile users use the web to
search for local content
• Site must be mobile-friendly
• Pay attention to conversion rates on
mobile versus web
• Focus as much as possible on click to
call functionality
Website
• A website button is prominent in the new
3 pack local SERPS layout
• Generate lots of geographically relevant
and business descriptive content
• Keep content fresh, useful, and engaging
• Make certain NAP is crawlable
• Invest in a great (or better) domain
Thank you!
Let’s Stay Connected:
- LinkedIn - in/internetceo
- Facebook - /kbjcapital
- Twitter - /krisjonescom
- Instagram - /kbjcapital
- E-mail – kris@krisjones.com
- kbjcapital.com / krisjones.com

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Local Search Engine Optimization (SEO) 2015

  • 1. Local Search 2015 Presented by: Kristopher B. Jones Founder and CEO, LSEO.com
  • 2. About me Serial Entrepreneur / Investor • Founder of Pepperjam – sold to eBay • KBJ Capital – 15 investments • Founder / CEO of Digital Marketing Services and Software Company LSEO.com • Chairman of Internet Marketing Ninjas • Contributor to Forbes, Inc., Fast Company, Business Insider, and others • SEO Visual Blueprint (100,000 copies sold)
  • 3. What has changed • New Layout - 7 pack to 3 pack (less organic real estate dedicated to local) • Decoupling of Google+ (emphasis of GMB data) • Addition of website button • Google testing pay to play local (Home)
  • 4. What matters less? • Google+ • Quantity of links; reviews; citations in favor of quality • Social queues, especially G+ 1’s and circles • Proximity to centroid (location of search matters more)
  • 5. What matter most? Local SEO Fundamentals • Links / Anchor Text • Geo cues • Citations / NAP Consistency • Title Tags • Domain Authority (History) • Optimized Google My Business Listing (GMB) • Reviews and Ratings
  • 6. Links to your website • Quality matters over quantity • Anchor text with location and / or business descriptive keywords is positive • Link diversity matters • Generate localized links • Focus on industry relevant links over non • Links to your Google My Business page also appear to be a ranking factor
  • 7. Geographical Cues • Include City / State in Title Tags • Include City / State in GMB Landing Page Title • Generate relevant content based on your geography / neighborhood • Geo keyword in domain • City / State in H1 / H2 tags on GMB page
  • 8. Citations / NAP Consistency • Inconsistent NAP information across citations is a negative ranking factor • Quality of structured citations more important than quantity • Always secure locally relevant citations • Unstructured citations from media appears particularly powerful ranking factor • Ensure your website NAP is consistent with GMB NAP
  • 9. Title Tags • Use City / State in web and GMB landing page titles • Use business descriptive keywords in web and GMB titles • Title tags (and descriptions) must be unique for each web page • Google ranks web pages, not websites
  • 10. Domain Authority • History / age of domain • Total # of inbound links • Quality of inbound links • Business description / geographical relevance in domain may positively impact local ranking
  • 11. Optimized Google My Business Page • Verify your business • Maintain consistent NAP • Select appropriate business categories • Include geography and business description in business title • Generate high authority and geographically relevant links to page
  • 12. Reviews and Ratings • Reviews / Ratings take up prominent real estate in local 3 pack and finder • Positive reviews (4-5 ratings) drive clicks / calls • Take proactive approach to getting reviews • Most recent reviews should express positive sentiment • Reviews with geographical and business descriptive terms is positive
  • 14. Mobile • 88% of mobile users use the web to search for local content • Site must be mobile-friendly • Pay attention to conversion rates on mobile versus web • Focus as much as possible on click to call functionality
  • 15. Website • A website button is prominent in the new 3 pack local SERPS layout • Generate lots of geographically relevant and business descriptive content • Keep content fresh, useful, and engaging • Make certain NAP is crawlable • Invest in a great (or better) domain
  • 16. Thank you! Let’s Stay Connected: - LinkedIn - in/internetceo - Facebook - /kbjcapital - Twitter - /krisjonescom - Instagram - /kbjcapital - E-mail – kris@krisjones.com - kbjcapital.com / krisjones.com