Now with Presenter Notes Google recently updated the way its local search algorithms work, and the resulting differences just might have big implications for YOUR business. While the landscape of search is changing, a lot of businesses can stay competitive by learning about: • Some of the oddities we're presently seeing in local and localized search, and why • What kinds of content Google uses to determine geographic location • Why mobile searches feature more (and different) local results (I.e. the Local Pack) • Which pieces of information need to be exactly right to be found • The best ways to use local review sites to improve your ranking and visibility • How one simple social profile might outrank organic results In our Local SEO Presentation, you’ll find a quick, simple, and convenient over to organizing your web presence in a way that makes it easy for Google and local prospects to find you. BONUS: get the free Local SEO Checklist ( http://www.kayakonlinemarketing.com/local-seo-checklist-can-your-business-website-rank ). You’ll get everything you need to attract customers in your area in a single resource. I hope you find this helpful.

1. Local Search
Let’s talk about Local Search
Which is kind of crazy so we sometimes like to think of it as Loco Search

2. Loco Search
I should give you a heads-up: local search is in a bit of flux, even more so than most aspects
of Google’s ranking algorithms, so these are our findings as of today. Things may change.

3. Randy Milanovic
PRINCIPAL & CREATIVE DIRECTOR
@kayak360

4. What is Google Local?

5. “San Francisco” Actually nearby
LOCALIZED LOCAL
Well, let’s start by defining some terms: specifically, the difference between Localized listings and Local listings.
Localized listings are Google listings with a hint or a nudge as to where Google should look for that information.
Local listings are listings that are actually near where you are, based on what Google can figure out.

6. For example, Google knows your IP address, so they can guess
what city you’re currently in, even without you telling them.

7. “Local Pack”
or
“Local Stack”
That means that if you search for something like “pet store”, you might get a set of listings that looks like this, in what’s
called the “Local Pack” or “Local Stack”. You can identify these specific listings because they have a rating and an address
corresponding to the map on the right-hand side of the listing page.

8. Mysterious!
It turns out that this little box is kind of mysterious, for a lot of reasons.

9. http://localu.org/blog/name-local-carousel-replacement/
Even the name is mysterious…
Even the name of it is mysterious. We’ve seen it called the “Local Pack” and “Local Stack”, but we came across a survey
where 16% of respondents thought it should be called “Fanny Pack”. Google doesn’t name it, and search engine blogs are
torn on the name. We’re going to call it “local pack” today.

10. When does it appear?
So, what search terms would make the local pack appear?

11. It’s entirely up to Google
Well, like so many things that Google does,
that’s a bit of an open-ended question.

12. dui lawyer
dui attorney
pest removal
mold removal
real estate
realtor
computers
laptops
👍
👎
👍
👎
👍
👎
👍
👎
(As of March 10. Could be different today or tomorrow.)
If you search for a “DUI lawyer”, you’ll see the pack, but if you search for “DUI attorney”, you won’t.
Some search terms will show it, but other, similar terms won’t. It’s very peculiar.

13. dui lawyer
dui attorney near Calgary
pest removal
mold removal near Calgary
real estate
realtor near Calgary
computers
laptops near Calgary
👍
👍
👍
👍
👍
👍
👍
👍
However, one instance where the local pack will almost always appear
is if you include a localizing term, like “near Calgary”.

14. Ranking factors?
So, the natural followup question is “how do you get into the local pack?”,
and “how do you rank within it?”

15. Proximity
Brand
Keywords
Reviews
Reviewer reputation
Review quantity
Google+ Business Page
+ usual Google ranking factors
There are a bunch of factors we’ve found that assist in getting into the local pack, but 3 factors uniquely stand out: proximity,
brand, and keywords. That is, how far away you are from the relevant topic, whether the relevant topic is weighted more heavily as
a brand than as a term, and a locational keyword.

16. Proximity
Brand
Keywords
Reviews
Reviewer reputation
Review quantity
Google+ Business Page
+ usual Google ranking factors
Often allows for
longer distances
(assuming car and
more time)
Stands to reason that
it will prioritize
shorter distances
for walking.
Based on your IP address, Google knows what city you’re in. If you’re logged in and have locational
history with Google, they can use that to inform results based on proximity. If you’re on a phone,
Google likely prioritizes shorter/walking distance.

17. But because Google guesses based on IP address, sometimes, they get it wrong. For example, Bell and Virgin’s towers are localized to Edmonton,
that’s where we see results for this search for “coffee”. Connected to the office WiFi network, though, will localize to Calgary. However, you can
see that the top results are nowhere near this office. You have to scroll all the way down to the sixth entry to find the closest to this address.

18. The most “local”
option was #6!
IP-BASED LOCATION

19. “USE PRECISE LOCATION”
To localize better, the searcher can scroll to the bottom of the results page and tap “Use Precise Location”.
It will then use the phone’s location services or, on a desktop, it will use nearby WiFi hotspots to figure
out your location.

20. Then, you’ll see results nearby.

21. IP LOCATION PRECISE LOCATION
Here’s another comparison. You can identify if you’re using the precise location
by the distance indicators on the right-hand side.

22. Requires manual user action, so
don’t expect that the searcher being
nearby will rank you number one.
“USE PRECISE LOCATION”
But this requires a manual user action, so you can’t rely on users finding your business
via a proximity ranking even if they’re standing right beside it.

23. Proximity
Brand
Keywords
Reviews
Reviewer reputation
Review quantity
Google+ Business Page
+ usual Google ranking factors
Often allows for
longer distances
(assuming car and
more time)
Stands to reason that
it will prioritize
shorter distances
for walking.

24. Proximity
Brand
Keywords
Reviews
Reviewer reputation
Review quantity
Google+ Business Page
+ usual Google ranking factors
Apple
Brands also rank very highly. Here, the nearby Apple Store will obviously rank higher
than Apple Auto Body, even though the latter is closer.

25. Brand
Proximity
Keywords
Reviews
Reviewer reputation
Review quantity
Google+ Business page
+ usual Google ranking factors
New York pizza
This “brand” factor is also prevalent for implied brands, like New York-style pizza. Normally, giving a location keyword like “New York” should
show a local pack from New York City, but it doesn’t, because searches for pizzas in the style of a New York pizza are much more prevalent.

26. Proximity
Keywords
Reviews
Reviewer reputation
Review quantity
Google+ Business page
+ usual Google ranking factorsA less dominant ranking factor, but…
• better reviews doesn’t always ensure
a higher rank
• more reviews (higher reliability) doesn’t
always improve rankings either
Reviews on Google+, Yelp, Yellow Pages, and other sites also likely play a part in whether your business will appear in a local pack.
If you have good reviews, you’re typically more likely to get in. But better reviews or more reviews, the latter of which should indicate
better reliability and more popularity, won’t necessarily rank higher.

27. • Highest average rating
• Most reviews
• #3?
Here’s a search for “pizza”. Notice that the best-reviewed and most-popular pizza place is number 3 in these listings.

28. A few other searches…
Here are a few more interesting examples.

29. cafe
Something simple, like “cafe”, will find cafes in wherever Google discerns the location (this is an
IP-based location search, not a precise location). We’ve food services almost always display the local pack.

30. San Francisco pizza
Here’s a search for San Francisco pizza, which is very similar to the New York pizza search earlier.
But because San Francisco doesn’t have a specific, globally-recognized pizza style in the way that
New York does, it displays results for pizza places in San Francisco.

31. Chicago deep dish
Chicago deep dish, on the other hand, does have a “brand”,
so it will display a regional local pack.

32. big island real estate
“Hawaii”
Here’s a tricky one: Google also knows synonyms, so a search for “big island real estate” will not
just find any sort of generic large island real estate. “Big island” is known to be Hawaii, so it
will find real estate brokers in the state.

33. Proximity
Brand
Keywords
Reviews
Reviewer reputation
Review quantity
Google+ Business Page
Searcher device and account history
Searcher G+ connections and personalized search
There are a lot of factors.

34. What can you do as
a local business?
So what can you do about this?

35. • Create high-quality content
• Verify with Google Webmaster
Tools
• Blog and engage regularly
• Complete your Google+ profile
and use it
• Link to your G+ Page and profile
from your website and vice-versa
• Ensure your website is mobile
friendly
• Be socially active
• Use local keywords in titles,
headings, and page URLs
• Ensure your business name,
address, and phone number
(NAP) match exactly
everywhere on the web
• Claim your G+ My Business listing
• Encourage local buyers to review
your company on Yelp, Google,
Yellow Pages, and elsewhere
• Update your schema (advanced)
STANDARD PRACTICE LOCAL-SPECIFIC
Well, there are a bunch of practices that we always recommend, like actively blogging, evaluating with
Google Webmaster Tools (recently renamed Google Console), and making sure your website is responsive.
But there are some important local-specific practices that you can do, too.

36. • Use local keywords in titles,
headings, and page URLs
• Ensure your business name,
address, and phone number
(NAP) match exactly
everywhere on the web
• Claim your G+ My Business listing
• Encourage local buyers to review
your company on Yelp, Google,
Yellow Pages, and elsewhere
• Update your schema (advanced)

37. schema.org/LocalBusiness
ADVANCED
For a more advanced set of tools, take a look at the Schema formats available.
There are specific categories for many business, like pharmacies and restaurants.

38. Download our checklist
http://kyak.mobi/1B4CGjk
Check the box to be alerted to updates.

39. 4014 Macleod Trail SE #318
Calgary, AB T2G 2R7
Canada
403 228 2525
Even Google isn’t perfect. Somehow providing us with the right street
address, but noting a different postal code. Yet, still works.

40. THANK YOU
We hope you found this helpful and informative.
Please let us know if you would like any help with your local SEO.
Look for this presentation on SlideShare and our website.
If I may plug the local HubSpot User Group for their support in making this presentation happen.
If you are a HubSpot User, please talk to me before heading out. Thank you.