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Adjusting Local Search Intent

Presented by:Jordan Kasteler

@JordanKasteler

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Zero Moment of Truth

@JordanKasteler

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Zero Moment of Truth

• Outdoor Banners

• TV/Radio/Print ads

• Transportation Signs

• Handout Literature

• Word-of-Mouth

Offline Online• Top-of-Funnel Content

• Banner Ads

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Local Search

Did you know that 1 in 3 of all Google searches have local intent?

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Local Search

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Local Search

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Local Search

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Horizontal

Vertical

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Location Search

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Then

Now • IP Address / Device GPS

• Location keywords

• URL Parameters: &near=cityname or Uule

• Proxy tool

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Search Query Intent

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Search Query IntentInformational

80% of search volume

Non-commercial, non-transaction-oriented

Example: what is an XYZ?

Commercial Investigation10% of search volume

Research-oriented with implied conversion action

Example: XYZ vs ABC

Transactional10% of search volume

Explicit intent to complete a conversion action

Example: buy an XYZ@JordanKasteler

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Location SEO

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Keyword-Based Optimization

Optimization Action: Incorporate keyword “XYZ” into page copy and important on-page elements.

Intent-Based Optimization

Optimization Action: Identify the primary topics and questions users are looking to answer when searching for “XYZ” and create content to address the user’s needs on the targeted landing page.

Intent Optimization

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Local SEO

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Local SEO - NAP

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Local SEO – NAP Consistency

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Local SEO – NAP Formatting

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St vs StreetSTE vs SuiteDr vs DriveLn vs Lane

1-555-555-5555 vs 555.555.5555

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NAP Aggregation Platforms

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Listing Completion

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Listing Reviews

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Quality of Local Reviews

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Quality of Local Reviews

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• All Positive Reviews Look Suspicious• Negative Reviews are Healthy but Should be Rare

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Local Review Solicitation – Do’s

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• Do Earn Reviews• Do Remind of Online Presence

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Local Review Solicitation – Don’t

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• Don’t Threaten Negative Reviewers• Don’t Incentivize Money or Services (e.g. Google+)• Don’t Ask for Reviews (e.g. Yelp)

• If You Do, Don’t Ask HOW to Rate or Review.

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On-Page Local SEO

@JordanKasteler

• Structured Data• <address> HTML Markup• Clickable Phone Number• Optimized (Not Keyword Stuffed) Titles• Geo meta tags• Location Landing Pages/Regional content• Mobile-friendliness (tagging, responsive/adaptive, page load)

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• External links are editorial votes• Quality trumps quantity

• NAP citations are the links of SEO• Quantity more important

Off-Page Mobile SEO

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Questions?

Presented by:Jordan Kasteler

@JordanKasteler

www.JordanKasteler.com