We're in a catch-22 of mobile search — lots more people are using mobile search, particularly in local, but less and less of those people are actually tapping on search results and visiting your website. Local has long been a testing ground for no click searches but it's getting harder to build an action plan and track success. In this talk, Dana will review tools you can use to monitor local results (even on a block by block basis!) and provide tips for improving your local presence in both organic and paid results.

1. Understanding Your
Local Search Presence
Dana DiTomaso
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2. SEO is in a weird spot right now.
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4. 61.5% of mobile search data is not in
your analytics!

5. We’re used to this in Local SEO.

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Your data probably isn’t in Search
Console, either.

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11. We need a new way
to measure success.

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And a new way to measure progress
towards that success.

13. Step 1:
Back to keyword basics!
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14. keyword list screenshot – need to look up
answer the public first
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Don’t just research what you are,
research what you sell.

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You have to say what you do
and what you sell!

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This is why Amazon is kicking
everyone’s butts.

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Put it in your schema?
(does local business schema include brands they
sell?)

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How you ask for reviews matters.

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No: Were you happy with the service
your pest control technician provided?

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Yes: Did we eradicate all the termites in
your house?

27. Step 2:
Who is ranking now?
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We use three tools for local rank
tracking and diagnosis.

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1st Tool:
STAT Search Analytics

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32. Location really matters in STAT.

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34. 2nd Tool:
Mobile Moxie

37. 3rd Tool:
Local Falcon

39. Remember:
Rank tracking is not exact.

40. Step 3:
Increase your footprint
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Link building is often overlooked in
local SEO.

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It’s more than citations!

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Monitor your local news for
opportunities.

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Jobs pages are usually an overlooked
opportunity.

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More ideas:

48. Step 4 (Optional):
Pay for it
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Running ads is not admitting SEO
defeat.

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SEO and PPC should
work together.

54. CTR for ads from Rand’s blog
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Step 5:
Keep on top of spam

60. https://support.google.com/business/contact/business_redressal_form

61. Pulling It Together

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Where are you weak?

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Where are you strong?

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Local SEO is a scorecard,
not a checklist.

65. Thank You!
kickpoint.ca/newsletter
Dana DiTomaso
#searchlove @danaditomaso