The document summarizes best practices for location-based marketing and optimization. It discusses Google local features like Google My Business and how to optimize a business listing. It also provides tips for local SEO, including dedicated local pages and technical elements. Additionally, it outlines strategies for local social media and how to identify local performance trends from tools like Google Analytics and the Google Consumer Barometer.

1. Location Based
Marketing &
Optimization
Virtual
Workshop
08.05.2019

2. What good online local visibility looks like
The Evolution of Google Local Features
Google Maps Optimization via Google My Business
Local SEO Best Practices
Local Social Media Strategy
Identifying Local Behaviour & Performance Trends

3. What good
online local
visibility looks
like

4. OMNIA Dayclub
 Visible in Google
Knowledge graph (right
hand side) for non-brand
search keywords
 Large Number of
reviews with overall
positive score
 Events listed in map
listing on search results
 Q&A feature included
in map listing on search
results
 Includes videos and
360 views
 Uses Google Posts
within Google Maps
(Google My Business)

5. Using Maps and Articles to appear in local search

6. Ranking Relevant Local Pages for Brand Search
Ensuring the most relevant local pages rank for your brand
keywords, enables users to enter your site on the best page that
is likely to be most relevant to the user.

7. Local Search in Facebook
 Listed events appear in Facebook search
 More likes for your page will result in more people seeing your page in
their local searches
 Including keywords and your locations in your page description can also
help gain more visibility

8. Leveraging Local Industry Specific Websites

9. Evolution of
Local Google
Features

10. Google Local Features in the Last 12 months
Google Notifying Customers
When Businesses Respond To
Reviews
Google Video Posts Feature Hours Verification for Business
Listings

11. Google Local Features in the Last 12 months
Google Post Offers Google Local Products Tab Google Location Beacons for
Stores

12. Google Local Features in the Last 12 months
Upcoming Event Listings Google Local Menus View Previous Local Posts

13. Google Local Features in the Last 12 months
Reservation Software Integrations Google Business Listing
Verification via Video
(in certain regions)

14. Google Local Features in the Last 12 months
Products Section Added to Google My Business Console

15. Google Local Features in the Last 12 months
Google Assistant Duplex Enabling Feature
(in certain regions)
Business Follow Button
Feature
Google My Business App
Updated
Youtube Video Demo

16. Google Local Features in the Last 12 months
Google Posts Content included in Map Listing Business Listing Short Custom URL

17. Google Local Features in the Last 12 months
Get in Line Feature for Restaurant listings

18. Where next for Google My Business?

19. Paid Local Marketing Packages by Google
• Google looking to introduce a paid model to promote your
business at a local level
• Paid service is likely to provide the ability to have more local
visibility features
• Paid service may result in currently free (organic) features
becoming paid features as part of Google’s new paid local
optimization packages

20. Google Maps
Optimization
via Google My
Business

21. Google My Business Console Walkthrough
Account Setup & User Management
Listing Verification
Listing Information
Using Google Posts
Managing Reviews & Messaging
Managing Photos & Appearance
Using Google’s Business Website Option
Managing Settings

22. Verification
 Verification usually need to be done via a postcard and verification PIN
 Make sure you select the right option between having a physical location where customers can come to your location and selecting
your business as a service that services customers away from your location.
 In your service areas, enter the cities, postal codes or regions that you service and be quite detailed and granular in this to maximise
your visibility
 If you do not receive a postcard within 3 to 4 weeks then submit a support ticket request via
https://support.google.com/business/contact/verification_code_issues?from=cuf_verification_code_issues
Listing
Optimisation
 Do NOT spam your title business name with location or keyword terms
 Include relevant product and service keywords in your business description and if you include an in-depth description then only the first 244 characters
will be displayed in your Google listing before having to click read more
 Ensure you add additional categories to your listing where applicable
 Consider using call tracking number for your listing in the Primary number field
 Add a UTM tracked URL for your URL listing so you can identify traffic from Google Maps to your website in Google Analytics
 Ensure you take advantage of all applicable photo categories such as logo, menus, team, interior, exterior. Photos should be no larger than 10MB and a
minimum of 720×720 pixels
 Specify your products, services and attributes
CRM & Support
Channels
 To flag an inappropriate review on your business listing click the triple-dot menu on the specific offending review, then click Flag as inappropriate. Ensure you
read Google’s review policy at https://support.google.com/contributionpolicy/answer/7400114 before Flagging inappropriate reviews
 Google main support channel is at https://support.google.com/business/contactflow, for most support categories you will be able to select callback, chat or
email support as you contact preference
 There are also Facebook and Twitter channels you can send requests to if you are not making any progress with you query via the main Google support
channels. These can be found at https://www.facebook.com/GoogleMyBusiness/ and https://twitter.com/googlemybiz
Google My Business Best Practice Checklist

23. Local SEO Best
Practices

24. Local Content SEO
Dedicated pages for each target region / city /
district:
You should be creating individual pages with
rich content targeting the areas you wish to
target, based on the customer demand (search
volume) and the physical locations your
company has.
Including relevant keyword content:
When creating dedicated pages you need to
ensure you reference the key product areas you
want people to find this page for online when
searching product + location type keywords.
These keywords should be included in the
content and the Meta Page Titles on the
dedicated pages.
https://www.ikea.com/hk/en/store/causeway_bay/ikea_food

25. A Best Practice
Optimised for Local
Landing Page
Courtesy of https://niftymarketing.com/optimal-local-landing-page-infographic/
Local Image Optimisation via Geotagging
Some useful image geotagging tools:
• https://tool.geoimgr.com/
• https://imagegeotagger.com/
• https://massoptimizer.com/
• http://www.mardy.it/mappero-geotagger/

26. Local technical SEO is about creating local
related signals in your website code and
internal linking for search engines to pick up
to help you gain better local reference and
weighting in the search engines.
Technical Local SEO
Hreflang code injection:
How to get specific regional pages ranking in different country
search engines
Location Schema code injection:
Including schema code referencing your location address can help
give your landing pages more local weighting in search engines
Taken from our page at https://www.taksudigital.com/our-offices
Location Keyword Specific
Navigation Linking:
Ensuring you link to location
specific pages with location
specific anchor link text is a
simple but effective way to
boost local visibility

27. Local Linking SEO
Local Citations:
Business Associations:
Local Business Forums:
Event Promotion:

28. Local Social
Media Strategy

29. Local CRM Social Strategy
Creating Google local review prompt links
How to Create a Google Local Listing link for users
to write a review
Creating Branded review prompt links
“Please leave us as review at
https://taksu.digital/leave-us-a-review-uk”
This kind of CRM tactic could be used in a
Newsletter, on your website
Q&A CRM in Google My Business

30. Provide Localized Offers
Creating QR campaigns can help generate local
awareness for products and local stores. This can
be particularly effective in countries like China
You can now create
offers for specific local
Google listings that will
appear in Google Maps
and in the Knowledge
Graph area of the main
Google search results on
the right hand side.

31. Leveraging Localized Networking Groups
Search for local industry niche networks on social
platforms most suitable to your target customers,
and contribute to them regularly

32. Event Marketing on Social Media

33. Local Instagram Strategy
Local Promotion OffersVisual Local Branding
Local Event Promotion

34. Identifying
Local Behaviour
& Performance
Trends

35. Local Insights from Google Consumer Barometer
https://www.consumerbarometer.com/en/insights/?countryCode=HK

36. Location Reports in Google Analytics
Analysing location data in Google
Analytics can help you to understand:
1. Which countries and cities you
should prioritise to target
2. Which countries and cities are
driving the most conversions on your
website
3. How users in different countries and
cities behave on your website

37. Location Reports in Google Analytics
• Able to drill down from each country and look at
performance at a city level
• Some smaller countries such as Hong Kong do not
provide area specific data.

38. Google My Business Console Insights

39. Google My Business Console Insights

40. We can help you
manage your
local presence in
Google

41. 41TaksuDigital.com
Our New Local Optimization Product
Feel free to get in touch
with us if you would like us
to manage and optimize
your Google My Business
listing(s) and optimize key
elements that will give you
enhanced local visibility.

42. www.taksudigital.com
Thank
you
lloyd@taksudigital.com