Local SEO: Beyond Google My Business - Nick Eubanks (MnSummit 2019)

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MnSearch, The Minnesota Search Engine Marketing Association

These days, almost all discussion of local search revolves around GMB. However, this is a concept that needs to change. As more searches crave more local results, Google will continue to deliver those across its platform. How do you increase your search market share beyond GMB? And just what do you do with GMB after you have exhausted your options?

Internet

SEO From The Bottom Up
Prepared for MnSearch Summit 2019 | Data recorded June 9, 2019.

● Founder & CEO, From The Future
● Partner, Traffic Think Tank
● Partner, NK Tech
● Partner, FTW Ventures
● Built and Sold:
○ 2 software companies
○ A dozen lead-gen websites
○ Countless domains
○ My soul to Google
● Lover of dogs, cars, and
independent revenue streams
Hi, I’m Nick Eubanks

Because that’s
where the money is
Awareness
Interest
Consideration
Purchase
Informational
Navigational
Investigation
Transactional

Keyword:
boss 302 intake
manifold
Content Type:
70% Ecommerce
PLA
Ecommerce
Ecommerce
Ecommerce
Ecommerce
Information
Information
Ecommerce
Forum
Ecommerce
Ecommerce

Keyword:
ferrari f430 x pipe
exhaust
Content Type:
70% Ecommerce
PLA
Video
Ecommerce
Image
Ecommerce
Ecommerce
Forum
Ecommerce
Ecommerce
Ecommerce
Ecommerce

Keyword:
cheap car
insurance
quotes florida
Content Type:
70% Product
Detail Pages
Ad
Ad
Ad
Article
Article
Article
Article
PDP
Article
PDP
PDP
PDP
PDP
PDP
PDP

Keyword:
best loan
companies for
personal loans
Content Type:
100% Articles
Ad
Ad
Ad
Ad
Article
Article
Article
Article
Article
Article
Article
Article
Article
Article
Article
Article

Keyword:
all inclusive
honeymoon
packages
Content Type:
40% Booking
Ad
Ad
Ad
Booking
Reservation
Article
Reservation
Booking
Article
Booking
Booking
Reservation
Article
Article

Keyword:
South pacific
vacation
packages all
inclusive
Content Type:
70% Booking
Ad
Article
Reservation
Reservation
Booking
Booking
Booking
Booking
Article
Booking
Booking
Booking
Article
Ad

Keyword
Research
Opportunity
Identification
Wireframes Content
Analysis
Content
Planning
Production &
Promotion
We’ll Cover
These

Opportunity Identification
How to find proven
opportunities by mining your
competitors data
● Drop your site into Ahrefs
● Go to Competing Domains report
● Sort by “Keywords unique to
competitor”
● Go to the Organic Keywords report
● Sort descending by ranking
(position 1+)
● Export first 1,000 keywords
● Do this for the top 5 websites

Content Analysis
● Select a keyword opportunity
● Analyze for intent
● Analyze topical footprint
○ Terms
○ Approximate word count
○ Readability
● Analyze for sentiment

Intent
Analysis
Keyword:
Best loan
companies for
personal loans

Topical
Analysis
Keyword:
Best loan
companies for
personal loans

Sentiment
Analysis
Keyword:
Best loan
companies for
personal loans

Content Planning
● Content Type
● Content patterns
● Topical requirements
● Approximate length / coverage
● Tone and voice

Thank you! ● FTF.agency
● NickEubanks.com
● Follow me on Twitter @nick_eubanks
● Follow me on Instagram @TR8FFIC

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