Local SEO is without a doubt one of the most frustrating and complicated aspects to digital marketing out there. It gets even more challenging when Google rolls out updates to their search algorithms. And yet, without having a locally-optimized website, the goal of attracting new business is like climbing Mount Everest. To help you make sense of a challenging, yet critical component of your online presence, we’ve invited two local SEO experts who know how to make SEO simple: Local SEO Guide’s CEO & founder, Andrew Shotland, and their VP of Local, Dan Leibson. Join Andrew & Dan as they share insights on: - What is local SEO? - What are the ranking factors that truly matter to appear on page 1? - How to optimize your website for local, “near me” searches

1. How Google’s 2017 Local Ranking
Factors Will Affect Your Business
marketing@surefirelocal.com 04/13/17

2. CLIENTS
“Tittle Brothers Construction started
working with Surefire Local in early
2012. Since then we have received
excellent service, support, and
advice on creating and maintaining a
robust, relevant web solution that
generates valuable customer
activity. We recommend Surefire
Local to any company intent on
taking their online marketing
strategy to the next level.”
Carrie Tittle
Tittle Construction Brothers
“We have used Surefire Local for 3
years now. With our input and their
expertise, we have seen our online lead
generation soar. Our leads from the
internet are some of the most qualified
leads. We have even beaten paid
listings for the last 12 months in lead
generation. We would highly
recommend Surefire Local to anyone
wanting to make the next step in online
marketing. Thanks Surefire for being
such a great business partner.”
Chad Muth
Muth & Co. Roofing Inc.
AWARDS
SurefireLocal.com

3. #SMX #21C3
Unlocking the Secrets of Google's Local Search Algorithm- SureFire Local Webinar 04.19.17
▪ Andrew Shotland, CEO
A pain medication-dependent,
misanthropic SEO who’s seen one
too many site migration gone
bad…
▪ Dan Leibson, VP of Local
A hotshot SEO with a mysterious
past and a chip on his shoulder.
Today’s Speakers

4. #SMX #21C3
10 Amazing Years of:
▪ Enterprise SEO
▪ Multi-Location/Local SEO
▪ White Label SEO
▪ Agency Process Consulting
▪ Unblocking Robots.txt files
/about-us
Unlocking the Secrets of Google's Local Search Algorithm- SureFire Local Webinar 04.19.17

5. #SMX #21C3
Local SEO 101
How To Rank In
Google’s Local Pack
“The best Google Local rankings I’ve ever had,
except I’m not sure which tactics did what…”
• Claimed & Updated Google My
Business Page
• Category Relevant To Query
• Location in Searched City
• Target Keywords on Website
• Links From Other Sites
Ingredients
• Consistent Name, Address &
Phone # (NAP) Throughout Web
• Technically OK Website
• Reviews
• CTR/Engagement
• Fairy Dust
Unlocking the Secrets of Google's Local Search Algorithm- SureFire Local Webinar 04.19.17

6. #SMX #21C3
The Quest for the Perfect Local SEO Ranking Factors
TITLE SLIDE ALTERNATIVE LAYOUT w/
*EXAMPLE* IMAGE
(SWAP IN YOUR OWN AS NEEDED)
THANK YOU!
SEE YOU AT THE NEXT #SMX
Reverse Engineering Google’s Local
Search Algorithm
Unlocking the Secrets of Google's Local Search Algorithm- SureFire Local Webinar 04.19.17

7. #SMX #21C3
What happens when you take:
35,000 Local Businesses
Unlocking the Secrets of Google's Local Search Algorithm- SureFire Local Webinar 04.19.17
100+Factors
2 PhDs…
3,000+ Queries
The 2016 Local SEO Ranking Factors Study

8. #SMX #21C3
For more detailed explanation go to
localseoguide.com/local-seo-ranking-factors-methodology/
Huh?
Unlocking the Secrets of Google's Local Search Algorithm- SureFire Local Webinar 04.19.17

9. #SMX #21C3
Local Pack Rankings Strong Correlation
GMB “AUTHORITY”
• GMB Reviews
• GMB Photos
• Keyword in Business Name
BACKLINKS
• Majestic AC Rank, Trust Flow, etc.
• Google Toolbar PageRank
• #/% Backlinks w City in Anchor Text
• #/% Backlinks w Keyword in Anchor Text
WEBSITE FACTORS
• # Words on GMB Landing Page
• # Images on GMB Landing Page
Unlocking the Secrets of Google's Local Search Algorithm- SureFire Local Webinar 04.19.17

10. #SMX #21C3
Local Pack Rankings Low-No Correlation
OFF-SITE
• Moz Domain Authority
• Avg. # of Citation Backlinks
• # of Verified Citations
• Avg. Domain Authority of Citations
• Avg. Google Rating
• Distance From Centroid*
• Google +1s ! ! !
WEBSITE
• Keyword in Title of GMB Landing Page
• Location in GMB Landing Page Title
• Keyword in H1 of GMB Landing Page
• Keyword Density of GMB Landing Page
• City & State in URL
• HTTPS URL
• Has Flash #Duh
Unlocking the Secrets of Google's Local Search Algorithm- SureFire Local Webinar 04.19.17

11. #SMX #21C3
THANK YOU!
SEE YOU AT THE NEXT #SMX
Reverse Engineering Google’s Local
Search Algorithm
Location Location Location
Unlocking the Secrets of Google's Local Search Algorithm- SureFire Local Webinar 04.19.17

12. #SMX #21C3
Explicit v. Implicit Geo-Query Correlation
Query Type Example Backlink
w/City in
Anchor Text
Majestic AC
Rank
KW in Business
Name
Distance From
Centroid
IMPLICIT PSYCHIC HIGH HIGH LOW *VERY HIGH
EXPLICIT PSYCHIC IN EAST
VILLAGE
EAST VILLAGE PSYCHIC
VERY HIGH VERY HIGH VERY HIGH LOW
Unlocking the Secrets of Google's Local Search Algorithm- SureFire Local Webinar 04.19.17

13. #SMX #21C3
What About Local Citations?
Unlocking the Secrets of Google's Local Search Algorithm- SureFire Local Webinar 04.19.17

14. #SMX #21C3
Fixing Local Citations Works…
Unlocking the Secrets of Google's Local Search Algorithm- SureFire Local Webinar 04.19.17

15. #SMX #21C3
…But If You Already Rank In Local Pack,
Cleaning Up Citations Won‘t Move The Needle!
Unlocking the Secrets of Google's Local Search Algorithm- SureFire Local Webinar 04.19.17

16. #SMX #21C3
The Near Me Algorithm!
Unlocking the Secrets of Google's Local Search Algorithm- SureFire Local Webinar 04.19.17

17. #SMX #21C3
Source: Google Trends
Unlocking the Secrets of Google's Local Search Algorithm- SureFire Local Webinar 04.19.17

18. #SMX #21C3
Source: Google Trends
Unlocking the Secrets of Google's Local Search Algorithm- SureFire Local Webinar 04.19.17

19. #SMX #21C3
Keyword Targets
Unlocking the Secrets of Google's Local Search Algorithm- SureFire Local Webinar 04.19.17

20. #SMX #21C3
Strong Correlation w/ “Near Me” Rankings
• Google Reviews
• # Backlinks w City in Anchor Text
• % Backlinks w City in Anchor Text
• GMB Photos
• Google Rating
Unlocking the Secrets of Google's Local Search Algorithm- SureFire Local Webinar 04.19.17

21. #SMX #21C3
City > Proximity?
Unlocking the Secrets of Google's Local Search Algorithm- SureFire Local Webinar 04.19.17

22. #SMX #21C3
Everybody’s Doing It!
Unlocking the Secrets of Google's Local Search Algorithm- SureFire Local Webinar 04.19.17

23. #SMX #21C3
TripAdvisor Nears Everything
https://www.tripadvisor.com/Restaurants
Unlocking the Secrets of Google's Local Search Algorithm- SureFire Local Webinar 04.19.17

24. #SMX #21C3
Optimize Your Store Locators…Near Me
Unlocking the Secrets of Google's Local Search Algorithm- SureFire Local Webinar 04.19.17

25. #SMX #21C3
How To Target “Near Me” Queries
• “Near Me “ in Titles
• Variants in body (E.g. “Nearby”, “Near You”, etc.
• “Near Me” in Internal Anchor Text
• City & State in Backlink Anchor Text
Unlocking the Secrets of Google's Local Search Algorithm- SureFire Local Webinar 04.19.17

26. #SMX #21C3
THANK YOU!
SEE YOU AT THE NEXT #SMX
Reverse Engineering Google’s Local
Search Algorithm
So many choices, so little time!
Unlocking the Secrets of Google's Local Search Algorithm- SureFire Local Webinar 04.19.17

27. #SMX #21C3
THANK YOU!
SEE YOU AT THE NEXT #SMX
Reverse Engineering Google’s Local
Search Algorithm
Prioritize Investment
Unlocking the Secrets of Google's Local Search Algorithm- SureFire Local Webinar 04.19.17

28. #SMX #21C3
What’s Changing in 2017?
Unlocking the Secrets of Google's Local Search Algorithm- SureFire Local Webinar 04.19.17

29. #SMX #21C3
Stuff You Can Do Right Now
• When you have multiple brands use
schema mark-up to help Google
differentiate between sister-brands (e.g.
IHG v. Holiday Inn v. Holiday Inn Express)
• Fix your store locator!
• Improve internal linking to/from location
pages
• Responsive/Mobile-First
• GMB Store w/in a Store
• Make sure citations link to the right page
• Make sure citation links are not redirecting
• Make sure GMB landing page does not
canonicalize to a non-existent URL
• Update <title> on GMB landing pages –
your current ones suck. (for local Organic)
• Promote local events nationally
• Near Me strategy
Unlocking the Secrets of Google's Local Search Algorithm- SureFire Local Webinar 04.19.17

30. #SMX #21C3
Interested in More? Check these out!
http://www.localseoguide.com/near-local-seo-ranking-factors/
http://www.localseoguide.com/guides/2016-local-seo-ranking-factors/
Unlocking the Secrets of Google's Local Search Algorithm- SureFire Local Webinar 04.19.17
http://searchengineland.com/things-near-seo-268697
http://www.localseoguide.com/local-seo-audit-doc/
https://chrome.google.com/webstore/detail/nap-hunter/ligeiippheclogiddffe
mogcgpjmieao?hl=en (Free Tool!)
http://www.localseoguide.com/blog/

31. #SMX #21C3
Andrew @ localseoguide.com | @localseoguide
Dan @ localseoguide.com | @danleibson
www.localseoguide.com

32. Call
(888) 804-8685
Email
marketing@surefirelocal.com
SurefireLocal.com
Thank you Andrew & Dan!
Interested in a
Complimentary
Digital Marketing Consult?

33. Get a Complimentary
Digital Marketing Consult
Call
(888) 804-8685
Email
marketing@surefirelocal.com
SurefireLocal.com