The So-Called Science of Search

1. THE SO-CALLED SCIENCE OF SEARCH Andrew Shotland CEO, LOCALSEOGUIDE.COM ARIVAL CONFERENCE VEGAS! 2017

2. WHERE DO CUSTOMERS COME FROM? Channel Fortune 500 “Brands” B2B “Who?” Media “Who?” eCommerce SEO Direct Paid Email Social 41% 33% 14% 11% 1% 77% 12% 5% 4% 2% 20% 16% 46% 17% 1% 13% 31% 53% 2% 1% Source: LocalSEOGuide.com Channel Study 2017 The So-Called Science of Search - Arival Conference 2017 2

3. SO WHERE DO WE INVEST? Channel Fortune 500 “Brands” B2B “Who?” Media “Who?” eCommerce SEO $ $$ $$ $ Direct $$$$ $ $$ $$$ Paid $$$$ $$$$ $$$$ $$$$ Email $$$$ $$$$ $$$$ $$$$ Social $$$ $$$ $$ $$ Source: LocalSEOGuide.com Conversations w Cheap Clients 2006-2017 The So-Called Science of Search - Arival Conference 2017 3

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5. DO NO EVIL The So-Called Science of Search - Arival Conference 2017 5

6. GOOGLE MY BUSINESS – KNOWLEDGE PANEL The So-Called Science of Search - Arival Conference 2017 6

7. GOOGLE MY BUSINESS – LOCAL PACKS The So-Called Science of Search - Arival Conference 2017 7

8. REVIEWS The So-Called Science of Search - Arival Conference 2017 8

9. INSTANT ANSWERS The So-Called Science of Search - Arival Conference 2017 9

10. RELATED QUESTIONS The So-Called Science of Search - Arival Conference 2017 10

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12. LOCAL SEO 101 BACK IN THE DAY CONTENT + TECH + LINKS = RANKINGS The So-Called Science of Search - Arival Conference 2017 12

13. LOCAL CITATIONS The So-Called Science of Search - Arival Conference 2017 13

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15. HOW DO YOU RANK IN GOOGLE’S LOCAL PACK? GMB “AUTHORITY” GMB “AUTHORITY” • GMB Reviews • GMB Photos • Keyword in Business Name WEBSITE FACTORS WEBSITE FACTORS • # Words on GMB Landing Page • # Images on GMB Landing Page BACKLINKS BACKLINKS • Quality • Quantity • #/% Backlinks w City in Anchor Text • #/% Backlinks w Keyword in Anchor Text http://www.localseoguide.com/guides/local-seo-ranking-factors/ The So-Called Science of Search - Arival Conference 2017 15

16. HOW TO OPTIMIZE YOUR GOOGLE MY BUSINESS PAGE 1. Claim and make sure info is correct 2. Pick the correct categories 3. Add photos, descriptions, hours and anything else relevant 4. Link your GMB page directly to your most relevant website page 5. Find and delete duplicate listings 6. Find and delete old business names 7. Encourage your customers to leave reviews on Google and ask questions via GMB 8. Make sure you local citations data is consistent with your GMB data and the info on your website 9. Check your listings regularly-make sure Google hasn’t changed them! The So-Called Science of Search - Arival Conference 2017 16

17. WHAT CAN HAPPEN WHEN YOU FIX YOUR LOCAL CITATIONS http://www.localseoguide.com/enforced-nap-consistency-scale-happened/ The So-Called Science of Search - Arival Conference 2017 17

18. CONTENT: PUBLISH OR PERISH! The So-Called Science of Search - Arival Conference 2017 18

19. FAQs http://www.localseoguide.com/how-to-update-your-internet-yellow-pages-listings-for-free/ The So-Called Science of Search - Arival Conference 2017 19

20. OPTIMIZE CONTENT THAT ALREADY RANKS WELL http://www.showmelocal.com/profile.aspx?bid=365755 The So-Called Science of Search - Arival Conference 2017 20

21. USE YOUR WORDS… https://www.thumbtack.com/tx/dallas/tree-trimming/ The So-Called Science of Search - Arival Conference 2017 21

22. ARE YOUR TITLES THE BEST? The So-Called Science of Search - Arival Conference 2017 22

23. ARE YOU SELLING ME IN THE SERPS? The So-Called Science of Search - Arival Conference 2017 23

24. ARE YOU “NEAR ME?” http://www.localseoguide.com/near-local-seo-ranking-factors/ The So-Called Science of Search - Arival Conference 2017 24

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27. NEED A LIFT? The So-Called Science of Search - Arival Conference 2017 27

28. ARE YOU FIGHTING FOR YOUR FAIR SHARE? https://www.yellowpages.com/dallas-tx/bars-showing-the-mayweather-fight-tonight-in-newark- delaware The So-Called Science of Search - Arival Conference 2017 28

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30. THINK OUTSIDE OF YOUR BRAND’S BOX •Book luxury hotels on JetSetter •See expert hotel photos on Oyster.com •Book the best restaurants with TheFork •Book tours and attraction tickets on Viator •Read cruise reviews on Cruise Critic •Read travel guides at SmarterTravel •Get airline seating charts on Seat Guru •Find airfare deals at Airfarewatchdog •Find vacation rentals on FlipKey •Search for holiday rentals on Holiday Lettings •Find a vacation home on Vacation Home Rentals •Plan a family vacation on Family Vacation Critic The So-Called Science of Search - Arival Conference 2017 30

31. THINGS TO DO… 1.Get Attention 2.Answer Questions on Your Site, On Google, On Everywhere 3.Understand What Your Customers (Consumers and Advertisers) Are Searching For 4.Always Be Testing & Tweaking 5.Don’t Just Rely On a Single Website, or a Single SEO Tactic 6.Go Responsive! The So-Called Science of Search - Arival Conference 2017 31

32. THE BEST SEO INVESTMENT IS CREATING A PRODUCT/SERVICE YOUR CUSTOMERS WANT… …and then knowing how to squeeze every last drop of SEO out of it. The So-Called Science of Search - Arival Conference 2017 32

33. THANK YOU! andrew@localseoguide.com Presentation at www.localseoguide.com/arival @localseoguide The So-Called Science of Search - Arival Conference 2017 33

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