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Local Search Without Physical Premises
Sam Nemzer
Local search=
Local packs
No physical premises=
No local packs
According to Google My
Business guidelines
Therefore…
No physical premises=
No local search
Local search!=
Local packs
This is Local Search
This is Local Search
This is Local Search
There is so much more to local search than local packs
No physical locations, so local packs are impossible
Competing in SERPs that often have local packs
Often have location-based category pages
PPC is Local Search
PPC is Local Search
(Especially on mobile)
Organic is Local Search
5 Tactics
1. Put user-focussed content on category pages
2. Get the level of granularity right
3. Sidestep local packs by targeting high in the funnel
4. Use structured data to stand out
5. Make the most of Intelligent Personal Assistants
5 Tactics
1. Put user-focussed content on category pages
2. Get the level of granularity right
3. Sidestep local packs by targeting high in the funnel
4. Use structured data to stand out
5. Make the most of Intelligent Personal Assistants
Add content
● Add more unique content by writing it
○ Hard to scale
○ Limited effectiveness - Google has been discouraging the use of ‘supplementary content’ in
its latest search rater guidelines
Pull in Third Party dataprogrammableweb.com
Pull in 3rd Party Data
Use Proprietary Data
Use Proprietary Data
How can you do this on your site?
How can you do this on your site?
Automatically generated data in content is great, but don’t abuse it
5 Tactics
1. Put user-focussed content on category pages
2. Get the level of granularity right
3. Sidestep local packs by targeting high in the funnel
4. Use structured data to stand out
5. Make the most of Intelligent Personal Assistants
How granular should your location pages be?
Property listings site:
1. Country
2. County
3. City
4. Borough
5. Postcode Area
6. Area
7. Street
8. Postcode
Job Site:
1. Region
2. County
3. City
Do your research
How much traffic is each location level getting?
How are people searching in your industry?
Do you need location pages at all?
explicit aspect of query
iPhone user, at home, in Birmingham
implicit aspect of query
“sell my car”
TIME
TO
TA
L S
IGN
AL
INF
OR
MA
TIO
N
implicit signal
explicit signal
5 Tactics
1. Put user-focussed content on category pages
2. Get the level of granularity right
3. Sidestep local packs by targeting high in the funnel
4. Use structured data to stand out
5. Make the most of Intelligent Personal Assistants
If You Can’t Rank For “roses delivery London”...
Target “rose colour meanings”
This might not get you a conversion straight away
But you can build brand recognition
And you can use retargeting to reduce CPCs
5 Tactics
1. Put user-focussed content on category pages
2. Get the level of granularity right
3. Sidestep local packs by targeting high in the funnel
4. Use structured data to stand out
5. Make the most of Intelligent Personal Assistants
Stand out in the SERP
It’s simpler than you might think
Microdata JSON-LD
5 Tactics
1. Put user-focussed content on category pages
2. Get the level of granularity right
3. Sidestep local packs by targeting high in the funnel
4. Use structured data to stand out
5. Make the most of Intelligent Personal Assistants
Intelligent personal assistants take local packs out of the equation completely
You can do this!
You can do this!
Things you can start tomorrow
1. Find API data to pull into category pages
2. Find out how people are searching by location
3. Find content gaps to exploit
4. Add structured data
5. Integrate your app (or start the process of building one)
