{"id":103291,"date":"2016-11-02T19:12:00","date_gmt":"2016-11-03T00:12:00","guid":{"rendered":"https:\/\/www.dacgroup.com\/now-see-now-dont-local-seo-pt-2-2\/"},"modified":"2024-12-19T16:41:37","modified_gmt":"2024-12-19T21:41:37","slug":"now-see-now-dont-local-seo-pt-2-2","status":"publish","type":"post","link":"https:\/\/www.dacgroup.com\/en-gb\/insights\/blog\/local-search\/now-see-now-dont-local-seo-pt-2-2\/","title":{"rendered":"Now You See Me, Now You Don\u2019t \u2013 Local SEO Pt. 2"},"content":{"rendered":"<p>In <a href=\"\/?p=10211\">part 1 of this series<\/a>, I introduced the concept of local SEO and illustrated its importance to digital marketing. In the second instalment, my goal is to provide actionable insights into two questions:<\/p>\n<p>1. Why do regional or local business with a single or a small number of locations often outrank large enterprise brands with hundreds of locations (or more) for local discovery and &#8216;near me&#8217; searches?<\/p>\n<p>2. What important <a href=\"\/en-gb\/services\/search-engine-optimisation\/\">local SEO tactics<\/a> should enterprise brands implement and track before they can start tackling &#8216;advanced local SEO 2.0&#8217; strategies?<\/p>\n<h2><strong>The search landscape is always evolving<\/strong><\/h2>\n<p>In the last two months, a lot has happened in local SEO regarding Google search enhancements. These changes have amplified the importance of answering the questions identified above.<\/p>\n<p>Major SERP changes hinted at the end of the summer were fully revealed by Google <a href=\"http:\/\/www.forbes.com\/sites\/jaysondemers\/2016\/10\/11\/google-penguin-4-0-is-here-what-it-means-for-you\/#25b0c5c60396\">in late September as their Penguin 4.0 upgrade<\/a>. They also announced new analytics and attribution capabilities around digital\/mobile advertising and showcased <a href=\"https:\/\/adwords.googleblog.com\/2016\/09\/New-Digital-Innovations-to-Close-the-Loop-for-Advertisers.html\">their ability to accurately track offline local conversions from online advertising<\/a>. (In other words, Google can now attribute a consumer\u2019s in-store purchase to a search they performed on their phone in a 24-hour window.) So, how does this relate to point #1?<\/p>\n<p>When I perform unbranded local searches in highly populated areas, I\u2019m often impressed by the number of SMBs that show up ahead of major franchises and national brands. For example, if you search \u201cmen\u2019s clothing store, Boston, MA\u201d, the first five local results are SMBs \u2013 you have to click or scroll below the fold to find major brands like Bonobos, Jos. A Bank, Men\u2019s Warehouse and J. Crew.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-10985\" src=\"\/wpe-content\/uploads\/2016\/11\/Results-SEO-Pt.2.png\" alt=\"mobile local SEO\" width=\"873\" height=\"481\" \/><\/p>\n<p>Upon closer examination, there are some obvious reasons why this is happening.<\/p>\n<ul>\n<li>Stores like \u201cAri Boston- The Men\u2019s Store\u201d and \u201cBobby From Boston\u201d have the city in the business name. This is a very helpful ranking factor when used legitimately \u2013 but Google will penalise a business for adding a location identifier to their name unless the brand is actually called that (i.e. Boston Pizza).<\/li>\n<li>This makes it very difficult for enterprise brands to replicate this local performance because\u00a0Marketing departments for enterprise brands rarely want to identify their franchises, stores, offices or agents, using a city or location identifier. In all structured and unstructured citations across the web (e.g. press releases, ads, marketing materials, store pages, listings, social media), J. Crew would never decide to use \u201cJ. Crew Boston\u201d or \u201cJ-Crew Back Bay\u201d because it would cause branding inconsistencies and could confuse consumers.<\/li>\n<li>Four out of the five highest ranked businesses have a good number of Google reviews. Google knows that listings with reviews receive more clicks so brands are rewarded for this. While it\u2019s not impossible for enterprise brands to generate more reviews, it\u2019s easier for a smaller brand or single location to focus on reviews than it is for the marketing department of a brand with hundreds or thousands of locations.<\/li>\n<li>Brand loyalty for a single location is primarily based in that one community, whereas brand loyalty for an enterprise brand might manifest itself without any tie to a specific store or location.<\/li>\n<li>The \u201ctop 10 list\u201d phenomenon \u2013 where consumers love searching online for the best brands in their area<em>. <\/em>When an online review site or local publication with a lot of authority publishes an article or list, local brands tend to be featured more heavily and local editors often place an emphasis on promoting local businesses over national businesses. Just check out this <u style=\"text-decoration: none; color: #337ab7;\">list of Boston stores for men\u2019s clothing<\/u>, where 17 of the 20 businesses are not national brands.\u00a0This is important because Local SEO experts Mike Blumenthal and David Mihm have noticed that <a href=\"http:\/\/streetfightmag.com\/2016\/10\/25\/the-increasing-impact-of-reviews-and-google-on-local-seo\/\">being on the top 10 lists are a helpful Local SEO ranking factor for the ten businesses themselves<\/a>.<\/li>\n<li>Google rewards unique content about a location\u2019s products, services and geographical area. It is much easier for an SMB to publish this vs. a national brand where their franchises, stores, offices or agents provide very similar services that are tough to differentiate on store pages. A SMB can speak to its history in a specific location, where that doesn\u2019t usually exist for a location that\u2019s a part of a national network. Using the Boston example, if I click on \u201cRiccardi\u201d or \u201cAri Boston &#8211; The Men\u2019s Store\u2019s\u201d link in Google, I\u2019m taken to their website homepage. The navigation bar includes \u201cAbout\u201d and \u201cOur History\u201d options, which explores when the store opened and information on how the local founders were key contributors to the community. It\u2019s not easy for a national brand to replicate this.<\/li>\n<\/ul>\n<p>So what can enterprise businesses do to combat these issues and allow them to compete on both a local and national level?<\/p>\n<h2><strong>You need to walk before you can run<\/strong><\/h2>\n<p>To answer this we first have to identify the basics. If you\u2019re lacking in these areas as an enterprise brand, this is the place to start:<\/p>\n<p><strong>Traditional SEO, link building and on-page optimisation<\/strong><\/p>\n<section data-role=\"forward-email-subscription-container\" class=\"full-width w-100 d-flex justify-content-center align-items-center bg-c7f2b3\">\n    \n    <div class=\"max-w-1400 w-100 form\">\n        <div class=\"text-content-container\">\n            <h2>\n                Stay Forward            <\/h2>\n            <p class=\"subtitle\">\n                Get exclusive insights into digital <br class=\"d-none d-lg-block\">media's top-trending topics delivered<br class=\"d-none d-lg-block\"> directly to your inbox.            <\/p>\n        <\/div>\n\n        <div data-role=\"form-group\">\n            <div class=\"d-flex flex-column w-100\">\n                <form data-forward-email-form class='custom-hubspot-form' id='hubspot_form_69d2b43713a11'>\n    <div class='d-flex input'>\n        <input type='email' class='form-control me-2 input' placeholder='Email address' aria-label='Email' name='email' required>\n        <button type='submit' class='btn_primary-filled_white'>Submit\n<\/button>\n    <\/div>\n    <p class='hubspot-status'><\/p>\n<\/form>\n<script>\njQuery(document).ready(function($) {\n    var form = $('#hubspot_form_69d2b43713a11');\n    form.on('submit', function(event) {\n        event.preventDefault();\n\n        \/\/ Get email input value\n        var emailInput = form.find('input[name=\"email\"]');\n        var email = emailInput.val().trim();\n\n        \/\/ Required HubSpot fields\n        var portalId = '5408011';\n        var formId = 'cafa8eb8-dd43-46cc-bec7-9f87e85b1bdb';\n\n        \/\/ Prepare the data payload\n        var data = {\n            fields: [\n                {\n                    name: 'email',\n                    value: email\n                }\n            ],\n            context: {\n                pageUri: window.location.href,\n                pageName: document.title\n            },\n            submittedAt: new Date().getTime()\n        };\n\n        \/\/ Get the status element for this form\n        var statusElement = form.siblings('.forward-email-status-container');\n\n        \/\/ Send the data to HubSpot\n        fetch('https:\/\/api.hsforms.com\/submissions\/v3\/integration\/submit\/5408011\/cafa8eb8-dd43-46cc-bec7-9f87e85b1bdb', {\n            method: 'POST',\n            headers: {\n                'Content-Type': 'application\/json'\n            },\n            body: JSON.stringify(data)\n        })\n        .then(response => {\n            if (response.ok) {\n                if(statusElement) {\n                    statusElement.text('Thanks for Subscribing!');\n                    statusElement.css('color', 'green');\n                }\n\n                var userInfo = JSON.parse(localStorage.getItem('userInfo'));\n                if (userInfo) {\n                    userInfo.event = 'Form_submit';\n                    userInfo.email = email;\n                    userInfo.form_name = 'Newsletter';\n                    window.dataLayer = window.dataLayer || [];\n                    window.dataLayer.push(userInfo);\n                }\n\n                emailInput.val(''); \/\/ Clear the email field\n                window.dispatchEvent(new CustomEvent('newsletter-submit'));\n            } else {\n                return response.json().then(error => {\n                    if(statusElement) {\n                        statusElement.text('Error: ' + error.message);\n                        statusElement.css({\n                            'color': 'red',\n                            'padding-top': '10px'\n                        });\n                    }\n                });\n            }\n        })\n        .catch(error => {\n            console.error('Error:', error);\n            statusElement.text(\"There was an error submitting the form.\");\n            statusElement.css({\n                'color': 'red',\n                'padding-top': '10px'\n            });\n        });\n    });\n\n    window.addEventListener('message', function(event) {\n        const isFormCallback = event.data.type === 'hsFormCallback';\n        const isFormSubmitted = event.data.eventName === 'onFormSubmitted';\n        const iscurrentForm = !!event?.data?.id ? 'cafa8eb8-dd43-46cc-bec7-9f87e85b1bdb'.trim() == event?.data?.id : false; \n\n        if( isFormCallback && isFormSubmitted && iscurrentForm ) {\n            console.log('event', event);\n            window.location.href = 'https:\/\/www.dacgroup.com\/en-gb\/thank-you\/';\n        }\n    });\n});\n<\/script>                <span class=\"forward-email-status-container\"><\/span>\n            <\/div>\n\n            <button id=\"forward-form-submission\" class=\"subscribe-btn\" type=\"button\" onclick=\"triggerButton(this)\">\n                <span class=\"d-inline-block\">\n                    SUBSCRIBE                <\/span>\n                <span class=\"d-inline-block bell-container\">\n                    <svg width=\"28\" height=\"28\" viewBox=\"0 0 24 24\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n                        <path fill-rule=\"evenodd\" clip-rule=\"evenodd\" d=\"M3.5458 14.4774L4.50055 13.234C4.50657 11.8629 4.56791 9.80824 5.17539 8.00401C5.52706 6.95953 6.09459 5.89126 7.03537 5.08C7.70533 4.50227 8.51103 4.10149 9.44696 3.90922C9.50872 3.69984 9.5922 3.49047 9.70471 3.28979C9.91134 2.92122 10.2194 2.57523 10.654 2.33189C11.0827 2.09183 11.5478 2 12 2C12.4355 2 12.8969 2.08208 13.3272 2.31763C13.7695 2.55969 14.0812 2.91045 14.2866 3.28943C14.3999 3.49849 14.4813 3.71787 14.5396 3.93682C15.5444 4.18145 16.3788 4.69659 17.0444 5.38131C17.9498 6.3126 18.4937 7.50224 18.8321 8.60503C19.3645 10.3395 19.4725 12.1499 19.4944 13.1421C19.9371 13.6338 20.3502 14.1627 20.6914 14.626C21.9447 16.3277 20.6148 18.5001 18.7001 18.5001L5.52863 18.5C3.45543 18.5 2.28314 16.1217 3.5458 14.4774Z\" stroke=\"#171616\" \/>\n                        <path fill-rule=\"evenodd\" clip-rule=\"evenodd\" d=\"M9.0857 19.3749C9.431 19.1461 9.89639 19.2405 10.1252 19.5858C10.874 20.7159 12.7481 21.0858 13.9 19.5501C14.1485 19.2187 14.6186 19.1516 14.95 19.4001C15.2813 19.6486 15.3485 20.1187 15.1 20.4501C13.2518 22.9143 10.126 22.3027 8.87475 20.4143C8.64596 20.069 8.74041 19.6037 9.0857 19.3749Z\" fill=\"#171616\" \/>\n                    <\/svg>\n                <\/span>\n            <\/button>\n        <\/div>\n    <\/div>\n\n    \n    <script>\n        function triggerButton(button) {\n\n            var container = button.closest('[data-role=\"forward-email-subscription-container\"]');\n            var form = container.querySelector('[data-forward-email-form]');\n\n            if (form) {\n                jQuery(form).find(\"button[type='submit']\").trigger('click');\n            }\n        }\n    <\/script>\n\n<\/section>\n\n\n<p>SEO teams can get caught up optimising their site for e-commerce and brand awareness while neglecting key complimentary tactics that ensure they are winning at local. You still need to have strong domain authority and index your website appropriately, but the brands that are leading the pack are gaining relevant backlinks and publishing pages of content that are unique to each store. They\u2019re also setting up simple navigation and internal linking with the store locator and sitemap using local SEO best practices. (To see a company that puts this practice to action by making link building for non-profits their mission check out <a href=\"https:\/\/zipsprout.com\/\">Zipsprout<\/a>.)<\/p>\n<p>This is more important than ever before because of the release of <a href=\"\/?p=10816\">Penguin 4.0, which allows Google to analyse and interpret specific pages of a website in real-time, vs. focusing every-so-often on how a site is optimised as a whole<\/a>. Now, if a brand is penalised by Google it will take significantly less time for this to be reflected in searches. This is great for realising the benefits of improving SEO, but also means organisations now need to be more diligent at continually monitoring their sites&#8217; performance.<\/p>\n<p><strong>GoogleMyBusiness information must be thoroughly optimised for every location<\/strong><\/p>\n<p>This may seem like a no-brainer in 2016, but it\u2019s amazing how many enterprise brands have claimed most or all of their locations while failing to optimise their listings in every sense of the word. This means:<\/p>\n<ul>\n<li>Inputting the exact business name<\/li>\n<li>Providing the correct address with latitude\/longitude and pin on the map at the front door of the building<\/li>\n<li>Local phone number<\/li>\n<li>Correct hours (including holiday or seasonal hours when necessary)<\/li>\n<li><a href=\"http:\/\/searchengineland.com\/local-seo-multi-location-businesses-224732\">Correct or most relevant business category first (try to limit the number of categories chosen for each location)<\/a><\/li>\n<li>Unique, tagged photos of the store from the outside and inside, plus products and\/or employees<\/li>\n<\/ul>\n<p><strong>Correct citations and listings on Tier 1 and niche publishers<\/strong><\/p>\n<p>Brands need to ensure that major directories and sources of significant potential traffic have the correct listing data for all of their locations. While every publisher accepts location data a little bit differently, it is vital that the consistent and correct location data is found on Google, Bing, Apple and Facebook (the same information that is found on your store locator and landing pages).<\/p>\n<p>Beyond that, there are other Tier 1 directories that make sense for certain businesses, but not all. These include Yelp, Foursquare, YP.com, Yahoo, TripAdvisor, Nokia\/HERE, Better Business Bureau and Angie\u2019s List. While it used to be considered important to gain citations on Tier 2 publisher sites (creating a total of 30 or even 100s of citations), many newer studies <em>are <\/em>questioning the necessity of citations on sites that drive almost no, or literally no, traffic.<\/p>\n<p><strong>Reviews<\/strong><\/p>\n<p>This one is pretty simple. Work on getting reviews for all your locations on Google, and other major review sites such as Yelp or Foursquare. Also, respond to all reviews, positive or negative, to show active participation with your consumers. If you don\u2019t have a strategic process in place to encourage reviews, talk to your digital agency.<\/p>\n<p>&nbsp;<\/p>\n<p>Once you\u2019ve focused on the four areas above, you\u2019re ready for <a href=\"\/en-gb\/services\/search-engine-optimisation\/local-seo\/\">Local SEO<\/a> 2.0 tactics and best practices for enterprise brands with many locations. Stay tuned for the conclusion of why local SEO is such a vital component of your digital marketing strategy.<\/p>\n<p>&nbsp;<\/p>\n<p><em><a href=\"\/en-gb\/blog\/local-seo-bringing-it-all-together\/\">Click here<\/a><\/em><em>\u00a0<\/em><em>to read the third\u00a0part of this series. If you have any comments or other scenarios I\u2019m not thinking of, <a href=\"\/en-gb\/contact\/\">contact DAC<\/a>!<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>In part 1 of this series, I introduced the concept of local SEO and illustrated its importance to digital marketing. In the second instalment, my goal is to provide actionable insights into two questions: 1. Why do regional or local business with a single or a small number of locations often outrank large enterprise brands [&hellip;]<\/p>\n","protected":false},"author":22,"featured_media":102545,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","reading_level":"Technical","reading_level_confidence":0.66,"reading_level_needs_review":"0","footnotes":""},"categories":[2883],"tags":[1054,489,490,294,710,718],"class_list":["post-103291","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-local-search","tag-dac-group-3","tag-digital-marketing-2","tag-google-2","tag-google-maps","tag-local-seo","tag-penguin-4-0"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Now You See Me, Now You Don&#039;t - Local SEO Pt. 2 | DAC<\/title>\n<meta name=\"description\" content=\"Benn Kireker takes a closer look at local SEO best practices with the second installment of Now You See Me, Now You Don&#039;t\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.dacgroup.com\/en-gb\/insights\/blog\/local-search\/now-see-now-dont-local-seo-pt-2-2\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Now You See Me, Now You Don&#039;t - 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