SEO Benelux Conference 2024 - How to dominate the Local SERP - Clarissa Filius

The presentation is titled "How to Dominate the Local SERP" and was prepared for the SEO Benelux Conference 2024. The primary focus is on Local SEO strategies, with an emphasis on the growing importance of "near me" searches in the Netherlands and Belgium. It explores the limitations of traditional SEO tools in tracking Google Maps data and converting that data into store visits or revenue.

The presentation provides a brief history of local search algorithms, noting that while the algorithm hasn't changed much since 2004, the interface has evolved significantly. It outlines key concepts such as relevance, distance, and prominence, which continue to influence local search rankings.

The core strategy presented revolves around a 3-step method for dominating the Local SERP:

Optimizing Google Business Profiles (GBP) – including ensuring completeness of the profile for SEO and conversion rate optimization (CRO).

Creating Local Landing Pages – to improve visibility in local organic results and boost relevance with location-specific content.
Building Business Citations – focusing on Name, Address, Phone Number (NAP) consistency across various platforms to increase prominence.

Throughout the slides, there is a clear emphasis on practical SEO tactics, such as tracking links with UTM codes, optimizing business categories, encouraging reviews, and local link-building. The presentation concludes by stressing the need for testing strategies, especially for businesses with multiple locations, to dominate the local pack and organic listings.

2. @clarissafilius iodigital.com
How to dominate the local SERP
Local SEO is stillunderestimatedbymany
marketers, even though“nearme” searches
keptgrowing
The Netherlands Belgium

3. A L
In manycases itgets
overlooked, as
regularSEO tools do
nottrack Google
Mapsdata.
@clarissafilius iodigital.com
How to dominate the local SERP

4. A L
Andtranslating this
data intoanincrease
in actualstore visitors
or revenueis even
harder...
@clarissafilius iodigital.com
How to dominate the local SERP

5. According to our own research only 19% of businesses
fully optimized their profiles
@clarissafilius iodigital.com
How to dominate the local SERP
iodigital.com/nl/insights/whitepapers/local-seo-benchmark-report

6. Let’sgo back in time for
a moment….
How to dominate the local SERP- History
@clarissafilius iodigital.com
But first..

7. Since Google filed its patent in 2004, the local search
algorithm hasn’t changed much
@clarissafilius iodigital.com
How to dominate the local SERP- History

8. Relevance Distance Prominence
@clarissafilius iodigital.com
How to dominate the local SERP- History

9. A L
Whilethealgorithmitself
hasn’tevolvedmuch, the
interface certainlyhas.
@clarissafilius iodigital.com
How to dominate the local SERP- History

10. A L
@clarissafilius #SEOBenelux
10
How to dominate the local SERP

11. A L
@clarissafilius iodigital.com
How to dominate the local SERP- History

12. A L
@clarissafilius iodigital.com
How to dominate the local SERP- History

13. A LIn 2021 it swapped from GMB to GBP, since when we
can manage our profiles directly the SERP
@clarissafilius iodigital.com
How to dominate the local SERP- History

14. A Lwe can even
Still .. more
features are
appearing.We
can even use
emoji in maps

@clarissafilius iodigital.com
How to dominate the local SERP- History

15. What I mean
with Local SERP
How to dominate the local SERP – What I mean with Local SERP
@clarissafilius iodigital.com

16. Searches for
queries with
a local
intent.
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17. It also shows
for all queries
combined
with location
or “near me”
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18. The local SERP
changes based
on your
location.
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19. You notice by
Google
showing the
location
clearly.
@clarissafilius iodigital.com

20. There are
many
different
views
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21. There are multiple
elements you can
claim…
(even if you’re not a local business)
@clarissafilius iodigital.com
How to dominate the local SERP – What I mean with Local SERP

22. Local pack
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23. Local organic results
Local pack
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24. Local pack
Places sites
Local organic results
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25. Places sites
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26. Places sites
@clarissafilius iodigital.com

27. Places sites
seems to have
fully replaced
Find results on
box
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28. In the future
we may also
be dealing
with AIO
including local
results
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29. In the future
we may also
be dealing
with AIO
including local
results
@clarissafilius iodigital.com

30. @clarissafilius iodigital.com
How to dominate the local SERP –The 3-step method
It’s time to leverage
the FULL potential of
the Local SERP

31. A L to domina teHere’s the three key factors you need
Optimized
Google
Business
Profile
Local
Landing
Pages
Business
citations
across the
web
@clarissafilius iodigital.com
How to dominate the local SERP –The 3-step method

32. Step 1:optimizeGBP
@clarissafilius iodigital.com
How to dominate the local SERP –The 3-step method

33. A L to domina teStart with identifying the right local keywords
The main indicator
of local intent is for
a query to show a
local pack
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How to dominate the local SERP –The 3-step method
Image source: Semrush

34. It’s important to realize that rankings are
dependent on location
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How to dominate the local SERP –The 3-step method
Image source: LocalFalcon

35. Change
coordinates
in Chrome to
view the
localsearch
results.
@clarissafilius iodigital.com
How to dominate the local SERP –The 3-step method

36. Optimizing does notmeanstuffingyourGBP
withkeywords
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How to dominate the local SERP –The 3-step method

37. It means making your GBP as complete as
possible for both SEO and CRO
@clarissafilius iodigital.com
How to dominate the local SERP –The 3-step method

38. The right category
is essential, so
check what
competitorsare
usingifyousearch
foryourmain
keyword(s)
https://bit.ly/3Y5gEkQ
Check
categories
@clarissafilius iodigital.com
How to dominate the local SERP –The 3-step method

39. Getting more
reviews is essential,
as they boost
visibility in many
ways
(please also respond
to them)
@clarissafilius iodigital.com
How to dominate the local SERP –The 3-step method

40. @clarissafilius iodigital.com
How to dominate the local SERP –The 3-step method
•Business name
•Description
•Images & video
•Products
•Services
•Posts
•FAQ
•Amenities
•Etc..

41. Including
keywordsin GBP
elementswill
increaserelevance
forthese search
queries
@clarissafilius iodigital.com
How to dominate the local SERP –The 3-step method
Relevance

42. If you do this
correctly, GBP even
gets personalized
based on the search
query.
@clarissafilius #SEOBenelux
42

43. Make sure you track all GBP-links with
UTM-codes
utm_source=gbp
utm_medium=organic
utm_campaign=location-antwerp-1
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How to dominate the local SERP –The 3-step method

44. Step 2: locallanding
pages
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How to dominate the local SERP –The 3-step method

45. Local landing pages are a must if you want to
show in the blue links
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How to dominate the local SERP –The 3-step method
Image source: Uberall

46. Alsoincludelocalbusiness schema andother
relevant page elements
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How to dominate the local SERP –The 3-step method

47. Ifyouhave many
locations, createcity
overviewpages that
link topages related
tospecificlocations
Amsterdam
Amsterdam
Oost
Amsterdam
West
Amsterdam
Zuid
Amsterdam
Zuid-Oost
@clarissafilius iodigital.com
How to dominate the local SERP –The 3-step method

48. Finally, buildlocal
links toyourpages
toincrease
positions.
Local
page
Local
website
Local
website
@clarissafilius iodigital.com
How to dominate the local SERP –The 3-step method
Check out my
previous slides:
https://bit.ly/4gYGZcW

49. Step 3:collect citations
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How to dominate the local SERP –The 3-step method

50. For the local pack
links don’t matter,
NAP citations do,
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How to dominate the local SERP –The 3-step method

51. Check whichones
are showingfor
yourkeywords
andmake sure
yourbusiness is
included.
@clarissafilius iodigital.com
How to dominate the local SERP –The 3-step method

52. Alsoidentify
where
competitorsare
listedby
searchingfor
theirbusiness
name or address.
@clarissafilius iodigital.com
How to dominate the local SERP –The 3-step method

53. Citationswillmake
youshow up in
Google PlacesAND
boost relevance&
prominenceof your
GBP
@clarissafilius iodigital.com
How to dominate the local SERP –The 3-step method
Relevance Prominence

54. Thereare many
tools thatcanhelp
buildandmaintain
citations.
@clarissafilius iodigital.com
How to dominate the local SERP –The 3-step method

55. Make surekeep a proper administrationifyou
start building citationsmanually
@clarissafilius iodigital.com
How to dominate the local SERP –The 3-step method
https://bit.ly/3Udslor

56. Finally: A/B test
strategiesifyou
can, especiallyif
youhave many
locations
56
@clarissafilius iodigital.com
How to dominate the local SERP –The 3-step method

57. Followingthismethodyour
business willdominatethelocal
SERP
@clarissafilius iodigital.com
How to dominate the local SERP –The 3-step method

58. 58
#1
position
organic!
#1 local
pack!
Citations and
local page
listed in GBP
profile!
Listed in “sites
for places”
@clarissafilius iodigital.com
How to dominate the local SERP –The 3-step method

59. Doingthiscan
have a direct
impact on search
traffic, footfalland
revenue
@clarissafilius iodigital.com
How to dominate the local SERP
Examples of individual local pages
getting traffic from the local SERP

60. Key insights:
60
@clarissafilius iodigital.com
1.Local search is underestimated
2.Optimize GBP, local pages & citations
3.Test different strategies
iodigital.com/nl/insights/whitepapers/local-seo-benchmark-report

61. Thank you!
@clarissafilius iodigital.com
Follow me on LinkedIn
linkedin.com/in/clarissafilius/

62. Key insights:
@clarissafilius #SEOBenelux
62
Hoeoptimaliseerjepagina'svoorSearch Intent | intro
Image source: https://www.ghibli.jp/