Unlocking The Future Of Search: Local SEO Best Practices

In today’s digital-first era, leading the pack in local search visibility is not just beneficial—it's crucial.

But it’s not without its challenges, especially with so many new developments in search lately.

Watch as we clear the noise of an ever-evolving search world and explore the latest insights and best practices in local SEO. We’ll show you exclusive tips designed to enhance your local SEO strategy and scale the visibility of your businesses.

You’ll hear:
- Expert insights from Local SEO experts and industry leaders, along with future predictions for local search.
- Actionable recommendations on how to turn the latest industry insights into a winning SEO strategy.
- An exclusive look at Genius Search, a groundbreaking new product that can have a remarkable impact on multi-location businesses.

With Kaci McBride and Mike Snow, we’ll cover how to stay ahead of the competition and keep your SEO game strong using the tools at your disposal. You’ll also get a demonstration of Genius Search, so you can see firsthand how it can elevate your local SEO efforts.

If you’re looking to scale the local visibility and impact of your business, you can’t miss this webinar.

2. But first…. a little housekeeping
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available: click the CC
Add your questions for
the Q&A at the end
●Breakout room opens
after presentation
●Stick around for the
post-webinar survey

3. SOCi 2024
Unlocking the Future of
Local Search
Local SEO Best Practices

4. SOCi 2024
Your Hosts
Kaci McBride

Director, Customer
Experience
Allison Mueller

Senior Product Marketing
Manager
Michael Snow

Search Engine
Optimization Analyst &
Local SEO Evangelist

5. SOCi 2024
Confidential
Poll
To what extent does your company prioritize local SEO?

6. UNLOCKING THE FUTURE OF LOCAL SEARCH
THE ROLE OF AI

7. 1)How is AI going to affect my Search Visibility?

UNLOCKING THE FUTURE OF LOCAL SEARCH
THE ROLE OF AI

8. 1)How is AI going to affect my Search Visibility?
2)How can I use AI to improve my SEO?

UNLOCKING THE FUTURE OF LOCAL SEARCH
THE ROLE OF AI

9. UNLOCKING THE FUTURE OF LOCAL SEARCH
THE ROLE OF AI
1)How is AI going to affect my Search Visibility?

10. UNLOCKING THE FUTURE OF LOCAL SEARCH
THE ROLE OF AI
●Increased local visibility; more opportunities
for discovery.




1)How is AI going to affect my Search Visibility?

11. UNLOCKING THE FUTURE OF LOCAL SEARCH
THE ROLE OF AI
●Increased local visibility; more opportunities
for discovery.




1)How is AI going to affect my Search Visibility?

12. UNLOCKING THE FUTURE OF LOCAL SEARCH
THE ROLE OF AI
●Increased local visibility; more opportunities
for discovery.




1)How is AI going to affect my Search Visibility?

13. UNLOCKING THE FUTURE OF LOCAL SEARCH
THE ROLE OF AI
●Increased local visibility; more opportunities
for discovery.
●Provide customers with more information
relevant to their search query.




1)How is AI going to affect my Search Visibility?

14. UNLOCKING THE FUTURE OF LOCAL SEARCH
THE ROLE OF AI
●Increased local visibility; more opportunities
for discovery.
●Provide customers with more information
relevant to their search query.




1)How is AI going to affect my Search Visibility?

15. UNLOCKING THE FUTURE OF LOCAL SEARCH
THE ROLE OF AI
●Increased local visibility; more opportunities
for discovery.
●Provide customers with more information
relevant to their search query.
●More qualified leads.



1)How is AI going to affect my Search Visibility?

17. One of the more notable takeaways from the recent
Google API leak was the concept of authority.

Google appears to be looking for and correlating
references to entities from multiple sources, including
onsite content and even YouTube video transcripts.
Remember, entities are concepts related to Google’s
Knowledge Graph, which includes local businesses.

Rand Fishkin's Advice → “Build a notable, popular,
well-recognized brand in your space, outside of Google
search.”



THE FUTURE OF LOCAL SEARCH IS:
BRAND AUTHORITY

18. There were notable mentions of clicks and length of
clicks within the leaked Google API documents. These
mentions support the long-suspected notion that your
clicks act as a type of “vote” for the algorithm. This may
also include clicks on GBP.


THE FUTURE OF LOCAL SEARCH IS:
CUSTOMER ENGAGEMENT

19. Coined by Google, “shelfies” are defined as “pictures of the
products in your business, on the shelf where Google and the
consumer could get a really solid idea of what the place looked
like and the range of products you were offering”


THE FUTURE OF LOCAL SEARCH IS:
SHELFIES

20. Coined by Google, “shelfies” are defined as “pictures of the
products in your business, on the shelf where Google and the
consumer could get a really solid idea of what the place looked
like and the range of products you were offering”
A recent studies show that photos are a major consideration
when choosing a YMYL or personal service business.



THE FUTURE OF LOCAL SEARCH IS:
SHELFIES

21. Coined by Google, “shelfies” are defined as “pictures of the
products in your business, on the shelf where Google and the
consumer could get a really solid idea of what the place looked
like and the range of products you were offering”
A recent studies show that photos are a major consideration
when choosing a YMYL or personal service business.
Google recently confirmed that it values high-quality photos
uploaded by the business over customer photos.



THE FUTURE OF LOCAL SEARCH IS:
SHELFIES

22. Coined by Google, “shelfies” are defined as “pictures of the
products in your business, on the shelf where Google and the
consumer could get a really solid idea of what the place looked
like and the range of products you were offering”
A recent studies show that photos are a major consideration
when choosing a YMYL or personal service business.
Google recently confirmed that it values high-quality photos
uploaded by the business over customer photos.
Photos can be a ranking factor.


THE FUTURE OF LOCAL SEARCH IS:
SHELFIES

23. UNLOCKING THE FUTURE OF LOCAL SEARCH
SHELFIES

24. UNLOCKING THE FUTURE OF LOCAL SEARCH
SHELFIES

25. UNLOCKING THE FUTURE OF LOCAL SEARCH
SHELFIES

26. Attributes are a ranking factor.
Businesses that do not take verify their GBP attributes can be
excluded from searches results where that attribute was a
consideration.


THE FUTURE OF LOCAL SEARCH IS:
GBP ATTRIBUTES

27. Some attributes only
available via API…

THE FUTURE OF LOCAL SEARCH IS:
GBP ATTRIBUTES

28. Like reviews, social channels may begin to play a larger role
validating a business through customer interaction and feedback.
If Google is asking for businesses to add social links directly, we
can infer that Google may use the linked information to validate:

Expertise (though relevant posts),
Authority (though shares and likes) and
Trust (through ratings & followers) a business has.

THE FUTURE OF LOCAL SEARCH IS:
SOCIAL MEDIA LINKS

29. Like reviews, social channels may begin to play a larger role
validating a business through customer interaction and feedback.
If Google is asking for businesses to add social links directly, we
can infer that Google may use the linked information to validate:

Expertise (though relevant posts),
Authority (though shares and likes) and
Trust (through ratings & followers) a business has.

THE FUTURE OF LOCAL SEARCH IS:
SOCIAL MEDIA LINKS

30. Google confirmed that posts that are timely, especially as they
relate to national events and holidays, are given priority.
Feature gives priority to posts with copy that aligns with the
search query; creates another opportunity for optimization.


Google is highlighting Offer & Event posts separate from the
listings they are posted on in the Food & Beverage Industries.
THE FUTURE OF LOCAL SEARCH IS:
GOOGLE POSTS

31. THE FUTURE OF LOCAL SEARCH IS:
GOOGLE Q&A
Be the subject matter expert. Answer common customer
questions before they navigate elsewhere for more information.
Questions related to search intent may also be highlighted as a
“Related to your search” snippet in the finder results.
While not a direct ranking factor, questions and answers can open
a businesses up to additional search volume when copy directly
relates to perceived search intent.

32. THE FUTURE OF LOCAL SEARCH IS:
CONSUMER CHOICE OPTIMIZATION (CCO)
What features should a business be taking advantage of,
and what content should it be creating in order to be the
best possible choice when a consumer is presented with
options in search results.

33. UNLOCKING THE FUTURE OF LOCAL SEARCH
PUTTING IT ALL TOGETHER

34. UNLOCKING THE FUTURE OF LOCAL SEARCH
PUTTING IT ALL TOGETHER

35. UNLOCKING THE FUTURE OF LOCAL SEARCH
THE ROLE OF AI
2)How can I use AI to improve my SEO?

36. UNLOCKING THE FUTURE OF LOCAL SEARCH
THE ROLE OF AI
2)How can I use AI to improve my SEO?
Good tools will:
●Provide keyword recommendations.
●Generate keyword rich content.
●Identify new features and missed opportunity.
●Understand where you stand against your
competition.
●Stay on top of trends associated with your
industry.

37. UNLOCKING THE FUTURE OF LOCAL SEARCH
THE ROLE OF AI
2)How can I use AI to improve my SEO?
Great tools will:
●Make the recommendations without
prompting.
●Enact recommendations for you.

38. SOCi 2024
Confidential
AI has the potential to fix
your Scale & Expertise Problem.

39. SOCi 2024
Confidential
Poll
Are you currently using a listings solution today?

40. SOCi 2024
INTRODUCING
GENIUS SEARCH
Software that does the work for you

41. SOCi 2024
INTRODUCING
GENIUS SEARCH
✔WORLD CLASS Listings Management
●PLUS Real-Time Local Data Analysis
●PLUS Proactive Recommendations
●PLUS One-Click Task Automation

42. SOCi 2024
INTRODUCING
GENIUS SEARCH
✔WORLD CLASS Listings Management
✔PLUS Real-Time Local Data Analysis
•PLUS Proactive Recommendations
•PLUS One-Click Task Automation
Real-Time
Continuous
At Every Location
Automatic
Reviews
TRENDING
Interest
Holidays
Top Keywords
Social
Social Engagements
Past Posts
Weather
Search volume
Competitors
SEO Best Practices

43. SOCi 2024
INTRODUCING
GENIUS SEARCH
✔WORLD CLASS Listings Management
✔PLUS Real-Time Local Data Analysis
✔PLUS Proactive Recommendations
•PLUS One-Click Task Automation
Primary Category
Additional Categories
Long Description
Services
Q&A
Photos
Website
Special Hours Attributes
Service Areas
Short Description
Weather Insights

44. SOCi 2024
INTRODUCING
GENIUS SEARCH
✔WORLD CLASS Listings Management
✔PLUS Real-Time Local Data Analysis
✔PLUS Proactive Recommendations
✔PLUS One-Click Task Automation

45. SOCi 2024
INTO THIS
Delivering a
DATA SCIENTIST
and a
TRAINED MARKETER
at every location!

46. SOCi 2024
Beta Testimonials

47. SOCi 2024
“Genius Search made over 1,400
optimizations in the first month alone.
Unbelievable!”
- Regal Nails Corporate Marketing Team
Customer Quote

48. SOCi 2024
“We have never had this sort of
visibility into search optimization.”
- Kristin Ratliff, Branding Specialist | Kumon North America
Customer Quote

49. SOCi 2024
Behind The Scenes
(What makes this Search Genius?)

50. SOCi 2024
Behind The Scenes: Signals & Recommendations
Google Business Profile
“New Google Category of Eye Care
Center”
1

51. SOCi 2024
Behind The Scenes: Signals & Recommendations
Google Business Profile
“New Google Category of Eye Care
Center”
1
Engagements
“Excellent eye care service”


2

52. SOCi 2024
Behind The Scenes: Signals & Recommendations
Google Business Profile
“New Google Category of Eye Care
Center”
1
Engagements
“Excellent eye care service”


2
Search Volume
“32000 Searches for eye care center
last month”




3

53. SOCi 2024
ACCEPT!
Polarized glasses
Behind The Scenes: Signals & Recommendations
Google Business Profile
“New Google Category of Eye Care
Center”
1
Engagements
“Excellent eye care service”


2
Search Volume
“32000 Searches for eye care center
last month”




3

54. SOCi 2024
Confidential
Let’s See GENIUS at Work
DEMO

55. OPTION 1
Stick around for a general Q&A.
OPTION 2
Join our breakout room to talk
to an expert and see a more
in-depth demo!
Choose your next Path

57. SOCi 2024
Confidential
QUESTIONS?