How Do I Do Local SEO?

Transcription from the video above.

Hello, my friends. My name is Russell Wright,

And I wanted to add an answer and contribute to the question, how do I do local SEO? There are many good answers and generally OK answers, and then there are some weird answers. I am not here to judge, but I want to contribute by giving you an overview of local SEO and some things you may want to avoid while doing local SEO.

The main thing to be aware of with local SEO is GBP. Formerly GMB. Google Business profile. Formerly Google Business. Google my business.

You should be aware that Google map rankings differ entirely from organic URL rankings for local, and Google handles these entities differently. If you are still getting familiar with Google Entity Optimization, please see some of our training on entity optimization and how Google knowledge panels and entities work using machine IDs.

Once you understand how machine IDs work, you know how to treat maps differently than URLs. So let me give you an example. If I were to look for gas nearby, I don't even have to write 'nearby', but you see that these will be on my desktop.

These are the URLs and the embedded maps that provide a type of iframe outside the maps. So if I go over here, I'm going to see the same three gas stations. And they're pulling from the centroid, but they're all around this area. You can see that I'm located right here near Greenville, Alabama. Temporarily, we're traveling, and you can see these items here.

What Google does is it finds your location, and it looks for people looking for you. Therefore, traffic and query function a significant part of maps from real humans that are nearly impossible to fake and that all are looking for something. All the old tricks of trying to use phony traffic no longer work for almost anybody on the planet because of Google's Proxy sophistication.

So, as a result, these three are, first of all, closest to me, but they're also the ones that Google highly recommends based on several optimization factors. For example, this shell gas station doesn't necessarily need an organic ranking. It will not necessarily be ranked here because gas stations tend not to have a website tied to search engine results pages. They rely 100% on Google maps to drive customers from the search engine.

However, if I look for Walmart, the algorithm tries to find Walmart nearby. You can see that the knowledge panel entity pops up, but the domain website comes first. And that's because of the domain authority and strength. But, there are also three Walmart supercenters. Now what's not ranked is necessarily the Walmart specific to me and my location, with an organic website URL (non-maps).

In this case, what we teach people to do is, for example, if you have a Walmart specific to this location, we can show you how to rank by combining and integrating your maps with your natural URL structure for your term in your local area.

To do local SEO, you need to understand the proper website SEO structure, which is beyond the scope of this answer. The bottom line is that when you're doing your SEO correctly, you should begin to be able to find yourself from a search engine query when you are standing farther and farther away from your business. Fifty miles would be amazing, and that's relatively rare, but we expand those for people using power boosting.

So that's the main thing to know. This has to be done very carefully because the organic ranking is very different than the map ranking. And none of those two SEO things are related in ways that most people believe or are being taught. OK, so we've broken down the systems of organic optimization that we do into proximities. So a proximity network is a network of keywords around a particular area that correlates to the location of your business or to your centroid, for instance.

So again, since I'm located here, they're going to try to help me get the Walmart that's closest to me, and it's also located in Atlanta, Georgia. So when optimizing your on-page, as both our training teaches and are done for your services do for you, you must get your site structure correct for that page or directory to rank on the same page as a local. So, for example, we know that is here, but there needs to be a URL for the Walmart closest to me in this location. I'm just typing in Walmart. How cool would it be if the Walmart URL indexed was the Walmart location near me?

They don't need this, by the way. So this is their business model. If you're a small business, having your URL right here next to the map pack so that you dominate both the maps pack and the URL that's ideal for a local business, say a dentist, a doctor, a tattoo parlor, any of the local things that you can see. Because this way, you have not only the map's frame but also an organic URL. So that's what we do, including that in this case, they have a knowledge panel that is national and international.

OK, so the way we break these down and make sure you get all of those is first, we do proximity network, which is just a way of talking about a network as a collection of keyword and location-specific landing pages that are highly optimized and interlinked.

If Walmart decided to give me a 'local' URL on the primary Walmart site, like a local directory, they would have to change the global Walmart site structure. So when I typed in Walmart, then the Walmart Atlantic, Georgia, or even the county I'm in, would come up as an organic ranking with a unique Local Walmart URL. They don't do that because they figure the maps are enough, so they let Google sort it out for all Walmart customers wherever they are. But for most middle-sized businesses, you want to map the local organic URL onto your map.

OK. Proximity booster is when you have a range of sizes plus boosting technology. So this is something that my friend and mentor, Jimmy Kelly, created, and it's called a booster. And this is a proximity booster that is used at local phi, another one of our partners.

And this is a powerful SEO technology that allows your maps to go green over great distances in some very unusual circumstances. I'm a long way away from the home office of Jimmy Kelly Digital, where I worked for many years. It is located in Austin, Texas, but you can see that the Google My Business, now called the Google Business Profile, is national, right? I can look at this from whatever IP address I'm in any country. And you can see that not only does Jimmy dominate most of these first page rankings, this is our specific knowledge panel, which is also a local knowledge panel, is available as well.

This success was accomplished through a proximity booster (TM) at a high level. Proximity halo helps you rank your organic URLs. And the way that that would look would be right here. You can see Jimmy Kelly Digital (TM). Thankfully, it ranks for the exact match domain, but he also ranks nationally for his name. We can show you how to do all of this if you need it.

It's challenging for competitors to rank on this page because we've optimized it for multiple URLs. OK, you can see a little about the Locafy purchase of our company, Jimmy Kelly Digital, and the rest. So this is one of the many projects that we have going on.

Everything above is a very, very shallow overview of the three pillars you need to be aware of when doing local SEO.

But once you understand or have the training we also provide on how this works, you'll see that many local SEO methods that used to work no longer do. You will also learn why.

Over the last eight months, things have changed terribly for the worse for anybody doing local SEO under the old conditions. The old machine IDs and the old local practices changed; you can't just build a Google My Business, create a gigantic directory, and automatically get ranked for all locations using an extensive directory.

You have to follow the methods of, Jimmy Kelly, and myself to correctly build up these directories with the correct structure and URL structure to rank multiple URLs across the country and create multiple local rankings from that proximity.

If you'd like to learn more about how to do this, do, please follow us and learn more or visit any of the websites and the bibliography within this answer. And again, this is such an excellent topic, and I'm going to answer, well, probably hundreds of questions in the local SEO space because we enjoy helping others, and we look forward to seeing you.

And thanks to everybody contributing to this question and this answer. Thank you.

Russell Wright