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@joyannehawkins#StateOfSearch
How to Create a KILLER Local SEO Strategy
by Spying on Your Competitors
PRESENTED BY: JOY HAWKINS
@joyannehawkins#StateOfSearch
Position 5
Position 1
Position 1
Position 2
Position 25
Position 18
Position 31
Position 17
Yesterday Today
@joyannehawkins#StateOfSearch
From 1st to 31st
OVERNIGHT
@joyannehawkins#StateOfSearch
Tip #1
Ranking trackers are not enough. You
need screenshots.
@joyannehawkins#StateOfSearch
BEFORE AFTER
@joyannehawkins#StateOfSearch
1 Change on 1 Listing
Caused the entire list
order to change.
@joyannehawkins#StateOfSearch
Tip #2
Be VERY careful when authorizing
3rd parties to make changes to your
Google My Business listing!
@joyannehawkins#StateOfSearch
Air Conditioning Repair Service
(changed to)
Air Conditioning Contractor
@joyannehawkins#StateOfSearch
Tip #3
You need to know which categories your
competitors are using.
@joyannehawkins#StateOfSearch
● Choosing the right GMB categories
was the #3 ranking factor in Moz’s
Local Search Ranking Factors in 2017
● I voted it as #2
@joyannehawkins#StateOfSearch
There are currently 3921 GMB Categories
Some of the new ones that were added:
● Specialist Hospital
● Korean Beef Restaurant
● Drivers License Training School
● Cooking School
In July 2017 there were 3901
@joyannehawkins#StateOfSearch
THE DAY AFTER
FIXING THE
CATEGORY
ISSUE
@joyannehawkins#StateOfSearch
Things your competitors
do can [hugely] impact
your listing’s ranking!
@joyannehawkins#StateOfSearch
Tip #4
If you’ve been filtered from the local
results you need to figure out who
filtered you and how they are
beating you at local SEO ranking
factors.
@joyannehawkins#StateOfSearch
When listings are very
close together and are in
the same industry,
Google can pick the
stronger of the 2 and
filter the other.
The Possum Filter
@joyannehawkins#StateOfSearch
@joyannehawkins#StateOfSearch
1. Organic Ranking
2.GMB Categories
3.Content in GMB
Reviews
Top Factors to Look at
@joyannehawkins#StateOfSearch
Tip #6
Check who ranks high when searching
from an area far from your office for
additional competitive analysis.
@joyannehawkins#StateOfSearch
Why do I rank so great in
NYC but so poor in every
other state?
@joyannehawkins#StateOfSearch
● This business dropped from 1-3 to 11-
12 once the searcher’s location was
not in the NYC area.
● The top ranking business out-of-state
didn’t rank anywhere in NYC (he was
filtered)
@joyannehawkins#StateOfSearch
Ranked 1st
when
searcher’s
location
was in the
rest of the
USA
Ranked in
the NYC
area
When Enzo Custom ranked 1st, it changed
the order of the rest of the listings.
@joyannehawkins#StateOfSearch
The local ranking factors are
different when the searcher’s
location
is NOT local.
@joyannehawkins#StateOfSearch
“Auto Insurance
Philadelphia”
Proximity to searcher is the
#1 ranking factor.
@joyannehawkins#StateOfSearch
IDENTICAL!
Proximity to
searcher is not
a ranking factor
when the
searcher’s
location isn’t
local.
@joyannehawkins#StateOfSearch
Enzo was losing the local fight
against Possum because he
moved a year ago.
@joyannehawkins#StateOfSearch
Tip #5
Check competitor listings to see if they
have reviews that don’t belong to them.
@joyannehawkins#StateOfSearch
BEFORE AFTER
Reviews are GONE!
@joyannehawkins#StateOfSearch
Tip #7
Do a site: search for a competitor site
then click Tools > Any Time and select
“past month” to see new content they
have produced in the last month.
@joyannehawkins#StateOfSearch
@joyannehawkins#StateOfSearch
@joyannehawkins#StateOfSearch
Use Ahrefs to
find featured
snippet
opportunities
Tip #8
@joyannehawkins#StateOfSearch
@joyannehawkins#StateOfSearch
@joyannehawkins#StateOfSearch
Total clicks on the page went from 288
to 1747
Total impressions of the page in the
search results went from 2,065 to 22,490
@joyannehawkins#StateOfSearch
Tip #9
Regularly check for competitor listings that
violate the guidelines & report them on the
Google My Business forum or directly to
GMB.
Less competition = More visibility.
@joyannehawkins#StateOfSearch
➔ 17 removed (ineligible)
➔ 2 are permanently closed
➔1 was keyword stuffing
➔ 8 were legit/eligible
28 Businesses
@joyannehawkins#StateOfSearch
@joyannehawkins#StateOfSearch
National Brands
@joyannehawkins#StateOfSearch
● A national security company using cell phone stores in malls
that sold their product. Google removed 1040 listings.
● A national phone company that had tons of listings for their
security service as a separate listing located inside their retail
stores (*note: it didn’t have a department)
● A national security company that was using virtual offices to
get listed in major cities across the US.
National Brands
@joyannehawkins#StateOfSearch
Spammy Duplicates
When a business creates several keyword-stuffed listings to rank
multiple times.
@joyannehawkins#StateOfSearch
Virtual Offices are not
allowed.
If your business rents a temporary, "virtual" office at a different address from
your primary business, do not create a page for that location unless it is
staffed during your normal business hours.
@joyannehawkins#StateOfSearch
Questions?
Want more advanced local SEO
training? Use promo code SOS15 to
save* 15% off my 200+ page training
manual.
http://localu.org/experts-guide-local-
seo/
*Offer expires October 31, 2017

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How to Create a KILLER Strategy by Spying on Your Competitors