Digital Henley – July ‘16

Patrick LangridgeHead of SEO

@patlangridgepatrick.langridge@screamingfrog.co.uk

Machine Learning & Local SEO: The Future of Personalised Search

History Lesson

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Google Today

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Google Today

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Plumber

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Venice (2012) & Pidgeon (2014)

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Why Does This Matter?

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Local SEO Best Practices

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Build really really really good location landing pages.

Unique, descriptive, rich, relevant and locally focused content.Compliment text with images, videos, infographics, CTA’s.List areas/towns/villages covered by a service or shop - maps.Use local data to create compelling stories.Customer reviews/testimonials, case studies from specific locations.Use local staff/managers/engineers to help create unique content.Showcase local community involvement/sponsorship/events.Include local offers, specials and news. Consider local forums for UGC, but only if manageable!

Internal linking, meta data page alignment, geo-targeting if required, Google My Business, external links.

Local SEO Success

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Local SEO Ranking Factors

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Personalisation Factors

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Location Device Browser OS Time Of Day Search History Logged In vs Logged

Out

Variety – CTR testing Information vs

Purchasing Knowledge Graph Answer Boxes Carousels Contextual Relevancy

Google Worried?

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Search Queries by Engine (USA)

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Threats

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RankBrain

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RankBrain

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http://bit.ly/twoalgo

Questions?

Thank you!

@patlangridgepatrick.langridge@screamingfrog.co.uk www.screamingfrog.co.uk