Pubcon Vegas 2015 – Local Search & Semantics – By Upasna Gautam

My Rockfish colleague, Upasna Gautam, rounded up a great session on local search. She shared some great ideas on how to optimize your website for local search. Here are some of the notes I took during her presentation …

My Rockfish colleague, Upasna Gautam, rounded up a great session on local search during Pubcon Vegas 2015. She shared some great ideas on how to optimize your website for local search. Here are some of the notes I took during her presentation …

  • The formula AKA The Logic Bomb
    • Google goes beyond the keyword-first mindset but gets into complex and relevant queries looking to deliver information
    • Consider intent
  • Formula: [Brand] + [Unbranded Keyword Phrase] + [Location Information]
  • Brand
    • Use your brand name
    • Boost’s authority and increasing relevancy
    • Build connections with unbranded entities
  • Unbranded Keyword Phrase
    • Look to build the contextual links to your brand
    • Consider that Google understands intent – those entity connections are important
  • Location
    • People search geographically in different ways
    • Always include city, state and zip code
  • Don’t forget long-tail keywords
    • High-intent keywords are very important
    • Think about natural language searches
    • Write content to answer questions
    • Try to understand intent and context of your potential customers

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