Local SEO for real people: 20 hard-hitting (and hilarious) audit lessons

This talk is suitable for experienced Local SEOs and team managers in the field.

Gone are the days of Local SEO being written and defined by humans. Welcome to the world of AI for everything you can imagine. Sigh!

This talk is here to show that Local SEO is still being written for humans, real humans! In fact, we'll be exploring 20 lessons from auditing a variety of locations around the world. One lesson for every minute - no pressure!

We're not talking about the basics - we're here to get our hands dirty in the deep knowledges. Bring gloves!

And, of course, there'll be a summary of all the lessons to help everyone capture all the nuggets in one place! Did someone say food?

Transcript

2. Ehab Aboud Principal Solution Engineer
 GBP Gold Product Expert
 Aviation Geek & EV Head

3. Google
 Apple Business Connect
 Local Pages
 How We’ll Structure the Tips
4. • On social media
 • In our products
 • In our jobs
 • On our marketing touchpoints
 AI Overwhelm
5. 2022
 2023
 2024
 March
 Product Reviews Update
 May
 Core Update
 July
 Product Reviews Update
 August
 Helpful Content Update
 September
 Core Update
 September
 Product Reviews Update
 October
 Spam Update
 October
 Spam Update
 December
 Helpful Content Update
 December
 Link Spam Update February
 Product Reviews Update
 March
 Core Update
 April
 Reviews Update
 April
 Core Update
 September
 Helpful Content Update
 October
 Core Update
 November
 Core Update
 November
 Reviews Update March
 Core Update
 March
 Spam Update
 June
 Spam Update
 August
 Core Update
 November
 Core Update
 December
 Core Update
 Google Algorithm Updates
6. Google Is All About Trust
7. Some Examples Write a review
 Suggest an edit
 Upload customer photos
 Report a business/review
 Start a Google Business Profile
 Get verified
 Update hours
 Upload owner photos
 Change address
 Have you been suspended?
 Are you bulk verified?
 Trust with Google

8. T I P # 2 0 | M E D I U M
 Combine your factors! Credit: Claudia Tomina
 47 Reviews + images
 47 Reviews + images + Menu/Service
 June 7th 2024
 June 8th 2024

10. Delete review
 T I P # 1 9 | E A S Y
 Publishing Reviews Quicker! Credit: Vinay Toshniwal
 Reviews didn’t publish?
 1
 Visit business on Google Maps
 Do one of the following:
 a. Call business
 b. Go to website and browse around (don’t bounce off immediately!)
 c. Click to directions and then visit the business
 Wait a minute or two
 Post Review again
 2
 3
 4
 5

11. Fake Profiles
 Old Profiles
 Keyword Stuffers!
 T I P # 1 8 | M E D I U M
 False Competition Audit Find “False competition audit” 
 @ www.localbusinessprotection.com
 Credit: James Cant

12. SPAMMY OWNERS
 BUYING REVIEWS
 SPAM POSTS
 T I P # 1 7 | M E D I U M
 How to Trigger Suspensions Credit: Ehab Aboud
 CALL-CENTRE PHONE NUMBERS
 KEYWORD STUFFING
 FAKE BRANDS
 CONFLICTING WEBSITE INFO
 SIMPLY BREATHING
 MASS EDITS
 ULTRA-EDITED PHOTOS

13. T I P # 1 6 | E A S Y
 World-Class Location Spoofer Credit: Ehab Aboud

14. T I P # 1 5 | M E D I U M
 Bilingual Business Name Translations Credit: Colas Mazeron

15. T I P # 1 4 | M E D I U M
 Automated Calls From Google Credit: Colas Mazeron
 Turn off for fewer updates
 Credit: Colas Mazeron

16. T I P # 1 3 | M E D I U M
 Monitoring Google’s Edits! Credit: Colas Mazeron

17. https://business.google.com/add 
 T I P # 1 2 | M E D I U M
 Check for Claimed Listings Credit: Colas Mazeron

18. • A primary owner can upgrade another owner immediately.
 • Any owner can upgrade themselves to primary owner after 7 days. 
 T I P # 1 1 | H A R D Upgrade to Primary Owner? Credit: Colas Mazeron
 Credit: Colas Mazeron

19. T I P # 1 0 | M E D I U M Video Video Video Credit: Ehab Aboud

20. T I P # 9| M E D I U M Engagement Recency Update little and often!
 You have 100 photos?
 Upload 40 now, then add two every week for a year!
 Credit: Ehab Aboud

21. T I P # 8 | H A R D
 Knowledge Panel lookup Credit: Claire Carlile
 Source: https://kalicube.pro/tools/knowledge-graph-explorer 

22. Your Website
23. Full URL - not just a home page!
 T I P # 7| E A S Y Link Your Local Pages to Google Credit: Ehab Aboud

24. T I P # 6| M E D I U M Locator Content Credit: Ehab Aboud

25. Identical H1/H2 tag to GBP business name!
 Rich images and videos
 Useful CTAs
 T I P # 5| M E D I U M Local Page Content Credit: Ehab Aboud

27. T I P # 4 | M E D I U M
 Complete Structured Data Credit: Ehab Aboud

28. Forgot about Apple?
29. T I P # 3| M E D I U M
 Rich ABC Data Linked to Phone App Credit: Christian Hustle

30. T I P # 2| M E D I U M
 Apple Showcases Credit: Christian Hustle

31. T I P # 1 | M E D I U M
 Get Your Own Reviews?? Credit: Colas Mazeron

32. …and here’s what the reviews look like
 Credit: Christian Hustle

33. Take these tips home! Instantly boost your local SEO. Scan the QR code now for three essential cheat sheets:
 1. Unlock the Power of Apple Maps & Reach Millions of iPhone Users
 2. Boost Your Visibility on Google, Build Trust, and Get More Customers!
 3. Turn Clicks into Customers with a High-Performing Website