Today, let's talk about service companies (SAB) and local SEO. Because every time I talk to a SAB, the first thing – and pretty much the only thing – they want to know how to position themselves in the Local Pack in cities where they have not gotten away. physical location.
I'm sure I do not need to tell you how, over the years, Google has made it much more difficult to rank these companies outside of their home cities. And since the advent of Google Home Services ads, things are getting more complicated.
TED-hipster digital marketing is talking about predicting the disappearance of yellow pages printing for years, but you know what? A regional publisher of yellow pages printed in Texas has said that he shows potential SAB advertisers an image like this drawn on a napkin:
He tells them something like: "Use SEO for your market, but use our books for markets surrounding." And I guess it works – he claims his sales have increased lately (though I think he's also spending some of his budget on AdWords).
For those of you who are new here, Google's Local Pack algorithm is a "trimodal" algorithm based primarily on the following three factors:
- Relevance (Are you a roofer?).
- Prominence (Are you a notorious roofer?).
- Proximity (Is the physical location of your company near the researcher?).
[Read the full article on Search Engine Land.]
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