Thursday 27 June 2019, Nottingham

At the latest East Midlands PM Forum event, which was hosted by Adtrak in Nottingham, James Sheppard from Adtrak, led an informative session on the importance of local SEO, with a focus on Google My Business.

James kicked off the session by sharing some interesting insights into why it’s important to consider local search. These included: 46% of searches online are local (Hubspot), 58% of ‘national’ searches result in Google showing the maps pack (SearchLove) and 82% of smartphone shoppers conduct ‘near me’ searches (Search Engine Land).

James continued by sharing the top correlating factors that influence a company being shown in the Google maps pack. These are: 

  1. Distance from search
  2. Total additional organic rankings
  3. Number of reviews with keyword
  4. Has Google reviews
  5. % of reviews w/keyword
  6. Number of reviews responded to
  7. Average yearly views
  8. Number of reviews with likes 

However, before delving deeper into Google My Business, James highlighted the importance of ensuring that you have the following SEO basics in order as a starting point: 

  • Keyword targeting
  • On-page optimisation
  • Good quality, relevant content
  • Link/citation building and consistency
  • Mobile friendly site
  • SSL
  • Sitespeed
  • Schema. 

The group then focused on Google My Business, with James sharing some practical tips for setting up an account and optimising it effectively. These included making the most of your categories and ensuring that they accurately reflect what you do and making sure the page you link to from Google My Business is optimised. 

He also discussed all the features and how to use them effectively, including: 

  • Posts
  • Description
  • Services
  • Products
  • Photos
  • Bookings
  • Q&A 

James then highlighted the importance of reviews and shared some tips for encouraging customers to leave reviews and why it’s vital to respond to any reviews received. 

Finally, James concluded the session by sharing methods of tracking success and also providing a bit of an insight into the future for Google My Business. 

Overall, James provided an extremely informative and thought provoking session, with lots of useful tips and tools for the group to take away and put into action. 

Written by Jemma Taylor-Smith
Marketing Consultant, V Formation