Ever wonder how big brands like Public Storage and Skechers, handle SEO for every store in their franchise? These franchises follow a simple 4-tier system to maximize search engine visibility, a system Steve shared during our most recent #SEJThinkTank webinar.

1. Local SEO:
Case Studies from
Big Brands
Steve Wiideman, Search Engine Strategist
#SEJThinkTank
@seosteve

2. #SEJThinkTank
@seosteve
Steve Wiideman: Projects
The Agency’s Agency:

3. 1.Landing Page Optimization
2.Links and Business Citations
3.Business Data Integrity
4.Business Reviews and Ratings
#SEJThinkTank
@seosteve
Poll 1
What do you believe to be the
most important factor of local SEO?

4.  The right tools
 A foundational 4-layer action plan
 A genius creative strategy
 Cadence and discipline
#SEJThinkTank
@seosteve
The Secret Recipe to #LSEO

5. #SEJThinkTank
@seosteve
The Right Tools
STRATEGY EXECUTION REPORTING
1. Webmaster
2. Content Writer
3. Outreach / PR

6. #SEJThinkTank
@seosteve
The Foundational 4-Layer Action Plan
 Data Sources
Accuracy & Integrity
 Content
City & Property Level Templates
 Profiles & Citations
Regional & Industry
 Online Reputation
Ratings & Reviews

7. #SEJThinkTank
@seosteve
DATA SOURCES

8. #SEJThinkTank
@seosteve
DATA SOURCES

9. #SEJThinkTank
@seosteve
DATA SOURCES
www.seoroadmap.org/local-seo/

10. #SEJThinkTank
@seosteve
Local Content
Actual Store
Landing Page
City Landing
Page

11. #SEJThinkTank
@seosteve
Store Page Content
1. Official Name (SEO)
2. Verbatim Address & Phone (SEO)
3. Store Hours & Current Status (SEO)
4. Personalization (UX)
5. Google Map (SEO+UX)
6. Call to Action (UX)
7. Selling Proposition (UX)
8. Trust Signals (UX)

12. #SEJThinkTank
@seosteve
Store Page Content (Keyword, City)
1. oil change, anaheim ca
2. exhaust repair, muffler repair
3. brake repair, brake replacement
4. tires, tire repair, tire replacement
5. heating repair, ac repair
6. {keyword} near me
7. {keyword} in {city, st}
8. Other services offered here

13. #SEJThinkTank
@seosteve
Store Page Content
1. Location Video
 schema.org/VideoObject
 Video XML (title, meta, tags)
2. Semantic keywords
 automotive technician
 mechanic
3. Barnacle SEO / Online Reputation
 Improve visibility of Yelp profile
 Influence what appears for ‘reviews’

14. #SEJThinkTank
@seosteve
Content
Actual Store
Landing Page
City Landing
Page

15. #SEJThinkTank
@seosteve
Content: City-Level
#HELPFUL
1. Semantically Relevant
 Storage = relocating, housing, city resources
2. Trust Signals
 External links to authoritative content (.gov, .edu)
3. Data We Already Have
 FAQ’s, storage statistics, regional (hyperlocal) content

16. #SEJThinkTank
@seosteve
Profiles & Citations
1. Search Engines
 Google My Business, Yahoo! Local, Bing Places
2. Navigation
 MapQuest, Apple Maps, HERE Maps, Yandex, etc
3. Social-Local
 Yelp, Foursquare, Facebook, etc
4. Business Directories
 General business directories [meh], regional citations, industry listings

17. #SEJThinkTank
@seosteve
Profiles & Citations

18. #SEJThinkTank
@seosteve
Profiles & Citations

19. #SEJThinkTank
@seosteve
Profiles & Citations

20. #SEJThinkTank
@seosteve
Online Reputation
Good
Experience?
SHARE
Poor
Experience?
WE CARE

21. 1.Yes, without a doubt
2.Maybe, if it wasn’t a lot of work
3.No, I don’t want more web traffic
#SEJThinkTank
@seosteve
Poll 2
Would you trade a Saturday to get
neighborhood businesses to link to you?

22. IDEA:
Bi-Annual Community Volunteer Events (Saturday?)
 Ask neighboring business to get involved
 Ask neighboring business to help promote (link/share)
#SEJThinkTank
@seosteve
Genius Creative Strategy

23. 1. Weekly Content Marketing Plan
2. Recurring Social & Video Campaign
3. College & Government Strategies
#SEJThinkTank
@seosteve
Genius Creative Strategy
Learn About Rich Answers:
https://www.stonetemple.com/the-growth-of-rich-answers-in-googles-search-results/

24. #SEJThinkTank
@seosteve
Cadence & Discipline
 Monitor Weekly Results & Insights
 Test and Experiment

25. #SEJThinkTank
@seosteve
Monitor Weekly Results

26. #SEJThinkTank
@seosteve
Monitor Weekly Results

27. #SEJThinkTank
@seosteve
Bulk Tests & Experiments
1. Test Group (30)
2. Control Group (30)
3. Test Gap (~4 Mo)

28. #SEJThinkTank
@seosteve
Bulk Tests & Experiments
1. Test 1 Group (ALL)
2. Test 2 Group (200)
3. Control Group (200)
4. Test Gap (~2 Mo)

29. #SEJThinkTank
@seosteve
THANKS!
Get More Strategy
www.SEORoadmap.org/sej/