Rank Fast with these Topical Authority Tactics Ep.589
In this podcast episode featuring SEO Specialist Matthew Bertram, the focus is on demystifying Topical Authority in SEO and providing actionable…
Link Building
5 Top Enterprise local SEO challenges & How to solve them in 2023. Sponsored by Magic Mind Ep. 555
Enterprise local SEO requires matching keyword strategy to search intent type, maintaining a single source of truth for location data, building linkable store locator architecture, optimizing Google Business Profiles, and creating local presence for service area businesses.
Key takeaways
- Search intent type (national, semi-national, local, hyperlocal) should determine your entire site structure and content strategy.
- Store locators with search-only boxes had 50% fewer top-ranking keywords than those with linkable state, city, and location pages.
- Deleting duplicate Google Business Profile listings caused some clients to jump 15 positions for their main target keywords.
- For hyperlocal keywords, build a site structure with a locator index page, state page, city page, and location page.
- Service area businesses without physical locations can gain local pack visibility by creating a store-within-a-store at a partner brand location.
the minute duplicate listings are deleted, rankings for some of his clients went up by 15 positions for the main keywords that they were targeting
About this episode
When it comes to local SEO for Enterprise companies, there are unique challenges to tackle. Here are the top five challenges and how to solve them in 2023.
Questions this episode answers
How do I tell if a keyword has local or national search intent?
Search the keyword in an incognito browser and check what the SERP shows. No map pack and no city or state pages means national intent. A map pack with location pages means local intent. A map pack where your physical proximity dominates the results signals hyperlocal intent.
Why does store locator architecture matter for SEO?
Brands whose store locators relied on a search box only, with no linkable state, city, and location pages, had 50% fewer keywords ranking in top positions compared to brands that built a fully linked locator architecture that bots and users could navigate.
How can a service area business with no physical location gain local pack visibility?
One option is creating a store within a store at a partner brand location, the way FedEx placed on-site services inside Walgreens stores. Another option, if lead value is high enough, is opening a dedicated physical location in target areas to become eligible for local packs.
In their words
those who had search only locators. So they didn't have a way that you could parse through the data or that a bot could parse through the data. They had 50% fewer keywords in first position or in top positions than those with linkable state, city and location architecture.
Host
Understanding internal links is something that is super undervalued and is very important.
Guest
creating a store within a store at a partner's brand location is a great way to get additional local pack visibility.
Host
Terms defined in this episode
- Hyperlocal search intent
- A query type where the searcher's physical location is the most significant factor in the results, causing the map pack to dominate the SERP, as with searches like auto insurance near me.
- Service Area Business (SAB)
- A business such as a plumber or roofer that targets local search queries but has no storefront, making it ineligible to appear in Google local packs without a verified physical address.
- Single source of truth (location data)
- One central platform, such as Yext or Uberall, where a multi-location brand manages all its Google Business Profile listings and directory data to avoid conflicting signals.
- Google Business Profile (GBP)
- A set of local listings for business locations that functions, as described in the episode, like a separate search engine wrapped together with national search, requiring unique and accurate content per location.
Full transcript is being added.
This episode answers
Matthew Bertram
AI keynote speaker · Owner & CEO, EWR Digital · President, ModalPoint
Matthew Bertram is an AI keynote speaker, creator of DIG™ (Digital Information Governance), and owner and CEO of EWR Digital. He helps energy and industrial leaders win visibility in AI search (GEO and AEO), is President of ModalPoint and CMO of the Oil & Gas Global Network, hosts The Best SEO Podcast, and has authored eight books including LLM Visibility. More about Matthew Bertram.
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