5 Top Enterprise local SEO challenges & How to solve them in 2023. Sponsored by Magic Mind Ep. 555

hi and welcome to the seo podcast unknown secrets of internet marketing my name is chris burris one of the owners of ewr digital my name is matt bertram seo strategist for today daily for today day just daily today seo daily seo daily seo daily you keep getting accolades like that just kind of like this accolade right here uh we got a couple people in from out of town in houston from out of town so that we could receive this bbb award you want to talk about that bbb award a little like well i i'm in the marketing committee for the bbb um i don't know if that influenced their voting probably didn't hurt right i think it was actually yeah it's like different different judges and all that sort of thing but yeah there was a big bbb event and uh we had some people that were associated with the application and what we presented and we said hey if we win uh you get to come in for the award so they did and so we've had a a week long um like escapade with the astros oh yeah that was right so the the astros games we've been doing a lot of team building events they're actually downstairs right now uh in a conference room waiting for us to finish so we should jump into it with some of our sponsors well uh just first i gotta tease you the article is by andrew shotland uh patif to andrew and it is five top honor enterprise local seo challenges and how to solve them uh it's a good article you guys should stick around for that uh and before we get to that we really have kind of two sponsors today we got our ongoing sponsor of se ranking and we have a new sponsor magic mind the world's first productivity shot by the way that's their tagline on their home page yeah like i like that the world's first productivity shots they're they're really kind of working to distinguish themselves from a

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this actually it's 21 days from what i remember oh to actually create a habit oh yeah yeah yeah so so you know why are people giving people a 14 day offer right like what's going on with that i think a 30 day offer and and you really got to commit to doing it so so even uh with magic mind i've been taking it and you want to commit to taking it consistently yeah and what i can tell you is i haven't been taking a daily i i typically have like one to two nights a week that i work late yeah and i take and i've been taking it then yeah so i need to to start taking it more daily and and that that i think that will be a better measuring stick to so what you're saying is get on subscription yeah i think i think get on subscription try it out i think maybe even double it up yeah okay like i think i think you want to talk about like uh the what is it called the half life right like yeah yeah you need to probably double it up a couple times and and then get on some kind of consistent daily matcha right daily magic mind so all right that is magic mind dot c oh and what we were talking about and if you've been listening to the podcast you know that you can get instead of a 14 day trial you can get a 30 day trial of our kind of consistent sponsor se ranking this tool is amazing a couple notes about this tool it's good and it's cheap it's professional and it's easy to use it has a lot of tools and each one of the tools is good enough to sell independently and we've actually been talking over the last couple podcasts of of new tools that they've even added since since they became a sponsor you might not know this tool you might not be familiar with this tool but it has won lots

of industry awards and has a superb user rating you can get a 30 day trial of se ranking by going to best seopodcast.com forward slash se ranking yeah no so they actually just came out with the article about in a search engine journal about displaced workers with se ranking so um because they're ukrainian right so legitimately displaced workers not just like people who have to oh yeah the people that i'm communicating with on the team are in poland right so they're they're certainly displaced uh this tool i use it every day yeah and we've actually even upped our subscription since then multiple times as we're adding new seats and as people are getting more familiar with it i really think it's a great tool that you should go check out um haven't used the new tools as much okay but we are doing different modules on training for it um we're incorporating it into the process we're using it for reports so so we're not just there's not just a a like someone that's like wanting to tap into our community but this is really um something that we believe what people in our community should be using yes yep so that's very good again you can get a 30-day free trial normally it's a 14-day trial go to bestseopodcast.com forward slash se ranking i think it's time to jump into there we have people downstairs waiting for us all right so this is five top enterprise local seo challenges and how to solve them again by andrew shotland patiff to you andrew um local seo can be challenging for enterprise brands because it means knowing how to do national seo google business profile and then learning how google handles your priority search queries in various markets so how are the most common challenges in enterprise what are oh excuse me i can't even read my own handwriting here are the most common challenges in enterprise local seo number one is knowing when to prioritize local versus national seo it can be challenging to tell

if your target top keywords have local intent understanding which terms google regards as local can help you develop your keyword strategy and determine how you approach and support your seo investment basically with content and effort you could lose a lot of traffic due to poor site design or keyword strategy or even poor focus on your google business profile so we're going to talk about this understanding local search intent so what do we mean by local search intent exactly there are four main types of local search intents to focus on so this is when people are searching what what are like what is their intent one search queries with national intent yes by the way we're going to cover all these uh number two search queries with semi-national intent number three search queries with local intent and then finally search queries with hyper local intent you can tell what type of intent your target search queries fall into by the features shown on the serps so for instance like if you've got some keywords out there and you're like i don't know if this is going to be national is it going to be hyper local what is it going to be go to a search for that exact phrase you might want to go into your incognito uh because whatever you've done in the past could have an impact if you're not an incognito tab and you're going to find one of these four and here's how we break them down so queries with national search intent the serp page again the search and result page feature no state or city specific pages and no map pack so they gave the example of uh xyz newspaper article right that's not going to have a map you're looking for like this article if you were looking for uh five top enterprise local seo challenges and how to solve them that's going to be a national intent there's not going to be a map you're not going to have any of the other features on that search

and result page for that and and he just says he goes on to say that the fact that there are no local results in the serp probably mean google sees zero local intent for these queries let's go on the next query queries with semi-national search intent so here the search and result page is going to feature no city or state specific pages but there might be a map pack right so this example was bank and i think he may have actually searched for a specific bank because it's just kind of weird to search for bank like i'm not sure this is a search result for bank i don't know what you think but anyway if you were looking for i don't know near me like whatever bank you're banking with near me yeah bank well yeah so well even get rid of the near me because that like takes it very local right yeah right but if you're just like bank of america right he points out that oh that's confusing it might include a map pack because there's an equal amount of local and national clicks maybe you're looking for like the stock ticker of bank of america maybe you're like who's the ceo of bank of america and you just type in bank america that would be a national search or you would type big america headquarters right or big america right well i mean if you type in america it's a local search here's the reality i would say here's here's what's really cool if we can debate it all day long and then we could go to google and we could type bank of america and google would tell us what the intent of the person who types in bank of america right now so while you're doing that not being sponsored by bank of america but if i type in bank of america i see an ad as a search you see an ad i see an ad for bank of america yep then i see because they want to

control the experience yeah then i want to see yeah and then i want to see bank of america and this is with drive-through locations yep and then we got the closest is that is that a result or is that like that's a result okay so bank of america with drive-through atms because that's probably what most people are looking for when you go to google and then below that is that a map pack or that's just a list oh it's a map pack okay and then people also ask right is bank of america good is a good bank how much is it to open a bank of america i think you're teaching them how to do keyword research now well but then also bank of america securities merrill lynch that's a news press release see that's what i told you then facebook then wikipedia then twitter like if you're just shooting bank of america i think you need a modifier word you might or you're just like other searches i i okay right like google i'm sure that this is a great example so keep on right so number three queries with local search intent here again the search and result page is going to feature partial to full state and city specific pages and a map pack and so in this case he gives the example of a plumber for a term like plumber google will feature a map pack of nearby plumbers and the remainder of the page one results are filled with location pages right those are plumbers who have done the smart seo effort of actually defining a particular location hold the phone oh oh do we have a discrepancy so i just search plumber plumber okay and first you got the google guaranteed ads that they say that they want to look more different like ads but yet they have a green checkbox that says google guaranteed okay so you got the google guaranteed ads then you got the regular ads guarantees more people to click yeah yeah yeah um we

actually have a have a service that like basically manages that yeah i mean it pushes back because google's saying well you have to you have to say if these are good leads or not or they charge you for them oh yeah and there's and there's not a lot of a control over it but you got the ads and then you got different air conditioning companies in town so that's the like air conditioning or plumbing oh and then our uh past client that i put them on the map is in first position because you know i got them ranking for pulver houston a couple years ago then we got yelp then we got um uh a competitor but we're working with his totter uh and then a bunch and then houston chronicle and then some national plumbing companies 24-hour plumber yeah i i okay keep going yeah and and that's what i'm just verifying in his results he mentioned like angie don't trust but verify and it's angie's list yelp the same kind of thing those are local pages so angie's list i'm just gonna say i did you know angie's list like got in a little bit of trouble and they've rebranded to angie's it's just angie it's not calling it anymore because they were doing some scrupulous things unscrupulous okay okay there were things related to scruples scruples got involved all right number four is queries with hyperlocal search intent hyperlocal keywords are where the searcher's location is the most significant and significantly impacts the search result page so as an example he uses what is it insurance uh auto insurance near me it's a tiny print there i had to look around my glasses in the case of hyperlocal intent queries the distance between the user and the business matters most you can see that the map pack in this case uh deals with the real estate uh dominates the serp real estate so the map is actually bigger in this particular situation auto insurance to me i'm just gonna i should be

doing this on on our chat so people with you too but i i'm like computered up right now so i got my personal computer here because i didn't print out the article but so what does it say that should be happening it was auto insurance near me yeah i put that in there and then he said like the map pack is the biggest piece of the search there's one two three four ads above it it's really that's taken up a lot of real estate they got to be testing but the maps is a big is the next ginormous because sometimes the map pack is just over on the right sometimes it's the whole yeah well yeah if you're talking well i don't know auto insurance do you really need a local one but it's near me okay so you want to walk in the door yeah that means you want to walk in the door what is the cheapest place to get auto insurance what is the best auto insurance right now how much is auto insurance in houston there you go there's a and then is auto insurance cheaper in houston texas yeah it doesn't feel like it all right so how do i identify search intent number one analyze current serp outcomes across different geos so geo locations okay examine the serp for a map element check for state and city specific pages review the titles and urls those will give you some inclination and analyze consistency and make an intent determination from that effort so i do see so so again a strategy that we follow safe auto mercury insurance um all states not doing it geico geico's doing it it's a geico knows they'll do what are they doing we're doing seo right oh yeah good yeah well done geico that's probably the but i've never heard of the zebra.com have you oh yeah it's a it's a related to the gecko all right how to build a strategy for different is that really true i don't know different types of

is somebody who's going like if they can use an animal no i think i think the zebra is saying it's like a kayak so it's like um it's an aggregator oh an aggregator of insurance pricing yeah all right so how to build a strategy for different types of search intent so a national strategy nationally focused strategies will need a ton of content and authority your main website should be where you invest the most of your seo budget if you've determined that your target keywords are in queries with little to no local intent obviously a more challenging uh kind of national strategy is more challenging next semi-local strategy semi-local keywords will require the bulk of focus to build the content and authority of your main site with one additional point of focus because semi-local keywords generate a map pack you must optimize your google business profile listings so okay so i'm going to add to this so you not only want to optimize your google profile listings your gnp yeah right but you need to be doing many blogs gbp g yeah g gbp you need gpp yeah you need to put a quarter in there yeah i do i i that that's actually something internally or if you if you say gmb that you got to put a quarter in the jar so jargon jar jar jar jar um all right so you don't only need to optimize for it okay and there's actually a lot of things that you do need to optimize that it's like a one-time optimization but you may be posting local content on the uh like little mini blog section and then you also need to be doing faqs so um and and those can point back and also really one of the big strategies is if if on the national or as you're moving local you have a local page um depending on how many gmbs you have if you have a gmb for each location which you should be that's more g oh golly jar yeah no that's

it's getting bad this is getting bad but those need to point to the location page so a lot of people have their national page but for each location you have a gmp gbp g google business profile gmp nope g b p p p p all right so anyways you know what i'm talking about i can actually see your brain working that was kind of interesting or not working but no you should have that location page tied to that right and then and then that should be so you're talking about on the website a location we're talking about national strategy right right and then we're talking about a semi-local strategy the semi-local strategy is whatever target location you're trying to rank for you need to start incorporating those words and articles into local relevant or regional relevant and the questions asked because you saw that right what what is the cheapest or best insurance in houston texas right so you should be creating that question and answering that question as well as if there's many blogs so one of the things we found we have one like you know semi let's say a similar semi-enterprise national account right it's a regional like multi-state account they just were free for all and posting on their gmb and they're cross-posting stuff on their gb yeah i'm gonna fail at that and and and basically if you're reposting from one location to the next or you're resharing it and there's location specific stuff from that state then you're posting on this state it creates all these mixed signals with google and so the thing to remember is google is an algorithm and it's trying to organize and sort things and so try to make it as easy as possible yep yeah all right so next for local strategy your site structure will become significantly more important if you've determined that google treats your keyword as local right so that means that your site structure is more important and then finally for you comment there well i yeah this this

hyper local and local what would you say the big difference between hyper local and local is well the way they defined hyper local was where your location your physical location was the dominant factor in determining the role so so i think hyper local means it's like a store or restaurant storefront right that you're going to actually go into the location yep like auto insurance near me yeah i want to go in there i haven't gone into an auto insurance store i've done everything online with a broker maybe maybe andrew maybe there's well like some people do things the old school way yeah like certainly there are certain industries and there's certain parts of the country that do things a little bit differently right yeah because i just came back from new mexico things in new mexico a little different than how you're doing big city houston right so like people are like you can deliver stuff to your house and it gets there same day and i was like yeah that's normal right yeah no weirdo uh yeah so for hyper local strategy when your priority keywords are hyper local creating a directory of state and city level pages is preferable and optimizing them for near me keywords with special location pages is preferable so site structure will likely look different depending on your vertical but broadly they might resemble this site structure locator index page state page city page location page interesting yeah so i would have called the location the broader page so so i guess the location page is for that hyper local yeah that's something that i'm not doing so we're we're doing the location indicator we're doing the state we're doing the city that's also part of if you have multi-location or you're trying to target regionally um that's that's kind of the website version of s like what you're doing for like local seo i think you are doing this so i think location page just really means like city street so you got state city neighborhood or address

neighborhood or even the street name or well i yeah i would say a lot of the services we have are go to you services or clients not come into our store which we certainly have those for sure but i think that this is good i i think this is a great great way to look at it and i think that's like the big difference because national you don't need to build the location pages because you just want people to search for you and find you and find you right yeah yeah all right so number two of the five top and we're only on number two by the way we gotta blow through this it gets faster of the five top enterprise local seo challenges and how to solve them number two is having a single source of truth for location data with the advent of local listing management companies such as yext and uberall this is no longer a problem however uh andrew in the course of doing business still runs into multi-location businesses that don't have a single source of truth and really what that's saying is like one platform where you can manage all your gbp listings and all your everything really it's like an aggregator so there's aggregators where you can submit stuff that people are looking to as that single source source of truth yeah you know now i would tell you these listing management companies that's something that i've really seen interesting is they want to charge you monthly to maintain that listing oh yeah and that's the big thing right now is like do you think that people are going to go in and modify your listings on a monthly basis like i think okay twice a year is prudent yeah right once a year you should be doing but monthly i think that's a little bit of overkill to develop a monthly service but but i do agree and uberall is the big company that everything everybody like white labels like yeah uberall but but they're like yeah

so so certainly a single source of truth and that's really some of the top listings i can tell you for podcast interestingly enough if you get pulled out of the itunes feed um you'll start dropping on other directories because that is the single source of truth yeah they just lean on that one yeah all right so number three optimizing store locators many brands outsource their store locators to third party vendors there's nothing wrong with this in theory but there are a few ways we have seen this go wrong and and really store locators like hey i come to the website and i'm like where's the store closest to me how you know how many home depots whatever that's what they mean don't let that break yeah don't let that when that breaks there's some data here for us right there's some data here so for seo an effective store locator should be a basic linked set of city state and location pages that a bot or a user can easily click around to every page he makes the point many brands often build their store locator uh or locator page with a search box to find the location so a few years ago they looked at locators for the top 100 u.s retailers and found that those who had search only locators so they didn't have a a way that you could parse through the data uh or that a bot could parse through the data they had 50 percent fewer keywords uh in first position or in top positions than those with linkable state city and location architecture and that makes so much sense it makes perfect sense yeah make sure your locator architecture is built this way and i put two exclamations and then a little smiley face off the exclamation because i think that's really important next is location page content often brands budget for building a locator on their site but leave nothing for the content a location page with unique beefed up content yes relevant to the location and topics

you are trying to rank for can improve seo improve performance in fact should improve seo so i would say that this even extends to product listenings chris oh yeah that copy and pasting stock art and or stock images and and text and whatever what's unique about this why would we outrank your page versus amazon's page right like you got to provide unique yep yep yep for this content uh this is where your location managers can come in handy we see successful brands use surveys of their location managers to get unique local content what are the things that people might be relevant to whatever the business is that they might be searching in that area you know that area i'm at national headquarters i don't know that area please mr location manager give me information that i can use on those local pages oh i thought you were talking to me and i was good strategy where's the question i was like right i'll answer it all right next priority categories most e-commerce queries show local results near the top of the serps these days we often see brands winning in local packs linking from the location pages to their key categories yes think about linking to your key categories as signaling to google that your location is relevant for those categories yeah understanding internal links is something that is super undervalued and it's very important now there's a lot of data out there saying that links aren't going to be as important but they're always the indicator and they're the indicator that google built its whole algorithm on so they're always going to be a factor a signaling factor and i think you know they're looking more at like what people do on a site but where that site's linking from the quality of that length or that vote is important but on page and how this stuff this data is associated and categorized is critical to ranking yep yeah all right and then within this area uh okay next is google business profile management

and optimization again gbp gbp really shouldn't be a challenge i mean it's just a simple set of yellow pages listings for your locations effectively but there are millions of ways it can go wrong for a business here are just a few of the challenges and opportunities for gbp like just saying gbp is not as i feel like it's not as easy like yeah it doesn't and you obviously just struggled with it for a little bit they're like you got it now no okay beware of duplicate listings amazingly duplicate listings are still a thing with gbp well i will say that google um we have like a special line into google yeah and we've had to help take care of some of this for clients um that's a real issue right like customer service with google is pretty limited yeah and so a lot of people are probably out there going i know it's a problem and i'm struggling with it or someone said yeah i have no way to fix it like this so there's there's definitely like issues with that but also thinking about what people are uploading like customers are uploading things do they represent your brand looking at your reviews comments like your gmb think about this yeah it's a different search engine right it's a different search engine that's wrapped together with national search and so separate or divorce yourself from all the data that's on like national or the site think about you know now i think they've extended it from this but whatever page is the location page hopefully or the page your g and gbp yeah all right is linked to first time um that's the page they're going to be looking at i think that they've expanded that but think about it like a whole different search engine so any content that you don't have on that page on that listing is it's not something that that search engine is looking for yeah so so your listing has to be right it has to be accurate and

don't have to do it like this duplicate and it's not don't and then you have if you move locations you have you know things pointing a different thing like you got to keep that stuff clean to just make it simple and easy for google to understand who you are and what you do easy enough for an algorithm to understand uh andrew makes the point 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 all that seo juice gets pointed 15 positions because you got rid of the duplicate gbp listing uh all right you also need to monitor your gbp listings your gbp listings are in a constant state of flux users are adding photos and reviews uh it's not a set it and forget it thing create a system to monitor changes to your gbp pages regularly scale gbp posts and this starts to get and matt's already talked about this a little it gets it gets more interesting challenging however you want to think about it when you've got to manage uh an enterprise level of gbp listings so gbp posts are short announcements that can attach to your gbp these can be an inexpensive way to generate high converting visits to your site posts can include text photos and videos the challenge we often see is that businesses are often not set up to produce content for each location if you want to do gbp posts for multiple locations implement a system for creating gbp ready marketing i'm saying that a lot marketing ready collateral for new promotions so they can be posted we so we've been doing a lot of work for clients uh on this specifically and we've had to build out some new sops yeah to to really make standard operating procedures yes like more more uh abbreviations yeah um because when you're starting to talk about 250 locations 500 locations unique content like it becomes a massive strategy if you're trying to go after

a particular keyword with all these different locations but i would also tell you and i just thought of this all these people that just came in we have i don't know 25 people downstairs or whatever um if we would have had them all do driving directions coming in oh yeah yeah that would be right like so dry like i don't think that this article covers driving directions but but understand for each post it's looking google's looking for all these different kind of signals and having that unique content and having a system to be like the and and that's the thing is you can sub out and post similar content on a bunch of different gps bps yes british petroleum what gbp bp gbp is that how you're gonna remember it i'm helping you yeah so we're doing i have the article in front of me no but i mean yes yeah i'll just stop all right so next is building and this is the final of five top enterprise local seo challenges and how to solve them number five is building a local search presence for sabs and marketplaces not every local enterprise brand has locations do you know what sab is you may actually know that that is correct um there are plenty of local marketplaces such as yelp doordash zillow and service area area businesses like plumbers and roofers that target local search queries but are not eligible to appear on the local packs they can't get it but they are owning the search rankings right now like the national search trainings which yeah yeah so the solution this won't work for every brand but for those with a suitable business model creating a store within a store at a partner's brand location is a great way to get additional local pack visibility as an example fedex on-site services located in walgreens is a good example of how fedex now has local locations um at at a you know at all the walgreens that's smart i've seen seen a lot of that starting

to happen and it makes a lot of sense and and you know we we worked with uh one business that was planning on expanding and actually it was a pool service business and created planning on creating service locations around the city and their intent was an operations efficiency which is like if the pool guys who are going to the west part of houston if you guys aren't from houston houston is just massive you can spend an entire hour driving in houston at freeway speeds and still be in houston you can drive for eight hours and not leave texas well yeah but this is houston well just houston alone yeah right so so to the east their thought was let's have a warehouse over there the the pool guys report there and we were like this is a good idea yeah i mean i'm not sure about operations because that's not my thing but this is probably going to create more value because of the gb what is now gbp was gmb back then so what i will tell you is if you look in google uh guidelines yep co-working spaces do not work right okay okay and uh po boxes do not work yep and you have to have an operating business that you have somebody there that can receive mail and and you have to have like dedicated space yep so you can't have a co-working space if it's like a dedicated room there but but open spaces don't work or like they'll work till you get audited yeah is that maybe they may work for a very long time until you get audited or you get audited quickly and it doesn't work very long or someone votes you what would surprise me like they audit a location then said okay everyone else who comes at this address nope yeah that just goes in the database all right and finally if the value of a lead is high enough you may want to consider opening up that physical location in certain areas to try

and rank well uh in the local packs that is a legitimate strategy we were just talking about it um andrew shotland patiff to you that was a really good article five top enterprise local seo challenges and how to solve them i feel like we can just say they're solved now right yeah well i thought i thought it's a great article yeah i think that um if you're looking for data and you're looking for sources you can always check out se ranking and they buy uh enterprise little data on the local level yeah like because i think that that's something this article didn't cover is you you need to have that constant feedback the reporting you gotta have the reporting right and you gotta be able to see how you're doing and the changes you're making on how it improves it to have that data because i think the most convincing part about this article is when he gave examples and he showed you of that data yeah right of like here's the statistics around why you should do this yep that certainly is like that that gives it that meat and if you don't know what you're doing and you're just making changes without seeing how it impacts it you're not going to learn and grow your seo knowledge yep make sure you're learning and growing your seo knowledge um so yeah go make sure try se ranking best seopodcast.com forward slash se ranking uh get you a 30-day trial instead of 14 and then while you're working on that drink some magic mind macho yeah okay use the keyword seo for 40 off maybe run an se ranking report on magic mind.co just check that out i did it was kind of interesting i didn't like i didn't like set it up as a project or anything but i did do it and and that's why i knew that they were ranking for nootropics yeah nootropics good for your brain uh put tiff to our sponsors we really appreciate both of them uh if

you guys could do us one small favor uh follow us subscribe youtube.com forward slash best seo podcast only 18 of people have subscribed that listen 18 yeah so that sounds like a low number yeah my math may be off but that sounds really low yeah yeah so we appreciate your help yeah make sure you subscribe also click the notification bell so you know when uh new videos are posted we're actually posting more and more we've got shorts out there people have been clamoring for shorter videos they're there we're we're doing we're doing a lot of things and so stay tuned and and we're going to be growing the community and and so just stay tuned for more news there by saying by matt saying stay tuned what he means is go to youtube.com forward slash best seo podcast and subscribe yeah or yeah that's how you stay tuned i think that's great or go to instagram.com forward slash the don't forget the word the for the instagram link instagram.com forward slash the best seo podcast and finally at tiktok tiktok.com forward slash the at symbol don't forget that just look just look for these guys yeah look for the bobbleheads yeah look for the bobbleheads uh our images in the corner here on youtube just look out for that you can see it right over there you can just point to it on the screen like if you look it's like boom boom boom right over matt said uh hey until the next podcast this has been amazing but until the next podcast my name is chris burris my name is matt bertram bye bye for now