the case of the hidden merchants by mary bowling

#SMX #11C @MaryBowling

The Case of the

Hidden Merchants

Mary Bowling

#SMX #11C @MaryBowling

The Case of the Hidden

Merchants

Sherlock HolmesConsulting Detective

#SMX #11C @MaryBowling

My name is Sherlock Holmes.It is my business

to know what other people don’t know.

#SMX #11C @MaryBowling

Let us hear the suspicions. I will look after the proofs.

“This website is better than the ones that are

ranking.”

#SMX #11C @MaryBowling

Is there any other point to which you would wish to draw my attention?

“We’ve tried EVERYTHING

and still can’t get this site to rank well in local search!”

#SMX #11C @MaryBowling

#SMX #11C @MaryBowling

I have no data yet. It is a capital mistake to theorise before one has data.

#SMX #11C @MaryBowling

#SMX #11C @MaryBowling

SERPs

GMB Listing

Location

Web Site

NAP + URL

InLinks

Competitors

Technical

#SMX #11C @MaryBowling

SERPs As Expected?In Google In Google Maps

#SMX #11C @MaryBowling

SERPs Ranking?#3 in Google #23 inGoogle Maps

#SMX #11C @MaryBowling

Technical

Robots.txt

XML Sitemap

Webmaster Tools

Site: search

#SMX #11C @MaryBowling

Categories Correct?

Best primary All applicable No marginal

GMB Listing

#SMX #11C @MaryBowling

GMB Listing Find All Categories

#SMX #11C @MaryBowling

GMB Listing Guideline Violations?

Guidelines for representing your business on Google:

https://support.google.com/business/answer/3038177?hl=en

#SMX #11C @MaryBowling

Duplicate Listings?Search G+ for

Name(s) + location(s)Name(s) + phone(s)Phone

GMB Listing

#SMX #11C @MaryBowling

Map Pin EXACTLY Correct?

ZOOM, ZOOM ZOOM

GMB Listing

#SMX #11C @MaryBowling

NAP + URL Correct?GMB Listing

#SMX #11C @MaryBowling

Location Faking It?

#SMX #11C @MaryBowling

Location Address in “Right” City?

#SMX #11C @MaryBowling

Location Within Map Radius?Baltimore, YES

Salisbury, NO

#SMX #11C @MaryBowling

Location Biz and Address Pins Match?

#SMX #11C @MaryBowling

Location Biz and Address Pins Match?

#SMX #11C @MaryBowling

Location Trouble at Google Mapmaker?

#SMX #11C @MaryBowling

Web Site<title>Maryland Personal Injury Lawyer | Baltimore Injury Attorney | Washington DC Lawyers | Miller & Zois</title>

On-Page Opti for Geo terms?

#SMX #11C @MaryBowling

Web Site On-Page Optimization Aligned?

#SMX #11C @MaryBowling

Web Site More Than One Site?

#SMX #11C @MaryBowling

Web Site More Than One Site?

“JD Law is only mentioned 2 times on this page in text form. John Doe Law is clearly visible to human reviewers in the header. There are 16 instances of James Smith in text on the page. This page is also associated with James Smith’s Google Plus page which has no mention on it, except in reviews, of JD Law or John Doe Law.There are 2 footer links pointing to the home page and contact page that refer to the Law Offices of James Smith. The plus link at the bottom right goes to David Johnson’s plus page.”

Real business name is Joe Doe Law, but has a second site using JD Law as business name.

#SMX #11C @MaryBowling

Web Site Adequate Unique Content?

#SMX #11C @MaryBowling

Web Site NAP Matches GMB?

#SMX #11C @MaryBowling

Web Site NAP Matches GMB?

<title>Contact Busk Family Dentistry | (509) 662-8156 | 222 Mission Street,

Wenatchee, WA 98801 </title>

#SMX #11C @MaryBowling

NAP + URL Check Moz Local

#SMX #11C @MaryBowling

NAP + URL Check Yext

#SMX #11C @MaryBowling

Where links are fromWhat anchor text saysManual penalties

Webmaster Tools

Algorithmic penaltiesPanguin Tool

InLinks

http://barracuda.digital/panguin-tool/

Link Profile?

#SMX #11C @MaryBowling

Address in city Location within map areaMore and/or better linksA “superlink”More media attentionMore targeted focus

Competitors Do Competitors Have Advantages You Must Work

Harder to Overcome?Keywords in biz nameKeywords in URLMore and/or better contentBetter on-page optiActive and savvy on social

#SMX #11C @MaryBowling

#SMX #11C @MaryBowling

The Case of the Hidden

Merchants

#SMX #11C @MaryBowling

www.searchenginenews.com/smx

Education never ends…