Keywords with "Local Intent": SERP analysis & top tips

About this talk

"This is not a talk on Local SEO, but a talk on why it is important to study the SERP for keywords that imply a local “intent”. Any business provided with a physical location should be interested in their organic visibility around “local keywords”, and if they are not, they are missing out.

My objective is to showcase the process of analysis for a website’s rankings on two locations:

1) Google’s organic part of the SERP: keywords with “local intent”, as any other keyword, generates a list of organic results chosen by Google following a series of criteria. 2) Local Pack within the SERP: for keywords that imply a “local intent”, Google often chooses to show a Local Pack within the SERP. Every Local Pack showcases 3 Google My Business listings, together with a View All button that sends users to a dedicated Google Maps interface.

This talk covers the theory behind why this is a crucial task, together with a series of actionable recommendations and examples.

Understanding a business “local” visibility on Google is a paramount step in any comprehensive SEO strategy, especially important for local businesses: however, the comprehensive analysis of the SERP for keywords with a “local intent” is what often differentiates between a great and a mediocre SEO strategy. "