Finding The Right Balance With GBP Optimization
episode
Voices of Search // A Search Engine Optimization (SEO) & Content Marketing Podcast
27 min
2 speakers
3 chapters
transcribed 29 days ago
Transcript
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The Voices of Search Podcast is a proud member of the I Hear Everything Podcast Network. Looking to launch or scale your podcast? I Hear Everything delivers podcast production, growth, and monetization solutions that transform your words into profit. Ready to give your brand a voice? Then visit IHear Everything.com. Welcome to the Voices of Search Podcast, a member of the I Hear Everything Podcast Network. Ready to expedite your company's organic growth efforts? Sit back, relax, and get ready for your daily dose of search engine optimization wisdom. Here's today's host of the Voices of Search Podcast, Tyson Stockton.
Hey, what's going on? My name's Tyson from Previsible.io, and joining me today is Greg Gifford, who is the COO at Search Lab. Search Lab specializes in digital marketing solutions, including SEO and PVC services, helping businesses improve their online presence. Yesterday, Greg and I talked about executing successful local link building tactics. And today we're continuing the conversation by discussing finding that right balance with GPB optimization. So with that, here's my conversation with Greg Gifford, COO at Search Lab. Greg, welcome back. Hey, thanks for having me back. It's been such a long time since we chatted. I know it's uh Twilight Zone yesterday, today, uh same conversation. Right. But you know, yesterday we're we're all about the topic of link building.
So today we're gonna kind of take a step over, look into another kind of important aspect within kind of the local factor. So maybe again for those that have spent less time in the local arena, like give us some of the the high level picture of why this is important and maybe things that people should know that haven't spent as much time doing these kind of optimizations.
Sure. So for the people that aren't familiar with local SEO, Google actually has multiple algorithms at play. So when someone types something in, Google tries to do its best to assess the intent of what that person is looking for. And then it's going to choose the right algorithm to return those results. So if that person's intent is to buy from a local physical face-to-face interaction, Google's going to use its local algorithm instead of its traditional algorithm and it constrains the search results to a particular geographic area. Now how wide that radius is kind of depends on how much competition there is and whether it's metro or rural or whatever. But the difference being with traditional SEO, if I look for something and a site ranks number one,
That site ranks number one everywhere, regardless of where you are. But with local, Google's going to constrain those search results to your immediate physical geographic area around where you are as a user when you search. So traditional SEO is relevance and prominence. Does the site have the things I'm looking for? And then which site is ranked to be the best answer? Local has relevance, prominence. And proximity. It's gonna stack the results based on how close those results are to you. So it's a different way of optimizing. There are things that are the same. Content links matter on both sides, but they're weighted differently. But you do have things that matter for local that don't matter for traditional, like the Google Business Profile, which most people kind of just think is the knowledge graph because it shows up over on the right side on desktop.
But it's not actually the knowledge graph. It's a direct interface where you can go in and tell Google information specifically about your business's digital entity. And
as far as like the elements within the Google business profile, like what would be your prioritization of like the factors or the elements to really hone in on first? Like if we're thinking, great, coming in, I know that it's set up, I know it's there, but have never really taken like a close eye to each element, like where should I start looking?
You want to start at the top and go through the entire thing. And I know that sounds like a silly answer, but really you want to fill out every bit of information that you can possibly fill out.
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