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#167 Cómo hacer una auditoría de SEO Local · Negocios Locales

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Local business. Episode one hundred and sixty- seven Hello, everyone. I
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am Laura Alfonso and I welcome you to my podcast, a weekly space where
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we talk about your Google Luis tab, Sofi, your website, intentions,
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search, user, digital analytic reviews, links or artificial intelligence, with the
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aim that your local business have more visibility on the Internet thanks to the improvement
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of search engine positioning subscribe to my program, in your regular podcast player or
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from my website, Laura Alfonso, com where you will also find all the
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notes of this episode and in addition, you have the possibility to subscribe to
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the neus de ter de neus local business, where I tell you news of
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interest for your business, which does not give me time to address in this
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episode and this week, what are we going to talk about? Well,
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then, let' s talk about the insides or performance reports that Google provides
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us with is s profile, because it' s a topic that I'
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ve been addressing over the last few weeks at different events, in the last
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one in Duseo and as it' s aroused a lot of interest, I
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' m going to echo that presentation, but at the same time I'
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m going to explain to you how I do the audits to clients at local
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level, which I think you can make a lot of use of. So
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let' s get started. If I want to make something clear in this
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episode, it is that the performance reports, the insides that you provide to
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Google, viusus profile through the tab are not useful for making a diagnosis.
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An audit of your business on visibility. Of course you' re at the
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level of what and, of course, you' re not going to allow
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us to set a strategy and why do I say this? Well, look
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for one side, because what it gives us are still photos at visibility level.
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Turns out you tell us yes, that month you' ve had so
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many searches through mobile, or through Google Maps or through the search engine part,
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but it' s a photofix. It' s about that month.
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If you want to have the photo of the previous month, you have to
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make a filter, click and see then that, well, you can put
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it on a stel and point all the data to go let' s say
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having a vision more or less clear, but it' s not a way
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to work. Then, if you' re going to give yourself the user
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interaction reports, it turns out that there does give you an evolution, but
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only six months. What less than having a year, a little over a
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year, to understand if we are facing seasonal moments or not in your business.
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Then, on the other hand, we also find that it provides us
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with less and less information, as for examples of publications. We used to
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publish and put urls towards our website and we could have thanks through Google'
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s insignts, if we had had more or less visualizations and if the user
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had clicked. But ara, we don' t have that information either.
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And then now it also provides us with information about the kiwars. What terms
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did it seem like on our tab? But again he gives us a picture
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of that month. It doesn' t give us a history. So we
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can' t know if a key award is going right or wrong. And
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that' s why I, at these events where I participated, was throwing
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the question hears with the Google Business plofy insidet and I throw the question right
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now. You can know what is the trend of visibility of your business.
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You can know if you have dropped a relevant keyworld on a transactional level and
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that it generates business for you. You can identify if there have been changes
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in theserp, i e in the way in which the Google results are presented.
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You can identify seasonal issues of your business or what impact your publications have
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had and you can know who your competitors are and how they are going.
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I just put six questions and the answer for all of them is no.
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No. You can and I think they are super logical questions and that every
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business or seo consultant should ask themselves and Google insertze them. That doesn'
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t allow you. So, if you' re just moving with that data,
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you can' t know how you' re going, or where you
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' re going, or you can' t dial a strategy. You'
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re completely close and that' s why, when I have the audits with
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my clients, there' s a lot of difference between what he thinks and
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what reality is. Where you think the business is, where it really is,
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where its competitors are and who they are. You can' t imagine
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how many times competitors appear that they didn' t have on the radar and
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then they also can' t know how far they can go to visibility level.
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That is why my objective in the audits is to give them light and
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to set guidelines for their further development in the short, medium and long term.
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For that, how do I do that analysis, that audit at the
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local level. Well, what I do, first of all is access to
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Google' s api wusnus profite to have a history and I have a history
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of at least eighteen months and in that way I can confirm the trend of
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visibility of a business and understand its seasonality. I was showing the case of
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a business that hired me last month that said good. I' ll hire
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you, then, to see how things are going, but I think it
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' s going well. I' ve grown over last month and yes,
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over last month I' ve risen by sixty- nine percent. Well,
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but it turns out that with respect to February of the previous year, it
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was falling by forty- three percent And because I had the data for the
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last eighteen months, I could see that the fact that I was going up
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this month from the previous month was merely a matter of seasonality. But also
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what I could see is that the trend that of that business at positioning level
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was decreasing. He had less and less impressions on his file. We kept
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digging and we saw the evolution of the key words and it turns out that
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we saw that the main keyward, the my ammonia ward, was falling in
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a shocking way and what the monikywor was the name of its business, a
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fairly descriptive name, but it turns out that in recent months that name has
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become the generic name of a complement that there is in the electric pumps.
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Then imagine how a local business can compete with an increasingly fashionable and nationally competitive
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element of electric pumps. Of course, authority had lost her in that regard.
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So this had produced a change in being in Google' s results.
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Before, when you were looking for that term, the knowlets craft of the
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business chip appeared. And now, when the user looks for that term,
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different websites begin to appear talking about electric pumps and at the end of the
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laser comes a local pack with this business and other competitors. Imagine you logically,
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the visibility for that moniky word has been drastically lowered and that is justifying
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because it is falling in the last eighteen months. Well, the business hadn
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' t realized that and I didn' t know that I was competing now
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also electrical consumptives, a business that has nothing to do with its activity.
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You can tell me good, Laura, how I connect with the p of
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googles the profile. Well, yeah. Maybe it' s complicated. That
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' s why I work with a team. We' re making developments,
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but good. You get Google' s performance reports in the sun, and
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that' s where you can filter per UTM page, because I' ve
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already told you about previous episodes. How important it is for me to bring
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the URLs on your tab so that you know where the traffic is coming from.
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Yes, it can tell you that it' s coming from Google,
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but you don' t know it' s coming from Google from the organic
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part the normal one is coming from your local pack tab, from a publication
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or from where it' s coming to the user. So that' s
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why it' s important to parameterize URLs with UTMS. Well, if you
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in the WUSS performance reports with sun filter per page and put UTM, you
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will see not only the pages, but also the ki wus for which those
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pages appear. And since there' s a sixteen- month history. You
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can see how those quos are evolving over time, what' s the only
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stick that this report has that doesn' t give information from Google Maps.
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So, if you' re a business where you have a lot of traffic
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from the map part, you' re losing a lot of information if mostly
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searches come from the Google part. Normal, because this report is going to
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be very useful to you. Once I' ve seen history at the level
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of impressions, quos, et cetera. What I do is also analysis with
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Geogrip maps to get to know the competition in the area and then analyze the
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different kiwards, which are of interest to the business and I see how it
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is positioned. If it is a business where everything appears in green it means
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that the thing is very good and if they appear yellow and red, then
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it means that there is a lot of competition and that there is an improvement
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route. In this case, I don' t just take a still photo.
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What I do is several measurements over fifteen days to find out how the
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business is positioning. And I do measurements with different hours, that is,
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I measure, when the business is closed, when the new partner is open,
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when it' s open first thing, when it' s open last
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thing, when it' s about to open, when it' s about
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to close. And that way, I' m going to see to what
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extent the schedule can also affect. With that I discover, for what I
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discover is like the other day, that a business said it was open twenty
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- four hours. When it wasn' t, then what happened, when
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all the businesses were closed, that particular business went up to the first position,
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but when everyone was open. That business went up to position three,
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that is, that the schedule can really be a small positioning factor, but
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especially in hours where everything is closed and surely you' re also closed and
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you' ve put 24 hours to position better and then they' re going
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to call you and you' re going to generate. It is the satisfaction
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of the user, but really, if the appropriate positioning factors that have to
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work well are not well worked, because that is what happens that you go
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to hell, as happened to this business, that positioned in the position thirty
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and so many. If you are not clear what the positioning factors are or
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how to work them. You already know that Laura Alfonso with barracinos, you
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have course gets more customers positioning your local business and where, over about six
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hours and dance and several lessons, I explain to you step by step,
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how you can improve in that respect. These maps. What I am allowed
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to do is not only identify competitors, but guide my strategy and prioritize my
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actions. What, what do I mean, what do you mean you'
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ll see if the map is led by two or three businesses and between those
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two or three businesses the percentage of local pack is distributed in that area.
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That' s what you' re telling me is that if I work the
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seo a little bit and analyze those two or three competitors, it' s
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more than likely that I' ll get that local pack right away. If
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the local pack is divided among many more actors and it turns out that one
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has a fifteen percent another twenty another, fifteen, another ten, Well then
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the quo is going to be more competing, more contested and then it'
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s going to be a little more complicated. So, if I have two
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quos that are of interest to the business and in one of them in the
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area the local pack is divided between two or three competitors, normally I go
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for it. If it is not divided between two or three, it is
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divided among many. Maybe I don' t prioritize it that much. Then
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once I' ve seen which are the main competitors for the monikigos. There
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I already analyze its ranking factors, as it has a worker, and I
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always get things to improve and that incorporate in my profile and in my website,
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everything to improve the local visibility. And already the last part of this
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audit at the local level, the center at the local organic. We always
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talk about the part of localpack, which yes, which is super important and
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is the one that most clicks takes. But after the local pack there are
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normal Google results, which are local results. That' s called local organic
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and many times they' re down. But if the local pack turns out
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that Google puts it at the bottom of the serp because then the local organic
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has it up. That' s why I can' t forget about him.
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And besides, not only for taking me residual clicks, but because it
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helps me identify cannibalizations at the local level, which is very interesting. So
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what do I do, because I identify what those kubos of local interest are.
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And, for example, if we' re talking about painters and I
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' m looking for a painter, which is what Google is going to show
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me, if you can show me the local pack, but it' s
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also going to show me the results of painters and what they do about my
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area. I' m in Madrid, he' s going to show me
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painters from Madrid, he' s not going to show me painters from Galicia.
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So it' s very interesting to see you hear what URLs you'
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re showing from my business. And then what I see is how much visibility
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I have respect for the URLs that are appearing from my competitors and what I
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was telling you. I can identify cannibalizations. Yesterday, for example, I
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saw him with a client for a very seasonal term and that right now he
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' s starting to blur. We were seeing two URLs jump and at first
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he said yes, of course, it' s interesting, but one of
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those is addressed to such a residual audience that clearly realme what gives him business
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is the other url And he realized, because with this analysis that Google was
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showing indistinctly sometimes one result and other times another. Then they were competing with
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each other. And since one of the results was very resvidual, because it
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was for a very poor audience, I said clearly that if what is entering
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a user, that is what I am interested in, that I will hire
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that service, because the service has to hire it now and it appears to
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him that information that does not apply because it is not the target audience.
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I' m losing a business And, logically, I was losing business then,
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because we' ve already identified that we have to modify that content and
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direct it very well so that it jumps us for that quy award And with
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all this, with all the historical data from the Google Bulness Profile part at
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visibility level, with the user' s interaction information, with the part of
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maps and analysis of competitors and yet, the analysis of the local organic.
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You already have a clear diagnosis of how you are, what you need to
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improve and how it can improve your local visibility. And those questions I was
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asking you at the beginning that I remind you of the trend of visibility of
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your business. A Monikyward has fallen, there have been changes in laserp there
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is seasonality of the business, what impact your publications are having and who your
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competitors are and how they are going. With this three hundred and sixty analysis,
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you can really know that and that way you can set a clear strategy.
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If you' re not blinding yourself and you don' t know how
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the business goes or why. Well I' m getting very serious at the
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end, what I' m telling you is that your source of information can
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' t just be performance reports. I work with different sources. On the
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one hand, Google' s LAPI, s NS Profile, with googlesers console,
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with Google Analytics, with the Rang Trackers, geogrip maps and the local
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organic part ons. Processing all that information. What gives me are deliverables that
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tell me the evolution of the visibility of the tab and the kiwors, the
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evolution of the user interaction, the positioning of the business versus competitors, both
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in maps and in local organic and the whole theme of local conversions in the
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water part. And with that we already set the strategy, because this is
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what I wanted to tell you. I hope you found it very helpful that
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the consultants are listening to me that they can apply it to the local businesses
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they run. And if you are a local business and you have neither access
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nor the possibility to access this information, you know that Laura Alfonso with bar
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contact, you can never contact me better said and we can work all this
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local audit topic as always. Thank you so much for your five- star
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reviews and all the feedback you give me at Apple Podcast in Spotify. Remember
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also that you can listen to me from other platforms like Google, Pods,
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every formation, music, Pockedcast, etc. And I also dick you a
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favor that you subscribe to local businesses because in that way I get more visibility,
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I position myself never better, said better on podcasting platforms and in that
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way I can reach more people. And now we only have to close it,
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but only until next week, where we will hear again and where,
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then, where it will be here in local businesses. Happy week.