Unlocking Passive Income: The Power of Affiliate Marketing
Driving Success from the Local Pack
1. The Driving Data of Local Search
George Freitag
Local Search Evangelist, Moz
@georgefreitag
2. How this will go:
• Why the Local Pack is important
• How is the Local Pack different
• How can you influence the Local Pack
• How to report on the Local Pack
23. @georgefreitag
Daily Change of “More Places”
“More Places”
sees 4 changes
every day
1,500 “More Places” queries over ~2½ weeks
0
1
2
3
4
5
6
24. @georgefreitag
0 1 2 3 4 5 6 7 8
automotive
healthcare & beauty
restaurants & bars
financial
hospitality
professional svc
retail
Local Rank Changes by Category
Some verticals
change more
frequently than
others
Average Map Changes per Day
25. @georgefreitag
Rank Tracking by Frequency
Rank Score Name Address
3 Wawa Philadelphia, PA · +1 215-492-0824
2
A1 Convenience Store Hoagie
shop 502 N 7th St · +1 610-351-1199
2 CookiesGroceryStore 440 Hanover Ave · +1 610-770-0778
2 DencyGrocery & Deli
438 W Washington St · +1 610-433-
0606
2 Wawa Philadelphia, PA · +1 215-677-1708
1 ConvenientFood Mart Simpson, PA · +1 570-282-5505
1
Englishtown Liquors &
Convenience Store Englishtown, NJ · +1 732-446-6565
1 Rodgers Convenience Store Rahway, NJ, USA · +1 732-388-8111
0
39 Gourmet Deli and
Convenience Store New York, NY, USA
0 6-12 convenience store Marlboro Township, NJ, USA
0 7-Eleven Allentown, PA, USA
0 7-Eleven Whitehall, PA, USA
33. @georgefreitag
0 1 2 3 4 5 6 7 8
automotive
healthcare & beauty
restaurants & bars
financial
hospitality
professional svc
retail
Know your SERP changes
restaurant & bars
We know that
“restaurants” can be
volatile
so showing up
4 out of 7 days is a
pretty good goal
34. Showing up in the Pack 4 days a week?
More impressions?
More photo views?
Local is working.
41. @georgefreitag
3. Apply KPIs
There is no way to see
if these were from
direct searches or
general searches
[still designing]
KPIs alone won’t
do the trick
43. use your understanding of
the Local Pack
to drive success metrics
Analyze
SERPs
Identify KPIs
Set Visibility
Goals
Analyze KPIs
&Visibility
Jointly