Local SEO Key Takeaways from Pubcon 2018

Earlier this month, Team Tandem traveled west to Las Vegas for Pubcon, the search marketing event of the year, where we networked with hundreds of digital marketing experts from around the world. Pubcon is a community of marketing professionals coming together to exchange best practices, network, and create new business opportunities. There were numerous Local SEO workshops we attended and here are our team’s key takeaways from this year’s conference.


1. While websites are not obsolete, we are moving towards a zero-click search environment on Google.

Consumers are finding all relevant business information they need straight from the Google search results without clicking through to the website or any local resources. Moz recently conducted a study that found 34% of Google searches result in no clicks. It’s crucial that as a business you are taking advantage of your search engine real estate, and that you are providing accurate business information every chance you get. According to local SEO expert Mike Blumenthal, Google is your new Home Page, and it’s time to take control of the information you provide in order to drive new business.

Local SEO tip from Carrie Hill: Add phone numbers to all business descriptions on your GMB, and even on business directory descriptions. It doesn’t matter where consumers are finding your phone number, as long as they’re finding it.

2. Google My Business traffic has an attribution problem.

Your organic visits from Google My Business are incorrectly being attributed as direct traffic in Google Analytics. When someone clicks on your GMB website link, you want to be able to properly track this. There is a solution! You can add an Urchin Tracking Module (UTM) code to your website URL in order to track this directly. If you add “GMB listing” for the source, and “organic” for the medium, you are good to go!

3. Local SEO should be treated separately from Organic SEO.

In the past, it has been known that the local algorithm includes the organic algorithm, as well as some local ranking factors. While this is generally the case, you must treat local and organic as two separate entities. This gap between organic and local is increasing, and there is evidence that listings without websites are outranking ones with websites in the maps results.

4. Social signals play a role in local rankings.

For years, Google has stated that they do not consider social media interactions when calculating web page rankings. However, there is clear evidence that social signals do play a roll, and it’s crucial to claim your business profiles on all social media platforms. Facebook has gotten into the Local SEO space with Facebook Local, which is a directory of local businesses and events that make it easier for users to find local businesses without leaving the app.


Tandem Interactive is a boutique digital marketing agency in Fort Lauderdale that specializes in Local Search. Contact us today to learn more about how we can help your local business thrive.