SERPventure #1: An Adventure in Local SEO SERPventure #1: An Adventure in Local SEO

You Are the Pumpkin Pie King Of Missouri

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Can you rank for "Pumpkin Pie" on SERPs statewide?

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SERPventure #1: An Adventure in Local SEO

You are famed pumpkineer Plump Johnny Carver. You are trying to rank your store, Plump Johnny’s Pumpkin Pie, on local search statewide against the nefarious Gourd-geous Bill Carver (your brother). You both have locations in every city in Missouri.

Send Bill an apology letter. You did not mean to split the pumpkin business in two. It’s time to let by-gourds be by-gourds.

Seek to understand your foe. Using Conductor Searchlight, perform a competitive analysis of Bill’s performance in every city.

Buy a pumpkin. Cut a hole at the top of the pumpkin, around the stem. Remove the seeds from the pumpkin.

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What's your first move?

That’s a good looking pumpkin you got there.

Pick up the telephone, call Bill at home, and ask him to grab a coffee. Maybe it isn’t too late to mend your relationship with your brother.

Seek to understand your foe. Using Conductor Searchlight, perform a competitive analysis of Bill’s performance in every city.

Cut the pumpkin into small pieces, puree them, and add your patented spice blend.

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What should you do next?

Woooooow, that’s really started to smell good now.

Seek to understand your foe. Using Conductor Searchlight, perform a competitive analysis of Bill’s performance in every city.

Pour the puree into a flaky, homemade crust, and place into the oven, which you’ve preheated to 425 degrees.

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Go to Gourd-geous Bill’s Facebook and look at photos from before the feud. You click “like” on a picture from 7 years ago of the two of you winning Best Pumpkin Pie at the state fair.

Woooooow, that’s really started to smell good now.

What should you do next?

Holy Cow! This might be the best pie you’ve ever made.

Send Bill a singing telegram. He’s always loved musical theater. Maybe this can be the olive branch that brings the business back together.

Seek to understand your foe. Using Conductor Searchlight, perform a competitive analysis of Bill’s performance in every city.

Take that pie out! Time to get that bad boy to the state fair. Bill won’t be able to beat you this year.

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Oh my gourd! This might be the best pie you’ve ever made.

What next?

The results are in, it’s the best you’ve ever made. But something isn’t right. You pull out a locket and open it to reveal a picture of two boys holding a great big pumpkin It’s you and Bill at another time. You realize that your rankings haven’t changed and neither has your relationship with your brother.

Walk to Bill’s house. Stand outside, holding a stereo over your head playing “The Ballad of Peter Pumpkinhead” by XTC.

Seek to understand your foe. Using Conductor Searchlight, perform a competitive analysis of Bill’s performance in every city.

A. Take that pie out! Time to get that bad boy to the state fair. Bill won’t be able to beat you this year.

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The results are in, it’s the best you’ve ever made. But something isn’t right. You pull out a pumpkin-shaped locket and open it to reveal a picture of two boys holding a great big pumpkin. It’s you and Bill at another time. You realize that your rankings haven’t changed and neither has your relationship with your brother.

It’s time to choose…

You have underestimated the treachery of your foe! A pumpkineer knows better than to SQUASH a beef. Gourd-geous Bill sees your weakness. He buys a subscription to Conductor Searchlight. He works with SEO Success Manager Zack Kadish and optimizes his location pages for Pumpkin Pie. He ranks #1 from St. Louis to Kansas City. Rankless and friendless, you sit in your empty store, look out over beautiful Jefferson City, and think about what could have been.

A. Buy a pumpkin. Cut a hole at the top of the pumpkin, around the stem. Remove the seeds from the pumpkin.

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TRY AGAIN

YOU LOSE

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Or give up and share your defeat.

That’s a great first step, but you realize you’re no SEO expert. You know more about Gourd-geous Bill’s strengths and weaknesses, but you still need help creating a strategy to achieve the number 1 rank in each city.

Pick up the telephone, call Bill at home, and ask him to grab a coffee. Maybe it isn’t too late to mend your relationship with your brother.

Reach out to Conductor SEO Success Manager, Choxi, for help formulating a strategy. He sees that Bill ranks better in a city when he has an individual page for that location. Choxi recommends that you create location-specific pages as well.

Buy a pumpkin. Cut a hole at the top of the pumpkin, around the stem. Remove the seeds from the pumpkin.

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What’s your next move?

Choxi’s strategy is working! You begin seeing increases in rankings city by city. You slowly begin to outrank Bill, but it isn’t enough. Bill’s pies are adored by the public. He has hundreds of reviews compared to your dozens. Choxi recommends actively engaging with customers.

Go to Gourd-geous Bill’s Facebook and, look back at photos from before the feud. You click “like” on a picture from 7 years ago of the two of you winning Best Pumpkin Pie at the state fair.

Claim your Google My Business accounts in every city and begin to engage with reviewers. Start a campaign and print a request for reviews on every store receipt.

Buy a pumpkin. Cut a hole at the top of the pumpkin, around the stem. Remove the seeds from the pumpkin.

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What do you do?

Success! Your review numbers are skyrocketing and so are your local rankings. You see a spike in traffic to your site, but not in foot traffic to stores. Bill may well be a scoundrel but he's built quite the brand. You need something to pull customers into your store.

Write "I'm sorry" on a small piece of paper. Go up to your pigeon roost and tie it to the last of the carrier pigeons Bill loved so much. One... last... shot... at redemption.

Choxi recommends using Google Posts in order to post the event of the century: A free pumpkin pie tasting at every store on Halloween! The posts will show up in your local knowledge graph and help get people pumped about your pies.

Buy a pumpkin. Cut a hole at the top of the pumpkin, around the stem. Remove the seeds from the pumpkin.

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What do you do?

Your SEO strategy with Conductor Searchlight has paid off. Plump Johnny’s Pumpkin Pie has increased its rankings and traffic by over 50% this holiday season, and you have outranked Gourd-geous Bill. Maybe more importantly, Bill now respects you and your business. Things may never be perfect between the two of you, but you now have a foundation to start building a new relationship —a relationship based on a mutual respect for your SEO prowess. Now it’s time to get back to what you know best, making pumpkin pies.

A. Buy a pumpkin. Cut a hole at the top of the pumpkin, around the stem. Remove the seeds from the pumpkin.

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PLAY AGAIN

Victory!

Share your victory!

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