Google’s purpose is to help show what’s popular in the offline world in the online world. Want to rank better locally? Focus on building a better local brand. In this session there will be a lot of talk about entity optimization and keeping it simple and focus on building a better, local brand. This session will help you get to know who your customers are provide suggestions on how to get active in your local community. This session also will show you why you need to stop focusing so much on third-party metrics to determine the value of a link.