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Optimizing Your OnlinePresence for Local Search
Francis SkipperDirector of Search Marketing     617-986-0226     francis@451marketing.com     linkedin.com/in/francisskipp...
Agenda         Agenda          Search Basics          Defining Local Search          Optimizing Your Site for Local Search...
A Little Background  On Search
Search Engine Result Page (SERP) Paid Results                  20 %Organic Results                  80 %
33% of US consumers spend at least           3 hours online every day.                    Source: The Media Audit (10/11)
Why should I care about search?   Worldwide, 88,000,000,000 searches are   conducted on Google per month.                 ...
2.6 billion local searches conducted each month               Accounts for 30% of all search traffic79% of people used the...
In 2011, more than 50% of all local searchesdone from mobile devices.By 2014, mobile internet use will exceeddesktop inter...
Local Search as aGame Changer
Traditional Search –The Search Term (“What”)   Local Search   pizza
Local Search – Search Term (“What”) +   Geographic Modifier (“Where”)Local Searchpizza boston
Optimizing Your Site:Local Search Best Practices
Local SEO is SEO that makes your businesslisting more relevant to local search queries   Involves both content and reputat...
Local Search Best Practices:    Optimize & Localize       Your Website
Full Text Local Phone Number & Address      Full Text for Search and               Mobile
Current Copyright Date
Local landing for multiple locations
No 100% Flash/Image Sites
What the Customer Sees…
What   Sees…
What the Customer Sees…
What   Sees…
<h1 class="pageHeading" style="font-size: 130px;">Asian Bites</h1>HTML Text for Image Based Messaging
Use Keywords in Call to Action Text
Stay Up-to-date On Hosting Fees
<img src="http://neborestaurant.com/blog/wp-content/uploads/2011/07/Food-at-Nebo.jpg"alt="Bostons Best Food" title="Food a...
Local URL
Claiming Your Business On Other Platforms: Local Search Best Practices
Optimizing for MobileLocal Search Best Practices
Mobile landing page with        click #, opentable (if     applicable), hours, maplink            BVI MOCK UPDedicated Mob...
Time & Resources:Planning for Local Search
As With Any Marketing Initiative,     Time, and Resources
Measuring Your Results:Local Search Best Practices
Tools For Success
Measure Twice, Cut Once!                                    Free                                    • Overlay 2-3 metrics ...
Learn from your competitors!              Free              • Unique site visitors              • Top keywords to drive tr...
Learn about your customers!            Free            • Demographic data            • Similar sites            • Traffic ...
Make small, targeted buys                 Free                 • New interface (easier to                    use)         ...
Drive Social Conversations                         Free                         • New interface                         • ...
Free• Trends for your   keywords/industry/products• Illustrate demand
Take-Aways              (a.k.a. Write These Down!)• Optimize content/coding with relevant, locally-focused keywords• Full-...
We specialize in:   • Search Engine Optimization (SEO)   • Paid Search and Pay-Per-Click Advertising   • Paid Media Manage...
Francis SkipperDirector of Search Marketing     617-986-0226     francis@451marketing.com     linkedin.com/in/francisskipp...
Questions?
Optimizing Your Online Presence for Local Search
Optimizing Your Online Presence for Local Search
Optimizing Your Online Presence for Local Search
Optimizing Your Online Presence for Local Search
Optimizing Your Online Presence for Local Search
Optimizing Your Online Presence for Local Search
Optimizing Your Online Presence for Local Search
Optimizing Your Online Presence for Local Search
Optimizing Your Online Presence for Local Search
Optimizing Your Online Presence for Local Search
Optimizing Your Online Presence for Local Search
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Optimizing Your Online Presence for Local Search

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Francis Skipper, Director of Search Marketing and Social Media, discusses tactics for optimizing online properties for local search.

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Transcript of "Optimizing Your Online Presence for Local Search "

  1. 1. Optimizing Your OnlinePresence for Local Search
  2. 2. Francis SkipperDirector of Search Marketing 617-986-0226 francis@451marketing.com linkedin.com/in/francisskipper @fskipwww.451Marketing.com
  3. 3. Agenda Agenda Search Basics Defining Local Search Optimizing Your Site for Local Search Claiming and Optimizing for Local Search Optimizing Mobile for Search Time and Resources Measurement
  4. 4. A Little Background On Search
  5. 5. Search Engine Result Page (SERP) Paid Results 20 %Organic Results 80 %
  6. 6. 33% of US consumers spend at least 3 hours online every day. Source: The Media Audit (10/11)
  7. 7. Why should I care about search? Worldwide, 88,000,000,000 searches are conducted on Google per month. 34,000 Per Second 2,000,000 Per Minute 121,000,000 Per Hour 3,000,000,000 Per Day
  8. 8. 2.6 billion local searches conducted each month Accounts for 30% of all search traffic79% of people used the internet tofind local business in the past year 51% explicitly characterize behavior as shop online, buy offline comScore (10/11), Smallbusiness.com (7/11)
  9. 9. In 2011, more than 50% of all local searchesdone from mobile devices.By 2014, mobile internet use will exceeddesktop internet use Marketing Sherpa (2011)
  10. 10. Local Search as aGame Changer
  11. 11. Traditional Search –The Search Term (“What”) Local Search pizza
  12. 12. Local Search – Search Term (“What”) + Geographic Modifier (“Where”)Local Searchpizza boston
  13. 13. Optimizing Your Site:Local Search Best Practices
  14. 14. Local SEO is SEO that makes your businesslisting more relevant to local search queries Involves both content and reputation management across multiple sites
  15. 15. Local Search Best Practices: Optimize & Localize Your Website
  16. 16. Full Text Local Phone Number & Address Full Text for Search and Mobile
  17. 17. Current Copyright Date
  18. 18. Local landing for multiple locations
  19. 19. No 100% Flash/Image Sites
  20. 20. What the Customer Sees…
  21. 21. What Sees…
  22. 22. What the Customer Sees…
  23. 23. What Sees…
  24. 24. <h1 class="pageHeading" style="font-size: 130px;">Asian Bites</h1>HTML Text for Image Based Messaging
  25. 25. Use Keywords in Call to Action Text
  26. 26. Stay Up-to-date On Hosting Fees
  27. 27. <img src="http://neborestaurant.com/blog/wp-content/uploads/2011/07/Food-at-Nebo.jpg"alt="Bostons Best Food" title="Food at Nebo" width="350" height="350" class="alignright size-fullwp-image-247" align="right">Local Tagging (Images, Video, Other Content)
  28. 28. Local URL
  29. 29. Claiming Your Business On Other Platforms: Local Search Best Practices
  30. 30. Optimizing for MobileLocal Search Best Practices
  31. 31. Mobile landing page with click #, opentable (if applicable), hours, maplink BVI MOCK UPDedicated Mobile Landing Page
  32. 32. Time & Resources:Planning for Local Search
  33. 33. As With Any Marketing Initiative, Time, and Resources
  34. 34. Measuring Your Results:Local Search Best Practices
  35. 35. Tools For Success
  36. 36. Measure Twice, Cut Once! Free • Overlay 2-3 metrics • Conversion and goal tracking • Adwords integration • Geo-trackingSet Conversion Points• Contact/Map page visits• Menu Downloads• Mobile visits• Top referrers
  37. 37. Learn from your competitors! Free • Unique site visitors • Top keywords to drive traffic Pro • 5 sites • 2 years back • Demographic Details
  38. 38. Learn about your customers! Free • Demographic data • Similar sites • Traffic data • Even more benefits with pixel association
  39. 39. Make small, targeted buys Free • New interface (easier to use) • ROI, ROAS reports • Keyword opportunity reports • Exportable reports
  40. 40. Drive Social Conversations Free • New interface • Ad targeting by likes and association • Exportable reports • Sponsored StoriesUse Facebook to Hyper-target
  41. 41. Free• Trends for your keywords/industry/products• Illustrate demand
  42. 42. Take-Aways (a.k.a. Write These Down!)• Optimize content/coding with relevant, locally-focused keywords• Full-text local phone number & address• Current copyright date• No 100% flash Websites• Provide alternate html text for image-based messaging• Use keywords in your calls-to-action (not “click here”)• Stay up to date on hosting/domain fees• Make sure your site has a mobile-friendly landing page• Claim your business! Use local keywords on claiming sites• Integrate local keyword strategy on social networks
  43. 43. We specialize in: • Search Engine Optimization (SEO) • Paid Search and Pay-Per-Click Advertising • Paid Media Management • Traditional and Digital Public Relations • Targeted Press Releases • Content Creation • Social Media Marketing • Social Media Strategy Development/Training • Web Design and Implementation • Brand Development
  44. 44. Francis SkipperDirector of Search Marketing 617-986-0226 francis@451marketing.com linkedin.com/in/francisskipper @fskipwww.451Marketing.com
  45. 45. Questions?
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