1




Local Search Strategies
          &
  Live SEO Video Lab
                             Presented By:

         Cory B...
2




LOCAL SEARCH STRATEGIES
3


Agenda

   What is local search & why you care:
         Definitions, Facts, Figures



  How to take advantage of loc...
4


Terminology
5




 most searches
have local intent
  (eventually)
6




Online search influenced
  $471 billion worth of
offline sales last year …
versus only $136 billion
  in e-commerce ...
7




  Product research and comparison
shopping happen online. But 67% of
  those purchases happen offline.
            (...
8


             Google 10-Pack
Google moved from three to ten results in February 2008
9


                 Integrated Map
Shows as a blended result. Can expand your search results
to get more info without lea...
10


        No Geo Keywords Needed
Google now searches locally based on IP address if
keyword is a service.“House Paintin...
11


    How to Submit your Company

•   Register individually with Google, Yahoo!, and Bing
     • local.google.com
     ...
12


                GetListed.org
Provides users with an overview of their local search
presence in all three search engi...
13



Google Local Business Center
14


Google Local Business Center
15


Google Local Business Center
16


Google Local Business Center
17


               Additional Options

• In addition to categories and hours of operation
  features, you can also add:
 ...
18


Listing Validation
19


Listing Details
20



            Local/Map SEO

1.   On Page Optimization
2.   Citations
3.   Link Building
4.   Reviews
21


               On Page Optimization
• Include “City, State” in title tag
• Include physical address to pages
• Custom...
22


                        Tagging
Goal is to...

   Accurately describe content of page
   Create unique tags for eac...
23


              Tagging Continued…
Title tags – Very important to SEO. Informs both search
   engines and users about t...
24


             Tagging Continued…
Header tags – On page elements provide information about
  content of page as well. G...
25


Title Tags
26


Header Tags
27


Alt Text
28


URLs
29


               On Page Optimization
• Keywords – important content of each page contains its
  targeted keywords
   •...
30


  Internal Linking    Red Toys

                        Toys




   Toys              Blue Toys

 Red Toys           ...
31


             Citations Explained
• In local search a citation is a mention of your business
  name and address on a w...
32


                    Citations
•   Appearance of business name and location on same
    page is a signal that boosts r...
33



    Major Local Search Data Centers
• A number of websites act as data centers providing
  secondary local search we...
34



               Local Search Sites

• On one level, function as directories in that they help
  categorize businesses...
35



        Local Business Directories
• Finding local business directories is as easy as searching
  for “[your city] d...
36



               Reviews: Get Them
The importance of reviews is growing. Not just for SEO,
but for every local business
37



          Reviews Continued...

Google prefers
different sources
for different
industries. Do
your research
and get ...
38


         Don't Forget The Video!
•   Easy to implement in SEO
•   Produce once, get recurring benefits
•   Minimal eq...
39



    What's on the Local horizon?

•   Algorithms getting better, more accurate
•   More results with local flavor
• ...
40




Video Optimization
41




   Who watches online video?
The percentage of Internet users in each group who watch or download online video.


 ...
42




On-Site Video Optimization
43




      On-Site Video Optimization
Embedded video instead of a
                          HTML content describing the
...
44




       On-Site Video Optimization
Add your keywords and the word “videos” to the page’s
tags and content.


  <titl...
45




Video Sharing Sites
46




Video Sharing Sites
47




       YouTube Video Guidelines
Video length and size:
   • Up to 10 minutes long
   • Up to 1,024 MB file size

Fi...
48




    Creating a YouTube Presence
1. Sign-up. Choose a username that includes your business
   name.

2. Adjust your ...
49




Other Video Sharing Sites
50



                   THANK YOU!

        Cory Barbot                           Darby Tober

Senior Natural Search Spec...
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Local Search Strategies & Live SEO Video Lab

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Cory Barbot and Darby Tober, two natural search experts from Apogee Search, demonstrate how to implement and manage your company's local search, as well as how to optimize videos for SEO.

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Local Search Strategies & Live SEO Video Lab

  1. 1. 1 Local Search Strategies & Live SEO Video Lab Presented By: Cory Barbot Darby Tober Senior Natural Search Specialist Manager of Natural Search Apogee Search Apogee Search July 22, 2009
  2. 2. 2 LOCAL SEARCH STRATEGIES
  3. 3. 3 Agenda What is local search & why you care: Definitions, Facts, Figures How to take advantage of local search: Turning Thought Into Action
  4. 4. 4 Terminology
  5. 5. 5 most searches have local intent (eventually)
  6. 6. 6 Online search influenced $471 billion worth of offline sales last year … versus only $136 billion in e-commerce sales (eMarketer, 2008)
  7. 7. 7 Product research and comparison shopping happen online. But 67% of those purchases happen offline. (Accenture) 90% of purchases are made within 50 miles of a person's home. (Kelsey)
  8. 8. 8 Google 10-Pack Google moved from three to ten results in February 2008
  9. 9. 9 Integrated Map Shows as a blended result. Can expand your search results to get more info without leaving page
  10. 10. 10 No Geo Keywords Needed Google now searches locally based on IP address if keyword is a service.“House Painting” renders local referrals and shows the map
  11. 11. 11 How to Submit your Company • Register individually with Google, Yahoo!, and Bing • local.google.com • listings.local.yahoo.com • ssl.bing.com/listings • Register all your addresses • Tip: Be as robust as possible when registering • Include coupons, pictures, hours of operation, videos, etc.
  12. 12. 12 GetListed.org Provides users with an overview of their local search presence in all three search engines plus Best of Web
  13. 13. 13 Google Local Business Center
  14. 14. 14 Google Local Business Center
  15. 15. 15 Google Local Business Center
  16. 16. 16 Google Local Business Center
  17. 17. 17 Additional Options • In addition to categories and hours of operation features, you can also add: • Payment Options • Photos of your product or storefront (limit of 10) • Tip: Host photos on Flickr and geotag images • Videos (limit of 5) • Tip: Host videos on YouTube and optimize • Additional Details
  18. 18. 18 Listing Validation
  19. 19. 19 Listing Details
  20. 20. 20 Local/Map SEO 1. On Page Optimization 2. Citations 3. Link Building 4. Reviews
  21. 21. 21 On Page Optimization • Include “City, State” in title tag • Include physical address to pages • Customize by page for multiple localities • Keywords • Do not overdo inclusion of keywords • Content should be interesting enough to entice user to link back to site • Address • Ensure each page of your website contains the address of your business • Internal Linking • Turn the keyword into a link point at the page it does target
  22. 22. 22 Tagging Goal is to...  Accurately describe content of page  Create unique tags for each page  Keep tags short when possible  Include city within tags to improve association and local ranking
  23. 23. 23 Tagging Continued… Title tags – Very important to SEO. Informs both search engines and users about the content of your page. First bit of information to appear in search results • <title>Keyword City, State | Company Name</title> Meta tags: keywords and description – Like title tags, provides information about content of page Keywords viewed by search engines, description sometimes pulled in search result • <meta name=”description” content=”Located in City, State, Company Name specializes in Keyword...” /> • <meta name=”keywords” content=”Keyword” />
  24. 24. 24 Tagging Continued… Header tags – On page elements provide information about content of page as well. Given extra weight by search engines • <h1>Keyword</h1> • Vary from H1 to H6, most important to least important Alt text tag – Specifies text that will appear to search engines since images can not be rendered • <img src=”images/Keyword.jpg” alt=”Keyword”> URLs – Not a tag, but can be tagged. Use static URLs and include keywords in URL along with dashes, not underscores: /austin-custom-software, not /austin_custom_software
  25. 25. 25 Title Tags
  26. 26. 26 Header Tags
  27. 27. 27 Alt Text
  28. 28. 28 URLs
  29. 29. 29 On Page Optimization • Keywords – important content of each page contains its targeted keywords • Do not overdo inclusion of keywords, though • Content should be interesting enough to entice users to link to website • Address – make sure each page of your website contains the address of your business • HTML and hCards • Internal Linking – it's inevitable you will use keywords on a page it does not target. Don't fret! Turn that keyword into a link pointing at the page it does target
  30. 30. 30 Internal Linking Red Toys Toys Toys Blue Toys Red Toys Toys Blue Toys Green Toys Green Toys Toys
  31. 31. 31 Citations Explained • In local search a citation is a mention of your business name and address on a website even if it isn't a link • Search engines do not only look at incoming links to help determine local search rankings, but also citations • Citations help search engines validate information they have about a business • Improving the number of citations to your business' website consists of submitting your site to a variety websites
  32. 32. 32 Citations • Appearance of business name and location on same page is a signal that boosts rankings
  33. 33. 33 Major Local Search Data Centers • A number of websites act as data centers providing secondary local search websites with information about your website • After Google Local Business Center, submit info to centers • Universal Business Listing • For $30/year, will submit your business information to infoUSA and a number of other locally focused websites • InfoUSA • Localeze • Acxiom – not able to submit online, search web on their own acquiring data
  34. 34. 34 Local Search Sites • On one level, function as directories in that they help categorize businesses by their metadata • Much more interactive than directories, social media directories: Send listing to a friend, social bookmarking, send to phone, write reviews, create a profile, acquire friends • Provide incoming links and citations • Examples: Yelp, Yellowbot, Local.com, TrueLocal, HotFrog
  35. 35. 35 Local Business Directories • Finding local business directories is as easy as searching for “[your city] directory” • These directories are highly associated with a city/region and crawled often by the search engines • Better Business Bureau functions as a high value, highly localized business directory • Provide incoming links and citations • Examples: Better Business Bureau, TheCityofAustin.com, Austin.com
  36. 36. 36 Reviews: Get Them The importance of reviews is growing. Not just for SEO, but for every local business
  37. 37. 37 Reviews Continued... Google prefers different sources for different industries. Do your research and get reviews where Google shows they matter
  38. 38. 38 Don't Forget The Video! • Easy to implement in SEO • Produce once, get recurring benefits • Minimal equipment, make it real • Many online profile listings accept video
  39. 39. 39 What's on the Local horizon? • Algorithms getting better, more accurate • More results with local flavor • Reviews help filter the best local venues • Take advantage of blended search results • Develop mobile version of site - .mobi
  40. 40. 40 Video Optimization
  41. 41. 41 Who watches online video? The percentage of Internet users in each group who watch or download online video. Gender % Age % Men 63 Ages 18 – 29 76 Women 51 Ages 30 – 49 57 Ages 50 – 64 46 Age 65+ 39 Education % Income % HS Grad or less 76 Less than $30K 52 Some college 57 $30K - $50K 63 College grad 46 $50K - $75K 63 $75K+ 62 Source: Pew Internet & American Life Project Tracking Survey, 2.15 – 3.7.07
  42. 42. 42 On-Site Video Optimization
  43. 43. 43 On-Site Video Optimization Embedded video instead of a HTML content describing the pop-up window. video.
  44. 44. 44 On-Site Video Optimization Add your keywords and the word “videos” to the page’s tags and content. <title>Coronary Artery Disease (Ateriosclerosis) Video | Videos by St. Jude Medical, Heart Library</title> <meta name=“description” content=“Coronary Artery disease is the leading cause of death for men and women in the United States. Learn more about it in this informational video.” />
  45. 45. 45 Video Sharing Sites
  46. 46. 46 Video Sharing Sites
  47. 47. 47 YouTube Video Guidelines Video length and size: • Up to 10 minutes long • Up to 1,024 MB file size File formats: • .AVI • .MOV • .WMV • .MPG Resolution: • YouTube recommends 640 x 480 pixels.
  48. 48. 48 Creating a YouTube Presence 1. Sign-up. Choose a username that includes your business name. 2. Adjust your channel page settings. i. Add a title, description, and tags. ii. Set channel comment options. iii. Change channel type to Director. 3. Upload your videos. i. Optimize titles, descriptions, and tags with keywords. ii. Set sharing options. 4. Design your channel page.
  49. 49. 49 Other Video Sharing Sites
  50. 50. 50 THANK YOU! Cory Barbot Darby Tober Senior Natural Search Specialist Manager of Natural Search Apogee Search Apogee Search info@apogee-search.com www.apogee-search.com Follow Apogee on Twitter: http://twitter.com/apogee_search Apogee videos on YouTube: http://www.youtube.com/apogeesearch
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