Yeich - Local Super Forum

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Transcript

  • 1. Local Search Overview
  • 2. Why Does Local Search Matter? U.S. Consumers’ Primary Source for Local Business Information by Age, 2010 Source: Burke Research Age Group 18-24 25-34 35-54 55-64 65+ Search Engine 54% 51% 36% 27% 15% Internet Yellow Pages 12% 15% 11% 7% 5% Print Yellow Pages 9% 10% 22% 28% 34% Newspaper 5% 4% 6% 10% 14% Store circular/email/coupon 7% 8% 10% 13% 16% Magazine 2% 2% 2% 1% 1% Internet Social Network 10% 6% 4% 2% 1%
  • 3. Lots of “Local” Options
  • 4. Start with Google Places (It’s Free)
  • 5. Local SEO and SEM
    • SEO
    • Places
    • Organic
    SEM SEM
  • 6. Local SEO and SEM SEO Hybrid Listings SEM SEM
  • 7. Local SEO and SEM Foundation Try It / Optimize SEO SEM Cost Low Low - Very High ROI High Depends Time to Results Weeks Hours Management Effort Front-Loaded Never Ending
  • 8. Local Issues by Client Type
    • Small Business
    • No claimed map listings and/or map listings are a mess
    • Poor ranking in local results (map listings and website)
    • Need a partner that will “get their business found” on the Internet
    • National/Regional Chains
    • No claimed map listings and/or map listings are a mess
    • Poor ranking in local results (map listings and website)
    • Need a data management platform to automate the HUGE task of correcting and continually updating listings across the web (#locations X #data attributes X #websites)
  • 9. Local Listing Before Optimization
  • 10. Local Listing After Optimization
  • 11. Local Ranking After Optimization Four First-Page Listings for Same Business Use Geo Domains
  • 12. Use Tools / Data to Optimize
  • 13. Google Places Powers Most Mobile Search
    • Consumers increasingly search for businesses from mobile devices
      • Critical for categories like restaurants, gas stations
    • 90% of Mobile Search
    • powered by Google Places/Maps
  • 14. Best Practices Change Constantly
    • Subscribe to Internet marketing newsletters and blogs
      • Search Engine Land, Mashable, Site Pro News, etc.
    • You need employee(s) dedicated to:
      • Creating fresh online content
      • Updating/auditing/correcting listings at Google, Yahoo, Bing, Merchant Circle, etc.
      • Adapting to changing search algorithms—e.g., Google Local “hybrid” results)
    • -- OR --
    • You need a Local SEO service provider as your partner
      • Company with proven track record (5+ years)
      • Check references
  • 15. Local Splash Company Overview
    • Mission: Get businesses on first page of search results using map and organic optimization
    • “ Performance Promise”: If not on first page of a major search engine in 6 weeks, we work for free until client is on first page
    • 10,000+ Clients
      • National chains/brands
      • Small businesses
    • Agency / Reseller Programs
      • Agency branded
      • Co-branded
      • # 84 Fastest Growing Company
      • # 11 Fastest Growing Advertising / Marketing Company
  • 16. Thanks!...Any Questions? Steve Yeich CEO, Local Splash [email_address] (877) 635-6225 ext. 320 @localsplash http://www.linkedin.com/pub/steve-yeich/0/41/720