Local search engine marketing - top tips to get you to the top of GooglePresentation Transcript
Crafted Media Briefing: local search engine marketing. 6 steps to get you to the top of Google’s local listings.
Hello Crafted Media
30 Ipswich-based staff specialising in
Search engine marketing
Mobile sites & apps
Location, location, relevance The whole world is local to somewhere
Google states that 20% of all searches have a local intent, that’s 2.8 billion searches per month globally.
Of mobile traffic, upwards of 50% of searches have local intent
23% of time spent accessing internet is on a mobile device
More than 4 million business listings on Google have
been claimed by business owners
What is local?
What is local? Where we refer to ‘local’, these are listings not generated by Google’s algorithm but those associated with a map.
‘Place’ pages are integrated listings with mixed natural and Local listings. These come from searches with a local intent ‘Accountants Colchester’
Google’s assumptive location results: better user experience when searching generic term
What is local? Location-aware mobiles lead to local listings.
1) A sense of placement List every business location, the more you list the better coverage you can have – think creatively! Fill out everything:
10 photos (even if it’s your logo and the front of your building)
Links to 5 YouTube videos
you can also be listed in up to 5 categories including custom ones.
A sense of placement Competitors
Check out your competitors’ listings
If they haven’t filled out a section it doesn’t mean it’s unimportant, it’s an opportunity to steal a march on them.
If you have too many locations to enter manually, then Google offers a whitelisting service.
Quick tip: claim your listing with a Google account email on the same domain as your website e.g. email@example.com
2) Citations: the new links Google likes links, its algorithm is weighted toward them as they infer relevance Local is relevant. Get your business listed on Hotfrog, Yell.com, BizWiki, Qype, Freeindex, Thomson Local, Yelp, Bview, UpMyStreet, Trusted Places, Scoot, Tipped, Infoserve, City Visitor, TouchLocal, UFindus and Smile Local. Match up the business details: Address Website Phone number Quick Tip: There are services that’ll add these on-mass for you, but manual submission is always better.
It’s who you know
3) It’s who you know You’ve done local via national listings sites, now go truly local: Your town: Chamber of commerce, business networking sites, professional bodies, business listings specific to your town / area Your ‘friends’: What organisations does your business partner with or support locally? Local school, local charities. Your industry: Suppliers’ websites as a ‘Distributor’ Quick Tip: Scan your invoices for companies with websites who might link to you, often gems can be unearthed in the unlikeliest of places.
4) Customers count Quick Tip: Don’t fear negative reviews. Promote this to your best customers, negatives will quickly be drowned out.
Customers count So, you have proximity to a searched-for location & you have citations. Seek out customer reviews for your Places page or to complement citations on Qype or Yelp. Respond to positive e-mails thanking them and asking them to post their review or comments on the above sites. Send e-mails a couple of weeks post-transaction asking for feedback.
5) Learn and do it better! Look at your competitors. One of them may be ticking a lot of the digital boxes and doing it well. Learn from it: where are they listed / mentioned. Is there sentiment attached? Crucially, wherever they are, it’s likely to be relevant to your business. Learn from this, do it better than them. Intelligent search marketing is ‘informed search marketing’ Quick Tip: In Google search using: ‘competitor.com -site: competitor.com’ This will return pages mentioning their website from around the web.
6) 5-a-day Do Something Local Today As with traditional search engine marketing, and social, get your basics done, then make local part of your everyday business profile.
Contact suppliers to feature your details - explore common ground for wider search benefit
Search out citations
Follow-up good feedback
Encourage reviews via your newsletter
Mention local reviews to
long-standing customers The results are cumulative. Quick Tip: Expect regular change in your rankings, they are dynamic and you won’t always be #1 even when you’re up there.