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presentation on local search. covering various points on why you should use it and what you should do to make your site show up in these local search results

presentation on local search. covering various points on why you should use it and what you should do to make your site show up in these local search results

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Local Search Presentation Transcript

  • 1. Local search Local search, Darren Vrede
  • 2. What is local search? Wikipedia: Local search is the use of specialized Internet search engines that allow users to submit geographically constrained searches against a structured database of local business listings(LBL). An example of a local search query: Restaurant near newlands cape town The “newlands cape town”part is what makes the query a local search. Local search, Darren Vrede
  • 3. Some local search facts
    • More than 40% of searches on the internet have local intent. Most of these queries contain either the town, neighbourhood or a zip code(in the US)
    • Some cases you are given a text box to enter a zip code.
    • Local search uses a different algorithm to organic results. Similar to Google maps
    You do NOT need a website to appear in local search Local search, Darren Vrede
  • 4. Adding your business Local search, Darren Vrede
  • 5. How to optimize for local search
    • Add your business physical address on every page
    • Have telephone numbers on your site
    • Create a directions or find us page on your site
    • Link to your business location on Google maps from the address on your site
    • Advanced anchor text with internal links on your site, that reads something like: directions to cape town branch
    • Include location names in your titles e.g. Car Rental Cape Town Hout Bay
    Local search, Darren Vrede
  • 6. Different types of results
    • You get four different types of results for local search.
    • 10 box
    • 3 box
    • One Box
    • Zip code box
    Local search, Darren Vrede
  • 7. Zip code box
    • If the search entered was not a precise one and contained no area information then Google will display this text box for a zip code.
    Local search, Darren Vrede
  • 8. Types of results
    • 10 pack
    • Gives ten results
    • Name of business
    • Website URL
    • Telephone number
    Local search, Darren Vrede
  • 9.
    • 3 pack
    • Gives three results
    • Name of business
    • Website Link
    • Telephone number
    • Address of business
    Types of results Local search, Darren Vrede
  • 10.
    • OneBox
    • Gives one result
    • Name of business
    • Website URL/Link
    • Telephone number
    • Full Address of business
    • operating hours or any other additional information
    Types of results Local search, Darren Vrede
  • 11. Good and bad of local
    • Good keyword in LBL
    No keyword in LBL Local search, Darren Vrede
  • 12. Overview of company Local search, Darren Vrede
  • 13. What factors make you rank
    • Google’s LBC
      • local business center
    • Trust of business
      • in other domains. Links from trusted domains
    • Well structured website
      • Good titling, internal links, keywords etc
    • Listed in local directories and vertical directories
      • Get listed in any local directories.
    • References/ links from other sites
      • Good links with location name in anchor text
    • Number of reviews
      • most new visitors will look to these customer reviews to get a quick impression of the business
    • Your actual business location. Proximity to search term
      • The search term might contain a certain neighborhood name and the distance you are from that search term will determine if your site shows up
    • Using Google maps
    • Categorization of LBL
    Local search, Darren Vrede
  • 14. Other countries Although most countries use Google as their preferred search engine there are other places that not even Google has “crawled” into yet. Here is Chinas big search engine Baidu as an example. Market shares for Baidu went up by almost 4 per cent in 2008 while Google and Yahoo! China went down from 26.8 to 26.1 and 8.3 to 5.3 per cent respectively.
  • 15.
    • Baidui is currently the 4 th biggest search engine in the world.
    • Not better than Google just yet but at the current time Baidui is only targeting one country.
    • This makes it even harder for Google to deliver relevant results on Google china because Baidui already has a good understanding of what people are searching for.
    Other countries Local search, Darren Vrede
  • 16. Future of local search
    • I see local search moving forward with mobile devices more than pc.
      • More mobile integration
      • Easier search functionality
      • GPS system on phone working together with local search
    • Better results with more valid keywords in LBL
    • Proper categorization in LBC
    • Local search will be used more with personalised search
    Local search, Darren Vrede
  • 17.
    • THE END THANK YOU
    Local search, Darren Vrede