Formic Media Seminar Series:Increasing Revenue through Local SEO               Presented by:               Formic Media, I...
AgendaWhy is Local Search Important?What is Local Search?Local Search Eco SystemLocal Search ComponentsLocal Paid Search
Why is Local Search Important?
Local Search Volume by MonthWhy is Local SEO so important?  Roughly 20% of all searches have local intent  June 2010      ...
Local Search User Stats 97% of American internet users shop online, of which 57% say they purchase offline (NPD Group) 90%...
Local Search Business Stats Roughly 25 million SMBs in the US Approximately 2 million Place pages have been claimed 8% of ...
Local Search Definition Local search is the use of specialized Internet search engines that allow users to submit geograph...
Difference Between Local & Organic Location, location, location Organic/Paid search = “the what”   Nike running shoes, Son...
What is Local Search?
Evolution of Local Search
Online Yellow Pages Iconic yellow-pages books, but online:
Business Listings in Search Google joins local with 10-pack:
Google 7-Pack
Google O-Pack
Google O-Pack
Google O-Pack
Local Gets Social Yelp
Local Gets Mobile
Local Gets Mobile
Local Gets Mobile
Local Gets Social & Mobile
Local Search Eco System
The Major Players in Local Search
Google Place Pages
Bing Local Listing
Yahoo! Local Listing
Yelp Business Listing
Top Ranking Factors1.    Business address must be in the city that is being searched2.    Manually owner-verified Place Pa...
Business Address in the City Being Searched              Proximity:               Having an address in the city           ...
Manually Owner-Verified Place Page  Trust is a huge signal for Google  Only 2MM claimed in U.S. so far  http://www.google....
Manually Owner-Verified Place Page   Claiming:    Enter business info.    Verify your listing.
Choose the Most Appropriate Categories forYour Business                             Add                             Releva...
Volume of Traditional Structured CitationsSubmit to Free and/or Paid directoriesAdd & verify business information with loc...
Crawlable address On-Site Matching Place PageAddress Rich snippets and hcard formatting on your website<div class="vcard">...
PageRank, authority of website homepageand highest ranked page Building authority to your actual site build theauthority o...
Quality of Inbound Links to the Website  Having quality links to you site will help build organicranking and local ranking...
Crawlable Phone Number On-Site MatchingPlace Page Phone Number Rich snippets and hcard formatting on your website<div clas...
Local Area Code Phone Number on PlacePage  Goes hand-in-hand with being in the city of thesearch Adds relevance to your lo...
City and State in Places Landing Page Title
Local Search Components
Local Search ComponentsGoogle Place Page (Yahoo/Bing Local Listings)Off-site OptimizationOn-site Optimization
Google Place Page (Yahoo/Bing)Claim & verify your Place page
Google Place Page (Yahoo/Bing)Claim & verify your Place page
Google Place Page (Yahoo/Bing)
Google Place Page (Yahoo/Bing)
Google Place Page (Yahoo/Bing)
Google Place Page (Yahoo/Bing)
Google Place Page (Yahoo/Bing)
Google Place Page (Yahoo/Bing)
Google Place Page (Yahoo/Bing)
Google Place Page (Yahoo/Bing)Business TitleAddress/PhoneURLCategoriesHours ofOperationBusinessDescriptionAdditional Detai...
Local Search ComponentsGoogle Place Page (Yahoo/Bing Local Listings)On-site OptimizationOff-site Optimization
On-site OptimizationStill need to focus on website optimization  Geo-specific keyword targeting  Title Tags  Meta Tags  H1...
On-site Optimization
On-site OptimizationMicroformats help parse out business data forthe search engines  hCard  hReview
On-site OptimizationhCard
On-site OptimizationhReview
On-site OptimizationLocal phone number = Good800 phone number = Not idealTracking phone number = Bad
On-site OptimizationIf you have multiple store locations, youshould:  Create unique pages for each location
On-site Optimization
Local Search ComponentsGoogle Place Page (Yahoo/Bing Local Listings)On-site OptimizationOff-site Optimization
Off-site OptimizationWeb citations are to local search, whatinbound links are to organic search  More citations = more tru...
Off-site Optimization
Off-site Optimization
Off-site OptimizationUser reviews also help gain trust from boththe search engines and users  Quantity is still more power...
Off-site OptimizationGet reviews through:  Email campaigns  Encourage employees to ask for reviews    Incentivize your emp...
Local Paid Search
AdWords Express Utilizes Google Places Platform Ads appear in the ads section on Google.com andGoogle Maps Advertisers pic...
AdWords Geotargeting Target users by country or all the way down to a 10mile radius    You can exclude certain locations m...
AdWords Location Extensions  Provides a physical address where users can locatethe product or service they are looking for
AdWords Click-to-Call Extensions Extension allows users to simply tap the phonenumber in the ad and call Quick and easy wa...
Facebook  Over 500 million users Facebook  Facebook gives you the option to not only targetusers by age, gender, interests...
LinkedIn  Over 100 million worldwide users  Target users by age, gender, company, job title andlocation  Good for B2B busi...
Questions?               Contact:               John McPhee          www.formicmedia.com503-517-9059 x122| johnm@formicmed...
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Increasing Revenue Through Local SEO & Google Places

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There are over 20 million local businesses in the US alone, and not even half of them are utilizing free tools on the internet to promote their business. Learn how to increase your revenue using Google Places and local search engine optimization (SEO) tactics.

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Increasing Revenue Through Local SEO & Google Places

  1. 1. Formic Media Seminar Series:Increasing Revenue through Local SEO Presented by: Formic Media, Inc. www.formicmedia.com/seminars 503-517-9059 x122| johnm@formicmedia.com
  2. 2. AgendaWhy is Local Search Important?What is Local Search?Local Search Eco SystemLocal Search ComponentsLocal Paid Search
  3. 3. Why is Local Search Important?
  4. 4. Local Search Volume by MonthWhy is Local SEO so important? Roughly 20% of all searches have local intent June 2010 Google = 10.1 billion searches Yahoo = 2.9 billion Bing = 1.9 billion Total of Big 3 = 14.9 billion searches 2,980,000,000 searches had local intent!
  5. 5. Local Search User Stats 97% of American internet users shop online, of which 57% say they purchase offline (NPD Group) 90% of online commercial searches result in offline brick and mortar purchases (comScore) 82% of local searchers follow up offline by an in-store visit or phone call (comScore) 80% of all budgets are spent within 50 miles of the home (DMA)
  6. 6. Local Search Business Stats Roughly 25 million SMBs in the US Approximately 2 million Place pages have been claimed 8% of SMBs have claimed their Google Place page Huge Potential and Opportunity!
  7. 7. Local Search Definition 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. - Wikipedia
  8. 8. Difference Between Local & Organic Location, location, location Organic/Paid search = “the what” Nike running shoes, Sony DSLR camera Local Search = “the what” & “the where” Nike shoe store Portland, Camera World Portland
  9. 9. What is Local Search?
  10. 10. Evolution of Local Search
  11. 11. Online Yellow Pages Iconic yellow-pages books, but online:
  12. 12. Business Listings in Search Google joins local with 10-pack:
  13. 13. Google 7-Pack
  14. 14. Google O-Pack
  15. 15. Google O-Pack
  16. 16. Google O-Pack
  17. 17. Local Gets Social Yelp
  18. 18. Local Gets Mobile
  19. 19. Local Gets Mobile
  20. 20. Local Gets Mobile
  21. 21. Local Gets Social & Mobile
  22. 22. Local Search Eco System
  23. 23. The Major Players in Local Search
  24. 24. Google Place Pages
  25. 25. Bing Local Listing
  26. 26. Yahoo! Local Listing
  27. 27. Yelp Business Listing
  28. 28. Top Ranking Factors1. Business address must be in the city that is being searched2. Manually owner-verified Place Page3. Choose the most appropriate categories for your business4. Volume of traditional structured citations (IYPs & data aggregators)5. Crawlable address on-site matching Place Page address6. PageRank, authority of website homepage and highest ranked page7. Quality of inbound links to the website8. Crawlable phone number on-site matching Place Page phone number9. Local area code phone number on Place Page10. City and State in Places landing page titleSource: David Mihm, Local Search Ranking Factors: http://www.davidmihm.com/local-search-ranking-factors.shtml
  29. 29. Business Address in the City Being Searched Proximity: Having an address in the city and close to the city center helps with local ranking. Importance is determined by competition.
  30. 30. Manually Owner-Verified Place Page Trust is a huge signal for Google Only 2MM claimed in U.S. so far http://www.google.com/places No duplicate listings! Do the same at Yahoo (listings.local.yahoo.com) And the same at Bing(ssl.bing.com/listings/BusinessSearch.aspx)
  31. 31. Manually Owner-Verified Place Page Claiming: Enter business info. Verify your listing.
  32. 32. Choose the Most Appropriate Categories forYour Business Add Relevancy Factors: Search Engines use categories to help define your business accurately.
  33. 33. Volume of Traditional Structured CitationsSubmit to Free and/or Paid directoriesAdd & verify business information with local Data Providers
  34. 34. Crawlable address On-Site Matching Place PageAddress Rich snippets and hcard formatting on your website<div class="vcard"><div class="adr"><h2>Contact</h2><div class="street-address">300 NE Failing St.</div><span class="locality">Portland</span>,<abbr class="region" title="Oregon">OR</abbr>&nbsp;<span class="postal-code">97212</span></div><div class="tel"> <span class="type">Work</span> +1-503-517-9059 x122 </div><div class="tel"><span class="type">Fax</span> +1-503-517-9068 </div><div>Email: <span class="email">info@formicmedia.com</span></div></div>
  35. 35. PageRank, authority of website homepageand highest ranked page Building authority to your actual site build theauthority of you Place Page Google takes into account both the homepage andthe next highest ranked page on your site
  36. 36. Quality of Inbound Links to the Website Having quality links to you site will help build organicranking and local ranking Inbound links also help improve PageRank
  37. 37. Crawlable Phone Number On-Site MatchingPlace Page Phone Number Rich snippets and hcard formatting on your website<div class="vcard"><div class="adr"><h2>Contact</h2><div class="street-address">300 NE Failing St.</div><span class="locality">Portland</span>,<abbr class="region" title="Oregon">OR</abbr>&nbsp;<span class="postal-code">97212</span></div><div class="tel"> <span class="type">Work</span> +1-503-517-9059 x122 </div><div class="tel"><span class="type">Fax</span> +1-503-517-9068 </div><div>Email: <span class="email">info@formicmedia.com</span></div></div>
  38. 38. Local Area Code Phone Number on PlacePage Goes hand-in-hand with being in the city of thesearch Adds relevance to your locale Avoid toll free numbers
  39. 39. City and State in Places Landing Page Title
  40. 40. Local Search Components
  41. 41. Local Search ComponentsGoogle Place Page (Yahoo/Bing Local Listings)Off-site OptimizationOn-site Optimization
  42. 42. Google Place Page (Yahoo/Bing)Claim & verify your Place page
  43. 43. Google Place Page (Yahoo/Bing)Claim & verify your Place page
  44. 44. Google Place Page (Yahoo/Bing)
  45. 45. Google Place Page (Yahoo/Bing)
  46. 46. Google Place Page (Yahoo/Bing)
  47. 47. Google Place Page (Yahoo/Bing)
  48. 48. Google Place Page (Yahoo/Bing)
  49. 49. Google Place Page (Yahoo/Bing)
  50. 50. Google Place Page (Yahoo/Bing)
  51. 51. Google Place Page (Yahoo/Bing)Business TitleAddress/PhoneURLCategoriesHours ofOperationBusinessDescriptionAdditional DetailsPhotos & Video
  52. 52. Local Search ComponentsGoogle Place Page (Yahoo/Bing Local Listings)On-site OptimizationOff-site Optimization
  53. 53. On-site OptimizationStill need to focus on website optimization Geo-specific keyword targeting Title Tags Meta Tags H1 tags Body Copy
  54. 54. On-site Optimization
  55. 55. On-site OptimizationMicroformats help parse out business data forthe search engines hCard hReview
  56. 56. On-site OptimizationhCard
  57. 57. On-site OptimizationhReview
  58. 58. On-site OptimizationLocal phone number = Good800 phone number = Not idealTracking phone number = Bad
  59. 59. On-site OptimizationIf you have multiple store locations, youshould: Create unique pages for each location
  60. 60. On-site Optimization
  61. 61. Local Search ComponentsGoogle Place Page (Yahoo/Bing Local Listings)On-site OptimizationOff-site Optimization
  62. 62. Off-site OptimizationWeb citations are to local search, whatinbound links are to organic search More citations = more trust + higher rankings
  63. 63. Off-site Optimization
  64. 64. Off-site Optimization
  65. 65. Off-site OptimizationUser reviews also help gain trust from boththe search engines and users Quantity is still more powerful than quality Engines are working to understand sentiment
  66. 66. Off-site OptimizationGet reviews through: Email campaigns Encourage employees to ask for reviews Incentivize your employees if necessary Google window sticker Utilize collateral Social media Use website widget
  67. 67. Local Paid Search
  68. 68. AdWords Express Utilizes Google Places Platform Ads appear in the ads section on Google.com andGoogle Maps Advertisers pick categories to advertise under, butnot keywords Ideal for small businesses with smaller budgets
  69. 69. AdWords Geotargeting Target users by country or all the way down to a 10mile radius You can exclude certain locations much like you can choose negative keywords to not have your ads show for
  70. 70. AdWords Location Extensions Provides a physical address where users can locatethe product or service they are looking for
  71. 71. AdWords Click-to-Call Extensions Extension allows users to simply tap the phonenumber in the ad and call Quick and easy way for the user to call your company
  72. 72. Facebook Over 500 million users Facebook Facebook gives you the option to not only targetusers by age, gender, interests, but by location as well Increase local visibility by targeting users close toyour locations Good for B2C businesses Formic Media Are you a Portland small business looking to increase your local online presence? Learn how Formic can help.
  73. 73. LinkedIn Over 100 million worldwide users Target users by age, gender, company, job title andlocation Good for B2B businesses
  74. 74. Questions? Contact: John McPhee www.formicmedia.com503-517-9059 x122| johnm@formicmedia.com
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