Increasing Revenue Through Local SEO & Google Places
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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 ...

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 Increasing Revenue Through Local SEO & Google Places Presentation Transcript

  • 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
  • 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 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!
  • 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)
  • 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!
  • 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
  • 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
  • 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 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
  • 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.
  • 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)
  • Manually Owner-Verified Place Page Claiming: Enter business info. Verify your listing.
  • Choose the Most Appropriate Categories forYour Business Add Relevancy Factors: Search Engines use categories to help define your business accurately.
  • Volume of Traditional Structured CitationsSubmit to Free and/or Paid directoriesAdd & verify business information with local Data Providers
  • 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>
  • 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
  • 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
  • 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>
  • 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
  • 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 DetailsPhotos & Video
  • 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 tags Body Copy
  • 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 trust + higher rankings
  • Off-site Optimization
  • Off-site Optimization
  • 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
  • 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
  • Local Paid Search
  • 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
  • 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
  • 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 way for the user to call your company
  • 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.
  • LinkedIn Over 100 million worldwide users Target users by age, gender, company, job title andlocation Good for B2B businesses
  • Questions? Contact: John McPhee www.formicmedia.com503-517-9059 x122| johnm@formicmedia.com