Formic Seminar: Going Places with Google

Formic Media Seminar Series:Going Places with Google

Oregon Business ,[object Object]

Reaches over 20,000 people around Oregon

Publishes 100 Best Companies to Work for in Oregon

Provides readers with insight into

News, features & analysis from around Oregon

Newest innovations from all sectors

Interviews with CEOs on how to succeed

Use code FORMIC,[object Object]

May 11th – Elements of Sales Success

June 8th – Website Clinic,[object Object]

Local Advertising,[object Object]

Local SEO Overview ,[object Object]

Roughly 20% of all searches have local intent

Google = 10.1 billion searches

Total of Big 3 = 14.9 billion searches2,980,000,000 searches had local intent!

50 million Google Place pages globally

Only 4 million have been claimed globally

2 million in the US (out of roughly 25 million in the US) Huge Potential and Opportunity!

Organic SEO is about optimizing websites/off-site factors

Local SEO is about optimizing locations

Local search has its own set of ranking factors,[object Object]

Ranking algo consists of on-site SEO and off-site (i.e. inbound links) ranking factorsOn-Site Ranking Factors (Title/Meta/etc) Off-Site Ranking Factors (links)

Many more properties to be concerned with,[object Object]

Claiming Your Place Page ,[object Object]

http://www.places.google.com/businessClaiming: ,[object Object]

Verify your listing.,[object Object]

Although it appears that distance to the centroid matters less, there is still a border around the city that matters,[object Object]

Categories should say what your business is (e.g. Restaurant), not on what it does (e.g. Cook Food) or things it sells (e.g. Draper Valley Free Range Chicken). This information can be added in your description or as custom attributes.

Categories should not contain location-based information.

Only one category per entry field – don’t try to stuff the fields,[object Object],[object Object]

Having a properly optimized, well-built site should be at the center of all online marketing efforts,[object Object]

Multiple Listings with the Same Phone Number ,[object Object]

Google uses this as a way to control spam

Even if running multiple businesses from the same phone number you need to define a distinct local area code number for each business,[object Object]

If you don’t want to be found why are you optimizing a local listing page in the first place?,[object Object]

Can lead to unwanted merged listings, swapped reviews and the diversion of listing power,[object Object],[object Object]

Google will not allow one business to dominate all results,[object Object]

Local Search Strategy & Optimization ,[object Object]

Ensure that your company does not have duplicate listings

Ensure that your listing is properly categorized

Include keywords in the local listing Title

Proximity of the business to the city center

Complete local business listing profile

Number of citations,[object Object]

Only 2MM claimed in U.S. so far

Do the same at Yahoo (listings.local.yahoo.com)

And the same at Bing (ssl.bing.com/listings/BusinessSearch.aspx),[object Object]

Help to increase CTR, similar to PPC advertising.,[object Object],[object Object]

Importance is determined by competition.,[object Object]

Good for businesses that serve specific areas.,[object Object]

Formic Seminar: Going Places with Google

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Formic Seminar: Going Places with Google