<ul><li>Presentation Objectives </li></ul><ul><li>Who Needs Local Search Optimization </li></ul><ul><li>Why Optimize For L...
Who Needs Local Search Optimization <ul><li>Every Business who sells a product or provides a product to be sold in a physi...
Why Optimize for Local Search E commerce Trends .. Experienced shoppers, according to JupiterResearch, will increase spend...
Example’s of Recovery Search in the Local Search Environment  Business Name Business Phone Number Business Address Example...
What are the Components of Local Search These Three Index’s Make Up a Typical Local Search Engine Result Page Organic Web ...
Three Index’s  offer  three distinct opportunities  to optimize a  Business Locations Findability
Organic Web Crawled  Index 4 Tactic's  for optimizing A businesses  Local Search  organic web  Findability Profile page Mi...
Local Search  Findability Tags Business Listing Database Index Build your local search foundation by managing the elements...
Advertising Generated Index <ul><li>Sampling of  </li></ul><ul><li>Local Search Ad Units </li></ul><ul><li>Pay Per Clicks ...
Create a “cloud” of content for each individual business location.  Keep in mind that the content must answer both “Discov...
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Local Seo Best Practice 2007

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Local Search Optimization Cloud. This deck from 2007 presents the idea that you should create a local search content cloud for each individual business location, it is important that this content answers in a structured way both Recovery and Discovery local search queries. Use this content cloud to create consistency in your content across various platforms that answer local search queries.

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Local Seo Best Practice 2007

  1. 1. <ul><li>Presentation Objectives </li></ul><ul><li>Who Needs Local Search Optimization </li></ul><ul><li>Why Optimize For Local Search </li></ul><ul><li>What are the types of Local Searches. </li></ul><ul><li>What are the components of Local Search. </li></ul><ul><li>How To Tactic's for Local Search Optimization </li></ul>Gib Olander Business Development , Director Localeze
  2. 2. Who Needs Local Search Optimization <ul><li>Every Business who sells a product or provides a product to be sold in a physical location </li></ul><ul><li>Every business who provides a service to people in a physical location </li></ul>Every business with a physical (brick and mortar) location <ul><li>SME’s (small to medium enterprises) </li></ul><ul><li>Micro-Businesses (Local Local) </li></ul><ul><li>National Brands </li></ul><ul><li>Consumer Package Good Companies </li></ul><ul><li>Regional Brands </li></ul><ul><li>Product Manufactures </li></ul><ul><li>National Franchises </li></ul><ul><li>Regional Franchises </li></ul>
  3. 3. Why Optimize for Local Search E commerce Trends .. Experienced shoppers, according to JupiterResearch, will increase spending only a modest 4 percent <ul><li>Closes the loop on the buying cycle </li></ul><ul><li>Creates Engagement at the store level </li></ul><ul><li>Local is where the buying power is. </li></ul><ul><li>Supports all other forms of advertising and marketing </li></ul><ul><li>2007 IYP search queries up 14 percent </li></ul><ul><li>Consumers conducted more than 1.85 billion IYP search queries in the first six months of 2007 compared to 1.62 billion in the first six months of 2006. *YPA </li></ul><ul><li>Local Search and Directory Site’s Drive in Store engagement </li></ul><ul><li>82 percent of users made a contact with the business </li></ul><ul><li>61 percent went on to make an in-store purchase . *YPA </li></ul>
  4. 4. Example’s of Recovery Search in the Local Search Environment Business Name Business Phone Number Business Address Example’s of Discovery Search in the Local Search Environment Specialty Service Particular Brand or Product Hours of Operation What are the two types of Local Searches Two Types of Searches Discovery Recovery The searcher is looking for content they know exists, In a specific geographic area The searcher knows where doesn’t know who The searcher is trying to find an answer for a specific need
  5. 5. What are the Components of Local Search These Three Index’s Make Up a Typical Local Search Engine Result Page Organic Web Crawled Index Business Listing Database Index Advertising Generated Index
  6. 6. Three Index’s offer three distinct opportunities to optimize a Business Locations Findability
  7. 7. Organic Web Crawled Index 4 Tactic's for optimizing A businesses Local Search organic web Findability Profile page MicroSite Dealer Locator page Directory inclusion
  8. 8. Local Search Findability Tags Business Listing Database Index Build your local search foundation by managing the elements for each unique business location at the directory listing level. Three Major Data Aggregators <ul><li>Factors that impact </li></ul><ul><li>your database ranking </li></ul><ul><li>Business Name </li></ul><ul><li>Keywords </li></ul><ul><li>Location in relation to the Query </li></ul><ul><li>Consumer Rankings and Reviews </li></ul>
  9. 9. Advertising Generated Index <ul><li>Sampling of </li></ul><ul><li>Local Search Ad Units </li></ul><ul><li>Pay Per Clicks (Single Site) </li></ul><ul><li>Pay Per Click (networks) </li></ul><ul><li>Pay Per Action </li></ul><ul><li>Paid Inclusion </li></ul><ul><li>Sponsor ships </li></ul><ul><li>Banners </li></ul><ul><li>Display Advertising </li></ul>
  10. 10. Create a “cloud” of content for each individual business location. Keep in mind that the content must answer both “Discovery” & “Recovery” Local Search Queries. Recovery Search Discovery Search Business Name Business Address Business Phone Number Primary Business Categorization Local Business Web Site Address Products Offered Business Specialties Services a Business Provides Payment Methods Accepted Location’s Hours of Operation Unique offerings within the business category MicroSite Dealer Locator page Directory or IYP inclusion Profile page Use ad products as your roof. Create Findability where your content cloud can’t compete . Your foundation is built on database inclusion with the data aggregators
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