Local SEO For Global Marketing

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Practical guide on local search and SEO for Google Places. Slides from the SEO Conference 2011 in Sofia, Bulgaria.

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  • Local Search = what? + where?Local search is any search made with the goal of finding something within a geo-graphic location. This is known as searching with Local Intent.Seeking information online with the intention of making a transaction offline
  • Local data and local search results are data that users rely on to be 100% accurate. It could be that they've been taught from a young age that maps are accurate. Think back to when you'd use an Atlas or Encyclopedia (I know...what's that?), and you'd analyze the specific details of a topographical map, or the exact scale used to measure distances. The thought never crossed your mind that much of this data could simply be wrong. Even in more recent digital history, when people enter in an address in their car's GPS unit, they don't assume it will be wrong some of the time. People expect perfect data in maps.
  • Hotel rates in Places page/resultsBooking directly in Places
  • Sentiment analysis - the ability to parse reviews into finer categoriesNew place page review format:I can see two reasons for doing this:#1) It’s the beginning of segmenting out hReview testimonials from businesses themselves.#2) Those favicons are a nice little incentive for more third-party local portals to start feeding Google data.
  • Oct 2010 - location Categories - what are the best categories?Reviews - what are the best sites to get reviews?Citations - what are the best sites to get listed?Links - what are the best links to build?
  • Full address now in adLocation extension (Use addresses from a Google Places account ; Use manually entered address)Boost
  • Google has a responsibility to ensure local data is accurate because local data is the bridge between search and the real world. And when information is wrong in local, it leads to real world consequences.
  • Categories - what are the best categories?Reviews - what are the best sites to get reviews?Citations - what are the best sites to get listed?Links - what are the best links to build?
  • Local Search = what? + where?Local search is any search made with the goal of finding something within a geo-graphic location. This is known as searching with Local Intent.Seeking information online with the intention of making a transaction offline
  • Oct 2010 - location of Google maps in search results moved to the right hand side pushing organic bellow the fold
  • Reviews – People will talk!
  • Shopping results in Place page
  • Hotpot iPhone
  • Business photos from Google: United States, Japan, Australia, New Zealand, UK, South Korea, and France http://maps.google.com/help/maps/businessphotos/
  • What are Google’s two biggest Local vulnerabilities? Lack of “in-house” user reviews and the lack of a social graph. one of the things that I think Google found so attractive about Groupon was the potential for an insane review count–30+ million if each Groupon user left even one review about their experience at a business they’d visited.  Carter was tight-lipped about how many native Places reviews Google had, but compare that 30 million number to the 14 million Yelp reviews
  • limited nationwide rollout of  check-in offers at “thousands of places across the U.S. using Latitude on the iPhone and Android”.
  • Hotpot iPhone
  • Hotpot iPhone
  • Hotpot iPhone
  • What are Google’s two biggest Local vulnerabilities? Lack of “in-house” user reviews and the lack of a social graph. one of the things that I think Google found so attractive about Groupon was the potential for an insane review count–30+ million if each Groupon user left even one review about their experience at a business they’d visited.  Carter was tight-lipped about how many native Places reviews Google had, but compare that 30 million number to the 14 million Yelp reviews
  • Hotpot iPhone
  • Hotpot iPhone
  • Hotpot iPhone
  • Hotpot iPhone
  • Hotpot iPhone
  • Hotpot iPhone
  • Hotpot iPhone
  • Hotpot iPhone
  • Haven’t totally figured out local strategyPlaces Check-ins (+ Deals)Perhaps 2+ million SMBs with Pages?Active vs. presence onlyPenetration in some categories high Compare: Google Places (4M+)
  • Without a doubt, 2009 was the year that Twitter became a major player in local search. TheirAPI added location awareness in August, and just last week Twitter bought TownMe, the owner of GeoAPI. Twitter has truly become a critical component for local online marketing More than 200 million users globallyMore than 65 million “tweets” per dayWants to figure out localPlaying with dealsWants to offer ad product for SMBs
  • New place page review format:I can see two reasons for doing this:#1) It’s the beginning of segmenting out hReview testimonials from businesses themselves.#2) Those favicons are a nice little incentive for more third-party local portals to start feeding Google data.
  • New place page review format:I can see two reasons for doing this:#1) It’s the beginning of segmenting out hReview testimonials from businesses themselves.#2) Those favicons are a nice little incentive for more third-party local portals to start feeding Google data.
  • Local Search = what? + where?Local search is any search made with the goal of finding something within a geo-graphic location. This is known as searching with Local Intent.Seeking information online with the intention of making a transaction offline
  • Local Search = what? + where?Local search is any search made with the goal of finding something within a geo-graphic location. This is known as searching with Local Intent.Seeking information online with the intention of making a transaction offline
  • Local Search = what? + where?Local search is any search made with the goal of finding something within a geo-graphic location. This is known as searching with Local Intent.Seeking information online with the intention of making a transaction offline
  • Local Search = what? + where?Local search is any search made with the goal of finding something within a geo-graphic location. This is known as searching with Local Intent.Seeking information online with the intention of making a transaction offline
  • Local Search = what? + where?Local search is any search made with the goal of finding something within a geo-graphic location. This is known as searching with Local Intent.Seeking information online with the intention of making a transaction offline
  • Local Search = what? + where?Local search is any search made with the goal of finding something within a geo-graphic location. This is known as searching with Local Intent.Seeking information online with the intention of making a transaction offline
  • Local Search = what? + where?Local search is any search made with the goal of finding something within a geo-graphic location. This is known as searching with Local Intent.Seeking information online with the intention of making a transaction offline
  • Google Latitude iPhone
  • Google Places iPhone
  • Local SEO For Global Marketing

    1. 1. LocalSEO For Global Marketing<br />
    2. 2. HOP ONLINE<br /><ul><li>Company
    3. 3. Full service digital agency: SEO, PPC, SMM
    4. 4. Founded 2009 in Sofia, Bulgaria
    5. 5. Clients form USA, UK, Israel & Bulgaria
    6. 6. Achievements
    7. 7. Google AdWords Certified Partner Company
    8. 8. SEOmoz Recommended Company
    9. 9. Clients</li></li></ul><li>Local Search<br /><ul><li>What? Where?
    10. 10. Seeking information online with the intention of making a transaction offline
    11. 11. Results served from multiple sources:
    12. 12. search engines;
    13. 13. mobile search(Android, iPhone, BlackBerry);
    14. 14. local directories(Yelp, Insider Pages, Super Pages);
    15. 15. location aware platforms;</li></li></ul><li>
    16. 16. Local Search (cont’d)<br /><ul><li>Google serves local results based on IP address
    17. 17. “Google maps is a way of organizing the world's information geographically”(Lars Rasmussen,Google Maps co-founder)
    18. 18. Local SEOvs Organic SEO
    19. 19. “We were not local enough in multiple countries, especially in countries where there are multiple languages or in countries whose language is the same as the majority country.” (AmitSinghal, Google Engineer)
    20. 20. Top priority forGoogle -Yelp/Groupon buyout attempts
    21. 21. Maps/local data consider to be 100% accurate</li></ul>(Atlas, Encyclopedia, car GPS unit …)<br />
    22. 22. Local Search Exploding<br /><ul><li>17% ofGoogle SERPs show maps
    23. 23. 70% of all searches with local intent
    24. 24. 20% of all searches are local(2.8 billion/monthglobally), upwards50% in mobile search
    25. 25. Fastest growing area of search!
    26. 26. 82% of local searchers follow up offline with in-store visit, phone call or purchase
    27. 27. Over 50%of maps usage now coming from mobile (up from 40% only2 months ago!)
    28. 28. 35% ofALL searches are local
    29. 29. 60 millionGoogle Places globally, 6 millionowner-verified(3 million in USA only) – huge opportunities!
    30. 30. 1 million+ reviews/monthinGoogle Hotpot
    31. 31. Places everywhere - Google, Facebook & Twitter
    32. 32. Group buying– over150 sitesin USA alone
    33. 33. Local ad platforms-CityGrid, Chitika, Xad</li></ul>Sources: DM News, Kelsey Group, comscore<br />
    34. 34. Source: BrightLocal.com<br />
    35. 35. Source: BrightLocal.com<br />
    36. 36. Source: BrightLocal.com<br />
    37. 37. Source: BrightLocal.com<br />
    38. 38.
    39. 39. Google’s Local Strategy <br /><ul><li>April2010: LBC becomes Google Places with new features
    40. 40. October2010: location of Google Maps in SERPs moved to the right hand side, pushing organic bellow the fold
    41. 41. November 2010: Google Hotpot introduced in 47 languages (ratings + likes)
    42. 42. Marissa Mayermoved to Local and now its public face
    43. 43. Latitude only the social view ofMaps, to which Google will</li></ul>be adding functionality<br /><ul><li>Google focusing on new local product developments in the context of their 2 core products – Maps & Places
    44. 44. Hotpot recommendations is the first salvo of differentiation
    45. 45. Mobile is the primary focus for local development
    46. 46. Integration of ratings/reviews in SERPs leads to increase uptake</li></ul>Image credits: BlueGlass.com, Blumenthals.com<br />
    47. 47. Anatomy ofО-pack Listing<br />Website Page Title<br />Website Meta Description<br />Local Rank<br />Total Review Count<br />Top Review Sources<br />Image From Place Page<br />Place PageLink<br />Location Data From Place Page<br />
    48. 48. Clustered Top Citations<br />Top Reviews<br />Book Here!<br />Photos/videos From Owner and Sources <br />
    49. 49. SentimentAnalysis<br />Custom Details<br />Details From Other Sites<br />
    50. 50. Related Similar Places Nearby<br />Information From Website, UGC, Local Directories, Social Media, Groupon (recently)<br />Total Count Of Citations<br />
    51. 51. The 3Main Factors From Google <br /><ul><li>Location
    52. 52. Where is the business located
    53. 53. Proximity to the location in search query
    54. 54. Relevance
    55. 55. Business name
    56. 56. Categories
    57. 57. External data
    58. 58. Prominence
    59. 59. Reviews
    60. 60. Citations
    61. 61. Occurrences in UGC</li></ul>NAP = Name+ Address+ Phone!<br />
    62. 62. Source: SEOmoz.org<br />
    63. 63. Top 10 Positive Factors<br /><ul><li>Business address in the location in search query
    64. 64. Accurate and complete details(NAP)
    65. 65. Business Categories – at least 2 default categories, spam here leads to penalties (Awaiting Removal tag)
    66. 66. Locationin business name / description (decreasing)
    67. 67. 100% completed profile
    68. 68. Quality/quantity of citations
    69. 69. Reviewsand ratings(industry specific)
    70. 70. Proximity to location
    71. 71. UGC - My Maps, KML files, microformats
    72. 72. Certain traditionalSEO factors:
    73. 73. page titles/descriptions
    74. 74. local links
    75. 75. location in anchor text
    76. 76. Contact/About us pages</li></ul>How about Check-ins & Offers?<br />Credit: SmallBusinessSEM.com, DavidMihm.com<br />
    77. 77. Google Places Checklist<br /><ul><li>Claimed and100% completedGoogle Places Page
    78. 78. Only one page per location
    79. 79. Multilingual sites can claim a page for each language
    80. 80. More than 10 location- Bulk upload via a spreadsheet
    81. 81. Local phone number (avoidToll Free/Tracking numbers)
    82. 82. Company business name– exactly asoff-line
    83. 83. Company description– up to200 characters
    84. 84. Categories– up to5 (default and custom)
    85. 85. Exact address (Str. vs. St., Blvd vs. Boulevard)
    86. 86. Website/ business email w/ same domain
    87. 87. Area served!
    88. 88. Photos (up to 10 )and videos (up to 5) - thumbnail
    89. 89. Work hours/ Payment accepted
    90. 90. Real time updates from the owner (up to 30 days)
    91. 91. Respond publicly as the owner</li></li></ul><li>Google Places Checklist (cont’d)<br /><ul><li>Custom details(get creative not spammy here)
    92. 92. Place verification asap – mail and/or phone
    93. 93. Free offers with a photo/offer code
    94. 94. QR codes replaced w/NFC codes
    95. 95. Tagsdiscontinued in April2011
    96. 96. Upload photo as a Google user (after approval)
    97. 97. Photos in slideshow (max. 1MB, 1024x1024px)
    98. 98. Monthly email reports
    99. 99. Facebook/Twitter links in custom details
    100. 100. Foursquare RSS import to Google Places
    101. 101. My Maps
    102. 102. Map Maker
    103. 103. Boost
    104. 104. Google Offers
    105. 105. Google Latitude
    106. 106. Hotpot
    107. 107. Free business photo session fromGoogle (in 12 countries)</li></li></ul><li>
    108. 108. Tracking Traffic FromGoogle Places<br /><ul><li> Google Analytics URL Builder & 301 redirect
    109. 109. Call tracking (Mongoose Metrics, Century Interactive)
    110. 110. In-store pick up
    111. 111. Special promo code
    112. 112. New Analytics interface + new Place URLs?</li></ul> <br />
    113. 113.
    114. 114. Issues With Google Places<br /><ul><li>Duplicate / Merged listings
    115. 115. Lack of customer support
    116. 116. Incomplete and pre-washed stats data
    117. 117. Call tracking
    118. 118. Stats data export
    119. 119. Third party authorization
    120. 120. Map spam
    121. 121. Lost reviews form Google
    122. 122. Lost stats data fromGoogle
    123. 123. Bulk upload verification</li></li></ul><li>LocalSEO For the Website<br /><ul><li>Local terms in titles / descriptions/ internal links
    124. 124. Consistent contact details on each page(footer)
    125. 125. Dedicatedlanding page for each business location
    126. 126. Pages Contact / About us
    127. 127. Inserted map from Google Maps
    128. 128. Microformats(hCard, hReview, RDF)
    129. 129. Geo-sitemap + KML files
    130. 130. Links from local directories
    131. 131. Social media sites w/ geo-mapping features:</li></ul>Panoramio, Picasa, Flickr, Twitter, Buzz, YouTube, Foursquare, Facebook, Gowalla …<br />
    132. 132.
    133. 133.
    134. 134. Local SEO Takeaways<br /><ul><li>One algo for local & traditional SEO-SEO more important than ever
    135. 135. Local directories are still a competitor
    136. 136. AdWordsmore important and more competitive
    137. 137. Reviews and citations are crucialfor every business
    138. 138. More room for Google Place in SERPs</li></li></ul><li>CITATIONS<br />
    139. 139. REVIEWS <br />Image credit: DavidMihm.com<br />
    140. 140. OFFERS<br />
    141. 141. Local Shopping<br /><ul><li>Benefits stores w/ more then 10 locations
    142. 142. Product list to be updated weekly
    143. 143. Product prices and quantities to be updated daily
    144. 144. Requires sophisticated inventory control
    145. 145. Google Local Shopping overview: http://goo.gl/c2TRG</li></li></ul><li>Local Shopping<br />
    146. 146. Local Shopping<br />
    147. 147. Upcoming Events in Place Page (Wcities, Zevents)<br />Local Social<br />
    148. 148.
    149. 149.
    150. 150.
    151. 151.
    152. 152.
    153. 153.
    154. 154.
    155. 155.
    156. 156.
    157. 157.
    158. 158. Image credit: DavidMihm.com<br />
    159. 159. Image credit: DavidMihm.com<br />
    160. 160. Image credit: DavidMihm.com<br />
    161. 161. Image credit: DavidMihm.com<br />
    162. 162. Image credit: DavidMihm.com<br />
    163. 163. Image credit: DavidMihm.com<br />
    164. 164. Image credit: DavidMihm.com<br />
    165. 165.
    166. 166.
    167. 167. Bing Business Portal<br /><ul><li>Bing Maps feed Bing and Facebook
    168. 168. Slider indicators for the main categories
    169. 169. Admin right authorization to third parties
    170. 170. Free mobile site and aQR code for mobile devices
    171. 171. Links toFacebook& Twitter accounts
    172. 172. Window sticker w/ complete business information
    173. 173. CreatingDeals (coupons) and free promotion onBing (PC/Mobile) & Facebook
    174. 174. High resolution photos on Bing Maps (game changer?)</li></li></ul><li>Town Me + GeoAPI<br />
    175. 175.
    176. 176.
    177. 177.
    178. 178.
    179. 179.
    180. 180.
    181. 181.
    182. 182.
    183. 183.
    184. 184.
    185. 185.
    186. 186.
    187. 187.
    188. 188.
    189. 189.
    190. 190.
    191. 191.
    192. 192. Useful Resources<br /><ul><li>Google Places
    193. 193. Bing Business Portal
    194. 194. Yahoo! Local
    195. 195. Get Listed
    196. 196. Local Ranking Factors
    197. 197. Facebook Places
    198. 198. Google Places For Mobile
    199. 199. Locationary
    200. 200. Local Search Toolkit
    201. 201. Bright Local
    202. 202. White Spark
    203. 203. Mike Blumenthal
    204. 204. Matt McGee
    205. 205. Martin Beijk</li></ul> <br />
    206. 206. Google Maps For Fun<br /><ul><li>Google Sightseeing
    207. 207. Google Street View: Cars/Bikes/Trolleys …
    208. 208. Follow Your World
    209. 209. Google Maps w/ Street View
    210. 210. History Pin
    211. 211. Google Art Project</li></ul>and many more …<br /> <br />
    212. 212. Find me locally in Plovdiv<br />StanislavDimitrov<br />Stanislav.Dimitrov<br />SearchRocks<br />

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